- Client: Royal Society for the Prevention of Accidents (RoSPA)
- July – November 2020
WHAT SERVICES WE USED
- Behavioural Insights Research
- Randomised trials
- Digital marketing
The brief
In 2018, 354 motorcyclists were killed in Britain. Some of these deaths were caused by motorcyclist error, and were therefore preventable. Advanced motorcycle training might have reduced the incidence of such errors, and saved lives. But less than 1% of motorcyclists in Britain take such courses.
RoSPA was commissioned by the Department for Transport to undertake a project which aims to raise awareness and increase uptake of advanced training for motorcyclists across England and to ascertain some of the blockers preventing this. The goal of this project was ultimately to reduce the number of deaths and serious injuries caused by motorcycle accidents.
Lynn PR was contracted to analyse how to reach and convince riders across England to take advanced training, who would otherwise not.
Outcomes
This was a pioneering piece of research, not just for our client RoSPA, but the wider motorcycling industry in England, to help them understand how to better appeal to audiences using behavioural science tactics. We provided tangible actions that could be implemented across communications, policy and the local environment to encourage our audiences to meet the behavioural goals that could ultimately result in saving lives.
We undertook a suite of randomised trials across England to provide insights on engagement and influences that drive action – including analysis on high engagement and low engagement groups, segmented by region, interests and demographics. And because of our granular testing, we were able to spotlight specific types of content that drove action locally.
WHAT WE DID
Lynn PR conducted pioneering behavioural science research in this area to better understand the specific challenges facing the sector.
We undertook primary and secondary research and held consultations with stakeholders to understand the problem through a behavioural lens. To get a broad sense of the policy space, Lynn PR mapped the relevant stakeholders in it, to demonstrate the complexity of the environment. Specifically, this exercise highlighted the multiple points of contact the target audience were exposed to and made recommendations for optimising existing relationships.
Lynn PR defined motorcyclists’ journey in two broad stages:
- Stage 1: Becoming aware of the possibility of an advanced training course
- Stage 2: Becoming convinced of the need to take an advanced training course
We ran several online randomised control trials to test our behavioural hypothesis, using test insights to confirm or amend our recommendations, where appropriate. The online trials delivered the following results:
- 285,117 people reached
- 4.6% engagement rate
- 11,783 clicks to key calls to action
All trials were segmented by region, interests, and demographics to provide granular insights.
This case study was written by Shayoni Lynn, Director at Lynn PR.
