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

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

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

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

  2. Introduction OVERVIEW • 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

  3. Introduction OBJECTIVES • 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

  4. Introduction METHOD • 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

  5. Introduction SAMPLE • 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

  6. Distractions TV Distractions Posters MTV Research 8 9 Aug Sep Oct Nov Dec Jan Feb Mar Apr 2006 2007 Introduction CAMPAIGN TIME LINE

  7. Introduction CONTENTS • 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

  8. 1 - Section A – Media Exposure

  9.   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)

  10. E4 51%  Trouble 22%  S4C 4%  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 Sky One 50% ITV2 47% Film 4 26% ITV 4 23% More 4 19% Average amount of TV watched per day (11-16’s) 2.7 hrs (and falling) Source ChildWise Monitor 2006/07 Sky Two 18% Sky Three 18% SciFi 9% Zone Horror 5% Zone Reality 4% Base : Total sample (11-16 yrs) - Wave 9 (1024)

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

  12. 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

  13. 2 - Section C/D - TV Road SafetyAdvertising Recall

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

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

  16.   Section C - Q4 What can you remember about the advertising / publicity on TV? 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 6 (Sep ‘05) % 51 38 28 21 19 22 8 1 2 2 4 8 (Sep ‘06) % 54 44 29 17 20 23 12 2 0 1 1 7 (Mar ‘06) % 56 43 25 25 21 20 10 2 1 1 2 9 (Apr ‘07) % 47 37 26 17 16 16 10 3 1 1 0 Specific descriptions of Distractions  Base : All recalling any TV advertising (11-16 yrs) - Wave 9 (589)

  17.   Section C - Q4 What can you remember about the advertising / publicity on TV? 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 9 (Apr ‘07) % 2 1 1 0 0 0 8 (Sep ‘06) % 2 0 0 0 1 0 7 (Mar ‘06) % 6 2 0 2 2 1 6 (Sep ‘05) % 3 0 0 1 1 1 Specific messages from Distractions  Base : All recalling any TV advertising (11-16 yrs) - Wave 9 (589)

  18. “ ” Where the kids are with their phones messing around – one isn’t looking and he gets run over and they all scream – 15 years “ ” Girl and baby before dancing, messing around, a boy looks one way and walks out and a car hits him whilst he is looking the other way, they all scream–12 years “ ” The one where they filmed it themselves and the boy got hit and that 12 teenagers a week wished they’d given the road their full attention – 14 years “ ” It’s horrid, I hate, I cover my eyes, a boy leaving his pals and crosses the road just as a car is coming and it hits him - 15 years Section C - Q4 What can you remember about the advertising / publicity on TV?

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

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

  21.  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 7 (Mar ‘06) % 94 35 44 20 11 3 8 4 2 1 1 0 3 9 (Apr ‘07) % 98 42 36 17 14 12 7 6 3 2 2 1 1 8 (Sep ‘06) % 97 38 30 17 12 7 7 6 2 3 2 2 3 6 (Sep ‘05) % 84 18 30 19 10 6 5 11 2 6 1 2 4 Messages from Distractions              Base : All recalling Distractions advert (11-16 yrs) - Wave 9 (699)

  22. “ ” Be safe and not to use a mobile when you’re crossing the road as you could get knocked down – 12 years “ ” Even if you’re having fun with your friends always stop and take care on the road – 14 years “ ” If you’re stupid about the road or cross between parked cars you would get hit by a car. It’s kids that usually get hit cos they’re mucking about - 15 years “ ” That no matter what you are doing pay attention to the road – it is very dangerous – you have to be aware always - 16 years Section D – Q2 What do you think this TV advertising was trying to tell you?

  23. Section D – Q3 Which one of these best describes what theTV advert was designed to tell you? First choice message has become more specific Wave 7 Wave 8 Wave 9 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 Wave 7 Wave 8 Wave 9 Wave 7 Wave 8 Wave 9  Wave 7 Wave 8 Wave 9 % Base : All recalling Distractions advert (11-16 yrs) - Wave 9 (699)

  24.    Section D – Q4 Can you remember what the message on thescreen 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)

  25. It could happen to me 91% It was shocking 83%  I found it quite upsetting 64%  Aimed at older people 62%  Boring 11% Section D – Q5 Here are some words or phrases people have used to describethe TV advert … would you use it to describe the advert? Easy to understand 97% Think again about being careful 93% Aimed at people my age 93% Something new / surprising 52% Reaction is positive overall, but shock value is down Aimed at younger people 47% Just the same as other ads 35% Base : All recalling Distractions advert (11-16 yrs) - Wave 9 (699)

  26. 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

  27. 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

  28. 3 - Section C/D - Poster RoadSafety Advertising Recall

  29.  Section C - Q3/5 Have you seen any advertising on a posterabout 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)

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

  31. “ ” A girl on mobile phone – shows different stages of accidents – 16 years “ ” At school picture of girl lying in the road – walkman plugged in and a car had just hit her - 13 years “ ” Hedgehog crossing the road with reflective patches on them – 13 years “ ” Future basketball champion in the air, hit by a car, 1 teenager every minute is hit on London Road – Mayor of London – 13 years “ ” A girl to do concert but got cancel because she died before she lives - 15 years Section C – Q6 What can you remember about the advertising … on a poster?

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

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

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

  35. 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 9 (Sep ‘06) % 94 36 33 14 8 8 7 4 4 3 3 3 1 8 (Sep ‘06) % 92 30 30 14 11 7 7 4 3 3 3 3 5 7 (Mar ‘06) % 95 34 38 17 9 3 3 5 4 4 2 2 0 Messages from poster adverts        Base : Total sample (11-16 yrs) - Wave 9 (1024)

  36. “ ” Not paying attention because he has been listening to music – give the road your attention – 13 years “ ” You have to listen as well as looking when you’re crossing the road – 13 years “ ” That teenagers get killed after not paying attention on the road – 14 years “ ” Even if you are on your own you sometimes are in a world of your own – check for traffic – 15 years “ ” If you talk or text on mobile you lose concentration, don’t use your mobile when crossing the road – 16 years Section D – Q8 What do you think this poster advertising was trying to tell you?

  37.  Section D – Q9 Which one of these best describes what theposter adverts are designed to tell you? First message remains specific Wave 7 Wave 8 Wave 9 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  Wave 7 Wave 8 Wave 9 Wave 7 Wave 8 Wave 9 Wave 7 Wave 8 Wave 9 % Base : Total sample (11-16 yrs) - Wave 9 (1024)

  38. It could happen to me 88% I found it quite upsetting 61%  Something new / surprising 57%  Boring 14%  Section D – Q10 Here are some words or phrases people have used to describethe poster adverts … would you use it to describe the adverts? 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% Reaction is positive overallas for TV, but more children are finding it boring Aimed at younger people 51% Just the same as other ads 39% Base : Total sample (11-16 yrs) - Wave 9 (1024)

  39. Section C – Q7 … seen any advertising … about crossing the roadsafely 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 % N/A Base : Total sample (11-16 yrs) - Wave 9 (1024)

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

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

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

  43.  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 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    Base : Recognise Think! logo (11-16 yrs) - Wave 9 (756)

  44. “ ” About getting run over by cars – you have to think before you cross the road – 12 years “ ” It’s the Hedgehog family teaching their kids to cross the road – 13 years “ ” You have to think about what you’re doing, don’t get distracted when crossing roads – 13 years “ ” I think of my dad’s job, he works for casualty reduction. It reminds of those horrible ads – 14 years “ ” It’s on the front of my books – think before crossing the road – 13 years Section C - Q2 What do you associate with this logo, what does it mean to you?

  45. 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

  46. 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

  47. 4 - Section D – MTV / THINK!Advertising Recall

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

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

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

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