Road Safety Campaign Tracking Summary Report

1
Road Safety Campaign TrackingSummary Report

• Prepared for
• Department for Transport
• October 2005

2
INTRODUCTION
3
RECENT MEDIA ACTIVITY
4
FATIGUE
5
FatigueSpontaneous awareness of publicity about
driving whilst tired
Base All drivers
6
FatiguePrompted source of awareness
Base All drivers
7
FatiguePrompted source of awareness
Base All male drivers under 35
8
FatigueSpontaneous recall of fatigue publicity
Base Drivers who recall publicity (884)
9
FatiguePrompted recognition of radio advertising
(1)
All drivers

Monotony Break
Commercial radio listeners / drivers

Leisure drivers
Sleep Tired

All drivers
Commercial radio listeners / drivers

Male drivers under 35
Base All drivers
10
FatiguePrompted recognition of radio advertising
(2)
Either
1226
1235
1221
1219
All drivers
1270
1165
1229
522
423
440
Commercial radio listeners / drivers
453
448
411
424
Base All drivers
11
FatigueMain message of Monotony Break and/or
Sleep Tired
Base Drivers who recognise publicity
12
FatiguePerceived degree of danger
(1252)
(1196)
(1228)
(1189)
(1226)
(1265)
(1228)
(1229)
Base All drivers
13
FatigueHow personally stop falling asleep at the
wheel
Base All drivers
14
FatigueHow personally stop falling asleep at the
wheel
Base Male drivers under 35
15
FatigueEffective ways of stopping falling asleep
at the wheel
Base All drivers
16
FatigueAcceptability of carrying on driving when
too tired
17
SEAT BELTS
18
Seat BeltsSpontaneous awareness of publicity
about seat belts
19
Seat BeltsAcceptability of not wearing a seat
belt in the front of a car
Considering extremely unacceptable
20
Seat BeltsAcceptability of not wearing a seat
belt in the back of a car

21
DRINKING AND DRIVING
22
Drinking and DrivingSpontaneous awareness of
publicity about drinking and driving

23
Drinking and DrivingAcceptability of driving
after drinking 2 pints

24
SPEED
25
SpeedSpontaneous awareness of publicity about
drivers reducing their speed
26
SpeedAcceptability of driving at 40mph in a
30mph area speed limit area
27
DRIVERS USING MOBILE PHONES
28
Drivers Using Mobile PhonesSpontaneous awareness
of publicity about drivers using a mobile phone
whilst driving

29
Drivers Using Mobile PhonesAcceptability of
using a mobile phone whilst driving

30
LOOKING OUT FOR MOTORCYCLES
31
Looking Out for MotorcyclesSpontaneous awareness
of publicity about looking out for motorcycles
whilst driving
32
CHILD ROAD SAFETY
33
Child Road SafetySpontaneous awareness of
publicity about children crossing the road safely

34
TEENAGE ROAD SAFETY
35
Teenage Road SafetySpontaneous awareness of
publicity about teenagers crossing the road safely

36
CHILD CAR SEATS
37
Child Seat RestraintsSpontaneous awareness of
publicity about using child car seats correctly