Targeting road safety interventions at young workers and family members through the workplace.

This paper looks at the integration of work and personal driving context, with questions such as: 1. Does the organisational safety culture remain with drivers after leaving the work environment? 2. Can organisations can gain political or public support through a well managed safety program or recruit and keep more safety conscious staff? 3. From an image, perspective can a fleet safety program can have very high ‘face validity’? 4. Can we develop the marketing benefits of fleet safety for organisational and community gain? The remainder of this paper focuses on how these ideas were developed into practical outcomes, including a summary of the positioning paper written on the relationship between safety and marketing, and how large corporate companies, including British Telecom, Centrica (British Gas), Nestle Waters and Wolseley UK, have successfully targeted road safety interventions at young workers and family members through the workplace. (a) For the covering entry of this conference, please see ITRD abstract no. E217713.