2003 Pilot Campaign

1

• 2003 Pilot Campaign

2
Introduction

• Demand from AAMVA members for older driver
  program
• Six years in development
• Coalition of aging and highway safety agencies
• Funded by AAMVA, MD, DC, VA
• 500,000 budget

3
Why GrandDriver?

• More older drivers on the road
• Aging can affect our ability to drive
• Public needs to address the issue
• Information available, but not easily accessible

4
Objectives

• Increase public awareness
• Open a public discussion
• Provide information
• Improve highway safety

5
Developing an Approach

• Decided to create a pilot marketing program in
  the greater Washington, D.C. metropolitan area
• Analyzed cost and potential effectiveness of
  various marketing vehicles
• Selected a six-month public relations program
  supported by advertising including a Web site,
  toll-free number and widely distributed
  collateral materials

6
Strategy

• Engage greater Washington community in a
  discussion about aging and driving through a
  sustained public relations campaign that included
  media relations, community relations and special
  events. The PR campaign was supported by
  advertising, collateral materials, a Web site and
  a toll-free number.

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Program Components

• Television Advertising
• Radio Advertising
• Billboard Advertising
• Metro Advertising
• Public Service Announcements
• Media Relations
• Expert Spokesperson

• Special Events
• Professional Outreach
• Web site
• Toll-free number
• Corporate Partnerships
• Speakers Bureau
• Brochures

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Television Advertising

• 315 spots
• Fox Network News
• Nine weeks (35 spots/week)
• Reach 88
• Frequency 9.7
• In addition, 8 public access channels ran the
  commercial as a Public Service Announcement

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Radio Advertising

• 1,300 spots
• 50 stations
• 13 weeks (100 spots/week)
• Reach 85
• Frequency 10.9

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Billboard Advertising

• Three rotating billboards
• Three locations/One month each
• April, May, June

11
Metro Advertising

• 10 dioramas for April
• 100 interior bus placards for May
• 50 bus tails for June
• 23,800 dollars in Metro advertising space was
  donated

12
Media Relations

• Media tour
• 164 Media Hits
• 50 newspaper hits including Washington Post, USA
  Today, Chicago Tribune and L.A. Times
• 15 television hits including CNN, and Washington
  affiliates for CBS, FOX, NBC and 24-hour news
  channel.
• 23 radio hits including NPR, AARP radio, Metro
  Radio Networks, WTOP
• 58 Web hits including WashingtonPost.com, Good
  Housekeeping.com, MSNBC.com
• 18 hits in specialty publications including Aging
  News Alert, Congressional Quarterly, National
  Association of Retired Federal Employees

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Speakers Bureau

• 64 speaking engagements
• Senior centers, civic clubs, Professional groups
• Overall attendance 1,940

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Expert Spokesperson

• Dr. Robert N. Butler
• Founding president of International Longevity
  Center
• Pulitzer Prize-winning author
• Internationally recognized authority on aging

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Brochures

• Over 30,000 brochures distributed
• Placements
• Motor vehicle agencies
• Senior agencies/communities
• Law Enforcement
• Physicians
• Clergy
• Pharmacists
• Human Resource Professionals

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Special Events

• Campaign kick-off
• Grand Options with D.C. Metro
• Book signing/public discussion with Dr. Robert
  Butler
• Grand Buffet with Old Country Buffet restaurants

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Professional Outreach

• Speeches, direct mail, telephone outreach,
  brochures
• Physicians
• Pharmacists
• Clergy
• Law Enforcement
• Human Resources
• Agencies on Aging

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Web site

• www.GrandDriver.info
• Over 4,000 hits in six months
• Average daily hits 24
• Majority were unique users

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Toll-Free Number

• 888 GRAND 03
• Over 500 calls in five months

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Private-Sector Partnerships

• Giant Pharmacies
• Old Country Buffet
• Westin Grand Hotel

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Results

• Benchmark survey completed March
• Follow-up survey completed August

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Benchmark Key findings

• Benchmark survey showed nearly zero recognition
  of the name GrandDriver
• Showed high awareness of older driver skills
  among seniors
• Showed low awareness of older driver skills
  among general population and influencers

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Post survey Key findings

• Statistically significant increase in recognition
  of the name GrandDriver
• Dramatic increase in awareness of Senior Driving
  Skills among general population and influencers

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Santa Monica Incident

• On July 16, an 87-year-old motorist drove through
  a farmers market in California killing 10 people
  and injuring dozens of others.
• The incident occurred as the follow-up survey was
  beginning.
• Our data unavoidably reflect the publicity
  surrounding that incident

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Post Additional findings

• Significant recall of GrandDriver messages
• Senior target driven to desired actions
• Influencer and general population targets driven
  to desired actions
• Agreement with campaign messages among all groups

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While informed seniors are more apt to drive
carefully, those exposed to the campaign are
most likely to share the message with relevant
others. (Figures percent by group)
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Influencers
Seniors
25
23
23
Exposed
20
15
13
10
8
6
5
5
4
4
5
3
2
2
1
0
0
0
Try to drive carefully
Took class
Told senior
Be aware of seniors
Observe parents
driving
Q What action have you taken up until this point
based on your exposure to Maintaining senior
driving skills?
Colored arrows indicate statistical significance
at the 90 confidence level.
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The Top 3 informed responses show an ideal future
trend Seniors intend to be more careful
Influencers will discuss with an elderly family
member the Exposed will keep informed / inform
others. (Figures percent by group)
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Influencers
25
Seniors
23
23
Exposed
20
17
15
13
13
10
10
10
8
8
8
6
5
5
5
4
4
4
5
3
3
3
2
1
0
0
0
0
0
0
0
0
0
Be careful
Track parents
Support/lobby
Watch myself
Take course/class
Retake drivers test
Limit parent driving
make senior take test
Discuss w/elderly family
Keep informed/inform others
Q What action might you take in the future based
on your exposure to Maintaining senior driving
skills?
Colored arrows indicate statistical significance
at the 90 confidence level.
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Public Relations Results

• Interest in topic from media
• Intense interest from physicians, agencies on
  aging, law enforcement,
• Expert spokesperson leveraged coverage of the
  message
• Requests for brochures, Web hits and toll-free
  calls indicate consumer desire for simple
  communication

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Conclusions

• Awareness of senior driving skills tends to be
  high among senior drivers
• Awareness of the issue is lower among general
  population and influencer groups
• As a result of the pilot program in the greater
  D.C. area, the GrandDriver name has recognition
  among 5 percent of the general population.

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Conclusions

• Those exposed to the GrandDriver campaign were
  more likely to discuss senior driver issues, more
  likely to seek more information, more likely to
  talk to their doctor about the issue and more
  likely to be more careful and keep up their
  driving skills, all goals of the campaign

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Recommendations

• Because older drivers tend to be aware of the
  issue already, the goal of the GrandDriver
  campaign among this group should be to encourage
  self-regulation, education and discussion
• Because awareness of the issue is lower among
  general population and influencer groups, the
  campaign should seek to increase awareness among
  these groups as well as drive actions such as
  talking to an older driver or getting
  information.