Safe, Appropriate Speed

Safe, Appropriate Speed – Stay safe in all situations

Our appropriate speed campaign focuses on encouraging drivers to think about the speed they are travelling at whilst driving.

The campaign features adverts Safe, Appropriate Speed ‘stay safe in all situations’ on petrol pumps covers in a selection of forecourts across Bedfordshire and Luton.

A similar advert has also been produced that feature on the back of buses which also advertises the message “Safe, Appropriate Speed”- staying safe in all situations. The image is a compilation of words and phrases that people may think of in connection with previous campaigns.

Drivers and riders need to check not only that they are travelling within the speed limit, but are at an appropriate speed for the conditions that surround them.

Speed limits are a maximum, not a target.  There are situations where travelling at the limit are not appropriate, such as:

  • The road layout or conditions present a hazard (for example a bend)
  • Near schools, shopping areas, railway stations etc
  • When there are other road users such as cyclists, horse riders, pedestrians are likely to be in the road etc.
  • Adverse weather conditions
  • Driving at night
  • Or a combination of these factors.

The Partnership is reminding drivers that even driving at the speed limit could be dangerous and that inappropriate speed can kill. Speed is one of the main factors in fatal road collisions - the faster you travel  the longer it will take you to stop.  4,187 people in the UK were killed or seriously injured in crashes where speed was a factor in 2009 (

The campaign has been running since the beginning of February 2012.