In just the past year, 32 people have lost their lives on Humberside’s roads—32 lives cut short by a split-second decision. Behind every statistic is a person with a story, a family now living with unbearable grief, and a future that will never be realized. This new campaign by Humberside Police brings together the voices of those directly impacted—bereaved families, collision investigators, and officers—to deliver a powerful message: one moment of recklessness behind the wheel can shatter countless lives.

Rachel Jarvis, the mother of Natasha, shares the heartbreaking story of losing her daughter in a preventable crash involving drink, drugs, speed, and no seatbelt. Her words lay bare the deep and lasting pain that follows such a tragedy. “She just used to mess about all the time, sing, do silly dances… it’s just that missing piece in the household that’s not there anymore.” For Rachel’s family, the crash site is a daily reminder of the night Natasha never came home.

This campaign is not about punishment—it’s about prevention. Speeding, using a phone, driving under the influence, or simply making a risky judgement can all lead to irreversible consequences. As Inspector John Rickells says, “Every fatal collision we attend is a tragedy that didn’t need to happen.” Humberside Police are urging everyone to drive safe, every time—and to report dangerous driving when they see it. One second is all it takes to change everything.

Find more from Humberside Police (UK, April 2025)