Michael McDonnell Director Road Safety Scotland Update from
Road Safety Scotland
Slide 3
Road Safety Scotland: What are we up tae? Michael
McDonnell
Slide 4
Lifelong Learning Give me the boy until he is 7, and I will
give you the man (SJ) To be effective, road safety education shall
be provided on a systematic and continuous basis in pre-school
establishments, primary and secondary schools, within out-of-school
activities and places of further education. (UN) RSGB Harrogate:
November 2013
Slide 5
RS Education in Scotland Strategy to try and ensure that every
young person, during his/her formative years, has access to
appropriate RS Education resources Development, testing, production
and dissemination of high-quality resources, designed by teachers
for teachers for use in schools and supported by local expertise
RSGB Harrogate: November 2013
Slide 6
Curriculum for Excellence Ideal vehicle for road safety
education Provides opportunity to export RS to other areas of the
curriculum RS delivers well on experiences and outcomes Ideal for
real interdisciplinary learning RS resources progressive in
approach - from early level to senior phase RSGB Harrogate:
November 2013
Slide 7
Slide 8
Slide 9
RS Publicity in Scotland Plethora of Issues Rural Roads Drink
and Drug-driving Cycling and Motorcycling Seatbelts Young and Older
VRUs Speed (inappropriate and excessive) Young Drivers
Distraction.. RSGB Harrogate: November 2013
Slide 10
RS Publicity: What Works? Show it at its worst and they will
change Blood n Guts Optimism Bias/Deflection Psychological Models
TPB/TRA/PMT/HBM Prochaskas Five Steps (PC PAM) Credible risk What
really works? Things that REALLY COULD happen to me RSGB Harrogate:
November 2013
Slide 11
Kids in the Car Give me the boy until he is 7, and I will give
you the man (SJ) To be effective, road safety education shall be
provided on a systematic and continuous basis in pre-school
establishments, primary and secondary schools, within out-of-school
activities and places of further education. (UN) RSGB Harrogate:
November 2013
Slide 12
Rationale Children learn by mimicking We teach children by this
method Is the car any different? What type of driver (or rider,
pedestrian, passenger) will your child be? A young driver under 20
is killed or seriously injured every week in Scotland RSGB
Harrogate: November 2013
Slide 13
Early Years Research Scotlands Early Years Framework (CoSLA/SG)
early intervention is critical Includes even pre-birth the pattern
for our future adult life Investment in a childs early years pays
dividends for all True in many areas of lives true in road safety?
RSGB Harrogate: November 2013
Slide 14
When is a pre-driver a pre-driver? RSGB Harrogate: November
2013 A parents driving style is likely to predict a childs driving
style (Ferguson et al 2001, Bianchi & Summala 2004) Young
drivers are made, not born (IAM Motoring Trust, 2008)
Slide 15
Our kids notice what were doing RSGB Harrogate: November
2013
Slide 16
and it already affects their attitudes RSGB Harrogate: November
2013
Slide 17
And the Parents recognise it . RSGB Harrogate: November 2013
When you think of how often they are in the car with you, every
day, it seems obvious. But I would never had thought of it before
you brought it up You think that its different in the car, you say
things to other drivers youd never say to someones face. Its awful
really
Slide 18
Social Marketing Proposition RSGB Harrogate: November 2013
Every time you get behind the wheel with your children present,
youre giving them a driving lesson which could save their lives in
future
Slide 19
Kids in the Car RSGB Harrogate: November 2013
Slide 20
Topline Results RSGB Harrogate: November 2013 Campaign reached
83% of target audience 75% of parents who undertake risky
behaviours with kids in the car claim they will change as a result
of the campaign Significant increase in understanding that how they
drive now affects childrens future driving
Slide 21
And others like it RSGB Harrogate: November 2013 Iain Murray,
Head of Road Traffic Policing at Police Scotland, said the campaign
was amazing and one of the best hed seen. Just a note to complement
RSS and your agencies on the new parental influence adverts.. it is
encouraging that RSS have taken the long term view on influencing
driver behaviour. John Smith, Road Safety Manager, BEAR Scotland
Ltd I have just viewed your Wheels on the Car- Kids in the Car road
safety campaign via Twitter....I think it is a brilliant campaign,
very engaging Patient Experience Network National Awards Suddenly I
find you have a brilliant video on this subject - and I have
tweeted this to my contacts Former OCU Commander Traffic Division,
Metropolitan Police
Slide 22
.. mostly RSGB Harrogate: November 2013 My 5 year old now sings
the song and copies the angry child while using the word "stupid"
during the wheels on the bus. I am abhorred that you have allowed
children to hear this as surely you're duty is to protect. I'm
writing to express my concerns around your new advert which appears
to target children. As a very safe and conscientious driver and
parent I would never allow my children to experience any of the
situations you example. Can you tell if is yourselves that are
responsible for the current TV and Radio Dont Risk It-Kids in the
Car advert? The very point of the campaign is that children will
pick up as normal whatever they hear ! Well guess what they do!
This advert is utter madness and I cannot understand how this was
deemed to be a good idea? It's a clever piece of work, but my wife
and I reckon the perception still portrays a class distinction,
shall we say albeit without intention.
Slide 23
Country Roads 70% of fatalities in Scotland 3 out of 4 are male
1 in 3 are young drivers (17-25) Loss of control/inappropriate
speed Same planning processes (Prochaska) Evolution, not Revolution
Leading audience through the five steps RSGB Harrogate: November
2013
Slide 24
Country Roads 2013 Target: 22-40 y-o males (bullseye: 22-29) 4
scripts tested David Coulthard script most compelling seen as
mentor credible/trustworthy showing, not telling Nudge theory
(important for government) Influencing decision-making without
being seen RSGB Harrogate: November 2013
Slide 25
Social Marketing Proposition RSGB Harrogate: November 2013 Dont
take anything for granted: drive at an appropriate speed.
Slide 26
What Would David Do? RSGB Harrogate: November 2013
Slide 27
Country Roads Pre and post quantative evaluation 87% motivated
by the campaign 91% of our target audience aware of the campaign
Ad-eval/RoI/RoSMI Bespoke tool of TNS-BMRB 17 return for every 1
spent 15 saved for every 1 spent RSGB Harrogate: November 2013
Slide 28
And finally drink! New creative work this year social marketing
campaign focusing on criminal record Blue Light (the mother of all
somatic markers) Public information campaign to herald the new
lower limit when it comes into force Zero RSGB Harrogate: November
2013
Slide 29
Thats what were up tae RSGB Harrogate: November 2013 Thank
you