speed campaign ‘went too fast, gone too...
TRANSCRIPT
Speed campaign ‘Went too fast, gone too soon’
Jan Vandaele
Challenge and goals
‣ In Belgium, driving over the speed limit causes around 250 deaths every year, making it the number one traffic mortality cause.
‣ Nevertheless, speeding is still considered a socially acceptable act: more than 63% of Belgians feel it is OK to drive beyond speed limit.
‣ BRSI wanted to increase awareness of the consequences of speeding and actively engage people in public debate on the topic.
‣ BRSI wanted a peer-to-peer approach to influence the social norm because loved ones have more influence and impact on people;
Flash Marathon
Media attention launch
Media attention results
Results – Flash marathon
‣ Recall: 71.8%
‣ Opinion/appreciation:
‣ 57% = pro 2e edition (22% contra & 21% no opinion)
‣ 70% = pro participation in road safety policy
‣ Flash marathon: only 14.5% did not change his/her speeding behavior, while33% did (25.5% never exceeds the speed limits & 27% did not drive that day)
‣ 400,000 vehicles controlled via 500 mobile radars: 15,000 people flashed
‣ Flash marathon was elected ‘Word of the Year 2014’ in Flanders
7
Results – Flash marathon
12,9%
18,1%
11,8%
10,7%
19,6%
21,0%
27,3%
25,2%
28,4%
25,0%
Submit location
Flash marathon
% respondents (score: 1 – 5 stars )1 2 3 4 5
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Results – Reach & Recall
‣ Total exposure = 82.4% (25-30 years) - 78,5% (18+)
‣ Recall billboards: 53.6%
‣ Recognition media
68%
32%
billboards
49%
44%
7%
video
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Appreciation – Image (7-points scale) 25-30y driversTOP
67%
65%
47%
52%
42%
45%
34%
16%
29%
2%
30%
3%
5%
6%
5%
5%
48%
6%
4%
4%
10%
5%
23%
6%
5%
6%
11%
10%
13%
9%
16%
17%
6%
12%
13%
8%
6%
15%
9%
11%
16%
20%
36%
32%
13%
20%
16%
19%
21%
22%
26%
21%
23%
17%
26%
26%
33%
34%
29%
30%
24%
28%
19%
10%
19%
18%
34%
31%
18%
22%
18%
17%
14%
5%
10%
12%
understandable
clear
striking
attracts attention
convincing
successful
original
pretty
modern
funny
shocking
not at all definitely
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Appreciation – Message (7-points scale) 25-30y driversTOP
66%
66%
53%
40%
45%
33%
53%
31%
27%
51%
30%
36%
34%
30%
1%
3%
3%
4%
7%
6%
6%
6%
5%
4%
5%
8%
47%
4%
3%
4%
4%
6%
8%
5%
5%
6%
20%
5%
6%
7%
10%
13%
6%
10%
12%
6%
12%
8%
10%
15%
13%
10%
7%
12%
35%
13%
19%
13%
22%
31%
15%
22%
29%
21%
22%
16%
13%
15%
23%
16%
25%
24%
25%
25%
17%
21%
27%
19%
24%
23%
3%
35%
37%
31%
26%
29%
22%
31%
21%
16%
29%
19%
20%
20%
18%
30%
30%
22%
15%
16%
11%
23%
11%
11%
21%
10%
16%
13%
11%
understandable
clear
credible
realisable
convincing
motivating
realistic
appealing
relevant
attracts attention
informative
annoying
shocking
frightening
funny
not at all definitely
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Appreciation – Video (7-points scale) 25-30y driversTOP
63%
68%
65%
57%
38%
7%
66%
34%
53%
46%
5%
3%
2%
3%
4%
6%
18%
3%
3%
4%
6%
28%
2%
1%
1%
0%
3%
15%
0%
6%
1%
1%
19%
5%
6%
3%
6%
9%
18%
3%
5%
6%
7%
18%
11%
10%
9%
13%
25%
30%
13%
22%
12%
13%
18%
16%
13%
19%
20%
20%
13%
15%
29%
25%
27%
11%
29%
31%
26%
28%
24%
3%
30%
23%
25%
26%
4%
34%
37%
39%
29%
14%
4%
36%
12%
28%
20%
1%
understandable
striking
attracts attention
convincing
successful
recognisable
original
informative
shocking
frightening
amusing/fun
not at all definitely
‣ intention of young drivers torespect speed limitations & todrive slower
‣ social acceptation of speedingin young drivers
‣ positive attitude towards legalspeed limitations in young drivers
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Success of this campaign (primary target group)
mainly: intentions post = pre
‣ Intention not speeding 68%
‣ intention to scold a speeding driver
‣ “how likely to speed in the next month”
social acceptation pre = post
significant decrease of positive
attitude towards speeding
‣ % young drivers who report respecting the speed limitations on highways
‣ risk perception of speeding in young drivers
‣ Strong concept (reach, recall & appreciation)
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% respect 120km/h post = pre
Risks are known (> 70%)
Risk perception post > pre
Total exposure 82.4%
Image, message & video are mainly easy tounderstand & they attract attention
Success of this campaign (primary target group)
Awards
The creativity and effectiveness of the campaign has already been rewarded at different international festivals:
‣ Eurobest 2014: 1 Silver (in PR) and 3 Bronze (1 in Press and 2 in Media);
‣ Cannes Lions 2014: 4 shortlists (2 Media, 1 PR, 1 Promo & Activation);
‣ ‘Golden Cub’ 2014: best Belgian film at Cannes Lions 2014;
‣ Festival Mondial du Film de Sécurité Routière 2014: Best Documentary;
‣ European Road Safety Film Awards 2015: Best Documentary;