Case Study:
Drive for Life
Overview of the approach
Drive for Life is an interactive presentation delivered by
members of South Yorkshire Safer Roads Partnership
and Local Authority colleagues. It is a presentation of
information that includes images, videos and interactive
scenarios. It is aimed at young drivers aged 17-24 and
their passengers, so is often delivered to school and
college groups. The aim of Drive for Life is to increase
knowledge of the ‘fatal four’, including what the four
identified behaviours are, as well as the personal and
legal consequences that can follow if they engage in
these types of offending behaviour. Some attitude and
behaviour change amongst the audience is anticipated
following the presentation. A section of the presentation
focuses on driver distraction, with mobile phone use
being one significant part of that topic.
Following the results of a recent evaluation, Drive for Life content has moved away from a reliance on ‘fear-appeal’
messages (see page 68) to an approach that is focussed on the use of behaviour change techniques. Whilst some
hard-hitting, emotional, information remains, this is complemented with rational information explaining the legal
implications of offending actions and collisions that may result. In terms of behaviour change techniques, the
shaping of knowledge, information regarding consequences, salience of consequences and information regarding
the negative consequences of the action are clearly evident (See p22). Issues surrounding mobile phone use by
drivers are explained, as are the implications that those issues can have for individuals.
In addition to this, information, teaching and support regarding a ‘target behaviour’ - what drivers should do to keep
safe on the roads - is provided. The information is also often communicated by a ‘credible source’¹, as Drive for Life
is presented by experienced roads policing and family liaison officers.
Video clips that show individuals using the glove compartment to store a phone, using a signal blocking
pouch or a ‘do not disturb’ function can highlight how easy it is to use these strategies, as well as their benefits.
¹ Fylan, F. (2017). Using Behaviour Change Techniques: Guidance for the road safety community. RAC Foundation. Available from: https://www.racfoundation.
org/wp-content/uploads/2017/11/Using_behaviour_changetechniques_Guidance_for_the_road_safety_community.pdf
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