Case Study :
Drive for Life
Overview of the approach
Drive for Life is an interactive presentation delivered by members of South Yorkshire Safer Roads Partnership and Local Authority colleagues . It is a presentation of information that includes images , videos and interactive scenarios . It is aimed at young drivers aged 17-24 and their passengers , so is often delivered to school and college groups . The aim of Drive for Life is to increase knowledge of the ‘ fatal four ’, including what the four identified behaviours are , as well as the personal and legal consequences that can follow if they engage in these types of offending behaviour . Some attitude and behaviour change amongst the audience is anticipated following the presentation . A section of the presentation focuses on driver distraction , with mobile phone use being one significant part of that topic .
Following the results of a recent evaluation , Drive for Life content has moved away from a reliance on ‘ fear-appeal ’ messages ( see page 70 ) to an approach that is focussed on the use of behaviour change techniques . Whilst some hard-hitting , emotional , information remains , this is complemented with rational information explaining the legal implications of offending actions and collisions that may result . In terms of behaviour change techniques , the shaping of knowledge , information regarding consequences , salience of consequences and information regarding the negative consequences of the action are clearly evident ( See p22 ). Issues surrounding mobile phone use by drivers are explained , as are the implications that those issues can have for individuals .
In addition to this , information , teaching and support regarding a ‘ target behaviour ’ - what drivers should do to keep safe on the roads - is provided . The information is also often communicated by a ‘ credible source ’¹, as Drive for Life is presented by experienced roads policing and family liaison officers .
Video clips that show individuals using the glove compartment to store a phone , using a signal blocking pouch or a ‘ do not disturb ’ function can highlight how easy it is to use these strategies , as well as their benefits .
¹ Fylan , F . ( 2017 ). Using Behaviour Change Techniques : Guidance for the road safety community . RAC Foundation . Available from : https :// www . racfoundation . org / wp-content / uploads / 2017 / 11 / Using _ behaviour _ changetechniques _ Guidance _ for _ the _ road _ safety _ community . pdf
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