A HARD-hitting film is hoped will remind people that “poor driving behaviour” is the cause of the majority of fatal crashes across Somerset.

The video (above) has been developed in an attempt to drastically improve safety after 121 drivers - more than one a week - have died on roads in the Avon and Somerset Police area since the beginning of 2023.

The video was premiered to footfall fans during the Bristol City v Stoke City Match at Ashton Gate last night (Wednesday, February 12) and it will also be shown at Scott Cinema, in Bridgwater, from Friday, February 14.

The one-minute video, developed by Avon and Somerset Police, focuses on the ‘Fatal Five’ most common causes of fatal road traffic collisions: drink and drug driving, speeding, distracted driving (including use of a mobile device at the wheel), not wearing a seatbelt, and careless driving.

Chief Inspector Robert Cheeseman, head of roads policing and road safety at Avon and Somerset Police, said: “Every day, we all set out on journeys fully expecting to arrive at our destination safely. Sadly, over the past two years, a journey has ended in tragedy for 121 road users in our force area. That’s more than one fatality a week – with many more suffering life-changing injuries.

“We want motorists to understand that poor driving behaviour is the root cause of the majority of collisions. These fatalities and injuries are preventable. The choices we make behind the wheel really do matter, and in making this film we hope to reach as many people as possible with this important message.”

The vast majority of the 121 road deaths recorded since the start of 2023 involved one or more of the Fatal Five.

Using the concept of ‘last messages’ to illustrate the typical messages we send every day to family, friends and colleagues letting them know we’re on our way – whether to or from work, an appointment or social arrangement – the film carries the message that we all expect to reach our destination safely; yet on average, one journey made every week in Avon and Somerset ends in tragedy.

Following its premiere, the video will be shared across Avon and Somerset Police’s social media channels from today (Thursday, February 13). The video will be shown at Scott Cinema in order to reach a wider and engaged audience.

The video has been made possible thanks to support from the Avon and Somerset Road Safety Fund, which is funded by cost recovery from traffic offences and supports educational projects aimed at improving road safety.

Police and Crime Commissioner Claire Moody added: "Every serious or fatal road accident represents a family forever changed. I fully support this initiative to raise awareness of dangerous driving and hope it will make people think about the way they drive.

“If even one driver makes a positive change, it could save a life. I am committed to encouraging more preventative efforts to stop these heart-breaking incidents before they occur."