Country Road Safe Driving: Campaign Tracking Research

1

Country Road Safe Driving: Campaign Tracking Research

Pre and Post Campaign Results18th 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

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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

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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

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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.

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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.

Sample size (Pre) Margin of Error Sample size (Post) Margin of Error

507 (total) +/- 1.2%-4.4% 549 (total) +/- 1.2%-4.2%

355 (male drivers) +/- 1.5%-5.2% 371 (male drivers) +/- 1.4%-5.1%

152 (female passengers) +/- 2.2%-7.9% 178 (female passengers) +/- 2.1%-7.3%

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Sample Profile: Summary of Key Statistics

Note: Detailed profiling information can be found in the Appendix

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Sample Profile: Demographics

Age

5%

31%34%

30%

5%

34%

29%32%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

16 yrs 17-19yrs

20-22yrs

23-25yrs

Pre Post

SEG

13%

38%

25% 24%

30%

24%

9%

37%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

AB C1 C2 DE

Pre Post

Base (All): Pre Total 507; Post Total 549

Representative and comparable across age, gender and SEG.

Women only

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Sample Profile: Demographics

Region Pre Post

Central 3% 6%

Fife 8% 8%

Edinburgh / Lothian 13% 13%

D & G 5% 4%

Borders 5% 4%

Grampian 8% 8%

Highland 8% 8%

Tayside 8% 8%

Glasgow 31% 28%

Strathclyde 13% 12%

Accommodation

Living with parents 61% 62%

Homeowner 10% 11%

Renting – private tenant 17% 14%

Renting – council tenant 9% 9%

Student accommodation 1% 2%

Other 1% 2%

Good variety of geographic regions

covered.

Comparable data across pre and post

waves.


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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.


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Recent cinema visiting Q13. When was the last time you went to the cinema?

12%10%

24%21% 21%

10%

0%

10%

20%

30%

40%

50%

60%

Within thelast week

Within thelast fortnight

Within thelast month

2-3 monthsago

More than 3months ago

Can'tremember


At least two thirds of our sample had the opportunity to see the campaign in the cinema

67% been to cinema in last 3 months

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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

Category How Many? Who are they?

Super Hot* 50 (9%) Male (84%), no sig. difference by age, 1-2 years driving experience (40%)

Very Hot 285 (52%) 17-22 (69%)

Hot 149 (27%) no sig. difference by age or gender, weekly drivers on country roads (23%)

Cool* 65 (12%) 23-25s (43%)


*Caution: small bases apply to this group

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Profiling: Driving

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Drivers: Summary

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

Quotas set on age (all) and driving licence (men only).

Profile closely reflects Pre stage comparable.


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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.


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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 basisHigh 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…

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Profiling: Female Passengers

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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

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Key Research Findings

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Impact: Campaign Awareness

Spontaneous and Prompted Advertising Recall

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Recall of Road Safety Advertising (Spont)Q10. Do you recall seeing or hearing any advertising for road safety recently?

20%14%

24%

42%

24%

6%

24%

46%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Definitely Possibly Unsure Definitely Not

Pre

PostPre: 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.

31% definitely recall amongst 17-19s vs. 19% of 20-25s

No significant differences by sub-group in Pre stage

Base (All): Pre – 507; Post - 549

Caution: awareness not necessarily from ‘One Distraction’ campaign.

Males: 36% definitely recall amongst 17-19s (vs. 20% of 20-22s and 16% of 23-25s)

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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

Base (All recalling advertising): Pre – 173; Post - 164

• 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…

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Awareness of road safety campaign (Prompted) Q13. Which of the following best describes your recall of these cinema ads?

34%

10%6%

50%

34%

12%7%

47%

34%

6% 5%

56%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


TotalMaleFemale

Excellent level of awareness of cinema ads. Awareness again highest amongst 17-19s – cinema ad appears to be

reaching youngest age group.

44% aware


Total: 47% of 17-19s definitely recall vs. 29% 20-

22s and 24% of 23-25s

54% recall amongst those who went to the cinema in the last 3 months

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Awareness of road safety campaign

Q14. Which of the following best describes your recall of these online ads?

12%7% 10%

71%

12%8% 10%

70%

11%6%

9%

74%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


TotalMaleFemale

Good levels of online advertising awareness; again reaching younger (especially male) audiences, but widening the net

to include 20-22 age group.

19% aware


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

21% recall amongst those who go online daily

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Q15. Which of the following best describes your recall of these X-Box live gaming ads?

6% 7% 6%

81%

7% 9% 8%

76%

5% 3% 3%

89%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


TotalMaleFemale

Small but encouraging proportion of total sample aware of X-box live gaming ads.

13% aware


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

21% recall amongst live gaming users

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Q16. Which of the following best describes your recall of these mobile ads?

3% 4% 6%

86%

3% 5% 6%

86%

5% 3% 6%

87%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


TotalMaleFemale

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.

7% aware


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

11% recall amongst weekly Bluetooth users

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Awareness of road safety campaign: All elements combined

34%

10%6%

50%

6%

71%

10%7%

12%

81%

7%6% 4%

86%

6%3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Cinema Online X-Box Mobile

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.


54% awareness of any of the 4 ads

62% of 17-19s aware vs. 57% of 20-22s and 43% of 23-25s

No significant differences by gender

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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


Understanding of Message

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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)

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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…


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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)

5%

30%

36%

37%

44%

56%

62%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

None of these

It's important to drive at an appropriate speed forthe road conditions

Even good drivers can have accidents on countryroads

Distractions on country roads can cause seriousaccidents

Beware of distractions when driving on countryroads

Distractions cause accidents

Beware of distractions when driving generally

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

Male 17-19s: 36%

Male 17-19s: 26%

Male 17-19s: 26%

77%

68%

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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

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Media Recollection

38

Source of Advertising Q11. Where do you recall seeing this advertising?


Source Pre Post

TV 86% 76%

Cinema 1% 15%

Radio 5% 10%

Billboard 1% 7%

Posters 1% 5%

Newspaper advertising 3% 2%

Leaflets 1% 2%

In a magazine 0% 2%

Ad on the Internet 0% 2%

Profile on Bebo / Facebook 0% 2%

Bus shelter 0% 1%

Bluetooth ad 0% 1%

Other 3% 5%

Can’t remember 3% 1%

Others include: Road safety event (6), College (1)

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%

Prompted aware

19%

7%

Top-of-mind recall of support media quite low – bulk of the work being done by main media channel

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Value of Media: Prompted Awareness by Media Prospects

Super Hot Very Hot Hot Cold Average Recall

Cinema 66% 53% 30% 17% 44%

Online 22% 26% 9% 10% 19%

X-box 22% 17% 5% 7% 13%

Bluetooth 14% 10% 1% 8% 7%

TOTAL 72% 65% 39% 28% 54%

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?

5%

16%

17%

31%

49%

3%

12%

16%

13%

26%

27%

31%

44%

75%

13%

28%

30%

27%

67%

29%

0% 20% 40% 60% 80% 100%

None of these

Bluetooth ad

X-box Live gaming ad

In Autotrader magazine

Online - sports websites

Online - Auto Trader website

Online - Fast and Modified website

Cinema - on a poster

Poster - outdoors

Cinema ad (on-screen)

Total (Post) Aware (Post)

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).


Super Hot 86%

Hot 61%

Cool 43%

Cool 20%

Cool 29%

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?

Base (Post only): All – 549; Those aware: 296

23%

52%

14%5% 2% 4%4% 3% 2%

14%

50%

27%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Veryrelevant to

me

Quiterelevant to

me

Neither / nor Not veryrelevant to

me

Not at allrelevant to

me

Unsure

Total (Post) All Aware (Post)

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!

Total: 75% relevantAware: 77% relevant

Unaware: 70% relevant Only 7% state the campaign not relevant to them very encouraging!

44

Campaign relevance by sub-group

• Broadly, campaign has relevance to majority of respondents – but greatest resonance amongst these key groups:

Base (Post only): All – 549; Those aware: 296*Caution: small base

Warmer targets in terms of media consumption

Relevant to 90%* of ‘Super Hot’ group (not sig.)

Relevant to 77% of ‘Very hot’ group

Male Audience(78% vs 69% of women)

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)

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%)

Base (Those saying campaign not relevant): 40

Majority of reasons refer to respondents not perceiving themselves to be in the target audience

i.e. not a high risk

46

Best description of the campaignQ23. Can you tell me which you think best describe the road safety advertising campaign?

Description Total Post

Thought Provoking 40%

Straightforward 39%

Realistic 39%

Attention grabbing 37%

Puts its message across in a clever way 34%

Believable 33%

Scary 28%

Motivates me to think about my driving 19%

For people like me 7%

Trustworthy 4%

Patronising 1%

Boring 0%

Unclear 0%

None of these 3%

Base (Post only): Total 549

High number of campaign descriptors used; trustworthy not a key descriptor but one third feel the campaign is believable.

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?

90%

90% used one of the 6 key descriptors

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?

Base (Those recalling advertising): Pre – 173; Post – 296

23%

32%

13%

33%

15%

23%

13%

49%

0%

10%

20%

30%

40%

50%

60%


Pre Post

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.

50

Perceived Impact of Advertising Q14. Which of the following best describes the impact that this advertising had on your driving?

29%

7%

1%

5%

14%

49%

0% 20% 40% 60% 80% 100%

It had no effect on me

Unsure

Other

It made me change the way Idrive

It made me encourage others todrive better

It made me think about the way Idrive

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.

Others (post only): Non driver (1), would come to

mind on country roads (1), don’t let people drink in the car! (1)

Base (Those recalling advertising): Pre – 173; Post – 296

51

Effect: Attitudinal Shifts

52

General Attitudes to DrivingQ7a. Agreement with statements on driving generally


5% 2%3% 6% 29% 55%

3%2% 6% 11% 34% 44%

4% 2%4% 4% 40% 47%

5% 3% 8% 12% 38% 35%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Post

Pre

Post

Pre

Unsure Strongly Disagree Slightly Disagree Neither Slightly Agree Strongly Agree

78%

73%

87%

Worry key: Concerning; One to watch; Not worried

Encouraging increase in understanding of considering road conditions.

84%

It's more important to drive according

to the road conditions than the

speed limit

The conditions on country roads

often don't allow you to reach the

speed limit

53

General Attitudes to DrivingQ7a. Agreement with statements on driving generally

1% 2%6% 6% 42% 44%

2%6% 8% 10% 42% 32%

0% 20% 40% 60% 80% 100%

It's easy to getdistracted whiledriving (POST)

It's easy to getdistracted while

driving (PRE)


86%

74%

Worry key: Concerning; One to watch; Not worried

Good increase in agreement that it’s easy to be distracted while driving – Strongly Agree +12% and Total Agree +12%.


54

Attitudes to Driving on Country RoadsQ8a. Agreement with statements on driving on country roads

3% 7% 12% 13% 33% 31%

3% 12% 11% 17% 35% 22%

1%1%3% 10% 44% 42%

2% 1%3% 13% 46% 35%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Post

Pre

Post

Pre


Recognition of need to take care on country roads still doesn't necessarily translate into perception that country roads are

more dangerous - but positive shifts in both statements.

81%

86%

Worry key: Concerning; One to watch; Not worriedBase (All): Pre – 507; Post - 549

Driving on country roads is more

dangerous than in built-up areas

You need to be extra careful when driving on country

roads

64%

57%

55


4% 10% 13% 17% 30% 26%

6% 10% 13% 21% 32% 18%

1%1%1% 31% 66%

1%1%4% 33% 62%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Post

Pre

Post

Pre


97%

95%

Understanding of gravity of country road accidents remains comparatively low – but again increase of 8% in Strongly Agree score is encouraging (especially as this wasn’t a key message).


Even good drivers can have accidents on country roads

You are more likely to have a serious

accidents on a country road

50%

56%

56


3%6% 11% 11% 36% 32%

4% 13% 12% 15% 33% 23%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Being distracted whiledriving on countryroads is no more

dangerous (POST)

Being distracted whiledriving on countryroads is no moredangerous (PRE)


Decrease in perception that it’s more dangerous to be distracted on a country road than on any other road – but perhaps influenced by a more general campaign message? Could be negative or positive –

23-25s most likely to agree (44% vs. 28% of 17-22s).


17%

25%

?

57

Attitudes to general drivingSummary

• Overall attitudinal statements about general driving are showing a positive shift in both total agree and strongly agree scores:• Greater appreciation of the road conditions• Greater agreement that drivers can be easily distracted

• In terms of driving on country roads, positive shifts also observed for majority of statements• Greater understanding of country road dangers and need to take

care• Though not necessarily translating into perception that

distractions on country roads are more dangerous

• However, perhaps in part due to raising awareness of the need to guard against distractions when driving?

Overall moving in the right direction!

58

Own General Driving (Men)Q7b. Agreement with statements about own driving

1%1%2%3% 19% 75%

1%1%3% 19% 76%

1%1%1%4% 30% 63%

1%1%3% 34% 60%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Post

Pre

Post

Pre


94%

94%

95%

Worry key: Concerning; One to watch; Not worriedBase (Males Only): Pre – 355, Post - 371

93%

I feel responsible for the safety of my passengers

I’m a good driver

No shift in perceptions of own driving ability or sense of responsibility – indicates that shifts in other attitudes not down

to differences in outlook.

59


6% 2%4% 17% 25% 46%

3%1%2% 21% 29% 44%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Post

Pre


73%


71%

I’m a better driver than my friends

Similarly, no shift in comparison with peers.

60

Own Driving on Country Roads (Men)Q8b. Agreement with statements about own driving on country roads

1% 43% 23% 11% 19% 4%

1% 53% 17% 8% 20% 2%

30% 23% 16% 22% 9%

2% 38% 16% 14% 24% 6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Post

Pre

Post

Pre


Comparable sample with same outlook – but attitudes shifted in 3 key areas…


I feel pressure from my friends

/passengers to drive faster than I feel comfortable with

22%

23%

I can test out my driving skills on

country roads53%

54%

61

Own Driving on Country Roads (Men)Q8b. Agreement with statements about own driving on country roads

1% 27% 20% 14% 32% 6%

1% 33% 18% 18% 25% 5%

13% 12% 11% 43% 22%

15% 8% 22% 39% 15%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Post

Pre

Post

Pre


Increase in those having to concentrate and in admitting to driving too fast on country roads perhaps thinking more

about own behaviour?


30%

38%

I often find that I'm driving too fast on

country roads

I find I have to concentrate hard

on driving on country roads 65%

54%

62


11% 20% 19% 23% 18% 10%

7% 19% 14% 36% 15% 8%

6% 10% 8% 48% 27%

11% 12% 14% 41% 22%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Post

Pre

Post

Pre


63%


75%

Sometimes passengers can distract my attention

Increase in recognition that passengers can be distracting (+12%). Effect of campaign in raising awareness of this risk? Increase in perceived risk of having an accident, but

over a quarter still feel that they are less at risk than other drivers.

I'm less likely than other

drivers to have an accident on a

country road

33%

39%

63

Attitudes to country road driving (men)Summary

• No shifts in drivers’ attitudes and perceptions of their own driving ability suggesting no great discrepancies in attitudes of the sample

compared with previous wave

• But interesting evidence that drivers are more conscious of their driving behaviour (or more willing to admit their flaws!)• Increase in proportion finding they drive too fast on country roads• Increase in proportion admitting that they can be distracted by

passengers• Increase in those finding they have to concentrate hard when

driving on country roads• Increased disagreement that they are less likely to have an

accident • But core group of ‘over-confidents’ maintain they are less at risk of

accidents

• In spite of this, no significant differences in terms of overall campaign awareness

64

Attitude to Travelling as a Passenger (Women)QF5. Agreement with statements on travelling as a passenger with young male driver

Base (Females Only): All Pre – 152; Post – 178; Drivers Pre – 48; Post - 64

2% 21% 12% 22% 27% 16%

1% 24% 13% 16% 22% 24%

2% 29% 17% 11% 26% 15%

1% 29% 14% 13% 32% 13%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Post

Pre

Post

Pre


Slight decrease in proportion stating they feel nervous on country roads – nervousness appears to increase with age!

But no real shift from Pre Wave.

43%

46%

I'm worried that he will have a

serious accident one day

I feel nervous when travelling in the car on country roads

41%

45%

65


3% 28% 16% 17% 20% 16%

4% 24% 18% 16% 24% 14%

1% 15% 4% 16% 37% 28%

1% 16% 6% 15% 32% 31%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Post

Pre

Post

Pre


No significant shift in terms of propensity to encourage careful driving, or in perceived influence amongst other peers.

63%

65%

38%

Base (Females Only): All Pre – 152; Post – 178

36%

I always encourage him to drive more

carefully

I don’t have any influence over his driving behaviour

when his friends are in the car with us

66


11% 8% 4% 13% 41% 23%

11% 7% 9% 13% 32% 28%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Post

Pre


No significant shifts in female audience – no evidence of campaign impact at this level.

60%


64%

He drives more carefully when I’m in

the car

67

Perceived Level of Influence (Women) QF6. Overall, how much do you feel you are able to influence the driving behaviour of the young man you travel with?

6%3%5% 26% 25% 35%

3% 7% 9% 28% 30% 22%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Perceived influenceover driver (POST)

Perceived influenceover driver (PRE)

Unsure 1 - Never 2 3 4 5 - Always

Slightly higher proportion perceive that they can influence driving behaviour – despite no obvious influence from

previous attitudes.

52%


60%

68

Perception of Causes of AccidentsQ9. Top 3 causes of accidents on country roads

PRE POST

CauseMain

CauseTotal

CausesMain

CauseTotal

Causes

Speeding 43% (1) 72% (1) 49% 74%

Making dangerous overtaking manoeuvres 8% 42% (2) 5% 35%

Driving recklessly / out of control 10% (3) 31% 10% (3) 33%

Taking corners too quickly 7% 32% 5% 32%

Driving whilst under the influence of alcohol or drugs 13% (2) 35% (3) 12% (2) 31%

Poor road conditions 6% 19% 4% 23%

Driver’s attention being distracted from the road 3% 17% 5% 22%

Driving too fast for the road conditions but within the speed limit 4% 20% 3% 16%

Driving whilst tired 3% 12% 2% 11%

Animals on the road 1% 9% 3% 10%

Driving too close to the car in front 0% 5% 1% 7%

Slow-moving traffic 1% 3% 0% 5%

Other 0% 1% 0% 0%

None 1% 1% 0% 1%


70

Attitudes to driving and road safety: Summary

• Good proportion discussing the campaign (38%) and 71% suggested it had affected their behaviour in some way Suggests campaign having some impact

• Attitudinal statements indicate of positive shifts:• Driving more carefully / thinking about dangers on country roads• Awareness of distractions and potential impacts

• Still a very confident group of drivers but more willing to acknowledge they can be distracted and

that they sometimes drive too fast on country roads

• But no obvious knock-on effect amongst women in terms of feeling of safety or increased influence over driving behaviour no significant change in these attitudinal statements

However, no obvious difference in attitudes amongst those aware of the campaign – could be result of seasonality or cumulative

effect of multiple road safety messages. BUT given level of discussion and change in campaign-specific statements

could impact be going beyond awareness?

71

Conclusions and Recommendations

72

Impact

• Even with noisy communications environment, definite impact coming from ‘One Distraction’ campaign

• Not necessarily top-of-mind, but prompted awareness very good, especially for new cinema campaign

• Media mix appears to be working very efficiently to get to a very broad audience but impact of message appears strongest amongst youngest drivers (17-22s)

Jobs to think about:

1. While awareness is very good, top-of-mind awareness across the sample needs to improve only likely with more campaign

exposure

2. Perhaps support media of greater relevance to 23-25 year olds – or accept that lower resonance of campaign message amongst

older audience

73

Credibility and Trust

• Message cut through clear at prompted level• Most definitely have a communications tool that is getting

out a valid message in a way that is easily absorbed• 2 potential micro issues:

1. Slight question about ability of youngest audience to take out subtleties of country roads and driving according to road conditions messages

2. Degree too which obvious relevance / resonance for oldest proportion of the target audience

Jobs to Do:

Again, have to acknowledge that only one burst of campaign within a very noisy road safety environment but potentially PR /

additional ATL media support could be given to:

• Highlight to even the most experienced drivers that they are still in a high risk category

• Highlight to 17-22 year olds the specific dangers of country road driving

74

Action

• Early days, but real indication of action in terms of• Discussion being instigated

• Potential behaviour being considered (changed)

• Attitudes appear to be shifting in the right direction – very positive

• Possible exception to this relates to the specific desire and ability for female passengers to be influencers

Jobs to Do:

Specific, tailored support media / PR messages explicitly licensing young women to become positive influencers

and within this:

Highlighting to them and educating them on how they can do this constructively even in difficult situations where peer pressure is strong

75

76

Appendix

77

Sample Profile: Age

28%30%35%38%

18%15% 18%

35%37%35%28%

16%

41%

26%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

16 yrs 17-19 yrs 20-22 yrs 23-25 yrs

Male Pre Male Post Female Pre Female Post

Base (All drivers): Total – Pre 403, Post 435; Males– Pre 355, Post 371 Females - Pre 48*, Post 64 *

Quotas set on age amongst male respondents. Female age profile very similar across both waves.

78

Sample Profile: All Drivers

Driving Licence Held

79%

21%

79%

21%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Yes No

Pre Post

Around one third of female respondents in each wave are drivers (% Pre, 36% Post).

Quotas set on age and driving licence (males)


79

Sample Profile: Access to Car

Base (All drivers): Pre 403, Post 435

Quotas set on access to a car amongst male respondents.

99%

0% 1%

98%

1% 1%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Yes No Hire Car Only

Pre Post

80

Sample Profile: Access to Car

99% 99%100%

91%

100%

98%

86%

88%

90%

92%

94%

96%

98%

100%

Pre Post

Total Male Female

Base (All drivers): Total – Pre 403, Post 435; Males– Pre 355, Post 371 Females - Pre 48*, Post 64 *

Quotas set on access to a car amongst male respondents (remaining 1% in male sample tend to use hire cars).

82

Media Consumption: TV Watching – POSTQ15. On average, how often do you watch each of the following…?

40%

6%11%

26%

6%2%

13%

26%

7%3%

9%4%5%

11%

41%

5%0%

17%

6%12%

53%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Daily Severaltimes aweek

Once aweek

1-2 timesper month

Less often Never Unsure

Terrestrial TV Digital TV Subscription TV


Average FrequencyTerrestrial TV: daily

Digital TV: several times a weekSubscription TV: daily

84

Media Consumption: Traditional Media- POSTQ15. On average, how often do you do each of the following…?

46%

11%7%

9%

0%

18%15%

17%

10%

33%

44%

7%

1%4%

21%

2%

26%

16%

6%3%

1%

11%10%

19%

45%

11%

2%2%

0%

10%

20%

30%

40%

50%

60%


Once aweek

1-2 timesper month


Read daily newspaper Read magazine Listen to commercial Radio Go to cinema

Average FrequencyDaily newspaper: several times a week

Magazine: 1-2 times a monthCommercial radio: daily

Cinema: 1-2 times a month


86

Media Consumption: Digital Media- POSTQ15. On average, how often do you do each of the following…?

57%

7% 6% 4%1%2%

9% 9%7%

24%20%

15%

8%12%

18%

3%2%

23%

3%

11%

21%

45%

5%11%

49%

9%10%9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Once aweek

1-2 timesper month


Use Internet (personal) Visit social networking sitesLive gaming Send / receive Bluetooth messages

Average FrequencyInternet: daily

Social Networking: several times a weekLive gaming: less than once per month

Bluetooth messaging: once a week


87

Profiling: Male Drivers

88

Length of time licence heldQ1. How long have you held your full UK driving licence?

23%

34%29%

14%22%

34% 30%

14%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

< 1 year 1-2 years 2-5 years More than 5years

Pre

Post

Base (Males Only): Pre – 355, Post - 371

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.

Quotas set on age

89

Frequency of drivingQ2. How often do you tend to drive?

75%

15%

5% 2% 1% 1%

77%

16%

3% 3% 1% 1%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Once aweek

2-3 times amonth

Every 2-3months

Less often

Pre

Post

77% of our male sample drive on a daily basis and 9^% 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).


90

Main purposes for drivingQ3. Which of the following best describes the main reasons for which you drive?

2%

2%

4%

4%

16%

36%

57%

66%

70%

1%

3%

4%

8%

14%

31%

56%

62%

66%

0% 20% 40% 60% 80% 100%

Other

Taking children to school

Driving to public transport links

Taking partner / relatives to work

For work

Shopping

Leisure travel

Social driving

Commuting

Pre

Post

Commuting, social driving and leisure travel are the main purposes for driving – matching Pre wave.

Social driving most popular amongst younger age groups.

Licence for 1-2yrs: 76%, 17-22: 72%

23-25: 78%

23-25: 22%Licence held 5+ yrs: 27%


23-25: 50%

91

Passengers carried and when (Pre) Q4. At what times of day do you tend to drive with these passengers?

14% 15%

7%

25%

17%

5%

49%

7%

38%

90%

48%45% 49%

56%

46%

25%

55%

45%

53%

32%

62%

48%52%54%

27%

35%

27%

43%

50%

34%

17%

52%

44%

36%

2%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Weekdaydaytime

Weekdayeve

Weekdaynight

Weekenddaytime

Weekendeve

Weekendnight

Never

Parents Partner Male friends Female friends Drive alone

Base (Males Only): Pre – 355

Friends most likely to be carried on evenings and weekends; male friends more frequently night passengers than female friends.

92

Passengers carried and when (Post) Q4. At what times of day do you tend to drive with these passengers?

8%

60%

48%

23%

48%44%

50%

26%

42%

73%

55%

44%49%

19%

42%

32%30%

33%

54%

27%

10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Weekdaydaytime

Weekdayeve

Weekdaynight

Weekenddaytime

Weekendeve

Weekendnight

Never

Partner Male friends Female friends

Base (Males Only): 371

Friends most likely to be passengers in evenings and at weekends – male friends in particular most likely to be carried at night. 17-

19 year olds most likely to carry friends in the car.

93

Frequency of driving on country roads Q5. On average, how often do you tend to drive on country roads?

30%

18%16%

8%6%

11%

1%

13%

8% 9%10%

0%

10%

15%18%

26%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%


Once aweek

2-3 timesa month

Once amonth

Every 2-3months

Less often Never

Pre

Post

80% are exposed to risks on country roads regularly. Older drivers tend to drive on country roads most often (31% of 23-25s

drive on these roads daily vs. 29% of 17-19s and 20% of 20-22s).

59% drive on country roads weekly (Pre 64%) PR


94

Driving behaviour: Frequency of driving on country roadQ6. Within the last 3 months how often have you driven on a single carriageway road where there is a 60mph speed limit?

50%

14%6%

1% 2%8% 10%

4%

17%10%

35%

23% 20%

1%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

MostDays

3-5 timesa week

Once ortwice aweek

Once ortwice amonth

Lessoften

Never Unsure

PrePost

Pre: 81% drive in 60mph area weeklyPost: 78% drive in 60mph area weekly

Majority drive on a 60mph single carriageway road on a weekly basis – notable proportion are regularly exceeding the speed limit.


40% driven at 70mph on this type of road in the last 3 months (17% of 17-19s 1-2 times a week)

16% driven at 80mph on this type of road in the last 3 months (13% of 17-19s 1-2 times a week)

95

Female passengers: frequency of travelSQ2. On average, how often do you tend to travel as a passenger with a 17-25 year old male driver?

27%

51%

16%

5%

24%

54%

11% 10%

0%

10%

20%

30%

40%

50%

60%

Daily At least once aweek

2-3 times a month Once every 2-3months

Pre

Post

Base (Females Only): Pre 152, Post 178

Over three quarters (78%) of females travel as passengers with young male drivers on a weekly basis.

Quotas set on frequency (at least every 2-3 months)

96

Female passengers: frequency of travelQF2. On average, how often do you tend to travel as a passenger with a 17-25 year old male driver on country roads?

7%

16% 18%

11%8%

13%

1%

15%

8%

1%

26%

13%10%10%

26%

16%

0%

10%

20%

30%

40%

50%

60%


Once aweek

2-3 timesa month

Once amonth

Every 2-3months

Lessoften

Never

Pre

Post

Base (Females Only): Pre – 152; Post – 178

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 – seasonality?

97

Times of day most likely a passengerQF3. When are you most likely to travel as a passenger on country roads?

28%

70%

44%

15%

24%

34%

8%

7%

19%

47%

50%

10%

18%

44%

9%

7%

0% 20% 40% 60% 80% 100%

Weekend night

Weekend eve

Weekend afternoon

Weekend morning

Weekday night

Weekday eve

Weekday afternoon

Weekday morning

Pre

Post

Base (Females travelling as passengers on country roads): Pre – 131; Post – 138

Female passengers most likely to travel in the car in evenings and weekends rather than at night. Similar increase in night

passengers compared with Pre stage – seasonality?

Documents

Country Road Safe Driving: Campaign Tracking Research