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APG Group 8

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Will Lion

on 28 April 2010

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Transcript of APG Group 8

What will others think? A strategy to reduce road accidents caused by mobile phone.
The problem The strategy The idea The role of the mobile phone is growing Using your phone while driving is as dangerous as drink-driving And now phone use in cars is back on the rise Van/Lorry Law change and communications The perceived chance of getting caught is falling Changes to law + communications to date have impact - but only in the short term Car % drivers using mobile phone Strayer et al (2006) Human Factors: The Journal of the Human Factors and Ergonomics Society, Vol. 48, No. 2, 381-391 Source: BMRB (2009). Is more education
the answer? 83% of people are already aware that using a mobile phone while driving affects concentration, and that it greatly increases the chances of an accident. Source: BRMB ‘Split-Screen’ post campaign tracking, 2008 All this risk awareness, yet the problem is growing. Why? 1. Over-optimistic
11. Biased to the short-term benefit 111. Base future judgements on past 'successes' Rationality's not all it's cracked up to be But there's another way in Risk education

Attitude change

Behaviour change
FLAWED From: thinking about risks Intention &
change 83% of people think it is unacceptable to use a mobile phone while driving. Source: THINK! Road Safety annual survey, 2009
extremely Source: Group 8 research. Base: 340
palpable We’re sitting on a powerful but largely dormant Our task is to make the social norm to the offenders social norm “We are social creatures, our behaviours are shaped and constrained by social norms and expectations.

Professor Tim Jackson, University of Surrey Who are the offenders? 1. A hardcore entrenched group (3%)
11. Occasional users (14%)
111. The Just Quicklies (>30%) What will others think? Drivetime radio ads, Banners showing live comments from Facebook, car stickers, ambient media in congestion hotspots Behaviour placement in soaps, Chat shows, editorials,
celebrity statements (e.g. Lewis Hamilton for the entrenched) Offenders should feel ashamed of themselves, and afraid of being caught, not by the police, but by their fellow road users. “Conscience is the inner voice that warns us somebody may be looking.”
H.L Menken APG - Group 8 Source: RoSPA Beliefs about outcomes

Evalution about outcomes

Attitudes towards
the behaviour
Subjective norm Beliefs about what others think Azjen's Theory of Planned Behaviour (1986) To: thinking about what others think Negotiating change is best pursued
at the level of groups and communities. How much impact can we hope to have? Seatbelts use in Montana

after social norm messaging 10% Heavy drinking in
US universities

after social norm messaging Smoking is US students

decrease after social norm messaging Linkenbach, J., and Perkins, H.W (2003). "Most of Us Wear Seatbelts: The Process and Outcomes of a 3-Year Statewide Adult Seatbelt Campaign in Montana." 30% A Multifaceted Social Norms Approach to Reduce High-Risk Drinking: Lessons from Hobart and William Smith Colleges. By H. Wesley Perkins and David W. Craig 30% Craig, D.W. (2001) Successful social norms campaign to reduce high risk drinking and tobacco use among intercollegiate student-athletes 1 Invite input from the public
to elicit the social norm for real from the 83% who find the behaviour extremely unacceptable Facebook group and polls, live banners,
Twitter hashtags, Radio text-ins,
working with big pollsters, e.g. YouGov etc 11 We then promote the output to increase its impact on the offenders. We create culture 111 http://www.surveymonkey.com/sr.aspx?sm=cyNvmlHEpTripjza168azMdnOiURiW09wUD5AfMvExA_3d
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