Project: Post campaign tracking research for the 'Tales of the road' campaign, for Children aged 6-11

Reference: N/A

Last update: 19/05/2011 15:25:19


. To determine awareness levels of the Tales of the Road campaign, giving a comparison
against the last wave of results (April 2009)
. To measure current attitudes and opinions on road safety, and claimed road safety
behaviour, and the extent to which these have changed since this audience were last
. To measure Tales of the Road message take-out
. Awareness of, and reaction to, the Tales of the Road campaign amongst parents


The last year has seen a change in approach for road safety advertising to children, moving
from broadcast advertising (TV, Internet and other media) to a tightly targeted approach
focusing on a limited number of hotspot areas.
The most recent large scale Tales of the Road advertising activity was in 2009 - the 2010
campaign involved small scale targeted activity via football clubs' community programmes in
hot spot areas, plus national distribution of Jazzy Books
This research measures awareness and outtake of the Tales of the Road campaign amongst
the target audience, and examines road safety behaviour and attitudes.
It also integrates results from the parents of children in the target audience, measuring their
awareness of, and reaction to Tales of the Road.


Child Wise
111 Queens Road, Norwich, Norwich, East Anglia, NR1 3PL
01603 630054

Contract details

Cost to the Department: £17,100.00

Actual start date: 01 February 2011

Actual completion date: 28 February 2011

Summary of results

  1. 5.1.1 Media engagement
    . 6-11 year olds watch around three hours of TV a day, slightly higher for boys
    . Their main channels watched are CBBC, BBCone, ITV2, CITV and the Disney Channel
    . Most use the Internet, with half going online in their own room
    . One in ten use the Internet on their mobile phone
    . They go online around four or five days a week, spending around 1.5 hours online per
    day on average
    . Favourite websites are Facebook, YouTube, FRIV and Club Penguin
    5.1.2 Road Safety attitudes and behaviour
    . Accidents on the road is the main (spontaneous) concern for children, and when
    prompted with a list of road safety concerns, their main worry was drivers going too fast,
    followed by not being seen by drivers, and drunk drivers
    . Parents' main concern for their children was bullying, very closely followed by accidents
    on the road
    . Children appreciated that they are more at risk as pedestrians or cyclists than as car
    . Parents felt that children would need to be around 10 or 11 years old before being
    responsible enough to walk or cycle places without an adult
    . Road safety behaviour has changed very little since 2009 - the majority show good road
    safety behaviour, whilst a minority still play or mess around in the street, get distracted
    by friends or cross in the wrong way / in the wrong place

    5.1.3 Awareness of road safety advertising
    . Fewer than half of children were aware of the Think! logo when prompted amongst a list
    of other child orientated advertising campaign logos, falling since 2009. They were
    more likely to recognise the Change4Life or Recycling logos
    . More than half of those aware of the Think! logo specifically associated it with thinking
    before or when crossing the road
    . Only a quarter could recall any road safety advertising on TV, whilst a fifth recalled
    some on posters at school, and one in ten had seen a road safety video at school
    5.1.4 Awareness of Tales of the Road
    Stop, Look & Listen
    One in twenty of those recalling road safety advertising spontaneously, had
    remembered this, falling from a third when this last aired around 2009
    Fewer than half recalled this advert when prompted, falling from two thirds in
    Be Bright, Be Seen
    Slightly more recalled Be Bright Be Seen spontaneously (7%), but this had also
    dropped, from one in six in 2009
    Two fifths had seen Be Bright Be Seen when prompted, dropping from half in
    Safe Place to Cross
    Only 2% of those recalling advertising remembered seeing this advert, which
    was the most recent to air
    A quarter remembered seeing this advert when prompted
    Tales of the Road overall
    Overall, 7% of 6-11s recalled Tales of the Road spontaneously, despite the low
    level advertising activity in 2010. In 2009, a fifth of the sample recalled ToTR
    Six in ten could recall any of the adverts in the ToTR campaign overall when
    prompted, dropping from seven in ten in 2009 when the advertising activity was
    . One in ten had ever visited the ToTR website, up from just 3% in 2009
    . A third of parents were aware of Tales of the Road, down from four in ten in 2009
    Concern about the dangers of the road continues to fall:
    - Among children, accidents on the road still tops the list of dangers perceived as
    affecting children, but it is at its lowest level yet, and appears to be declining
    over time
    - Since 2009, parents have been more likely to be concerned about bullying, but
    accidents on the road comes a close second
    . Claimed road safety behaviour amongst children has changed little over time:
    - Aside from the odd fluctuation, road safety behaviour has changed very little.
    The proportion of children claiming good road safety behaviour is the same,
    with small movements within poor road safety behaviour
    . With a lower level of campaign activity during 2010, awareness of the Tales of the
    Road advertising has fallen back:
    - Spontaneous Tales of the Road recall has dropped from two in ten in 2009, to
    less than one in ten this year
    - Prompted recall holds up better, dropping from seven in ten to six in ten in 2011
    for children, and amongst parents, a third are now aware, dropping from four in
    - Usage of the Tales of the Road website has increased from 3% in 2009 to 9%
    ever using in 2011, despite the lack of high profile media activity
    . Despite scaled back activity, Tales of the Road advertising message outtake is
    now better than before, for the reduced core of children who are aware of the
    - A higher proportion of children aware of the adverts can remember the on
    screen messages from Stop Look & Listen, and Be Bright Be Seen than in
    2009, and message outtake appears a little clearer than it was. In absolute
    terms, the proportion of all children who can recall the on screen message has
    not increased by as big a margin
    . As in 2009, those aware of the Tales of the Road advertising were:
    - More likely to spontaneously mention accidents on the road as a danger to
    children their age
    - More likely to pick almost all of the prompted list of road safety worries
    - More likely to think that any of the three road accident scenarios (pedestrian /
    cyclist / car passenger) were likely to happen to children their age
    - However, they displayed more or less the same road safety behaviour as those
    unaware of the Tales of the Road advertising - more likely to play or mess
    around in the street, less likely to cross whilst texting