Kent County Council’s ‘Speak Out’ initiative was the big winner at the 2018 FirstCar Young Driver Road Safety Awards, picking up the top accolade in two of the five categories.
Now in its fourth year, the FirstCar Young Driver Road Safety Awards recognise the efforts of road safety professionals to reduce casualties among young drivers.
Held as part of at Young Driver Focus 2018 on 25 April, the awards were presented in five categories: Best Education and Training Initiative, Best New Scheme, Best Partnership Scheme, Best Private Sector Initiative, Best Young Driver Media Campaign.
The winners were decided by a panel of nine judges with broad and extensive road safety experience. In all categories the judges looked for schemes with clear and measurable aims and objectives and for evidence of evaluation.
The 2018 awards were sponsored by Road Safety Support (RSS) and presented by James Evans, founder of FirstCar, and Med Hughes, chairman of RSS.
In his opening remarks, James Evans said: “It’s a real privilege to stand here again this year and highlight some of great work doing on in road safety teams across the UK.
“It’s particularly inspiring to see so much being achieved against the backdrop of budget cuts, fewer staff and disruptive restructuring in many authorities.”
For 2018, the judges compiled a shortlist comprising the seven best schemes, from which the winners in each category were selected.
Best Education and Training Initiative of the Year
Winner: Cambs Drive iQ, Cambridgeshire and Peterborough Road Safety Partnership
Judges comments: A truly excellent programme which is evidence based and real world orientated. A well-deserved winning entry, given its exemplar approach.
Highly Commended: Young Driver Programme, Carmarthenshire County Council
Judges comments: A very real and honest submission detailing the journey of the programme and how it is constantly evolving to take account of new developments in best practice and research. A thoughtful programme from a set of practitioners who are clearly demonstrating a ‘growth mindset’ themselves.
Best New Scheme of the Year
Winner: ‘Speak Out’, Kent County Council Road Safety
Judges comments: This is an outstanding programme. The team managed to get the right mix of research, behavioral change techniques and a clear focus on their target market, truly exceptional.
Best Partnership Scheme of the Year
Winner: Drivestart, Safer Roads Berkshire (developed by Agilysis)
Judges comments: This programme boasts a truly excellent research base. Not only has the team tried to re-engineer the experience event in road safety with demonstrable effects, but there is also clear partnership working throughout this innovative scheme.
Highly Commended: Cambs Drive iQ, Cambridgeshire and Peterborough Road Safety Partnership
Judges comments: Another great example of outstanding partnership working. This is a definite award for a faultless, exemplar approach – and excellent teamwork.
Best Private Sector Initiative of the Year
Winner: O2 Drive, Box on Board, O2
Judges comments: An exceptional private sector initiative with very impressive effects, at a large scale. A thoroughly professional entry answering the awards’ criteria comprehensively. An excellent programme and worthy winner.
Best Young Driver Media Campaign of the Year
Winner: ‘Speak Out’, Kent County Council Road Safety
Judges comments: A truly outstanding programme and the stand-out entry. A really well thought out and tested campaign with a clear and concise focus in its target market. Brilliant scheme and impressed every member of the judging panel, a unanimous thumbs up and very deserving scheme to pick up its second award of the day.
Highly Commended: ‘Invention’, Warwickshire Police & West Mercia Police Safer Roads Partnership
Judges comments: A very well delivered media campaign run in conjunction with a national media agency. With very clear SMART objectives, a well-defined target market and with the ability to adapt over time, this was a very strong entry.
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