STIGMATISED & SCARY

DAN CAMPSALLROAD SAFETY ANALYSIS

looking at behavioural change in adolescents

More than a half o

f passengers

admitted to feeling uneasy about a

young driver’s

driving and more

than a quarter sa

id that th

ey 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 th

ree-quarters o

f young

people failed to report f

eelings of

fear when in a car w

ith th

eir peers

and 5 out of 6 were confident that

they could express this u

nease 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 CAREFULLYBEHAVIOURAL MODELS – GOOD, BAD & UGLY

THEORIES OF BEHAVIOUR CHANGE

Attitude towards the behaviour

Subjective Norm

Perceived Behavioural

Control

Intention Behaviour

Theory of Planned BehaviourAzjen, 1991

DUAL PROCESS MODEL

Attitudes (Perceived

Vulnerability)

Subjective Norms (Peers’

Behaviour)

Risk Images

Behavioural Intention

Prototype Willingness ModelGerrard 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% 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 EnvironmentPeers

Local CommunitySignificant Others

Family

Wider Social ContextSocietal Norms

Cultural SymbolismStructural Issues

Social & Economic Conditions

Personal CharacteristicsGoals | Aspirations

Self-Efficacy | EducationSymbolic Needs | Skills

HealthBehaviour

Friends Approval 8x HigherFamily Likelihood 5x Higher

CORRUPTING PROTOTYPES& CHALLENGING

WILLINGNESS

GOOD HUMAN BEING

SAFE, PROTECTING OTHERS

OLDSENSIBLE

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

Drink alcohol before driving

Use your mobile to make calls while

driving

Not wear your seatbelt

Exceed the speed limit in towns

Exceed the speed limit on motorways

-20%

-15%

-10%

-5%

0%

+5%

+10%

+15%

+20%

-5%

-0%

-4%

+2%0%

-0%

+11%

+7%

+10%

+13%

Family Disapproval Friends' Disapproval

SHIFTING THE NORM - LIKELIHOOD

Drink alcohol before driving

Use their mobile to make calls while

driving

Not wear their seatbelt

Exceed the speed limit in towns

Exceed the speed limit on motorways

-20%

-15%

-10%

-5%

0%

+5%

+10%

+15%

+20%

-2%

+3% +4%

+7%+9%

+8%

+18%

+10%

+18%

+10%

Family Likelihood Friends' 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 PLAYAs Long As You Measure It!

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