A series of 10 quickfire presentations by road safety practitioners and others outlining schemes and initiatives they have, or are currently implementing.
‘Know the dangers’ campaign evaluation
Heidi Duffy, Facilitator, Shiny Side Up Partnership
At a glance
- Comprises nine short films & one long version
- Films highlight most common collision scenarios involving motorcyclists
- Evidence-led using DFT Stats 19 data
- Made for social media – but freely available via the SSUP website
- Accompanied by infographics
- Funded by the Road Safety Trust
The social media campaign
- Launched in March 2021 on Facebook and Twitter, accompanied by paid advertising on the former
- Three tranches of the social media campaign to date:
- March – May 2021 (the launch)
- July – August 2021 (as bikers re-emerged after Covid)
- April 2022 (to celebrate the SSUP’s 20th anniversary)
Headline figures
First tranche: 273,866 views
Second tranche: 324,363 views
Third tranche (only 2 new films released): 73,643 views
Total number of views: 671,872
Evaluation
The evaluation found:
- The social media campaign was successful, with high numbers of views in each of the waves
- Interactions with the resources did not end with the social media, with distinct increases in SSUP website page views after each round of social media promotion
Most respondents:
- watched the films and applied the tips to their riding
- found the resources engaging
- thought they were aimed at people like them
- thought the resources were informative
- learnt something and could remember information contained in the resources
- felt that social media platforms were a good method of sharing messages
- disagreed that road safety messages are too complicated to share on social media
Summary
- Social media campaigns, using engaging videos, provide a method of engaging with target audiences
- Those target audiences should be clearly defined in advance, accepting that one campaign message is unlikely to be relevant to multiple audiences
- Paid advertising greatly increases reach
- Engagement can remain high, even when new materials are posted regularly
- Messages can be recalled by target audiences 12 months later
- A low-cost campaign can achieve high reach
- Target audiences feel that social media works as a method of sharing road safety messages
Biker Down! Toolkit
Tony Crook, Lead Officer for Road Safety, National Fire Chiefs Council
A Prince Michael of Kent, International road safety award winning strategy, targeting powered two wheelers
- Originally produced by Kent Fire and Rescue Service
- Designed specifically for motorcyclists
- 3½ hour duration comprising 3 modules
- Delivered by fire service personnel and volunteers
- Based on firefighter training
Module 1 – scene management
Module 2 – first aid
Module 3 – the thinking biker
- A 12-minute video produced by Jim Sanderson and Biker Down Canada
- A short presentation and discussion on how the brain and the eye DON’T always work well
- The issues faced by bikers and other road users
- What bikers can do to mitigate these factors
Help promote Biker Down by
- Signposting bikers to
www.facebook.com/bikerdownuk
- Promoting courses in your area
https://www.nationalfirechiefs.org.uk/Biker-Down
Biker Down! Week
Tony Smith, Motorcycle Safety Lead, National Fire Chiefs Council
Why Biker Down! Week?
- To establish Biker Down as a national brand for FRSs under the umbrella of NFCC and expand that brand to incorporate public awareness messaging
- To raise awareness of risks and behaviours which can lead to a motorcycle collisions
- Educate and provide advice to influence motorcycle user behaviour – before, during and if a collision occurs
- To increase delivery and attendance at Biker Down courses
- To reduce the number of motorcycle road casualties and fatalities
Biker Down Week 2022
- Full support from UK Police Services, Ambulance Services, National Highways, MCIA, Trading Standards UK, NYRF, TyreSafe, UK Road Safety Partnerships and many others
Planning has begun for next year’s week of motorcycle safety events. Please support the initiative and spread the word.
It’s not just a horse
Alan Hiscox, Director of Safety, British Horse Society
- Techniques in responding/investigating a road collision involving a horse/rider.
- Good practice at scene investigation
- Explanation of the risks faced by horses/riders and carriage drivers as vulnerable road users
- Importance of keeping all parties informed as investigation proceeds.
The school gates & beyond
John Billington, Room 9 Media
- Cars & kids don’t mix – please park away from our school
- Kids artwork – can be enhanced and improved
- School gates – where selfishness and sustainability meet
A child’s pathway to scooting and why so many give up at an early age
James Rodger, Founder, Scoot Fit
- Scooting burns 30% more calories than cycling or walking
- All children should be scooting to school
- Scooting is a cross between running & walking
- 20 – 40% of children find scooting difficult
- Scooting relies on balance, which is difficult
- Why is balancing tricky – hypermobility of the knee
Youth Travel Ambassador Scheme
Lorna Smith, Road Safety Team, Kent County Council
- Young people, aged 11 – 18
- Peer-led learning sessions
- Flexible delivery options
- Relevance to demographic
- Partnership working
- Empowering young people
- Core curriculum
Results
- Evidence demonstrated programme successfully improves the student’s willingness to avoid a range of issues when crossing the road.
- Mobile phone remained neutral.
• Looking correctly question
Pre- 42% of the students answered the question correctly, this increased to 77% post-programme
Project EDWARD – telling the right stories?
Darren Lindsey, Director, Projects Zero
- Grown from strength to strength since 2016
- How do we measure success? Communication – 10m unique Twitter users
- Safe System based
- Investing to produce video assets for practitioners to use (via road show)
- Next year – introducing an EDWARD bike
- EDWARD 2023 – brought forward to May
Travel4Life: Enabling safe independent mobility
Jackie Brindle, Road Safety Manager, Lancashire County Council
Risks that increase with age
- Drifting over the centre line
- Colliding with parked vehicles
- Failing to stop at “Give Way”
- Crossing in front of (or behind) stationary vehicles
- Being killed by someone you know
Travel4Life
30 Events: 2019-2022
Venues: function rooms, village halls
Delivered by: 1 or 2 presenters
Promotion: N/A
Cost: £120 per event/£5 per participant
Evaluation: Verbal, feedback forms, follow up calls
Content
- Maintaining fitness
- Protecting yourself
- Vehicle & in-car safety
- Pedestrian safety
- Alternatives to driving
- Takeaway actions
Future
- Workshop development
- Consultation & evaluation
- Partnership delivery rollout
- Restart Drive Safely for Longer
- Influencing
Has Mindfulness any application in road safety social media campaigns?
Keith Baldock, Road Safety Officer, Brighton & Hove City Council
- Mind in Gear: social media film – 3mins and 1min versions
- £1k budget to make film and promote it
- Mindfulness has much to offer…
- https://www.brighton-hove.gov.uk/MindInGear
- keith.baldock@brighton-hove.gov.uk
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