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Presented by:. Lindsey Brough (RoSPA) 5 February 2013 Dunchurch Park Hotel. MAST case study: evaluation planning. THE INTERVENTION. TWO KEY COMMUTER SEGMENTS TARGETED GROUP I MALES, GROUP E/F FEMALES FOCUS ON DRIVERS NOT RIDERS FIVE DRIVER BEHAVIOURS ADDRESSED PUBLICITY CAMPAIGN ONLY

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  1. Presented by: Lindsey Brough (RoSPA) 5 February 2013 Dunchurch Park Hotel MAST case study: evaluation planning

  2. THE INTERVENTION • TWO KEY COMMUTER SEGMENTS TARGETED • GROUP I MALES, GROUP E/F FEMALES • FOCUS ON DRIVERS NOT RIDERS • FIVE DRIVER BEHAVIOURS ADDRESSED • PUBLICITY CAMPAIGN ONLY • POSTERS, RADIO, SMS • TACKLING 30MPH AND 40MPH ROUTES RoSPA’s mission is to save lives and reduce injuries

  3. GOAL AND AIM • GOAL: To reduce the KSI rate • AIM: To reduce collisions of all severities amongst drivers commuting into Leeds on treated routes OR • AIM: To increase the safety of drivers commuting into Leeds on treated routes RoSPA’s mission is to save lives and reduce injuries

  4. POSSIBLE OBJECTIVES • To observe a reduction of 10% in mobile phone use by drivers commuting into Leeds between 7am and 8am and 4pm and 5pm • To observe a 10% reduction in the mean speed of drivers on treated routes between 7am and 8am and 4pm and 5pm • To observe a 10% increase in safety positive attitudes toward close-following as measured by the Driver Attitude Questionnaire OR • To observe a 10% increase in headway distance between vehicles on treated routes between 7am and 8am and 4pm and 5pm RoSPA’s mission is to save lives and reduce injuries

  5. POSSIBLE OBJECTIVES • To observe a 10% increase in safety positive attitudes toward drink-driving as measured by the Driver Attitude Questionnaire • To observe a 10% increase in self-reported journey planning amongst drivers who commute into Leeds • To observe a 10% reduction in recorded injury collisions on treated routes between ? and ? RoSPA’s mission is to save lives and reduce injuries

  6. ESTIMATING CAMPAIGN EFFECT SIZE WHY 10%? • No baseline data available but evaluation reports of previous road safety campaigns show effect size around 10-20% • One systematic review (Morrison et al, 2003) found that the average effect for all road safety campaigns was 7.6% improvement • The Dorset Road Safe Partnership observed a 10% reduction in the percentage of drivers using a mobile phone after the ‘No Excuse’ campaign RoSPA’s mission is to save lives and reduce injuries

  7. EVALUATION DESIGN OPTIONS • BEFORE AND IMMEDIATELY AFTER WITH 6 WEEK FOLLOW-UP • BEFORE AND 6 WEEKS AFTER ONLY COMPARISON GROUP PRO’S: • MORE CONFIDENCE IN RESULTS BEING DUE TO THE INTERVENTION AND NO OTHER CAUSE. CAN LOOK AT CAUSE AND EFFECT COMPARISON GROUP CONS: • TIME AND COST TO COLLECT AND ANALYSE EXTRA DATA • SURE COMPARISON AREA NOT EXPOSED TO RADIO ADVERTS? RoSPA’s mission is to save lives and reduce injuries

  8. METHODOLOGY • ROADSIDE OBSERVATION: MOBILE PHONE USE AND SPEED • ATTITUDE SURVEY (DAQ): CLOSE-FOLLOWING, DRINK-DRIVING, AND JOURNEY PLANNING RoSPA’s mission is to save lives and reduce injuries

  9. EVALUATION OF POSTERS • COLLISIONS OCCUR APPROX 4 MILES FROM HOME SO SOME POSTERS SITED IN RESIDENTIAL AREAS • IDENTIFY TREATED ROUTES AND THUS POSSIBLE LOCATIONS FOR OBSERVATIONS AND SURVEYS • USE AT LEAST TWO OF FOLLOWING FOUR APPROACHES TO MEASURE OBJECTIVES RoSPA’s mission is to save lives and reduce injuries

  10. ROADSIDE OBSERVATION • MOBILE PHONE USE • SELECT TRAFFIC LIGHTS NEAR POSTER SITES - STATIONARY OR SLOWER MOVING VEHICLES EASIER TO OBSERVE. • BUT! CAN EXPECT GREATER MOBILE PHONE USE AT LIGHTS THAN IN FREE-FLOWING TRAFFIC. • AVERAGE SPEEDS • NEED FREE-FLOWING TRAFFIC TO OBSERVE SPEED CHOICE. • OBSERVE DURING LEAST CONGESTED PERIODS OF RUSH HOUR. RoSPA’s mission is to save lives and reduce injuries

  11. ATTITUDE SURVEYS • ‘STOPPED MOTORIST’ SURVEYS • Face to face. Identify busy locations along treated routes such as leisure centres or large supermarkets. Stop and survey motorists during lunch hours but how many commuters likely to be visiting? • Alternative = conduct face to face surveys at lunch time with pedestrians in town centres or near sandwich shops. But can’t visually tell if drivers let alone commuters using treated routes. May take multiple visits to fill quota. • ‘Stopped’ workers may be unwilling to complete a survey during lunch break. RoSPA’s mission is to save lives and reduce injuries

  12. ATTITUDE SURVEYS CONT. • WORK SITE SURVEYS • Self-complete. Identify medium or large employers sited along treated routes. Ask employers to distribute paper or on-line survey to staff who commute by car. • Employers may even help recruit focus group participants. • Likely need decent incentive to encourage completion. • Match type of employer with target campaign audience if possible. Some employers may have over-representation of males or females, professional drivers, or high or low paid staff. • As not face to face, employees can complete at time to suit them. RoSPA’s mission is to save lives and reduce injuries

  13. ATTITUDE SURVEYS CONT. • POST-CODE SURVEYS • Self-complete postal or face to face. Residential surveys in streets close to treated routes. Could be outsourced to market research company but cost prohibitive? • Select post codes where census data tells you there’s a high working age population. Avoid streets on main bus routes and within easy walking distance of train stations. Avoid high density student areas to increase chances of fulfilling quota. • Survey must ask if respondents are commuters, and where commute to, in order to filter out those not targeted or exposed to campaign. RoSPA’s mission is to save lives and reduce injuries

  14. EVALUATION OF RADIO & SMS • RADIO ADVERT BEFORE CAMPAIGN ASKING COMMUTERS TO COMPLETE ONLINE SURVEY. CONTACT DETAILS COLLECTED TO RE-SURVEY POST CAMPAIGN. COST PROHIBITIVE? • ONLINE OR TELEPHONE SURVEY OF RADIO COMPETITION ENTRANTS. TARGET GROUPS RECEPTIVE TO SMS/PHONE. • POST-THEN-PRE OUTCOME EVALUATION OF COMP. ENTRANTS AS CONTACT DETAILS ONLY AFTER EXPOSURE TO CAMPAIGN. • PROCESS EVALUATION TO CHECK FOR UNINTENDED CONSEQUENCES & ACCEPTABILITY – DID THEY EVER TEXT IN WHILE DRIVING? WHAT DID THEY THINK OF THE CAMPAIGN MESSAGES? RoSPA’s mission is to save lives and reduce injuries

  15. EVALUATION OF RADIO & SMS • ONE CAMPAIGN IDEA WAS TO PURCHASE SMS LISTS. • WITH THIS COULD CONTACT USERS BEFORE AND AFTER CAMPAIGN – SEND LINK TO ONLINE SURVEY. INCENTIVE NEEDED. QUICK & CHEAP METHOD. • WOULD USERS REPLY TO UNSOLICITED TEXTS? • WHAT’S LIKELIHOOD OF REACHING HIGH PROPORTION OF TARGET COMMUTER DRIVERS THROUGH PURCHASED LISTS? • COST EFFECTIVE MODE OF COMMUNICATION? RoSPA’s mission is to save lives and reduce injuries

  16. GENERAL ADVICE • PILOT CAMPAIGN MESSAGES AND MODES OF COMMUNICATION BEFORE FULL SCALE ROLL-OUT. • REMEMBER RESEARCH ETHICS – DO NO HARM, CONFIDENTIALITY, ANONYMITY, INFORMED CONSENT, LEAVE PARTICIPANTS WILLING TO TAKE PART IN RESEARCH AGAIN. • PUBLISH RESULTS SO OTHERS CAN LEARN WHAT WORKED WELL AND WHAT NEEDS IMPROVING. RoSPA’s mission is to save lives and reduce injuries

  17. HERE TO HELP! LINDSEY BROUGH: lbrough@rospa.com RoSPA’s mission is to save lives and reduce injuries

  18. Thank you! www.rospa.com

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