Sandwell launch campaign addressing consequences of dangerous driving

The ‘For The One I Love’ campaign aims to bring home the terrible consequences for drivers, passengers and loved ones when things go wrong on the road.

The campaign is also raising awareness around the street racing ban that is currently in place in Sandwell and the wider Black Country.

The campaign specifically urges young adults to take responsibility for their passengers as well as themselves while driving. It encourages people to speak out if they find themselves in a situation where they feel uncomfortable as a car passenger.

As part of the campaign, on Valentine’s Day (Friday, February 14) road safety officers from Sandwell Council set up a display of red roses at Sandwell College. 

Each red rose represented a young person aged 17 to 24 who was killed or seriously injured on the road in the West Midlands in 2023. Roses were distributed to students, with each rose bearing a label giving information about the campaign.

The campaign encourages young drivers to drive safely and responsibly within the speed limit as well as giving advice on the importance of wearing seatbelts.

Over the past 20 years, Sandwell has halved the number of casualties on its roads, including reducing child casualties by 67 per cent.

This big reduction follows a targeted programme of engineering and education measures, and supporting police enforcement action, all work which will continue to keep improving road safety.

Councillor Keith Allcock, Sandwell Council’s Cabinet Member for Environment and Highways, said: “Road safety remains a top priority for the council and our partner organisations. I welcome this campaign to raise greater awareness.

“We have made good progress over the past 20 years but I’m acutely aware there’s more to do, and my heart goes out to anyone who has been seriously injured or lost a loved one on Sandwell’s roads. My message to all drivers is to always take care, drive safely and think of the potential devastating consequences of their actions if they don’t.”

A High Court injunction order bans street racing in the Black Country, including Sandwell, and applies to drivers, riders, passengers, organisers and spectators.

Sandwell Council has successfully taken nine people to court for breaching the order by racing on Sandwell’s streets, including seven on Kenrick Way, West Bromwich. 

All nine received suspended prison sentences. Street racing also invalidates a vehicle’s insurance policy and police can seize and crush vehicles.

Councillor Suzanne Hartwell, Deputy Leader and Cabinet Member for Neighbourhoods and Community, said: “Street racing puts people’s lives at risk and can have tragic consequences as we have sadly seen on Sandwell’s roads. We continue to work closely with Sandwell Police and other councils to tackle dangerous and anti-social street racing.”