Michael McDonnell

2. Michael McDonnell Director Road Safety Scotland Update from Road Safety Scotland

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

4. 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

5. 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

6. 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

7. RSGB Harrogate: November 2013

8. RSGB Harrogate: November 2013 RSGB Harrogate: November 2013

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. Our kids notice what we’re doing… RSGB Harrogate: November 2013

16. and it already affects their attitudes RSGB Harrogate: November 2013

17. 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

18. 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

19. Kids in the Car RSGB Harrogate: November 2013

20. 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

21. 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

22. ….. 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

23. 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

24. 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

25. Social Marketing Proposition • Don’t take anything for granted: • drive at an appropriate speed. RSGB Harrogate: November 2013

26. What Would David Do? RSGB Harrogate: November 2013

27. 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

28. 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

29. That’s what we’re up tae Thank you RSGB Harrogate: November 2013