Death Calling wins Silver World Medal at the 2009 New York Festivals Advertising in All Media Awards
29 Jun 2009

The "Death Calling" advert, run as part of our 2009 Talk and Text campaign, has won a Silver World Medal at the 2009 New York Festivals Advertising in All Media Awards.

As a result of the positive feedback from the "Death Calling" advert, Heart 100.7 FM on behalf of the Casualty Reduction Scheme nominated the advert in the Civic/Social Education Category of the 2009 New York Festivals Advertising in All Media Awards. Death Calling was one of six finalists—having being just one of five English nominations across all categories. In our category we were facing entrants from Australia, Portugal, two from the United Arab Emirates and one from Cheshire Safer Roads Partnership.

After waiting in anticipation we were informed on Tuesday 23 June 2009 that "Death Calling" had won a Silver World Medal. Both WMCRS and Heart FM are delighted to receive the award.

Due to the success of our nomination in the New York Awards, we are also entering "Death Calling" in the Radio Advertising Awards and are currently working with Heart 100.7 FM to enter it into the prestigious Prince Michael International Road Safety Awards in July 2009.

West Midlands Police and Craig Jones join forces to promote BikeSafe
29 Jun 2009

West Midlands Casualty Reduction Scheme and West Midlands Police BikeSafe have joined forces with extreme motorcyclist Craig Jones to work together on improving bikers riding skills and safety.

West Midlands BikeSafe is a two day initiative held at West Midlands Police Training Centre at Tally Ho, Edgbaston, Birmingham. It involves classroom sessions/discussion forums on both days based on the new BikeSafe interactive DVD. In addition, riders will have the benefit of a practical riding session with police motorcyclists who are qualified road assessors who will follow riders and offer their balanced observations on their riding.

The aim of the course is to provide riders with a greater understanding of the risks involved in riding motorcycles on today's roads and be better equipped to combat them.

Marcus McCormick, Co-ordinator of BikeSafe said:

"We at West Midlands Police BikeSafe are happy to work in partnership with Craig Jones. Together we can demonstrate just how skilfully a motorcycle can be controlled whilst minimising the risks to a rider on today’s busy roads. We believe that this is a major step forward towards rider safety."

The two day workshops cost £100 and are available on the following weekends:

• Sat 18th / Sun 19th July 2009
• Sat 15th/ Sun 16th August 2009
• Sat 5th / Sun 6th September 2009
• Sat 3rd / Sun 4th October

A radio advertising campaign is being aired from 29 June – 26th Jul with Heart 100.7 FM with support from Craig Jones and Niall MacKenzie, the triple British Superbike Champion.

Lisa Newmarsh, Casualty Reduction Scheme Support Manager said:

"Our aim is to reduce the number of casualties on our roads. This is an exciting opportunity available to all motorcyclists across the West Midlands to receive a quality riding assessment by police riders who will educate and assist them to ride safer. To also see BikeSafe being supported by one of the world’s best professional extreme rider in action is a privilege and to be able to learn from Craig's skills is a fantastic opportunity not to be missed."

Craig Jones said:

"Some of the skills that I have as an extreme rider can give a regular biker the edge in a potentially difficult situation. What may seem to be an unlikely partnership between myself and the police is what makes this so effective. I want people to understand how to really control a bike which, could one day, save their life. The idea is for the student to take in new skills and use them in a responsible way. We'll have a lot of fun doing it too!"

For further information and to book a course—and also have the chance to win a course for free—please click on the following link: www.westmidlandsbikesafe.co.uk.

Drive Drink and Drug Free
1 Jun 2009

Billboard (click for PDF)

The personal consequences of driving after drinking or taking drugs is the focus of a new campaign being launched on Monday 1st June by West Midlands Casualty Reduction Scheme in partnership with Safer Roads West Mercia, Warwickshire County Council and Leicester and Rutland Safety Camera Scheme. The campaign aims to raise awareness of the far reaching consequences of drink and drug driving for those aged between 17 and 24.

Figures from data analysed by West Midlands Casualty Reduction Scheme indicate that during January 2005 – December 2007, 1,208 collisions (4.6% of total) had driver influenced by alcohol or drugs as a causation factor. The campaign is designed to reach out to young people to raise awareness of what could happen to them if they are to make the decision to drive after drinking or taking drugs.

The immediate consequences for a young person if they are caught drink or drug driving include a minimum 12 month driving ban, up to 6 months in prison, a fine of up to £5,000 and a criminal record. However, a conviction for drink or drug driving can have a major impact on the future prospects of a young person. For example, it may lead to job loss and significant problems when applying for a job in the future.

Driving after drinking or taking drugs significantly increases the chances of a person being involved in or causing a collision. The maximum penalty of being convicted of causing death by careless driving when under the influence of drink or drugs is 14 years' imprisonment, an unlimited fine, disqualification from driving for at least 2 years and a mandatory extended driving test.

The campaign coincides with the launch on 1 June of the summer drink drive campaign by the Association of Chief Police Officers (ACPO).

West Midlands Police are working in partnership with the Casualty Redcution Scheme, also launching their summer drink and drug driving campaign on Monday 1st June. The month long operation is part of a national campaign to target people who drink or take drugs before getting behind the wheel.

Click here for more information.