12 | UK Transport Awards 2023 Feb23065 Road Safety Content Producer of the Year 2023 London based Jellylearn consists of a dedicated team of passionate road safety professionals. In 2012 the company received a prestigious contract from the DVSA, leading to the delivery of 130 one-minute clips destined for the UK Hazard Perception Test. Jellylearn did this by re-developing video clips using computer generated imagery (CGI). The ground-breaking project using these clips is now the world’s largest high stakes test using CGI technology. Approximately 2 million people sit this test annually. Jellylearn’s clips went live in 2015, with 280 clips now in regular randomised use. These might feature different weather conditions, night driving, urban, rural, and motorway scenes. Each clip features one, or often two unique hazards for test participants to spot. The UK was the first country to introduce this innovative hazard perception element of the driving test. Jellylearn’s involvement with the DVSA project has created the need to build long term relationships with academia, research companies and service providers in the road safety sector so that we can ensure what we do is at the forefront of road safety thought leadership. It went on to undertake extensive research into exactly what testing, training, and assessment content was being used in road safety projects globally. This helped Jellylearn identify a gap in the market for its creative technology. It realised it could be of benefit to many public and private sector road safety organisations who were looking for high quality animated media to replace its existing video and 2D content. As well as driving licence testing programmes, its content could be of used for driving schools as training material, and also within professional driving assessments programmes where legislation dictates regular assessments of drivers. Jellylearn has devised a Road Map for Road Safety strategy which it uses to underpin all its projects. This has seen it successfully deliver a number of key road safety initiatives for all categories of road users. It endeavours to utilise high quality and engaging creative content for the very important matter of reducing deaths on the road. Shockingly, global road fatalities currently stand at one every 24 seconds! Jellylearn’s content often concentrates on hazard perception. This requires situational awareness and judgement, a key skill only gained by time spent behind the wheel. Such knowledge, however, can be accelerated by Jellylearn’s multiple interactive CGI clips in support of this task. It is vital to be able to evaluate roads and make good decisions. Jellylearn has vast experience here with the UK driving theory test. Its visual media clips support various case studies in this field. Hazard perception training is a vital skill even for more experienced drivers. In professional driver assessments, Jellylearn’s clips support in depth analysis of a driver’s risk profile. Human factors play a role here too, with fatigue and wellbeing adding to safety risk. Research alongside academia into this area has provided Jellylearn with high quality and relevant content in order to be able to thoroughly assess a professional candidate’s driving skills. It might do this for companies’ HGV and fleet drivers, for example, who are facing situations every day where they need to assess risks on the roads. As well as the DVSA, Jellylearn also delivers CGI clips to many other places to help with driving safety. It has worked with Transport for London (TfL) to help their marketing team produce new content for the Compulsory Basic Training (CBT) for motorcyclists. This replaces still photographs with CGI content, and focuses on the major issues facing motorcyclists daily when travelling on the streets of London. Using Jellylearn’s clips should provide one of the most vulnerable groups on the road with a better understanding of what constitutes a hazard. This should help riders to be better prepared when travelling on the roads. Jellylearn has also worked in conjunction with BMK in Lithuania to support a road safety project for use in Lithuanian schools. As vulnerable road users, children were a particular focus for the campaign. The statistics were alarming when compared to other countries, and so it was hoped this project would help children to be safer on the roads in Lithuania. The animated clips used required children to respond to the developing hazards they saw. Feedback generated from the analysis of each clip went to the MoE (Ministry of Education) to help understand where key issues lay. This was to help them develop targeted training and education plans for the country. Another interesting company Jellylearn has assisted is Five.AI. This company is developing the world’s most reliable autonomous software stack for driverless cars. They are using artificial intelligence based on advanced technology and multiple sensors located around the car. Because of its admirable work for the DVSA, Five.AI approached Jellylearn with a specific request, wanting clips to show their potential investors highlighting all the potential hazards a driverless car would encounter on a journey. This was to demonstrate the complexity of what they were developing. When Jellylearn first meet a client they explain that there are options about how clips are produced. We could develop a totally bespoke hazard clip based on a road scenario of the clients’ choice set within a Jellylearn is a producer of high quality animated and interactive content designed for the testing, training, and assessment of road users. It is committed to road safety and hopes to reduce everyone’s risks whether driver, rider, or pedestrian. Its flagship client is the DVSA (the Driver and Vehicle Standards Agency), for whom it is privileged to be able to supply content for the Theory and Hazard Perception part of the UK driving test.
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