SCOTLAND’S AUTHORITYON ROAD SAFETY

supported by Stuart Hogg

RURAL ROADSAFETY

WINTER 15

RSS Seminar Report

www.road-safety.org.uk/

driving/advice-for-drivers

#savekidslives

Every day more than 500 children lose their lives in traffic crashes globally. On 20 November, a petition with more than one million signatories was delivered to leaders attending the second Global High Level Conference on Road Safety, in Brasilia. It had been generated online since January 2015 by the official campaign of the UN Global Road Safety Week #SaveKidsLives.

The petition calls for road safety to be recognised as a global health priority and be included in the Sustainable Development Goals for 2015-2030.

Michael McDonnell, director of Road Safety Scotland became the first recipient of the Road Safety Qualification launched in 2014 by RoSPA Scotland and backed by SQA. Fittingly, Michael was presented with his certificate at the RSS Seminar at Dalmahoy, in October. Jill Mulholland, Road Safety Policy Team, presented the award.

SubmissionsThe next edition of Direction will be published in June 2016.

Published by Resolve Creative Ltd, on behalf of Road Safety Scotland, Pentland House,47 Robb’s Loan, Edinburgh EH14 1TY

Klang launches into orbit 3Get set for winter 3Rural Roads campaign launch 4 Opinion: David Middleton 6Go Safe with Ziggy 7Road Safety Within CfE 7Recorded offences fall 7

SEMINARKeynote address: Towards zero 8Annual statistics 9Framework targets 9Positive interactions 10Reinforcing good intentions 10Campaigns creation & evaluation 11Partnership working 12In-car safety 12Older drivers 13A9: interim safety plan 13Driver distraction 14Social media and road safety 14Driverless cars 15Mobility in an ageing society 16Z-boy mark 2 learns early 16

Since its launch in February 2015, Klang has gone stratospheric (47,000+ downloads and counting). The free app lets children play as Klang, an alien robot from the Planet Fendaar, who has crash-landed on Earth in a tiny Scottish town called Auchterkrankie. He finds himself stranded without any means to get back home and needs assistance!

Reaction was immediately strong, not just among the 8-11 year old Junior Road Safety Officers and their teachers who attended the ministerial launch. In less than a week, it had been downloaded more than 11,000 times on iOS alone and Apple included it among its Top 10 Free Apps for Kids aged 9-11 – a fantastic validation of the app’s quality. Then, in October, the App won the Best App category in this year’s Scottish Design Awards.

Hosted in October by Police Scotland, the ‘Get Set For Winter’ event was supported by representatives from Scottish Fire and Rescue, Institute of Advanced Motorists, Age Scotland and Inverclyde Road Safety as part of the National Vulnerable Road Users Safety Campaign.

It gave road users a great opportunity to have a free tyre and lights check on their vehicle, whilst also learning about other preparations for the winter from partner agencies. Few drivers realise that failure to maintain their tyres could lead to a maximum fine of £2,500 – and three penalty points per tyre.

GET SET FOR WINTERChange the way you drive in winter • Drive appropriately for the conditions. • Stopping distances will double in

wet weather. • If you aquaplane, remove the

pressure from the accelerator and allow the vehicle to lose speed until the tyres regain their grip.

• Stopping distances in icy weather or when snowing can be ten times greater: drive at slow speed in as high a gear as possible; accelerate and brake very gently.

• When driving in fog use dipped headlights. Fog lights should only be used when visibility is reduced to less than 100 metres.

• Carry an emergency kit of scraper, de-icer, torch, first aid kit, jump leads and shovel.

KLANG LAUNCH IS A BLAST

WINTER 2015 DIRECTION2 3

Road Safety Scotland launched a powerful new campaign in October 2015, urging drivers to watch their speed and help reduce the number of fatalities on rural routes.

Loss of control is the biggest cause of deaths, frequently associated with driving too fast for the conditions and leaving too little time to react to unpredictable road conditions and hazards.

The new ad follows a fictional character losing control of his car with devastating consequences. The campaign is particularly targeted at young male drivers aged 22-40 who have a higher risk of being involved in a crash, and focuses on what they would miss

if they weren’t around, with the strapline: “Don’t miss what’s round the corner. Watch your speed on country roads.”

Scotland and Glasgow rugby player, Stuart Hogg, tragically lost his best friend, Richard Wilkinson, in a crash on a country road in 2009 and is supporting the campaign. Stuart said: “Losing my best mate Richard will live with me forever and was one of the hardest things I’ve ever had to go through. It could have easily been me and I think about him every day and all of the things he’s missed out on. I’m supporting the new campaign to encourage people to take extra care on country roads and I hope I’m doing Richard and his family proud.”

The campaign ran throughout Scotland across multiple channels including TV, cinema, outdoor, radio, digital advertising, and PR.

Superintendent Fraser Candlish of Police Scotland said: “It’s important to drive according to the road conditions as driving even slightly too fast can turn avoidable incidents into serious and ultimately fatal crashes.”

RURAL ROADSLAUNCH

Country roads account for 55% of fatal accidents in Scotland, based on a four year average

between 2010 and 2014. Last year alone, 755 people were killed or seriously injured whilst driving on Scotland’s country roads.

For more information dontriskit.info Facebook Road Safety Scotland @roadsafetyscot

youtu.be/yJtTgTWUtQY

WINTER 2015 DIRECTION4 5

This is one of my last tasks as Chief Executive of Transport Scotland before moving to a new challenge in Historic Environment Scotland.

Without doubt, recent years have seen remarkable progress on many fronts which affect road casualties and, although, sadly, we saw a rise in fatalities in 2014, the general trend over a number of years is still downwards, and the road safety community in Scotland can take great credit for that. I believe that the Framework has played a major role in focusing the minds of those involved, be it local or central government, the emergency services, operating companies, or the many other partners whose commitment to the aspirations of the Framework have contributed to its success to date.

However, as our Minister often says, one death is one too many, and we must strive to achieve the Framework vision of a ‘future where no-one is killed on Scotland’s roads’. We need to find new and perhaps innovative ways to work jointly with like-minded people – the very essence of the Framework – to ensure that what we do is based on evidence and is likely to achieve what it sets out to do. In other words, road safety interventions must deliver on their objectives and make a difference. Too often we become so

caught up in what we’re doing that we may not be best-placed to assess its worth.

That’s why the Framework review process is so important and, already, it has identified three distinct focus areas for the next five years: speed; age; and vulnerable road users. Wouldn’t it be great in the near future to see speeding, in both its guises (excessive or inappropriate), being viewed with the same ‘socially unacceptable’ tag that drink-driving has achieved? I also think, if we tackle that one thing, we may also impact on the other two, particularly on vulnerable road users in urban areas and younger people in a rural environment.

It amazes me that people continue to view speeding as a victimless crime when the thinking should be, ‘If you’re over the limit, you’re over the limit’, and it shouldn’t matter if that’s drink or speed. There’s a cultural change needed – speed needs to be managed, primarily by individual drivers and riders, but also by roads authorities and the police service.

The one area I haven’t mentioned yet relates to age. What is clear is that, in terms of road use, our early years are vulnerable and our later years are too. We owe it to ourselves to make sure we’re doing all we can to protect both those groups, and better road user behaviour across the board is the only way to achieve it. We all have a vested interest in that ambition.

Thanks to all of you who have contributed to a Scotland safer on its roads.

OPINION: DAVID MIDDLETONCHIEF EXECUTIVE OF TRANSPORT SCOTLAND

“If you’re over the limit, you’re over the limit’, and it shouldn’t matter if that’s drink or speed.”

The My Journey with Ziggy pack has been developed to help strengthen the important link between home and school by providing key road safety messages for parents and carers:• talking to your child about what

you are doing and seeing• leading by example• holding hands• concentrating on what you’re doing.

Parents and carers are encouraged to take their children out for walks and to record their walks in a very simple way. Children draw in their own smiley faces. There are no sad faces allowed for journeys with Ziggy! There’s also a page for drawing a picture of the journey with Ziggy.

The pack consists of a bright reflective drawstring bag containing a Ziggy soft toy and journey diary. The Ziggy toy can become an integral part of learning in the classroom, featuring in children’s own road safety stories. He can be taken home in the My Journey with Ziggy pack so that the learning can continue with parents and carers.

Nursery and primary 1 class teachers can claim their free pack by going to www.gosafewithziggy.com and following the links to create online stories of their class walks with Ziggy, including an option to include photographs. All the stories are saved in the Story Gallery.

GO SAFE WITH ZIGGY

Road safety learning at every level within Curriculum for Excellence offers opportunities for active and interdisciplinary learning.

The booklet ‘Road Safety within Curriculum for Excellence’ provides teachers with a quick and easy reference to Road Safety Scotland (RSS) resources and how these link with Curriculum for Excellence (CfE) experiences and outcomes. The booklet for 2015-16 has been refreshed and Education Scotland’s distribution centre co-ordinated delivery to all educational establishments across Scotland in early November. Further copies are also available online at

ROAD SAFETY WITHIN CURRICULUM FOR EXCELLENCE

RECORDED MOTOR VEHICLE OFFENCES FALL

The incidence of motor vehicle offences in Scotland is sharing the general downward trend reported for crime generally.

In the latest Recorded Crime in Scotland Report, which presents statistics on crimes and offences recorded and cleared up by the police in the year to March 2015, motor vehicle offences accounted for 52% of all offences in that period.

The bulletin shows total motor vehicle offences fell by a third: from 294,091 for 2013-14 to 195,985 for 2014-15.

These figures include a 50% reduction in mobile phone offences, down from 35,764 in 2013-14 to 17,978 in 2014-15. This figure has dropped for the first time since 2008/09 – and mobile

phones now account for fewer than one in ten (9%) of all motoring offences.

Similarly, seatbelt offences also fell by more than half (59%), from 37,880 to 15,619.

Speeding is still the most common offence (31%) but the number of convictions also fell sharply in the same period – down 26% from 82,382 to 60,926.

Convictions for driving under the influence of alcohol and drugs fell by 14% to 5,218, while dangerous and careless driving offences were down 7% to 10,773 and unlawful use of vehicles fell by 29% to 40,855.

The bulletin notes that the decrease in recorded motor vehicle offences was seen in every local authority area, with the exception of one.

www.gov.scot/Resource/0048/00484776.pdfwww.roadsafetyscotland.org.uk

Volunteers at a playgroup in Springhill have been using Ziggy to combine the practical benefits of learning road safety with numeracy activities for the children.

Alison Hay, Early Learning Development Co-ordinator with North Lanarkshire Council, explains. “Family learning centres and schools have been working together in clusters, sharing good practice on numeracy.

“Calderhead cluster in Shotts chose to work with road safety and the primary school used the ‘Ziggy and Maggie Start School’ book; the nursery used the ‘Ziggy’s Sunny Holiday’ and the playgroup used ‘Ziggy Visits Granny’”.

When the collaboration came to an end, the volunteers in the Shrubhill playgroup, which is also attended by parents, decided to carry on – perhaps influenced by the fact that the group’s leaders are also School Crossing Patrollers.

“They are running many class and outdoor numeracy activities using Ziggy – such as counting the seconds to cross and they have made up road safety bags for the children to take home. The leaders plan to evaluate the impact on families and confirm a growing interest in the Ziggy materials. It’s great to see their passion and enthusiasm taking the project so far,” adds Alison.

COUNT THE BENEFITS

WINTER 2015 DIRECTION6 7

The World Health Organisation stated in 2004 that road death and serious injury are preventable in the longer term, and a priority. “Tackling the issue required a shift of mindset, to one where the unequivocal goal is to work systematically towards the eventual elimination of death and serious injury,” explained Jeanne.

The OECD’s Towards Zero report, in 2008, outlined and developed the scope of Safe System as ‘the only way to achieve the vision of zero road fatalities and serious injuries.’

“Safe System is both a goal and a strategy,” said Jeanne. “The goal is critical, since it shapes intervention choice in the strategy. Safety is not to be traded off against mobility goals, which may increase death and serious injury.”

The strategy recognises that any road traffic system is inherently dangerous and needs to be user-friendly. “A safe road traffic system needs to be error-tolerant, as well as tolerant of our physical limitations, so that crashes do not lead to death and serious injury,” said Jeanne.

“Factors contributing to serious and fatal road crashes and their outcomes are distributed differently, compared with those associated with crashes of all severities,” explains Jeanne, adding that “preventing crashes of lesser severity is seen as unrealistic and of insufficient priority by Safe System”. Safe System requires a change of focus from crash prevention to crash injury prevention.

It is well understood that a 1% increase in mean speed equates to a 4% increase in fatal injury risk, but speed is only one of the factors

that make up key design parameters in the Safe System approach, which include road, vehicle and emergency medical systems.

Jeanne referenced successful approaches for each parameter from around the world. In Sweden roundabouts have brought about a fall of around 80% in deaths, and point-to-point cameras have seen a reduction in people Killed or Seriously Injured (KSI) of about 25%. “Sweden reports that the eradication principle is cheaper in the long-term than gradual improvement,” added Jeanne. The Netherlands has installed more than 2,300 roundabouts in five years and in New Zealand, the number of static speed cameras is set to expand from 56 to 200 sites in the next two years and they working to align travel speeds with road function, design, safety and usage.

“Scotland has taken a lead with its new urban focus on vulnerable user safety and the extension of 20mph zones,” added Jeanne. The priorities of Scotland’s Road Safety Framework to 2020 indicate that Scotland has started on its Safe System path. Broader issues within Safe System would include actively promoting crash protective roadsides and vehicles; further attention to speed management; managing risk through vehicle and driver standards and ensuring fast, efficient emergency medical help, diagnosis and care.

Benchmarking internationally helps shape the results to be targeted nationally, and local benchmarking is important once targets have been set. “Innovation can then be based on well-established safety principles.”

At its core, Safe System strategy brings a clear focus to measuring and targeting outcomes that are causally related to the prevention of death and serious injury. A defined set of intermediate outcome targets supporting the long-term goal and interim death and serious injury targets form the core of Safe System strategy. Now adopted by many countries across the world, it brings a planned, systematic, results-focused response for safe mobility in the long-term. “It has to be led by Government, and its agencies, and the lead agency for road safety [must be] very active and needs appropriately funded capacity,” said Jeanne. “It requires us, as road safety professionals, to operate to the highest possible standards.”

Published just prior to the Seminar, the 2014 Annual Statistics show an increase in the number of fatalities and people seriously injured on Scotland’s roads, compared to 2013. Everyone wants to see these figures (referred to as KSI) fall year-on-year, and the ambition of the Framework is to achieve zero fatalities. As Chris covered the detailed statistics for the year, the long-term downward trend across all key targets remained evident.

“There were 200 people killed in 2014, 28 more than in 2013,” explained Chris, “and 1,699 seriously injured, a 2% increase on 2013.” However, the overall number of casualties from road accidents was down 2% at 11,268 – the lowest level recorded.

TOWARDS ZERO:SAFE SYSTEM PRINCIPLES AND PRACTICE

SEMINAR - KEYNOTE ADDRESS

Jeanne Breen, Consulting

Jeanne Breen, a global adviser on good practice road safety management, strategy and policy

review, delivered this year’s keynote address on Safe System.

Safe System strategy will measure and target outcomes related to the prevention of death and serious injury. For example, Scotland’s Road Safety Framework addresses and tracks targets around the percentage decrease in drinking and driving and in-car telephone use while driving. Wider relevant measures could include the percentage increase in safety ratings of vehicles using the network, based on Euro RAP/ iRAP scores; the percentage increase in safety ratings of the national vehicle fleet, using Euro NCAP; targeted increases in compliance with speed limits and seat belt and child restraint legislation; and improvements in emergency medical system response.

Scotland’s Road Safety Framework to 2020 targets: ‘a steady reduction in the numbers of those killed and those seriously injured, with the ultimate vision of a future where no-one is killed on Scotland’s roads, and the injury rate is much reduced.’

“Scotland has taken a lead with its new urban focus on vulnerable user safety and the extension of 20mph zones.”

FRAMEWORK TARGETS UNDER FOCUSStuart Baxter followed Chris with a specific review of the 2014 statistics as they relate to the Framework at its midpoint in 2015. “We remain on target against these milestones, despite last year’s slight increase,” said Stuart.

The last year saw a landmark achievement with the A9 safety plan; the introduction of Scotland’s lower drink drive limit, brought into legislation in December 2014; and the introduction of a good practice guide on 20 mph restrictions. Awareness campaigns during the year focused on rural roads, the consequences of drink driving and motorcycle safety.

Target 2004-2008 average

2015 milestone (% reduction)

2014 actual

Killed 292 204 (30%) 200

Seriously injured 2,605 1,484 (43%) 1,699

Children <16

Killed 15 10 (35%) 7

Seriously injured 325 163 (50%) 171

“The minister has asked the Steering Group for a review, to assess progress made on the Framework’s commitments,” said Stuart. “The aim is to redouble efforts in three priority areas through to 2020 and beyond. These are speed and motorcyclists, pre- younger- and older-drivers and cyclists and pedestrians.

The review’s sub-groups are made up of individual representatives from both the Board and the Operational Partnership Group and other technical experts as necessary. “We are adopting a participatory and ground-up approach so that ideas and issues from all partners are considered. They all have an equal role to play in bringing their expertise and evidence to

the review process. That will ensure the collective output is a consensus around which everyone can work,” added Stuart.

The review is due to be presented to the minister in Spring 2016 and will establish an overarching delivery plan to be published before May 2016.

Stuart Baxter, Transport Scotland

2014ANNUAL STATISTICS Chris Newson,Transport Scotland

“2014 was actually the first increase in fatalities, year-on-year, since 2006, when the comparable figure was 308.”

The groups at greatest risk have also shifted, as evidenced by the trend over the

past 20 years. Fatalities in cars have fallen from 197 to 93 and pedestrians from 111 to 57, but motorbike fatalities have risen from 24 to 30. (They do, however, show a fall of 29% compared to 2004). Pedal cycle traffic is estimated to have increased by 46% in the last decade: eight cyclists were killed in 2014, compared to from five in 2004. (83% of cycling injuries in Scotland involved cars in 2014.)

The majority of pedestrians are injured on roads with a speed limit of 30 mph and the majority of road fatalities (71%) occurred on roads with a 60+mph limit.

Since 1995 in Scotland, road traffic has continued to rise, while accidents have fallen.

100

1995 2014

122

53

47% fall

22% rise

Accidents

Traffic – all roads

WINTER 2015 DIRECTION8 9

Inappropriate speed, including illegal speeding, is the largest contributory factor to injury-traffic crashes. Research highlights that 47% of drivers admit to speeding on motorways, 39% speed on dual carriageways and 46% speed on 30mph roads.

“There’s a clear need to help many drivers ensure their

actions don’t contradict their good intentions,” said Dr Elliott.‘If-Then’ plans are shown to help people convert intentions into

action, and the research team at Strathclyde University has tested the approach for a road safety context. They identified 20 situations in which drivers report difficulties in complying with speed limits, and 20 strategies that could be used to change behaviour. Drivers can then choose a strategy that they believe will work for them in the situations they find most likely to make them speed up.

The single-sided planning sheet was tested in two research projects. The first was a field study in which real-world speeding behaviour was assessed one month after intervention using a questionnaire survey of 110 drivers (47% male, average age 36). The second was a laboratory study in which the speeding behaviour of 63 drivers was assessed after intervention using a driving simulator.

It was shown that If-Then plans do not change behaviour because they modify drivers’ attitudes and intentions. Instead, they change behaviour by helping drivers to behave in line with their existing attitudes and intentions. They can therefore achieve ‘large’ reductions in instances where speeding occurs.

“The planning sheet is a simple, cost-effective, easy to administer intervention,” said Dr Elliott. “It provides a variety of effective strategies and could be delivered via driver training programmes/rehabilitation courses, smartphone apps, web-based interventions or media campaigns.”

Development of If-Then planning sheets should also be suitable for other driving violations, such as drink-driving, dangerous overtaking, tailgating or driving while using mobile phones and a programme of further research at Strathclyde is being developed for 2015 onwards.

Motorcyclists make up 1% of Scotland’s road traffic, but accounted for 15% of its fatalities in 2014. The campaign’s objectives were to motivate attitudinal and behavioural change regarding safe motorbike riding – including speed reduction and safe manoeuvers – contribute to an overall reduction in motorbike casualties across Scotland, and support Police Scotland’s motorbikes enforcement activity.

“We started by commissioning feedback from the bikers themselves,” explained Claire, who planned the campaign. “We needed to better understand their attitudes and motivations. These are mainly 45-55 year old men who always

SEMINAR

Road safety and casualty reduction has featured in each public consultation exercise carried out by PoliceScotland, “and it remains a high priority,” said Iain. “We aim to influence behaviours and make Scotland’s roads safer, reduce casualties, road crime and positively impact on the use of the roads by criminals.” (As an aside, Iain flagged that those who fail to comply with insurance, licensing and inspection are also five times more likely to be involved in other areas of criminality.)

The peak times for KSI collisions are between 1300 and 1900. “In total 45% of collisions occur between these times. This remains consistent across the country and the shift pattern for Road Policing changed to maximise the availability of resource at peak times, to influence road user behaviour, prevent collisions, reduce response times and improve clear up times on the network.”

Priority locations – identified though analysis and local consultation – account for almost half of all offences. “Until the end of March, officers stopped and engaged with 292,591 motorists,” said Iain. “A total of 88,827 KPI offences were detected, but of these, 37,840 were dealt with by means of a warning at the roadside.”

Deaths on the road are four times the murder rate in Scotland, with the fatal four culprits being drink/drug

driving, speeding, failure to wear a seatbelt and mobile phone use. “Add to these dangerous driving, with driver error a factor in 47% of fatal incidents, and these form the focus for Road Policing activity.

“We breathalyse a driver every two minutes on average, and the new drink driving limit, with its zero safe limit message, has had a positive impact. The mean average of drivers over the limit has fallen from 106 per week to 79 now.”

Analysis of collision data shows driver/rider error as a contributory factor in 68% of collisions and independent research by the Transport Research Laboratory has shown that “directed police activity in terms of the ‘fatal 4’ does contribute to a reduction in fatalities.

“Road safety is a significant priority in Scotland,” confirmed Iain. “In 2014 there were 200 deaths and 1,694 serious injuries on Scotland’s roads. We can influence these statistics through positive interaction and education, as well as enforcement.”

Iain Murray, Police Scotland

Dr Mark Elliott, University of Strathclyde

HOW THE SCOTTISH GOVERNMENT URGED

BIKERS TO LIVE LONGER ON SCOTLAND’S ROADS

Claire Wood, The Leith Agency

“We evaluate the impact of our campaigns as a strategic principle, which helps us to continuously improve,” said Tim. “We are exploring the use of new technologies and methods to measure actual behaviour and campaign impact.”

Tim illustrated how, by reviewing the THINK! country roads campaign run in England & Wales. The campaign aims to reduce driver speed on country roads, particularly at bends. “We ran an innovative study to measure actual behaviour, using a GPS-device and camcorder.” Participants were not made aware that it was their behaviour that was being monitored. “We analysed data and used routes travelled pre- and post- campaign, to compare like for like. “We were able to remove any data points where participants couldn’t drive as they naturally would and coded whether it was wet or dry, and day or night, to ensure results weren’t skewed by differences in driving conditions in the post- phase.”

The results showed the campaign was effective. “Drivers started decelerating earlier on most types of bends on country roads, and particularly on tighter bends.”

There was a reduction in drivers’ average entry speed [into bends] of nearly 2mph.* “Those who remembered seeing the ad

showed the greatest reduction of average speed and drivers who said they had seen the ad multiple times showed significantly slower corner entry speeds than those exposed only in the survey itself.

“Our tests revealed that drivers who claimed to have reduced their speed as a result of being exposed to the campaign, actually did so.” While amongst drivers who did not claim to drive slower there was still a significant reduction in speed.

“Drivers’ perception of their braking was less accurate,” added Tim.

The DfT has now improved its evaluation methodology, with larger sampling and extended evaluation for three months. The next innovation will be dashboard-mounted mobile phones, rather than camcorders, to capture road conditions and assess driver behaviour.

EVALUATING CAMPAIGN

Tim Lennon, DfT

POSITIVE INTERACTIONS TO MAKE ROADS SAFER

“ We needed to better understand their attitudes and motivations.”

OUTCOMES

*It has been estimated that a 1mph reduction in average speed on rural roads can result in 3% fewer accidents. (Taylor et al., 2002)

“ We are always looking to use new technologies and methods to measure actual behaviour and campaign impact.”

“ Our tests revealed that drivers who claimed to have reduced their speed as a result of being exposed to the campaign, actually did so.”

feel that they, personally, are safe. So telling them to slow down wasn’t going to work! They also love their hobby and form a very active online community, so a campaign that played to their interest was going to be an immediate strength.”

In research Claire came across a statistic that most fatal accidents involving motorbikes take place on left hand bends; “this got an immediate reaction from the test group, who began debating why this was true.”

Telling them something they didn’t know and tapping into their enthusiasm to share knowledge about the hobby they love, really was very powerful. Messaging around mastering the challenge, ie taking

better corners, rather than killing the thrill, did engage the bikers. By the time the campaign ended, on 1 October, it had achieved 12,000 likes on Facebook – where credible and entertaining collateral, such as the Bikers’ manifesto, had really engaged the community. And Badger, Turbo and Z-Boy’s video exploits had been viewed more than 200,000 times on YouTube.

REINFORCING BEST INTENTIONS HELPS TO REDUCE SPEEDING

WINTER 2015 DIRECTION10 11

Unintentional injuries in 2012/2013 accounted for approximately 1 in 8 emergency hospital admissions for children in Scotland, and 1 in 10 for adults. Those statistics prompted the creation of Scotland’s programme,

‘Building Safer Communities’, a multi-partner initiative chaired by Lewis Ramsay, Assistant Chief Officer (ACO) of the Scottish Fire and Rescue Service.

“Our vision,” he explained, “is of a flourishing, optimistic Scotland in which resilient communities, families and individuals live safe from crime, disorder and danger.”

To meet its target, the programme is working initially across seven communities. Phase 1 specifically targets crime reduction, while Phase 2 has road safety as one of four themed sub-groups that seek to reduce the number of individuals affected by ‘predictable and preventable unintentional physical or psychological harm’.

“SFRS proactively contributes towards Road Safety in a number of ways,” added ACO Ramsay. It runs the Chief Fire Officers’ Association’s annual Road Safety Week, and was involved in this year’s inaugural Scottish Road Safety Week. It is represented on Road Safety Scotland’s Strategic Board, in support of the 2020 Road Safety Framework,

and the work streams looking at Speed, Vulnerable Road Users and Age. The latter, chaired by ACO Ramsay, includes activity focused on pre-drivers, young drivers and elderly drivers.

“We are active at a local level to deliver various Road Safety programmes and work in partnership with local authorities, Police Scotland, the Scottish Ambulance Service and other road safety groups,” added ACO Ramsay. SFRS involvement includes the Youth Engagement & Early Intervention programmes Safe Drive Stay Alive, Cut it out and Make it or Break it, and delivery of specific initiatives such as Biker Down and Motorcycle Safety.

“SFRS undoubtedly has more to contribute,” believes ACO Ramsay. “Coordinated engagement of vulnerable road users, including young/elderly/cyclists,

will be one way to become more proactive; and the Fire Service offers a trusted brand that can help access hard to reach groups, such as bikers. Furthermore, lessons learnt from our Home Fire Safety programme, which resulted in a 50% reduction in fire fatalities over the last 10 years, can also transfer over to the road safety arena.”

Car seats for children have proved themselves to be a highly effective method of in-car safety, since they were introduced in the 1960s. “They reduce the risk of children under one year old being killed by 71%, compared to that for an unrestrained child, and for 1 - 4 year olds the reduction is 54%,” highlighted Kevin Clinton, RoSPA’s head of road safety.

The benefits are even stronger with injury risk: “rearward-facing seats reduce injury risk by up to 90% and forward-facing seats reducing injury risk by up to 77%”.

However, rates of misuse remain stubbornly and consistently high, despite changes to make child car seats easier to fit. “Research has also shown that rearward-facing seats offer better protection and risk therefore increases as children get older, especially if the switch up to the next (forward-facing) child seat is made too soon.”

The UK’s population is increasing, and living longer – which means that older drivers are becoming a growing community of road users. According to DVLA, people aged 70 or more are expected to make up 25% of all drivers by 2041, up from 17% in 2011.

Dr Hawley reported on the Older Driver Survey, funded by the Institute of Advanced Motorists and conducted by the University of Warwick. It found independence and convenience the most positive factors in shaping people’s decisions to continue driving. “Driving is linked with increased self-confidence, mastery and self-esteem,” reported Dr Hawley. “In addition, it generates feelings of autonomy, protection and prestige, all linked to a sense of control over the environment, which is linked to maintaining both physical and mental health. Needless to say, giving up driving is associated with an increase in depressive symptoms.”

As drivers age they tend to be good at regulating their driving, with research showing they adapt and compensate for alterations caused by ageing. They use their car for shopping or errands (91%), visiting friends and relatives (89%) or attending appointments (81%), but drive more slowly and avoid motorways, driving in the dark and bad weather– even choosing routes to avoid crossing the flow of traffic.

“Regardless of demographics, we all want to keep driving as long as possible.”

While work progresses, the interim safety plan ensures the UK’s fifth longest A class road builds an improving safety record. “With an average 142,000 vehicles using the A9 every day, planning a safe and efficient journey is important,” said Stuart

Engineering measures include a projected spend of £18.5m on maintenance works over the next two years and an extension of Variable Message Signing to additional locations.

Education around national speed limits and driver behaviour is also ongoing, with the installation of variable speed cameras sparking the first pilot of an increased speed limit for HGVs, only on single carriageway sections of the A9.

Enforcement has seen focused police campaigns target speeding, dangerous

SEMINAR

Lewis Ramsay, SFRS

IN-CAR SAFETY, THE FUTURE

PARTNERSHIP WORKING PROMOTIONS BY SFRS

Stuart Wilson, Strategic Road Safety Manager

– Transport Scotland

AND I-SIZEA new European standard

known as i-size, (Regulation 129) was therefore introduced in July 2013, which currently runs in parallel with the existing R44 standard.

Based on a child’s height, i-size provides better protection from side impacts and should make it easier for parents to get the selection of a car seat correct. It means children are kept rear-facing until at least 15 months, (but can be kept rear-facing for much longer), which provides better protection. Forward-facing seats are not designed for children less than 71cm tall.

There is, as yet, no date set when i-size will replace R44 as the regulatory requirement in the UK. The i-size label and manufacturer/retailer description will confirm the height range of the seat and parents can get advice from the car or car seat manufacturer before deciding to purchase any car seat.

Kevin Clinton, RoSPA

Dr Carol Hawley, Warwick Medical School,

University of Warwick

INTERIM SAFETY PLAN FOR A9 DUALLING PROJECT

The A9 project represents one of the biggest infrastructure projects in Scotland’s history, with around 80 miles to be dualled by 2025,

at a cost of £3bn. More than 800 staff are already at work to progress all three design schemes, with dualling between Kincraig and Dalraddy already underway.

“70% of A9 users interviewed now report feeling safer and less likely to have an accident after the introduction of the average speed cameras.”

OLDER DRIVERS: HEALTH, WEALTH AND DRIVING CHOICES. “We are active at a local

level to deliver various Road Safety programmes and work in partnership with local authorities, Police Scotland, the Scottish Ambulance Service and other road safety groups.”

I-size seats are currently more expensive, but use Isofix points, which means most parents will have a choice of which type of car seat to use, regardless of the car they own. Retailers have trained staff who can advise parents, but they should inspect your choice of seat and your car to ensure they are suitable, not simply recommend a purchase.

Almost two-thirds (62%) of the UK’s population over 70 holds a driving licence (82% amongst men only) and the oldest holder of a driving licence in 2015 is 107 (DVLA).

Not surprisingly, the majority (58%) of drivers who do decide to surrender their licence live in towns and cities, where alternative forms of transport are available.

“When considering giving up driving, health and cost of motoring are the main factors cited,” reported Dr Hawley. Women are twice as likely to surrender their licence voluntarily, but 42% of those who do subsequently believe they made that decision too soon. Almost all those surveyed (94%) believe GPs should be required to inform patients if they become unfit to drive, (which is an issue with doctors). Most drivers (87%) appear to welcome compulsory testing of their vision every five years, and even driving competence (67%) as a way of maintaining confidence in their own driving ability and aptitude.

and careless driving. The use of 50 average speed cameras, on specific sections north and south of Perth, has been successful: • Fatal and serious casualties

have fallen by 50% between Dunblane and Inverness

• Total injury casualties have fallen by over 56% between Perth and Inverness

• Levels of excessive speeding are down by 95% compared to baseline figures

“70% of A9 users interviewed now report feeling safer and less likely to have an accident after the introduction of the average speed cameras,” said Stuart. “There has also been an increase in respondents ‘never’ overtaking on dual and single carriageways and a decrease in respondents abandoning overtaking manoeuvres and feeling frustrated by the lack of opportunity to overtake.”

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SEMINAR

Using funding from Transport Scotland and Road Safety Scotland, Elisha Trundle has been researching issues surrounding in-car driver distraction. Her three-year research programme will hopefully help influence the way in-car technologies are designed in future, to provide maximum benefit but with minimal increased risk of accident. The research is also exploring a means to influence driver behaviour, as a way to encourage safer interaction with existing in-car technology.

Elisha highlighted that around a third of drivers report using two or more technologies while driving. The most common are satellite navigation systems and hands-free mobiles, with drivers involved in the research* self-reporting that their interactions did change when they were given information about accident risk.

This is significant as prior attitude and subjective norms are the greatest predictors of intention to use in-car technology.

Subjective norms include social norms among family and friends, which is true even around illegal interactions. The research uses the Theory of Planned Behaviours to assess whether drivers can be influenced not to carry out an action that will increase risk. It finds that a drivers’ intention is related to a positive attitude towards the particular technology. This can be self-fulfilling, in that those with the greatest intention to use a technology also hold the strongest belief that other drivers perform the same behaviour.

Despite drivers’ stated belief (in the research) their behaviour in pilot testing didn’t match their stated intent, as many will interact with a device if sufficiently motivated. Researchers used music to assess this, with a simple and harder process to change the track playing while the car was being driven in simulator tests. Drivers could just press > to jump ahead, or had to enter a pass code to unlock the device and then skip a track they disliked.

The second option was shown to impact on speed variation and thereby increase risk, but drivers would still attempt it whilst driving. A positive note is that risk monitor technology can affect this in real-time, increasing driver arousal in response to hazard information.

In total, the research has tested driver distraction using MP3 player use, hand-held mobile phone use, hands-free mobile phone use, satellite navigation systems and text messaging.

As Rowan highlighted in her introduction, if you were wondering why government agencies should use social media, you are asking the wrong question. In January 2015, 51% of the world’s population used a mobile phone and 28% had an active social media account. The question has to be ‘how do you use social media effectively?’.

Transport Scotland’s Twitter account has 27,000 followers, and Traffic Scotland, which supplies live traffic conditions and information on planned roadworks, has almost 100,000! Those are impressive numbers, and Twitter does excel at short, snappy and immediate information – facts, stats and quick quotes.

Add a picture and that increases re-tweets by 150%, helping you reach more people, faster!

With the ability to track statistics in real time, log comments and measure sentiment Twitter and other social media offer a powerful way to understand the journey taken by your message, and support it.

Elisha Trundle, University of Nottingham

Rowan Smith, Transport Scotland

SOCIAL MEDIA AND ROAD SAFETY

Matthew Avery, Director of Insurance Research, Thatcham

Euro NCAP statistics from the UK’s Thatcham Laboratory – now a world leading reference in AEB and ADAS (Advanced Driver Assistance System) functionality and effectiveness – show a 38% overall reduction in real-world, rear-end crashes for vehicles fitted with low speed AEB. This year it is a standard feature available on 17% of new cars sold in UK showrooms.

While autonomous vehicles remain many years off as a standard option, delegates were also able to enjoy a drive in a production Mercedes fitted with an optional ADAS system, which can automatically park between two other parked cars.

Active Safety technology is moving rapidly – with prospective legal changes imminent – but Euro NCAP Rating already requires it. Vehicles equipped with Electronic Stability Controls (ESC) are now 25% less likely to be involved in a serious or fatal crash in the UK.

Advanced Driver Assistance Systems are also being fitted to new HGV vehicles, but currently no vans currently have the technology as a standard fitting.

An undoubted highlight of this year’s seminar was a practical driving session – with a

difference. Delegates were able to get hands on – but feet off – with a Volvo XC60 equipped with Autonomous Emergency Braking (AEB). It‘s the first car to be sold in the UK with AEB fitted as standard, and the forward collision avoidance system helps when a driver reacts too slowly to brake safely behind another vehicle. It uses a laser sensor to detect and avoid the vehicle in front.

* 541 respondents: equal gender split with average age around 50, around 30 years driving experience and typically driving about 7,000 miles a year.

UNDERSTANDING IN-CAR DRIVER DISTRACTION

“Social media allows you to act quickly and capitalise on what people are talking about, which is ideal for covering events,” added Rowan. She gave the example of a recent road safety event at the Forth Road Bridge. It reached 45,000 people and achieved 550 interactions.

“It’s important to your credibility that you respond appropriately,” added Rowan. “Answer genuine questions, take action on any issues that have been raised and thank people for positive feedback. All of these actions will increase your reputation as an organisation that likes to engage – which in turn will help spread your message further and faster next time.”

Rowan’s last piece of advice: having convinced everyone they really were social network users, make sure your account remains active. “If a campaign ends, close down its channels if they are no longer required – don’t just leave them to wither.”

Using a mix of radar and laser technology, ADAS will undoubtedly help reduce the incidence of pedestrian fatalities (398 in the UK in 2013) and cyclist deaths (109) in the UK, where pedal cycle usage is increasing and the ageing population means more vulnerable pedestrians. And 23% of all insurance claims relate to parking collisions (71% occur when reversing), so the technology will also help keep premiums low for all drivers.

The next step will be Automated Steering, building on the sophisticated lane guidance systems already available, and its inclusion on production cars is anticipated by Thatcham in either 2018 or 2019*. It will help address the issue that single vehicle crashes in the UK account for one in five of those killed or seriously injured on our roads.

* In 2017, in Sweden, Volvo plan to test its automated vehicle in Gothenburg, its home town. The manufacturer’s vision is that no one will be seriously injured or killed in a new Volvo car by 2020.

DRIVERLESS CARS:THE TECHNOLOGY AND IMPLICATIONS

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The 2015 Scottish Car Show in July proved to be the biggest and best yet, beating all previous records for attendance and delivering more motivational motoring than ever before.

Returning to The Royal Highland Centre in Edinburgh, it brought together all makes, models and style of vehicles. As usual, Road Safety Scotland was on hand to help educate car owners and the

public alike on how to stay safer on the road, both as pedestrians and drivers.

With support from the local emergency services, visitors could get up close and personal with a multitude of interactive themed displays and a selection of patrol vehicles: a keepsake photo opportunity that proved very popular.

www.scottishcarshow.com

It seems self evident that the number of commuter trips made by older people will increase, as they look to work later in life. But will it? If it does, how will this impact? Will car journeys increase or the use of public transport? How will the profile of pedestrians vary in urban areas, especially if older people increasingly move to accommodation that provides varying degrees of care or support?

These issues were addressed by a recent study – Future mobility in an ageing society – Where are we heading? It explores four scenarios with experts in transport, ageing and assistive technology to highlight how social practices may yet be shaped in very different ways. For example, with new transport technologies such as ecycles or automated driving, road use by older drivers might increase. On the other hand, substitution technologies like teleworking and e-shopping may cut the need for many of today’s journeys. And non-transport technologies will also impact: remote working for example may affect decisions on where to live and work

and decrease or increase the number of ‘necessary’ journeys.

One immediate issue was highlighted recently by the charity Living Streets Scotland, which commissioned Transport Research Laboratory (TRL) to bring together the evidence on how fast older people are able to walk. Stuart Hay, its director, explains: “across the UK, millions of older people are struggling to cross the road at the very places that are meant to be safe. National statistics showed that 14% of pedestrian casualties in 2012 occurred on a crossing. We are calling on local authorities to adjust signal timings to give older people more time to cross.”

Nathan Kaczmarski, Cycling Scotland’s Senior Communications Officer, says “Cycling is a great way for people of all ages and abilities to get around – whether visiting friends, shopping or commuting. The health and accessibility benefits of cycling are enormous, and older people who cycle more feel fitter and are able to make independent trips around their community.

Z-BOY MKII LEARNS EARLY

FUTURE MOBILITY IN

AN AGEING SOCIETY – WHERE ARE WE HEADING?“Education and training and high-quality

cycling networks are key to overcoming the main barriers to cycling that people face in Scotland. Quality cycle networks, with road space reallocated to cycling and walking, along with reduced vehicle speeds are crucial. Education and training are also important to give people the confidence to travel by bike. The Cycling Scotland funded Ageing Well Edinburgh project – ‘Velo-City Edinburgh’ – saw great success in helping those aged 50+ gain confidence in cycling through bike loans and training.”

Electrically-assisted bicycles provide a way to overcome barriers such as hills or distances travelled. They are powered by pedalling, however a small motor gives a bit of assistance when needed - a great way for those who live in hilly areas or need a some added confidence in getting back on a bicycle. “The Milnbank Carbon Reduction Programme was funded by Cycling Scotland to provide electric bikes to be used by older people who may have lost confidence in cycling – focussing on those aged 55 or over in the community.”

Electrically assisted bicycles provide a great way to help older riders keep pedalling.

The demographic profile of UK society is changing as

people live longer, which is raising the need to reconsider

the issue of road safety for vulnerable road users.

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