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CityShift Road Safety Ambassador Programme

CityShift Road Safety Ambassador Programme is a youth-led initiative in the West Midlands focused on making roads safer, more inclusive, and more sustainable.

Led by Transport for West Midlands (TfWM), part of the West Midlands Combined Authority (WMCA) and in partnership with YOURS - Youth for Road Safety, the 10-month programme creates space for young people to share their experiences and contribute to solutions that can influence local strategies and decision-making. 

As the first programme of its kind in the UK, CityShift embeds young people aged 18–25 directly within a regional road safety strategy, positioning them as active contributors to policy development and decision-making.

Apply to join CityShift Ambassador Programme by 26 April

Are you 18-25, based in Birmingham and want to help make roads safer in your city?

Be part of the 10-month CityShift Road Safety Ambassador Programme and help make your city’s streets safer.

Why CityShift?

Road harm remains one of the leading causes of death among young people globally, and the West Midlands reflects this urgent challenge. Young people are among the most affected by unsafe mobility systems, yet their perspectives are often missing from how these systems are designed.

CityShift responds to this gap by recognising young people as key actors in shaping safer, more inclusive, and more sustainable transport systems.

Key facts In the West Midlands :

  • 32% of road deaths are under 25
  • 36% of serious casualties are under 25

What will the programme do?

Through a combination of learning and community engagement, participants will be:

  • Upskilled to facilitate peer-to-peer conversations/discussions to better understand everyday mobility experiences, risks, and opportunities for change.
  • Using insights to inform a Youth Action Roadmap, contributing to ongoing efforts to improve road safety and mobility in Birmingham and across the West Midlands.

Why join the programme?

CityShift is designed to create both community-level and systems-level change by integrating youth perspectives into decision-making processes.

Through the programme:

  • 25 young people from Birmingham are upskilled as active contributors and paid for their contribution
  • Over 150 young people are reached through peer-to-peer  community consultations
  • A Youth Action Roadmap for Road Safety is developed
  • Youth perspectives contribute to the Regional Road Safety Action Plan 2024–2030
  • Stronger connections are built between young people, communities, and institutions
  • Participants are connected to the Global Youth Coalition for Road Safety (3,200+ members across 126 countries)
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