LRSSB campaign boosts pedestrian safety in Nottingham
Building on the findings of pioneering research into pedestrian behaviour near tracks and crossings, a high-profile campaign by the Light Rail Safety and Standards Board is now delivering significant advances in tramway safety.
Utilising eye-catching signage and innovative social media content, the initiative has seen the organisation working with network operators to deliver a hard-hitting ‘Two Lines = STOP’ message.
With content tailored to meet the requirements of individual networks, the initiative has been widely embraced by the sector as it strives to reduce the risk of collisions between trams and members of the public.
The initiative was wholeheartedly embraced by NET operator Nottingham Trams Limited, which took the opportunity to use material produced by the LRSSB as the city prepared to welcome thousands of visitors to its annual pop-up summer beach located in Old Market Square.
For NET, the event poses a particular safety challenge as it takes place in an area where trams operate ‘on street’ and is home to one of the busiest stops on the network.
Connor Hardy, Quality, Health, Safety and Environmental Manager for NET, said: “Each summer, thousands flock to Old Market Square to visit the beach. It’s such an exciting time for the city, but for those who either are not familiar with Nottingham or who get swept up in the summer festivities, a one-second lapse in attention could have very real consequences during a time that should be spent making lots of happy memories.
“Texting, talking on the phone or simply not looking before crossing the road could cause a very serious accident, and we want to ensure everyone stays safe.
“Installing the eye-catching campaign signage in key locations has provided a visual prompt for pedestrians to think twice when crossing the tracks, and to always stay alert when walking in areas where trams operate.”
“We’re always committed to ensuring the safety of all our passengers, staff and the wider public, and joining the LRSSB’s national campaign is an extension of that commitment, allowing us to take our efforts one step further and adding additional measures ahead of one of the city’s busiest periods of the year.”
Connor Hardy, NET Quality, Health, Safety and Environmental Manager
So successful was the initial summer campaign, the ‘Two Lines = STOP’ has since been deployed during other major events in the city, including Nottingham’s world-famous Goose Fair, which takes place next to NET’s Forest tram stop, and Winter Wonderland celebrations in Old Market Square over Christmas.
“As a result, we’ve seen a significant fall in reported incidents involving pedestrians, so much so, we initially questioned the data. But it was correct, and the only thing that had changed since previous years was the introduction of the LRSSB’s national safety campaign,” Connor added.
Nottingham is not alone in benefitting from the innovative campaign, which has now been adopted by all of the UK’s second-generation tramways. It has also proved particularly effective in Edinburgh and Blackpool, cities that also face the challenge of welcoming millions of seasonal visitors every year.
The campaign was led by Carly Swift, Marketing and Communications Manager at the LRSSB, who says its success is rooted in initial research into the behaviour of pedestrians near tram networks.
“Our extensive observational studies found that pedestrians approaching tram tracks are often distracted by their mobile phones, or simply oblivious to their surroundings, and fail to show the same care they would when crossing a busy road,” she said.
“Over-familiarity with existing signage was also identified as a factor in many accidents, with people who use trams regularly ignoring warnings they see every day.
“This confirmed risk modelling that identified collision with pedestrians as one of the most significant threats to tramway, and the campaign was developed to mitigate those risks.”
Follow-up research carried out across the seven networks to run the campaign has further highlighted its effectiveness, with up to 70 per cent of people who had spotted bold graphics conveying the message ‘Two Lines = STOP’ having changed their behaviour when close to a tramway or when crossing the tracks.
The study questioned hundreds of people in areas where trams run close to pedestrians and provided essential feedback on the effectiveness of the campaign.
Carly Swift, Marketing and Communications Manager at the LRSSB, explained: “Surveys undertaken in towns and cities where the ‘Two Lines = STOP’ was used show the campaign is having a real impact on tackling the leading risk to tramway safety,” Carly added.
“Overall, feedback on the campaign has been extremely encouraging, with nearly three quarters of those interviewed saying it delivers a clear and consistent message, with the core instruction to stop and look for trams before crossing landing strongly.”
Carly Swift, LRSSB Marketing and Communications Manager
National safety campaign key benefits:
● Measurable reduction in risk of collisions by influencing pedestrian behaviour
● Adaptable to the needs of individual networks
● Embraces physical signage, social media and other communication channels
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