In a bid to help reduce further the number of people being killed or seriously injured on our roads, DRIVESAFE are looking at people's attitudes when they get behind the wheel.

Today's motorist generally doesn't think about the way they drive and what they are doing but about other things that can distract them from driving. DRIVESAFE wants

• To encourage motorists away from behaving in any way selfishly, aggressively or thoughtlessly whilst they are in control of their vehicle.
• To encourage positive, friendly behaviour, that brings out the best in other road users.

To highlight that all motorists should see themselves as an equal whilst on the road and not view their own needs as greater than others. DRIVESAFE wants drivers to

• Be patient
• Be polite and kind
• Respect other road users
• Be courteous to all road users
• Take your time

Stuart Howarth from DRIVESAFE said, ‘We are trying to remind drivers that if you concentrate on your driving, therefore respond to what happens rather than react to something that suddenly appeared then driving can be more enjoyable as well as safer. The theme of the launch is going back to the 70's when driving was a little less stressful'