Essex County Fire and Rescue Service


Fire Service works to reduce road deaths in Essex

Essex County Fire and Rescue Service is working alongside partners in Essex as part of the Safer Essex Roads Partnership to reduce the number of people killed on Essex roads.

The Safer Essex Roads Partnership (SERP) launched its Vision Zero draft strategy on Tuesday, September 14 which details how partners across Essex will work to achieve zero road deaths in Essex.

The strategy was launched in Chelmsford City Centre as part of a pop-up event using a digi-van, campaign materials and with support from the Project Edward team - Every Day Without a Road Death, a national campaign to reduce the number of people killed and seriously injured on roads.

Essex County Fire and Rescue Service joined partners from across SERP at the launch to talk to the public about the launch of Vision Zero. Chelmsford firefighters were on hand with the Service’s prevention team to talk about its prevention work with its Audi Fire Car. The Service was also encouraging the public to download the free smartphone app what3words to help emergency services locate callers quickly in an emergency.

Will Newman, Head of Prevention at Essex County Fire and Rescue Service said: “While considerable success was made in reducing the number of deaths and serious injuries recorded on the roads of Essex between 2005 and 2020, there were still 42 deaths and 675 serious injuries recorded in 2020.

“This is too many deaths and injuries and the partnership has adopted an ambitious target to achieve ZERO deaths and serious injuries by 2040. In addition, an interim target of reducing deaths and serious injuries by 50% has also been adopted by 2030.

“We cannot achieve these targets alone and we need the support of all residents, businesses and road users.

"At Essex County Fire and Rescue Service, we work daily to help make Essex a safe place to live, work and travel.  Road safety is a pillar in our prevention strategy and we have successfully worked with road users for many years, particularly motorcyclists and young drivers. 

“We are committed to supporting the Vision Zero strategy, especially as we can also bring in the expertise of our operational colleagues and their role in post collision response.  Ensuring the public are able to get help as soon as possible is vital, and the promotion of What3Words and the public understanding how they can use that app in an emergency is a great message for us to promote.”

Shoppers will have seen Extra Eyes videos, the ‘Towards Zero’ film and other short clips showing speed enforcement and innovative road layouts to provide safe space for cyclists displayed on the big digi-van screens.

The My Small Change campaign car was also on site, drawing in young drivers and to help the team emphasise the importance of vehicle safety as part of Vision Zero.

Visit to read the strategy.

Page last updated 17 September, 2021

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