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The 2003 Prince Michael Road Safety Awards
-- UK
(3
December, 2003)
FREIGHT TRANSPORT CAMPAIGN
AGAINST DRIVER FATIGUE
Some twenty per cent of motorway crashes are caused by fatigue. The FTA was aware of the potential dangers of lorries being driven by tired drivers. The FTA worked with AWAKE, the sleep research unit at the University of Loughborough, to produce best practice advice for drivers and managers by means of posters, leaflets and pocket cards distributed directly to drivers and in co-operation the police, at motorway service areas and other roadside locations. In addition every FTA member has received a copy of the FTA Guide to Driver Fatigue.
FTA is presently working on new ways to develop the campaign and increasing public and industry knowledge of fatigue and how to recognise it, prevent it, and increase road safety. The association is looking at extending the campaign to cover drink, drugs and mobile phones.
Contact: Geoff Dosseter 01892 552255 gdossetter@fta.co.uk
NEW HAZARD PERCEPTION TRAINING -- BSM
Learner drivers struggle to acquire the cognitive skills required to process information whilst driving, they have problems anticipating hazards, judging distances and awareness of speed.
The British School of Motoring has recently launched a new road safety-training programme called MAP (Mind Alertness Programme) to address this weakness. This programme has radically improved the cognitive skills of students, which has improved the standards of achievement during the hazard perception test.
Contact: Rob Maynard 01454 208308 rmaynard@rac.co.uk
THE LANCASHIRE PARTNERSHIP FOR ROAD SAFETY
The Lancashire Partnership for Road Safety - launched in November 2002 - is committed to reducing the number of deaths and injuries on Lancashire's roads. It is a long-term commitment to making fundamental changes to how we use the roads. The project is about saving lives, reducing injury and disability and making Lancashire a safer place in which to walk, cycle ride and drive. The programme aims to create a long-term shift in the public's attitude and behaviour towards road safety. Over the next three years the project aims is to achieve a minimum of 40 lives saved, 580 fewer people seriously injured and 760 fewer people slightly injured. In real terms their aim is to create an annual cost saving of £9.6 million. Fewer people seriously injured means less hardship and disruption for us all.
Partners are: Lancashire Constabulary, Lancashire CC, Blackburn with Darwen BC, Blackpool BC, NHS, Highways Agency, Lancashire Magistrates Court and Government Office NW
http://www.safe2travel.co.uk/
RENAULT
Renault now has one of the safest range of cars available. Renault strives to provide the same optimum level of safety for all vehicle passengers.
This 'Safety First' corporate commitment goes well beyond product development. Renault ensures that the 'safety' culture extends to marketing and customer care, particularly in the family market. 'Safety First' is the driving force behind all its design and development programmes and its community relations programme. As part of a world - wide campaign to provide support for schools; an important example of Renault's community relations commitment is the 'Safety Matters' primary schools road safety initiative. This is a 3-5 year national road safety programme for primary schools across Europe.
Contact: Mandy Hopkins 01923 697545 mandy.hopkins@renault.co.uk
ENGINEERING CONSULTANCY -- CITY OF YORK
There were 66 accidents (1994-1998) in the Heworth area, 17 of these (25%) at Heworth Green/Malton Road where there is high congestion at peak times.
In total these accidents cost society an estimated £2.9 million in police, medical and lost work time. Following a study by transport consultants a package of measures was developed to tackle them. One of these was the highly successful 'Magic roundabout' which has virtually eliminated all accidents at this site. York is a city which leads in the encouragement of cycling and gives priority to pedestrians. This new roundabout has been acclaimed by motorists too.
Contact: Ray Chaplin:01904 551600 ray.chaplin@york.gov.uk
HIBERNIAN GENERAL INSURANCE LTD -- IGNITION PROGRAMME
In August 2001, Hibernian General Insurance of Ireland launched 'Ignition' - a scheme for less experienced drivers, which rewards successful participants with a minimum discount of 20% on their Hibernian Private Motor Insurance Premium.
The scheme was launched in association with the Institute of Advanced Motorists. Hibernian's aim is to provide "reasonably priced" insurance for "less experienced" drivers, while fostering a culture of safer driving and to encourage these drivers to continue to develop their driving skills throughout their driving careers.
The commitment of Hibernian to road safety goes well beyond this scheme - the company plays a lead role within the Irish National Safety Council.
Contact: Kela O'Riordan 00353 1607 8299 kela.oriordan@hibernian.ie
KINGSTON-UPON-HULL -- SAFE & LIVEABLE STREETS FOR CHILDREN
The City of Hull has more than one hundred 20mph zones covering a quarter of its road length, in total 120 miles of road subject to 20mph limit. Hull has about a quarter of a million people with a relatively high level of deprivation. Using traffic calming methods introduced with the close involvement of the community and emergency services for the 20mph zones accident figures have improved dramatically-between 20 and 40%. This community involvement included the adoption of road signs designed by the local children.
Contact: Tony Kirby 01482 612095 tony.kirby@hullcc.gov.uk
WEST MIDLANDS AMBULANCE SERVICE NHS TRUST
West Midlands Ambulance Service has been involved with road safety education through many events and projects, both in its own right and as a partner with other services and organisations. It has taken the lead in association with other emergency services to increase awareness in schools, colleges and young offender groups. It has also led an outreach programme in India, where its paramedic programme has already made a significant impact in the reduction of the number of road deaths.
Contact: Steve Evans 01384 215650 steve.evans@wmas.nhs.uk
JOHN PILGRIM, BBC Three Counties Radio
John attracts a wide audience because of his unbiased and straight forward approach to radio journalism. During the years that he has featured road safety he has opened up the field of using radio as a forum for better education and publicity of road safety. He has been positive in his influence on the public, the opinion of road safety officers and of the police.
He works with the Road Safety Officers from Bedfordshire County Council and Luton Borough Council, Bedfordshire Constabulary and Schools and the public in the three counties of Beds, Herts and Bucks. During the last two years he has covered various road safety subjects during his three hour 'Out and About' radio programme including the live launch of Bedfordshire Road Safety 'Passport For Life' scheme.
Contact: John Pilgrim 01767 692179
ROSPA CHILD SEAT RESTRAINTS WEB SITE
A high proportion of child restraints are incorrectly fitted. Typically, surveys find that around two-thirds of the seats checked are poorly fitted. Usually, around half of the incorrectly fitted seats need some sort of minor adjustment and about half need a major adjustment. In the region of 10% are incompatible with the car or the child.
Surveys also identify that the majority of people receive little or no advice on how to fit the child restraint when they purchase it.
The European Council and European Parliament have approved a new Directive that will require Member States to change their national laws to require children who are travelling in cars to use an appropriate child restraint. This will remove the current loophole in the UK law that says restraints must be used "if available". Therefore, it is likely that the use of child restraints will increase substantially over the next few years, which is likely to be accompanied by a concurrent increase in badly fitted restraints. It is anticipated that this will generate a need for more information and advice; this continuously updated website does just that.
Contact: Kevin Clinton 0121 248 2000 www.childcarseats.org.uk
EDUCATION & TRAINING AWARD -- sponsored by Wincanton.
WEST MERCIA CONSTABULARY
In 2001 West Mercia Constabulary instigated a five year programme of high profile public education and enforcement campaigns using the news media to broadcast the safety message accompanied by carefully targeted enforcement activity concentrating on high risk areas. Each campaign has been initiated by media launches followed up by public announcement of the results and successes at its conclusion thus ensuring that the key messages are put over twice.
Campaigns have included, seat belts, child pedestrians, drink drive, motorcycle safety and courtesy, care and consideration.
Contact:Kate tonge 01905 331663 kate.tinge@westmercia.pnn.police.uk
MOTOR CYCLE INDUSTRY AWARD -- sponsored by The Motor Cycle Industry Association.
FATAL ATTRACTION
A campaign to reduce casualties to riders of sports bikes in the East Midlands region, organised by The Shiny Side Up Partnership.
Developed by the Nottinghamshire Casualty Reduction Partnership in response to a significant increase in casualties to motorcyclists in Nottinghamshire in 2001, when the total reached 26, the Fatal Attraction Campaign message seeks to influence rider attitudes and behaviour, particularly the riders of sports and performance bikes
The campaign does not adopt an authoritarian style or a clichéd "ride safely" message but seeks to embrace the unique ethos of the sport. It recognises that these riders are skilled and will ride to the limits whenever possible - offering training or safety advice to this group is likely to fall on deaf ears! This new project takes a different approach; it seeks to influence the behaviour of sports bike riders by making them think about the choices they take each time they ride. The campaign does not try to preach about riding safely; in fact the word "safe" is hardly mentioned. It does make innovative use graphic images of crashes and thought-provoking comments to bring alive the dangers of taking risks and riding to the limits.
Contact Sheila Ormerod 01623 631641 sheila.ormerod@bt.openworld.com
TECHNOLOGY AWARD sponsored by BSI
ROBERT BOSCH BRAKING SYSTEMS
ESP is the latest in an evolving line of electronic braking systems, which started with ABS as long as 25 years ago this year. Since that time, traction control and now ESP have made significant contributions to road safety.
Two major studies have proven that ESP is able to reduce accident rates by significant numbers and, because it is of most help when, for whatever reason, the driver has lost control of their vehicle, it actually is best at preventing the most serious crashes.
As the world's largest producer of brake control systems, Bosch was the first supplier to begin mass production of ESP in 1995. Bosch has played the leading role in developing electronic control, starting with ABS 25 years ago this year.
ESP comprises sensors around the vehicle which report the steering instructions given by the driver and the actual motion of the vehicle to a central controller (dedicated computer). If it detects a possible deviation, the ESP controller intervenes, braking individual wheels and reducing engine power to ensure the vehicle stays on a safe course.
Such has been the impact of ABS that it becomes a compulsory fit on all new vehicles in Western Europe from 2004.
Contact: Ruth Holubecki 01895 838546 ruth.holubecki@uk.bosch.com
FLEET SERVICE AWARD -- sponsored by Roxby Media
LOUGHBOROUGH SLEEP RESEARCH CENTRE
Driver tiredness is one area that illustrates how terrifying falling asleep at the wrong time and in the wrong place can be. An accident, when on company business, can result in costs running into the millions, prosecution of the directors, and prison for the driver.
* At least 20% of accidents on major, non urban roads are due to tiredness.
* Many tiredness crashes are work-related.
* Tired drivers kill more people than drink drivers.
* At least 40,000 serious injuries and nearly 3,500 deaths occurred on our roads last year, with drowsiness.
The most probable single cause of any truck crash is its driver falling asleep at the wheel, which is also the most likely reason for the vehicle being written off, together with its load. Moreover, there's a high chance that every trucks will be involved in at least one sleep-related crash of some sort during its lifetime.
The world renowned Loughborough team led by Professor Jim Horne undertakes quantitative and qualitative research for a wide range of clients.
Recent studies have shown that that the most effective short term solution to driver tiredness is to stop in a safe place, drink a cup or two of strong coffee and to nap for about 15-20 minutes. Longer naps can leave you feeling groggy, so it is essential to limit sleep to this length.
Significantly the team has provided background research to support the Government's Think Tiredness campaign in addition to a number of products designed to counter driver fatigue including the FTA's Fatigue Campaign.
Awake is the recently launched commercial arm of the research centre and has considerable expertise to help companies.
One of the hallmarks of the centre is its commitment to the development of innovative programmes, some of which are now becoming widely available. Two examples are:
* The Driver Reviver - A scientifically researched tape or CD designed to help tired drivers make the best use of a 30 minute break from driving.
* ASTID (Advisory System for Tired Drivers) Developed using a software algorithm that incorporates sound scientific research into driver sleepiness.
Contact: Paul Jackson +44 (0) 20 7693 6166 http://www.awakeltd.info/
HIGHLY COMMENDED
CROSSROADS -- Cornwall County Council Road Safety Unit
Crossroads aims to educate young offenders-aged 10-17, who have been involved in vehicle crime to the dangers and consequences of vehicle related crime and equip them with the knowledge to make informed decisions and choices to reduce crime, offending and road traffic accidents. It is a joint initiative between Cornwall County Council Road Safety Unit and the Cornwall Youth Offending Team.
Contact: Sandra Gillespie 01872 327271 sgillespie@cornwall.gov.uk
FRED PYE -- Liverpool City Road Safety Officer
Fred Pye, Liverpool City Council's Principal RSO is well known locally for his innovative road safety ideas. Amongst others the 'Alternatives' Anti Drink/Driving Campaign, which aimed to inform the public of all the alternatives to drinking and driving their own vehicles by offering many different methods of getting home after a party was a success in the city.
Contact: Fred Pye 0151 233 4345 www.liverpool.gov.uk
TTC 2000 - a not a profit company is now the leading provider of education courses for convicted drink drivers.
Some 6,774 convicted drink drivers benefited by attending 628 courses in 71 venues across 14 counties 2002. Doubling the number of courses run in 2000. Since inception TTC has put 21,000 people convicted of drink driving through 1,911 alcohol awareness courses which has led to a dramatic fall in re-offending.
More than 40 trainers are employed to run the weekend and mid week courses.
Offenders who attend TTC 2000 courses are three times less likely to re-offend.
TRL tracked 3,500 offenders over five years after they were first sent by the courts to attend an alcohol rehabilitation course. Results showed they had significantly increased their knowledge with a marked change in attitude towards drink driving. Only 5.3 per cent of men and 4.3 per cent of women had re-offended after five years.
Contact: Jenny Feeham 01952 292246 train@ttc-uk.com
The RAC 'Grass Routes' Investigating Safer Journeys to School Programme is in now in its third year. Originally formulated to focus primarily on the environmental effects of the school run, as well as connected issues such as road safety, personal security and health, this year's Grass Routes now takes road safety as its focal point.
The Grass Routes pack has been reformulated specifically to tackle the problem of road safety skills amongst the most vulnerable group of road users in the UK - secondary school pupils, and in particular 11-12 year olds.
The pack is free of charge and has been enthusiastically received by secondary school teachers and Road Safety Officers. The carbon emissions produced as a result of the Grass Routes pack being printed have been offset by the planting of trees in UK forests.
Contact: Nicola Latham 02089 172937 nlatham@rac.co.uk www.rac.co.uk
SWINDON BOROUGH COUNCIL -- Theatre in Education and Video
The tutor group at the local 6th form college looked at ways of encouraging children, young people and those who were not so young to have a positive attitude towards drinking and driving and look at the consequences of these actions. They designed a series of resources for use with Key Stage 2 and new and existing drivers
The pack for schools is designed to be used as a CD Rom programme to encourage learning through play highlighting the risk to child pedestrians, cyclist and passengers when drivers have either had too much to drink or taken drugs. There is a pack for new drivers, this includes key ring, post cards giving 'actual experiences' and prison sentences, and a credit card giving details of average alcoholic limits of standard size drinks.
Other resources include a series of posters, all designed to suit a different market, one set of three posters depicts a pint glass with a series of text messages, and these are very topical with the boom in mobile phones
Swindon Borough Council were responsible for both theses promotions.
Contact: Margaret Tester 01793 463000 mtester@swindon.gov.uk
CLEVELAND SAFETY CAMERA PARTNERSHIP -- CENTURY FM ROAD SAFETY CAMPAIGN
A series of new radio creatives have been developed to reduce casualties in the Cleveland area and to create a change in public perceptions of the use of speed, especially in urban and residential areas. The creatives link the NHS with speeding.
Aired on Century FM with 60 commercials a week, using a different points of view. One which had considerable impact used Neil Morrisey putting over the idea of raising money for charities, by using the lines "you do not need to raise a penny in sponsorship for your local hospital......look at your speedometer and if you are doing more then the speed limit then please slow down. Just one car accident can cost your hospital one hundred thousands pounds. Isn't it time you woke up to the real cost of speeding?"
These are due to be launched nationally.
Contact: Sue Beck 01604 635157
WISE DRIVE -- "DRIVE FOR LIFE"
Wise Drive-'Drive for Life' is a multi-agency initiative for young people in County Durham and Darlington, which has been developed with the support of BSM, Durham CC, DVLA and others. PC David Nixon leads the partnership of Durham Constabulary, Fire Service, Ambulance Services, McDonalds, (who give lunch time burgers) Darlington Borough Council.
The schemes aim to provide a multi - agency initiative for young people who are within reach of their first driving licence, to enable them to become safer drivers.
The method of delivery is always "hands on" with the young people taking part in each event throughout the day. David Nixon briefs all the young people at the end of the event and asks them to tale the road safety message back to the school.
Contact: David Nixon 0191 375 2031
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