The roads of Somerset, particularly the A361 near Frome, have become a focal point of concern after a series of fatal crashes. In a proactive move, Avon and Somerset Police are turning to cutting-edge technology—Artificial Intelligence (AI) cameras—to help reduce the increasing number of road-related deaths and serious injuries.
Rising Deaths on the A361: A Call for Action
The A361 has seen a dramatic rise in fatal crashes, with nine people losing their lives in less than two years. This sharp increase has raised alarms among local authorities and residents, pushing for immediate and impactful measures to address the issue. According to police reports, 22 fatal or serious incidents have occurred since the start of 2023, underscoring the dangerous nature of this route.
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Families torn apart by tragedy in Somerset
Among the many tragic stories is the heartbreaking loss of two sisters, Madison North, 21, and Liberty North, 17, who were killed instantly in a high-speed crash in July 2023. Their parents, Verity and Jason North, have been vocal in calling for increased safety measures. “These accidents could be avoidable,” said the grieving parents. “Any future accidents could be limited if only the A361 had some form of speed control.” The family’s hope is that no other parents will have to experience the same devastating loss.
Thomas Lenthall, 40, was sentenced to prison on two counts of causing death by dangerous driving, but the pain of their daughters’ deaths lingers. The North family’s advocacy for change has only grown stronger in the months since the tragedy, reflecting a shared sentiment among local residents that something must be done to prevent further casualties.
AI Cameras: A Technological Solution
In response to the rise in incidents, the Avon and Somerset Police are preparing to introduce AI cameras along the A361. These advanced cameras are designed to detect dangerous behaviors such as texting while driving, speeding, and failure to wear seatbelts. Acting Inspector Matt Boiles emphasized the critical role that this technology will play in improving road safety. “We want the public to trust us and feel secure on the roadways. This is a serious issue that we are fully committed to addressing,” said Boiles.
This initiative will mark the first time AI cameras technology has been implemented in the county, and the hope is that it will act as both a deterrent and a method of accountability for reckless drivers.
How AI Cameras Work
These AI-powered cameras are capable of detecting multiple violations simultaneously. For example, they can recognize when a driver is using their phone, even from a distance, and can identify whether seatbelts are being worn. Furthermore, the cameras can monitor the speed of vehicles, ensuring that drivers who are exceeding the speed limit are flagged and penalized.
The versatility of this technology is what makes it particularly promising. It offers a comprehensive way to monitor driver behavior in real-time, which may significantly reduce the risk of fatal accidents on roads notorious for high-speed driving.
Success in Other Regions
Similar AI camera systems have already been trialed in other parts of the UK, with positive results. In 2019, for instance, Queensland, Australia, introduced AI cameras specifically targeting phone use while driving. Within the first few months, thousands of drivers were caught violating the rules, and the cameras were credited with contributing to a reduction in road fatalities. The UK is now following suit, applying this technology to address road safety in high-risk areas like the A361.
A Day of Action: Tackling Dangerous Driving
In addition to the AI cameras, the police have also ramped up their presence along the A361. On a recent “day of action,” unmarked police cars patrolled the road while speed detection equipment was set up at various points. This was part of a broader strategy to curb the rise in dangerous driving behaviors.
A force spokesperson noted that this combination of high-visibility policing and technological enforcement is designed to send a clear message to drivers: reckless behavior will not be tolerated. The goal is to encourage safer driving habits and reduce the likelihood of fatal crashes.
Public Support and Community Involvement
The community has largely supported these initiatives, with many residents expressing relief that the authorities are finally addressing the issue head-on. However, for some families, like the Norths, the changes come too late to prevent their personal tragedy.
Verity North, the mother of Madison and Liberty, expressed mixed feelings about the new measures. While she is hopeful that the AI cameras will save lives, she feels “let down” by the fact that it took so many lives being lost for significant action to be taken. “I often hear cars and motorcycles treating this road like a racetrack,” she said. “This accident has devastated our lives, and I hope no other family has to face a similar tragedy.”
Road Safety Measures Beyond AI Cameras Technology
The introduction of AI cameras is just one aspect of the broader safety improvements planned for the A361. Following a meeting convened by Anna Sabine, the Liberal Democrat MP for Frome and East Somerset, local authorities agreed to implement several additional safety measures, including:
- Improved signage and road markings: Clearer signage will be installed to warn drivers of speed limits and hazardous areas.
- Vegetation management: Overgrown vegetation, which obstructs visibility, will be cut back to make the road safer for drivers.
- Junction improvements: Specific junctions, particularly where the A361 meets the A362, will be re-evaluated and redesigned to reduce the risk of accidents.
Sabine has been a strong advocate for these changes, stating, “We all just need to be a little bit more sensible about what we’re trying to achieve in terms of our speed and our behavior.”
A Safer Future on Somerset’s Roads?
The combination of AI technology, increased policing, and improved road infrastructure presents a promising solution to the ongoing issues on the A361. While it is impossible to erase the tragedies that have already occurred, these measures offer hope that future accidents can be prevented.
Acting Inspector Boiles highlighted the importance of reducing the burden on grieving families and the police workforce, who bear the brunt of these tragedies. “Telling families is just horrendous,” he said. “Seeing people’s worlds literally fall apart in front of your eyes is awful.”
By taking action now, Avon and Somerset Police aim to restore public confidence in the safety of the county’s roads. It remains to be seen whether these measures will be enough to stop the deadly trend on the A361, but one thing is clear: no effort will be spared in the fight to save lives.