Stay focused with Drive iQ and Norfolk County Council!

Recent figures reveal that 42% of driver-related traffic incidents in Norfolk result from driver distraction and loss of concentration. Over half of Norfolk drivers (57%) admit to arriving at destinations with no clear recollection of parts of their journey, indicating the prevalence of driving on autopilot, especially on familiar routes.

With distracted driving on the increase Norfolk County Council’s Road Safety team has launched the Stay Focused campaign. In partnership with Drive IQ they are offering Norfolk drivers a free online Smarter Driving training programme focusing on fatigue, driving on autopilot and distracted driving to enhance driver concentration and safety.

"In rural counties like Norfolk many of us spend a lot of time driving, just getting on with daily life. These figures suggest that collisions are likely to occur during routine journeys   where distractions and tiredness can compromise a driver’s focus" says Cllr Bill Borrett, Cabinet member for Public Health and Wellbeing.

The Stay Focused campaign highlights the issue of driving on autopilot and offers tips and guidance on how to keep your brain in gear and fully focused on the drive”.

The Stay Focused toolkit, available at www.norfolk.lgov.uk/stayfocused features Drive iQ’s Smarter Driving training programme, an interactive quiz by the Open University to assess how easily distracted you are as a driver, as well as a Mind Coach podcast offering techniques to improve driving focus.

Richard Hill CEO at Drive IQ said; “At Drive iQ, we are dedicated to improving road safety through education. Our collaboration with Norfolk County Council on the 'Stay Focused' campaign highlights our commitment to encouraging attentive driving and making our roads safer for everyone."