Drivers in Colchester urged to 'switch off to care for your air'
New signage has been installed in pollution hot spots
New signage in Colchester is encouraging drivers to switch off their engines while stationary.
They have been installed by the borough council in two of the most highly polluted areas of the town.
The signs can now be seen at the traffic lights on Brook Street, in both directions, and at the East Gates rail crossing.
They feature three different psychological messages, which build upon previous academic research:
• Responsibility: "Join other responsible drivers in Colchester"
• Effectiveness and recognising that your own actions have an impact: "You will improve the air quality in this area"
• Reflection: "Think about your actions"
The council is working in partnership with the University of Essex to evaluate the effectiveness of each sign.
Councillor Martin Goss, portfolio holder for waste, environment and transportation, said:
"Air quality is an important issue in Colchester, affecting everyone who lives and visits our town.
"Cars are a major source of air pollution, with as much as 30 per cent coming from vehicle engines running whilst stationary.
"We hope the installation of these new signs will help remind drivers of the simple actions they can take to help improve the air we all breathe."
Meanwhile Dr Marie Juanchich, from the Department of Psychology at the University of Essex, added:
"We were very happy to support Colchester Borough Council in their plans to cut pollution in our town and to improve air quality.
"As scientific advisors on the project, we ensure that the benefits of this programme are thoroughly evaluated so that findings could inspire future actions to curb pollution."
Research assistants will regularly monitor the number of drivers switching off their engines, and the impact on air quality near to the signs, for the next 18 months.
They will also look at whether the signs need to be rotated to help maintain positive behaviour change and to reduce the risk of drivers becoming tired of the messages.
The project is funded by the Department of Environment Food and Rural Affairs and supports the area's CAReless Pollution campaign, which encourages drivers to switch off their engines while stationary to bring health benefits to everyone inside the car and cut pollution in Colchester by up to 30 per cent.
The campaign was launched in October 2020.
There is more information about CAReless pollution online.