An evaluation of the Safe Drive Stay Alive road safety presentation ...

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10Havering with the intention of assessing its impact and effectiveness and thepotential for the scheme to be offered more widely in the future.The Safe Drive Stay Alive (SDSA) presentation was a collaboration between theLondon Borough of Havering, the Metropolitan Police Service, the Fire and RescueService, the London Ambulance Service and the London Road Safety Unit (LRSU).The format was a live show featuring video interspersed with testimonials. Thepresentations took place between 13 th and 17 th November, 2006, at the Queen‟sTheatre, Hornchurch and was attended by students in Year 11 (aged 15-16 years)from all schools in the borough.The presentation was designed to effect change in school students‟ attitudes todriving and road safety as they approach the start of their driving experience. Thisreport addresses two issues, the impact of the SDSA event (the emotional reaction ofstudents to the presentation), and the effectiveness of the SDSA event (the effect ofthe SDSA in improving students attitudes to road safety).1.4 SDSA impactThe first objective of the evaluation was to assess the impact of the Safe Drive StayAlive event. More specifically, the research aims to meet the following objectives:a) Gauging students reaction to the eventWhich elements were liked or worked particularly wellWhich, if any, elements detracted from the events aimsb) Providing direction and insight into how the Safe Drive Stay Alive could beimproved in the future1.4.1 AnalysisA combination of quantitative and qualitative research approaches were employed tobest meet the overall research objectives:Qualitative research:Mini-group discussions with students were used toobtain a base level understanding of student‟s reactionto the Safe Drive Stay Alive event.
11Quantitative research:Self-report questionnaires were used to further exploresuch reactions and in particular to understand howeffective the students found the individual elements ofthe event (i.e. video reconstruction, real life testimoniesetc).The diagram below illustrates the programme of research that has been undertaken.Stage 1 Stage 2Stage 3QUANTITATIVE:QUALITATIVE:Pre-interventionquestionnairesSDSAPost-interventionquestionnairesStudent minigroupsandteacher interviewsFollow-upquestionnairesThe qualitative research will discuss the findings from stage 2 of the researchprogramme focussing on event reaction.1.5 SDSA effectivenessThe second objective of the evaluation was measuring how effective the SDSA eventwas in improving student attitudes to road safety. With regards to the effectivenessof the SDSA, one problem for evaluation is as follows. In constructing the materialsfor the intervention there is a lack of clarity on the specific attitudes that are the goalof the intervention. In other words, it is difficult to evaluate the effectiveness of aneducational message when the message itself is not clear.1.5.1 Theory of Planned BehaviourOne approach to measuring attitude change has been described in the Theory ofPlanned Behaviour (TPB). According to this theory participants intentions are afunction of three factors; attitude, subjective norm and perceived behavioural
Page 2 and 3: 2ContentsExecutive summary ........
Page 4 and 5: 4Executive SummaryThe Safe Drive St
Page 6: 6deteriorated to such a degree that
Page 9: 9(2004) have noted that despite the
Page 13 and 14: 132. Methodology2.1 SDSA impact2.1.
Page 15 and 16: 15Removing Non Attendees & Matching
Page 17 and 18: 17presentation. Follow-up questionn
Page 19 and 20: 19“I was dreading it - thinking o
Page 21 and 22: 21Respectful (adult to adult) inter
Page 23 and 24: 23the mechanics of driving (changin
Page 25 and 26: 25the event itself, all thought tha
Page 27 and 28: 27different elements with a view to
Page 29 and 30: 29London Road Safety UnitThis secti
Page 31 and 32: 31reconstruction in the Havering ar
Page 33 and 34: 33a memorable testimony. Students w
Page 35 and 36: 35This further emphasises how impor
Page 37 and 38: 3710% of students plan to share the
Page 39 and 40: 39Q31. Spontaneous Recall of most i
Page 41 and 42: 41ContentStudents were most positiv
Page 43 and 44: 43Q28. Response to SDSA event /Q29
Page 45 and 46: 454. Results of SDSA effectivenessD
Page 47 and 48: Mean score (Max: 7)47in the survey,
Page 49 and 50: Mean score (Max: 7)49scale from 1 t
Page 51 and 52: 515. Conclusions5.1 SDSA impactOver
Page 53 and 54: 53behavioural control had disappear
Page 55 and 56: 555.3 General conclusionThe results
Page 57 and 58: 57Roberts, I., Kwan, I., & the Coch
Page 59 and 60: 59Appendix B: Summary data for TPB/
Page 61 and 62:
61Appendix C: TPB statistics (match
Page 63 and 64:
63Appendix E: Discussion guide - st
Page 65 and 66:
65How would they describe the tone
Page 67 and 68:
67Appendix F: Discussion Guide - te
Page 69 and 70:
69What do they think of the way the
Page 71 and 72:
71Appendix G: Pre-post test questio
Page 73 and 74:
73My partner/girlfriend/boyfriend
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7514.Have you ever driven or ridden
Page 77 and 78:
7720.When you’ve learned to drive
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7923b.Was anyone hurt/injured in th
Page 81 and 82:
8129.• To which of the following
Page 83 and 84:
832.After I pass my driving test I
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8511.Imagine you have passed your t
Page 87 and 88:
8716.Have you ever driven or ridden
Page 89 and 90:
89(53)21.To what extent do you agre
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9127.Does your family own a car, va
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