ROAD SAFETY CAMPAIGN TRACKING

Presentation to:

Department for Transport

Friday 12 July 2002

Pam Walker, RSGB Omnibus

2002pres.PPT 1

Agenda
         

Background / Methodology Fatigue Drink drive Speed Seat belts Motorbikes Mobile phones Child road safety Logo recognition Local road safety measures
2002pres.PPT 2

Methodology
 

RSGB Omnibus Representative sample of adults (16+) in GB Random location method 130 sampling points per wave Face-to-face in-home interviews, computer assisted

  

2002pres.PPT 3

Background / Methodology

 

Monthly standardised tracking Monthly questions on campaign awareness, content recall, recognition Rotation of attitudinal questions, anti-social behaviour, local road safety measures Ad hoc questions as required

2002pres.PPT 4

THINK FATIGUE!

2002pres.PPT 6

Driver Fatigue
2001 Radio campaign (spend c. 300,000)
  

9-15 April (Drift) 24-31 August (Symptoms) Fieldwork 12-16 June 4-8 September

2002 Radio / TV campaign Dont drive tired

  

1-7 April 2002 Spend c. 500,000 Fieldwork 3-7 April (launch) 1-5 May (post)
2002pres.PPT 7

Driver Fatigue
    

Spontaneous awareness of publicity Spontaneous recall of publicity Advertising recognition Perceived degree of danger Effective ways of stopping falling asleep at the wheel Acceptability VMS survey
2002pres.PPT 8

 

Driver Fatigue
Spontaneous awareness of publicity
100
TV Radio Radio

80
Radio

60
%

Drivers Male drivers under 35 40

20

0
Jun '01 Jul '01 Aug Sep '01 '01 Oct '01 Nov Dec Jan '01 '01 '02 Feb '02 Mar '02 Apr May June Jul '02 '02 '02 '02

Base: All drivers

2002pres.PPT 9

Driver Fatigue
Spontaneous awareness of publicity 2000-2002
%

Sep '00 (Radio)

47

Jun '01 (Radio)

57

Sep '01 (Radio) Apr '02 (TV, Radio launch) May '02 (TV, Radio post launch)
Base: All drivers

46

79

84

2002pres.PPT 10

Driver Fatigue
Spontaneous recall of publicity
% Campaign total 44 33 11 12 3 2 15 12 9 Stop / pull over / rest 16 7 10

Don't drive whilst tired

Think - don't drive tired

April '02 (1077) May '02 (1134)

Man falling asleep total

Take a break

Base: Drivers who recall publicity

2002pres.PPT 11

Driver Fatigue
Prompted recognition of TV advertising
% All drivers (1253) (1252) (192) (209) (697) (708) (556) (544)
58 55

Male drivers under 35

57 60

April '02 May '02

56 54

Drivers ABC1

Drivers C2DE

62 58

2002pres.PPT 12

Driver Fatigue 2001-2002

Prompted recognition of radio advertising
% (1212) (1267) (1253) (1252) (176) (203) (192) (209) (465) (498) (474) (447)
24 41 17 19

All drivers

Sep '00
25 47 25 26 33 57 31 38

Male drivers under 35

Sep '01 Apr '02 May '02

Drivers Daily commercial radio listeners

2002pres.PPT 13

Driver Fatigue
Perceived degree of danger
(1267) (1253) (1252)

43

47

50

%
46

45

Extremely dangerous Very dangerous Quite dangerous Not dangerous

44

10

Mar '02
Base: All drivers

Apr '02

May '02
2002pres.PPT 14

Driver Fatigue
Effective ways of stopping falling asleep at the wheel
% Taking a break as soon as start to feel tired Planning journey to include regular breaks Opening the window Turning heating down Having a 15 minute power-nap Drinking a caffeinated drink
20 21 21 17 31 28 32 28 30 30 28 27 51 46 51 48 58 62 59 59 73 82 80 80

March '02 (1267) April '02 (1253) May '02 (1252) June '02 (1214)

Base: All drivers

2002pres.PPT 15

Driver Fatigue
Acceptability of driving whilst tired
% considering extremely unacceptable
100
TV Radio Radio Radio

80

Radio

60

40

All drivers Male drivers under 35

20

0 Aug '00

Sep '00

Oct '00

Jan '01

Jul '01

Oct '01

Dec '01

Jan '02

Mar '02

Apr June '02 '02

2002pres.PPT 16

2002pres.PPT 17

Driver Fatigue
Impact of VMS messages
%
68 80

Makes me more aware of tiredness when driving

Before
68

During
74

Makes me stop for a rest

Source: Highways Agency Motorists Survey, Easter 2002

2002pres.PPT 18

Driver Fatigue
Usefulness of VMS messages
THINK DONT DRIVE TIRED DONT DRIVE TIRED

43

38 51 52

Very useful %
37 38 37 14 20 9 10 35

Fairly useful Not very useful Not at all useful

Before

During

Before

During
2002pres.PPT 19

Source: Highways Agency Motorists Survey, Easter 2002

Driver Fatigue
Other safety messages like to see on VMS
% Distance related Lane discipline Speed related Drink-drive related General safety None / DK
12 23 20 50 47 45

Source: Highways Agency Motorists Survey, Easter 2002

2002pres.PPT 20

THINK DRINK DRIVE!

2002pres.PPT 21

Drink Drive 2001

    

5-22 December 27-31 December TV / radio (Christmas Traditions) Spend 1.3 million Fieldwork Pre: 7-11 November 2001 Mid: 12-16 December 2001 Post: 2-6 January 2002
2002pres.PPT 22

Drink Drive 2001

Frequency of drinking alcohol away from home
All drivers
(12072)
19

Female drivers
(5252)
11

Male drivers
(6840)

Male drivers under 35

(1856)

24 20

30

More than once a week About once a week

22 23

1-3 times a month

28

%
23

26 21 19 23 16

Less often
20 9

Never

17

19

15

12

2002pres.PPT 23

Drink Drive 2001

Frequency of drinking alcohol away from home
All drivers Male drivers Male drivers under 35

22

19 30

24 39

30

More than once a week

22 22 23 22 28 24 23 21 19 14 17 21 20 17 16 17 9 9 15 14 15 9 12 27

About once a week 1-3 times a month Less often Never

1996-1997 2001-2002 1996-1997 2001-2002 1996-1997 2001-2002

2002pres.PPT 24

Drink Drive 2001-2002

Spontaneous awareness of publicity
TV Radio

100
Radio

80

Radio

Radio

60

40

All drivers Male drivers under 35

20 Commercial radio listeners/drivers 0 Jul '01 Aug '01 Sep '01 Oct '01 Nov '01 Dec '01 Jan '02 Feb '02 Mar '02 Apr '02 May June Jul '02 '02 '02

2002pres.PPT 25

Drink Drive 2001

Spontaneous recall of publicity
%

Campaign total Horrific car crash / scene of accident People being killed / crippled by drink driving Background of Xmas music Real film of crash Mention of Cliff Richard Bodies / dead bodies
5 2 3 5 3 3 3 2 1 7 23 25

35 38

Dec '01 (1042) Jan '02 (1120)

Base: All drivers who recall publicity

2002pres.PPT 26

Drink Drive 2001

Spontaneous recall of publicity
%

Campaign total Horrific car crash / scene of accident People being killed / crippled by drink driving Background of Xmas music Real film of crash Mention of Cliff Richard Bodies / dead bodies
6 2 5 11 4 2 4 3 1 4 19 25

36 41

Dec '01 (156) Jan '02 (138)

Base: All male drivers under 35 who recall publicity

2002pres.PPT 27

Drink Drive 2001

Spontaneous recall of publicity
% recalling some detail of the campaign at post stage

Jan 02 (Christmas tradition) Jan 01 (Christmas tradition) Jan 00 (Prisoners) Jan 99 (Dont drink and die) Jan 98 (Responsibility) Jan 97 (Mirror, mirror)
19

38

51

39

54

57

Base: All drivers who recall publicity

2002pres.PPT 28

Drink Drive 2001

Prompted recognition of TV advertising
%

All drivers

(1195) (1233)

69 76

Male drivers under 35

(179) (150)

73 83

Dec '01

Jan '02

Male drivers

(682) (670)

70 80

Female drivers

(513) (562)

67 71

2002pres.PPT 29

Drink Drive 2001

Prompted recognition of TV advertising
%

(1230) (1239) Drivers (1207) (1229) (1205) (1233) (222) (198) Male drivers under 35 (200) (178) (177) (150)
51 59 83 66 70 43 59 76 60 71

88

Jan '97 Jan '98 Jan '99

90

Jan '00 Jan '01 Jan '02

2002pres.PPT 30

Drink Drive 2001

Prompted recognition of radio advertising
%

All drivers (1195) (1233) Commercial radio Listeners / drivers Male drivers under 35 (418) (433) (174) (150) (682) (670) (513) (562)

21 25 40 47 35 36 23 27 17 23

Dec '01 Jan '02

Male drivers

Female drivers

2002pres.PPT 31

Drink Drive 2001

Prompted recognition of radio advertising
%

(1230) (1239) Drivers (1207) (1229) (1205) (1233) (478) (459) Daily commercial radio listeners / drivers (437) (488) (400) (433)
18

27 45 51 45

Jan '97 Jan '98

25

Jan '99 Jan '00

36 60 67 60 34 47

Jan '01 Jan '02

2002pres.PPT 32

Drink Drive 2002

Prompted recognition of World Cup radio advertising
% All drivers Commercial radio listeners / drivers Male drivers under 35
11 16 19 29 16 20 14 17 7 15
2002pres.PPT 33

June '02 July '02

Male drivers

Female drivers

Drink Drive 2001

Attitudes to Drink Driving
100

Even one drink makes me a worse driver % agreeing strongly

All drivers

80 Male drivers under 35

Xmas DD

60

Xmas DD

40

20

0 Dec '00

Jan '01

Mar '01

June '01

Nov '01

Dec '01

Jan '02

Jul '02

2002pres.PPT 34

Drink Drive 2001

Attitudes to Drink Driving
100

Even one drink makes me a worse driver % agreeing strongly

All drivers

80 Male drivers under 35

60

40

20

0 Jan '97

Jan '98

Jan'99

Jan '00

Jan '01

Jan '02

2002pres.PPT 35

Drink Drive 2001

Attitudes to Drink Driving
100

It is safe to drive after two drinks % disagreeing strongly

All drivers
Xmas DD

80

Xmas DD

Male drivers under 35

60

40

20

0 Dec '00

Jan '01

Mar '01

June '01

Nov '01

Dec '01

Jan '02

Jul '02

2002pres.PPT 36

Drink Drive
Attitudes to Drink Driving
100

It is safe to drive after two drinks % disagreeing strongly

All drivers

80 Male drivers under 35

60

40

20

0 Jan '97

Jan '98

Jan '99

Jan '00

Jan '01

Jan '02

2002pres.PPT 37

Drink Drive 2001

Personal alcohol limit affecting driving
1.58 1.62 1.59 1.31

27

30

31 42

None at all One unit

17

15

14 13

%
24 25 30

2-3 units 4+ units

23

Never drink alcohol Don't know

15 12 5

17 9 4

15 6 4

16 4 2

Dec

Jan

Dec

Jan

All male drivers

Male drivers under 35

2002pres.PPT 38

Drink Drive
Personal alcohol limit affecting driving
% saying can drink no beer / alcohol at all

(701) (668) All male drivers (698) (682) (670) (706) (196) (207) (177) Male drivers under 35 (174) (150) (186)
29 28 27 30 27 33 33

38

May '99 Dec '00 Jan '01 Dec '01

43

Jan '02 June '02

37 34

39

2002pres.PPT 39

Drink Drive
Drink drive casualties 1979-2000
20 18 16 Serious injury ('000s) 14 12 10 8 6
520

Fatal ('00s)

4 2 0 '79 '80 '81 '82 '83 '84 '85 '86 '87 '88 '89 '90 '91 '92 '93 '94 '95 '96 '97 '98 '99 '00
2530

Source: Department for Transport

2002pres.PPT 40

Drink Drive
Breath test and percentage failures 1987-1999
25 17% (11,000 failures) 20 215,000

15

Number of breath tests (0,000s) Percentage failed

10

65,000 4.2% (9,000 failures)

0 87 88 89 90 91 92 93 94 95 96 97 98 99

Source: Department for Transport

2002pres.PPT 41

Drink Drive
Acceptability of driving after drinking 2 pints
100

% considering it extremely unacceptable

80

60
%

All drivers 40 Male drivers under 35 20

Aug '98

Jul '99

Jul '00

Jul '01

Mar '02

June '02
2002pres.PPT 42

THINK SPEED!

2002pres.PPT 43

Speed 2001-2002
Stopping distances (TV / radio / press) Total spend: 4.3m
     

27 June 3 July 2001 (spend 1.7m) 6 23 September 2001 (spend 1.2m) 7 20 January 2002 (spend 580,000) 11 24 February 2002 (spend 320,000) 20 26 May 2002 (spend 520,000) Fieldwork 4 8 July 1 2 weeks after each burst
2002pres.PPT 44

Speed 2001-2002

    

Spontaneous awareness of publicity Prompted advertising recognition Speed OK to drive at in 30 mph area Attitudes to speeding Acceptability

2002pres.PPT 45

Speed 2001-2002
Spontaneous awareness of publicity
100
TV Radio TV Radio TV Radio TV Radio

80 All drivers Male drivers under 35 40 Commercial radio listeners/drivers

60
%

20

0
Jul '01 Aug Sep '01 '01 Oct '01 Nov Dec '01 '01 Jan '02 Feb '02 Mar '02 Apr '02 May June '02 '02 Jul '02

2002pres.PPT 46

Speed 2001-2002
Spontaneous awareness of publicity
% Mar '97 Oct '97 Nov '97 May '98 Feb '99 Mar '99 Sep '00 Feb '01 Jul '01 Oct '01 Feb '02 Mar '02 June '02 69 66 74 67 69 75 68 71 53 81 71 53 77

Base: All drivers

2002pres.PPT 47

Speed 2001-2002
Prompted recognition of TV advertising
%

(1250) All drivers (1204) (1251) (1267)

73 78 81 86

Jul '01 Oct '01 Feb '02

(187) (188) Male drivers under 35 (210) (227)

81 87 93 89

Mar '02

2002pres.PPT 48

Speed
Prompted recognition of TV advertising 1997-2002
% Mar '97 Oct '97 Nov '97 Feb '99 Mar '99 Jul '01 Oct '01 Feb '02 Mar '02 68 73 78 81 86 30 60 57 77

Base: All drivers

2002pres.PPT 49

Speed 2001-2002
Personal response to TV commercial - February 2002
%
It made me think about my own driving

47

It has made ME drive more carefully

40

It is aimed at people like me

15

It told me something new

14

It made me think more about my safety as a passenger

Base: All drivers (1251)

2002pres.PPT 50

Speed 2001-2002
Prompted recognition of radio advertising
%
26

All drivers
17

40

Jul-01
33

Feb-02
52

Male drivers under 35

20

Jun-02
44

Commercial radio listeners/drivers

64 29

2002pres.PPT 51

Speed
Prompted recognition of radio advertising 1997 - 2002
%
(1214) (1230) (1233) (1250) (1251) (1214) (222) (205) (176) (187) (210) (186) (505) (500) (451) (434) (453) (448)

42 36 36 26 40 17 Nov '97 42 37 35 33 52 20 60 52 60 44 64 29 May '98 March '99 July '01 Feb '02 June '02

Drivers

Male drivers under 35

Daily commercial radio listeners/drivers

2002pres.PPT 52

Speed
Speed OK to drive at in 30mph area
Mean speed 32.5 33.2
19

32.4

23

23

25-29 mph 30-34 mph

50

49 54

35-39 mph 40 mph +

19 8

21 14 11 9

Jan 98 (1239) Base: All drivers

July 01 (1250)

Feb 02 (1251)
2002pres.PPT 53

Speed
Attitudes to Speeding
The driver is always at least partly to blame if they knock over a pedestrian % agreeing
100 All drivers 80 Male drivers under 35 60

40

20

0 Jan '97 Aug '97 Jan '98 Jul '98 Jan '99 Jun '99 Apr '00 Mar '01 July '01 July '02

2002pres.PPT 54

Speed
Attitudes to Speeding
100

It is more important to keep up with the traffic than to keep to the speed limit % disagreeing strongly
All drivers 80 Male drivers under 35 60

40

20

0 Apr '98

Oct '98

Mar '99

Sep '99

Nov '00

Jun '01

Nov '01

Jul '02

2002pres.PPT 55

Speed
Attitudes to Speeding
100

30mph is too slow nowadays in residential areas % disagreeing strongly

All drivers

80 Male drivers under 35 60

40

20

0 May '98

Jun '98

Apr '00

Nov '00

Mar '01

Jun '01

July '01 Nov '01

Jul '02

2002pres.PPT 56

Speed
Acceptability of driving at 40mph in a 30mph area
% considering extremely unacceptable
100 All drivers 80 Male drivers under 35

60

40

20

0 May '98

Nov '98

Apr '99

Oct '99

Mar '00

Jul '00

Sep '00

Jan '01

Oct '01

Jan '02

Apr '02

2002pres.PPT 57

THINK SEAT BELTS!

2002pres.PPT 58

Seat Belts


Julie (TV) and Vectorscope (radio) Launched July 1998 12-19 March 2001 27 September 7 October 2001 4-10 March 2002

Radio only 20 July 5 August 2001 Post stage measurements taken April, August, October 2001, March 2002
2002pres.PPT 59

Seat Belts 2001-2002

Spontaneous awareness of publicity Spontaneous recall of publicity Prompted advertising recognition Knowledge of effects Seat belt usage Acceptability

     

2002pres.PPT 60

Seat Belts 2001-2002

Spontaneous awareness of publicity
100
TV Radio

80

TV Radio

All adults All drivers Adults 16-34

60
%

40

20

0
Sep '01 Oct '01 Nov '01 Dec '01 Jan '02 Feb '02 Mar '02 Apr '02 May June July '02 '02 '02
2002pres.PPT 61

Seat Belts
Spontaneous awareness of publicity
%

Launched

Jul '98 Aug '98 Apr '99

31 27 48 38 33 48 45 39

54

(Radio only)

Aug '99 Mar '00

(Radio only) (Radio only)

Apr '01 Aug '01 Oct '01 Mar '02

Base: All adults

2002pres.PPT 62

Seat Belts
Spontaneous recall of publicity
%
71

Campaign total
49 34

58

July '98

Woman driver who was killed by her son who was in the back not wearing a seat belt
30

44 49 38

Mar '00 (1224) Oct '01 (1287) Mar '02 (1282)

She knows her killer

5 4 2

Base: Adults who recall publicity

2002pres.PPT 63

Seat Belts 2001-2002

Prompted recognition of TV advertising (Julie)
%

(2000) All adults (2000)

80

76

Oct '01 Mar '02

(708) Adults aged 16-34 (638)

88

89

2002pres.PPT 64

Seat Belts
Prompted recognition of TV advertising
% Jul '98 Aug '98 Apr '99 Feb '00 Mar '00 Mar '01 Apr '01 Oct '01 Mar '02
Base: All adults

51 45 53 37 (pre) 72 (post) 52 67 (post) 80 76

2002pres.PPT 65

Seat Belts
Prompted recognition of radio advertising (Vectorscope)
% (2000) All adults (2000) (2000)
34 35 39

Daily commercial radio listeners

(723) (676) (628)

53 62 64

Aug '01 Oct '01 Mar '02

(615) Adults aged 16-34 (623) (638)

42 48 49

2002pres.PPT 66

Seat Belts
If passengers in the back of a car dont wear a rear seat belt and the car is in an accident, they could seriously injure the driver
100
TV

% agreeing strongly
Radio Radio TV Radio TV Radio

80 60 40 20 0

Launch

Drivers Adults Adults 16 - 34

Jun '98

Oct '98

Oct '99

Sept '00

Mar '01

Aug '01

Feb '02
2002pres.PPT 67

Seat Belts
If passengers in the back of a car dont wear a rear seat belt and the car is in an accident they could kill the driver
% agreeing strongly

100
Radio TV Radio

TV Radio

80
Launch

TV

Radio

60 40 20 0 Jun '98 Oct '98 Oct '99 Sept '00 Mar '01 Aug '01 Feb '02

Drivers Adults Adults 16 - 34

2002pres.PPT 68

Seat Belts
If passengers in the back of a car dont wear a rear seat belt and the car is in an accident they could get seriously injured
% agreeing strongly

100
Launch TV Radio

Radio

TV Radio

TV Radio

80 60 40 20 0 Jun '98 Oct '98 Oct '99 Sept '00 Mar '01 Aug '01 Feb '02
2002pres.PPT 69

Drivers Adults Adults 16 - 34

Seat Belts
Rear seat belt wearing by adults (TRL)
59 54 41 44 45 48 50 46 45 48 54 59 58

56

56

56

90

91

92

93

94

95

96

97

98 Apr

98 Oct

99 Apr

99 Oct

00 Apr

00 Oct

01Apr

01Oct

02 Apr

Elephant Campaign

Julie Campaign

2002pres.PPT 70

Seat Belts
Rear seat belt wearing by children 0-13 (TRL)
91 79 67 76 81 80 78 79 79 80 85 90 90 90 90 91 92

90

91

92

93

94

95

96

97

98 98 99 99 00 00 01- 01- 02Apr Oct Apr Oct Apr Oct Apr Oct Apr

Elephant Campaign

Julie Campaign

2002pres.PPT 71

Seat Belts
Acceptability of not wearing a rear seat belt
100 80
Launch

% considering extremely unacceptable

Cinema Radio

TV Radio

TV Radio

TV Radio

60 40 20 0
May '98 Nov '98 Apr '99 Oct '99 Mar '00 Jul '00 Sep '00 Jan '01 Oct '01 Jan '02 Apr Jun '02 '02

Drivers Adults Adults 16 - 34

2002pres.PPT 72

THINK MOTORBIKES

2002pres.PPT 73

Motorbikes 2002
   

TV and radio campaign 1-5 May and 30 May 5 June Total spend 882,000 Fieldwork: 3-7 April (pre) 1-5 May (launch) 12-16 June (post)

2002pres.PPT 74

Motorbikes 2002

  

Spontaneous awareness of publicity Spontaneous recall of publicity Prompted advertising recognition

2002pres.PPT 75

Motorbikes 2002
Spontaneous awareness of publicity
%
(1253) All drivers (1252) (1214) (192) Male drivers under 35 (209) (186) (697) Drivers ABC1 (708) (671) (556) Drivers C2DE (544) (543) (139) Drivers in London (122) (113)
24 40 49 22 40 50 21 34 48 27 47 49 26 29 50

April '02 May '02 June '02

2002pres.PPT 76

Spontaneous recall of motorcycles publicity - June 2002%

Campaign recognition - total TV recognition -total Now you see him, now you dont Car knocks into motorbike Driver loses sight of motorcyclist Radio recognition - total Look out for my brother, hes wearing yellow and rides a motorbike Brother is invisible He wears a yellow jacket to be seen

Motorbikes 2002
39 29 12 13 7 10 1 5 4

Base: Drivers who recall publicity (695)

2002pres.PPT 77

Motorbikes 2002
Prompted recognition of TV advertising
% (1252) All drivers (1214)
30 52

Male drivers under 35

(209) (186) (708) (671) (544) (543)

29 52

May '02 June '02

Drivers ABC1

27 49

34 56

Drivers C2DE

2002pres.PPT 78

THINK MOBILE PHONES

2002pres.PPT 79

Mobile Phones
April 1998 - Press

February 2000 - TV May 2002 - Radio (spend 180,000)

8-15 May 2002 Fieldwork 12-16 June

2002pres.PPT 80

Mobile Phones

Spontaneous awareness of publicity

Prompted advertising recognition

Acceptability

2002pres.PPT 81

Mobile Phones
Spontaneous awareness of publicity about drivers using mobile phones
100

80
Radio

Drivers 60
%

Male drivers under 35 40 Commercial radio listeners/drivers

20

0
Jul '01 Aug '01 Sep '01 Oct '01 Nov '01 Dec '01 Jan '02 Feb '02 Mar '02 Apr '02 May June July '02 '02 '02

2002pres.PPT 82

Mobile Phones
100

Spontaneous awareness of publicity about drivers using mobile phones TV

Press

80

Radio
60 Drivers Male drivers under 35

40

20

0 Mar '98

Jan May '00 '00

Jul Sep Nov Jan Mar '00 '00 '00 '01 '01

Jul '01

Sep Nov Jan Mar May July '01 '01 '02 '02 '02 '02

2002pres.PPT 83

Mobile Phones
Spontaneous awareness of publicity (post campaign)
%
(1182) Drivers (1226) (1214)

67 85 45 Apr '98 (post - press)

Feb '00 (post - TV)

(201) Male drivers under 35 (175) (186)

62 75 36

June '02 (post - radio)

2002pres.PPT 84

Mobile Phones
Prompted recognition of radio Advertising - June 2002
% All drivers
26

Male drivers under 35

34

Commercial radio listeners/drivers

44

2002pres.PPT 85

Mobile Phones
When answer mobile phone if driving
%

If could safely pull over to answer it If stuck in traffic Answer and say Ill call back later If in slow moving traffic Answer it and deal with the call If expecting an important / urgent call Never have mobile on when driving Never answer while driving
16 18 10 12 10 8 9 8 6 6

30 37

May '02 (1252) June '02 (1214)

27 24 23 20

Base: All drivers

2002pres.PPT 86

Mobile Phones
Usage whilst driving
(609) (708) (675) (1000) (974) (1050)
Never use any whilst driving
56 60 63 61 62 56

Never use hand held whilst driving Use hand held when traffic stopped

%
13 14 13 11 5 11 7 6 13 9 7 7 16 11 8 7

13 12 7 7

14 9 7 7

Use hand held in slow moving traffic Use hand held, regardless of traffic speed

Dec '99 (pre)

Jan '00 (during)

Feb '00 (post)

Jul '01

Aug '01

Apr '02

Base: All drivers with a mobile or in car phone

2002pres.PPT 87

Mobile Phones
Opinion on use of hands-free phone while driving
% 11 15

It is safe to make and receive calls on a hands-free mobile phone while driving

It is safe to use a hands-free phone while driving if you use it just to receive calls

19 25

May '02 (1252) June '02 (1214)

Using a hands-free phone whilst driving is just as distracting as using a hand held mobile phone

63 51

Base: All drivers

2002pres.PPT 88

Mobile Phones
Acceptability of using a mobile phone whilst driving
100
Press

% considering it extremely unacceptable

TV Radio

80

60
%

All drivers 40 Male drivers under 35 20

May '98

Nov '98

Apr '99

Oct '99

May '00

Oct '00

Jul '01

Oct '01

Mar '02

Apr June '02 '02

2002pres.PPT 89

Hierarchy of Behaviour
% considering it extremely unacceptable (12 month average)
%

Driving without motor insurance Shoplifting Not wearing a seat belt in the front of the car Driving after drinking 2 pints Using a mobile phone whilst driving Carry on driving when too tired Not wearing a seat belt in the back of a car Driving at 40mph in a 30 mph area Illegal parking on double yellow lines
Base: All drivers

94 91 81 73 71 67 60 48 47

2002pres.PPT 90

CHILD ROAD SAFETY

2002pres.PPT 91

Spontaneous awareness of child road safety publicity

100

75
TV

Press TV

50

All parents All drivers

25

0 Apr Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr '01 '01 '01 '01 '01 '01 '01 '01 '02 '02 '02 '02

2002pres.PPT 92

THINK! logo recognition

100
Speed Speed Fatigue Seat Belts Drink Drive Speed

75

50
%

All adults All drivers

25

0 Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr '01 '01 '01 '01 '01 '01 '01 '02 '02 '02 '02

2002pres.PPT 94

Meaning of THINK! logo

Mar 01 (1128) % Think before you drink and drive Think about your speed/Don't speed/Slow down Think whilst driving/Before driving Think/Think about what you are doing Think about driving when tired Concentrate/Pay attention/Be aware Be careful/Take care Road safety/Think safety Think about other people/Other drivers/Pedestrian Think ahead Think before crossing road 8 22 18 22 1 23 7 12 10 6 5 Oct 01 (1453) % 21 35 16 16 1 3 3 3 2 2 2 Dec 01 (1437) % 42 22 16 12 1 3 2 2 1 2 2 Jan 02 (1451) % 41 27 16 9 1 3 2 3 1 3 2 Feb 02 (1303) % 26 37 15 9 1 6 2 2 2 2 2 Apr 02 (1519) % 25 24 19 11 8 4 4 3 2 1 1

Base: All adults who recognise logo

2002pres.PPT 95

2002pres.PPT 96

THNIK! Logo Recognition May 2002

% Think! McDonalds Orange Nike Audi Fire Safety Yellow Pages
50 56 64 74 62 64 74 81 87 91 58 63 97 99

All adults (2000) Drivers (1252)

2002pres.PPT 97

Associations with THINK! Logo May 2002

% Drinking and driving
31

General road safety Speeding

28

24

Driving / to do with driving

13

Fatigue

Base: All adults who recognised logo (1153)

2002pres.PPT 98

OPINION OF LOCAL ROAD SAFETY MEASURES

2002pres.PPT 99

Opinion of local road safety measures

% thinking each is a very good idea
20mph speed limits around schools Speed cameras Speed bumps in residential areas 100
Radio TV

Cycle lanes 20mph speed limits in residential areas

Radio Press

TV Radio

75

% 50

25

0 Apr '00 May '00 June '00 Feb '01 Jul '01 Aug '01 Jan '02 Feb '02 Jul '02

Base: All drivers

2002pres.PPT 100

Opinion of local road safety measures

% thinking a quite good or very good idea
% Apr '00
20mph limit around schools
26 25 68 69 94 94

Jul '02

April '00
Cycle lanes

36 34

48 49

84 83

Jul '02

Quite good Apr '00

Speed cameras
40 34 36 39 70 79

Jul '02

Very good

Apr '00
20 mph in residential areas

34 31

31 35

65 66

Jul '02

Apr '00
Speed bumps

34 34

30 30

64 64

Jul '02

Base: All drivers

2002pres.PPT 101