Case Study: WMP Operation Top Deck
continued...
Asking for reasons
Asking drivers why they were using their phone can provide a range of useful intelligence that we can follow
up on in the short and longer term (see the transtheoretical model on p21 & 96-97), and allow us to challenge
barriers to adopting safer behaviours in future. See ‘challenging the challenges’ on page 142 for more about
some potential responses and counter-responses.
Something to remember you by
In addition to tailoring the content of conversations and discussions ‘there and then’ we also suggest
considering providing those stopped with a ‘takeaway’ item of some sort. The right ‘freebie’ can help a driver
move towards making better decisions in future, so if we know what is stopping them from making safe
decisions, we can target our intervention more accurately. These items could range from information leaflets to
air fresheners to phone Apps to key rings, but again should be handed out based on an assessment of the item
most suited to that individual (see p96).
Social norms
One likely narrative that you will encounter is that the police are using the buses to ‘spy’ on drivers. Involving
people on the bus is one way of reinforcing the idea that ‘the public’ supports this activity which targets a
minority of drivers, as is some careful social media framing (see p88 and below). As discussed throughout this
compendium, we endorse efforts to get across the message that the majority of drivers do not use their phones,
and that many are very concerned about the habit.
We would also advocate counting (or getting someone else to count) the number of drivers not using their
phones and using this figure to promote the operation alongside the detections (e.g. “ Thanks to the 96% of
drivers who weren’t using their phone whilst driving” not just “operation catches xxx drivers”). By promoting
compliance not deviance, the impression is given that most people are capable of legal and safe driving,
and those that are not are problematic and part of an ‘out-group’. Promotion material can also stress that the
operation is being carried out in response to public concern (assuming that you have some evidence of that),
not because the police need help catching offenders.
Making the right point
Publicity should also avoid focusing exclusively on the law and the chances of being caught. The conversation
needs to be focused on the activity of safe driving, and making good choices in that respect, rather than on the
law - which will never be able to keep up with technological developments. Drivers need an internal regulation
system (norms), because an externally applied one (enforcement) cannot be there all the time.
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