How can we engage with young people to reduce risky behaviours when travelling?

Ryan Duly &

Floor Lieshout

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•Identifying risky behaviors on the roads in Cambodia•The strengths and limits of peer education•Showcases from other countries•Youth communication•How can we get our road safety message across?

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• What do you think are risky behaviors in traffic?

• EXCERSISE #1: Identifying risky behaviors

• Question: Why would you wear a helmet during the day and not when you go to the park at night?

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Examples of two theories: IMBR and Fishbein and Ajzen

• IMBR model: Information, Motivation, Behavioral skills and Resourced. It focuses largely on the:• information (the ‘what’),• the motivation (the ‘why’), • the behavioral skills (the ‘how’), • and the resources (the ‘where’).

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If a young man knows that using a helmet (WHAT) properly may prevent serious head injury (WHY), he may be motivated to use it and know how to wear it correctly (HOW), but he may not be able to purchase or find one (WHERE). Thus, the concept of resources is important to this model.

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• Theory of planned behavior:

Attitude Toward the Behavior

Subjective norm

Perceived Behavioral Control

Behavioral Intention Behavior

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• Theory of planned behavior:

Attitude Toward the Behavior

Subjective norm

Perceived Behavioral Control

Creating a positive attitude towards road safety: personal belief that alcohol and driving is a bad match

Influencing the social norm in society: not drinking and driving is the norm

How easy or hard is it to behave safe? I would like to wear a helmet, but I don´t have the money to buy one

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Attitude Toward the Behavior

Creating a positive attitude towards road safety: belief in wearing a helmet is good

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Subjective norm Influencing the social norm in society: wearing your helmet on a motorbike is the norm

Social norm – most people wearing helmets

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Perceived Behavioral Control

How easy or hard is it to behave (un)safe? If I don´t wear my helmet, there is a high chance the police will give me a fine

PBC – easy to do when police are strictly enforcing the law

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• Theory of planned behavior:Behavioral Intention

Behavior

Combining: your attitude towards wearing a helmet, what your friends think about wearing helmet and how easy (comfortable) it is to wear a helmet will give you the intention to act safe (or not) in traffic

There is a difference between ´having the intention´ of wearing helmet and actually wearing one.

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There is a difference between ´having the intention´ of wearing helmet and actually wearing one.

EG. In helmet studies conducted in Cambodia, respondents said that they will wear a helmet usually, but not during short trips or during social times (eg. night time).

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• What is peer education?

• What are the advantages of peer education?• What are the disadvantages of peer education?

• EXCERSISE #2 Peer education, what and why?

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“Peer education is the process whereby well-trained and motivated young people undertake informal or organized educational activities with their peers (those similar to themselves in age, background or interests) over a period of time, aimed at developing their knowledge, attitudes, beliefs and skills and enabling them to be responsible for and protect their own health.”

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• Organized sessions with students in a secondary school, where peer educators might use interactive techniques such as game show quizzes, role plays, or stories

• A theatre play in a youth club, followed by group discussions

• Informal conversations with young people at a discotheque, where they might talk about different types of behavior that could put their health at risk and where they can find more information and practical help

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• Peer education can take place in small groups or through individual contact and in a variety of settings, wherever young people gather.

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• Can you think of other examples of peer education with other issues (in CRC)

• What made them successful?

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• Active listening in order to understand the view of your peers

• EXCERSISE #3: Active listening

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• Learning how to say no to risky behaviors and to learn how to deal with peer pressure

• EXCERSISE #4: Saying no

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• How do we get our road safety message across?

• EXCERSISE #5: Analysing media

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7C´s to review media:

• Commands your attention• Clear message• Consistency counts• Communicate a benefit• Carter to the heart and mind• Create trust• Call to action

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What’s the difference? What’s appealing? Which poster is targeting which group?

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What are they trying to show? Who are they targeting?

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What are they trying to show? Who are they targeting?

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What do these ads try to do?

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Contact

web: www.youthforroadsafety.orgemail: floor@youthforroadsafety.org

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