Case Study : Milton Keynes Supermarket Stand
Avoidance strategies The Milton Keynes stand offers signal blocking ‘ pouches ’ as a strategy for avoiding phone distraction . We think this will be a useful option for some drivers , whilst others may find installing an App ( that performs a similar role ) appealing ( see p144 ). Some may like the ‘ techy ’ aspect of an App whilst others may find it off-putting or not have a suitable phone - so it makes sense to have both approaches to hand . The advantage of the App is that it can be installed ‘ there and then ’, so an individual who is already motivated to change can walk away from the encounter effectively ‘ immunised ’ against using their phone while driving . A pouch requires recurrent commitment - like remembering to take your medication . In terms of behaviour change , this ‘ plan of action ’ combined with ‘ restructuring of the environment ’ is particularly useful in encouraging change .
An individualised approach We discussed a strategic and targeted use of the takeaway items that were already being offered . As page 99 explores , with just a few quick questions it is possible to find out enough information to target information according to the transtheoretical model of behaviour change . For example , those who were unaware of the consequences associated with mobile phone use by drivers could be offered the existing leaflet outlining the risks and penalties associated with the offence . In contrast , those who suggested an awareness of the issues associated with the action but difficulties in applying strategies to avoid distraction could be offered a pouch or App , to help them progress to the ‘ action ’ stage of behaviour change . As we suggested on p95 , we should avoid giving someone a gadget that solves a problem they don ’ t think they have , and think of alternatives to giving more information to someone who understands the issue but has trouble acting on it .
Evaluation
See page 144 for the benefits and limitations of Apps as ‘ immunisation ’ against phone use
At a simple level , we discussed the possibility of identifying the number of take-away products that have been
given to members of the public , such as how many signal blocking pouches have been given to drivers , or how many drivers have installed an App that blocks incoming calls and messages . This gives some output-based measure of the number of drivers that have at least been given the tools to change their behaviour .
We also suggested that individuals could be encouraged to leave contact information in exchange for the chance to enter a prize draw for ( for example ) a dash cam ( see page 128 for the logic of this as a prize !). A survey could then be sent that covered a range of questions about attitudes and behaviour , along with a reminder about the core message .
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