Road Safety Campaign Tracking Summary Report

1
Road Safety Campaign TrackingSummary Report

• Prepared for
• Department for Transport
• March 2006

2
INTRODUCTION
3
RECENT MEDIA ACTIVITY
4
LOOKING OUT FOR MOTORCYCLESAwareness of Publicity
5
Looking Out for MotorcyclesSpontaneous awareness
of publicity about looking out for motorcycles
whilst driving
6
Looking Out for MotorcyclesPrompted source of
awareness
Base All drivers
7
Looking Out for MotorcyclesPrompted source of
awareness
Base All male drivers under 35
8
Looking Out for MotorcyclesSpontaneous recall of
looking out for motorcycles publicity
Base Drivers who recall publicly
9
Looking Out for MotorcyclesPrompted recognition
of How Close TV advertising
10
Looking Out for MotorcyclesPrompted recognition
of TV advertising
(1252) (1214) (1196) (1189) (1235)(1221) (1219) (
1247)
All drivers
(209) (186) (188) (190) (179) (196) (172) (149)
Mirror Mirror
Male drivers under 35
How close
(262) (263) (249) (308) (241) (252) (280) (239)
Drivers in London
11
Looking Out for MotorcyclesPersonal response to
TV commercial
12
Looking Out for MotorcyclesPrompted Recognition
of Dont take it in Radio Advertising
(1247)
All drivers
(149)
Male drivers under 35
Commercial radio listeners / drivers
(390)

13
Looking Out for MotorcyclesMain message of How
Close/Dont take it in Advertising
Base Drivers who recognise publicity
14
SPEED
15
SpeedSpontaneous awareness of publicity about
drivers reducing their speed
16
Speed Unacceptability of driving at 40mph in a
30mph area speed limit area
17
DRINKING AND DRIVING
18
Drinking and DrivingSpontaneous awareness of
publicity about drinking and driving

19
Drinking and DrivingUnacceptability of driving
after drinking 2 pints

20
DRIVERS USING MOBILE PHONES
21
Drivers Using Mobile PhonesSpontaneous awareness
of publicity about drivers using a mobile phone
whilst driving

22
Drivers Using Mobile Phones Unacceptability of
using a mobile phone whilst driving

23
SEAT BELTS
24
Seat BeltsSpontaneous awareness of publicity
about seat belts
25
Seat Belts Unacceptability of not wearing a seat
belt in the front of a car
Considering extremely unacceptable
26
Seat Belts Unacceptability of not wearing a seat
belt in the back of a car

27
FATIGUE
28
FatigueSpontaneous awareness of publicity about
driving whilst tired
Base All drivers
29
Fatigue Unacceptability of carrying on driving
when too tired
30
CHILD ROAD SAFETY
31
Child Road SafetySpontaneous awareness of
publicity about children crossing the road safely

32
TEENAGE ROAD SAFETY
33
Teenage Road SafetySpontaneous awareness of
publicity about teenagers crossing the road safely

34
CHILD SEAT RESTRAINTS
35
Child Seat RestraintsSpontaneous awareness of
publicity about using child car seats correctly