think! road safety campaign...

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: [email protected]

Part of BMRB Limited (British Market Research Bureau) BMRB/HA/SK/45107727

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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.


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


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.


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


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


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


(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).


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 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)


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



All respondents July 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


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



All respondent Jul 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



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.”


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%).


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


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)


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


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


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.


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


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


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


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


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)



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).


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).


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)



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



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


Jan-09

Jul-08

Jan-08

Sep-07

Jul-07


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%).


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


Jan-09

Jul-08

Jan-08

Sep-07

Jul-07


Jan-09

Jul-08

Jan-08

Sep-07

Jul-07


%

You would get a criminal record


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


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


Jan-09

Jul-08

Jan-08

Sep-07

Jul-07


Jan-09

Jul-08

Jan-08

Sep-07

Jul-07


%


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%


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


Jan-09

Jul-08

Jan-08

Sep-07

Jul-07


Jan-09

Jul-08

Jan-08

Sep-07

Jul-07


Jan-09

Jul-08

Jan-08

Sep-07

Jul-07


%

You would have to sell your car

Up to 6 months imprisonment

Up to £5000 fine


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).


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


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%


All drivers Jan-09



Getting a 12 month driving ban


Losing your job

Disappointing your family/partner


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




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.


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



About once a week


Never drink alcohol



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%


5 to 15 hours per week

Less than 5 hours a

week

Do not listen to

commercial radio

Base: Young male drivers (95)



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.


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.


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


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)


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?


About once a week


About 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


Disagree slightly

Disagree strongly


R1b Agreement with statement –

‘it is safe to drive after one drink’

Agree strongly

Agree slightly


Disagree slightly

Disagree strongly

R1

Agreement with statement –

‘it is safe to drive after two drinks’

Agree strongly

Agree slightly


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'


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



Losing your job



Disappointing your family or partner


'Your drink driving conviction would be recorded on your driving licence for 11 years'

Other (specify)


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


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?


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


(DK)

think! road safety campaign...

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