TRAFFIC SAFETY WORKSHOP
USING BEHAVIOUR CHANGE STRATEGIES FOR IMPROVED OUTCOMES
See also SEMINAR OVERVIEW
Introductory go 'round and ice breaker.
Facilitators provide overview of workshop process and content.
Reach consensus on workshop agenda and mode of operation
A brief history of traffic safety
Defining cultural paradigms and why a new paradigm for traffic safety is needed
A new paradigm for traffic safety and traffic safety culture
The implications for traffic safety programs at the community level and beyond
Linking traffic safety culture, new paradigms and behaviour change
Programs are often ineffective in changing behaviour.
Concepts commonly thought to mediate behaviour change, such as attitudes and awareness, do not.
Programs are rarely replicated nor are their success factors identified for application in other contexts.
Intervention programs are costly and we are not extracting, aggregating and applying the potential learning from these ongoing investments.
Identify what makes 'sense' in our working environments.
Bring participants into program planning, design, implementation and evaluation activities.
Think critically and act creatively to experiment and innovate.
Develop strategies aimed at road users and also at the people and institutions which influence them.
Discussion to question and clarify in small "Buzz Groups": How do these ideas apply to your traffic safety initiatives?
a. Defining Behaviour Change
Clarifying habitual behaviour, its causes and supports and defining behaviour change helps participants better understand its challenges. Short presentations and discussion cover the following topics:
Discussion of behaviours related to traffic safety, focussed specifically on behaviours relevant to participants.
Definition and understanding of behaviour change with a focus on community traffic safety.
Discussion in "Buzz Groups": How does this information line up with your views on behaviour change? What can you add?
New knowledge about key behaviour change theories and models helps participants better respond to the challenges in programs aimed at influencing traffic safety behaviours.
Examine the relevance of theory for community traffic safety programs.
Discussion in "Buzz Groups": What do these theories and models suggest about the way you design and implement your programs?
With an understanding of the importance of theories and models, we can begin to identify the critical factors required for behaviour change programs to be effective.
PART 4: WHOSE BEHAVIOUR? IDENTIFYING KEY ACTORS, PARTNERS AND TARGET GROUPS
A clear implication of the literature and experience on behaviour change is the need to differentiate the various actors at different system and community levels whose behaviours can greatly influence program effectiveness. To apply the critical success factors in our traffic safety programs, we must be clear on whose behaviours need influencing and, of those, which ones programs are going to try, directly and indirectly, to influence.
Whose behaviours can we change and how can we help create the conditions for sustained change in the behaviours of our target groups?
Short presentation on the concepts of 'boundary partners' and 'strategic partners.'
Working first individually, then in small groups we answer the question: If traffic safety behaviours were absolutely ideal in all respects, what would the picture look like? What would we see happening? Who would be doing what, when and with whom?
Groups then work on one particular boundary partner to create a list of 5-7 strategies that they would use to enable the program to influence or support that boundary partner to make the best possible contribution to the program's mission and vision.
This session introduces Outcome Mapping (OM), its key concepts and stages, and explains how it works. Outcome Mapping provides the link between what we know works and doesn't work in behaviour change programs, and how to apply this knowledge effectively.
Overview and Key Concepts
Overview: OM is a framework that provides an integrated and flexible structure for organizational and program planning, and focuses on one type of result - outcomes as behavioural change.
Key Concepts (Examples)
The Three Stages of Outcome Mapping
How Outcome Mapping Works
Learning to Use an Outcome Mapping Tool - Applying Behaviour Change Lessons to Traffic Safety Programs
Example of a Learning Exercise
Exercise: Participants each develop a list of actions they could take in a traffic safety program to remain relevant, effective and viable in their respective contexts. The steps are: 1) individually formulate a set of practices (worksheet provided); 2) in small groups, share ideas; 3) in plenary, debrief the experience.
Individually or in self-formed groups, participants apply the set of practices to their traffic safety work. Facilitators circulate and coach the work. Plenary 'check-ins' are used to stop action and take questions. If there is time, the tool applications are presented in plenary, or a short session is held in which participants discuss the utility of the tool for their work.
CONCLUSION AND WRAP UP
FEEDBACK AND EVALUATION