Case Study : FirstCar continued ...
We would also suggest encouraging individuals to consider whether they would do ‘ it ’ ( whatever behaviour currently being focussed on ) during a driving lesson with their ADI . If not , they shouldn ’ t do it afterwards when they have passed their test .
Normative commitment to the law As a considerable proportion of drivers believe they are able to avoid prosecution or ‘ won ’ t be caught ’, it is becoming increasingly important that individuals behave according to what they perceive to be morally right , rather than legally right . The focus on the law in the Young Drivers Guide 2018 section on ‘ your phone or your license ?’ will be useful for some individuals who are guided by the legal consequences associated with the action , but this type of information can also be complemented with that which focuses on personal consequences , collisions and other issues that can result from using a mobile phone while driving . This increases the associated risk and encourages individuals to refrain from the action whether or not they fear being caught .
Attractive information Ensuring that images and video clips are continually updated and remain relevant enhances their attractiveness to the audience that FirstCar intends to engage with . Another aspect of ‘ attractiveness ’ we can make the most of is people ’ s desire to be part of the ‘ in-crowd ’, as explained on page 64 . In the First Car Young Drivers Guide 2018 , the percentage frequency of ‘ the most common distractions ’ are highlighted and one section begins with the sentence ‘ we ’ ve all been tempted ’, suggesting that many people are involved in distracted driving behaviours and that it is acceptable / normal to be tempted by distraction . We suggest a change of focus to emphasise compliance . This way we can begin to develop the notion that such risky behaviours are actually performed by a minority .
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