NO EXCUSE: Road safety campaign scoops international award

The radical campaign was launched after it was revealed that Dorset was the worst performing shire county for achieving a 40 per cent reduction in the number of people killed or seriously injured on the roads.

Joanna Davis speaks to some of those involved in the campaign.

ROAD safety campaigners have told of their delight that the No Excuse campaign has been internationally recognised.

They are celebrating winning the Prince Michael International Road Safety Award after judges praised the campaign’s ‘outstanding’ contribution to improving road safety Partners involved, including members of the police, fire and rescue, Road Safe and the NHS, received the award at a ceremony at Dorset Green Technology Park in Winfrith.

The award was formally presented by HRH Prince Michael of Kent at London’s Savoy Hotel.

The £800,000 No Excuse campaign was launched in January 2010 as a zero tolerance blitz on bad driving.

Since then, the campaign has seen an 18 per cent reduction in the number of people killed or seriously injured on Dorset’s roads, compared to the 18-month period before it was launched.

There has been a 25 per cent reduction in casualties across Dorset in the same time period.

Brian Austin, project manager for the No Excuse campaign, said: “We’re extremely proud to have received this award.

“The reduction in the number of people killed or seriously injured on Dorset’s roads is very encouraging and all the partners have played an important role in trying to make our roads safer.”

The No Excuse project was one of 50 shortlisted from several hundred international entries before being selected by Prince Michael and his committee to receive the international award.

Chief Inspector Bob Nichols, head of Dorset Police’s traffic unit, said the enforcement and education campaign was changing people’s attitudes.

“Some people say ‘it’s my choice not to wear a seatbelt’.

“But someone who has been involved in a life or death-changing incident has a very different attitude,” he said.

Inspector Nichols added that there has been good feedback from drivers who have been caught driving carelessly.

He said: “Driving is the most dangerous thing you do in everyday life.

“When was the last time people who drive had assistance with their driving?

“Although people don’t volunteer to do the course, the feedback we’ve had from people is that it’s been extraordinary and they’ve changed their habits.”

More than half of local authorities in the South West saw increases in casualties in their areas from 2009 to 2010.

Mr Austin said: “Even accepting that there are many factors that can affect road crash figures, such as the downturn in the economy and severe weather – which both affect traffic volumes – I believe the No Excuse project has played a significant contribution towards the very encouraging fall in road casualties.”

The campaign focuses on the main contributory factors in road collisions known as the ‘fatal four’, which are excessive or inappropriate speed, driver distractions like using a phone while driving, drink or drug driving and not wearing a seatbelt.

Rob Smith, the road safety team manager for Dorset County Council, said: “The success of the No Excuse campaign is down to the different partners – not an individual.

“Most people have been really supportive and almost 95 per cent of people we ask say they recognise the campaign and can tell us about the key four fatal things we’re trying to highlight.

“People have said they would like to see more of a focus on stopping people using mobile phones and texting.”

Dorset Fire and Rescue

Craig Baker, who is head of fire safety at Dorset Fire and Rescue, said the fire brigade was heavily involved in the campaign.

He said: “The paramedics, the police officers and ourselves are the ones who have to turn up at the scene and deal with the aftermath.

“We will do anything we can to prevent it happening to anyone.”

Mr Baker has worked for Dorset Fire and Rescue for 23 years and said he has been to ‘countless’ road accidents – the majority of which could have been prevented through better driver education.

“We’re really pleased for everyone involved with No Excuse and really pleased it’s starting to have an effect on safety.

“If it reduces the number of incidents we are called out to then we cannot fail to support it.”

The Victim

ALEX Mottram, of brain injury charity Headway Dorset, said he thinks No Excuse is a good idea.

Mr Mottram suffered a brain injury after falling off his bike as a teenager.

He said: “I think No Excuse is brilliant and has done really well.

“We’ve been involved with the Dorset Road Safety Partnership, going round and teaching children the importance of wearing cycle helmets.”

Kath Baker, a specialist community nurse at Headway, said: “We’ve had really positive feedback from the children.

“We’ve got a great working partnership with Dorset Police and Sustainable Transport.

“We’re saying that wearing cycle helmets should be compulsory for everyone.”

The doctor

ROB Torok, a consultant in emergency medicine at Dorset County Hospital, has been involved with Dorset Road Safe’s Safe Drive Stay Alive presentations.

The presentations involve a team of first responders visiting schools and showing students a hard-hitting DVD that features a car accident.

The responders pause the DVD and talk about real-life experiences relating to each segment of the accident.

Dr Torok said: “The DVD is hard-hitting, it’s graphic and it doesn’t dress it up.

“It ends with a relative talking about the experience of losing a loved one.

“We want children to be aware of the responsibility that goes with the privilege of driving. When you get behind the wheel of a car you’re in control of half a tonne of metal.

“We’re trying to make people think a bit more.

“It’s really nice to look at the new figures from No Excuse and see a dramatic drop in the number of fatally and seriously injured people.”

Dr Torok said it is a ‘distressing’ experience for the family and friends of people injured on the road and admitted to his department.

“For the relatives and friends it is an experience they will never forget. The saddest thing is that 98 per cent of collisions involve human error.”