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ROAD SAFETY ADVISORY PANEL (RSAP)
The Road Safety Advisory Panel - chaired by the Road Safety Minister,
David Jamieson - met for the seventh time on 29 January 2003. The
meeting included reports on proposals for the first three-yearly review
of the Road Safety Strategy, recent work of the RSAP Statistics
sub-group, developments on the Child Road Safety Action Plan, work
related road safety, the Highways Agency’s road safety action plan,
the European Road Assessment Programme, DfT publicity campaigns and road
safety in Scotland and Wales. The next meeting is arranged for 30
October. The minutes of RSAP meetings and the papers presented to it are
posted on the DfT website at http://www.roads.dft.gov.uk/roadsafety/strategy/rsap/index.htm
The Government's Road Safety Strategy, Tomorrow's Roads – Safer for
Everyone, launched in March 2000 included a commitment to evaluate every
three years progress in delivering the strategy and towards achieving
the casualty reduction targets set for 2010. The first review is now
underway – RoadSafe in partnership with PACTS will be holding a
conference in February 2004 ‘Targets 2010: No Room for Complacency’
this will review progress and look beyond these targets.
CHILD ROAD SAFETY
The Department's child road safety action plan, Child Road Safety:
Achieving the 2010 Target, was published in March 2003.
Pilot network of child pedestrian training schemes
Successful authorities for the third tranche of schemes were notified by
31 July 2003. Co-ordinators should be in place by January 2004 and
children's training is expected to commence in the summer term.
Road safety education
In partnership with police and road safety officers, Driving Standards
Agency (DSA) has been implementing its Schools Programme (Arrive Alive)
aimed at young people aged 15-17, addressing driving and road safety
issues. DSA plans to deliver 6,000 presentations in 2003/04.
This programme won a Prince Michael International Road Safety Award in
2002.
The 'Get Across Road Safety' booklets are now available in dual
languages namely Bengali, Gujeraji, Punjabi and Urdu.
Year 6 lesson plans for literacy hour will shortly be added to the
schools website. Consideration is being given to adding languages later
this year. New lesson plan material is being considered following the
Education Show on 12 - 15 March 2003.
SAFER ROUTES TO SCHOOL
The School Travel Advisory Group (STAG) was set up to find ways to
encourage walking, cycling or taking the bus or train to school. The
main recommendations of the STAG report are the provision of better
travel facilities at schools, better and more affordable bus travel to
school, better training for bus drivers, improved enforcement of speed,
parking and other traffic regulations, developing children's skills,
understanding and awareness needed to behave safely and responsibly in
traffic, and raising driver awareness of safety issues.
The three Government Departments involved (DfT, DfES and DH) are already
taking forward a programme of action including research, guidance and
support for local authorities and schools in response to the
recommendations contained in the first report of STAG. The road safety
strategy sets out the detailed programme for taking action to improve
child road safety. Guidance on full local transport plans now also asks
local authorities to include in their plans an integrated strategy for
reducing car use and improving children's safety on the journey to
school, having regard to STAG's aim and proposals for monitoring
progress. Funding announced in the local transport capital expenditure
settlement in December 2002 (£1.6 billion) for 2003/04, will help local
authorities to implement school travel related initiatives.
In February 2001 the then DETR awarded local authority bursaries to fund
57 school travel plan co-ordinator posts and 17 joint school/workplace
travel plan co-ordinator posts. In addition, DfT is now offering free
site specific consultancy advice to schools preparing school travel
plans. STAG will continue to monitor progress on implementing the
recommendations.
DEALING WITH DISADVANTAGE - ROAD SAFETY RESPONSE TO THE NEW PSA TARGET
The new PSA target for the department includes tackling the
significantly higher incidence (of casualties) in disadvantaged
communities.
As a result, on 25 October 2002, Mr Spellar launched the Dealing with
Disadvantage initiative in Greater Manchester. £17.6 million has been
allocated over three years (from March 2003) to help authorities deal
with road safety issues in their disadvantaged areas. Greater Manchester
was chosen for the launch, as 10 of the worst authorities in the country
for child pedestrian problems are in this area. The rate of child
pedestrian casualties has been shown to be at its highest in
disadvantaged areas.
The Department is working in partnership with the councils to identify
causes and tailored solutions to the problems. £12 million has been
allocated to the Greater Manchester area to tackle these issues. This
includes a central road safety team to develop innovative
interventions.. More general guidance was issued to local highway
authorities, at the beginning of April as part of the APR guidance for
the coming year. An invitation to four further authorities to
participate in the initiative was issued in August 2003.
A successful scheme in Hull has been identified by RoadSafe as ‘best
practice’ with a Prince Michael award this year.
SPEED MANAGEMENT
The Government’s response to the Transport Select Committee, published
last year, outlined the work either currently being undertaken or work
being planned for the future to reduce the effects of inappropriate and
excessive speed.
Rural areas remain a particular concern and work is progressing to
address this. Consultants are currently working on the development of a
framework to assess what speeds are appropriate together with what
speeds are actually being driven on rural roads. A new Traffic Advisory
Leaflet specifically addressing the concerns about village speed limits
is currently being prepared and we expect it to be available in the
Autumn.
In addition, we will be reviewing and updating the Department’s advice
on the setting of local speed limits (Circular Roads 1/93). The work
currently being done on rural speed management together with advice on
urban speed limits such as 20mph zones will be included and we expect a
first draft to be available in early 2004.
DRUGS AND DRIVING
The programme of research continues. An ''Impairment Bulletin'' is
produced periodically to cover all research on alcohol drugs and fatigue
which would be more user-friendly than individual research project
findings. Copies of the bulletin can be obtained from Joanna Asiedu,
Road Safety Division, Telephone 020 7944 2038. Police forces continue to
train officers in Drug Influence Recognition Techniques and Field
Impairment Testing skills. Legislation was made in the Railway and
Transport Safety Act 2003 to require drivers to provide samples for
screening and/or participate in Field Impairment Testing at the
roadside. However, before the police use mandatory Field Impairment
Testing, a code of practice needs to be finalised. A roadside screening
device is also being developed and will be introduced once it receives
Type Approval from the Home Office.
DRIVER TRAINING AND TESTING
The Road Safety Strategy recognises that better driving skills and
better driving behaviour would make an enormous difference in helping to
reduce the number of road casualties. The strategy therefore announced
that the Government would introduce measures to:
• instil in young people the right attitudes towards road safety and
driving;
• encourage a more structured approach to learning to drive;
• raise the standard of driving instruction;
• keep the driving test up to date; and
• reduce the accident risk for novice, older and professional drivers.
The Department is working closely with the Driving Standards Agency
(DSA) to deliver these commitments. DSA is liasing with the driver
training industry about modernising the arrangements for those wishing
to become approved driving instructors (ADIs) and for those already in
the profession. The ADI theory test in the qualifying examination has
been enhanced, with the question bank published, expanded and a third
distractor added. In addition, ADI appeals were transferred to the
Transport Tribunal on 1 April 2002 and other enforcement/appeals powers
came into effect from the same date.
RoadSafe responded to a consultation document on various measures to
achieve the necessary level of driving experience was published on 1
March 2002. The options which we supported included: A logbook to help
structure training and to provide a syllabus; a compulsory period for
that training; possibilities for a range of pre-test training measures
and post-test restrictions; and the possible introduction of compulsory
probationary “P” plates for novice drivers. A wide range of views
was received from some 320 organisations and individuals. These are
being carefully considered with a view to making an announcement on the
way forward later in the year. Everyone who submitted comments will be
informed of the results of the consultation. The document can be viewed
at:
http://www.dft.gov.uk/stellent/groups/dft_rdsafety/documents/page/dft_rdsafety_505009.hcsp
RoadSafe supports the changes to the practical driving test introduced
from 1 September. These are part of a package of measures introduced by
the European Commission in 2000. Candidates are now required to
demonstrate knowledge and understanding of how to carry out simple
vehicle or machine checks – at the start of the test candidates are
asked two questions about the vehicle or machine checks they would carry
out before driving or riding. For tests involving a trailer, the
uncoupling/re-coupling exercise was revised – candidates have to park
alongside the trailer and then drive forward and re-couple. In addition,
candidates for lorry tests are required to park in a simulated loading
bay.
The hazard perception testing element, which RoadSafe has campaigned for
was introduced into the theory test in November 2002. The pass-mark was
raised in planned stages throughout 2003, with the final increase taking
place on 1 September. A free information video, explaining how the new
theory test operates, was sent to all candidates for a period up until
May 2003. The official training material, entitled Roadsense, is
available from high street outlets in the form of a video/workbook
package. Roadsense was made available in DVD format in June 2003.
For older drivers, the Department has issued new advice on safe driving
''Drive on!'' and encourages the use of refresher courses. The advice is
available on the Department's website at: http://www.thinkroadsafety.gov.uk/older/pdf/drivV10.pdf.
DSA launched its Arrive Alive Classic programme in spring 2003. The
programme is aimed at the over 50's.
MOBILE PHONES AND DRIVING
The Road Safety Minister, David Jamieson, announced on 24 June that
driving while using a hand-held mobile phone would soon be a specific
offence. The offence will come into force on 1 December 2003. A copy of
the decision letter and summary of responses document can be found on
the Department's website at:
http://www.dft.gov.uk/stellent/groups/dft_rdsafety/documents/page/dft_rdsafety_508356.pdf
WORK RELATED ROAD SAFETY
The Road Safety Strategy announced that the HSE would set up a task
group to consider how to reduce the number of work-related road
incidents. The Task Group published its report in November 2001 and the
HSC has provided its advice on the recommendations. RoadSafe’s leading
programme is in support of DfT and HSE in taking forward a programme of
work over the next 3- 5 years to reduce at-work road traffic incidents.
HSE issued new guidance, on 17 September 2003 to help employers manage
road risk. The guidance ''DRIVING AT WORK - Managing Work-Related Road
Safety'' is available on HSE's website at: http://www.hse.gov.uk/pubns/indg382.pdf
DSA established a voluntary register of driving instructors specialising
in fleet driver training in April 2002. This will be made mandatory when
a suitable legislative opportunity arises.
DSA is also leading the UK's involvement within the EU in the
development of a Training Directive aimed at compulsory initial training
and periodic retraining of professional drivers of lorries, buses,
minibuses and coaches. Once the terms of the Directive are finalised,
DSA will consult about how to transpose it into domestic law.
EUROPEAN NEW CAR ASSESSMENT PROGRAMME (Euro NCAP)
The latest set of Euro NCAP results, which were published in June 2003,
included more vehicles achieving 4 and 5 stars for occupant protection.
PEDESTRIAN PROTECTION
The has confirmed its support the European Commission proposal to
introduce a directive covering pedestrian protection requirements in
cars, The proposal is currently going through the EU co-decision
procedure and is expected to be adopted by council this autumn.
REVIEW OF ROAD TRAFFIC PENALTIES
The Government published its conclusions to the penalties review in July
2002. In the light of this, it is intended to increase the maximum
penalty for the offences of Causing Death by Dangerous Driving, Causing
Death by Careless Driving when under the influence of Drink or Drugs and
Aggravated Vehicle Taking when a death results from 10 to 14 years’
imprisonment. These changes will be implemented by means of amendments
to the Criminal Justice Bill, now before Parliament.
DRINK-DRIVING
The Government announced in March 2002 that it had decided not to make
any change to the drink-drive legal limit (currently 80mg/100ml). The
Government believes that alternative measures, particularly enforcement
and education through publicity, may be just as effective as a lower
limit in reducing drinking and driving. It is planning, amongst other
things, to strengthen police powers to enforce drink-drive laws,
including provision for evidential roadside breath testing, extended
publicity campaigns, including targeting of specific groups, and a study
into breath alcohol interlock devices (''alcolocks'') as a means of
preventing re-offending.
DANGEROUS DRIVING
The Government is looking at the structure of driving offences provided
for by the Road Traffic Acts. RoadSafe is involved in the review looking
at all aspects of bad driving offences, including both dangerous and
careless driving. Amongst other sources, the review will draw upon work
already undertaken for DfT by the Transport Research Laboratory on the
way in which the ''Dangerous Driving'' offences have been used by the
police, the prosecution agencies and the courts since their introduction
in the Road Traffic Act 1991.
SAFER MOTORCYCLING
A package of measures improving moped and motorcycle training, testing
and licensing arrangements was implemented in February 2001. In January
2002, DSA produced a motorcycle What If video and workbook and gave
copies to training organisations. The Agency has also produced a leaflet
aimed at those returning to motorcycling after a break. In November
2002, the theory tests for all learner drivers and riders was updated
and now includes an exercise designed to assess hazard perception.
DSA continues to work with the training industry on developing the
training syllabus for pre-test riders and standards for motorcycle
trainers. The Agency is also working in partnership with trainers and
the motorcycle manufacturers to look at improving the standard of
post-test rider training.
A TV commercial and associated trade advertising asking drivers and
riders to look out for each other was launched in May 2002.
DSA has consulted on arrangements for delivery of a revised practical
motorcycle test including higher European driving test standards. The
results of the consultation are expected before the end of the year.
MOTORISED SCOOTERS
There have now been two High Court decisions in 2000 and 2002 which
confirmed that a motorised scooter which is similar to a child's
scooter, but propelled by either an internal combustion engine or an
electric motor, is a motor vehicle within the meaning of Section 185 of
the Road Traffic Act. To be used on the road, the vehicle would need to
comply with Construction and Use Regulations, be taxed and insured and
would be subject to MOT requirements. The rider would need to hold a
driving licence and wear a motorcycle helmet.
The High Court decision in 2002 found that a particular motorised
scooter fitted with small pedals did not fall into the category of an
electrically assisted pedal cycle.
ADVISORY GROUP ON MOTORCYCLING
On 6 May 1999 the Government established an Advisory Group on
Motorcycling. The Group brings together government, representatives of
the industry and those interested in the effects of motorcycling to
discuss a range of issues which will assist the Department in developing
well informed policies. The AGM has set up Task Forces to consider
research, vehicle safety and security, integration and traffic
management, statistics, and environment and fiscal issues. An Interim
Report was published in April 2001. Copies are available from DFT at
P.O. Box 236, Wetherby, West Yorkshire, LS23 7NB (Tel: 08701226 236;
Fax: 0870 1226 237; e-mail: detr@twoten.press.net).
The Report is also available on the DfT website at http://www.roads.DfT.gov.uk/roadsafety/iragom/index.htm
The Government has committed to determining its motorcycle strategy by
2004.
MOTORCYCLISTS' DARK VISORS
In 2002, following the publication of research on motorcyclists vision,
the Department consulted on possible changes to the permitted level of
tint in visors. Many responses were received from individual
motorcyclists who favoured dark tints saying that they are the best way
to reduce glare, whilst road safety organisations expressed concerns
about risks to the safety of other vulnerable road users such as
pedestrians.
All the views and contributions from those who responded to the
consultation were carefully considered. Essentially there were two
disparate views, one for and one against dark visors, but in the end a
decision was taken to retain the current level of tint for visors at
50%.
It is hoped that technological solutions may provide the best way
forward, and standards bodies have been urged to encourage their
development so that in the longer term visor designs lend themselves
equally to both day and night time use.
MOTORCYCLE HELMETS – BMWC1
The BMWC1 is a motorcycle produced by BMW which they claim does not
require the wearing of a helmet. It is a motorcycle in the sense of two
wheels and controls. But has certain features similar to a car. It has a
seatbelt, and it has a roof. The rider is effectively within a cage. A
number of European countries have allowed a derogation from helmet
wearing. We and Sweden, the two countries with the best road safety
records, have not. VSE were not satisfied that the testing undertaken by
BMW justified the claims and were in a dialogue with BMW about further
testing. However, BMW withdrew from that dialogue and we understand are
to cease production of the model. But there are other similar vehicles
coming onto the market.
Certain BMWC1 owners have been riding without helmets. Recently we
learned that the Bedfordshire police had lost a case heard at a
Magistrates court. The case hinged upon interpretation of the Motor
Cycle (Protective Helmets) Regulations 1998. Regulation 4 applies the
compulsory wearing of helmets when driving or riding “on” a motor
bicycle. The challenge, which has been upheld by the magistrates, is
that the rider is “in” the vehicle, and so does not require a
helmet.
The Department's view is that helmets must be worn by riders of the C1
and similar vehicles. Interpretation of the law is, of course, a matter
for the courts and we note the contrary court ruling. However the CPS
has since lodged an appeal. We are awaiting the outcome of this and will
be considering the implications.
THE PEDAL CYCLE (SAFETY) REGULATIONS 2003
Regulations which will require a bell to be fitted on all new adult
pedal cycles at the point of sale, will introduce a requirement for the
brakes to be correctly adjusted and will introduce requirements relating
to the sale of cycles in kit form were laid before Parliament on 15
April 2003. They will come into force on 1 May 2004.
THE ROAD VEHICLES LIGHTING (AMENDMENT) REGULATIONS 2003
The Department is assessing the results of a consultation on proposals
to allow cyclists to use additional lamps to improve their conspicuity
at night. The proposal is to allow flashing front and rear lamps to be
used in conjunction with steady lamps and to permit white or amber
lights to be used in wheels and pedals.
CYCLE HELMETS
A research review of the effectiveness of cycle helmets was published in
November 2002 as Road Safety Research Report No.30. It concluded that
cycle helmets are effective at reducing the severity of brain and upper
facial injuries for all ages, and especially children.
CYCLE TRAINING
Work on the CTC adult cycle training project is completed. It was
launched at CTC’s cycle training conference on 12th May 2003.
PUBLICITY
The Department launched a cycle safety campaign for teenagers in May
2003. The campaign will encourage teenagers to wear cycle helmets. The
campaign will consist of a new TV filler film, poster and leaflet and a
new teenage website.
HORSE RIDERS
A radio filler aimed at making drivers more aware of horse riders was
released by the COI in December 2001. A TV filler and a revised leaflet
was launched at Badminton Horse Trials in May 2002.
LOCAL TRANSPORT PLANS
Local authorities in England (outside London) submitted their first
full, five year Local Transport Plans (LTPs) at the end of July 2000.
Their third LTP Annual Progress Reports covering full LTPs were
submitted at the end of July 2003. In December 2002 Alistair Darling
announced allocations for local authorities totalling £1.6 billion for
local transport capital expenditure for 2003-2004. This was the third
instalment of the Department’s investment promise. It adds to the £1.36
billion and £1.58 billion announced in the last two financial years.
The Road Safety Strategy commits the Department to monitor local
authority road safety performance. Investment monitoring forms were
issued to all English LHAs in January and full results will be presented
to regional groups at meetings through the Summer and Autumn. RSD
included in the Guidance on Full Local Transport Plans detail on the
data required by the Department.
ROAD SAFETY DEMONSTRATION PROJECTS
DfT are running a series of road safety demonstration projects to
develop and test, in partnership with selected local authorities,
practical solutions to dealing with road safety problems in busy urban
areas.
The Gloucester Safer City project began in April 1996 and ran for five
years until March 2001. It was recognised with a Prince Michael
International Road Safety Award in 2000. Its objective was to reduce
casualties in the City by at least one third by April 2002 (compared
with the baseline average for 1991 – 95). Funding of £5m was made
available over the five year period. A road hierarchy was developed and
a range of traffic calming techniques were used to manage traffic on to
appropriate routes, complemented by education, training and publicity
activity. The final project report will be published in September 2003
and the results so far are encouraging, with deaths and serious injuries
down by 38 per cent. The lessons from Gloucester Safer City have been
assembled in revised Guidelines for Urban Safety Management to be
published in September 2003.
In May 2001 local highway authorities in England were invited to bid for
inclusion in a demonstration project for Mixed Priority Routes. These
roads often carry high volumes of traffic but, also support high levels
of pedestrian activity. In addition to the casualty problems arising
from these circumstances, these areas often create poor quality
environments where communities are severed and pedestrians and cyclists
feel threatened by the dominance of traffic. The intention of the
project is to develop and test the effectiveness of practical solutions
in partnership with local highway authorities, and to develop a good
practice guide which will be made available to all local authorities.
DfT funding of up to £1m per scheme will be made available to cover
development and construction of the schemes. The first five schemes are
in Lambeth, Norwich, Manchester, Leamington Spa, and Crewe. The schemes
are likely to be built during 2003 and 2004, following design work and
public consultation. Before and after monitoring will be carried out as
part of the evaluation of the schemes. A further five schemes, in Hull,
Liverpool, Oxford, St Albans and Southwark, were announced in December
2002.
In July 2002 DfT launched an Inner City Safety Demonstration Project to
show how an integrated, partnership approach to the management of
deprived inner city areas can reduce casualties and improve the quality
of life for local people. In June 2003, it was announced that Birmingham
City Council had been awarded the project. Grant funding of the order of
£6 million will be made available over the six year life of the
project. The project will build upon the experiences from Gloucester
Safer City, but will go further, building partnerships for delivery from
a range of local authority services such as education, health, and
social care. Effective community involvement will also be key in the
development and delivery of the strategy. Lessons learnt from the
project will form the basis of good practice guidance.
ROAD CASUALTY STATISTICS
Road Casualties in Great Britain: Main Results:2002 was published on 26
June. A copy can be found in the statistics section of the DfT web site http://www.transtat.dft.gov.uk/
This was the first release of final 2002 figures and provides
information on numbers of casualties by main road user group. There is
also a table giving casualties by severity by police force. [Table
missing. See the above URL]
The experimental quarterly series which provides provisional estimates
of personal injury road accidents and their casualties has been
published for the 3rd and 4th quarters. Estimates for the first quarter
of 2003 estimates will be published on 7th August giving the total
number of road casualties and accidents in the first quarter 2002 and
more detailed final figures estimates (of casualties among different
road user groups, road classes and child casualties) fourth for the
first quarter 2002. Third quarter estimates were published on 6 February
and the 4th quarter figures will be on the web on 1 May.
THINK! CAMPAIGN UPDATE - SEPTEMBER 2003
The THINK! road safety campaign was launched on 1 June 2000. TV, radio
and poster advertising has encouraged everyone to 'think!' about how
they use the road. Many third parties have come on board to help us to
promote road safety messages. Specific messages in national advertising
have included drink driving, speed, driver fatigue, mobile phones, rear
seat belt wearing and child road safety reminders Details of the Think!
campaign are on the Think! website at http://www.think.gov.uk.
Activity in 2003.
The Think! road safety campaign encourages all road users to be alert to
their own and others' safety, and will continue to highlight a range of
key road safety messages. Advertising runs more or less continuously and
the Department continues to make available support materials and
briefing to road safety officers, police forces and others running
regional and local activities. Many companies in the private sector are
involved in promoting Think! road safety messages and we shall continue
to encourage further activity.
Child road safety.
A new TV advert featuring the popular hedgehog characters was launched
in August 2003 to remind children that even familiar roads can be
dangerous. Advice for parents and teachers is available, including
Getting across road safety, available since the beginning of 2003. The
leaflets are also available in dual language versions including Punjabi,
Urdu, Bengali and Gujerati.
Free school lesson plans and teaching materials tying in with the
national curriculum for primary and secondary key stages and reflecting
road safety topics are available on http://www.databases.dft.gov.uk/lessonplans.
Teenage pedestrian road safety
12 to 16 year olds are at greater risk as pedestrians than any other age
group. Cinema advertising aimed at getting them to recognise and pay
more attention to this risk is running this year. The advert is also
being shown on teenage TV channels. An outdoor poster campaign in the
graphical style of computer games is running in September 2003.
Speed
Speed remains a key issue. Driving too fast is a factor in at least a
third of road traffic fatalities. We continue to address this with
Think! Slow Down TV and radio advertising throughout the year as
indicated in the Think! calendar.
Driver fatigue
The Department launched its fatigue advertising in August 2000,
following research from Loughborough Sleep Research Unit which indicated
that perhaps as many as 300 deaths a year might result from drivers
falling asleep at the wheel. Regular Radio advertising throughout the
spring and summer has helped to raise the profile of this message.
Truckback advertising has also been used to reinforce the
message throughout the country.
Motorcycling
''Now you see him now you don't'' advertising ran for the August bank
holiday period, a time when motorbikes are traditionally on the road in
greater numbers. Another element of the campaign is aimed at riders of
high-powered bikes who crash without another vehicle involved - probably
due to high speeds. Leaflets and posters are available on this.
Drink driving
Drink driving is a year round issue. TV advertising launched in October
2002 has run since then. The Department also 'sponsored' the Great
Britain Rugby Football League for the 2002-03 season gaining significant
visibility for the drink drive message, particularly in televised
matches. Support materials continue to be developed for the campaign.
Radio is also being run and will target early morning drinkers during
the last two weeks of the Rugby World Cup in November. There will be
activity to generate publicity in December in support of the radio and
TV being aired in the run up to Christmas.
Seat belts
The seat belt campaign has been successful in increasing wearing rates.
However, there is still a long way to go, particularly with adults. 4
out of every 10 adults still do not wear a seat belt when in the back of
a car. 9 out of 10 drivers in built up areas wear a seat belt. Reminder
advertising continues in 2003. A new TV film and support materials has
been produced to run from September 2003. An interactive website to show
what can happen during a crash if you are not wearing a seatbelt was
also launched in tandem with the new TV ad and can be seen at http://www.thinkseatbelts.com
Mobile phones and driving
Radio advertising has been the main medium for alerting the public to
the hazards associated with using a mobile phone while driving. Further
advertising is in development to support the proposed new legislation.
Drugs and driving
In June, the Department launched a website, http://www.drugdrive.com,
to inform about the effects of drugs on driving. This has been promoted
through targeted advertising on websites and at music festivals during
the summer.
Police and road safety officer involvement
Support for road safety messages locally and well publicised police
enforcement campaigns have been a key factor in getting the road safety
messages across in the community and on the road. See Think! magazine
for examples. The Publicity team contributes to a quarterly newsletter
to help keep police officers informed of campaign planning. A web site for Road Safety Officers at http://www.larsoa.org
has been launched to keep them up to date on Think! campaigns.
Child car seats
A new child car seat campaign addresses the fact that parents often do
not know what seat to use, how to fit it and when to change to a
different type of seat. A new poster has been developed that will appear
in mother and baby washrooms in motorway service stations and out of
town shopping centres. New press ads will appear in women's press,
parenting titles and TV listings magazines.
Think! involvement in sport
Following last year's successful tie up with the GB rugby league team,
the DfT has signed up for the 2003-2004 season. In addition to a high
level of visibility of Think! reminders at GB matches, the contract
offers opportunities for RSOs to use team members in local road safety
promotions. An agreement has also been made with the Football League to
provide local road safety promotion opportunities.
Best practice conference
The DfT held a conference at the Millennium Conference Centre in London
on 27 June 2003 aimed at sharing best practice in the promotion of road
safety.
Publicity programme
A provisional campaign calendar giving current and future advertising
plans is available on the Think! campaign website at http://www.think.dft.gov.uk.
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