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Emergency services urged to register now for free ‘look out’ resources

Emergency services are urged to start planning for Road Safety Week 2014 (17-23 November), the UK’s biggest road safety event, which involves thousands of communities, schools and organisations each year. The charity Brake, which coordinates the event, is encouraging emergency services to go to for ideas on using the Week to engage local communities in road safety, and register for a free e-action pack.

Road Safety Week, now in its 18th year and supported by headline sponsors RSA and Specsavers, is a great opportunity for police, fire and ambulance services to run high-profile community engagement, awareness and enforcement campaigns to promote safer road use and prevent road death and injury.

Last year hundreds of emergency service professionals got involved by coordinating activities in their area (see examples). Agencies can use the Week to run one-off activities, launch new campaigns, or generate extra involvement and publicity for year-round programmes.

Emergency services can access ideas and register for a free e-action pack at The pack includes downloadable posters on this year’s theme, web banners, advice and case studies to help you run successful activities.

The Road Safety Week 2014 theme is ‘look out for each other’: raising awareness of the ways everyone can help protect one another on roads, especially the most vulnerable. Brake will particularly call on drivers to protect kids and adults on foot and bike by slowing down to 20 in communities and looking twice and taking it slow at junctions and bends. We’ll also call on everyone to be considerate to one another on roads.Read more. Emergency services can run their initiative on this theme or any other road safety topic.

One way emergency services can take part is by engaging young people. Brake is running a series of low-cost courses throughout the year on effective engagement of young people, which emergency services can take advantage of, and receive free quality resources. See

REGISTER NOW! Registerat to get a free e-action pack.

Plus, stay in touch by following @BrakeCharityand tweet about the Week using #roadsafetyweek

Julie Townsend, Brake deputy chief executive, says: “Emergency services’ involvement in Road Safety Week is invaluable. They play a critical role in protecting lives on roads year-round, and can have a major influence on public attitudes by raising awareness about the devastation of crashes and steps people can take to prevent them. Our theme this year is ‘look out for each other’, calling on everyone to be considerate of each other when using roads, but especially calling on drivers to slow down and look out for people on foot and bike. We are encouraging emergency services to take advantage of the Week and help communicate this vital message. The Road Safety Week website is full of ideas: fill in our registration form and we’ll send you an e-action pack with guidance and downloadable posters to help you take part.”

Dave Etheridge, road safety lead at Chief Fire Officers Association, says: “I encourage all fire services to work with Brake and register for Road Safety Week in November. It’s a great event that has benefitted from the involvement of fire services over many years - and an ideal opportunity to work together to reduce the devastation of road casualties. Fire fighters are ideally placed to deliver life-saving road safety messages, and the theme of Road Safety Week 2014 is a crucial one: appealing to everyone to look out for each other and protect the vulnerable. There are lots of powerful ways fire services can work with schools and communities in the Week to raise awareness and promote safer road use – so start planning now.”

Suzette Davenport, national lead for roads policing at Association of Chief Police Officers, says:Our police forces do a vital job in enforcing important safety laws and protecting the public on the roads. Road Safety Week is a great opportunity for forces and officers to engage with local communities and schools, and to get out there, be seen, and spread important road safety messages.”

John Giblin, Police Federation of England and Wales national roads policing lead, says:“Road Safety Week gives us a fantastic opportunity to shout loud and proud about improving behaviour and standards on our roads, and get life-saving messages across to communities.”

Notes for editors

About Road Safety Week
Road Safety Week is the UK’s flagship road safety event, coordinated annually by the charity Brake, and now in its 18th year. In 2014 it will take place 17-23 November, with headline sponsorship from RSA and Specsavers. Road Safety Week aims to raise awareness about the devastation of road crashes and casualties, and the part we can all play in making our roads and communities safer. It does this by encouraging grassroots involvement and promoting awareness-raising and educational messages. Each year it involves thousands of communities, schools, organisations and professionals across the UK running a wide range of road safety activities.

About Brake

Brake is an independent road safety charity. Brake exists to stop the five deaths and 63 serious injuries that happen on UK roads every day and to care for families bereaved and seriously injured in road crashes. Brake runs awareness-raising campaigns, community education programmes, events such as Road Safety Week (17-23 November 2014), and a Fleet Safety Forum, providing advice to companies. Brake’s support division cares for road crash victims through a helpline and other services.

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 RSA Group

With a 300 year heritage, RSA is one of the world’s leading multinational quoted insurance groups. RSA has major operations in the UK, Scandinavia, Canada, Ireland, Asia and the Middle East, Latin America and Central and Eastern Europe and has the capability to write business in around 140 countries. Focusing on general insurance, RSA has around 23,000 employees and, in 2013, its net written premiums were £8.7 billion

As a leading car insurer we have a natural interest in promoting safety awareness and reducing the number of crashes on our roads.  In the UK we have been a partner of Brake since 2011 and we also undertake road safety campaigns in many of our businesses across the world.

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

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