Agenda

1
Agenda

• Background/campaign evaluation
• Logo recognition
• Drinking and driving
• Speed
• Seat Belts
• Child seat restraints
• Mobile phones
• Fatigue
• Child road safety
• Motorbikes

2
Campaign evaluation
Key measures

• Spontaneous awareness of publicity
• Prompted source of awareness
• Correct attribution of campaign in spontaneous
  recall
• Advertising recognition
• Personal response to TV commercial
• COMPARE CURRENT CAMPAIGN WITH AVERAGE
• OF PREVIOUS CAMPAIGNS

3
Campaign evaluation
Attitude change

• Likely to be longer term
• Link attitude data to campaign messages (review
  regularly)
• Review question library for useful repeat
  measures

4
Background / Methodology

• Monthly standardised tracking since December 1996
• Monthly questions on campaign awareness, content
  recall, recognition
• Rotation of attitudinal questions,anti-social
  behaviour, local road safety measures
• Ad hoc questions as required
• Representative sample of adults (16) in GB
• Face-to-face in-home interviews, computer
  assisted

5
THINK! LOGO RECOGNITION
6
(No Transcript)
7
Think!Logo recognition- December 2005
8
Think!Logo recognition
Drivers
Young male drivers
9
Think!Association with Think! logo
Base All drivers who recognised logo
10
THINK! Think! Logo - summary

• Increase in awareness among all drivers since May
  2002
• Well recognized now, particularly among young
  people
• All associations are with road safety
• Successfully established as the Road Safety Logo

11
DRINKING AND DRIVING
12
Drinking and Driving advertisementsMore Likely
radio ads Crash TV ad
13
Drinking and Driving
Spontaneous awareness of publicity 2005
Base All drivers
14
Drinking and Driving
Spontaneous awareness of publicity 1997 - 2005
Base All drivers
15
Drinking and driving
Prompted source of publicity
Base All drivers
16
Drinking and driving
Correct attribution of TV advertising
Current campaign
Base All drivers
17
Drinking and Driving
TV advertising recognition
Base All drivers
18
Drinking and Driving
TV advertising recognition
Base All male drivers under 35
19
Drinking and driving
Response to TV commercial
Base All drivers
20
Drinking and Driving
Radio advertising recognition
Base All commercial radio listening drivers
21
Drinking and Driving
Its safe to drive after two drinks 2005
Base All drivers
22
Drinking and Driving
Its safe to drive after two drinks 1997 - 2005
Base All drivers
23
Drinking and Driving
Even one drink makes me a worse driver 2005
Base All drivers
24
Drinking and Driving
Even one drink makes me a worse driver 1997 -
2005
Base All drivers
25
Drinking and Driving
Having one or two drinks does not make drivers
more likely to have an accident 2005
Base All drivers
26
Drinking and Driving
Having one or two drinks does not make drivers
more likely to have an accident 2002 - 2005
Base All drivers
27
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 2002 - 2005
Base All drivers
28
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 2005
Base All drivers
29
Drinking and Driving Non Drivers
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
Base All non-drivers
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Drinking and Driving
The decision to drink and drive is usually made
in the bar and not in the car 2005
Base All drivers
31
Drinking and Driving
Unacceptability of Driving after drinking two
pints 2005
Unacceptable
Base All drivers
32
Drinking and Driving
Unacceptability of Driving after drinking two
pints 1998 - 2005
Unacceptable
Base All drivers
33
Drinking and driving
Summary

• Spontaneous awareness higher than average over
  last 3 years
• Bicycle ad built high level of recognition by
  January 2004 (89)
• Crash lower recognition but slightly higher
  correct attribution
• Radio recognition above average over last two
  years
• Long term attitudinal trends in right direction
  but little or no movement in last 2 years

34
SPEED
35
Speed advertisements30 for a reason
36
Speed
Spontaneous awareness of publicity 2005
Base All drivers
37
Speed
Spontaneous awareness of publicity 1997 - 2005
Base All drivers
38
Speed
Prompted source of publicity
Base All drivers
39
Speed
Correct attribution of TV advertising

Stopping Distances
30 for a reason
Base All drivers who have seen publicity
40
Speed
TV advertising recognition

Base All drivers
30 for a reason
Stopping Distances
41
Speed
TV advertising recognition

Stopping Distances
Base All male drivers under 35
30 for a reason
42
Speed
Response to TV advertisement
Base All drivers
43
Speed
Radio advertising recognition 1997 - 2005

Base All commercial radio listening drivers
44
Speed
The driver is always at least partly to blame if
they knock over a pedestrian 2005
Base All drivers
45
Speed
The driver is always at least partly to blame if
they knock over a pedestrian 1997 - 2005
Base All drivers
46
Speed
It is more important to keep up with the traffic
than to keep to the speed limit 2005
Base All drivers
47
Speed
It is more important to keep up with the traffic
than to keep to the speed limit 1998 - 2005
Base All drivers
48
Speed
30mph is too slow nowadays in residential areas
2005
Base All drivers
49
Speed
30mph is too slow nowadays in residential areas
1998 - 2005
Base All drivers
50
Speed
Unacceptability of Driving at 40mph in a 30mph
speed limit area 2005
Base All drivers
51
Speed
Unacceptability of Driving at 40mph in a 30mph
speed limit area 1998 - 2005
Base All drivers
52
Opinion of local road safety measures thinking
each is a very good idea

Base All drivers
53
Speed popularity of local measures 20mph
speed limits around schools 2005
Base All drivers
54
Speed popularity of local measures
20mph speed limits around schools 2000 - 2005
Base All drivers
55
Speed popularity of local measures20mph speed
limits in residential areas 2005
Base All drivers
56
Speed popularity of local measures
20mph speed limits in residential areas 2000 -
2005
Base All drivers
57
Speed popularity of local measures Speed
bumps in residential areas 2005
Base All drivers
58
Speed popularity of local measures
Speed bumps in residential areas 2000 - 2005
Base All drivers
59
Speed popularity of local measures Cycle
lanes 2005
Base All drivers
60
Speed popularity of local measures
Cycle lanes 2000 - 2005
Base All drivers
61
Speed popularity of local measures
Speed cameras 2005
Base All drivers
62
Speed popularity of local measures
Speed cameras 2000 - 2005
Base All drivers
63
Speed
Safety cameras save lives
Base All drivers
64
Speed
Safety cameras play an important role in
discouraging speeding
65
Speed
Acceptable speed limit on clear road with 30mph
speed limit
Mean Speed(mph)
Base All drivers
66
Views on driving on out of town/rural roads On
out of town roads it is usually safe to drive
above the speed limit
Drivers
67
Views on driving on out of town/rural roads On
out of town roads it is usually safe to drive
above the speed limit
Rural Drivers
68
Views on driving on out of town/rural roadsYou
need to drive more slowly on rural roads because
the road conditions are so variable
Drivers
69
Views on driving on out of town/rural roadsYou
need to drive more slowly on rural roads because
the road conditions are so variable
Rural Drivers
70
Speed
Summary

• Spontaneous awareness higher than average last 3
  years
• Recognition of 30 for a reason slightly lower
  than for Stopping distances at same stage
• Below average level of recognition of Late radio
  ads
• Evidence of longer term attitude shifts,
  particularly unacceptability of urban speeding
• Speed cameras increasingly unpopular, but
  agreement that they save lives and discourage
  speeding
• Declining support for speed bumps and cycle lanes
  
• 20 mph restrictions in residential areas and
  around schools still strongly supported

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SEAT BELTS
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Seatbelts advertisementsBackwards
73
Seat Belts
Spontaneous awareness of publicity 2005
Base All drivers
74
Seat Belts
Spontaneous awareness of publicity 1997 - 2005
Base All drivers
75
Seat Belts
Prompted source of publicity
Base All drivers
76
Seat Belts
TV advertising recognition

Julie
Backwards
Base All commercial radio listening drivers
77
Seat Belts
Response to TV Commercial
Base All drivers
78
Seat Belts
If passengers in rear dont wear seat belts,
they could kill the driver of the car
Base All drivers
79
Seat Belts
If passengers in rear dont wear seat belts, .
they could seriously injure the driver of the car
Base All drivers
80
Seat Belts
If passengers in rear dont wear seat belts, ..
they could get seriously injured
Base All drivers
81
Seat Belts
Unacceptability of Not wearing seat belt in
front of car 2005
Base All drivers
82
Seat Belts
Unacceptability of Not wearing seat belt in
front of car 2000 - 2005
Base All drivers
83
Seat Belts
Unacceptability of Not wearing seat belt in back
of car 2005
Base All drivers
84
Seat Belts
Unacceptability of Not wearing seat belt in back
of car 1998 - 2005
Base All drivers
85
Seat BeltsWherever you are sitting in a car,
its always safer to wear a seat belt
Oct 03 (2000)
Adults
Apr 04 (2000)
Oct 04 (2000)
Mar 05 (2000)
May 05 (2000)
Oct 03 (610)
Adults 16-34
Apr 04 (646)
Oct 04 (612)
Mar 05 (608)
May 05 (601)
Oct 03 (1212)
Apr 04 (1210)
Drivers
Oct 04 (1242)
Mar 05 (1165)
May 05 (1253)
86
Seat BeltsWherever you are sitting in a car, if
the car is in a accident, your injuries are
always going to be worse if you are not wearing a
seat belt
Oct 03 (2000)
Adults
Apr 04 (2000)
Oct 04 (2000)
Mar 05 (2000)
May 05 (2000)
Oct 03 (610)
Adults 16-34
Apr 04 (646)
Oct 04 (612)
Mar 05 (608)
May 05 (601)
Oct 03 (1212)
Drivers
Apr 04 (1210)
Oct 04 (1242)
Mar 05 (1165)
May 05 (1253)
87
Seat belts
Summary

• Spontaneous awareness higher than average last
  three years
• Recognition of Backwards TV ad above average from
  second showing in 2004 (continued in 2005)
• Knowledge of consequences of not wearing rear
  seat belts stable since 2001
• Increasing unacceptability of not wearing rear
  seat belt

88
CHILD SEAT RESTRAINTS
89
Child Seat Restraints
Spontaneous awareness of publicity 2005
Base All drivers
90
Child Seat Restraints
Spontaneous awareness of publicity 2001 - 2005
Base All drivers
91
MOBILE PHONES
92
Mobile Phones advertisementJunction and
Wrecked radio ads
93
Drivers using Mobile Phones
Spontaneous awareness of publicity 2005
Base All drivers
94
Drivers using Mobile Phones
Spontaneous awareness of publicity 2000 - 2005
Base All drivers
95
Mobile Phones
Prompted source of publicity
Base All drivers
96
Drivers using Mobile Phones
Radio advertising recognition
Base All commercial radio listening drivers
97
Drivers Using Mobile PhonesClaimed usage of
mobile phones while driving
98
Drivers Using Mobile PhonesAwareness of Law
(Drivers)
Sep 03 (1235)
Dec 03 (1232)
Dec 04 (1214)
Dec 05 (1221)
48
Base All drivers
99
Drivers Using Mobile PhonesPenalty for using a
handheld mobile phone when driving
Base All drivers
100
Drivers using Mobile Phones
Unacceptability of Using mobile phones whilst
driving 2005
Base All drivers
101
Drivers using Mobile Phones
Unacceptability of Using mobile phones whilst
driving 1998 - 2005
Base All drivers
102
Drivers using mobile phones
Summary

• Spontaneous awareness higher than average in 2005
  but wide variation between months
• Recognition of current radio ads similar to last
  year (no build)
• Increase in proportion claiming not to use a
  mobile while driving
• Unacceptability high but stable for last 2 years
• Knowledge of penalties declining

103
FATIGUE
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Fatigue advertisingMonotony break and Sleep
tired radio ads
105
Fatigue
Spontaneous awareness of publicity 2005
Base All drivers
106
Fatigue
Spontaneous awareness of publicity 2000 - 2005
Base All drivers
107
Fatigue
Prompted source of publicity
Base All drivers
108
Fatigue
Radio advertising recognition
Base All commercial radio listening drivers
109
FatiguePerceived degree of danger
Base All drivers
110
FatigueHow personally stop falling asleep at the
wheel
Base All drivers
111
FatigueEffective ways of stopping falling asleep
at the wheel
Base All drivers
112
Fatigue
Awareness of the term microsleep

Base All drivers
113
FatigueMeaning of term microsleep (spontaneous)
Base All drivers
114
Fatigue
Unacceptability of Carry on driving when too
tired 2005
Base All drivers
115
Fatigue
Unacceptability of Carry on driving when too
tired 2000 - 2005
Base All drivers
116
Fatigue
Summary

• Spontaneous awareness higher than average but
  slightly lower than in 2004
• Recognition of radio advertising building well
• Declining perception of danger
• Increasing awareness of Microsleep
• Little movement on acceptability since 2002

117
CHILD ROAD SAFETY
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Child Road Safety
Spontaneous awareness of publicity 2005
Base All drivers
119
Child Road Safety
Spontaneous awareness of publicity 2000 - 2005
Base All drivers
120
Teenage Road Safety
Spontaneous awareness of publicity 2005
Base All drivers
121
Teenage Road Safety
Spontaneous awareness of publicity 2002 - 2005
Base All drivers
122
Teenage Road SafetyPrompted source of awareness-
Aug 2005
123
MOTORCYCLES
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Looking out for Motorcycles
Spontaneous awareness of publicity 2005
Base All drivers
125
Looking out for Motorcycles
Spontaneous awareness of publicity 2002 - 2005
Base All drivers
126
Road Safety Campaign Tracking
Summary

• Spontaneous awareness of most campaigns higher
  than average over last three years (2005 at
  similar levels to 2003 2004)
• Recognition of Speed and Drink Drive TV campaigns
  comparable with or better than previous campaigns
  
• Social acceptability fairly static over last 2
  3 years but long term trends in right direction
• Popularity of speed cameras and humps continues
  to decline although increased support for urban
  speed limits