1. Identifying Road Safety Risk Groups Joanna Goulding Network Services Directorate

2. First Car Accident

3. Global fatalities

5. ‘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

6. 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

7. 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

8. The Trunk road Network

9. 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.

10. The 5 E’s Engineering Enforcement Education Evaluation Encouragement

11. Engineering New Road Layouts

12. New Barriers

13. New Technology

14. Improve General Awareness and Compliance

17. 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’.

18. Strategic Safety Action Plan Casualty Reduction Education Awareness raising Partnership working. Focus on primary customer groups Improved information Better incident data

19. Key Customers Identified 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

20. 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.

21. 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.

22. Driver Information Programmes (DIPs)

23. 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

24. 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

25. Categories e.g. campaign / event Initiative Name Overview & Objectives Partnership Involved Target User Group TimingKey Activities Materials to be used e.g. DIPs Event Motorcycle News Live Event To raise motorcyclist Safety awareness LincolnshireMotorcyclistsApr-08 Education and Awareness Great roads, great rides First Date DIP and a Digivan EventTruckfest To raise commercial vehicle driver safety Awareness CambridgeshireTruckersMay-08 Education and Awareness Keep safe, keep moving, Hear if the goings good and Driving on Business DIP. Fresnal lenses Event Newark and Notts Show To improve road safety and driving Awareness NottinghamshireAll usersMay-08 Education and Awareness All DIP Campaign Young Car Drivers To help improve driving skills and road safety Awareness Derbyshire Young Car Drivers All year Driver training courses and an Website No more lives Wasted website' and discounted pass plus lessons. The worst hits DIP Event British Superbikes To raise motorcyclist safety awareness LincolnshireMotorcyclistsAug-08 Education and awareness Great roads, great rides First Date DIP and a digivan Extract from ASAP diary

26. Partnership working Cycle

27. Driving Safety Delivery Across the Agency

28. Evaluation Engineering - Value Management, - Post Opening Project Evaluation Education- Establish benefits of DIP’s - Estimate the likely cost- benefit ratio of the DIP’s

29. 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?

30. Our aim to raise awareness and change attitude and improve driver behaviour. You never know what you may face!

31. Thank you Contact details Joanna.goulding@highways.gsi.gov.uk 0121 678 8467 or 07881 773917