In late 2022 the Association of Ambulance Chief Executives (AACE) undertook a survey of frontline staff across UK ambulance services to capture experiences and opinions of the current practice in relation to the wearing of seat belts and application of harnesses in the back of ambulances. Many staff did not know that it was the driver’s ultimate responsibility to ensure that all staff and patients in the vehicle wear seatbelts / harnesses before setting off.

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The AACE led a steering group to design a seatbelt safety campaign called #SafeInTheBack to promote seatbelt wearing and patient safety using behavioural change techniques. The team included AACE colleagues, patient safety and driving experts from ambulance trusts, union reps and Dr Lisa Dorn, to advise on the campaigns message for motivating behavioural change.

 

The campaign was financially supported by ambulance service insurance brokers Marsh and the insurer QBE and launched in July 2023. Ongoing research aims to evaluate the impact of the campaign on seatbelt behaviour.

The film and posters can be viewed via this link.

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