In an attempt to get the safety message Slow Down-Speed Kills communicated to motorists in the Humberside region, the county's safety camera partnership has produced an Informaxx information booklet warning of the dangers of speed and flagging up the location of the various camera sites.

100,000 16-page Informaxx booklets were produced for the campaign, which aims to reduce casualties and collisions at the worst crash sites within the Humber region by encouraging motorists to drive safely and appropriately in accordance with the speed limit.

Ruth Gore, Marketing Communications Officer at Humberside Safety Camera Partnership explains, 'The Informaxx booklet is working exceptionally well as a format for safety camera location information. Public sector always opt for leaflets so we thought we'd break the mould and choose something that was infinitely more workable.

The credit card sized mini-booklet is the right size for retaining in wallets, handbags and cars and so acts as a handy, quick reference guide.

'Many drivers see the value of having this information and are grateful that we have presented it to them in a format that is durable and hard-wearing enough to survive the rough and tumble of everyday life. It will not end up crumpled and dog-eared like a leaflet and so the information is much more likely to be kept and reused.'

The Informaxx booklet costs the same as a conventional leaflet but has greater impact as it has a higher perceived value. Members of the public are more likely to pick up at an information point because of its novelty value and also because it looks more professionally produced.

Kempson Way, Bury St Edmunds, Suffolk IP32 7AR, England. Tel +44 (0) 1284 701381, Fax +44 (0) 1284 705575
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