Road Safety Campaign Tracking Summary Report

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Road Safety Campaign TrackingSummary Report

• Prepared for
• Department for Transport
• September 2005

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INTRODUCTION
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RECENT MEDIA ACTIVITY
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DRINKING AND DRIVINGAwareness and recognition of
publicity
5
Drinking and DrivingSpontaneous awareness of
publicity about drinking and driving

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Drinking and DrivingPrompted source of awareness
Base All drivers
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Drinking and DrivingPrompted source of awareness
Base All male drivers under 35
8
Drinking and DrivingSpontaneous recall of drink
drive publicity
Base Drivers who recall publicity
9
Drinking and DrivingSpontaneous recall of drink
drive publicity
Base Male drivers under 35 who recall publicity
10
Drinking and Driving Prompted recognition of
Drink Drive (Crash) TV advertising
11
Drinking and Driving Personal Response to Crash
TV Commercial
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Drinking and Driving Prompted recognition of
Drink Drive (Your Round) radio advertising
13
Drinking and Driving Main Message of Crash TV ad
and/or Your Round radio ad
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DRINKING AND DRIVINGAttitudes
15
Drinking and DrivingHaving one or two drinks
does not really make drivers more likely to have
an accident

16
Drinking and Driving If someone says they feel
all right to drive it is probably quite safe to
travel with them even if they have drunk a couple
of pints

17
Drinking and Driving The decision to drink and
drive is usually made in the bar and not in the
car - Adults
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Drinking and Driving The decision to drink and
drive is usually made in the bar and not in the
car - Drivers
19
Drinking and Driving The decision to drink and
drive is usually made in the bar and not in the
car Male drivers under 35
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SPEED
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SpeedSpontaneous awareness of publicity about
drivers reducing their speed
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SEAT BELTS
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Seat BeltsSpontaneous awareness of publicity
about seat belts
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FATIGUE
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FatigueSpontaneous awareness of publicity about
driving whilst tired
Base All drivers
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DRIVERS USING MOBILE PHONES
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Drivers Using Mobile PhonesSpontaneous awareness
of publicity about drivers using a mobile phone
whilst driving

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

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Child Road SafetyPrompted source of awareness
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Child Road SafetyFilms seen at cinema recently
with your children
Parents of 7-10 year olds (243)
Parents of 4-11 year olds (384)
Parents of 7-10 year olds who drive (169)
Parents of 4-11 year olds who drive (273)

34
Child Road SafetyPrompted recall of hedgehog
publicity
Base All parents of children aged 4-11 who have
recently seen a film at the cinema with their
child (152)
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Child Road SafetyAction taken after seeing
hedgehog publicity
Base All parents of children aged 4-11 who saw
the hedgehogs publicity (99)
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Child Road SafetyWhy failed to act on hedgehogs
publicity
Base All parents who saw hedgehogs cinema
publicity but did not do anything as a result (36)
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CHILD SEAT RESTRAINTS
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Child Seat RestraintsSpontaneous awareness of
publicity about using child car seats correctly

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