Tom Crispin said:I have been asked to give a 50 minute presentation to headteachers at
a School Travel Plan conference on 5 March.
I plan to start by showing an inspirational 10 minute slide show of
children learning to cycle and cycling, with the background music of
Katie Melua's 9m Bicycles (in Beijing) and Queen's Bicycle Race.
You're giving over 20% of your presentation to multimedia bumpf? Some
would call this brave. I would maybe go with "stupid". Your audience is
going to be fidgeting after 2 minutes, and there's no way they're going to
pay attention to 10 minutes of it. How exactly do you intend to hold their
attention with the slides? How will those visuals play out? They will play
out like this: "Oh, it's a child on a bike. Another child on a bike. Some
more children on bikes. Single child on bike. Child and parent on bike."
People will drift off and you've lost audience buy-in before you've
started.
If you really, really must do this, do it as a framing device. One song at
the beginning, one at the end. But I would like to point out there are
not 9 million bicycles in Beijing.
Quoted message said:I then want to examine barriers to children cycling to school, and
convince the headteachers that these are not barriers, simply excuses.
Ah, you have a lot of faith in rationality. People smoke and drink and are
scared of terrorism, even though the first two do horrific things to the
body and more people die of just about any other cause than terrorism.
People's feelings are powerful motivators, and they are not going to be
convinced if you sit there and tell them that they're wrong over and over
again. They're going to be actively hostile. Especially if you tell them
they're making excuses.
Perhaps a better format would be to outline your goal first, and why it is
a worthy goal. In this case, your goal is to increase the number of
children cycling to school. You can put hard numbers in if they're
sciencey headteachers - say, 10% increase over 6 months. You also want to
explain why it's a good goal - why should kids cycle to school? You can
talk about the health benefits and the freedom and the responsibility
here. If you can work a cost benefit or target benefit in there, then do
that as well. Can the school reduce the number of sick days taken through
cycling? Can they improve community relations by causing less congestion
around the school run? How will cycling help the school's goals?
Then - and only then, once they know what you want, why you want it, and
how it benefits *them* - you can talk about misconceptions. Present the
misconceptions, then lightly go over the statistics and heavily go over
what you're going to do about it.
To take your example of the "inherent danger" of cycling. Mention the
stats if you must, but you want to focus on how you're going to reduce the
danger. The local council will subsidise helmets[1] and reflectors. You'll
run cycling proficiency courses for free. The local police will come and
do a road safety assembly.
Really, you're hitting two obstacles. The first is apathy - why bother
doing anything? It's much easier to do nothing. They need to see a clear
benefit to them. This can be selfish, like they'll get less work, to
moderately selfish, like it'll help them meet their school's targets or
it'll give them warm fuzzy feelings in their tummy, to selfless, like
it'll help the environment. Note that environmental help is closely tied
to the warm fuzzies, so don't put too much stock in the selfless category.
The other problem is the work involved. You need to give them clear plans
on how to go about achieving their goals. The less they have to think and
the less they have to do, the better. Make it easy.
Oh, one other thing your presentation will have to cover is how they're
going to get more pupils cycling - which means how they're going to
convince parents. And this is where statistics really don't help you,
because you could show that nobody's EVER been killed on a bicycle but Mrs
Miggins isn't going to let dear little Johnny cycle to school in all that
dangerous traffic. I think this is going to be the biggest obstacle you
face, and should probably be at least 20 minutes of your presentation. If
you can't convince the parents, the teachers will say "It's a lovely idea,
but there's no point doing all this because nobody's cycling to school."
Anyway, these are my thoughts. I hope they're useful.
[1] It doesn't matter whether or not helmets are safe; it's a perception
thing only.
--
Alex Pounds (Creature) .~. http://www.alexpounds.com/
/V\ http://www.ethicsgirls.com/
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"Variables won't; Constants aren't" /( )\
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