Back to the Future Lifelong Learning in Road Safety.

Back to the Future

Lifelong Learning in Road Safety

Sources for the Precept• As new drivers start learning, their attitudes already seem to

be formed– Dr Bill Carcary, “New Driver Project” (2000)

• Tracks risky road behaviour from young pedestrians through to older drivers– Prof Frank McKenna’s “Cradle Attitudes, Grave Consequences” (2002)

• Young Drivers are made, not born– IAM (2008)

Policy and Stakeholder Perspective“Children are greatly influenced by our behaviour on the roads: and so [we should] keep them safe by showing them how to use roads responsibly….

… as parents, relatives and carers who travel with young people, set a good example for them in our driving behaviour and habits.”

Scotland’s Road Safety Framework to 2020“Early intervention with road safety messages to target future roads users is essential…attempting to change young road users’ opinions once they have reached driving age is extremely challenging.”

Police Scotland

Early Years Research• The Early Years Framework (COSLA/Scottish Government) takes

an early intervention approach• It is during our very earliest years and even pre-birth that a large

part of the pattern for our future adult life is set• Investment in a child’s early years pay dividends for that child, and

for wider society• Clear messages across physical and mental health, education,

justice and economics• Logically, the same is true in road safety

Future Drivers• New drivers account for a disproportionately high number of fatal

and serious accidents • Every week in Scotland an average of 54 accidents involve a driver

aged between 17-25 years• These accidents result in an average of 1 death and more than 70

injuries every week• A parent’s driving style is likely to predict a child’s driving style

(Ferguson et al 2001, Bianchi & Summala 2004)

Parental Influence

A fresh approach…

…not focusing on one specific risk behaviour…

…but on the role parents have in modelling their child’s future

driving and road use

RITS

Behavioural Psychology

Accident Stats

StakeholdersPolicy

Early Years

Driver Studies

Social Marketing Proposition“Every time you get behind the wheel with your children present, you’re giving them a driving lesson which could save their lives in future”

Insight Gathering• Family ethnographies and co-creation workshops

– Do parents understand and believe in the concept?– Will modifying their behaviour be motivating (to the parent) and

beneficial (to their children)?– How should we support the idea – what scientific evidence is

needed?– Which parental (risk) driving behaviours are children picking up

on?

Future Drivers

Key Insight 1• Most drivers think they’re good drivers and most parents

think they’re good parents• In most situations, parents lead by example: but there

was a disconnect from normal parenting when in the car

“When you think of how often they are in the car with you, every day, it seems obvious. But I would never had thought of it before you brought it up”

“You think that it’s different in the car, you say things to other drivers you’d never say to someone’s face. It’s awful really”

Key Insight 2• Parents recognise that their children pick up their (non-

driving) behaviour but haven’t considered the long-term consequences

• Parents don’t believe their children are aware of their driving, and feel that teaching them good driving habits can wait until their teens

Children DO notice…

…and it’s already affecting attitudes

Key findings• Children do notice their parents’ driving and are

impacted by it• Parents are already having an impact, and need to

redress any negative behaviour now• Changing their behaviour could help avoid their child

becoming a statistic

Developing the campaign• Shake parents out of complacency

– pointing out the link was enough in most cases!

• Show don’t tell: far more powerful and the message is more ‘sticky’ if people draw their own conclusions

• Backed up with early years stats – ‘the science’• Children are powerful agents for behaviour change

– primal need to protect children is a powerful human instinct– appealing to emotions is a powerful way of encouraging

behaviour change

Campaign Launch• Integrated campaign launched by

Transport Minister Keith Brown• Blogger event as well as traditional

media• First ran in July 2013• PR and social media throughout• Re-run in June 2014

Campaign Summary• TV advertising supported with

– Radio

– VOD

– Shopping trolley ads

– Online advertising

• Partnerships key to extending reach and credibility of campaign – eg Asda, Education Scotland, Mumsnet

• Field marketing ‘art gallery’ engaged at a deeper level across the country

Campaign snapshot

Field Marketing

Topline Results 2013• Campaign reached 83% of our target

audience• 75% of parents who undertake risky

driving behaviours with kids in the car claimed they would change their behaviour as a result of the campaign

• Significant increase in parental understanding that how they drive now will affect children’s future driving

Topline Results 2014• Campaign continued to perform well

with good levels of awareness, cut-through and high recognition

• Motivation levels still strong – no evidence of wear out – and high reach scores suggest enjoyment continues

• Little evidence of change to actual (as opposed to claimed) risk behaviours so this continues to be a long-term goal

“Can you provide a contribution on this MACCS case please? The correspondent, a driving instructor and a retired police officer is pleased with the aims of the ‘Kids in the Car’ campaign and would like to see it continued.”

Iain Murray, Head of Road Traffic Policing at Police Scotland, said the campaign was “amazing” and

“one of the best he’d seen.”

“Just a note to complement RSS and your agencies on the new parental influence adverts.. it is encouraging that RSS have taken the long term view on influencing driver behaviour.” John Smith, Road Safety Manager, BEAR Scotland Ltd“I have just viewed your Wheels on the

Car- Kids in the Car road safety campaign via Twitter....I think it is a

brilliant campaign, very engaging…” Patient Experience Network National

Awards

“Suddenly I find you have a brilliant video on this subject - and I have tweeted this

to my contacts”Former OCU Commander Traffic Division

in the Metropolitan Police in London

Thank You