As the World Cup brings people together under the banner of “it’s coming home”, Leeds Vision Zero is putting a different kind of “coming home” in the spotlight – the everyday journeys we think we know best, but where risk is often highest.
The Coming Home? campaign runs for eight weeks and mainly focuses on men aged 25 to 39 who drive along Kirkstall Road. Statistics show that this age group is involved in more collisions in this area than any other.
The aim of this campaign is to reduce road collisions, and champion safe and sustainable travel among men who live work or travel through the Kirkstall area of Leeds.
A spokesperson said: “The principles of the campaign apply to all motorists – familiarity can lead to reduced attention, ‘autopilot’ driving and missed hazards, which are all key factors behind incidents on well-known routes.
“This is part of a wider pattern across the city, where data shows men of all ages are around three times more likely to be involved in a collision on Leeds roads than women are, reinforcing the need for targeted, behaviour-led interventions.”
Throughout the World Cup, the campaign targets key risk moments – rushing to kick-off, thinking about the result, or driving routes we use every day. Its core message is simple: stay alert, look twice, and keep your speed in check, even when the road feels predictable.
As part of Leeds Vision Zero’s ambition to eliminate deaths and serious injuries on our roads by 2040, “Coming Home?” is designed to challenge ingrained habits and prompt safer choices to help ensure that every journey really does end with someone getting home safely.
More details – and how to get involved – can be found here.
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