A unique road safety campaign asking A77 drivers not to gamble with lives is launched in Ayrshire by the A77 Safety Group.  And the campaign is being backed by Kilmarnock FC players and West FM presenter Julie McKinnon. 

In the ten years from Jan 96 to Dec 05, 30 people lost their lives in crashes on the A77.  Despite analysis by the A77 Safety Group, no single factor or driver profile could be identified to help target the education and encouragement elements of the Group’s work.  The one constant however was that these people were all travelling on the A77 when they lost their lives. 

With that in mind the A77 Safety Group has devised a carefully planned six-month campaign to target road users while they’re actually on the route, or just about to access it.  

The principal message – ‘don’t gamble with lives, responsible driving saves lives’ – will, from today, be emblazoned on bus-backs, at Prestwick Airport in a number of European languages, at petrol stations on the A77 as well as on West FM and West Sound.  Messages will also be on-show at Kilmarnock’s Rugby Park from the start of the new season.  

Hugh McCafferty, chair of the A77 Safety Group explains: 

“The Group formed in 2004 to address mounting concerns about accidents on this route.  Since this time the partners have pooled their resources and expertise to help tackle road safety on the A77 through a range of measures including road improvement works, enforcement action, education campaigns and encouragement initiatives.   

“Inappropriate speed and poor driving behaviour on the A77 have resulted in tragic consequences.  This campaign is about targeting users while they’re on the route and reminding them not to gamble with lives – either their own or others.   

“That said, this is only one initiative and there is much still to do in terms of road safety on the A77.  There is no quick fix – but improving driver behaviour is certainly a vital factor.” 

Neil Greig, Head of Policy Scotland for the IAM Motoring Trust said:

“A moment’s inattention can cost you dear on the A77.  The road changes in speed and character along its length and drivers must learn to expect the unexpected.  Taking a gamble on an overtaking manoeuvre is never worth it and in the real world rarely gains you any extra time.  Sustained concentration and care are the only way to deal with the unpredictable and the everyday hazards of driving on one of Scotland’s most challenging roads.” 

West FM Presenter Julie McKinnon said: 

"We are delighted to be a partner in this worthwhile campaign. A lot of radio listening is done in the car and we are 100% behind any initiative that improves driver behaviour."