Project: Christmas '10 Drink Drive post-stage tracking research
Last update: 13/05/2011 15:45:01
This research wave was the sixth post stage evaluation for the drink drive campaign "Personal Consequences‟.
The objectives of the latest stage of research were as follows:
- To evaluate awareness and communication of the Christmas 2009 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.
Fieldwork ran from the 7th to the 17th January 2010 (fieldwork was extended by ten days due to adverse weather conditions). 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 1,996 interviews were conducted with those aged 15+ in Great Britain. Due to ethical guidelines set out by the Market Research Society it was not possible to ask those under 18 about their drinking behaviour, so for some questions which were asked of drivers who drink alcohol, all 17 year olds were included as it was not known whether they drank alcohol or not.
6 More London Place, London, SE1 2QY
Cost to the Department: £26,500.00
Actual start date: 07 January 2011
Actual completion date: 17 January 2011
Post evaluation of the ‘Personal Consequences’ Drink Drive campaign
Publication date: 28/02/2011
More information: http://webarchive.nationalarchives.gov.uk/+/http://think.dft.gov.uk/pdf/332982/3329861/1002-drinkdrive-post-pc.pdf
Summary of results
- While recognition of the "Moment of Doubt‟ TV ad remains at a good level (75%), this has reached a plateau having achieved no growth amongst all adults since July 08. Young male drivers continue to have significantly higher recognition; however this too has become stagnant having already reached saturation point of 90% of the target group recognising the TV ad - there is little room to expand this.
Measures of engagement with the TV ad had been showing an increasing trend since the first launch evaluation (Sept 07). This has now levelled out for key measures such as "It sticks in my mind‟ which achieved 39% at the latest evaluation (after achieving significant increases wave one wave since the first campaign burst in July 07). And while there has been no increase in the proportion of respondents who are tired of seeing the ad or who find it irritating, there have been significant decreases in the proportion who indicate the ad will make them think twice before they drink and drive, that it is the sort of ad they would talk about with other people and that it made them think about their own driving. This decrease in talkability and the absence of growth in other measures could signify early signs of wear-out and indicate it may be time to refresh the message (or at least the execution of the current message).
Young male drivers increasingly believe the TV ad is aimed at people like them and there have been significant increases for the measures "It made me think about the impact that drinking and driving could have on my lifestyle‟ and "It made me think about my own drinking‟ since the last evaluation in July 09. These findings indicate that the message continues to resonate well with this target audience. However, there has been an increasing trend amongst this group in the proportion who indicate they are tired of seeing the ad, suggesting potential wear-out.
At the latest burst of the campaign, the specific message communicated (via non-TV executions) was the consequence of a 12 month driving ban if convicted of drink driving. This message was conveyed via the radio ads "Glovebox‟ and "Fuel Gauge‟, the "Faces‟ press / indoor poster ads and interactive online ads. Despite this specific focus, there has not been a corresponding increase in the belief that a drink drive conviction would lead to a driving ban (this figure has been stable since the pre-stage in July 07). In addition, while a 12 month driving ban is more top of mind in terms of what respondents would worry most about happening if convicted of drink driving; this only shows a recovery to previous levels achieved for this measure rather than a significant change post-campaign. Based on these results, as well as the results for previous rotations of non-TV executions (including "Cell‟ radio / poster ads), perceptions of various consequences do become more top-of-mind around the time of the campaign launch but subsequently return to pre-wave levels indicating little change in the longer term.
There has been little change amongst all adults in other attitudes such as the acceptability of driving after two drinks (which has returned to pre-campaign levels of one in ten respondents considering this acceptable) or drink driving leading to an accident (over eight in ten respondents continue to agree with this). However, amongst young male drivers, there is an increasing belief (since the pre-stage) that if you drink and drive, you are likely to get caught by the police indicating the constant communication of this message (both through the drink drive campaign and other similar campaigns such as Drug Drive) is creating a solid foundation of agreement on this point.
Advertising directed towards this target group is however now resulting in significantly higher agreement that there is "too much advertising telling you about the effects of drinking too much alcohol at the moment‟. Refreshing the campaign message and TV execution for future campaign activity will ensure the messages remain relevant to this target audience and ensure cut-through is achieved in a heavily saturated environment.