We can increase the relevance of the information that we share by making it directly relevant to our audience . If our target is HGV drivers , use pictures , examples and statistics that relate to HGVs - rather than cars or vans - so that drivers don ’ t think the content doesn ’ t apply to them . Where individuals can directly relate specific consequences to their specific situation - their own lives and working experiences - research tells us that we can increase the success of behaviour change interventions ¹. This applies to classroom-based training , or targeted social media campaigns but also to one-to-one engagement opportunities , such as Operation Tramline ( p115 ) or Operation Top Deck ( p120 ). ‘ Tailoring ’ includes the type of vehicle ( lorry , van , car , UK or foreign vehicle for example ) and the type of driver ( owner operator , large fleet driver , long distance haulier , salesperson for example ). There are lots of visual cues that can be taken from the combination of driver and vehicle ( see the TopDeck case study ), and from conversation , that can help to identify what ‘ stage of change ’ the driver is currently at . We discuss this in more detail on p98 . or to use their phone to finish off jobs on the way home , it ’ s probably because they feel , in some way , that their job depends on it . This pressure can be turned around and used to our advantage , when we highlight the consequences that could follow an offence being committed . Penalty points , a collision , a loss of license or even imprisonment could result - and employers are likely to take a pretty unsympathetic view of all of these outcomes . The same fears about loss of employment and loss of income should be used to motivate drivers to stay off their phones - and are particularly powerful when a company policy is also supportive ( if it isn ’ t supportive , go back to the previous page and head for the CEO !).
Collecting data regarding the number of people stopped in particular vehicles ( vans or lorries , for example ) as well as organisations or employers that they work for allows you to identify any ‘ frequent flyers ’ that can then be targeted more specifically with an approach that includes information tailored to that particular workforce
Work pressure can be very real and many offending drivers cite it as their reason for using their phone . But ‘ work ’ can also be a really effective source of leverage to get people off their phones ² ³. If assumed , or actual , pressure from employers is encouraging drivers to feel that they have to stay in touch constantly ,
¹ Noar , S . M ., Benac , C . N . and Harris , M . S ., ( 2007 ). Does tailoring matter ? Meta-analytic review of tailored print health behavior change interventions .
Psychological bulletin , 133 ( 4 ), pp . 673-693 . ² Christie , N ., Ward , H . and Helman , S ., ( 2017 ). The changing nature of driving for work and questions for safety policy and practice . ³ Wells , H . and Savigar , L ., ( 2017 ). Keeping up , and keeping on : Risk , acceleration and the law-abiding driving offender . Criminology & Criminal Justice , p . 1748895817738555 .
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