A practical application of

behaviour change techniques

into road safety education

initiatives

Laura HurstEvidence Based Researcher Cornwall Council

A practical application of behaviour change techniques into road safety education initiatives

Laura Hurst

Evidence Based Researcher

• How did the Cornwall Road Safety team begin its journey towards using BCTs ?

• How could we be sure we were making a difference?

• How we could be more confident that we were changing behaviour?

• How we set about making the considering of which Behaviour Change techniques were most appropriate for our various interventions Paula Wellings

Casualty Reduction ManagerCornwall Council

Overview

• Road Safety initiatives

• Why use BCTs

• Which BCTs to use

• Cornwall Council case studies

Road safety initiatives

• Only use a few BCTs

• Short-term changes in attitude

Why use BCTs

• Common language

• Evaluation

• Build an evidence base

1. Information Giving

BCT2Consequences

BCT3Others

approval

BCT1Risks

2. Teaching

BCT4 Instruction

BCT5 Demonstrating

BCT6 Feedback on performance

3. Planning

BCT7 Setting general goals

BCT8 Forming specific intentions

BCT9 Identifying barriers and overcoming

4. Agreeing

BCT10

A different way of

living/driving

BCT11

Practising

BCT12

Signing a behavioural contract

5. Supporting

BCT13 Observing others

BCT14 Gaining social support

BCT15 Self-talk

6. ImplementingBCT16

General encouragement

BCT17

Set graded tasks

BCT18

Follow-up

7. Monitoring

BCT19 Keeping a record

BCT20 Using cues

BCT21 Reviewing goals

8. Managing

BCT 22 Time management

BCT23 Stress management

BCT24 Self-motivation

9. Feeling good

BCT25 Providing rewards

BCT26 Becoming a role model

BCT27 Relapse prevention

Which BCTs to use?

• Main findings from health care evidence:

• Increasing the number does not increase effectiveness

• Fear appeals do not work

• Monitoring, implementing, agreeing and planning – SELF-REGULATION and SELF-EFFICACY

Depends on your audience!!!

Environmentalfactors

Influences

Social pressures

Current Knowledge and

awareness

Emotions involvedIn the

behaviour

AttitudeValues &Beliefs

Target audience

Depends on the behaviour!!

Current vsdesired

In line with Social

Norms?

Stop/Start/

Maintain/prevent

Single/Multiple

Behaviour

6 questions• Do they lack the behaviour relevant information?

• Do they need to be taught how to perform the desired behaviour?

• Do they lack the belief that they can successfully perform the behaviour?

• Do they need social support to perform the behaviour?

• Do they lack self-regulation skills to perform the behaviour?

• Do they lack motivation to perform the behaviour?

• Lacking information? = Information techniques

• Need to be taught? = Teaching techniques

• Lacking belief? = Planning and Agreeing techniques

• Lacking social support? = Supporting techniques

• Lacking self-regulation? = Implementing and Monitoring techniques

• Lacking motivation? = Motivating and Feeling good techniques

Cornwall case study

Examined research into BCTs

Mapped BCTs to current initiatives

Built up detailed picture of target audience and behaviour

Made appropriate changes

Example – Learn 2 Live

• BCT7 – goal setting

• BCT18 – follow up

• BCT21 – review goals

Summary

• Define BCTs in your road safety initiatives

• Evaluate your initiatives

• Build up an evidence base for the future

Set your own goal………

Cornwall CouncilCounty HallTruro TR1 3AY

Tel: 0300 1234 100www.cornwall.gov.uk

Thank you for listeninglhurst@cornwall.gov.uk