THINK! Child road safety campaign:Tales of the Road

Using MAST (Road Safety Analysis tool) to inform development of campaign strategy

At the beginning…

• Policy outlined a clear brief for the Tales of the Road campaign:

− To reach higher risk groups using a reduced budget

• The task therefore was:

1. To identify hotspot regions which have higher than average casualty rates among 6-11 year olds, so that activity could be targeted to those areas and groups of people.

2. To develop a cost efficient campaign solution that will engage with the target group effectively while keeping costs to a minimum.

Using MAST to achieve these tasks…

http://www.roadsafetyanalysis.org/

MAST links STATS19 data to MOSAIC consumer profiles using postcodes. This allowed us to identify groups in society who are most at risk on the roads.

− For the Tales of the Road target group of 6-11 year olds, MAST identified MOSAIC groups D, F, G and H as having the highest pedestrian casualty rates, by volume and propensity.

How?

MAST then allowed us to match each group to the relevant MOSAIC profile so that a typical profile / description of that person can be built.

− MOSAIC profiles consist of the following data to give a really comprehensive overview of that person:

− Demographic

− Socio-economic and (product / media) consumption patterns

− Financial measures

− Property characteristics

− Property value

− Location

Source: MAST/Mosaic 2009

The MOSAIC profiles of groups D, F, G and H, identified as having the highest 6-11 pedestrian casualty rates, by volume and propensity, were as follows:

Groups D:

Low income families living in cramped Victorian terraced housing in inner city locations

Communities of lowly paid factory workers, many of them of South Asian descent

Source: MAST/Mosaic 2009

Group G:

Families, many single parent, in deprived social housing on the edge of regional centres

Group F:

Young families living in upper floors of social housing

Location: NW, West Midlands, Yorkshire and NE had the highest concentration of group D, F, G and H residents and

casualty rates for 6-11 year olds

Campaign solution / engagement strategy: Overall learnings combined showed that only certain media channel would work to engage children in higher risk groups, and that real world interventions would be most appropriate

•Key features:•Low income•Families•Small towns•Children•Heavy TV viewing•Council housing•Heavy drinkers/smokers

•Key features:•Low income•Families•Small towns•Children•Heavy TV viewing•Council housing•Heavy drinkers/smokers

• Communication:• Receptive:

•TV•Telemarketing•Community centres•Tabloids

•Unreceptive:•Internet•Magazines•Broadsheets

• Communication:• Receptive:

•TV•Telemarketing•Community centres•Tabloids

•Unreceptive:•Internet•Magazines•Broadsheets

TV

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Real world “community” intervention (i.e. football clubs & community trusts / foundations)

Real world “community” intervention (i.e. football clubs & community trusts / foundations)

Loca

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OnlineOnline

Lower risk

audienceLow

er risk audience

Higher risk

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igher riskaudience

A two strand approach with online bridging the two was recommended to the ERG

Blackburn with Darwin

Leeds

Sunderland City

Sandwell

Campaign following ERG approval

Safe Place to Cross toolkit

Support activity• Road safety competitions (prizes: animation studio visits, penalty

shoot-out with mascots, match day tickets, meeting players etc)

• TV commercial and posters on match days

• Launch events (photographs and interviews generated for media coverage)

• School exercise books, distributed nationally, Jan-11