A LIFESAVING road safety initiative has been launched focusing on the “fatal four” behaviours that cause the majority of deaths or serious injuries in road collisions.

Following too closely is the most common cause of collisions costing businesses millions of pounds every year.

The initiative, championed by businesses and led by Hampshire Fire and Rescue Service, focuses on inappropriate speed, driver distractions – using smart phones, having a drink at the wheel – not wearing a seatbelt and drink or drug-driving.

The project is calling on businesses to add stickers to the back of each of the vehicles in their fleet covering the fatal four and also reminding drivers of the importance of leaving enough space between them and the vehicle in front.

Homebase’s group health and safety manager Andy Leigh said: “The cost -£2.75 per vehicle – of applying the five-sticker sets to the back doors of the entire Homebase fleet equates to the damage caused by one minor rear-end shunt, or trading disruption through one store resulting from a collision-related road closure.

"This is a great, low cost initiative that provides a simple reminder of road safety rules that will save lives, save businesses money and help to keep traffic flowing."

Sean Woodward, councillor for economy and transport at Hampshire County Council, which is applying the stickers to its 1,000-strong fleet, added: “This is a great initiative and one I’m very pleased the county council is part of.

“I hope more businesses will also join in and display the images on their vehicles so that they become a daily feature on our roads and their message is reinforced every time they are seen.”

The project has also secured the support of major national road safety organisations including Road Safety GB, RoSPA – the Royal Society for the Prevention of Accidents, the Insitute of Advanced Motorists, the Chief Fire Officers’ Association and the Association of British Insurers, as well as international interest from as far away as South Africa, New Zealand, Australia and the USA.

Hampshire Fire and Rescue Service’s head of community safety Steve Foye said: “With the A36 recently named the second most dangerous in the country, it’s clear to see why it is so important people are aware and reminded of ‘fatal four’ – speed, distraction, no seat belts and drink and drug use.

"With your help this project can reduce the number of people killed every year on roads across the country.

“Whether you work for yourself or an employer, you can do your part by getting these stickers on as many vehicles as possible.

"As well as showing a commitment to safety, everyone can benefit from reducing the disruption caused by road collisions and businesses can be more prosperous.

“The artwork is available for free online and the more people that add it to their vehicles, the more lives that will be saved.”

More information can be found online at www.hants fire.gov.uk/fatalfour