Deer Aware

The need for this was highlighted by the results of the Deer Vehicle Collisions (DVC) project which was conducted to determine the scale of the problem. It is estimated that in Britain there are 74,000 DVCs a year and between the years 2000 and 2005 there were 20 people killed and 134 seriously injured.

This driver information programme is made freely available through the Deer Initiative to raise awareness of the issue. The material contains a combination of artwork, radio adverts and website banner. The choice of different products has been chosen to allow for seasonal and regional differences.

This is also demonstrated by the radio adverts which are of varying length and have seasonal differences to allow for a more focused local campaign. The radio commercials are voiced by the well known presenter John Craven who also give advice on when it is most likely that you will encounter a deer and what you should do if you see one in the road.

All materials have been designed to be used as part of a local initiative which will serve as a reminder to drivers that deer are active in their area, and for the need to be vigilant to avoid a collision or reduce the severity if one does occur.