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BEDFORD, ENGLAND, March 16, 2013 /24-7PressRelease/ -- Brake, the road safety charity, is partnering with Autoglass to launch a new national campaign promoting road safety.
The free Bosch wipers initiative urges drivers to consider the road safety implications of poor visibility and raises awareness of the essential role windscreen wipers play in allowing drivers to maintain good visibility.
The joint activity follows the news that the Department for Transport's road safety publicity budget has been slashed from GBP19m in 2008/09*** to GBP3.9m in 2011/12. As a result, the Government announced it would no longer invest in children's road safety TV advertising.
The change in the Government's spending priorities means there is an increased need for corporate organisations to work in partnership with charities to raise public awareness of life saving issues. This latest activity aims to reduce the 40 road deaths, and 600 serious injuries a year that are linked to poor visibility by highlighting the easy steps drivers can take to ensure a clean and safe windscreen, such as the regular checking of windscreens and wipers.
Autoglass, the vehicle glass repair and replacement specialist, and Brake began working together in 2010. Autoglass is already Brake's campaign partner for Bright Day, an initiative to raise awareness of the importance of good visibility, particularly in the darker winter months. Bright Day not only raises awareness of the importance of seeing and being seen, it also helps to raise essential funds for the support Brake provides to the victims of road crashes.
The new windscreen wipers initiative follows research released by Brake in August 2012 showing that a huge proportion of drivers are failing to conduct potentially life-saving vehicle checks. Nearly four in ten (39%) set off on long journeys without checking their tyres are in a safe condition with the right pressure, more than one in four (26%) don't bother to check oil and water and the same number (26%) don't ensure washers and wipers are working*. The consequences of this are severe - in 2010 (latest data available), 39 people were killed and another 2,178 were injured, some seriously, because of crashes where vehicle defects were a factor**.
The creative will also see a return to screen of technician Gavin, the famous first face of the Autoglass Heroes advertising campaign. The integrated activity will appear across TV, radio, online and social channels, featuring the hashtag #getfreewipers. The TV ad can be viewed at www.youtube.com/autoglass.
Sarah Fatica, general manager at Brake, said: "We are incredibly proud of our partnerships with corporate supporters such as Autoglass, and are delighted to be working alongside it to raise awareness about the importance of proper vehicle maintenance. Advertising campaigns are a fantastic way in which we can ensure that crucial road safety messages are reaching drivers."
Matthew Mycock, Managing Director at Autoglass, said: "With Government ad spends reduced, it is essential businesses get involved and support charities with which they have a strong synergy. Autoglass and Brake are both passionate about road safety. We have successfully worked together on Bright Day for Brake, and now we hope this initiative can make a difference. If just one pair of wipers we give away helps to prevent a serious road traffic incident, the whole activity will be worth it."
Notes to Editors:
*PART 1 Are you ready to drive? Brake & Direct Line, 2012
***Children's road safety TV adverts axed in England, 2012.
Autoglass is the UK's leading vehicle glass repair and replacement service, with over 80 branches and 1100 mobile technicians. Until 27 March 2013, Autoglass will be giving away free Bosch wipers with windscreen repair and replacement services. For details of the nearest centre call 0800 36 36 36 or visit www.autoglass.co.uk
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