How to become a more attentive driver in eight weeks?

Inattention is a factor in one-in-three fatal accidents, yet few drivers see themselves as the problem. We partnered with the Norwegian Public Roads Administration to create the "Driving Challenge," a campaign to increase driver attention.

Results
90%
Reported that they managed to change their behavior.
Results
70%
Changed at least on other behavior, in addition to their self chosen behavior.
Results
9/10
Managed to stop eating and/or drinking in the car.

Results

90%

Reported that they managed to change their target behavior.

Results

90%

Reported that they managed to change their target behavior.

Results

70%

Changed at least on other behavior, in addition to their chosen target behavior.

Results

70%

Changed at least on other behavior, in addition to their chosen target behavior.

Results

9/10

Managed to stop eating and/or drinking in the car.

Results

9/10

Managed to stop eating and/or drinking in the car.

Process

Many drivers intend to be attentive, but struggle to align their action to this intention. We mapped this gap between intention and action using the Health Action Process Approach (HAPA) framework. Based on the insights, an intervention was developed with more than 200 participants divided into two groups over an eight-week period. All participants answered a questionnaire before and after the experiment and were asked to write down what and how they would manage to stop one specific, self-chosen distraction in the car.

The test group received daily SMS reminders based on behavioral insights, weekly motivational messages, and reported their driving behavior.

The control group served as a baseline for comparison and received no reminders.

The test group received daily SMS reminders based on behavioral insights, weekly motivational messages, and reported their driving behavior.

The control group served as a baseline for comparison and received no reminders.

“I have told others about the challenge, which has inspired change among those closest to me.”

Participant

Results

The results showed a significant improvement in participants' attention, especially in the test group that received SMS reminders. A key finding was that participants in both groups actively adopted new strategies, such as using voice control instead of holding their mobile phones. The Norwegian Public Roads Administration used the results to create a new, national campaign aiming to increase attention amongst more drivers.

What could be improved?

The study has limitations related to self-reporting, a potentially over-represented motivated sample, and a limited time period for measuring lasting behavioral change. However, these caveats were mitigated through valid methods and thorough analyses, meaning the results provide a strong indication. A follow-up study is planned to measure the long-term effect.

Sources