Fresh Approach to Road Safety: Community and Business Collaboration Inspires New Way to Protect Our Roads

By Cllr Claire Sully | May 7, 2025 |

On May 6th, Councillor Claire Sully organised an important A371 Road Safety Discussion Forum at the Bath and West Showground, supported by Ansford Parish Council, who reached out to neighbouring parishes to help build a collaborative network aimed at improving road safety on the A371. The event was hosted by Carol Paris, CEO of Bath and West, at the Rural Enterprise Centre, bringing together local representatives, police, community leaders, Somerset Council, local businesses and MP Anna Sabine to focus on making roads safer for communities.

A Collective Move Toward Safer Roads

The purpose of this discussion forum was to promote a new, more integrated approach—encouraging different stakeholders to work together, share knowledge, and develop innovative solutions in partnership with Highways to address road safety challenges. Councillor Claire Sully highlighted recent progress on the A371 in her division—such as speed restrictions, enhanced signage, and targeted safety measures—achieved through community engagement and guided by expert advice from Somerset Council and the Police, all with the shared goal of reducing accidents and saving lives.

Key Topics and Discussions

The event followed a structured agenda that fostered open dialogue and shared insights:

Welcome and Introduction: Councillor Claire Sully opened the forum by emphasising the importance of collaboration, community empowerment, and evidence-based (data-driven) solutions. She reflected on her ongoing work since her election in 2022, highlighting efforts to address community concerns about road safety and recent positive steps on the A371, including speed monitoring, anti-skid measures, and the implementation of speed restrictions. She also underscored the need for increased data sharing—accessible to the public—and a regional road safety strategy to strengthen local initiatives.
Inspired keynote from Richard Clothier, Wyke Farm: Richard shared how his family farm is leading in sustainable practices in Somerset, with a focus on reducing the environmental impact of road logistics and transport. He explained how Wyke Farm has adopted electric vehicles, smarter routing, and greener practices, and is planning traffic movements to reduce impact. His approach demonstrates the vital role that local businesses can play in creating safer roads and reducing congestion. Richard emphasized that collaboration between industry, communities, and local authorities can generate innovative solutions to regional traffic challenges. His proactive approach shows that by working together, businesses and communities can achieve sustainable, practical safety improvements that inspire others to act responsibly.
Ansford Parish Council Case Study: The chair of Ansford Parish Council, Debra Henderson, detailed their journey, emphasising the importance of working with highways officials and local residents. Highlights included successful installation of a zebra crossing outside Ansford Academy, upgraded lighting, and ongoing partnerships to improve local safety. Debra explained how establishing strategic objectives and engaging residents actively resulted in tangible improvements and stronger stakeholder relationships.
The Police Perspective with Dan Cox: Avon and Somerset Police’s Road Safety Officer outlined the main causes of serious crashes—speeding, seatbelt use, distractions (notably mobile phones), drink and drug driving, and careless driving. Dan discussed technological solutions, as a game changer, such as dash cameras and AI enforcement, which are helping to deter dangerous behaviour. Community SpeedWatch schemes were also highlighted as effective tools empowering local residents to participate directly in road safety efforts.
Planning ahead: The discussion focused on anticipating increased traffic due to regional growth—an estimated 9.7 million more people (in the UK) over the next 25 years—leading to more vehicles, HGVs, and development. Emphasising the importance of effective traffic routing, road maintenance, safe crossing points, and regional planning, Rich Clothier and Wyke Farms exemplified an approach that demonstrates how collaboration between businesses, communities, and authorities can lead to sustainable and practical safety improvements, inspiring others to act responsibly.

Looking Ahead

The forum reinforced a fresh, collaborative approach—bringing together communities, businesses, and authorities—to learn from each other and implement practical solutions. Strengthening relationships, expanding engagement, using open data, and leveraging new technologies will be central to this strategy.

Celebrating Progress and Commitment

Anna Sabine MP expressed her appreciation for collective effort, emphasising that protecting lives on our roads is a shared responsibility and priority. Everyone involved agreed that open collaboration, ongoing learning, and community involvement are vital to making Somerset’s roads safer now and in the future.

This event showcased how embracing a new approach—uniting diverse stakeholders and working together—can lead to meaningful change, creating safer roads and a stronger, more resilient Somerset.

Resources

Help us promote safer roads: Submit your JourneyCam footage:www.avonandsomerset.police.uk/opsnap
The Vehicles and Roads section provides a reporting tool for all road related incidents and concern: Report | Avon and Somerset Police
The Traffic Choices website offers a good insight to traffic calming and road safety initiatives: Home | Traffic Choices – aiding traffic scheme decisions
Crimestoppers: Giving information | Crimestoppers
Fatal5 Campaign: Fatal Five
Mature Driver Talks: Mature Driver Talks
Motorcyclist safety initiative: Raise Your Ride
Raise Your Drive Workshops: Raise Your Drive workshop – Police Referred Course