Slide 1

Michael McDonnell

DirectorRoad Safety Scotland Update from Road Safety Scotland

Road Safety Scotland:What are we up tae?Michael McDonnellLifelong LearningGive 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 2013RS Education in ScotlandStrategy to try and ensure that every young person, during his/her formative years, has access to appropriate RS Education resourcesDevelopment, testing, production and dissemination of high-quality resources, designed by teachers for teachers for use in schools and supported by local expertiseRSGB Harrogate: November 2013Curriculum for ExcellenceIdeal vehicle for road safety education Provides opportunity to export RS to other areas of the curriculumRS delivers well on experiences and outcomes Ideal for real interdisciplinary learningRS resources progressive in approach - from early level to senior phaseRSGB Harrogate: November 2013

RSGB Harrogate: November 2013

RSGB Harrogate: November 2013RSGB Harrogate: November 2013RS Publicity in ScotlandPlethora of IssuesRural RoadsDrink and Drug-driving Cycling and MotorcyclingSeatbeltsYoung and Older VRUsSpeed (inappropriate and excessive)Young DriversDistraction..RSGB Harrogate: November 2013RS Publicity: What Works?Show it at its worst and they will change Blood n GutsOptimism Bias/DeflectionPsychological ModelsTPB/TRA/PMT/HBMProchaskas Five Steps (PC PAM)Credible riskWhat really works?Things that REALLY COULD happen to me RSGB Harrogate: November 2013Kids 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 2013RationaleChildren learn by mimickingWe teach children by this methodIs 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 2013Early Years ResearchScotlands Early Years Framework (CoSLA/SG)early intervention is criticalIncludes even pre-birththe pattern for our future adult lifeInvestment in a childs early years pays dividends for allTrue in many areas of lives true in road safety?RSGB Harrogate: November 2013When is a pre-driver a pre-driver?RSGB Harrogate: November 2013A 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)Our kids notice what were doingRSGB Harrogate: November 2013

and it already affects their attitudesRSGB Harrogate: November 2013

And the Parents recognise it .RSGB Harrogate: November 2013When 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 upYou think that its different in the car, you say things to other drivers youd never say to someones face. Its awful reallySocial Marketing PropositionRSGB Harrogate: November 2013Every time you get behind the wheel with your children present, youre giving them a driving lesson which could save their lives in futureKids in the CarRSGB Harrogate: November 2013

Topline ResultsRSGB Harrogate: November 2013Campaign reached 83% of target audience75% of parents who undertake risky behaviours with kids in the car claim they will change as a result of the campaignSignificant increase in understanding that how they drive now affects childrens future driving

And others like itRSGB Harrogate: November 2013Iain 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 AwardsSuddenly I find you have a brilliant video on this subject - and I have tweeted this to my contactsFormer OCU CommanderTraffic Division , Metropolitan Police.. mostlyRSGB Harrogate: November 2013My 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 theperception still portrays a class distinction, shall we say albeit without intention.Country Roads70% of fatalities in Scotland3 out of 4 are male1 in 3 are young drivers (17-25)Loss of control/inappropriate speedSame planning processes (Prochaska)Evolution, not RevolutionLeading audience through the five stepsRSGB Harrogate: November 2013Country Roads 2013Target: 22-40 y-o males (bullseye: 22-29)4 scripts testedDavid Coulthard script most compellingseen as mentorcredible/trustworthyshowing, not tellingNudge theory (important for government)Influencing decision-making without being seen

RSGB Harrogate: November 2013Social Marketing PropositionRSGB Harrogate: November 2013Dont take anything for granted: drive at an appropriate speed.What Would David Do?RSGB Harrogate: November 2013

Country RoadsPre and post quantative evaluation87% motivated by the campaign 91% of our target audience aware of the campaign

Ad-eval/RoI/RoSMIBespoke tool of TNS-BMRB17 return for every 1 spent15 saved for every 1 spent

RSGB Harrogate: November 2013And finally drink!New creative work this yearsocial marketing campaign focusing on criminal recordBlue Light (the mother of all somatic markers)

Public information campaign to herald the new lower limit when it comes into forceZero RSGB Harrogate: November 2013Thats what were up tae

RSGB Harrogate: November 2013

Thank you