Road Safety Campaign Tracking Summary Report

1
Road Safety Campaign TrackingSummary Report

• Prepared for
• Department for Transport
• May 2006

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
9
FatiguePrompted recognition of Monotony Break
radio advert

All drivers
Commercial radio listeners / drivers
Leisure drivers
Base All drivers
10
FatiguePrompted recognition of radio advertising
All drivers
Meeting
Monotony
Commercial radio listeners / drivers
Base All drivers
11
FatigueMain message of Monotony Break radio ad
Any mentions of taking a break total
Have a break / stop and have a break / take a
break if tired
Stop every 2 hours
Have a coffee / stop and have a coffee/tea
Take a nap/rest
Pull in/over
Take regular breaks
Any mentions of dont drive when tired total
Dont drive when/whilst/if tired
Any mentions of the effects of driving whilst
tired total
Tiredness kills
Any mentions of general road safety issues total
The monotony of driving can send you to sleep
Other total
Dont know
Base Drivers who recognise publicity
12
FatiguePerceived degree of danger
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
LOOKING OUT FOR MOTORCYCLESAwareness of publicity
17
Looking Out for MotorcyclesSpontaneous awareness
of publicity about looking out for motorcycles
whilst driving
18
Looking Out for MotorcyclesPrompted source of
awareness
Base All drivers
19
Looking Out for MotorcyclesPrompted source of
awareness
Base All male drivers under 35
20
Looking Out for MotorcyclesSpontaneous recall of
looking out for motorcycles publicity
Base Drivers who recall publicly
21
Looking Out for MotorcyclesPrompted recognition
of How Close TV advert
22
Looking Out for MotorcyclesPrompted recognition
of TV advertising
All drivers
Mirror Mirror
Male drivers under 35
HowClose
Drivers in London
23
Looking Out for MotorcyclesPersonal response to
TV commercial
24
Looking Out for MotorcyclesPrompted Recognition
of Dont take it in Radio Advert
(1247)
All drivers
(1235)
(149)
Male drivers under 35
(150)
(390)
Commercial radio listeners / drivers
(404)

25
Looking Out for MotorcyclesMain message of How
Close/Dont take it in Advertising
Base Drivers who recognise publicity
26
SEAT BELTS
27
Seat BeltsSpontaneous awareness of publicity
about seat belts
28
SPEED
29
SpeedSpontaneous awareness of publicity about
drivers reducing their speed
30
DRINKING AND DRIVING
31
Drinking and DrivingSpontaneous awareness of
publicity about drinking and driving

32
DRIVERS USING MOBILE PHONES
33
Drivers Using Mobile PhonesSpontaneous awareness
of publicity about drivers using a mobile phone
whilst driving

34
CHILD ROAD SAFETY
35
Child Road SafetySpontaneous awareness of
publicity about children crossing the road safely

36
TEENAGE ROAD SAFETY
37
Teenage Road SafetySpontaneous awareness of
publicity about teenagers crossing the road safely

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