Dorset County Council is one of the partner agencies involved in the project and its road casualty reduction performance up until 2009, wasn't as good as many other local highway authorities in England. In order to address this, the county council, together with other Dorset Road Safe partner agencies, developed 'no excuse'. Launched on 15 January 2010, it combines evidence-led high-profile additional enforcement with a carefully planned long-term publicity and education programme that aims to positively influence motorists' attitude and behaviour.