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MAST, MOSAIC & MARCOMMS

MAST, MOSAIC & MARCOMMS. BREAKOUT SESSION Dan Campsall, Richard Owen & Steve Ferris. Session Aims. Utilising MAST in intervention design Using Contributory Factors (CFs) for campaign development Tackle issue at a regional level Utilise an array of data sources to determine outcomes.

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MAST, MOSAIC & MARCOMMS

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  1. MAST, MOSAIC & MARCOMMS BREAKOUT SESSION Dan Campsall, Richard Owen & Steve Ferris

  2. Session Aims Utilising MAST in intervention design Using Contributory Factors (CFs) for campaign development Tackle issue at a regional level Utilise an array of data sources to determine outcomes

  3. Richard Owen UNDERSTANDING THE dATA

  4. Defining An Approach

  5. Dan Campsall Interpreting the Demography

  6. Regional Distribution Group O Group K

  7. Type O • Receptivity • Face-to-face • Local newspapers • SMS text • Unreceptive • Internet • Telephone • Post • Adult Age (6/15) • Presence of Children <18 (2/15) • General Health (13/15) • Attitude Towards Police (15/15) • Degree (15/15) • Environmental Concern (15/15) • Internet Usage (13/15) • IMD (1/15) • Annual Mileage (12/15) • Car Ownership (12/15)

  8. Type K • Receptivity • Face-to-face • Local newspapers • SMS text • Unreceptive • Internet • Telephone • Post • Adult Age (8/15) • Presence of Children <18 (5/15) • General Health (12/15) • Attitude Towards Police (14/15) • Degree (14/15) • Environmental Concern (9/15) • Internet Usage (12/15) • IMD (4/15) • Annual Mileage (9/15) • Car Ownership (9/15)

  9. Unlocking Assets • Pen Portraits in MAST Wiki • http://mast2.roadsafetyanalysis.org/wiki/ • Mosaic Public Sector Interactive Guide • http://ow.ly/upv8a • Other research libraries • roadsafetyobservatory.com • roadsafetyknowledgecentre.org.uk • erso.eu

  10. Defining A Persona

  11. Kieran 1 Work by TRL suggests that 47% of crash involved Drink Drivers also have other convictions 21 Years Old Lives with partner Have a little girl of 3 at home Largely financed through benefits Drink driving is not the only poor driving choice1 Preference for locally orientated communications

  12. Critiquing other initiatives

  13. Think! Morning After https://www.youtube.com/watch?v=Z_x0NH47nac

  14. Think! PubLooShocker https://www.youtube.com/watch?v=YJDsH64sqNY

  15. NZTA – MAATE! https://www.youtube.com/watch?v=l0c7RmsrxsY

  16. Workshop Messaging & Channel Selection

  17. Your Turn!

  18. Levers Policy – Alcohol Limits, Later Licencing of Premises Physical Measures - ? Enforcement – Targeted Rehabilitation – Drink Drive Rehabilitation Courses Social Marketing

  19. AN RSA Response ‘BLAZED?’

  20. Drug Driving in Berkshire Analysis in MAST using CF502 Poverty of data at local level, need to use national data for profiling Target demographic very similar to Kieran Drug Drive messaging alone too narrow? Combined Drink & Drug drive summer initiative: ‘BLAZED?’

  21. New ‘Blazed’ Campaign https://www.youtube.com/watch?v=tLOV5T2UtXQ

  22. Integrated Media Campaign Digital Video Outdoor Advertising Web contentOptimisation for mobile & social media Lenticular Postcards  Posters Supporting PR

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