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					 Department for
Transport




                  Project Ulysses 3 – 6002


   Parental Road Safety Advertising Tracking

   Presentation of Results - Wave 3 – 23rd Oct 2008




                                                  1
 Department for
Transport                                                     Introduction
                                  OVERVIEW
       The first wave of 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

       The core (press and radio) of the latest wave ran from 3rd August
          to 7th September 2008, with ambient running until mid
          September, and online advertising until the end of September

       The current wave of research was timed to occur directly after
          the core press and radio advertising, to maintain comparability
          with previous waves

       This presentation reports on parental attitudes, behaviour and
          road safety advertising awareness, and measures awareness
          and opinion of the CopyCat campaign, and any changes in road
          safety attitudes and behaviour
                                                                            2
 Department for
Transport                                                          Introduction
                                   OBJECTIVES
        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

                                      SAMPLE
           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

                                                                            3
 Department for
Transport                                                            Introduction
                                       TIMING
        Wave 1 – Pre CopyCat advertising – w/c 1st / 8th Oct 2007
        Wave 2 – Post CopyCat advertising – w/c 10th / 17th Dec 2007
        Wave 3 – Post CopyCat advertising – w/c 8th / 15th Sep 2008

                  2008        August              September

                      W/C     4   11   18    25    1   8   15   22   29


                              CopyCat Campaign
                    Adverts   Radio / Press / Online
                                    / Ambient


                                                       Wave 3
                   Research
                                                        Post

                                                                              4
 Department for
Transport                                        Introduction

                          CONTENTS
   Media Exposure
   Road Safety Opinion and Behaviour

   CopyCat Advertising – Spontaneous Recall

   CopyCat Advertising – Prompted Recall

   Closer Advertorials / Poster Advertising – Prompted Recall
   Correlations with CopyCat

   Conclusions

                                                             6
 Department for
Transport




                  Media Exposure




                                   7
 Department for
Transport         Section A – Q1 Which radio stations listened   to in last couple months


55% had listened to one or more stations carrying the adverts
          57% last year with a different mix of stations

   Heart 12%
           Virgin 10%                           Results are shown for main
                                                stations at wave 3 (>2%)
                  Capital 8%
                         Kiss 8%
                                Galaxy 7%
                                      TalkSport 6%
                                                                     New stations
                                             Real Radio 5%            at wave 3
 Listenership varied little between waves        Classic 4%
                                                      XFM 3%
 85% also listened to other radio stations                Smooth 3%
 (mainly Radio 1,2 & 5)                                               Century   3%

 Base : Total sample wave 3 (1000)
                                                                                     8
 Department for
Transport          Section A – Q2 Which of these newspapers read in last couple months

75% had read one or more newspapers carrying the adverts
        67% last year with a different mix of papers

       The Sun 46%                                  Results are shown for wave 3


                  News of the World 42%
                     Sunday Times 23%                              New papers
                                                                    at wave 3
                             Sunday Mirror 22%
                                      Guardian 15%
    Readership of individual papers varied little between waves

    Differences related to social grade:
            AB = The Sunday Times / Guardian           DE = Sunday Mirror

    Fathers were generally more likely to have read any of the listed papers

 Base : Total sample wave 3 (1000)
                                                                                 9
 Department for
Transport          Section A – Q3 Which of these magazines read in last couple months

 65% had read one or more magazines carrying the adverts
       51% last year with a different mix of magazines

   Take a Break 26%                                 Results are shown for wave 3

           You Magazine 24%
                  What‟s on TV 21%
                         Closer 21%                                   New
                                                                   magazines
                                Chat 15%                           at wave 3
                                       TV Quick 15%
                                            Women‟s Own 14%
 Readership varied little between waves
                                                 Pick Me Up 13%
 Mothers were more likely to have read most           That‟s Life 13%
 magazines, exceptions being You, What’s on TV             Inside Soap 13%
 and TV quick

 Base : Total sample wave 3 (1000)
                                                                               10
 Department for
Transport          Section A – Q4 Which of these websites visited   in last couple months


 88% had visited one or more websites carrying the adverts
        79% last year with a different mix of websites

   Yahoo 47%                                   Results are shown for wave 3 (>5%)

           MSN 43%
                  Lastminute.com 32%
                         TicketMaster 27%
                                Virgin Media 27%               Websites also
                                       Orange 23%              from wave 2
                                             AOL 21%
                                                 FlyThomasCook 17%
                                                      MyTravel 15%
 Websites at wave 2 were used more by mothers,             DirectHolidays 14%
 but the new batch of sites is used more by fathers                   GoingPlaces   13%

 Base : Total sample wave 3 (1000)
                                                                                    11
 Department for
Transport                                          Media Exposure

                               Key Points
     Radio           Newspapers         Magazines         Websites
55% had heard a      75% had read a    65% had read a   88% had used a
 featured station    featured paper     featured mag      featured site
(down from 57%)       (up from 67%)     (up from 51%)    (up from 79%)

Top 3 stations :      Top 3 papers :    Top 3 mags :     Top 3 sites :
   Heart 12%          The Sun 46%    Take a Break 26%   Yahoo 47%
   Virgin 10%          NOTW 42%     You Magazine 24%     MSN 43%
   Capital 8%       Sunday Times 23% What’s on TV 21% LastMinute 32%

                                                          
     98% had potentially been exposed to the advertising
    on any media in the last couple of months, up from 95%

                                                                   12
 Department for
Transport




                  Road Safety Opinion and Behaviour




                                                      13
 Department for
Transport                           Road Safety Opinion and Behaviour
                               Overview of Differences
FATHERS                                                 MOTHERS
- Worried about gangs / theft / mugging                 - Worried about road accidents / abduction
- Threats to children mobile theft / bike accidents /   - Claim good road safety behaviour
online threats                                          - More likely to be empowering
- Claim general poor road safety behaviour
- More likely to be controlling or passive


Parents of BOYS                                         Parents of GIRLS
- Worried about fighting / sporting accidents           Worried about abduction / illness
- Threats to children bullying / road accidents
- Claim poor road safety behaviour


Parents of 4-7s                                         Parents of 8-11s
- Worried about home & road accidents / illness /       - Worried about bullying / gangs / theft / mugging /
abduction                                               stress
- Threats to children arguing with parents              - Threats to children mobile theft / bike accidents /
- Teach children to cross with an adult                 online threats
- Claim good road safety behaviour                      - Teach children take care / don’t cross between cars
- More likely to be protecting                          - More likely to be empowering



                                                                                                       14
  Department for
Transport Section B – Q1 3 things most concerned about considering child’s safety
               Accidents on the road was mentioned almost
                    as often as bullying as a concern

                   Bullying                23                   36                  Results are shown for wave 3
     Accidents on the road             21                      37

                    Illness           14                  26

                Abduction              18                 19

     Accidents in the home        6             19
                                                                     Changes since last year:
                    Gangs         8         14
                                                                     - Gangs mentioned 1st more often
           Theft / Mugging    2       13

                   Fighting 2         11                             - Fighting mentioned more overall
                    Stress 2 7

          Family problems     2 6

    Accidents playing sport 1 7
                                                          First mentions        Total mentions
                   Racism 1 5


                              0                      20        40          60        80      100
                                                                     %
 Base : Total sample wave 3 (1000)
                                                                                                              15
  Department for
Transport Section B – Q2 How likely is it that these things will happen to your child
 Road safety scenarios considered the least likely to happen
     Slight increase in perceived likelihood since last year

                            100
                                               Wave 1 (pre) Oct '07        Wave 2 (post) Dec '07        Wave 3 (post) Sep '08

                                        78
                             80   75 76
    % very / quite likely




                                               59 59 58                                                 Road safety
                             60
                                                             51
                                                                  47 48                              related scenarios
                                                                          37 37 39            38                                          
                             40
                                                                                                     31 32 33    30        32             30
                                                                                                                      28        28
                                                                                                                                     25

                             20

                                                                                        N/A
                              0
                                  Argue with   Bullied at        Be       Mobile stolen Approached   Pedestrian Car accident      Bike
                                   parents      school       approached                   online      accident                  accident
                                                            by a stranger


 Base : Total sample wave 1/2/3 (1005/1010/1000)
                                                                                                                                               16
 Department for
Transport             Section B – Q3 Greatest cause of death in children your child’s age

                  Road accidents continue to be considered
                        the greatest cause of death


          15

                     13
                                                     No variation since last year
                             15

  21
            23
                               63
                      22
                                      63

                                               63
  Wave 1
                                            Road accidents
            Wave 2                          Home accidents
                      Wave 3                Illness



 Base : Total sample wave 1/2/3 (1005/1010/1000)
                                                                                    17
 Department for
Transport                                Section B – Q5 Top 3 things taught to children about road safety

          Parents main teachings are still to stop, look and
                    listen, and look both ways

            Stop look listen                       29              25                   Results are shown for wave 3
            Look both ways               15                   30

          Cross at crossing              12              22

         Don't mess around           6              24

            Cross with adult         11             14

                  Take care          7             18                          No variation since last year
           Cross when safe           6             18

   Don't cross between cars      3            18

      Don’t run across road      3            18

               Wait at kerb          5        10
                                                              First mentions        Total mentions
            Listen for traffic   2 5


                                 0                      20         40          60       80       100
                                                                        %
 Base : Total sample wave 3 (1000)
                                                                                                                  18
 Department for
Transport                           Section B – Q6 Claimed road safety behaviour – GOOD

  The majority continue to claim good road safety behaviour

                                                                                84
       Hold hands with your
      child when crossing the                                                  82
               road                 Wave 1 (pre) Oct '07
                                                                            81
                                    Wave 2 (post) Dec '07
                                    Wave 3 (post) Sep '08                 78
       Use a crossing when
       crossing the road with                                                  82   
             your child
                                                                           80

                                                           48
      Wear a cycle helmet
     when you cycle with your                              47
              child
                                                           47
                                                                Low figures likely to be due
                                               31               to lower incidence of cycling
      Wear reflective gear
     when you cycle with your                      34
              child
                                              30


                                0      20         40         60           80            100
                                              % always / very often
 Base : Total sample wave 1/2/3 (1005/1010/1000)
                                                                                              19
 Department for
Transport                                              Section B – Q6 Claimed road safety behaviour – POOR

           19% overall claim any poor road safety behaviour
                16% last year but not significant overall
    Cross the road without                     6
                                                   7
    waiting for green man                                   11 

    Cross the road where                           7
                                                   7
   can't see traffic coming                            8

        Drive child without                5
                                       4
        wearing a seatbelt                             8      
                                           5
  Don't obey traffic signals
                                               6
                                                                         Significant increase in some claimed
        when cycling                               7                     poor behaviour since last year
     Run across road with                  5
                                       4
            child                                  7          
                                           5
  Cross whilst on a mobile         3
                                                   7          
                                   3
                                                                                   Wave 1 (pre) Oct '07
   Cross whilst listening to       3
           mp3                                     7          
                                                                                   Wave 2 (post) Dec '07
                                   3                                               Wave 3 (post) Sep '08
       Cross whilst texting        3
                                                   7          

                               0                       10              20         30         40            50
                                                                   % always / very often
 Base : Total sample wave 1/2/3 (1005/1010/1000)
                                                                                                                20
 Department for
Transport                                                     Section B – Q8 Agreement with statements


        Nearly all agree that advertising to parents is positive


                                                                        89
 Road safety adverts are a good reminder
 for parents who already know what to do
                                                                        90
                                                                         90

                                                                       82      Slight increase in those
  Road safety advertising makes me think
   again about being safe on the roads
                                                                        85     who think adverts are for
                                                                        86     those who do not already
                                                                               know about road safety
                                                                  74
         There aren't enough road safety                                       since last year
         advertisiments aimed at parents
                                                                  73
                                                                  73

                                                     30            Wave 1 (pre) Oct '07
   Road safety advertising is for parents                          Wave 2 (post) Dec '07
  who don't know much about road safety
                                                      32
                                                                   Wave 3 (post) Sep '08
                                                       38 

                                            0   20    40   60     80     100
                                                 % agree at all

 Base : Total sample wave 1/2/3 (1005/1010/1000)
                                                                                                       21
 Department for
Transport         Section B – Q9 Which describes how you educate child on road safety



  EMPOWERING
  I try to spend plenty of time informing and educating my child so
  they understand why they should or shouldn’t do things

  PROTECTIVE
  I try to protect my child by keeping them where I can see them, and
  prefer not to allow them out without adult supervision

  CONTROLLING
  I try to keep my child under close control when out, to make sure they
  do the right things
  PASSIVE
  I try to allow my child the freedom to discover things for themselves,
  and don’t generally spend a lot of time giving them advice


                                                                               22
 Department for
Transport              Section B – Q9 Which describes how you educate child on road safety

       Half of parents consider themselves as Empowering


                   4

      18                   5

                                         5
                  19                                     No variation since last year
                               18   50


                                             51

      28
                                                    54
                  25
 Wave 1                                                       Empowering
                               23
                                                              Protective
            Wave 2                                            Controlling
                          Wave 3                              Passive



 Base : Total sample wave 1/2/3 (1005/1010/1000)
                                                                                    23
 Department for
Transport                           Section E – Q1 Children’s involvement in road accidents

      Significant increase in proportion of children claimed
             to have been involved in road accidents
            50


            40


            30                   Boys twice as likely to be
                                 involved compared to girls
        %

            20
                                                                        
                                                                         9
            10             7                      6


            0
                  Wave 1 (pre) Oct '07   Wave 2 (post) Dec '07 Wave 3 (post) Sep '08

 Base : Total sample wave 1/2/3 (1005/1010/1000)
                                                                                       24
 Department for
Transport               Road Safety Opinions and Behaviour

                                Key Points
  No year-on-year change:
   Main concerns for children - Accidents on the road / Bullying
   Likely danger scenarios - Road accidents least likely
   Greatest cause of death – Two thirds choose road accidents
   Parental teachings - Stop look listen / Look both ways
   Parenting style – Half empowering / Quarter protective
   Road safety behaviour - Majority claim good behaviour

  Some year-on-year change:
   Significant increases in individual poor road safety behaviours
         On mobile / mp3 / texting, running across, no green man, seatbelts
         A fifth claim any poor behaviour overall (not up significantly)
   Significant increase in proportion of children in road accidents

                                                                           25
 Department for
Transport




         CopyCat Advertising - Spontaneous Recall




                                                    26
 Department for
Transport           Section C – Q1/3/5/7 Seen any advertising                   about children’s road safety


      39% were aware of ANY road safety adverts this wave
                    up from 32% last year

      50
                                                                        Press
                                                                        Radio
      40
                                                                        Online
                                                                        Poster
      30
  %                                                                   21
                                             18                                  
      20                                                                              Poster awareness
                     15                                                    18
                                                                           14
                                                                                      at children’s
                                             16
                                                                                      activity centres
      10             13
                                                                                     added at wave 3
                                                                       9
                      7                       6
      0
            Wave 1 (Pre) - Oct 07   Wave 2 (Post) - Dec 07   Wave 3 (Post) - Sep 08


 Base : Total sample wave 1/2/3 (1005/1010/1000)
                                                                                                     27
 Department for
Transport          Section C – Q2 What can you remember about the adverts - PRESS

  2% (of total) spontaneously aware of CopyCat in the press
                 the same proportion as last year

        100


          80


          60
                            Wave 1 (Pre) - Oct '07        Wave 2 (Post) - Dec '07   Wave 3 (Post) - Sep '08
      %
                                Plus general responses:
          40                    Speeding / Limits / Slow down / Braking distance          13 / 7 / 7
                                Cross safely / Crossing the road                          7/8/6
                                Stop, look, listen, think                                 5/3/5

          20                                         17
                                            13                               11                             
                        8     10                                          8
                                                            6                       6                  7
                                                                                                 2            1
                  N/A
           0
                    CopyCat               It's 30 for a reason            Hedgehogs            Camera Phone



 Base : All recalling advertising wave 1/2/3 (149/182/181)
                                                                                                                  28
 Department for
Transport         Section C – Q2 What can you remember about the adverts - PRESS




“
      The ad was on the inside cover of What’s on TV and it




                                                                    ”
      was showing that whatever you do in a car or when
      crossing the road your child will copy you
                                            – Mum of Boy 4




“                                                                   ”
      The advert where it says if you do things like listening
      to ipod, crossing between vehicles etc and your child
      will copy you                           – Dad of Girl 7




“
      It showed a line of adult writing and underneath a
      child had copied the writing. I think it was about what
      you do, your child will copy you         – Mum of Boy 9


                                                                          29
 Department for
Transport          Section C – Q4 What can you remember about the adverts - RADIO

 8% (of total) spontaneously aware of CopyCat on the radio
                     up from 5% last year

        100


          80


          60              Wave 1 (Pre) - Oct '07   Wave 2 (Post) - Dec '07   Wave 3 (Post) - Sep '08

      %                                    Plus general responses:
                                           Speeding / Limits / Slow down / Braking distance       15 / 6 / 7
          40                       36      Seatbelts                                              4/4/3
                           32              Think!                                                 2/1/2
                                           Not to use a mobile / MP3 when crossing                2/7/2
                                           Road safety generally                                  2/2/2
          20                                        14     13      
                                                                   7
                                                                                     2        2      1
                   N/A
           0
                         CopyCat                   It's 30 for a reason                  Hedgehogs



 Base : All recalling advertising wave 1/2/3 (128/164/214)
                                                                                                               30
 Department for
Transport         Section C – Q4 What can you remember about the adverts - RADIO




“
      It’s where a parent is talking and the child is




                                                                    ”
      repeating everything. Bottom line is that your
      children will try to act like you and do things that you
      do                                       – Mum of Boy 4




“                                                                   ”
      I think it was about children copying bad habits
      similar to the stop smoking campaign – Dad of Girl 7




“
      It was on 210 FM and it was an adult talking with a
      child copying what they were saying – Mum of Boy 4


                                                                          31
 Department for
Transport Section C – Q6 What can you remember about the adverts - ONLINE
     <1% (of total) spontaneously aware of CopyCat online
                          <1% last year

        100


          80


          60               Wave 1 (Pre) - Oct '07   Wave 2 (Post) - Dec '07       Wave 3 (Post) - Sep '08

      %
                                  Plus general responses:
          40                      Speeding / Limits / Slow down / Braking distance         6/0/5
                                  Cross safely / Crossing the road                         4/5/3
                                  Think!                                                   4/2/2

          20              14
                                                                     10
                     7           5                  7                         5
                                                          3                         2            3     4
                                             N/A                                                            0
           0
                  It's 30 for a reason          CopyCat               Hedgehogs                  Distractions



 Base : All recalling advertising wave 1/2/3 (67/56/91)
                                                                                                                32
 Department for
Transport Section C – Q6 What can you remember about the adverts - ONLINE




“                                                             ”
      Your child will copy you so be sure to do it correctly
                                           – Mum of Boy 11




“
      It showed a person using a mobile phone whilst




                                                              ”
      crossing the road with a child. It said that children
      copy what they see adults do              – Dad of Boy 8




“
                  One spontaneous mention of Ghost online
      Boy crossing the road with headphones on and
      seeing ghosts of kids that have died on the road
                                             – Dad of Boy 6

                                                                    33
 Department for
Transport Section C – Q8 What can you remember about the adverts - POSTER
   1% (of total) spontaneously aware of CopyCat on posters
          at children’s activity centres (mainly mums)

        100


          80


          60                 Plus general responses:
                             Think!                                                7
      %                      Stop, look, listen, think                             6
                             Road safety generally                                 4
          40                 Cross safely / Crossing the road                      4
                             Be seen / Wear reflective clothing                    3
                             Speeding / Limits / Slow down / Braking distance      3
          20
                         8
                                                        5                                3
           0
                     Hedgehogs                       CopyCat                    It's 30 for a reason



 Base : All recalling advertising wave 3 (145)
                                                                                                       34
 Department for
Transport Section C – Q8 What can you remember about the adverts - POSTER




“                                                             ”
      Cheeky Monkeys soft play area, Preston. Aimed at
      parents about road safety - talked about how much
      children copy what you do so it’s important to do the
      right thing yourself                  – Mum of Boy 6




“                                                             ”
      It had road safety advice with children copying the
      writing                                 – Mum of Girl 9




“
      If you do *****, your child will copy you
                                               – Dad of Boy 11


                                                                    35
 Department for
Transport CopyCat Advertising – Spontaneous Recall

                                     Key Points
      Press                 Radio                    Online                    Poster
 18% aware of ANY         21% aware of ANY          9% aware of ANY          14% aware of ANY
road safety adverts      road safety adverts       road safety adverts      road safety adverts
   (18% last year)     (up from 16% last year)    (up from 6% last year)   (no measure last year)


                                                                                
      39%        spontaneously aware of any road safety adverts
                          (up from 32% last year)
10% CopyCat aware       36% CopyCat aware         3% CopyCat aware          5% CopyCat aware
   (8% last year)         (32% last year)            (7% last year)        (no meaure last year)
= 2% of total sample   = 8% of total sample     = <1% of total sample      = 1% of total sample

                                                                                
     22% of those who‟d seen any road safety adverts were
        spontaneously aware of CopyCat on any media
         ( 9% of the total sample up from 6% last year)
                                                                                          36
 Department for
Transport




            CopyCat Advertising - Prompted Recall




                                                    37
 Department for
Transport                      Section D – Q1/3/5/9 Seen CopyCat advertising

                     PROMPTED AWARENESS
 Press
            Respondents were shown the three press adverts,
            Red Man, Seatbelts and Mobiles 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
 Poster
       Respondents were shown Red Man and Mobiles on
       their PC screen
                                                                      38
 Department for
Transport                                   Section D – Q1/3/5/9 Seen CopyCat advertising

      57% were aware of CopyCat overall when prompted
                   up from 42% last year
                         Press         Radio        Online       Poster
            50                                            
                                                           46


            40
                          35
                                                     
                                                     29
            30
        %

            20                                                   
                    15                                                 14
                                                                 11
            10
                                 6

                                     N/A
            0
                    Wave 2 (post) Dec '07            Wave 3 (post) Sep '08

 Base : Total sample wave 2/3 (1010/1000)
                                                                                   39
 Department for
Transport                        Section D – Q1 Seen CopyCat advertising - PRESS

    Prompted press awareness has doubled since last year
                 29%, up from 15% last year




          Mobile                       Seatbelt                Redman
   20% prompted aware            14% prompted aware      11% prompted aware
      (9% last year)                 (9% last year)           (6% last year)


 Base : Total sample wave 2/3 (1010/1000)
                                                                           40
 Department for
Transport                      Section D – Q2 Where was advertising    seen -   PRESS
 30% of those who saw CopyCat press saw it in a newspaper
        up from 23% last year with a longer list of papers

                                                    Results are shown for wave 3
    The Sun 16%
             Sunday Times 11%
                  Guardian 10%                                         New papers
                                                                        at wave 3
                          News of the World 10%
                                 Sunday Mirror 7%
             The Sun is the main paper mentioned as last year

             46% could not remember where they had seen the adverts

             13% claimed to have seen the adverts just ‘on a poster’

 Base : Seen press adverts wave 2/3 (155/288)
                                                                                  41
 Department for
Transport                      Section D – Q2 Where was advertising   seen -   PRESS
  32% of those who saw CopyCat press saw it in a magazine
    up from 19% last year with a similar sized list of magazines

   Take a Break 11%                                  Results are shown for wave 3


           You Magazine 11%
                  TV Quick 8%
                         Pick Me Up 7%                             New
                                                                magazines
                                What‟s On TV 7%                 at wave 3
                                         That‟s Life 7%
                                                Chat 6%
      Take a Break is the main mag                 Closer 6%
      mentioned as last year                              Inside Soap 6%
                                                             Women‟s Own 5%

 Base : Seen press adverts wave 2/3 (155/288)
                                                                                 42
 Department for
Transport                      Section D – Q6 Where was advertising   heard - RADIO


  46% of the total sample had heard CopyCat over the radio
                     up from 35% last year

       Heart 8%                                  Results are shown for wave 3 (>2%)

                  Virgin 5%
                    TalkSport 5%
                             Real Radio 4%                    New stations
                                                               at wave 3
                                   Capital 4%
  Heart and Virgin are the main              Century 3%
  stations mentioned as last year                  Galaxy 3%
  Main non-advertising stations                        Kiss 3%
  mentioned:      Wave 2 Wave 3
  Radio 1           7%       9%
  Radio 2           2%       2%

 Base : Heard radio adverts wave 2/3 (358/458)
                                                                                43
 Department for
Transport                     Section D – Q4 Where was advertising   seen -   ONLINE
        11% of the total sample had seen CopyCat online
                       up from 6% last year
   MSN 35%                                       Results are shown for wave 3 (>10%)

           Yahoo 33%                  Websites also
                  AOL 31%             from wave 2

                         Virgin Media 25%
                                Orange 21%
                                         LastMinute 18%
                                                MyTravel 18%
                                                  TicketMaster 16%
    Focus on travel and holiday                    VideoJug 16%
    websites (rather than parenting)                  FlyThomasCook 15%
    has broadened awareness                              CrestaHoliday 15%
                                                           DirectHolidays 12%
                                                                 GoingPlaces 11%
 Base : Seen online adverts wave 2/3 (61/106)
                                                                                44
 Department for
Transport           Section D – Q7 What do you think the campaign is trying to tell you

 Understanding of the advertising is very similar to last year

                                              Results are shown for wave 3 (10%+)

                     Mentioned more by mums at both waves

Children copy you / your behaviour / do the same 41%
  Set a good example / role model / lead by example 19%
   Act responsibly in front of children / think / consider 19%
       Children pick up bad habits / don‟t do wrong things 16%
             Children pick up good habits / do the right things 10%




 Base : Total sample wave 3 (1000)
                                                                                 45
 Department for
Transport         Section D – Q7 What do you think the campaign is trying to tell you




“
      That you should always be aware of your actions as a
      parent as your children think of you as their role




                                                                        ”
      model, therefore they copy everything that you do,
      whatever you do they think is right    – Mum of Boy 5




“
      What we do influences our children, copycat




                                                                        ”
      behaviour, and if they see an adult doing something
      unsafe they then think that that behaviour is
      acceptable                             – Dad of Boy 11




“
      That children copy the majority of things you do as
      you are their role model and they assume what you
      do is correct even if it isn't. The campaign is rather
      like the smoking one!                   – Mum of Girl 9

                                                                               46
 Department for
Transport              Section D – Q8 Which statements used to describe the campaign

              Reaction to the advertising remains positive
                    and matches reaction last year
                                                  Results are shown for wave 3
It is a good reminder to parents who do not know about road safety 94%
It will make me take more care when setting an example to my child 91%
It made me think again about road safety 88%
I found it thought provoking 77%
It made me realise I do these things when on the roads 58%
It‟s for parents who don‟t know much about road safety 46%
It told me something new/surprising 32%
It was too simplistic 18%              Mentioned more by dads at both waves
I didn‟t understand it 9%

 Base : Total sample wave 3 (1000)
                                                                              47
 Department for
Transport           CopyCat Advertising – Prompted Recall

                                Key Points
       Press              Radio               Online              Poster
  29% prompted         46% prompted       11% prompted     14% prompted
 aware of CopyCat     aware of CopyCat    aware of CopyCat aware of CopyCat
  (15% last year)       (35% last year)     (6% last year) (no measure last year)

Top 3 publications:    Top 3 stations:    Top 3 websites:
                                                                    
  The Sun 16%             Heart 8%            MSN 35%
Take a Break 11%          Virgin 5%          Yahoo 33%
Sunday Times 11%        TalkSport 5%          AOL 31%         57% prompted
                                                                 aware of
                                                                 CopyCat
                                                             including
           56% prompted aware of CopyCat                      poster recall
               (up from 42% last year)
                                                                           48
 Department for
Transport            CopyCat Advertising – Prompted Recall

                                  Key Points
   Most had picked up on the meaning of the advertising
        • 41% (from 48%) said that children copy you or your behaviour
        • 19% (from 28%) said you need to set a good example
        • 19% (from 20%) said to act responsibly in front of children

   Reaction to the advertising remains positive overall
        • As last year, 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
        didn‟t understand it
        (not significantly different from last year)
                                                                             49
 Department for
Transport




            Closer Advertorials / Poster Advertising
                      - Prompted Recall




                                                       50
 Department for
Transport               Section D – Q10/11 Seen advertorials or poster / game

                  PROMPTED AWARENESS




                     Advertorials / Poster/Game
                  Respondents were shown the above
                     images on their PC screens                        51
 Department for
Transport                                                Section D – Q10 Seen advertorials

 Awareness of the advertorials amongst the total sample was
        the same as that for CopyCat online recall

            60
                                       54
                                                              Pedestrian
                                                              In car
                                                              Cycling
            40
                                                              Back to school
        %                                                     ANY
                   24   24
                             20
            20                    16
                                                                            11

                                                  5       5     4       3

            0
                        Read Closer                      Total Sample

 Base : Read Closer (213) / Total sample wave 3 (1000)
                                                                                    52
 Department for
Transport                  Section D – Q11/12 Seen poster/game – what did you do with it

      Awareness of the poster/game, like that of the Closer
            advertorials, matches CopyCat online
                     Yes, 11                    12          16
                                          5                         Kept, read and played
                                                                    Kept and read
                                                                    Kept and played
                                                                    Kept but didn't read or play
                                                                    Didn't keep it

                                                                    29

            No, 89                        38




      Seen Poster / Game                 Usage of Poster / Game
 One spontaneous mention of                    88% kept it at all
 the poster / game as press road               54% played the game at all
 safety advertising seen
                                               45% read the information at all

 Base : Total sample wave 3 (1000) / Seen poster/game (114)
                                                                                            53
 Department for
Transport




                  Correlations with CopyCat




                                              54
 Department for
Transport                                 Correlations with CopyCat
 At this wave, parents aware of CopyCat on any media were:
       • more likely to mention that they teach their children not to
       cross between cars / cross where they can see
       • less likely to mention that they teach their children to cross
       with an adult / hold hands
       • more likely to think that their child could be involved in an
       accident whilst in a car or on a bike

 Across all waves, they were:
      • 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
                                                                             55
 Department for
Transport                          Correlations with CopyCat


 As previously stated, 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



                                                                 56
 Department for
Transport




                  Conclusions




                                57
 Department for
Transport                                                             Conclusions

 Parents of young children (4 to 11 years) display generally
  good road safety behaviour and knowledge
     Eight in ten hold their children’s hand when crossing, or use a crossing, with only
       a fifth claiming to participate in poor road behaviour with their children
     Parents 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 style of teaching their children this



 Parents remain 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 aren’t enough road safety advertisements aimed at parents


                                                                                        58
 Department for
Transport                                      Key measures – Total sample
                    Advertising exposure
 New mix of press / websites has boosted possible exposure
      Fewer radio stations produce same level of exposure
                                                                             
                                                                               98
           100                             95
                                                                        88
                                                          85
                     77             79
              80


              60            57                                  55
          %
              40


              20
                              Press            Radio   Online        TOTAL

              0
                       Wave 2 (post) Dec '07               Wave 3 (post) Sep '08

 Base : Total sample wave 2/3 (1010/1000)
                                                                                    59
 Department for
Transport                                     Key measures – Total sample
                 Spontaneous awareness
 Awareness of road safety on radio / online / at all increased
    Awareness of CopyCat radio / at all has increased
                                                                             
                                                                               39
            40
                             Press
                             Radio
                            Online       32
            30              Poster
                            TOTAL

                                                         21
            20    18                              18
        %                  16
                                                                       14
                                                                              
                                                          8      9             9
            10
                           5         6    6
                  2                  1            2              1      1
             0
                      Wave 2 (post) Dec ’07            Wave 3 (post) Sep ‘08

 Base : Total sample wave 2/3 (1010/1000)
                                                                                    60
 Department for
Transport                                        Key measures – Total sample
                        Prompted awareness
          Press and online awareness of CopyCat doubled
                   Radio and overall awareness is up

           100

                                Press     Radio       Online       Poster      TOTAL
              80
                                                                                         
              60                                                                            57
                                                                      46
          %                                      42
              40           35
                                                               29

              20    15                                                             14
                                                                             11
                                   6
                                        N/A
              0
                         Wave 2 (post) Dec '07                      Wave 3 (post) Sep '08


 Base : Total sample wave 2/3 (1010/1000)
                                                                                                 61
 Department for
Transport                                                            Conclusions
 The CopyCat advertising continues to perform well, and is
  still well received
     More than half of the sample were aware of the CopyCat campaign in one or
       more of its forms (a significant increase on last year) – radio performed best with
       almost half aware, followed by three in ten aware of the press ads, and one in ten
       aware of the online adverts (awareness doubling for both since last year)

     Awareness of the posters at children’s activity centres stood at one in seven
       (better than online), and awareness of the Closer advertorials or the poster /
       game matched online at one in ten aware

     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

     The campaign continues to have strong positive impact and is reaching a high
       proportion of the target audience, in particular achieving wider reach among
       fathers compared with previous waves

                                                                                      62
 Department for
Transport




                  Project Ulysses 3 – 6002


   Parental Road Safety Advertising Tracking

   Presentation of Results - Wave 3 – 23rd Oct 2008




                                                 63

				
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