Speaker: James Backshall

James Backshall, Environmental Adviser & SAID+ Steering Committee Member, Colas

Presentation: Inside story: winning hearts and minds to improve at work road safety

In 2002, Colas launched a campaign to improve the safety of its employees on the road and reduce the company's collision frequency rate - with impressive results. The campaign, SAID, was developed in–house and is managed and delivered by Colas' employees acting as local road safety coordinators. Since the introduction of SAID, Colas' collision incident frequency rate has halved.
This case study will look at how the campaign was developed and is delivered, and how it has retained momentum for more than a decade, culminating in a relaunch earlier this year as SAID+. The presentation will show how the principles which underpin SAID+ can be applied, cost-effectively, to reduce road risk within the corporate environment, and within local authorities and other public sector organisations.
James Backshall is an environmental adviser and a member of the Safer Attitudes in Driving (SAID+) steering group for Colas, an ambitious, award-winning business, delivering sustainable solutions for the design, building and maintenance of the UK's transport infrastructure.
For the past eight years James has been developing, delivering and promoting SAID to colleagues throughout the UK and embedding the SAID principles into Colas' culture.