Maidenhead & Windsor

For romantic Maidenhead verse read hard-hitting apology as Maidenhead Royal Borough road safety officers drive home a powerful Valentine's Day message-with-a-difference that tells young motorists "don't drive too fast".

The thought-provoking sentiment will feature on more than 700 cards and keyrings being distributed to sixth-formers at Maidenhead borough schools and colleges in the run-up to Valentine's Day on February 14 as the borough once again supports the national "For My Girlfriend" young driver campaign.

The award-winning and controversial campaign – now in its third year – is designed to make young drivers aware of the potentially fatal consequences of driving too fast.

Run jointly with other local authorities in the Thames Valley to help reduce road death and injury among young people, the campaign confronts young male drivers with the appalling prospect of killing their girlfriend as a result of speeding.

This year's campaign features a Valentine's card in a sealed envelope with the words "For My Valentine" apparently handwritten on it. The front of the card carries the same message but inside reads: "I'm sorry, I didn't mean to kill you. I was driving too fast," alongside a photo of a mangled car.

Philippa Baxter, road safety officer, said: "It is particularly difficult to get road safety messages across successfully to young drivers.

"The powerful message in this card may upset or even offend some people – but most of those who have seen it admit that while they did not like it, it certainly had an impact and made them think.

"If it makes young people stop and consider the potentially terrible consequences of driving too fast – and, in time, helps save lives - then we ask people to set aside any personal dislike of it.

"Research has shown that young people find it almost impossible to imagine killing or injuring themselves in a road crash. The outcome they dread the most is killing or maiming someone they are close to – perhaps a girlfriend or best mate – who is travelling in the car with them. The ‘For My Girlfriend' campaign plays on this emotional vulnerability in a bid to make young drivers think about this awful prospect."

For further information about the For My Girlfriend campaign visit the website at www.fmg.org.uk or contact the organisers on 01379 650112.

The Royal Borough of Windsor and Maidenhead