With five people dying on average each day on UK roads, a campaign for “zero road deaths” is being backed by a growing number of road safety campaigners across Europe.

The TTC Group, which educates 350,000 each year to drive more safely and is a leading provider of Bikeability cycle training, has joined forces with police to add their voices in support of the Project Edward campaign.

European Day Without A Road Death is a project launched a year ago by EU traffic police who want people to pledge to reduce risk and improve safety on all road journeys on September 21.

The TTC Group, which helps businesses and organisations manage their work related road safety as well as running courses for police nationwide, says it is calling on all their customers to join the campaign.

“We are proud to be supporting Project Edward on September 21 and we are encouraging all our corporate customers who have employees who drive for work,to embark on a road safety campaign, not just for September 21, but on an ongoing basis as well,” said TTC DriverProtect’s Andy Wheeler.

Joining the Project Edward launch at TTC Group’s Telford HQ in Shropshire were Sergeant Gavin Williams and Inspector Nigel Webster, from West Mercia and Warwickshire roads policing unit.

“We will be supporting Project Edward. Zero to road deaths,” said Sergeant Williams.

Their video messages will be used on social media to spread the word about road safety and can be viewed at www.tispol.org/edward where people are being encouraged to sign up to the Project Edward pledge.

Project Edward’s long term aim is to spearhead a significant and sustained reduction in deaths and serious injuries on roads across the world.

Driver error, when people make fatal mistakes, is a key factor in road deaths and serious injuries, says the TTC Group.

Jo Baugh, Marketing Manager for TTC DriverProtect, part of the TTC Group, said: “Every life is important and in the UK five people die on average each day on our roads. A quarter of all crashes involve people driving for work.

“We all have to heed road safety advice and businesses can play their part by pro-actively monitoring, measuring and managing work-related safety for their fleet drivers.”

A total of 1,780 people died on UK roads in 2015, 22,830 were seriously injured and there were 152,440 slight injuries.

European roads are the safest in the world recording 50 road deaths per one million inhabitants, compared to 174 deaths per million globally. Over the past six years there has been an almost 20% reduction in road deaths, and road safety supporters want to continue the trend.

The TTC Group says people who drive at inappropriate speed, ignore traffic lights and road signs, don’t wear seat belts, have unroadworthy vehicles and use their phones while driving, put themselves and others in danger.

They are calling for people to drive more carefully and for cyclists and pedestrians not to take risks on the road. For more information on road safety visit www.ttcgroup-uk.com and for business road safety visit www.ttc-driverprotect.com

The pledge encourages road users to drive safely and calmly, avoid distractions, drive at an appropriate speed within the speed limit, be visible and put lights on, look and plan ahead and keep a safe distance from other vehicles. The road safety initiative by TISPOL, the European traffic police network, encourages all road users to reflect on their behaviour and attitude.

The EU road safety pledge:

  • Remind my family, friends and colleagues to take extra care on the roads.
  • Put my lights on for safety.
  • Drive as safely as I can and follow the rules when behind the wheel or riding a motorbike or bicycle.
  • Be extra vigilant and attentive to the needs of pedestrians, cyclists, children, older people and horse riders.
  • Drive at speeds that are both legal and safe.
  • Carry out proper safety checks on my tyres.
  • Pay particular attention when driving near schools, and where there are lots of children.
  • Never drive after drinking alcohol or taking drugs/medicines that could impair safety.
  • Look as far ahead as possible and not tailgate other drivers
  • Always wear my seat belt and ensure that everyone with me wears theirs.
  • Not use my mobile phone while driving.
  • Ensuring I am not distracted by anything inside or outside the car, or inside my head.
  • Set a good example to my passengers by driving calmly and safely.