Driving at safe speeds

Slow down!

We aim to motivate drivers to slow down by showing that driving even 'a little bit' over the speed limit can still have devastating consequences, particularly to those who walk, cycle and ride a motorcycle.

All people featured in our TV and poster ads are models.

Devastating consequences

  • Speeding was reported as a factor in around half the 2022 fatal collisions in London
  • Cars continue to be the main vehicle involved in collisions in 2022
  • Pedestrians were more likely to be killed on London roads in 2022 than any other road user

How Vision Zero will help

The Mayor of London's Vision Zero objective is to eliminate all deaths and serious injuries on London's roads by 2041.

In November 2021, the Mayor of London published the Vision Zero Action Plan - a progress report outlining our strategy for making London's roads safer for all.

Lowering speed limits across London boroughs

As part of Vision Zero, we're lowering speed limits across London. Find out more on the Safe speeds page.