How can we engage with young people to reduce risky behaviours when travelling? Ryan Duly & Floor Lieshout

2 Agenda 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?

3 Risky behaviors 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?

4 Changing behavior – the theory 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’).

5 For example… 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.

6 Changing behavior – the theory Theory of planned behavior: Attitude Toward the Behavior Subjective norm Perceived Behavioral Control Behavioral IntentionBehavior

7 Changing behavior – the theory 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

8 Changing behavior – the theory Attitude Toward the Behavior Creating a positive attitude towards road safety: belief in wearing a helmet is good

9 Changing behavior – the theory Subjective norm Influencing the social norm in society: wearing your helmet on a motorbike is the norm Social norm – most people wearing helmets

10 Changing behavior – the theory 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

11 Changing behavior – the theory 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.

12 Changing behavior – the theory 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).

13 Changing behavior through Peer Education 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?

14 Definition peer education “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.”

15 Examples of peer education 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

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

17 Where does peer education take place

18 Showcases from other countries

19 Showcases from other countries

20 Showcases from other countries

21 Showcases from other countries

22 Showcases from other countries

23 Showcases from other countries

24 Showcases from other countries

25 Peer education Can you think of other examples of peer education with other issues (in CRC) What made them successful?

26 Engaging with youth Active listening in order to understand the view of your peers EXCERSISE #3: Active listening

27 Dealing with peer influence Learning how to say no to risky behaviors and to learn how to deal with peer pressure EXCERSISE #4: Saying no

28 Youth communication How do we get our road safety message across? EXCERSISE #5: Analysing media

29 Youth communication 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

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

31 Examples: using humor

32 Examples: using fear appeal

33 Examples: ´alcohol ads´ What are they trying to show? Who are they targeting?

34 Examples: ´alcohol ads´ What are they trying to show? Who are they targeting?

35 Examples What do these ads try to do?

36 Examples of posters in Cambodia

37 Examples of posters in Cambodia

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