Young Driver Focus 2015: live reports from the conference hall
10.25am: Session one – research and interventions
Now it’s ‘Back to the Future’ with Michael McDonnell from Road Safety Scotland who advocates a lifelong learning approach to road safety education - based on the premise that the attitudes and behaviours which young drivers exhibit are laid down at a very early age, probably before they leave primary school.
Michael outlines how Road Safety Scotland takes a long-term view on young driver issues, and its efforts to integrate road safety within the Scottish Curriculum to encourage people to adopt a lifelong-learning approach to road safety.
He stressed that ‘children do notice’ their parents behaviour as drivers, and that this affects their attitudes to driving. The ‘Kids in the car’ campaign, the key element of which is a 40’ TV commercial, is trying to shake parents out of their complacency. It first ran in 2013 and was rerun in 2014, and concludes with the line ‘What kind of driver are you teaching your child to be?’
The campaign reached 83% of the target audience and 75% of parents said they would change their driving behaviour as a result of the campaign. He also added that Road Safety Scotland had more complaints about the ad than any other campaign in the past 20 years.
The final speakers in this session are Dan Campsall and Tanya Fosdick from Road Safety Analysis who are presenting Blazed & Wasted which they claim is the UK's first road safety intervention to be developed on the basis of the 'COM-B behaviour change model' and utilising the Behaviour Change Wheel – a synthesis of 19 behaviour change frameworks which draws on a wide range of disciplines and approaches and was developed by experts from University College London.
The pair set out to show that even modest levels of interruption marketing can deliver measurable improvements in behavioural intentions among young adult males, in this case in relation to drink driving.
11.00am - Session two – telematics & technology
We're underway again with a presentation by Richard King, founder and CEO of the telematics insurance company ingenie who is looking at the future of telematics in young driver road safety.
Richard is using his presentation to demonstrate the positive impact of telematics that ingenie has seen within its community of young and novice drivers, as well as some of the issues and potential barriers to further uptake.
He's also looking into his crystal ball to predict what the future looks like - and what the government could do to support the road safety benefits of telematics insurance.
90% of ingenie's customer base is young novice drivers on the road for the first time. 70% of these customers see premiums reduce for good driving, while 7-8% see their premiums go up. He says both parents and young people like having a carrot and stick.
Is telematics working – based on 300 million miles of data the answer is 'Yes'. 80% of those surveyed say telematics has made then a better driver.
More than 90% of drivers check the feedback they are given. Drivers are engaging with ingenie and talking about it on social media – they are promoting good driving via twitter etc.
One in eight of ingenie's drivers have a crash in the first 12 months, compared with one in five overall. The best drivers have a crash frequency of around 10% and the worst around 40% - so telematics is accurate.
There are now about 20 insurers offering a telematics policy. Premiums are dropping dramatically – typically under £1,500 for a 17-year-old.
Rather than cancelling the policies of the worst drivers, ingenie is offering more counseling through its driver behaviour unit which comprises young people who have a firm but fair conversation with their peers. About 1% of ingenie's drivers get a phone call each month and this is having a greater impact on behaviour than anticipated. Quite often they become the best ambassadors for telematics.
Driving is number one concern for parents – their son or daughter being in a crash. Where feedback is shared with mum or dad the driver is 28% less likely to have a crash – it's a team game.
Keeping young people onboard is a challenge – they are too keen to go off too quickly and get a policy without a box.
"I'm seeing the big brother aspect coming back again – the Telegraph has an absolute agenda against black box insurance. Journalists ask about data – young drivers aren't interested in the data, they want cheaper insurance."
Telematics is here to stay – driving instructors need to understand how the product works and educate their students about it.
"I've seen some green shoots from the Government regarding road safety, and they are doing some proper research into the effectiveness of telematics – but this may all change after 7 May."
The final presenter before lunch is Ian Lancaster, Chief Executive Officer of Twentyci who is discussing how to drive an effective digital strategy to promote the road safety agenda to the young driver audience.
He is setting out to show: how young driver education can be digitized; that data is the key to sustainable digital engagement; and the opportunities for seamless evaluation.
2.00pm - Session three: driver training
Mawuli used his presentation to explore the ways in which technology, such as apps, is currently being used in driver education – and to preview the new technology and trends that will increasingly shape the way people learn (and teach) to drive in the future.
He explained that historically the driving instruction process is very paper and pen based – but things are changing. Technology is making inroads in the driver training process, and in some cases is at the heart of the learning to drive experience.
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