driver safety campaigns: what’s working? · >worked with tirf since 2013, joined tirf jan....
TRANSCRIPT
2017-05-31
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Driver Safety Campaigns:What’s Working?
Speaker: Karen BowmanDirector, Drop It And Drive™ Program
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ABOUT TIRF/DIAD
>National, independent road safety research institute
>Registered charity
>Focus on road user
TRAFFIC INJURY RESEARCH FOUNDATION
DROP IT AND DRIVE™ PROGRAM
>Worked with TIRF since 2013, joined TIRF Jan. 2017
>Youth and workplace education programs
>Partnered in 2016 to create the Canadian Coalition on Distracted Driving
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THEORIES TO GUIDE CAMPAIGNS
>Theory of planned behaviour
>Health belief model
>Protection motivation theory
>Transtheoretical model of change
>Theories of social persuasion
>Fear-based campaigns
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Source: Abbotsford Police Dept.
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DIAD: IT’S ABOUT BEHAVIOUR
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RISK AWARENESS ≠ COMPLIANCE
>“98% agree that texting while driving is dangerous and yet nearly 75% have texted while driving.”
> “People need torealize they’re partof the problem beforethey change theirbehaviour.”
Sources: Dr. David Greenfield, University of Connecticut Medical School professor ‘It Can Wait’ Compulsion Study, 2014 & AAA
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THE PERSONAL COST
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CREATE UNDERSTANDING
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USE OF RELATABLE VISUALS
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PERCEPTION REACTION TIME
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LINK NEW INFORMATION TO REALITY
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REINFORCE & REPEAT MESSAGES
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CREATE A CLEAR CONNECTION
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NOT PART OF THE JOB
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PAINT A CLEAR PICTURE
Source: Understanding the Distracted Brain - National Safety Council, White Paper March 2010
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On speaker
phone while
holding is not
hands-free
MAKE IT MEMORABLE
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RISKS OF UNRESTRAINED PETS
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SAFER FOR YOU, SAFER FOR THEM
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CONCLUSIONS
> It’s difficult to change behaviour.
>A range of individual, social factors shape behaviour.
>Different people are more/less influenced by various factors.
>Persuasion, positive emotion, social norms, self-efficacy and attitudes/perceptions hold much promise; fear-based should be used with caution.
>Road safety campaigns that are well-designed, well-executed can contribute to behaviour change.
>Combining campaigns with other approaches can increase effectiveness.
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STAY INFORMED! CONNECT WITH US!
> facebook.com/dropitanddrive & facebook.com/tirfcanada
> @dropitanddrive & @tirfcanada
> linkedin.com/in/dropitanddrive
>youtube.com/user/dropitanddrive
>dropitanddrive
www.dropitanddrive.com & www.tirf.ca
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Thank you to theInternational Road Federation
IRF E-Learning Webinar Series:Distracted/Drowsy Driving – Mitigating a Killer
>Tim Cox, Cox Transportation Safety, [email protected] +1 216 244 3207
>Dr. Paul Atchley, Professor, Cognitive Psychology, The University of [email protected]
>Karen Bowman, Drop It And Drive™ Program, Traffic Injury Research [email protected] or [email protected]