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www.thinkamv.co.uk reg. charity 1156530

Think Amy—Drive Safe for Life!

Think Amy Annual Report 2014/15

Think Amiis a registered charity promoting safer driving

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Trustees' Annual Report For the period: from 01/04/14 to 31/03/15

Reference and administration details Charity name: Think Amy Registered number: 1156530 Charity's principal address: 16 Pine Close I Taunton I Somerset I TA1 2SD

Names of the charity trustees who manage the charity during this period:

Trustee Name Office

Jane Hofmeister Founder

Joanne Edwardes Chair

Terry Beale Vice Chair

Jill Osborne Events Co-ordinator

Mark Edgecombe Corporate Relations

Lucy Barber Secretary/Treasurer

Caroline Kelly Events Co-ordinator

Dates acted if not for whole year

01/04/14 – 22/03/15

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Structure, governance and management

Type of governing document: Constitution How the charity is constituted: Foundation CIO Trustee selection methods: Nomination

Additional governance issues:

Think Amy is a registered charity which promotes safe driving.

It was first set up as a safe driving campaign by Jane Hofmeister after her 13 year old daughter Amy was killed in June 2011 in Taunton, Somerset whilst cycling on a cycle path in broad daylight. The driver of the car that killed Amy had been racing another at motorway speeds along a residential road. He overtook the car he was racing, lost control on a bend and struck the kerb flipping the car into the air which hit Amy, killing her instantly.

The campaign quickly became well established locally, receiving both local and national TV, press and radio attention as a result of coverage of the court case concerning the conviction and sentencing of the two drivers.

In April 2014 Think Amy became a registered charity (no. 1156530).

The charity promotes safe driving through education, partnership working and raising public awareness about the consequences of dangerous driving. It has a particular focus on educating new and young drivers, statistically most likely to cause death or serious injury on the roads.

Our patron Think Amy's patron is Marcus Trescothick MBE, Somerset CCC captain and an ex-England cricket Captain.

Marcus has supported Think Amy from its early days, from donating signed goods to raffle or auction to help raise funds for the campaign, to making personal appearances at fundraising events.

The support he has shown us extends also to the whole of Somerset CCC, which has consistently provided help to the charity from its earliest beginnings in 2011.

The trustees wish to thank Marcus and Somerset CCC for all that they do for Think Amy.


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Trustee selection The first trustees of the charity volunteered for the role. They were specifically chosen because of their close involvement with the Think Amy campaign and with Amy's story and for their diverse mix of skills, knowledge and experience.

The charity's Board of 7 trustees are:

Jane Hofmeister: Founder

As Amy's mother, Jane had the courage and vision to set up Think Amy as a positive response to the tragic death of her daughter.

Her many media appearances and talks about 'choice and consequence' have had a profound effect on all who have heard her. Her words help change behaviour and attitudes for the better.

Jo Edwardes: Chair

Jo is Jane's sister and Amy's aunt. Her knowledge, experience and expertise of charity law and practice, gained from 28 years of working for the Charity Commission for England and Wales, made her the natural choice for the charity's Chair.

Terry Beale: Vice Chair

Terry was appointed as a trustee whilst Head of Somerset Road Safety ('SRS'). (He has recently retired from that role.)

From the early days when Jane was setting up the Think Amy campaign, Terry fully recognised the value ofJane's campaign and its synergies with the work of SRS.

Inspired by Jane's courage, drive and determination to prevent other preventable deaths like Amy's, Terry lent the full support of SRS to the campaign. He brings to the trustee board his considerable experience of road safety and what can be done to prevent avoidable deaths and injury on the roads.

Lucy Barber: Secretary and Treasurer

Lucy was the person cycling with Amy on the day she was killed. Lucy was also struck and injured by the car. She knows only too well the consequences of someone driving dangerously.

Lucy brings a commitment to helping Think Amy achieve its aims, great organisational skills and an understanding of Jane's needs and how best to support her in delivering the charity's work.

Think Amy—Drive Safe for Life! UTZ*?

5 Jill Osborne: Events co-ordinator

Jill is also Jane's sister and Amy's aunt. Jill brings a creative flair and many years' experience of organising events and managing volunteers from her work at several charities (the Tacchi-Morris Arts Centre, Taunton; Chalice Well Garden, Glastonbury; Somerset Sight charity shop, Taunton – of which Jill was manager).

Together with Caroline Kelly, Jill has taken the lead in organising fund-raising and community events for Think Amy.

Mark Edgecombe: Corporate relations

Mark is a Managing Director in the Automotive Industry. He was inspired to get involved with Think Amy when he heard Jane talking on the radio about what happened to Amy and her campaign to make Somerset's roads safer.

As someone who loves cars and has worked for many years in the automotive industry, Mark felt passionately that he wanted to help Jane to promote safer driving and take her message beyond Somerset to a wider audience.

Caroline Kelly: Events co-ordinator

Caroline is an experienced events co-ordinator. She was inspired to join Think Amy having met Jane in connection with several events she organised as part of the Taunton Town Centre company (eg the 'Make Taunton Sparkle' Christmas lights event, and 2 `Somerfest' events, all of which supported Think Amy). Together with Jill Osborne, Caroline has taken a lead in organising fundraising and community events for Think Amy.

Due to other commitments, Caroline reluctantly decided to step down as a trustee in March 2015. The trustees are grateful to Caroline for her valuable contribution to the charity's work.

Trustee training

All trustees have been provided with a copy of the charity's . They were all advised to read the Charity Commission's guidance The Essential Trustee and referred to other relevant guidance on the Charity Commission's website.

Conflict of interest policy

The charity has a written conflict of interest policy. The trustees have acted in accordance with this policy when managing conflicts of interest during the year.


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Risk management policy

The trustees have identified the following key risks for the charity:

Risk Likelihood Impact Ways to mitigate the risk

Insufficient funding . H H

Seek a long-term strategic partner

Seek grant funding and regular donations

Undertake more fundraising

Lack of availability of Jane Hofmeister for

talks and media appearances

M H

Seek funding to enable the charity to employ Jane on a part or full-time basis so that she is available when the charity needs her

to be Seek funding to

produce educational films which can be used at talks when Jane

is not available Educational talks

involving regulated activity with children and young people at schools and colleges

which requires Disclosure and

Barring Service (DBS) checks on charity

trustees, employees or volunteers providing

the talks

'

L M

Ensure all educational talks are supervised by taff at the school

or college and so

by the charity trustees,

employees or

s

do not involve any regulated activity

.

volunteers which would require DBS checks

H = High I M = Medium J L = Low


7 Relationship with related parties

Somerset Road Safety: From its early beginnings, Think Amy has had a successful and mutually beneficial working relationship with Somerset Road Safety ('SRS'), a member of Road Safety GB. Road Safety GB is a national road safety organisation that includes representatives from groups across the UK, such as local government road safety teams.

Funded by Somerset County Council, SRS is a small team of road safety professionals, committed to reducing the number of collisions and casualties on the county's roads by promoting safer driving through education, training and road safety campaigns.

The team is comprised of two parts; Accident Investigation and Prevention (AIP) and Education, Training and Publicity (ETP). Think Amy has worked on many occasions with the ETP team which delivers workshops and presentations to all age groups, covering all types of road user from pre-school aged pedestrians to post-retirement drivers wishing to drive safely for longer.

SRS has provided funding to Think Amy in the last three years and, in return, Jane Hofmeister has spoken about Amy's story at SRS road safety talks at schools and colleges.

Objectives and activities

The charity's objects, as set out in its constitution:

Think Amy has the following primary purpose:

"1. To advance road safety for the public benefit in particular by: (i) raising public awareness of the consequences of driving dangerously (ii) encouraging drivers (especially new and young drivers) to drive safely by

thinking about their responsibilities as drivers: to themselves, their passengers and other road users"

Priority is given to carrying out this purpose and general monies donated or raised are used to further that purpose.

Think Amy also has a secondary purpose:

"2. For general charitable purposes for the benefit of people living in Taunton as the trustees shall think fit, with a preference for purposes that assist children and young people"

This purpose is to benefit people living in Taunton as a way of giving something back to the Taunton community, without the support of whom the Think Amy campaign could not have achieved as much as it has.


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From time to time, the trustees decide whether to undertake separate fundraising initiatives to support a charitable cause in Taunton as a way of carrying out this purpose.

There is a preference given for causes that assist children and young people. This is in recognition of the fact that Amy was only 13 when she was killed and was denied the opportunity to fulfil her ambition to become a teacher, as she loved children.

Summary of the main activities undertaken for the public benefit in relation to these objects

Setting the strategic direction for the charity

Think Amy has been operating as a safe driving campaign since 2011. In April 2014 it was successfully registered as a charity with a new body of trustees.

In its first year as a charity, a priority for the trustees was to develop a 3-year Strategic Plan, to set out a clear strategic direction for the charity.

The trustees' strategic vision is to make Think Amy the campaign for safe driving across the UK; to make the term 'Think Amy' synonymous with safe driving.

The trustees want to remind drivers that their driving style is a choice they make themselves — the driver alone has the power and the choice to drive safely. We want Think Amy to influence that choice.

The trustees' Strategic Plan 2014-17 sets out 3 key strategic priorities, which form the basis of the 3 pillars of the charity's work:

Our strategic priorities are:

• (pillar 1): to raise public awareness of the dangers and consequences of driving dangerously

• (pillar 2): to create a far-reaching education programme to teach people to 'Think Amy & Drive Safe for Life' (the charity's strapline)

• (pillar 3): to develop relationships with road safety organisations, the emergency services and corporate partners with an interest in safe driving — motor manufacturers and traders, transport companies, driving schools, haulage companies, insurance companies — to help drivers make good choices when driving

Think Amy—Drive Safe for Life! L

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Pillar 1: Raising public awareness

Our website: The Think Amy website was set up in 2011 to support the founding of the road safety campaign. In becoming a charity, the trustees decided it was important to give the website a new look and feel, consistent with the strategic direction of the charity and its particular focus on safe driving.

The new website (www.thinkamy.co.uk ) was developed during the year and launched in April 2015. It incorporates a website blog, and clearer links to the charity's social media sites, to help 'push' information about the charity and its work to a wider audience.

Social media: The charity has made regular use of social media, mainly Facebook but now increasingly Twitter and Instagram, to highlight the charity's work and events.

It is a particularly effective communications medium to use in reaching the charity's key target audience (17-25 year olds).

We recognise the power of social media. It is, however, new to many of us and extremely time consuming. Appointing someone who has expertise in this field, and could manage what could become very large, very quickly, is something we would like to do.

In 2014-15 the number of likes on the Think Amy Facebook page doubled. It currently has over 3,000 likes. We recently opened a Twitter account which already has 147 followers.

Merchandise: The distinctive Think Amy merchandise is an effective way of raising awareness of the charity (especially locally). We do not sell the merchandise at a fixed price, but rather offer it for a suggested donation. It is also often given away at educational talks and events. Our aim is for the merchandise to be largely self-funding, which this year has been the case. The cost of the merchandise has been far outweighed by the amount raised.

The trustees have kept the range of Think Amy merchandise under review and focused on keeping the range relatively small to those which have a relationship with driving (such as the popular car stickers) or which are most likely to be used on a regular basis (such as pens, wristbands and car fresheners) to keep Think Amy in people's minds.

The Think Amy car stickers have proven to be an effective way of generally making people aware of the charity. In addition to the many private vehicles that now display the stickers around Taunton, Somerset and beyond, we are delighted that a number of local transport companies, taxi firms and driving schools carry the stickers on their vehicles.

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Pillar 1 Cont:

Think Amy stall We have attended several events this year with our Think Amy stall, including at the following places and events:

• Brewhouse Theatre, Taunton – this was at an event on 26 April to re-open the Theatre at which Jane Hofmeister was given the opportunity to announce that Think Amy had successfully become a registered charity. There was also a performance by students of The Space, Taunton of their dramatic lip-synced, choreographed retelling of Amy's story as part of their 'Blues and Twos' production

• Sainsburys' Hankridge Farm, Taunton • High Ropes, Vivary Park, Taunton – as well as the Think Amy stall, the event also donated a

percentage of ticket sales and food sales on the day • `Summerfest 2014', Taunton – Think Amy was the chosen charity for the event • Holiday Inn, Taunton – this was the Think Amy Christmas Fayre • 'Make Taunton Sparkle' – the Taunton Christmas lights switch on • Careers Fair, Bridgwater • Southwest MBS – a 2 day event at Somerset County Cricket Ground

These events have provided us with a great opportunity to explain about the work of Think Amy to members of the public and also to make useful connections with people who have taken an interest in, and offered to help, the charity.

We have used our presence at a variety of fundraising events this year, organised by ourselves and others, both to raise much needed funds for the charity and also to raise awareness of the charity's message and work.

The trustees have been overwhelmed by the offers of support from people around the Taunton area and beyond to put on fundraising events on behalf of the charity.

Fundraising events organised by others have included:

• 'Christmas Chuckles' – a comedy night at Somerset County Cricket Ground, which raised a wonderful f 250 on the night, match funded by a further £250 by Santander

• Dinner Dance night in Highbridge – half the funds raised by the event were donated to Think Amy – an amazing £5,000 was raised for us

• Wellington Pantomime Group – collecting tins at their performances in January raised £1,000 for Think Amy

The publicity generated for these events is a really good way of raising awareness of the charity, as well as raising money to enable us to carry out our work. We are extremely grateful to all those who have shown their support for Think Arny this year by generously donating their time, money, creativity and effort.

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Pillar 1 Cont:

Media and publicity: From the moment Amy was tragically killed on 15 June 2011, her death, the reasons for it, the consequence for the two drivers who caused it and the safe driving campaign set up as a result of it, have been the subject of a great deal of media attention.

Jane Hofmeister has spoken movingly, honestly and with passion and dignity about what happened to Amy and about why she founded Think Amy in her memory.

We have used the opportunities that have arisen this year for Jane to conduct press, radio and TV interviews to promote the work of the charity and raise awareness of its safe driving message.

This has included interviews with:

• BBC Points West – this was in response to an invitation by the BBC to Jane to comment live in the studio on 21 October about their lead story. It concerned the sentencing to 6 years in prison of a young driver who, whilst racing another vehicle, lost control and hit a wall, killing his girlfriend who was in the front passenger seat

• BBC Somerset Sound – the local BBC radio station • Somerset County Gazette • Tone FM (a Taunton-based community radio station) • 10Radio (a community radio station based in Wiveliscombe)

BBC Points West, BBC Somerset Sound and the Somerset County Gazette have all followed and covered the progress of the Think Amy campaign since its inception and Tone FM has been a firm supporter of the charity since it was set up in 2013.

The trustees wish to thank them all for the valuable coverage they have given to Think Amy which plays such an important part in helping us to spread our safe driving message to a wide audience.

Literature: This year we produced a new A5 leaflet, giving a brief explanation about the work of the charity, which we have used to hand out at events and talks.

Think Amy roundabouts The roundabouts at both ends of Blackbrook Way, Taunton (the road on which Amy was killed) each carry 3 Think Amy boards as an important and constant reminder to drivers to 'Think Amy' when driving along that road.

Think Amy—Drive Safe for Life! =km"

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Pillar 2: Education

Educational talks: Jane Hofmeister's talk on 'Choice and Consequence' has had a powerful effect on all who have heard it.

This year, her talks have mainly been provided in schools and colleges in partnership with Somerset Road Safety ('SRS') (in return for the funding given to the charity by SRS and because this helps us to reach our key target audience).

Educational film: There is no doubt that the talks given by Jane Hofmeister in person have the most powerful effect on the audience. But clearly there is a limit to the number of talks Jane can give herself; not only because of the logistics and time constraints, but also because the talks are emotionally draining for her and the trustees take a responsible attitude towards protecting Jane's health and safety.

So this year, the trustees have been exploring the possibility of having a series of educational films made, including a film ofJane giving her talk which could be used if she is unable to attend in person (due to ill-health or other commitments for example) or to send to schools, colleges and other organisations for use as part of an educational training pack which we are looking to develop.

This year the trustees developed an idea for a powerful short educational film, prompted by Kingston Smith's Creative Vision Award – a competition for charities to enter to have a short film made for them as part of the Bournemouth University BFX event. Sadly the Think Amy entry did not win, although we did receive some very positive feedback about our entry and film idea from the competition judges.

Having been inspired by the competition to develop an idea for a short educational film, the trustees were determined to explore other avenues to have the film made. We believe it will resonate with our target audience of young drivers and grab their attention more effectively than written words can.

We are delighted that Bearpit Media, a Bristol-based video marketing company, have volunteered to make the film with us. Filming is due to take place in November. We look forward to seeing the finished product and using it to promote safe driving to a much wider audience.

Think Amy—Drive Safe for Life! =IYArm, '

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Pillar 3: Partnership working

Think Amy is a small but growing charity with big plans to take its safe driving message to the widest possible audience. The trustees believe strongly that the best and most effective way to do that is to work in partnership with other organisations that have an interest in safe driving.

Somerset Road Safety: Somerset Road Safety ('SRS') has been one of Think Amy's working partners since 2011. We are fortunate to have Terry Beale, former Head of SRS as one of Think Amy's trustees. (Terry retired from that post at the end of March 2015.)

This year Think Amy has worked in partnership with SRS to deliver its educational talks.

Corporate sponsorship: The trustees consider there are clear synergies between Think Amy's safe driving message and the motor industry's corporate social responsibility.

In view of this, and the need to find sustainable funding for the charity's work, this year the trustees have been exploring the possibility of developing closer working relationships with, and possible corporate sponsorship from, motor manufacturers and traders.

We are also exploring the possibility of finding other corporate sponsors or grant funders.

We are still at an early stage of development in this respect, but it will remain a key strategic priority for next year and beyond.


MAVAI.P.

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Supporting the Taunton community

In addition to its primary purpose of promoting safe driving, Think Amy has a secondary purpose to further any charitable purpose which benefits people living in Taunton, with a preference for those which benefit children or young people.

Last year, before becoming a charity, the Think Amy campaign raised £10,000 for specialist equipment at the high dependency unit of Taunton's Musgrove Park Hospital Children's Ward. The ward needs to raise a total of £27,000 and so (to take them close to their target) this year the trustees donated a further £5,000 to that cause.

Carrying out the charity's purposes for the public benefit

In deciding how to carry out the charity's purposes for the public benefit, the trustees have had regard to the Charity Commission's public benefit guidance.

Purpose 1: promoting safe driving

The purpose must be beneficial: providing benefit This purpose benefits the public in general by: • educating drivers about the consequences of dangerous driving • encouraging drivers to drive more safely • contributing to a reduction in the number of avoidable road deaths — if the charity's work

prevents just 1 avoidable road death per year it not only saves a valuable life, it saves the UK economy around £1.9 million (closer to £2.3 million in the case of a young person)

Feedback we have received about our educational talks illustrate the beneficial impact of our work. Here are two examples of feedback we have received:

The mother of a student who attended a talk at Bridgwater College said:

"My son, like hundreds of others, rides a motorbike and when I picked him up today all he could talk about was your talk at the college. The impression you left on him was immense... just the way you have made him and his mates think is beyond belief.. With all my admiration and heartfelt thanks for making my son think twice now when he is on the road".

Her son wrote to us separately to say:

/just want to say thanks for your story in college Monday... it touched not only me but my friends as well. It's really made us think about life in a new way. It's never worth the risk as we could see from that it affects other people as well as yourself the choice you make, and it's made me think that to have my whole life ahead of me, why waste it by making one stupid mistake."

Think Amy—Drive Safe for Life! KIIMA-111,

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This sort of feedback illustrates what a difference Think Amy's educational work can make. Schools and colleges whose students have attended the talks regularly ask us back because they have been impressed by the positive impact Jane's talks have had on their students and staff.

Jane's talks about Amy's story have also inspired students to tell the story themselves in a variety of creative ways. This is especially powerful as it shows our message is reaching, and being understood by, our target audience in such a way that it inspires them to pass it on in ways that are likely to resonate with their peers.

This year this has included:

• the 'Blues and Twos' production by students at The Space (a performing arts college in Taunton) which included a special section retelling Amy's story using a dramatic lip-synced sequence (using the recorded voices ofJane Hofmeister and Jill Osborne) and a very moving dance sequence, all conceived, choreographed and performed by the students who specifically asked to include Amy's story in their production

• a Think Amy rap, by a young rap artist in Taunton

• students from a talk given at Bridgwater College approaching the charity to ask if they could volunteer. This prompted the trustees to think about appointing some 'Think Amy student ambassadors' to help spread our safe driving message to other students, through social networks etc, starting with our two volunteers

• students at Sky College (a school which provides specialist education for young people with complex social and learning difficulties) choosing Think Amy as the charity they wished to support and undertaking a range of activities to raise money for the charity and promote its positive 'choice and consequence' message

Any detriment or harm that results from the purpose must not outweigh the benefit: managing risks of detriment or harm The trustees have not identified any significant detriment or harm arising from carrying out its primary purpose. All the educational talks are given under the supervision of staff at the various schools and colleges, and care is taken to ensure that any pupil who becomes upset when hearing the talk (as often happens as the story involves tragedy) has the opportunity to speak to Jane or a member of staff afterwards if they wish.

The trustees also take care to ensure the talks do not adversely impact upon Jane's physical, mental and emotional health.

Benefit must be to the public in general, or a sufficient section of the public: deciding who benefits The public in general benefits from Think Amy's work to raise awareness of the dangers and consequences of dangerous driving and promote safe driving.

=A-111 -w 31- Think Amy—Drive Safe for Life!

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This purpose has benefitted all those who attended the charity's educational talks. This year, Jane Hofmeister gave educational talks to approximately 2,084 students and staff at the following Somerset schools and colleges:

• Richard Huish College, Taunton • Bridgwater Pupil Referral Unit • Somerset College of Arts and Technology • Court Fields School, Wellington • Yeovil College • Kingsmead School, Wiveliscombe • Crispin School, Street • King's College, Taunton • Bishop Fox's School, Taunton • Cannington College, Bridgwater • Bridgwater College

Charging for services: The charity does not currently charge for any of its services. The trustees have not, therefore, had to consider whether people in poverty are excluded from benefitting.

The purpose must not give rise to more than incidental personal benefit: managing personal benefits There are no personal benefits that arise from the purpose.

Incidental personal benefits arising from carrying out the purpose include:

• payment to Jane Hofmeister as a contracted service for the work she carries out for the charity to deliver talks, undertake media interviews and appearances and develop useful network contacts for the charity

In accordance with the charity's conflict of interest policy, the decision to pay Jane was made by the four non-conflicted trustees at a meeting at which Jane and the 2 conflicted trustees (Jo Edwardes and Jill Osborne) were not present. The non-conflicted trustees decided that in order to carry out the charity's awareness raising and educational work it had become increasingly apparent that they would need to ask Jane to reduce her hours of paid employment in order to make herself available to carry out more work for the charity. All the talks which are delivered at schools and colleges, for example, have to be arranged during school hours, and so this was not something that Jane could undertake in her free time during evenings or weekends. Also, media appearances often require Jane to be available at short notice, which has sometimes presented difficulties because of the constraints of her working hours arrangement with her employer.

As Amy's mother and founder of the Think Amy campaign, Jane has unique skills and knowledge to undertake this work, which could not be carried out by anyone else in the

Think Amy—Drive Safe for Life! =km

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same, or as effective, way. It was not therefore a case of seeking applications from others to fulfil this role. It is a role that Jane, uniquely, fills.

To compensate Jane for her loss of earnings therefore, the non-conflicted trustees decided to ask Jane to reduce her paid working hours in return for her providing a contracted service to the charity, paid by the charity at £600 per month, to undertake work as required by the trustees. The trustees considered that this level of remuneration was comparable to the salary that would be paid to her if she was employed by Somerset Road Safety to undertake similar duties. The personal benefit to Jane from this arrangement is incidental both in nature and amount and is a necessary result or by-product of carrying out Think Amy's primary purpose - we could not carry out the purpose so effectively if Jane were not available to carry out the charity's work.

• benefits to Somerset Road Safety ('SRS') from Jane Hofmeister's participation in their educational talks

Jane Hofmeister's participation in educational talks arranged by SRS in schools and colleges has been mutually beneficial. Think Amy has benefitted from financial support from SRS and from the opportunity to participate in road safety talks arranged by SRS using their existing network of contacts within schools and colleges. In return, SRS has benefitted from the inclusion of Jane's talk about Amy: always a powerful illustration of the importance of safe driving and the consequences of dangerous driving, which feedback after the talks has shown makes a strong impact on the audience.

Any personal benefit to SRS from Think Amy's participation in their education programme is incidental both in nature and amount and is a necessary result or by-product of carrying out Think Amy's primary purpose to educate drivers about safe driving.

Purpose 2: supporting the Taunton community

In carrying out this purpose, this year the trustees have made a grant of £5,000 to Musgrove Park Hospital Children's Ward (in addition to a grant of £10,000 made in 2013-14) to provide specialist equipment for the ward's high dependency unit. The grant has yet to be spent (as the hospital needs to reach its total of £27,000) and so the public benefit of the grants made by Think Amy has yet to be realised.

But the benefit will be to improve the health and relieve the sickness of children attending the ward who are in need of the specialist equipment. No detriment or harm arising from this has been identified. The equipment will be used by trained hospital staff.

Benefit will be to children requiring medical care from the ward. Any personal benefit to Musgrove Park Hospital from the provision of the equipment will be incidental both in nature and amount, and is a necessary result or by-product of carrying out Think Amy's secondary purpose.

Think Amy—Drive Safe for Life! KMAntrAr y-

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Additional details about our purposes and activities

Grant making policy: • All grants are financed from specific fund raising events at which it is made clear that the

money being raised at the event is to support a particular local charitable cause • The trustees exercise their discretion in identifying a local charitable cause to support, with

a particular focus on causes that support children and young people • Grants made are one-off payments with no commitment made for repeat funding — alt-

hough additional grant funding may be made to a particular cause in exceptional circum-stances

• The trustees follow up after a grant has been made to satisfy themselves that the money donated by Think Amy has been used for its intended purpose

Contribution made by volunteers: Think Amy is %iery fortunate to have a small number of dedicated volunteers (family, friends, colleagues and neighbours) who assist the charity with staffing the Think Amy merchandise stall (in all weathers), helping to organize, set up and pack up at events, and undertaking a wide variety of fundraising activities to help raise much needed funds for the charity's work.

The trustees wish to thank them all for their hard work and unfailing support for Think Amy throughout the year.

Achievements and performance

In summary This year Think Amy has:

• raised awareness of the charity and its safe driving message through: • local and national press, TV and radio interviews • attendance at events with the Think Amy merchandise stall • social media, especially Twitter and Facebook (doubling the number of Facebook likes

on our Think Amy page in the last year —to currently over 3,000) • the launch of a new website

• educated the public about Amy's story and the consequences of dangerous driving through: • educational talks delivered to 11 different schools and colleges in Somerset, attended

by approximately 2,084 students and staff • inspiring students in Somerset to use their creativity and ingenuity to create their own

ways of telling Amy's story and spreading the safe driving message • worked in partnership with others through:

• working with Somerset Road Safety to deliver educational talks to students in Somerset • supported the Taunton community through:

• making a further grant of £5,000 to Musgrove Park Hospital Children's Ward (in addi-tion to the £10,000 given to that cause in 2013-14)


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Measuring our impact Measuring the impact of a prevention programme is always difficult; it is easier to measure something that does happen than something that doesn't.

However, what is clear is that something is needed to help reduce the rising number of deaths on our roads.

According to the Department of Transport's 'Reported Road Casualties in Great Britain' Report 2014, there were 1,775 reported road deaths in 2014, an increase of 4% compared with 2013.

The Department of Transport infographic on the following page shows a clear picture of the problem we face. It is particularly concerning that the number of pedestrian and pedal cyclist deaths is increasing and accounts for a high percentage of the overall increase in fatalities. Cy-clists account for a disproportionately high number of casualties, with 113 killed in 2013. A par-ticular concern for Think Amy given the circumstances in which Amy lost her life.


Fatalities Serious injuries Average per day: 2014

3.409 38.155

'1596 since '13 2005-2009 average 1,775

14% 2005-2009 average 'nce '13

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311 12.4% • ice '13 16%

since '13

304

2005-2009 average

serious

002' all

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Public: 020 7944 6595 Roadacc statscift gsi.gov.uk FURTHER INFORMATION: Media: 020 7944 6898

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00 '05 '13 14 '00 'OS '13 14 It serious

Slight injuries Motor traffic Road type A

'00 'OS '13 14 g • non built-up: over ® • built- up: ® or less • motorway: excluded from the

totals for built-up/non built-up

Fatalities by road user type

1161011:1 Car occupant

797 (45%)

•

Pedestrian 446 (25S)

Other 80 (5",./

'Other consists mainly of goods vehicle and bus and coach occupants

2013-2014 % change

01*) a

Other 4, '

Pedal Cyclist 113 (6°4

2%


All fatalities 1,775

Motorcyclist 335 (19%)

22.807

• Notes and definitions

• FIA.S.211—CaSualty tables

Reported Road Casualties in Department for Transport Great Britain: Main Results 2014

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Responding to the Department of Transport's report, the Royal Society for the Prevention of Accidents (RoSPA) said, "We must remain focused on making our roads safer for everyone, and especially for people travelling on foot and by two wheels". The Institute of Advanced Motorists (IAM) commented, "We are clear on what needs to happen. We call again for road safety targets to be reintroduced — they are the only clear way of ensuring reductions are measured and achieved. There must also be a greater focus on driver and rider quality and incentives for companies and individuals to continuously develop their skills".

We completely agree. We think it is reasonable to assume that a systematic programme of public awareness raising and driver education is likely to lead (at least in some cases) to better attitudes and behaviour concerning safe driving.

We believe that the more drivers are encouraged to think about their driving, to make better choices when driving, the less likely that they will drive in a dangerous manner which might death or serious injury.

We know that the cost to society of 1 road fatality is estimated to be £1.9 million, on average'.

If the work of Think Amy prevents just 1 avoidable road traffic death it will not only save the UK economy around £1.9 million (nearer £2.3 million in the case of a young person like Amy who dies), more importantly it will save a valuable life and save the loved ones of that person from experiencing a devastating loss.

The trustees understand the importance of being able to show the impact of the charity's work. To do this we will focus on: • developing ways to measure feedback from the educational talks and films we provide,

including the use of online survey tools • consult organisations with which we work on the impact the charity's safe driving message

has on driver behaviour and attitudes to safe driving • conduct surveys to gauge the level of awareness of the charity and its message and the

extent to which it has had a positive impact on driving behaviour

'Source: Department of Transport statistics, 'Reported Road Casualties in Great Britain' Report 2013, Table RAS 60001


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Financial Review

Reserves policy The charity is currently operating with limited financial resources with little surplus.

In view of this, the trustees consider it prudent to have a policy of ring-fencing funds in a re-serve account to ensure that we can meet known forthcoming expenses.

In particular, we ensure that we have sufficient funds to pay Jane Hofmeister for the services she provides to the charity under contract. The trustees have asked Jane to give up an amount of her paid employment in order to undertake the charity's educational and other work and so it is important that we keep sufficient funds available to reimburse her for that work.

In addition, funds raised specifically for the charity's secondary purpose are also ring-fenced from the charity's general funds.

Funds materially in deficit The charity does not currently have any funds materially in deficit.

Principal sources of funds The charity's principal sources of funds this year have been:

• grant from Somerset Road Safety (of £5,000) • public donations (around £10,000) • fundraising (nearly £5,000)

How expenditure has supported the charity's purposes This year, our expenditure has supported the charity's purposes by: • making it possible for Jane Hofmeister to deliver educational talks and other work for

the charity • making a £5,000 grant to Musgrove Park Hospital Children's Ward • providing Think Amy merchandise to help promote awareness of the charity and its

safe driving message

Investment policy The charity does not currently have any investments nor sufficient surplus to invest. Howev-er, it does have an interest bearing reserve account into which funds ring-fenced for specific purposes are held.

The trustees will consider an appropriate investment policy to have in place next year and beyond should the charity's income significantly increase.

Think Amy—Drive Safe for Life! ArPory#

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Other optional information

Looking ahead to 2015 - 16 The trustees will continue to carry out the charity's purposes in accordance with the strategic direction set out in their Strategic Plan 2014-17.

In particular, in 2015-16, the trustees will focus on:

• the appointment of additional trustees and a Chief Executive Officer

• securing longer-term funding for the charity, ideally through corporate sponsorship or grant funding

• expanding its educational programme to include schools and colleges beyond Somerset and exploring other opportunities for driver education

• developing educational films to supplement our existing education programme, includ-ing a short (possibly part-animated) film to educate young drivers

• developing working relationships with the emergency services, road safety teams and other organisations with an interest in promoting safe driving

Declaration

The trustees declare that they have approved the trustees' report above

Signed on behalf of the charity's trustees

Signature:

Full name': s Joanne Edwardes

Position: Chair

Date: Li_ K.) .QCD


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Our Vision

Motor Manufacturers invest millions of fs into driver and passenger safety features. Think Amy is working to gain the support of the UK Motor Industry by asking them to invest just £1 per car into driver education.

Amy was just one of far too many victims of dangerous driving. On behalf of Amy and ALL the other victims of unsafe driving, the "Think Amy" Safe Driving Education Programme, aims to prick the conscience of ALL drivers of ALL ages.

Be it speed, alcohol, drugs, mobile phones, or any other distraction the potential for disaster is truly frightening.

Choice & Consequence - the driver alone has the power and the choice to drive safely, we want the term "Think Amy" to influence that choice.

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Think Amy— Drive Safe for Life!

think amy annual report 2014/15 · think amy annual report 2014/15 ... ('srs'). (he has...

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