Case Study: FirstCar
continued...
We would also suggest encouraging individuals to consider whether they would do ‘it’ (whatever behaviour
currently being focussed on) during a driving lesson with their ADI. If not, they shouldn’t do it afterwards when they
have passed their test.
Normative commitment to the law
As a considerable proportion of drivers believe they are able to avoid prosecution or ‘won’t be caught’, it is
becoming increasingly important that individuals behave according to what they perceive to be morally right,
rather than legally right. The focus on the law in the Young Drivers Guide 2018 section on ‘your phone or your
license?’ will be useful for some individuals who are guided by the legal consequences associated with the action,
but this type of information can also be complemented with that which focuses on personal consequences,
collisions and other issues that can result from using a mobile phone while driving. This increases the associated
risk and encourages individuals to refrain from the action whether or not they fear being caught.
Attractive information
Ensuring that images and video clips are continually updated and remain relevant enhances their attractiveness
to the audience that FirstCar intends to engage with. Another aspect of ‘attractiveness’ we can make the most of is
people’s desire to be part of the ‘in-crowd’, as explained on page 64. In the First Car Young Drivers Guide 2018, the
percentage frequency of ‘the most common distractions’ are highlighted and one section begins with the sentence
‘we’ve all been tempted’, suggesting that many people are involved in distracted driving behaviours and that it is
acceptable/normal to be tempted by distraction. We suggest a change of focus to emphasise compliance. This
way we can begin to develop the notion that such risky behaviours are actually performed by a minority.
45