Case Study: Surrey Road Cops
continued...
with breaking the law provides individuals with the initial basis of
recognising what they should not do and what legal implications it has.
During the KEC, we discussed the importance of information that also
highlights how behaviour can be changed in positive ways.
Social norms Tweets
As outlined on page 63, there is potential value in encouraging
individuals to perceive of themselves as part of a majority, ‘in-group’ that
is characterised by safe behavioural choices. To achieve this, it makes
sense to begin to tackle the representation of offending behaviour
during ‘crackdowns’ or targeted weeks of focus on a particular behaviour.
Rather than focusing on the number of drivers who are frequently
caught committing an offence. or the considerable number of drivers
who have received penalties in a single day, it is important to allow some
‘tweet-time’ for sharing information that promotes a social norm of
driving in safe and legal ways. If we continually give the impression that
offending is widespread, then the audience may be given the impression
of a ‘false consensus’ around dangerous driving habits 1 . Tweets can be
used to thank the majority of drivers for allowing the police the time to
deal with offenders by ensuring that they are indeed driving safely (see
examples on pages 63-64).
Mobile:Engaged impact
“Working with the
Mobile:Engaged
team has really
been informative.”
“We have also
implemented change
with our one-on-one
time with members of
the public we speak
with at the roadside.”
1 Assailly, J.P (2017) ‘Road Safety Education: What Works?’ Patient Education and Counselling S24- S29
94
“As a result of our discussions
we have implemented some
changes to our Social Media
strategy to outline the good
driving practices by many.”
Roads Policing Officer,
Surrey Police