DriveTech – part of the AA – has applauded the AA Charitable Trust for winning a 2018 Prince Michael International Road Safety Award in recognition of the road safety campaigns it’s run in the decade since it was founded.
The award was presented at a ceremony at The Savoy, London, in December 2018 by HRH Prince Michael of Kent. AA Trust director Edmund King and AA campaigns manager Lorna Lee received the award from Prince Michael of Kent.
The award recognises the campaigns run by the organisation including its Drive Electric, Drive Confident, Drive Smart and Drive Motorway driver improvement courses that have targeted areas including young and nervous drivers.
The organisation has also run a number of award-winning road safety campaigns including Think Bikes!, Drive for Opportunity, Driver Distraction and Designated Driver.
Commenting on the award win, DriveTech said the campaigns complement and underpin many of its own safety messages specific to the business driving community. As an example, DriveTech endorsed the AA Drowsy Driver campaign in late 2018 to its own customer base. Drive Tech also distributed copies of the AA Trust driver distraction film, Cadence, on memory sticks to police forces across the country during 2016 (more here).
Colin Paterson, head of marketing at DriveTech, continued: “This is a magnificent commendation and recognition for 10 years of committed road safety messaging from the AA Trust. Within DriveTech we aim to support and amplify these messages to our own market dovetailing with our own more specific business driving road safety and risk reduction messaging. With the growing commitment to Vision Zero – an ambition to focus on achieving zero road deaths across countries and cities around the world – campaigns and awareness messages to radically improve road safety and driver behaviour are critical to maintain positive momentum. We’re proud of the AA Trust award win and the work that Edmund, Lorna and the rest of the AA communications team deliver, and will wholeheartedly continue to support this core road safety messaging.”
