Project CRX – Initial Review
14th June 2018
The purpose of the Project CRX pilot is to evaluate a self-funding community education project that delivers improvements in the driving behaviour of our “Millennials”, promotes safer driving, reduces accident rates and the number of distracted drivers on our local roads.
- Attract our target audience (17 to 30 year olds) to participate in a Community educational programme that:
– Share the knowledge and experience of the effects of mobile phone use and other distractions have on their driving performance.
– Drives constructive change in participants’ attitude and behaviour towards driving safety.
– Increases awareness about distracted driving in our community.
- Our strategy is to “pop up” at Shopping centres, Colleges, Car meetings etc.
- We were offered a vacant shop unit at the local Princes Mead shopping centre.
- The pilot ran for 13 days for 7 hours per day
Attracting our Target Audience/The Experience
- We offered participants the opportunity to experience a 30 minute “high end” virtual reality race simulation free of charge.
- During the experience, we chose Texting and Calling on a mobile phone as the distractions for the pilot.
- Once we had measured the change in performance with each distraction the participants received a printed report with the results.
- The Race Manager then presented the results to the group and invited them to sign our “Pledge Wall”
- Each participant was given a project CRX, #DOITLATER Car sticker.
- Over 900 members of the public enjoyed the experience.
- About 80% were aged under 35 years.
- Approximately 600 local people signed the wall pledging to: “Not use a mobile phone whilst driving and encourage others to do the same”.
- Initial analysis of the data shows:
- There is a decrease in diving performance in the range of 25% to 35% when texting whilst driving
- There is a decrease in diving performance in the range of 15% to 25% when making a mobile phone call whilst driving
- Our objectives:
- Attract our target audience (17 to 30 year olds) to participate in a Community educational programme.
Despite not having either a website or social media presence during the pilot we attracted over 900 members of the public to become involved.
The majority of participants were aged under 35 years old.
- Share the knowledge and experience of the effects of mobile phone use and other distractions have on their driving performance.
Over 500 people participated in the experience with more than 95% demonstrating a reduction in driving performance during the distractions.
- Drive constructive change in participants’ attitude and behaviour towards driving safety.
Pledging to change behaviour after personal experience has been shown to be effective both in the short and long term. If only a small % of the people who made the pledge change behaviour then we will be safer on the roads in Rushmoor.
- Increase awareness about distracted driving in our community.
There are now over 1,000 people in Rushmoor who have been involved in Project CRX pilot. With a social media component added this could be significantly increased.
- The Project CRX pilot has demonstrated that the process/methodology can:
- Attract the target audience
- Deliver relevant training and education using race simulation
- Encourage change in driver behaviour
- Be a cost-effective initiative that works in the field.
Thanks to our Supporters
- This pilot would not have been possible without the enthusiastic support of many.
- Rushmoor Council (especially Ken Muschamp and Phil Stoneman)
- Princes Mead Shopping Centre (Liz, Duncan and the team)
- Hi Speed Services, Field Training Services, The Spark Collective, So Beard, OCP Group and the CRS Pit Crew