Ms Sarah O'Connor:

That is why the "slow down" message is so important. We have been working on our communications strategy for the coming years and people will be sick of hearing us tell them to slow down because speed is a factor in so many collisions. The human body is designed such that the higher the speed, the greater the impact will be, and Mr. Rowland has given the tangible figures behind that. Not only does it mean we can reduce the impact if we are involved in a collision but it will reduce the potential for that to happen because we will give ourselves more reaction time. It is also about the weather conditions and the conditions of the road. None of us is driving on a dream road; we have to drive on the roads that exist. Even if we had more funding, we would have to take that into account. That aspect is very important and people will be sick of us saying it, but we do so for good reason. It is the right thing to be saying. We all need to change our relationship with speed.