Royal Society for the Prevention of Accidents
Behavioural science was applied to improve enrolment in advanced motorbike riding training
- Royal Society for the Prevention of Accidents (RoSPA)
- July – November 2020
What services we used
- Behavioural Insights Research
- Randomised trials
- Digital marketing
“We are passionate about using the power of behavioural science to improve lives, wherever we can.”
The brief
In 2018, 354 motorcyclists were killed in Britain. Every loss was a tragedy, but it is heart-breaking to think that some of these deaths may have been due to motorcyclist error and, therefore, preventable. Advanced motorcycle training could have saved those lives and future lives. But less than 1% of motorcyclists in Britain take such courses.
RoSPA worked with Lynn to help them reach out to the motorcycle community, to highlight the training available, and to encourage riders to make use of it.
The Approach
Everything we do is based on the science of understanding human behaviour. We started with a thorough investigation behind the reasons and barriers behind the low uptake of advanced motorcycle training.
Our Behavioural Science Unit carried out a pioneering piece of research, unprecedented not only in the history of RoSPA, but in the motorcycling industry.
We conducted a series of randomised trials across England. These trials aimed at both responsive and hard-to-reach audiences. Receiving responses across a range of regions, interest groups, and demographics, we were able to conduct an in-depth analysis in granular detail. In tandem, by consulting all the different stakeholders, we could identify the most impactful communications touchpoints to deliver the campaign message to our target audience.
Because of this ‘granular’ testing, we were able to spotlight specific types of content that had immediate, local impact.
The Impact
440,000 people reached
4.6% engagement rate
11,800 clicks to key calls to action
The Behavioural Science
- Highly targeted audience mapping and segmentation
- Identifying behaviours, and analysing barriers to action using COM-B and TDF frameworks
- Randomised online trials testing of creatives and content
- Choice architecture audit to make sure signing up for training was straightforward
- Targeted surveys and analysis to ensure effective campaign development and management
