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THINK! Road Safety Campaign Evaluation
Post evaluation of the ‘Personal Consequences’ Drink Drive campaign
Report
February 2009
Prepared for:
Department for Transport
Prepared by Helen Angle, Sarah Kirwan, Katie Buckley and Emily Goddard, BMRB Social Research
Telephone: 020 8433 4374 Email: sarah.kirwan@bmrb.co.uk
Part of BMRB Limited (British Market Research Bureau) BMRB/HA/SK/45107727
BMRB is ISO9001:2000 and ISO 20252 accredited.
Printed on 100% recycled paper
BMRB is also a member of the London Remade environment scheme and is working with the Woodland Trust to
offset the paper used in the course of our business.
Table of Contents
1 Introduction........................................................................................ 1
1.1 Research objectives and method......................................................... 1
1.1.1 Drink Drive................................................................................. 2
1.2 Arrangement of this report................................................................. 3
2 Management summary and recommendations ......................................... 4
2.1 Introduction..................................................................................... 4
2.2 Campaign awareness ........................................................................ 4
2.3 Campaign communication .................................................................. 5
2.4 Attitudes towards drinking and driving ................................................. 6
2.5 Consequences of drink driving ............................................................ 7
2.6 Conclusions and recommendations ...................................................... 7
3 Campaign awareness ........................................................................... 9
3.1 Awareness of sources of publicity/advertising about drinking and driving .. 9
3.2 Proven recall ...................................................................................11
3.3 What was said – examples ................................................................13
3.4 Prompted recognition of Personal Consequences Drink Drive campaign....14
4 Campaign communication....................................................................18
4.1 Communication of the ‘Moment of Doubt’ TV ad ...................................18
4.2 Believed main message of the ‘Cell’ radio ad........................................22
4.3 Thoughts or feelings about the ‘Cell’ radio ad.......................................23
5 Attitudes towards drinking and driving...................................................25
5.1 Perceived safety of drink driving ........................................................25
5.2 Perceived acceptability of drinking and driving .....................................28
6 Consequences of drink driving ..............................................................31
6.1 Perceived likelihood of getting caught by the police ..............................31
6.2 Likelihood of consequences of drink driving .........................................32
6.3 Consequences most concerned about .................................................37
APPENDIX A: Sample Profile ......................................................................40
Driving status..........................................................................................40
Drinking alcohol out of the home................................................................41
Commercial radio listenership ....................................................................43
APPENDIX B – Sampling Method ................................................................45
APPENDIX C: Weighting Procedures............................................................46
APPENDIX D: Questionnaire ......................................................................48
Copyright: survey findings and deliverables are normally intended for use within the Client's organisation or
its consultants and other associate organisations such as advertising agencies. Should the Client intend wider
circulation of the survey findings and deliverables, the Client should inform BMRB prior to such disclosure and
agree the form and content with BMRB. The client should acknowledge BMRB as the source of the information
with wording acceptable to BMRB.
Index of Charts
Chart 3a: Where seen/heard/read publicity about drinking and driving (prompted) 9
Chart 3b: Where seen/heard/read publicity about drinking and driving (prompted) 10
Chart 3c: Proven recall of publicity and advertising about drinking and driving
(spontaneous) 12
Chart 3d: Prompted recognition of the ‘Moment of Doubt’ TV ad 14
Chart 3e: Prompted recognition of ‘Cell’ 15
Chart 3f: Prompted recognition of ‘Locked In’ poster ad 16
Table 4a: Which of the following do you personally feel about the ‘Moment of Doubt’ TV
ad (prompted) – all adults over time 18
Table 4b: Which of the following do you personally feel about the ‘Moment of Doubt’ TV
ad (prompted) - subgroups 20
Chart 4c: Main message of ‘Cell’ radio ad 22
Chart 4d: Thoughts or feelings about ‘Cell’ 23
Chart 5a: Agreement with statement - Driving after having one or two drinks would
make me more likely to have an accident 25
Chart 5b: Agreement with statement – It is safe to drive after… 27
Chart 5c: Acceptability of driving after drinking two pints 28
Chart 5d: Acceptability of driving after drinking two pints (over time) 29
Chart 6a: Agreement with statement – If I were to drink and drive I would be likely to
get caught by the police 31
Chart 6b: Likelihood of consequences of being caught drink driving (1) 33
Chart 6c: : Likelihood of consequences of being caught drink driving (2) 34
Chart 6d: : Likelihood of consequences of being caught drink driving (3) 35
Chart 6e: : Likelihood of consequences of being caught drink driving (4) 36
Chart 6f: Consequences of drink driving most likely to worry about (prompted) – over
time 37
Chart 6g: Consequences of drink driving most likely to worry about (prompted) – young
male drivers vs. all drivers 38
Chart A1: Driving Status 40
Chart A2: Frequency of drinking alcohol out of the home 41
Chart A3: How often listen to commercial radio 43
BMRB Report THINK! Post Drink Drive February 2009 1
1 Introduction
The THINK! Road Safety publicity campaign was launched in 2000, as part of the
Government’s road safety strategy, Tomorrow’s roads: safer for everyone. The
strategy set out targets to reduce road casualties in Great Britain by 50% for
children and 40% overall between 2000 and 2010. A mix of engineering,
enforcement and education measures are used to help meet these targets, of
which the THINK! Road safety publicity campaign forms part.
The THINK! campaign aims to encourage all road users to recognise that it’s the
small things they do that can lead to crashes on the road and that there are
simple steps they can take to reduce their risk to themselves and others. THINK’s
power is that it fosters an attitude of shared responsibility.
THINK! campaign priorities are identified by the Department for Transport’s
publicity team in collaboration with policy officials in Road User Safety Division.
They are chosen because they account for the highest number of road casualties
and it is felt that they will benefit most from coordinated national publicity.
1.1 Research objectives and method
In July 2006 BMRB Social Research took over the evaluation of the THINK!
campaigns. This report focuses on research carried out in January 2009. This
research wave was a fourth post stage evaluation for the drink drive campaign
‘Personal Consequences’.
Fieldwork ran from the 8th to the 14th January 2009. 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 2,005 interviews were conducted with those aged 15+ in Great Britain.
Due to ethical guidelines set out by the Market Research Society we were unable
to ask those under 18 about their drinking behaviour, so for some questions
which were asked of drivers who drink alcohol, we included all 17 year olds, as
we did not know whether they drank alcohol or not. Data were weighted to be
representative of the population. Only weighted data are shown in this report.
BMRB Report THINK! Post Drink Drive February 2009 2
1.1.1 Drink Drive
The latest drink drive campaign, ‘Personal Consequences’ launched in July 2007
using a variety of communication activities to try to persuade drivers to avoid
drinking and driving, including TV, cinema, radio, online and in-pub advertising.
Male drivers aged 17 to 29 were the core target group for the campaign, and will
be highlighted as the target group throughout this report.
The key aims of the campaign are as follows:
To increase awareness of the personal consequences of a drink
driving conviction;
To encourage the belief that 1 to 2 drinks are too many before
driving;
To reinforce and build the social stigma around drink driving.
Prior to the launch of the latest campaign, a pre stage research wave was carried
out in July 07, in order to provide benchmark attitudinal and behavioural data for
future evaluation. All post stage measurements are compared with this initial pre
stage data in order to evaluate the campaign’s impact over time.
The objectives of the post stage research were as follows:
To evaluate awareness and communication of the Christmas 2008
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.
This is the fourth post stage evaluation of the campaign, with the first post stage
taking place in September 2007 straight after its initial burst, the second in
January 2008 after Christmas activity and the third in July 2008 following
summer activity. More detail on the evaluations of the previous three bursts of
the campaign can be found in the separate reports; ‘Pre/post evaluation of the
new Drink Drive campaign’ (October 2007)’, ‘Post evaluation of the Drink Drive
BMRB Report THINK! Post Drink Drive February 2009 3
campaign (February 2008)’ and ‘Post evaluation of the Drink Drive campaign
(July 2008)’.
This report focuses on the fourth burst of the ‘Personal Consequences’ campaign.
This was Christmas activity, which is traditionally a focus in the year for drink
drive communications. The campaign was launched on 1st December 2008 and in
addition to the main ‘Moment of Doubt’ TV and cinema ad, utilised new poster (in
pub toilets) and radio executions to emphasise the possibility of prison as a
consequence of drink driving. In previous waves of research this was found to be
the consequence that people were most worried about but that they thought was
least likely to happen to them. In pub ambient advertising, including advertising
on beer mats, was also used, as were online banners, but these were not
evaluated as part of this research. Timings for the various strands of activity are
show below:
TV advertising – 1st – 31st December 2008;
Cinema advertising - 1st – 31st December 2008;
Radio advertising - 1st – 31st December 2008;
In-pub ambient advertising – 8th December 2008 – 13th January
2009;
Online banner advertising - 1st – 31st December 2008.
1.2 Arrangement of this report
Following this introduction is a management summary of the findings. The main
body of the report provides a detailed commentary, illustrated by summary tables
and charts. Appendices contain details of the sampling method, weighting, the
sample profile and the questionnaires.
Data have been supplied in separate volumes. In charts and tables ‘-’ denotes 0
and ‘#’ denotes a proportion of less than half of one per cent, but more than 0.
BMRB Report THINK! Post Drink Drive February 2009 4
2 Management summary and recommendations
2.1 Introduction
This report focuses on research carried out in January 2009. This
research wave was a fourth post stage evaluation for the drink drive
campaign ‘Personal Consequences’.
Fieldwork ran from 8th to 14th January 2009. Interviews were
conducted using BMRB’s Omnibus survey.
In total 2,005 interviews were conducted with those aged 15+ in
Great Britain.
The main part of the campaign ran from 1st – 31st December 2008
and, in addition to the ‘Moment of Doubt’ TV and cinema ad, utilised
new poster and radio executions to emphasise the possibility of
prison as a consequence of drink driving.
2.2 Campaign awareness
Eight in ten (81%) respondents had seen or heard something about
drinking and driving in at least one of the media sources used in the
Christmas Drink Drive campaign (TV and cinema advertising, radio
advertising, beer mats, posters in pub toilets or indoor posters and
online). Among the target group of male drivers aged 17-29,
awareness was higher at 87%. A TV ad was the most commonly
cited source, mentioned by three quarters (78%) of all respondents
and just under nine in ten (86%) of the target group of male drivers
aged 17-29.
One in six (16%) respondents gave a description that could be
directly attributable to the ‘Moment of Doubt’ TV ad. This is similar to
the 14% seen in the summer (July 2008). Male drivers aged 17-29
were slightly more likely to be able to describe the ‘Moment of
Doubt’ TV ad (20%) than all respondents, with the consequences the
barman lists being particularly well recalled (11% of young male
drivers mentioned this, compared with 5% of all respondents).
The ‘Moment of Doubt’ TV ad was recognised by eight in ten (78%)
respondents when it was played to them in the interview, an
increase from 69% in July 2008. This was from an exposure of 366
BMRB Report THINK! Post Drink Drive February 2009 5
TVRs, compared with 347 16-34 male TVRs in July 2008. Nine in ten
(91%) male drivers aged 17-29 recognised the ad; this is almost at
saturation point for this group.
Two in ten (21%) commercial radio listeners recognised the ‘Cell’
radio ad. This is higher than the recognition for ‘937 cats’ (11%) and
‘Kiss’ (13%) from July 2008, but lower than ‘The List’ from January
2008 and the ‘Story’ campaign from September 2007 (both 29% of
commercial radio listeners).
One in ten (12%) respondents said that they had seen the ‘Locked
In’ poster ad before. This is higher awareness than the 5% who
recognised the ‘Pink’ poster, and the 6% who recognised the ‘Yellow’
poster in July 2008.
2.3 Campaign communication
The ‘Moment of Doubt’ TV ad remains impactful, with a third (36%)
of all respondents (no change from January 2008) and 45% of the
target group of male drivers aged 17-29 agreeing that it stuck in
their mind.
The core message appears to have been conveyed, in particular to
the target group of male drivers aged 17-29. Three in ten (31%) of
all respondents and just under half (45%) of young male drivers
agreed that ‘Moment of Doubt’ made them think about the range of
consequences associated with drinking and driving. It was also well
targeted as young male drivers were more likely to say the ad was
aimed at them (18% compared with 7% of all respondents). They
were also more likely to agree that the ad made them think about
the impact drink driving could have on their lifestyle (40% compared
with 21% of all respondents) and that it will make them think twice
before drinking and driving (30% compared with 19% of all
respondents). In terms of a behavioural call to action, the target
group were more likely to agree the ad has actually made them drive
more carefully (10% compared with 5% of all respondents), which
implies that they are linking the action with the consequences.
The ad is showing no signs of wear out as yet, with no change in the
proportion of people agreeing that it is irritating (9%) or confusing
(8%) from previous waves. One in twenty (5%) said they were tired
BMRB Report THINK! Post Drink Drive February 2009 6
of seeing it, unchanged from July 2008. These more negative
reactions came through at similar levels amongst the target group.
A quarter (26%) of those who recognised the new Christmas radio
ad execution ‘Cell’ reported the main message to be, ‘don’t drink and
drive’. Two in ten (20%) reported it to be that the driver could go to
prison or get locked up for drink driving. and 15% said the main
message was that you will be treated or processed the same as any
other criminal if you are caught drink driving.
Thoughts and feelings about the radio ad were wide ranging, with
little difference in response by the target groups compared with all
respondents. As seen with the main message, the most prominent
thought in reaction to hearing the ad was that you should not drink
and drive (6% of all respondents, and slightly higher at 9% among
the target group). There were a balance of reactions to the ad with
some saying they thought the ad was hard to follow or make out
what was happening (5%) and a handful deeming it boring (1%).
Others thought it was an effective ad (2%) or that it was shocking or
hard hitting (1%).
2.4 Attitudes towards drinking and driving
Nearly nine in ten (87%) drivers agreed that driving after one or two
drinks would make you more likely to have an accident and six in ten
(60%) strongly agreed. These levels were unchanged from previous
waves of research but were slightly lower for young male drivers
(83% agreed and 53% strongly agreed).
Having two drinks and driving was still considered to be far less safe
than having a single drink, with two thirds of drivers who drink
alcohol strongly disagreeing that this is a safe behaviour (62%,
compared with 30% strongly disagreeing for one drink). Similar
attitudes were held by young male drivers (51% strongly disagreed
for two drinks and 18% strongly disagreed for one drink).
Over eight in ten (83%) respondents felt that driving after drinking
two pints was unacceptable and two thirds (64%) found this
extremely unacceptable. Both of these have remained stable over
time. Overall acceptability was slightly lower at this wave among
young male drivers (77%), fuelled by a much smaller proportion
BMRB Report THINK! Post Drink Drive February 2009 7
(49%) finding driving after drinking two pints extremely
unacceptable.
2.5 Consequences of drink driving
Two thirds (67%) of drivers who drank alcohol felt that they would
be likely to be caught by the police if they were to drink drive, with
one in three (35%) strongly agreeing. This is higher than was seen
in summer 2007 and 2008 but in line with January 2008, which
suggests there is a greater perceived police presence over the
Christmas period. Young male drivers were less likely than all drivers
to agree: 60% agreed overall and 25% agreed strongly.
As seen in previous waves, a prison sentence was the consequence
drivers were most likely to worry about as a result of being caught
drink driving (36%) but the one which they were least likely to
believe would happen to them (18% thought it was very likely).
Although this was a focus in the Christmas 2008 campaign, these
levels have not changed since the last wave. Young male drivers
were more likely than all drivers to think they could go to prison
(26% thought it very likely), although it was still the consequence
seen by the fewest within this group as being very likely.
The consequence drivers were most likely to think would happen to
them was that the cost of their insurance would increase (87%
thought this was very likely, increasing to 97% of young male
drivers). However, only 1% of all drivers and no young male drivers
said that this was what they were most worried about.
2.6 Conclusions and recommendations
The ‘Personal Consequences’ campaign and in particular the ‘Moment of Doubt’
TV ad are now clearly established, in particular within the target group of young
male drivers (20% could describe it spontaneously and 91% recognised it when it
was played to them). Amongst the wider group of all respondents, prompted
recognition increased from previous waves (78% in January 2009, up from 69%
in July 2008). The new support executions (‘Cell’ radio and ‘Locked In’ poster)
used in the Christmas 2008 campaign were better recognised than those used in
summer 2008, although recognition was still at relatively low levels (21% of
commercial radio listeners had heard the radio ad and 12% of all adults had seen
the poster).
BMRB Report THINK! Post Drink Drive February 2009 8
Response to the TV ad remains positive, and despite the four bursts of the
campaign and high recognition levels, is showing no sign of wear out. It does a
good job of communicating the core message of the consequences of drink
driving, in particular to the target audience of male drivers aged 17-29.
The radio ad seems to have conveyed the message that if you are caught drink
driving you could end up in prison. However, there was no real change in the
proportion who thought up to six months in prison was a likely consequence of
being caught drink driving. This may be a result of relatively low recognition
levels of the new radio and poster ads. Up to six months in prison remains the
consequence that people are most likely to worry about, but the one which they
think is least likely to happen to them.
There has been no real change in the proportion who believed that driving after
having one or two drinks is more likely to make them have an accident. However,
the proportion who believed they were more likely to be caught by the police
recovered to January 2008 levels, suggesting there is a greater perceived police
presence on the roads around Christmas. There remains a gap in perceptions of
safety of driving after one drink (30% strongly disagreed this was safe) and two
drinks (62% strongly disagreed).
3 Campaign awareness
This chapter looks at awareness of advertising and publicity about drinking and
driving, followed by spontaneous recall of the content of that advertising. It goes
on to look at prompted recognition of the specific ads using in the latest
campaign.
3.1 Awareness of sources of publicity/advertising about drinking and driving
Respondents were prompted with a list of media sources, and asked whether they
recalled seeing or hearing anything about drinking and driving in any of these
sources recently. As a wide range of different sources were asked about and
recalled, the items with the highest levels of mentions are shown in Chart 3a and
items with fewer mentions are shown in Chart 3b. Media sources used in the
latest Christmas campaign (TV and cinema advertising, radio advertising, beer
mats and pub toilet posters, as well as indoor posters, which could be mentioned
in place of pub toilet posters, and online advertising) are outlined.
Chart 3a: Where seen/heard/read publicity about drinking and driving (prompted)
87
86
28
28
13
31
16
25
16
11
81
78
30
28
20
17
16
15
15
10
80
76
35
30
23
13
15
18
15
15
81
76
34
33
23
13
17
17
14
10
73
70
33
32
23
12
15
15
13
10
ANY CAMPAIGN SOURCE
TV advert
National newspaper
TV news
Local newspaper
Road signs
Poster hoarding
Radio advert
Poster on bus
Magazine
Young male drivers Jan 09
All respondents Jan 09
All respondents July 08
All respondents Jan 08
All respondents Sept 07
Base: All respondents: Sept 07 (1,993), Jan 08 (2,030), July 08 (2,014), Jan 09 (2005),Young male drivers Jan 09 (91)
BMRB Report THINK! Post Drink Drive February 2009 9
Chart 3b: Where seen/heard/read publicity about drinking and driving (prompted)
13
12
9
13
17
6
13
8
9
10
9
9
8
8
8
8
5
5
4
4
11
11
12
10
9
8
5
4
4
10
10
10
9
7
9
5
4
5
4
12
11
11
8
8
9
6
5
4
4
Other TV programme
In the pub/ beermats
TV plays/ soaps
Posters in pub toilets
Cinema
Radio programme
Indoor poster
Leaflet/ booklet picked up
Through the internet/ a website
Signs at garages/ service areas
Young male drivers Jan 09
All respondents Jan 09
All respondents July 08
All respondents Jan 08
All respondents Sept 07
Base: All respondents: Sept 07 (1,993), Jan 08 (2,030), July 08 (2,014), Jan 09 (2005),Young male drivers Jan 09 (91)
Eight in ten adults (81%) recalled seeing or hearing something in any of the
campaign sources for the Christmas Drink Drive campaign, the same level as in
both July 2008 (80%) and January 2008 (81%). A TV ad was the most commonly
cited source, being chosen by almost eight in ten adults (78%). Other campaign
sources were recalled by fewer respondents; 15% had heard a radio ad, 9% had
seen something in the pub or on beermats, 8% had seen something at the
cinema, 8% on posters in pub toilets, 5% had seen indoor posters and 4% had
seen something online. These are all at similar levels to July and January 2008.
The subject of drink driving continued to be newsworthy, as national newspapers
(30%) and TV news (28%) remained the second and third most mentioned media
sources.
The target audience of young male drivers aged 17-29 had higher awareness of
all campaign sources when compared with all adults. Almost nine in ten (87%)
had seen or heard something in at least one of the media sources used at the
latest campaign. Most of these had seen a TV ad (86% of all 17-29s), a quarter
(25%) were aware of a radio ad, just under two in ten (17%) had seen
something at the cinema, 13% recalled a poster in pub toilets, 13% had seen
something on indoor posters, 12% in the pub or on beermats and one in ten
(9%) had seen something online. BMRB Report THINK! Post Drink Drive February 2009 10
BMRB Report THINK! Post Drink Drive February 2009 11
The target group were also much more aware of seeing something on road signs
(31%, compared with 17% of all adults), on non-news TV programmes (13%,
compared with 9% of all adults) and at signs at garages and service areas (10%,
compared with 4% of all adults).
Drivers were more likely than non drivers to recall advertising in any of the
campaign sources (83% compared with 77%). Men were more likely to be aware
of advertising on the radio (18% compared with 13% of women), and ABC1s had
higher awareness of drink drive advertising at the cinema (11% compared with
6%).
Unsurprisingly, heavier viewers of commercial television were more likely to recall
a TV advert about drink driving (82%, falling to 66% of light viewers) and heavier
listeners of commercial radio were more likely to remember hearing a radio ad
(34% of heavy listeners, falling to 20% of light listeners and 5% of non-
listeners).
3.2 Proven recall
In order to gain an unprompted measure of campaign recall, those who had seen
or heard any drink drive advertising or publicity in the media sources used at the
latest campaign were asked to describe in their own words what they had seen or
heard. A wide variety of responses were given, as shown in Chart 3c.
Chart 3c: Proven recall of publicity and advertising about drinking and driving
(spontaneous)
7%
6%
12%
11%
6%
3%
25%
20%
16%
8%
6%
5%
5%
4%
4%
37%
16%
11%
7%
7%
8%
5%
3%
4%
35%
14%
8%
2%
7%
2%
4%
6%
45%
4%
11%
14%Don't drink and drive
Accident/car crash scene
Barman in pub acts as different people/characters
Shock/shocking/hard hitting
Barman/bartender in pub goes through consequences
Good/memorable/effective ad
The consequences/impact
GENERAL MENTION OF DRINK DRIVECAMPAIGN/MESSAGE
MOMENT OF DOUBT TV AD MENTION
Young male drivers Jan 09
All respondents Jan 09
All respondent Jul 08
All respondents Jan 08
Base: All respondents who have seen something in media source used at latest campaign – Jan 08 (1,610), Jul 08 (1,603), Jan 09 (1605), Young male drivers Jan 09 (79)
All mentions of 4% or above
Christmas 2008 was the fourth time that the ‘Personal Consequences’ campaign
had been aired (spontaneous recall was not asked in September 2007 after the
first burst). The proportion able to give a description that could be directly
attributed to the ‘Moment of Doubt’ TV ad (the part of the campaign with the
greatest spend) increased from 4% in January 2008 to 14% in July 2008,
remaining stable at this level in January 2009 (16%). Specific descriptions of the
‘Moment of Doubt’ TV ad included reference to the barman, which remained
unchanged in January 2009: 6% described the barman acting as different
characters and 5% talked about the different consequences the barman goes
through.
Overall, the most common description was the general ‘don’t drink and drive’
message (16%, up from 11% in July 08). Other things that were described
included an accident or car crash scene (8%), something being shocking or hard
hitting (5%, a drop from 8% in July 2008), that they had seen a good,
memorable or effective ad (4%) and the consequences or impact (4%). In total,
almost four in ten (37%) mentioned something that was related to a general
drink drive campaign or message, but could not specifically be attributed to the
BMRB Report THINK! Post Drink Drive February 2009 12
BMRB Report THINK! Post Drink Drive February 2009 13
crease in the proportion who
specifically described the ‘Moment of Doubt’ TV ad.
d
seen as being shocking or hard hitting (12% compared with 5% of all adults).
3.3 What was said – examples
Some examples of verbatim descriptions of the campaign are provided below.
Drink Drive campaign – Personal Consequences ad recall
“…barman with lots of faces”
"Fellow in pub and barman asking ‘do you really want a drink?’"
“Man talking in different voices about drinking”
“Goes up to bar and barman is lots of characters, it’s shocking…”
t parts. He was the barman, he was the drink driver and he
was the policeman”
elf
it’s up to you if you want to drink and drive, you could lose your home, job…”
st his job, his car and is talking to
another person who wants another drink”
r and he changes personality… he’s a policeman then his boss, then
the judge…”
d he said
everything that might happen as a consequence of drinking”
“Fine and ban, losing job, the barman takes on different voices”
quences of him having another drink like losing his job, his car, and his
Personal Consequences campaign. This is stable from July 2008 (35%), following
a fall from January 2008 (45%), coinciding with an in
The target group were more likely than all adults to describe the ‘Moment of
Doubt’ TV ad (20% compared with 16%), and in particular the barman going
through the consequences (11% compared with 5%) but were less likely to
mention general messages about not drinking and driving (25% compared with
37%). Young male drivers were however more likely to talk about what they ha
“There was a Scottish bloke standing behind a bar. He was changing his voice,
playing three differen
“The guy is by the bar and is changing to different accents and is warning hims
“A barman serving drinks recites how he lo
“Don't drink and drive. That's the main one. It was the one where there’s the man
behind the ba
“The barman was saying, are ‘you sure you want this drink?’, an
“The graphic details where it shows a man asking for more beer and then it shows
the conse
licence.”
BMRB Report THINK! Post Drink Drive February 2009 14
g
drink driving, the TV ad ‘Moment of Doubt’, radio ad ‘Cell’ and
own on a laptop, in order to accurately
e ‘Moment of
Doubt’ TV ad.
Chart 3d: Prompted recognition of the ‘Moment of Doubt’ TV ad
3.4 Prompted recognition of Personal Consequences Drink Drive campaign
After asking respondents what they could spontaneously recall about advertisin
and publicity about
poster ad ‘Locked In’ were played or sh
measure prompted recognition. Chart 3d shows recognition of th
91
786965
54
4635 31
22
9
ase: All respondents: Sept 07 (1,993), Jan 08 (2,010), July 08 (2,014), Jan 09 (2005), Young male drivers Jan 09 (91)
%
Do not recognise TV ad
Recognise TV ad
Sept 2007 Jan 2008 July 2008 Young male drivers – Jan 09
Jan 09
B
Recognition of ‘Moment of Doubt’ has increased each time the ‘Personal
Consequences’ campaign has been aired. In January 2009, it was recognised by
just eight in ten adults (78%) an increase from 69% in July 2008. This was
achieved from an exposure of 366 TVRs, compared with 347 16-34 male TVRs in
t of
5s). Respondents in
July 2008. Amongst young male drivers, nine in ten (91%) recognised the ad,
indicating it is almost at saturation point amongst the target group.
As well as the target males, all men were more likely to recognise the ‘Momen
Doubt’ ad when compared with women (83% compared with 73%), as were
younger people (89% of 15-29s, falling to 63% of over 5
social grades C2DE were slightly more likely to have seen the ad (80%) than
those in the ABC1 social grades (76%).
BMRB Report THINK! Post Drink Drive February 2009 15
g
08 a split
, with half the sample being played stories 1 and 2
and the other half stories 3 and 4 in 2007, and half of the sample being played
8. All data is shown based on
commercial radio listeners.
Chart 3e: Prompted recognition of ‘Cell’
As expected, a higher proportion of heavy commercial television viewers (84%)
recognised the ad compared with medium to light viewers (72%).
Chart 3e shows prompted recognition of the ‘Cell’ radio ad from January 2009. As
this was part of a campaign in which several similar ads were played,
respondents were given the option to say that they heard that ad or that they
had heard one very similar to it. Chart 3e shows the combined figure for hearin
the ‘Cell’ ad or hearing one similar to give an indication of overall recognition of
the radio element of the campaign. Recognition is compared with the ‘937 Cats’
and ‘Kiss’ radio ads played in July 2008, ‘The List’ from January 2008 and the
‘Story’ campaign from September 2007. In September 2007 and July 20
sample approach was taken
‘937 Cats’ and the other half ‘Kiss’ in 200
29
11 13
21
29
%
Base: All commercial radio listeners: Sept 07 (1,158: split sample, Story 1/2 – 582, Story 3/4 - 576 ), Jan 08 (1,227), July 08 (937 Cats – 963, Kiss - 1051), Jan 09 (1,094)
Any radio (4 stories)
The List
Split sample in Sept 07 – half played
Stories 1/2 and half Stories 3/4
937 Cats
Split sample in July 08 –half played 937 Cats and
half played Kiss
Kiss
July 2008Sept 07 Jan 08 Jan 09
Cell
Two in ten (21%) commercial radio listeners recognised the ‘Cell’ radio ad, or one
very similar to it. This is made up of 14% who said they had heard that particular
BMRB Report THINK! Post Drink Drive February 2009 16
3%), but lower than recognition of
‘The List’ from January 2008 and the ‘Story’ campaign from September 2007
1%), however
this base was too small to analyse by (65 respondents). Within young male
’
of
, falling to compared with 6% of those 55+), however this is likely to be
related to the demographic profile of those who actually listen to commercial
’ and ‘Yellow’ poster
ads used in the summer 2008 campaign and were evaluated in July 2008 using a
Chart 3f: Prompted recognition of ‘Locked In’ poster ad
ad and a further 7% who had heard one very similar. Overall recognition was
higher than for ‘937 Cats’ (11%) & ‘Kiss’ (1
(both 29% of commercial radio listeners).
Seven in ten young male drivers listened to commercial radio (7
drivers as a whole, 22% had heard ‘Cell’ or something similar.
Amongst all adults, men were broadly more likely than women to recognise ‘Cell
or something similar (16% compared with 11%), as were younger adults (20%
15-29s
radio.
Chart 3f shows prompted recognition of the ‘Locked In’ poster ad, which was
placed in pub toilets as part of the Christmas campaign and linked with the
message of the ‘Cell’ radio ad. This is compared with the ‘Pink
split sample approach, with half the sample shown each ad.
95 9488 89
5 612 11 %
Base: July 2008 – split sample Pink ad (1,007), Yellow ad (1,007); Jan 09 - All adults (2,005), Young male drivers (91)
Do not recogniseposter ad
Recognise poster ad
Pink
July 2008 Jan 09
Locked In (all adults)
Yellow Locked In (young male
drivers)
BMRB Report THINK! Post Drink Drive February 2009 17
k’ (5%)
and ‘Yellow’ (6%) ads which appeared in pub toilets in summer 2008. There were
no differences in recognition of ‘Locked In’ between different subgroups.
One in ten (12%) respondents had seen the ‘Locked In’ poster ad before, as had
one in ten of the target group (11%). This is more than had seen the ‘Pin
BMRB Report THINK! Post Drink Drive February 2009 18
4 Campaign communication
This section looks at the main messages, and the thoughts and feelings
surrounding the ads used in the ‘Personal Consequences’ drink drive campaign,
both spontaneous and prompted.
4.1 Communication of the ‘Moment of Doubt’ TV ad
Directly after being shown the ‘Moment of Doubt’ TV ad, all respondents were
shown a series of communication statements, and asked which they felt applied
to the ad.
Table 4a: Which of the following do you personally feel about the ‘Moment of Doubt’
TV ad (prompted) – all adults over time
Sep 07 Jan 08 July 08 Jan 09
* indicates significant change from previous wave
(1,993) (2,010) (2,014) (2,005)
% % % %
It sticks in my mind 28 35* 36 36
It made me stop and think about the range of consequences of drink driving
31 29 31 31
I like this ad 21 17* 22* 30*
It made me think about the dangers of driving even after a small amount of alcohol
26 20* 23 28
It made me think about the impact that drinking and driving could have on my lifestyle
21 13* 15 21*
It will make me think twice before I drink and drive
17 13* 14 19
It is the sort of ad I would talk about with other people
10 12 13 11
I found it irritating 8 10 9 9
I found it confusing 12 9 9 8
It told me something new 9 14* 15 7*
It’s aimed at people like me 5 7 8 7
It made me think about my own driving 8 10 12 6*
It made me think about my own drinking
6 11* 11 6*
I’m tired of seeing it 2 3 5* 5
It has made me drive more carefully 4 6 6 4
BMRB Report THINK! Post Drink Drive February 2009 19
A third (36%) of respondents stated that the ad stuck in their mind, which is a
core measure of its cut through. This is stable from January and July 2008.
Another measure of cut through, in terms of emotional engagement with the ad,
is how much it is enjoyed. This had slipped back between September 2007 (21%)
and January 2008 (17%), but recovered to 22% in July 2008 and has increased
further up to three in ten (30%) at the latest wave – therefore it seems affinity
with the ad is on the rise. There was no real change in the proportion who said
they would talk about it with other people (11% in January 2009), nor was there
a change in the proportion who felt the ad was targeted at them (7% in January
2009).
Despite being used in four bursts, the ‘Moment of Doubt’ ad is still showing no
signs of wear out - with no change in the proportion of people agreeing that it is
irritating (9%), confusing (8%) or that they were tired of seeing it (5%).
However, the increased use of the ad is causing the ‘new news’ measure of the ad
to drop, from 15% in July 2008 to 7% in January 2009, which is unsurprising.
Three in ten people (31%) agreed that ‘Moment of Doubt’ made them think about
the range of consequences associated with drinking and driving – the main
message of the ad. This has been stable since September 2007.
There was further recovery in agreement that it made people think about the
dangers of driving even after a small amount of alcohol (28%). Agreement had
slipped to two in ten (20%) in January 2008, from an initial 26% in September
2007, but has now returned to the launch level. Encouragingly, agreement also
recovered in terms of making respondents think about the impact that drinking
and driving could have on their lifestyle (21%), again a key message of the ad,
and making them think twice before they drink and drive (19%). Agreement with
these statements had previously declined between September 2007 and January
2008, but has steadily recovered since then. Between September 2007 and July
2008 there were increases in the proportion of people who agreed that ‘Moment
of Doubt’ made them think about their own drinking (up from 6% to 11%) and
their own driving (up from 8% up to 12%). However, agreement with these
statements decreased following the latest burst, down to 6% for each.
In terms of a behavioural measure, one in twenty (4%) respondents agreed that
the ads made them actually drive more carefully, stable over time.
Table 4b shows agreement with communication statements amongst drivers in
different subgroups at the latest wave. The shading indicates significant
differences seen between the subgroups.
BMRB Report THINK! Post Drink Drive February 2009 20
Table 4b: Which of the following do you personally feel about the ‘Moment of
Doubt’ TV ad (prompted) - subgroups
Total All
drivers
Young male
drivers
Ages 15-29
Ages 30+
Men Women
(2,005) (1,286) (91) (386) (1,619) (943) (1,062)
% % % % % % %
It sticks in my mind 36 35 45 38 35 39 32
It made me stop and think about the range of consequences of drink driving
31 34 45 35 30 31 31
I like this ad 30 31 33 29 30 33 26
It made me think about the dangers of driving even after a small amount of alcohol
28 29 30 33 27 27 30
It made me think about the impact that drinking and driving could have on my lifestyle
21 25 40 25 20 25 18
It will make me think twice before I drink and drive
19 21 30 23 17 21 16
It is the sort of ad I would talk about with other people
11 11 13 12 11 11 11
I found it irritating 9 9 7 7 9 9 9
I found it confusing 8 8 4 6 9 7 9
It told me something new 7 7 8 10 6 7 8
It’s aimed at people like me 7 8 18 10 6 9 4
It made me think about my own driving
6 8 13 7 6 8 5
It made me think about my own drinking
6 7 10 7 5 8 4
I’m tired of seeing it 5 6 9 9 4 7 4
It has made me drive more carefully
4 5 10 5 4 6 2
BMRB Report THINK! Post Drink Drive February 2009 21
As Table 4b demonstrates, there was little difference between the views of drivers
and the population in general. However, young male drivers (the core campaign
target) tended to relate more closely to ‘Moment of Doubt’. As seen in previous
waves they were more likely to agree that it was aimed at people like them (18%
compared with 8% of all drivers) and were also more likely to take out key
messages. The consequences of drink driving was a key take out for young male
drivers (45% compared with 34% of all drivers), as was the impact it would have
on their lifestyle (40% compared with 25% of all drivers). These appear to be
particularly hard hitting messages for this group, and encouragingly they were
also more likely to agree that the ad also actually made them more likely to think
twice before they drink and drive (30% compared with 21% of all drivers) and
drive more carefully (10% compared with 5% of all drivers), which implies that
they are linking the action with the consequences. The stronger association with
the messages is likely to explain why the ad was felt to be more memorable
amongst this group; 45% said that it stuck in their mind compared with 35% of
drivers generally. These results were very similar to what we saw for the target
group compared with the rest of the population following last summer’s burst.
Younger people aged 15-29 were more likely than those aged 30 and over to
agree with a number of cut through and message take out measures for the
‘Moment of Doubt’ TV ad. Following the latest burst they were slightly more like
to agree they were the target of the ads (10% compared with 6% of those 30 or
over). They were also more likely to agree that the information in the ads was
new news to them (again, 10% compared with 6% of those 30 or over).
In terms of message take out, younger people were more likely to agree that the
ad made them think about the dangers of driving after even a small amount of
alcohol (33% of 15-29s compared with 27% of the over 30s) and that the ad
made them think about the impact drink driving could have on their lifestyle
(25% compared with 20%) – a key message of the ads. They were also more
likely to say the ad would make them think twice before drinking and driving
(23% compared with 17%). Younger people were, however, also more likely to
feel they were getting tired of seeing the ‘Moment of Doubt’ TV ad (9% compared
with 4%).
Men were more likely to relate to ‘Moment of Doubt’ than women; 9% of men
compared with 4% of women agreed that it was aimed at people like them. They
were also more likely to say that it stuck in their mind (39% compared with 32%
of women) and that they liked the ad (33% compared with 26% of women).
For message take out, it was more likely to make men think about the impact
drinking and driving could have on their lifestyle (25% compared with 18% of
women) or about their own drinking, (8% compared with 4%). Men were also
more likely to agree that the ads had made them drive more carefully (6%
compared with 2% of women).
4.2 Believed main message of the ‘Cell’ radio ad
Respondents who said they recognised the ‘Cell’ radio ad (or one similar to it)
used at the Christmas burst were asked to describe, in their own words, what
they felt was the main message of the ad. As recognition of the radio campaign
was relatively low, analysis was not possible for any subgroups. In particular,
amongst the core target of young male drivers, only 19 respondents recognised
the ad and went on to answer this question.
Chart 4c: Main message of ‘Cell’ radio ad
Go to prison/locked up
It’s/you are criminal
Don’t drink and drive (non specific)
Could get a criminal record/legal problems
Don’t Drink and Drive/you will get caught
Poor ad/not catchy (all negative references)
Treated/processed like (any other) criminal
Consequences of being caught drink driving
Consequences of drink driving
Good ad/impact
Don’t know
Base: All who recognise the ad (261)
Think before you drink and drive(Only include mention of Think!)
None
26%
20%
15%
11%
10%
8%
7%
5%
5%
4%
4%
3%
7%
The main message taken out of the radio ads was simply ‘don’t drink and drive’.
This was mentioned by a quarter (26%) of respondents who had recognised the
ad. Two in twenty (20%) took out the message of going to prison or being locked
up as a result of drink driving, obviously the key focus of the ad. Similarly, 15%
said the main message was that you will be treated or processed the same as any
other criminal. One in ten mentioned the possibility of getting a criminal record
(10%). Similarly, 8% said the message of the ad was that you are a criminal if
you drink drive.
Around one in ten (11%) gave a general mention of there being consequences of
being caught drink driving, whilst 7% gave a slightly difference response
BMRB Report THINK! Post Drink Drive February 2009 22
mentioning a consequence of drink driving (i.e. without necessarily being caught
doing it). One in twenty, said that the main message of the ad was not to drink
drive as you will be caught (5%) or that you should think before you do it (4%).
There was also a balance of opinions given about the ad for this measure, with
5% deeming it a poor ad whilst 4% saying they thought it was a good ad with
impact.
One in ten (10%) respondents were unable to give any answer at all or say that
they didn’t know what the main message was.
4.3 Thoughts or feelings about the ‘Cell’ radio ad
Reactions towards the ‘Cell’ radio ads were explored by asking all respondents to
explain in their own words what thoughts or feelings had occurred to them when
they heard the ads. A range of responses were given, as shown in Chart 4d.
Chart 4d: Thoughts or feelings about ‘Cell’
9%
5%
4%
3%
6%
3%
3%
3%
4%
3%
3%
3%
25%
11%
6%
6%
5%
4%
3%
3%
2%
2%
1%
1%
1%
26%
15%
Don’t drink and drive
You will go to jail/prison/be a criminal/have a record
Difficult to make out the ad/muffled/sound poor
Ad recall
Consequences of drink driving
Never heard it before
Doesn't affect me as I don't drink and drive
Effective/gets message across
Boring
Takes too long to get to the point
Shocking/hard hitting
Don't drink and drive you will get caught
None
Don’t know
Young male drivers Jan 09
All adults Jan 09
Base: Jan 09 - All adults (2,005), Young male drivers (91)
All mentions of 3% or above
#
There were no differences in the thoughts and feelings taken from the ‘Cell’ radio
ad by the target group of young male drivers compared with those taken out by
adults generally.
As with the main message measure (Chart 4c), of those who mentioned
something, the thought most described by respondents in reaction to the ‘Cell’ BMRB Report THINK! Post Drink Drive February 2009 23
BMRB Report THINK! Post Drink Drive February 2009 24
radio ad was that you should not drink and drive (6% of all adults). One in twenty
(6%) said that you would go to prison or have a criminal record and 3%
described general consequences of drink driving.
There were some negative reactions to the radio ad with some respondents
saying that they thought the ads were hard to follow or make out what was
happening (5%), and others saying they thought it was boring (1%) or took too
long to get to the point (1%). Young male drivers were slightly more likely to
think it was boring (4%) or took too long to get to the point (3%).
Balanced with this there were also positive reactions to the ad with some saying
they thought the ad was effective or that it got the message across (2%) or that
they thought it was shocking or hard hitting (1% of all adults, increasing to 3% of
the target group).
Three percent of the target group mentioned that they should not drink or drive
or they would get caught – this is interesting as it is a core message of the ad,
they were the target of the ad, and this was not a thought provoked among all
adults.
A large proportion, a third (36%), said the ad did not provoke any thoughts or
feeling for them, or they did not know what these were when asked.
5 Attitudes towards drinking and driving
This chapter looks at attitudes towards drinking and driving. Measures taken in
July 2007 prior to the new ‘Personal Consequences’ drink drive campaign served
as benchmark attitudes. These were measured again at the post evaluation
stages (the first post taking place in September 2007, followed by a second in
January 2008, a third in July 2008 and most recently, the focus of this report, in
January 2009 following Christmas activity) in order to identify any shifts in
awareness or attitudes that may be attributed to the new campaign approach.
In general, results discussed in this chapter have changed little between
evaluation stages. There are, however, some differences when looking at these
results alongside the young male drivers target group (those aged 17-29 years
old).
5.1 Perceived safety of drink driving
All drivers who drink alcohol (aged 18 years or more), and all 17 year old drivers,
were asked their agreement on a number of statements to do with the perceived
safety of drink driving.
Chart 5a: Agreement with statement - Driving after having one or two drinks
would make me more likely to have an accident
2 4 3 3 2 16 6 7 8 6 75 5 5 5
5 9
28 25 25 22 2730
59 60 59 63 6053
%
Neither
Strongly disagree
Slightly agree
Slightly disagree
Strongly agree
July 07 Sept 07 Jan 08 July 08 Jan 09Young male
drivers
Jan 09
Base: All drivers aged 18+ who drink alcohol and 17 year olds - July 07 (978), Sept 07 (1,031), Jan 08 (1,065), July 08 (1,022), Jan 09 (1,043), Jan 09 young male drivers (72)
BMRB Report THINK! Post Drink Drive February 2009 25
BMRB Report THINK! Post Drink Drive February 2009 26
There was no real change in the belief that driving after one or two drinks would
make you more likely to have an accident. Over eight in ten (87%) drivers
agreed with this in January 2009, in line with previous waves (86% in July 2007,
85% in September 2007 and 84% in January 2008, 84% in July 2008). Six in ten
(60%) strongly agreed (also in line with previous waves).
Slightly fewer of the target of young male drivers, eight in ten (83%), agreed
that driving after having one or two drinks would make them more likely to have
an accident. This decreased from nine in ten (90%) in July 2008. The reason for
this decrease among the target group is unclear; however it may be linked with a
seasonal effect. Over the Christmas period when drinking is more prevalent,
peoples attitudes towards drink driving may soften as an attempt to justify their
own drink driving behaviour.
Female drivers were more likely to agree (90% compared with 84% of men).
Unsurprisingly, those who found it unacceptable to drive after 2 pints also agreed
that driving after having one or two drinks would make you more likely to have
an accident (91% compared with 66%).
Drivers who drink alcohol and all 17 year old drivers were asked whether they
believed it to be safe to drive after having one or two drinks. This was to gauge
the difference in opinion about the ‘two pint threshold’ which is most commonly
held to be the ‘tipping point’ of being unsafe to drive (Chart 5b).
Chart 5b: Agreement with statement – It is safe to drive after…
10
12
13
14
13
14
1
4
3
3
3
3
27
28
28
31
28
26
13
9
8
9
7
9
15
9
11
9
9
8
12
6
5
7
6
6
31
20
20
17
17
20
23
19
18
18
15
18
18
30
29
29
34
32
51
62
65
63
69
64
Agree strongly Agree slightly Neither Slightly disagree Strongly disagree
%
One Drink
Two Drinks
Base: All drivers aged 18+ who drink alcohol and 17 year olds - July 07 (978), Sept 07 (1,031), Jan 08 (1,065), July 08 (1,022), Jan 09 (1,043), Jan 09 young male drivers (72)
July 07
Sept 07
Jan 08
July 08
Jan 09 - Young male drivers
Jan 09
July 07
Sept 07
Jan 08
Jan 09 - Young male drivers
Jan 09
July 08
Having two drinks and driving was still considered to be far less safe than having
a single drink, with six in ten drivers who drink alcohol strongly disagreeing that
this is a safe behaviour (62%, compared with 30% strongly disagreeing for one
drink).
The proportion of drivers agreeing it was safe to drive after a single drink had
increased between September 2007 (41%) and January 2008 (44%), but this
returned to 41% in July 2008 and remained at that level (40%) in January 2009
following the latest burst of activity. There has been no real change over time in
the proportion agreeing it is safe to drive after two drinks (13% in January 2009).
Among young male drivers, attitudes were slightly different. Young male drivers
were less likely to strongly disagree it was safe to drive after having after one
drink (18% strongly disagreed compared with 30% of all drivers and 27% of male
drivers aged 30+), and driving after two drinks (51% strongly disagreed
compared with 62% of all drivers).
When asked about driving after one drink, women were more likely to disagree
strongly that this was a safe behaviour (36% compared with 25% of men). They
were also more likely to disagree strongly that driving after two drinks was safe
(69% compared with 56% of men).
BMRB Report THINK! Post Drink Drive February 2009 27
Driving after one drink was, unsurprisingly, more likely to be considered safe by
those who believe driving after two pints is acceptable (76% in agreement
compared with 33% of those who did not think driving after two pints was
acceptable). They were also more likely to believe driving after having two drinks
was safe (57% compared with 6%).
5.2 Perceived acceptability of drinking and driving
One of the aims of the ‘Moment of Doubt’ drink drive campaign is to reinforce the
social stigma around drinking and driving. Therefore all respondents (including
non drivers) were asked to rate how acceptable or unacceptable they found
driving after drinking two pints.
Chart 5c: Acceptability of driving after drinking two pints
6368 67 67 64
49
2016 17 18
19
28
9 9 8 109 17
4 3 33
364 3 4 3 4 %
Base: All respondents - July 07 (2,030), Sept 07 (1,993), Jan 08 (2,010), July 08 (2,014), Jan 09 (2,005), Jan 09 young male drivers (91)
Extremely unacceptable - 5
2
4
Fairly acceptable - 1
3
July 07 Sept 07 Jan 08 July 08 Jan 09Young male
drivers
Jan 09
The acceptability of driving after two pints changed little between all campaign
stages among all adults. Over eight in ten respondents (83% in January 2009)
believed it was unacceptable to drive after drinking two pints (a rating of 4 or 5),
with two thirds considering it extremely unacceptable (64%, dropping back
slightly from 67% in July 2008 to the baseline measure of 63% in July 2007). The
number of respondents who found this behaviour acceptable (a rating of 1 or 2)
has also remained stable since the July 2007 pre stage at just over one in twenty
(7% at latest burst).
BMRB Report THINK! Post Drink Drive February 2009 28
Young male drivers were less likely overall to find driving after drinking two pints
unacceptable (77% compared with 83% of all drivers) and especially less likely to
find the behaviour extremely unacceptable (49% compared with 62% of all
drivers).
Men overall were less likely than women to judge driving after drinking two pints
as extremely unacceptable (58% compared with 70% of women), as were
younger respondents (56% of those aged 15 to 29 compared with 67% of
respondents of other ages). Social grades ABC1 were also less likely to see this
behaviour as extremely unacceptable (61% compared with 69% of C2DEs).
Perhaps predictably, those who don’t drink out of the home were more likely to
believe that driving after two pints was extremely unacceptable (81% of non
drinkers compared with 59% of those who drank alcohol out of the home).
As this measure has been used as a key performance indicator for the drink drive
campaigns, data for drivers have been collected over time (Chart 5d).
Chart 5d: Acceptability of driving after drinking two pints (over time)
19
64
202018222019
1512131413
636366
606058
7376
7174
76
0
10
20
30
40
50
60
70
80
90
Unacceptable - 4
Unacceptable - 5
%
Jan
05
Jan
07
July
06
July
05
Ap
ril 0
5
Jan
06
Base: All drivers (January 2009 – 2,005)
Oct
05
July
07
Sep
t 0
7
Jan
08
July
08
Jan
09
*significant decrease in those deeming the behaviour ‘extremely unacceptable’ between Jan 06 and
July 06 is likely to be a result of change in the way this question was asked (from part of a list of
behaviours to a single measure)
BMRB Report THINK! Post Drink Drive February 2009 29
BMRB Report THINK! Post Drink Drive February 2009 30
The proportion of drivers who rated drink driving as slightly unacceptable (4 out
of 5 on the scale – the bottom line in chart 5d), has remained fairly stable since
July 2006 at around one in five (19% in January 2009). The proportion of drivers
who rated drink driving as extremely unacceptable (5 out of 5 on the scale – the
top line in chart 5d), increased from 60% in July 2007 to 66% in September 2007
but dropped back down slightly in 2008, resting at 64% at the latest wave.
6 Consequences of drink driving
In this chapter, a focus is placed on the personal and social consequences of drink
driving. As with the last chapter, measures for the latest drink drive campaign
were benchmarked at the pre stage in July 2007. These measures were tracked
again post the launch burst of the campaign in September 2007, post Christmas
activity in January 2008, in July 2008 after the summer burst and then most
recently in the latest wave in January 2009 to identify any shifts in awareness or
attitudes that may be attributed to the new campaign focus.
6.1 Perceived likelihood of getting caught by the police
In the previous chapter, Chart 5a showed that almost nine in ten drivers believed
they would be more likely to have an accident if they were to drink drive. A
different outcome could be that the person would be caught in the act of drink
driving before an accident even happens. Chart 6a shows the proportion of
drivers aged 18 years and over who drink alcohol and 17 year old drivers (who
could not be asked if they drank alcohol) who believed they would be likely to be
caught by the police if they were to drink drive.
Chart 6a: Agreement with statement – If I were to drink and drive I would be
likely to get caught by the police
2535
30363330
34
32
30
3227
28
2515
15
15
1619
1418
1316
4536
17
12
6 2
%
Neither
Strongly disagree
Slightly agree
Slightly disagree
Strongly agree
Base: All drivers aged 18+ who drink alcohol and 17 year olds – Jul 07 (978), Sept 07 (1,031), Jan 08 (1,065), July 08 (1,022), Jan 09 (1,043), Jan 09 Young male drivers (72)
Sept 07 Jan 08July 07 July 08 Jan 09Young male
drivers
Jan 09
BMRB Report THINK! Post Drink Drive February 2009 31
BMRB Report THINK! Post Drink Drive February 2009 32
In January 2008, two thirds (67%) of drivers who drank alcohol felt that they
would be likely to be caught by the police if they were to drink drive, with one in
three (35%) strongly agreeing. This is a return to levels seen in January 2008,
higher than summer 2008 and summer 2007 (around six in ten agreed), which
suggests that it is affected by seasonality, with a greater perceived police
presence over the Christmas period.
The target group of young male drivers aged 17-29 were less likely than all
drivers to agree that if they were to drink drive they would be likely to be caught
by the police: six in ten (60%) agreed overall and one in four (25%) agreed
strongly. There was, however, no difference between drivers aged 17-29 and
drivers aged 30 years and over (67% of each age group agreed), the difference
was between men and women overall: 75% of women agreed compared with
61% of men.
Drivers from the lower social grades (78% of C2DEs compared with 62% of
ABC1s) were also more likely to agree they would be caught by the police if they
were to drink drive.
6.2 Likelihood of consequences of drink driving
Drivers aged 18+ who drink alcohol were asked to rate how likely they felt it was
that each of a list of ten consequences would happen if they were caught drink
driving. Chart 6b shows the top three thought as very likely to happen. The
remaining seven consequences are shown in Charts 6c, 6d and 6e.
Chart 6b: Likelihood of consequences of being caught drink driving (1)
%
Base: All drivers aged 18+ who drink alcohol – July 07 (967), Sept 07 (1,023), Jan 08 (1,062), July 08 (1,018), Jan 09 (1,038), Young male drivers (67)
Your insurance cost would
increase
Your family/ partner would
be disappointed
12 month driving ban
97
87
90
89
88
88
81
81
86
81
83
84
71
67
69
69
67
68
3
11
8
9
9
9
16
15
9
14
12
12
19
24
22
22
23
21
1
1
1
1
1
1
3
2
3
2
3
7
5
6
6
7
1
1
1
1
1
1
2
2
2
1
1
1
1
1
1
1
1
1
1
1
1
2
3
2
2
3
3
7
Young male drivers Jan-09
Jan-09
Jul-08
Jan-08
Sep-07
Jul-07
Young male drivers Jan-09
Jan-09
Jul-08
Jan-08
Sep-07
Jul-07
Young male drivers Jan-09
Jan-09
Jul-08
Jan-08
Sep-07
Jul-07
Very likely Fairly likely Not very likely Not at all likely Don't know
Almost all drivers (98%) felt that, as a result of being caught drink driving, it
would be likely that their insurance cost would increase. This has changed little
over time. Young male drivers were more likely to think it was very likely that
their insurance cost would increase (97% compared with 87% of all drivers). Men
were generally more likely to see this as very likely (89%, compared with 83% of
women), whereas there was little difference by age of driver.
It was also the case that almost all drivers (96%) thought it would be likely that
their family or partner would be disappointed if they were caught drink driving.
Eight in ten (81%) felt this was very likely, which was a slight drop from July
2008 (86%), but in line with January 2008. Views of young male drivers were
very similar to drivers overall.
Nine in ten (91%) drivers felt it was likely that they would get a 12 month driving
ban and two thirds (67%) felt this was a very likely consequence. This has
remained relatively stable over time and young male drivers were similar to
drivers overall. Those in social grades C2DE were more likely to think a 12 month
driving ban was a very likely consequence than those in social grades ABC1 (74%
compared with 63%).
BMRB Report THINK! Post Drink Drive February 2009 33
Chart 6c: : Likelihood of consequences of being caught drink driving (2)
62
62
60
64
61
55
49
58
62
62
63
63
30
23
22
20
21
24
19
24
22
23
20
19
4
7
9
8
9
12
29
13
12
11
11
12
2
3
4
3
4
5
3
4
3
3
4
5
2
6
5
4
5
4
1
1
1
Young male drivers Jan-09
Jan-09
Jul-08
Jan-08
Sep-07
Jul-07
Young male drivers Jan-09
Jan-09
Jul-08
Jan-08
Sep-07
Jul-07
Very likely Fairly likely Not very likely Not at all likely Don't know
%
You would get a criminal record
Base: All drivers aged 18+ who drink alcohol – July 07 (967), Sept 07 (1,023), Jan 08 (1,062), July 08 (1,018), Jan 09 (1,038), Young male drivers (67)
Your lifestyle would change
dramatically
The proportion who thought it was very likely that they would get a criminal
record if they were caught drink driving increased pre to post campaign from
55% in July 2007, peaking at 64% in January 2008. In January 2009, this stood
at 62%. Overall, 85% felt this was a likely consequence, in line with January
2008 (84%), and above the pre campaign measure of 79%. Young male drivers
were no more likely than all drivers to think getting a criminal record was a very
likely consequence (62%) but a slightly higher proportion felt it very or fairly
likely (92%). Belief that this was likely tended to drop with age, from 90% of 18-
29s, falling to 79% of those aged 55 and over.
There was a slight fall in the proportion who believed it was very likely that their
lifestyle would change dramatically as a result of being caught drink driving: 58%
in January 2009, down from 62-63% at previous waves of research, including the
pre stage in July 2007. However, the proportion who felt this was likely overall
has remained relatively unchanged (82% in January 2009). Young male drivers
were much less likely to think that being caught drink driving would dramatically
change their lifestyle: 49% thought this was very likely and 68% thought it was
likely overall. There was little difference overall by gender; it tended to be
younger drivers generally (rather than specifically young male drivers) who were
BMRB Report THINK! Post Drink Drive February 2009 34
less likely see a dramatic change in lifestyle as a likely consequence of being
caught drink driving (71% of 18-29s compared with 84% of those aged 30 and
over).
Chart 6d: : Likelihood of consequences of being caught drink driving (3)
58
49
48
46
46
45
33
34
39
34
34
33
21
26
28
29
26
27
38
27
22
28
24
23
11
12
14
14
18
16
10
14
19
17
17
20
11
11
8
9
8
8
7
7
7
6
7
8
2
3
2
2
4
12
18
13
15
17
16
Young male drivers Jan-09
Jan-09
Jul-08
Jan-08
Sep-07
Jul-07
Young male drivers Jan-09
Jan-09
Jul-08
Jan-08
Sep-07
Jul-07
Very likely Fairly likely Not very likely Not at all likely Don't know
%
Base: All drivers aged 18+ who drink alcohol – July 07 (967), Sept 07 (1,023), Jan 08 (1,062), July 08 (1,018), Jan 09 (1,038), Young male drivers (67)
It would be harder to get a job or keep your job
Your drink driving conviction would be
recorded on your licence for 11 years
Three quarters (75%) of drivers, unchanged from previous waves, believed that it
was likely that it would be harder to get a job or keep their job, a key personal
consequence mentioned in the campaign. Young male drivers were more likely
than drivers overall to think this was a very likely consequence (58% compared
with 49% of all drivers).
The summer 2008 campaign included the new message that a drink driving
conviction would be recorded on your licence for 11 years, and in July 2008 the
proportion who believed this was a very likely consequence increased from 34%
to 39%. This message was not repeated as part of the Christmas 2008 activity
and the proportion who felt that an 11 year record on their licence was a very
likely consequence returned to previous levels of around one in three (34% in
January 2009). Young male drivers were no more likely to see this as a very
likely consequence, but were more likely to view it as likely overall (71%
BMRB Report THINK! Post Drink Drive February 2009 35
compared with 61% of all drivers). Overall, men were more likely than women to
think this was a likely consequence (65% compared with 57%).
Chart 6e: : Likelihood of consequences of being caught drink driving (4)
34
31
30
32
31
26
46
30
31
30
31
31
26
18
19
16
18
14
22
21
23
23
24
20
28
30
32
31
29
27
31
29
27
29
29
28
30
26
27
26
25
32
19
19
21
25
22
24
23
33
37
38
35
37
12
20
20
18
18
20
2
6
8
6
8
7
13
12
12
11
11
13
2
1
2
2
1
2
5
15
8
8
9
11
6
8
5
6
6
7
Young male drivers Jan 09
Jan-09
Jul-08
Jan-08
Sep-07
Jul-07
Young male drivers Jan 09
Jan-09
Jul-08
Jan-08
Sep-07
Jul-07
Young male drivers Jan 09
Jan-09
Jul-08
Jan-08
Sep-07
Jul-07
Very likely Fairly likely Not very likely Not at all likely Don't know
%
You would have to sell your car
Up to 6 months imprisonment
Up to £5000 fine
Base: All drivers aged 18+ who drink alcohol – July 07 (967), Sept 07 (1,023), Jan 08 (1,062), July 08 (1,018), Jan 09 (1,038), Young male drivers (67)
Half (52%) of drivers thought it likely that they would have to sell their car as a
result of being caught drink driving, holding the increase on the pre campaign
measure (46%). Three in ten (31%) felt this was a very likely consequence.
There was no real difference between young male drivers and drivers generally.
Those in social grades C2DE were more likely than ABC1s to see selling their car
as a likely consequence of being caught drink driving (61% compared with 47%).
This may be because they are less well equipped to deal with the financial
implications of being caught drink driving, such as a fine or an increase in
insurance costs.
Six in ten (60%) believed a fine of up to £5,000 was likely, unchanged from
previous waves. Young male drivers were more likely to see this as a likely
consequence (74%) and also to find it very likely (46%, compared with 30% of
all drivers). Overall, both men and young drivers were more likely to think a fine
of up to £5,000 was a very likely consequence (34% of men compared with 26%
of women and 38% of 18-29s compared with 29% of those aged 30 and over).
BMRB Report THINK! Post Drink Drive February 2009 36
The Christmas 2008 campaign contained the message that if you are caught drink
driving you could end up in prison. This may just be for a short period of time,
such as 24 hours or overnight, in order to ‘cool down’, but up to six months
imprisonment is also a possibility. However, there was no change in the
proportion of drivers who felt it was likely (47%) or very likely (18%) that they
would have to face up to six months in prison. Young male drivers, who were the
core target of the campaign, were more likely than all drivers to see this as likely
(57%) and also very likely (26%). There was little difference overall by gender,
but younger drivers were generally more likely to think this was a likely
consequence (55% of 18-29s, falling to 38% of those aged 55 and over) and also
that it was very likely (24% of 18-29s, falling to 12% of those aged 55 and over).
6.3 Consequences most concerned about
After being asked how likely a number of consequences were as a result of drink
driving, all drivers aged 18+ who drank alcohol were then asked to state which of
a list of consequences they would be most likely to worry about (Chart 6f).
Chart 6f: Consequences of drink driving most likely to worry about (prompted) –
over time
36%
16%
16%
11%
7%
6%
3%
1%
1%
1%
39%
15%
14%
11%
6%
5%
4%
1%
1%
1%
38%
19%
10%
12%
7%
4%
5%
1%
1%
1%
27%
11%
15%
15%
4%
10%
8%
2%
2%
1%
26%
17%
11%
15%
4%
8%
10%
2%
3%
1%
Jan-09
Jul-08
Jan-08
Sep-07
Jul-07
Getting up to 6 months imprisonment
Your insurance cost increasing
Getting a 12 month driving ban
Getting a criminal record
Losing your job
Disappointing your family/partner
Your lifestyle changing dramatically
Getting up to a £5,000 fine
Base: All drivers aged 18+ who drink alcohol – July 07 (967), Sept 07 (1,023), Jan 08 (1,062), July 08 (1,018), Jan 09 (1,038)
Your drink driving conviction would be recorded on your licence for 11 years
Having to sell your car
As at previous waves, the drink drive consequences that drivers would most
worry about happening to them were related to legal implications. These were a
BMRB Report THINK! Post Drink Drive February 2009 37
prison sentence, chosen by just over a third (36%) drivers who drink alcohol,
followed by a 12 month driving ban (16%). The possibility of gaining a criminal
record was stated by 11%, while 7% were most likely to worry about a £5,000
fine. There has been no change in any of these in the most recent wave, in
particular the worry of getting up to six months imprisonment (a new message in
the Christmas 2008 campaign) has not changed, but the increase recorded
between September 2007 and July 2008 has been maintained.
Of the more personal consequences, the one which most drivers were most likely
to worry about was losing their job (16%). One in twenty (6%) said they would
be most worried about their family or partner being disappointed. This has
remained stable since January 2008 (4%), but is lower than in September 2007
(10%). The proportion of drivers who were most likely to worry about a dramatic
change in their lifestyle has been gradually falling, from 10% pre campaign in
July 2007, down to 3% in January 2009.
In line with previous waves, only a handful of drivers were most likely to worry
about a drink drive conviction being recorded on their licence for 11 years, their
insurance cost increasing or having to sell their car.
Chart 6g: Consequences of drink driving most likely to worry about (prompted) –
young male drivers vs. all drivers
35%
6%
22%
17%
12%
1%
2%
36%
16%
16%
11%
7%
6%
3%
1%
1%
1%
Young male drivers Jan-09
All drivers Jan-09
Getting up to 6 months imprisonment
Your insurance cost increasing
Getting a 12 month driving ban
Getting a criminal record
Losing your job
Disappointing your family/partner
Your lifestyle changing dramatically
Getting up to a £5,000 fine
Base: Jan 09 - All drivers aged 18+ who drink alcohol (1,038), Young male drivers (67)
Your drink driving conviction would be recorded on your licence for 11 years
Having to sell your car
BMRB Report THINK! Post Drink Drive February 2009 38
BMRB Report THINK! Post Drink Drive February 2009 39
As with all drivers, young male drivers were most likely to worry about getting up
to six months in prison as a result of being caught drink driving (35%, in line with
all drivers). Although younger drivers were most likely to worry about this (44%
of 18-29s compared with 35% of those aged 30 and over), more women tended
to worry about it than men (42% compared with 32%).
Young male drivers were more likely than all drivers to worry about losing their
job (22% compared with 16%), getting a criminal record (17% compared with
11%) and getting up to a £5,000 fine (12% compared with 7%). They were less
likely to worry about getting a 12 month driving ban (6% compared with 16%)
and disappointing their family or partner (1% compared with 6%).
APPENDIX A: Sample Profile
Driving status
In order to identify drivers, all respondents were asked whether they drove a car,
van or motorcycle at least once a month.
Chart A1: Driving Status
14%
8%
2%
2%
1%
57%
9%
5%
1%
32%
77%Yes - car/van mainly forleisure use
Yes - car/van equally forwork/leisure use
Yes- car/van mainly forwork use
Yes - motorbike mainlyfor leisure use
Yes - motorbike equallyfor work/leisure use
Yes - motorbike forwork/business use
No don't drive nowadays
Young male drivers
All respondents
Base: All respondents (2,005), Young Male Drivers (91)
#
#
Two thirds (68%) of respondents were drivers. This is in line with previous waves
of research. Over half (57%) of all respondents drove a car mainly for leisure use.
One in ten (9%) used a car or van equally for work and leisure use, and 5%
drove a car or van mainly for work.
As at previous waves, men were more likely than women to be drivers (76% of
men drove compared with 60% of women), as were those in the higher social
grades (77% of ABC1s drove, compared with 57% of C2DEs).
Amongst young male drivers just over three quarters (77%) drove a car or van
mainly for leisure, around one in six (14%) drove a car or van equally for work
and leisure use and a further one in ten (8%) drove a car or van mainly for work.
BMRB Report THINK! Post Drink Drive February 2009 40
Drinking alcohol out of the home
All respondents aged 18 and over were asked how often they drank alcohol at a
friend’s house, in a pub, club, or restaurant.
Chart A2: Frequency of drinking alcohol out of the home
12%
22%
18%12%
18%
10%
7%
Base: All respondents aged 18 years and above (1,952)
About once a month
Less than once a month
Two or three times a month
About once a week
More than once a week
Never drink alcohol
Never drink away from home
10%
21%
6%
11%
30%
17%
5%
Base: Young male drivers aged 18-29 years (86)
Never drink away from home
About once a month
Less than once a month
Two or three times a month
About once a week
More than once a week
Never drink alcohol
BMRB Report THINK! Post Drink Drive February 2009 41
BMRB Report THINK! Post Drink Drive February 2009 42
Seven in ten (70%) respondents aged 18 and over drank alcohol away from
home and two in ten (22%) answered that they did not drink at all. A minority
(7%) said that they never drank alcohol away from home.
Two in ten (18%) drank alcohol about once a week, with one in ten (10%)
drinking more than once a week. One in four (24%) drank one to three times a
month, and 18% less than once a month.
Men were more likely to drink out of the home (76% compared with 65% of
women), as were those in the higher social grades (77% of ABC1s compared with
62% of C2DEs). Those aged 45-54 were more likely to drink out of the home
than those in other age groups (78% compared with 69%).
Two in ten (21%) young male drivers never drank alcohol, and one in twenty
(5%) never drank out of the home. Half (47%) drank once a week or more often,
just over one in ten (11%) drank two or three times a month, 10% about once a
month and 6% less than once a month. Young male drivers, therefore, were more
likely to drink more frequently when compared with all respondents (47%
compared with 28% drinking once a week or more often).
Commercial radio listenership
Commercial radio listenership is shown in Chart A3.
Chart A3: How often listen to commercial radio
39%
11%7%
44%
More than 15 hours a week
5 to 15 hours per week
Less than 5 hours a
week
Do not listen to
commercial radio
Base: All respondents (2,005)
45%
16%
9%
29%
More than 15 hours a week
5 to 15 hours per week
Less than 5 hours a
week
Do not listen to
commercial radio
Base: Young male drivers (95)
BMRB Report THINK! Post Drink Drive February 2009 43
BMRB Report THINK! Post Drink Drive February 2009 44
Over four in ten (44%) respondents did not listen to commercial radio stations.
Four in ten (39%) were defined as light listeners (less than 5 hours per week),
11% were medium listeners (5 to 15 hours) and 7% were heavy commercial
radio listeners (more than 15 hours per week).
Men were more likely to listen to commercial radio than women (61% compared
with 51%), as were those aged 54 and under (66% compared with 38% of those
aged 55 and over).
Young male drivers were more likely to listen to commercial radio than the
general population (71%, compared with 57% of other drivers and 56% of all
respondents). One in ten (9%) young male drivers listened to more than 15
hours per week (heavy listeners), one in six (16%) were medium listeners (5-15
hours per week), and just under half (45%) were light commercial radio listeners,
listening to 5 hours or less a week.
BMRB Report THINK! Post Drink Drive February 2009 45
APPENDIX B – Sampling Method
The sampling technique used in this survey is a tightly controlled form of random
location sampling developed within BMRB, and is the basis of most consumer
surveys which BMRB conducts.
The aim of random location sampling is to eliminate the more unsatisfactory
features of quota sampling without incurring the cost and other penalties involved
in conducting surveys according to strict probability methods.
One of the principal advantages of probability techniques of sampling is that
selection of respondents is taken from the hands of interviewers. In conventional
quota sampling, on the other hand, interviewers are given quotas to fill, usually
from within specified administrative areas. When, for example, an interviewer is
asked to complete a quota of AB respondents, she will tend to go to a part of the
district where she knows such individuals to be available. AB individuals living in
mixed social class areas will have little chance of inclusion. This and similar
defects lead to biases which are concealed by superficial agreements between
sample profiles and accepted standard statistics.
The principal distinguishing characteristic of random location sampling, as
operated by BMRB, is that interviewers are given very little choice in the selection
of respondents. Respondents are drawn from a small set of homogenous streets,
selected with probability proportional to population after stratification by their
ACORN characteristics and region. Quotas are set in terms of characteristics
which are known to have a bearing on individuals' probabilities of being at home
and so available for interview. Rules are given which govern the distribution,
spacing and timing of interviews.
The sample of areas takes as its universe all sample units (groups of Census 2001
Output Areas, on average, 300 households) in Great Britain. Output areas are
stratified in the following manner:
(i) Standard Region
(ii) Within Standard Region - by Acorn type
(iii) Within Standard Region by County and ITV Region
Thus, the design is single stage, using direct selection of appropriate groups of
Output areas, rather than taking streets at random from larger units such as
wards or parishes.
BMRB Report THINK! Post Drink Drive February 2009 46
APPENDIX C: Weighting Procedures
The data are weighted to ensure that demographic profiles match those for all
adults in Great Britain aged 15 or over. A rim weighting technique is used in
which target profiles are set for eight separate demographic variables. The
computer system then allocates a weight to each individual such that the overall
composition of the sample is balanced in terms of the targets set.
The actual weights applied thus vary slightly between surveys; precise figures for
specific cases are available from BMRB if required.
Target Weights Applied
Sex 1
%
Men 48.55
Women without children 32.65
Women with children 18.80
Sex 2
%
Men working full time 25.63
Men not working full time 22.92
Women working at all 24.08
Women not working at all 27.37
Age within Sex
Men Women
% %
15-24 8.16 7.77
25-34 7.77 7.81
35-44 9.19 9.37
45-54 7.85 8.02
55-64 7.10 7.37
65+ 8.49 11.10
BMRB Report THINK! Post Drink Drive February 2009 47
Social Grade within Sex
Men Women
% %
AB 13.51 12.49
C1 13.44 15.91
C2 11.04 9.44
D 7.55 8.48
E 3.01 5.13
Standard Region
%
Scotland 8.68
North West 10.79
North 5.24
Yorkshire/Humberside 8.65
East Midlands 7.37
East Anglia 3.95
South East 19.52
Greater London 12.84
South West 8.80
Wales 5.08
West Midlands 9.08
(Source of profile data: BMRB Target Group Index, 2007 and NRS, 2007)
BMRB Report THINK! Post Drink Drive February 2009 48
APPENDIX D: Questionnaire
Question
A4
Do you drive a car, van or motorcycle nowadays, at least once a month?
Yes, a car or van mainly for leisure/personal use
Yes, a motorcycle mainly for leisure/personal use
Yes, a car or van for work/business use
Yes, a motorcycle for work/business use
Yes, a car or van equally for leisure/work use
Yes, a motorcycle equally for leisure/work use
No, don’t drive nowadays
DK
A3
How often, if at all, do you drink alcohol away from home, that is at a friend's house, in a pub, club or restaurant?
More than once a week
About once a week
Two or three times a month
About once a month
Less than once a month
Never away from home
Never drink alcohol
DK
DD11
Agreement with statement –
‘driving after having one or two drinks would make me more likely to have an accident’
Agree strongly
Agree slightly
Neither agree nor disagree
Disagree slightly
Disagree strongly
DD11 Agreement with statement –
‘if I were to drink and drive I would be likely to get caught by the police’
Agree strongly
Agree slightly
Neither agree nor disagree
Disagree slightly
Disagree strongly
BMRB Report THINK! Post Drink Drive February 2009 49
R1b Agreement with statement –
‘it is safe to drive after one drink’
Agree strongly
Agree slightly
Neither agree nor disagree
Disagree slightly
Disagree strongly
R1
Agreement with statement –
‘it is safe to drive after two drinks’
Agree strongly
Agree slightly
Neither agree nor disagree
Disagree slightly
Disagree strongly
R3
On a scale of 1 to 5, where a score of 1 means you think the behaviour is fairly acceptable and a score of 5 means it is extremely unacceptable, how acceptable do you think it is for people to drive after drinking two pints?
1 Fairly acceptable
2
3
4
5 Extremely unacceptable
(DK)
NDD2 If you were to be caught drink driving, how likely do you think it would be that each of the following would happen?
Very likely, fairly likely, not very likely, not at all likely, don’t know
You would get up to a £5000 fine.
You would get a 12 month driving ban
You would get up to 6 months imprisonment
You would get a criminal record
It would be harder to get a job or keep your job
Your insurance cost would increase
You would have to sell your car
My family/partner would be disappointed
Your lifestyle would change dramatically
'Your drink driving conviction would be recorded on your driving licence for 11 years'
BMRB Report THINK! Post Drink Drive February 2009 50
NDD3 And which of the following would you be most likely to worry about happening?
Getting up to a £5000 fine.
Getting a12 month driving ban
Getting up to 6 months imprisonment
Getting a criminal record
Losing your job
Your insurance cost increasing
Having to sell your car
Disappointing your family or partner
Your lifestyle changing dramatically
'Your drink driving conviction would be recorded on your driving licence for 11 years'
Other (specify)
BMRB Report THINK! Post Drink Drive February 2009 51
DD1
Can I just check, have you seen or heard anything about drinking and driving in any of these ways?
01: National newspaper
02: Local newspaper
03: TV advert
04: TV plays\soaps
05: TV news
06: Other TV programmes
07: Radio advert
08: Radio programme
09: Magazine
10: Cinema
11: Poster on bus
12: Poster hoarding
13: Indoor poster
14: Signs at garages\service areas
15: Road signs
16: Through the internet\a website
17: Leaflet\booklet picked up
18: In the post\through the letterbox
19: At school
20: In the pub\beermats
21: On backs of lorries
22. Posters in pub toilets
23: Other (specify)
(None of these)
(DK)
KYS2 What do you remember about the publicity and advertising for drinking and driving?
PROBE: What else?
PROBE FULLY
OPEN ENDED – FULLY RECORD VERBATIM
DD3
SHOW ‘MOMENT OF DOUBT’ TV AD (30 SECS)
Have you seen this advertisement on TV?
Yes
No
DK
BMRB Report THINK! Post Drink Drive February 2009 52
DD7
Here are some things that other people have said about the advert I have just shown to you. Which of these do YOU personally feel about the advert? Please mention all that you agree with.
RANDOMISE ORDER
01: It told me something new
02: I'm tired of seeing it
03: It made me think about my own driving
04: It's aimed at people like me
05: I found it confusing
06: I found it irritating
07: It has made ME drive more carefully
08: It made me think about my own drinking
09: It sticks in my mind
10: It is the sort of ad I would talk about with other people
11: I like this ad
12: It made me think about the range of consequences of drink driving
13: It made me think about the impact that drinking and driving could have on my lifestyle
14: It made me think about the dangers of driving even after a small amount of alcohol
15: It will make me think twice before I drink and drive
(None of these)
(DK)
R1a
PLAY ‘NEW: CELL’ radio ad
Have you heard this advert on the radio?
Yes
No
DK
R2
What do you think was the main message of the radio advert which I have just played to you?
(open ended – record verbatim)
R3 What thoughts or feelings, if any, occurred to you when you heard this ad?
OPEN ENDED - Probe: What else?
BMRB Report THINK! Post Drink Drive February 2009 53
NEW POSTER 1
SHOW NEW IN DOOR POSTER AD 1 – LOCKED IN
Have you seen this poster recently?
Yes
No
Don’t know
MA1 How often do you listen to commercial radio stations? By that I mean radio stations that play adverts.
Do not listen to commercial radio
Less than 5 hours a week
5-15 hours a week
More than 15 hours a week
(DK)
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