One-to-one engagement
Engaging in effective ways
If we get the chance to engage with our target audience on a one-to-one or small group basis , we have the opportunity to personalise that encounter in a way that we can ’ t do with large groups , or unknown populations ( such as with a large campaign or social media account ). The ‘ transtheoretical model of behaviour change ’ ( see p21 ) suggests that we are able to achieve behaviour change if we successfully navigate our way through five stages ¹. If we interact with people directly , we have a better chance of finding out what stage of change they are at , and tailoring what we say to trying to help them move from that stage to the next .
It may be rare to find opportunities for one-to-one engagement ( for reasons relating to budgets and capacity ) but when these opportunities do present , it ’ s worth asking a few questions to find out what ‘ stage ’ a particular individual is at . That way , you can give targeted information and avoid approaches that might disengage the individual . Someone who uses their phone while driving may do so for a number of reasons . For example they ;
Giving a ‘ phone addict ’ some statistics on distraction is unlikely to work , just as giving someone who disputes the dangerousness of the activity a signal-blocking pouch would be useless ( they won ’ t use it ). There ’ s no point discussing the penalties for use with someone who thinks they won ’ t be caught . But if we give some information about ‘ use ’ to someone who was oblivious , or a pouch to someone who admits they can ’ t ignore their phone beeping , or explain about third party reporting to someone who points out a lack of police presence . we might just progress them a little further along their journey to behaviour change .
One-to-one opportunities might present :
• At the roadside
• When asked questions during a larger group encounter
• When responding to a social media comment
• During publicity and promotion work
• may be ignorant of the law
• may be aware , but not consider what they do to be ‘ use ’
• may think that they are too competent to crash
• may think they will never get caught
• may be keen to change but unable to resist pressure
• may be ‘ phone addicts ’ and not realise they are doing it
1
Kowalski , K ., Jeznach , A . and Tuokko , H . A ., 2014 . Stages of driving behavior change within the transtheoretical model ( TM ). Journal of safety research , 50 , pp . 17-25 .
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