'Pester power' slashes road deaths

The initiative targeting children in Calderdale has been adopted across West Yorkshire and is also being taken up elsewhere in the country.

Its success was given a vital boost when A&E consultant Andy Lockey won a public vote to become Yorkshire's NHS Hero two years ago.

Now the Yorkshire Post is leading the search to find the region's NHS Health and Social Care Hero for 2010.

Nominations are being sought for people who are outstanding examples of excellence in health and social care services. The award celebrates the efforts of staff across front-line NHS and social services, as well as the voluntary, charity and independent sectors.

Dr Lockey said his win helped spur the seatbelt campaign onto success across Yorkshire and beyond.

It was triggered in 2006 by low rates of seatbelt usage by motorists and their passengers in Calderdale.

Together with experts from the local council, police and fire service, a plan was devised harnessing children's "pester power" .

For youngsters aged four to11, a comic book and superhero were used to promote the principles of car safety while children were also urged to measure their own height to assess whether they still needed a booster seat and to discuss what they had learned with their parents.

For year eight youngsters and above, a more hard-hitting approach involved producing a DVD reconstructing the aftermath of a road accident including the death of a driver who died because of an unrestrained passenger.

Analysis of the project showed youngsters were more likely to wear seatbelts themselves and encourage family members to do so.

Dr Lockey said: "We decided to target adolescents and younger children because we know they're like sponges in their learning and if we can get the right behaviour it will cascade to their peers, parents and their own kids.

"Adults will listen to their children particularly, to use a Yorkshire phrase, if they're just mithering on at them."

Surveys found seatbelt usage in Calderdale rose to more than 90 per cent and had remained high. Deaths and serious injuries fell by 30 per cent and the severity of serious injuries was halved.

What started as a local project, has reached a far wider audience thanks to the Hero award.

"Looking back that has helped us big time. It's now been established in the region and we've had inquiries from around the country."

After nominations close on August 3, a panel of judges will draw up a shortlist of five finalists before a public vote in October.

The award will be presented at the annual regional health and social care awards ceremony

Anyone who would like to make a nomination can go to www.yorkshirepostnhshero.co.uk or send it in writing to the Yorkshire Post.