Case Study: Milton Keynes Supermarket
Stand
Avoidance strategies
The Milton Keynes stand offers signal blocking ‘pouches’ as a strategy
for avoiding phone distraction. We think this will be a useful option for
some drivers, whilst others may find installing an App (that performs
a similar role) appealing (see p140). Some may like the ‘techy’ aspect
of an App whilst others may find it off-putting or not have a suitable
phone - so it makes sense to have both approaches to hand. The
advantage of the App is that it can be installed ‘there and then’, so an
individual who is already motivated to change can walk away from
the encounter effectively ‘immunised’ against using their phone while
driving. A pouch requires recurrent commitment - like remembering to
take your medication. In terms of behaviour change, this ‘plan of action’
combined with ‘restructuring of the environment’ is particularly useful in
encouraging change.
See page 141 for the benefits
and limitations of Apps as
‘immunisation’ against phone
use
An individualised approach
We discussed a strategic and targeted use of the takeaway items
that were already being offered. As page 96 explores, with just a few
quick questions it is possible to find out enough information to target
information according to the transtheoretical model of behaviour change. For example, those who were
unaware of the consequences associated with mobile phone use by drivers could be offered the existing leaflet
outlining the risks and penalties associated with the offence. In contrast, those who suggested an awareness
of the issues associated with the action but difficulties in applying strategies to avoid distraction could be
offered a pouch or App, to help them progress to the ‘action’ stage of behaviour change. As we suggested on
p95, we should avoid giving someone a gadget that solves a problem they don’t think they have, and think of
alternatives to giving more information to someone who understands the issue but has trouble acting on it.
Evaluation
At a simple level, we discussed the possibility of identifying the number of take-away products that have been
given to members of the public, such as how many signal blocking pouches have been given to drivers, or how
many drivers have installed an App that blocks incoming calls and messages. This gives some output-based
measure of the number of drivers that have at least been given the tools to change their behaviour.
We also suggested that individuals could be encouraged to leave contact information in exchange for the
chance to enter a prize draw for (for example) a dash cam (see page 124 for the logic of this as a prize!). A survey
could then be sent that covered a range of questions about attitudes and behaviour, along with a reminder
about the core message.
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