Safer Road User initiatives recognised with Royal Award

A number of initiatives have been honoured with a Prince Michael International Road Safety Award at a ceremony in London. These schemes and organisations have been recognised for their contribution to road safety under the Safer Road Users category based on the five pillars of the Global Plan for a Decade of Action.

UPS Foundation for its ‘Safety Delivered’ Campaign. It was one of the first private sector organisations to join the UN Road Safety Collaboration. It has been a champion of child helmet use, supporting the AIP Foundation in increasing helmet use among primary school students and reducing distracted driving behaviour among young and inexperienced drivers across Cambodia, Myanmar, Thailand and Vietnam.

Road Safety Scotland and The Scottish Government Marketing and Insight Unit – for its Hazard Perception Training initiative. The Scottish Government and Road Safety Scotland set out to reduce deaths on country roads by encouraging young men to slow down. Using TRL’s insight research and their own, they developed virtual reality 360o film versions of hazard perception training, and took it to young men through a rural roadshow and paid-for advertising. This VR video concept puts the user in the driving seat on a dark country road, with mates in the car and unexpected hazards outside it.

Italian National Road Police Force – for its Safe School Trip scheme. To deal directly with a significant problem Polizia Stradale (Italian National Road Police Force), in cooperation with the Italian Ministry of Education, developed the national “Safe School Trips” programme which aims to make school transport as safe as possible.

Association Les Ambassadeurs de la Securité Routiere –  for its Seatbelt Campaign. ASR is an NGO based in Tunisia. In 2015 twenty nine percent of deaths were because passengers were not wearing seat belts. The NGO was the driving force behind a successful campaign, delivered through many private and public sector partners including TV, newspapers, and radio as well as social media to raise awareness increasing the visibility of the issue.

The Baby Box Co –  for its Baby Box. A partnership between Highways England and The Baby Box Co was established in 2016 to introduce and raise awareness of safe and sustainable travel. Now using the slogan: ‘Our community is your safety net bringing you expert information and trusted products so you can protect the ones who matter most’ the Baby Box on-line portal delivers expert information and trusted products as well as parenting education including child safety in cars and on the road. This has been achieved through an interactive system where parents receive incentives to confirm their understanding.