Session four – the roundup – includes presentations from the following speakers:
Jo Parry: THINK! ahead
James Luckhurst: Project EDWARD – a case study
Eddy Klynen: Active mobility – walking and cycling certificates in Flanders: a successful step in the lifelong learning curve
Simon Rewell: New drivers – the learning curve
Dr George Ursachi: ‘Safety in Numbers’
- Honor Byford and Ian Edwards: North Yorkshire Walk-Wise Project
The session is being chaired by Nick Cowling, service manager for transporting programmes and road safety, Somerset County Council.
Jo Parry, head of marketing, Department for Transport
Presentation: THINK! ahead
This presentation outlines details about the future of the THINK! campaign: summarising progress to date and setting out key priorities.
THINK! started in 2000 and no plans as yet to jettison the brand
THINK! is seen as ‘helpful’ and ‘thought provoking’
But there is a decline in awareness of road safety advertising
- Really know our target audience (especially young males) – we need to think a lot more about what our audience is up to and how to fit in with their agenda
- Communicate continiously and not in campaign bursts (not dipping in and out
- Friends with likeminded people – how we reach out to a broader population
- Adopt a lighter tone (the nature of social media people will not engage with fear message – need new ways of conveying messages)
- Produce more engaging content (traditional topics (drink drive, mobile phones etc) and perhaps some new ones (driverless cars, eco driving etc)?
- Forge more meaningful messages (brand partnerships etc)
- Be nimble and communicate in real time
- Be more efficient
- Look further ahead (not just next year but 2020 at the least)
James Luckhurst, media adviser for TISPOL
Presentation: Project EDWARD – a case study
This presentation reviews the outcomes, successes and achievements of Project Edward. It also discusses any lessons learnt and outline any future plans for Project Edward and/or other TISPOL road safety initiatives.
Project EDWARD – Sept 21
Absolutely no budget
European Day without a Road Death – a target, not an aspiration
Wanted to use it to break down barriers between the police and road safety officers (if any existed)
Social media reach – twitter 19.5million
Project EDWARD trended at no5 in the UK & 50th in the world on the day – a top twitter story on the day
Road safety pledge – 100,000 signed (well below aspiration of 1m)
On average 70 deaths on Europe’s roads every day – on 21 Sept there were 43
Talking to brand partners for next year
Thursday 21 September 2017 (date for next year)
Eddy Klynen, Flemish Foundation for Traffic Knowledge (FFT)
Presentation: Active mobility – walking and cycling certificates in Flanders: a successful step in the lifelong learning curve
In order to be able to become safe road users we all need to have the possibility to start learning at a young age. For many years the FFT has offered children of primary school age the possibility to earn walking and cycling permits. The permits are seen as a reward for children to do their best to be safe pedestrians and cyclists. FFT believes this kind of support is also a strong signal for parents that walking and cycling are the most environmentally friendly and sustainable modes of urban mobility.
- Road safety has to improve
- Road safety and sustainable mobility go together
- Traffic and mobility education
- Lifelong learning line
- Walking certificates
- Cycling certificates
Belgium is not one of the best performing European countries in terms of road safety
Every time someone picks up a new form of road use it becomes very dangerous (cyclists, mopeds, car drivers etc)
Established a Life Long Learning Line
Use certificates to encourage young people to do their best (just like swimming)
Step by step approach – very positive
- Start in kindergarten hand in hand with adults in real traffic
- Up to gold certificate (independent walking in real traffic)
- Start with balance bike
- Up to last year of primary schools so they can cycle independently and safely to secondary school
Schools have to register pupils who participate and pass the tests
- Road safety in Belgium has to improve
- Road safety and sustainability can go hand in hand
Simon Rewell, road safety manager, Insure the Box
Presentation: New drivers – the learning curve
The key topics covered in the presentation are:
- What are the core elements of early behaviours?
- What do these indicate for long terms driving habits?
- Does gender influence these behaviours?
- How can this data be used to inform interventions developed by road safety practitioners to positively influence young driver behaviour, and ultimately reduce crashes and casualties?
- Gathering quality data
- Learning from data analysis
- Focus on Behavioural Change Techniques
- What the learning curve tells us
Monitors five key elements of driving
Time of day
Types of road
More than 600,000 policies sold
3 billion miles of data
What we know:
Begin to understand trends & behaviours
Young drivers are 70 less likely to have a crash after a year
Speeding – if people speed 10% of the time they are 42% more likely to have an accident
We want to:
Reduce speed/accidents & casualties
Rewards & incentives
Think more positively about their driving
Getting people to live differently
Impact by gender
Greater number of males who speed
Dr George Ursachi, marketing analyst, Road Safety Analysis
Presentation: ‘Safety in Numbers’
This presentation first analyses international results before looking at the problems associated with measuring risk based on count-based data. It focusses on how RSA sourced robust data about the cyclist populations within local authority districts in England, and a presentation of the results.
- The research investigates the ‘Safety in Numbers’ (SIN) phenomenon in UK cycling from a risk-level relationship point of view.
- The analysis is unique in utilising and merging different datasets to create and overview of SIN phenomenon in UK cycling.
- Offers a different perspective in measuring success in road safety cycling related strategies.
- Provides comparative and good practice examples from other countries.
- Challenges count based cycling strategies.
- Explores how different characteristics can influence results in cycling strategies.
Safety in numbers – by being part of a large group of mass, an individual is less likely to be a victim of an accident
Why does SIN happen for cyclists?
- Motorists adapt their behaviour
- Drivers are more likely to be cyclists
- Greater political will to improve cycling conditions
- Tried to find out if there is a link between risk and cycling levels in different parts of the country
- Cities with low levels of cycling (Liverpool) have high levels of casualty risk
There seems to be Safety in Numbers in England
The presentation explains how the development of the project was based on psychological theory (social learning theory) and the systematic approach taken to evaluation. It will highlight that the approaches used in this project can easily be transferred to other road safety interventions.
Walk-Wise Kids has been specifically designed to increase road safety knowledge of pre-school children. The presentation discusses how the intervention:
- Is based on data analysis – addressing a specific identified need.
- Designed to be appropriate for a mixed audience demographic.
- Utilised partnership working – working with early years providers, public health and road safety partners.
- Applies educational theory to a road safety intervention.
- Applies good evaluation practice – demonstrated to work with control group comparison.
- Uses a number of delivery methods including a mobile phone technology.
Based on Social Learning Theory
- Showed an 18% improvement in knowledge
- Statistically significant improvement (but sample size was small)
- An appropriate model can be used to develop a road safety intervention
- A simple evaluation can be applied to road safety interventions
- Walk Wise Kids works