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Young Driver Focus

28 May 2014

The Young Driver Focus event attracted over 160 attendees who were given plenty of food for thought by the 11 presenters who contributed to the conference.

It was a joint venture between Road Safety GB and FirstCar, with support from Driving for Better Business champion Arval, who provided the venue and infrastructure.

The presenters were challenged with putting forward suggestions and solutions to help reduce casualties and collisions caused by young drivers.

Carly Brookfield, chief executive of the Driving Instructors Association, suggested that parents should refresh their own driving skills before accompanying their children as they learn to drive. She also made a plea for “graduated learning, not graduated licensing”, rather than the current system of a learning to drive curriculum focused on a one-shot test”.

Poppy Husband from TRL, who sits on the Prince Michael International Road Safety Awards judging panel, said there is strong evidence to support graduated driver licencing, but was critical of current pre-driver interventions, the evidence for which she said was “weak at best”.

In a presentation focusing on telematics insurance, Richard King, founder of RoadSafe partner ingenie, explained how his company has utilised social media to engage with its customers, and that 90% use the App which gives feedback on their driving. He suggested a successful recipe for an App is for it to be “easy and convenient, entertaining and save them money”. This method won a Prince Michael International Road Safety Award in 2013.

Lisa Dorn, Cranfield University, said “we know so much about driver behavior, but so little (of this information) reaches the ground”. She also said that in order to influence behaviour one must first understand motivation, and that profiling drivers is key to targeting interventions.

 

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