Wide reaching, interactive and persuasive media to influence knowledge and attitudes to trespass and supporting correct and appropriate behaviour near railways.

Likely to be applied generally in relation to dangers of railway trespass, also considering the types of issues that are can occur at different types of location (e.g. depots, crossings).

By whom? - Will require involvement of specialists in developing games and interactive media, as well as input from specialists in behavioural change, working in conjunction with industry staff in trespass prevention roles. 

Applicability / suitability for trespass types

A new approach to use technology to reach young people.  This can target groups that can be hard to reach by other means and use a less formal way of communicating relevant messages, at the same time as capturing attention through entertaining aspects of the media.

Trespasser type = Children, young people.

Trespass events = Anti-social behaviour, hangout, recreation.

Observed behaviours = Damage to equipment, fencing, items laid on track, throwing stones at trains, seen on disused platforms or premises, dangling legs over platform, jumping onto track, crossing between platforms, train surfing and climbing on equipment, playing with equipment.

Potential Motivations = Self-expression, moral judgement and reasoning, peer pressure; risk / thrill seeking, exploration, happenchance, leisure pursuits near the track.

Effectiveness

Low/Medium effectiveness

There is limited evidence on the effectiveness of edutainment.

There are some similarities and overlap with videos and campaigns, which are considered a good way to reach a specific audience.

May have early impact for some on changing attitudes, but behavioural change may take years to show any effect.

Games and such media may have a limited appeal in the target groups over time, so needs content to be refreshed.

Factors influencing effectiveness

Dependent on people wanting to play the game or continue to view media.

The type of messaging e.g. it can be better to have positive messaging on the benefits of behaving safely, rather than negative messaging.

How to apply or implement, including dependencies

Define the purpose of the game / media and identify the target audience.  Be clear about who the video media or game is aimed at, so that you don’t alienate a group that you would like to reach.

Consider the type of message, or the way it is portrayed.  A single message type will not work in all circumstances, or for all audiences (for example, fear campaigns are not effective for everyone).  

Convey clear facts to get the message to young people.

Games and other media should be up to date, with graphics and music that will appeal to young people.

This could be combined with deterrents and sanctions.

Cost

High development costs.