Challenging the challenges
As part of this engagement process, we became aware that certain recurring ‘challenges’ were made by drivers
when it was suggested that they refrain from using a mobile phone while driving. This was the case across social
media, in public comments on media articles, and particularly in situations where there were opportunities for
direct contact between drivers and practitioners. Drivers can be defensive or show resistance to the core message,
and it is important that (given the fact that other people may be ‘listening in’ in an actual or virtual sense) these
challenges are themselves challenged. If we leave a criticism without a response, the implication is given that
there is no response - that the challenger has won.
Here we have listed a number of challenges that have become familiar to us whilst working on this project and - in
response to requests from the innovators we met - we have offered some responses that may be used to tackle them:
“I fear missing out”
“It could be an important
family call”
142
•
•
This response (known as ‘FOMO’ - fear of missing out) is particularly
associated with younger drivers who have grown up in a world where
instant contact and constant interconnectedness is an expectation.
These individuals are likely to use a mobile phone for social media
and actions other than calling and texting. It may be worth pointing out
what they would miss out in if they were in an accident, or even if
they were in prison - using the power of FOMO to urge drivers to focus
on their long term life goals and ambitions, rather than a fear of
missing out on an Instagram of someone’s new eyebrows (for
example). Use their fear of missing out to motivate safe behaviour,
rather than unsafe behaviour.
Short-term fear appeals (‘you might crash’) may not work as well with
this sort of challenger, as the fear of missing a call or notification might
seem more real (especially if the individual has used their phone for
some time without experiencing any negative outcome). Individuals
who make this challenge may benefit from an application or setting
that silences a phone, so that they are unaware of any incoming
notifications, reducing the temptation to identify a caller or read a
message (see below).
•
Ask these individuals what could possibly be more important than
making it home to those family members that may be calling, or how
they would be helping their friend if they were in an accident. What
would their family do if that individual did not come home because
they were in a collision, or were imprisoned for dangerous driving? If
someone needs you in an emergency it’s because they need you -alive. It
is worth getting the challenger to state the consequences for themselves