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Project Abraham 5 - 5622 Teenage Road Safety Advertising Tracking Presentation of Results - Wave 9 May 18 th 2007. Introduction. OVERVIEW.

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Project Abraham 5 - 5622

Teenage Road Safety Advertising Tracking

Presentation of Results - Wave 9

May 18th 2007


Overview

Introduction

OVERVIEW

  • The launch of the Distractions campaign in August 2005 proved successful, with high levels of awareness recorded amongst the target audience as measured by ChildWise

  • However, the Distractions campaign is now winding down, and is being replaced with the MTV / THINK! competition to design a road safety commercial aimed at 12-16 year olds

  • This presentation straddles the end of the Distractions advertising monitoring, and the beginning of monitoring the MTV / THINK! campaign

  • Research has been carried out post MTV / THINK! Recruitment and reminder advertising


Objectives

Introduction

OBJECTIVES

  • To measure the impact of the advertising (Distractions and MTV / THINK!) in terms of awareness and outtake

  • To measure ongoing road safety opinions and behaviour of 11-16 year olds


Method

Introduction

METHOD

  • Face-to-face interviews, either on street or door-to-door

  • Parental consent given for interviews with Year 7-9 children (11 to 13 year olds)

  • Prompted advert recognition by means of advertising still showcards for Distractions TV and poster adverts, and MTV / THINK! TV and website


Sample

Introduction

SAMPLE

  • 1000 target interviews with Year 7-11 (11-16 year old) children, 200 interviews per year group

  • Nationally representative sample including Scotland and Wales

  • Quotas set on - age / sex / social class / ethnicity

  • Data weighted and grossed to national totals

TIMING

  • Wave 8 - Post Summer advertising - 18th Sep to 1st Oct 2006

  • Wave 9 - Post MTV advertising – 2nd to 15th Apr 2007

    • Immediately post MTV advertising March 2007

    • Distractions poster advertising ran in January 2007


Distractions TV

Distractions Posters

MTV

Research

8

9

Aug Sep Oct Nov Dec Jan Feb Mar Apr

2006 2007

Introduction

CAMPAIGN TIME LINE


Contents

Introduction

CONTENTS

  • 1 - Section A – Media Exposure

  • 2 - Section C/D - TV Road Safety Advertising Recall

  • 3 - Section C/D - Poster Road Safety Advertising Recall

  • 4 – Section D – MTV / THINK! Advertising Recall

  • 5 - Section B - Road Safety Opinions and Behaviour Section F - Personal Involvement in Road Accidents

  • 6 - Conclusions



Which of these tv channels watched in the last month

Section A – Q1

Which of these TV channels ... watched in the last month?

Terrestrial channels viewed by majority of children,viewing is up since the drop at the last wave

%

Base : Total sample (11-16 yrs) - Wave 9 (1024)


Which of these tv channels watched in the last month1

E4 51%

Trouble 22%

S4C 4%

Section A – Q1

Which of these TV channels ... watched in the last month?

Other satellite channels viewed less often,Sky One, E4 and ITV2 each seen by around half

Sky One 50%

ITV2 47%

Film 4 26%

ITV 4 23%

More 4 19%

Average amount of TV

watched per day (11-16’s)

2.7 hrs (and falling)

Source ChildWise Monitor 2006/07

Sky Two 18%

Sky Three 18%

SciFi 9%

Zone Horror 5%

Zone Reality 4%

Base : Total sample (11-16 yrs) - Wave 9 (1024)


Which of these music tv channels watched in the last month

Section A – Q2

Which of these music TV channels ... watched in the last month?

Just under half have had an opportunityto see the MTV / THINK! advertising

14-16 year olds 

%

Base : Total sample (11-16 yrs) - Wave 9 (1024)


Key points media exposure

Section A

KEY POINTS – Media Exposure

  • Virtually all children view the terrestrial channels, with viewing improving since the drop at the last wave

  • The majority had seen a music channel, especially the older children and girls, but overall viewing has dropped since the last wave

  • MTV is viewed by four in ten 11-16 year olds



Have you seen any advertising on tv about crossing the road

Section C - Q3

Have you seen any advertising on TV about crossing the road?

Spontaneous recall of any ads on TV continues to fallto the level seen just after Distractions first aired

%

Base : Total sample (11-16 yrs) - Wave 9 (1024)


What can you remember about the advertising publicity on tv

Section C - Q4

What can you remember about the advertising / publicity on TV?

Spontaneous Distractions recall in decline after peak

%

Base : All recalling any TV advertising (11-16 yrs) - Wave 9 (589)


What can you remember about the advertising publicity on tv1

Section C - Q4

What can you remember about the advertising / publicity on TV?

Descriptive outtake less rich than at previous waves

Any description

Boy / Lad / Someone gets hit / knocked down

Mobile / Camera / Video phone

Friends / Teenagers / Kids playing / messing around

Boy / Lad / Someone walking into the road

Friends / kids making a video / camera / filming

Boy / Lad / Someone not paying attention

Boy / Lad / Someone messing around

55 teenagers a week wish they had … (or similar)

Camera dropped / Screaming / Shouting

Friends / Teenagers / Kids not paying attention

6

(Sep ‘05)

%

51

38

28

21

19

22

8

1

2

2

4

8

(Sep ‘06)

%

54

44

29

17

20

23

12

2

0

1

1

7

(Mar ‘06)

%

56

43

25

25

21

20

10

2

1

1

2

9

(Apr ‘07)

%

47

37

26

17

16

16

10

3

1

1

0

Specific descriptions of Distractions

Base : All recalling any TV advertising (11-16 yrs) - Wave 9 (589)


What can you remember about the advertising publicity on tv2

Section C - Q4

What can you remember about the advertising / publicity on TV?

References to any message peaked in March last year

Any message

Pay attention / Concentrate

55 teenagers a week + variations

Not to mess around on the road

Don’t use your mobile phone when you cross the road

Look before you cross

9

(Apr ‘07)

%

2

1

1

0

0

0

8

(Sep ‘06)

%

2

0

0

0

1

0

7

(Mar ‘06)

%

6

2

0

2

2

1

6

(Sep ‘05)

%

3

0

0

1

1

1

Specific messages from Distractions

Base : All recalling any TV advertising (11-16 yrs) - Wave 9 (589)


What can you remember about the advertising publicity on tv3

Where the kids are with their phones messing around – one isn’t looking and he gets run over and they all scream – 15 years

Girl and baby before dancing, messing around, a boy looks one way and walks out and a car hits him whilst he is looking the other way, they all scream–12 years

The one where they filmed it themselves and the boy got hit and that 12 teenagers a week wished they’d given the road their full attention – 14 years

It’s horrid, I hate, I cover my eyes, a boy leaving his pals and crosses the road just as a car is coming and it hits him - 15 years

Section C - Q4

What can you remember about the advertising / publicity on TV?


Have you seen this advertisement on tv

Section D - Q1

Have you seen this advertisement on TV?

Prompt card used


Have you seen this advertisement on tv1

Section D - Q1

Have you seen this advertisement on TV?

Prompted TV awareness has fallen since March 2006

%

Base : Total sample (11-16 yrs) - Wave 9 (1024)


What do you think this tv advertising was trying to tell you

Section D – Q2

What do you think this TV advertising was trying to tell you?

Message outtake has become more relevant and specific

Any message

Don’t mess around / be distracted on / near the road

Be careful crossing the road

Look / Think before you cross the road

Don’t use a mobile when crossing the road

Look where you are going / Look

Look both ways before crossing

Be careful / Pay attention (generally)

It could happen to anyone / to you

Don’t mess around (generally)

Don’t cross between cars

Teenagers / The young are at risk

Be aware of traffic / Look out for cars

7

(Mar ‘06)

%

94

35

44

20

11

3

8

4

2

1

1

0

3

9

(Apr ‘07)

%

98

42

36

17

14

12

7

6

3

2

2

1

1

8

(Sep ‘06)

%

97

38

30

17

12

7

7

6

2

3

2

2

3

6

(Sep ‘05)

%

84

18

30

19

10

6

5

11

2

6

1

2

4

Messages from Distractions

Base : All recalling Distractions advert (11-16 yrs) - Wave 9 (699)


What do you think this tv advertising was trying to tell you1

Be safe and not to use a mobile when you’re crossing the road as you could get knocked down – 12 years

Even if you’re having fun with your friends always stop and take care on the road – 14 years

If you’re stupid about the road or cross between parked cars you would get hit by a car. It’s kids that usually get hit cos they’re mucking about - 15 years

That no matter what you are doing pay attention to the road – it is very dangerous – you have to be aware always - 16 years

Section D – Q2

What do you think this TV advertising was trying to tell you?


Which one of these best describes what the tv advert was designed to tell you

Section D – Q3

Which one of these best describes what theTV advert was designed to tell you?

First choice message has become more specific

Wave 7

Wave 8

Wave 9

Be careful when crossing the road

Don’t mess around when crossing

the road

Don’t be distracted by your friends

when crossing the road

Look properly before you cross

the road

Don’t use a mobile phone when

crossing the road

Wave 7

Wave 8

Wave 9

Wave 7

Wave 8

Wave 9

Wave 7

Wave 8

Wave 9

Wave 7

Wave 8

Wave 9

%

Base : All recalling Distractions advert (11-16 yrs) - Wave 9 (699)


Can you remember what the message on the screen at the end of the tv advert was

Section D – Q4

Can you remember what the message on thescreen at the end of the TV advert was?

Correct message attribution peaked at the last wave

%

Base : All recalling Distractions advert (11-16 yrs) - Wave 9 (699)


It could happen to me 91%

It was shocking 83%

I found it quite upsetting 64%

Aimed at older people 62%

Boring 11%

Section D – Q5

Here are some words or phrases people have used to describethe TV advert … would you use it to describe the advert?

Easy to understand 97%

Think again about being careful 93%

Aimed at people my age 93%

Something new / surprising 52%

Reaction is positive overall, but shock value is down

Aimed at younger people 47%

Just the same as other ads 35%

Base : All recalling Distractions advert (11-16 yrs) - Wave 9 (699)


Key points tv road safety advertising recall 1

Section C/D

KEY POINTS - TV Road Safety Advertising Recall (1)

  • Recall of any road safety TV advertising continues to fall after a peak in March 2006

  • Spontaneous top of mind awareness for Distractions on TV is falling, after the March 2006 peak

  • Outtake is mainly descriptive, but less rich than in the past

  • Message outtake has fallen back


Key points tv road safety advertising recall 2

Section C/D

KEY POINTS - TV Road Safety Advertising Recall (2)

  • Prompted TV awareness of Distractions is falling since it peaked in March 2006

  • Virtually all can now volunteer a message and this outtake has become more specific

  • Prompted choice of what the advert was designed to tell them has become more relevant

  • Spontaneous recall of the correct on screen message peaked last wave, and has now declined

  • Overall reaction is positive but shock value is dropping


3 section c d poster road safety advertising recall
3 - Section C/D - Poster RoadSafety Advertising Recall


Have you seen any advertising on a poster about crossing the road safely

Section C - Q3/5

Have you seen any advertising on a posterabout crossing the road safely?

Awareness of any poster advertising falls,but not as dramatically as TV recall

%

Base : Total sample (11-16 yrs) - Wave 9 (1024)


What can you remember about the advertising on a poster

Section C – Q6

What can you remember about the advertising … on a poster?

Spontaneous Distractions recall in decline after peak

%

Base : All recalling any poster advertising (11-16 yrs) - Wave 9 (207)


What can you remember about the advertising on a poster1

A girl on mobile phone – shows different stages of accidents – 16 years

At school picture of girl lying in the road – walkman plugged in and a car had just hit her - 13 years

Hedgehog crossing the road with reflective patches on them – 13 years

Future basketball champion in the air, hit by a car, 1 teenager every minute is hit on London Road – Mayor of London – 13 years

A girl to do concert but got cancel because she died before she lives - 15 years

Section C – Q6

What can you remember about the advertising … on a poster?


Have you seen either of these advertisements on a poster

Section D – Q6

Have you seen either of these advertisements on a poster?

Prompt card used


Have you seen either of these advertisements on a poster1

Section D – Q6

Have you seen either of these advertisements on a poster?

Prompted poster awareness continues to increase

+

%

Base : Total sample (11-16 yrs) - Wave 9 (1024)


Where did you see the poster advertising

Section D – Q7

Where did you see the poster advertising?

Large increase in those seeing poster adverts at bus shelters

%

Base : All recalling poster advertising (11-16 yrs) - Wave 9 (316)


What do you think this poster advertising is trying to tell you

Section D – Q8

What do you think this poster advertising is trying to tell you?

Message outtake has become more focused

Any message

Don’t use a mobile when crossing the road

Be careful crossing the road

Look / Think before you cross the road

Don’t mess around on / near the road / when crossing

Look where you are going / Look

Be careful / Pay attention (generally)

It could happen to anyone / to you

Be aware of traffic / Look out for cars

Look both ways before crossing

Teenagers / The young are at risk

Statistics from the end of the advert

Don’t use MP3/iPod when crossing

9

(Sep ‘06)

%

94

36

33

14

8

8

7

4

4

3

3

3

1

8

(Sep ‘06)

%

92

30

30

14

11

7

7

4

3

3

3

3

5

7

(Mar ‘06)

%

95

34

38

17

9

3

3

5

4

4

2

2

0

Messages from poster adverts

Base : Total sample (11-16 yrs) - Wave 9 (1024)


What do you think this poster advertising was trying to tell you

Not paying attention because he has been listening to music – give the road your attention – 13 years

You have to listen as well as looking when you’re crossing the road – 13 years

That teenagers get killed after not paying attention on the road – 14 years

Even if you are on your own you sometimes are in a world of your own – check for traffic – 15 years

If you talk or text on mobile you lose concentration, don’t use your mobile when crossing the road – 16 years

Section D – Q8

What do you think this poster advertising was trying to tell you?


Which one of these best describes what the poster adverts are designed to tell you

Section D – Q9

Which one of these best describes what theposter adverts are designed to tell you?

First message remains specific

Wave 7

Wave 8

Wave 9

Don’t use a mobile phone / walkman

when crossing the road

Be careful when crossing the road

Look properly before you cross

the road

Don’t be distracted when crossing

the road

Don’t mess around when crossing

the road

Wave 7

Wave 8

Wave 9

Wave 7

Wave 8

Wave 9

Wave 7

Wave 8

Wave 9

Wave 7

Wave 8

Wave 9

%

Base : Total sample (11-16 yrs) - Wave 9 (1024)


It could happen to me 88%

I found it quite upsetting 61%

Something new / surprising 57%

Boring 14%

Section D – Q10

Here are some words or phrases people have used to describethe poster adverts … would you use it to describe the adverts?

Easy to understand 94%

Think again about being careful 91%

Aimed at people my age 91%

It was shocking 77%

Aimed at older people 67%

Reaction is positive overallas for TV, but more children are finding it boring

Aimed at younger people 51%

Just the same as other ads 39%

Base : Total sample (11-16 yrs) - Wave 9 (1024)


Seen any advertising about crossing the road safely through any of the following

Section C – Q7

… seen any advertising … about crossing the roadsafely through any of the following?

Posters at school remain the most likely place to have seen any other road safety advertising, despite a gradual decline

%

N/A

Base : Total sample (11-16 yrs) - Wave 9 (1024)


Which of these symbols do you recognise

Section C - Q1

Which of these symbols do you recognise?

Prompt card used


Which of these symbols do you recognise1

Section C - Q1

Which of these symbols do you recognise?

Awareness of Think! Logo high at 3 in 4 aware

%

14-16 year olds

Base : Total sample (11-16 yrs) - Wave 9 (1024)


What do you associate with this logo what does it mean to you

Section C - Q2

What do you associate with this logo, what does it mean to you?

Prompt card used


What do you associate with this logo what does it mean to you1

Section C - Q2

What do you associate with this logo, what does it mean to you?

Outtake from logo remains very similar over time

Think before / when crossing

Road safety / Road accidents

Be careful / pay attention (generally)

Look before crossing / Look both ways / Stop, look, listen

Drink Driving

Think (generally)

Speeding / Slow down

Think when driving

Think before taking drugs / alcohol

Other

Think! logo associations (%)

7

(Mar ‘06)

40

24

14

10

7

5

5

4

1

10

8

(Sep ‘06)

45

25

13

10

5

7

6

2

3

5

9

(Apr ‘07)

39

29

10

7

7

6

4

4

2

4

Base : Recognise Think! logo (11-16 yrs) - Wave 9 (756)


About getting run over by cars – you have to think before you cross the road – 12 years

It’s the Hedgehog family teaching their kids to cross the road – 13 years

You have to think about what you’re doing, don’t get distracted when crossing roads – 13 years

I think of my dad’s job, he works for casualty reduction. It reminds of those horrible ads – 14 years

It’s on the front of my books – think before crossing the road – 13 years

Section C - Q2

What do you associate with this logo, what does it mean to you?


Key points poster road safety advertising recall 1

Section C/D

KEY POINTS - Poster Road Safety Advertising Recall (1)

  • Spontaneous awareness of any road safety poster advertising has fallen back

  • Think! logo remains main spontaneous outtake, followed by recall of the Distractions poster

  • Overall prompted poster awareness continues to rise

  • Most recalled where they had seen advert - mainly bus shelters, outside school or shopping malls


Key points poster road safety advertising recall 2

Section C/D

KEY POINTS - Poster Road Safety Advertising Recall (2)

  • More focused spontaneous message outtake - don’t use a mobile when crossing the road, also first choice when prompted for a message

  • Negative reaction has increased, though still limited – boring, less find it upsetting or say it tells them something new or surprising

  • High prompted awareness of the Think! Logo

  • Main association is think before you cross



Are you aware of the mtv think create a road safety commercial competition

Section D – Q11

Are you aware of the MTV / THINK! Create aRoad Safety Commercial Competition … ?

Prompt card used


Are you aware of the mtv think create a road safety commercial competition1

Section D – Q11

Are you aware of the MTV / THINK! Create aRoad Safety Commercial Competition … ?

Prompted awareness stands at just over one in tenA fifth of MTV viewers were aware

%

Base : Total sample (11-16 yrs) - Wave 9 (1024)


Data from the childwise monitor 2006 07

ChildWise Monitor

Data from the ChildWise Monitor 2006/07

MTV / Think! Challenge – selected key data

%

Age

Base : 7-16 yrs – ChildWise Monitor 2006/07 (990)


Can you remember where you first heard about the competition are you taking part in the competition

Section D – Q12/13

Can you remember where you first heard about the competition?Are you taking part in the competition … ?

Two thirds had seen the adverts on MTVA handful claimed to have sent ideas in

Taking part in the competitionYes – Sent ideas in 4%Had ideas but didn’t send them in 4%No – Didn’t take part 92%

%

Base : Aware of MTV / THINK! (11-16 yrs) - Wave 9 (125)


Makes you realise it can happen to you 28%Stop kids getting into accidents / saves lives 25%People your age understand you / know what appeals 22%Relate to people your age 13%Young people have a good imagination 5%Young people are more likely to be hurt on the road 4%More interesting 2%Other 14%

TV adverts make no difference 31%Unprofessional / Too young 23%Can’t be bothered / Kids our age won’t be bothered 20%No one will take any notice / pay attention as it’s kids 2%Other 19%

Section D – Q14/15

Do you think getting people your age to make a road safety advert aimed at people your age is a good idea?Why do you say that?

The majority think that it is a good idea

Base : Total sample (11-16 yrs) - Wave 9 (1024)


We know what we would take notice of, if it was us looking at an advert. We would know what would catch our attention – 14 years

Well it’s good because if like adults are telling children they go ‘yeh yeh’ but children your own age telling you is better – 12 years

Younger kids are more creative so they’ll make it more eye catching. A child would know what they like so other people will like it – 16 years

Because they can say how they think other young people will feel about crossing the road – they understand it – 16 years

Section D – Q15

Why do you say that it is a good idea?


It’s a serious problem that should not be made into a competition - weird – 13 years

People my age don’t really care about road safety. Parents just get their kids to do it – 14 years

They might not do it right – it might be a mess – 12 years

I wouldn’t be bothered to do it. No I wouldn’t be interested. It’s too young, it looks like they’re drawing or colouring. It’s not for me – 16 years

Section D – Q15

Why do you say that it is not a good idea?


5 section b road safety opinions and behaviour section f personal involvement in road accidents
5 - Section B - Road Safety Opinionsand BehaviourSection F - Personal Involvementin Road Accidents


What do you feel are the main dangers affecting children of your age spontaneous

Generally higher amongst those who saw the adverts

Section B - Q1

… what do you feel are the main dangers affecting childrenof your age? (Spontaneous)

Drugs marginally ahead of road accidents as main danger

Drugs

Accidents on the road

Bullying

Alcohol

Smoking

Theft / Mugging

Fighting

Abduction

Illness

Accidents in the home

Accidents playing sport

Rape / Paedophiles

Attacked / Stabbed / Murdered

9

(Apr ‘07)

35

33

24

24

22

14

14

8

9

4

4

2

4

8

(Sep ‘06)

34

35

27

23

21

18

16

11

6

5

4

2

2

5

(Aug ‘05)

40

26

22

24

26

16

9

13

6

2

3

3

1

6

(Sep ‘05)

38

32

21

24

27

10

10

11

5

4

3

4

2

7

(Mar ‘06)

42

37

22

26

26

16

13

8

7

4

3

3

2

Dangers (%)

Base : Total sample (11-16 yrs) - Wave 9 (1024)


11-13 year olds

Seen ads (Wave 8)

Section B - Q3

Which of these do you think causes the greatest number of deaths each year among people of your age? (Prompted)

Almost half see road accidents as the main cause of death

%

Base : Total sample (11-16 yrs) - Wave 9 (1024)


Please tell me how likely you think this statement is to happen to someone of your age

Section B - Q2

… Please tell me how likely you think (this statement) is to happen to someone of your age?

Overall order is similar year on year

Have an argument with their mother / father

Have their mobile phone stolen

Be bullied at school

Be offered alcohol

Be offered drugs

Be abducted by a stranger

WAVE

Statements not related to road accidents

(% = very / quite likely)

4

(Jul’04)

88

54

N/A

57

49

34

5

(Aug’05)

90

81

79

67

54

34

6

(Sep’05)

91

77

74

63

53

34

7

(Mar’06)

90

78

76

67

55

N/A

8

(Sep’06)

85

74

75

63

51

N/A

9

(Apr’07)

88

73

72

62

50

N/A

Base : Total sample (11-16 yrs) - Wave 9 (1024)


Please tell me how likely you think this statement is to happen to someone of your age1

Section B - Q2

… Please tell me how likely you think (this statement) is to happen to someone of your age?

Two thirds (65%) think any of these are likely to occur

Be involved in car accident whilst riding a bike

Be hit by a car / vehicle whilst on foot / walking

Be involved in a car accident whilst in a car

WAVE

Statements related to road accidents

(% = very / quite likely)

9

(Apr’07)

50

43

38

5

(Aug’05)

54

42

37

6

(Sep’05)

50

48

38

7

(Mar’06)

46

46

33

8

(Sep’06)

51

44

34

4

(Jul’04)

38

34

31

No correlation with advertising awareness (since wave 6)

Base : Total sample (11-16 yrs) - Wave 9 (1024)

Base : Total sample (11-16 yrs)


Section B - Q4

If someone … had an accident on the roads … what do you think would be the most likely reasons why they had an accident?

Pedestrian fault responses mentioned by almost all children

Pedestrian’s fault (total)

Not paying attention

Playing / Messing around in the street

Stepped / ran across road without looking

Being distracted by friends

Talking / Texting on mobile phone

Listening to personal tape / CD player

Crossed where couldn’t see cars coming

Not using / misusing Zebra / other crossing

Crossed between parked cars / behind bus

Was playing in road with skateboard etc

WAVE %

Growing correlation with advertising awareness

5

(Aug’05)

89

48

35

N/A

25

11

8

6

6

6

6

7

(Mar’06)

95

53

35

23

30

17

11

10

9

8

6

6

(Sep’05)

95

58

41

N/A

28

12

12

9

6

7

7

4

(Jul‘04)

89

43

40

N/A

33

13

10

11

10

10

8

8

(Sep’06)

94

48

36

26

27

15

12

12

12

9

7

9

(Apr’07)

92

54

32

27

26

15

12

8

8

7

6

Pedestrian’s fault responses

Base : Total sample (11-16 yrs) - Wave 9 (1024)


Section B - Q4

If someone … had an accident on the roads … what do you think would be the most likely reasons why they had an accident?

Continued increase in likelihood ofmentioning driver being at fault at all

Driver’s fault (total)

Driver going too fast / not looking

Drunk driver

Mechanical failure of car / brakes

WAVE %

Driver’s fault responses

4

(Jul’04)

36

25

20

3

5

(Aug’05)

32

21

18

2

9

(Apr’07)

41

30

22

2

7

(Mar’06)

31

21

18

2

6

(Sep’05)

26

17

15

1

8

(Sep’06)

36

27

18

3

Some correlation with advertising

Base : Total sample (11-16 yrs) - Wave 9 (1024)


How often do you do these things

Section B - Q5

How often do you do these things?

General improvement in claimed road safety behaviour

Take care crossing the road

Look both ways before crossing the road

Play or mess around in the street

Cross lights without waiting for green man

Get distracted by friends when crossing

Cross road whilst listening to something

Cross the road whilst talking on a mobile

Cross near / between parked cars / buses

Cross where you can’t see cars coming

Cross the road whilst texting on a mobile

Step into the road without looking

WAVE %

Little consistent correlation with advertising awareness

8

(Sep’06)

76

74

14

16

11

12

10

10

10

9

8

9

(Apr’07)

80

78

16

15

15

12

11

10

9

7

6

5

(Aug’05)

73

73

21

23

14

N/A

19

16

15

12

10

6

(Sep’05)

74

68

19

21

14

N/A

15

15

14

11

10

7

(Mar’06)

74

74

22

19

18

15

15

16

12

13

9

4

(Jul’04)

79

72

15

18

10

N/A

10

14

9

13

-

(%=always / very often)

Base : Total sample (11-16 yrs) - Wave 9 (1024)


Which of these sort of people do you think are most likely to have accidents on the roads

Section B - Q6

Which of these sort of people do you think aremost likely to have accidents on the roads?

Early teens still most mentioned, but peaked alongwith Distractions awareness in March 2006

%

Base : Total sample (11-16 yrs) - Wave 9 (1024)


Thinking 11 16 s are most likely to have accidents on the roads

Section B - Q6

% thinking 11-16’s are most likely to have accidents on the roads

Awareness correlates with Distractions awareness

%

Base : Total sample (11-16 yrs) - Wave 9 (1024)


Section F - Q1/2

Have you / Do you know anyone else your age who has ever been involved in any kind of accident on the road?

Overall downward trends in involvement / knowing someone involved

Boys and older children slightly more likely

%

Base : Total sample (11-16 yrs) - Wave 9 (1024)


Key points road safety opinions and behaviour 1

Section B/F

KEY POINTS - Road Safety Opinions and Behaviour (1)

  • Road accidents joint most likely danger (spontaneously, just behind drugs) and most likely cause of death (prompted) for children their age

  • Having a road accident whilst on a bike perceived as most likely, followed by whilst on foot, then in a car

  • Continued increase in those mentioning the driver being to blame for an accident, but almost all thought that pedestrian would be at least partly responsible

  • Some improvement in children's claimed behaviour over time, older children and boys still worse

  • 11-16’s continue to be seen as most at risk group, but less so than at peak (March 2006)


Key points road safety opinions and behaviour 2

Section B/F

KEY POINTS - Road Safety Opinions and Behaviour (2)

  • Those who had seen Distractions (any media) were..

    • .. more likely to mention road accidents spontaneously as a danger to children their age (not significant this wave)

    • .. more likely to pick road accidents when prompted as the main cause of death of children their age

    • .. more likely to consider themselves, as early teens (11-16s) as most likely to be at risk from road accidents

    • .. more likely to mention pedestrian faults / less likely to mention driver faults (current wave) when asked what was the most likely reason for someone having an accident whilst out walking



Spontaneous prompted distractions recall at a total level

Conclusions - Advertising awareness

Spontaneous / prompted Distractions recall at a TOTAL level

TV awareness peaked six months after advertising first airedPoster awareness (prompted) continues to rise

%

Base : Total sample (11-16 yrs) - Wave 9 (1024)


Spontaneous distractions recall at an aware of any ads level

Conclusions - Advertising awareness

Spontaneous Distractions recall at an AWARE OF ANY ADS level

Spontaneous recall on any media is in decline

%

Base : Total sample (11-16 yrs) – AWARE OF ANY ADVERTISING


Conclusions

  • Road safety opinions and awareness levels improved when Distractions first aired, peaked six months into the campaign, but have now begun to decline

    • Spontaneous perception that road accidents are a danger now ranks alongside drugs

    • Children still recognise their age group is most at risk from road accidents - although the proportion naming is dropping

    • When prompted, road accidents remain the main perceived cause of death amongst their age group

    • Almost all realise that accidents involving their age group are at least in part caused by children, but the proportion naming driver centric reasons is increasing

    • Those aware of Distractions on any media were more likely to mention the appropriate responses for most of the above measures


Conclusions

  • Claimed road safety behaviour appears to be improving over time

    • Positive aspects of road safety behaviour no at their highest levels since measurement began

    • Aspects linked with the Distractions campaign (talking / texting on a mobile when crossing at very low levels

    • However, although most claim to obey road safety rules, they do also participate in risky behaviour – older children and boys still display worse behaviour

    • Little consistent difference over time in claimed road safety behaviour between those who have or have not seen Distractions


Conclusions

  • Distractions TV recall peaked six months after the campaign began, but awareness is still high and reaction still positive

    • Latest awareness levels are similar to those seen immediately after advertising began

    • This needs to be considered in the context of changes in children’s TV viewing behaviour (growing trend towards Internet)

    • Spontaneous message outtake has not improved, but prompted message outtake continues to improve in volume and focus – recall of the actual advertising message is now falling off

    • The reaction to the advertising is still positive, but now less shocking or upsetting than before


Conclusions

  • Awareness of poster advertising continues to grow, message outtake improves but reaction is changing

    • Prompted poster recall is at its highest level, although spontaneous recall has fallen back

    • Message outtake is more focused, with the specific message (don’t use a mobile when crossing) mentioned more than general messages

    • Reaction still positive overall, but now 11-16s finds it less shocking or upsetting, and more boring than before

    • Whilst awareness is still high, the change in reaction could be an early indicator of wear out


Conclusions

  • MTV / THINK! Competition idea is popular, despite low levels of awareness as yet

    • Majority of children think that the competition is a good idea, because involving people their age would make them realise it could happen to them, stop people their age getting into accidents, and that people their own age know what appeals to them

    • Despite the recruitment / reminder advertising only being on for a limited period on limited media, one in ten were aware, the majority aware via the MTV TV advertising, but some claiming to have seen the posters or advertising on the Internet


Recommendations

  • Continue to monitor the progress of the MTV / THINK! campaign

    • Campaign activity will be running on MTV throughout the Summer

      • 3 minute ‘Forum’ spot advertising is running from 7th to 20th May

      • 40 second ‘Behind the Scenes’ advertising from 4th to 17th June

      • 10 second ‘Tune In’ advertising runs 2nd to 8th July

      • 4 minute ‘Ad Idol’ adverts to run from 16th to 22nd July

      • Final advertising to run from early September

    • Suggest a wave of research starting w/c 23rd July to measure the success of the Summer activity

    • Follow this up with a wave after the initial burst of the new road safety advertising (late September / early October)


Project Abraham 5 - 5622

Teenage Road Safety Advertising Tracking

Presentation of Results - Wave 9

May 18th 2007


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