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Michael McDonnell Director Road Safety Scotland Update from Road Safety Scotland

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Road Safety Scotland: What are we up tae? Michael McDonnell

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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

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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

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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

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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

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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 Prochaskas Five Steps (PC PAM) Credible risk What really works? Things that REALLY COULD happen to me RSGB Harrogate: November 2013

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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

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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

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Early Years Research Scotlands Early Years Framework (CoSLA/SG) early intervention is critical Includes even pre-birth the pattern for our future adult life Investment in a childs early years pays dividends for all True in many areas of lives true in road safety? RSGB Harrogate: November 2013

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When is a pre-driver a pre-driver? RSGB Harrogate: November 2013 A parents driving style is likely to predict a childs driving style (Ferguson et al 2001, Bianchi & Summala 2004) Young drivers are made, not born (IAM Motoring Trust, 2008)

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Our kids notice what were doing RSGB Harrogate: November 2013

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and it already affects their attitudes RSGB Harrogate: November 2013

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And the Parents recognise it . RSGB Harrogate: November 2013 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 its different in the car, you say things to other drivers youd never say to someones face. Its awful really

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Social Marketing Proposition RSGB Harrogate: November 2013 Every time you get behind the wheel with your children present, youre giving them a driving lesson which could save their lives in future

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Kids in the Car RSGB Harrogate: November 2013

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Topline Results RSGB Harrogate: November 2013 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 childrens future driving

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And others like it RSGB Harrogate: November 2013 Iain Murray, Head of Road Traffic Policing at Police Scotland, said the campaign was amazing and one of the best hed seen. 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 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

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.. mostly RSGB Harrogate: November 2013 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 Dont 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.

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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

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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

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Social Marketing Proposition RSGB Harrogate: November 2013 Dont take anything for granted: drive at an appropriate speed.

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What Would David Do? RSGB Harrogate: November 2013

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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

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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

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Thats what were up tae RSGB Harrogate: November 2013 Thank you

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