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

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4Executive SummaryThe Safe Drive Stay Alive (SDSA) presentation was developed to increase awarenessamongst young people of their vulnerability on the roads and the potentialconsequences of their driving.The SDSA presentation was a live show featuring video interspersed withtestimonials. The event was a collaboration between the London Borough ofHavering, the Metropolitan Police Service, the Fire and Rescue Service, the LondonAmbulance Service and the London Road Safety Unit (LRSU).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 evaluated both 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).Evaluation of the SDSA was two-fold. The first assessment was the impact of thepresentation on students, exploring their experience of the event and their emotionalresponse to the issues using mini-group discussions and self-report questionnaires.The second assessment was the effectiveness of the SDSA presentation in changingstudents‟ attitudes to road safety using psychometric data.Impact of the SDSAOverall the Safe Drive Stay Alive event was received well by the majority ofstudents. The format of the show was not something the attendees were expectingand this helped catch and hold their attention.The raw emotion presented in the testimonies heightened levels of engagementamongst students. This was particularly the case for the accounts given by thebereaved parent and the Fire Brigade Officer.The show‟s content was deemed as being appropriate for the target audience and thelocal angle to communications helped increased the relevance of messages.
5Female students were generally more receptive to the event than their malecounterparts.Moving forward in terms of future event development, it is important to ensure thecause and effect message is clearly communicated and is relevant to young people.Effectiveness of the SDSAThere is little controversy that the issue of pre-driver education merits attention.However, there is controversy as to whether successful interventions are readilyavailable and indeed whether some schemes may be counterproductive. In thiscontext the Transport for London approach has been to introduce a pilot scheme forevaluation. The Safe Drive Stay Alive road safety presentation was evaluated on thequantitative data gathered on school students‟ attitudes to road safety.Students reported a small short term improvement in their intentions to observeroad traffic laws and speed limits, as well as an increased belief that they couldcontrol their driving behaviour even under pressure from others, immediately afterattending the Safe Drive Stay Alive presentations. These effects were equivalent forboth males and females, but improvements disappeared by five months.There was not an opportunity to test whether the observed small improvement inintentions and perceived behavioural control immediately after the SDSApresentation were a genuine effect, an impression management effect (studentsproviding answers that they judge are expected), or a combination of the two, asthis was predicated on there being an effect still present at the five months afterstage. With any improvements at the immediately after stage being wiped out byfive months there was no possibility of comparing improvement to control groups.Attending the SDSA presentation had no immediate effect on students‟ perception ofsocial pressure to conform to road traffic laws, and no change in attitudes toexceeding speed limits, as well as no effect on reported seatbelt wearing rates.Examination of individual items revealed that five months after the presentationstudents‟ intention to conform to road traffic laws and the Highway Code
Page 2 and 3: 2ContentsExecutive summary ........
Page 6: 6deteriorated to such a degree that
Page 9 and 10: 9(2004) have noted that despite the
Page 11 and 12: 11Quantitative research:Self-report
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
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59Appendix B: Summary data for TPB/
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61Appendix C: TPB statistics (match
Page 63 and 64:
63Appendix E: Discussion guide - st
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65How would they describe the tone
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67Appendix F: Discussion Guide - te
Page 69 and 70:
69What do they think of the way the
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71Appendix G: Pre-post test questio
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73My partner/girlfriend/boyfriend
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7514.Have you ever driven or ridden
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7720.When you’ve learned to drive
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7923b.Was anyone hurt/injured in th
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8129.• To which of the following
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832.After I pass my driving test I
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8511.Imagine you have passed your t
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8716.Have you ever driven or ridden
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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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