HRH Prince Michael of Kent supports Safe Drive Stay Alive

12 June 2008

HRH Prince Michael of Kent GVCO with Chris Howell, Chairman of DriveTech (UK) plc.

A special performance of Safe Drive Stay Alive took place in High Wycombe on Monday (9/6), which was attended by HRH Prince Michael of Kent GCVO.

In the last two years nearly 20,000 young people from across the Thames Valley have seen a Safe Drive Stay Alive event, and this year we aim to show it to another 16,000 students from across the region.

Prince Michael first heard of the scale of the Thames Valley campaign when he launched the groundbreaking Thames Valley Police Young Driver Scheme in April, and was keen to see an event and the effect it has on young people.

Around 120 students from schools across High Wycombe attended the show at Highcrest Community School.

Safe Drive Stay Alive is a film and theatre event for 16-18 year olds. The film shows a group of young people on a night out whose car is involved in a collision. Members of the emergency services step onto the stage and talk about their real-life experiences.

His Royal Highness Prince Michael of Kent GCVO, said: “I have always taken a keen interest in road safety issues, both at home and abroad, and have been aware of the Safe Drive Stay Alive scheme since it began operating in Scotland in 2002.

“I was impressed by the scope of the campaign in the Thames Valley and was pleased to be given the opportunity to witness a production of the event, and see the effect it had on the young people who attended.”

Superintendent Mick Doyle, head of Roads Policing, Thames Valley Police, said: “It was an honour to receive the support of His Royal Highness Prince Michael of Kent for our Young Driver Scheme and we are pleased he has shown such an interest in Safe Drive Stay Alive. This campaign is emotionally hard hitting and does make young people think about the consequences of their driving. People between 17 and 25 years of age are a particularly vulnerable group and the aim of this campaign is to reduce the number of young people who lose their lives on the roads and the families who suffer their loss.

“Three people are killed and around 150 are seriously injured in collisions on the roads in the Thames Valley each week and Safe Drive Stay Alive is a great example of police and their partners working together to reduce this tragic waste.”

Richard Owen, Operations Manager, Thames Valley Safer Roads Partnership; said: “Safe Drive Stay Alive brings together more than 20 public and commercial partners with an incredible sense of shared commitment; to stop the horrific waste of young lives that is happening on our roads. Already this year eight teenagers have lost their lives in crashes in the Thames Valley, our hope is that this campaign will prevent more of our young people being added to that number.”

Chris Howell, DriveTech (UK)'s chairman and founder, said; "We're truly proud to be involved in the continuing growth of the Safe Drive Stay Alive road-show because it is a fantastic opportunity for us to support a 'safe driving' message to young people. The road-show is designed to be a thought provoking ‘reality check’ for young people by demonstrating the very real risks that they face on the road. By fully understanding the consequences and impact of their driving decisions right at the start of the driving careers, we believe that the life-threatening risks of this high risk group, will be significantly reduced”.

The Safe Drive Stay Alive campaign is the prevention arm of educating young people about driving. In April Thames Valley Police, working with a²om and DriveTech launched the Young Drivers Scheme, the enforcement side of getting the message across. This scheme captures young drivers who have committed a driving offence and offers them an opportunity to go on a course to learn about the risks and consequences of their driving instead of receiving penalty points and a £60 fine.

David Thomas, Group Chairman of, a²om, who support SDSA said; ‘SDSA is a brilliant initiative and a2om is delighted to be associated with it through our unique e-learning system. Our e-learning strengthens the messages of SDSA so they are remembered throughout young people’s early driving years. We look forward to continuing and strengthening SDSA’s delivery through our e-learning.’

Editor's Notes

DriveTech (UK) plc is one of the UK’s leading providers of road risk management, driver assessment and education. We work both with organisations whose employees ‘drive for work’ and with members of the public, who are offered education as an alternative to prosecution by the police.

DriveTech’s vision is ‘working together to eliminate road death and serious injuries’ by providing the most effective and innovative solutions, using education and technology, to minimise risk for all road users.

DriveTech (UK) has won the Institute of Transport Management’s (ITM) ‘Fleet Award for Driver Training’ in 2001, 2002, 2003 and 2004 and the ‘European Driver Safety Specialist’ award in 2005. In September 2007, it was named the ITM’s ‘UK Driver Training Solutions Specialist’ for making ‘the most significant impact upon the Driver Training and Safety sector over the past decade’

In 2007, DriveTech (UK) won the South England and South Wales regional award of the Bank of Scotland Corporate ‘Entrepreneur of the Year’ of up to £5m, interest-free funding and was runner-up in the national Grand Finale. In addition, the company was named runner-up in the 2007 Thames Valley ‘Business of the Year’ award. For further information, members of the media should contact Steve Johnson on direct line +44 (0)1789 414700, mobile +44 (0) 7894 621134 or on steve.johnson@drivetech.co.uk