Alcohol Interlocks Campaign Evaluation€¦ · With a share of 49% in advertising expenditure, TV was the main media used for advertising the Alcohol Interlocks Campaign. Radio and

Alcohol Interlocks Campaign Evaluation

8th December 2016

Client Contact:

Alisia Mumby – Campaign Project Officer

Prepared by:

Chris Batini – Principal

Alexandra Nolden – Account Executive

2

Presentation Agenda

Final Goal

3

7

18

34

48

61

Background & ObjectivesBackground, Research Objectives,

Methodological Notes

Respondent ProfileSample profile, Media exposure

57

2713

General AttitudesRoad Safety Issues

Self Reported BehaviourAlcohol Consumption, Drink

Driving

Unprompted Campaign

AwarenessDrink Driving Advertising

Prompted Campaign

RecognitionRecognition, Reach, Efficiency,

Message Take Out

Prompted Campaign

DiagnosticsBackground, Research Objectives,

Methodological Notes Prompted Vignette

Recognition

Key Takeouts

3

Background & Objectives

4

On the 24th of October 2016, Western Australia introduced an Alcohol Interlock Scheme, which applies to high-end and repeat drink drivers.

The aim of the Alcohol Interlock Scheme is to improve road safety.High-end and repeat drink drivers will have to install an alcoholinterlock to their vehicle(s) at their own cost. This technologyprevents them from starting the engine when their blood alcoholconcentration is higher than the prescribed 0.02% level.

The Road Safety Commission (RSC) ran a community educationcampaign on the legislation change with the purpose to makepeople aware of Alcohol Interlocks and the date that the legislationcomes into effect.

Painted Dog was commissioned to assess the effectiveness of thecampaign in terms of prompted awareness, understanding of keymessages as well as the impact on knowledge, attitudes andbehaviours of the target audience.

5

Research Objectives

The strategic aim of this research was to evaluate the Alcohol

Interlocks Campaign and inform the RSC about its effectiveness.

Measure the extent to which key messages are

conveyed and understood

Measure unprompted and prompted campaign

awareness

Determine the campaign’s impact on knowledge,

attitudes and behaviours

6

Methodological Notes

Approach

• Quantitative data for this

project was collected via an

online survey using an

established panel provider

• Campaign materials tested in

the survey included one 30

second TVC, three digital ads,

one radio ad and two vignettes.

• Fieldwork was conducted from

04 November 2016 to 17

November 2016

Sampling

• Total sample: n=473 (Perth

Metro: n=312, Regional:

n=105, Remote: n=56)

• West Australian drivers aged

17+

• Phone recruitment to online

completion was used for

respondents from Remote WA

and Regional WA to make sure

the sampling requirements

were achieved

Representativeness

• Soft quotas were applied

to age and gender to

ensure the sample is

representative of the total

population

• Hence, post-weighting of

the data was not required

Significance Testing

• Significant differences

between subgroups are

denoted by stars

• Significance is tested at

the 95% confidence

interval

7

Respondent Profile

8

95

3

3

42

17

8

18

7

7

9

15

15

14

18

12

20

12

18

20

30

Yes, a full motor vehicle driver’s …

Yes, a learner’s permit (L plate)

Yes, a provisional licence (P plate)

Working – full time

Working – part time

Student

Retired

Home duties

Other

Nil to $25,000

$25,001 to $50,000

$50,001 to $75,000

$75,001 to $100,000

$100,001 to $150,000

Over $150,000

SINKS

DINKS

Young families

Mature families

Empty nesters

Sample Profile

Base: n=473

49

51

66

22

12

12

16

17

20

17

19

Male

Female

Metro

Regional

Remote

17-24

25-34

35-44

45-54

55-64

65+

Gender:

Location (quota specified):

Age:

Working situation:

Household income:

Household composition:

Current WA driver’s licence:

9

Campaign activity in form of TV, Radio and Digital Advertising took place for six weeks from 18th

September 2016 to 31st October 2016.

10

With a share of 49% in advertising expenditure, TV was the main

media used for advertising the Alcohol Interlocks Campaign.

Radio and Digital held a share of 23% each in the media plan.

Media Exposure:Past 2 Months

Q: Over the past 2 months have you listened to any of the following: Radio stations / Visited any websites / Watched TV channels. Base: All Respondents n=473

Radio Exposure

31

28

27

22

11

8

5

4

3

3

36

Mix 94.5

Nova 93.7

Hit 92.9

96FM

6PR

Radio West SouthWest

Hot FM 94.5

Hot FM 95.7

Hot FM 96.5

Hot FM WA

None of the above

66

42

33

28

19

18

14

3

14

facebook.com.au

perthnow.com.au

realestate.com.au

thewest.com.au

carsales.com.au

watoday.com.au

nine.com.au

lifestyle.com.au/BetterHomes & Gardens

None of these

Website Exposure

62

62

53

49

45

36

35

31

26

26

16

3

12

Channel 7

Channel 9

Channel 10

7 Mate

SBS / SBS2

Gem

Go

GWN

Channel 11

WIN

Channel 1

West Digital

None of these

TV Exposure

Analytical note: Responses below 3% are not shown.

Metro TV and

Network 10 were the

main channels used

for the campaign.

The campaign was

aired on Mix 94.5 and

Hit 92.9 as well as

regional radio stations.

Key Digital Channels

for the campaign

were Facebook and

Nine Digital Network.

11

General Attitudes

12

Both unprompted and prompted, 6 in 10 mention Alcohol and Drink Driving as one of the biggest road safety issues in WA.

13

Biggest Road Safety Issues:Spontaneous

Alcohol and drink driving is the biggest road safety issue in WA

that was spontaneously mentioned by respondents.

Q1.1: What do you think are the biggest road safety issues in WA? Base: All Respondents n=473

Alcohol/Drink

driving

57%

Speeding

55%Inattention /

Lack of

awareness

17%

Drugs / Driving

under the

influence of

drugs

36%

Using-texting

on a mobile

phone

36%

Roads

(condition, more

roads /

overtaking lanes

/ cycle lanes / PT

lanes)

27%Attitude / Road

rage /

Impatience

24%Fatigue /

Driving tired

16%Traffic /

Congestion

14%

Road

Design

13%

Bad

drivers/Poor

driving skills

12%

Speed

(limits too

slow/too

fast)

12%Being

distracted

11% Don’t

follow rules

/ Ignore

road rules

11%

Young /

Inexper-

ienced

drivers

10%

Hoon

drivers /

Reckless

10%

Lack of

training /

education /

don’t know

rules etc.16%

Specific

manoeuvre

done poorly

(overtaking /

merging etc.)

15%


14

0

20

40

60

80

100Alcohol / Drink Driving Speeding

Drugs / Driving under influence of drugs Using - texting on a mobile phone

Roads (Condition, more roads / overtaking lanes / cycle lanes / PT lanes)

Biggest Road Safety Issues (Top 5): Spontaneous

Significantly more females think that Alcohol and Drink Driving is

one of the biggest road safety issues in WA.

Q1.1: What do you think are the biggest road safety issues in WA? Base: All Respondents n=473

Age Gender Location

17-24 25-34 35-44 45-54 55-64 65+ Male Female Metro Regional Remote

15

Problems on WA Roads:Prompted

When prompted, Drink Driving is the second biggest problem

mentioned. Significantly more females and respondents from

Regional and Remote areas consider it a problem on WA roads.

Q1.2: In your opinion, how big a problem, if at all, are each of the following on WA roads? Base: All Respondents n=473

7

10

11

15

19

25

27

31

1

2

3

7

3

16

17

22

3

1

5

7

8

23

26

24

29

38

26

27

21

67

61

59

45

36

25

22

12

Driving while doing other things at the same time

Drink Driving

Driving under the influence of drugs

Speeding

Driver fatigue / driving when tired

People not wearing a seatbelt when travelling in a vehicle

The quality of WA roads

The safety of cars on our roads and their ability to protect occupants in a crash

1

Not a problem

2 3 5

A major problem

4

90%

87%

83%

74%

74%

51%

49%

33%

1%

2%

3%

10%

4%

21%

24%

30%

Net No Problem Net A Problem

Metro: 83%

Regional: 91%

Remote: 96%

Male: 81%

Female: 92%

16

Self-Reported Behaviour

17

Most respondents classify themselves as either occasional or light drinkers.

18

Self Reported Behaviour: Alcohol Consumption

Significantly more females are occasional drinkers, whereas

significantly more males consider themselves to be mostly light

and heavy drinkers.

Q2.1: At the present time, do you consider yourself to be mostly…? All Respondents Base: n=473

44%An occasional drinkerMale: 37%

Female: 50%

Metro: 47%

Regional: 35%

27%A light drinker17-34: 19%

35+: 30%

Male: 33%

Female: 20%

22%A non-drinker (that is,

you don’t drink any

alcohol)

5%A heavy drinkerMale: 7%

Female: 3%

1% An ex-drinker

2% A binge drinker

19

Of those who drink alcohol, 1 in 2 have driven near or over the legal blood alcohol limit (BAL).

The main situations mentioned for this behaviour are driving a short distance and feeling sober enough to drive.

20

Self Reported Behaviour: Drink Driving

Significantly more males have driven at or near the legal BAL.

Most have not done so in the last 3 months with significantly more

females and those aged 35+.

Q2.2: Have you ever driven when you believed yourself to be near or over the legal blood alcohol limit? Base: n=365

Q2.3: In the last 3 months, how many times have you driven when you believed yourself to be near or over the legal blood alcohol limit? Base: n=175

Yes - 48%

74

13

6

4

2

<1

<1

<1

0

1

2

3

4

5

6

7

Driven at or near legal BAL?

How many times?

(past 3 months)

Male: 56%

Female: 40%

Occasional drinker: 36%

Light drinker: 60%

17-34: 52%

35+: 80%

Male: 68%

Female: 82%

21

Drink Driving Situations

Feeling sober enough to drive, driving a short distance and

drinking more than planned are the Top-3 situations in which

respondents have driven near or over the legal BAL.

Q2.4: In which of the following situations have you driven when you were near or over the legal blood alcohol limit? Base: n=175

When I felt

sober enough

to drive

49%

When I was

driving a short

distance

42%

When I had no

one else in the

car with me

26%

When I drank

more than I

planned to

34%

After

I had after-work

drinks

20%

When I didn’t

want to leave

my car overnight

15%

When I went

out and didn’t

plan on

drinking

17%

When I was

driving on non-

main roads /

back roads

14%

When I

couldn’t get

a taxi

11%

Different

attitude to

when I was

young

9% When I couldn’t

get someone

else to give me

a lift

11%

When I

thought there

were no

Police around

7%

Filled in for

designated

driver who

was drunk

4%


22

0

20

40

60

80

100

When I felt sober enough to drive When I was driving a short distance When I drank more than I planned to

When I had no one else in the car with me After I had after-work drinks

Top 5 Drink Driving Situations

Significantly more people from the Metro area have driven near or

over the legal BAL when they felt sober enough to drive.

Q2.4: In which of the following situations have you driven when you were near or over the legal blood alcohol limit? Base: n=175

Age Gender Location

17-24 25-34 35-44 45-54 55-64 65+ Male Female Metro Regional Remote

23

6 in 10 count how many drinks they have had if they are driving, while only 2 in 10 do not drink at all when they drive.

24

Self Reported Behaviour: Drinking and Driving

In order to stick to the recommended number of standard drinks,

most people count how many drinks they have had when they are

driving.

Q2.5: Which of the following best describes you? Base: n=175

1

19

21

60

If I am driving I count how many drinks

I’ve had to ensure I stick to the

recommended number of standard

drinks

If I am driving, I don’t drink

If I am driving I try to limit how many

drinks I have so that I feel ok to drive

I do not restrict my drinking if I am

driving

25

Unprompted Campaign

Awareness

26

More than 1 in 2 recall having seen or heard advertising about drink driving. Of those who have, more than 7 in 10 mention TV as the source.

27

Unprompted Recall: Drink Driving Advertising

More than half spontaneously recall that they have recently seen

or heard advertising about drink driving.

Q3.1: Have you recently seen or heard any advertising about drink driving? This can include ads on TV, radio, online, billboards, buses or bus shelters, taxis, newspapers or at the cinema. All Respondents Base: n=473

Yes - 54%

28

Unprompted Recall:Drink Driving Advertising

The main source where people recall seeing drink driving

advertising is TV, followed by radio and billboards.

Q3.2: Where do you remember seeing or hearing any advertising about drink driving recently? Base: n=257

77

29 2823

18 16

10

37

TV Radio Billboards (alongsidethe road)

Newspaper / Print Online / Internet Buses / bus shelter Cinema Taxis Don’t remember

77%

29%28% 23%

10%3% 7%

18% 16%

Metro: 32%

Regional: 16%

Remote: 38%

17-24: 47%

25+: 26%17-64: 6%

65+: 25%

17-24: 44%

25+: 15%

29

Most spontaneous descriptions of drink driving ads provided relate to the Alcohol Interlocks Campaign.

30

Top of Mind Descriptions Drink Driving Ads

The most frequent descriptions given in terms of ads about drink

driving relate to the Alcohol Interlocks Campaign.

Q3.3: Please describe the ad(s) that you remember seeing in as much detail as possible (including any key words, phrases, graphics, and visuals). Base: n=257

Don’t drink and drive (no alcohol is the safest choice / drinking and driving kills etc.)

Features an accident / crash (police, ambulance, flashing lights, etc.)

Police mentioned / features police (0.05, drink driving, every police is an RBT)

9%

7%

7%

Will be fitted with aninterlocking device

NET Alcohol Interlocks Campaign

If you drink and drive you’re a bloody idiot / Think again

14%

14% 12%

Place seen mentioned (TV, Radio, Billboard, Road signs, Facebook, Newspaper, Other)

10%

Consequences / How loved ones are affected (children killed by drunk drivers / father killed by drunk drivers)

6%

New laws / new legislation / changes to the laws 4%

Campaign Specific General

31

Prompted Campaign

Recognition

32

The TVC was the most recognised of the media, followed by radio and digital.

Overall, campaign recognition was higher among respondents from Regional and Remote areas.

33

Campaign Recognition:TVC

Even though the ad was more dominantly aired on Metro TV

stations, significantly more respondents from Regional and

Remote areas and those who have watched Regional TV Stations

indicate having seen the ad on TV.

Q4.1: Have you seen this ad before today? All Respondents Base: n=473

Q4.2: Where have you seen this ad? Base: n=296

Yes - 63%

96

5

1

2

TV

Online

Cinema

Don't rememberDon’t remember

17-34: 49%

35+: 68%

Metro: 54%

Regional: 77%

Remote: 86%

Metro TV: 69%

Regional TV: 74%

34

Campaign Recognition:Radio

Significantly more respondents from Remote areas have heard the

radio ad.

Q4.4: Have you heard this ad on the radio before today? All Respondents Base: n=473

Yes - 39%

Metro: 37%

Regional: 35%

Remote: 55%

35

Campaign Recognition: Digital

Compared to all other media used for the campaign, Digital ads

were the least recognised.

Q4.3: Have you seen this ad when browsing online or visiting any websites before today? Base: n=443

15%25% 19%

Digital Ad A Digital Ad B Digital Ad C

29%

NET Any Digital

36

Campaign Recognition:Overall Alcohol Interlocks Campaign

Overall, campaign recognition was high with 7 in 10 having seen

or heard the Alcohol Interlocks ads.




72

63

39

29

Net Heard/Seen AlcoholInterlocks Campaign

Ad Seen on TV

Ad Heard on Radio

Ad Seen Online

NET Heard/Seen Alcohol

Interlocks Campaign

37

Campaign recognition was significantly higher among drinkers and

those who live in Regional and Remote areas.

Campaign Recognition:Overall Alcohol Interlocks Campaign

72 7074 73

61

7074

80

7065

84 86

64

74 74 74

Overall Male Female 17-24 25-34 35-44 45-54 55-64 65+ Metro Regional Remote Non-Drinker Drinker Yes No

Gender Age LocationDrinking

Behaviour

Driven near /

over BAL




38

With a reach of over 1.4 million and a media spend of $7,457 per ECTPP, the Alcohol Interlocks Campaign is among the Top 5 RSC ads in terms of cost efficiency.

39

Campaign Awareness: Prompted Influencers

For each percent point of awareness, the Road Safety

Commission had to expend $7,457. Radio has been the most

efficient media used in this campaign.

* Execution Cut-Through Percentage Point (ECTPP)

Net: TV

63%

Net: Radio

39%

Net: Digital

29%

Net: Campaign Awareness

72%

Media $261,400

$4,149 per ECTPP

Media $121,797

$3,123 per ECTPP

Media $121,500

$4,189 per ECTPP

Net: Media $536,919

$7,457 per ECTPP

40

Total Campaign Reach

The Alcohol Interlocks campaign has reached over 1.4 million WA

residents aged 17 years+.

WA Population

March 2016

2,613,700

WA Population

17 years+

1,994,645

Campaign Reach

72%

1,436,144

41

Cost Efficiency

Compared to 30 other WA government advertising campaigns

(including RSC campaigns) since 2008, the Alcohol Interlocks

campaign is the 4th most efficient in terms of cost per target

audience member reached1.

Quintile 1$0.32c - $0.44c

Alcohol

Interlocks$0.37c





4 RSC ads and 2 Other

Government Ads


Government Ads

1. Source: Drink Driving Enforcement Report (TNS, August 2015, page 17).


Government Ads


Government Ads


Government Ads

42

The campaign performed well in eliciting the desired message take-out.

43

Unprompted Campaign Message Take-Out

Almost all messages understood by the target audience are in line

with the communication goals of the campaign.

Q4.5: What do you think are the main messages that these ads and this campaign are trying to communicate? All Respondents Base: n=473

Don't drink &

drive

35%

There are

consequences / Life

will be more difficult /

inconvenience / It will

impact on your life-

driving ability.

27%You will have an

interlocking device

installed / You will

have to blow into a

machine / It will be

inconvenient to have.

26%

There will be a

financial cost / You

will pay the price /

Will have to pay for

the device.

15%

The law/regulation

applies if you have

lost your licence for

DD / are convicted

of DD / are a

repeat offender etc.

9%

Tougher penalties

are being brought

in / The Govt is

getting tougher on

drinking and

driving.

14%

It will stop you

driving / The car

won't start/You won't

be able to drink and

drive-use your car

without a

breathalyser.

10%

You will be

embarrassed.

8%

Be responsible /

Don't be an idiot /

It's not safe to

drink and drive /

It's reckless

8%

You'll be continually

monitored / You

won't be trusted /

You will have to

keep blowing into

the machine.

6%


No way around it /

you will be caught /

community and

government have had

enough / you deserve

it / don't think you will

get away with it.

10%

44

Unprompted Campaign Message Take-Out

On average, each respondent took away 1.95 messages.

35

27 26

15 1410 10 9 8 8

35%27% 26%

15%10% 9% 8%

14%10% 8%

Q4.5: What do you think are the main messages that these ads and this campaign are trying to communicate? All Respondents Base: n=473

Don’t drink

& drive

There are

consequences

You will have an

interlocking

device installed

There will be

financial cost

Tougher

penalties are

being brought in

It will stop you

driving / the

car won’t start

No way

around it / you

will be caught

The law

applies if you

have lost your

licence for DD

Be

responsible /

Don’t be an

idiot

You will be

embarrassed

45

Prompted Campaign Message Take-Out

The campaign conveyed the key messages with no major

differences among subgroups.

Q4.6: How well do you think this campaign conveys each of the following messages? All Respondents Base: n=473

6

6

8

11

11

1

1

2

2

6

1

1

2

4

26

25

29

26

27

66

67

58

58

50

1

Not at all well

2

Not very well

3

Just OK

5

Extremely well4

Very well

92%

92%

87%

84%

77%

1%

2%

3%

4%

10%

Net Not Well Net Well

Alcohol Interlocks come into effect on the 24th of October

If your vehicle has an Alcohol Interlock, you have to blow into this

device every time you want to start your engine

If you lose your licence for drink driving an Alcohol Interlock could be

fitted on any vehicle you drive

If an Alcohol Interlock has to be fitted to your vehicle, you have to pay

all the costs of installing and maintaining the device

The State Government is getting tougher on drink driving

46

Prompted Campaign

Diagnostics

47

Overall, 8 in 10 think that the campaign is effective in discouraging people from drink driving.

48

Campaign Effectiveness

Females and those from Remote and Regional areas rate the

campaign significantly more effective, while those aged 45-54 rate

it significantly lower.

Q5.1: How effective do you think the campaign you have just seen is in discouraging people from drink driving? All Respondents Base: n=473

8

12

5

7

9

6

10

9

8

10

8

2

5

6

4

4

5

4

10

1

5

5

6

4

5

6

5

2

7

4

12

4

2

6

4

4

36

38

34

33

32

43

32

39

34

35

33

43

46

39

53

55

46

43

37

48

51

44

50

48

Male

Female

17-24

25-34

35-44

45-54

55-64

65+

Metro

Regional

Remote

1

Not at all

effective

2 3 5

Extremely

effective

4

82%

77%

87%

88%

78%

86%

69%

87%

85%

79%

83%

91%

Net Ineffective Net Effective

10%

12%

9%

6%

12%

8%

22%

5%

7%

11%

10%

8%

Overall

Gender:

Location:

Age:

49

The campaign performed well along all diagnostics measured.

50

Campaign Diagnostics

Males, Drinkers and those who have driven near / over the legal

BAL consider the ads significantly more personally relevant.

Q5.2: To what extent do you agree or disagree with the following statements about these ads? All Respondents Base: n=473

3

7

9

12

17

18

19

20

22

29

23

1

3

4

5

4

5

6

7

6

36

27

1

1

2

3

3

2

2

2

8

32

39

42

41

41

33

43

41

41

39

21

12

57

45

45

39

41

31

31

29

29

6

5

These ads were easy to understand

These ads are believable

These ads were realistic in the way they delivered the messages

These ads told me something new

These ads reminded me of the importance of not drink driving

These ads make me think about the issue of drinking and driving

These ads grabbed my attention

This is the type of ad that sticks in my mind

These ads are unique

These ads are just like any other road safety ad

These ads are personally relevant to me

1

Strongly

disagree

2

Disagree

3

Neither agree

or disagree

5

Strongly

agree

4

Agree

96%

87%

86%

80%

74%

74%

72%

70%

68%

27%

17%

Net Disagree Net Agree

1%

4%

5%

7%

7%

8%

8%

9%

8%

44%

59%

Driven near / over BAL: 27%

Not driven near / over BAL: 12%

Drinker: 19%

Non-Drinker: 11%

Male: 23%

Female: 11%

51

As a result of seeing the campaign, over 4 in 10 are likely to actually drink drive less and drink less when they plan to drive.

52

Campaign Impact on Attitudes and Behaviours

Across the board, the campaign achieved positive shifts in

attitudes and behaviours.

Q5.3: After seeing these ads, to what extent are you more or less likely to…? All Respondents Base: n=473

29

41

40

49

50

52

42

1

1

1

3

3

16

1

2

3

2

3

5

28

35

25

27

27

22

17

5

34

30

28

19

19

21

7

Think about telling a friend or family member not to drink drive

Plan ahead if you are going to drink

Worry about the consequences of drink driving

Think differently about drink driving

Think you are likely to be stopped by the police for a random breath test

Drink less than you currently do if you’re planning to drive

Drive when you are near or over the legal blood alcohol limit

1

Much less

likely

2

Somewhat

less likely

3

No more or

less likely

5

Much more

likely

4

Somewhat

more likely

69%

55%

55%

46%

41%

38%

12%

Net Unlikely Net Likely

1%

3%

4%

3%

6%

8%

42%

53

0

20

40

60

80

100

Think you are likely to be stopped for a random breath test

Drive when you are near or over the legal BAL

Plan ahead if you are going to drink

Drink less than you currently do if you're planning to drive

Think about telling a friend or family member not to drink drive

Think differently about drink driving

Worry about the consequences of drink driving

Campaign Impact Attitudes and Behaviours: Drink Drivers

The campaign’s positive impact on future attitudes and drink-driving

behaviours tends to be higher for those who have driven near / over

the legal BAL.

Driven near /

over legal BAL

Not driven near /

over legal BAL

Q5.3: After seeing these ads, to what extent are you more or less likely to…? All Respondents Base: Net Agree n=288

54

Prompted Vignette

Recognition

55

A little over one third have seen either the Dr. Miller Vignette or the Two Sisters Vignette before.

56

Prompted Vignette Recognition

Significantly more respondents have seen the Two Sisters

Vignette.


Dr. Miller Vignette Two Sisters Vignette

17% 27%

Net Any Vignette

36%

57

Significantly more females and those aged 35+ have seen any of

the vignettes.

Net Any Vignette

3631

40

2419

3841

48

38 36 37

30 3236

31

41

Overall Male Female 17-24 25-34 35-44 45-54 55-64 65+ Metro Regional Remote Non-Drinker Drinker Yes No

Gender Age LocationDrinking

Behaviour

Driven near /

over BAL


58

Key Takeouts

59

Unprompted

Campaign

Awareness

Key Takeouts

The key insights gained from this report are outlined below.

General

Attitudes

Self-Reported

Behaviour

Prompted

Campaign

Recognition

Prompted

Campaign

Diagnostics

• Alcohol & Drink Driving are

the most frequently

mentioned top-of-mind

road safety issues.

• When prompted, Alcohol &

Drink Driving is considered

the second biggest road

safety issue in WA,

significantly higher among

females and those from

Regional / Remote areas.

• Of those who drink alcohol, half

have driven near or over the

legal BAL – significantly more

males doing so.

• The main reasons for drink

driving are driving a short

distance or feeling sober

enough to drive and

significantly more people from

Metro indicated the latter.

• Significantly more females and

those aged 35+ have not driven

near / over the legal BAL in the

past 3 months.

• More than half

spontaneously recall

having seen or heard

advertising about drink

driving.

• TV was the most commonly

recalled channel for drink

driving ads.

• Most spontaneous

descriptions of drink driving

ads related to the Alcohol

Interlocks Campaign.

• The TVC registered the highest

levels of awareness, followed by

radio and digital.

• Campaign Awareness is

significantly higher for Drinkers

and those from Remote and

Regional areas.

• With a reach of over 1.4 million

and a media spend of 7,457$ per

ECTPP, the campaign is very

cost efficient, with radio the most

efficient media channel.

• Both top-of-mind and prompted,

the campaign elicited the desired

message takeouts.

• The campaign performed strongly

across all diagnostics and is seen

as effective in discouraging people

from drink driving, in particular by

females and those from Remote

and Regional areas.

• The key target group of this

campaign considers the ads as

more personally relevant.

• The ad has a positive impact on

shifting attitudes and behaviours,

as a result of having seen the

campaign – particularly among

drink drivers.

• Over a third have seen at least

one of the vignettes.

Hunt Smarter.

Painted Dog Research Suite 1, Level 2, 658 Newcastle Street Leederville WA 6007

T/F 08 9227 6464 E [email protected] W painteddogresearch.com

Documents

Alcohol Interlocks Campaign Evaluation€¦ · With a share of 49% in advertising expenditure, TV was the main media used for advertising the Alcohol Interlocks Campaign. Radio and