Speeding Enforcement (Post-It Notes) Campaign Evaluation Summary Report Office of Road Safety. July 2013

Transcription

1 Speeding Enforcement (Post-It Notes) Campaign Evaluation Summary Report Office of Road Safety July 2013

2 Contents Page # 3 Objectives and Methodology 5 Summary of Findings 7 Campaign Awareness 11 Campaign Diagnostics 14 Impact on Attitudes and Behaviour Intentions 17 Self-Reported Behaviour 2

3 Research Objectives In order to evaluate campaign effectiveness, the following objectives were measured: Spontaneous awareness of the Post-It Notes campaign Prompted awareness of each campaign execution Message take out of the TVC Ad creativity Ad believability Relevance Wear-out Impact on attitudes and behaviour 3

4 Methodology and Campaign Details Methodology Campaign Details An online survey was conducted amongst Metro, Regional and Remote WA residents from: Monday, 27 th May to Tuesday, 11 th June A General Public sample of n= year olds was collected. Perth Metro n=400 Regional WA n=100 Remote n=107 The margin of error on the overall sample size is ± 4.0% at the 95% confidence interval. Soft quotas were applied on age and gender segments to ensure the sample was representative of the WA population. The General Public sample was weighted by age and gender based on 2011 ABS statistics to reflect the Metro/Regional/Remote WA population. The Post-It Notes campaign was first launched in February The campaign was re-launched in late November 2012, with a fortnightly schedule of media running up to late May Fieldwork was timed to correspond to the completion of the main media activity. The campaign consisted of: A 30 second metro TVC which ran on Channels 7, 9, 10, 7TWO, 7MATE, GO!, GEM, ONE, ELEVEN and SBS A 30 second regional and remote TVC which ran on GWN, WIN, SBS and TENWEST A 10 second metro radio ad placed on ATN spots across 96FM, 6PR, 6IX, NOVA, 94.5FM, 92.9FM A 15 second regional and remote radio ad placed on all AM and FM regional stations 33 Outdoor ads placed through WA Billboards and OOH Media 4

5 Summary of Findings 5

6 Summary of Findings CAMPAIGN AWARENESS Prompted awareness of the Post-It Notes campaign was good at 77%; however unprompted awareness was low (4%). The campaign also adequately reached those who admit to speeding (78% prompted awareness). CAMPAIGN DIAGNOSTICS The campaign was well comprehended, with 3 in 4 taking out at least one key message. The TVC is believable and easy to understand, but it is not overly unique or memorable. IMPACT ON ATTITUDES AND BEHAVIOUR INTENTIONS After seeing the Post-It Notes campaign, just under half think they are more likely to have their speed checked and that they intend to stick to the speed the limit. However, only 1 in 3 say they are more likely to tell others to do the same. Self-reported speeding behaviour is lower in 2013 than it was in 2011 but still remains high overall with 73% admitting to speeding occasionally or often. 6

7 Campaign Awareness 7

8 Unprompted Ad Awareness: All Mediums 72% recall advertising about speeding, but only 4% specifically remember the Post-It Notes TVC. Have you recently seen or heard ANY ads about speeding? Which advertisements are recalled? Speeding - Enjoy the Ride TVC 13 72% YES Category Cued Recall Non TVC Speeding material Other Speeding TVC Only media type specified / not subject Speed / speeding kills / car accident Speeding - Post-it Notes TVC Drink Driving - It s Never Ok TVC Seat Belts - Sash-Belt up you're worth holding Other Drink Driving TVC Drink Driving - You Deserve it TVC Other Don't know QAD1. Have you recently seen or heard any advertising about speeding? This can include ads on TV, radio, online, billboards, buses or bus shelters, newspaper or at the cinema? Base: All respondents (n=607) QAD2. You said that you have seen advertising about speeding recently. Please describe in as much detail as possible the ad(s) that you remember seeing including any key words, phrases, graphics, and visuals. If you remember more than one ad, please describe the ads separately in each box below. Base: All respondents (n=607) 8

9 Summary of Post-It Notes Campaign Awareness The campaign has managed to reach 77% of the WA community, and overall awareness was similar across all three locations. TARPS Achieved = 3504 Net Campaign Awareness (Prompted) OVERALL 77% Metro Regional Remote 77% 77% 76% 0% 20% 40% 60% 80% 100% Prompted Awareness of Metro Post-It Notes TVC 73% Metro Regional Remote 73% n/a n/a Prompted Awareness of Regional/Remote Post-It Notes TVC 73% n/a 75% 71% Prompted Awareness of Outdoor 28% 24% 36% 46% 0% 20% 40% 60% 80% 100% Net campaign awareness defined as those who have seen or heard at least one of the following ads: TVC1, TVC2 or Outdoor. Base: General Public Regional and Remote WA residents (n=607). 9

10 Summary of Post-It Notes Campaign Awareness: By Self-Reported Speeding Segments Campaign awareness is high amongst low-level speeders, which is a key target segment. Overall Non Speeders Admits to Speeding Avg. Speeding Level 1-4kph 5-9kph 10+kph Net Campaign Awareness (Prompted) 77% 74% 78% 77% 79% 65% Prompted Awareness of Metro TVC 73% 69% 74% 75% 72% 73% Prompted Awareness of Regional/Remote TVC 73% 76% 72% 68% 78% 59% Prompted Awareness of Outdoor 28% 26% 29% 30% 28% 19% Net campaign awareness defined as those who have seen or heard at least one of the following ads: TVC1, TVC2 TVC3 or radio. Base: General Public Regional and Remote WA residents (n=607) 10

11 Campaign Diagnostics 11

12 Post-It Notes TVC: Unprompted Message Take out Most (77%) understand at least one key message of the TVC, with the message about sticking to the speed limit cutting through most strongly (41%). What do you think this ad is trying to say? Do not speed / stop speeding / avoid speeding / stick to speed limit 41 Slow down / reduce your speed 26 Police targeting speeding / large police presence / you will be caught Do everything you can / remind yourself and others to stop / avoid speeding Avoid penalties / fines / loss of licence / financial cost Avoid speeding to protect yourself / family / people want you alive / safe Drive safely / responsibly / take care Be mindful / aware of the speed you are doing / think first 7 7 Reasons not to speed / consequences for speeding Don't speed to avoid accident / injury / death Don't speed / it's not worth it / too much to lose / more important things in life Other Negative comments about this advertising / campaign Follow / obey road rules Don't know Net correct message take out: 77% QAD12. What are the main messages this ad is trying to tell you? Base: All respondents (n=607) 12

13 Summary of Post-It Notes TVC: Campaign Diagnostics Post-It Notes is easy to understand, is believable and there are no signs of wear out. However, its creative impact could be stronger, particularly in telling the audience something new. MESSAGE IMPACT CREATIVE IMPACT This ad was easy to understand 89% This ad grabbed my attention 54% The ad is believable 72% The ad is unique 47% I can relate to the messages in the ad 57% It s the type of ad that sticks in my mind 44% The ad is relevant to me 40% This ad is something I enjoyed 34% I am getting fed up with seeing this ad 12% It s just like any other road safety ad 31% % Agree + Strongly Agree shown This ad told me something new 18% QAD6b. To what extent do you agree or disagree with the following statements about this ad? % Agree 13

14 Impact on Attitudes and Behaviour Intentions 14

15 Post-It Notes Campaign Impact on Attitudes The Post-It Notes campaign makes just under half of drivers think they are more likely to have their speed checked, after viewing the ads. % % More Likely Think you are likely to have your speed checked by police or a speed camera Much Less Likely Somewhat Less Likely No More or Less Likely Somewhat More Likely Much More Likely QAD10b. Having seen these ads, to what extent do you more or less likely to.? Base: All licence holders (n=585). Don t Knows excluded 15

16 Post-It Notes Campaign Impact on Behaviour Intentions After seeing Post-It Notes, around half of drivers say they are less likely to drive over the speed limit, while only a third (35%) say they are more likely to tell others to stick to the speed limit. % % More Likely Tell others to always stick to the speed limit % Less Likely Drive over the speed limit Much Less Likely Somewhat Less Likely No More or Less Likely Somewhat More Likely Much More Likely QAD10b. Having seen these ads, to what extent do you more or less likely to.? Base: All licence holders (n=585) 16

17 Self-Reported Behaviour 17

18 Speeding Behaviour From 2011 to 2013, the proportion of WA drivers admitting to speeding has declined across the State. Statewide % 80% Metro % 2013 Admit to Speeding 73% 80% 74% Regional & Remote % 79% 72% QSP101 Which of these statements best describes you (I always keep to the speed limit / I usually keep to the speed limit but I do occasionally go over the speed limit / I often go over the speed limit, even if only by a small amount)? Base: have a licence (Statewide n=2359, Metro n=1050, Regional n=1287); 2011 (Statewide n=4725, Metro n=2140, Regional n=1198) based on Aug08-Nov08; 2013 (Statewide n=585, Metro n=383 Regional & Remote n=202) 18

19 Hunt Smarter.