Using education in effective ways
We wanted to come up with a simple method for thinking about the quality of information we use to influence people ’ s attitudes and behaviours . We think it is important that all educational information , whether shock-based , or information-based , is designed to be C . L . E . A . R . By this , we mean that it should be : Current , Local , Evidenced , Attractive , and Relevant . This is based on what the research tells us about how we respond to information ( and how different people respond differently ), what drivers say about how they experience education , and what we have learned from talking to our innovators in this project .
CURRENT - Information being presented , images and videos being used , and suggestions for behaviour should always be up-to-date , contemporary and useful for individuals ‘ today ’. Where information or images are outdated , or are no longer relevant to the lives of those target people , it may provide them with an opportunity to ‘ switch off ’ or distance themselves from the information being presented , or give the impression that our information or statistics are also ‘ out-of-date ’. Modern vehicles , contemporary fashions , current technologies ( being used in up-to-date ways ) should be sourced and used . We don ’ t want our audience to get distracted by amusing old hairstyles or phones that look more like walkie-talkies ( see the image on this page ). This can mean regularly checking and reviewing the content of our campaigns and interventions to make sure that we have not accidentally become out-of-date . Individuals may think that , as modern technology ( like theirs ) is different to that being shown in the images , the consequences of using it are different .
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