The town with only a population of 45 residents wishes to make speeding on its roads as unacceptable as drink driving to try and reduce the number of accidents and to raise awareness to drivers of the dangers of speeding on rural roads. The town used social media to promote the name change and so far has around 34,000 followers on Facebook.

The radio advert is collaboration between 30 schools and the North West region Highways Agency Office to highlight the dangers of using motorways as shortcuts or playing ‘chicken’ with the traffic. A radio station bus visited each school and allowed pupils to record their adverts using the latest digital radio equipment. The best adverts will be polished by the radio stations for broadcast quality.