Can youth be influenced into safer e-scooter behaviour through SoMe? - An investigation of the potential of using SoME and influencer collaboration for traffic safety communication

This report documents results from the second of two surveys that were carried out to map how e-scooters affect the mobility of young people. We have investigated the effect of the campaign #don`t be a jerk that was launched on social media. We find no evidence to suggest that the campaign has led to less risky behaviour, nor that the campaign has had positive effects on attitudes or intentions to, ride under the influence of alcohol, engage in dual riding, or interact with the mobile phone while driving an e-scooter. For mobile use and dual riding, we find that those who’ve seen the campaign films both report more positive attitudes towards, and stronger intentions about performing these behaviors than those who’ve not seen these films. It is difficult to say whether the campaign has worked against its purpose, or whether seasonal variations, differences in selection or other conditions for which we have not controlled, can explain these group differences.