A Huge Week for DriveStart

In the space of 3 days DriveStart, our young driver programme in Berkshire, received a Prince Michael International Road Safety Award, presented at the Road Safety GB national conference in Manchester, was featured in an important session on behaviour change at the same conference and findings from the scheme were also presented at the IRF World Road Meeting in New Delhi.

Safer Roads Berkshire have been developing DriveStart, a programme that embraces a more scientific approach to improving safety , for the last few years. Traditional road safety projects have often sought to use crash scenes with devastating consequences to challenge young people’s thinking, in an attempt to reduce their risk. There is little evidence, however, that this has any real effect when they are driving for themselves.

So, our team set about building a new programme that focuses on reinforcement of positive behaviour and reducing the perception that the majority of drivers speed, drink or use their mobile whilst driving. DriveStart Experience Days which take place at the Madejski Stadium complex (home to Reading FC), give young people an opportunity to spend time with a qualified driving instructor, but also in a car maintenance workshop, simulators, games and discussion activities that develop their understanding about what it means to be a good driver.

We take many powerful cues from what we perceive to be the normal behaviour of others. By challenging the idea that it is quite normal to engage in risky or illegal behaviour we are helping these young drivers to set a good baseline for themselves. We now have a great partnership of organisations that are committed to improving safety for young drivers and will be looking to expand the programme.

The programme has matured into a strong partnership initiative involving Reading FC Community Trust, Kwik Fit, Admiral Young Driver and the Berkshire authorities.

His Royal Highness Prince Michael of Kent approved the recommendation of the Judging Panel that DriveStart should receive an award. The judges concluded that the nomination “showed a solid record of achievement in the high priority area of the young driver with scope for wider application.”

Meanwhile, my colleague Steve Ferris was presenting another set of findings from DriveStart to international delegates at IRF World Road Meeting in New Delhi.

A busy week for DriveStart...