Case Study: Westcotec phone detection warning system
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Challenging the Challenges
Based on our own reviews of open source data about the product, we identified the following common
challenges to its use. These may be seen by those considering commissioning a warning system, and by other
members of the public, who may then be influenced by them. One option is to proactively ‘prespond’ to key
criticisms via media and promotions work, whilst another is to have an FAQ section on the website where each
misunderstanding or challenge can be addressed (for the benefit of road users and potential customers).
Challenge 1: “It can’t distinguish between driver and passenger”
A common challenge appears to be around the inability of the device to distinguish driver use from passenger
use. This is partly addressed in the marketing information that says that “the vast majority will be drivers.”
We would suggest doing some observation work (by which we mean stand by a sign and record how many
activations are made by drivers and how many by passengers). You may then be able to state that 9 out of 10
activations (for example) were made by exactly the person that needed to receive the educational message.
Challenge 2: “It’s Big Brother”/”It’s unfair enforcement”
Another common theme of comments on media stories was misunderstandings of what the device can
and cannot do. We appreciate that it is difficult to explain that it is not linked to enforcement without saying
‘don’t worry it can’t do anything really’ or ‘it’s just advisory’. But clearly some people are preoccupied with
any legal implications and are overlooking or discounting the safety message/implications. Promotion of the
device should therefore specifically stress the reasons for its existence and the safety consequences of the
problematic behaviour, rather than the legal consequences (or lack of them).
Some comments also suggested that there were other more worthy policing targets (the familiar ‘why aren’t
they out catching burglars’ challenge). This represents another misunderstanding of the device capabilities, but
the suggested response to this is twofold: Firstly that this is dangerous, potentially killer behaviour, and that
road deaths account for more violent deaths than murders etc. in most areas. Secondly, this is not using policing
resources - it is freeing up police to tackle those offences that are seen as more worthy of attention.
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