Road safety outcomes are shaped by a complex interaction of behaviour, infrastructure, mobility choices, and socio-economic context. Yet interventions are often designed using isolated approaches, limiting the ability to anticipate unintended consequences or fully understand system-wide risk. This presentation demonstrates how integrated modelling frameworks and new data can better support Safe System approaches in spite of the interconnected nature of transport risk.

Drawing on final results from the PHOEBE project in the West Midlands, the talk shows how combining multiple modelling approaches provides a richer understanding of how safety outcomes may change when interventions are introduced. These approaches include induced demand modelling, mode-shift, socio-economic analysis, International Road Assessment Programme (iRAP) risk models and traffic microsimulation. The combined framework enables practitioners to explore how policies affecting traffic speed, active travel, or individual mode costs may influence exposure and collision risk before deployment, improving evidence-based decision making.

The presentation also introduces insights from newly available behavioural data on smartphone driving distraction. Analysis reveals how distracted driving behaviours vary by road environment and time of day, highlighting opportunities for more targeted enforcement, education, and interventions. These findings demonstrate how differing models can complement traditional safety predictive models.

Together, these examples illustrate how embracing interconnected analysis can support a more holistic, proactive approach to road safety. It will provide insights for how authorities may move from evaluating interventions after implementation towards more informed safe system approaches enabling more effective, system-wide risk reduction.

Dr Sam Chapman, co-founder and director, The Floow

Dr. Sam Chapman co-founded The Floow Limited, a global mobility risk analytics company with a singular mission to make mobility safer and smart for all.

The Floow provides risk related products and services in over 20 countries with a focus on the motor insurance, automotive and infrastructure sectors. Sam's focus goes beyond commercial delivery centring on innovation to improve mobility understanding and its risk. Sam is involved in leading national and international R&D projects in road safety in the UK, EU and US.

He covers a broad range of areas in ​road safety including autonomous vehicles, urban active travel, traffic management, driver behaviours and the use of new data and methods in road safety.

Sam has won a range of awards related to understanding risk including the Queens Award for Enterprise in Innovation and Prince Michael International Award for Road Safety. Sam also holds a number of honorary positions in wider business, regional, civic and advisory roles including chairing South Yorkshire’s Transport Forum, liaising with stakeholders across all areas of mobility.