Jan James, Chief Executive, Good Egg Safety CIC

Jan-JamesJan James is the Chair of Dynamic Group, an internationally awarded social marketing organisation specialising in behavioural change campaigns in road safety and health.

Jan also became, more recently, Chief Executive of Good Egg Safety, a Community Interest Company (CIC).

She started her career in media where she specialised in social action campaigns, and got head hunted to Scotland where she was Strategic Director for the Wireless Group until leaving in 2001 to set up Dynamic.

The Good Egg In-Car Safety programme was one of the first initiatives Dynamic launched, in partnership with Scottish Government, the Arnold Clark Group and many other key partners. The programme was prompted by an 80% incorrect fitment rate of child seats at that time.

The Good Egg campaign has run every year since then with all the same partners and has been credited by the Scottish Government with helping reduce child fatalities in Scotland by 55% (against the 2013-15 average) and child serious injuries by 57% (against the 2004-2008 baseline).

It was subsequently launched nationally in partnership with Road Safety GB in 2010. Overall almost 30,000 child seats have been checked and made secure during the lifetime of the campaign.

Sadly, despite all the ongoing work and dedication of Good Egg and its ever increasing group of partners, incorrect fitment remains as much of an issue in England (and to a lesser degree Scotland) as it ever was.

Presentation: Safe seats save lives
Jan will present the findings of a major mystery shop of retailers across the UK in relation to child seat fitting advice, and the progress of a new child car seat Joint Industry Committee, founded recently by Good Egg Safety.

The purpose of this presentation is to demonstrate why the problem remains, and to offer free solutions that it is hoped all road safety and health practitioners will embrace and find useful.