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

3

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%

10

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

14

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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