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RNLI behaviour change
Credit: iStockphoto/Aaron Kondziela
Megan Inett and Jac Dendle
Content
• Who is the RNLI
• The RNLI Journey: from rescue to prevention
• RNLI behaviour change
• Does it work?: RNLI case studies
The RNLI: The charity that saves lives at sea
We SAVED 348 lives
Last year
We RESCUED 7,973 people
We LAUNCHED 8,228 times
In 2015 168 people LOST THEIR LIVES around the UK coast, and an average of 23 people LOSE THEIR LIVES around the coasts of the Republic of Ireland each year
18 Jan 2015 James Webb, 21, was recovered from Sutton Harbour Marina on The Barbican in Plymouth. He was treated and transported to hospital where he later died.
24 May 2015Andy Moll, 56, was wreck diving the Kyarra near Swanage when he disappeared after going down solo to secure a marker buoy. He was recovered on 19 June.
30 June 2015Niamh O'Connor, fell into the sea while walking in Baltimore. At least two more people entered the water but both died in their rescue attempt.
These deaths involve 23 DIFFERENT ACTIVITIES
TO REDUCE
DROWNING IN THE
UK AND ROI BY 50%
BY 2024
To reframe the risk of drowning and raise the awareness of this risk through a multi media campaign with National reach
Communication Campaigns (NATIONAL)
For people to make safer decisions and
display safer behaviour through
the development of products that make it easier to act in a safe
way
Products (EFFECTIVE TOOLS)
To enable safer communities
through targeted interventions that
reduces local risk as identified by Community
Lifesaving Plans (CLP)
Face to Face (LOCAL)
Community Safety Prevention Strategy
Behaviour change is at the centre of our prevention strategy To reframe the risk of
drowning and raise the awareness of this risk through a multi media
campaign with National reach
Communication Campaigns (NATIONAL)
For people to make safer decisions and display safer behaviour through the development of products that make it easier to act in a safe wayProducts (EFFECTIVE TOOLS)
To enable safer communities through
targeted interventions that reduces local risk as
identified by Community Lifesaving Plans (CLP)
Face to Face (LOCAL)
All three approaches are
required to create combined
effect that changes
behaviour and reduces risk
How do we change it: strategy
The evidence base
• In 2007 the National Institute for Health and Clinical
• Excellence (NICE) published a document titled:
‘Behaviour change at population, community and individual levels’
NICE carried out a large systematic review of
the behaviour change theories and evidence
base. Following this they published their national
evidence based guidelines.
NICE, (2007). Behaviour change at population, community and individual levels. Author.
Stages of behaviour change
How do we change it: theory and practice
RNLI behaviour change model
Ajzen (1991): The theory of planned behaviour. Organisational Behaviour and Human Decision Processes, 50, 179-221.
Intention continuum
What works:
All of the approaches below are aimed at increasing the intention of a person and/or group engaging in the new desired behaviour.
A clear and consistent message / approach
Plan and commit – help people plan and commit to behaviour change
Social norms – use group norms to effect behaviour change
Substitution – replace old behaviour with a similar new one (e-cigarette)
Salience – make behaviour change and how to do it obvious
Fun – make the new behaviour more fun
What works:
Ease – make the new behaviour easy to do
Cost – make the new behaviour less costly
Adaptation – adapt intervention to suit local context
Personalisation – personalise behaviours and language (e.g. use nouns instead of verbs)
Nudging - Implicit learning and reminding, changes culture in an indirect, non-obtrusive way
Communicate through key channels – diffusion of innovation theory
Previous evidence based interventions
What works: Multi-component
Communicaiton campaigns
Face to face Products
MDT working:
Partnerships:
How does it work in practice?
Evidence based approach using data and insight
• Fatal incident data
• Key partners
• Participant profile
• Group dynamics
• How to reach them
• Key influencers
Audience profiles
The behaviour we need to change and how we should approach it
What the Profiles tell us:
• 59% were not wearing a lifejacket or buoyancy
aid
• Buoyancy aids and lifejackets were not fit for
purpose
• Money is a primary motivator
• Strong in-group identifiers / closed network
• Face to face training
• Important partners - seafish, fishermans mission
I’ve never worn a PFD and nobody else on my boat does either
What behaviours do we want to change?
I always wear a PFD
Red dot approach
Products (EFFECTIVE TOOLS):
• Mullion compact PFD developed in partnership and in consultation with commercial fishermen
• Role out of over 7000 Mullion jackets to commercial fishermen
Red dot approach
Face to Face (LOCAL)Training and local events
• Giving the lifejackets out for free
• Demo days
• Free lifejacket maintenance training
• Free lifejacket checks
• Fishing hotspots
Red dot approach
Communications Campaigns (NATIONAL)
Sea You Home Safe
• Case studies
• Social media
• Hard-hitting facts
• Direct marketing (e.g. coffee mugs put the
message directly into the hands of fisherman at
14 Fishermen’s Mission cafes across Scotland)
How do we know we have been effective?
How we will change behaviour: dive course
Today’s behaviour changes
• Nudging – bowls of fruit • Funnelling – tape on the floor, manoeuvring
crowds and controlling behaviour • Self evaluation – mirror in front of the pastries• Brain logo - gives the suggestion of
‘intellect/intelligence/scientific’ and trustworthy (McCabe, 2007)
• Blue colour schemes – colour associated with learning, secure, honest and trustworthy
Thank you
Any questions?
Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk
14 July 2016
London
#CCbehaviourchange
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