Case Study : Westcotec phone detection warning system continued ...
Challenging the Challenges
Based on our own reviews of open source data about the product , we identified the following common challenges to its use . These may be seen by those considering commissioning a warning system , and by other members of the public , who may then be influenced by them . One option is to proactively ‘ prespond ’ to key criticisms via media and promotions work , whilst another is to have an FAQ section on the website where each misunderstanding or challenge can be addressed ( for the benefit of road users and potential customers ).
Challenge 1 : “ It can ’ t distinguish between driver and passenger ”
A common challenge appears to be around the inability of the device to distinguish driver use from passenger use . This is partly addressed in the marketing information that says that “ the vast majority will be drivers .” We would suggest doing some observation work ( by which we mean stand by a sign and record how many activations are made by drivers and how many by passengers ). You may then be able to state that 9 out of 10 activations ( for example ) were made by exactly the person that needed to receive the educational message .
Challenge 2 : “ It ’ s Big Brother ”/” It ’ s unfair enforcement ”
Another common theme of comments on media stories was misunderstandings of what the device can and cannot do . We appreciate that it is difficult to explain that it is not linked to enforcement without saying ‘ don ’ t worry it can ’ t do anything really ’ or ‘ it ’ s just advisory ’. But clearly some people are preoccupied with any legal implications and are overlooking or discounting the safety message / implications . Promotion of the device should therefore specifically stress the reasons for its existence and the safety consequences of the problematic behaviour , rather than the legal consequences ( or lack of them ).
Some comments also suggested that there were other more worthy policing targets ( the familiar ‘ why aren ’ t they out catching burglars ’ challenge ). This represents another misunderstanding of the device capabilities , but the suggested response to this is twofold : Firstly that this is dangerous , potentially killer behaviour , and that road deaths account for more violent deaths than murders etc . in most areas . Secondly , this is not using policing resources - it is freeing up police to tackle those offences that are seen as more worthy of attention .
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