Project Ulysses 1

1

• Project Ulysses 1 2 5713/4
• Parental Road Safety Advertising Tracking
• Presentation of Results - Wave 1/2 1st Feb 2008

2
OVERVIEW
Introduction

• The Department for Transport CopyCat advertising
  campaign ran from 14th October through to 9th
  December 2007, targeted at parents of 4-11 year
  old children, using radio, online and print
  adverts
• Research was timed to occur before advertising
  (benchmark pre-wave), and directly after the two
  month long advertising burst (post-wave)
• This presentation reports on parental attitudes,
  behaviour and road safety advertising awareness,
  and measures awareness and opinion of the CopyCat
  campaign, and changes in road safety attitudes
  and behaviour

3
OBJECTIVES
Introduction

• To measure the impact of the CopyCat advertising
  campaign in terms of
• awareness and outtake
• possible effect on road safety attitudes and
  behaviour

METHOD

• Fieldwork via a robust online panel provider
• Allowing audio and visual advertising stimulus to
  be used

4
SAMPLE
Introduction

• 1000 target interviews with parents of 4 to 11
  year olds
• 125 target sample for each age group of child
• Equal mix of mothers and fathers / boys and girls
• All socio-economic groups included
• Nationally representative sample including
  Scotland and Wales

TIMING

• Wave 1 Pre CopyCat advertising w/c 1st / 8th
  Oct 2007
• Wave 2 Post CopyCat advertising w/c 10th /
  17th Dec 2007

5
Introduction
CAMPAIGN TIME LINE
6
SAMPLE DETAILS
Introduction

• TOTAL 4-7 8-10 Boys Girls Father Mother
• Wave 1 1005 509 496 504 501
  498 507
• Wave 2 1010 509 501 508 510 507
  503

7
CONTENTS
Introduction

• Media Exposure
• Road Safety Opinion and Behaviour
• CopyCat Advertising Spontaneous Recall
• CopyCat Advertising Prompted Recall
• Correlations with CopyCat
• Conclusions and Recommendations

8
Media Exposure
9
Which of these radio stations have you
listenedto in the last couple of months?
Section A Q1
57 had listened to one or more stations carrying
the adverts
Heart 11
Virgin 10
Listenership varied little between waves
Capital 8
Real Radio 5
Results are shown for main stations at wave 2
Most stations were regionally biasedNorth / South
Magic 5
Century 3
Radio Clyde 3
84 also listened to other radio stations(mainly
Radio 1,2 5)
Key 103 2
Radio Scotland 2
Base Total sample wave 2 (1010)
10
Which of these newspapers have you readin the
last couple of months?
Section A Q2
67 had read one or more newspapers carrying the
adverts
Readership varied little between waves
The Sun 41
News of the World 32
Daily Mirror 25
Results are shown for wave 2
Daily Star 8
Independent on Sunday 8
Some papers were class biasedAB / C2DE
Observer 7
Daily Star on Sunday 4
Base Total sample wave 2 (1010)
11
Which of these magazines have you readin the
last couple of months?
Section A Q3
51 had read one or more magazines carrying the
adverts
Take a Break 24
Readership varied little between waves
Whats on TV 21
Chat 14
Results are shown for wave 2
Woman 11
Some magazines were class biasedABC1 / C2DE
Thats Life 11
Bella 9
Womens Own 9
More 7
Most magazines were more likely to be read by mums
Guardian Weekend 7
Base Total sample wave 2 (1010)
12
Which of these websites have you visitedin the
last couple of months?
Section A Q4
79 had visited one or more websites carrying the
adverts
Friends Reunited 38
Sky News 27
Usership varied little between waves
AOL 19
Results are shown for wave 2
Sky One 18
Netmums 10
Some websites were gender biasedDads / Mums
iVillage 10
Virgin Media Sports 8
AOL Parenting 6
Mumsnet 6
Activity Village 3
goodtoknow 2
Base Total sample wave 2 (1010)
13
Key Points
Media Exposure
Radio57 had heard a featured stationTop 3
stations Heart 11Virgin 10Capital 8
Newspapers67 had read a featured paperTop 3
papers The Sun 41NOTW 32Daily Mirror 25
Magazines51 had read a featured magTop 3
mags Take a Break 24Whats on TV 21Chat
14
Websites79 had used a featured siteTop 3
sites Friends Reunited 38Sky News 27Sky
Sports 26
14
Road Safety Opinion and Behaviour
15
What three things are you most concernedabout
when considering your childs safety?
Section B Q1
Accidents on the road was mentioned first most
often
Little variationbetween waves

Base Total sample wave 2 (1010)
16
How likely that these things will happen to
your child?
Section B Q2
Road safety scenarios considered the least likely
to happen
very / quite likely
Base Total sample wave 1/2 (1005/1010)
17
Which of these do you think is the greatestcause
of death in children your childs age?
Section B Q3
Road accidents considered the greatest cause of
death
Wave 1
Parents of older children more likely to mention
road accidents
Wave 2
Parents of younger children more likely to
mention home accidents or illness
Base Total sample wave 1/2 (1005/1010)
18
What do you teach your child about road safety? -
Spontaneous
Section B Q4
Most parents teach their children easy to
remember rules
Stop look and listen / Green Cross Code 41
Look both ways / Look properly 29
Cross at crossing / Wait for green man 14
Cross with an adult / Hold hands 12
Listen for traffic 11
Learn by example / practice / show them when out
10
Be aware / alert 8 Dont cross between parked
cars 8 Dont run across the road 7
Take care / be careful / concentrate 6
Wait at the kerb / Dont rush 6
Explain risks / what could happen 6
Cross when safe / clear 5
Not allowed out on own
5
Younger / Older children
Base Total sample wave 2 (1010)
19
Which are the top 3 things you teach your child
about road safety? - Prompted
Section B Q5
Similar response to previous spontaneous question
Little variationbetween waves

Base Total sample wave 2 (1010)
20
How often do you do these things? Good road
behaviour
Section B Q6
The majority claim good road crossing behaviour
?
Low figures likely to be due to incidence of
cycling
always / very often
Base Total sample wave 1/2 (1005/1010)
21
How often do you do these things? Poor road
behaviour
Section B Q6
17 claim any poor road safety behaviour overall
always / very often
Base Total sample wave 1/2 (1005/1010)
22
Which should be responsible for teaching
children road safety?
Section B Q7
Almost all agree parents, and then school, are
responsible

Base Total sample wave 1/2 (1005/1010)
23
Please say how much you agree with these
statements?
Section B Q8
Almost all agree that advertising to parents is a
positive thing
agree at all
Base Total sample wave 1/2 (1005/1010)
24
Which best describes the way you educateyour
child about road safety matters?
Section B Q9
EMPOWERINGI try to spend plenty of time
informing and educating my child so they
understand why they should or shouldnt do things
PROTECTIVEI try to protect my child by keeping
them where I can see them, and prefer not to
allow them out without adult supervision
CONTROLLINGI try to keep my child under close
control when out, to make sure they do the right
things
PASSIVEI try to allow my child the freedom to
discover things for themselves, and dont
generally spend a lot of time giving them advice
25
Which best describes the way you educateyour
child about road safety matters?
Section B Q9
Half of parents consider themselves as Empowering
Wave 1
Wave 2
Base Total sample wave 1/2 (1005/1010)
26
Key Points
Road Safety Opinions and Behaviour

• Accidents on the road mentioned first most often
  as a parental concern (bullying overall most
  mentioned)
• Road accident scenarios considered the least
  likely to happen
• Two thirds consider road accidents the greatest
  cause of death amongst children their childs age
• Most parents teach their children easy to
  remember rules about road safety (stop look
  listen, green cross code)
• Majority claim good road safety behaviour
• 17 claim any poor road safety behaviour
  (especially dads)
• Parents and schools should be responsible for
  teaching children about road safety
• Three quarters fall into Empowering or
  Protective parenting styles

27
CopyCat Advertising - Spontaneous Recall
28
Have you seen ANY .. advertising .. about
childrens road safety?
Section C Q1 / 3 / 5
32 were aware of ANY road safety adverts at
current wave

Base Total sample wave 1/2 (1005/1010)
29
What can you remember about the adverts you saw -
PRESS
Section C Q2
2 (of total) spontaneously aware of CopyCat in
the press

Plus general responses Be seen / Wear reflective
clothing 2 / 10 Cross safely / Crossing the
road 7 / 8 Speeding / Limits / Slow down /
Braking distance 13 / 7
?
N/A
Base All recalling advertising wave 1/2
(149/182)
30
What can you remember about the adverts you saw -
PRESS
Section C Q2
31
What can you remember about the adverts you heard
- RADIO
Section C Q4
5 (of total) spontaneously aware of CopyCat on
the radio

Plus general responses Not to use a mobile / MP3
when crossing 2 / 7 Speeding / Limits / Slow
down / Braking distance 15 / 6 Be seen / Wear
reflective clothing 0 / 5 Seatbelts 4 / 4
N/A
Base All recalling advertising wave 1/2
(128/164)
32
What can you remember about the adverts you heard
- RADIO
Section C Q4
33
What can you remember about the adverts you saw -
ONLINE
Section C Q6
online

Plus general responses Be careful / Alert
generally 1 / 7 Cross safely / Crossing the
road 4 / 5 Stop, look, listen, think 3 /
5 Be seen / Wear reflective clothing 1 / 5
?
N/A
Base All recalling advertising wave 1/2 (67/56)
34
What can you remember about the adverts you saw -
ONLINE
Section C Q6
35
Key Points
CopyCat Advertising Spontaneous Recall
Press18 aware of any road safety adverts
Radio16 aware of any road safety adverts
Online6 aware of any road safety adverts
8 aware of CopyCat(2 of total sample)
32 aware of CopyCat(5 of total sample)
7 aware of CopyCat( 36
CopyCat Advertising - Prompted Recall
37
Section D Q1 / 3 / 5
PROMPTED AWARENESS
Press Respondents were shown the three press
adverts, mobile, seatbelt and red man on their
PC screen
Radio Respondents listened to both versions of
the radio advert (boy and mum, girl and dad) via
their PC
Online Respondents were shown three box sized
versions of the online adverts
38
Have you seen any of these adverts .. over the
last few months?
Section D Q1 / 3 / 5
42 were aware of CopyCat when prompted

Base Total sample wave 2 (1010)
39
What newspaper did you see the advertising in?
Section D Q2
23 of those who saw CopyCat press saw it in a
newspaper
The Sun 11
17 claimed to have seen the adverts on a poster
Guardian 5
News of the World 4
Independent on Sunday 4
Daily Mirror 3
49 could not remember where they had seen the
adverts
Observer 3
Daily Star 2
Base Seen press adverts wave 2 (155)
40
What magazine did you see the advertising in?
Section D Q2
19 of those who saw CopyCat press saw it in a
magazine
Take a Break 6
Pick Me Up 6
17 claimed to have seen the adverts on a poster
Whats On TV 4
Bella 4
Woman 4
Womens Own 3
49 could not remember where they had seen the
adverts
Thats Life 3
Guardian Weekend 3
More 2
Independent Saturday Magazine 2
Base Seen press adverts wave 2 (155)
41
What radio station did you hear the advertising
on?
Section D Q6
35 of the total sample had heard CopyCat over
the radio
Heart 10
Virgin 6
Real Radio 5
Main non- advertising stations mentioned
Radio 1 7 Radio 2 2 Galaxy 2
Metro 2
Century 4
Kiss 3
Radio Clyde 3
22 could not remember where they had heard the
adverts
Radio Forth 2
BRMB 2
Key 103 2
Base Heard radio adverts wave 2 (358)
42
What website did you see the advertising on?
Section D Q4
6 of the total sample had seen CopyCat online
AOL 18
Sky News 16
38 had visited Friends Reunited (top site) but
only 3 in total had seen the adverts there
AOL Parenting 15
iVillage 13
Sky One 11
Mumsnet 10
Activity Village 8
26 could not remember where they had seen the
adverts
Friends Reunited 5
Sky Sports 5
Virgin Media Sports 5
goodtoknow 5
Netmums 5
Base Seen online adverts wave 2 (61)
43
What do you think the advertising campaign is
trying to tell you?
Section D Q7
Most had picked up the meaning of the advertising
Children copy you / your behaviour / do the same
48
Set a good example / role model / lead by example
28
Act responsibly in front of children / think /
consider 20
Children pick up bad habits / dont do wrong
things 17
Children pick up good habits / do the right
things 10
Road safety / Child safety generally 6 Crossing
the road / Green cross code 5 Its a parents
responsibility to teach road safety
5 Concentrate / Pay attention / Cross safely /
Be more aware 4 Think 3 Seatbelts 2 Be careful
/ safe generally 2 Dont use the phone
1 Cycling 1
Some responses were mentioned more by Mums
Base Total sample wave 2 (1010)
44
What do you think the advertising campaign is
trying to tell you?
Section D Q7
45
Section D Q8
Would you use these statements to describe the
campaign?
Reaction to the advertising was positive overall
I found it thought provoking 77
It told me something new/surprising 31
It was too simplistic 17
Some responses were mentioned more by Dads or
Mums, or parents of older children
I didnt understand it 7
Base Total sample wave 2 (1010)
46
Key Points
CopyCat Advertising Prompted Recall
Press15 prompted aware of CopyCatTop 3
publicationsThe Sun 11Take a Break 6Pick
Me Up 6
Radio35 prompted aware of CopyCatTop 3
stationsHeart 10Virgin 6Real Radio 5
Online6 prompted aware of CopyCatTop 3
websitesAOL 18Sky News 16AOL Parenting
15 / Virgin Media 15
47
Key Points
CopyCat Advertising Prompted Recall

• Most had picked up on the meaning of the
  advertising
• 48 said that children copy you or your
  behaviour
• 28 said you need to set a good example
• 20 said to act responsibly in front of children

• Reaction to the advertising was positive overall
• Around nine in ten said it
• is a good reminder to parents who do not know
  about road safety
• will make me take more care when setting an
  example to my child
• made me think again about road safety
• Only a minority said it was too simplistic or
  they didnt understand it

48
Correlations with CopyCat
49
Correlations with CopyCat

• Parents aware of CopyCat on any media were
• more likely to mention that they teach their
  children to take care / be careful / concentrate
• less likely to mention that they teach their
  children not to mess around on or near the road
• more likely to display some poor road behaviours
• crossing the road with their child whilst
  talking on a mobile
• crossing the road with their child whilst
  listening to music
• driving with their child without wearing a
  seatbelt
• disobeying road traffic signs when cycling with
  their child
• running across the road when crossing with their
  child
• more likely to agree that road safety adverts
  are a good reminder for parents who already know
  what to do
• less likely to fall into the Passive category of
  teaching their children about road safety

50
Correlations with CopyCat

• This could suggest that
• the advertising is being seen by those who are
  most at risk of participating in poor road safety
  behaviour that may be copied by their children
• Or that
• the advertising may have alerted them to the
  realities of their road safety behaviour

51
Conclusions and Recommendations
52
Conclusions

• Parents of young children (4 to 11 years) display
  generally good road safety behaviour and
  knowledge, are aware of their responsibilities
  and how to deliver on them
• Eight in ten hold their childrens hand when
  crossing, or use a crossing, with only one in six
  claiming to participate in bad road behaviour
  with their children
• Parents know that they are responsible for
  teaching their children about road safety, along
  with schools, and they demonstrate knowledge of
  what to teach their children - stop look and
  listen / the Green Cross Code / look both ways /
  look properly. Most feel they fit an either an
  Empowering or Protective style of teaching their
  children this, depending on the age of their
  child
• Parents are positively disposed towards the idea
  of road safety advertising targeted at parents
• Most parents agree that
• road safety adverts are a good reminder for
  parents who already know what to do
• road safety advertising makes them think again
  about being safe on the roads
• there arent enough road safety advertisements
  aimed at parents

53
Conclusions

• The CopyCat advertising has performed well after
  its first airing, and is well received
• Two fifths of the sample were aware of the
  CopyCat campaign in one or moreof its forms
  radio performed best with a third aware followed
  by one in seven aware of the press ads, and one
  in twenty aware of the online adverts
• Three quarters knew the advertising was telling
  them that children copy their behaviour, that
  they should set a good example, or they should
  act responsiblyin front of their children
• Most respondents said that the adverts
• were a good reminder to parents who do know about
  road safety
• would make them take more care when setting an
  example to their children
• would make them think again about road safety
• Very few said that the adverts were too
  simplistic or claimed not to understand the
  advertising

54
Key measures Total sample
Advertising exposure and awareness
Radio delivered the best conversion and overall
awareness
Amongst those aware of ANY adsPress 8
were spont. CopyCat awareRadio - 32 were spont.
CopyCat awareOnline 7 were spont. CopyCat
aware

Base Total sample wave 2 (1010)
55
Media overlap Total sample
Advertising exposure and prompted awareness
Although exposure was biased towards press /
online,awareness was strongest for radio
Base Total sample wave 2 (1010)
56
Performance Exposure vs awareness
Radio exposed to station prompted aware
ConversionHeart 114 35
31Virgin 103 23 22Real Radio 53 17
32Century 29 13 45
Press exposed to press prompted aware
ConversionSun 418 17 4Pick Me
Up 131 9 7Take a Break 247 9
4Guardian 110 7 6
Online exposed to site prompted aware
ConversionAOL 194 11 6Sky
News 277 10 4AOL Parenting 57 9
16Virgin Media 264 9 3
57
Recommendations

• Build upon the impact and reach of the campaign
• 17 claim to participate in poor road safety
  behaviour
• Parents aware of CopyCat were more likely to
  claim some aspects of poor road safety behaviour
• This could suggest that the adverts are being
  seen by those most at risk of participating in
  poor road safety behaviour, or that the adverts
  have alerted them to the realities of their
  behaviour
• Either way, the advert is having an impact where
  it is needed
• Radio appears to be the most effective media
• Although it had the lowest potential exposure of
  the three media, it returned the highest
  spontaneous and prompted awareness (by far)
• Widen the range of commercial stations to
  increase potential exposure
• TalkSport 7, Galaxy 6, Classic FM 5, Smooth
  4, XFM 4
• By adding these 5 national stations potential
  exposure jumps from 57 to 65
• At the expense of stations where no prompted
  awareness was measured
• Eg. Smash Hits, Scotland, Original, Champion,
  Aire, Yorkshire plus smaller local stations

58
Recommendations

• Continue to measure awareness of and reaction to
  the advertisements
• Awareness currently stands at 42 in total
• Almost all were exposed to the advertising
  channels, so there is room to expand upon the 42
  awareness with further campaign bursts
• Spontaneous top of mind awareness is 6, with
  room for expansion
• Reaction is positive at the campaigns first
  airing
• Almost all expressed positive views about the
  campaign, with very few who described the advert
  as too simplistic or could not understand the
  advert
• However, advertising wear out is bound to happen,
  and it would be useful to know about this early
  on to avoid continued expenditure

59

• Project Ulysses 1 2 5713/4
• Parental Road Safety Advertising Tracking
• Presentation of Results - Wave 1/2 1st Feb 2008