“Slow Down, Save Lives”: Scottish Government Targets Speeding in New Road Safety Drive

The Scottish Government has launched a powerful new campaign urging motorists to ease off the accelerator, as new figures show that speeding remains a factor in around 20% of all road deaths across Scotland.

Developed in partnership with Road Safety Scotland and supported by the Scottish Fire and Rescue Service (SFRS), the campaign calls on drivers to recognise how small changes in behaviour can make a life-saving difference.

According to research by the Global Road Safety Facility (GRSF), even a modest drop in speed — for example, reducing from 65mph to 60mph — can halve the number of fatal crashes. The message is clear: every mile per hour matters.

The initiative also draws attention to the dangers of rural roads, where higher speed limits often result in more serious outcomes. Although these roads account for less than half of all reported crashes (42%), they are responsible for nearly two-thirds of fatalities (64%), according to Transport Scotland’s 2024 data.

Cabinet Secretary for Transport Fiona Hyslop said the campaign aims to remind all drivers that no one is immune from the risks associated with speeding:

“Regardless of how experienced we are behind the wheel, losing control at high speed can happen to anyone. Driving just a little slower can be the difference between a near miss and a fatal collision. Every journey should end safely — for drivers, passengers, and everyone else on the road.”

Deputy Assistant Chief Officer Kenny Barbour from the SFRS added:

“When people choose to drive too fast, they’re not only endangering themselves but also pedestrians, cyclists, and other motorists. Our firefighters see the devastation caused by speed-related collisions far too often. Adhering to speed limits and driving to the conditions could prevent countless tragedies.”

The campaign will roll out nationwide across television, cinema, radio, and online platforms, raising awareness of how small adjustments in speed can help save lives. The full campaign video and further details are available on the Scottish Government’s road safety pages.