What ‘Project Pictogram’ Is And Why Your Business Should Take Notice


What ‘Project Pictogram’ Is And Why Your Business Should Take Notice

What ‘Project Pictogram’ Is And Why Your Business Should Take Notice

Hampshire Fire and Rescue Service has launched a new road safety initiative aimed at raising awareness of dangerous driving behaviours, and businesses and vehicle fleet operators are being urged to adopt the measures.

Project Pictogram is billed as a new ‘road safety and profit protection’ initiative by the fire brigade, who believe that ‘subtle, indirect suggestions can change behaviours on a large scale’.

It is designed to become an industry-standard set of vehicle stickers that will complement safety technology fitted to fleet vehicles, such as collision sensors and backup alarms here. The stickers communicate the hazards posed by what Hampshire Fire & Rescue Service term the ‘fatal four’: drink or drug driving, not wearing a seatbelt, using a mobile phone while driving, and driving at inappropriate speed.

To those four is added a fifth danger: driving too closely to the vehicle in front, due to the number of rear-end shunts that occur.

A number of road safety organisations across the country endorse the campaign, including Road Safety GB, the Royal Society for the Prevention of Accidents, the Institute of Advanced Motorists and the Association of British Insurers.

The hope is that these five stickers – based on British road sign designs – will be adopted by fleets nationwide in a bid to remind all drivers of these sometimes overlooked dangers.

“Driving is a herd activity, with individuals typically aligning to the social norms of the group around them, says Phil Palfrey, Hampshire Fire and Rescue Service’s product development manager. “By positively influencing large sections of the herd around these key risk-reducing priorities, the wider group is likely to conform to the new safer practices being displayed.

“For Project Pictogram’s ‘nudge’ approach to work successfully, it does require large-scale messaging so it is seen frequently.”

Home Retail Group, whose Homebase delivery trucks are seen around the country, has been among the first firms to adopt the stickers. Andy Leigh, health and safety manager at the company, said: “The cost of applying the sticker sets to the back doors of the entire Homebase fleet equates to the damage caused by one minor rear-end shunt, or trading disruption through one store by a collision related road closure.

“The stickers last the lifetime of the vehicle, and so deliver daily on-road safety reminder ‘nudges’ for the next five to seven years – all for £2.75.

“Keeping roads flowing safely has a massive impact on business profit protection as well as the obvious human factors of fatality and injury reduction.”

Palfrey adds: “The psychology which underpins Project Pictogram, the ‘nudge’ theory, is the widely acknowledged behavioural science concept that subtle, indirect suggestions can influence motives and change behaviours on a large scale.

“These frequent, near subliminal-level reminders of safe driving will, over time, influence driver behaviour habits towards safer practices.

“This is where road safety teams can get involved and help promote Project Pictogram within their local authority and other organisations they are associated with including schools, colleges, sports groups, etc.

“Please share the Project Pictogram guidelines with your fleet management colleagues, school transport teams, and any other council suppliers who run vehicle fleets.”

You can get more information on the scheme here, and see how many organisations are signing up to the scheme here.



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