Road Safety Campaign Tracking Summary Report

1
Road Safety Campaign TrackingSummary Report

• Prepared for
• Department for Transport
• June 2005

2
INTRODUCTION
3
RECENT MEDIA ACTIVITY
4
SPEEDAwareness and recognition of publicity
5
SpeedSpontaneous awareness of publicity about
drivers reducing their speed
6
SpeedPrompted source of awareness
Base All drivers
7
SpeedPrompted source of awareness
Base Male drivers under 35
8
SpeedSpontaneous recall of speed publicity
Base Drivers who recall publicity
9
SpeedSpontaneous recall of speed publicity
Base Male drivers under 35 who recall publicity
10
SpeedPrompted Recognition of TV Advertising
30 for a reason
(1224)
All drivers
(1219)
(160)
Male drivers under 35
(161)
(533)
Commercial radio listeners / drivers
(453)

11
SpeedPrompted recognition of speed TV
advertising1997 - 2005
Base All drivers
12
(No Transcript)
13
SpeedPrompted Recognition of Radio Advertising
Silence
(1224)
All drivers
(1219)
(160)
Male drivers under 35
(161)
(533)
Commercial radio listeners / drivers
(453)

14
Speed Main message of 30 for a reason and/or
Silence
Base Drivers who recognise publicity
15
SPEEDAttitudes
16
Speed30 mph is the maximum speed at which you
can drive safely in residential areas Drivers
Base All drivers
17
Speed30 mph is the maximum speed at which you
can drive safely in residential areas Male
drivers under 35
Base Male drivers under 35
18
SpeedSomeone who drives at 35 mph in a 30 mph
area is driving dangerously Drivers
Base All drivers
19
SpeedSomeone who drives at 35 mph in a 30 mph
area is driving dangerously Male drivers under
35
Base Male drivers under 35
20
SpeedI check my speedometer more frequently
nowadays than I used to Drivers
Base All drivers
21
SpeedI check my speedometer more frequently
nowadays than I used to Male drivers under 35
Base Male drivers under 35
22
SpeedEvery mile per hour you go over the speed
limit increases the risk of an accident Drivers
Base All drivers
23
SpeedEvery mile per hour you go over the speed
limit increases the risk of an accident Male
drivers under 35
Base All drivers
24
SpeedI dont worry about driving five to 10
miles per hour over the speed limit if the road
is clear Drivers
Base All drivers
25
SpeedI dont worry about driving five to 10
miles per hour over the speed limit if the road
is clear Male drivers under 35
Base All drivers
26
SpeedTheres always a good reason for a 30 mph
speed limit Drivers
Base All drivers
27
SpeedTheres always a good reason for a 30 mph
speed limit Male drivers under 35
Base All drivers
28
SpeedA few miles an hour over the 30 mph speed
limit can make all the difference between life
and death
Base All drivers
29
SpeedSpeed OK to drive at on clear road in 30
mph speed limit area
Base All drivers
30
LOCAL ROAD SAFETY MEASURES
31
Opinion of local road safety measures thinking
each is a very good idea

Base All drivers
32
Opinion of local road safety measures thinking
a quite good or very good idea
Apr 00 Jun 04 Sep 04 Dec 04 Mar 05 Jun 05
20mph speed limits around schools
Apr 00 Jun 04 Sep 04 Dec 04 Mar 05 Jun 05
Cycle lanes
Apr 00 Jun 04 Sep 04 Dec 04 Mar 05 Jun 05
Cameras to catch speeding motorists
Apr 00 Jun 04 Sep 04 Dec 04 Mar 05 Jun 05
20 mph speed limits in residential areas
Apr 00 Jun 04 Sep 04 Dec 04 Mar 05 Jun 05
Bumps to slow down drivers in residential areas
Base All drivers
33
Opinion of local road safety measures20mph speed
limits around schools
Base All drivers
34
Opinion of local road safety measuresCycle lanes
Base All drivers
35
Opinion of local road safety measuresCameras to
catch speeding motorists
Base All drivers
36
Opinion of local road safety measures20mph speed
limits in residential areas
Base All drivers
37
Opinion of local road safety measuresBumps to
slow drivers down in residential areas
Base All drivers
38
SAFETY CAMERAS
39
Attitude to Safety CamerasSafety cameras play
an important role in discouraging speeding
Adults
Drivers
Male drivers lt35
40
Attitude to Safety CamerasSafety cameras save
lives
Adults
Drivers
Male drivers lt35
41
CHILD SEAT RESTRAINTS
42
Child Seat RestraintsSpontaneous awareness of
publicity about using child car seats correctly


43
Child Seat RestraintsFrequency of travel in
purpose-made child seat restraint0-11 year-olds
Base All parents of a child aged 11 or under who
travel by car
44
Child Seat RestraintsFrequency of travel in
purpose-made child seat restraint0-11 year-olds
June 2005 (957)
Base All parents of a child aged 11 or under who
travel by car
45
Child Seat RestraintsFrequency of travel in
purpose-made child seat restraint4-6 year-olds
Base All parents of a child aged 4-6 who travels
by car
46
Child Seat RestraintsFrequency of travel in
purpose-made child seat restraint7-9 year-olds
Base All parents of a child aged 7-9 who travels
by car
47
Child Seat RestraintsFrequency of travel in
purpose-made child seat restraint10-11 year-olds
Base All parents of a child aged 10-11 who
travels by car
48
Child Seat RestraintsAge considered safe for
children to start using seatbelts
Base All parents of a child aged 11 or under
49
Child Seat RestraintsImportance when buying a
family car various factors
Base All parents of a child aged 11 or under
50
SEAT BELTS
51
Seat BeltsSpontaneous awareness of publicity
about seat belts
52
DRINKING AND DRIVING
53
Drinking and DrivingSpontaneous awareness of
publicity about drinking and driving

54
FATIGUE
55
FatigueSpontaneous awareness of publicity about
driving whilst tired
Base All drivers
56
DRIVERS USING MOBILE PHONES
57
Drivers Using Mobile PhonesSpontaneous awareness
of publicity about drivers using a mobile phone
whilst driving

58
LOOKING OUT FOR MOTORCYCLES
59
Looking Out for MotorcyclesSpontaneous awareness
of publicity about looking out for motorcycles
whilst driving
60
CHILD ROAD SAFETY
61
Child Road SafetySpontaneous awareness of
publicity about children crossing the road safely

62
TEENAGE ROAD SAFETY
63
Teenage Road SafetySpontaneous awareness of
publicity about teenagers crossing the road safely