Webwise youngsters target of safety drive
publication date: Nov 21, 2009
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author/source: David Miles
| Younger people are being targetted over the web to make roads safer. The Institute of Advanced Motorists has launched its new website aimed at all road users, not just drivers. Colin Paterson, the IAM’s new Director of Marketing and Communication, said they are in the process of changing the public’s perception about the IAM. He said, “Our biggest challenge is to improve road safety in general, address young road users and we need to appeal to younger drivers. Our new website embraces all users and it is the first step towards a much more appealing and vibrant organisation with a refreshed image. “We will be using the IAM title to get across to the riding and driving public in the form of I AM messages and topics such as; I AM more confident, I AM a better driver and I AM in control. “We are now running via the new website a seasonal offer, I AM not just for Christmas, showing that driving and riding is a skill for life - not just for Christmas. |  | |
| This £139 course is a skills
for life programme to become a better driver. We have also launched
DriveCheck 55, a £35 one hour assessment and report for older family
members of current driving skills undertaken by a qualified IAM
examiner.” Neil Gregg, Director of IAM Policy and Research said, “The UK Government’s road safety targets last plan for up to 2010 has been completed but new targets for up to 2020 are needed soon."The EU Government also has to set new road safety targets from 2010 onwards so we must have guidance from our Government soon otherwise we could end up with legislation being implemented on us from Europe which will slow down our progress.”He added, “New UK targets should include such issues as a new driving test starting with school children, a logical step following cycle proficiency training, and to reward good driving. We anticipate new lower levels for drink/driving and possible prison sentences for drug, drink and careless driving offences. Seat belts are still an issue which will need further legislation as our figures show that one third of all people killed in motor vehicles in the UK were not wearing a seatbelt. “We will also be launching at the Motorcycle & Scooter Show, which takes place from 27 November to 6 December 2009 at the NEC Birmingham, our latest IAM Motoring Trust motorcycle accident and safety facts and figures report.” The IAM was established in 1956 and is now the UK’s largest independent road safety charity and is dedicated to raising driving standards, engaging with the road using public and influencing British Government and EU road safety policies. The IAM is best known for the advanced driving test and the advanced driving course and directly influences the driving and riding of more than 160,000 members in the UK and Ireland. Part of the IAM is their Motoring Trust which was established in 2007 and operates their extensive research programme covering such issues as the number of accidents in the UK, deaths because of a traffic accident, miles and types of roads, average speed data, child safety, safer road barriers for motorcyclists and much more. All this information is available in the IAM Motoring Facts publication and their new website which went live last week. All road users can visit www.iam.org.uk for more information. | ||