Case Study : My Red Thumb continued ...
Developing pledge approaches
Whilst the My Red Thumb pledge is aimed at preventing mobile phone use generally , we discussed the possibility of introducing a specific behavioural element , rather than a general attitude statement . This could include a pledge to adopt particular behaviours or to refrain from particular actions such as handheld and hands-free mobile phone use , texting , or having a phone within sight whilst driving . This also encourages drivers to think broadly about the idea of ‘ use ’ of a phone and what that means ( see page 15 ).
The website features examples of people writing their own , personalised , pledges on whiteboards and is a great example of this approach . Encouraging individuals to share their personalised pledges to your social media account would provide you with great content as well as help to build a social norm ( see p65 ) around the behaviour .
Many of the examples of pledging on the website feature professionals , including ‘ 999 ’ personnel . We would recommend showing ‘ ordinary ’ people doing this too ( particularly individuals in your target demographics ). Your audience might expect professionals to be committed to avoiding mobile phone use , so their pledge might be less persuasive than a similar commitment from people like them .
One-to-one and small group engagement
The My Red Thumb website refers to opportunities for one-to-one and small group engagement , with service station stands and in-school education specifically mentioned . During the KEC , we discussed how it can be particularly useful to identify a ‘ stage of change ’ that an individual currently exists within , and provide them with the information , support or tools necessary to progress to the next stage of change ( see p98 ).
BCTs
There are plenty of opportunities to deploy Behaviour Change Techniques within the My Red Thumb approach , and the team explained that this was an area that they had begun to work towards . The following are some ideas for ways this could be taken forward :
• Adding more information to the website and social media platforms regarding the research evidence showing lack of social approval for using a phone while driving would reinforce the technique of ‘ providing information about others ’ approval ’ ( or disapproval ). A ‘ pledge totaliser ’ would be another way to do this .
• Instructions about how to avoid using your phone ( gadgets , behaviours etc ) would be beneficial as this means that the site is ‘ providing instruction ’ that is relevant and useful . If visitors are motivated by the tragic stories featured , the next step is to promptly provide them with the tools to act on that motivation .
• ‘ Specific goal setting ’ could be prompted by encouraging individuals to consider a number of goals that they wish to achieve ( things they want to do , see or have in future ) and consider how the pledge they make will help them to achieve those goals .
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