Fire service aims to identify the right road safety audience

Greater Manchester Fire & Rescue Service (GMFRS) will use the findings of new analysis and research to help identify future target audiences for road safety initiatives. During 2023, an independent review of Safe Drive Stay Alive was commissioned to help GMFRS understand whether the initiative was effective and targeted towards the correct audience.

To support this review, research was commissioned to understand the circumstances of road casualties within Greater Manchester over the period 2012 to 2021. The analysis found that the number of road casualties across England decreased by 32% between 2012 and 2021.

Within Greater Manchester, the numbers of road casualties decreased by 36% over the same period. There were 1.5 male road casualties to every one female casualty in England. This ratio was broadly similar, with 1.55 male casualties to every one female casualty. This means that males were more likely to become a casualty on the roads than females.

Elsewhere, when adjusted for population, the age group with the most driver/rider and passenger road casualties was the 18-25 age group, followed by the 26-49 age group.