Central Bedfordshire Council and Amey win Royal Award
Central Bedfordshire Council and Amey’s work to reduce road casualties and improve road safety has been recognised with a Prince Michael International Road Safety Award.
The two organisations implemented a ‘research led’ approach to deliver road safety education, training and publicity after the service transferred to Amey in 2010. Road safety campaigns are structured after analysis of local collision statistics, through which key target groups are identified and campaigns designed specifically for their requirements. Four key target groups were identified – motorcyclists, young drivers, car passengers and children – accounting for 55.7% of all killed and seriously injured casualties in Central Bedfordshire.
This approach has contributed towards a 33% reduction in casualty statistics in the first year of service.
Councillor Brian Spurr, Executive Member for Sustainable Communities Services at Central Bedfordshire Council, said, “We are delighted that our work to reduce road casualties across Central Bedfordshire has been recognised by the Prince Michael International Awards for Road Safety. Providing a service that has been developed using statistical analysis enables us to tailor individual campaigns to the most appropriate audience, which we continually review to ensure the campaigns are effective.”
Amey has worked on behalf of Central Bedfordshire Council since 2005 delivering highways maintenance and management services. As part of this service, Amey collates collision statistics and also manages road safety engineering design and implementation across the county. The transfer of the road safety education, training and publicity service to Amey formed a new, holistic road safety team who could work closely with the highways team to embed road safety practices across the highways service.
Adrian Walsh, the director of RoadSafe, said, “Bringing together many private sector management skills with the knowledge from the experienced people in community safety has made a real difference. It is a model that should be followed elsewhere.”
Jon Shortland, Account Director at Amey, said, “The MORE programme provides pre and young drivers with a variety of practical and theoretical sessions to develop their driving capabilities from a young age. Offering young drivers additional training opportunities early in their driving career enhances their driving skills, and has been shown to reduce the likelihood of being involved in a collision later in life.”
PIctured above from left: Jon Shortland, Amey,Adrian Walsh Director RoadSafe and Cllr Spurr.
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