From Research into Practice: The ACPOS Summer Drink Drive Campaign

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From Research into PracticeThe ACPOS Summer
Drink Drive Campaign

• 24th October 2007
• Jane Strachan

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Contents
Marketing and Road Safety Scotland
Research Context
ACPOS Campaign Requirements
The Role for Communications
Strategy
The Response
Results and Recommendations
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Marketing and Road Safety Scotland
The Marketing Unit works with policy colleagues
stakeholders to develop effective, efficient
campaigns that support the delivery of policy
objectives
A simple insight gleaned through research,
combined with on the ground police activity,
supported by marketing, can deliver real,
measurable results
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Context
Drink Drive
Current research indicates that 63 of drivers
perceive the safe limit for driving as zero
units.
However, a hardcore of drivers are still
continuing to drink and drive.
These drivers think theres a low risk of being
caught
Research Insight
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ACPOS Campaign Background
ACPOS activity planned for 2 weeks July 2007,
trialling presumption to administer breath
tests for anyone committing a moving traffic
offence
Offered excellent opportunity to communicate the
increased risk of getting caught to drink drivers
After liaison with Road Safety Scotland, ACPOS
and the marketing unit, a campaign was born
Developed with The Union, IAS Smarts, Mediacom,
ACPOS the Scottish Government press office
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Campaign Objectives
What was the task? Deter motorists from drink
driving by highlighting that they could be
breathalysed for any moving traffic offence
Who did we have to tell? All motorists in
Scotland
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Role for Communications

• Drive maximum awareness of the ACPOS trial across
  a 2 week period

Gauge public opinion on more police being out
in force
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Target Audience

• At the CORE of our audience Men aged 18-35

Morning After strategy
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Media Strategy

• Target people on the way to work
• And once theyre at their desks

Tactical spot advertising and presenter talk ups
Online polls, PR driven advertorials, online
forums and morning emails
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Creative Strategy

• Get people to re-calibrate their risk audit

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Radio

• The risk of losing your licence for Drink
  Driving just got greater

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Online - Partner Sites

• 1 million unique users
• 325,000 unique users
• 51,000 unique users
• 500,000 unique users
• 21,500 unique users
• 60,000 unique users

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Online Formats
Editorial Promotions Editorial Features
Interaction
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Editorial

• Two pieces of editorial ran
• Increased risk of being caught
• and
• The morning after

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(No Transcript)
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Online support activity

• Presenter reads promoted 4 x 20 minute programmes
  on The Independent Republic of Mike Graham
  (featuring interviews with police, Road Safety
  professionals, an A E doctor, and a
  spokesperson from Scoot)
• Roving Reporter activity getting opinion from
  the streets
• Presenter on air mentions of the increased police
  activity to tackle Drink Driving.
• Listeners were directed to the station website to
  read more and post their views.

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Results
20,219,309 emails and editorial puffs served
58,094 article viewings
13,633 votes in online polls
602 comments made
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Interaction

• Polls and forum discussion were used to measure
  public opinion
• The campaign generated 38 more comments than the
  Scottish
• Governments Sustainable Development campaign
  (which ran for 3
• times as long, with 50 more spend)

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Poll Results
Public support
I dont think anyone should be allowed to drink
any alcohol and drive
Agree 84 Disagree 16
Initiative support
To stamp out drink driving the police may
breathalyse you when stopped for any moving
traffic offence. Do you support this?
Agree 76 Disagree 24
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PR
ACPOS press office and IAS Smarts worked
together, feeding our results into further PR,
achieving a huge amount of coverage, stimulating
debate, highlighting the issues in a wide range
of press and broadcast media, giving longevity to
the campaign
BBC, STV
BBC Radio Scotland, Real Radio, Forth1,
WestSound
Aberdeen Evening Express, Daily Mirror, Daily
Star Scotland, Daily Record, Scottish Daily
Express, Press and Journal, Scotsman, Dundee
Evening Telegraph, Herald, The Sun, Dundee
Courier, Edinburgh Evening News, Scottish Daily
Mail, The Metro
This additional PR activity had a total value of
123,243
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Other Materials..

• Microsite

www.donttaketherisk.com
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Beer Mats

• 150k Now an even bigger gamble beer mats and
  10k posters distributed through RSS officers,
  Police forces and the Scottish Governments
  alcohol partnership

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Results
Polls results and comments showed massive support
for the ACPOS initiative
The campaign was very successful in getting the
public to engage and debate an issue
Consumer generated votes and opinions were
proven to be an exceptionally successful way to
create PR value
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Recommendations
Publicise the numbers breathalysed rather than
just those caught on a regional, monthly basis
Introduce unfettered discretion in testing,
increasing the perceived risk and influencing
behaviours
Talk up the numbers caught as a success of
campaigns
Continue to heighten the worry and build on
the perceived risk of being caught
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In summary.
Research helps our work be more effective
It helps us determine message, target audience
and the best way of getting this message across
It can help effect behavioural, attitudinal and,
perhaps in this instance, police policy change