KCC’s Road Safety Team has been highlighted for its work in leading the way to raise standards making roads safer.
In a new report from the RAC Foundation, Kent County Council is shown as an example as it can ‘inspire others to adopt an evidence-led, consistent approach to behaviour change design’.
KCC was highlighted for its ‘good practice’ by ensuring its campaigns and education work is relevant, consistent, engaging and spoken in a language that resonates with target audiences.
The Road Safety Team’s Tara O’Shea said: “Back in 2017 we commissioned a review looking at our ‘tone of voice’ – that is how we say our message to different demographics.
“The purpose of that is to ensure the work we do is relevant and consistent and engages with the audience we’re targeting.
“We run a number of different campaigns throughout the year focusing on drink-driving, young drivers, mature drivers as well as many education programmes to vulnerable road users such as primary school children, for example.
“When we then go out to the public, we can then use the most appropriate behaviour change model for our campaigns which are evaluated, reviewed, and revised accordingly.”
The latest campaign is is urging people to make the right choice this Christmas and not drink and drive.
The RAC report concludes by highlighting that road safety education programmes across the country should be built on firm foundations of evidence.
Read the full report here.