2007 04

Slide1: 

Project Abraham 5 - 5622 Teenage Road Safety Advertising Tracking Presentation of Results - Wave 9 May 18th 2007

OVERVIEW: 

OVERVIEW Introduction The launch of the Distractions campaign in August 2005 proved successful, with high levels of awareness recorded amongst the target audience as measured by ChildWise However, the Distractions campaign is now winding down, and is being replaced with the MTV / THINK! competition to design a road safety commercial aimed at 12-16 year olds This presentation straddles the end of the Distractions advertising monitoring, and the beginning of monitoring the MTV / THINK! campaign Research has been carried out post MTV / THINK! Recruitment and reminder advertising

OBJECTIVES: 

OBJECTIVES Introduction To measure the impact of the advertising (Distractions and MTV / THINK!) in terms of awareness and outtake To measure ongoing road safety opinions and behaviour of 11-16 year olds

METHOD: 

METHOD Introduction Face-to-face interviews, either on street or door-to-door Parental consent given for interviews with Year 7-9 children (11 to 13 year olds) Prompted advert recognition by means of advertising still showcards for Distractions TV and poster adverts, and MTV / THINK! TV and website

SAMPLE: 

SAMPLE Introduction 1000 target interviews with Year 7-11 (11-16 year old) children, 200 interviews per year group Nationally representative sample including Scotland and Wales Quotas set on - age / sex / social class / ethnicity Data weighted and grossed to national totals TIMING Wave 8 - Post Summer advertising - 18th Sep to 1st Oct 2006 Wave 9 - Post MTV advertising – 2nd to 15th Apr 2007 Immediately post MTV advertising March 2007 Distractions poster advertising ran in January 2007

Slide6: 

Introduction CAMPAIGN TIME LINE

SAMPLE DETAILS: 

SAMPLE DETAILS Introduction TOTAL 11-13 14-16 Boys Girls Ethnic Minority Wave 5 1015 590 425 506 509 10% Wave 6 1014 552 462 500 514 11% Wave 7 1004 579 425 503 501 10% Wave 8 1006 511 483 489 505 13% Wave 9 1024 592 432 499 525 12%

CONTENTS: 

CONTENTS Introduction 1 - Section A – Media Exposure 2 - Section C/D - TV Road Safety Advertising Recall 3 - Section C/D - Poster Road Safety Advertising Recall 4 – Section D – MTV / THINK! Advertising Recall 5 - Section B - Road Safety Opinions and Behaviour Section F - Personal Involvement in Road Accidents 6 - Conclusions

1 - Section A – Media Exposure: 

1 - Section A – Media Exposure

Which of these TV channels ... watched in the last month?: 

Section A – Q1 % Which of these TV channels ... watched in the last month? Terrestrial channels viewed by majority of children, viewing is up since the drop at the last wave Base : Total sample (11-16 yrs) - Wave 9 (1024)

Which of these TV channels ... watched in the last month?: 

Section A – Q1 Which of these TV channels ... watched in the last month? Other satellite channels viewed less often, Sky One, E4 and ITV2 each seen by around half Base : Total sample (11-16 yrs) - Wave 9 (1024) Sky One 50% ITV2 47% More 4 19% Sky Two 18% Sky Three 18% Film 4 26% ITV 4 23% Average amount of TV watched per day (11-16’s) 2.7 hrs (and falling) Source ChildWise Monitor 2006/07 SciFi 9% Zone Horror 5% Zone Reality 4%

Which of these music TV channels ... watched in the last month?: 

Section A – Q2 % Which of these music TV channels ... watched in the last month? Just under half have had an opportunity to see the MTV / THINK! advertising 14-16 year olds  Base : Total sample (11-16 yrs) - Wave 9 (1024)

KEY POINTS – Media Exposure: 

Section A KEY POINTS – Media Exposure Virtually all children view the terrestrial channels, with viewing improving since the drop at the last wave The majority had seen a music channel, especially the older children and girls, but overall viewing has dropped since the last wave MTV is viewed by four in ten 11-16 year olds

2 - Section C/D - TV Road SafetyAdvertising Recall: 

2 - Section C/D - TV Road Safety Advertising Recall

Have you seen any advertising on TV about crossing the road?: 

Section C - Q3 Have you seen any advertising on TV about crossing the road? Spontaneous recall of any ads on TV continues to fall to the level seen just after Distractions first aired % Base : Total sample (11-16 yrs) - Wave 9 (1024)

What can you remember about the advertising / publicity on TV?: 

% What can you remember about the advertising / publicity on TV? Section C - Q4 Spontaneous Distractions recall in decline after peak Base : All recalling any TV advertising (11-16 yrs) - Wave 9 (589)

What can you remember about the advertising / publicity on TV?: 

Section C - Q4 Descriptive outtake less rich than at previous waves Any description Boy / Lad / Someone gets hit / knocked down Mobile / Camera / Video phone Friends / Teenagers / Kids playing / messing around Boy / Lad / Someone walking into the road Friends / kids making a video / camera / filming Boy / Lad / Someone not paying attention Boy / Lad / Someone messing around 55 teenagers a week wish they had … (or similar) Camera dropped / Screaming / Shouting Friends / Teenagers / Kids not paying attention Specific descriptions of Distractions What can you remember about the advertising / publicity on TV? 6 (Sep ‘05) % 51 38 28 21 19 22 8 1 2 2 4 7 (Mar ‘06) % 56 43 25 25 21 20 10 2 1 1 2 8 (Sep ‘06) % 54 44 29 17 20 23 12 2 0 1 1 Base : All recalling any TV advertising (11-16 yrs) - Wave 9 (589)  9 (Apr ‘07) % 47 37 26 17 16 16 10 3 1 1 0

What can you remember about the advertising / publicity on TV?: 

Section C - Q4 References to any message peaked in March last year Any message Pay attention / Concentrate 55 teenagers a week + variations Not to mess around on the road Don’t use your mobile phone when you cross the road Look before you cross Specific messages from Distractions What can you remember about the advertising / publicity on TV? 6 (Sep ‘05) % 3 0 0 1 1 1 7 (Mar ‘06) % 6 2 0 2 2 1  8 (Sep ‘06) % 2 0 0 0 1 0 Base : All recalling any TV advertising (11-16 yrs) - Wave 9 (589) 9 (Apr ‘07) % 2 1 1 0 0 0

What can you remember about the advertising / publicity on TV?: 

Section C - Q4 What can you remember about the advertising / publicity on TV?

Have you seen this advertisement on TV?: 

Section D - Q1 Have you seen this advertisement on TV? Prompt card used

Have you seen this advertisement on TV?: 

Prompted TV awareness has fallen since March 2006 % Section D - Q1 Have you seen this advertisement on TV? Base : Total sample (11-16 yrs) - Wave 9 (1024)

What do you think this TV advertising was trying to tell you?: 

Base : All recalling Distractions advert (11-16 yrs) - Wave 9 (699) Section D – Q2 What do you think this TV advertising was trying to tell you? Message outtake has become more relevant and specific Any message Don’t mess around / be distracted on / near the road Be careful crossing the road Look / Think before you cross the road Don’t use a mobile when crossing the road Look where you are going / Look Look both ways before crossing Be careful / Pay attention (generally) It could happen to anyone / to you Don’t mess around (generally) Don’t cross between cars Teenagers / The young are at risk Be aware of traffic / Look out for cars 6 (Sep ‘05) % 84 18 30 19 10 6 5 11 2 6 1 2 4 Messages from Distractions 7 (Mar ‘06) % 94 35 44 20 11 3 8 4 2 1 1 0 3        8 (Sep ‘06) % 97 38 30 17 12 7 7 6 2 3 2 2 3      9 (Apr ‘07) % 98 42 36 17 14 12 7 6 3 2 2 1 1 

What do you think this TV advertising was trying to tell you?: 

Section D – Q2 What do you think this TV advertising was trying to tell you?

Which one of these best describes what the TV advert was designed to tell you?: 

Section D – Q3 % Which one of these best describes what the TV advert was designed to tell you? First choice message has become more specific Be careful when crossing the road Don’t mess around when crossing the road Don’t be distracted by your friends when crossing the road Look properly before you cross the road Don’t use a mobile phone when crossing the road Wave 7 Wave 8 Wave 9 Base : All recalling Distractions advert (11-16 yrs) - Wave 9 (699)  Wave 7 Wave 8 Wave 9 Wave 7 Wave 8 Wave 9 Wave 7 Wave 8 Wave 9 Wave 7 Wave 8 Wave 9

Can you remember what the message on thescreen at the end of the TV advert was?: 

Section D – Q4 % Can you remember what the message on the screen at the end of the TV advert was? Correct message attribution peaked at the last wave Base : All recalling Distractions advert (11-16 yrs) - Wave 9 (699)

Slide26: 

Reaction is positive overall, but shock value is down Easy to understand 97% Think again about being careful 93% Aimed at people my age 93% Something new / surprising 52% Aimed at younger people 47% Section D – Q5 Here are some words or phrases people have used to describe the TV advert … would you use it to describe the advert? Base : All recalling Distractions advert (11-16 yrs) - Wave 9 (699) Just the same as other ads 35%

KEY POINTS - TV Road Safety Advertising Recall (1): 

Section C/D KEY POINTS - TV Road Safety Advertising Recall (1) Recall of any road safety TV advertising continues to fall after a peak in March 2006 Spontaneous top of mind awareness for Distractions on TV is falling, after the March 2006 peak Outtake is mainly descriptive, but less rich than in the past Message outtake has fallen back

KEY POINTS - TV Road Safety Advertising Recall (2): 

Section C/D KEY POINTS - TV Road Safety Advertising Recall (2) Prompted TV awareness of Distractions is falling since it peaked in March 2006 Virtually all can now volunteer a message and this outtake has become more specific Prompted choice of what the advert was designed to tell them has become more relevant Spontaneous recall of the correct on screen message peaked last wave, and has now declined Overall reaction is positive but shock value is dropping

3 - Section C/D - Poster RoadSafety Advertising Recall: 

3 - Section C/D - Poster Road Safety Advertising Recall

Have you seen any advertising on a posterabout crossing the road safely?: 

Section C - Q3/5 Have you seen any advertising on a poster about crossing the road safely? Awareness of any poster advertising falls, but not as dramatically as TV recall % Base : Total sample (11-16 yrs) - Wave 9 (1024)   

What can you remember about the advertising … on a poster?: 

% What can you remember about the advertising … on a poster? Section C – Q6 Spontaneous Distractions recall in decline after peak  Base : All recalling any poster advertising (11-16 yrs) - Wave 9 (207)

What can you remember about the advertising … on a poster?: 

Section C – Q6 What can you remember about the advertising … on a poster?

Have you seen either of these advertisements on a poster?: 

Section D – Q6 Prompt card used Have you seen either of these advertisements on a poster?

Have you seen either of these advertisements on a poster?: 

Prompted poster awareness continues to increase % Section D – Q6 Have you seen either of these advertisements on a poster? Base : Total sample (11-16 yrs) - Wave 9 (1024) +

Where did you see the poster advertising?: 

Large increase in those seeing poster adverts at bus shelters % Section D – Q7 Where did you see the poster advertising? Base : All recalling poster advertising (11-16 yrs) - Wave 9 (316) 

What do you think this poster advertising is trying to tell you?: 

Section D – Q8 What do you think this poster advertising is trying to tell you? Message outtake has become more focused Any message Don’t use a mobile when crossing the road Be careful crossing the road Look / Think before you cross the road Don’t mess around on / near the road / when crossing Look where you are going / Look Be careful / Pay attention (generally) It could happen to anyone / to you Be aware of traffic / Look out for cars Look both ways before crossing Teenagers / The young are at risk Statistics from the end of the advert Don’t use MP3/iPod when crossing Messages from poster adverts 7 (Mar ‘06) % 95 34 38 17 9 3 3 5 4 4 2 2 0 8 (Sep ‘06) % 92 30 30 14 11 7 7 4 3 3 3 3 5 Base : Total sample (11-16 yrs) - Wave 9 (1024)      9 (Sep ‘06) % 94 36 33 14 8 8 7 4 4 3 3 3 1  

What do you think this poster advertising was trying to tell you?: 

Section D – Q8 What do you think this poster advertising was trying to tell you?

Which one of these best describes what the poster adverts are designed to tell you?: 

% Don’t use a mobile phone / walkman when crossing the road Be careful when crossing the road Look properly before you cross the road Don’t be distracted when crossing the road Don’t mess around when crossing the road Wave 7 Wave 8 Wave 9 Section D – Q9 Which one of these best describes what the poster adverts are designed to tell you? First message remains specific Base : Total sample (11-16 yrs) - Wave 9 (1024) Wave 7 Wave 8 Wave 9 Wave 7 Wave 8 Wave 9 Wave 7 Wave 8 Wave 9 Wave 7 Wave 8 Wave 9 

Slide39: 

Reaction is positive overall as for TV, but more children are finding it boring Easy to understand 94% Think again about being careful 91% Aimed at people my age 91% It was shocking 77% Aimed at older people 67% Aimed at younger people 51% Section D – Q10 Here are some words or phrases people have used to describe the poster adverts … would you use it to describe the adverts? Just the same as other ads 39% Base : Total sample (11-16 yrs) - Wave 9 (1024)

… seen any advertising … about crossing the roadsafely through any of the following?: 

Section C – Q7 … seen any advertising … about crossing the road safely through any of the following? Posters at school remain the most likely place to have seen any other road safety advertising, despite a gradual decline % Base : Total sample (11-16 yrs) - Wave 9 (1024) N/A

Which of these symbols do you recognise?: 

Section C - Q1 Prompt card used Which of these symbols do you recognise?

Which of these symbols do you recognise?: 

Awareness of Think! Logo high at 3 in 4 aware % Section C - Q1 Which of these symbols do you recognise? Base : Total sample (11-16 yrs) - Wave 9 (1024) 14-16 year olds

What do you associate with this logo, what does it mean to you?: 

Section C - Q2 Prompt card used What do you associate with this logo, what does it mean to you?

What do you associate with this logo, what does it mean to you?: 

Section C - Q2 What do you associate with this logo, what does it mean to you? Outtake from logo remains very similar over time Think before / when crossing Road safety / Road accidents Be careful / pay attention (generally) Look before crossing / Look both ways / Stop, look, listen Drink Driving Think (generally) Speeding / Slow down Think when driving Think before taking drugs / alcohol Other Think! logo associations (%) 7 (Mar ‘06) 40 24 14 10 7 5 5 4 1 10 Base : Recognise Think! logo (11-16 yrs) - Wave 9 (756) 8 (Sep ‘06) 45 25 13 10 5 7 6 2 3 5    9 (Apr ‘07) 39 29 10 7 7 6 4 4 2 4

Slide45: 

Section C - Q2 What do you associate with this logo, what does it mean to you?

KEY POINTS - Poster Road Safety Advertising Recall (1): 

Section C/D KEY POINTS - Poster Road Safety Advertising Recall (1) Spontaneous awareness of any road safety poster advertising has fallen back Think! logo remains main spontaneous outtake, followed by recall of the Distractions poster Overall prompted poster awareness continues to rise Most recalled where they had seen advert - mainly bus shelters, outside school or shopping malls

KEY POINTS - Poster Road Safety Advertising Recall (2): 

Section C/D KEY POINTS - Poster Road Safety Advertising Recall (2) More focused spontaneous message outtake - don’t use a mobile when crossing the road, also first choice when prompted for a message Negative reaction has increased, though still limited – boring, less find it upsetting or say it tells them something new or surprising High prompted awareness of the Think! Logo Main association is think before you cross

4 - Section D – MTV / THINK!Advertising Recall: 

4 - Section D – MTV / THINK! Advertising Recall

Are you aware of the MTV / THINK! Create aRoad Safety Commercial Competition … ?: 

Prompt card used Section D – Q11 Are you aware of the MTV / THINK! Create a Road Safety Commercial Competition … ?

Are you aware of the MTV / THINK! Create aRoad Safety Commercial Competition … ?: 

Are you aware of the MTV / THINK! Create a Road Safety Commercial Competition … ? Prompted awareness stands at just over one in ten A fifth of MTV viewers were aware  Section D – Q11 Base : Total sample (11-16 yrs) - Wave 9 (1024) %

Data from the ChildWise Monitor 2006/07: 

Data from the ChildWise Monitor 2006/07 MTV / Think! Challenge – selected key data % ChildWise Monitor Base : 7-16 yrs – ChildWise Monitor 2006/07 (990) Age

Can you remember where you first heard about the competition?Are you taking part in the competition … ?: 

Section D – Q12/13 % Can you remember where you first heard about the competition? Are you taking part in the competition … ? Two thirds had seen the adverts on MTV A handful claimed to have sent ideas in Base : Aware of MTV / THINK! (11-16 yrs) - Wave 9 (125) Taking part in the competition Yes – Sent ideas in 4% Had ideas but didn’t send them in 4% No – Didn’t take part 92%

Do you think getting people your age to make a road safety advert aimed at people your age is a good idea?Why do you say that?: 

Section D – Q14/15 Do you think getting people your age to make a road safety advert aimed at people your age is a good idea? Why do you say that? The majority think that it is a good idea Base : Total sample (11-16 yrs) - Wave 9 (1024)

Slide54: 

Section D – Q15 Why do you say that it is a good idea?

Slide55: 

Section D – Q15 Why do you say that it is not a good idea?

5 - Section B - Road Safety Opinionsand BehaviourSection F - Personal Involvementin Road Accidents: 

5 - Section B - Road Safety Opinions and Behaviour Section F - Personal Involvement in Road Accidents

… what do you feel are the main dangers affecting childrenof your age? (Spontaneous): 

Section B - Q1 … what do you feel are the main dangers affecting children of your age? (Spontaneous) Drugs marginally ahead of road accidents as main danger Drugs Accidents on the road Bullying Alcohol Smoking Theft / Mugging Fighting Abduction Illness Accidents in the home Accidents playing sport Rape / Paedophiles Attacked / Stabbed / Murdered Dangers (%) 5 (Aug ‘05) 40 26 22 24 26 16 9 13 6 2 3 3 1 6 (Sep ‘05) 38 32 21 24 27 10 10 11 5 4 3 4 2   7 (Mar ‘06) 42 37 22 26 26 16 13 8 7 4 3 3 2     8 (Sep ‘06) 34 35 27 23 21 18 16 11 6 5 4 2 2 Base : Total sample (11-16 yrs) - Wave 9 (1024)   9 (Apr ‘07) 35 33 24 24 22 14 14 8 9 4 4 2 4

Which of these do you think causes the greatest number of deaths each year among people of your age? (Prompted): 

Section B - Q3 Which of these do you think causes the greatest number of deaths each year among people of your age? (Prompted) Almost half see road accidents as the main cause of death % Base : Total sample (11-16 yrs) - Wave 9 (1024)

… Please tell me how likely you think (this statement) is to happen to someone of your age?: 

Section B - Q2 … Please tell me how likely you think (this statement) is to happen to someone of your age? Overall order is similar year on year Have an argument with their mother / father Have their mobile phone stolen Be bullied at school Be offered alcohol Be offered drugs Be abducted by a stranger 4 (Jul’04) 88 54 N/A 57 49 34 Statements not related to road accidents (% = very / quite likely) WAVE 5 (Aug’05) 90 81 79 67 54 34 6 (Sep’05) 91 77 74 63 53 34      7 (Mar’06) 90 78 76 67 55 N/A 8 (Sep’06) 85 74 75 63 51 N/A Base : Total sample (11-16 yrs) - Wave 9 (1024)   9 (Apr’07) 88 73 72 62 50 N/A

… Please tell me how likely you think (this statement) is to happen to someone of your age?: 

Base : Total sample (11-16 yrs) Section B - Q2 … Please tell me how likely you think (this statement) is to happen to someone of your age? Two thirds (65%) think any of these are likely to occur Be involved in car accident whilst riding a bike Be hit by a car / vehicle whilst on foot / walking Be involved in a car accident whilst in a car 4 (Jul’04) 38 34 31 Statements related to road accidents (% = very / quite likely) WAVE 5 (Aug’05) 54 42 37 6 (Sep’05) 50 48 38  7 (Mar’06) 46 46 33  8 (Sep’06) 51 44 34 Base : Total sample (11-16 yrs) - Wave 9 (1024)  No correlation with advertising awareness (since wave 6) 9 (Apr’07) 50 43 38

Be hit by a car / motor vehicle whilst on foot / walking: 

Section B - Q2 Be hit by a car / motor vehicle whilst on foot / walking Relates most to Distractions - Second most likely scenario % Mean Very likely Quite likely Not very likely Not at all likely Mean   4 (Jul ‘04) 5 (Aug ‘05) 6 (Sep ‘05) 7 (Mar ‘06) 8 (Sep ‘06) 9 (Apr ’07) WAVE Base : Total sample (11-16 yrs) - Wave 9 (1024)

Be involved in a car accident whilst riding a bike: 

Section B - Q2 Be involved in a car accident whilst riding a bike Most likely perceived accident scenario % Mean Very likely Quite likely Not very likely Not at all likely Mean Base : Total sample (11-16 yrs) - Wave 9 (1024) 4 (Jul ‘04) 5 (Aug ‘05) 6 (Sep ‘05) 7 (Mar ‘06) 8 (Sep ‘06) 9 (Apr ’07) WAVE  

Be involved in a car accident whilst travelling in a car: 

Section B - Q2 Be involved in a car accident whilst travelling in a car Least likely perceived accident scenario % Mean Very likely Quite likely Not very likely Not at all likely Mean   Base : Total sample (11-16 yrs) - Wave 9 (1024) 4 (Jul ‘04) 5 (Aug ‘05) 6 (Sep ‘05) 7 (Mar ‘06) 8 (Sep ‘06) 9 (Apr ’07) WAVE

If someone … had an accident on the roads … what do you think would be the most likely reasons why they had an accident?: 

Section B - Q4 If someone … had an accident on the roads … what do you think would be the most likely reasons why they had an accident? Pedestrian fault responses mentioned by almost all children Pedestrian’s fault (total) Not paying attention Playing / Messing around in the street Stepped / ran across road without looking Being distracted by friends Talking / Texting on mobile phone Listening to personal tape / CD player Crossed where couldn’t see cars coming Not using / misusing Zebra / other crossing Crossed between parked cars / behind bus Was playing in road with skateboard etc Pedestrian’s fault responses 4 (Jul‘04) 89 43 40 N/A 33 13 10 11 10 10 8 WAVE % 5 (Aug’05) 89 48 35 N/A 25 11 8 6 6 6 6 6 (Sep’05) 95 58 41 N/A 28 12 12 9 6 7 7       Growing correlation with advertising awareness 7 (Mar’06) 95 53 35 23 30 17 11 10 9 8 6 8 (Sep’06) 94 48 36 26 27 15 12 12 12 9 7 Base : Total sample (11-16 yrs) - Wave 9 (1024)   9 (Apr’07) 92 54 32 27 26 15 12 8 8 7 6  

If someone … had an accident on the roads … what do you think would be the most likely reasons why they had an accident?: 

Section B - Q4 If someone … had an accident on the roads … what do you think would be the most likely reasons why they had an accident? Driver’s fault (total) Driver going too fast / not looking Drunk driver Mechanical failure of car / brakes Driver’s fault responses Continued increase in likelihood of mentioning driver being at fault at all 4 (Jul’04) 36 25 20 3 5 (Aug’05) 32 21 18 2 6 (Sep’05) 26 17 15 1 WAVE %  Some correlation with advertising 7 (Mar’06) 31 21 18 2 8 (Sep’06) 36 27 18 3 Base : Total sample (11-16 yrs) - Wave 9 (1024)   9 (Apr’07) 41 30 22 2

How often do you do these things?: 

Section B - Q5 How often do you do these things? General improvement in claimed road safety behaviour Take care crossing the road Look both ways before crossing the road Play or mess around in the street Cross lights without waiting for green man Get distracted by friends when crossing Cross road whilst listening to something Cross the road whilst talking on a mobile Cross near / between parked cars / buses Cross where you can’t see cars coming Cross the road whilst texting on a mobile Step into the road without looking 4 (Jul’04) 79 72 15 18 10 N/A 10 14 9 13 - (%=always / very often) WAVE % 5 (Aug’05) 73 73 21 23 14 N/A 19 16 15 12 10 6 (Sep’05) 74 68 19 21 14 N/A 15 15 14 11 10    Little consistent correlation with advertising awareness 7 (Mar’06) 74 74 22 19 18 15 15 16 12 13 9 8 (Sep’06) 76 74 14 16 11 12 10 10 10 9 8 Base : Total sample (11-16 yrs) - Wave 9 (1024)             9 (Apr’07) 80 78 16 15 15 12 11 10 9 7 6

Which of these sort of people do you think aremost likely to have accidents on the roads?: 

Section B - Q6 Which of these sort of people do you think are most likely to have accidents on the roads? Early teens still most mentioned, but peaked along with Distractions awareness in March 2006 % Base : Total sample (11-16 yrs) - Wave 9 (1024)

% thinking 11-16’s are most likely to have accidents on the roads: 

Awareness correlates with Distractions awareness % Section B - Q6 % thinking 11-16’s are most likely to have accidents on the roads Base : Total sample (11-16 yrs) - Wave 9 (1024)

Have you / Do you know anyone else your age who has ever been involved in any kind of accident on the road?: 

Section F - Q1/2 Have you / Do you know anyone else your age who has ever been involved in any kind of accident on the road? Overall downward trends in involvement / knowing someone involved % Boys and older children slightly more likely  Base : Total sample (11-16 yrs) - Wave 9 (1024) 

KEY POINTS - Road Safety Opinions and Behaviour (1): 

Section B/F KEY POINTS - Road Safety Opinions and Behaviour (1) Road accidents joint most likely danger (spontaneously, just behind drugs) and most likely cause of death (prompted) for children their age Having a road accident whilst on a bike perceived as most likely, followed by whilst on foot, then in a car Continued increase in those mentioning the driver being to blame for an accident, but almost all thought that pedestrian would be at least partly responsible Some improvement in children's claimed behaviour over time, older children and boys still worse 11-16’s continue to be seen as most at risk group, but less so than at peak (March 2006)

KEY POINTS - Road Safety Opinions and Behaviour (2): 

Section B/F KEY POINTS - Road Safety Opinions and Behaviour (2) Those who had seen Distractions (any media) were.. .. more likely to mention road accidents spontaneously as a danger to children their age (not significant this wave) .. more likely to pick road accidents when prompted as the main cause of death of children their age .. more likely to consider themselves, as early teens (11-16s) as most likely to be at risk from road accidents .. more likely to mention pedestrian faults / less likely to mention driver faults (current wave) when asked what was the most likely reason for someone having an accident whilst out walking

6 - Conclusions: 

6 - Conclusions

Spontaneous / prompted Distractions recall at a TOTAL level: 

TV awareness peaked six months after advertising first aired Poster awareness (prompted) continues to rise % Conclusions - Advertising awareness Spontaneous / prompted Distractions recall at a TOTAL level Base : Total sample (11-16 yrs) - Wave 9 (1024)

Spontaneous Distractions recall at an AWARE OF ANY ADS level: 

% Conclusions - Advertising awareness Spontaneous recall on any media is in decline Spontaneous Distractions recall at an AWARE OF ANY ADS level Base : Total sample (11-16 yrs) – AWARE OF ANY ADVERTISING

Slide75: 

Conclusions Road safety opinions and awareness levels improved when Distractions first aired, peaked six months into the campaign, but have now begun to decline Spontaneous perception that road accidents are a danger now ranks alongside drugs Children still recognise their age group is most at risk from road accidents - although the proportion naming is dropping When prompted, road accidents remain the main perceived cause of death amongst their age group Almost all realise that accidents involving their age group are at least in part caused by children, but the proportion naming driver centric reasons is increasing Those aware of Distractions on any media were more likely to mention the appropriate responses for most of the above measures

Slide76: 

Conclusions Claimed road safety behaviour appears to be improving over time Positive aspects of road safety behaviour no at their highest levels since measurement began Aspects linked with the Distractions campaign (talking / texting on a mobile when crossing at very low levels However, although most claim to obey road safety rules, they do also participate in risky behaviour – older children and boys still display worse behaviour Little consistent difference over time in claimed road safety behaviour between those who have or have not seen Distractions

Slide77: 

Conclusions Distractions TV recall peaked six months after the campaign began, but awareness is still high and reaction still positive Latest awareness levels are similar to those seen immediately after advertising began This needs to be considered in the context of changes in children’s TV viewing behaviour (growing trend towards Internet) Spontaneous message outtake has not improved, but prompted message outtake continues to improve in volume and focus – recall of the actual advertising message is now falling off The reaction to the advertising is still positive, but now less shocking or upsetting than before

Slide78: 

Conclusions Awareness of poster advertising continues to grow, message outtake improves but reaction is changing Prompted poster recall is at its highest level, although spontaneous recall has fallen back Message outtake is more focused, with the specific message (don’t use a mobile when crossing) mentioned more than general messages Reaction still positive overall, but now 11-16s finds it less shocking or upsetting, and more boring than before Whilst awareness is still high, the change in reaction could be an early indicator of wear out

Slide79: 

Conclusions MTV / THINK! Competition idea is popular, despite low levels of awareness as yet Majority of children think that the competition is a good idea, because involving people their age would make them realise it could happen to them, stop people their age getting into accidents, and that people their own age know what appeals to them Despite the recruitment / reminder advertising only being on for a limited period on limited media, one in ten were aware, the majority aware via the MTV TV advertising, but some claiming to have seen the posters or advertising on the Internet

Slide80: 

Continue to monitor the progress of the MTV / THINK! campaign Campaign activity will be running on MTV throughout the Summer 3 minute ‘Forum’ spot advertising is running from 7th to 20th May 40 second ‘Behind the Scenes’ advertising from 4th to 17th June 10 second ‘Tune In’ advertising runs 2nd to 8th July 4 minute ‘Ad Idol’ adverts to run from 16th to 22nd July Final advertising to run from early September Suggest a wave of research starting w/c 23rd July to measure the success of the Summer activity Follow this up with a wave after the initial burst of the new road safety advertising (late September / early October) Recommendations

Slide81: 

Project Abraham 5 - 5622 Teenage Road Safety Advertising Tracking Presentation of Results - Wave 9 May 18th 2007