Shelia Ormerod has received the 2010 Lynda Chalker Award for her contribution to road safety, which has culminated in the Shiny Side Up Partnership (SSUP).
The Lynda Chalker Award is presented by Road Safety GB to an individual or organisation who has contributed significantly to road safety in the United Kingdom. The 2010 award was presented to Sheila at the association’s national conference on 16 November by Alan Kennedy, Road Safety GB chair.
Following retirement from Nottinghamshire County Council in 2001, the ‘Queen of Road Safety’ became the facilitator for the SSUP in 2002.
Sheila brought with her more than 30 years of ground breaking road safety education experience and a penchant for coming up with new and exciting ways to deliver key messages to difficult to reach road user groups.
The SSUP partnership was formed in response to a significant increase in fatal crashes involving sport bikes in the East Midlands region.
In the first year of SSUP, Shelia helped devise, script and complete the ‘Fatal Attraction’ video which was awarded a Prince Michael International Road Safety Award. She was also presented to Prince Michael to receive his personal thanks for her work.
Sheila has driven an impressive number of initiatives for the partnership including SSUP signs on motorcycle hotspot routes, distribution of more than 500,000 ‘Think Bike’ stickers, three TV adverts, ‘Every time’ radio adverts and SSUP flash drives.
Her determination is matched by inspirational ideas which seek to inform but not nag the road user. But perhaps most important of all, her excellent communication, IT, financial and organisational skills have kept a rowdy group of road safety professionals in check for the last nine years.