Case Study: The Honest Truth
continued...
example). It also makes sense, from a behaviour change perspective, to encourage those making a pledge to
share that action with others. There is more information on pledges and pledging on p102.
Evaluation
During the KEC with The Honest Truth, we discussed the ‘ideals’ of evaluation, and the complexities in achieving
that. But we also discussed what type of evaluation was realistic and achievable for projects with similar aims
elsewhere in the country. Evaluation is complex so, in the following, we go into some detail about it because
we feel that the principles we are working through here are relevant to other projects too. There is even more
information on evaluation in the Evaluation section of this volume (p25).
The ‘ideal’ evaluation (or the ‘Gold Standard’ as it is often known) would be a randomised control trial. This would
involve two different groups of matched individuals, one experiencing the intervention and the other not, with
all other variables and experiences controlled to ensure any differences between the two groups (measured
at a later stage) are a result of the intervention and other influences can be ruled out. However, not only is it
difficult to find matched groups of participants, but it is ethically problematic to allow one group of individuals to
experience the intervention and refuse another group the same opportunity. We would effectively be refusing
some individuals an opportunity to be safer on the roads. One group of individuals who will experience the
intervention could be compared with a group of learner drivers who have not yet encountered it, but whose
driving instructor had shown interest in signing up. This is more reliable than comparing instructors who have
signed up with those who have shown no interest, as the latter group may well have different attitudes or
approaches that account for any differences in the outcomes for their students. Surveys to learners (at, perhaps,
three different time points) could enquire into driver attitudes as well as behaviours to gain an understanding of
whether that is different between the two groups.
Collecting data from ADI’s regarding how they are using the materials, what elements they use and how useful
they find them, would also be beneficial, as it will show what they are actually doing with their clients (not what
you hope they are doing).
The Honest Truth is due to be evaluated in the near future, potentially through the commissioning of a
PhD student to dedicate a number of years of study to the process.
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