What Are the Barriers to Reaching Your Audience?

You may encounter some barriers as you define your audience and begin to develop strategies for increasing driving safety. These barriers may be the result of the differing perspectives and beliefs within families and communities. For example:

For Older Drivers

• The belief that driving is a skill that does not need to or cannot be improved ("We know how to drive")
• The belief that other drivers are the problem
• Fear of losing the driver's license privilege

For Children and Caregivers of Older Drivers

• The belief that one should not drive beyond a certain age
• The belief that they are able to provide for all of the older adult's transportation needs
• Fear of a parent or loved one endangering self or others
• Fear of having to provide for all of the older adult's transportation needs
• The cost of professional assessment by certified driver-rehabilitation specialists

For Women

Women tend to relinquish driving to their husbands or children when they get older, and often cease driving before they are truly incapable of it. If a husband can no longer operate a car, it could be dangerous for women to resume driving if they have not practiced these skills for many years. Recommend driving schools to refresh their skills.

Cultural Barriers in Diverse Populations

• The perception that discussions about driving are disrespectful
  For people of many cultures, discussing the older person's capacity to remain at the wheel violates ingrained cultural sensibilities related to respect for elders.
   
• Lack of trust
  Although communities differ significantly in their cultural traditions and beliefs, one essential ingredient for approaching older members with health or safety information is trust. Having a trusting relationship with the educator is essential to accepting new beliefs and attitudes about driving.