A young driver programme which centres around a series of education days, has been recognised with a Prince Michael International Road Safety Award.
DriveStart, delivered by Road Safety Analysis (now Agilysis) on behalf of Safer Roads Berkshire, was presented with the accolade at the 2017 National Road Safety Conference in Manchester on 14 November.
Currently celebrating its 30th anniversary, the Prince Michael International Road Safety Awards’ scheme recognises the ‘most outstanding’ international road safety initiatives, with the winners invited to an annual awards’ luncheon held at The Savoy in London (which this year takes place on 12 December).
Rather than using ‘fear appeal’ in a bid to ‘scare them straight’, DriveStart deploys behavioural science in a bid to ‘demonstrably improve perspectives on subjective norms, reduce behavioural willingness and increase self-reported vulnerability in participants’.
The Prince Michael Award citation says DriveStart ‘demonstrates how scientifically based and rigorously evaluated education programmes can have a measurable positive impact on the behavioural system of young drivers’.
Judges also praised the programme, which has been developed over the past six years, for the way it is ‘consistently refined in response to the growing evidence base concerning young driver attitudes and behaviour’.
The award was presented by Adrian Walsh, director of RoadSafe, to Dan Campsall, marketing and communications director of Road Safety Analysis and Cheryl Evans, West Berkshire Council’s road safety officer.