Young Drivers in Gloucestershire: A research led approach to engagement

Natalie OakleyPublic Engagement Manager, Gloucestershire Road Safety Partnership

  

Young driver crashes in Gloucestershire

Who: Young men (68%)

What: Driver error

Where: Rural roads

When: Weekends

  

Starting the conversation

• Quantitative online survey of over

1000 students in 6 broad geographical &

socio-demographic areas

• 16 x 1 hour qualitative depth

interviews with drivers and passengers

The Survey Questions

experiences of being a car driver• perceptions of skill• driving behaviour• experiences of collisions,

speeding• attitudes towards breaking the

lawexperiences of being a passenger • driving behaviours experienced• experiences of collisions,

speeding • levels of anxiety experienced

beliefs concerning• why young drivers have crashes• what might change their behaviour• what else should be done to tackle

the problem of young driver crashes

The Study

  

Working them out

The people • Many still living at home• Defined by social life & dynamics of friendship groups• Developing own identity by pushing boundaries and playing with risk• Driving either with complete nervousness or total cockiness

The drivers• Car is a bubble of independence, “me space – who I am”• Chance to “beat the system” and to escape• Cheap venue

The media• Social media main channel of contact• Immune to “shocking” content – watching crashes for “fun”• Limited live media - self streamed content – iPods vs. radio, Iplayer

vs. TV but still accessing outdoor, print media• Embarrassed by “yoof” marketing, text speak

  

The age split

17-19 year old driver

• New found freedom

• Ability to let rip

• The chance to impress

• Fight for supremacy

• Everyone wants you (for a lift)

• Babe magnet

• Irresponsible

Billy, 17, 2 weeks post test, drives at weekends

  

The age split

• Economic necessity

• Becoming responsible

• Life stresses showing

• Value car as an asset

• Believe more skilful

• Still erratic behaviours

Molly, 21, driving 4 years, commutes to work

20-24 years old drivers

  

Types of behaviours UnplannedPlanned

The behaviour split

Nocturnal activities• car park meets/rallies• racing/cruising• rights of

passage/dares• no destination

journeys

Motivated by• proving yourself• gang mentality • thrill seeking

In-car distractions• group chat• loud music• digital dependency

Lone driving & speeding• open road mentality of speeding• no other cars around – ok to put your

foot down

Cramming• 6/7 crammed into car – the lunchtime

trip to McD’s

Motivated by• mood• impulse• being scatty• bad time keeping

Targeted Prevention

Education

Behaviours by drivers as observed by passengers (male & female)

Observed and self reported behaviours

Male v female behaviours (self reported)

Observed and self reported behaviours

10

Beliefs and anxiety

Perceived levels of skill amongst young drivers

Levels of fear and anxiety amongst young passengers

11

Why do young people think young people crash?

12

What did they say would change their driving behaviour?

Behaviour change levers

What do they want us to do?

Help change attitudesDrivers• Unpick the “coolness” of reckless driving• Campaign in a way that young people can

engage with – right tone, right concept, don’t judge, don’t compare

Passengers• Give them the tools to stand up to

dangerous drivers

Raise awarenessOf risk• Speeding• Mobile phones• Driving on soft drugs• CrammingOf consequence• Real life scenarios and

outcomesOf criminality of reckless driving• The laws and the consequences

Help improve skills

• Follow up courses for new drivers

• Stronger tests• Ongoing learning• Awareness training• Changing dangerous behaviours

Law enforcement

• Be visible to them• Enforce the rules around specific

behaviours• Enforce at known night spots• Help regulate dangerous behaviour• Harsher penalties

Speaking to them directly and campaigning effectively

The Designed to Drive programme was:

6 week engagement

programme with students

from Gloucestershire

College

Designed to Drive: The winner

Giving them the skills to drive safely

The Drive for Life session covers:

• Speeding

• Distractions

• Collision investigation

• Drink & drug driving

• Seatbelts

• Real life crashes & consequences

• Boys & Girls – gender specific training

Regulating behaviour and enforcing the law

• Development of the Gloucestershire Road Safety Academy

• Access to Police collision data

• £120k investment from the Police & Crime Commissioner

• Targeted enforcement using the Special Constabulary and Roads Policing Unit

Conclusions

Our research led approach to engagement has and will continue to enable us to:

Build targeted and age/sex specific programmes of engagement

Redefine our communication channels with young people

Understand attitudes, beliefs and behaviours so that we can begin to affect them

Raise awareness of the key risks for young drivers in Glos

Enforce the law around specific behaviours