That the report of the Strategic Director, Place (Document “F”) seeks to update members on current casualty levels and trends in the Bradford District and on the Road Safety Education, Training and Publicity initiatives aimed at preventing these casualties.

Recommended –

That the Bradford West Area Committee notes the contents of this report.

(Becky James – 01274 437409)

Resolved –

That the contents of Document “F” be noted.

LEAD: Strategic Director, Place

That the report of the Strategic Director, Place (Document “F”) sought to update members on current casualty levels and trends in the Bradford District and on the Road Safety Education, Training and Publicity initiatives aimed at preventing these casualties.

The Team Leader for Road Safety was in attendance and stated that this report took into account the most recent full year data available, i.e. currently 2021, and trends in comparison to preceding years.

A question and answer session ensued:

·         What was the reasons for a few schools not wishing to accept the offer of road safety education for its pupils?

o   There could possibly be a number of reasons such as the adverse effects of Covid and schools were at a transitional acclimatising stage. However, the schools that had declined services would be on the following municipal year list of schools to approach for delivering educational material for its pupils and staff;

o   On most occasions, it was secondary schools that were less receptive in engaging due to the busy nature of educational timetables for their pupils. However, the service was looking at prioritising educational material for schools to deliver itself;

·         Was there any form of assistance that could assist in driving the work of the service forward?

o   Assistance would be helpful in all aspects, especially with schools that had declined services;

·         What form of campaigns had been undertaken in order to get the message out for the whole of Bradford?

o   Radio advertising on Heart Radio - Adverts Targeted all road users, including specific ads for cyclists, PTW, drivers and pedestrians with key messages on looking out for each other and taking care on the roads.

o   Thermal Radio Campaign - Adverts air in the morning when temperature dropped below a certain level. Targeting drivers before they leave home with winter driving/ safety messages.

o   Outdoor Advertising Campaign – Digital messaging van displaying messages in the heart of communities in Bradford entailed:

§  Seat belts safety

§  Tyre safety

§  Conspicuity (Be Bright, Be Seen)

§  Don’t Drink/ Drug Drive

§  School Gate Parking Radio Campaign (West Yorkshire funded) - Targeted parents parking at morning and afternoon drop off/pick up times. Runs for 2 weeks after each school holiday.

o   Series of short road safety films produced - Aired on Leeds TV and also promoted across social media platforms.

The committee and the Team Leader for Road Safety discussed the importance of officers remaining firm during the delivery of services not only towards schools but in a wider aspect; that there was a fraction of young people who were not necessarily in mainstream education and therefore unable to access messages that would normally be addressed in mainstream educational institutions; and, that the service was, more than ever, moving towards accessing far reaching young people.

The Chair thanked the Team Leader for the detailed content within the report.

Resolved –

That the contents of Document “F” be noted.

LEAD: Strategic Director, Place