Michael McDonnell
Director
Road Safety Scotland
Update from Road Safety Scotland
Road Safety Scotland:
What are we up tae?
Michael McDonnell
Lifelong Learning
“Give me the boy until he is 7,
and I will give you the man” (SJ)
“To be effective, road safety education shall be
provided on a systematic and continuous basis in
pre-school establishments, primary and secondary
schools, within out-of-school activities and places of
further education.” (UN)
RSGB Harrogate: November 2013
RS Education in Scotland
• Strategy to try and ensure that every young
person, during his/her formative years, has
access to appropriate RS Education resources
• Development, testing, production and
dissemination of high-quality resources,
designed by teachers for teachers for use in
schools and supported by local expertise
RSGB Harrogate: November 2013
Curriculum for Excellence
• Ideal vehicle for road safety education
• Provides opportunity to export RS to other
areas of the curriculum
• RS delivers well on experiences and outcomes
• Ideal for real interdisciplinary learning
• RS resources progressive in approach - from
early level to senior phase
RSGB Harrogate: November 2013
RSGB Harrogate: November 2013
RSGB
RSG
B
Har
rog
ate:
Harrogate: November 2013
Nov
RS Publicity in Scotland
• Plethora of Issues
– Rural Roads
– Drink and Drug-driving
– Cycling and Motorcycling
– Seatbelts
– Young and Older VRUs
– Speed (inappropriate and excessive)
– Young Drivers
– Distraction…………..
RSGB Harrogate: November 2013
RS Publicity: What Works?
• Show it at its worst and they will change
– Blood ‘n’ Guts
– Optimism Bias/Deflection
• Psychological Models
– TPB/TRA/PMT/HBM
– Prochaska’s Five Steps (PC PAM)
• Credible risk
– What really works?
– Things that REALLY COULD happen to me”
RSGB Harrogate: November 2013
Kids in the Car
“Give me the boy until he is 7,
and I will give you the man” (SJ)
“To be effective, road safety education shall be
provided on a systematic and continuous basis in
pre-school establishments, primary and secondary
schools, within out-of-school activities and places of
further education.” (UN)
RSGB Harrogate: November 2013
Rationale
•
•
•
•
Children learn by mimicking
We teach children by this method
Is the car any different?
What type of driver (or rider, pedestrian,
passenger) will your child be?
• A young driver under 20 is killed or seriously
injured every week in Scotland
RSGB Harrogate: November 2013
Early Years Research
• Scotland’s Early Years Framework (CoSLA/SG)
– early intervention is critical
• Includes even pre-birth
– the pattern for our future adult life
• Investment in a child’s early years
– pays dividends for all
• True in many areas of lives
– true in road safety?
RSGB Harrogate: November 2013
When is a pre-driver a pre-driver?
A parent’s driving style is likely
to predict a child’s driving style
(Ferguson et al 2001, Bianchi & Summala 2004)
Young drivers are made, not born
(IAM Motoring Trust, 2008)
RSGB Harrogate: November 2013
Our kids notice what we’re doing…
RSGB Harrogate: November 2013
and it already affects their attitudes
RSGB Harrogate: November 2013
And the Parents recognise it ….
When you think of how often
they are in the car with you,
every day, it seems obvious. But
I would never had thought of it
before you brought it up”
“
“You think that it’s different in
the car, you say things to other
drivers you’d never say to
someone’s face. It’s awful
really”
RSGB Harrogate: November 2013
Social Marketing Proposition
Every time you get behind the wheel
with your children present, you’re
giving them a driving lesson which
could save their lives in future
RSGB Harrogate: November 2013
Kids in the Car
RSGB Harrogate: November 2013
Topline Results
• Campaign reached 83% of
target audience
• 75% of parents who
undertake risky behaviours
with kids in the car claim
they will change as a result
of the campaign
• Significant increase in
understanding that how they
drive now affects children’s
future driving
RSGB Harrogate: November 2013
And others like it……
“Just a note to complement RSS and
your agencies on the new parental
influence adverts.. it is encouraging
that RSS have taken the long term
view on influencing driver
behaviour.” John Smith, Road Safety
Manager, BEAR Scotland Ltd
Iain Murray, Head of Road
Traffic Policing at Police
Scotland, said the campaign
was “amazing” and “one of the
best he’d seen.”
“I have just viewed your Wheels
on the Car- Kids in the Car road
safety campaign via Twitter....I
think it is a brilliant campaign,
very engaging…”
Patient Experience Network
National Awards
“Suddenly I find you have a brilliant
video on this subject - and I have
tweeted this to my contacts”
Former OCU Commander
Traffic Division , Metropolitan Police
RSGB Harrogate: November 2013
….. mostly
My 5 year old now sings the song and
copies the angry child while using the
word "stupid" during the wheels on
the bus. I am abhorred that you have
allowed children to hear this as surely
you're duty is to protect.
I'm writing to express my concerns
around your new advert which
appears to target children. As a very
safe and conscientious driver and
parent I would never allow my
children to experience any of the
situations you example.
Can you tell if is yourselves that are
responsible for the current TV and Radio
“Don’t Risk It-Kids in the Car” advert?
The very point of the campaign is that
children will pick up as “normal”
whatever they hear ! Well guess what…
they do! This advert is utter madness
and I cannot understand how this was
deemed to be a good idea?
It's a clever piece of work,
but my wife and I reckon the
perception still portrays a class
distinction, shall we say albeit
without intention.
RSGB Harrogate: November 2013
Country Roads
•
•
•
•
•
•
•
70% of fatalities in Scotland
3 out of 4 are male
1 in 3 are young drivers (17-25)
Loss of control/inappropriate speed
Same planning processes (Prochaska)
Evolution, not Revolution
Leading audience through the “five steps”
RSGB Harrogate: November 2013
Country Roads 2013
• Target: 22-40 y-o males (bullseye: 22-29)
• 4 scripts tested
• David Coulthard script most compelling
– seen as mentor
– credible/trustworthy
– showing, not telling
• Nudge theory (important for government)
– Influencing decision-making without being seen
RSGB Harrogate: November 2013
Social Marketing Proposition
Don’t take anything for granted:
drive at an appropriate speed.
RSGB Harrogate: November 2013
What Would David Do?
RSGB Harrogate: November 2013
Country Roads
• Pre and post quantative evaluation
– 87% motivated by the campaign
– 91% of our target audience aware of the campaign
• Ad-eval/RoI/RoSMI
– Bespoke tool of TNS-BMRB
– £17 return for every £1 spent
– £15 saved for every £1 spent
RSGB Harrogate: November 2013
And finally – drink!
• New creative work this year
– social marketing campaign focusing on criminal
record
• “Blue Light” (the mother of all somatic markers)
– Public information campaign to herald the new
lower limit when it comes into force
• “Zero”
RSGB Harrogate: November 2013
That’s what we’re up tae
Thank you
RSGB Harrogate: November 2013