News- Bike Show 2009
- Death Calling wins Prince Michael International Road Safety Media Award
Bike Show 2009
27 Nov 2009
West Midlands Police will be representing the West Midlands Road Safety Partnership at the Carole Nash International Motorcycle & Scooter Show at the National Exhibition Centre near Birmingham from 27 November to 6 December 2009. As part of the Midlands Road Safety Partnerships Group, staff will be on hand to promote Ride it Right routes and subsidised rider assessment and training opportunities available throughout the Midlands.
Across the Midlands, road casualty data is used to identify those stretches of road that have seen a high number of deaths or injuries to motorcyclists; these are identified as Ride it Right Routes. The routes are identified with highly visible yellow and black Bikers Beware!, Beware! Bikers and Think Bike signs. Ride it Right routes have seen a reduction of up to 50% in the number of motorcycle casualties.
For more information, visit www.bikersbeware.org.
Midlands Road Safety Partnerships Group stand
Inspector Paul Farley and Lisa Newmarsh receive the award from David Jamieson.
West Midlands Casualty Reduction Scheme has won the Prince Michael International Road Safety Media Award for a text and talk, radio only, road safety campaign.
A new and extremely innovative radio commercial within the campaign was called 'Death Calling' and was launched between 2nd February 2009 and 29th March 2009 on Heart 100.7FM and Galaxy 102.2FM radio stations
The advert warned drivers about the consequences of sending text messages and talking on mobile phones whilst driving.
The aim was to persuade drivers to change their behaviour and ultimately improve road safety and reduce the number of collisions which have mobile phone usage as a contributory factor.
Having prepared a lengthy nomination, the scheme received written confirmation that HRH Prince Michael of Kent had approved the recommendation of the Judging Panel to award West Midlands Casualty Reduction Scheme.
The judges had been very impressed by the well researched, creative, appealing and innovative programme.
Lisa Newmarsh, West Midlands Casualty Reduction Scheme Support Manager said: "We are extremely delighted and honoured to receive this prestigious award and we are proud of our excellent partnership working with Heart and Galaxy FM to deliver such an exceptional road safety campaign which has achieved such outstanding results. Both opurselves and our partners will continue to strive to reduce the number of killed and seriously injured people on our roads."
Since 1987 Prince Michael International Road Safety Awards have given public recognition to those who have improved road safety throughout Britain, and now recognise outstanding achievement and innovation worldwide.
The awards are managed by RoadSafe, a road safety partnership of leading companies in the motor and transport industries in Britain, the Government and road safety professionals whose aims are to reduce deaths and injuries caused by road accidents and promote safer driving.
On Monday 2nd November, Mr David Jamieson, an Awards Judge, former Transport Minister, a RoadSafe Board Member and Vice Chairman of the Institute of Advanced Motorists attended West Midlands Police Force Management Conference to present the award to Casualty Reduction Scheme Manager Inspector Paul Farley and Scheme Support Manager Lisa Newmarsh. Both will also join other award winners at a prestigious ceremony hosted by HRH Prince Michael of Kent in December this year.