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Solihull Council has won a Prince Michael Award.

15 November 2013

Solihull Council won a Prince Michael International Road Safety Award for its ‘How Safe Are You?’ campaign, a behaviour change programme aimed at Year 7 pupils travelling to secondary school for the first time.

Prince Michael International Road Safety Awards are presented to individuals, companies or organisations in recognition of their outstanding contribution to road safety.

The Mayor of Solihull, Councillor Joe Tildesley, collected the award on behalf of the Council from Adrian Walsh, the director of RoadSafe – the organisation behind the awards.

The ‘How Safe Are You?’ campaign saw the Council use a behavioural psychologist to gain techniques to work with pupils in their first year of senior school.

The core of the campaign encourages youngsters to make eye contact with drivers before they step into a road, hence its name.

The campaign also saw pupils change their opinions that drivers are always responsible for pedestrian accidents and that drivers always notice pedestrians and cyclists.

Following this campaign in Solihull, the West Midlands Road Safety Group has agreed to offer it in some of the region’s other metropolitan districts – Birmingham, Coventry, Sandwell, Walsall and Wolverhampton.
 

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