Memorandum by Safety Camera Partnerships
(RTS 43)
1. INTRODUCTION
1.1.1 I first became involved in Road Safety
in March 2000 as the appointed Marketing Manager for the Northamptonshire
Safety Camera Partnership;. Eight areas (Cleveland, Essex, Lincolnshire,
Nottingham, Northamptonshire, South Wales, Strathclyde and Thames
Valley) were selected by the then DETR to take part in the Safety
Camera Project, under "pilot status" reducing the number
of people killed and seriously injured on the roads. Under a means
known as "netting-off", revenue from speeding fines
was permitted for the first time to be reinvested back into camera
enforcement and keeping the public informed through education
and awareness strategies. I introduced a radical approach to the
Northamptonshire Project by proactively informing the public of
where enforcement would take place and on which roads, in order
to bring about a change in driver behaviour at recognised collision
"hot-spots". This was accomplished by using PSA's (Public
Service Announcements) on local radio during peak driving time.
Alongside these PSA's entries were made into local papers offering
information of when and where enforcement was occurring. Intelligence
lead enforcement on whole routes was adopted. These stretches
of road were known as "Red Routes"2 and descriptive
leaflets about these routes were designed and distributed at the
same time as the commencement of the PSA's. During the pilot phase
of this project, Northamptonshire was the only partnership to
employ a totally dedicated Marketing and PR person, however all
eight pilot areas demonstrated successes in dealing with the public
and managing the effectiveness of introducing the projects locally.
1.1.2 National Roll out was announced by
the Government in August 2001, and in line with the wishes of
the Safety Camera Project Board, I was appointed as National Communications
Lead representing all the existing and new partnerships throughout
the country. This appointment was made in recognition of the need
to have consistent and dedicated PR/Communications to support
the national roll out program.
2. INCREASED
ENFORCEMENT AND
AWARENESS—TO
SLOW MOTORISTS
DOWN AT
KNOWN COLLISION
"HOT SPOTS"
2.1.1 Evidence now exists to show that with
the increased use of speed enforcement together with targeted
education and awareness strategies a change in driver behaviour
can be achieved.3 The number of motorists exceeding the legal
speed limit at enforcement location drops from 55 per cent to
16 per cent.3 Average speeds at these same locations also reduce
by 5-6 mph.3 Surveys carried out by the Essex partnership revealed
that over 70 per cent of the local population think more should
be done to reduce speeds. It is recognised however, that a habit
known as "camera surfing" can be possible if only fixed
site enforcement is concentrated
on. This can be tackled by introducing mobile enforcement
cameras together with intensive education and awareness strategies.
Clearly, slowing motorists down at known "collision hot-spots"
and thus resulting in fewer casualties is a success. Tackling
driver behaviour at other locations must be addressed and this
was done successfully in Nottingham, by the introduction of "average
speed" cameras, resulting in compliance of the legal speed
limit on a stretch of road historically abused for over 10 years.
2.1.3 All eight partnerships can demonstrate
that locally the projects were understood and compliance of the
speed limits on the recognised "Enforcement Routes"
was high. Mobile enforcement was introduced in all partnerships
with the exception of Thames Valley and Lincolnshire. Cleveland
took a very robust approach to the project and carried out only
mobile enforcement. All of the pilot areas were successful in
terms of reducing speeds and the number of casualties at known
collision "hot-spots". Motorists from outside the pilot
areas however, who it could be argued were not affected by the
local PR and educational programs revealed knowledge gaps. Giving
rise to a collective partnership determination to raise the awareness
nationally of the Safety Camera Project.
2.1.4 Overwhelmingly there has been public
support for these projects. Contrary to a small minority in the
national press, local press has been positive and continues to
be so. In South Wales the scheme is now being rolled out further
resulting in total coverage of the South Wales region. Over 70
per cent of those surveyed in the pilot areas agreed that fewer
accidents are likely to happen on roads were speed cameras are
installed. Over 80 per cent of the same poll recognise that cameras
are meant to encourage drivers to keep to the limit not punish
them.3 Excessive or inappropriate speed accounts for around one
third of serious or fatal road collisions. Lincolnshire and latterly
Northamptonshire have introduced Driver Improvement "Speed
Workshops" to tackle behavioural tendencies as part of an
accepted "diversion scheme". These schemes are expected
to deliver longer term improvements in driving behaviour.
2.1.5 There is a natural correlation to
be drawn from the increased risk of detection (ie More speed cameras)
and the driving behavioural patterns of motorists. 89 per cent
of motorists say a speed camera will make them think about the
speed at which they are travelling1 50 per cent of motorists would
be happy to see more speed cameras as a means of slowing motorists
down at recognised collisions "hot-spots". 70 per cent
of motorists understand that intelligently placed cameras will
save lives1. Motorists adjust their average speed at known "enforcement"
sites and demonstrate a willingness to comply with the legal speed
limit in order to avoid getting a speeding ticket.
2.1.6 It can be demonstrated therefore,
that the introduction of more speed and red light cameras at known
collision "hot-spots" linked to focused education and
awareness campaigns can bring about a reduction in the number
of people killed and seriously injured on the roads. The success
of the eight pilot areas is testament to the fact, when overall
109 fewer people were killed on the roads during the year 2000.3
3. NATIONAL CAMPAIGN—TO
ALTER DRIVING
BEHAVIOUR
3.1.1 If we are to eradicate the nuisance
of speeding from our roads and in so doing bring about a dramatic
change in driver behaviour we may also need to concentrate on
"human tendencies" and general"bad driving
habits". For years the Government has adopted television
advertising campaigns to try to alter peoples' behaviour. For
example, the DTLR has recently run it's Christmas don't drink
and drive campaign linked to earlier Think campaigns at
the beginning of the year. Drinking and driving are now socially
unaccepted and this change in behaviour must be attributed to
the extensive campaign launched by the Government some 20 years
ago. Other Government departments also now use the television
to effect public opinion and understanding, such as The Inland
Revenue, The Department of Health and the Department for Social
Services.
3.1.2 It could be argued therefore, that
with the success of these campaigns a more direct campaign concentrating
on "Improving Driving Behaviour" could be considered.
The Ministry of Defence for example, promote the use of television
advertising/documentaries as a means of improving driving standards
for all serving personnel throughout the world. It may be useful
for the committee to consider this bench mark as a case for "best
practice" when looking at solutions to the wider issues of
improving driving behaviour.
3.1.3 The documentaries have been running
for over 20 years. During transmission it is noted by the Master
Driver (responsible for all driver training in the Forces), that
a shift in collision coincidences is noticeable. For example when
the documentaries concentrate on speeding as the main issue, collisions
involving inappropriate overtaking become the norm. Similarly,
when the focus on speeding is removed, speeding tickets are issued.
3.1.4 The documentaries cover a broad range
of topics and in the early 80's and into the 90's these documentaries
were called "Think and Drive", that has now been altered
and updated to be more people focused. They are called "You're
the Driver—REMEMBER". Clearly there are positive messages
in both these titles.
3.1.5 The documentaries offer advice, information,
useful tips and guidance thus resulting in greater audience ownership
and understanding. By "telling" this message longer
term behavioural change and a sustainable difference in habits
and tendencies is achieved. Video footage of these documentaries
is available from Jonathan Marks, Senior Producer of BFBS Television.
3.1.6 May it please the committee to consider
that a national approach to altering driver behaviour through
the use of the most widely used medium of all, namely the television
would be a recommended way forward on behalf of all the Safety
Camera Partnerships. Clearly this would support the work the partnerships
are doing locally and give rise to a joined up approach to the
issues. With the national roll out of the Safety Camera Scheme,
the appointing of a National Communications Lead and with the
necessary changes made to primary legislation to allow for the
revenue from fines to be re-invested into greater camera enforcement
and publicity we are ideally placed to make a real difference
to the safety on the roads in our country. With the Government's
Safer Roads Strategy in mind and because currently on average
66 people die on the roads in the United Kingdom each week, it
is the wish of the partnerships that the committee consider a
National Public Service Campaign via the television concentrating
on improving driving standards of all road users delivering safer
roads.
Susan Beck
NATIONAL COMMUNICATIONS LEAD ON BEHALF OF
ALL SAFETY CAMERA PARTNERSHIPS CURRENTLY INVOLVED IN THE NATIONAL
SAFETY CAMERA SCHEME
REFERENCE NOTES:
1. Direct Line Survey—2001
2. Red Routes adopted by Northamptonshire
Partnership concentrating on 50 known routes in the county which
had a history of two killed or seriously injured victims on it
each year for three years. Defined by distance, more than half
a kilometre in urban areas and more than one kilometre in rural
areas (copies of Red Route leaflets can be provided for the Committee
on request)
3. DTLR Executive Summary Report, Safety
Camera Pilot Project 2001
4. Essex Partnership Survey Chart (appended
as annex 1)
| 
