Case Study : Drive for Life continued ...
Mobile : Engaged contribution
Knowledge Exchange
We were able to access information from previous evaluations of Drive for Life to inform our understanding of the approach , and this was supplemented by an overview of the presentation by the Drive for Life project manager at the start of the Knowledge Exchange Consultation ( KEC ).
Behaviour Change Techniques
Drive for Life has benefited from having been evaluated in the past , and its use of behaviour change techniques was notable . The shift from fear-based information , to one that utilises BCT ’ s to achieve its aims , has been a significant change for the team , but one that they have approached with enthusiasm . We took the approach of building on these foundations and began our KEC with a discussion of how BCTs could be further incorporated . The following headings relate to recognised BCTs .
‘ Behavioural contract ’, ‘ commitment ’ and ‘ social support ’ - These three BCTs could be incorporated through the addition of a pledge or promise to adopt certain driver behaviours and refrain from others . You can find out more about pledges ( including what approaches and wording works best , and for who ) on pages 104-106 .
‘ Social comparison ’ - When Drive for Life tackles seatbelt use , the presentation emphasises information that shows that the majority of drivers do indeed use a seatbelt while driving - hence it is normal behaviour . We think this idea can also be applied to mobile phone use , and that ( rather than emphasising the scale of the problem ) observational data can be used to show that it is only a small proportion of drivers that use a mobile phone while driving on any single journey ¹. By doing this , a ‘ social norm ’ may be created in favour of the safer behaviour , rather than audience members being encouraged to believe that they are in good ( majority ) company when they break the law . More information on using ( and creating ) social norms can be found on page 65 .
‘ Action planning ’ and ‘ demonstration of behaviour ’ - If the behaviour that we want individuals to adopt is as simple as downloading an App or using a ‘ do not disturb ’ function on a phone then it is possible to physically demonstrate that behaviour to the group before asking individuals to do it too .
‘ Comparative imagining of future outcomes ’ - Audience members should be asked to consider how the consequences being presented relate to their own lives - what could the use of a mobile phone prevent them from doing in the future that they have always wanted to do ? Explaining how those dreams are more likely to be
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¹ DfT ( 2015 ). Seat belt and mobile phone use surveys : England and Scotland , 2015 . Statistical release . Available from : https :// assets . publishing . service . gov . uk / government / uploads / system / uploads / attachment _ data / file / 406723 / seatbelt-and-mobile-use-surveys-2014 . pdf