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Central Bedfordshire Council and Amey – MORE Programme

Education and Training, 2012

Central Bedfordshire Council and Amey have implemented a ‘research led’ approach to deliver road safety education, training and publicity after the service transferred to Amey in 2010. Road safety campaigns are structured after analysis of local collision statistics, through which key target groups are identified and campaigns designed specifically for their requirements. Four key target groups were identified – motorcyclists, young drivers, car passengers and children – accounting for 55.7% of all killed and seriously injured casualties in Central Bedfordshire.

This approach has contributed towards a 33% reduction in casualty statistics in the first year of service.