Dr Jeremy Leach Public Health Manager Wealden District Council ‘ We’re Keeping an Eye on You’ (A Project Sponsored by the Safer Wealden Partnership)

‘We’re Keeping an Eye on You’ Using a social marketing approach to reduce the number of young male car drivers, aged 17 to 19 years, who are killed or seriously injured on the roads in the Wealden District of East Sussex (A Project Sponsored by the Safer Wealden Partnership)

‘We’re Keeping an Eye on You’ Length of Roads in Wealden Road ClassRoad Length (Km) A206 B135 C410 Unclassified611 Total1,362

‘We’re Keeping an Eye on You’ Numbers Killed or Seriously Injured on Wealden’s Roads YearDistrict Total Killed and Seriously Injured (Number of the total killed) 2008Wealden145 (17) East Sussex398 (39) 2009Wealden138 (15) East Sussex371 (22) 2010Wealden121 (9) East Sussex318 (21)

‘We’re Keeping an Eye on You’ Numbers Killed or Seriously Injured by age group on Wealden’s Roads

‘We’re Keeping an Eye on You’ 17 to 19 Year old males killed or seriously injured in Wealden by month 2008 to 2010

‘We’re Keeping an Eye on You’ 17 to 19 Year old males killed or Seriously Injured in Wealden by day of the week 2008 to 2010

‘We’re Keeping an Eye on You’ 17 to 19 Year old males killed or Seriously Injured in Wealden by time of day 2008 to 2010

‘We’re Keeping an Eye on You’ Top Contributory Factors for serious crashes in the Wealden District All Ages Failed to look properly Failed to judge the other persons path or speed Travelling too fast for the conditions Careless / reckless / in a hurry Loss of control 17 to 19 Year Olds Travelling too fast for the conditions Learner or inexperienced driver Loss of control Careless or reckless or in a hurry Slippery road Failed to look properly

‘We’re Keeping an Eye on You’ Defining Social Marketing ‘The systematic application of marketing, alongside other concepts and techniques, to achieve specific behavioural goals, for social good.' (French and Blair-Stevens, 2010)

‘We’re Keeping an Eye on You’ The Social Marketing Process (Blair-Stevens and French, 2005)

‘We’re Keeping an Eye on You’ Forget the stick it’s all about the carrot now ‘Nudge’ – Any aspect of the choice architecture that alters people’s behaviour in a predictable way, without forbidding any options or significantly changing their economic incentives.

‘We’re Keeping an Eye on You’ The Research Design 1.Semi-Structured Interview 2.Focus Groups 3.Self-Completed Questionnaire

‘We’re Keeping an Eye on You’ Respondents to the Questionnaire by Age (n = 49)

‘We’re Keeping an Eye on You’ Length of time between passing the Driving Test and completing this Questionnaire (n = 49)

‘We’re Keeping an Eye on You’ Frequency of Driving by Respondents in a Typical Week (n = 49)

Changing a CD or MP3 whilst driving Exceeding the speed limits Eating or drinking whilst driving Driving at an excessive speed Interacting with a device e.g.Sat Nav Driving around bends faster than the distance you can see to stop safely Driving too close to the vehicle in front of you Making or receiving a phone call Texting on a Mobile Phone Jumping a red / amber traffic light Driving whilst passengers not wearing a seat belt Not looking properly before emerging from a junction Not wearing a seat belt Drinking alcohol and then driving Taking a recreational Drug and then driving ‘We’re Keeping an Eye on You’ Statements About Driving Behaviour

‘We’re Keeping an Eye on You’ Segmentation Very Unlikely UnlikelyNot SureLikely Very Likely 12345

‘We’re Keeping an Eye on You’ Segmentation Segment Mean rating score Segment size Segment size as a % Descriptive of segment 11 – % Safe pair of hands 22.1 – 32347% Calculated risk takers 33.1 – % Frequent risk takers %Big risk takers

‘We’re Keeping an Eye on You’ Segments 3 and 4 - Driving Behaviour Driving behaviour Mean Score Segment 3 Mean Score Segment 4 Driving at an excessive speed Driving around bends faster than the distance you can see to stop safely Exceeding the speed limits Mean Score

‘We’re Keeping an Eye on You’ Segments 3 and 4 Mean Score Group 3 Mean Score Group 4 Importance of having driving Licence Level of upset if licence were taken away

‘We’re Keeping an Eye on You’ Segments 3 and 4 – Self-Assessment of Driving Ability A lot Worse Slightly Worse About the Same Slightly Better A Lot better Segment 3 Mean Score = 4.67 Segment 4 Mean Score = 4.00

‘We’re Keeping an Eye on You’ Segments 3 and 4 – Likelihood of participating in Certain Driving Behaviours (n = 12) Driving BehaviourMean score Exceeding the speed limit 4.33 Driving at an excessive speed 3.83 Changing a CD or MPS player 3.83 Eating or drinking 3.33 Interacting with a Sat Nav 3.17 Driving around bends faster than the distance you can see to stop safely 3.00

‘We’re Keeping an Eye on You’ Segment 3 – Statements about Driving Statement Mean Rank Order No Having a serious crash and being injured 2.44 Having a serious crash and damaging someone else 2.56 Losing my licence 3.11 Being stopped by the Police for an offence and getting points on my licence 4.56 Getting into a driving situation and losing control of the car 5.22

‘We’re Keeping an Eye on You’ Segment 4 – Statements about Driving Statement Mean Rank Order No Having a serious crash and damaging someone else 1.00 Having a serious crash and being injured 2.50 Getting into a driving situation and losing control of the car 2.50 Having a crash and having to tell your family and friends 4.00 Losing my licence 4.00

‘We’re Keeping an Eye on You’ Segments 3 and 4 – Key words that these groups associate with Convenient Exciting Enjoyable Skilled Fast Exhilarating Rule-Breaker Safe Experienced

‘We’re Keeping an Eye on You’ Recommendations based upon this research and the literature review A poster / advertising campaign

‘We’re Keeping an Eye on You’ Ideas for Posters You have waited 17 years to get your licence.... Image of young male driver sat in driving seat of his car and vision of a traffic police officer in his wing mirror And you are about to lose it in the next 17 seconds... the inconvenient truth about speeding 'We're keeping an eye on you'

‘We’re Keeping an Eye on You’ Ideas for Posters 1st image of a young male driver behind the wheel of his car, looking happy The inconvenient truth about speeding. Are you on the fast-track to losing your licence? 2nd image of same young male, looking miserable stood at a bus stop 'We're keeping an eye on you'

‘We’re Keeping an Eye on You’ Ideas for Posters Image of a young male driver texting on his mobile phone whilst driving. And vision of a traffic police car with blue lights in his wing mirror. TEXT - Lose my licence to Sussex Police on 999. 'We're keeping an eye on you'

‘We’re Keeping an Eye on You’ Ideas for Posters Image of a young male driver eating and drinking in his car whilst driving Are you on a crash diet? 'We're keeping an eye on you'

‘We’re Keeping an Eye on You’ Ideas for Posters Reckon you're a fast driver? 1st image of a young male driver behind the wheel of his car He did and look at him now... back to square one 2nd image of same young male sat on his Mothers lap holding an 'L' Plate. 'We're keeping an eye on you'

‘We’re Keeping an Eye on You’ Recommendations based upon this research and the literature review A poster / advertising campaign A national television and radio advertising campaign An insurance refund scheme for good driving behaviour Improve the attractiveness of advanced driving literature Sussex Police to publish data on enforcement activity

‘We’re Keeping an Eye on You’ Recommendations based upon this research and the literature review Continue to deliver the ‘Safe drive – Stay Alive’ project Encourage the Driving Standards Agency to include how to respond to social pressures in driver training programmes Promote a media campaign to make parents more aware of the effects of negative emotions on young drivers Continue to promote ‘Operation Crackdown’

‘We’re Keeping an Eye on You’ Killed or Seriously Injured on Wealden’s Roads