Just A Second: New campaign calls on drivers to keep themselves and others safe on Derbyshire’s roads

When you are behind the wheel things can change in a second – and we are calling on drivers to be ready for whatever the road throws at them with our new campaign.

Just A Second aims to educate drivers about those dangers, some hidden – some obvious, that can prove expensive, embarrassing or even fatal.

Checking your phone, changing the radio station, eating, and driving the day after a night out, are among the dangers that are highlighted in the new eight week campaign.

Assistant Chief Constable Michelle Shooter, said: “Last year my officers had to speak to the families of 32 people to tell them they were never coming home.

“That is a conversation that nobody should ever have to have – and often those deaths have been caused by totally preventable actions.

“Getting behind the wheel is something many of us do every day, but it must be given the respect that it deserves.

“The new campaign seeks to highlight things that people think don’t really make a difference – but can, in just a second, change their lives forever.”

The campaign, which has been developed with the Derbyshire Road Safety partnership, will be promoted in service stations, at petrol pumps, in popular podcasts, and will even spread the word to tens of thousands of people at the YNot Festival.

As well as safety messages for those on the roads, we’ll be targeting the next generation of drivers. A summer activity booklet for children along with lessons to be delivered when they return to the classrooms will make sure young people are learning road safety early on.

Any drivers who continue to drive distracted or under the influence of drink and drugs will risk being pulled over by our officers - and they aren’t the only ones on the look-out. We will be acting on the increasing amount of information we receive from the public, including dashcam and CCTV footage showing those who flaunt the law.

Assistant Chief Constable Michelle Shooter said: “Even if nobody gets hurt, being caught driving carelessly could have a huge impact on you.

“Nobody wants to explain to their family that they have to go to court because of their behaviour behind the wheel.

“You could lose your licence – and potentially with it your job – all for the sake of changing a song on a playlist.

“The message from us is a simple one. When you’re driving, give it your full attention 100% of the time. Put your mobile phone in the glove box or somewhere it won’t distract you, pick your radio station before you set off and always make sure you are safe to take to the roads.”