Ashley Pressley
Wheels, skills and thrills: A social marketing trial to reduce aggressive driving from young men in deprived areas
Pressley, Ashley; Tapp, Alan; Pressley, Ash; Baugh, Mike; White, Paul
Authors
Alan Tapp Alan.Tapp@uwe.ac.uk
Professor
Ash Pressley
Mike Baugh
Paul White Paul.White@uwe.ac.uk
Professor in Applied Statistics
Abstract
Young men from poorer backgrounds are associated with high road traffic collision levels. However, solving this problem has proven very difficult. Hence this paper summarises the findings of a UK government funded two-year trial of a cross-discipline intervention to reduce aggressive driving amongst this group. The intervention reported on here departed from traditional approaches such as fear appeals, standalone educational approaches, or punitive measures. Instead, the discipline of social marketing was used to provide overarching direction and structure for the trial, with a key focus on motivation and engagement. The project rested on a strong education and training platform and included a bespoke coaching programme, incentives, and an in-vehicle measurement and feedback device. The project had three development phases leading to the final trial. First, a literature and case study review identified possible design strategies. Second, these strategies were explored using primary research in the form of a qualitative inquiry. Third, a pre-trial design phase sought to introduce key components of the intervention to the trial cohort, retaining some flexibility before committing to the final design. Young males with a history of challenging behaviour (e.g. criminal records, driving convictions) from an economically deprived area within a UK city were recruited. Of 42 recruits, 23 successfully completed the trial. Behaviour changes were measured pre-, during and post-trial through a combination of driver performance data measured by in-vehicle data recorders (IVDRs), assessments of driving undertaken by trained observers, and self-assessment surveys and interviews with trial participants. Results indicate a significant average improvement in driving skills amongst participants who completed the trial. Given the difficulty in engaging and changing behaviour of this specific group, this is regarded as a significant finding. In summary the study provides an indication of proof of concept for the intervention in improving driving skills. However the limited sample size and lack of control group mean that further work will be required to validate these findings. It is recommended that a feasibility study with higher cohort volumes is undertaken, before attempting a full scale trial. © 2013 Elsevier Ltd. All rights reserved.
Citation
Pressley, A., Tapp, A., Pressley, A., Baugh, M., & White, P. (2013). Wheels, skills and thrills: A social marketing trial to reduce aggressive driving from young men in deprived areas. Accident Analysis and Prevention, 58, 148-157. https://doi.org/10.1016/j.aap.2013.04.023
Journal Article Type | Article |
---|---|
Publication Date | Jan 1, 2013 |
Publicly Available Date | Jun 7, 2019 |
Journal | Accident Analysis and Prevention |
Print ISSN | 0001-4575 |
Publisher | Elsevier |
Peer Reviewed | Peer Reviewed |
Volume | 58 |
Pages | 148-157 |
DOI | https://doi.org/10.1016/j.aap.2013.04.023 |
Keywords | road safety, young male drivers, social marketing |
Public URL | https://uwe-repository.worktribe.com/output/928761 |
Publisher URL | http://dx.doi.org/10.1016/j.aap.2013.04.023 |
Files
WST Report Final.pdf
(2.1 Mb)
PDF
You might also like
Bristol social marketing centre: Past, present, and future
(2022)
Book Chapter
Public responses to volunteer community care: Propositions for old age and end of life
(2019)
Journal Article
Centre Line Removal or non-reinstatement
(2019)
Report
Downloadable Citations
About UWE Bristol Research Repository
Administrator e-mail: repository@uwe.ac.uk
This application uses the following open-source libraries:
SheetJS Community Edition
Apache License Version 2.0 (http://www.apache.org/licenses/)
PDF.js
Apache License Version 2.0 (http://www.apache.org/licenses/)
Font Awesome
SIL OFL 1.1 (http://scripts.sil.org/OFL)
MIT License (http://opensource.org/licenses/mit-license.html)
CC BY 3.0 ( http://creativecommons.org/licenses/by/3.0/)
Powered by Worktribe © 2024
Advanced Search