What problem did you address/are you addressing?

The DriveStart programme seeks to address a blend of social, behavioural and practical aspects of learning to drive, based on an accepted set of behavioural change techniques that have been recognised within the formal literature. This includes activities that involve novice and pre-drivers within their social context. DriveStart is a multi-channel partnership programme designed to change behaviour among novice and pre-drivers, reducing their risks on the road. Utilizing the expertise of 12 agencies DriveStart is delivered through a growing programme of experience days, support for accompanying drivers and extensive online and social media engagement. Each 7 hour long experience day uses an array of skills based tasks such as practical driving, incident scene management, vehicle maintenance, emergency braking and simulated commentary driving to deliver up to 16 distinct behaviour change techniques. Advice sessions for accompanying drivers ensure that learners are well supported throughout the education process.

SHARE WITH US YOUR OBJECTIVES:

  • Road casualty data showed that, in contrast with most other road user groups, young driver collisions increased in 2011. Road Safety Analysis conducted a through evidence review to examine the following:
  • RISK PROFILE – How are young drivers involved in collisions and who are they?
  • PERSONAS – What are the predominant types of people and how can they be characterised?
  • CURRENT LOCAL SCHEMES – What is being done locally at the moment to engage with young drivers through ETP, enforcement and engineering?
  • SUCCESSFUL SCHEMES – Any other national or international work that could be relevant

LIST THE ACTIONS YOU CARRIED/ARE CARRYING OUT:

Dates: 
01/01/2011
Actions: 

In order to achieve these objectives, the multi-agency partnership behind DriveStart are utilising a range of channels for delivery including:

  • ‘DriveStart Experiences’ – each 7 hour experience day includes a variety of activities that are designed to utilise a wide range of behaviour change techniques (BCTs). Based on our qualitative research, attendees made clear that they respond to skills based training. Experience events therefore use extensive skills based tasks such as incident scene management, vehicle maintenance, emergency braking and simulated commentary driving to deliver BCTs such as ‘Behavioural practice/rehearsal’, ‘Problem Solving’, ‘Identification of self as role model’ and ‘Information about others’ approval’. The partnership to deliver these events is being further expanded in 2016 and now includes 5 highway authorities, Reading Football Club, Admiral Insurance, Kwik Fit, Berkshire Youth, Royal Berkshire Fire & Rescue Service, Blue School of Motoring and Road Safety Analysis.
  • Pre-pass Support Scheme (PPSS) – DVSA recommend that a learner receives 25 hours of private practice alongside their formal professionally led training from an ADI, however, many accompanying drivers feel ill-equipped to help as it is often 30 years since they were a learner themselves. The PPSS offers an evening of training, advice and support from one of our partners, Blue School of Motoring, and a road safety team member to update accompanying adults on current best practice, more recent changes in the Highway Code and some of the best tips for helping a learner to progress.
  • Social Media – Utilising the marquee social networks, DriveStart creates an ongoing community around the direct engagement activities. Social Media activity is intensified around the time of experience events and other high profile campaigns (such as Safe Drive Stay Alive) to build audience engagement and maximise the investment of complementary programmes.

Website – underpinning advice for young drivers and their accompanying adults is the website which is consistently updated with news and advice on issues such as telematics insurance, advanced vehicle safety features, changes to the testing regime and seasonal vehicle maintenance.

Who was/is your target audience?

  • 18-25 - Young adults

How did you disseminate/are you disseminating results?

DriveStart experiences are largely promoted in the locality; this includes local education channels as well Reading Football Club, a large and successful team in the English Championship. The website (www.drivestart.co.uk) is also used to push content to participants, their families and interested parties. Working with other major young driver initiatives allows access to a large number of the target audience attending high profile events. Extensive use of social media (facebook, twitter and youtube).

How did you evaluate/are you evaluating the success of your action?

DriveStart is subject to rigorous ongoing evaluation work, with the programme being adapted accordingly. Data shows 92% of participants reported the course had changed their perception of being a driver or passenger, with 100% agreeing that they would recommend the course. Social media metrics show: • DriveStart averages 307,664 post impressions on Facebook per month • Twitter feed generates an average of 7,012 monthly impressions • The YouTube channel has now amassed nearly 600,000 channel views The latest evaluation plan combines both a process & outcome evaluation (using a pre- and post-questionnaire, with comparison group).

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Latest updates: 22/09/2017 | Top