1. Young Drivers in Gloucestershire: A research led approach to engagement Natalie Oakley Public Engagement Manager, Gloucestershire Road Safety Partnership

2. Young driver crashes in Gloucestershire Who: Young men (68%) What: Driver error Where: Rural roads When: Weekends

3. Starting the conversation Quantitative online survey of over 1000 students in 6 broad geographical & socio- demographic areas 16 x 1 hour qualitative depth interviews with drivers and passengers The Survey Questions experiences of being a car driver perceptions of skill driving behaviour experiences of collisions, speeding attitudes towards breaking the law experiences of being a passenger driving behaviours experienced experiences of collisions, speeding levels of anxiety experienced beliefs concerning why young drivers have crashes what might change their behaviour what else should be done to tackle the problem of young driver crashes The Study

4. Working them out The people Many still living at home Defined by social life & dynamics of friendship groups Developing own identity by pushing boundaries and playing with risk Driving either with complete nervousness or total cockiness The drivers Car is a bubble of independence, “me space – who I am” Chance to “beat the system” and to escape Cheap venue The media Social media main channel of contact Immune to “shocking” content – watching crashes for “fun” Limited live media - self streamed content – iPods vs. radio, Iplayer vs. TV but still accessing outdoor, print media Embarrassed by “yoof” marketing, text speak

5. The age split 17-19 year old driver New found freedom Ability to let rip The chance to impress Fight for supremacy Everyone wants you (for a lift) Babe magnet Irresponsible Billy, 17, 2 weeks post test, drives at weekends

6. The age split Economic necessity Becoming responsible Life stresses showing Value car as an asset Believe more skilful Still erratic behaviours Molly, 21, driving 4 years, commutes to work 20-24 years old drivers

7. Types of behaviours Unplanned Planned The behaviour split Nocturnal activities car park meets/rallies racing/cruising rights of passage/dares no destination journeys Motivated by proving yourself gang mentality thrill seeking In-car distractions group chat loud music digital dependency Lone driving & speeding open road mentality of speeding no other cars around – ok to put your foot down Cramming 6/7 crammed into car – the lunchtime trip to McD’s Motivated by mood impulse being scatty bad time keeping Targeted Prevention Education

8. Behaviours by drivers as observed by passengers (male & female) Observed and self reported behaviours

9. Male v female behaviours (self reported) Observed and self reported behaviours

10. 10 Beliefs and anxiety Perceived levels of skill amongst young drivers Levels of fear and anxiety amongst young passengers

11. 11 Why do young people think young people crash?

12. 12 What did they say would change their driving behaviour? Behaviour change levers

13. What do they want us to do? Help change attitudes Drivers Unpick the “coolness” of reckless driving Campaign in a way that young people can engage with – right tone, right concept, don’t judge, don’t compare Passengers Give them the tools to stand up to dangerous drivers Raise awareness Of risk Speeding Mobile phones Driving on soft drugs Cramming Of consequence Real life scenarios and outcomes Of criminality of reckless driving The laws and the consequences Help improve skills Follow up courses for new drivers Stronger tests Ongoing learning Awareness training Changing dangerous behaviours Law enforcement Be visible to them Enforce the rules around specific behaviours Enforce at known night spots Help regulate dangerous behaviour Harsher penalties

14. Speaking to them directly and campaigning effectively The Designed to Drive programme was: 6 week engagement programme with students from Gloucestershire College

15. Designed to Drive: The winner

16. Giving them the skills to drive safely The Drive for Life session covers: Speeding Distractions Collision investigation Drink & drug driving Seatbelts Real life crashes & consequences Boys & Girls – gender specific training

17. Regulating behaviour and enforcing the law Development of the Gloucestershire Road Safety Academy Access to Police collision data £120k investment from the Police & Crime Commissioner Targeted enforcement using the Special Constabulary and Roads Policing Unit

18. Conclusions Our research led approach to engagement has and will continue to enable us to: Build targeted and age/sex specific programmes of engagement Redefine our communication channels with young people Understand attitudes, beliefs and behaviours so that we can begin to affect them Raise awareness of the key risks for young drivers in Glos Enforce the law around specific behaviours