This time of year we are used to seeing road safety adverts designed to shock us. Most of us switch these off mentally as they are over dramatic and are not the sort of message we want to hear.

However, this week the BBC news web site is offering a far more informed and credible message about road safety with a selection of articles offering insights into the data and the human cost.

The data that is presented in graphs and on a map very much like the bristolstreets map are interesting.

But it is the article Anatomy of a Crash that really puts the whole thing in perspective. One has to be very thick skinned indeed not to be moved by hearing the details of how a death on the road affected those left behind.

The data angle

Overview | In Graphics | Crash Map

This section has three pages about deaths on the roads from a statistical angle. Despite recent road safety improvements, travelling by road is still one of the most dangerous things we do on a regular basis.

Improvements in road safety have come largely from cars that better protect their occupants (but not the more vulnerable road users outside the car) and by reduction in speed. Over a quarter of all fatal accidents occur on unclassified roads (i.e. not motorways or A or B roads but on urban streets).

Drink-driving is involved in 20% of fatal accidents. And fully half of all fatal accidents occur on Friday, Saturday and Sunday (times when there is more alcohol use but drivers and non-drivers).