Kent County Council Road Safety

Transcription

1 RESEARCH AS AN INVESTMENT Ian Procter, Road Safety Manager, Kent County Council Guy Rollinson, Manager, Roads Policing Intelligence Unit, Kent Police Ian Procter Dip.ASM. M.A. FIRSO. FAIRSO. Kent County Council Road Safety Manager Guy Rollinson PhD Kent Police Manager, Roads Policing Intelligence Unit Kent County Council Road Safety Research led priorities, interventions and evaluation of effectiveness The role of research findings in influencing decision makers The scope for fresh approaches to research Kent & Medway Casualty Reduction Group The CaRe Group is Kent s local strategic casualty reduction partnership involving: Kent County Council Kent Fire & Rescue Service Kent Police Medway Council The Highways Agency Road Safety Seminar February 2011 Page 1 of 9

2 Kent Police - Roads Policing Intelligence Unit Kent CaRe Group Business Process Cycle 10-yearly European / National / Local Strategies (2020 stretch targets in Kent) Annual Strategic Assessment Strategic Board Priority Concerns Data Requirements Problem Profiles INTELLIGENCE Delivery Plans Executive Group Expert Groups Coordination Calendar Initiatives Evaluations Based on the Police National Intelligence Model Kent Police - Roads Policing Intelligence Unit Strategic Assessment 2010 Priority Concerns 2011 Road User Groups Crash Causations / Contributory Factors Young drivers (and their passengers) Drink / drug driving Powered two wheelers Speed Vulnerable road users (pedestrians and cyclists, all ages ) Driver distraction Business drivers Seat belt use Kent Police - Roads Policing Intelligence Unit Emerging Concerns for intelligence development in 2011 and beyond Medicated drivers legal (OTC & POM) medications. Fatigued drivers evidence suggests that fatigue is under-reported in Kent. Driver distraction use of internet-connected devices whilst driving. Eyesight drivers aged 40+ experience gradual change to their vision. Cyclists a slowly emerging trend to more cycle use in Kent. Older drivers increasing proportion of elderly drivers. Road Safety Seminar February 2011 Page 2 of 9

3 Research led Interventions The Kent County Council learning journey: Clear objectives. Strong audience connection. Powerful outcomes. The challenge: Demonstrating the relationship between the intervention and the outcomes. You were just lucky The solution: Triangulation - not a panacea but near enough. Speeding: Attitude changes in Kent People agreeing that speeding is acceptable - down from 5.1 in 2005 to 2.3 in 2007 People viewing speeding as unacceptable - up from 51 in 2005 to 59 in of those surveyed agreed that it s no longer the case that most people speed! KHS Road Safety perception survey 2007/8 Observed behaviour - Speeding 2007/8 figures; 24 sites (83) showed decreases in both directions 28 sites (97) showed a decrease in at least one direction 1 site (3) showed increases in both directions Average numbers of vehicles exceeding the speed limit 49 - a reduction of 10 Road Safety Seminar February 2011 Page 3 of 9

4 Research Plan ( ) Rationale to research and test : Activities that are: Significant. Related. Provide transferable learning. Changes in awareness, intent, behaviour. Intervention effectiveness recall of both: Key messages. Intervention approaches. Baseline Research (June 2010) Project aim: Baseline research to measure: Knowledge, awareness, opinions, perception, attitudes Objectives: To identify, within target groups, what would influence change in: Perceptions, attitudes, behaviour. To provide evaluation and recall data on: Key messages to target audiences. Effectiveness of methods used. The role of Kent Highway Services in the process. Baseline Research (June 2010) Examples of key research topics: Attitudes to risk. High risks behaviour. Perceived likelihood of crash involvement. How to modify behaviour. Effectiveness of communications channels. Road Safety Seminar February 2011 Page 4 of 9

5 Attitudes to Risk - by age group are the most cautious s and 45-64s are the most prepared to take risks. Potential issues not just with younger drivers Pro-risk peaks Very cautious Quite cautious Neither Quite pro-risk Very pro-risk Thinking in general about your attitude to taking risks in your daily life, how cautious or prepared to take risks would you say you are: Base: (358); July 2010 High Risk Behaviour - Excessive speed, drink-driving and mobile phone usage dominate perceptions of risk. - Drug driving is the lowest perceived risk What do you think puts you most at risk of a crash on the roads? (prompted top 3) Base: (358); July 2010 Likelihood of crash involvement One third of the sample see themselves at high risk of being involved in a crash Do you think that the risk of you being involved in a crash on the roads in the future is: Base: (358); July 2010 Road Safety Seminar February 2011 Page 5 of 9

6 Strongest ways to modify behaviour - Shock tactics - Fear of detection Real - life stories about the impact of crashes are perceived as the strongest way to modify driving behaviour. What do you think would influence your behaviour/attitudes towards road safety? Base: (358); July 2010 Effective Communication Channels Outdoor media, including those specifically relevant to motorists are seen as the most effective communication channels. Which communication channels do you think would be most effective for reaching you with a road safety message? top 5 prompted Base: (358); July 2010 Baseline Research (June 2010) Baseline research showed: 2/3 of drivers unaware of their vulnerability on rural roads (compared to urban roads and motorways) Road Safety Seminar February 2011 Page 6 of 9

7 Target group: Drivers on rural roads Primary objective: Increase awareness that most fatal crashes happen on rural roads. Call to action: Read the road, anticipate and expect hazards. Campaign materials, August 2010 Posters Bus backs Fuel pumps Web activity Types of road with most fatal crashes The Country Roads campaign has had a significant impact on awareness of rural roads being where the majority of fatal crashes occur *Significant difference post vs. pre * * * On which type of roads do you think most fatal crashes happen in Kent? (prompted) Base:Pre (358); July 2010; Post (153) Aug 2010 Road Safety Seminar February 2011 Page 7 of 9

8 Influencing Decisions Kent County Council learning journey: If you can t evaluate it you shouldn t do it : Ensure understanding of what this means and why it is being said. Promote radical approaches to research: Only by adding qualitative research findings will you understand why a crash happened. Reassure doubters that qualitative research findings can be measured, this is very important. Influencing Decisions Road Safety is not sexy : The media like the Police, teachers, nurses Deploy an internal communications strategy aimed at influencers and decision makers. Use our professional skills: Press, PR and networking Rely on substance we did this we can prove it Be shameless Road Safety needs YOU! Influencing Decisions Kent County Council learning journey: Between 2000 and 2007 the Kent C.C. Road Safety ETP budget was 350,000 ( 50k per year) During that period we spent over 2m (excluding engineering and safety camera activity) Road Safety Seminar February 2011 Page 8 of 9

9 No of KSI Casualties Outcomes KSI's on Kent (KCC and HA exc Medway) roads KSI R eductio n Target Line Fatal Serious PSA 1 PSA 2 It s impossible! No Anything is possible in the right conditions. We were lucky! No the harder we worked the luckier we became. We exceeded our goal! Yes and we ve got the research findings to prove it. Road Safety Seminar February 2011 Page 9 of 9