Cornwall Council’s road safety team has won a Prince Michael International Road Safety Award for the application of Behavioural Change Techniques to improve safety on Cornwall’s roads.
The Prince Michael Awards are presented to individuals, companies or organisations in recognition of their outstanding contribution to improving road safety.
This award relates to the practical application of Behavioural Change Techniques to road safety interventions in Cornwall.
It’s notoriously difficult to prove that education, training and publicity (ETP) interventions and initiatives are effective in contributing to casualty reduction.
However, in the health world, researchers have proven that the appropriate use of a suite of Behaviour Change Techniques has positive impacts on outcomes for patients.
Working with researcher Laura Hurst*, the road safety team’s knowledge transfer partnership associate in partnership with Plymouth University, these techniques have been introduced into existing road safety projects in Cornwall.
Paula Wellings, Cornwall’s casualty reduction manager, said: “I would like to give my thanks to the road safety team for their willingness and enthusiasm in trialling and then adopting the principles of using Behaviour Change Techniques in our interventions.
“Without their support this progress could not have been achieved.”
The Prince Michael Awards’ judges praised Cornwall’s innovative and refreshing approach to evaluation and commended it as an excellent example of how to approach the selection and management of ETP schemes.
Adrian Walsh, director of the Prince Michael Awards, said: “The judges were truly impressed by the approach being taken by the Cornwall Council road safety team, which is using these groundbreaking techniques to determine the effectiveness of its work.
“They considered them to be a really first class example to all professionals in this field.”
The photo shows the award being presented at County Hall, Truro on 18 October. The formal presentation will be made by HRH Prince Michael at a ceremony in London on 11 December.
Footnote: Laura Hurst will be presenting this initiative at the National Road Safety Conference in London 14-15 November. Click here for details of the conference.
Thank you everyone. Cornwall’s original report on BCTs has been published in the Road Safety Knowldege Centre. Since the report the BCTs have been simplified for road safety, by Stephen Stradling and Fiona Fylan, from 40 to 27 techniques.
Laura Hurst, Cornwall Council
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Perhaps someone from Cornwall Council could explain what this is all about? Preferably without using the phrase Behavioural Change Techniques.
Hugh Jones, Cheshire
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This is an excellent piece of work and deserves the recognition it’s got. Well done Laura, Paula and team for something that again helps to bridge the gap between solid academic research and practice – essential for our collective progress.
Jeremy Phillips – Devon County Council
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It would be great to have more details on this scheme so that we could replicate it in our own areas.
Wendy – South Ayrshire
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The attitude of drivers/riders is one of the things we cannot or rarely do identify and yet we all know of how poor attitude to speed or general recklessness can lead to collisions etc. We already have day training for those who show a poor attitude to speeding or a lack of consideration to others. We need to appreciate attitude more.
Identifying a generally poor attitude to all things related to driving is not an easy issue but could possibly be addressed with psychological testing.
Well done in your efforts and the award.
bob craven Lancs
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Well done Paula & team, glad all the hard work has been recognised & rewarded.
Dave, Leeds
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Excellent, forward thinking work. After your conference presentation is done, will you be submitting a case study to the Knowledge Centre for review and publication, please?
Honor Byford, North Yorkshire
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Are we to be told anymore about these Behavioural Change Techniques?
Hugh Jones, Cheshire
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Congratulations! Well done to you all for achieving this award. It is a very forward thinking scheme. Well deserved. Keep up the good work and I hope to see you all (or some of you) at Conference.
Alan Kennedy, Chairman Road Safety GB
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