Driver distraction and a loss of concentration are to blame for over 40 per cent of driver-related accidents in Norfolk, according to new figures.
The study also shows that more half of the county’s residents admitted that they had arrived somewhere by car but had no clear recollection of parts of the journey, in a recent road safety attitude survey .
This indicates that driving on autopilot is increasingly common, particularly during familiar routes such as driving back home.
To help influence drivers behaviour and enable more people to travel to their destinations safely; Norfolk County Council Public Health’s Road Safety team have partnered with Drive iQ, Norfolk Police, Norfolk Fire and Rescue, East of England Ambulance Service and experts in behaviour change to launch a Stay Focused campaign offering businesses and drivers access to free online training and resources to improve focus whilst driving.
” In rural counties like Norfolk many of us spend a lot of time driving, just getting on with daily life. These figures suggest that collisions are likely to occur during routine journeys where distractions and tiredness can compromise a driver’s focus,” says Bill Borrett, the borough councillor responsible for Public Health and Wellbeing. “The Stay Focused campaign highlights the issue of driving on autopilot and offers tips and guidance on how to keep your brain in gear and fully focused on the drive”.
The Stay Focused resources are available at www.norfolk.gov.uk/stayfocused and show you how you can train your brain to keep your mind alert when driving. It includes an interactive quiz developed by the Open University to test how focused you are when you drive and a Mind Coach podcast, offering valuable insights and techniques to train the brain for enhanced focus during driving.
Norfolk residents can also access a series of free online driver safety education modules by visiting a Smarter Driving programme run by Drive IQ, which works with the county council.
Richard Hill, CEO of Drive iQ, stated, “At Drive iQ, we are dedicated to improving road safety through education. Our collaboration with Norfolk County Council on the ‘Stay Focused’ campaign highlights our commitment to encouraging attentive driving and making our roads safer for everyone.”
Find out more by visiting www.norfolk.gov.uk/stayfocused
