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York launches web-based business campaign

City of York Council has launched a web-based campaign to target the local business community.

Your Driving Your Business, which involves virtually no printed material or media space, challenges businesses to take responsibility for the risks faced by their employees when they are behind the wheel.

The website based approach is designed to make it easy for businesses to sign up to a charter and download posters and newsletters for printing and emailing. Once businesses have signed up they can access a 'members only' area of the council's website to download promotional and educational tools.

Another important element of the campaign is a behaviour change strategy that uses driver profiling to recognise drivers that might need training as part of their professional development. The council is offering free trials of the RoSPA Driver Profiler on-line risk assessment tool via the website.

"The council was first to sign the charter and immediately some of the bigger businesses joined us," said road safety officer Tom Bryant.

"Our challenge is to make sure that we draw in as many small and medium enterprises as possible. We spent a long time in the design phase of this campaign discussing our vision and how we could achieve it. We will be monitoring and evaluating progress."

For more information about the campaign visit www.york.gov.uk/roadsafety or contact Tom Bryant on 01904 551387, or tom.bryant@york.gov.uk