University of Sheffield

All Road Users2021

16 Dec

Written By Lynne Dickens

Promoting Intelligent Speed Assistance to reduce UK road traffic crashes

Amount awarded

£195,932

Completed

2024

Making roads safer for…

All road users

Project summary

The University of Sheffield, in partnership with the University of Greenwich, received funding to promote Intelligent Speed Assistance as a technological solution that can reduce speed-related road traffic collisions.

Speeding is common on UK roads and increases both the chances of crash involvement and the severity of crashes suffered. Intelligent Speed Assistance (ISA) is an in-car technology that helps drivers remain within the speed limit. It is likely to become a common feature in UK vehicles over the next 10 years and could reduce serious road traffic crashes by up to 30%. This project set out to understand the context of ISA introduction and to develop ways to enhance ISA uptake and usage.

Download the final report →

As part of the project, researchers developed an evidence-based leaflet and animation to promote the use of Intelligent Speed Assistance (ISA) whilst driving,

The educational materials are designed to strengthen underlying positive beliefs about the technology and to dispel misconceptions. An evaluation showed it has the potential to change intended behaviour, drivers were more likely to use ISA after seeing the leaflet and animation.

Download the leaflet →

All UK

Lynne Dickens

Spot On Creative is a Northants-based creative team who have the hard-earned skills, expertise and industry knowledge that only come from having worked for years in advertising. It’s all managed by Lynne Dickens who has over 20 years’ experience in marketing communications, and ten years in website design and build, and creative team project management.

Lynne is also a qualified art historian and has some expertise in curating fine art exhibitions and producing all of the catalogues, posters and supporting material to create a successful event.

All the guys in our team have worked for one-man bands, SMEs and large blue-chip multinationals in just about every sector, field and industry. We can come up with great ideas, superb design and copy, and exceptional photography for anything from websites to email campaigns, branding to brochures – and everything in between.

And the beauty of Spot On Creative is that we’re big in creativity, experience and knowledge, but small in overheads and invoices. So we’re a much more sensible and affordable option for you than a larger advertising agency or marketing company.