Targeting Road Injury Prevention

Prior to 2012 the UK saw a sustained reduction in road casualties where deaths from road collisions nearly halved. However, since then there has been a general plateauing of road deaths per year and incidents of serious injuries have also followed this trend. In 2018, 6.5% of all national killed and seriously injured casualties were fatalities, but in Cambridgeshire it was 7.6%. Additionally, the rate in 2018 for fatalities per 100,000 population in Great Britain was 2.8 for Cambridgeshire this rate was 5.9. The Cambridgeshire and Peterborough Road Safety Partnership sought to explore new ways that road safety interventions can be delivered to reduce serious and fatal injuries resulting from collisions. The notion being to target specific drivers who are responsible for the collisions based on geodemographic profiles. This study is a proof-of-concept study exploring the available data and methods involved to enable routine use of geodemographic profiling in road safety interventions.