Keep your loved one safe this Valentine’s Day – for their sake…

Keep your loved one safe this Valentine’s Day – for their sake…

The charity Brake, which supports people whose loved ones have been killed in a road crash, is appealing to men to acknowledge the greater risks they face on roads and make a ‘Pledge to Drive Safely’ this Valentine’s Day for the sake of those close to them – as a survey by Brake finds that nine in 10 women (89%) worry about people they love being killed on roads.

Brake is also calling on women to speak up if the men in their lives take risks behind the wheel, remind them of the appalling consequences, and the basic steps all drivers can take to safeguard themselves and others.

The survey of 800 drivers published today, found that a loved one being killed on our roads is one of the biggest fears for a third of all drivers (33%). However, women are more likely to have this on their minds regularly. One in eight women (13%) said they worry about their loved ones dying in a road crash ‘all the time’, compared to one in 13 men (8%).

The ‘For My Girlfriend Campaign’ shares a road safety message through care for our loved ones.

The survey suggests women are more likely to be clued up on the dangers on our roads, and this may be a factor in the way men and women drive and the higher risks men face. Research shows that:

  • nearly three times as many males are killed on the road as females [1]
  • men are twice as likely to be high risk takers on the road as women [2]
  • 93% of driving convictions for causing death or bodily harm are against men, showing men are far more likely to take extreme risks that often lead to tragedy [3]. 

For young couples, fear of your partner being killed on injured on the roads is usually more justified than many other fears to do with the safety of loved ones. At the age when couples are forming, settling down and starting families, three times as many are killed in a road crash than die from drowning, fires and assault put together [4].

Brake’s care services for families bereaved and injured in road crashes are accessed by thousands of people each year experiencing terrible heartbreak, including many who have lost a partner suddenly and violently. As well as emotional trauma, these bereavements often have a devastating effect on family life, with those left behind often having to cope with financial hardships, complicated legal procedures, and a raft of other practical issues.

Julie Townsend, campaigns director of Brake, said: “It’s hard to imagine the pain of a partner dying from any cause, but the additional tragedy of death on the road is that it is sudden, violent, and preventable. There are ways to help protect yourself and your loved ones from road death and injury: by making Brake’s Pledge to Drive Safely you are taking vital steps to ensuring you don’t hurt yourself or others. Giving your partner peace of mind that you won’t drive dangerously is a great gift this Valentine’s Day.”

Valentine’s Day can serve as a timely reminder to keep our loved ones safe.

Case study: The Story of Alexia’s Fiance James
Alexia Tetchner, 27, from Liverpool, got engaged to James Roberts, her partner of five years, after he proposed on holiday in October 2008. They planned to get married in August 2010 and have children the following year. Alexia’s dreams were shattered when on 1 March 2009, James was suddenly and violently killed in a car crash.

James was a passenger in a car driven by his best friend, Peter Alan Evans. It was early afternoon; the driver had been drinking the night before. After the crash he was found to be more than twice the drink drive limit and had excessive amounts of co-codamol in his system. The car was a two-seater sports car but there were two passengers in the vehicle with the driver. James was in the passenger seat with another friend on his lap and neither was wearing seat-belts.

Evans tried to overtake shortly before a sharp bend. As he pulled out the passengers shouted for to him to pull back in as a motorbike was coming the other way. As he pulled in he was too close to the car in front and clipped it, which sent their car into a spin. James and the other passenger were thrown from the car.

James was alive and conscious for a short time after the crash. He lost consciousness and a nurse who happened to be at the scene tried to resuscitate him. He later died from his injuries, which included a brain haemorrhage and a fractured skull.

Evans was convicted of death by dangerous driving and sentenced to four years in jail.

Alexia was in shock from the moment that she heard the news. Her worst fears had been realised. Later that day she had to suffer the ordeal of identifying James’ body. Their plans in tatters, Alexia has since had to build a new life for herself without the man she deeply loved.

Alexia said: “James was stupid that day and, believe me, if he had survived I would have made it plain to him how stupid it was. He shouldn’t have been in that car; he never normally took those kinds of risks. This Valentine’s Day I will remember my love for James and mourn the life we never got to have together. Please, when you drive or when you are a passenger in a vehicle, think of your loved ones and don’t take risks.”

Alexia now volunteers for Brake to raise funds to support victims and campaign for safer roads.
For interviews with Alexia or a Brake spokesperson, call Ellen Booth on 01484 550067 or email ebooth@brake.org.uk This e-mail address is being protected from spambots. You need JavaScript enabled to view it . 

Avoid being another statistic and follow our 10 Road Safety Commitments 

End notes
[1] Reported Road Casualties Great Britain 2009, Department for Transport, 2010
[2] Sex differences in driving and insurance risk, An analysis of the social and psychological differences between men and women that are relevant to their driving behaviour, The Social Issues Research Centre, 2004
[3] Criminal Statistics Annual Report 2008, Ministry of Justice, 2010
[4] Death registrations in England and Wales: Table 2  Deaths by age, sex and underlying cause, 2009 registrations, ONS, 2010; (Ages 15 – 44)

The art of creative road safety campaigns: making it cool!

The art of creative road safety campaigns: making it cool!

In the past few years, we have visited many events targeting young people with safe messaging and campaigns. ‘Road safety is not attractive or appealing’, has been an expression bandied around working groups who map the challenges facing their road safety efforts. It is this ‘stereotype’ given to traditional road safety activities that organizations, especially YOURS is working to change. How can something that can potentially safe your life so you can continue to enjoy it be ‘uncool’?

We know that young people take risks, that risky behavior is often the thrill of activity but sometimes, risky behavior can be life threatening, especially when it comes to young people on the road. The reasons for risky behavior amongst young people has been a subject of psychology study for many years, some of the reasons have been explored by TAC Australia;

Passengers are central to risky driving, especially for young men:

  • Young male passengers rarely discourage their male peers from engaging in risky driving behaviours and often actively encourage it.
  • As a driver, many young males say they drive in a risky way to show off to young male passengers, even if the passengers haven’t asked them to.
  • Young male drivers are less likely to engage in risky actions with female passengers because they want to protect them, don’t feel as much need to impress them, female passengers are more willing to speak out and because they listen to their girlfriends.

With this in mind, a range of road safety campaigns have been developed to work on these pointers and engage young people in a road safety message that inspires action rather than being instructive.

From YOURS’ perspective, last year, the Embrace Life Campaign encouraged young people to show us how they ’embrace life’ and therefore commit to road safety. This action of reflecting on what is important in our lives and to acknowledge our precious lives was a powerful way of engaging young people in a personalized effort for road safety. You can read more about this here. Last year, YOURS also released the Surreal Poster Series, a fresh and dynamic approach to road safety with ‘surreal’ imagery of a thought provoking nature.

The conception that road safety has been traditionally ‘dry’, something that is ‘boring and for small children’ is a view which is becoming just that, something ‘that used to be’.

We have seen, through the meeting of young people engaged in road safety around the world and the registration of engaging project to our MINE Section that road safety is no longer boring. ‘Road safety can be sexy’, is a phrase that has emerged in the last two European Youth Forums for Road Safety and this is trend is certainly something that youth and road safety campaigners are actively undertaking.

Take for example; Team Alert who, through their creative campaigns and videos have become on of the biggest road safety organizations reaching thousands of young people in the Netherlands. Their website is youth oriented and geared towards young people in a lively and engaging manner. Or take Vaah! Theory Room who work directly with young people in driving schools to promote road safety and market themselves in a stylish manner on Facebook to attract young drivers in Botswana.

Many of us will have seen advertisements on television promoting road safety and although some of these can be rather unsavory in approach, many have are creative and transmit a powerful message to their audience. With the use of the internet, shooting and sharing a video has created the concept of viral marketing with road safety videos ‘going viral’. A viral video is one that becomes popular through the process of Internet sharing, typically through video sharing websites, social media and email. Glassboy by Roni Kleiner is an incredibly example of visionary creation with high-level production and imagination to transmit a powerful road safety message about speeding. More examples of powerful road safety videos can be found in the right column!

We live in an age of sharing information at a click of a button but often messages can go unseen in the commercial noise of the internet. Therefore, creative campaigns should be well thought-out and well planned with a clear strategy plan.

Top 10 tips for creative campaigning have been listed below:

  1. KNOW YOUR STUFF – Make sure you research your road safety topic area thoroughly. Every argument must be supported by robust evidence if it is to be convincing.
  2. BUILD A TEAM – A great campaigner is someone who can take people with them on their journey. Build a team of people who have the right mix of skills you will need to achieve your goal.
  3. MAKE A PLAN – A campaigner should always know, and be able to articulate, precisely what they want their outcomes to be.
  4. SPEAK TRUTH TO POWER– You will need a campaign target. Who directly has the power to make the change you are campaigning for?
  5. MAP YOUR ISSUE – It is helpful to map the forces that will influence your campaign target e.g. who and what will be supportive or resistant to your objectives?
  6. BUILD ALLIANCES – Check out whether other organisations are pursuing similar objectives. Making alliances can be an effective way to strengthen your message and broaden your reach.
  7. USE THE RIGHT TACTICS FOR YOU – Think carefully whether your proposed tactics will help you achieve your objectives. Tactics that worked for one campaign might not be right for you – there is no one recipe for success.
  8. TIMING IS EVERYTHING – Timing your tactics to coincide with activities taking place by either supportive or opposing forces can increase your impact or exposure. Always be aware of the environment in which you are operating.
  9. SWOT – Analyse your Strengths Weaknesses Opportunities and Threats to help strengthen your objectives and mitigate potential problems.
  10. EVALUATION – Setting clear targets at the beginning of your campaign will allow you to monitor your progress and assess whether you are making not just an impact but the right impact.

Adapted from: SMK.

YOURS is set to publish Youth and Road Safety Action Kit which will become the definitive tool for budding road safety campaigners! Stay tuned for it and stay creative!

YOURS CORE Group will meet for the first time to develop action plans

YOURS CORE Group will meet for the first time to develop action plans

After YOURS’ rigorous process of recruiting and selecting our Coordinators of the Regions (CORE Group) late last year, the group is being brought together for the first time at the World Health Organization headquarters in Geneva, Switzerland to plan for the years ahead in their two year term as coordinators!

The YOURS CORE Group have already made their mark with their support of the Embrace Life Campaign, our 2011 global road safety awareness campaign that saw organizational record breaking participation from around the world! The CORE Group were recruited late last year after a decision by the staff team in conjunction with the YOURS Youth Taskforce for Road Safety to develop our international reach and expand our global network. The group will meet at the end of the month 27-30th February 2012 which is being hosted by the World Health Organization in Geneva, Swizterland.

The CORE Group which currently represents 4 regions of the world are set to undergo training from the YOURS team on the organization’s strategy and actions plans as well as establish an international CORE Group Action Plan for the years ahead. Training also includes a workshop from Communications Officer at the World Health Organization, Elena Altieri on communication for the network. Additionally, the coordinators will undergo training on YOURS’ new publication, the Youth and Road Safety Action Kit which is set for publiation imminently. 

The CORE Group is made up of the following individuals:

aliou oumarou
Mr. Aliou Oumarou – Coordinator of African Region (Francophone)

axl druart
Mr. Axl Druat – Cooridnator of the European Region

jennifer heatley
Ms. Jennifer Heatley  – Coordinator of the North American Region

joel tucker
Mr. Joel Tucker – Coordinator of the Western Pacific Region

sheila atieno
Ms. Sheila Atieno – Coordinator of the African Region (Anglophone)

The CORE Group become an integral part of the YOURS team and outreach structure and have the potential to collectively reach hundreds and thousands of young people around the world with YOURS’ road safety message. This meeting is an exciting period for us as we expand our work with the support of these exceptional young leaders in road safety.

Manpreet Darroch
, Coordinator of the Global Youth Network for Road Safety said, ‘This will be a fantastic opportunity for the YOURS wider network to develop their action plans for the regions they represent. This first meeting will unite representatives from 4 regions of the world and we are honoured that the World Health Organization will host our meeting’.

YOURS will be reporting from the CORE Group with personal testimonials from the group to be featured on the YOURS website subsequently.

Brian’s Column: Why we should be more passionate about road safety

Brian’s Column: Why we should be more passionate about road safety

While Brian’s bi-weekly blog is not due just yet, Brian recently informed us of a tragic loss of life of a young man in his homeland of Uganda. The story holds importance for us as Mr Willington Taremwa was only 27 years of age and was tragically killed in a road crash on his 27th birthday. The story has receieved national coverage and we feature one of those articles here today at YOURS.

Credit for this story is given to Maria Tellier: Observer Media Ltd and can be found at Observer Media Article Maria Tellier can be contacted at: m.h.w.tellier@gmail.com

Willington Taremwa (right) during happier times.

This is a sad story told by a group of friends, Mai Gad, Maria Hyttel, Wycliff Kansiime, Zach Liao and Marianne Tellier.

It is about Willington Taremwa, a university student and an employee of Reproductive Health Uganda who was hit by a car while riding on a Boda-boda and left to die on his birthday. Willington Taremwa had a lot of potential. A hard-working university student of population studies and a successful employee for several years with Reproductive Health Uganda as a counsellor, Willington had a bright future ahead.

In addition, Willington, known by his friends as “Will”, was a warm, caring, funny person, a huge support to his colleagues, friends, and family, and held in the highest regard by those that were lucky to know him. December 11, 2010 was Will’s 27th birthday. That day he was studying at Makerere University for one of the last exams necessary to get his degree, as well as preparing a reproductive health youth camp he was coordinating on a voluntary basis.

He was not planning to have a birthday party, as he wanted to save his energy for the challenges of the coming week. Little did he know that his friends had prepared a surprise birthday for him! Sadly, he never found out.

Will pictured with his mother and friends.

Will left Makerere around 9pm and got on a Boda-boda (motorcycle taxi). On the way, a car hit the Boda. Will flew off the bike to the side of the road. Here the evening’s first tragedy played out: The boda boda and car driver simply took off. Will was rendered unconscious by the fall and must have appeared dead. Thus ensued the second tragedy: Instead of helping him to the hospital or contacting someone from his phone, the passers-by proceeded to take his valuables, as well as all forms of identification, which were essentially of no value to them, but would prove priceless to Will.

Eventually a policeman found him and took him to Mulago hospital. Will slipped in and out of consciousness. As he did not have identification on him, no one knew who he was or whom to contact. The third tragedy sealed his fate: There was no one there to help him fight for his life. At some point he remembered a family address, which he incoherently communicated, but apparently they did not want to or did not have the resources to investigate at that time of night.

Although his injuries were likely treatable, as he was often unconscious and unable to push the doctors to attend to him, he probably did not get the immediate attention that he needed to overcome them; patients that had caretakers around them had a better chance in the human resource-stretched setting of Mulago. Indeed most people in his ward said he was left alone most of the time.

The policeman who had brought him in went to the address the next morning, and his brother was the first to make it to the hospital at 7am. However, he was too late; at that point the doctors were closing Will’s eyes.

Call for Reflection

This kind of thing happens all the time in Uganda. Many of us have heard such stories or know someone involved in something similar. Is this really the kind of society we want, where such young, wonderful promising people are robbed of everything – including the chance to survive?

Nowadays in Uganda and elsewhere, you find that people are often thinking about “me first”: “If I don’t take this guy’s wallet, someone else will, so it might as well be me.” This attitude can be a coping mechanism for the pressures of poverty and insecurity. However, it can also make us lose sight of the big picture of how our actions impact the society we live in.

It can be hard to convince people that they have power through their individual actions to change their society, especially when so many people are struggling just to provide for themselves and their families. But this power does exist, and it’s important for us all to realise that. A society is merely the sum of the interactions between all its members, and any positive change, no matter how small, is important. To prevent such situations in future, the government has an important role to play, for example by undertaking campaigns to promote taking care of our fellow citizens, including accident victims.

But you as a person can also make a difference. Will once wrote: “Everything good starts with ignoring a bad thought but welcoming the good one. Look into yourself and look for that good person in you coz no one was born bad person. Who are you?”

Your actions matter and can change things for the better. So if ever you find yourself in such a situation, please do it right. Take the person to the hospital. If you must steal, call the last dialled numbers and let the person’s friends know where he is before taking the phone. At the very least, leave the person’s contacts on them when you take their wallet.

Will’s death left his family and friends hurting, but if we come together and use our powers to change how we behave in such incidences, we will save other families from similar pain. It all starts – and ends – with us.

Olympic gold medalists support London Olympics cycle safety campaign

Olympic gold medalists support London Olympics cycle safety campaign

Six Olympic champions and thousands of ordinary commuters have backed the Times campaign to improve the safety of cycling in towns and cities in the United Kingdom. Sir Chris Hoy, Victoria Pendleton, Bradley Wiggins, Chris Boardman, Rebecca Romero and Nicole Cooke, all of whom are Olympic gold medallists, joined Mark Cavendish, the world champion, in supporting the petition calling for a new covenant for cycling. Politicians, television personalities, leading businesses and ten city councils also pledged to support proposals to transform urban areas for bikes.

The Olympic gold medalwinners backing our campaign: Top row, left to right: Bradley Wiggins, Rebecca Romero and Chris Boardman. Bottom row, Victoria Pendleton, Chris Hoy and Nicole Cooke The Times/Reuters

Official figures published yesterday show how urgent the need to protect cyclists in Britain has become. The number killed or seriously injured rose by 8 per cent in the third quarter of last year, following increases of 10 per cent and 8 per cent in the previous quarters. Death or serious injury among car drivers, motorcyclists and pedestrians in contrast continued to fall.

The Times is calling for mandatory improvements to lorries, the redesign of the most dangerous road junctions, better training of cyclists and drivers, reduced speed limits in residential areas and imaginative funding streams to build world-class cycle facilities.The potential for personal tragedy among cyclists and their families was driven home in November, when a reporter for the newspaper, Mary Bowers, was crushed by a lorry on her ride to work. Three months later, she remains unconscious in a hospital bed.

Rebecca Romero said: “I’m really pleased that finally this problem of deaths on the road is being acknowledged, and I hope the weight of the Times campaign can really push this.”

The mother of one of the 16 cyclists killed in London last year led a procession yesterday to the site where her son, Dan Cox, was killed by a lorry turning left across his path. 

Politicians joined the chorus for improved road safety. Boris Johnson, the Mayor of London, who is a keen cyclist and has promised to bring a cycling revolution to the capital, said: “I applaud the objectives of the campaign and my thoughts have been with their member of staff who was so tragically injured.” He said that his transport team had begun a review of 500 key junctions.

Campaigners called for urgent improvements to road safety. Robert Gifford, of the Parliamentary Advisory Council for Transport Safety, said: “What is needed is consistent political leadership supported by a vision to improve our roads for all road users. Society should not tolerate deaths and injuries that can be prevented, especially when we have the means to prevent them at our disposal.”

Brian Cookson, president of British Cycling, said: “More and more people are cycling and we fully expect London 2012 to inspire even greater numbers to take to their bikes. As a nation we need to embrace this and ensure the roads are as safe as they can possibly be.”

His organisation published a summary of findings yesterday based on feedback received from its members. It called for a range of “mutual respect” measures, including greater cycle awareness in the driving test and Highway Code, better enforcement of the law on mobile phone use while driving, and improvements to poorly laid out roads and junctions.

This article was adapted from the Times and can be read here.

Where they now? Pt.4: The YOURS staff journey from the WYA

Where they now? Pt.4: The YOURS staff journey from the WYA

The YOURS team all took part in the United Nations World Youth Assembly for Road Safety in some capacity and now, five years on, are working in international youth and road safety at YOURS. We look at back at the team’s impressions of the assembly and what they did afterwards as part of our special World Youth Assembly feature.

Over 400 young people came together on the foot of the Swiss Alps in April 2007 to discuss global road safety in a changing world. With over 100 countries represented at the United Nations HQ in Geneva, Switzerland, the youth empowering United Nations World Youth Assembly for Road Safety Changed many young lives. Youth delegates left the assembly as United Nations World Youth Ambassadors for Road Safety, we look at where they are now…

As a special feature celebrating 5 years since the first United Nations World Youth Assembly for Road Safety that took place in April 2007 at the United Nations HQ in Geneva, Switzerland, YOURS is putting special spotlights on the the United Nations World Youth Ambassadors for Road Safety! You can read all about the feature and the World Youth Assembly here.

More than 400 young people left the assembly as youth ambassadors having undergone pledges to make young people in their nations safer on the roads through campaigning and road safety work. YOURS will be featuring two ambassadors at a time and today our feature is on the YOURS staff team itself.