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Sandwell picks up Prince Michael Award

A campaign by Sandwell's road safety team, which targets prospective and new drivers, has received the Prince Michael Educating and Training Award.

The award was given for the 'imaginative, lively and relevant way the campaign seeks to address the startling accident problems among this age group'.

The campaign appeared on bus backs, bus shelters, beer mats, posters and hoardings at West Bromwich Albion's football ground.

The accompanying magazine, Rev.UK, features the campaign messages and reflects the style of other publications for this age group. More than 100,000 copies have been sold to road safety units across the UK.

The Prince Michael Education and Training Award is sponsored by Wincanton. Presenting the award on 1 November to Sandwell's Dave Horden and John Billington, Wincanton's Charles Carr said: "This highly successful campaign educates young people in a very innovative way. It delivers the message that driving is highly dangerous for inexperienced drivers and indeed that driving is a life long learning skill."