Case Study: Drive for Life
continued...
Mobile:Engaged contribution
Mobile:Engaged
contribution
Knowledge Exchange
We were able to access information from previous evaluations of Drive for Life to inform our understanding
of the approach, and this was supplemented by an overview of the presentation by the Drive for Life project
manager at the start of the Knowledge Exchange Consultation (KEC).
Behaviour Change Techniques
Drive for Life has benefited from having been evaluated in the past, and its use of behaviour change
techniques was notable. The shift from fear-based information, to one that utilises BCT’s to achieve its aims,
has been a significant change for the team, but one that they have approached with enthusiasm. We took the
approach of building on these foundations and began our KEC with a discussion of how BCTs could be further
incorporated. The following headings relate to recognised BCTs.
‘Behavioural contract’, ‘commitment’ and ‘social support’ - These three BCTs could be incorporated through
the addition of a pledge or promise to adopt certain driver behaviours and refrain from others. You can find out
more about pledges (including what approaches and wording works best, and for who) on pages 102-104.
‘Social comparison’ - When Drive for Life tackles seatbelt use, the presentation emphasises information that
shows that the majority of drivers do indeed use a seatbelt while driving - hence it is normal behaviour. We
think this idea can also be applied to mobile phone use, and that (rather than emphasising the scale of the
problem) observational data can be used to show that it is only a small proportion of drivers that use a mobile
phone while driving on any single journey¹. By doing this, a ‘social norm’ may be created in favour of the
safer behaviour, rather than audience members being encouraged to believe that they are in good (majority)
company when they break the law. More information on using (and creating) social norms can be found on
page 63.
‘Action planning’ and ‘demonstration of behaviour’ - If the behaviour that we want individuals to adopt is as
simple as downloading an App or using a ‘do not disturb’ function on a phone then it is possible to physically
demonstrate that behaviour to the group before asking individuals to do it too.
‘Comparative imagining of future outcomes’ - Audience members should be asked to consider how the
consequences being presented relate to their own lives - what could the use of a mobile phone prevent them
from doing in the future that they have always wanted to do? Explaining how those dreams are more likely to be
¹ DfT (2015). Seat belt and mobile phone use surveys: England and Scotland, 2015. Statistical release. Available from: https://assets.publishing.service.gov.uk/
government/uploads/system/uploads/attachment_data/file/406723/seatbelt-and-mobile-use-surveys-2014.pdf
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