Stickers in the name of road safety
A new indirect road safety campaign has been launched that aims to encourage a change in driver behaviour. Project Pictogram is a communication initiative that will see a set of stickers attached to the back of fleet, business and community vehicles across the country.
Reported by Road Safety GB, one of the campaign’s supporters, the idea is that subtle suggestions can change behaviours on a large scale. The campaign is also backed by RoSPA, the Institute of Advanced Motorists and the Association of British Insurers.
Project Pictogram uses a set of standard icons that it is hoped will become as recognised as the recycle logo. The campaign wants drivers to see the pictograms regularly and be reminded of the dangers of the ‘fatal four’.
The fatal four are the most common causes of accidents:
- Inappropriate speed
- Using a mobile phone while driving
- Not wearing a seatbelt
- Drink/drug driving
According to the Government’s THINK! campaign, speed is one of the main causes of fatal road accidents. 3,064 people were killed or seriously injured in crashes in 2013 where speed was a factor. Remember that speed limits are not targets; you need to adapt your speed to the conditions of the road.
One of the first organisations to embrace Project Pictogram is Home Retail Group (Homebase). Home Retail Group’s health and safety manager, Andy Leigh, told Road Safety GB: “The cost of applying the sticker sets to the back doors of the entire Homebase fleet equates to the damage caused by one minor rear-end shunt, or trading disruption through one store by a collision related road closure.
“The stickers last the lifetime of the vehicle, and so deliver daily on-road safety reminder ‘nudges’ for the next five to seven years – all for £2.75.”
Phil Palfrey, new product development manager with Hampshire Fire & Rescue Service, was quoted by Road Safety GB: “The psychology which underpins Project Pictogram, ’nudge’ theory, is the widely acknowledged behavioural science concept that subtle, indirect suggestions can influence motives and change behaviours on a large scale.
“These frequent, near subliminal-level reminders of safe driving will, over time, influence driver behaviour habits towards safer practices
“Driving is a herd activity, with individuals typically aligning to the social norms of the group around them. By positively influencing large sections of the herd around these key risk-reducing priorities, the wider group is likely to conform to the new safer practices being displayed.”
What do you think of these stickers? Do you think seeing them regularly will make you a safer driver?