Coordinated by Brake Aviva Support think

Brake launches two interactive games for Road Safety Week 2016

PRESS RELEASE from Brake, the road safety charity
For immediate release 23/11/2016
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Brake, the road safety charity, has produced two free interactive resources for Road Safety Week (21– 27 November 2016), to support this year’s “Make the Brake Pledge” theme. Developed with the support of the Department for Transport, the resources encourage everyone to think about how our streets can be made safer by buckling up and concentrating on the road.

Take the seat belt challenge, based on the ‘Secure’ element of the Pledge, is a game for early years and Key Stage 1 children. It helps them to understand the importance of fastening seat belts and putting loose items out of harm’s way when travelling by car.

Driven to distraction!, based on the ‘Silent’ element of the Pledge, is a fun game for all ages. It challenges players to hunt out different ways in which road users can be distracted, revealing some surprising facts as the game unfolds.

Brake is working towards a world where road transport is safe, sustainable, healthy and fair, and there are zero road deaths. However, deaths and injuries are happening right now, with five people dying on UK roads every day and 61 being seriously injured1. That is why everyone can do their bit throughout Road Safety Week 2016, sponsored by Aviva and Specsavers, to spread awareness of the vital importance of the Pledge rules: Slow, Sober, Secure, Silent, Sharp and Sustainable.

The open-access Take the seat belt challenge and Driven to distraction! interactive games complete a suite of six resources (together with Let’s GO20 quiz; Sober-up story; Sharpen up your driving; Drive less, live more) that cover each element of the Brake Pledge. They can be used to spread road safety awareness and facilitate discussion throughout Road Safety Week and beyond, by teachers; fleet professionals and employers; road safety professionals; community leaders; and individuals who want to help themselves, their families and their communities by making streets safer.

Access the resources online now at www.roadsafetyweek.org.uk.

Dave Nichols, community engagement manager, said: Our new e-learning resources are freely available to anyone who wants to challenge themselves, their students, family and friends while raising road safety awareness. Teachers can use Take the seat belt challenge to help children understand the importance of buckling up; and everyone can test their powers of observation with the trickier Driven to distraction!, showing how a road user’s attention can be diverted away from the road. We hope people will play them, enjoy them and share them in classrooms and across social media, throughout Road Safety Week and beyond.” 

The facts

A few facts on why our Road Safety Week 2016 Make the Brake Pledge theme is so important:

Slow: Breaking the speed limit or travelling too fast for the conditions is recorded by police at crash scenes as a contributory factor in more than one in four (27%) fatal crashes in Great Britain [2].

Sober: Having even one drink before getting behind the wheel can affect your ability to drive. In 2013 one in 10 (11%) drivers/motorcycle riders killed in a crash had alcohol present in their body, even though they weren’t over the legal blood-alcohol limit [3]. One in seven road deaths are at the hands of someone who has driven while over the limit [4].

Secure: Seat belts are still seen as an inconvenience by some drivers, yet using one reduces the chance of dying in a crash by 50% [5]. 21% of car occupants killed in crashes were not wearing a seat belt [6].

Silent: Drivers who perform a complex secondary task, like using a mobile, while at the wheel are three times more likely to crash than non-distracted drivers [7].

Sharp: Booking in for a regular eye test should be at the top of any driver’s to-do list. Road crashes caused by poor driver vision are estimated to cause 2,900 casualties and cost £33 million in the UK per year [8].

Sustainable: By minimising the amount we drive, and walking, cycling or using public transport instead, we are making our communities safer places, and doing the best we can for the environment and our individual health. Air pollution is a major killer: there are an estimated 29,000 deaths per year from particulate matter pollution in the UK [9], 5,000 of which are attributable to road transport [10].

Road Safety Week

Road Safety Week is the UK’s flagship event to promote safer road use, coordinated annually by the charity Brake and involving thousands of schools, communities and organisations across the country. Road Safety Week 2016 takes place 21-27 November, with support from the Department for Transport and headline sponsors Aviva and Specsavers.

The theme of Road Safety Week 2016 is about making our roads and communities safer, happier places for everyone, by encouraging people to ‘Make the Brake Pledge’. Brake’s main aim this November is to help people understand that every action that we take, as a driver or as a passenger, can change the outcome of a journey and the future of a family.

Register to take part at www.roadsafetyweek.org.uk.

About Brake

Brake is a national road safety charity that exists to stop the needless deaths and serious injuries that happen on roads every day, make streets and communities safer for everyone, and care for families bereaved and injured in road crashes. Brake promotes road safety awareness, safe and sustainable road use, and effective road safety policies. We do this through national campaigns, community education, services for road safety professionals and employers, and by coordinating the UK's flagship road safety event every November, Road Safety Week. Brake is a national, government-funded provider of support to families and individuals devastated by road death and serious injury, including through a helpline and support packs. Brake was founded in the UK in 1995, and now has domestic operations in the UK and New Zealand, and works globally to promote action on road safety.

Follow Brake on TwitterFacebook, or The Brake Blog.


Road crashes are not accidents; they are devastating and preventable events, not chance mishaps. Calling them accidents undermines work to make roads safer, and can cause insult to families whose lives have been torn apart by needless casualties. 

About Aviva:

  • Aviva provides life insurance, general insurance, health insurance and asset management to 33 million customers, across 16 markets worldwide
  • In the UK we are the leading insurer serving one in every four households and have strong businesses in selected markets in Europe, Asia and Canada. Our shares are listed on the London Stock Exchange and we are a member of the FTSE100 index. 
  • Aviva’s asset management business, Aviva Investors, provides asset management services to both Aviva and external clients, and currently manages over £319 billion in assets.
  • Aviva helps people save for the future and manage the risks of everyday life; we paid out £30.7 billion in benefits and claims in 2015.
  • By serving our customers well, we are building a business which is strong and sustainable, which our people are proud to work for, and which makes a positive contribution to society.
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About Specsavers

  • Specsavers was founded by Doug and Dame Mary Perkins in 1984 and is now the largest privately owned opticians in the world. The couple still run the company, along with their three children. Their son John is joint managing director
  • Specsavers has more than 1,600 stores throughout the UK, Ireland, the Netherlands, Sweden, Norway, Finland, Denmark, Spain, Australia and New Zealand
  • Total revenue for the Specsavers Group was £1.7 billion in 2011/2012
  • More than 20 million customers used Specsavers globally in 2011/2012. As of end March 2012, Specsavers had 16,138,076 customers in the UK and 928,582 customers in the Republic of Ireland
  • Specsavers optical stores and hearing centres are owned and run by joint venture or franchise partners. Together, they offer both optical and hearing services under one roof.
  • Specsavers employs more than 30,000 staff
  • Specsavers was voted Britain’s most trusted brand of opticians for the eleventh year running by the Reader’s Digest Trusted Brands survey 2012
  • More than one in three people who wear glasses in the UK buy them from Specsavers - 10,800,000 glasses were exported from the warehouse to stores in 2011
  • Specsavers was ranked No 1 for both eye tests and glasses in the UK
  • Specsavers sold more than 290 million contact lenses globally in 2011/12 and has more than a million customers on direct debit schemes. Specsavers' own contact lens brand - easyvision - is the most known on the high street
  • The hearcare business in the UK has established itself as the number one high street provider of adult audiology services to the NHS

Specsavers supports several UK charities including Guide Dogs, Hearing Dogs for Deaf People, Sound Seekers, the road safety charity Brake, the anti-bullying charity Kidscape and Vision Aid Overseas, for whom stores have raised enough funds to build a school of optometry in Zambia and open eyecare outreach clinics in much of the country

 

End notes

[1] Reported road casualties in Great Britain, Department for Transport, 2016

[2] Reported Road Casualties Great Britain 2014, Department for Transport, 2015, table RAS50001

[3] Statistical data set: Reported drinking and driving (RAS51), Department for Transport, 2014, table RAS51007

[4] Provisional estimate for 2014, from Reported road casualties Great Britain: Estimates for accidents involving illegal alcohol levels: 2014 (second provisional), Department for Transport, February 2016

[5] The impact of driver inattention on near-crash/crash risk, National Highway Traffic Safety Administration, 2006

[6] Oral evidence: Road traffic law enforcement, HC 518, Transport Select Committee, 7 December 2015

[7] The Impact of Driver Inattention On Near-Crash/Crash Risk: An Analysis Using the 100-Car Naturalistic Driving Study Data, US Department of Transportation, 2006

[8] Fit to Drive: a cost benefit analysis of more frequent eyesight testing for UK drivers, RSA Insurance Group plc, 2012

[9] Estimating Local Mortality Burdens associated with Particulate Air Pollution, Public Health England, 2014

[10] Steve H. L. Yim and Steven R. H. Barrett, “Public Health Impacts of Combustion Emissions in the United Kingdom”, Environmental Science & Technology 2012 46 (8), 4291-4296

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