Economic
Payback of
Road Safety
Advertising
in ROI
September 2010
Oxford Economics
Abbey House
121 St Aldates
Oxford
OX1 1HB
UK
tel: 44 1865 268900
fax: 44 1865 268906
31 Bruce Street, Belfast BT2 7JD T 048 9033 1044 F 048 9033 1622 E [email protected] www.lylebailie.com
Speciali st s in AT titude & Beha
viour
C hange
Excellence is always more cost-effective than Mediocrity.
Contents
1
Introduction ..................................................................................... 1
2
Methodology .................................................................................... 2
2.1
2.2
2.3
3
Factors influencing road collisions ............................................................. 2
Existing road safety statistics ..................................................................... 3
Oxford Economics methodology ................................................................ 5
Results ........................................................................................... 10
3.1
3.2
3.3
Oxford Economics payback results .......................................................... 10
Additional factors that influence the results ............................................. 10
Summary .................................................................................................. 11
Economic Payback of Road Safety Advertising in ROI
1 Introduction
Oxford Economics were commissioned in August 2010 by LyleBailie International to undertake economic
payback analysis of road safety advertising in the Republic of Ireland for the period 1996 to 2008.
Over the past several decades both the number of road deaths and the number of serious injuries in ROI
have fallen. The number of road deaths in 2008 was a record low of 279 deaths, from 478 in 1990. Serious
injuries have witnessed a sharp decline from a peak of 2,822 in 1995, to a low of 835 in 2008. This trend
means that over the period 1996 to 2008 as the driving age population in Ireland increased, the rate of death
and serious injury on the roads decreased significantly.
Figure 1.1: Number of road deaths, ROI, ’90-‘08
Figure 1.2: Number of road serious injuries, ROI, ‘90-‘08
3,000
2,500
Source: Road Safety Authority
2008
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
1997
1996
1995
1990
2008
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
1997
1996
1995
1994
500
1993
250
1992
1,000
1991
300
1994
1,500
1993
350
2,000
1992
400
1991
Serious injuries
450
1990
Number of road fatalities
500
Source: Road Safety Authority
Note: The dashed lines represent the beginning of the period which is being examined
During the period of 1996 to 2008 a total of just over €30million of public money was spent by the Road
Safety Authority (RSA) on their road safety campaign. This report aims to calculate the economic payback of
this expenditure, thus, determining how much of the aforementioned decline in road death and serious injury
rates can be directly attributed to the RSA’s advertising campaign.
The Oxford Economics methodology takes into account a range of factors which impact ‘expected’ road
deaths and injuries and thus provides an estimation of the deadweight effect and, consequently, the net
additional economic payback of the Road Safety Authority’s road safety advertising campaign.
The scope of this project encompasses the following:
A detailed description of the enhanced Oxford Economics approach adopted
Estimate of the total economic saving / payback of RSA’s road safety advertising campaign based on the
enhanced methodology, with results presented for alternate assumption scenarios
1
Economic Payback of Road Safety Advertising in ROI
2 Methodology
Economic payback definition: In the context of this work, economic payback is defined as the monetary value
saved through the prevention of road deaths and serious injuries attributable to RSA’s road safety advertising
campaign, as compared to the value of public expenditure on the road safety advertising campaign.
A key consideration of any economic appraisal or impact study is the need to determine the counterfactual,
or rather, in the context of this appraisal; the outcome had the RSA not implemented a road safety
advertisement campaign. Would the death and injury values have fallen at the same rate without the
campaign given changes in other influential factors such as age profile of drivers, average road speeds,
improved conditions of roads, etc? Examining a counterfactual approach will allow us to calculate the
additional benefits that the road safety campaign potentially induces over and above what would have
happened in the campaign’s absence.
2.1
Factors influencing road collisions
Based on the approach of ‘Wisdom of Crowds’, Millward Brown Ulster have conducted six ROI surveys
between 2003-2010, designed to capture information on what respondents find most influential to road death
/ serious injury reduction in ROI. Figure 2.1 below indentifies the wide range of factors which respondents
identified as contributing to the reduction of road deaths / serious injuries. The averages of the six surveys
indicate that the road safety advertisement campaign was identified by respondents as the most influential
(19%), followed by road traffic laws (15%) and Garda / Police enforcement (14%). This survey highlights that
there are other factors that contribute to reducing the number of road fatalities and injuries that occur
1
independently of the RSA’s advertising campaign.
1
It can be claimed that economic development contributes to reducing both death and injury rates on the roads; this is a factor which
has not been captured by the Millward Brown survey. According to the RSA facts 2008, Lithuania had 148 road fatalities per million
residents in 2008. This compares with ROI where 63 road fatalities per million residents occurred in 2008. These figures support the
theory that economic development is related to road fatalities and injuries given that in 2008 nominal GDP per capita was $59,820.77 in
ROI and only $14,204.38 in Lithuania.
As ROI enjoyed an unprecedented economic boom during the ‘Celtic Tiger’ era, it could be inferred that any reduction in either road
fatality rates or serious injury rates over that period is in part a result of economic prosperity that is not explicitly captured in Figure 2.1
(In which case, economic performance should be factored into the deadweight effect). However, taking this analysis to a further level, we
can begin to better understand the relation between economic prosperity and road fatalities. It is more realistic to consider that wealthier
economies will have better quality roads, greater use of traffic controls and speed cameras, a population with a higher disposable
income resulting in newer and safer cars on the roads, etc, when compared with less prosperous economies. It is these factors, rather
than simply a notion of having more wealth, that will have a greater influence on road fatality and injury rates.
2
Economic Payback of Road Safety Advertising in ROI
Figure 2.1: Perceived “Very Influential” Factors in Saving Lives, ROI, Averaged 2003 – 2010
Road Traffic Laws, 15%
Garda / Police Enforcement,
14%
Car Design & Features,
7%
Penalties Imposed by
Courts, 13%
Road Engineering, 9%
Education in Schools, 10%
All Road Safety Ads, 19%
News Coverage, 12%
Source: Millward Brown Telephone Survey / Omnibus
Base: Approximately 1,000 respondents per wave
2.2
Existing road safety statistics
Table 2.1 provides an overview of the data which was used to arrive at the estimated overall economic
saving as a result of the road safety advertising campaign. Over the period 1996 to 2008 distance travelled
increased by 76%, licensed vehicles increased by 87%, road deaths decreased by 38% and serious injuries
decreased by 65%.
Table 2.1: Road death and serious injury ‘savings’ (1996-2008)
Year
Distance travelled by all licensed
vehicles (million km)
Road
deaths
Serious
injuries
ROI licensed
vehicles
1996
24,912*
453
2,360
1,338,616
1997
26,591*
472
2,182
1,432,330
1998
27,979*
458
1,916
1,510,853
1999
29,707*
413
1,867
1,608,156
2000
30,882
415
1,640
1,682,221
2001
32,719
411
1,417
1,769,684
2002
33,844
376
1,150
1,850,046
2003
35,488
335
1,009
1,937,429
2004
37,129
374
900
2,036,307
2005
38,892
396
1,021
2,138,680
2006
40,915
365
907
2,296,393
2007
43,053
338
860
2,441,564
2008
43,790
279
835
2,497,568
% change
76%
-38%
-65%
87%
* These values are estimated based on trend data
Source: LyleBailie, Central Statistics Office, Road Safety Authority
3
Economic Payback of Road Safety Advertising in ROI
In keeping with research by the Road Safety Authority and other bodies, the Oxford methodology uses the
Goodbody Approach to determine the cost per person of fatalities and serious injuries on the roads.
Table 2.2: Goodbody Approach - Total cost of road incidents per person, 2002 factor prices
Lost Output €
Human Cost €
Medical Cost €
Fatal
582,513
1,110,976
992
Serious Injury
22,423
154,368
13,609
Source: Goodbody Economic Consultants, Cost benefit parameters and application rules for transport project appraisal, 2004
According to the Goodbody Approach, the costs associated with each death and serious injury is a
combination of lost output, medical costs and human costs. The human cost factor of death and serious
injuries is a measure of the pain and grief inflicted on the casualty, relatives and friends. Human costs are
typically difficult to quantify. The Oxford Economics methodology results are presented with and without
factoring in the human costs.
The Oxford methodology takes into account deadweight by factoring in the changing age demographic profile
of ROI over the period being examined. Road Safety Authority publications have indicated that males aged
25-34 are most likely to be involved in a fatal collision on the roads. In 2008, 33 males aged 25-34 were killed
on the roads; this is three times the number of female deaths for the same age category. In relation to serious
injuries, males aged 25-34 also had the highest recorded incidence of serious injuries on the roads at 1,117
serious injuries in 2008. As a result, it could be considered that as the percentage of the population who are
male and aged 23-34 increases over the period, that expected deaths and serious injuries would also
increase.
Figure 2.2: Number of deaths on the roads by age and gender, ROI, 2008
35
Number of Deaths
30
25
20
15
10
5
0
0-5
6-9
10-14
15-17
18-20
21-24
25-34
35-44
45-54
55-64
65+
Age Group
Male
Female
Source: Road Safety Authority
4
Economic Payback of Road Safety Advertising in ROI
Figure 2.3: Number of serious injuries on the roads by age and gender, ROI, 2008
Number of Injuries
1200
1000
800
600
400
200
0
0-5
6-9
10-14
15-17
18-20
21-24
25-34
35-44
45-54
55-64
65+
Age Group
Male
Female
Source: Road Safety Authority
2.3
Oxford Economics methodology
Ideally, to measure the impact of a road safety campaign a controlled experiment would be required. This
would involve observing two countries with exactly the same road safety characteristics (age structure of
drivers, quality of road infrastructure, wealth, driving test standards etc) but where one has an advertising
campaign and the other does not. From observing a divergence in road fatalities and injuries between the
two countries, the impact of a campaign could be isolated from other influences. In practice, however, no
perfect counterfactual situation such as this exists. Instead, we have developed a methodology to allow us to
calculate the economic payback of the RSA’s advertising campaign.
Figure 2.4 illustrates the approach taken by Oxford Economics in order to measure the economic payback of
the Road Safety Authority’s advertising campaign. The methodology uses actual death and injury rates,
obtained by the RSA. Expected injury and death rates are calculated, these rates take into account the
increasing volume of road usage over the period 1996-2008, as well as the changing population structure of
ROI. The difference between the actual and expected rates of death and injury provide a value for the
economic saving of death and injury on the roads. These savings are then monetised using the Goodbody
Approach. Using the ‘Wisdom of Crowds’ theory the correct share of the total economic saving is attributed to
the activities of the RSA road safety campaign. Figure 2.4 also highlights areas that would have been
constructive to include but which we have not been able to incorporate into this report, such as average
speed.
5
Economic Payback of Road Safety Advertising in ROI
Figure 2.4: Oxford Economics road safety economic payback methodology
Information available
Information available
•Death / serious injury rate per vehicle
at start of campaign (1993-1995)
•Distance travelled by all licensed
vehicles
•Actual deaths / serious injuries 19962008
Actual deaths /
serious injuries
Information not currently
available
Expected deaths /
serious injuries
Information not currently
available
Death and
serious
injury saving
•Average road speeds
•Average road speeds
Key issue
Costs per death
and serious injury
•Include / exclude human cost element
Total
economic
saving
•Urban-rural breakdown of accidents
Information not currently
available
‘Wisdom of
Crowds’ theory
Information available
Economic
Payback
Convert public expenditure
contribution to adverting campaign to
2002 prices
Source: Oxford Economics
‘Potential’ / ‘Expected’ road deaths and injuries
Due to the increasing numbers of households with multiple cars the distance travelled is a more suitable
variable than the number of licensed vehicles to estimate expected death and injuries on the roads. Using
figures obtained from the Central Statistics Office, we can see from Figure 2.5 that the distance travelled by
all vehicles registered in ROI experienced a slower rate of growth than the number of licensed vehicles since
1996. The underlying message here is that basing predicted deaths and serious injuries on registered
vehicles would lead to an over estimation of potential deaths and serious injuries.
Figure 2.5: Change in licensed vehicles and distance travelled by all vehicles, ROI, 1996-2008
200
190
change in licensed
vehicles
180
Index 1996 =100
170
160
150
change in distance
travelled by all licensed
vehicles
140
130
120
110
100
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Source: Road Safety Authority, Central Statistics Office
6
Economic Payback of Road Safety Advertising in ROI
It is also important to note the importance of the selection of the average death and serious injury rate for the
period 1993 to 1995, as an earlier period in time would be liable to over estimate the expected number of
deaths and serious injuries on the roads between 1996 and 2008.
The ‘potential’ deaths and serious injuries are calculated using the following ‘expected’ death and injury rates
per number of licensed vehicles:
1.
During the 3 years 1993-1995, the cumulative total of kilometres travelled by all licensed vehicles was
67,622million km.
2.
During the same three years 1993-1995, the cumulative total of road deaths was 1,272 and serious
injuries was 7,871
3.
Based on the above, the average rate of road deaths per 100 million kilometres travelled by all licensed
vehicles for 1993-1995 was 1.88. Based on the same calculation method, the average rate of serious
injuries was 11.64.
4.
We then calculated the expected death and serious injury rates using the average ratios, held constant,
and the distance travelled by all vehicles. Table 2.3 shows these results.
Table 2.3: Expected road deaths and serious injuries, ROI, 1996 - 2008
1996
Expected road deaths
at 1.88 per 100million
km
469
Expected road
injuries at 11.64 per
100million km
2,899
Distance travelled by all
licensed vehicles in
100million km
249.12*
1997
501
3,094
265.91*
1998
527
3,256
279.79*
1999
559
3,457
297.07*
2000
582
3,594
308.82
2001
616
3,807
327.19
2002
637
3,938
338.44
2003
668
4,130
354.88
2004
699
4,321
371.29
2005
732
4,526
388.92
2006
770
4,761
409.15
2007
811
5,010
430.53
5,096
437.9
Year
2008
825
* These values are estimated based on trend data
Source: Central Statistics Office, Oxford Economics
7
Economic Payback of Road Safety Advertising in ROI
Additionality / Deadweight
The Oxford Economics methodology acknowledges further factors, which in the deadweight case will affect
death and injury rates. Potential factors that impact on road deaths and serious injuries include the age profile
of licensed drivers, the average road speeds, urbanisation etc. Oxford Economics have developed a
composite age death / serious injury rate index in order to adjust for the expected road death and serious
injury estimates for the changing demographic profile of ROI, (used as a proxy for licensed drivers), given that
the rate of death and serious injury on the road vary significantly across age groups. It could be assumed that
there is a link between road speeds and urbanisation and the number of serious injuries and deaths on the
roads. Unfortunately for this study we have been unable to obtain appropriate time series data on average
road speeds.
Death and serious injury ‘savings’
In order to determine the economic saving generated from the road safety advertising campaign, the
economic saving from deaths and serious injuries must be calculated by deducting the actual deaths and
serious injuries from the calculated expected deaths and serious injuries and monetising the results. In Figure
2.6 and Figure 2.7 we can observe the reductions in road deaths and serious injuries between 1996 and
2008. With increasing total distance travelled and changing demographics we would have expected road
deaths and injuries to rise over the period 1996 to 2008.
Figure 2.6: Divergence of potential and actual road deaths, ROI, 1996 - 2008
900
Expected road deaths at
1.88 per 100million km
800
700
Number of deaths
600
500
400
Actual road deaths
300
200
100
0
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Source: Road Safety Authority, Oxford Economics
Figure 2.7: 6,000
Divergence of potential and actual serious injuries, ROI, 1996 - 2008
Expected road Injuries
at 11.64 per 100million
km
Number of serious injuries
5,000
4,000
3,000
2,000
Actual serious Injuries
1,000
0
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Source: Road Safety Authority, Oxford Economics
8
Economic Payback of Road Safety Advertising in ROI
Economic payback valuation
The next stage in the Oxford Economics methodology is to equate the monetary value in relation to the
savings made in terms of road deaths and serious injuries. This value of savings in terms of death and serious
injury on the roads is multiplied by the respective costs per head as determined by the Goodbody approach.
Finally using the ‘Wisdom of Crowds’ approach, the Oxford Economics methodology calculates the amount
of economic savings attributable to the RSA’s advertising campaign in 2002 prices.
9
Economic Payback of Road Safety Advertising in ROI
3
Results
The Oxford Economics payback results have been presented as follows:
Oxford Economics methodology scenario including the human cost – These results are obtained by
following the Oxford Economics methodology previously outlined to determine the road safety economic
payback. This method calculates the economic payback rate of the RSA’s campaign, including all cost
factors, to be €78.50 for every €1 of expenditure.
Oxford Economics methodology scenario excluding the human cost – These results have been
calculated using the same methodology as above, with the exception of excluding the human cost element
from the Goodbody Approach. This method calculates the economic payback rate of the RSA’s campaign to
be €20.32 for every €1 of expenditure.
3.1
Oxford Economics payback results
Table 3.1: Economic payback of road safety advertising, ROI, 1996-2008
Oxford Economics
methodology scenario
including the human cost
Oxford Economics
methodology scenario
excluding the human cost
Total economic saving
(€million, 2002 prices)
11,742
3,040
% attributable to road
safety advertising
campaign
18.96%
18.96%
Road safety economic
payback
(€m, 2002 prices)
2,226
576
Public spend net of
sponsorship
(€m, 2002 prices)
28.36
28.36
Economic payback
ratio
78.50
20.32
Source: Oxford Economics
3.2
Additional factors that influence the results
There are several other factors that influence the results that require acknowledgement. A lack of suitable
and sufficient data has limited the scope of this methodology which could be better improved with more
historical data for distances travelled by all licensed vehicles, average speeds on the roads and enhanced
data on the historical profile of licensed drivers in ROI.
The process by which serious injuries on the roads in ROI have been recorded has vastly improved in recent
years. Nevertheless due to potential backward revision of the recorded incidence of serious injuries there is
10
Economic Payback of Road Safety Advertising in ROI
likely to be a reduction in the accuracy of these results over the period examined by this methodology. As
such, any potential under or over accounting of serious injury rates will have impacted upon the economic
payback results.
The Goodbody Approach is the method by which the RSA and LyleBailie account for the economic value of
death or serious injury on the road in ROI yet there are several weaknesses in these values. For instance, in
relation to replacement demand, if a person becomes unable to work as a result of a road traffic incident, it
has been assumed that the potential economic output is lost. However, there is the potential to replace the
worker through immigration or simply just a new entrant to the labour market from non-employment. A further
deficiency in the lost output measure is that it does not take into account the varying level of economic
contribution made by various members of society. In economic terms someone who works full time and is
injured or killed in a road accident may have a higher lost output that someone who is, for example, longterm unemployed.
3.3
Summary
Over the period 1996 to 2008 the total distance travelled by all vehicles on the road increased by
76% and the total number of licensed vehicles increased by 87%.
Over the period 1996 to 2008 the number of deaths on the roads decreased by 38% and the number
of serious injuries decreased by 65%.
According to the ‘Wisdom of Crowds’ theory, road collisions have fallen by 19% as a result of the
Road Safety Authority’s advertising campaign.
According to the Oxford Economics methodology the economic payback of road safety advertising in
ROI is €79 per €1 spent on advertising when all cost factors are included and €20 per €1 spent on
advertising if the human cost factor is excluded. This is a greater economic payback than a similar
advertising campaign in Northern Ireland where the economic payback was £34 per £1 on
advertising when all cost factors are included and £8 per £1 spent on advertising when the human
cost factor is excluded.
11
Economic Payback of Road Safety Advertising in ROI
Validating statement
The underlying methodology used to produce an estimate of the economic payback of the
Road Safety Authority’s road safety advertising campaign (1996-2008) has been developed
by Oxford Economics. Oxford Economics is one of the world’s leading providers of economic
advice, with over 300 clients including international organisations (such as the IMF and
World Bank), Government departments in the UK, US and Europe (including HM Treasury,
DTI and the Department for Transport), central banks (e.g. Bank of England), as well as a
large number of blue-chip companies across the whole industrial spectrum.
Oxford Economics’ methodology is based on an enhanced version of an original
methodology developed by LyleBailie International.
Where possible the methodology attempts to adopt best practice by quantifying the net as
opposed to gross additional impact of the advertising campaign (i.e. accounts for deadweight
effects). It does this by factoring in exogenous influences on ‘expected’ road death and
serious injury rates. These include changes in the age and gender profile of the population
as a proxy for licensed drivers (statistical evidence for Republic of Ireland shows a large
divergence in per capita road accident rates for different demographic driver groups) and
changes in average distance travelled per licensed vehicle as opposed to the number of
licensed vehicles which could over estimate road activity. Due to data limitations, it is not
possible to include in the enhanced methodology other influencing factors such as changes
in average road speeds and rates of urbanisation. In addition the methodology could in
future be developed by splitting road deaths and serious injuries into (1) urban and rural (as
where collisions occur has an influence on assumed official cost assumptions); and (2) by
vehicle type. While this increased sophistication would likely have some impact on the
estimate for payback, it is Oxford Economics’ view that the difference would be relatively
minor.
The economic cost parameters per road death and serious injury are taken directly from the
widely used Goodbody Economic Consultants, cost benefit parameters and application rules
for transport project appraisal, 2004. To the best of Oxford Economics’ knowledge, these are
the standard cost parameters used in road safety payback analysis in the Republic of Ireland
and no other cost parameters exist.
Allocating what proportion of the total net economic saving is attributable to the road safety
advertising campaign is based on survey evidence by Millward Brown on all policy-influential
factors which individuals consider have the greatest impact on road death / serious injury
reduction in the Republic of Ireland.
12
ROI
Licensed
Vehicles
1,338,616
1,432,330
1,510,853
1,608,156
1,682,221
1,769,684
1,850,046
1,937,429
2,036,307
2,138,680
2,296,393
2,441,564
2,497,568
-
Year
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Total
-
43,790,000,000
43,053,000,000
40,915,000,000
38,892,000,000
37,129,000,000
35,488,000,000
33,844,000,000
32,719,000,000
30,882,000,000
29707140940*
27979009277*
26590590548*
24912254168*
Distance travelled
by all Licensed
Vehicles km
8,396
825
811
770
732
699
668
637
616
582
559
527
501
469
Potential road
deaths at 1.88 per
100million km
10,342
279
338
365
396
374
335
376
411
415
413
458
472
453
Actual
road
deaths
3,311
546
473
405
336
325
333
261
205
167
146
69
29
16
51,888
5,096
5,010
4,761
4,526
4,321
4,130
3,938
3,807
3,594
3,457
3,256
3,094
2,899
Potential road
Saving
Injuries at 11.64
(Deaths) per 100million km
33,935
835
860
907
1,021
900
1,009
1,150
1,417
1,640
1,867
1,916
2,182
2,360
Actual
serious
Injuries
33,824
4,261
4,150
3,854
3,505
3,421
3,121
2,788
2,390
1,954
1,590
1,340
912
539
Savings
(Sis)
37,136
4,806
4,623
4,260
3,841
3,746
3,454
3,050
2,596
2,120
1,736
1,409
941
555
KSI
Human
Saving
0
Economic Payback of Road Safety Advertising in ROI
OXFORD
Abbey House, 121 St Aldates
Oxford, OX1 1HB, UK
Tel: +44 1865 268900
LONDON
Broadwall House, 21 Broadwall
London, SE1 9PL, UK
Tel: +44 207 803 1400
BELFAST
Lagan House, Sackville Street
Lisburn, BT27 4AB, UK
Tel: +44 28 9266 0669
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817 Broadway, 10th Floor
New York, NY 10003, USA
Tel: +1 646 786 1863
PHILADELPHIA
303 Lancaster Avenue, Suite 1b
Wayne PA 19087, USA
Tel: +1 610 995 9600
SINGAPORE
No.1 North Bridge Road
High Street Centre #22-07
Singapore 179094
Tel: +65 6338 1235
PARIS
9 rue Huysmans
75006 Paris, France
Tel: + 33 6 79 900 846
email: [email protected]
www.oxfordeconomics.com
1
If you would like to know more about this Report
or how to use psychological research to improve
road safety campaigns, please contact Fiona Rooney,
Psychology Director, LyleBailie International,
[email protected]
Telephone: 00 44 2890 331044
Fax: 00 44 2890 331622 www.lylebailie.com
If you would like consultancy advice on how to develop
a communications’ methodology for changing
road behaviour in conjunction with enforcement and
how to measure the road safety economic payback, please
contact David Lyle, Chief Executive, LyleBailie International,
[email protected]
Telephone: 00 44 2890 331044
Fax: 00 44 2890 331622 www.lylebailie.com
31 Bruce Street, Belfast BT2 7JD T 048 9033 1044 F 048 9033 1622 E [email protected] www.lylebailie.com
Speciali st s in AT titude & Beha
viour
C hange