Soundbites and images from the opening session of the 2024 National Road Safety Conference.
- Opening keynote presentations (11:00 to 12:30)
- Click here to view the agenda
- Next session: Active Travel and Road Safety (13:30)
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11.00
Lilian Greenwood, Minister for Future of Roads, Department for Transport
Lilian Greenwood was appointed Minister for Future of Roads at the Department for Transport on 9 July 2024. She was re-elected as the MP for Nottingham South in July 2024, and has represented the constituency since May 2010.
Lilian was Shadow Secretary of State for Transport between 2015 and 2016, also operating as Shadow Rail Minister from 2011 to 2015.
Click here to read the full bio
Presentation: Keynote address
We may be divided by profession, but we are united by mission to reduce road deaths
Safer roads also enable economic growth and opportunities & support green targets
We will turn the page on the status quo that has existed for years.
Behind every statistic is a tragic story – and even in my short time as minister I’ve read too many stories.
This Government is listening – we will end the complacency of years past.
Lack of progress on road safety has been inexcusable.
We will develop and publish the first road safety strategy in over a decade.
11.10
Dr Anna Vadeby, Senior Researcher in traffic safety at VTI (The Swedish National Road and Transport Research Institute
Dr Anna Vadeby is a senior researcher in traffic safety at the Swedish National Road and Transport Research Institute, VTI, and an associate professor at Chalmers University of Technology. She has a PhD in Mathematical Statistics and her main area of competence is within traffic safety evaluations.
Click here to read the full bio
Presentation: Vision Zero – are we heading in the right direction
This presentation examined the concept of Vision Zero and explored challenges and opportunities in the move to reach the 2030 targets in Sweden, together with a brief look at some of the Vision Zero developments across Europe.
In Sweden speed limits on rural roads were changed as follows:
- 70 km/h: default speed limit on rural roads
- 80 (90) km/h: 2-lane roads (milled rumble strips in middle of road)
- 100 km/h: 2+1 roads with median barrier
- 110 km/h: motorways
- 120 km/h: motorways with high standard and low traffic flow
- Identified increased speed compliance as one of the most important measures to achieve the targets for 2030 (113 road fatalities) through traditional measures: enforcement, adaption of infrastructure, ISA etc
- She also identified opportunities for expanded engagement of public and private sectors
- Putting demands on public procurement:
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- Swedish Transport Administration has 6 pilots (2022–2024) with requirements that speed compliance shall be measured and followed up
- The contractors should report speed compliance of the vehicles within the contract to STA.
- Include road safety in sustainability reporting
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- Companies should require the highest level of road safety according to Safe System principles in internal practices, policies, processes etc.
- Use a road safety management system based on the basic principles of ISO39001 or FIA Road Safety Index
11.25
Laura Butterfield, Head of Marketing, DfT
Laura has recently taken on the Head of Marketing role at the Department of Transport, starting in June this year.
She leads behaviour change campaigns predominantly involving paid-for advertising and marketing, but also working closely with stakeholders, partners and managing brand channels to reach target audiences.
Click here to read the full bio
Presentation: THINK! campaign update
Laura provided an update on the THINK! campaign, looking back at activities from the last year – as well as going forward. She discussed the research behind these campaigns.
In the last year:
- Winter 2023: relaunch of drink drive campaign
- Feb 24: Rebrand of speeding campaign
- Mar 24: seatbelt campaign
New drink drive campaign to launch in Road Safety Week (w/comm 18 November)
- Highlight risk of losing licence
- A focus on marginal drinking
- New THINK! 0% brand platform – providing in the moment alternative to drivers
Rebranding speed campaign for early 2025 (January to March).
- ‘Unexpectd FM’ – mock radio station
- Working with organisations such as LadBible to reach target audience
Social consequences research:
- Audience needs ‘so what?’ messages
- Centres around a sense of control
- Tackle social pressure
Stats:
- Trust in big brand names high – more than trust in Government
- Primary audience young men
- Increasing gap between most and least deprived
THINK! continues to focus on rural roads
To reach young men, targeting on consequences (making them more salient) – addressing optimism bias.
Using channels such as gaming, on demand etc – as well as social media.
Future work could focus on drug driving – research currently taking place.
Working together; THINK! happy to be contacted at any time.
Can re-brand content for local usage
11.40
Leanne McMahon, Assistant Director, Kent Fire and Rescue Service & Deputy Road Rescue and Road Safety Lead, National Fire Chiefs Council
Leanne McMahon started her career with Kent Fire & Rescue Service in 1995. Throughout her career she has held roles in the emergency control room, responding to incidents, in prevention and protection. Throughout Leanne’s career she has worked to develop strong collaborative partnerships and has seen the benefits a unified approach can deliver.
Leanne is National Fire Chief Council’s Deputy Road Rescue and Road Safety Lead.
Click here to read the full bio
Presentation: National Fire Chiefs Council – The Drive to prioritise Road Safety
Leanne McMahon highlighted the progress within the Fire and Rescue Sector to become better coordinated, consistent and involved within road safety.
She updated delegates on the sector’s governance, priority themes and next steps; while highlighting the work that Fire and Rescue are doing with partners, including role modelling the management of work-related road risk, development of a Young Driver Education Toolkit and how this has been informed by data, research and intelligence.
- FRS attended more than 32,000 RTAs in 2023
- FRS is in a unique position when it comes to public trust
- NFCC:
- Supports the introduction of GDL – a ‘vital step forward’
- Striving to achieve a standard approach across the country
- Hosts a monthly road safety seminar which RSOs are encouraged to attend
Coming together is a beginning; keeping together is progress; working together is success
11.55
Ian Edwards, New View Consultants
Ian Edwards is an independent road safety consultant who has developed and delivers several of Road Safety GB’s courses, including the Foundation and Behavioural Change course.
Click here to read the full bio
Road Safety GB Academy Safe System Training Course
We talk about Safe Systems as being something relatively new – but we can trace it back much further than that.
The system has to allow for the fact that people make mistakes.
Developing the course:
- Literature review carried out – which will become course handbook
- Focus groups to gauge views of professionals
- Members survey (based up results of focus groups)
- Course will be piloted in early 2025 – and then evaluation will take place
Focus groups:
- 12 people; a mix of professions
Findings:
- Courses need to appeal to all levels of the industry.
- Everyone engaged in the process
- Need to be marketed to a range of partners
- Needs to be available face-to-face as well as online
Members survey:
- 81% said organisation would benefit from course
- Majority interested in learning about partnership working
- Post-collision care also of interest
The course will be assessed as part of its delivery.
Day 1: strategic overview
Day 2: delivery and case studies
Registration will open soon!
12.05
Richard Parker, Mayor of the West Midlands
Richard Parker is the recently elected Labour and Co-operative Mayor of the West Midlands and Chair of the West Midlands Combined Authority.
Click here to read the full bio
Presentation: Welcome to conference
Richard Parker is the Labour and Co-operative Mayor of the West Midlands and Chair of the West Midlands Combined Authority. He is passionate about devolution and currently working on policy interventions that will improve opportunity, fairness, diversity and inclusion across the West Midlands.
- Met with community groups etc to work out what we need to do to reduce the ‘phenomenal’ level of collisions and casualties in the West Midlands.
- Road safety is a priority for the Mayor – need to tackle collisions in a ‘forensic’ way
- Taking the Safe System approach
- We need to connect our communities and give people the confidence to use our roads without fear
Recruiting West Midlands Road Safety Commissioner
Recruiting Active Travel Commissioner
12.15
Darren Divall, Regional Road Safety Manager, Transport for West Midlands
Darren Divall’s role at TfWM is to enable, support and facilitate road safety improvements across the West Midlands Combined Authority region.
As Lead Coordinator for the 16 Regional Road Safety Partnership organisations, Darren ensures delivery of a robust and fit for purpose strategic approach aimed at achieving a 50% reduction in the number of killed and seriously injured casualties by 2030.
Click here to read the full bio
Presentation: Implementing a Safe System Action Plan
Evidence shows, regionally, KSIs on the rise
1st August 2024 – Road safety joint statement acknowledging the need for emergency action
This makes partnership and collaboration vitally important.
Development Process of new strategy
- Public Consultation
- Online portal (Commonplace)
- Paper surveys
- Public events
- Community in Transition Surveys (CIT)
- Use of Human Intelligence (HIT) database
- On-street surveys
- Focus groups – public and business
- Targeted letter drops
- Social Media (Facebook, Instagram, TikTok)
Public consultation:
- Overall, there were 2,752 responses
- 76% of responses from online portal and paper surveys
- 24% of responses CIT surveys and HIT surveys
- Online and paper surveys most likely to be male and from older age groups
- CIT and HIT surveys more successful with younger residents and/or those from more ethnically diverse backgrounds
Key findings:
- Overall support was highest for removing unsafe vehicles from roads and deterring dangerous and anti-social driving.
- Over 80% agreed with the proposals for working with food delivery drivers, raising standards of bus/HGV’s operating on roads and improving the road environment for all users.
- Support was lowest for creating a self-enforcing environment and providing advice about purchasing vehicles with modern technology.
Led to the development of the Action Plan – published today (6 November 2024).
The challenge will not be easy!
- KSIs have plateaued compared with baseline
- 75% of fatalities are male
- 18-25 year olds are over-represented in KSI stats
- 66% of KSIs are vulnerable road users
- 54% KSIs in IMD1 and IMD2
- Speed is the main contributory factor in 31% of fatalities
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