Speeding Enforcement (Post-It Notes) Campaign
Evaluation – Summary Report
Office of Road Safety
July 2013
2
Objectives and Methodology
Summary of Findings
Campaign Awareness
Campaign Diagnostics
Impact on Attitudes and Behaviour Intentions
Self-Reported Behaviour
3
5
7
11
14
17
Page #
Contents
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Research Objectives
• In order to evaluate campaign effectiveness, the following objectives were measured:
Spontaneous awareness of the Post-It Notes campaign
Prompted awareness of each campaign execution
Message take out of the TVC
Ad creativity
Ad believability
Relevance
Wear-out
Impact on attitudes and behaviour
4
Methodology and Campaign Details
Methodology Campaign Details
• The ‘Post-It Notes’ campaign was first launched in February 2012.
• The campaign was re-launched in late November 2012, with a
fortnightly schedule of media running up to late May 2013.
• Fieldwork was timed to correspond to the completion of the main
media activity.
• The campaign consisted of:
– A 30 second metro TVC which ran on Channels 7, 9, 10,
7TWO, 7MATE, GO!, GEM, ONE, ELEVEN and SBS
– A 30 second regional and remote TVC which ran on GWN,
WIN, SBS and TENWEST
– A 10 second metro radio ad placed on ATN spots across
96FM, 6PR, 6IX, NOVA, 94.5FM, 92.9FM
– A 15 second regional and remote radio ad placed on all AM
and FM regional stations
– 33 Outdoor ads placed through WA Billboards and OOH
Media
• An online survey was conducted amongst
Metro, Regional and Remote WA residents from:
Monday, 27th May to Tuesday, 11th June 2013.
• A General Public sample of n=607 17+ year olds was collected.
– Perth Metro n=400
– Regional WA n=100
– Remote n=107
• The margin of error on the overall sample size is ± 4.0% at the 95%
confidence interval.
• Soft quotas were applied on age and gender segments to ensure
the sample was representative of the WA population.
• The General Public sample was weighted by age and gender based
on 2011 ABS statistics to reflect the Metro/Regional/Remote WA
population.
5
Summary of Findings
6
Summary of Findings
• Prompted awareness of the Post-It Notes campaign was good at 77%; however unprompted awareness was low (4%).
• The campaign also adequately reached those who admit to speeding (78% prompted awareness).
CAMPAIGN AWARENESS
• The campaign was well comprehended, with 3 in 4 taking out at least one key message.
• The TVC is believable and easy to understand, but it is not overly unique or memorable.
CAMPAIGN DIAGNOSTICS
• After seeing the Post-It Notes campaign, just under half think they are more likely to have their speed checked and that they intend to stick to the speed the limit. However, only 1 in 3 say they are more likely to tell others to do the same.
• Self-reported speeding behaviour is lower in 2013 than it was in 2011…but still remains high overall with 73% admitting to speeding occasionally or often.
IMPACT ON ATTITUDES AND BEHAVIOUR INTENTIONS
7
Campaign Awareness
8
Unprompted Ad Awareness:
All Mediums
• 72% recall advertising about speeding, but only 4% specifically remember the Post-It Notes TVC.
13
9
7
5
5
4
2
1
1
1
4
5
Speeding - Enjoy the Ride TVC
Non TVC Speeding material
Other Speeding TVC
Only media type specified / not subject
Speed / speeding kills / car accident
Speeding - Post-it Notes TVC
Drink Driving - It’s Never Ok TVC
Seat Belts - Sash-Belt up you're worth holding…
Other Drink Driving TVC
Drink Driving - You Deserve it TVC
Other
Don't know
Which advertisements are recalled?
QAD1. Have you recently seen or heard any advertising about speeding? This can include ads on TV, radio, online, billboards, buses or bus shelters, newspaper or at the cinema? Base: All respondents (n=607)
QAD2. You said that you have seen advertising about speeding recently. Please describe in as much detail as possible the ad(s) that you remember seeing including any key words, phrases, graphics, and visuals. If you remember more than one ad, please
describe the ads separately in each box below. Base: All respondents (n=607)
72% YES
Category Cued Recall
Have you recently seen or heard ANY ads about
speeding?
9
Summary of Post-It Notes Campaign Awareness
• The campaign has managed to reach 77% of the WA community, and overall awareness was similar across all three locations.
Prompted Awareness of
Metro Post-It Notes TVC
‘Net campaign awareness’ defined as those who have seen or heard at least one of the following ads: TVC1, TVC2 or Outdoor. Base: General Public Regional and Remote WA residents (n=607).
Prompted Awareness of
Regional/Remote Post-It Notes TVC
Prompted Awareness of Outdoor
0% 20% 40% 60% 80% 100%
77%
0% 20% 40% 60% 80% 100%
Net Campaign Awareness (Prompted)
73%
73%
28%
73%
71% 75%
24% 46% 36%
Metro Regional Remote
n/a
n/a n/a
TARPS Achieved
= 3504
OVERALL
77%
Metro Regional Remote
77% 76%
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Summary of Post-It Notes Campaign Awareness:
By Self-Reported Speeding Segments
• Campaign awareness is high amongst low-level speeders, which is a key target segment.
‘Net campaign awareness’ defined as those who have seen or heard at least one of the following ads: TVC1, TVC2 TVC3 or radio. Base: General Public Regional and Remote WA residents (n=607)
Net Campaign Awareness (Prompted)
77%
73%
73%
28%
Overall
74%
69%
76%
26%
Non
Speeders
78%
74%
72%
29%
Admits to
Speeding
77%
75%
68%
30%
1-4kph
79%
72%
78%
28%
5-9kph
65%
73%
59%
19%
10+kph
Prompted Awareness of
Metro TVC
Prompted Awareness of
Regional/Remote TVC
Prompted Awareness of Outdoor
77%
73%
73%
Avg. Speeding Level
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Campaign Diagnostics
12
• Most (77%) understand at least one key message of the TVC, with the message about sticking to the speed limit cutting through most strongly
(41%).
41
26
21
19
13
10
7
7
5
3
3
2
2
1
1
Do not speed / stop speeding / avoid speeding / stick to speed limit
Slow down / reduce your speed
Police targeting speeding / large police presence / you will be caught
Do everything you can / remind yourself and others to stop / avoid speeding
Avoid penalties / fines / loss of licence / financial cost
Avoid speeding to protect yourself / family / people want you alive / safe
Drive safely / responsibly / take care
Be mindful / aware of the speed you are doing / think first
Reasons not to speed / consequences for speeding
Don't speed to avoid accident / injury / death
Don't speed / it's not worth it / too much to lose / more important things in life
Other
Negative comments about this advertising / campaign
Follow / obey road rules
Don't know
Post-It Notes TVC:
Unprompted Message Take out
QAD12. What are the main messages this ad is trying to tell you? Base: All respondents (n=607)
What do you think this ad is trying to say?
Net correct
message take
out: 77%
13
• Post-It Notes is easy to understand, is believable and there are no signs of wear out. However, its creative impact could be stronger, particularly
in telling the audience something new.
Summary of Post-It Notes TVC:
Campaign Diagnostics
89%
72%
57%
40%
This ad was easy to understand
The ad is believable
I can relate to the messages in
the ad
The ad is relevant to me
I am getting fed up with seeing
this ad
This ad grabbed my attention
The ad is unique
It’s the type of ad that sticks in my
mind
This ad is something I enjoyed
It’s just like any other road safety
ad
This ad told me something new
MESSAGE IMPACT CREATIVE IMPACT
12%
54%
47%
44%
34%
31%
18%
QAD6b. To what extent do you agree or disagree with the following statements about this ad? % Agree
% Agree + Strongly Agree
shown
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Impact on Attitudes and Behaviour Intentions
15
• The Post-It Notes campaign makes just under half of drivers think they are more likely to have their speed checked, after viewing the ads.
48 2 2 33 13 Think you are likely to have your speed checked by police or a
speed camera
% More Likely
46
Post-It Notes Campaign Impact on Attitudes
QAD10b. Having seen these ads, to what extent do you more or less likely to….? Base: All licence holders (n=585). Don’t Knows excluded
Much Less
Likely
Somewhat
Less Likely
No More or
Less Likely
Somewhat
More Likely
Much More
Likely
8
%
16
• After seeing Post-It Notes, around half of drivers say they are less likely to drive over the speed limit, while only a third (35%) say they are more
likely to tell others to stick to the speed limit.
59
51
3
26
1
21
22
2
12
0
Tell others to always stick to the speed limit
Drive over the speed limit
% More Likely
35
46
Post-It Notes Campaign Impact on Behaviour Intentions
QAD10b. Having seen these ads, to what extent do you more or less likely to….? Base: All licence holders (n=585)
Much Less
Likely
Somewhat
Less Likely
No More or
Less Likely
Somewhat
More Likely
Much More
Likely
% Less Likely
%
17
Self-Reported Behaviour
18
Speeding Behaviour
Admit to Speeding 73%
Metro
Regional & Remote
• From 2011 to 2013, the proportion of WA drivers admitting to speeding has declined across the State.
80%
66% 79%
2008 2011
2008 2011
QSP101 Which of these statements best describes you (I always keep to the speed limit / I usually keep to the speed limit but I do occasionally go over the speed limit / I often go over the speed limit, even if only by a small amount)? Base: have a
licence. 2008 (Statewide n=2359, Metro n=1050, Regional n=1287); 2011 (Statewide n=4725, Metro n=2140, Regional n=1198). 2008 based on Aug08-Nov08; 2013 (Statewide n=585, Metro n=383 Regional & Remote n=202)
2013
74%
72%
2013
Statewide
70% 80%
2008 2011 2013
73%
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