David Richards, Head of Marketing, AA DriveTech
Presentation: Commuter Drivers: a journey describing when, where and how crashes occur on the way to and from work
David Richards has been AA DriveTech’s Head of Marketing since 2004 when the company’s annual turnover was around £2m. Today, AA DriveTech is a core part of the AA’s Driving Services Division delivering educational programmes to many thousands of drivers every year, both business drivers and members of the public as an alternative to prosecution.
With a passion for road safety, David has presented many individual campaigns to improve road safety including the ground breaking Thames Valleys Police’s ‘Safe Drive Stay Alive’ roadshow and numerous fleet management events.
With 30 years’ marketing experience in several major companies, combined with an MBA from Warwick Business School, David brings a wealth of experience and knowledge to road safety campaigns and implementations. His experience covers company car drivers, van, truck and bus drivers as well as educating members of the public though the company’s driver awareness schemes.
This new analysis, commissioned by AA DriveTech and undertaken by Road Safety Analysis, explores how drivers of different vehicle types are involved in injury collisions on journeys to and from work by analysing the latest DfT statistics. Comparing commuters with all crash-involved vehicles provides an insight for employers into ways to help protect their workforce before and after they clock on. Distinct patterns have been identified which can be used in staff education and training; these insights can potentially reduce staff absences caused by road injuries and facilitate an adoption of good practice which can be used for both commuting and at-work journeys.