Project Ulysses 3 6002

1

• Project Ulysses 3 6002
• Parental Road Safety Advertising Tracking
• Presentation of Results - Wave 3 23rd Oct 2008

2
OVERVIEW
Introduction

• The first wave of CopyCat advertising campaign
  ran from 14th October through to 9th December
  2007, targeted at parents of 4-11 year old
  children, using radio, online and print adverts
• The core (press and radio) of the latest wave ran
  from 3rd August to 7th September 2008, with
  ambient running until mid September, and online
  advertising until the end of September
• The current wave of research was timed to occur
  directly after the core press and radio
  advertising, to maintain comparability with
  previous waves
• This presentation reports on parental attitudes,
  behaviour and road safety advertising awareness,
  and measures awareness and opinion of the CopyCat
  campaign, and any changes in road safety
  attitudes and behaviour

3
OBJECTIVES
Introduction

• To measure the impact of the CopyCat advertising
  campaign in terms of
• awareness and outtake
• possible effect on road safety attitudes and
  behaviour

METHOD

• Fieldwork via a robust online panel provider
• Allowing audio and visual advertising stimulus to
  be used

SAMPLE

• 1000 target interviews with parents of 4 to 11
  year olds
• 125 target sample for each age group of child
• Equal mix of mothers and fathers / boys and girls
• All socio-economic groups included
• Nationally representative sample including
  Scotland and Wales

4
Introduction
TIMING

• Wave 1 Pre CopyCat advertising w/c 1st / 8th
  Oct 2007
• Wave 2 Post CopyCat advertising w/c 10th /
  17th Dec 2007
• Wave 3 Post CopyCat advertising w/c 8th /
  15th Sep 2008

5
SAMPLE DETAILS
Introduction

• TOTAL 4-7 8-10 Boys Girls Father Mother
• Wave 1 1005 509 496 504 501
  498 507
• Wave 2 1010 509 501 508 510 507
  503
• Wave 3 1000 509 501 509 491 491
  509

6
CONTENTS
Introduction

• Media Exposure
• Road Safety Opinion and Behaviour
• CopyCat Advertising Spontaneous Recall
• CopyCat Advertising Prompted Recall
• Closer Advertorials / Poster Advertising
  Prompted Recall
• Correlations with CopyCat
• Conclusions

7
Media Exposure
8
Section A Q1 Which radio stations listened to
in last couple months
55 had listened to one or more stations carrying
the adverts57 last year with a different mix of
stations
Heart 12
Virgin 10
Results are shown for mainstations at wave 3
(gt2)
Capital 8
Galaxy 7
TalkSport 6
Real Radio 5
Classic 4
XFM 3
Listenership varied little between waves85
also listened to other radio stations(mainly
Radio 1,2 5)
Smooth 3
Base Total sample wave 3 (1000)
9
Section A Q2 Which of these newspapers read in
last couple months
?75 had read one or more newspapers carrying the
adverts 67 last year with a different mix of
papers
The Sun 46
Results are shown for wave 3
News of the World 42
Sunday Times 23
Guardian 15
Readership of individual papers varied little
between wavesDifferences related to social
grade AB The Sunday Times / Guardian
DE Sunday MirrorFathers were generally more
likely to have read any of the listed papers
Base Total sample wave 3 (1000)
10
Section A Q3 Which of these magazines read in
last couple months
? 65 had read one or more magazines carrying the
adverts51 last year with a different mix of
magazines
Take a Break 26
Results are shown for wave 3
You Magazine 24
Whats on TV 21
Chat 15
TV Quick 15
Womens Own 14
Pick Me Up 13
Thats Life 13
Readership varied little between wavesMothers
were more likely to have read most magazines,
exceptions being You, Whats on TV and TV quick
Inside Soap 13
Base Total sample wave 3 (1000)
11
Section A Q4 Which of these websites visited in
last couple months
? 88 had visited one or more websites carrying
the adverts79 last year with a different mix of
websites
Yahoo 47
Results are shown for wave 3 (gt5)
MSN 43
Lastminute.com 32
Virgin Media 27
Orange 23
AOL 21
FlyThomasCook 17
MyTravel 15
DirectHolidays 14
Websites at wave 2 were used more by mothers, but
the new batch of sites is used more by fathers
Base Total sample wave 3 (1000)
12
Key Points
Media Exposure
Radio55 had heard a featured station(down
from 57)Top 3 stations Heart 12Virgin
10Capital 8
Newspapers75 had read a featured paper(up
from 67)Top 3 papers The Sun 46NOTW
42Sunday Times 23
Magazines65 had read a featured mag(up from
51)Top 3 mags Take a Break 26You Magazine
24 Whats on TV 21
Websites88 had used a featured site(up from
79)Top 3 sites Yahoo 47MSN 43LastMinute
32
13
Road Safety Opinion and Behaviour
14
Overview of Differences
Road Safety Opinion and Behaviour
FATHERS- Worried about gangs / theft / mugging-
Threats to children mobile theft / bike accidents
/ online threats- Claim general poor road safety
behaviour- More likely to be controlling or
passive
MOTHERS- Worried about road accidents /
abduction- Claim good road safety behaviour-
More likely to be empowering
Parents of BOYS- Worried about fighting /
sporting accidents- Threats to children bullying
/ road accidents- Claim poor road safety
behaviour
Parents of GIRLSWorried about abduction / illness
Parents of 4-7s- Worried about home road
accidents / illness / abduction- Threats to
children arguing with parents- Teach children to
cross with an adult- Claim good road safety
behaviour- More likely to be protecting
Parents of 8-11s- Worried about bullying / gangs
/ theft / mugging / stress- Threats to children
mobile theft / bike accidents / online threats-
Teach children take care / dont cross between
cars- More likely to be empowering
15
Section B Q1 3 things most concerned about
considering childs safety
Accidents on the road was mentioned almostas
often as bullying as a concern
Results are shown for wave 3
Changes since last year- Gangs mentioned 1st
more often- Fighting mentioned more overall

Base Total sample wave 3 (1000)
16
Section B Q2 How likely is it that these things
will happen to your child
Road safety scenarios considered the least likely
to happenSlight increase in perceived likelihood
since last year
very / quite likely
N/A
Base Total sample wave 1/2/3 (1005/1010/1000)
17
Section B Q3 Greatest cause of death in
children your childs age
Road accidents continue to be consideredthe
greatest cause of death
No variation since last year
Wave 1
Wave 2
Wave 3
Base Total sample wave 1/2/3 (1005/1010/1000)
18
Section B Q5 Top 3 things taught to children
about road safety
Parents main teachings are still to stop, look
andlisten, and look both ways
Results are shown for wave 3
No variation since last year

Base Total sample wave 3 (1000)
19
Section B Q6 Claimed road safety behaviour
GOOD
The majority continue to claim good road safety
behaviour
?
Low figures likely to be dueto lower incidence
of cycling
always / very often
Base Total sample wave 1/2/3 (1005/1010/1000)
20
Section B Q6 Claimed road safety behaviour
POOR
19 overall claim any poor road safety
behaviour16 last year but not significant
overall
Significant increase in some claimed poor
behaviour since last year
always / very often
Base Total sample wave 1/2/3 (1005/1010/1000)
21
Section B Q8 Agreement with statements
Nearly all agree that advertising to parents is
positive
Slight increase in those who think adverts are
for those who do not already know about road
safety since last year
?
agree at all
Base Total sample wave 1/2/3 (1005/1010/1000)
22
Section B Q9 Which describes how you educate
child on road safety
EMPOWERINGI try to spend plenty of time
informing and educating my child so they
understand why they should or shouldnt do things
PROTECTIVEI try to protect my child by keeping
them where I can see them, and prefer not to
allow them out without adult supervision
CONTROLLINGI try to keep my child under close
control when out, to make sure they do the right
things
PASSIVEI try to allow my child the freedom to
discover things for themselves, and dont
generally spend a lot of time giving them advice
23
Section B Q9 Which describes how you educate
child on road safety
Half of parents consider themselves as Empowering
No variation since last year
Wave 1
Wave 2
Wave 3
Base Total sample wave 1/2/3 (1005/1010/1000)
24
Section E Q1 Childrens involvement in road
accidents
Significant increase in proportion of children
claimedto have been involved in road accidents
Boys twice as likely to be involved compared to
girls

?
Base Total sample wave 1/2/3 (1005/1010/1000)
25
Key Points
Road Safety Opinions and Behaviour

• No year-on-year change
• Main concerns for children - Accidents on the
  road / Bullying
• Likely danger scenarios - Road accidents least
  likely
• Greatest cause of death Two thirds choose road
  accidents
• Parental teachings - Stop look listen / Look
  both ways
• Parenting style Half empowering / Quarter
  protective
• Road safety behaviour - Majority claim good
  behaviour

• Some year-on-year change
• Significant increases in individual poor road
  safety behaviours
• On mobile / mp3 / texting, running across, no
  green man, seatbelts
• A fifth claim any poor behaviour overall (not up
  significantly)
• Significant increase in proportion of children
  in road accidents

26
CopyCat Advertising - Spontaneous Recall
27
Section C Q1/3/5/7 Seen any advertising about
childrens road safety
?39 were aware of ANY road safety adverts this
waveup from 32 last year

Base Total sample wave 1/2/3 (1005/1010/1000)
28
Section C Q2 What can you remember about the
adverts - PRESS
2 (of total) spontaneously aware of CopyCat in
the pressthe same proportion as last year

Plus general responses Speeding / Limits / Slow
down / Braking distance 13 / 7 / 7 Cross safely /
Crossing the road 7 / 8 / 6 Stop, look,
listen, think 5 / 3 / 5
N/A
Base All recalling advertising wave 1/2/3
(149/182/181)
29
Section C Q2 What can you remember about the
adverts - PRESS
30
Section C Q4 What can you remember about the
adverts - RADIO
? 8 (of total) spontaneously aware of CopyCat on
the radioup from 5 last year

Plus general responses Speeding / Limits / Slow
down / Braking distance 15 / 6 / 7 Seatbelts
4 / 4 / 3 Think! 2 / 1 / 2 Not to use a
mobile / MP3 when crossing 2 / 7 / 2 Road safety
generally 2 / 2 / 2
?
N/A
Base All recalling advertising wave 1/2/3
(128/164/214)
31
Section C Q4 What can you remember about the
adverts - RADIO
32
Section C Q6 What can you remember about the
adverts - ONLINE
lt1 (of total) spontaneously aware of CopyCat
onlinelt1 last year

Plus general responses Speeding / Limits / Slow
down / Braking distance 6 / 0 / 5 Cross safely /
Crossing the road 4 / 5 / 3 Think! 4 / 2 / 2
N/A
Base All recalling advertising wave 1/2/3
(67/56/91)
33
Section C Q6 What can you remember about the
adverts - ONLINE
34
Section C Q8 What can you remember about the
adverts - POSTER
1 (of total) spontaneously aware of CopyCat on
postersat childrens activity centres (mainly
mums)
Plus general responses Think! 7 Stop, look,
listen, think 6 Road safety generally 4 Cross
safely / Crossing the road 4 Be seen / Wear
reflective clothing 3 Speeding / Limits / Slow
down / Braking distance 3

Base All recalling advertising wave 3 (145)
35
Section C Q8 What can you remember about the
adverts - POSTER
36
Key Points
CopyCat Advertising Spontaneous Recall
Press18 aware of ANYroad safety adverts(18
last year)
Radio ? 21 aware of ANY road safety
adverts(up from 16 last year)
Poster14 aware of ANY road safety adverts(no
measure last year)
Online ? 9 aware of ANY road safety
adverts(up from 6 last year)
3 CopyCat aware(7 last year) lt1 of total
sample
5 CopyCat aware(no meaure last year) 1 of
total sample
10 CopyCat aware(8 last year) 2 of total
sample
36 CopyCat aware(32 last year) ?8 of total
sample
37
CopyCat Advertising - Prompted Recall
38
Section D Q1/3/5/9 Seen CopyCat advertising
PROMPTED AWARENESS
Press Respondents were shown the three press
adverts, Red Man, Seatbelts and Mobiles on their
PC screen
Radio Respondents listened to both versions of
the radio advert (boy and mum, girl and dad) via
their PC
Online Respondents were shown three box sized
versions of the online adverts
Poster Respondents were shown Red Man and
Mobiles on their PC screen
39
Section D Q1/3/5/9 Seen CopyCat advertising
? 57 were aware of CopyCat overall when
promptedup from 42 last year

N/A
Base Total sample wave 2/3 (1010/1000)
40
Section D Q1 Seen CopyCat advertising - PRESS
Prompted press awareness has doubled since last
year ? 29, up from 15 last year
Base Total sample wave 2/3 (1010/1000)
41
Section D Q2 Where was advertising seen - PRESS
30 of those who saw CopyCat press saw it in a
newspaperup from 23 last year with a longer
list of papers
Results are shown for wave 3
The Sun 16
Sunday Times 11
Guardian 10
Sunday Mirror 7
The Sun is the main paper mentioned as last
year46 could not remember where they had seen
the adverts13 claimed to have seen the adverts
just on a poster
Base Seen press adverts wave 2/3 (155/288)
42
Section D Q2 Where was advertising seen - PRESS
32 of those who saw CopyCat press saw it in a
magazineup from 19 last year with a similar
sized list of magazines
Take a Break 11
Results are shown for wave 3
You Magazine 11
TV Quick 8
Whats On TV 7
Thats Life 7
Chat 6
Closer 6
Take a Break is the main mag mentioned as last
year
Inside Soap 6
Womens Own 5
Base Seen press adverts wave 2/3 (155/288)
43
Section D Q6 Where was advertising heard - RADIO
46 of the total sample had heard CopyCat over
the radioup from 35 last year
Heart 8
Results are shown for wave 3 (gt2)
Virgin 5
TalkSport 5
Capital 4
Century 3
Galaxy 3
Kiss 3
Heart and Virgin are the main stations mentioned
as last yearMain non-advertising stations
mentioned Wave 2 Wave 3Radio 1 7
9Radio 2 2 2
Base Heard radio adverts wave 2/3 (358/458)
44
Section D Q4 Where was advertising seen - ONLINE
? 11 of the total sample had seen CopyCat
onlineup from 6 last year
MSN 35
Results are shown for wave 3 (gt10)
Yahoo 33
AOL 31
Orange 21
LastMinute 18
MyTravel 18
TicketMaster 16
VideoJug 16
Focus on travel and holiday websites (rather than
parenting) has broadened awareness
FlyThomasCook 15
CrestaHoliday 15
DirectHolidays 12
GoingPlaces 11
Base Seen online adverts wave 2/3 (61/106)
45
Section D Q7 What do you think the campaign is
trying to tell you
Understanding of the advertising is very similar
to last year
Results are shown for wave 3 (10)
Children copy you / your behaviour / do the same
41
Set a good example / role model / lead by example
19
Act responsibly in front of children / think /
consider 19
Children pick up bad habits / dont do wrong
things 16
Children pick up good habits / do the right
things 10
Base Total sample wave 3 (1000)
46
Section D Q7 What do you think the campaign is
trying to tell you
47
Section D Q8 Which statements used to describe
the campaign
Reaction to the advertising remains positiveand
matches reaction last year
Results are shown for wave 3
I found it thought provoking 77
It told me something new/surprising 32
It was too simplistic 18
I didnt understand it 9
Base Total sample wave 3 (1000)
48
Key Points
CopyCat Advertising Prompted Recall
Poster14 promptedaware of CopyCat(no measure
last year)
Press ? 29 prompted aware of CopyCat(15 last
year)Top 3 publicationsThe Sun 16Take a
Break 11Sunday Times 11
Radio ? 46 prompted aware of CopyCat(35 last
year)Top 3 stationsHeart 8Virgin
5TalkSport 5
Online ? 11 prompted aware of CopyCat(6 last
year)Top 3 websitesMSN 35Yahoo 33AOL
31
49
Key Points
CopyCat Advertising Prompted Recall

• Most had picked up on the meaning of the
  advertising
• 41 (from 48) said that children copy you or
  your behaviour
• 19 (from 28) said you need to set a good
  example
• 19 (from 20) said to act responsibly in front
  of children

• Reaction to the advertising remains positive
  overall
• As last year, around nine in ten said it
• is a good reminder to parents who do not know
  about road safety
• will make me take more care when setting an
  example to my child
• made me think again about road safety
• Only a minority said it was too simplistic or
  they didnt understand it(not significantly
  different from last year)

50
Closer Advertorials / Poster Advertising-
Prompted Recall
51
Section D Q10/11 Seen advertorials or poster /
game
PROMPTED AWARENESS
Advertorials / Poster/Game Respondents were shown
the above images on their PC screens
52
Section D Q10 Seen advertorials
Awareness of the advertorials amongst the total
sample was the same as that for CopyCat online
recall

Base Read Closer (213) / Total sample wave 3
(1000)
53
Section D Q11/12 Seen poster/game what did
you do with it
Awareness of the poster/game, like that of the
Closer advertorials, matches CopyCat online
Seen Poster / Game
One spontaneous mention of the poster / game as
press road safety advertising seen
88 kept it at all54 played the game at
all45 read the information at all
Base Total sample wave 3 (1000) / Seen
poster/game (114)
54
Correlations with CopyCat
55
Correlations with CopyCat

• At this wave, parents aware of CopyCat on any
  media were
• more likely to mention that they teach their
  children not to cross between cars / cross where
  they can see
• less likely to mention that they teach their
  children to cross with an adult / hold hands
• more likely to think that their child could be
  involved in an accident whilst in a car or on a
  bike

• Across all waves, they were
• more likely to display some poor road behaviours
• crossing the road with their child whilst
  talking on a mobile
• crossing the road with their child whilst
  listening to music
• driving with their child without wearing a
  seatbelt
• disobeying road traffic signs when cycling with
  their child
• running across the road when crossing with their
  child

56
Correlations with CopyCat

• As previously stated, this could suggest that
• the advertising is being seen by those who are
  most at risk of participating in poor road safety
  behaviour that may be copied by their children
• Or that
• the advertising may have alerted them to the
  realities of their road safety behaviour

57
Conclusions
58
Conclusions

• Parents of young children (4 to 11 years) display
  generally good road safety behaviour and
  knowledge
• Eight in ten hold their childrens hand when
  crossing, or use a crossing, with only a fifth
  claiming to participate in poor road behaviour
  with their children
• Parents demonstrate knowledge of what to teach
  their children - stop look and listen / the Green
  Cross Code / look both ways / look properly.
  Most feel they fit an either an Empowering style
  of teaching their children this
• Parents remain positively disposed towards the
  idea of road safety advertising targeted at
  parents
• Most parents agree that
• road safety adverts are a good reminder for
  parents who already know what to do
• road safety advertising makes them think again
  about being safe on the roads
• there arent enough road safety advertisements
  aimed at parents

59
Key measures Total sample
Advertising exposure
New mix of press / websites has boosted possible
exposureFewer radio stations produce same level
of exposure

Base Total sample wave 2/3 (1010/1000)
60
Key measures Total sample
Spontaneous awareness
Awareness of road safety on radio / online / at
all increasedAwareness of CopyCat radio / at
all has increased

Wave 2 (post) Dec 07 Wave 3 (post)
Sep 08
Base Total sample wave 2/3 (1010/1000)
61
Key measures Total sample
Prompted awareness
Press and online awareness of CopyCat doubled
Radio and overall awareness is up

N/A
Base Total sample wave 2/3 (1010/1000)
62
Conclusions

• The CopyCat advertising continues to perform
  well, and is still well received
• More than half of the sample were aware of the
  CopyCat campaign in one or more of its forms (a
  significant increase on last year) radio
  performed best with almost half aware, followed
  by three in ten aware of the press ads, and one
  in ten aware of the online adverts (awareness
  doubling for both since last year)
• Awareness of the posters at childrens activity
  centres stood at one in seven (better than
  online), and awareness of the Closer advertorials
  or the poster / game matched online at one in ten
  aware
• Most respondents said that the adverts
• were a good reminder to parents who do know about
  road safety
• would make them take more care when setting an
  example to their children
• would make them think again about road safety
• The campaign continues to have strong positive
  impact and is reaching a high proportion of the
  target audience, in particular achieving wider
  reach among fathers compared with previous waves

63

• Project Ulysses 3 6002
• Parental Road Safety Advertising Tracking
• Presentation of Results - Wave 3 23rd Oct 2008