Road Safety Campaign Tracking Summary Report

1
Road Safety Campaign TrackingSummary Report

• Prepared for
• Department for Transport
• January 2006

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

6
Drinking and DrivingPrompted source of awareness
Base All drivers
7
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 DrivingSpontaneous recall of
current TV campaigns
Base All drivers
11
Drinking and Driving Prompted recognition of
Drink Drive (Crash) TV advertising
12
Drinking and Driving Prompted recognition of
Drink Drive TV advertising January 1997 January
2006
(1230) (1239) (1207) (1229) (1205) (1233) (1256) (
1248) (1251) (1253)
Drivers
(222) (198) (200) (178) (177) (150) (179) (203) (1
67) (168)
Young male drivers
13
Drinking and Driving Personal Response to Crash
TV Commercial
14
Drinking and Driving Prompted recognition of
Drink Drive More Likely radio advertising
15
Drinking and DrivingPrompted recognition of
radio advertisingJan 1997 Jan 2006
(1250) (1239) (1207) (1226) (1205) (1233) (1256) (
1251) (1253)
Drivers
(222) (198) (200) (174) (177) (150) (179) (167) (1
67)
Male drivers under 35
(478) (459) (437) (486) (400) (433) (467) (441) (4
29)
Daily commercial radio listeners / drivers
16
Drinking and Driving Main Message of Crash TV ad
and/or Your Round/More Likely radio ad
17
DRINKING AND DRIVINGAttitudes
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Drinking and DrivingHaving one or two drinks
does not really make drivers more likely to have
an accident

19
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

20
Drinking and Driving The decision to drink and
drive is usually made in the bar and not in the
car - Adults
21
Drinking and Driving The decision to drink and
drive is usually made in the bar and not in the
car - Drivers
22
Drinking and Driving The decision to drink and
drive is usually made in the bar and not in the
car Male drivers under 35
23
Drinking and DrivingUnacceptability of driving
after drinking 2 pints

24
DRIVERS USING MOBILE PHONES
25
Drivers Using Mobile PhonesSpontaneous awareness
of publicity about drivers using a mobile phone
whilst driving

26
Drivers Using Mobile Phones Unacceptability of
using a mobile phone whilst driving

27
SPEEDAwareness of publicity
28
SpeedSpontaneous awareness of publicity about
drivers reducing their speed
29
Speed Unacceptability of driving at 40mph in a
30mph area speed limit area
30
SEAT BELTS
31
Seat BeltsSpontaneous awareness of publicity
about seat belts
32
Seat Belts Unacceptability of not wearing a seat
belt in the front of a car
Considering extremely unacceptable
33
Seat Belts Unacceptability of not wearing a seat
belt in the back of a car

34
FATIGUE
35
FatigueSpontaneous awareness of publicity about
driving whilst tired
Base All drivers
36
Fatigue Unacceptability of carrying on driving
when too tired
37
LOOKING OUT FOR MOTORCYCLES
38
Looking Out for MotorcyclesSpontaneous awareness
of publicity about looking out for motorcycles
whilst driving
39
CHILD ROAD SAFETY
40
Child Road SafetySpontaneous awareness of
publicity about children crossing the road safely

41
TEENAGE ROAD SAFETY
42
Teenage Road SafetySpontaneous awareness of
publicity about teenagers crossing the road safely

43
CHILD SEAT RESTRAINTS
44
Child Seat RestraintsSpontaneous awareness of
publicity about using child car seats correctly

45
DRIVING UNDER THE INFLUENCE OF DRUGS
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Driving Under the Influence of DrugsSpontaneous
awareness of publicity
(1217) (1256) (1253)
Drivers
(196) (179) (168)
Male drivers under 35
(447) (467) (429)
Daily commercial radio listeners / drivers
47
Driving Under the Influence of DrugsUnacceptabili
ty of driving after taking drugs