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Midlands Air Ambulance Charity
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We need your support to continue to save lives.

Did you know last year road traffic collisions cost Midlands Air Ambulance Charity almost £1.7 million?

With support from longstanding corporate partner, M6toll, the Drive4Life campaign is designed to:

  • Raise awareness of the on-going importance of road safety
  • Highlight the vital work of Midlands Air Ambulance Charity's commitment to supporting future lifesaving air ambulance missions
We need your support to continue to save lives.

How you can make roads safer

Tyre checks

Drivers should check both the tyre pressure and tread depth regularly, as driving with over inflated or under inflated tyres can affect your braking distance.

You can check the pressure of your tyres at a local petrol station, using the guidelines in your vehicle handbook. Here’s what you need to do:

  • Set the air machine to the recommended tyre pressure for your vehicle
  • Unscrew the valve caps on each tyre
  • Firmly attach the air pressure gauge to the tyre valve

The machine will give you a reading before inflating your tyres to the correct pressure.

It is a legal requirement that each of your tyres has a minimum tread depth of 1.6mm.

To check your tread depth, simply place a 20p coin into the grooves of the tyre tread. If you can’t see the outer rim of the coin, then your tread depth is legal. Check a few different areas on each tyre to be sure. You should also regularly check for bulges, cuts or any other damage. If you discover any damage or your tread depth is low, you should replace your tyre immediately.

Driving whilst tired

Tired drivers have a reduced reaction time, vigilance, alertness and concentration, all of which are necessary for safe driving. Driving whilst tired can then result in an inability to deal with the unexpected, poor decision making and greater risk taking.

Advice to reduce the risk

• Monotony is a big problem when travelling on motorways. Take a 20-minute rest from driving every 2 hours to break up the journey.
• Avoid travelling after eating a large meal.
• Plan your journey, including rest periods and allow time for unexpected delays.
• Share the driving with a second driver.
• Consider an alternative mode of transport such as train or coach.
• Avoid drinking alcohol the day before and on the day of travel.
• Make sure your vehicle is legal, roadworthy and has breakdown cover.


The Department for Transport (DfT) estimates that on 30mph roads, 52 per cent of cars exceed the speed limit. Research suggests that a third of all collisions are caused by excessive or inappropriate speed.

Advice to reduce the risk

  • Know your speed limits and how to identify them without seeing the speed limit signs
  • Speeding offers no real time advantage but increases the risk of a serious or fatal crash.
  • Follow the posted speed limit by using gear 2 for 20, 3 for 30, 4 for 40, etc.
  • Only aim for the speed limit if safe to do so. Remember it is not a target.
  • Speeding can increase your stress levels, making you more likely to take risks such as rapidly switching lanes, tailgating and jumping red lights.

Mobile phone use

Andy Wheeler, Head of Technical Delivery at TTC Group, said: “Driving requires your full attention and anything that diverts your attention away from the road is a distraction, has a detrimental effect on driving performance and can lead to an on-road incident.

“Texting, making and receiving calls or livestreaming while driving is a serious and growing threat. Our advice is simple: Switch the phone off and don’t take it out until you have reached your destination and it is safe to do so.”

Advice to reduce the risk

  • Store your phone out of reach and out of sight, so you are not tempted to use it.
  • Switch off your phone or mute the notifications and alerts.
  • Enable your mobile device’s ‘Do Not Disturb’ feature.
  • Drivers using their handsfree or handheld device are slower at identifying and reacting to hazards. If you are using handsfree, think about your environment and risks around you before making or taking the call.
  • Wait until you have parked safely before using your mobile, not on the hard shoulder of the motorway.

Get involved

In addition to the general public supporting Drive4Life through donations, we are inviting regional car dealerships to get involved in our campaign. Here are just some of the benefits:

  • Brand affiliation with one of the Midlands’ best loved charities
  • Demonstrate your corporate social responsibility credentials to your customers
  • Bespoke PR and marketing to announce your support of the campaign
  • Ongoing branded marketing to include milestone announcements, social media and prominent advertising
  • Brand placement and link on Midlands Air Ambulance Charity’s website, with 10,000 views per month
  • Access to over 90,000 social media followers with links to your website
  • Use of the Drive4life and Midlands Air Ambulance Charity logos for your website and email signatures
  • Inclusion in Take Off magazine, circulated to over 30,000 households quarterly
  • Bespoke collateral for your showroom, including promotional banners, giveaways and case studies

How your business can support Drive4Life

For every £5 your customer donates, we ask you to match fund to support Drive4Life.

How can you help


To find out more about how you can get involved email or call on 0800 8 40 20 40.


About M6toll 

Midland Expressway Ltd (MEL), operator of the M6toll, has a long-standing commitment to the local community's welfare, supporting a range of charities and causes along the M6toll corridor.

Over the past 15 years, MEL has supported Midlands Air Ambulance Charity, donating more than £340,000 to this vital service. While statistically the M6toll is one of the safest motorways in the UK, it is reassuring to know that the lifesaving support of the Midlands Air Ambulance is available should an accident occur.


Time Saving Trial

M6toll has introduced a range of new trials for drivers, to reduce the stresses and strains of commuting.

Customers can sign up to Hopper, Shuttle or ReturnPass, for an agreed ‘never pay more’ price promise based on which sections of the toll road they use, and how frequently they travel. 

In return for savings of up to £100 per month, those taking part in the Tag trials will be asked to give feedback on their experience, providing valuable data to help shape future driver offers.

Each person taking part in the trials will receive an M6toll Tag, enabling them to breeze through the dedicated Tag lane at toll stations, saving even more precious time.

Full details of the M6toll’s Tag trials can be found at or call 0330 660 0790 (Mon-Fri, 8.30am-5pm).


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