Behaviour Change in the Insurance Industry
In collaboration with the Motor Accident Insurance Commission.
Rear-end collisions are a significant problem on Queensland’s roads. In fact, they’re the most common accident type, accounting for approximately one third of all motor vehicle accidents. What’s more, they’ve been estimated to cost taxpayers more than $1.7 billion over a 10-year period.
TO AUSTRALIAN TAXPAYERS
Despite their prevalence, little has been done to reduce rear-end collisions. This is mainly because traditional advertising and media campaigns relying on ‘scare tactics’ to shock people into changing their behaviours would be ineffective, given the low risk of serious damage posed by rear-end collisions.
In 2017, we were contacted by the Motor Accident Insurance Commission to design a campaign leveraging behavioural science aimed at reducing the occurrence of rear-end collisions throughout the state of Queensland.
We conducted an extensive analysis to identify key modifiable psychological and behavioural factors which are predictive of rear-end collisions. Using these findings, and drawing on previous large-scale behaviour change projects, the Be A Mate campaign was born. Encompassing a suite of comprehensive strategies the campaign targets tailgating, concentrating and anticipatory driving behaviours and encourages voluntary prosocial and attentive road behaviours.