Identifying Road Safety Risk Groups

Joanna GouldingNetwork Services Directorate

First Car Accident

Global fatalities

• ‘A new deal for transport – better for everyone’ 1998 White Paper

• Transport 2010: The 10 Year Plan’ 2000

• ‘Tomorrow’s Roads – Safer for Everyone’ 2000

Government Strategy

Government targets for reducing Road casualties by 2010

• 40% reduction in the number of people being killed or seriously injured in road accidents

• 50% reduction in the number of children killed or seriously injured

• 10% reduction in the slight casualty rate, expressed as the number of people slightly injured per 100 million vehicle kilometres

• Tackle the significantly higher incidence in disadvantaged communities

The Government’s strategy has identified a framework for improving road safety under

10 main themes: • Safer for children• Safer drivers – training and testing• Safer drivers – drugs and drowsiness• Safer infrastructure• Safer speeds• Safer vehicles• Safer motorcycling• Safer pedestrians, cyclists and horse riders• Better enforcement• Promoting safer road use

The Trunk road Network

Trunk Road Facts

• In 2006, the KSI casualty figure was 2,399

• 376 people were killed on our network.

• Of the KSI figure above there were 2,023 people seriously injured in accidents on our network.

The 5 E’s

• Engineering

• Enforcement

• Education

• Evaluation

• Encouragement

Engineering• New Road Layouts

• New Barriers

• New Technology

Improve General Awareness and Compliance

Delivering the objectives

• Engagement with delivery partners

• Broad local partnerships

• Co-ordination of road safety activities.

• Road safety education

• “Changing Lanes” Audit Commission.

• The main issue is need to ‘Influence behaviour of road users’.

Strategic Safety Action Plan

Casualty Reduction• Education• Awareness raising• Partnership working.• Focus on primary

customer groups• Improved information • Better incident data

Key CustomersIdentified in the Strategic Safety Action Plan

• Car Drivers and Occupants• Pedal Cyclists• Commercial Vehicle Drivers and Occupants• Equestrians

• High Risk Groups – Young & Elderly Drivers

• Motorcyclists

• Pedestrians

• People with Reduced Mobility

• Workers on the Network

Education

• Know that it works

• THINK seat belt campaign• 89% in 1997, 93% in 2004

• THINK Drink/Drive campaign• Of over 2000 people involved in research by

BMRB source ref BMRB/RG/KB/45105227• Two thirds (67%) strongly disagreed it was safe

to drive after two drinks.• Two thirds (67%) agreed overall that one drink

made them a worse driver.

Driver Information Programmes

• Delivery at a local level

• Support the National DfT initiatives

• Not branded as Highways Agency products

• Designed to increase overall awareness about key road safety issues.

Driver Information Programmes (DIPs)

Delivering the national strategy at an area level

An Area’s work on safety includes:• Actively supporting the 5 Es through partnership working • Targeting user groups through DIPs used at educational events and campaigns in conjunction with partners

• E.g. business drivers, motorcyclists, young drivers and road worker safety

• Delivering engineering improvements to roads

Area Safety Action Plan

Captures the Area’s specific casualty reduction work:• Area safety performance • Accident cluster site analysis• Historic user group analysis• Partnership working & meetings calendar• Calendar of educational events & campaigns, with DIPs to be used

Categories e.g. campaign / event

InitiativeName

Overview &Objectives

Partnership Involved

TargetUserGroup

Timing Key ActivitiesMaterials to be used e.g.

DIPs 

                 

EventMotorcycleNews LiveEvent 

To raisemotorcyclist Safetyawareness

Lincolnshire Motorcyclists Apr-08Education andAwareness

Great roads, great ridesFirst Date DIP and aDigivan

 

Event Truckfest To raise commercialvehicle driver safetyAwareness

Cambridgeshire Truckers May-08Education andAwareness

Keep safe, keep moving,Hear if the goings goodand Driving on BusinessDIP. Fresnal lenses

 

EventNewark andNotts Show 

To improve roadsafety and drivingAwareness

Nottinghamshire All users May-08Education andAwareness

All DIP

 

CampaignYoung CarDrivers

To help improvedriving skills androad safetyAwareness

Derbyshire Young CarDrivers

All yearDriver trainingcourses and anWebsite

No more lives Wastedwebsite' and discountedpass plus lessons. Theworst hits DIP

 

EventBritishSuperbikes

To raise motorcyclist safetyawareness

Lincolnshire Motorcyclists Aug-08Education andawareness

Great roads, great ridesFirst Date DIP and adigivan

 

Extract from ASAP diary

Partnership working Cycle

Driving Safety Delivery Across the Agency

Evaluation

Engineering - Value Management, - Post Opening Project Evaluation

Education - Establish benefits of DIP’s

- Estimate the likely cost- benefit ratio of the DIP’s

What We Need Your Help With• How effective are our interventions? It is

important to monitor our progress in terms of effectiveness and value for money, how best can we do this?

• Accident data enables Managers to develop actions to improve road safety and monitor progress, is there a better approach?

• New Technology, we need new technology that supports the driver and initiatives to change driver behaviour and encourage safer driving practice, can you deliver this?

• Our aim to raise awareness and change attitude and improve driver behaviour.

• You never know what you may face!

Thank you

• Contact details

Joanna.goulding@highways.gsi.gov.uk

0121 678 8467 or 07881 773917