Press Release

July 2004

Turning Speed Cameras into Safety Cameras

ROADPEACE'S 'REMEMBER ME' SIGN CHANGES THE FACE OF THE SPEED CAMERA FOREVER

On 16th July 2004, London transport chiefs will launch a ground breaking new safety initiative with the commissioning of two roadside speed cameras bearing the RoadPeace charity's 'Remember Me' roadside memorial.

Placed to commemorate an appalling road crash of March 2003, in which five young people were killed, the cameras placed in Bounds Green Road, North London, will display the 'Remember Me' image together with the names and photos of the crash victims. Commissioned by Transport for London in response to the campaigning work of RoadPeace member, Sue Cini, (whose son Lee was one of the victims of the crash), it is hoped that 'Remember Me' will cement the link between speed cameras, the victims of speed and active road safety.

In the UK, The Department for Transport's criteria and guidelines now prevent the erection of speed cameras unless four people have been killed or seriously injured at that site (1km stretch) in the past three years: A key fact that is unknown to the vast majority of the public. Although this reactive 'body count' approach is considered both objectionable and unscientific by RoadPeace, the charity hopes that the placing of 'Remember Me' signs on cameras across the UK will create a vital link between speed cameras and road danger in an uniquely arresting, poignant and highly effective manner. In effect, 'Remember Me' turns the camera into an active memorial to victims and dispels all credibility from those who criticise the primary role of speed cameras.

RoadPeace Founder, Brigitte Chaudhry, said, "The Remember Me sign has been a massive success and has proved to be immensely popular amongst our membership. RoadPeace supports the use of the 'Remember Me' sign in the fight against speeding and all other forms of road violence. Why, however, should we have to wait until four people are killed or seriously injured before a safety camera can be commissioned? RoadPeace advocates the positioning of safety cameras in known danger areas before people are hurt, rather than becoming 'after the event' memorials to preventable deaths.

"We see this pilot scheme as an important step towards a wider understanding of the issues and towards the acceptance of speed cameras as useful tools in the fight against road crimes."

Peter Hendy, Managing Director, Surface Transport, Transport for London, said: "I welcome this partnership between the LSCP and RoadPeace and am confident these signs will demonstrate to drivers the link between excess speed and road deaths. Since the commissioning of the cameras, there has been a marked reduction in speed which is our overall aim."

The 'Remember Me' image was developed jointly by RoadPeace and Sweetapple, a PR/Ideas Company, for the benefit of all road crash victims.

Matthew Sweetapple said, "In the UK, over 3,500 people are killed on the roads every single year, many as a result of speed related crashes. Although surveys show overwhelming public support for speed cameras, there still seems to be a huge lack of awareness regarding the location and use of the cameras. We hope that the use of the 'Remember Me' sign will create a personal link between this piece of cold technology and the lives and deaths of real people. We also believe that a direct link between road crimes, fines and the support of under funded charities such as RoadPeace - cemented here by the use of the Remember Me image - will see a major step forward in the acceptance of revenue generating road safety measures."

The Story of 'Remember Me'

Since the launch of the Remember Me roadside memorials campaign on 31st August 2003, some 2,000 Remember Me signs have been placed across the UK by members of RoadPeace to commemorate their loved ones. 'Remember Me' has provided RoadPeace with a focus for acknowledgement, fundraising and events - in November 2003, the 'Remember Me' image was used as the centrepiece for a memorial projection on to City Hall in London - and it has acted as a focal image for national and local campaigning work.

About RoadPeace

RoadPeace is the only specialist charity working across the UK for and on behalf of bereaved and injured road traffic victims in the aftermath of road crashes, yet, astonishingly, the organisation receives absolutely no statutory or motor industry funding. To find out more about RoadPeace and its 'Remember Me' campaign contact RoadPeace or visit the RoadPeace website: www.roadpeace.org

About Sweetapple

Matthew and Elaine SWEETAPPLE are the creators of the award winning Peeball campaign for The Prostate Cancer Charity. The husband and wife team work with a variety of charitable and commercial organisations introducing ground breaking new ideas. www.sweetapple.co.uk

Contacts:

RoadPeace office 020 8838 5102

Brigitte Chaudhry 020 8964 1800

Sweetapple office 01438 718 007

Matthew Sweetapple 07956 137 541

Email: matthew_s@sweetapple.co.uk

NOTE: The Launch takes place on Bounds Green Road, North London - near its junction with The North Circular Road - at 2.30pm on Friday 16th July 2004. Guests include TfL Chief, Peter Hendy and GLA Green Party Member and the London Mayor's Road Safety Ambassador Jenny Jones. All are welcome.

HIGH RESOLUTION PHOTOGRAPHS ARE AVAILABLE FROM:

http://homepage.mac.com/scphoto/PhotoAlbum18.html

OR BY PHONING

07956 137 541 OR EMAIL: info@sweetapple.co.uk

Agenda for Friday 16 July 2004

2:15 - Arrival of guests

2:30 - Welcome and introductions to event - Jenny Jones, Road Safety Ambassador

2:40 - Background to Bounds Green Road speed cameras - Peter Hendy - Managing Director - TfL

2:55 - Brigette Chaudhry - RoadPeace - who they are and what they do

3:05 - Matthew Sweetapple - SWEETAPPLE - How the Remember Me sign was created.

3:20 - Reading of selected poems/inserts from the Remember me booklets by victims' family members. Family's religious Father Tim Curtis to request a period of silence and a prayer, with the laying of flowers (anemones) at the site. The number of flowers will denote the number of fatalities at the site, with the Remember me signs denoting those seriously injured.

3:40 - Thank you - Jenny Jones

Attending the London event

Peter Hendy, Managing Director, Surface Transport - TfL

Jenny Jones, Road Safety Ambassador

Chris Lines - Head of the London Road Safety Unit

Tom Duckham - Project Manager, LSCP

Superintendent Neil Haynes - Metropolitan Police

Stephen Bloomfield - Borough Commander Metropolitan Police, Haringey

Brigitte Chaudhry - RoadPeace Founder

Matthew & Elaine Sweetapple - SWEETAPPLE

Mr & Mrs Cini and family members

Miss Wendy Hulme and family members

Mrs Alison Chase and family members

Father Tim Curtis

London Borough of Haringey - Traffic and Transportation Unit

Alex Constantinides - Head of Highways

Demos Kettenis - Deputy Head of Highways/Group Manager Highways Infrastructure

Tony Kennedy - Group Manager - Highways Traffic & Road Safety

Olatunji Oladejo - Group Manager - Highways Maintenance

Inga Hutton, Marian Cooney, Beverley Taylor - Streetscene