Kathryn MacKayRoad Safety Project Officer City of York Council

Road safety – the future

How Road Safety needs to change for the Future.

Kathryn MacKay

Topics Covered

• Marketing vs Publicity• Feedback Forms Vs Critical Review of Road

Safety• Show and Tell vs Understanding Human

Behaviour.• Some Thoughts and Conclusions

PublicityMeeting limited numbers of

the wrong people?

“The act, process or occupation of disseminating information to gain public notice”

MarketingCommunicating with large numbers of the right people.

• Need to develop social media and other marketing tools.

• Nestle and Coco Cola to name a few

Feed Back Forms

Critical Review

• Understand the science as well as being able to contribute via experience.

• Critically review reports

• Pessimists make the best report readers (not a scientific fact)

Show & Tell

• Don’t Drink and Drive

• Don’t Speed

• Wear your Seatbelt

Road Safety and Human Behaviour

• Road Safety needs to be about behaviour change.

• Risk and Causes

• Need to understand the influences on behaviour of an Individual.

Human Behaviour facilitating Change

• Key life events/factors which will influence behaviour change.

• Perception alters Behaviour. Don’t want to catch drink drivers we want to stop them drinking and driving in the first place.

Thoughts and Conclusions

• For Road Safety to develop we need to make sure that we are progressive in our thinking.

• Do we have these skills? Do we need to up- skill, find those who do.

• The Academy and how it can help

“ You must be the change you wish to see in the World”

Mahatma Gandhi