STIGMATISED & SCARY DAN CAMPSALL ROAD SAFETY ANALYSIS looking at behavioural change in adolescents

More than a half of passengers admitted to feeling uneasy about a young driver’s driving and more than a quarter said that they had been scared. About one in six passengers who had experienced fear or unease felt unable to say something to the driver that might change their behaviour.

Nearly three-quarters of young people failed to report feelings of fear when in a car with their peers and 5 out of 6 were confident that they could express this unease to the driver.

OUTLINE The Classic View Shifting Perceptions Choose Carefully; Behavioural Models ‘It’s Not My Fault’; social cognition & shifting norms Corrupting Prototypes & Challenging Willingness Beware: No Negging Permission to Play

SHIFTING PERCEPTIONS

MISBEHAVING? 1.8%6%80% 3%90%5.4%

CHOOSE CAREFULLY BEHAVIOURAL MODELS – GOOD, BAD & UGLY

THEORIES OF BEHAVIOUR CHANGE Attitude towards the behaviour Subjective Norm Perceived Behavioural Control IntentionBehaviour Theory of Planned Behaviour Azjen, 1991

DUAL PROCESS MODEL Attitudes (Perceived Vulnerability) Subjective Norms (Peers’ Behaviour) Risk Images Behavioural Intention Prototype Willingness Model Gerrard et al., 2008 Behavioural Willingness Previous Behaviour Risk Behaviour

‘The Intender’ ‘The Willing’ ‘The Walker’

Willingness & Vulnerability Drink alcohol before driving LOW VULNERABILITY HIGH LOW WILLINGNESS HIGH 2% 25%71% Not wear your seatbelt LOW VULNERABILITY HIGH LOW WILLINGNESS HIGH 8%2% 65%25%

Unsafe Dangerous Pout Hazardous Chancer Confused Impatient Shaved head Reckless Thrill seeker Careless Crash Stupid Younger Angry Selfish Reckless Unaware Drunk Careless Younger Stupid Alcoholic Poor judgement Dangerous Irresponsible Unsafe Dick

‘ITS NOT MY FAULT’ Social Cognition & Shifting Norms

SOCIAL COGNITIVE THEORY Respondents who report a high level of approval from friends of drink driving, reported willingness scores 8x higher than those whose friends disapprove Those who report high likelihood that family might drink and drive were 5x as likely to be willing to drink and drive themselves.

WIDER DETERMINANTS OF HEALTH BEHAVIOUR MacFayden et al (1998) Immediate Environment Peers Local Community Significant Others Family Immediate Environment Peers Local Community Significant Others Family Wider Social Context Societal Norms Cultural Symbolism Structural Issues Social & Economic Conditions Wider Social Context Societal Norms Cultural Symbolism Structural Issues Social & Economic Conditions Personal Characteristics Goals | Aspirations Self-Efficacy | Education Symbolic Needs | Skills Personal Characteristics Goals | Aspirations Self-Efficacy | Education Symbolic Needs | Skills Health Behaviour Friends Approval 8x Higher Family Likelihood 5x Higher

CORRUPTING PROTOTYPES & CHALLENGING WILLINGNESS

GOOD HUMAN BEING SAFE, PROTECTING OTHERS OLD SENSIBLE Trustworthy GOOD Respect them. They're safe so yeah give them respect. They can be confident even if they are not speeding. Maybe it's that they care about people around them so they don't want to speed and causing problems to those people.

SHIFTING THE NORM - DISAPPROVAL

SHIFTING THE NORM - LIKELIHOOD

RULE 1: NO NEGGING

FIRST, DO NO HARM! Risk of normalising negative behaviour “It’s a bit like all young drivers drink-drive. Drink-drivers crash. You will all crash."

PERMISSION to PLAY As Long As You Measure It!

“Don’t just value what you can measure, measure what you value”