Case Study: FirstCar
continued...
FirstCar work with other road safety professionals
Virtual reality (see pages 137-139 for more on VR)
During the FirstCar KEC we also discussed how Virtual Reality films and immersive experiences, just like any
technological solutions, need to be thought of as part of a package of intervention that is wrapped around it - and not
as a stand-alone ‘techno-fix’ to the issue of mobile phone use by drivers. Much VR film that FirstCar have been
involved in producing recently has focused on positive messages, and we would endorse this, particularly when the
approach is targeted at groups of individuals who respond more positively to that approach than fear (such as
young males¹).
It was also highlighted that many of the more recent virtual reality films that have been developed have adopted a
‘rewind’ style whereby the risky behaviour and the associated consequences that have been depicted are avoided.
We think this could work well in combination with a suite of suggested ‘avoidance strategies’ that are explained
to individuals following their experience of VR. Some practical ideas are suggested on p96. As FirstCar have the
opportunity to work with a range of road safety professionals on the design of VR packages, there is an opportunity
for the team to highlight these ideas to those endeavouring to develop a VR approach.
Campaign material/pledges
As FirstCar also have the opportunity to input into the pledges and campaign material produced by other projects,
they can have a role in sharing some of the thinking that we have shared. This includes the range of ideas
discussed on pages 102-104, for example the benefits of a ‘social’ pledge, and some follow-up engagement.
Evaluation
FirstCar are ideally placed to influence other practitioners at the point when interventions are beingdesigned, and
as such could become ambassadors for evaluation. FirstCar have opportunities to offer advice, and encouragement
on how and why to conduct meaningful evaluations. Information relating to evaluation can be found on pages 25-28.
Mobile:Engaged Impact
Following their involvement with
the Mobile:Engaged project, the
founder and managing director
James Evans said...
We are planning a content review
for January to incorporate your
suggestions in to our new editions
coming out in March.
A new FirstCar website is
being planned for 2019, so the
consultation information will play
into the content for that too.
¹ Wundersitz, L.N., Hutchinson, T.P. and Woolley, J.E., (2010). Best practice in road safety mass media campaigns: A literature review. Social Psychology, 5,
pp.119-186.
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