Evaluation, strategic creative development

1
Evaluation, strategic creative
development CM1392 June 2003
2
Background

• THINK! Was launched in June 2000
• The aim of THINK! is to get all road users to
  recognise that their behaviour on the road could
  lead to devastating consequences
• To date the campaign has been very successful

3
Background

• Recent communication has been developed
  launched over the last year
• Last summer new drink drive radio commercials
  (Badjobs, Fly by Night Finance, Dodd Gee
  Corrupt) focusing on the consequences of losing
  your licence were run supported with beer mats in
  rural pubs a website
• In October, over Xmas February this year a new
  30 second TV commercial (Bicycle) focused on the
  excuses young men give for driving on a couple of
  drinks
• Shown on national pub TV

4
Background

• Recent communication over the last year (cont)
• The TV commercial was supported by 3 radio
  commercials (Time to Kill, Only, Crash to burn)
  executed as urban poetry, that again focused on
  consequences of losing your licence
• Additionally road safety officers police have
  been disseminating supporting posters to the
  public industry
• Subsequently new drink drive posters have been
  produced in the style of the courtroom artist
• Featuring drink drivers in court the
  consequences they face

5
Background

• DTLR carry out monthly quantitative tracking
  research on the THINK! Campaign
• To complement this, the qualitative research
  reported here was commissioned to further
  understand how the current advertising is working
  with the target audience

6
Objectives - overall

• To evaluate the current recent drinking
  driving campaigns
• To provide guidance for the development of future
  campaigns

7
Objectives - in detail

• To evaluate the current recent campaigns in
  terms of
• Impact
• Relevance
• Comprehension
• Communication
• Ultimate ability to cause attitudinal
  behavioural shift
• To provide lessons for future development

8
Objectives - in detail

• Specifically for the current campaign
• TV
• Response to drivers excuses
• Relevance
• Role in communication Vs the drama
• Take out as drink drive
• Any sense of wear out
• Effect if seen on pub TV

9
Objectives - in detail

• Specifically for the current campaign (cont)
• For radio
• Relative effectiveness of the 2 routes
• Effectiveness of humour as an approach
• For print
• Effectiveness of courtroom sketch approach
• Response to internet
• Concept per se
• Current internet site
• Explore response to THINK!
• Beyond this to explore attitudes to drugs
  driving

10
Sample

• 9 x1.5 hour mini group discussion (6 per group)
• Sample split
• Gender
• 8 x male
• 1 x female
• Age
• Male 3 x 18-20, 3 x 21-24, 1 x 25-35, 1x 36-44
• Female 1 x 18-24
• SEG
• BC1 Vs C2D

11
Sample

• Sample split (cont)
• Region
• North Vs South
• Area
• City Vs rural

12
Sample

• Additionally
• All males
• Regular drivers (drive themselves at least 3 x a
  week)
• Drink away from home at least twice a week
  (pre-family) once a week (family)
• Dont agree with statement I would never drink
  drive
• Not been involved in serious accident in last 5
  years
• All females
• Regular drivers (drive themselves at least 3 x a
  week)
• Drink away from home at least twice a week
• Partnered / married
• Dont agree with statement I would never drink
  drive
• Not been involved in serious accident in last 5
  years

13
Sample structure
14
Research findings
15
Climate

• Strong motivations can make it difficult to
  resist the temptation to drink drive
• Drinking alcohol is a social habit that many find
  hard to break
• you dont want to ruin an evening by not
  drinking anything
• Social pressure can be strong
• To have a drink Go on just one
• Subsequently in decision to drive Go on give us
  a lift
• Most notable among younger men

16
Climate

• difficult to resist the temptation to drink
  drive (cont)
• Difficulties / expense of getting home without
  driving
• Can be a long way, especially where rural
• A pain to rely on public transport ( may not be
  running that late)
• So expense of a taxi
• Once drinking the decision not to drive can be
  difficult
• Alcohol affecting decision making

17
Climate

• So drinking driving is commonplace
• May not have intended to drink but difficult to
  resist
• May not have intended to drive afterwards but
  the car is there, they feel fine, its a long
  walk, the taxi is expensive, it may not be very
  far, friends are encouraging them, they know a
  quiet route
• , at that point, alcohol makes them feel
  confident

18
Climate

• You dont want to waste an evening by not
  drinking
• I cant afford to get a taxi home
• Its difficult to say no sometimes,
  especially in front of your mates when they know
  youve got the car

19
Climate - perception of consequences

• Many consequences appear relevant
• Mostly concern safety being caught
• All are aware of the potential to cause a serious
  accident
• With horrible consequences e.g. maim / kill self,
  loved one or another
• Will have to live with the guilt

20
Climate - perception of consequences

• However, as hypothesised, this feels a distant
  possibility
• Unlikely to happen to me
• Associated with being really drunk
• Thus rarely given real consideration before /
  whilst driving
• Alcohol giving false confidence?
• Instead more likely to consider in the cold /
  sober light of day
• That said
• Emotionally adds to sense that is a serious issue
• Rationally suggests police on the look out in
  trouble if caught

21
Climate - perception of consequences

• The most salient concern for most is getting
  caught over the limit
• More likely than an accident
• Know they would be in serious trouble
• What they actually consider before / whilst they
  do it
• A real sense of paranoia whilst in the act
• Here most would expect to receive a driving ban
  a fine

22
Climate - perception of consequences

• The impact of a ban varies with reliance on the
  car
• Almost all recognise serious negative impact on
  their lives
• Potential to affect both personal working life
• The impact on employment can be a major concern
• Could be difficult getting to/from work
• At worst could not do job
• Potential embarrassment arranging alternatives
  e.g. taxis
• Potential embarrassment further down the line
  e.g. insurance
• Less of an issue where not yet working, where do
  not require car for work

23
Climate - perception of consequences

• The impact of a ban varies with reliance on the
  car (cont)
• Away from work
• Loss of independence, have to rely on others
• Have to change behaviour e.g. use public
  transport
• In both cases, issues are heightened in rural
  areas
• Fewer travel alternatives
• More potential to cope in cities

24
Climate - perception of consequences

• The impact of a ban varies with reliance on the
  car (cont)
• where older
• More at stake e.g. family to support, damage to
  established career
• But evidence that even this is not necessarily
  sufficient deterrent for some
• Typically the younger target in London
• Little at stake e.g. job, can survive on public
  transport

25
Climate - perception of consequences

• Large fines are also a concern
• But can be a more manageable consequence
• Pay in instalments
• Would find a way to cope
• Some indication of more concern from younger
  drivers
• Lower income / no income so greater difficulty
  coping

26
Climate - perception of consequences

• Whilst a horrible thought, prison can also feel
  distant
• Again underlines sense of seriousness
• But would have to be
• Involved in a serious crash e.g. kill / maim
  someone
• Seriously over the limit
• Or a repeat offender
• All are perceived to be unlikely
• Beyond this, young men can fear their parents
  reaction if caught

27
Climate - perception of consequences

• I am seriously paranoid when I drink drive.
  I take the back streets, I stop every once in a
  while to take a look around for the police
• Im checking the rear view mirror for the
  police. Thats why Id crash
• Im not so pissed Im going to tarmac
  someone. If I was that gone I wouldnt drive

28
Climate - perception of consequences

• Its the ban that puts me off. Id be
  devastated if I couldnt drive, especially around
  here
• I couldnt do my job
• I got read the riot act when the police called
  my parents to the station it was awful
• You can always pay the fine in instalments
• Obviously Id be gutted if I hurt or killed
  someone. But its unlikely

29
Climate - drunk Vs drink driving

• In discussion two types of drinking driving
  were noted
• Drunk driving
• Aware driving above the legal limit
• Likely to be a few rather than just one or two
• Drunk but rarely extreme i.e. unlikely to be
  paralytic
• Drink driving
• Typically just one or two
• Can be higher for older men e.g. three pints
• If more than this rationalised as ok because over
  time or with a meal
• Estimate / assume driving below the limit
• May in fact be just over it

30
Climate - drunk driving

• In the cold light of day, all conform to an anti
  drunk driving culture
• Recognise drunk driving is dangerous thus
  unacceptable

31
Climate - drunk driving

• However, despite the above, many admit to drunk
  driving
• Many young males minority of young females
  still driving whilst drunk
• (Too much at stake for older sample)
• Claimed to be an occasional behaviour
• For a minority, sense that may be more frequent
• Typically do not intend to drive drunk, but as
  indicated strong motivations role of alcohol
  influencing decision making
• Evidence most common in rural areas
• Fewer transport alternatives available

32
Climate - drunk driving

• As indicated, being stopped by the police is the
  most salient concern
• Serious personal repercussions
• Accidents still feel distant
• More likely than if below the limit
• But an unlikely, extreme event
• Do not consider selves out of control

33
Climate - drink driving

• In contrast to drunk driving, amongst this
  sample, drink driving appears an accepted part of
  culture
• All are drinking driving regularly
• Typically one or two drinks (usually pints)
• Can be more e.g some on three pints of lager
• Believe unlikely to cause any harm because
  perceive driving ability to be unaffected at
  least not dramatically
• Perception reinforced by existence of a legal
  limit
• Thus, believe so long as within the legal limit
  they are ok to drive
• Safe not breaking any laws so not risking
  punishment

34
Climate - drink driving

• However, the legal limit is a vague concept
• For most it is something to do with the amount of
  alcohol in the blood
• this, in turn, is determined by
• The nature of the drink
• Individual metabolism / degree to which used to
  drinking
• The circumstances e.g. slower absorption with a
  meal, decreases over time, health etc

35
Climate - drink driving

• Consequently capacity for drinking driving
  varies
• within this an individuals limit varies with
  circumstance
• Given this there is no yardstick by which to
  determine suitability to drive
• Suitability comes down to individual guesswork
• Typically based upon sense of feeling fine
• Informed by previous experience of drinking
  (perceived capacity for drink)
• Common perception that generally ok up to two
  drinks
• But, as indicated can be more

36
Climate - drink driving

• Despite the guesswork nature of the decision, a
  surprising degree of complacency exists
• Most are complacent re their ability to guess
  their own suitability
• Complacent that as a result they are within the
  limit
• Complacency supported by having done it many
  times before
• and not having any problems
• So drinking to the limit ( beyond) is
  commonplace
• Many likely to be unaware they are over the limit
  

37
Climate - drink driving

• We all do it, my friends, family, colleagues
• Im just as bad when Ive had a bad nights
  sleep its no big deal
• The fact they have a limit means you are safe
  so long as you dont exceed it
• They cant do anything to me, Im not breaking
  any laws

38
Climate - drink driving

• Weve all got different levels at which were
  ok to drive
• I know people who are fine after several pints
  of Tennents
• It depends on the night. I might spread them
  out over an evening
• It depends on when you last ate

39
Climate - in sum

• Many consequences can play a role in deterring
  drinking driving
• However some consequences feel distant
• In particular safety issues prison are
  associated more strongly with extremes of drunk
  driving
• So unlikely when drink driving

40
Climate - in sum

• Evidence that getting caught over the limit is
  the most salient concern
• The most likely event
• What they actually think about immediately before
  / whilst doing it
• Some difficult consequences e.g. ban fine
• Front of mind where drunk driving
• A more latent concern for drink drivers
• However, indications that even getting caught is
  not always sufficient deterrent
• Young Londoners

41
Climate - in sum

• In all, majority attitudinally behaviourally
  anti drunk driving
• Though evidence younger target still drunk
  driving
• Amongst this sample, little sense of an anti
  drink drive culture
• Can there ever be one whilst there is a legal
  limit?
• Attitudinally accept that drinking driving may
  not be a good idea for some people
• because likely to in fact be drunk driving
• But behaviour demonstrates belief that its ok
  for me
• So little sense of concern over own drink driving

42
Climate - implications

• Communicating re drinking driving is a
  challenging task
• Findings suggest the relevance of continuing to
  push the drunk drive message
• Case of constantly keeping communication front of
  mind
• Communicating an anti drink drive message is
  particularly difficult
• Communication undermined by legal limit
• Rarely considered a personal issue I know Im
  ok to drive

43
Climate - implications

• That said some opportunity to shake complacency
  surrounding drink driving
• The guesswork of judging suitability to drive
  means confidence in the decision may be shaky
• So there may be room to suggest that actually
  over your limit
• Then there is potential to develop paranoia that
  could be caught
• the consequences that follow
• Thus making the concern will be caught over the
  limit less latent

44
Communication
45
Recent campaigns

• All recall having seen communication regarding
  drinking driving
• Broad general sense of history of TV campaigns
  focusing on serious accidents, maiming death
• Here specifics are rarely recalled
• Thus more about extremes of drunk driving than
  drink driving
• Some awareness of activity in pubs
• Posters in the bar in toilets
• Coasters
• But no recall of ads on pub TV
• No recall of radio or broader poster advertising

46
Recent campaigns

• Evidence suggests communication has had an impact
  
• But primarily on drunk rather than drink driving
• Developed maintained anti drunk driving culture
• For majority the point has been noted so behave
  accordingly
• In particular campaigns over Xmas appear to have
  had an effect
• Heavy focus of communication
• Evidence of behavioural change
• Here the effect appears to be via the implied
  threat of being caught
• I wouldnt do it over Xmas because you know
  theyre looking for you
• However, relatively low activity in situ means
  little to influence drivers at the key moment

47
Recent campaigns - Summertime

• Frequent spontaneous mention
• Most relate to the scenario
• i.e. summer drinking, with friends, pub garden,
  music
• Recognise situation in which can drink more than
  intended
• Some evidence has had an impact on behaviour
• Being more careful over how much they drink in
  that situation

48
Recent campaigns - Summertime

• Unclear how much has been drunk so interpret as
  drunk drive
• Lots of glasses on the table
• Crash can imply drunk
• So message re drink drive diluted
• Was drink drive the intended message?

49
Recent campaigns - Dave

• Recognised by most
• Impactful / engaging
• Clever vehicle i.e. mothers conversation
  mirroring pub conversations they have had
• Horrible to be left like that
• However, extreme nature of the scenario feels
  distant
• Unlikely to have accident
• Drunk driving rather than drink driving
• Thus again, evidence that drink drive message
  diluted

50
Recent campaigns - Eyes

• Again a horrible consequence that has impact
• Again evidence extreme event feels distant
• Again can interpret as drunk drive
• So dilutes drink drive message

51
Recent campaigns - 1st accident

• Reality TV style endorsed
• Feels closer, really happened
• Stands out stylistically
• But again focuses on the extreme
• Motorways are not the typical drink drive
  scenario

52
Recent campaigns - in sum

• Indications are that the drunk driving message
  has been taken on board by majority
• However needs to be maintained at front of mind
  where impact has been more attitudinal than
  behavioural
• Role for communication close to decision to drive
• Evidence that in recent campaigns drunk drive has
  overshadowed drink drive
• As indicated culturally expect drunk not drink
  drive
• Extreme nature of consequences

53
Current campaign - overall

• Overall registration of current communication
  appears low
• No spontaneous recall of TV, radio or print
• On presentation TV recognised by majority

54
Current campaign - overall

• Across the communication the current drink drive
  culture appears to influence response
• As indicated, ads exist in a culture that
  believes
• Individuals are affected by alcohol to different
  degrees
• It is generally ok to drive on a couple
• Thus the belief is not necessarily as intended
• Instead of believing Driving is dangerous after
  just a couple believe Driving can be dangerous
  after just a couple
• In this context, many sidestep communication
• Want to find ways to avoid the message
• Accept that some drivers are unfit to drive after
  a couple
• but I wouldnt be

55
Current campaign - overall

• Against this background, effectiveness of current
  communication is quite mixed
• The print work appears most successful
• Generally powerful delivery of relevant messages
• Overall the TV is well received for the
  majority clearly communicates a drink drive
  message
• However here some issues emerge concerning
• Ability to relate
• Extent to which changes beliefs
• Ultimate ability to influence behaviour

56
Current campaign - overall

• effectiveness of current communication is quite
  mixed (cont)
• Radio campaigns appear most mixed
• Some relevant messages
• But vehicles can be problematic

57
Current campaign - TV / overall

• Overall Bicycle clearly communicates a drink
  drive message
• For most an engaging thought provoking ad
• Evidence of some attitudinal change
• However, for many, issues emerge re extent to
  which advertising is internalised believed
• Ultimately, however, little evidence of change in
  behaviour
• Even where successfully shifting attitudes

58
Current campaign - TV / vehicle

• Invariably the vehicle is endorsed
• Intelligent thought provoking
• Message delivered via
• First foremost the drama
• Effectively demonstrates over concentration
• Clever resolution unexpected
• Excuses / thoughts in copy
• All appear to resonate
• Replicates the false confidence they experience
• On screen copy makes you read his thoughts

59
Current campaign - TV / vehicle

• Invariably the vehicle is endorsed (cont)
• Dramatic / builds anticipation
• Know something bad will happen

60
Current campaign - TV / communication

• Overall Bicycle communicates a drink drive
  message
• Dangerous to drive on even a couple of drinks
• However much (little) drink, dont do it
• However safe, in control you think you are
• You can over concentrate make mistakes
• You are not in control
• For most clearly drink drive more than drunk
  drive
• Just a couple

61
Current campaign - TV / response to commn.

• For some this message is taken on board with
  resultant change in attitude to drink driving
• Hadnt really thought about the influence of
  drinking within the limit
• Imagine the severity of the consequences
• So begin to question their drink driving
• End line can make them feel remorse

62
Current campaign - TV / response to commn.

• However, issues emerge surrounding extent to
  which the message is internalised believed
• In terms of being internalised
• Many fail to relate to the ad
• Not their primary concern in that situation i.e.
  accident feels distant, more concerned re getting
  caught
• Middle aged, executive man car
• Not their drink drive scenario i.e. dark, after
  pub, mates

63
Current campaign - TV / response to commn.

• In terms of being internalised (cont)
• Many fail to appreciate the consequences fully
• A little too cerebral / rational for the less ad
  literate
• Some sense of having seen before so can switch
  off
• Expectation of young girl as victim cliché in
  govt. advertising
• So believe know what will happen
• Some expect will be too disturbing
• Can have an issue with the end line
• Accusatory, blame, aggressive
• Can result in feeling antagonised or even
  challenged

64
Current campaign - TV / response to comm.

• In terms of being believed (cont)
• In the context of a drink drive culture,
  sidestepping is exacerbated in the current
  execution by
• Sense he appears to be drunk
• Sweating, swerving, too close to her
• So portrayal of over concentration comes
  across as drunk
• Accident that could happen to anybody
• E.g. distracted on phone, talking to someone else
  etc

65
Current campaign - TV / response to comm.

• Even where successful in changing attitudes,
  ultimately little evidence of a shift in
  behaviour
• Communication success in rational, armchair
  context
• So attitudinally adding to cumulative build of
  message
• But required shift in behaviour is more
  challenging
• Ad forgotten when next in the drink drive
  situation
• Effect of strong motivations alcohol in actual
  context
• A difficult habit to break

66
Current campaign - radio / overall

• Relevance of the radio medium is confirmed
• Driving is a radio listening occasion
• Often had a couple got into car

67
Current campaign - radio / overall

• In the group context both campaigns deliver
  relevant messages
• The awful possibility of killing, prison the
  immediate threat of a ban fines
• Force consideration of broader impact e.g. for
  work, insurance premiums, finances
• Overall a cumulative effect

68
Current campaign - radio / overall

• However both campaigns appear problematic
• The vehicles undermine delivery of the message
• Ads do not always cut through
• Can be rejected as trying too hard by a media
  savvy audience
• Some sense that vehicles can trivialise the
  message
• reducing impact
• Some executions can be interpreted as drunk drive
• Focus on punishment without communicating only a
  couple of drinks

69
Current campaign - radio / urban poetry

• Overall the most effective of the two routes
• Achieves most support
• Stands out against jingles
• Can be enticed to listen
• Beat, clever poetry, menacing tone
• Some executions communicate only had a couple

70
Current campaign - radio / urban poetry

• That said, most are less partial
• Sense of trying too hard, feels patronising
• Monotone voice
• Too long slow
• Overall
• Time to Kill Only appear most powerful
• Crash to burn appears most problematic

71
Current campaign - radio / urban poetry

• Time to kill
• Straight to the point
• Multiple consequences i.e. killed someone in
  prison
• Clever words
• Communicates only had two
• Only
• Thought provoking because only had a couple but
  over the limit
• Loss of licence
• Mention of a day in court adds to sense of
  seriousness

72
Current campaign - radio / urban poetry

• Crash to burn
• Has a story that some want to follow
• About getting caught
• Fine can intimidate, especially at youngest end
• But difficult to follow the story, have to
  concentrate
• unlikely whilst driving
• Can sidestep because no sense of having had just
  a couple so assume more

73
Current campaign - radio / spoofs

• Humour appears to work for a minority
• Gets attention makes it more memorable
• Contrast between humour serious end line helps
  strike a serious tone
• Endorse forcing broader consideration of
  consequences

74
Current campaign - radio / spoofs

• However overall receives limited support
• Most take issue with the comic tone
• Felt to undermine impact / seriousness
• Can feel patronising
• Many dont get the spoof so turn off before the
  point is made
• Consequences have less salience
• e.g. job loss, insurance, difficulty with finance
• As indicated punishment focus can allow
  sidestepping

75
Current campaign - radio / spoofs

• Bad Jobs.co.uk
• Relevance of the ban
• Ruin career relevant for older but not at the
  younger end
• Dodgy Corrupt
• Mentions drink drive early
• Insurance is thought provoking
• Fly-by-night finance
• Fine is relevant
• Thought of loan can intimidate, especially
  younger
• Can miss is a spoof so turned off by a finance
  ad miss end

76
Current campaign - print / overall

• Works well for majority
• Use of courtroom sketch
• Feels real via use in TV news
• Makes them feel deviant
• Different so potential to stand out
• Emotionally impactful
• Characters look really upset
• Courtroom situation feels intimidating
• Communicates generally relevant consequences i.e.
  implications of being caught
• Clever to incorporate consequences into the
  thoughts they have

77
Current campaign - print / overall

• However
• Can interpret as drunk driving
• Punishment with no reference to 1 or 2 pints
• Could the specific consequence be bigger?
• Less intimidating for minority with knowledge of
  system
• Themselves or via friends
• Courts powerless e.g. small fines, community
  service, get off
• In all, for majority makes the consequences feel
  real / closer / unpleasant
• but need to make clear is drink not drunk drive

78
Current campaign - print / specifics

• Only GOING DOWN
• Intimidated by the image that encapsulates sense
  of being sent down
• Can also imply being ruined
• Wont get STOPPED
• Taps into fear of being stopped
• Feel FINE to drive
• Intimidates many
• But for more savvy minority a fine in a court
  context can feel like getting away with it

79
Current campaign - internet

• Currently little sense that likely to visit the
  web site
• Impression of a spoof company so doubt website
  actually exists
• Can see little benefit in visiting even if it
  does exist
• On consideration potential role for a website
  that
• Gives the drink driving facts
• Clarifies the legal limit, how many units, in
  which drinks, who most likely to be affected
  when but does DTLR want to create a drink drive
  manual?
• Lists the consequences
• Gives statistics that bring consequences to life
  e.g. of people over the limit on 2 pints

80
Current campaign - pub TV

• None recall seeing communication on pub TV
• That said, the concept is endorsed
• Alongside other attempts to communicate in the
  pub
• However, some likely issues in practice
• Go to the toilet / get a pint at half time during
  football
• Pub TV volume often turned down
• Rarely reason to concentrate on ads on pub TV
• So even more difficult to get more cerebral ads

81
Response to THINK!

• All recognise THINK! logo / sign off
• Recognise as part of a broader road safety
  campaign
• Some evidence of confusion between road safety
  campaigns
• e.g. can confuse speeding for drink drive
• However, on consideration, likely due to child
  being hurt / accident cliché
• No evidence that due to THINK! Logo / sign off

82
Drugs driving
83
Drugs

• Many in younger target have experience of drugs
• Mostly marijuana, some ecstasy, speed, cocaine
• There is some evidence of an anti drug driving
  culture
• Common perception that drugs impair driving
• That said, many have / do drive under the
  influence

84
Drugs

• Most differentiate between Marijuana the rest

85
Drugs

• Marijuana
• Perceived as least powerful drug
• The drug they are most likely to have driven on
• Where doing so, may be frequent
• Like with alcohol, effects reaction times,
  effects people in different ways, claim to know
  their limits
• Little sense of danger of being caught
• Few aware of tests, easier to fake being straight
• Though some believe they can be tested

86
Drugs

• The rest
• Fewer using / used
• Perceived to have a stronger more unpredictable
  effect per se
• That said, where using more regularly, may drive
  after effects begin to wear off
• At the end of the night to get home from the club
• Can perceive to be safe, possibly safer because
  alert
• Again little real danger of getting caught

87
Drugs

• In all, evidence that many are driving under the
  influence of drugs with little sense that they
  will cause an accident or be caught

88
Drugs

• Theres no spliffaliser!
• The danger is it makes you over concentrate, it
  slows you down
• It doesnt really affect me much
• You just dont know what it will do
• You are fine when you come down at the end of
  the night

89
Conclusions Recommendations
90
Conclusions

• An anti drunk drive culture appears to have been
  successfully established
• In contrast, drink driving is still perceived to
  be culturally acceptable
• Most believe they are fine drinking driving
• Condoned by legal limit

91
Conclusions

• Findings confirm the cumulative effect of
  consequences in deterring drinking driving
• Here the threat of being caught over the limit (
  implications of that) appears the most powerful
  deterrent
• The most likely, front of mind outcome
• Though some sense that can be a latent concern
  for drink drivers
• Where currently they believe they are within the
  limit

92
Conclusions

• In contrast safety issues appear less effective
• Emotionally rationally do convey seriousness of
  issue
• But extreme nature makes them less likely
• Consequently less salient potential to convey
  drunk rather than drink driving
• The impact of consequences varies with target
• More powerful where more is at stake or there are
  few travel alternatives e.g. older / or rural
• In context, young Londoners appear the most
  difficult to deter

93
Conclusions

• Against background, communicating the drink drive
  message is a challenging task
• Communication undermined by culture that accepts
  drink driving
• Potential for communication to be mistaken as
  drunk drive

94
Conclusions

• Examination of previous campaigns suggests the
  relevance of the following
• Differentiation from drunk drive communication
• Emphasis on the consequences concerning legality
  more than safety
• Importance of ability to relate to the drink
  drive scenario in internalising communication

95
Conclusions

• Beyond this, discussion highlights the relevance
  of a constant, omni present approach
• Everywhere, especially at point of decision /
  action
• TV, radio, print
• Pub / club activity, roadside, buses, taxis etc
• Drip drip rather than more seasonally focused
  splashes

96
Conclusions

• Overall, in this context, the current campaign
  achieves mixed success
• Achieves a cumulative impact via presentation of
  multiple consequences across various elements
• Majority understand intended message
• Some evidence can change attitudes towards drink
  driving
• However, overall
• Registration appears low
• In drink drive culture, many find ways to
  sidestep communication
• Ultimately little evidence that has caused
  behavioural change

97
Conclusions

• Here the specific elements are variously
  successful
• Print
• Appears most effective
• Communicates legal deterrents in powerful way
• Though not always clear that drink drive

98
Conclusions

• specific elements are variously successful
  (cont)
• TV
• Clearly communicates an anti drink drive message
• A thought provoking ad that changes attitudes of
  some
• But issues emerge with extent to which
  internalised believed
• Key here are
• difficulty relating to an unfamiliar scenario
• the less ad literate struggling to fully absorb
  what has happened
• the use of a consequence with relatively low
  salience
• the apparent drunkenness of the driver allows
  sidestepping

99
Conclusions

• specific elements are variously successful
  (cont)
• Radio
• Appears most problematic
• Issues with delivery get in way of communication
• Not always clear that drink drive

100
Conclusions

• Finally evidence suggests requirement for a
  campaign targeting young drivers using drugs
• Addressing the complacency they feel i.e. little
  sense will be caught or cause an accident

101
Recommendations

• Going forward, findings suggest recommendations
  for
• Media strategy
• Communication strategy
• Execution

102
Recommendations - media

• A constant drip drip strategy
• Communication in situ at point consider / do
  drink drive
• Pub club activity
• Roadside (posters, buses, taxis etc)
• Radio
• Potential for an internet site that
• Gives a reason to visit
• Educates re drinking driving
• In particular gives list of consequences
• Possible role for statistics here

103
Recommendations - communication

• Presenting multiple consequences
• Achieves cumulative impact
• Primarily focusing on legal consequences
• Of being caught over limit
• Especially loss of licence implications of that
• Potentially some relevant lessons here from
  previous campaigns

104
Recommendations - communication

• Potential to use vagueness surrounding legal
  limit latent paranoia re being stopped
• Uncertainty over the exact nature of the legal
  limit means belief that legally safe after just a
  couple is easily shaken
• Once belief is shaken what was a latent concern
  that will be caught becomes a powerful deterrent
• Consideration of a drug drive campaign
• Suggest potential to address sense police cannot
  test for drugs at roadside

105
Recommendations - execution

• Ensuring scenarios fit the common drink drive
  occasions
• At night, with friends, pub / club
• Where possible, avoiding showing driver
• To reduce ability to side step
• Broadens target, less likely to interpret as
  drunk
• Including reference to just 1 or 2 in
  communication
• To differentiate from drunk driving
• Potential for reality TV approach