Case Study: Milton Keynes Supermarket Stand
continued...
Mobile:Engaged contribution
Knowledge exchange
Our KEC engaged the local authority and police staff responsible for this particular strand of Hampshire and
Thames Valley police work, and revolved around ways of developing this specific approach. Much of that
discussion revolved around the nature of engagement with members of the public and the takeaway items
offered.
Data and the target audience
For any approach that involves interaction with members of the public, it is important to consider who it is that
the approach is targeted at and intended to engage with. Whilst this is important to ensure that the most useful
material can be developed, it is also necessary to increase the likelihood that the group of interest are actually
going to cross your path. This may mean looking at your offence or KSI data to find postcodes that might
particularly benefit from education and enforcement, or thinking creatively about where (for example) male
drivers over 25 may be found.
Recruiting ambassadors
Whilst there is some danger that promotional and education stands are preaching to the converted (those who
share your attitude might be more willing to stop and chat), these individuals can be used as conduits for the
message. Rather than benefiting directly from the one-to-one approach, these drivers may be looking for ways
to help others change their behaviour - so a good range of responses, materials and takeaway items is still
worth having to hand.
Specifically in terms of the Milton Keynes approach, we suggested that the takeaway leaflets already offered as
part of the strategy could be given to individuals who would be willing to pass them on to others who do use a
mobile phone while driving or do fail to recognise the risks of the action. In this way, those that are engaged with
can be encouraged to become ambassadors for change by engaging with risky individuals on our behalf. These
individuals may also be good recruits from a social norms perspective (see 63), and might be happy to display
their support for roads policing via something like a bumper sticker, or through the purchase of a dash cam.
Every little helps...
This may not be an approach that you have considered specifically,
but many of the messages in this section relate to any situation in
which you have a chance to interact 1:1 with drivers.
See pages 9-12 for more on
understanding the problem
and identifying the target
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