Road Safety Campaign Tracking Summary Report

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Road Safety Campaign TrackingSummary Report

• Prepared for
• Department for Transport
• July 2005

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INTRODUCTION
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RECENT MEDIA ACTIVITY
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DRINKING AND DRIVINGAwareness and recognition of
publicity
5
Drinking and DrivingSpontaneous awareness of
publicity about drinking and driving

6
Drinking and DrivingPrompted source of awareness
Base All drivers
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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 Driving Prompted recognition of
Drink Drive (Crash) TV advertising
11
Drinking and Driving Personal Response to Crash
TV Commercial
12
Drinking and Driving Prompted recognition of
Drink Drive (Your Round) radio advertising
13
Drinking and Driving Main Message of Crash TV ad
and/or Your Round radio ad
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DRINKING AND DRIVINGAttitudes
15
Drinking and DrivingHaving one or two drinks
does not really make drivers more likely to have
an accident

16
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

17
Drinking and Driving The decision to drink and
drive is usually made in the bar and not in the
car - Adults
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Drinking and Driving The decision to drink and
drive is usually made in the bar and not in the
car - Drivers
19
Drinking and Driving The decision to drink and
drive is usually made in the bar and not in the
car Male drivers under 35
20
Drinking and DrivingAcceptability of driving
after drinking 2 pints

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SPEED
22
SpeedSpontaneous awareness of publicity about
drivers reducing their speed
23
SpeedAcceptability of driving at 40mph in a
30mph area speed limit area
24
SEAT BELTS
25
Seat BeltsSpontaneous awareness of publicity
about seat belts
26
Seat BeltsAcceptability of not wearing a seat
belt in the front of a car
Considering extremely unacceptable
27
Seat BeltsAcceptability of not wearing a seat
belt in the back of a car

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FATIGUE
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FatigueSpontaneous awareness of publicity about
driving whilst tired
Base All drivers
30
FatigueAcceptability of carrying on driving when
too tired
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DRIVERS USING MOBILE PHONES
32
Drivers Using Mobile PhonesSpontaneous awareness
of publicity about drivers using a mobile phone
whilst driving

33
Drivers Using Mobile PhonesAcceptability of
using a mobile phone whilst driving

34
LOOKING OUT FOR MOTORCYCLES
35
Looking Out for MotorcyclesSpontaneous awareness
of publicity about looking out for motorcycles
whilst driving
36
CHILD ROAD SAFETY
37
Child Road SafetySpontaneous awareness of
publicity about children crossing the road safely

38
CHILD SEAT RESTRAINTS
39
Child Seat RestraintsSpontaneous awareness of
publicity about using child car seats correctly

40
TEENAGE ROAD SAFETY
41
Teenage Road SafetySpontaneous awareness of
publicity about teenagers crossing the road safely