ROAD SAFETY CAMPAIGN TRACKING Presentation to: Department for Transport

1
ROAD SAFETY CAMPAIGN TRACKINGPresentation
toDepartment for Transport

• Friday 12 July 2002
• Pam Walker, RSGB Omnibus

2
Agenda

• Background / Methodology
• Fatigue
• Drink drive
• Speed
• Seat belts
• Motorbikes
• Mobile phones
• Child road safety
• Logo recognition
• Local road safety measures

3
Methodology

• RSGB Omnibus
• Representative sample of adults (16) in GB
• Random location method
• 130 sampling points per wave
• Face-to-face in-home interviews, computer assisted

4
Background / Methodology

• Monthly standardised tracking
• Monthly questions on campaign awareness, content
  recall, recognition
• Rotation of attitudinal questions,anti-social
  behaviour, local road safety measures
• Ad hoc questions as required

5
(No Transcript)
6
THINK FATIGUE!
7
Driver Fatigue

• 2001 Radio campaign (spend c. 300,000)
• 9-15 April (Drift)
• 24-31 August (Symptoms)
• Fieldwork
• 12-16 June
• 4-8 September
• 2002 Radio / TV campaign Dont drive tired
• 1-7 April 2002
• Spend c. 500,000
• Fieldwork
• 3-7 April (launch)
• 1-5 May (post)

8
Driver Fatigue

• Spontaneous awareness of publicity
• Spontaneous recall of publicity
• Advertising recognition
• Perceived degree of danger
• Effective ways of stopping falling asleep at the
  wheel
• Acceptability
• VMS survey

9
Driver Fatigue
Spontaneous awareness of publicity
Radio

Base All drivers
10
Driver Fatigue
Spontaneous awareness of publicity 2000-2002
Base All drivers
11
Driver Fatigue
Spontaneous recall of publicity
Base Drivers who recall publicity
12
Driver Fatigue
Prompted recognition of TV advertising
(1253)
All drivers
(1252)
(192)
Male drivers under 35
(209)
(697)
Drivers ABC1
(708)
(556)
Drivers C2DE
(544)
13
Driver Fatigue 2001-2002
Prompted recognition of radio advertising
All drivers
Male drivers under 35
Drivers Daily commercial radio listeners
14
Driver Fatigue
Perceived degree of danger
(1267)
(1252)
(1253)
Base All drivers
15
Driver Fatigue
Effective ways of stopping falling asleep at the
wheel
Taking a break as soon asstart to feel tired
Planning journey to includeregular breaks
Opening the window
Turning heating down
Having a 15 minutepower-nap
Drinking a caffeinated drink
Base All drivers
16
Driver Fatigue
Acceptability of driving whilst tired
considering extremely unacceptable
17
(No Transcript)
18
Driver Fatigue
Impact of VMS messages
Makes me more aware of tiredness when driving
Makes me stop for a rest
Source Highways Agency Motorists Survey,
Easter 2002
19
Driver Fatigue
Usefulness of VMS messages
DONT DRIVE TIRED
THINK DONT DRIVE TIRED
Source Highways Agency Motorists Survey,
Easter 2002
20
Driver Fatigue
Other safety messages like to see on VMS
Source Highways Agency Motorists Survey,
Easter 2002
21
THINK DRINK DRIVE!
22
Drink Drive 2001

• 5-22 December
• 27-31 December
• TV / radio (Christmas Traditions)
• Spend 1.3 million
• Fieldwork
• Pre 7-11 November 2001
• Mid 12-16 December 2001
• Post 2-6 January 2002

23
Drink Drive 2001
Frequency of drinking alcohol away from home
Male driversunder 35
All drivers
Female drivers
Male drivers
24
Drink Drive 2001
Frequency of drinking alcohol away from home
All drivers
Male drivers
Male drivers under 35
25
Drink Drive 2001-2002
Spontaneous awareness of publicity
26
Drink Drive 2001
Spontaneous recall of publicity
Campaign total
Horrific car crash / scene of accident
People being killed / crippled by drink driving
Background of Xmas music
Real film of crash
Mention of Cliff Richard
Bodies / dead bodies
Base All drivers who recall publicity
27
Drink Drive 2001
Spontaneous recall of publicity
Campaign total
Horrific car crash / scene of accident
People being killed / crippled by drink driving
Background of Xmas music
Real film of crash
Mention of Cliff Richard
Bodies / dead bodies
Base All male drivers under 35 who recall
publicity
28
Drink Drive 2001
Spontaneous recall of publicity
Jan 02(Christmas tradition)
Jan 01(Christmas tradition)
Jan 00(Prisoners)
Jan 99(Dont drink and die)
Jan 98(Responsibility)
Jan 97(Mirror, mirror)
Base All drivers who recall publicity
29
Drink Drive 2001
Prompted recognition of TV advertising
All drivers Male drivers under 35 Male
drivers Female drivers
(1195) (1233) (179) (150) (682) (670) (513) (56
2)
30
Drink Drive 2001
Prompted recognition of TV advertising
(1230) (1239) (1207) (1229) (1205) (1233) (222) (
198) (200) (178) (177) (150)
Drivers Male drivers under 35
31
Drink Drive 2001
Prompted recognition of radio advertising
(1195) (1233) (418) (433) (174) (150) (682) (67
0) (513) (562)
All drivers
Commercial radio Listeners / drivers
Male drivers under 35
Male drivers
Female drivers
32
Drink Drive 2001
Prompted recognition of radio advertising
(1230) (1239) (1207) (1229) (1205) (1233) (478) (
459) (437) (488) (400) (433)
Drivers Daily commercial radio listeners / drivers
33
Drink Drive 2002
Prompted recognition of World Cup radio
advertising
All drivers
Commercial radio listeners / drivers
Male drivers under 35
Male drivers
Female drivers
34
Drink Drive 2001
Attitudes to Drink Driving
Even one drink makes me a worse driver
agreeing strongly
35
Drink Drive 2001
Attitudes to Drink Driving
Even one drink makes me a worse driver
agreeing strongly
36
Drink Drive 2001
Attitudes to Drink Driving
It is safe to drive after two drinks
disagreeing strongly
37
Drink Drive
Attitudes to Drink Driving
It is safe to drive after two drinks
disagreeing strongly
38
Drink Drive 2001
Personal alcohol limit affecting driving
Dec
Dec
Jan
Jan
All male drivers
Male drivers under 35
39
Drink Drive
Personal alcohol limit affecting driving
(701) (668) (698) (682) (670) (706) (196) (207) (
177) (174) (150) (186)
All male drivers Male drivers under 35
40
Drink Drive
Drink drive casualties 1979-2000
520
2530
Source Department for Transport
41
Drink Drive
Breath test and percentage failures 1987-1999
Source Department for Transport
42
Drink Drive
Acceptability of driving after drinking 2 pints
considering it extremely unacceptable

43
THINK SPEED!
44
Speed 2001-2002

• Stopping distances (TV / radio / press) Total
  spend 4.3m
• 27 June 3 July 2001 (spend 1.7m)
• 6 23 September 2001 (spend 1.2m)
• 7 20 January 2002 (spend 580,000)
• 11 24 February 2002 (spend 320,000)
• 20 26 May 2002 (spend 520,000)
• Fieldwork
• 4 8 July
• 1 2 weeks after each burst

45
Speed 2001-2002

• Spontaneous awareness of publicity
• Prompted advertising recognition
• Speed OK to drive at in 30 mph area
• Attitudes to speeding
• Acceptability

46
Speed 2001-2002
Spontaneous awareness of publicity

47
Speed 2001-2002
Spontaneous awareness of publicity
Base All drivers
48
Speed 2001-2002
Prompted recognition of TV advertising
(1250) (1204) (1251) (1267) (187) (188) (210) (22
7)
All drivers Male drivers under 35
49
Speed
Prompted recognition of TV advertising 1997-2002
Base All drivers
50
Speed 2001-2002
Personal response toTV commercial - February 2002
It made me think about my own driving
It has made ME drive more carefully
It is aimed at people like me
It told me something new
It made me think more about my safetyas a
passenger
Base All drivers (1251)
51
Speed 2001-2002
Prompted recognition of radio advertising
All drivers
Male drivers under 35
Commercial radio listeners/drivers
52
Speed
Prompted recognition of radio advertising1997 -
2002
(1214)
(1230)
(1233)
Drivers
(1250)
(1251)
(1214)
(222)
(205)
(176)
Male drivers under 35
(187)
(210)
(186)
(505)
(500)
(451)
Daily commercial radio listeners/drivers
(434)
(453)
(448)
53
Speed
Speed OK to drive at in 30mph area
33.2
32.5
32.4
Mean speed
Jan 98 (1239)
July 01 (1250)
Feb 02 (1251)
Base All drivers
54
Speed
Attitudes to Speeding
The driver is always at least partly to blame if
they knock over a pedestrian agreeing
55
Speed
Attitudes to Speeding
It is more important to keep up with the traffic
than to keep to the speed limit disagreeing
strongly
56
Speed
Attitudes to Speeding
30mph is too slow nowadays in residential
areas disagreeing strongly
57
Speed
Acceptability of driving at 40mph in a 30mph area
considering extremely unacceptable
58
THINK SEAT BELTS!
59
Seat Belts

• Julie (TV) and Vectorscope (radio)
• Launched July 1998
• 12-19 March 2001
• 27 September 7 October 2001
• 4-10 March 2002
• Radio only
• 20 July 5 August 2001
• Post stage measurements taken April, August,
  October 2001, March 2002

60
Seat Belts 2001-2002

• Spontaneous awareness of publicity
• Spontaneous recall of publicity
• Prompted advertising recognition
• Knowledge of effects
• Seat belt usage
• Acceptability

61
Seat Belts 2001-2002
Spontaneous awareness of publicity

62
Seat Belts
Spontaneous awareness of publicity
Launched
(Radio only)
(Radio only)
(Radio only)
Base All adults
63
Seat Belts
Spontaneous recall of publicity
Campaign total
Woman driver who was killed by her son who was in
the back not wearing a seat belt
She knows her killer
Base Adults who recall publicity
64
Seat Belts 2001-2002
Prompted recognition of TV advertising (Julie)
(2000) (2000) (708) (638)
All adults Adults aged 16-34
65
Seat Belts
Prompted recognition of TV advertising
(pre)
(post)
(post)
Base All adults
66
Seat Belts
Prompted recognition of radio advertising
(Vectorscope)
All adults
Daily commercial radio listeners
Adults aged 16-34
67
Seat Belts
If passengers in the back of a car dont wear a
rear seat belt and the car is in an accident,
they could seriously injure the driver
agreeing strongly
68
Seat Belts
If passengers in the back of a car dont wear a
rear seat belt and the car is in an accident they
could kill the driver
agreeing strongly
Radio
69
Seat Belts
If passengers in the back of a car dont wear a
rear seat belt and the car is in an accident they
could get seriously injured
agreeing strongly
70
Seat Belts
Rear seat belt wearing by adults (TRL)
Elephant Campaign
Julie Campaign
71
Seat Belts
Rear seat belt wearing by children 0-13 (TRL)
Julie Campaign
Elephant Campaign
72
Seat Belts
Acceptability of not wearing a rear seat belt
considering extremely unacceptable
73
THINK MOTORBIKES
74
Motorbikes 2002

• TV and radio campaign
• 1-5 May and 30 May 5 June
• Total spend 882,000
• Fieldwork
• 3-7 April (pre)
• 1-5 May (launch)
• 12-16 June (post)

75
Motorbikes 2002

• Spontaneous awareness of publicity
• Spontaneous recall of publicity
• Prompted advertising recognition

76
Motorbikes 2002
Spontaneous awareness of publicity
(1253)
All drivers
(1252)
(1214)
(192)
Male drivers under 35
(209)
(186)
(697)
Drivers ABC1
(708)
(671)
(556)
Drivers C2DE
(544)
(543)
(139)
(122)
Drivers in London
(113)
77
Motorbikes 2002
Spontaneous recall of motorcyclespublicity -
June 2002
Campaign recognition - total
TV recognition -total
Now you see him, now you dont
Car knocks into motorbike
Driver loses sight of motorcyclist
Radio recognition - total
Look out for my brother, hes wearing yellow and
rides a motorbike
Brother is invisible
He wears a yellow jacket to be seen
Base Drivers who recall publicity (695)
78
Motorbikes 2002
Prompted recognition of TV advertising
(1252)
All drivers
(1214)
(209)
Male drivers under 35
(186)
(708)
Drivers ABC1
(671)
(544)
Drivers C2DE
(543)
79
THINK MOBILE PHONES
80
Mobile Phones

• April 1998 - Press
• February 2000 - TV
• May 2002 - Radio (spend 180,000)
• 8-15 May 2002
• Fieldwork 12-16 June

81
Mobile Phones

• Spontaneous awareness of publicity
• Prompted advertising recognition
• Acceptability

82
Mobile Phones
Spontaneous awareness of publicity about drivers
using mobile phones

83
Mobile Phones
Spontaneous awareness of publicity about drivers
using mobile phones
TV
Press

84
Mobile Phones
Spontaneous awareness of publicity (post campaign)
(1182)
Drivers
(1226)
(1214)
(201)
Male drivers under 35
(175)
(186)
85
Mobile Phones
Prompted recognition of radio Advertising - June
2002
All drivers
Male drivers under 35
Commercial radio listeners/drivers
86
Mobile Phones
When answer mobile phone if driving
If could safely pull over to answer it
If stuck in traffic
Answer and say Ill call back later
If in slow moving traffic
Answer it and deal with the call
If expecting an important / urgent call
Never have mobile on when driving
Never answer while driving
Base All drivers
87
Mobile Phones
Usage whilst driving
(609)
(708)
(1050)
(675)
(1000)
(974)
Base All drivers with a mobile or in car phone
88
Mobile Phones
Opinion on use of hands-free phone while driving
It is safe to make and receive calls on a
hands-free mobile phone while driving
It is safe to use a hands-free phone while
driving if you use it just to receive calls
Using a hands-free phone whilst driving is just
as distracting as using a hand held mobile phone
Base All drivers
89
Mobile Phones
Acceptability of using a mobile phone whilst
driving
considering it extremely unacceptable

90
Hierarchy of Behaviour
considering it extremely unacceptable(12 month
average)
Driving without motor insurance Shoplifting Not
wearing a seat belt in the front of the
car Driving after drinking 2 pints Using a mobile
phone whilst driving Carry on driving when too
tired Not wearing a seat belt in the back of a
car Driving at 40mph in a 30 mph area Illegal
parking on double yellow lines
Base All drivers
91
CHILD ROAD SAFETY
92
Spontaneous awareness of child road safety
publicity

93
(No Transcript)
94
THINK! logo recognition

95
Meaning of THINK! logo
Base All adults who recognise logo
96
(No Transcript)
97
THNIK! Logo Recognition May 2002
98
Associations with THINK! Logo May 2002
Drinking and driving
General road safety
Speeding
Driving / to do with driving
Fatigue
Base All adults who recognised logo (1153)
99
OPINION OF LOCAL ROAD SAFETY MEASURES
100
Opinion of local road safety measures
thinking each is a very good idea

Base All drivers
101
Opinion of local road safety measures
thinking a quite good or very good idea
20mph limit around schools
Cycle lanes
Speed cameras
20 mph in residential areas
Speed bumps
Base All drivers