Focus on the system not the indicidual
In his recent blog 'It's the system, stupid' RoadSafe Advisory Panel member and TRL's chief scientist says:..'It is time for us to stop expecting behaviour change interventions focused on individuals to solve everything in road safety. It is the system that needs change. Want people to stop speeding? Then have the technology to help them with this (ISA) present in all cars; also, have the system default to ON, rather than OFF, as is the case for many vehicles. In short, make it easy for people to do the thing you want them to do, and ideally make it difficult for them to do the thing you don't want them to do.'
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