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Country Road Safe Driving: Campaign Tracking Research

Country Road Safe Driving: Campaign Tracking Research. Pre and Post Campaign Results 18 th December 2008. Presentation Content. Background Research Aim and Objectives Methodology Sample Profile: Summary Demographics Media Consumption Driver and Passenger profiling

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Country Road Safe Driving: Campaign Tracking Research

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  1. Country Road Safe Driving: Campaign Tracking Research Pre and Post Campaign Results 18th December 2008

  2. Presentation Content • Background • Research Aim and Objectives • Methodology • Sample Profile: Summary • Demographics • Media Consumption • Driver and Passenger profiling • Key Research Findings • Impact: Campaign Awareness • Credibility & Trust: Attitudes towards the Campaign • Effect: Action and Attitudinal Shifts • Conclusions and Recommendations

  3. Background • Safety among new drivers, particularly young male drivers, has been an ongoing focus for Road Safety Scotland • A variety of innovative communication methods have been used by RSS to get safety messages across to young males • A new multimedia campaign was launched on 18th August aimed at addressing the issue of road safety on country roads, using the slogan: • “One distraction is all it takes. Don’t risk it!” • Campaign running until 21st September – extended until 2nd November • Campaign aimed at two target audiences: • 17-25 year old male drivers • 16-25 year old female passengers of these drivers • Combination of traditional and new media platforms used: • Cinema (on-screen and six sheets) • Press • Bluetooth mobile, • Online • Live-gaming ads • Note: also campaigns for drink driving and UK-wide Think! distraction campaign aimed at pedestrians within target age group Comparable with pre stage only; no direct comparison with prior waves as new campaign and new target audience

  4. Research Aim Investigate the impact of the campaign on the target audience through changes in awareness, attitudes and behaviours with respect to driving on country roads

  5. Research Objectives • Measure awareness of the campaign • Test spontaneous and prompted advertising awareness • Gauge levels of recall of the core campaign message • Determine relative levels of awareness of the different media platforms used • Determine the campaign’s level of impact and resonance with the target audience • Measure changing attitudes and behaviour amongst the target audience in terms of: • Attitudes relating to driving in general and to country road driving • Perceptions and rationalisation of their own driving behaviour on country roads • Awareness of the impact that distractions might have on country road safe driving • Understand the influence of young female passengers in terms of: • Attitudes and levels of perceived risk when driving on country roads • Propensity to try to influence the driving behaviour of young male drivers • Level of perceived impact as a moderating influence

  6. Methodology • Quantitative face-to-face interviews undertaken in-street across Scotland • Pre and post campaign waves • Pre-campaign fieldwork dates: 23rd June-8th July 2008 • Post-campaign fieldwork dates: 3rd-17th November 2008 • CAPI used to allow stimulus to be shown at post stage • Interviews focussed on target audience and key influencers: • Pre stage: • 355 interviews with male drivers aged 17-25 • 152 interviews with female passengers aged 16-25 • Post stage: • 371 interviews with male drivers aged 17-25 • 178 interviews with female passengers aged 16-25 • Quotas set on age to ensure spread of ages within target audience • Sample recruited at random at all times of day and days of the week All work has been carried out in accordance with ISO 20252 guidelines, IQCS guidelines and the Market Research Society's Code of Conduct.

  7. Methodology (cont’d.) • Robust overall dataset (calculated at 95% confidence level): • Differences between sub-groups are shown only where a statistically significant difference exists • Limited sub-group analysis possible; small bases highlighted throughout (*) All work has been carried out in accordance with ISO 20252 guidelines, IQCS guidelines and the Market Research Society's Code of Conduct.

  8. Sample Profile: Summary of Key Statistics Note: Detailed profiling information can be found in the Appendix

  9. Sample Profile: Demographics Women only Representative and comparable across age, gender and SEG. Base (All): Pre Total 507; Post Total 549

  10. Sample Profile: Demographics Good variety of geographic regions covered. Comparable data across pre and post waves. Base (All): Pre Total 507; Post Total 549

  11. Profiling: Media

  12. Media Consumption: Traditional MediaQ15. On average, how often do you do each of the following…? • TV watching • 66% watch subscription TV, 57% watch terrestrial TV and 53% watch Digital TV several times a week • Similar profile to Pre wave with no significant differences • Daily Newspapers (66% read several times a week) • Men read more regularly (54% daily vs. 30% of women) • 23-25 year olds read more regularly (61% daily vs. 41% of 17-22s) • Magazines (47% read at least once a week) • More likely to be read by women (70% read them at least weekly vs. 38% of men) • Commercial Radio (67% listen several times a week) • Men listen more frequently to commercial radio (51% listen daily vs. 34% of women) • Cinema (52% visit monthly) • No significant differences by age • Those aware of the campaign more frequent cinema-goers (63% of those aware visit the cinema once or twice a month vs. 33% of unaware) Base (All): Post – 549; Male – 371; Female – 178

  13. Media Consumption: Digital MediaQ15. On average, how often do you do each of the following…? • Internet – Personal use (79% use several times a week) • Used most frequently by those living with parents (61% daily vs. 50% of those living independently) • 23-25 year olds least frequent users (48% use daily vs. 62% of 17-19s) • Social Networking Websites (65% use several times a week) • Used most frequently by those living with parents (50% daily vs. 37% of those living independently) • 23-25 year olds least frequent users (33% use daily vs. 54% of 17-19s and 44% of 20-22s • Live Gaming through Consoles (29% use monthly) • Men undertake more regularly (12% play daily vs. 2% of women) • No significant differences by age • Bluetooth Messages (58% use weekly) • No significant differences but likely to be engaged with other digital media Profile of media usage similar across Pre and Post waves – comparable. Base (All): Post – 549; Male – 371; Female – 178

  14. Recent cinema visiting Q13. When was the last time you went to the cinema? 67% been to cinema in last 3 months At least two thirds of our sample had the opportunity to see the campaign in the cinema Base (All): Post – 549; Male – 371; Female – 178

  15. Key Target Prospects • Target audience broken down into prospect categories based on their frequency of media consumption for key media • Cinema visits, Internet usage, Live gaming and Bluetooth messaging • Super Hot – high consumption in all 4 of the above • Very Hot – high consumption in at least 2 of the above • Hot – high consumption in any of the above • Cooler – not in high consumption group for any of these media *Caution: small bases apply to this group Base (All): Post – 549; Male – 371; Female – 178

  16. Profiling: Driving

  17. MALES All male drivers have a driving licence and 99% have regular access to a car Remaining 1% hire a car if needed Good spread of driving experience covered in both waves; just under one quarter are new drivers. Those with less experience tend to be younger, matching age profile. FEMALES Around one third of females surveyed are drivers (Pre 32% vs. 36% Post) Vast majority (98%) of female drivers also have regular access to a car Drivers: Summary Quotas set on age (all) and driving licence (men only). Profile closely reflects Pre stage  comparable. Base (All): Post – 549; Male – 371; Female – 178

  18. Driving Behaviour: Summary • 77% of our male sample drive on a daily basis and 96% drive at least once a week. Closely matched to Pre stage. • Older age group most likely to drive on a daily basis (84% of 23-25 year olds). • Commuting, social driving and leisure travel are the top 3 reasons for driving • Older drivers more likely to be commuting and shopping • Younger drivers more likely to be driving for social purposes • Overall 66% of our male drivers undertake social driving • Highest propensity amongst 17-22 year olds (72% driving socially vs. 56% of 23-25s), • 17-19 year old age group most likely to carry friends in the car. • Friends most likely to be passengers in evenings and at weekends – male friends in particular most likely to be carried at night. • Slight increase in proportion of females being passengers in evenings / nights compared with Pre stage – seasonal impact? Speaking to the right audience – and high level of comparability between Pre and Post stages. Base (All): Post – 549; Male – 371; Female – 178

  19. Driving behaviour on country roads: Summary • 59% drive on country roads at least once a week • Most likely to be older age group (31% of 23-25s drive on country roads daily) • Slight decrease from Pre wave (64% weekly) – seasonal? • But in the last 3 months: • 78% have driven on a 60mph single carriageway road on a weekly basis • 40% of all our male drivers have driven at 70mph on a 60mph single carriageway road on a weekly basis • 17-19s most regularly (49% 1-2 times a week vs. 37% of 23-25s) • 16% have driven at 80mph on a 60mph single carriageway road on a weekly basis High proportion of the sample regular drivers on country roads – and also significant minority of regular speeders  Key target audience represented Propensity to drive over the speed limit on country roads hasn’t changed however doesn’t necessarily indicate that campaign had no effect… Base (All): Post – 549; Male – 371; Female – 178

  20. Profiling: Female Passengers

  21. Female Passengers: Summary • Over three quarters (78%) of females travel as passengers with young male drivers on a weekly basis • Quotas set on frequency (at least once every 2-3 months) • Mirrors Pre stage (78%) • 57% of female passengers travel on country roads with a 17-25 year-old male driver at least on a weekly basis. • Slight increase from Pre stage (49%) • Female passengers most likely to travel in the car in evenings and weekends rather than at night • Increased proportion tending to travel at night this wave – seasonal impact due to winter? Overall – representative and comparable across Pre and Post waves

  22. Key Research Findings

  23. Impact: Campaign Awareness Spontaneous and Prompted Advertising Recall

  24. Recall of Road Safety Advertising (Spont)Q10. Do you recall seeing or hearing any advertising for road safety recently? 31% definitely recall amongst 17-19s vs. 19% of 20-25sNo significant differences by sub-group in Pre stage Males: 36% definitely recall amongst 17-19s (vs. 20% of 20-22s and 16% of 23-25s) Pre: 34% awarePost: 30% aware Just under one third of the sample recall some form of advertising for road safety; recall highest amongst youngest age group (17-19s) – possible top-of-mind impact for younger audience. Caution: awareness not necessarily from ‘One Distraction’ campaign. Base (All): Pre – 507; Post - 549

  25. Spontaneous Recall of Advertising Q12a. What do you recall about this advertising? • Distraction campaign – recalled by 15% • Driver being distracted – 10% • Spilling juice / beer / drink – 5% • Young men in a car 5% • Country roads – 3% • Only 1 respondent recalled the key elements of the ‘One Distraction’ slogan • Other campaigns – recalled by 77%, variety of executions: • Seat belt – 20% • Impact on vital organs – 15% • Speeding – 12% • Little girl (30mph / 40 mph) – 12% • Drink driving – 9% Top-of-mind awareness fairly low at this early stage… Base (All recalling advertising): Pre – 173; Post - 164

  26. Awareness of road safety campaign (Prompted)Q13. Which of the following best describes your recall of these cinema ads? Total: 47% of 17-19s definitely recall vs. 29% 20-22s and 24% of 23-25s 44% aware 54% recall amongst those who went to the cinema in the last 3 months Excellent level of awareness of cinema ads. Awareness again highest amongst 17-19s – cinema ad appears to be reaching youngest age group. Base (All): Post – 549; Male – 371; Female – 178

  27. Awareness of road safety campaign Q14. Which of the following best describes your recall of these online ads? Total: 16% of 17-19s definitely recall vs. 12% 20-22s and 6% of 23-25s Males: 24% of 17-19s and 25% of 20-22s definitely recall vs. 10% of 23-25s 19% aware 21% recall amongst those who go online daily Good levels of online advertising awareness; again reaching younger (especially male) audiences, but widening the net to include 20-22 age group. Base (All): Post – 549; Male – 371; Female – 178

  28. Awareness of road safety campaign Q15. Which of the following best describes your recall of these X-Box live gaming ads? Total: 24% of men aware vs. 11% of women Males: 24% of 17-19s and 25% of 20-22s definitely recall vs. 10% of 23-25s 13% aware 21% recall amongst live gaming users Small but encouraging proportion of total sample aware of X-box live gaming ads. Base (All): Post – 549; Male – 371; Female – 178

  29. Awareness of road safety campaign Q16. Which of the following best describes your recall of these mobile ads? Total: 12% of 20-22s aware vs. 6% of 17-19s and 5% of 23-25s Males: 14% of 20-22s aware vs. 5% of 17-19s and 3% of 23-25s 7% aware 11% recall amongst weekly Bluetooth users 7% of total sample reached by Bluetooth ads – interesting that highest awareness amongst 20-22s – suggests these ads helping to drive awareness amongst this audience. Base (All): Post – 549; Male – 371; Female – 178

  30. Awareness of road safety campaign: All elements combined 62% of 17-19s aware vs. 57% of 20-22s and 43% of 23-25sNo significant differences by gender 54% awareness of any of the 4 ads Total 54% aware of these elements of the campaign (i.e. any one of the four elements shown). Awareness consistently higher amongst the 17-22 age group  suggests effective targeting. Base (All): Post – 549; Male – 371; Female – 178

  31. Overall Impact • Each channel seems to be doing a job • Cinema and X-box ads targeting 17-19s • Online and Bluetooth ads reaching 20-22s • Main impact of the campaign appears to be driven by cinema ads • Very positive levels of recall for first burst of campaign • Mainly at prompted level but: • 4% spontaneous recall of some element of the creative • Though recall of campaign slogan is low Overall an excellent start given a competitive road safety communications environment!

  32. Impact: Campaign Awareness Understanding of Message

  33. Spontaneous Recall of Advertising Q12b. What do you think was the main message of this campaign? • 17% of those spontaneously aware of road safety advertising correctly identified at least one of the key messages • 96% of those with accurate recall of distraction creative correctly identified at least one of the key messages • 5% of the total sample cut through on the campaign message • Distraction campaign – main messages: • Don’t get distracted / pay attention to the road – 10% (16 mentions) • Drive carefully – 3% (5 mentions) • It’s easy to have an accident – 2% (4 mentions) • It’s easy to get distracted – 1% (2 mentions) • Distractions cause accidents – 1% (2 mentions) Base (All recalling advertising): Pre – 173; Post - 164

  34. Main Message of Campaign (Prompted)Q19. Thinking about this road safety campaign as a whole, what would you say is the main message of this advertising campaign? • Main messages: • Don’t get distracted / pay attention to the road – 42% • Drive carefully / safely – 28% • Distractions cause accidents – 9% • Slow down / watch your speed / don’t speed – 8% • Take care / avoid distractions on country roads – 6% • Be wary of distractions from passengers – 4% • It’s easy to have an accident – 4% • It’s easy to get distracted – 3% • Drive according to the road conditions – 1% Distraction and need to take care when driving very clear messages. Link to causing accidents and country road references appear less obvious – perhaps due to subtle creative?Also interesting that 8% make a connection with speeding… Base (All): Post – 549; Male – 371; Female – 178

  35. What messages came across from the campaign? (After stimulus shown)Q20. Would you say that any of the following messages came across from this road safety campaign? (Multicode) 77% Male 17-19s: 36% 68% Male 17-19s: 26% Male 17-19s: 26% 95% took out at least one key message from the campaign. As expected, general distraction message comes across most strongly. Distractions on country roads understood by between one third and one half. Interestingly, youngest age group (particularly males) less likely to take out more subtle messages. Base (All): Post – 549; Male – 371; Female – 178

  36. Overall Impact: Message • Main campaign messages being clearly understood by those aware of the campaign • Distraction is the main message coming through at both spontaneous and prompted levels • Clear link made between distractions and accidents • Country roads link also being made, though to a lesser extent – this message not registered spontaneously • General ‘drive with care’ message also coming through • But top-of-mind awareness not there yet; leading to low level of cut-though •  Area to develop as campaign grows

  37. Impact: Campaign Awareness Media Recollection

  38. Source of Advertising Q11. Where do you recall seeing this advertising? Prompted aware Although TV remains main quoted source of current advertising awareness, has decreased in favour of cinema. Suggests accurate recall amongst those spontaneously aware  encouraging! 44% 19% 7% Others include: Road safety event (6), College (1) Top-of-mind recall of support media quite low – bulk of the work being done by main media channel Base (All recalling advertising): Pre – 173; Post - 164

  39. Value of Media: Prompted Awareness by Media Prospects Super Hot and Very Hot share similar levels of awareness and show higher levels of awareness overall. *Caution: small bases apply Base (All): Post – 549

  40. Best medium for campaignQ24. Which of these ways do you think are good for the Scottish Government to get their road safety messages across to you? Super Hot 86% Hot 61% Cool 43% Cool 29% Cool 20% Two thirds of the sample indicated that cinema ads would be an appropriate medium – reflecting awareness?Outdoor posters also important to this group – but more likely to be slightly cooler media targets (61% of Hot and 54% of Cool). Base (All): Post – 549

  41. Media Value • Cinema working hardest to drive overall awareness, particularly amongst 17-19s • High level of crossover awareness between cinema and other 3 media • Online and Bluetooth ads appear to be adding to awareness amongst 20-22s • Higher levels of awareness between top 2 warm groups (i.e. very frequent users of the 4 media channels)  indicating the right media mix

  42. Credibility & Trust: Attitudes towards the Campaign Does our campaign have a valid message?

  43. How relevant is the campaign to you?Q21. Overall, how relevant do you feel this road safety advertising campaign is to you personally? Total: 75% relevantAware: 77% relevantUnaware: 70% relevant Only 7% state the campaign not relevant to them  very encouraging! Three quarters of the total sample found the campaign to be relevant – and perceived relevance highest amongst youngest sub-groups. Those aware of the campaign also more likely than those unaware to see its relevance  very encouraging! Base (Post only): All – 549; Those aware: 296

  44. Campaign relevance by sub-group • Broadly, campaign has relevance to majority of respondents – but greatest resonance amongst these key groups: Male Audience(78% vs 69% of women) Warmer targets in terms of media consumption Relevant to 90%* of ‘Super Hot’ group (not sig.) Relevant to 77% of ‘Very hot’ group Of males: 83% of 17-19s and 80% of 20-22s (vs. 69% of 23-25 year olds) Those aware of the campaign - 80% (vs. 74% of men unaware) *Caution: small base Base (Post only): All – 549; Those aware: 296

  45. Relevance of Campaign Q22. Why do you say that the campaign is not relevant to you? • 7% said the campaign was not relevant to them • Main reasons were: • Don’t drive / don’t drive often (35%) • I’m a careful driver / don’t speed (35%) • Don’t drive around with friends / not a boy racer / outgrown that stage (15%) • Not often on country roads (8%) Majority of reasons refer to respondents not perceiving themselves to be in the target audience i.e. not a high risk Base (Those saying campaign not relevant): 40

  46. Best description of the campaignQ23. Can you tell me which you think best describe the road safety advertising campaign? 90% used one of the 6 key descriptors 90% Those aware of the campaign were more likely to state it was attention-grabbing (43%), but less inclined to feel that it was realistic (34%) or put its message across cleverly (28%) – perhaps due to youngest age profile? High number of campaign descriptors used; trustworthy not a key descriptor but one third feel the campaign is believable. Base (Post only): Total 549

  47. What do we have so far? • Powerful creative platform • Efficient media schedule • Yes  relevant to target audience • Meets desirable descriptors • Message accurately understood • But not top-of-mind • Noise preventing significant top-of-mind cut through • Potential impact on ability to change behaviour A valid message?

  48. Effect: Actions

  49. Discussion of Advertising with Others Q13/Q17. Did you discuss this advertising with others? Pre: 55% of those spontaneously aware of any road safety advertising discussed Post: 38% of those aware of RSS campaign discussed it 38% of those aware claimed they discussed the ad with others; equates to 8% of total sample.No significant differences by sub-group; relevance for everyone. Base (Those recalling advertising): Pre – 173; Post – 296

  50. Perceived Impact of Advertising Q14. Which of the following best describes the impact that this advertising had on your driving? Others (post only): Non driver (1), would come to mind on country roads (1), don’t let people drink in the car! (1) Around half of those aware recall that the ad made them think about their driving. 71% suggested campaign had at least some impact – no significant differences by sub-group. Base (Those recalling advertising): Pre – 173; Post – 296

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