Road Safety Campaign Tracking Summary Report

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Road Safety Campaign TrackingSummary Report

• Prepared for
• Department for Transport
• January 2005

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INTRODUCTION
3
RECENT MEDIA ACTIVITY
4
DRINKING AND DRIVINGAwareness and recognition of
publicity
5
Drinking and DrivingSpontaneous awareness of
publicity

6
Drinking and DrivingPrompted source of awareness
Base All drivers
7
Drinking and DrivingPrompted source of awareness
Base All male drivers under 35
8
Drinking and DrivingSpontaneous recall of drink
drive publicity
Base Drivers who recall publicity
9
Drinking and DrivingSpontaneous recall of drink
drive publicity
Base Male drivers under 35 who recall publicity
10
Drinking and DrivingSpontaneous recall of
current TV campaigns
Base All drivers
11
Drinking and Driving Prompted recognition of
Drink Drive (Crash) TV advertising
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Drinking and Driving Prompted recognition of
Drink Drive TV advertising January 1997 January
2005
(1230) (1239) (1207) (1229) (1205) (1233) (1256) (
1248) (1251)
Drivers
(222) (198) (200) (178) (177) (150) (179) (203) (1
67)
Young male drivers
13
Drinking and Driving Personal Response to Crash
TV Commercial
14
Drinking and Driving Prompted recognition of
Drink Drive (Your Round) radio advertising
15
Drinking and DrivingPrompted recognition of
radio advertisingJan 1997 Jan 2005
(1250) (1239) (1207) (1226) (1205) (1233) (1256) (
1251)
Drivers
(222) (198) (200) (174) (177) (150) (179) (167)
Male drivers under 35
(478) (459) (437) (486) (400) (433) (467) (441)
Daily commercial radio listeners / drivers
16
Drinking and Driving Main Message of Crash TV ad
and/or Your Round radio ad
17
DRINKING AND DRIVINGAttitudes
18
Drinking and DrivingHaving one or two drinks
does not really make drivers more likely to have
an accident

19
Drinking and Driving If someone says they feel
all right to drive it is probably quite safe to
travel with them even if they have drunk a couple
of pints

20
Drinking and Driving The decision to drink and
drive is usually made in the bar and not in the
car
21
Drinking and drivingAcceptability of driving
after drinking 2 pints

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SPEED
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SpeedSpontaneous awareness of publicity
24
SpeedAcceptability of driving at 40mph in a
30mph area speed limit area
25
DRIVERS USING MOBILE PHONES
26
Drivers Using Mobile PhonesSpontaneous awareness
of publicity

27
Drivers Using Mobile PhonesAcceptability of
using a mobile phone whilst driving

28
DRIVING WHILST TIRED
29
Driving Whilst TiredSpontaneous awareness of
publicity
Base All drivers
30
FatigueAcceptability of carrying on driving when
too tired
31
SEAT BELTS
32
Seat BeltsSpontaneous awareness of publicity
33
Seat beltsAcceptability of not wearing a seat
belt in the front of a car

34
Seat beltsAcceptability of not wearing a seat
belt in the back of a car

35
LOOKING OUT FOR MOTORCYCLES
36
Looking Out for MotorcyclesSpontaneous awareness
of publicity
37
CHILD ROAD SAFETY
38
Child Road SafetySpontaneous awareness of
publicity

39
TEENAGE ROAD SAFETY
40
Teenage Road SafetySpontaneous awareness of
publicity

41
CHILD CAR SEATS
42
Child Car SeatsSpontaneous awareness of publicity