Project: Motorcycles post stage tracking report Part 2
Last update: 13/05/2011 15:13:43
This research wave was the first post-stage evaluation conducted since the launch of the 'Named Rider' motorcycling campaign.
The objectives of the post-stage of research were as follows:
- To measure changes in attitudes towards motorcyclist road safety, including where the responsibility for reducing road accidents with motorcyclists lies;
- To gauge driver awareness of motorcyclists while driving and to understand how motorcycles and their riders are seen from the drivers perspective;
- To determine what is perceived as the most common causes of motorcycle accidents and the precautions taken to avoid accidents with motorcyclists.
Fieldwork ran from March 25th to April 21st 2010. Interviews were conducted using TNS-BMRB's Omnibus survey. Interviews were conducted in-home, using TNS-BMRB Report: THINK! Motorcyclist campaign post-stage evaluation, May 2010 ii
Computer Assisted Personal Interviewing (CAPI).
The sample was drawn by means of Random Location sampling (see appendices for further details).
In total, 2,075 interviews were conducted with those aged 15+ in Great Britain at the latest wave of research. In total, one week of fieldwork was conducted amongst all adults, with a further two weeks of fieldwork conducted with motorcyclists only. Data were weighted to be representative of the population. Only weighted data are shown in this report.
6 More London Place, London, SE1 2QY
Cost to the Department: £60,220.00
Actual start date: 25 March 2010
Actual completion date: 21 April 2010
THINK! Road Safety Campaign Evaluation Post Stage: ‘Named Rider’ motorcycle campaign
Publication date: 01/05/2010
More information: http://www.dft.gov.uk/adobepdf/164386/711130/motorcycles-report.pdf
Summary of results
- Based on the results of the first post-stage evaluation of the new 'Named Rider' campaign, it is evident the campaign has had an impact on respondents perceptions of motorcyclist road safety. There continues to be high levels of agreement that motorcyclists are more vulnerable in everyday driving situations than other road users, although differences in agreement identified at the pre-stage between sub-groups (e.g. male drivers and those from a white ethnic background being more likely to agree than their counterparts) are no longer evident. This diminishing gap could be an indication that existing ambivalence towards motorcyclists is decreasing post-campaign. There is further evidence of this when examining agreement across a number of driver and motorcyclist behaviour statements and measures, such as the significant increase in agreement at the post-stage with the statement, 'When I see a motorcycle, I think about the person riding it'. This increase in agreement featured alongside a corresponding decrease in the proportion of respondents who were neutral on this statement at the pre-stage. Agreement with this statement was also higher amongst those who recognised any of the ads used in the 'Named Rider' campaign indicating the ads are playing an important role in overcoming ambivalence.
Not surprisingly, general awareness of advertising regarding motorcyclist road safety has increased significantly post-campaign. While respondents from a non-white ethnic background and those under the age of 30 were less likely to recall this sort of advertising more generally, there were few differences between sub-groups for the proven recall measure indicating the campaign has overall appeal across a wide audience. Further evidence of this universal appeal is apparent when examining how respondents personally feel about the ad. There was no difference between gender or age groups on the measure 'the ad is aimed at people like me', with each group being likely to consider this true of themselves (however respondents from a white ethnic background and those from social grades ABC1 were more likely to think this).
At first launch, the 'Named Rider' campaign has been successful in communicating a message that personalises the motorcycle rider, with one in ten respondents highlighting the message 'think about the person on the bike'. Positively, drivers were more likely to say this is the message they understood from the ads, along with the message that 'motorcyclists are human / people'. Another positive result from the post-stage evaluation is the relatively high proportion of respondents, particularly young males, who said the ad would prompt them to 'take more notice of the people riding motorcycles'.
The 'Named Rider' ad executions have also successfully communicated the increased risk of an accident associated with poor vigilance on behalf of car drivers. While 'speeding' continues to be considered the primary cause of accidents with motorcyclists, there has been an increase in spontaneous mentions of 'lack of awareness' and 'careless car driver' and an increase in the proportion of respondents who selected the option 'car driver doesn't notice a motorcycle trying to overtake' as the most common cause of accidents (when prompted) - messages communicated by the campaign ads.
Recognition of these messages has translated into a call to action as there has been a corresponding increase in claimed frequency of taking the extra precautions depicted in the TV ad, including 'look out for motorcycles when driving' and 'check blind spots for motorcycles when overtaking'. There has also been a significant increase in the proportion who claimed to always take these precautions amongst those who recognise any of the ads from the 'Named Rider' campaign, even amongst those who think the responsibility for reducing accidents with motorcyclists lies primarily with motorcyclists themselves.