think! motorbikes presentation november 2014 - … objectives 2. riders • increase...

THINK! Motorbikes presentation© TNS November 2014

THINK! Motorbikes presentationNovember 2014

THINK! 2014 Motorcycling campaign

Campaign objectives

2. Riders• Increase motorcyclists’

knowledge and use of defensive riding skills

• Increase rider’s awareness of and consideration of taking further training

Contribute to a reduction in motorcyclist KSIs resulting from multi vehicle collisions at junctions and motorcyclist loss of control accidents

Two-pronged approach:

1. Drivers• Maintain awareness main

cause of motorcyclist casualties are driver ‘fail to look accidents’

• Maintain awareness of motorcyclists by making drivers think more about the person riding the bike

Audience

Riders• Primary: Male ‘hobbyist’

riders aged 35-54 years

• Secondary: Male riders aged 27-34 years

Drivers• All drivers with a specific

focus on males aged 17-34 years

Drivers

‘Didn’t See’ Radio adverts

• Son• Daughter• Husband

Riders

Never too good

Never too good - Results

YouTube

Trailer – 39,764 views

Episode 1 – 80,774 views




TOTAL = 466,077 views

Facebook

Total Reach = 6,964,100

Total Likes/Comments/Shares = 44,400

Total Post Clicks = 110,800

Facebook comments

Tony Cole I would love to watch this on tv guys! really well put together

Rick Troop Fantastic. Loved watching these short films. Only wish they where longer. I pass my bike test this summer too at the age of 54 having not ridden a bike for 37 years and that was a 50cc so I have learnt so much. Think I will be doing advanced riding in the spring.

Ginny Santer This has persuaded me to go out and do some advanced training on my bike sooner rather than later. I did it in my car and benefitted from it. Now it's time to do it on my bike too.

Andy Shepherd I could be interested in this, just returned to bikes at the age of 50

Neil Smith Real good stuff! Not the usual emphasise on going slowly but about going safely and still enjoying a ride out

Graeme Mccolm Just had a look at the iam website and if you join up you get Personal Raccover too. David Stephenson sign me up please


Agenda

Cause and responsibility for motorcycle accidents

Insight and Recommendations

Awareness of motorcyclists while driving and precautions taken

Vulnerability of motorcyclists

Campaign communication

Campaign awareness

Campaign background

Drivers: Key findings

Precautions taken to avoid accidents

Further training

Cause and responsibility for motorcycle accidents

Campaign communication

Campaign awareness

Riders: Key findings

4


1Campaign background


Campaign background

Maintaining awareness that the main cause are driver ‘fail to look’ accidents at junctions.Maintaining awareness of motorcyclists by making drivers think more about the person riding the motorcycle

To increase motorcyclists’ knowledge and use of defensive riding skills and encourage them to undertake further training

Drivers campaignJuly – Aug 2014

Riders campaignSept – Oct 2014

All drivers with focus on males 17-34 (most likely to be involved in a ‘failed to look’ accident)

Male ‘hobbyist’ riders 35-54 Passionate about biking

and active within biking and digital communities

Highest fatality group Ride more powerful bikes

on faster rural roads May be returning to biking

and/or may have had very little formal training beyond passing their test

Face to face omnibus – all motorists (610)

Post: 20 -26 Aug 14

Online panel – riders of 500cc+ bikes (500)

Pre: 8 -12 Sept 14Post: 16 - 20 Oct 14

Target audienceTimings ResearchCampaign objectives

6


Advertising used in 2014

Online video (Facebook, TrueView and MCN)Radio ads

The main cause of motorcyclist casualties are drivers failing to look properly at junctions

Under every rider’s helmet there’s a person who’s someone’s son, husband or daughter

Imagine what it would feel like to be responsible for the death of a motorcyclist

THINK! take longer to look for bikes

Riding defensively makes you less vulnerable. Further training can improve your defensive riding skills and reduce your risk of having an accident

Further skills training can improve your ride No matter how good or experienced you are,

there is always more to learn There is a training package to suit everyone Further training is enjoyable People like you / people you admire have taken

further training and benefitted from it

Drivers: Didn’t see Riders: Never too good

7


Campaign mix and spend over time

Spend (£)

ActivityApril 09

Final ‘How close’

April 10 July 11 Apr 12 May 13 Aug 14 Oct 14

TV 1,094,497 873,804 704,029

Poster/ Outdoor 135,300 171,843

Radio 399,362 257,052 275,649 203,821 627,222 319,069

Online including Video on Demand 162,937 239,732 105,008 61,807

Petrol station 59,280 54,600 138,144

Cinema 100,199

Total media 1,629,159 1,565,835 574,661 962,450 870,374 319,069 61,807

NOTE: Net media, including all fees ex ad agency commission. All figures exclude Radio CM.

Named Rider

8


2Drivers: Overview of key findings


Drivers: Overview of key findings

1

Awareness maintained that drivers pulling out in front of bikes is the most common cause of motorcyclist casualties (KPI), but perceived vulnerability of motorcyclists among motorists continues to fall

2

Agreement that ‘when I see a motorcycle I think about the person riding it’ has been maintained (KPI)3

4 Limited evidence of impact on behaviours

Radio ad performs well in terms of recognition, compared with previous higher spend bursts

10


3Drivers: Campaign awareness


78

71

14

60

14 8

76

78

20

68

23 22

All motorists

Male motorists16-34

% seen/ heard something in a campaign source

Q9. Can I just check, have you seen or heard any advertising or publicity about road safety in relation to motorcyclists in any of these ways?Base: All motorists/ Male motorists 16-34

Apr 09

Apr 10

May 13

Apr 12

Jul 11

Media:

Despite lower spend and fewer sources, awareness of motorbike activity on a par with last year for key target

Campaign: ‘Named rider’‘How Close’

Sept 14


12% Look twice

Q10. You said you remember seeing or hearing advertising about road safety in relation to motorcyclists. Please tell me everything that you remember about the advertising.Base: All motorists who recall hearing advertising from a campaign source (72)

Spontaneous recall of advertising included clear messages from the radio ads

23% Think bike, think biker

12% A car driver pulls out at junction not seeing bike/collides with bike

11% Be careful/look out for bikes

9% Think bike/ think once, think twice, think bike

Spontaneous recall of motorcycle advertising

59% Any mention that can be attributed to a current campaign ad

Most frequent mentions:

12


Q17. Have you heard this ad, or a similar ad on the radio before? (Prompted recognition) Base: All motorists

Recognition of radio ad similar to 2013 level despite lower spend

Apr 09

Apr 10

May 13

Apr 12

Jul 11


Spend (£): 399k 257k 276k 204k 627k

% Yes - Have heard radio ad or similar

All motorists

TV/ radio led:

Sept14

319k

13

3124 26

18

37 39


% Yes - Have heard radio ad or similar

Q17: Have you heard this ad, or a similar ad on the radio before? (Prompted recognition) Base: All motorists/ Male motorists 16-34

Apr 09

Apr 10

May 13

Apr 12

Jul 11

Male motorists aged 16-34 more likely to have heard the radio ad


Spend (£):

TV/ radio led:

Sept 14

3124 26

18

37 39

43

28 3327

49 53

All motorists

Male motorists16-34

14

257k 276k 204k 627k 319kk399k


1 2 1 2 24 4 5 4 311 13 10 11 11

23 20 28 25 23

61 61 55 58 62

Q12f. To what extent do you agree or disagree with each of the following statements?Base: All motorists

Belief that there is too much road safety advertising remains low

There is too much advertising about road safety

Apr 12 May 13

Agree: 665

%

Jul 11Jun 11

6 5

Sep 14

Agree stronglyAgree slightlyNeither agree nor disagreeDisagree slightlyDisagree strongly


4Drivers: Campaign communication


Q18. What do you think was the main message of the radio ad which I have just played to you? Base: All motorists (610)

Main message of radio ad is understood

32% Look out for bikes/motorcyclists

10% Consideration/ Be careful

8% Be more aware of bikes

6% Be aware (all other references)

3% Think Bike/ Think about bikes

3% Car drivers need to be aware of motorcyclists

3% Be (more) observant/vigilant

16% Junctions/Motorbikes at junctions

4% Look out for bikers/motorcyclists

3% Drive carefully/safely

3% Look twice for bikes/motorcyclists

16


Radio ad working better amongst key target audience

35

14

5

4

7

26

11

6

4

1

27

20

4

10

4

27

17

6

5

16

Sep-14

May-13

Apr-12

Jul-11Q16. Here are some things that other people have said about the ad that I have just played you. Which of these do YOU personally feel about the advert? Please mention all that you agree with.Base: All motorists/ Male motorists 16-34

%

26

12

7

3

3

24

11

5

2

2

19

11

5

9

14

26

11

4

7

15

Sep-14

May-13

Apr-12

Jul-11

Male motorists 16-34All motorists

Sticks in my mind

Aimed at people like me

Sort of ad I would talk about with other people

Found it irritating

Found it confusing

17

*indicates statistical significance at 95%

*

*


KPIs achieved

35

18

18

20

18

14

33

23

24

15

14

9

42

23

25

17

16

15

11

9

15

Sep-14

May-13

Apr-12

Jul-11Q16. Here are some things that other people have said about the ad that I have just played you. Which of these do YOU personally feel about the advert? Please mention all that you agree with.Base: All motorists/ Male motorists 16-34

%

35

22

20

18

17

12

36

21

21

17

15

11

31

16

17

13

14

14

14

8

12

Sep-14

May-13

Apr-12

Jul-11

Male drivers 16-34All drivers

Reminds me of the importance of looking out for motorcyclists

Made me think I should take longer to look for motorcyclists

Made me consider the impact on the friends and family of a victim of a motorbike accident

Prompted me to take more notice of people riding motorcycles KPI (maintain)

Made me drive more carefully KPI (maintain)

Made me feel more empathy towards motorcyclists

*indicates statistical significance at 95%

18


Radio communication among campaign recognisers

34

13

9

2

1

32

11

7

2

2

Sep-14

May-13

Q16. Here are some things that other people have said about the ad that I have just played you. Which of these do YOU personally feel about the advert? Please mention all that you agree with.Base: All campaign recognisers 2014 (255)

% campaign recognisers

Sticks in my mind

Aimed at people like me

Sort of ad I would talk about with other people

Found it irritating

Found it confusing


Radio communication among campaign recognisers

Q16. Here are some things that other people have said about the ad that I have just played you. Which of these do YOU personally feel about the advert? Please mention all that you agree with.Base: All campaign recognisers 2014 (255)

% campaign recognisers

45

32

25

23

23

15

39

24

25

19

17

13Sep-14

May-13

Reminds me of the importance of looking out for motorcyclists

Made me think I should take longer to look for motorcyclists

Made me consider the impact on the friends and family of a victim of a motorbike accident

Prompted me to take more notice of people riding motorcycles

Made me drive more carefully

Made me feel more empathy towards motorcyclists


5Drivers: Vulnerability of motorcyclists


Q3b-c. Which groups of road users do you think are the most vulnerable?/ Which of these groups of road users do you think are the most vulnerable? Base: Base: All motorists/ Male motorists 16-34

1

4

3

1

2

4

13

30

45

3

4

4

2

3

3

13

26

51

New drivers

Young drivers

Bikes

Children

Young people

Pedestrians

Elderly

Motorcyclists

Cyclists

Motorcyclists are top of mind when thinking about which road users are vulnerable, below cyclists

1

1

11

45

49

76

2

4

18

44

49

78

Van drivers

Car drivers

Adult pedestrians

Children

Motorcyclists

Cyclists

All motorists

Male motorists16-34

Spontaneous Prompted%

20


65 696365

6255 54

54 5460

49

63

47 50

Alldrivers

Maledrivers16-34

% agree strongly

Q12a. To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Male drivers 16-34

Apr 10

May 13

Apr 12

Jul 11

Belief that motorcyclists are vulnerable is stable amongst male drivers 16-34, but falling over time amongst all drivers audience

Motorcyclists are more vulnerable in every day driving situations than other drivers on the road

Feb 10

Jun 11

Sept 14

21


6Drivers: Cause and responsibility for motorcycle accidents


Q5. What would you say is the most common cause of motorcycle accidents?Base: All drivers (car/van) (593)

Spontaneously, the most common cause of motorcycle accidents thought to be speeding (no detail) and speeding motorcyclists

Max.

2014

Min.

Car drivers not looking

Car driver not seeing

bikes/ bikes hard to see

26

Speeding Speeding motorcyclists

22

13 12

7

21

10

Overtaking/ undertaking

Bikes weaving in and out of

traffic

Car drivers pulling out at junctions

26

86

11 10

42

18

1110

5 4 42

%

23


2

4

6

8

1011

26

56

7

9

11

16

21

6

11

5

8

13

17

19

4

12

6

1212

21

18

6

16

5

10

13

2221

7

14

7

9

11

19

22

10

16

6

9

13

1918

7

21

45

13

17

24

Bike weaving inand out of traffic

Car driver notseeing bikes/

Motorbikes hard tosee

Drivers / carspulling out at

junctions

Overtaking /undertaking

Car driver/peoplenot looking

Speedingmotorcyclists

Speeding/speed(no detail by

whom)

Post 'Named Rider' campaign (Sep 14)

Post 'Named Rider' campaign (May 13)

Post 'Named Rider' campaign (Apr 12)

Post 'Named Rider' campaign (Jul 11)

Pre 'Named Rider' campaign (Jun 11)


Pre 'Named Rider' campaign (Feb 10)

Post 'How Close' campaign (Apr 09)

Q5. What would you say is the most common cause of motorcycle accidents?Base: All drivers (car/van)

Spontaneous cause of motorcycle accidents (over time)

%


Q6. Which three of the following statements would you say are the most common causes of motorcycle accidents? Base: All drivers (car/van)

On prompting, most common reasons were car drivers pulling in front at a junction and not noticing motorcycles trying to overtake

Max.

2014

Min.

Loses control because travelling too fast

Overtakes when can’t

see oncoming

traffic

64

Pulls out in front of a

motorcycle at a

junction

Doesn’t notice a

motorcycle trying to overtake

5954

42

25 2328

13

Doesn’t see motorcyclist

clearly because rider

is wearing dark colours

Doesn’t leave

enough room for

motorcyclist

Loses control

because of road

surface

Isn’t concentrating

on car in front

3942

45

22 20 19

12

5145

42

34

20 19 19

11

% Top three responses

52

24


11

2421

40

52

57

64

11

27

22

42

5256

63

12

28

22

40

54

5963

11

232220

36

5248

51

11

2219

25

34

4947

53

13

222324

34

4750

53

12

192324

39

44

50

55

12

192022

3942

45

52

Motorcyclistisn't

concentratingon car in front

Motorcyclistloses control

because of roadsurface

Car driverdoesn't leaveenough room

for motorcyclist

A car driver doesn’t see the

motorcyclist clearly because

the rider is wearing dark

colours (New in Jun 11)

A motorcyclistovertakes whenthey can't see

oncoming traffic

Motorcyclistloses control

becausetravelling too

fast

Car driverdoesn't notice

motorcycletrying toovertake

Car driver pullsout in front ofmotorcycle at

junction









Q6. What would you say is the most common cause of motorcycle accidents?Base: All drivers (car/van)

Prompted cause of motorcycle accidents (over time)

%


60 62636968 71 72 74

50

63 63 6267 66 All

motorists

Malemotorists16-34

Q7. A high number of road accidents happen which involve motorcyclists. Where do you feel responsibility for reducing these accidents lies?Base: All drivers (car/van)/ Male drivers 16-34

Apr 09

Apr 10

May 13

Apr 12

Jul 11

Increase over time in belief that motorbike accidents are equally the responsibility of car drivers and motorcyclists

% equally the responsibility of car drivers and motorcyclists

Sep14

25


245

74

721 34

9

72

642 25

8

72

561

459

68

642 34

11

69

642 25

14

63

105

1 15

16

62

10

41 24

15

60

12

51









Q7. A high number of road accidents happen which involve motorcyclists. Where do you feel responsibility for reducing these accidents lies?Base: All drivers (car/van)

Increase over time in belief that motorbike accidents are equally the responsibility of car drivers and motorcyclists

%

1 Completely car

drivers' responsibility

2 3 4Equally the

responsibility of car drivers and motorcyclists

5 6 7Completely

motorcyclists' responsibility


7Driver awareness of motorcyclists while driving and precautions taken


No change over time in proportions agreeing amongst all drivers

When I see a motorcycleI think about the person riding it (KPI measure-

maintain)

29% agree strongly

When driving, I often worry about failing to notice a motorcyclist and hitting

them

21% agree strongly

Although I know motorcyclists are human beings too, I sometimes

forget to pay extra attention to look out for them while

driving

38% disagree strongly

Although I know motorcyclists are human beings too, I sometimes

forget this and only see the bike

33% disagree strongly

Because of the way they ride, it can be easy to not

notice motorcyclists

26% agree strongly

Q12. To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)

27


26 28 29 28 29 30 29

19 2026 22 21

2620

Alldrivers

Maledrivers16-34

Q12c. To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Male drivers 16-34

No increase over time in strong agreement that they think about the person riding the motorcycle

% agree strongly

When I see a motorcycle I think about the person riding it

Apr 10

May 13

Apr 12

Jul 11

Feb 10

Jun 11

Sept 14


Q12c. To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)

No increase over time in strong agreement that they think about the person riding the motorcycle


29

30

29

29

29

28

26

26

29

30

25

28

29

25

20

19

19

19

18

21

26

14

14

15

17

14

14

12

11

8

8

10

11

8

10

Agree Strongly Agree slightly Neither agree nor disagree Disagree slightly Disagree strongly

*

Feb 10

Apr 10

Jun 11

Jul 11

Apr 12

May 13

Sep 14



1924

22

23 19 22 21

15 19

24

18 1521

11

Alldrivers

Maledrivers16-34

Q12b. To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Male drivers 16-34

No increase over time in worry about failing to notice a motorcyclist

% agree strongly

When driving, I often worry about failing to notice a motorcyclist and hitting them

Apr 10

May 13

Apr 12

Jul 11

Feb 10

Jun 11

Sept 14


21

22

19

22

22

24

19

31

30

36

29

27

33

33

16

18

17

16

17

17

22

18

17

18

19

19

15

14

14

13

10

13

14

11

11


Q12b. To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)

No increase over time in worry about failing to notice a motorcyclist

When driving, I often worry about failing to notice a motorcyclist and hitting them

Feb 10

Apr 10

Jun 11

Jul 11

Apr 12

May 13

Sep 14


34 35 41 37 3238 38

29 29

44

2228 32 32

Alldrivers

Maledrivers16-34

Q12e. To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Male drivers 16-34

No change in proportion admitting that they forget to pay extra attention to look out for motorcyclists

% disagree strongly

Although I know motorcyclists are human beings too, I sometimes forget to pay extra attention to look out for them while driving

Apr 10

May 13

Apr 12

Jul 11

Feb 10

Jun 11

Sept 14


5

6

6

5

5

6

6

18

21

22

21

21

23

25

14

11

13

14

12

12

14

25

24

27

23

21

23

22

38

38

32

37

41

35

34


Feb 10

Apr 10

Jun 11

Jul 11

Apr 12

May 13

Q12e. To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)

No change in proportion admitting that they forget to pay extra attention to look out for motorcyclists

Although I know motorcyclists are human beings too, I sometimes forget to pay extra attention to look out for them while driving

Sep 14


33 33

35

32 2935

3325 29

36

2722

32

38

Alldrivers

Maledrivers16-34

Q12d. To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Male drivers 16-34

No change in those admitting that they forget that motorcyclists are people and only see the bike amongst general population. The proportion of these in target group is increasing slightly

% disagree strongly

Although I know motorcyclists are human beings too, I sometimes forget this and only see the bike

Apr 10

May 13

Apr 12

Jul 11

Feb 10

Jun 11

Sept 14


10

8

9

10

8

10

8

17

18

22

20

19

21

20

16

15

15

16

15

14

20

25

23

25

22

23

21

19

33

35

29

32

35

33

33


Q12d. To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)

No change in those admitting that they forget that motorcyclists are people and only see the bike amongst general population

Although I know motorcyclists are human beings too, I sometimes forget this and only see the bike

Feb 10

Apr 10

Jun 11

Jul 11

Apr 12

May 13

Sep 14


8 8 9 4

14 15 11 18

14 1612

15

39 3941

44

25 2326

19 Agreestrongly

Agree slightly

Neither agreeor disagree

Disagreeslightly

Disagreestrongly

Q12g. To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Male drivers 16-34

No real shifts in attitudes towards the way motorcyclists ride

Because of the way they ride, it can be easy to not notice motorcyclists

All drivers

May 13 Sep 14

Agree: 6364

%

Male drivers 16-34

6762

All drivers Male drivers 16-34


No real change over time in levels who always take precautions

Look out for motorcyclists when driving

90% always

Check for motorcyclists when changing lanes on a

dual carriageway

88% always

Check twice for motorcyclists when pulling

out at a junction

81% always

Check blind spots for motorcyclists when

overtaking

88% always

Q4a. How frequently, if at all, do you do each of the following…Base: All drivers (car/van)

28


8491 89 91 90 90 90

7885 87 87

81 83

89

Alldrivers

Maledrivers16-34

Q4a. How frequently, if at all, do you do each of the following…Base: All drivers (car/van)/ Male drivers 16-34

Majority say they always look out for motorcyclists when driving

% always

Look out for motorcyclists when driving

Apr 10

May 13

Apr 12

Jul 11

Feb 10

Jun 11

Sept 14


78

83

84

84 84 84 8880

83

86

82 81 82 83

Alldrivers

Maledrivers16-34

Q4c. How frequently, if at all, do you do each of the following…Base: All drivers (car/van)/ Male drivers 16-34

Most say they always check blind spots for motorcyclists and increase amongst all drivers

% always

Check blind spots for motorcyclists when overtaking

Apr 10

May 13

Apr 12

Jul 11

Feb 10

Jun 11

Sept 14


8487 88 87 88 89 88

82 85 8883 83 86 87

Alldrivers

Maledrivers16-34

Q4d. How frequently, if at all, do you do each of the following…Base: All drivers (car/van)/ Male drivers 16-34

Majority say they always check for motorcyclists when changing lanes on a dual carriageway

% always

Check for motorcyclists when changing lanes on a dual carriageway

Apr 10

May 13

Apr 12

Jul 11

Feb 10

Jun 11

Sept 14


75 79 8081 82 82 81

6975 77 75 72 75 74

Alldrivers

Maledrivers16-34

Q4b. How frequently, if at all, do you do each of the following…Base: All drivers (car/van)/ Male drivers 16-34

Those who always check twice for motorcyclists when pulling out at a junction consistent over time

% always

Check twice for motorcyclists when pulling out at a junction

Apr 10

May 13

Apr 12

Jul 11

Feb 10

Jun 11

Sept 14


8Riders: Overview of key findings


Overview of key findings

1

2

At this stage there is limited evidence of impact on behaviours of motorcyclists in general

3

The videos perform well in terms of recognition, are well liked and make people think more about signing up for further motorbike training courses

Positive impact seen on attitudes to further training among those who recognised the campaign

30

4

Not being seen at higher levels amongst key target of Males 35-54


9Riders: Campaign awareness


Q10. Have you seen or heard any advertising or publicity recently about motorcyclists undertaking training in any of these ways?Base: All motorcyclists (Pre stage 500; Post stage 500)

19

15

13

10

10

9

8

8

8

6

6

6

5

19

14

12

12

8

8

7

9

8

7

6

7

More awareness of advertising/publicity at post wave, Youtubeseeing large increase

MCN

Magazine

Facebook

TV advert

Through the internet/ a website

TV news

Leaflet / booklet picked up

Local newspaper

Youtube

Road signs

National newspaper

Poster hoarding

Poster on bus

5

5

4

4

4

2

4

1

1

1

39

7

6

5

5

4

4

1

47

Post

Pre

Twitter

Radio advert

Indoor poster

Other TV programmes

TV plays / soaps

Other social network

Radio programme

Friends/family/WOM

IAM

Motorbike club

None of these

* ‘Indoor poster’ and ‘YouTube’ were included in the post stage only

% %

57


Q17. You said you remember seeing or hearing advertising or publicity about motorcyclists undertaking training. What do you remember about the advertising or publicity. Base: All motorcyclists who saw or heard advertising or publicity (280)

Some spontaneous mention of Chaz Davies campaign

Spontaneous recall of motorcycle advertising

12% Training courses or schemes / Encouraging training

7% Advanced training / for experienced riders

5% Safety

5% Advert or article

5% Positive reaction (e.g. I liked it)

4% Think bikes / Look out for and be aware of bikes

4% Saves lives / Reduces bad or fatal accidents

3% Institute of Advanced Motorists

3% Local schemes or venues

3% Alan Davies & Chaz Davies videos / Online videos / YouTube

3% TV

33


Good recognition of video, and moreso amongst heavier riders

19

80

1

YesNoDon't know

If seen the video or one similar …(prompted)

% of recognisers higher amongst…

25% females

35% 24-34 year olds

27% motorcyclists who have had license for 1-5 years

32% heavier riders (mileage >10,000)

Q18. Have you seen this video or a similar one recently on the internet? The videos feature Chaz Davies and Alan Davies.Base: All motorcyclists (500)

%

34


10Riders: Campaign communication


Q19. What do you think were the main messages of these videos?Base: All motorcyclists (500)

Key messages being taken out of videos

Main message of the videos

23% You’re never too experienced to learn more safety skills

20% Anyone can learn / You can always improve safety

14% Training and learning / Extra safety learning

11% Ride safely / Be a better and safer rider

7% Training helps you ride safely

7% Safety without any further details

6% Road riding is different to track riding

4% Training is fun

3% Good video / Positive message

3% Saves lives / Keeps you safe

3% Think / Think Bike

3% Positive reaction without further details (e.g. good)

36


The videos are generally well liked, and this reaction is stronger amongst key target

56

54

48

44

35

6

3

66

58

51

48

37

4

2

All motorcyclists Males aged 35-54

I liked the style of the videos

I liked the people featured in the video

Using a professional racer made me take more notice of the video

It sticks in my mind

It is the sort of video I would talk about with other people

I found it confusing

I found it irritating

Q20a. Here are some things that other people have said about the video series that I have just played you part of. Which of these do YOU personally feel about the videos? Base: All motorcyclists (500) / Males aged 35-54 (164)

Reaction to the videos

%

37


The videos have a positive impact on those who watched them, and again it is particularly strong amongst the target group

45

40

40

39

38

33

22

19

48

42

38

43

43

37

24

23

All motorcyclists Males aged 35-54

It made further motorbike training look like fun

It made me consider further motorbike training

It made me think further training is for people like me

It made me realise further training would improve my ride

It made me realise that I could learn a lot more about riding

It made me more likely to take further training

It made me ride more carefully

It gave me useful tips for riding defensively

Impact of the videos

Q20b. And which of these do YOU personally feel about the videos?Base: All motorcyclists (500) / Males aged 35-54 (164)

%

38


Amongst those who have seen or heard the campaign more than 2 in 5 claimed to have signed up for further training as a result of seeing it

43

54

3

YesNoDon't know

If signed up to a further training course…(amongst those who heard or seen the campaign videos)

Q21. Have you signed up to a further training course as a result of seeing the campaign? Q22. Which further training course did you sign up to?Base: All motorcyclists who have heard or seen campaign video (93), All who signed up for further training (43) - Caution: low base size

6

3

3

2

2

2

2

3

THINK

Advanced / advanced test(unspecified)

AA

Advanced motorcycletraining (unspecified)

Advanced driving course(unspecified)

Local motorcycling course

BikeSafe workshop

Government Schemes /DVLA

Which course?

BikeSafe Workshop was also mentioned along with some other generic mentions of advanced motorcycle training

%

%

39


11Riders: Cause and responsibility for motorcycle accidents


Post campaign, spontaneous mentions of drivers being the cause of motorcycle accidents decreased

Q2. What would you say is the most common cause of motorcycle accidents?Base: All motorcyclists at pre and post stage (500/500)

Top 10 most common causes of motorcycle accidents(unprompted)

1511

8 85 5 4 3 3 3

15

84

84 3 1

3 4 3

Pre Post

66

%

Car drivers not looking

Car driver not seeing/

noticing bikes

Speeding Speeding motorcyclists

Lack of attention by car drivers

Car drivers pulling out at

junctions

Car drivers Inexperience of driver/

rider

Poor driving Cars


69

43 41

31 3023 23

10

71

42 40

28 2623 22

12

Pre Post

No real movement between pre and post on causes of motorcycle accidents

Top 10 most common causes of motorcycle accidents(prompted)

Loses control because travelling too fast

Loses control

because of road

surface

Pulls out in front of a

motorcycle at a

junction

Doesn’t notice a

motorcycle trying to overtake

Doesn’t leave enough room

for motorcyclist

Overtakes when can’t

see oncoming

traffic

Doesn’t see motorcyclist

clearly because rider

is wearing dark colours

Isn’t concentrating

on car in front

Q3. Which three of the following statements would you say are the most common causes of motorcycle accidents?Base: All motorcyclists (pre/post stage 500/500)

67

%


Amongst the target group, slight movement in those seeing motorcyclists as being responsible

1 14 5

15 14

60 59

13 14

5 52 3

Pre Post

7 (Completelyresponsibility ofmotorcyclists)6

5

4 (Equal responsibility)

3

2

1 (Completelyresponsibility of cardriver)

Q4. A high number of road accidents happen which involve motorcyclists. Where do you feel responsibility for reducing these accidents lies? Base: All motorcyclists / Males aged 35-54 (Pre stage 500/164; Post stage 500/164)

2 28 6

1512

5960

12 16

4 32

Pre Post

All motorcyclists Males aged 35-54%

68


12Riders: Precautions taken to avoid accidents


There is no increase in frequency of those precautions that are already common

3

3

4

4

3

3

2

4

5

5

1

1

1

1

1

2

1

1

1

17

21

14

16

18

20

18

19

22

22

78

75

80

79

77

74

77

75

71

72

Think ahead and give yourself time to react

Post

Pre

Wear protective gearPost

Pre

Plan your approach to bends so you can go round them smoothly

and safely

Post

Pre

Position yourself in the safest and best place to maximise your visibility of potential hazards

Post

Pre

Take a ‘lifesaver’ glance over your shoulder before carrying out

manoeuvres

Post

Pre

*’Don’t know’ not shown

Q9. How frequently, if at all, do you do each of the following when riding your motorcycle?Base: All motorcyclists (Pre stage 500; Post stage 500)

%

Precautions taken (1)

Ran

ked

by T

op2B

ox a

t pr

e st

age

Never Rarely Occasionally Always

7045


There is however slight improvement for those precautions that are generally taken less often

4

5

3

5

13

13

13

15

9

11

2

1

1

5

3

6

7

4

5

20

26

20

22

43

40

36

30

37

34

73

67

76

71

38

42

43

46

37

37

Ride at a speed that lets you stop within the distance you can see is

clear

Post

Pre

Anticipate the actions of othersPost

Pre

Avoid filtering through traffic or overtaking on the approach to a

junction

Post

Pre

Wear bright reflective clothingPost

Pre

Use a planned system of ridingPost

Pre

*’Don’t know’ not shown

Q9. How frequently, if at all, do you do each of the following when riding your motorcycle?Base: All motorcyclists (Pre stage 500; Post stage 500)

%

Precautions taken (2)

Ran

ked

by T

op2B

ox a

t pr

e st

age

Never Rarely Occasionally Always

7146


13Riders: Attitudes towards further training


No change in uptake or consideration of further training. Main barrier is belief in having enough experience

If have taken or would consider further training…

41

51

10 1

40

52

11 3

%%

Yes, I have taken further trainingYes, I would consider further trainingNoDon’t know

Pre Post

Reasons for not considering further training

Q5. Have you taken or would you consider taking further motorbike training to improve your skills and safety when on your motorbike?Q6. Why would you not consider taking further motorbike training? Base: All motorcyclists (Pre stage 500; Post stage 500), all motorcyclists who would not consider further training (pre and post combined 102)

37

15

14

14

11

10

9

6

6

18

Have enough experience already

Price / Cost

Already ride safely / Carefully

I don't need it

Don't ride enough

Age / Too old

Already aware of dangers of other road users

It is car drivers who need more training

Have already or thinking of giving up biking

Other

%

7348


Differences in perceptions around further motorbike training amongst those who recognised the campaign

182321

122021

152525

1729

23

346

978

293738

252020

303733

1113

13

11

1

354

181417

3229

25

231514

271919

324746

343334

2611

10

1910

11

2688

251011

5134

32

4640

35

I wasn’t aware of any further training schemes

Post - CR**Post – AllPre

I don’t know what further training involves

Post – CRPost – AllPre

I’ve passed my motorbike test, that’s all the training I need


I don’t need more training because I already ride well


I’ll become a skilled rider by experience and riding regularly


Riding defensively makes you less vulnerable


*’Neither agree nor disagree’ and ‘Don’t know’ not shown

Q8. To what extent do you agree or disagree with each of the following statements about further motorbike training?Base: All motorcyclists (Pre stage 500; Post stage 500), campaign recognisers (93)

%

Statements about further motorbike training (1) Disagree strongly Disagree slightly Agree slightly Agree strongly

74

**CR – campaign recognisers

49

Sig. diff.


12

22

12

233

134

668

1

1

1

1

121

111

24

3535

40

323637

323635

373735

3238

34

333436

605447

615351

625555

4727

27

4731

31

442625

There is a positive change in perceptions around further motorbike training amongst those who recognised the campaign

Further training can improve your defensive riding skills and reduce your risk of having an accident

Post - CR**Post – AllPre

Further skills training can improve your ride


No matter how good or experienced you are, there is

always more to learn about riding


There is a training package to suit everyone


Further training is enjoyable


Further training is aimed at people like me


*’Neither agree nor disagree’ and ‘Don’t know’ not shown

Q8. To what extent do you agree or disagree with each of the following statements about further motorbike training?Base: All motorcyclists (Pre stage 500; Post stage 500), campaign recognisers (93)

%

Statements about further motorbike training (2) Disagree strongly Disagree slightly Agree slightly Agree strongly

75

**CR – campaign recognisers

Sig. diff.

50


Half of motorcyclists are not aware of any further training schemes, but IAM, BikeSafe and RoSPA were mentioned most

Q7. Please list any further motorbike training schemes you have heard ofBase: All motorcyclists (Post stage 500)

13

8

7

5

4

4

2

2

2

2

2

Motorbike training schemes heard of..

IAM

Advanced motorcycle training / course / test (unspecified)

BikeSafe Workshop

All other police course mentions

RoSPA

Enhanced Rider Scheme

Advanced driver / driving course / test (unspecified)

Advanced test (unspecified)

CBT

AA

Local motorcycling course (all mentions)

Other mentions:

RAC Harley Davidson (Rider's Edge) BMF (Blue Riband) Ridesafe ACU Star Rider Honda THINK Pass Plus DAS (Direct Access) Motorcycle Association / Club / Centre

%All mentions >1%

51% selected ‘Don’t know’ or answered ‘None’

7651


14Insight and Recommendations


Insight and recommendations

Drivers targeted radio ad continues to perform well in terms of recognition, despite reduced spend

Continue with lower spend campaign for drivers

Limited impact on behaviour measures among all drivers – not seen previously

Continue with current messaging as it seems to be showing some impact on behaviour

Riders campaign performed well in terms of recognition and response to the campaign although not at higher levels within key target

This targeted media strategy works very well for the riders group and should be continued for future activity with increased signposting for key target audience

Limited evidence yet of an increase in riders using defensive riding techniques although positive impact seen on attitudes towards further training among those who recognised the campaign

It is too early in the campaign messaging to see an impact on behaviour - future activity should continue to communicate defensive riding techniques, as well as encouraging training

RecommendationsResearch insights

53


Base Apr 09(post)

Feb 10(pre)

Apr 10(post)

Jun 11(pre)

Jul 11(post)

Apr 12(post)

May 13(post)

Aug 14 (post)

All motorists 1,308 1,412 1,294 1,222 1,244 1,134 1,985 610

All drivers (car/van) 1,293 1,332 1,272 1,209 1,232 1,124 1,971 593

All motorists who recognise a campaign ad 1,201 N/A 883 N/A 702 794 942 255

Male motorists 16-34 140 149 145 144 153 153 281 217

Male drivers (car/van) 16-34 132 146 134 136 150 150 275 203

Base sizes

think! motorbikes presentation november 2014 - … objectives 2. riders • increase...

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