The initiative, launched to encourage organisations to promote safer driving among employees, contractors, and customers, was established following a year with a high number of livestock deaths due to road accidents in the New Forest. The New Forest Commoners’ Defence Association (CDA) led the campaign, with support from the New Forest National Park Authority and Forestry England.
Animal accidents are most common during winter months, exacerbated by shorter daylight hours and adverse weather conditions. It is a legal requirement to report any accident involving New Forest livestock to the police within 24 hours, even if the animal has left the scene.
Participating companies receive resources such as stickers and hotline cards to raise awareness among staff about the risks of driving near livestock and the procedures to follow in case of an incident. Businesses like New Forest Ice Cream, Hockey’s Farm Shop, and Forest Park Country Hotel are among those that have joined.
“"Reaching 100 businesses is a fantastic milestone for New Forest Drive Safe. As we head into autumn, it’s a particularly important time to remind drivers that conditions on the Forest change with the seasons. A few extra minutes on a journey, reducing your speed and being prepared for animals on the road can make a real difference to ensuring the safety of people and Commoners’ livestock in the National Park."
Ann Sevier, a member of the New Forest National Park Authority, emphasised the shared responsibility of drivers to look out for free-roaming livestock. Charlotte Belcher, Forestry England recreation manager, highlighted the iconic role of ponies and animals in managing the landscape and encouraged businesses to support the initiative.
“"No one wants to be involved in a collision, but everyone should know who to call if they are unlucky enough to witness or are involved in an accident. It’s important that businesses join New Forest Drive Safe to reduce the amount of livestock deaths and the senseless hit and runs."
Frankie Skinner, marketing officer for New Forest Ice Cream, stated that the company signed up due to its delivery routes and the importance of driving safely through the Forest. The company aims to protect wildlife and reduce accidents by encouraging responsible driving among its employees.
New Forest Drive Safe advises businesses to remind their staff and customers to slow down, drive to conditions, be extra careful at dawn and dusk, expect animals on the road, give them space, avoid sounding horns, allow extra journey time, and be cautious in poor visibility. In the event of an accident involving livestock, reporting to the police within 24 hours is a legal requirement.
Businesses can join the initiative free of charge by completing a form on the CDA website. Hotline cards with contact information for accident reporting are also available for download.
