STAY SAFE IN THE DARK! - Ziggy's message for children... SCOTLAND'S AUTHORITY ON ROAD SAFETY - Road Safety Scotland
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SCOTLAND’S AUTHORITY ON ROAD SAFETY WINTER 2019
Ziggy’s message for children...
STAY SAFE
IN THE DARK!
Road Safety R
SCOTLAND SC
BREATHTAKING ROADS
Thunder in the Glens, the UK’s largest evaluation of the other three videos in the
Harley Davidson motorcycle rally held Breathtaking Roads campaign highlighted
in Aviemore in August, was the setting the fact that, while more than half of all
for the launch of Road Safety Scotland’s bikers enjoy riding with others, only 31%
new video in its Breathtaking Roads said they felt in control in a group situation
campaign to highlight how to ride safely on the road. This brings with it different
in groups. challenges such as the pressure to ride
The new film features a group of outside normal abilities to keep up with
motorcyclists riding on the 80-mile others, managing fatigue, and thinking
circular route around the Devil’s Beeftub about road position.
– a striking landmark near Moffat in the “This new video stresses the need
Borders – and pointing out areas where for motorcyclists to take individual
to take extra care on the road. Since the responsibility to ride to their own abilities
launch, social media reaction to the video, when travelling in a group. At the same
which was posted on YouTube and time, the film also re-emphasises the
Facebook, has been positive with bikers messages in the three previous videos
both tagging their friends on the posts about taking care when approaching
and even adding safety tips from their junctions and bends in the road, as well
own experiences on the route. as overtaking.”
contents Elizabeth Fong, Senior Marketing In addition to social media, the
Manager with the Scottish Government’s campaign was promoted on posters
Breathtaking Roads video.....................2
Marketing and Insight Unit, said: “The and car park stencils along popular
Go Safe with Ziggy tour..........................3
RSS Learning Resources........................3
Campaigns win awards...........................3
New drug driving campaign.................4
Drive on Left campaign...........................5
VAS tailgating pilot.....................................5
Annual Seminar introduction.............6
Minister’s keynote speech.....................6
Framework 2020 update.......................7
Theatre in Education review................8
Road Policing...................................................8
Sustrans perception of risk..................9
PRIME motorcycle intervention..... 10
Preventing unintentional harm....... 10
The Reinvention......................................... 10
Managing speed on the network....11
Fitness to Drive............................................12
Give Cycle Space campaign.............12
CAV update....................................................13
Marketing road safety............................14
Road Safety Framework
Fund projects........................................14-15
Project EDWARD........................................16
Designed by Connect Publications on behalf of
Road Safety Scotland. www.connectmedia.cc
4th Floor, Buchanan House, 58 Port Dundas
Road, Glasgow, G4 0HF
www.roadsafety.scot
2 direction
motorcycle routes, and in selected
venues such as cafés where bikers ZIGGY GOES
TO GREENOCK
stop for breaks.
The campaign also recruited two
‘Route Ambassadors’ who are sharing
their own expert local knowledge of the Children from Glenpark Early Learning
route with the biking community and Centre in Greenock were delighted to meet
also using the LiveFastDieOld website Ziggy in person in late October to learn all
to share videos and commentary about about keeping safe during the darker
the route for others to learn from. autumn and winter evenings.
Liz added: “We are pleased at the level The loveable character, who features in
of positive engagement this campaign a number of books, games and activities
has had from the motorcycle for children to learn about road safety, was
community. We know that bikers like to visiting the centre to promote the messages
learn from each other, so sharing tips in ‘Ziggy’s Halloween Wish’ book. This
about riding on this route with others reminds both parents and children of the
across our social media platforms importance of being bright and visible to
is a good way of encouraging cars and other vehicles when out and about
peer-to-peer learning. during the late afternoon and evenings. ‘Go Safe with Ziggy’ tour to help equip
“We are currently evaluating this year’s Mairi Blair, from Road Safety Scotland, children and parents with the skills, knowledge
Breathtaking Roads campaign and will said: “It has been widely recognised and attitudes that will help keep children safe
use this information to plan the next among behavioural psychologists that on Scotland’s roads, now and in later life.
year’s marketing activity.” early experiences shape children’s future Ziggy will soon be getting involved in
Keep up to date with the campaign behaviour, reiterating the importance of other exciting new adventures… so watch
at livefastdieold.scot or by following practising and teaching safe road habits. this space!
LiveFastDieOld on Facebook So our Ziggy is a fun character with an
important role.”
https://bit.ly/2qNyrkJ
This visit is part of RSS’s nationwide
Learning Resources
C
opies of the RSS Road Safety within
Curriculum for Excellence 2019-20
booklets were distributed to all Early
Learning Centres and schools in August.
The booklet provides teachers with a
quick and easy reference to RSS’s free
learning resources and how these link
to Curriculum for Excellence (CfE)
experiences and outcomes. These have
been developed for specific age groups, interdisciplinary learning at every level
from 3-18 years, with a view to within CfE for Scotland’s schools.
developing responsible road use Further copies can be found at
among young people, and offer www.roadsafety.scot/learning/
opportunities for active and curriculum-for-excellence
CAMPAIGNS WIN AWARDS
Road Safety Scotland, in collaboration with motivated to change their behaviour and
the Scottish Government Marketing Team, reduce speed on rural roads.
has won a prestigious Prince Michael The Country Roads campaign, together
International Road Safety Award for its with RSS‘s Breathtaking Roads videos, were
Country Roads campaign which used a also recognised by the Marketing Society
virtual reality experience and 360 film Scotland Star Awards.
version of hazard perception training to The Country Roads campaign received
change the driving behaviours of young men. a gold award in the Media category and a
Tracking research measured the bronze in Integrated Marketing, while the
highest-ever motivation score for a Scottish Breathtaking Roads campaign won a gold
Government advertising campaign, with award in the Digital Strategy category and
93% of 22 to 29-year olds said they felt a silver in the Marketing Planning.
winter 2019 3
gran tac k l e s d r u g s
Cocaine video highlights the danger of drug driving and is once
again aimed at changing young men’s attitudes behind the wheel DRUG DRIVING LAW
A new law came into force on
T
o support Scotland’s new law which had taken action to change their behaviours 21 October, which introduces strict
enables the police to conduct – which is good for this traditionally drug drive limits.
on-the-spot roadside testing of hard-to-reach group.” Police can stop and carry out
motorists they suspect of drug driving, a Research from the drug driving campaign on-the-spot roadside testing using
new ‘Drive like Gran’s in the car’ video has found there were some widely-held myths ‘drugalyser’ mouth swabs for any
been launched aimed at making young about taking drugs and driving. However, motorists they suspect of drug driving,
people think twice about drug driving. the statistics tell a different story: people or who have been involved in a
In the video, she pops out of the toilet are three times more likely to crash if they collision or stopped for a traffic
bowl just as her grandson and his friend are have smoked cannabis, while taking cocaine offence. If the test is positive, drivers
about to take a line of cocaine in a nightclub increases the crash risk by ten. will be arrested and taken to a police
toilet. In no uncertain terms, she reminds Liz added: “When our focus groups station for a confirmatory blood test.
him that he’s the designated driver and that discovered the police had new powers There is a zero-tolerance approach
the police have roadside tests for drugs to stop and test drivers at the side of the to the eight drugs most associated with
now. She brushes away the white powder road this proved to be a powerful deterrent illegal use, including heroin, ecstasy and
with her feather duster before flushing to drug driving and helped shape our LSD, while drugs associated with
herself away! campaign.” medical use have limits based on
The new video is the fourth in the series The film has been shown across TV and impairment and road safety.
of humorous but hard-hitting adverts, cinemas as well as social media, including If convicted, the driver will receive
specifically aimed at tackling the driving Twitch, a live streaming platform popular a minimum 12-month ban, between
behaviours of young men, with the first three with gamers. An audio version of the three and 11 penalty points on their
covering mobile phone use, speeding and campaign is also being played across licence, a criminal record, up to six
being distracted by friends while driving. Spotify and podcasts and RSS has months in prison and/or a fine of up
Liz Fong, Senior Marketing Manager with partnered with The Sun and broadcaster Si to £5,000.
the Scottish Government’s Marketing and Ferry, whose popular football podcast ‘Open Chief Superintendent Stewart Carle,
Insight Unit, said: “The emphasis of all the Goal’ has been expanded with a series of Head of Road Policing, said: “This new
adverts is to get young men to consider ‘On the Road’ podcasts, which allows for legislation gives the police powers to
how they would stay in control of their car road safety messages to be included. detect, at the roadside, those selfish
if their gran was a passenger. This built on Three more ‘Gran’ films have been motorists who risk the lives of others
insight that showed this group drive more produced: one which launched in November and themselves by driving after taking
carefully when they have ‘precious cargo’ to promote safe driving around vulnerable substances.”
– such as a family member – in the car. roads users, such as pedestrians and
“We had a good engagement with the cyclists; and two others to go out in
first three films with an average of four out December to support Police Scotland’s
of 10 who had seen the adverts saying they festive drink and drug driving campaign.
4 direction
visitors reminded to keep left
Visitors to Scotland this summer were
reminded to ‘drive on the left’ through Michael McDonnell,
left, helped launch
a marketing campaign led by Police the campaign
Scotland and Road Safety Scotland with
support from car rental members of the
British Vehicle Rental and Leasing
Association (BVRLA).
RSS updated its ‘Driving in Scotland’
tourist information leaflet which
addresses the issues faced by those not
used to driving on the left or the concept
of single-track roads, so that BVRLA
members could give it out to visitors when
they picked up their hire vehicles along
with ‘Drive on the Left’ wristbands. The
wristband, to be worn on the left hand
of drivers, was available in nine different
languages: English, French, German,
Spanish, Italian, Dutch, Hindi, Japanese
and Chinese. In-car stickers were also
distributed via car rental companies to
remind and prompt visitors to keep left.
The campaign is in response to recent
research that revealed that ‘inexperience
of driving on the left’ was a contributory
factor in 65 accidents and following a
number of serious collisions last year. it while still keeping the safety issue at at tackling a common and serious
Feedback collated by the Leith Agency the forefront of the customer’s mind. We problem while providing a touch point
from car rental companies after the haven’t received formal feedback but and element of humour in the interaction
campaign showed that the ‘Drive on the customers have openly said it is a great between rental car company staff and
Left’ wristbands made the most impact idea and happily wore the wristbands.” customer.
out of all the campaign assets. All car rental companies spoken to Michael McDonnell, Director of Road
A Scotland Area Manager from Hertz were eager to run the campaign again Safety Scotland, said: “We want all visitors
said: “Customer reaction to the campaign next year, before and during the peak to Scotland to return safely from their
has been great. The staff feel it has rental period over summer. They believe travels and the campaign was designed
helped break down barriers with the overall that the campaign has had a to raise awareness and remind people to
customers as they have laughed about positive impact, showing good initiative drive on the left at all times.”
TAILGAITING
with the appropriate speed limit – 60mph “We had developed a similar VAS system
for cars, 50mph for medium vehicles and on the A75 which detects the speed of
40mph for HGVs – and a “slow different types of vehicles and gives
IS TARGETED down” message. In incidents
where a vehicle is both
speeding and tailgating,
them speed warnings
appropriate to their vehicle
class. This has proved very
The UK’s first road safety initiative to detect the latter message will successful in reducing
and mitigate both tailgating and speeding take precedence. speeding so we
has been established along a stretch of the Scotland TranServ's developed this system
A701 between the M74 turnoff and north of Road Safety Manager, with our partners to
Dumfries in Dumfries and Galloway. Vincent Tait said: also detect the gap
The pilot system, which was installed in “Road surveys showed between vehicles and
March 2019, uses vehicle activated sign that 25% of vehicles on give them an appropriate
(VAS) technology at the roadside to give the route were driving warning to slow down and
an illuminated warning to drivers when it too close to each other, make more room.”
detects that someone is travelling too within the two seconds limit. Results from the pilot are
closely behind the vehicle in front, or if they Since previous research from currently being evaluated and
are driving above the appropriate speed Highways England showed that close there are also plans to introduce chevron
limit for their vehicle class. following is a factor in one in eight markings on sections of the road, similar
For those tailgating, the VAS will show a accidents, we decided to deploy the VAS to those employed on parts of the UK
“too close, leave two seconds gap” message, system to change driving behaviours on motorway system, to help drivers keep
while speeding vehicles will be presented this route. an appropriate space between vehicles.
winter 2019 5
2019 ANNUAL SEMINAR
G
eorge Henry, National Operations
Manager for Road Safety Policy and
Education at Transport Scotland,
welcomed delegates to Murrayfield
PARTNERSHIP IS THE KEY
Stadium in Edinburgh for the Road Safety
Scotland Annual Seminar in October.
TO CUTTING CASUALTIES
This year, the event attracted a record
number of speakers and delegates to
George Henry says that everyone with an
hear about and discuss the wide range interest in road safety should work together
of national and local initiatives which
are under way around the country to
contribute to reducing casualties on Government’s Casualty Reduction Targets our public consultation or through
Scotland’s roads. for the next decade and the development stakeholders on our Strategic Partnership
While there was great interest in the of the new Road Safety Framework 2030. Group and Operational Partnership
success of recent road safety initiatives, Commenting on the seminar, he said: Group and make their voices heard to
there was also a focus on looking forward “When we reflect on the breadth of topics help us shape the Road Safety
as Scotland comes to the end of its Road and wide range of road safety initiatives Framework 2030.
Safety Framework 2020 and work begins that we are all involved in, we can see “In that way, and working together in
on creating a new Framework to 2030. that partnership is vital to our work. That’s partnership, we have the real opportunity
This was particularly pertinent to George why it’s important that everyone with an to make great strides in road safety
who has responsibility for setting the interest in road safety gets involved in in Scotland.”
out what measures would help and support
individuals make active travel choices.
WE MUST DO MORE TO Autonomous vehicles have the potential
to bring significant benefits in road safety
MEET SAFETY TARGETS and he highlighted the work of CAV
Scotland in carrying out autonomous bus
trials over the Forth Road Bridge and into
Michael Matheson MSP says learning Edinburgh which will start in the near
from each other is key to making progress future. He said that the Government was
putting sustainable transport at the heart
of all its decision-making and will help
Michael Matheson, Cabinet Secretary for Road Safety Policy and is looking for 50% towards achieving its 2045 net zero
Transport, Infrastructure and Connectivity, reduction in fatalities and serious injuries by emission targets.
gave the keynote speech at the seminar in 2030 while working towards a long-term The Minister finished by saying:
which he highlighted the successes on being vision of zero accidents by 2050. “Scotland’s Road Safety Framework 2020
on track to achieve some of the targets in The Minister said the Scottish has created a strong partnership to deal
Scotland’s Road Safety Framework 2020 Government continues to engage with the with road safety and we are on target to
and the need for all agencies involved in the EU High Level Group on Road Safety and achieve some of our targets.
sector to continue to work together to with the European Transport Council to “However, we need to take further action
achieve the remaining targets. share best practice to improve road safety to deliver on targets in the remaining
While he said that the 2017 statistics and driver behaviour. 14 months and that means everyone needs
showed the lowest casualties since records The new laws have been passed to to play their part to contribute to the existing
began, there were a rise in road deaths in support Police Scotland to make roadside Framework 2020 targets.
2018 which showed there was no room for tests for drugs. This means that Scotland “Towards Road Safety Framework 2030,
complacency and that we need to take now has the most progressive regulations all of us have an opportunity to position
necessary actions to ensure no deaths in for drink and drug driving than any country Scotland as a leader in road safety. We need
the years ahead. He said that the Scottish in the UK. to use every tool in the box to reduce road
Government would play its part in The minister announced that £80 million deaths and to look both locally and
supporting agencies while Scotland had been made available for infrastructure nationally to learn from one another and roll
continues to build upon its road safety to create travel-friendly and safe town out best practice. To achieve Vision Zero we
performance with the aim to become the centres to give people greater confidence need to be innovative in our thinking and
safest country in the world. and encourage them to choose active travel radical in our approach.
As Scotland nears the end of its casualty and to make that transition. He said that “We all have the ability to help shape
reduction targets for 2020 the focus is now recent consultation on its National Transport the future Framework to deliver on our
on the decade ahead. He pointed out that it Strategy would help shape the ambitions and reduce road casualties. I’ve
was interesting that the European Union was Government’s approach to transport in the no doubt we will make significant progress
now using a safe system approach in its next 20 years and will be useful in finding in the years ahead.”
6 direction
More average speed cameras are
helping to make our roads safer
and publicising road safety, if we want to
LET’S GET EVERYONE achieve our future vision and 2030 targets.
This can be done through the consistent
implementation of the Safe System at
TALKING ABOUT SAFETY national, regional and local levels and the
expansion of the Framework’s priorities on
Bertrand Deiss says a national conversation is to active travel, climate change, sustainability,
technology and funding resources.”
needed to build on the good work already done Transport Scotland is working with road
safety partners to develop a draft new Road
Bertrand Deiss, Transport Scotland’s the emerging increase in fatalities through Safety Framework 2030 to go out to public
Head of Road Safety Policy, remarked encouragement, education, engineering and consultation early next year.
that holding this year’s Annual Seminar enforcement. This includes successful road Bertrand concluded on the Team
at Murrayfield, the home of Scottish Rugby, safety marketing campaigns, such as the Scotland project, also known as ‘How can
was particularly apt as teamwork was ‘Drive like Gran’s in the car’ films and the we work collaboratively at a local level to
key to delivering successful road safety ‘Drive on the Left’ campaign for overseas co-design and deliver local change’ and on
outcomes. visitors to Scotland. It also involved the ‘national conversation’ on the road safety
Bertrand reset the scene with Scotland’s rationalisation of and improvements to project to encourage greater personal
Road Safety Framework to 2020, signing at 26 junctions along the A96 responsibility for road safety.
encompassing Vision Zero, the Safe System, Inverurie to Inverness and revising the safety He said: “A programme of visits is being
road casualty reduction targets and the camera programme criteria – with 4,500 organised by my team to go to each local
three Priority Focus Areas of speed, age new potential sites identified – and the authority area to understand the local
and vulnerable road users. installation of an average speed camera system, its relationship to national systems,
He said: “The latest statistics confirmed system on A82 and A85 roads between identify what initiatives are happening at a
that overall road casualties on Scotland’s Tyndrum and Lix Toll. local level, learn from best practice and
roads are at the lowest levels since annual He then provided an update on the evaluate results with a view to sharing
records began in 1950. Scotland’s overall development of the next Framework to best practice.
2018 road death rate was the fifth lowest 2030, which takes cognisance of the other “Ultimately, roads users have to take
across a survey of 42 countries. However, factors coming into play within the roads more responsibility for their actions and
despite this, we are not currently on track to agenda, such as the EU targets of 50% understand that it is unacceptable for
meet the two Road Safety Framework 2020 reduction in fatalities and serious injuries anyone to be killed on our roads. We have
targets relating to serious injuries.” by 2030, which would mean around 80 got to raise the debate and have a national
Bertrand covered the various activities fatalities for Scotland. He explained: “Now is conversation so that we change the culture
taken this year at a national level to address the time to change the way we are delivering towards road safety.”
PROGRESS TOWARDS SCOTLAND’S ROAD SAFETY FRAMEWORK TO 2020 TARGETS
2020 Target Progress to 2018 Status
40% reduction in people killed 45% reduction On track – currently exceeding target
55% reduction in people seriously injured 39% reduction Significant improvement, but at current rate of decrease will miss target
50% reduction in children killed 63% reduction On track – currently exceeding target
65% reduction in children seriously injured 56% reduction Significant improvement, but at current rate of decrease will miss target
10% reduction in the slight casualty rate 57% reduction On track – currently exceeding target
winter 2019 7
2019 ANNUAL SEMINAR
THEATRE BRINGS
MESSAGE TO LIFE
Kate Skellington Orr says project is worthwhile,
but some people’s attitudes are hard to change
R
oad Safety Scotland commissions and interested in the performance and Conclusions:
educational theatre performances related well to the characters in the play, but Kate said: “The evaluation showed that
through its Theatre in Education (TiE) there was poor perception of the risks of audiences engage well with TiE, and they all
programme which are carried out for the wearing headphones and using mobile commented positively on both the content
benefit of primary and secondary pupils phones in terms of road safety. and mode of delivery.
across Scotland, as well as a number of “Despite very positive feedback, however,
community audiences. Friend Disunited: S5/6 pupils there was no measurable impact on
To assess the TiE programme’s impact With an older audience there was more attitudes to road safety risks or on
in promoting road safety messages with variation in the recall of risks and generally self-reported frequency of engaging in risky
these audiences Kate Skellington Orr, from less engagement compared with younger road safety behaviours. However, the added
KSO Research, undertook an independent audiences. The pupils were more blasé value is that we can reach 40,000 children
evaluation of the four different theatre about risks, particularly with regard to and thousands of adults a year, and if the
performances and presented her findings unsafe pedestrian behaviours. The research theatre programme was removed it would
at the seminar. Here is a summary of also highlighted that some teachers had not likely not be replaced by any other road
the results. prepared pupils for the performance and safety provision.
what to get from it so, in some cases, it was “The biggest challenge appears to be
The Journey: for P6-7 pupils just seen as a tick-box exercise to cover around getting key partners more involved
The children enjoyed the interactive road safety in the curriculum. in consolidating the messages that the
element of the theatre production programme delivers, especially learning
where the actors involved them in the Better late than dead on time: for professionals and local authorities.
performance, such as guessing the braking community groups “Overall, however, the programme is
distances of a car travelling at 30mph; they Feedback showed this performance was enjoyed by audiences and provides a
were all shocked at how they appreciated by all who saw it but older valuable opportunity to reach large
underestimated the stopping distance. people appeared to be complacent about numbers of children, young people and
road safety: typical comments were adults to reinforce the importance of
School Daze: S1 pupils ‘we know all of this already’ or ‘it’s just staying safe on Scotland’s roads to
The children were very engaged, entertained for kids’. prevent accidents and save lives.”
who fail the test and pose the greatest risk
MISSION TO KEEP PEOPLE to other road users’ safety.
“Drink and drugs are one of the
#FatalFive factors, and road patrols will
SAFE ON SCOTLAND’S ROADS continue to enforce the laws for speeding,
not wearing seatbelts, use of mobile
Chief Superintendent Stewart Carle says devices, and careless and inconsiderate
driving, which particularly endanger
partnership working is key to success vulnerable road users such as pedestrians,
cyclists, horse riders and motorcyclists.”
Chief Superintendent Stewart Carle, Head management of incidents on trunk roads He added: “Looking to 2020, there will
of Road Policing, gave a brief history of and investigation of all fatal and serious be significant challenges for Road Policing
the development of the Road Policing unit injury collisions. It also plays a major role Division to meet as we support myriad
from eight legacy forces, the launch of a in partnership working and policy force-wide operations and major public
national unit in 2013 as well as its recent development on new legislation, such events requiring specialist skills and
road safety campaigns and outlined the as the new drug driving offences. equipment. Keeping people safe on
challenges the unit faces going forward. New legislation gives police officers Scotland’s roads remains our mission
Today, the Road Policing Division roadside powers to test drivers suspected and we will count upon the support of
consists of approximately 640 officers in of having taken controlled drugs (see page our partners and the travelling public
three command areas in the north, east 4). Stewart said: “Crucially, impairment to #GoSafe, sharing the responsibility
and west of Scotland. It has a range of need not be apparent and officers can to commute, tour and play safely in
functions from response to and quickly take into custody those drivers our communities.”
8 direction
A
ndy Mulholland heads up an
award-winning team of engineers
and urban designers at Sustrans, EVERYONE SHOULD FEEL
which delivers liveable streets and
infrastructure proven to make walking,
cycling and wheeling the natural choices
SAFE ON THE ROAD
for people. Andy Mulholland explains that changing perceptions
His presentation looked at the challenges of danger will get more people into active travel
and successes of safely delivering greater
numbers of people walking and cycling, and
the need to focus on the ‘perception of risk’ Therefore, Andy argued we should value want to change public perceptions about
rather than just accident statistics. the perception of danger and develop ways cycling as a safe way to travel in urban areas.
He takes this approach as he was struck of changing the way people view danger. For example, with 88% of cycling injuries
by a mother’s comment about her child In the London Borough of Waltham Forest, occurring at junctions, should we redesign
cycling to school during a discussion in a a great deal of work has been done to design road approaches to give priority to cyclists
focus group in 2008. She said: “The thought safe cycling routes in urban areas by making and pedestrians at junctions?
of my child cycling to school terrifies me. No, them discrete from the roads and landscaping He cited examples where this has
there’s no way I’d allow that.” to make them attractive. This has also been established in Denmark and the
Andy said this statement had stayed with reduced the traffic volume in the streets. Netherlands, where the cycle routes give
him always and has underpinned his work He said: “The council has taken a cyclists right of way across junctions and
to ensure that active travel routes are not systematic approach which has encouraged are clearly marked in a different coloured
just safe but that people feel safe on the more people to walk and cycle with carriageway.
network. increased benefits in air quality. As a result, He also questioned whether a focus on
He had three questions for the audience research has shown that a child born in road casualties placed the Road Safety
to consider about how we increase in Waltham Forest today will live six weeks Framework in direct conflict with Scotland’s
people’s minds the relative safety of the longer than one born in 2016 – this shows walking and cycling policy.
mode of transport: the phenomenal impact that engineering He suggested that the relative risk of
1. S
hould we value perception of safety and road design can make on a community.” injury was just as important as casualty
more? Andy suggested we need to adapt our numbers and that this could be measured
2. How do we adapt our thinking to new thinking to new design approaches, if we by risk exposure over both time and
design approaches? distance to get useful data.
3. Is relative risk of injury more important But he questioned how near miss data
that casualty numbers?
A person is more likely to suffer a ‘scary’
A person is more likely could be collected on a system-wide basis
to identify junctions and other hotspots
incident, like a close pass by a car or to suffer a ‘scary’ that contributed to the perception of risk
harassment, when on their bike, than a real, through repeated ‘scary incidents’ to cyclists
physical injury. But it is the repetition of incident, like a close pass and pedestrians.
these incidents that makes people feel
unsafe on the roads and erodes their
by a car or harassment, Summing up the presentation, Andy said:
“There is an appetite for change; in surveys
confidence in traveling by bike on the
network. In this case, exposure to danger
when on their bike, than 84% of people want to walk or use cycle
ways, so we have to adapt our thinking to
exceeds the actual risk of danger. a real, physical injury new design approaches.”
winter 2019 9
2019 ANNUAL SEMINAR
ANGELA SHARES HER
JOURNEY TO RECOVERY
Angela McShane is the Founder and She discussed the current post-hospital
Director of The Reinvention: Triumph over care and support that is available, and shared
Injury, where she uses her own experience the personal journey individuals will face,
of recovery from a serious road accident including the physical, emotional, intellectual
Phil Mackie to provide support for others who have and social changes of a traumatic injury. This
been injured in traffic incidents. She is an was not just focused on the victim but also
HOW TO PREVENT ambassador for road safety and an
inspirational educational speaker.
included the impact such a situation has on
family and friends.
UNINTENTIONAL HARM Angela’s Reinvention presentation offered a
personal insight into experiencing post-crash
The Reinvention champions the support
currently available for those involved in
In early 2019, the Scottish Public trauma and care to triumphing over injury. road traffic incidents and she looked at
Health Network (SPHN) published a It also assessed how road traffic survivors where things can be improved and
document that looked at the ways in impact on the NHS and related services. developed going forward with the support
which major trauma could be
prevented through public health
interventions.1
Why this is important to those in the
business of road safety is pretty clear:
of the 1,990 deaths due to major
trauma in 2017, 174 were due to
MARKING THE WAY FOR BIKERS
transport accidents. These were mostly Professor Alex Stedmon, from Open Road riders are required. So we’ve used nudge
due to road accidents, as were more Simulation Ltd, has been involved with psychology in New Zealand in the form of
than 2,500 hospital admissions that motorcycle rider research in New Zealand chevron gateway markers on the approach
year. What is clear is most of these are that established the concept of ‘Perceptual to a bend to influence speed, road position
preventable. Which is easy to say – Rider Information for Maximizing and braking, and we are particularly
but how? Enjoyment and Expertise’ (PRIMEs). looking at left-hand bends where
The report outlines how, by using PRIMEs are based on accidents are more prevalent.”
public health principles, we can psychological principles that Field trials in New Zealand
develop programmes that look at can support motorcyclists used a set of three gateway
educational, enforcement, through the design of markers painted on the
environmental, engineering and equity dedicated road markings. road surface on the
approaches that can prevent accidents. The underlying principle approach to the bend,
The evidence suggests that is to ‘prime’ rider and video data were
activities such as reducing speed, behaviour in a positive collected before and after
graduated driving licence schemes, way to increase their Professor the PRIMEs were installed
driving skills training for inexperienced enjoyment and expertise Alex Stedmon to analyse rider behaviour.
drivers (but not traditional educational without telling them what to do. Initial results show that,
approaches) and reducing driver Prof Stedmon said: “The although there was little reduction
distraction (smart phones especially) Scottish Road Safety Framework has in speed around the bends, riders did not
all work. But this is not just about identified motorcyclists as a Priority Focus go any faster.
education to change behaviour. Area for 2020 casualty reduction targets. Also, fewer people were braking on the
Phil Mackie, Lead Consultant in However, traditional methods have limited actual bends, so they had a smoother
Public Health, SPHN, said: “We have to impact and new ways to engage with riding profile around the bend, and fewer
understand that injuries result from the riders were going over the middle of the
way in which people, vehicles and road markings into the oncoming lane.
places are interacting. So we must Prof Stedmon is a keen motorcyclist
understand these sort of dynamics himself and said the ‘Coromandel Loops’
before, during and after the area east of Auckland on the North Island
unintentional event to target is very similar to the landscape of north
interventions. Approaches such as the west Scotland.
‘Haddon Matrix’ are really helpful to The 117-mile route in the north and the
help scope interventions.” 81-mile loop in the south are popular with
motorcyclists but riding these winding
roads is very technically demanding as
www.scotphn.net/projects/major-trauma-injury-prevention/
1
PRIME markings
report-preventing-major-trauma-in-scotland on the A828
well as mentally taxing. After a day’s riding
this can be very tiring for motorcyclists, so
10 directionSPEED LIMITS ARE GOING
IN THE RIGHT DIRECTION
Stuart Wilson explains that any changes will
always be made with safety firmly in mind
Angela
McShane
S
tuart Wilson from Transport Scotland Transport Scotland is always reviewing
looked at the challenges of managing speed on parts of the network and it has
of the road safety community. The speed on Scotland’s trunk network, recently updated its Safety Camera
presentation also highlighted the which includes 3,500km of roads that Handbook criteria.
current work of The Reinvention in range from motorways to single-track Stuart said: “Current speed limit
these fields, how it is set up to work carriageways and that carry a third of all guidance doesn’t require vehicles to be
with a range of services to deliver road traffic and two-thirds of HGV trips. travelling ‘as slowly as possible’. Its
safety messages and supporting those As National Operations Manager – primary aim is to focus on consistency,
who have suffered life-changing Safety and Development, he is responsible legibility and proportionate
injuries to triumph over injury. for responding to all planning applications enforceability.”
affecting the trunk road network and There will be more pressures on speed
delivering the Scottish Government’s management as the landscape and
Strategic Road Safety Plan. context changes in Scotland with other
Since nine of the 20 actions in the factors coming in play, such as the new
having the PRIME markings on potentially Strategic Road Safety Plan make reference Road Safety Framework 2030 and the
difficult bends can help guide motorcyclists to speed, the management of speed is a pursuit of vision zero, the climate change
safety through. high priority area for Transport Scotland. emergency, as well as greater promotion
From the New Zealand PRIME trial Stuart explained a key factor when of active travel and public transport.
results, there has been enough positive setting a speed limit is what the road With all these other demands, Stuart
feedback to interest Transport Scotland in looks like to road users, such as its asked whether the current approach to
applying the approach in Scotland. David geometry and adjacent land use. speed management was fit for purpose
McKenzie, Special Projects Manager at He said: “A principal aim in determining going forward. In general terms, Stuart
Transport Scotland, has been working appropriate speed limits should be to believes it is, as the Safety Camera
closely with BEAR Scotland (North West provide a consistent message between Handbook criteria offers a more targeted
Unit) who have identified up to 15 collision the road geometry and environment, and approach and the policy and funding
cluster sites for future road trials across for changes in speed limit to reflect background is evolving to better enable
Scotland. Work is currently under way with changes in the road layout and delivery. However, he feels the current
Transport Scotland to establish the first characteristics. criteria and assessment framework may
trial site on bends on the A828 near Appin “The underlying aim of speed not lend themselves to meeting a
House, on the west coast about 20km management policies should be to balance across these topics for all
south of Glencoe. The road consists of a achieve a ‘safe’ distribution of speeds situations in the future.
series of descents and inclines with which reflects the function of the road and Looking forward, priorities may change
complex tightening bends where three the impacts on the local community. This towards speed management: casualty
motorcyclists were injured in 2018. should imply a mean speed appropriate to reduction will continue but managing
Prof Stedmon said: “It’s an ideal site as the prevailing conditions, and all vehicles speed for non-safety outcomes could
it’s been recently upgraded and resurfaced. moving at speeds as close to the posted become more common such as for
There are new biker-friendly crash barriers speed limit as possible.” carbon reduction and climate change.
in place so many of the variables that Transport Scotland manages speed Indeed, they might possibly become
might affect behaviour have been across the trunk network through its more prominent along with promoting
accounted for. Three gateway markings Speed Management programme, which active travel, wider accessibility and
have been made on the approach to a is based around the Safety Camera enhancing local air quality, which would
northbound and southbound bend.” Handbook and speed limit delivery, and all create resourcing challenges.
David McKenzie said: “We will be its Targeted Casualty Reduction Stuart added: “Over the next few
conducting a rider workshop at the end of Programme, based on its annual safety years we have to evaluate these issues
2019 with motorcyclists to get their review. It also has a Risk Management and the guidance may have to change to
feedback on this approach and to Programme to deliver safe roads and reflect these changes. However, while
understand their requirements, and we roadsides and a Motorcycle Safety there may be an ongoing safety-driven
hope to start the actual trial in the early Programme that includes specific demand for general speed limits to fall, I
spring of 2020. If this is successful we route-based engineering measures, which believe that retaining consistency should
could see the approach rolled out on a are also supported by education and remain a central theme in speed
larger scale to further trial sites, putting enforcement. It also has measures to management – the right limit should
Transport Scotland right at the forefront of support active travel casualty reduction. apply in the right place.”
motorcycle road safety innovation.”
winter 2019 11 2019 ANNUAL SEMINAR
‘FITNESS’ IS A REAL ISSUE
only 4% are declared annually with a
medical issue to the DVLA – we think a
lot more out there should be having
Superintendent Iain MacLelland and Inspector Neil Lumsden argue these conversations.”
The key to addressing fitness to drive is
the need for a campaign highlighting health and fitness to drive raising the issue with the driver sooner rather
than later, to help the person understand the
W
ith an ageing population, ‘fitness to Regarding healthcare professionals, the situation and road safety implications.
drive’ is becoming an increasing guidance is much looser, saying that Iain added: “You may feel guilty raising
issue among drivers. doctors ‘should notify’ the DVLA, this issue with someone, but it is the right
Superintendent Iain MacLelland and particularly for something as serious as thing to do and the individual will also
Inspector Neil Lumsden work in the dementia. However, there are issues of realise this. We have four tips to help with
Highland and Islands and they are client confidentiality that can put health these conversations: understand the
responsible for Police Scotland’s divisional professionals in a difficult situation at times. problem and how their health is impacting
response to Roads Casualty Reduction as Iain and Neil argue that everyone, upon their driving; know what the
part of Operation CEDAR (Challenge, including health professionals, family, alternative transport options are; be
Educate, Detect and Reduce). They have friends and the community, have a respectful and acknowledge this is difficult
many examples where drivers have been responsibility to start a conversation with for them; and give them time because it’s
involved in collisions – often involving a driver if they believe they represent a such a big adjustment. It may take more
fatalities – caused by a pre-existing danger to others on the road. than one conversation before they’re ready
medical condition that either their GP Although they can cite lots of tragic to give up the car keys.”
or families and friends were aware of. accidents that have been caused Neil added: “We focus a lot of our road
They started their presentation – by people who were not fit safety campaigns on young drivers but
normalising conversations about to drive, they believe they not on those who have been driving
driver health – by outlining the are only seeing the tip of for longer and their fitness to drive.
responsibilities of drivers and the iceberg. Neil “People are losing their lives
health professionals. explained: “There are 48 because of fitness to drive issues
Under law, the driving licence million driving licences and that’s why we have a collective
holder is legally obliged to out there but duty to tackle this issue and
declare any medical issue intervene before more lives
that makes them unfit are lost. I believe this is
to drive to the DVLA; the biggest threat to
but they emphasised casualty reduction
this is not related targets in the next
to age. Inspector Neil Lumsden Superintendent Iain McLelland few years.”
too closely when driving.
MASSIVE REACH OF ‘GIVE The aim of the new campaign was
two-fold: to increase awareness that
CYCLE SPACE’ CAMPAIGN passing someone cycling too closely is an
offence and to change people’s attitudes
about giving space. The final TV ad showed
Denise Hamilton on how Cycling Scotland close passes, a cyclist in primary position,
helped change attitudes this summer a wide pass and a police presence, with
a warning of the legal consequences. Care
was taken to ensure the tone was factual.
Every week in Scotland, at least three Edinburgh, Glasgow and Aberdeen which The campaign received nationwide
people cycling on our roads suffer serious, revealed there was a low awareness that coverage in the media when it was
potentially life-changing injuries, usually passing a cyclist too closely is an offence. launched in May, resulting in 1.9 billion
from a collision with a vehicle. Cycling There was also no awareness of Police ‘opportunities to see’.
Scotland delivers an annual campaign Scotland’s Operation Close Pass Research found that awareness of
to educate drivers about giving space programme, which targets drivers who have the consequences of close-passing cyclists
to people on bikes and developed new driven dangerously or carelessly around by motorists had increased and people
creative this year, based on insight. people on bikes. The biggest learning from were more likely to say they would give
Denise Hamilton, Cycling Scotland’s Head the research was that the main motivation space post-campaign: the number of
of Communications, explained how its ‘Give for drivers to change behaviour was legal people understanding they could
Cycle Space’ campaign was developed in consequences. get three points on their licence increased
partnership with Police Scotland to highlight It then commissioned a YouGov poll which from 7% before the campaign to 23%
the issue of close-passing and its legal showed 73% of people in Scotland did not afterwards and the number of those
consequences for drivers. know they could get three points on their motivated to give 1.5m space for
Cycling Scotland ran focus groups in licence and a £100 fine for passing a cyclist cyclists increased from 32% to 42%.
12 directionof that. This will include considering the
SCOTLAND AT FOREFRONT challenges in getting infrastructure and
systems ready to realise the full benefits
OF WORLD TECH TRIAL
the changing CAV landscape could bring.
With this in mind, Transport Scotland is
also working with a range of partners on
Transport Scotland’s Stephen Davies on the new Project CAV Forth, which will provide a
‘globally significant’ demonstration of UK
fleet of buses using technology to limit casualties autonomous bus capability on a 14-mile
route from Fife to Edinburgh, using the
W
ith work starting on shaping the connected with the road infrastructure dedicated Public Transport Corridor across
Road Safety Framework for 2030, so it won’t be long before messages will the Forth Road Bridge.
Stephen Davies from Transport be relayed directly into the car to give travel The 30-month project, which includes a
Scotland believes advancements in information and road condition warnings 12-month service of a fleet of full-size single
technology over the next decade will play such as queues ahead. Vehicles will also deck buses, travelling on public roads,
a considerable role in helping to reduce become more connected with each other so carrying fare-paying passengers at speeds
road casualties – particularly through they can travel efficiently in convoys, as well of up to 50mph, will commence in 2020.
the development of connected and as pick up road conditions individually and Stephen said: “We expect it to be the
autonomous vehicles (CAV). feed data back to other vehicles and the world’s first trial of a fleet of full-size buses
Stephen is Head of Intelligent Transport infrastructure to warn other road users. operating at level 4 autonomy on public
Systems (ITS) Operations and is leading However, while the technology is roads and will give valuable learnings on
the development of Transport Scotland’s developing rapidly it will not be adopted by how to connect our systems and what other
strategy for CAV, which involves fostering everyone at the same time, so Scotland will infrastructure is required to support level 4
collaboration between road safety and ITS have a mixed fleet of vehicles on its network autonomy. It’s a challenging route as it will
professionals to support a collective effort for many years to come and that will use a wide range of road types and
to improve road safety across the network. present challenges in how road safety environments, from motorways to single
There is a technology revolution solutions are delivered in the future. lane roads, and the system will need to
happening in both vehicle design and in the The Scottish Government has made clear negotiate traffic signals and changing lanes
rapid advances in mobile and broadband that it is ‘Open for Business’ for CAV, and it as well as other traffic. This will provide lots
telecommunications, which are all wants Scotland to be at the forefront of of opportunity for us to learn”.
contributing to the development of CAV in developments by offering high-quality “In line with the DfT Code of Practice for
the UK. Some aspects of CAV are already test and demonstrator opportunities to Automated Vehicle Trialling on UK Roads,
widespread in vehicles today, with navigation developers and industry, and it’s the role each bus will have a safety driver on board
systems (connected) and lane control, of ITS Operations to deliver on this. at all times. We will look at the road safely
assisted braking etc. (autonomy), which The division has published its strategy implications, particularly how other road
are contributing to road safety. (Scotland’s Trunk Road and Motorway users interact with the buses, and the
It is predicted that, by 2026, all new Network Future Intelligent Transport attitudes from the general public.
vehicles will have ‘connected’ technology Systems Strategy 2017), which continues “We see huge opportunities to capitalise
on board and 15% of new vehicles are to put safety at the heart of its approach to on the opportunities that CAV presents, and
expected to have level 4 autonomy by 2030, using ITS. It is developing a ‘CAV Roadmap we are committed to continue working with
where vehicles will be capable of operating for Scotland’ which explores opportunities road safety partners to develop and design
autonomously in defined situations. CAV technologies will bring to Scotland, and solutions to continue the downward decline
Vehicles will also become more what Scotland can do to be at the forefront in road accidents in Scotland.”
winter 2019 13 2019 ANNUAL SEMINAR
them over confident on the road. Claire
GRAN’S HELPING TO DRIVE said: “So we tried to reframe the perception
of what a good driver is: one that is always
in control. From our groups we found
HOME SAFTY MESSAGE having someone important to them (which
we termed ‘precious cargo’) in the car
Claire Prentice says drivers are encouraged to would change their behaviours.
“This was a powerful insight and we
behave as if they have ‘precious cargo’ on board came up with a creative route, which
resulted in our ‘Drive like gran’s in the car’
campaign.
C
laire Prentice, Head of Safer “We created fictional no-nonsense
Marketing at the Scottish characters where young drivers can see
Government, is responsible for something in their own relationship with
delivering national campaigns across a their own grans.”
range of different policy areas, including The campaign was promoted heavily on
road safety, such as the award-winning social media in summer 2018 with three
Breathtaking Roads and Country Roads films covering drink driving, using a mobile
campaigns. She discussed how her team phone and dealing with distractions caused
used insight from the target audience of by friends in the car.
young men to develop the latest the focus has been on delivering for the Claire added: “The reaction from this
campaign, ‘Drive like gran’s in the car’. priority areas, such as increasing the safe hard to reach group has been good, with
She said: “Social marketing is at the driving behaviours of young drivers. 58% of people recognising the campaign
heart of everything we do. The aim is to However, the ‘don’t risk it’ message of the and four in 10 claiming to take positive
change behaviours using evidence-based 2004 campaigns was no longer relevant action as a result of the messaging,
information to align with the Scottish as young men, paradoxically, enjoyed particularly in relation to using mobile
Government’s outcomes, and to use taking risks. phones, increased focus on the road and
constant feedback to make these However, it was young men in the 20-29 not letting distractions get to them.”
campaigns more effective. age bracket whose speeding and loss of Two more ‘Gran’ videos have been
“The key to this is seeking out valuable control was responsible for most collisions. launched: one on drug driving (see page 4)
insights about the audience to create bold Research with this audience showed that and the other on vulnerable road users,
and impactful campaigns.” ‘talking’ road safety is a challenge as they with further films prepared for the festive
In the Road Safety Framework 2020, have a sense of invincibility which makes drink and drug driving campaign.
FIRMS URGED TO TACKLE about free ScORSA membership through
their supply chain.
After a recent evaluation of its
DRIVING RISKS AT WORK activities, ScORSA plans to continue to
offer workshops and the annual
St Andrew’s Seminar, as well as increase
Help is at hand for Scots businesses to reduce the number the traffic to the soon to be relaunched
website and build the momentum around
of road accidents through a series of innovative projects the ScORSA Twitter feed.
The ScORSA Steering Group and
One in three collisions, on average, over the course of a grant-funded year. membership are managed by RoSPA,
involves someone who is driving for Through its network of members which is seeking to introduce mentoring
work. That’s why the Scottish and social media champions, arrangements and benchmarking
Occupational Road Safety Alliance the organisation is able to between ScORSA members, to help in
(ScORSA) has continued to keep ‘give members the confidence driving up standards in terms of
the conversation about driving that they are doing the same managing driving risks at work and to
risks at work in the minds of as others’. reduce accidents on Scottish roads.
organisations across Scotland. ScORSA targets the Sandy Allan, Road Safety Manager
The ScORSA partnership, with traditionally hard to reach SME with RoSPA, pictured left, said: “We know
the support of Transport Scotland, employers by encouraging through the evaluation that ScORSA
provides free policy large businesses to members have increased confidence in
templates, resources and ‘drop down’ the driving implementing or altering their policies…
guidance, as well as risks at work and to quote one of our members: ‘It’s all
delivering a range of message and here in one place, you don’t need to
innovative projects information scuttle about to find things’.”
14 directionYou can also read
