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Launched by the Department for Transport (DfT) in 2007, the Safety Helmet Assessment and Rating Programme (SHARP) scheme aims to bridge this gap by providing riders with easy-to-access, evidence-based information about the relative safety of helmets. Without this, no-one would know whether a £80 HJC CS-15 will protect their head better during a crash than a £580 Arai RX-7 GP (the answer is they have pretty much the same protective capability!)
Of course, there are many more elements that go into a purchasing decision than just cost and safety, not least the look and feel of a helmet and the emotional attachment that riders have with their favourite helmet brands. However, the star-rating format used by the SHARP rating scheme provides a simple-to-understand comparison of safety between options, ensuring that all riders can make a fully informed choice when purchasing a helmet.
While the SHARP scheme sounds like a great idea, it remains that around 40% of riders have never heard of it. Furthermore, only a quarter of riders have ever visited the SHARP website – which is where the very latest helmet ratings are published and where a lot of valuable advice may be found on helmet fit, comfort and care.
As the success of SHARP in improving the overall safety of helmets worn on Great Britain’s roads is dependent on its uptake, there are some important questions to ask as to why it is not being used as much as it perhaps should be? To impact rider purchasing decisions at the point of sale, consumer engagement must be a key feature of the SHARP scheme. While considerable effort has clearly been spent since 2007 to promote and raise awareness of SHARP, consumer and market research concluded that, to improve these numbers, future engagement efforts need to focus on seven key areas:
• Improve consumer understanding of how the SHARP scheme works
• Improve consumer understanding of what the SHARP ratings offer above minimum safety regulations
• Encourage road safety organisations and trainers to promote SHARP in their activities, especially with new riders before they purchase their first helmet
• Promote SHARP via campaigns that align to the needs of specific rider groups
• Reduce the time to publish a rating score after the release of a new helmet model
• Improve the adoption and promotion of SHARP ratings across manufacturers, distributors and retailers
• Maximise the online presence of SHARP, including leveraging social media
The recent entry into force of UN ECE Regulation 22.06 – the latest version of motorcycle helmet safety testing regulations – has, however, led to a unique opportunity to refresh the SHARP scheme. With new test methods being adopted by these latest regulations, including rotational impact tests, DfT commissioned TRL to carry out a research project to review and recommend updates to the current test and rating protocols of the SHARP scheme.
The findings of this research are discussed in this podcast featuring Dr Phil Martin, Head of Transport Safety at TRL and Dr Mazdak Ghajari from project partners the Head Lab at Imperial College London. Diving into issues such as the key elements for choosing a safe helmet, how safe motorcycle helmets actually are today and how the DfT can maximise the impact of the SHARP scheme, the podcast provides key insights into the importance of the SHARP scheme and why the protocols must change to keep with the state-of-the-art. The full project report is due to be released by the DfT very soon.
With an update of the protocols also comes an opportunity to take a refreshed approach to consumer engagement. TRL strongly recommends the DfT actively engage with stakeholder groups from across industry (MCIA), rider representative groups (BMF, ACU, NMC) and road safety organisations (Road Safety GB, IAM RoadSmart, The Road Safety Trust, and others) to better understand new, and more effective, ways of engaging with riders at and before the point of purchase. This may involve promoting SHARP during compulsory basic training (CBT), developing a web-based resource for circulation with provisional licences to raise awareness for novice riders, advanced rider course trainer resources and engaging with motorcycle rider groups.
Returning to the original question of the blog, it is clear that most riders are either unaware of, or do not realise the real-life consequences associated with, the differences in the safety performance of helmets available on the market. If the true value of the SHARP scheme is to raise awareness of these differences, and create consumer purchasing pressure to improve helmet safety, then a much greater emphasis must be placed on engaging with consumers at as early a point in the purchasing decision process, and through as many communication channels, as possible.
As part of TRL’s support for Road Safety Week, we will be posting a series of blogs written by our in-house experts, looking across the different themes Brake has identified as encapsulating the overall theme of ‘Safe Roads For All’. TRL’s experts have focused on some specific road users and topics within these themes and have tried to think about how all of this relates to a future in which transport is safe for everyone. The blogs cover active travel (Monday); how we teach children and young people about road safety (Tuesday); speed (Wednesday); road users with differing needs (including a focus on mental health and motorcyclists – Thursday); the future of driving (Friday); and the importance of learning from collisions (Sunday).
Check out TRL’s website and social channels for the latest blog.
Road Safety week runs from 14th to 20th November 2022, to find how out you can support Brake visit Road Safety Week | Brake
About the Author
Dr Phil Martin is TRL’s Head of Transport Safety. He is a highly experienced transport safety research consultant, with 15 years’ experience in applying the Safe System principles all surface transport sectors. Holding a PhD in Biomechanics and a Master’s degree in Integrated Engineering, Phil is a Chartered Engineer and an active Member of the Institute of Mechanical Engineers. Focusing on evidence-based approaches, his track record includes leading projects for public and private sector clients to develop regulations and standards, advise on procurement policies and demonstrate, monitor, evaluate and appraise advanced vehicle and infrastructure road safety technologies.
Phil also established and co-leads the TRL Transport Foresight team that gathers intelligence and provides insights on the future of transport to help clients anticipate and strategically prepare for an uncertain future. He is an active member of several international working groups, expert panels and government committees, has authored several high impact peer-reviewed journal publications and has presented his research at national and international road safety conferences. Combined with his experience of working with industry partners and for UK and European regulators gives him a thorough understanding of the needs of all road safety stakeholders.
