MOBILITY AND TRANSPORT
European Road Safety Charter
good practice

Interpolis AutoModus

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Interpolis AutoModus

Distraction plays a role in 68% of traffic accidents. The smartphone is the main cause. That's why Interpolis introduced the Automodus app, which helps you NOT use your phone whilst driving. Use of the smartphone is habitual behavior and sometimes even addiction. The challenge of disconnecting people from their smartphone addiction while driving is complex. So besides the AutoModus app Interpolis carries out many actions to help people not to use their phone while driving.

Interpolis launched AutoModus in 2016 and has been working hard to help drivers NOT to use their phone while driving:
1 Building the AutoModus app and scientific experiment (2016)
2 Awareness and activation, campaigns 538/'t kan jou ook gebeuren/commercial drive home safe/IkrijvoorNL (continuous 2016-2017-2018)
3 Conference 'Away from temptation' and the 24hrs session to find the best possible solution for NOT using the phone (2018)
4 Further development of the AutoModus app using behavioral sciences techniques (2019)

Results in short
- over 170.000 people downloaded the AutoModus app
- awareness
All image statement show significant growth in the last 3 years. This is the result of continuous effort in creating solutions for safer traffic and campaigning on this matter.
1. “Interpolis is the party for mobility and safety” from 19% in 2016 to 37% in 2019.
2. “I think it is logical for Interpolis to play a role in increasing road safety” from 32% in 2016 to 46% in 2019
3. “I know Interpolis has an AutoModus app” from 18% in 2016 to 36% in 2019
4. “I find automodus a relevant solution’ from 28% in 2016 to 44% in 2019
Source for these figures: campaign evaluations Interpolis 2016 -2019 by Metrixlab ( a macromil group company)

- Interpolis clients who downloaded the app on average show 20% less damage than expected on basis of their riskprofile

If you work together with external partners, list the most important partners and briefly describe their role. 
Veilig Verkeer Nederland (VVN) - strategic partner in smart solutions mobility, SWOV - strategic partner and execution of the scientific experiment AutoModus (2016) and the research Interpolis Barometer (2017), Ministerie I&W - governmental partner for the conference 'away from distraction' Purpl - development AutoModus app Freshheads - concepting AutoModus app
What problem did you address/are you addressing? 
Distraction by smartphones while driving
What are your objectives? 
Make drivers aware of the risks of using the mobile phone in traffic
Provide drivers with solutions that help them NOT to use the phone while driving
Contribution to the Interpolis mission: 25% less traffic accidents in Holland 2025
Co-create with partners to make more impact
Who was/is your target audience? 
Describe the characteristics of your target audience 
Young adults (18-24jr) - 71% use the smartphone while driving. We did depth interviews with young adult about distraction in traffic. Most important cause they mentioned was distraction by the smartphone. It is very difficult for them to resist the use of the phone. The younger the more addicted. Adults (25-64) - 68% use the smartphone while driving. Most important reasons: to be accessible in case of emergency, 42% use the phone for handsfree callin/39% reads messages/34% sends messages. (source: Interpolis Barometer 2017 - SWOV)
How many people did you reach/have you reached? 
List the actions you carried/are carrying out 
Date 
Friday, 1 January, 2016 to Friday, 1 April, 2016
Name of action 

The AutoModus app; Survey into the effect of an app on reducing smartphone use while driving a car
Within the programme SlimOpWeg the Dutch insurance company Interpolis had a smartphone app developed. The purpose of this ‘AutoModus app’ is to help young drivers to reduce their smartphone use behind the wheel, as distraction by mobile phone use is a major road safety problem. Interpolis asked SWOV to investigate the effectiveness of two versions of the app: 1. a version in which one receives compliments by not using the smartphone while driving, and 2. a version in which one also receives points to exchange for gifts in addition to getting compliments. Both versions of the app were found to reduce self-reported smartphone use in the car significantly. The apps also reduced the score on smartphone addiction, and they strengthened the degree of risk perception, i.e. the extent to which smartphone use while driving is considered to be dangerous. Participants in the rewards group who used the app longer, reduced their smartphone use somewhat more than participants in this group who used the app for a briefer period. Participants in the compliments group reduced their smartphone use regardless of how long they used the app.
To date no research had been done in the Netherlands into the effects of apps in reducing phone use among road users. This questionnaire study on the Interpolis app is the first study in which this effect has been investigated.
Survey among 465 young novice drivers
Together with Interpolis, SWOV investigated the effect of both versions of the app on self-reported smartphone use among young novice drivers in the age group 18 - 24 years old. Participants who had signed up in advance, filled in a pre-test questionnaire and were then randomly assigned to one of three groups: the rewards app group, the compliments app group or the control group (Table 1). The two groups used the app during four weeks, filled in the second questionnaire, then used the app for four more weeks and finally filled in the third questionnaire. The control group did not use the app, but filled in the questionnaire at the same times.
2 November 2015 7 December 2015 4 Januari
2016 Number of participants
Initial questionnaire Compliments app Questionnaire after four weeks Compliments app Questionnaire after eight weeks N = 141
Rewards app Rewards app N = 153
No app (control group) No app (control group) N = 171
Table 1. Design of the Interpolis SlimOpWeg experiment: the AutoModus app.

AutoModus app reduces smartphone use while driving
After four weeks, participants with an AutoModus app indicate that they use their mobile phone significantly less frequently while driving than they reported doing before the study. After eight weeks this effect had remained the same. The decline in self-reported smartphone use that was observed among control group participants was much less strong. These findings are the basis for our conclusion that the AutoModus app significantly reduces smartphone use while driving. The slightly reduced smartphone use by the control group may be explained by the fact that they too, by completing the questionnaires, are extra aware of the dangers that smartphone use behind the wheel entails.
The effectiveness of the app is not affected by whether participants save up for gifts or just receive compliments.
Conclusions SWOV
Using the AutoModus app has led to a small, but statistically significant decrease in self-reported smartphone use among young drivers. This effect could be observed after four weeks, and also present after eight weeks. Using the app also increases awareness of the hazards of smartphone use while driving and the app has a positive effect on smartphone addiction. Both versions of the app equally reduce smartphone use in the car, but the compliments app seems to be less sensitive to the duration of the use and to the appreciation of the app. A possible explanation for this is that the compliments app addresses intrinsic motivation by focussing more on behavioural change, rather than on the rewards.
As distraction by smartphone use is an important road safety issue, the results of this study are very relevant. They show that this risky behaviour can be positively influenced by a relatively simple and low-threshold intervention. From the road safety point of view, we therefore advise to continue to roll out the AutoModus app and to stimulate the use of the app by young drivers. This should of course be done in addition to clear legislation and regulation, enforcement and education. Furthermore, it is recommended to also monitor the damages of participants, if the app is going to be more widely used. This makes it possible to establish whether the number of claims for damages decreases as a result of using the AutoModus app.

Date 
Friday, 1 April, 2016 to Tuesday, 30 April, 2019
Name of action 

Awareness and activation
Most people overestimate their ability to drive and use the smarthphone at the same time (source: Interpolis Barometer 2017))
That is why Interpolis continuously runs campaigns to increase awareness of the overestimation and the danger of using the phone while driving.
2016: campaign in collaboration with Radio 538: 'all of Holland in AutoModus' with 'the mobile free battle'
2017: 't kan jou ook gebeuren' online movie showing it is impossible to use the smartphone while driving
2017 - end of year commercial 'drive home safe'
2018 - IkrijvoorNL (DriveforDutch): installation of a piggybank. Drive mobile free kilometers and help save money for projects that work on road safety. Q-music's DJ and radiohost Matti Valk acts as ambassador for IkrijvoorNL. In his morningshow he addresses the need for mobile free driving in various manners. Challenging drivers
to make as many mobile free kilometers as possible. And by making people aware through addressing projects that work on road safety. In 2018 this resulted in 11,2 million mobile free kilometers and € 112.000 for 5 initiatives (to be found on www.ikrijvoorNL.nl)

Date 
Sunday, 1 July, 2018 to Monday, 31 December, 2018
Name of action 

Conference and 24 hrs session (2018)

About the conference
Round Table Conference ‘Drive Away from Distraction | Safe use of smartphones in traffic’ to be held on Friday 8 June. Jointly organised with the Ministry of Infrastructure and Water Management in The Hague.
This conference has one goal: to work together with key players to make traffic safer by finding solutions for reducing distraction in traffic due to mobile telephones. We will be doing this together with behavioural scientists and addiction experts who will take us on a tour of the human brain, with major stakeholders and policymakers who will provide us with inspiring examples from home and abroad, and with you, by discussing possible solutions. We will be looking at three aspects: enforcement, behavioural change and technology.
You don’t solve a societal problem on your own. It’s crucial to work together with key experts and stakeholders.
Date: Friday 8 June
Start time: 9.30am & closing lunch at 1.00pm
Location: Ministry of Infrastructure and Water Management, Rijnstraat 8 in The Hague.
This working conference is a private meeting with about 30 other experts and stakeholders participating. Together with a broad group of national and international experts, we hope to arrive at scientifically substantiated solutions for this large and unfortunately growing social problem. We will be requesting cooperation from experts from bodies including the World Health Organization, NHTSA (National Highway Traffic Safety Administration), the Center for Internet and Technology Addiction, the Cognitive Modelling department of the Rijksuniversiteit Groningen, Apple, Volvo, Samsung, Facebook/WhatsApp and representatives of VVN (the Dutch traffic safety association) and SWOV (Institute for Road Safety Research).

To see the youtube videos, please change settings for subtitles in English

About the 24 hours session
6/7 september Interpolis organised a 24hrs session. 22 people from 16 organizations worked together to find the best possible solution fo
To see the youtube video, please put setttings to automatic translation
We organized the 24 hours session as a follow-up to the round table conference 'Drive away from distraction, safe use of smartphones in traffic'
The goal of the session is to make a solution to reduce the distraction in traffic caused by smartphones. A solution that is designed to help all traffic participants in The Netherlands to never be distracted by smartphones again. We have the most recent insights on this problem by using the results of the round table conference. These insights are the starting point for the 24 hours session.
Date: Thursday 6 & Friday 7 September 2018.
Start time: 9:00 am
Location: Caballero factory, Saturnusstraat 60 in The Hague
Result of this 24 hrs session is a concept in which the smartphone helps drivers to drive focused. Prototype is made an is currently tested by 100 drivers.

Is there a plan for continuing these activities in the coming years? 
Yes. Interpolis continuously works on improving solutions for drivers. As long at the problem of distraction by phone exists Interpolis will continue to initiate impactful awareness and activation campaigns. And to work on ever better ways to help drivers stay focused on traffic.
How did you disseminate/are you disseminating results or how did you promote/are you promoting your initiative? 
The scientific research carried out by Interpolis is open to everyone interested in it. It is published by SWOV through the normal channels for research. Also to be found on the Interpolis website. Promotion of AutoModus is done through different campaigns (as described in awereness and activation).
How did you evaluate/are you evaluating the success of your action? 
1.The effect of the AutoModus app is measured in scientific research (experiment) in 2016. 2. Continuous measuring awareness on the issue of the danger of using a mobile Phone while driving (brandtracker statements) 3. Analyses of damage claims for car Insurance customers who have AutoModus app versus those who don't have the app 4. Downloads per week/month and relating them to activities done 5. Measuring the use of AutoModus app (anonymus) 6. Campaign evalutations
Who carried/carries out the evaluation activities? 
External evaluation
Internal evaluation
Name of the external evaluator 
SWOV (stichting wetenschappelijk onderwijs verkeersveiligheid) and Metrixlab ( a macromil group company)
When did/will you carry out the evaluation? 
Before, after and continuous monitoring
How many groups did you evaluate/have you evaluated? 
Number of interventions groups 
2
Number of control groups 
1
Please list the indicators you use to measure success 
the effect of the AutoModus app on the 2 intervention groups
Please describe the evaluation tools you use (i.e. surveys, interviews, focus groups, etc.) 
scientific research through surveys
scientific research through experiment
focus groups for indepth information (insights, barrieres, ideas, resistances people have)
google analytics (visits on landingpages automodus and ikrijvoorNL
mixpanel (data from the app, measures the use of the AutoModus app)
online surveys for evaluating campaigns and brandtracker statements (Metrixlab)