Highways Agency

The brief

The Highways Agency's 1,400-strong Traffic Officer Service is responsible for ensuring that traffic runs smoothly on England's more than 2,000 miles of motorway and trunk roads. Bray Leino BroadSkill first got involved with the service before it launched, advising on the recruitment and training of Traffic Officers. Since then, Bray Leino has handled the full range of marketing communications work for the Traffic Learning Centre, responsible for recruiting and developing officers.

The challenges

Bray Leino was asked to:

• Design and develop a full learning service for the traffic officer service.
• Develop a professional, transferable qualification in partnership with awarding body city & guilds.
• Produce a continuous professional development internal magazine for traffic officers to ensure that best practice was being shared across the regions.
• Create a comprehensive directory detailing all the available training and development opportunities for service members.
• Organise events including a conference to celebrate the success of the traffic officer service.

The solution

Since 2004, Bray Leino has worked with the Traffic Learning Centre to:

• Develop a full learning management system, while also designing and delivering training including a foundation programme and the highway patrol module.
• Produce, working closely with city & guilds, standards and assessor criteria for the certificate of traffic management, which takes approximately nine months for a traffic officer to complete.
• Plan, write, edit and print traffic incident management magazine, a quarterly continuous professional development publication for traffic officers. Educational articles and good practice are included, while readers can also share their views on important issues.
• Write, design and print 2,000 copies of a training and learning development directory, which includes all the training courses and programmes available to the traffic officer service.
• Plan and fully organise a conference for members of the traffic officer service to celebrate its success.

The execution

 ‘Bray Leino has made an enormous contribution from the time when the Service was no more than a concept on a PowerPoint slide right through to the service being fully operational,' a senior Highways Agency manager said recently. Other comments have included:‘This was a good conference, and a good way for TLC to gain understanding in their stake holders'‘We couldn't have done it without you!'

• The brand identity Bray Leino produced for the Traffic Learning Centre is now used on all training material.
• Bray Leino organised a presentation ceremony for the Certificate in Traffic Management that was attended by more than 160 traffic officers. Master of Ceremony for the occasion was Sally Boazman, Radio 2's Sally Traffic.
• In June 2006 Bray Leino worked with the Highways Agency Traffic Officer Service to design and conduct a major mock incident involving all the emergency services.
• Both of these events were supported by photography and media services from within the Bray Leino group. Footage of the mock emergency was used to produce an educational DVD.
• More than 1,200 days of on-road tutoring have been delivered to traffic officers by Bray Leino.
• Bray Leino also designed and programmed health and safety processes and procedures for the Traffic Learning Centre.