DriveTech underpins launch of Safe Drive Stay Alive roadshow

6 November 2006

Stormbreaker’s Alex Pettyfer and Dani Harmer who plays the BBC character Tracey Beaker, are just some of the stars turning out on Monday 6th November 2006 to support a massive new campaign to make young drivers and passengers aware of the risks on the roads.

In the last five years, 189 young people aged between 16 and 24 years were killed and 340 were seriously injured on the roads in the Thames Valley.

Safe Drive Stay Alive is a film and theatre event for 16-18 year olds. It explores the circumstances that can lead to a crash on the road and the consequences that follow. More than 10,000 young people will visit venues across the Thames Valley in one week, starting on 6 November.

The shows will take place at The Kings Centre in Oxford on 6 November, The Hexagon in Reading on 7 November, The Swan Theatre in Wycombe on 8 November, The New Theatre in Oxford on 9 November and the Open University in Milton Keynes on 10 November.

Superintendent Mick Doyle, head of roads policing, said: “We must do everything we can to try and reduce the number of young people being killed or seriously injured on the roads. Safe Drive Stay Alive is a huge campaign with a big audience and we are hoping we can really make a difference. We have had fantastic support from celebrities and businesses lending us their time, energy and financial support. This kind of backing reflects the importance of the campaign and that many people want to help teenagers to be safe on the road.”

The campaign is the result of a partnership effort between Thames Valley Police, three fire and rescue services, the ambulance service, hospital accident and emergency staff, road safety officers from councils across the region and the Thames Valley Safer Roads Partnership.*

The campaign has benefited from substantial sponsorship from Reed, the recruitment specialists, DriveTech (UK) and Affiniti. Radio stations across the Thames Valley are also lending their support to the campaign, particularly Fox FM, 2Ten FM, Horizon radio and Mix 107.

Chris Howell, DriveTech (UK)'s chairman and founder, said: “The Safe Drive Stay Alive roadshow is a unique opportunity to meet and communicate a 'safe driving' message with young people at the start of their driving career. It aims to highlight the risks they, their passengers and other road users face out on the road.”

James Reed, executive chairman of Reed, said: “We are proud to be supporting this important campaign and we are sure that it will reduce the number of horrific road collisions in the Thames Valley and surrounding areas.”

Dignitaries from across the Thames Valley will be attending their local Safe Drive Stay Alive event to register their support for the campaign. Following the launch event in Oxford, Acting Chief Constable Sara Thornton will be attending the first Reading event to start the roadshow off as it travels around the Thames Valley. She will be accompanied by John Madejski, who made a significant donation to Safe Drive Stay Alive and is a keen supporter of the campaign.

John Madejski said: “I am delighted to contribute to this very important campaign to help make young people aware of their responsibilities when driving vehicles on Her Majesty’s Highways. All too often some young people get behind the wheel of a car and think they are invincible. It is important to remind them of their obligation and the dangers, not only to themselves but to others, of driving motor vehicles too fast.”

The film shows four young people on a night out. The car crashes as they are on their way to a local club. It has been edited for each venue, so that ‘local’ roads and scenes familiar to the audience will appear on the screen. As the events unfold and members of the emergency services arrive on scene, they literally step out onto the stage. While the film is freeze-framed, the police officer, paramedic, fire and rescue officer or accident and emergency consultant then talk about their real life experiences, the medical implications and how seeing such trauma affects them personally. This will then be followed by accounts from parents of a fatal road collision victim, a student who lost his friend in a collision and a person who was left paralysed.

Supt Doyle said:” The shows will be hard-hitting and impactive. We will reach 10,000 young people directly this year and through publicity and our website (www.safedrive.org.uk) will let thousands of others know how they can be safer on the roads. We are ambitious and are looking to double our audience next year and will be seeking more financial support to be able to do this. We want to do everything we can to reduce the number of families that have to go through the grief of losing a son, daughter, brother or sister in a road crash.”

The shows will take place at The Kings Centre in Oxford on 6 November, The Hexagon in Reading on 7 November, The Swan Theatre in Wycombe on 8 November, The New Theatre in Oxford on 9 November and the Open University in Milton Keynes on 10 November.

The Safe Drive Stay Alive website, www.safedrive.org.uk is packed with information about the film, the campaign and a competition offering young people a chance to win a mini iPod.

Journalists

The campaign will be launched at the first event at 11am, The King’s Centre, Oxford. The film show runs for just over an hour.

There will be also be a press briefing at 12.15am to arrange opportunities to interview celebrities, speakers from the stage event, sponsors and other dignitaries.

Photographers

There will be a 10 minute photo opportunity at 11.40am for celebrities and VIPs immediately after the show. We recommend that photographers arrive at 12.10am.

The photo opportunity will be followed by interview opportunities. To get an interview you will need to attend the press briefing.

To book your seat contact Annie Tysom on 01865 846350.

Note to Reading media – Chief Constable Sara Thornton will be available for interviews immediately after the morning event at 11.40am at the Hexagon in Reading on Tuesday 7 November.

* Partners include: Berkshire Fire and Rescue Service, Bracknell Forest Borough Council, Buckinghamshire County Council, Buckinghamshire and Milton Keynes Fire and Rescue Service, Oxfordshire County Council, Milton Keynes Council, Oxfordshire Fire and Rescue Service, Reading Borough Council, Royal Borough of Windsor and Maidenhead Council, Slough Borough Council, South Central Ambulance Service NHS Trust, West Berkshire Council, Wokingham District Council, Thames Valley Police and the Thames Valley Safer Roads Partnership.

EDITOR’S NOTES

DriveTech (UK) plc is a leading provider of ‘driving at work’ risk management, driver assessment and driver training solutions.

DriveTech (UK)’s goal is to reduce both an organisation’s vehicle business costs and the personal risk for ‘at work’ drivers, by significantly improving driver ABC - attitude, behaviour and competence - therefore supporting driver safety and corporate ‘duty of care’ requirements.

DriveTech (UK) has won the Institute of Transport Management’s ‘Fleet Award for Driver Training’ in 2001, 2002, 2003 and 2004 and its ‘European Driver Safety Specialist’ award in 2005.

For further information contact:
David Richards at DriveTech (UK) at david.richards@drivetech.co.uk or 01344 467271.