A brand new way of engaging with South Yorkshire’s most at risk road users is about to hit the streets.  A Subaru Impreza will help spell out driving dangers to young people.  It is fitted with a plasma screen where youngsters can watch a specially produced driving safety DVD covering issues such as speeding, drink or drug driving, mobile phones and seatbelts.  Building on a similar, successful project in North Wales, the Subaru and its fire service livery will act as a focal point to get young people to engage with SYFR staff at events and in schools.

The vehicle, funded by the South Yorkshire Safer Roads Partnership, will be used by South Yorkshire Fire and Rescue (SYFR) officers to educate up to 10,000 young people a year, reminding them of their responsibility to drive safely and the possible consequences of not doing so.

17-24 year-olds make up only 10% of the population but account for a third of all people killed or seriously injured on our roads. Provisional figures show that from January to June this year 26 young drivers aged 17-24 were killed or seriously injured on the roads of South Yorkshire, a reduction from 31 killed or seriously injured over the same period during 2010. The new vehicle will be key to SYFR continuing to work with partners to reduce casualties further.

East Area HM Coroner Nicola Mundy visited SYFR to look at the Subaru and speak to SYFR officers about road safety. Ms Mundy said: “I deal with the devastated families of young people who die in road collisions which are very often avoidable.  This innovative approach to educating young people of the risks of death or injury on our roads is of critical importance and very impressive in its delivery”.

SYFR’s lead on road safety, Station Manager Jon Torn, said: “It isn’t easy to impress upon young people just how dangerous a car can be, especially in the hands of inexperienced drivers, but I’m certain that this fresh approach will really help us get the message across.

“I’ve seen first-hand the devastating impact road deaths have on families and friends, so although we’ve make good progress in reducing the number of people seriously injured or killed, we still need to keep working hard to make South Yorkshire’s roads even safer.”

Ken Wheat, Partnership Manager for the South Yorkshire Safer Roads Partnership said:“The interactive car will allow the Safer Roads Partnership through the Fire and Rescue Service to attract and engage with young people who are particularly hard to reach via conventional means.

“Although reducing,17 to 24 year olds are some four times more likely to be injured on our roads when compared with other age groups and road traffic collisions are the biggest cause of death amongst people of that age. We must continue to find innovative ways of getting our safety messages across.”

The Subaru will also complement SYFR’s existing driving simulator, which sees drivers learn about road safety risks as part of an interactive computer programme. It will be based at Aston Park fire station and the Lifewise Centre, from where it will be driven to events and interventions.