European Policing Conference Highlights Stagnation in PerformanceOctober 8, 2015
Updated Constituency Dashboard UnveiledNovember 11, 2015
Newham using RSA reports to inform campaign delivery
RSA has been working closely with the London Borough of Newham over the last 18 months to identify and understand the challenges facing their residents and also those using their roads. The collaboration started when Newham commissioned an Area Profile, which analysed resident casualties and drivers by various user groups, comparing rates per head of population to Great Britain and London as a whole. The report also looked at those crashing on Newham’s roads and explored the typical crash circumstances in some detail.
The Area Profile
made a number of recommendations for further research into several specific user groups that were at higher risk and who were presenting a continued road safety challenge to Newham. We recommended that, to help road safety practitioners from the Borough, they needed to learn more about pedestrians, riders of small motorcycles, and pedal cyclists. This in turn led to the commissioning of three in-depth Insight Studies
Insight Studies are thorough targeted investigations into a specific road safety issue, concentrating on a specific type of risk, road user group and/or demographic category. The reports include the use of socio-demographic and geospatial analysis, as well as comprehensive examination of road casualty and contributory factor data. Insight Studies then translate this intelligence into viable intervention planning guidance, often through the creation of ‘personas’ – the target audience or audiences that need to be engaged with.
In addition, Newham commissioned the creation of two adverts focusing on ‘Let’s look out for each other’, which were played on a loop as part of a Community Roadshow delivered for 7 days in August. The location for the event was Stratford Mall Shopping Centre, chosen because the Stratford/New Town area was highlighted in the report as the area with the highest casualty rates. The particular shopping centre was selected over Westfield because Stratford Mall has more Newham residents visiting there – another example of the use of intelligence in this campaign. Alongside information stands and leaflet distributions, the road safety team ran a raffle using a simple ‘Highway Code Challenge’ to engage with the public and they got a chance to win vouchers. There are plans to do follow publicity for this well-received event.
We’re delighted with the way Newham have adopted our approach to translating data into action, through understanding residency and targeting the most at-risk groups. We are looking forward to seeing what interventions the other Insight Studies focusing on the Borough lead to.
The report was written by Tanya Fosdick, our Head of Research, with the Executive Summary provided by Director, Richard Owen. For more information on Insight Studies, please contact us.