SDSA is a professional stage show that has been running in the UK since 2000 and was introduced to Rugby School in 2017.The objective of this road safety initiative is to show young people why, as young drivers, they, and their passengers, are so vulnerable in their early years on the road and what they can do to reduce this vulnerability.
Young qualified drivers make up 7% of the total driving population but, disproportionately, are involved in 24% of all serious and fatal crashes. One in six young driver will become involved in a crash within their first two years of driving. This is of great concern to the local authorities, emergency services and most certainly to parents of young drivers and vulnerable road users. To this end, CEMEX SDSA Warwickshire is designed to address these issues.
SDSA is fast paced, balancing educational content with real life evidence, factually presented, holding the audience’s attention throughout. It uses testimonies from officers in the emergency services about their real experiences in dealing with the aftermath of serious road crashes; from crash survivors and the bereaved. It also covers Safer and Healthy Mobility, a new section on other forms of transportation used by young people.
This year’s event was organised by Rugby resident George Atkinson, a road safety campaigner since his daughter was killed as a pedestrian in London in 1998. George would like to thank CEMEX for their sponsorship and Rugby School for allowing their students to witness this life saving road safety show.
"CEMEX is committed to protecting the safety and wellbeing of vulnerable road users and we feel very honoured to sponsor this year’s Safe Drive Stay Alive event, an impactful and important show that could help to save lives. We recognise the vulnerability of new and young drivers and we hope that this programme will go a long way in influencing the behaviours which can lead to a generation of risk averse drivers."
Chiedza Mupfumira, Social Impact Specialist for CEMEX UK
"It is always a privilege to support George and Giulietta in their tireless and effective campaigning for greater road safety. The CEMEX SDSA Warwickshire stage show is an excellent way in which the realities and vulnerabilities of newly qualified drivers can be conveyed to young people in an educational and balanced way. I hope these lifesaving messages will continue to reach more students in Rugby and beyond."
Mark Pawsey MP
Notes to Editors:
CEMEX is a global construction materials company that is building a better future through sustainable products and solutions. CEMEX is committed to achieving carbon neutrality through relentless innovation and industry-leading research and development. CEMEX is at the forefront of the circular economy in the construction value chain and is pioneering ways to increase the use of waste and residues as alternative raw materials and fuels in its operations with the use of new technologies.
CEMEX offers cement, ready-mix concrete, aggregates, and urbanization solutions in growing markets around the world, powered by a multinational workforce focused on providing a superior customer experience, enabled by digital technologies. For more information please visit: www.cemex.com
CEMEX R&D, Innovation and Business Development projects are part of the global R&D collaboration network, headed by CEMEX Research Centers, based in Switzerland
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