This presentation explores the intersection of behavioural science and road safety, focusing on an innovative campaign to increase seatbelt use among South Asian teenagers living in the West Midlands. 

Previous National Conference presentations have focused on the research side of the project; how we diagnosed the gap in wearing rates and discovered the powerful motivational effect of 'anticipated regret,' verified in laboratory conditions. 

Eighteen months on, Nicola will unveil how the project team shifted from insight to application, in order to deliver a ground-breaking real-world campaign that targeted alarming seatbelt non-compliance rates among South Asian teenagers in the West Midlands.

Nicola Wass, CEO, So-Mo

Nicola Wass is the CEO and Founder of So-Mo Mo. She brings the human perspective to the heart of policy, service, and intervention design.

Her clients include national and local government including National Highways, UK local authorities, Hospital Trusts and global NGOs.

Never afraid to follow paths that seem counter-intuitive, Nicola is valued for her ability to challenge conventional thinking, engaging clients, and contributors as willing partners on the journey.

Her work has featured on: Good Morning Britain, Radio 4 ‘You and Yours’, Wright Stuff, The One Show and also in national newspapers including the Times and the Telegraph.