THINK! Road Safety Campaign Evaluation. Post evaluation of the Personal Consequences Drink Drive campaign

THINK! Road Safety Campaign Evaluation Post evaluation of the Personal Consequences Drink Drive campaign Report February 2009 Prepared for: Department for Transport Prepared by Helen Angle, Sarah Kirwan, Katie Buckley and Emily Goddard, BMRB Social Research Telephone: 020 8433 4374 Email: sarah.kirwan@bmrb.co.uk Part of BMRB Limited (British Market Research Bureau) BMRB/HA/SK/45107727

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Table of Contents 1 Introduction... 1 1.1 Research objectives and method... 1 1.1.1 Drink Drive... 2 1.2 Arrangement of this report... 3 2 Management summary and recommendations... 4 2.1 Introduction... 4 2.2 Campaign awareness... 4 2.3 Campaign communication... 5 2.4 Attitudes towards drinking and driving... 6 2.5 Consequences of drink driving... 7 2.6 Conclusions and recommendations... 7 3 Campaign awareness... 9 3.1 Awareness of sources of publicity/advertising about drinking and driving.. 9 3.2 Proven recall...11 3.3 What was said examples...13 3.4 Prompted recognition of Personal Consequences Drink Drive campaign...14 4 Campaign communication...18 4.1 Communication of the Moment of Doubt TV ad...18 4.2 Believed main message of the Cell radio ad...22 4.3 Thoughts or feelings about the Cell radio ad...23 5 Attitudes towards drinking and driving...25 5.1 Perceived safety of drink driving...25 5.2 Perceived acceptability of drinking and driving...28 6 Consequences of drink driving...31 6.1 Perceived likelihood of getting caught by the police...31 6.2 Likelihood of consequences of drink driving...32

6.3 Consequences most concerned about...37 APPENDIX A: Sample Profile...40 Driving status...40 Drinking alcohol out of the home...41 Commercial radio listenership...43 APPENDIX B Sampling Method...45 APPENDIX C: Weighting Procedures...46 APPENDIX D: Questionnaire...48 Copyright: survey findings and deliverables are normally intended for use within the Client's organisation or its consultants and other associate organisations such as advertising agencies. Should the Client intend wider circulation of the survey findings and deliverables, the Client should inform BMRB prior to such disclosure and agree the form and content with BMRB. The client should acknowledge BMRB as the source of the information with wording acceptable to BMRB.

Index of Charts Chart 3a: Where seen/heard/read publicity about drinking and driving (prompted) 9 Chart 3b: Where seen/heard/read publicity about drinking and driving (prompted) 10 Chart 3c: Proven recall of publicity and advertising about drinking and driving (spontaneous) 12 Chart 3d: Prompted recognition of the Moment of Doubt TV ad 14 Chart 3e: Prompted recognition of Cell 15 Chart 3f: Prompted recognition of Locked In poster ad 16 Table 4a: Which of the following do you personally feel about the Moment of Doubt TV ad (prompted) all adults over time 18 Table 4b: Which of the following do you personally feel about the Moment of Doubt TV ad (prompted) - subgroups 20 Chart 4c: Main message of Cell radio ad 22 Chart 4d: Thoughts or feelings about Cell 23 Chart 5a: Agreement with statement - Driving after having one or two drinks would make me more likely to have an accident 25 Chart 5b: Agreement with statement It is safe to drive after 27 Chart 5c: Acceptability of driving after drinking two pints 28 Chart 5d: Acceptability of driving after drinking two pints (over time) 29 Chart 6a: Agreement with statement If I were to drink and drive I would be likely to get caught by the police 31 Chart 6b: Likelihood of consequences of being caught drink driving (1) 33 Chart 6c: : Likelihood of consequences of being caught drink driving (2) 34 Chart 6d: : Likelihood of consequences of being caught drink driving (3) 35 Chart 6e: : Likelihood of consequences of being caught drink driving (4) 36 Chart 6f: Consequences of drink driving most likely to worry about (prompted) over time 37 Chart 6g: Consequences of drink driving most likely to worry about (prompted) young male drivers vs. all drivers 38

Chart A1: Driving Status 40 Chart A2: Frequency of drinking alcohol out of the home 41 Chart A3: How often listen to commercial radio 43

1 Introduction The THINK! Road Safety publicity campaign was launched in 2000, as part of the Government s road safety strategy, Tomorrow s roads: safer for everyone. The strategy set out targets to reduce road casualties in Great Britain by 50% for children and 40% overall between 2000 and 2010. A mix of engineering, enforcement and education measures are used to help meet these targets, of which the THINK! Road safety publicity campaign forms part. The THINK! campaign aims to encourage all road users to recognise that it s the small things they do that can lead to crashes on the road and that there are simple steps they can take to reduce their risk to themselves and others. THINK s power is that it fosters an attitude of shared responsibility. THINK! campaign priorities are identified by the Department for Transport s publicity team in collaboration with policy officials in Road User Safety Division. They are chosen because they account for the highest number of road casualties and it is felt that they will benefit most from coordinated national publicity. 1.1 Research objectives and method In July 2006 BMRB Social Research took over the evaluation of the THINK! campaigns. This report focuses on research carried out in January 2009. This research wave was a fourth post stage evaluation for the drink drive campaign Personal Consequences. Fieldwork ran from the 8 th to the 14 th January 2009. Interviews were conducted using BMRB s Omnibus survey. This is a survey that is run each week by BMRB, with different clients placing questions onto a common questionnaire, and sharing the costs of fieldwork and analysis. All results are confidential to the individual client. Interviews were conducted in-home, using Computer Assisted Personal Interviewing (CAPI) by fully trained members of BMRB s own fieldforce, working under supervision. The sample was drawn by means of Random Location sampling (see appendices for further details). In total 2,005 interviews were conducted with those aged 15+ in Great Britain. Due to ethical guidelines set out by the Market Research Society we were unable to ask those under 18 about their drinking behaviour, so for some questions which were asked of drivers who drink alcohol, we included all 17 year olds, as we did not know whether they drank alcohol or not. Data were weighted to be representative of the population. Only weighted data are shown in this report. BMRB Report THINK! Post Drink Drive February 2009 1

1.1.1 Drink Drive The latest drink drive campaign, Personal Consequences launched in July 2007 using a variety of communication activities to try to persuade drivers to avoid drinking and driving, including TV, cinema, radio, online and in-pub advertising. Male drivers aged 17 to 29 were the core target group for the campaign, and will be highlighted as the target group throughout this report. The key aims of the campaign are as follows: To increase awareness of the personal consequences of a drink driving conviction; To encourage the belief that 1 to 2 drinks are too many before driving; To reinforce and build the social stigma around drink driving. Prior to the launch of the latest campaign, a pre stage research wave was carried out in July 07, in order to provide benchmark attitudinal and behavioural data for future evaluation. All post stage measurements are compared with this initial pre stage data in order to evaluate the campaign s impact over time. The objectives of the post stage research were as follows: To evaluate awareness and communication of the Christmas 2008 burst of the Personal Consequences campaign; To measure attitudes towards drink driving, and in particular having 1 to 2 drinks before driving, commonly referred to as the tipping point for drink driving behaviour; To look at the perceived consequences of drink driving, including which consequences are seen as most likely, and which drivers are most concerned about. This is the fourth post stage evaluation of the campaign, with the first post stage taking place in September 2007 straight after its initial burst, the second in January 2008 after Christmas activity and the third in July 2008 following summer activity. More detail on the evaluations of the previous three bursts of the campaign can be found in the separate reports; Pre/post evaluation of the new Drink Drive campaign (October 2007), Post evaluation of the Drink Drive BMRB Report THINK! Post Drink Drive February 2009 2

campaign (February 2008) and Post evaluation of the Drink Drive campaign (July 2008). This report focuses on the fourth burst of the Personal Consequences campaign. This was Christmas activity, which is traditionally a focus in the year for drink drive communications. The campaign was launched on 1 st December 2008 and in addition to the main Moment of Doubt TV and cinema ad, utilised new poster (in pub toilets) and radio executions to emphasise the possibility of prison as a consequence of drink driving. In previous waves of research this was found to be the consequence that people were most worried about but that they thought was least likely to happen to them. In pub ambient advertising, including advertising on beer mats, was also used, as were online banners, but these were not evaluated as part of this research. Timings for the various strands of activity are show below: TV advertising 1 st 31 st December 2008; Cinema advertising - 1 st 31 st December 2008; Radio advertising - 1 st 31 st December 2008; In-pub ambient advertising 8 th December 2008 13 th January 2009; Online banner advertising - 1 st 31 st December 2008. 1.2 Arrangement of this report Following this introduction is a management summary of the findings. The main body of the report provides a detailed commentary, illustrated by summary tables and charts. Appendices contain details of the sampling method, weighting, the sample profile and the questionnaires. Data have been supplied in separate volumes. In charts and tables - denotes 0 and # denotes a proportion of less than half of one per cent, but more than 0. BMRB Report THINK! Post Drink Drive February 2009 3

2 Management summary and recommendations 2.1 Introduction This report focuses on research carried out in January 2009. This research wave was a fourth post stage evaluation for the drink drive campaign Personal Consequences. Fieldwork ran from 8 th to 14 th January 2009. Interviews were conducted using BMRB s Omnibus survey. In total 2,005 interviews were conducted with those aged 15+ in Great Britain. The main part of the campaign ran from 1 st 31 st December 2008 and, in addition to the Moment of Doubt TV and cinema ad, utilised new poster and radio executions to emphasise the possibility of prison as a consequence of drink driving. 2.2 Campaign awareness Eight in ten (81%) respondents had seen or heard something about drinking and driving in at least one of the media sources used in the Christmas Drink Drive campaign (TV and cinema advertising, radio advertising, beer mats, posters in pub toilets or indoor posters and online). Among the target group of male drivers aged 17-29, awareness was higher at 87%. A TV ad was the most commonly cited source, mentioned by three quarters (78%) of all respondents and just under nine in ten (86%) of the target group of male drivers aged 17-29. One in six (16%) respondents gave a description that could be directly attributable to the Moment of Doubt TV ad. This is similar to the 14% seen in the summer (July 2008). Male drivers aged 17-29 were slightly more likely to be able to describe the Moment of Doubt TV ad (20%) than all respondents, with the consequences the barman lists being particularly well recalled (11% of young male drivers mentioned this, compared with 5% of all respondents). The Moment of Doubt TV ad was recognised by eight in ten (78%) respondents when it was played to them in the interview, an increase from 69% in July 2008. This was from an exposure of 366 BMRB Report THINK! Post Drink Drive February 2009 4

TVRs, compared with 347 16-34 male TVRs in July 2008. Nine in ten (91%) male drivers aged 17-29 recognised the ad; this is almost at saturation point for this group. Two in ten (21%) commercial radio listeners recognised the Cell radio ad. This is higher than the recognition for 937 cats (11%) and Kiss (13%) from July 2008, but lower than The List from January 2008 and the Story campaign from September 2007 (both 29% of commercial radio listeners). One in ten (12%) respondents said that they had seen the Locked In poster ad before. This is higher awareness than the 5% who recognised the Pink poster, and the 6% who recognised the Yellow poster in July 2008. 2.3 Campaign communication The Moment of Doubt TV ad remains impactful, with a third (36%) of all respondents (no change from January 2008) and 45% of the target group of male drivers aged 17-29 agreeing that it stuck in their mind. The core message appears to have been conveyed, in particular to the target group of male drivers aged 17-29. Three in ten (31%) of all respondents and just under half (45%) of young male drivers agreed that Moment of Doubt made them think about the range of consequences associated with drinking and driving. It was also well targeted as young male drivers were more likely to say the ad was aimed at them (18% compared with 7% of all respondents). They were also more likely to agree that the ad made them think about the impact drink driving could have on their lifestyle (40% compared with 21% of all respondents) and that it will make them think twice before drinking and driving (30% compared with 19% of all respondents). In terms of a behavioural call to action, the target group were more likely to agree the ad has actually made them drive more carefully (10% compared with 5% of all respondents), which implies that they are linking the action with the consequences. The ad is showing no signs of wear out as yet, with no change in the proportion of people agreeing that it is irritating (9%) or confusing (8%) from previous waves. One in twenty (5%) said they were tired BMRB Report THINK! Post Drink Drive February 2009 5

of seeing it, unchanged from July 2008. These more negative reactions came through at similar levels amongst the target group. A quarter (26%) of those who recognised the new Christmas radio ad execution Cell reported the main message to be, don t drink and drive. Two in ten (20%) reported it to be that the driver could go to prison or get locked up for drink driving. and 15% said the main message was that you will be treated or processed the same as any other criminal if you are caught drink driving. Thoughts and feelings about the radio ad were wide ranging, with little difference in response by the target groups compared with all respondents. As seen with the main message, the most prominent thought in reaction to hearing the ad was that you should not drink and drive (6% of all respondents, and slightly higher at 9% among the target group). There were a balance of reactions to the ad with some saying they thought the ad was hard to follow or make out what was happening (5%) and a handful deeming it boring (1%). Others thought it was an effective ad (2%) or that it was shocking or hard hitting (1%). 2.4 Attitudes towards drinking and driving Nearly nine in ten (87%) drivers agreed that driving after one or two drinks would make you more likely to have an accident and six in ten (60%) strongly agreed. These levels were unchanged from previous waves of research but were slightly lower for young male drivers (83% agreed and 53% strongly agreed). Having two drinks and driving was still considered to be far less safe than having a single drink, with two thirds of drivers who drink alcohol strongly disagreeing that this is a safe behaviour (62%, compared with 30% strongly disagreeing for one drink). Similar attitudes were held by young male drivers (51% strongly disagreed for two drinks and 18% strongly disagreed for one drink). Over eight in ten (83%) respondents felt that driving after drinking two pints was unacceptable and two thirds (64%) found this extremely unacceptable. Both of these have remained stable over time. Overall acceptability was slightly lower at this wave among young male drivers (77%), fuelled by a much smaller proportion BMRB Report THINK! Post Drink Drive February 2009 6

(49%) finding driving after drinking two pints extremely unacceptable. 2.5 Consequences of drink driving Two thirds (67%) of drivers who drank alcohol felt that they would be likely to be caught by the police if they were to drink drive, with one in three (35%) strongly agreeing. This is higher than was seen in summer 2007 and 2008 but in line with January 2008, which suggests there is a greater perceived police presence over the Christmas period. Young male drivers were less likely than all drivers to agree: 60% agreed overall and 25% agreed strongly. As seen in previous waves, a prison sentence was the consequence drivers were most likely to worry about as a result of being caught drink driving (36%) but the one which they were least likely to believe would happen to them (18% thought it was very likely). Although this was a focus in the Christmas 2008 campaign, these levels have not changed since the last wave. Young male drivers were more likely than all drivers to think they could go to prison (26% thought it very likely), although it was still the consequence seen by the fewest within this group as being very likely. The consequence drivers were most likely to think would happen to them was that the cost of their insurance would increase (87% thought this was very likely, increasing to 97% of young male drivers). However, only 1% of all drivers and no young male drivers said that this was what they were most worried about. 2.6 Conclusions and recommendations The Personal Consequences campaign and in particular the Moment of Doubt TV ad are now clearly established, in particular within the target group of young male drivers (20% could describe it spontaneously and 91% recognised it when it was played to them). Amongst the wider group of all respondents, prompted recognition increased from previous waves (78% in January 2009, up from 69% in July 2008). The new support executions ( Cell radio and Locked In poster) used in the Christmas 2008 campaign were better recognised than those used in summer 2008, although recognition was still at relatively low levels (21% of commercial radio listeners had heard the radio ad and 12% of all adults had seen the poster). BMRB Report THINK! Post Drink Drive February 2009 7

Response to the TV ad remains positive, and despite the four bursts of the campaign and high recognition levels, is showing no sign of wear out. It does a good job of communicating the core message of the consequences of drink driving, in particular to the target audience of male drivers aged 17-29. The radio ad seems to have conveyed the message that if you are caught drink driving you could end up in prison. However, there was no real change in the proportion who thought up to six months in prison was a likely consequence of being caught drink driving. This may be a result of relatively low recognition levels of the new radio and poster ads. Up to six months in prison remains the consequence that people are most likely to worry about, but the one which they think is least likely to happen to them. There has been no real change in the proportion who believed that driving after having one or two drinks is more likely to make them have an accident. However, the proportion who believed they were more likely to be caught by the police recovered to January 2008 levels, suggesting there is a greater perceived police presence on the roads around Christmas. There remains a gap in perceptions of safety of driving after one drink (30% strongly disagreed this was safe) and two drinks (62% strongly disagreed). BMRB Report THINK! Post Drink Drive February 2009 8

3 Campaign awareness This chapter looks at awareness of advertising and publicity about drinking and driving, followed by spontaneous recall of the content of that advertising. It goes on to look at prompted recognition of the specific ads using in the latest campaign. 3.1 Awareness of sources of publicity/advertising about drinking and driving Respondents were prompted with a list of media sources, and asked whether they recalled seeing or hearing anything about drinking and driving in any of these sources recently. As a wide range of different sources were asked about and recalled, the items with the highest levels of mentions are shown in Chart 3a and items with fewer mentions are shown in Chart 3b. Media sources used in the latest Christmas campaign (TV and cinema advertising, radio advertising, beer mats and pub toilet posters, as well as indoor posters, which could be mentioned in place of pub toilet posters, and online advertising) are outlined. Chart 3a: Where seen/heard/read publicity about drinking and driving (prompted) ANY CAMPAIGN SOURCE TV advert National newspaper TV news Local newspaper Road signs Poster hoarding Radio advert Poster on bus Magazine 28 30 35 34 33 28 28 30 33 32 13 20 23 23 23 31 17 13 13 12 16 16 15 17 15 25 15 18 17 15 16 15 15 14 13 11 10 15 10 10 87 81 80 81 73 86 78 76 76 70 Young male drivers Jan 09 All respondents Jan 09 All respondents July 08 All respondents Jan 08 All respondents Sept 07 Base: All respondents: Sept 07 (1,993), Jan 08 (2,030), July 08 (2,014), Jan 09 (2005),Young male drivers Jan 09 (91) BMRB Report THINK! Post Drink Drive February 2009 9

Chart 3b: Where seen/heard/read publicity about drinking and driving (prompted) Other TV programme In the pub/ beermats TV plays/ soaps Posters in pub toilets Cinema Radio programme Indoor poster Leaflet/ booklet picked up Through the internet/ a website Signs at garages/ service areas 13 9 11 10 12 12 9 11 10 11 9 8 12 10 11 13 8 10 9 8 8 9 7 8 6 8 9 13 5 6 8 5 4 5 9 4 5 4 10 4 17 Young male drivers Jan 09 All respondents Jan 09 All respondents July 08 All respondents Jan 08 All respondents Sept 07 Base: All respondents: Sept 07 (1,993), Jan 08 (2,030), July 08 (2,014), Jan 09 (2005),Young male drivers Jan 09 (91) Eight in ten adults (81%) recalled seeing or hearing something in any of the campaign sources for the Christmas Drink Drive campaign, the same level as in both July 2008 (80%) and January 2008 (81%). A TV ad was the most commonly cited source, being chosen by almost eight in ten adults (78%). Other campaign sources were recalled by fewer respondents; 15% had heard a radio ad, 9% had seen something in the pub or on beermats, 8% had seen something at the cinema, 8% on posters in pub toilets, 5% had seen indoor posters and 4% had seen something online. These are all at similar levels to July and January 2008. The subject of drink driving continued to be newsworthy, as national newspapers (30%) and TV news (28%) remained the second and third most mentioned media sources. The target audience of young male drivers aged 17-29 had higher awareness of all campaign sources when compared with all adults. Almost nine in ten (87%) had seen or heard something in at least one of the media sources used at the latest campaign. Most of these had seen a TV ad (86% of all 17-29s), a quarter (25%) were aware of a radio ad, just under two in ten (17%) had seen something at the cinema, 13% recalled a poster in pub toilets, 13% had seen something on indoor posters, 12% in the pub or on beermats and one in ten (9%) had seen something online. BMRB Report THINK! Post Drink Drive February 2009 10

The target group were also much more aware of seeing something on road signs (31%, compared with 17% of all adults), on non-news TV programmes (13%, compared with 9% of all adults) and at signs at garages and service areas (10%, compared with 4% of all adults). Drivers were more likely than non drivers to recall advertising in any of the campaign sources (83% compared with 77%). Men were more likely to be aware of advertising on the radio (18% compared with 13% of women), and ABC1s had higher awareness of drink drive advertising at the cinema (11% compared with 6%). Unsurprisingly, heavier viewers of commercial television were more likely to recall a TV advert about drink driving (82%, falling to 66% of light viewers) and heavier listeners of commercial radio were more likely to remember hearing a radio ad (34% of heavy listeners, falling to 20% of light listeners and 5% of nonlisteners). 3.2 Proven recall In order to gain an unprompted measure of campaign recall, those who had seen or heard any drink drive advertising or publicity in the media sources used at the latest campaign were asked to describe in their own words what they had seen or heard. A wide variety of responses were given, as shown in Chart 3c. BMRB Report THINK! Post Drink Drive February 2009 11

Chart 3c: Proven recall of publicity and advertising about drinking and driving (spontaneous) Don't drink and drive Accident/car crash scene Barman in pub acts as different people/characters Shock/shocking/hard hitting Barman/bartender in pub goes through consequences Good/memorable/effective ad The consequences/impact 11% 16% 11% 14% 7% 8% 7% 8% 6% 6% 7% 2% 12% 5% 8% 7% 11% 5% 5% 2% 6% 4% 3% 4% 3% 4% 4% 6% Young male drivers Jan 09 All respondents Jan 09 All respondent Jul 08 All respondents Jan 08 GENERAL MENTION OF DRINK DRIVE CAMPAIGN/MESSAGE MOMENT OF DOUBT TV AD MENTION 4% 20% 16% 14% 25% 37% 35% Base: All respondents who have seen something in media source used at latest campaign Jan 08 (1,610), Jul 08 (1,603), Jan 09 (1605), Young male drivers Jan 09 (79) 45% All mentions of 4% or above Christmas 2008 was the fourth time that the Personal Consequences campaign had been aired (spontaneous recall was not asked in September 2007 after the first burst). The proportion able to give a description that could be directly attributed to the Moment of Doubt TV ad (the part of the campaign with the greatest spend) increased from 4% in January 2008 to 14% in July 2008, remaining stable at this level in January 2009 (16%). Specific descriptions of the Moment of Doubt TV ad included reference to the barman, which remained unchanged in January 2009: 6% described the barman acting as different characters and 5% talked about the different consequences the barman goes through. Overall, the most common description was the general don t drink and drive message (16%, up from 11% in July 08). Other things that were described included an accident or car crash scene (8%), something being shocking or hard hitting (5%, a drop from 8% in July 2008), that they had seen a good, memorable or effective ad (4%) and the consequences or impact (4%). In total, almost four in ten (37%) mentioned something that was related to a general drink drive campaign or message, but could not specifically be attributed to the BMRB Report THINK! Post Drink Drive February 2009 12

Personal Consequences campaign. This is stable from July 2008 (35%), following a fall from January 2008 (45%), coinciding with an increase in the proportion who specifically described the Moment of Doubt TV ad. The target group were more likely than all adults to describe the Moment of Doubt TV ad (20% compared with 16%), and in particular the barman going through the consequences (11% compared with 5%) but were less likely to mention general messages about not drinking and driving (25% compared with 37%). Young male drivers were however more likely to talk about what they had seen as being shocking or hard hitting (12% compared with 5% of all adults). 3.3 What was said examples Some examples of verbatim descriptions of the campaign are provided below. Drink Drive campaign Personal Consequences ad recall barman with lots of faces "Fellow in pub and barman asking do you really want a drink? " Man talking in different voices about drinking Goes up to bar and barman is lots of characters, it s shocking There was a Scottish bloke standing behind a bar. He was changing his voice, playing three different parts. He was the barman, he was the drink driver and he was the policeman The guy is by the bar and is changing to different accents and is warning himself it s up to you if you want to drink and drive, you could lose your home, job A barman serving drinks recites how he lost his job, his car and is talking to another person who wants another drink Don't drink and drive. That's the main one. It was the one where there s the man behind the bar and he changes personality he s a policeman then his boss, then the judge The barman was saying, are you sure you want this drink?, and he said everything that might happen as a consequence of drinking Fine and ban, losing job, the barman takes on different voices The graphic details where it shows a man asking for more beer and then it shows the consequences of him having another drink like losing his job, his car, and his BMRB Report THINK! Post Drink Drive February 2009 13

licence. 3.4 Prompted recognition of Personal Consequences Drink Drive campaign After asking respondents what they could spontaneously recall about advertising and publicity about drink driving, the TV ad Moment of Doubt, radio ad Cell and poster ad Locked In were played or shown on a laptop, in order to accurately measure prompted recognition. Chart 3d shows recognition of the Moment of Doubt TV ad. Chart 3d: Prompted recognition of the Moment of Doubt TV ad % Recognise TV ad 54 65 69 78 91 Do not recognise TV ad 46 35 31 22 9 Sept 2007 Jan 2008 July 2008 Jan 09 Young male drivers Jan 09 Base: All respondents: Sept 07 (1,993), Jan 08 (2,010), July 08 (2,014), Jan 09 (2005), Young male drivers Jan 09 (91) Recognition of Moment of Doubt has increased each time the Personal Consequences campaign has been aired. In January 2009, it was recognised by just eight in ten adults (78%) an increase from 69% in July 2008. This was achieved from an exposure of 366 TVRs, compared with 347 16-34 male TVRs in July 2008. Amongst young male drivers, nine in ten (91%) recognised the ad, indicating it is almost at saturation point amongst the target group. As well as the target males, all men were more likely to recognise the Moment of Doubt ad when compared with women (83% compared with 73%), as were younger people (89% of 15-29s, falling to 63% of over 55s). Respondents in BMRB Report THINK! Post Drink Drive February 2009 14

social grades C2DE were slightly more likely to have seen the ad (80%) than those in the ABC1 social grades (76%). As expected, a higher proportion of heavy commercial television viewers (84%) recognised the ad compared with medium to light viewers (72%). Chart 3e shows prompted recognition of the Cell radio ad from January 2009. As this was part of a campaign in which several similar ads were played, respondents were given the option to say that they heard that ad or that they had heard one very similar to it. Chart 3e shows the combined figure for hearing the Cell ad or hearing one similar to give an indication of overall recognition of the radio element of the campaign. Recognition is compared with the 937 Cats and Kiss radio ads played in July 2008, The List from January 2008 and the Story campaign from September 2007. In September 2007 and July 2008 a split sample approach was taken, with half the sample being played stories 1 and 2 and the other half stories 3 and 4 in 2007, and half of the sample being played 937 Cats and the other half Kiss in 2008. All data is shown based on commercial radio listeners. Chart 3e: Prompted recognition of Cell % Split sample in Sept 07 half played Stories 1/2 and half Stories 3/4 Split sample in July 08 half played 937 Cats and half played Kiss 29 29 21 11 13 Any radio (4 stories) The List 937 Cats Kiss Cell Sept 07 Jan 08 July 2008 Jan 09 Base: All commercial radio listeners: Sept 07 (1,158: split sample, Story 1/2 582, Story 3/4-576 ), Jan 08 (1,227), July 08 (937 Cats 963, Kiss - 1051), Jan 09 (1,094) Two in ten (21%) commercial radio listeners recognised the Cell radio ad, or one very similar to it. This is made up of 14% who said they had heard that particular BMRB Report THINK! Post Drink Drive February 2009 15

ad and a further 7% who had heard one very similar. Overall recognition was higher than for 937 Cats (11%) & Kiss (13%), but lower than recognition of The List from January 2008 and the Story campaign from September 2007 (both 29% of commercial radio listeners). Seven in ten young male drivers listened to commercial radio (71%), however this base was too small to analyse by (65 respondents). Within young male drivers as a whole, 22% had heard Cell or something similar. Amongst all adults, men were broadly more likely than women to recognise Cell or something similar (16% compared with 11%), as were younger adults (20% of 15-29s, falling to compared with 6% of those 55+), however this is likely to be related to the demographic profile of those who actually listen to commercial radio. Chart 3f shows prompted recognition of the Locked In poster ad, which was placed in pub toilets as part of the Christmas campaign and linked with the message of the Cell radio ad. This is compared with the Pink and Yellow poster ads used in the summer 2008 campaign and were evaluated in July 2008 using a split sample approach, with half the sample shown each ad. Chart 3f: Prompted recognition of Locked In poster ad Recognise poster ad 5 6 12 11 % Do not recognise poster ad 95 94 88 89 Pink Yellow Locked In (all adults) July 2008 Jan 09 Locked In (young male drivers) Base: July 2008 split sample Pink ad (1,007), Yellow ad (1,007); Jan 09 - All adults (2,005), Young male drivers (91) BMRB Report THINK! Post Drink Drive February 2009 16

One in ten (12%) respondents had seen the Locked In poster ad before, as had one in ten of the target group (11%). This is more than had seen the Pink (5%) and Yellow (6%) ads which appeared in pub toilets in summer 2008. There were no differences in recognition of Locked In between different subgroups. BMRB Report THINK! Post Drink Drive February 2009 17

4 Campaign communication This section looks at the main messages, and the thoughts and feelings surrounding the ads used in the Personal Consequences drink drive campaign, both spontaneous and prompted. 4.1 Communication of the Moment of Doubt TV ad Directly after being shown the Moment of Doubt TV ad, all respondents were shown a series of communication statements, and asked which they felt applied to the ad. Table 4a: Which of the following do you personally feel about the Moment of Doubt TV ad (prompted) all adults over time * indicates significant change from previous wave Sep 07 Jan 08 July 08 Jan 09 (1,993) (2,010) (2,014) (2,005) % % % % It sticks in my mind 28 35* 36 36 It made me stop and think about the range of consequences of drink driving 31 29 31 31 I like this ad 21 17* 22* 30* It made me think about the dangers of driving even after a small amount of alcohol It made me think about the impact that drinking and driving could have on my lifestyle It will make me think twice before I drink and drive It is the sort of ad I would talk about with other people 26 20* 23 28 21 13* 15 21* 17 13* 14 19 10 12 13 11 I found it irritating 8 10 9 9 I found it confusing 12 9 9 8 It told me something new 9 14* 15 7* It s aimed at people like me 5 7 8 7 It made me think about my own driving 8 10 12 6* It made me think about my own drinking 6 11* 11 6* I m tired of seeing it 2 3 5* 5 It has made me drive more carefully 4 6 6 4 BMRB Report THINK! Post Drink Drive February 2009 18

A third (36%) of respondents stated that the ad stuck in their mind, which is a core measure of its cut through. This is stable from January and July 2008. Another measure of cut through, in terms of emotional engagement with the ad, is how much it is enjoyed. This had slipped back between September 2007 (21%) and January 2008 (17%), but recovered to 22% in July 2008 and has increased further up to three in ten (30%) at the latest wave therefore it seems affinity with the ad is on the rise. There was no real change in the proportion who said they would talk about it with other people (11% in January 2009), nor was there a change in the proportion who felt the ad was targeted at them (7% in January 2009). Despite being used in four bursts, the Moment of Doubt ad is still showing no signs of wear out - with no change in the proportion of people agreeing that it is irritating (9%), confusing (8%) or that they were tired of seeing it (5%). However, the increased use of the ad is causing the new news measure of the ad to drop, from 15% in July 2008 to 7% in January 2009, which is unsurprising. Three in ten people (31%) agreed that Moment of Doubt made them think about the range of consequences associated with drinking and driving the main message of the ad. This has been stable since September 2007. There was further recovery in agreement that it made people think about the dangers of driving even after a small amount of alcohol (28%). Agreement had slipped to two in ten (20%) in January 2008, from an initial 26% in September 2007, but has now returned to the launch level. Encouragingly, agreement also recovered in terms of making respondents think about the impact that drinking and driving could have on their lifestyle (21%), again a key message of the ad, and making them think twice before they drink and drive (19%). Agreement with these statements had previously declined between September 2007 and January 2008, but has steadily recovered since then. Between September 2007 and July 2008 there were increases in the proportion of people who agreed that Moment of Doubt made them think about their own drinking (up from 6% to 11%) and their own driving (up from 8% up to 12%). However, agreement with these statements decreased following the latest burst, down to 6% for each. In terms of a behavioural measure, one in twenty (4%) respondents agreed that the ads made them actually drive more carefully, stable over time. Table 4b shows agreement with communication statements amongst drivers in different subgroups at the latest wave. The shading indicates significant differences seen between the subgroups. BMRB Report THINK! Post Drink Drive February 2009 19

Table 4b: Which of the following do you personally feel about the Moment of Doubt TV ad (prompted) - subgroups It sticks in my mind It made me stop and think about the range of consequences of drink driving Total All drivers Young male drivers Ages 15-29 Ages 30+ Men Women (2,005) (1,286) (91) (386) (1,619) (943) (1,062) % % % % % % % 36 35 45 38 35 39 32 31 34 45 35 30 31 31 I like this ad 30 31 33 29 30 33 26 It made me think about the dangers of driving even after a small amount of alcohol It made me think about the impact that drinking and driving could have on my lifestyle It will make me think twice before I drink and drive It is the sort of ad I would talk about with other people 28 29 30 33 27 27 30 21 25 40 25 20 25 18 19 21 30 23 17 21 16 11 11 13 12 11 11 11 I found it irritating 9 9 7 7 9 9 9 I found it confusing It told me something new It s aimed at people like me It made me think about my own driving It made me think about my own drinking I m tired of seeing it It has made me drive more carefully 8 8 4 6 9 7 9 7 7 8 10 6 7 8 7 8 18 10 6 9 4 6 8 13 7 6 8 5 6 7 10 7 5 8 4 5 6 9 9 4 7 4 4 5 10 5 4 6 2 BMRB Report THINK! Post Drink Drive February 2009 20

As Table 4b demonstrates, there was little difference between the views of drivers and the population in general. However, young male drivers (the core campaign target) tended to relate more closely to Moment of Doubt. As seen in previous waves they were more likely to agree that it was aimed at people like them (18% compared with 8% of all drivers) and were also more likely to take out key messages. The consequences of drink driving was a key take out for young male drivers (45% compared with 34% of all drivers), as was the impact it would have on their lifestyle (40% compared with 25% of all drivers). These appear to be particularly hard hitting messages for this group, and encouragingly they were also more likely to agree that the ad also actually made them more likely to think twice before they drink and drive (30% compared with 21% of all drivers) and drive more carefully (10% compared with 5% of all drivers), which implies that they are linking the action with the consequences. The stronger association with the messages is likely to explain why the ad was felt to be more memorable amongst this group; 45% said that it stuck in their mind compared with 35% of drivers generally. These results were very similar to what we saw for the target group compared with the rest of the population following last summer s burst. Younger people aged 15-29 were more likely than those aged 30 and over to agree with a number of cut through and message take out measures for the Moment of Doubt TV ad. Following the latest burst they were slightly more like to agree they were the target of the ads (10% compared with 6% of those 30 or over). They were also more likely to agree that the information in the ads was new news to them (again, 10% compared with 6% of those 30 or over). In terms of message take out, younger people were more likely to agree that the ad made them think about the dangers of driving after even a small amount of alcohol (33% of 15-29s compared with 27% of the over 30s) and that the ad made them think about the impact drink driving could have on their lifestyle (25% compared with 20%) a key message of the ads. They were also more likely to say the ad would make them think twice before drinking and driving (23% compared with 17%). Younger people were, however, also more likely to feel they were getting tired of seeing the Moment of Doubt TV ad (9% compared with 4%). Men were more likely to relate to Moment of Doubt than women; 9% of men compared with 4% of women agreed that it was aimed at people like them. They were also more likely to say that it stuck in their mind (39% compared with 32% of women) and that they liked the ad (33% compared with 26% of women). For message take out, it was more likely to make men think about the impact drinking and driving could have on their lifestyle (25% compared with 18% of women) or about their own drinking, (8% compared with 4%). Men were also BMRB Report THINK! Post Drink Drive February 2009 21

more likely to agree that the ads had made them drive more carefully (6% compared with 2% of women). 4.2 Believed main message of the Cell radio ad Respondents who said they recognised the Cell radio ad (or one similar to it) used at the Christmas burst were asked to describe, in their own words, what they felt was the main message of the ad. As recognition of the radio campaign was relatively low, analysis was not possible for any subgroups. In particular, amongst the core target of young male drivers, only 19 respondents recognised the ad and went on to answer this question. Chart 4c: Main message of Cell radio ad Don t drink and drive (non specific) 26% Go to prison/locked up 20% Treated/processed like (any other) criminal 15% Consequences of being caught drink driving Could get a criminal record/legal problems 11% 10% It s/you are criminal Consequences of drink driving 7% 8% Don t Drink and Drive/you will get caught Poor ad/not catchy (all negative references) Think before you drink and drive (Only include mention of Think!) Good ad/impact 5% 5% 4% 4% None 3% Don t know 7% Base: All who recognise the ad (261) The main message taken out of the radio ads was simply don t drink and drive. This was mentioned by a quarter (26%) of respondents who had recognised the ad. Two in twenty (20%) took out the message of going to prison or being locked up as a result of drink driving, obviously the key focus of the ad. Similarly, 15% said the main message was that you will be treated or processed the same as any other criminal. One in ten mentioned the possibility of getting a criminal record (10%). Similarly, 8% said the message of the ad was that you are a criminal if you drink drive. Around one in ten (11%) gave a general mention of there being consequences of being caught drink driving, whilst 7% gave a slightly difference response BMRB Report THINK! Post Drink Drive February 2009 22

mentioning a consequence of drink driving (i.e. without necessarily being caught doing it). One in twenty, said that the main message of the ad was not to drink drive as you will be caught (5%) or that you should think before you do it (4%). There was also a balance of opinions given about the ad for this measure, with 5% deeming it a poor ad whilst 4% saying they thought it was a good ad with impact. One in ten (10%) respondents were unable to give any answer at all or say that they didn t know what the main message was. 4.3 Thoughts or feelings about the Cell radio ad Reactions towards the Cell radio ads were explored by asking all respondents to explain in their own words what thoughts or feelings had occurred to them when they heard the ads. A range of responses were given, as shown in Chart 4d. Chart 4d: Thoughts or feelings about Cell Don t drink and drive You will go to jail/prison/be a criminal/have a record Difficult to make out the ad/muffled/sound poor Ad recall Consequences of drink driving Never heard it before Doesn't affect me as I don't drink and drive Effective/gets message across Boring Takes too long to get to the point Shocking/hard hitting Don't drink and drive you will get caught # 6% 5% 6% 4% 5% 3% 4% 6% 3% 3% 3% 3% 2% 3% 2% 4% 1% 3% 1% 3% 1% 3% 9% Young male drivers Jan 09 All adults Jan 09 None Don t know 11% 15% 25% 26% All mentions of 3% or above Base: Jan 09 - All adults (2,005), Young male drivers (91) There were no differences in the thoughts and feelings taken from the Cell radio ad by the target group of young male drivers compared with those taken out by adults generally. As with the main message measure (Chart 4c), of those who mentioned something, the thought most described by respondents in reaction to the Cell BMRB Report THINK! Post Drink Drive February 2009 23

radio ad was that you should not drink and drive (6% of all adults). One in twenty (6%) said that you would go to prison or have a criminal record and 3% described general consequences of drink driving. There were some negative reactions to the radio ad with some respondents saying that they thought the ads were hard to follow or make out what was happening (5%), and others saying they thought it was boring (1%) or took too long to get to the point (1%). Young male drivers were slightly more likely to think it was boring (4%) or took too long to get to the point (3%). Balanced with this there were also positive reactions to the ad with some saying they thought the ad was effective or that it got the message across (2%) or that they thought it was shocking or hard hitting (1% of all adults, increasing to 3% of the target group). Three percent of the target group mentioned that they should not drink or drive or they would get caught this is interesting as it is a core message of the ad, they were the target of the ad, and this was not a thought provoked among all adults. A large proportion, a third (36%), said the ad did not provoke any thoughts or feeling for them, or they did not know what these were when asked. BMRB Report THINK! Post Drink Drive February 2009 24

5 Attitudes towards drinking and driving This chapter looks at attitudes towards drinking and driving. Measures taken in July 2007 prior to the new Personal Consequences drink drive campaign served as benchmark attitudes. These were measured again at the post evaluation stages (the first post taking place in September 2007, followed by a second in January 2008, a third in July 2008 and most recently, the focus of this report, in January 2009 following Christmas activity) in order to identify any shifts in awareness or attitudes that may be attributed to the new campaign approach. In general, results discussed in this chapter have changed little between evaluation stages. There are, however, some differences when looking at these results alongside the young male drivers target group (those aged 17-29 years old). 5.1 Perceived safety of drink driving All drivers who drink alcohol (aged 18 years or more), and all 17 year old drivers, were asked their agreement on a number of statements to do with the perceived safety of drink driving. Chart 5a: Agreement with statement - Driving after having one or two drinks would make me more likely to have an accident Strongly agree 59 60 59 63 60 53 % Slightly agree 28 25 25 22 27 30 5 5 5 5 Neither 5 9 Slightly disagree 6 6 7 8 6 7 Strongly disagree 2 4 3 3 2 1 July 07 Sept 07 Jan 08 July 08 Jan 09 Jan 09 Young male drivers Base: All drivers aged 18+ who drink alcohol and 17 year olds - July 07 (978), Sept 07 (1,031), Jan 08 (1,065), July 08 (1,022), Jan 09 (1,043), Jan 09 young male drivers (72) BMRB Report THINK! Post Drink Drive February 2009 25

There was no real change in the belief that driving after one or two drinks would make you more likely to have an accident. Over eight in ten (87%) drivers agreed with this in January 2009, in line with previous waves (86% in July 2007, 85% in September 2007 and 84% in January 2008, 84% in July 2008). Six in ten (60%) strongly agreed (also in line with previous waves). Slightly fewer of the target of young male drivers, eight in ten (83%), agreed that driving after having one or two drinks would make them more likely to have an accident. This decreased from nine in ten (90%) in July 2008. The reason for this decrease among the target group is unclear; however it may be linked with a seasonal effect. Over the Christmas period when drinking is more prevalent, peoples attitudes towards drink driving may soften as an attempt to justify their own drink driving behaviour. Female drivers were more likely to agree (90% compared with 84% of men). Unsurprisingly, those who found it unacceptable to drive after 2 pints also agreed that driving after having one or two drinks would make you more likely to have an accident (91% compared with 66%). Drivers who drink alcohol and all 17 year old drivers were asked whether they believed it to be safe to drive after having one or two drinks. This was to gauge the difference in opinion about the two pint threshold which is most commonly held to be the tipping point of being unsafe to drive (Chart 5b). BMRB Report THINK! Post Drink Drive February 2009 26