Young, Rural Drivers
This presentation will provide an introduction and overview of the AA Charitable Trust’s latest campaign, Young Rural Drivers, which was based on bespoke research from Agilysis and the Road Safety Foundation, and funded by the Road Safety Trust.
The research formed the background for an interactive map highlighting the riskiest rural roads for young drivers. A high-profile media campaign ensured the campaign’s message reached its desired audience.
Lorna Lee, MCIPR, BA (Hons), Campaigns Manager, The AA Charitable Trust
Lorna Lee has worked in the media for more than 10 years as a journalist and in public relations and public affairs. She has significant experience in both private and third sector communications.
She has a BA (Hons) in English Literature from Swansea University and is an NCTJ-qualified journalist.
During her time at the AA Charitable Trust it has been recognised twice with a Prince Michael International Road Safety Award for its road safety campaigns. The Trust’s campaigns have included: Think Bikes, Drowsy Drivers, Designated Driver and Drive Confident.
She is a member of the PACTS Older Driver Taskforce, has attended Transport Select Committee discussions on how to improve the safety record of new and novice drivers and given seminars on road safety campaigns to FIA Foundation delegates.
She also holds membership of the Chartered Institute for Public Relations and is a corporate member of the Public Relations and Communications Association.
Brian Lawton M.Sci, Programme and Research Manager, The Road Safety Foundation
Brian is a researcher, technical leader and project manager with substantial experience across a vast range of transport-related issues.
He is a highly-qualified and capable mathematician with excellent analytical and communication skills and is a road safety and risk management expert with a reputation for high quality research and evidence-led analysis.
Brian is passionate about reducing the risk of death and serious injury on Britain’s roads and joined the Road Safety Foundation as programme and research manager in August 2018. Brian has presented at and chaired international conferences, has appeared as an expert witness in court, and has appeared on television and radio to discuss Parliamentary legislation.
Brian has worked with numerous road authorities during his 20 years in road safety, including the devolved administrations in Scotland, Wales and Northern Ireland, and many local authorities in England.