Aldwick's new speeding sign

The Speed Indicator Device was used for the first time on Mondayalong West Meads Drive.

The device consists of an LED which is programmed to show a smiling or a frowning face to passing drivers to reflect whether or not they are within the speed limit.

It is intended to make drivers think twice about their speed. But it does not record how fast they are travelling or collect photographic evidence like a speed camera.

The SID will be used around the town. It was bought by the Arun crime and disorder reduction partnership of Arun and West Sussex councils and police, fire and health services to help cut the number of road traffic accidents and related casualties.

Dave Benham, Arun district commander of the fire and rescue service, said: "We are committed to helping reduce injury and death on our roads.

"Speed Indicating Devices are educational devices to advise drivers of the speed at which they are travelling and assist in developing a more balanced attitude and behaviour towards speed choices for given environments."

Arun's member in charge of community safety, Cllr Roger Elkins, said: "Most people are so busy nowadays that it is tempting to drive above the speed limit just to go somewhere that little bit quicker.

"Hopefully, when these people see the frowning face they will think twice about speeding and the negative effects it could result in, and just slow down."

The SID is being maintained and stored at Bognor Regis Fire Station. Its management and distribution is being handled by the fire and rescue service.

Inquiries by organisations such as town and parish councils to hire it for free should be made to 01243 753747.

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