Road Safety Campaign Tracking Presentation

1
Road Safety Campaign TrackingPresentation

• Prepared for
• Department for Transport
• 2 December 2004

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
• LINK WITH CASUALTY STATS AND OTHER BEHAVIOURAL
  DATA

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
Research issues

• Long term vs. short term
• Tracking vs. ad hoc
• Utilize flexibility of tracking survey
• Include research needs in major campaign planning
• Make more use of sub-group analysis?
• Find ways of linking to other information
• Consider frequency, sample size, targeting etc.
  (young drivers, children/teens)
• Use to judge success of individual campaigns and
  cumulative effect of total publicity mix

5
DRINKING AND DRIVING
6
Drinking and Driving
Spontaneous awareness of publicity 1997 - 2004
Base All drivers
7
Drinking and Driving
Spontaneous awareness of publicity 2004
Base All drivers
8
Drinking and driving
Prompted source of publicity
Base All drivers
9
Drinking and driving
Correct attribution of TV advertising
Base All drivers
10
Drinking and Driving
TV advertising recognition
Base All drivers
11
Drinking and driving
Response to TV commercial
12
Drinking and Driving
Radio advertising recognition
Base All commercial radio listening drivers
13
Drinking and Driving
Its safe to drive after two drinks 1997 - 2004
Mean -1.26 -1.17 -1.22 -1.26 -1.29 -1.25 -1.43 -1.
44 -1.50
Base All drivers
14
Drinking and Driving
Its safe to drive after two drinks 2004
Mean -1.43 -1.41 -1.43 -1.50
Base All drivers
15
Drinking and Driving
Even one drink makes me a worse driver 1997 -
2004
Mean 0.74 0.71 0.76 0.70 0.64 0.62 0.80 0.78 0.85
Base All drivers
16
Drinking and Driving
Even one drink makes me a worse driver 2004
Mean 0.84 0.71 0.72 0.85
Base All drivers
17
Drinking and Driving
Acceptability of Driving after drinking two
pints 1998 - 2004
Unacceptable
Base All drivers
18
Drinking and Driving
Acceptability of Driving after drinking two
pints 2004
Unacceptable
Base All drivers
19
Drinking and Driving
Having one or two drinks does not make drivers
more likely to have an accident
Mean -1.08 -1.13 -1.00 -1.10
Base All drivers
20
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
Mean -1.24 -1.35 -1.27 -1.33
Base All drivers
21
Drinking and Driving
The police are now catching more drink drivers
Mean 0.42 0.43
Base All drivers
22
Drinking and Driving
Drinking any alcohol at all puts other peoples
lives at risk
Mean 1.19 1.21
Base All drivers
23
Drinking and Driving
If you know someone is driving it is wrong to
offer them an alcoholic drink
Mean 1.30 1.32
Base All drivers
24
Drinking and Driving
If I try to drive carefully after drinking I am
not likely to get caught by the police
Mean -1.06 -0.97 -1.01
Base All drivers
25
Drinking and driving
Summary

• Spontaneous awareness higher than average in 2003
  and 2004
• Bicycle ad built high level of recognition by
  January 2004
• Crash and Its your round average recognition
  and below average correct attribution
• Long term attitudinal trends in right direction
  but little or no movement in short term
• Social unacceptability high, but not increasing

26
DRINKING AND DRIVING
27
MOTORCYCLES
28
Looking out for Motorcycles
Spontaneous awareness of publicity 2002 - 2004
Base All drivers
29
Looking out for Motorcycles
Spontaneous awareness of publicity 2004
Base All drivers
30
Looking our for motorcyclesPrompted source of
publicity
Base All drivers
31
Looking out for motorcycles
TV Advertising recognition 2002 - 2004
Base All drivers
32
Looking our for motorcycles Response to TV
commercial
33
Looking out for motorcycles
Summary

• Spontaneous awareness higher than average in 2004
• Recognition steadily increased over past two
  years
• Response more positive (with familiarity)

34
MOTORCYCLES
35
SPEED
36
Speed
Spontaneous awareness of publicity 1997 - 2004
Base All drivers
37
Speed
Spontaneous awareness of publicity 2004
Base All drivers
38
Speed - drivers regulating their speed for
different road conditionsSpontaneous awareness
of publicity Nov 2004
39
Speed - driving on Rural RoadsSpontaneous
awareness of publicity Nov 2004
40
Speed
Prompted source of publicity
Base All drivers
41
Speed
Correct attribution of TV advertising

Base All drivers
42
Speed
TV advertising recognition

Base All drivers
43
Speed
Response to Stopping Distances TV ad
44
Speed
Radio advertising recognition

Base All commercial radio listening drivers
45
Speed
The driver is always at least partly to blame if
they knock over a pedestrian 1997 - 2004
Mean 0.27 0.42 0.40 0.24 0.25 0.27 0.29 0.33 0.32
Base All drivers
46
Speed
The driver is always at least partly to blame if
they knock over a pedestrian 2004
Mean 0.27 0.33 0.38 0.32
Base All drivers
47
Speed
It is more important to keep up with the traffic
than to keep to the speed limit 1998 - 2004
Mean -0.65 -0.63 -0.77 -0.81 -0.82 -0.86 -0.88 -0.
91
Base All drivers
48
Speed
It is more important to keep up with the traffic
than to keep to the speed limit 2004
Mean -0.92 -0.82 -0.87 -0.91
Base All drivers
49
Speed
30mph is too slow nowadays in residential areas
1998 - 2004
Mean -1.03 -1.17 -1.13 -1.17 -1.23 -1.16 -1.22
Base All drivers
50
Speed
30mph is too slow nowadays in residential areas
2004
Mean -1.13 -1.1 -1.18 -1.22
Base All drivers
51
Speed popularity of local measures
Speed cameras 2000 - 2004
Mean 1.01 0.93 0.84 0.73 0.47 0.48
Base All drivers
52
Speed popularity of local measures
Speed cameras 2004
Mean 0.49 0.43 0.48
Base All drivers
53
Speed
Safety cameras save lives
54
Speed
Safety cameras play an important role in
discouraging speeding
55
Speed popularity of local measures
Speed bumps in residential areas 2000 - 2004
Mean 0.57 0.49 0.52 0.38 0.11 0.08
Base All drivers
56
Speed popularity of local measures
Speed bumps in residential areas 2004
Mean 0.19 0.07 0.08
Base All drivers
57
Speed popularity of local measures
20mph speed limits around schools 2000 - 2004
Mean 1.60 1.65 1.62 1.60 1.61 1.61
Base All drivers
58
Speed popularity of local measures
20mph speed limits around schools 2004
Mean 1.63 1.59 1.61
Base All drivers
59
Speed popularity of local measures
20mph speed limits in residential areas 2000 -
2004
Mean 0.77 0.81 0.82 0.88 0.83 0.81
Base All drivers
60
Speed popularity of local measures
20mph speed limits in residential areas 2004
Mean 0.85 0.83 0.81
Base All drivers
61
Speed popularity of local measures
Cycle lanes 2000 - 2004
Mean 1.21 1.19 1.14 1.06 1.03 1.02
Base All drivers
62
Speed popularity of local measures
Cycle lanes 2004
Mean 1.05 1.03 1.02
Base All drivers
63
Speed
Acceptability of Driving at 40mph in a 30mph
speed limit area 1998 - 2004
Base All drivers
64
Speed
Acceptability of Driving at 40mph in a 30mph
speed limit area 2004
Base All drivers
65
Speed
Acceptable speed limit on clear road with 30mph
speed limit
Mean Speed(mph)
Base All drivers
66
Speed
How much longer to stop at 35 mph than 30mph
67
Speed - views on driving on out of town/rural
roads (Nov 04)You need to drive more slowly on
rural roads because the road conditions are so
variable
Young Male Drivers (166)
Drivers Recognising Radio Ad (324)
Drivers (1212)
Mean
68
Speed - views on driving on out of town/rural
roads (Nov 04)On out of town roads it is
usually safe to drive above the speed limit
Young Male Drivers (166)
Drivers Recognising Radio Ad (324)
Drivers (1212)
Mean
69
Speed
Summary

• Spontaneous awareness higher than average in 2004
• High level of recognition of Stopping distance TV
  Ad
• Average level of recognition (1st test) 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 school still strongly supported

70
SPEED
71
SEAT BELTS
72
Seat Belts
Spontaneous awareness of publicity 1997 - 2004
Base All drivers
73
Seat Belts
Spontaneous awareness of publicity 2004
Base All drivers
74
Seat Belts
Prompted source of publicity
Base All drivers
75
Seat Belts
TV advertising recognition

Base All commercial radio listening drivers
76
Seat Belts
Response to TV Commercial
Base All drivers
77
Seat belts
Radio advertising recognition

Base All commercial radio listening drivers
78
Seat Belts
If passengers in rear dont wear seat belts,
they could kill the driver of the car
Mean 1.16 1.42 1.46 1.52 1.81 1.64 1.68 1.67 1.66
Base All drivers
79
Seat Belts
If passengers in rear dont wear seat belts, .
they could seriously injure the driver of the car
Mean 1.39 1.57 1.59 1.64 1.73 1.73 1.74 1.73 1.72
Base All drivers
80
Seat Belts
If passengers in rear dont wear seat belts, ..
they could get seriously injured
Mean 1.66 1.72 1.74 1.76 1.81 1.79 1.78 1.79 1.79
Base All drivers
81
Seat Belts
Acceptability of Not wearing seat belt in front
of car 2000 - 2004
Base All drivers
82
Seat Belts
Acceptability of Not wearing seat belt in front
of car 2004
Base All drivers
83
Seat Belts
Acceptability of Not wearing seat belt in back
of car 1998 - 2004
Base All drivers
84
Seat Belts
Acceptability of Not wearing seat belt in back
of car 2004
Base All drivers
85
Seat belts
Summary

• Spontaneous awareness higher than average in 2004
• Recognition of Backwards TV ad above average
  (only second showing)
• Knowledge of consequences of not wearing rear
  seat belts stable
• Increasing unacceptability of not wearing rear
  seat belt

86
SEAT BELTS
87
MOBILE PHONES
88
Drivers using Mobile Phones
Spontaneous awareness of publicity 2000 - 2004
Base All drivers
89
Drivers using Mobile Phones
Spontaneous awareness of publicity 2004
Base All drivers
90
Mobile Phones
Prompted source of publicity
Base All drivers
91
Drivers using Mobile Phones
Radio advertising recognition
Base All commercial radio listening drivers
92
Drivers using mobile phones Claimed usage of
mobile phones while driving
Base All drivers
93
Drivers using mobile phonesAwareness of Law
Sep 03 (1235)
Jan 03(1248)
Feb 04(1194)
Sep 04(1265)
Base All drivers
94
Drivers using mobile phonesPenalty for using a
handheld mobile phone when driving
Base All drivers
95
Drivers using Mobile Phones
Acceptability of Using mobile phones whilst
driving 1998 - 2004
Base All drivers
96
Drivers using Mobile Phones
Acceptability of Using mobile phones whilst
driving 2004
Base All drivers
97
Drivers using mobile phones
Summary

• Spontaneous awareness higher than average in 2004
  but declining in recent months
• Recognition of current radio ads low
• Behaviour increasingly unacceptable following
  change in law
• Knowledge of penalties declining

98
MOBILE PHONES
99
FATIGUE
100
Fatigue
Spontaneous awareness of publicity 2000 - 2004
Base All drivers
101
Fatigue
Spontaneous awareness of publicity 2004
Base All drivers
102
Fatigue
Prompted source of publicity
Base All drivers
103
Fatigue
Correct attribution of TV advertising
Base All drivers
104
Fatigue
TV advertising recognition
Base All drivers
105
Fatigue Personal response to TV commercial
Base All drivers
106
Fatigue
Radio advertising recognition
Base All commercial radio listening drivers
107
FatiguePerceived degree of danger
(1252)
(1196)
(1228)
(1189)
(1226)
(1265)
Base All drivers
108
FatigueHow personally stop falling asleep at the
wheel
Base All drivers
109
FatigueEffective ways of stopping falling asleep
at the wheel
Base All drivers
110
Fatigue
Awareness of the term microsleep

Base All drivers
111
FatigueMeaning of term microsleep (spontaneous)
Base All drivers
112
Fatigue
Acceptability of Carry on driving when too
tired 2000 - 2004
Base All drivers
113
Fatigue
Acceptability of Carry on driving when too
tired 2004
Base All drivers
114
Fatigue
Summary

• Spontaneous awareness higher than average in 2004
• Recognition of radio advertising building well
• Increasing awareness of Microsleep
• No increased perception of danger
• Little movement on acceptability

115
FATIGUE