Road Safety Campaign Tracking Summary Report

1
Road Safety Campaign TrackingSummary Report

• Prepared for
• Department for Transport
• November 2005

2
INTRODUCTION
3
RECENT MEDIA ACTIVITY
4
SPEED
5
SpeedSpontaneous awareness of publicity about
drivers reducing their speed
6
SpeedPrompted source of awareness
Base All drivers
7
SpeedPrompted source of awareness
Base Male drivers under 35
8
SpeedSpontaneous recall of speed publicity
Base Drivers who recall publicity
9
SpeedSpontaneous recall of speed publicity
Base Male drivers under 35 who recall publicity
10
SpeedPrompted Recognition of Radio Advertising
Late Morning
(605)
All drivers
(1240)
(126)
Rural drivers
(290)
(233)
Commercial radio listeners/drivers
(414)
Late Evening
(607)
All drivers
(1240)
(107)
Rural drivers
(290)
(232)
Commercial radio listeners/drivers
(414)
Base All drivers
11
Speed Main Message of Late Morning / Late Evening
Base All drivers who recognise publicity
12
SpeedPrompted Recognition of TV Advertising
30 for a reason
(1224)
(1219)
All drivers
(1241)
(1240)
(160)
(161)
Male drivers under 35
(158)
(158)
(533)
Commercial radio listeners / drivers
(453)
(464)
(414)

13
SpeedPrompted recognition of speed TV
advertising1997 - 2005

Base All drivers
14
SpeedPrompted Recognition of Poster
30 for a reason lenticular
All adults(2000)
All drivers(1240)
Male drivers under 35(158)

15
SpeedPrompted source of poster (30 for a
reason lenticular)
Base All drivers who recognised poster (110)
16
LOCAL ROAD SAFETY MEASURES
17
Opinion of local road safety measures thinking
each is a very good idea

Base All drivers
18
Opinion of local road safety measures thinking
a quite good or very good idea
Apr 00 Jun 04 Sep 04 Dec 04 Mar 05 Jun
05Nov 05
20mph speed limits around schools
Apr 00 Jun 04 Sep 04 Dec 04 Mar 05 Jun
05Nov 05
Cycle lanes
Apr 00 Jun 04 Sep 04 Dec 04 Mar 05 Jun
05Nov 05
Cameras to catch speeding motorists
Apr 00 Jun 04 Sep 04 Dec 04 Mar 05 Jun
05Nov 05
20 mph speed limits in residential areas
Apr 00 Jun 04 Sep 04 Dec 04 Mar 05 Jun
05Nov 05
Bumps to slow down drivers in residential areas
Base All drivers
19
Opinion of local road safety measures20mph speed
limits around schools
Base All drivers
20
Opinion of local road safety measuresCycle lanes
Base All drivers
21
Opinion of local road safety measuresCameras to
catch speeding motorists
Base All drivers
22
Opinion of local road safety measures20mph speed
limits in residential areas
Base All drivers
23
Opinion of local road safety measuresBumps to
slow drivers down in residential areas
Base All drivers
24
SAFETY CAMERAS
25
Attitude to Safety CamerasSafety cameras play
an important role in discouraging speeding
Adults
Drivers
Male drivers lt35
26
Attitude to Safety CamerasSafety cameras save
lives
Adults
Drivers
Male drivers lt35
27
SpeedAttitudes
28
Views on driving on out of town/rural roads On
out of town roads it is usually safe to drive
above the speed limit
Drivers
Mean
29
Views on driving on out of town/rural roads On
out of town roads it is usually safe to drive
above the speed limit
Rural Drivers
Mean
30
Views on driving on out of town/rural roads On
out of town roads it is usually safe to drive
above the speed limit
Drivers Recognising Radio Ad
Mean
31
Views on driving on out of town/rural roadsYou
need to drive more slowly on rural roads because
the road conditions are so variable
Drivers
Mean
32
Views on driving on out of town/rural roadsYou
need to drive more slowly on rural roads because
the road conditions are so variable
Rural Drivers
Mean
33
Views on driving on out of town/rural roadsYou
need to drive more slowly on rural roads because
the road conditions are so variable
Drivers Recognising Radio Ad
Mean
34
DRINKING AND DRIVINGAwareness and recognition of
publicity
35
Drinking and DrivingSpontaneous awareness of
publicity about drinking and driving

36
TEENAGE ROAD SAFETY
37
Teenage Road SafetySpontaneous awareness of
publicity about teenagers crossing the road safely

38
CHILD ROAD SAFETY
39
Child Road SafetySpontaneous awareness of
publicity about children crossing the road safely

40
SEAT BELTS
41
Seat BeltsSpontaneous awareness of publicity
about seat belts
42
CHILD SEAT RESTRAINTS
43
Child Seat RestraintsSpontaneous awareness of
publicity about using child car seats correctly

44
FATIGUE
45
FatigueSpontaneous awareness of publicity about
driving whilst tired
Base All drivers
46
DRIVERS USING MOBILE PHONES
47
Drivers Using Mobile PhonesSpontaneous awareness
of publicity about drivers using a mobile phone
whilst driving

48
LOOKING OUT FOR MOTORCYCLES
49
Looking Out for MotorcyclesSpontaneous awareness
of publicity about looking out for motorcycles
whilst driving