DRIVERS will now be expected to turn off their engines while stationary in pollution hotspots as part of an initiative to protect the environment.

Colchester Council has today unveiled new road signs at traffic lights in Brook Street and also at the East Gates railway crossing.

The so-called “psychological messages”, installed in two of the town’s most polluted areas, provide drivers with a timely reminder to switch off their engines.

The project is funded by the Department of Environment, Food and Rural Affairs and has been launched in support of Colchester-wide CAReless Pollution campaign.

The scheme encourages drivers to switch off their engines while stationary, which could reportedly help cut pollution in Colchester by up to 30 per cent.

Pollution is known to create health risks and reduce life expectancy.

Figures released by the Friends of the Earth in 2019 found Brook Street, Osborne Street and Mersea Road all breached the air quality objective for nitrogen dioxide.

Martin Goss, Colchester Council’s portfolio holder for waste, environment and transportation, said: “Air quality is an important issue in Colchester affecting everyone who lives and visits our town.

“Car pollution is a major source of pollution with as much as 30 per cent coming from vehicle engines running whilst stationary.

“We hope the installation of these new signs will help remind drivers of the simple actions they can take to help improve the air we all breathe.”

To evaluate the effectiveness of each sign the council is also working in partnership with the University of Essex.

For the next 18 months research assistants will monitor the number of drivers switching off their engines, in addition to the overall impact on air quality near the signs.

It is hoped by taking a psychological approach the signs will encourage as many drivers as possible to take immediate action.

The researchers will also consider whether the signs need to be rotated to help maintain positive behaviour change and to reduce the risk of drivers tiring of the messages.

Dr Marie Juanchich, from the university’s Department of Psychology, said her team was pleased to be working with Colchester Council to help combat pollution and bring about a better Colchester.

She said: “We were happy to support Colchester Council in their plans to cut pollution in our town and to improve air quality.

“As scientific advisors on the project, we ensure that the benefits of this programme are thoroughly evaluated so that findings could inspire future actions to curb pollution.”

To find out more about CAReless pollution visit colchester.gov.uk/cleanair.