Transport For London: The Risks Go Up, 1

Transport for London want to reduce the number of deaths and serious injuries on London's roads by getting people to slow down and drive appropriately for the conditions. Every day, an average of two people are killed or seriously injured by drivers doing something so common: driving too fast for the conditions of the road. Driving at an inappropriate speed doesn't necessarily mean breaking the speed limit but depending on the road conditions, volume of traffic, time of day, number of pedestrians and cyclists or even the amount of parked cars, driving at 30 mph can be dangerous. It can put lives at risk.
Agency: VCCP, London