Ditch the Distraction is an award-winning campaign aimed specifically at teenage pedestrians. It is designed to encourage them to adjust their behaviour and ‘Ditch the Distraction’ - mobiles, headphones and i-pods when crossing the road. The use of social media and pavement art, which was installed outside of Nottinghamshire’s secondary schools, proved a cost-effective method of communicating with this age group.

When originally devised the campaign was runner up in the Local Government Awards for Community Safety and was Highly Commended in the Network Rail Partnership Awards.

Zena Oliver - Road Safety Manager, Via East Midlands
Zena has over 15 years’ experience in road safety, firstly for Nottinghamshire County Council and now Via East Midlands. She has a broad knowledge of all aspects, specialising in RSE development and campaigns.

Zena is a national advisor for Road Safety GB on School Crossing Patrols and has been one of the data analysis champions.