‘Deadly Mates’ campaign highlights dangers of reckless driving

Restaurant chain McDonald’s has teamed up with North Wales Police to launch a multi-agency initiative that hopes to reduce the high number of young adults killed or seriously injured in road traffic collisions.

The ‘Deadly Mates’ 2012 campaign was launched at Llandudno’s McDonald’s to help address the issue after figures showed that 20 young people aged between 17 and 24 were killed in road traffic collisions in Wales in the last year alone. The scheme will see each of the 62 McDonald’s restaurants in Wales pledge help to raise awareness of the dangers of reckless driving among the thousands of young adults they serve every day.

Representatives from the GoSafe Partnership and a team of road safety experts from North Wales Police and the North Wales Fire and Rescue Service were on hand at the launch in October.
Superintendent Gary Ashton, from North Wales Police, said: “The overall reductions in road casualties, since UK targets were set in 2000, have not been reflected among young drivers. With Deadly Mates having the support of a global brand such as McDonald’s, it helps road safety partners to raise awareness across Wales of the unnecessary and avoidable deaths of young people on our roads each year. Deadly Mates aims to use peer pressure positively as there is academic evidence that the risk of fatal collision rises exponentially with each passenger carried by a young driver.”

Phil Lowndes, a McDonald’s franchisee, added: “Since its launch the Deadly Mates campaign has had a real impact and it resonates well with young drivers. We are proud to offer the support of all McDonald’s 62 restaurants in Wales as we serve many young drivers and passengers at our drive thru and want to encourage more responsibility to help to keep them safe.

“We’ll be displaying posters and leaflets providing clear and informative messaging through our restaurants, to help young people make the right choice, speak up and take more care when on the road.

“We have been encouraged by the feedback we have received from young people at the launch in Llandudno, with many seeking advice from the experts that were on hand to answer any questions or concerns.”

North Wales Police began the initiative after the number of deaths of young people in Wales’ roads increased by more than 35 per cent.

Renowned Welsh Rally driver, Elfyn Evans, was also at the launch to back the campaign and share his experience following his 12-month road ban for speeding. In addition, Paralympic cyclist Mark Colbourne also showed his support as a father of a young driver and on behalf of his Paralympic team mates who have been seriously injured in road collisions.

McDonald’s has been working in partnership with GoSafe, which funds and manages the Deadly Mates campaign, following a successful pilot during 2008 in Bangor and Caernarfon. In 2012, the campaign was expanded to include all 62 McDonald’s restaurants in Wales.

Jim Moore, partnership manager at GoSafe, said: “It is a very distressing fact that too many young people are being killed or seriously injured in road traffic collisions in Wales. Regrettably, this is sometimes caused by the improper driving of another young person, and often involving friends. The Deadly Mates campaign looks to encourage young people to challenge the inappropriate driving of their peers. It highlights the devastating consequences to the family, friends and communities of both the driver and their passengers where a collision has occurred resulting in a death or serious injury.

“We’re very pleased that McDonald’s has again chosen to support this campaign and link up with us to promote it. Hopefully together we can reduce the number of young people driving unacceptably and thereby save lives.”

Victoria Ford, DVLA spokesperson, added: “We are happy to support the Deadly Mates campaign. Improving the safety and ability of young drivers is a key priority for the Government. Good driving involves more than just operating a vehicle – drivers need to be a