CREATING A NEW BEHAVIOURAL CAMPAIGN DIRECTION TO ADDRESS SPEEDING IN WESTERN AUSTRALIA

Transcription

1 ENJOY THE RIDE CREATING A NEW BEHAVIOURAL CAMPAIGN DIRECTION TO ADDRESS SPEEDING IN WESTERN AUSTRALIA Roger Farley, Director Strategic Communications, Office of Road Safety 29 th August 2013

2 The Job Every 5% decrease in average speed, leads to approximately a 10% decrease in all injury crashes and a 20% decrease in fatal crashes Imagine the possibilities

3 Previous Speed Communication Direction

4 1 in 2 young males (17-34 years) feel their life is hectic Q: My life is 1. Hectic 5. Relaxed 2. Complicated 6. Stable 3. Exhausting 7. Balanced 4. Pressured 8. Content HECTIC (35%) MIXED (29%) RELAXED (36%) Male: % 19% 32% Female: % 42% 20% Male: % 25% 38% Female: % 36% 22% Male: % 17% 69% Female: % 25% 46% Metro 35% 30% 35% HECTIC People who describe their life only with one or more words 1-4 MIXED People who describe their life with a mix of words 1-8 RELAXED People who describe their life only with words 5-8 Regional 38% 21% 41%

5 People who lead a hectic life are the most likely to drive over the posted speed limit % of WA population which supports the theory that the way we live affects the way we drive. Almost all the time Sometimes Never All people Hectic Mixed Relaxed Q14. In the last two months how often have you driven over the speed limit by 6kph or more?

6 Only a small percentage of people make the connection between lifestyle and their driving Those with hectic or busy lives What areas are negatively affected? The amount of exercise you do The amount or type of food you eat The time you spend with your family The way you drive on the road None of these are impacted negatively What would benefit if you slowed down? The amount of exercise you do The time you spend with your family The amount or type of food you eat The way you drive on the road Other None of these would apply to me % of those with a hectic or busy life QS8. In your situation, are any of the following impacted negatively by having a busy or hectic life? n=291 QS10. If you did slow down your daily life, which of the following areas do you think would benefit? n=291

7 The Message and Target Group Consolidated Based on the key insight that... the way we drive is a symptom of the way we live the campaign was developed by taking a holistic approach to the issue of speed on our roads and in our day-to-day life.

8 Objectives for Long-term Behaviour Change Raise the issue - Present the bigger life is too fast picture - Create a broader sense of ownership/endorsement Personalise the behaviour - Draw the link between this issue and people s behaviour on the road - Encourage them to consider their own speeding behaviour Shift attitudes - Get people to see their vehicle as a sanctuary and an opportunity to reclaim one part of their fast worlds Change behaviour - Demonstrated shift of behaviour on our roads

9 Intro Phase 1 March 2011 Phase 2 4 weeks Phase 3 16 weeks Mapping the Way Forward Establish the problem We are speeding and its unhealthy Address the problem Slow down in all aspects of life Provide solutions Slow down on our roads A Slow breakfast themed event, to be launched by the Minister for Road Safety with key stakeholders and business leaders to be invited. Highlight the issue of speed and the need to slow down. Key note speak Carl Honore. Play the Enjoy the Ride video Hand out Enjoy the Ride coffee table book to stakeholders Enjoy the Ride website launches. (Topics health, lifestyle, planning & the environment, eating, business and driving (road safety) Launch Escape Speed TVC (30 sec) and supporting campaign begins. All campaign materials are tagged Enjoy the Ride with the web address to be used as the call to action. Road-block on television of the Enjoy the Ride video shown on major stations. Escape Speed campaign commences A detailed proactive and reactive PR strategy developed and prepared. Community and stakeholder events and experiential activity. Slow vs. Fast TVC (30 sec) and supporting campaign begins. All campaign materials are tagged Enjoy the Ride with the web address to be used as the call to action. Radio, outdoor and experiential support the campaign. Radio promotion.e.g. Slow life coach. Enjoy the Ride solutions and webisodes commence. Website to be driven by user content. This forms one part of the pro-active actions to manage public dialogue and debate. Public relations strategy: Community member spokesperson (directly affected by speed) to provide a balanced argument Website Community events.

10 The Transition Approach from Fear to Benefit This campaign presents the benefits of slowing down instead of threatening the public about the negative consequences of speeding. It is important to note however, that enforcement campaigns continue to be run targeting those habitual speeders and high end speeders.

11 Selling The Campaign Concept Major Stakeholders: Road safety Council Government Key influencers Government Media Office Critical Interested Agencies The launch of the campaign was critical and pivotal to set the scene.

12 Components of the Campaign 3 Minute TVC (TV, cinema, you tube, web various) Global expert, The Godfather of the Slow Movement 2 x 30-second TVC s (at launch phase) Radio Coffee table Book for key influencers Posters Dedicated Website covering many slow movement topics

13 The Role of Advocacy A Consolidated Message

14 The Role of Advocacy A Consolidated Message

15 The Consumer Conversation - Website

16 The Consumer Conversation - facebook

17 The Consumer Conversation - YouTube

18 Posters

19 The Response Industry mumbrella Ad of the Month, March 2011 Ads of the World Ad of the Month, March 2011 Best Ads Best Ad, March 2011 Campaign Brief Ad of the Month Creative Circle Nomination Interactive Advertising Bureau (IAB) - Best Branded Content IAB - International Mixx Awards

20 Did it Work? There is a five year plan of ongoing evaluation and development planned for Enjoy the Ride. Main research objectives are to assess the recall and performance of campaign on metrics including believability, relevance, engagement, attitudinal and behavioural impact. Based on the qualitative phase a segmentation approach was used to examine the data from this research based on the three groups of Hectic, Mixed and Relaxed.

21 Specific Findings for the Hectic Segments Higher prompted on-line recall Higher recall of unprompted Enjoy the Ride messages Significantly less confident after seeing the advertisement compared to relaxed segment Higher message take-out of: Hurrying won't get you there any faster / you'll still get to your destination However, less likely to make them think that I should slow down when I m driving Less likely to agree that the campaign convey the message that speeding is a serious problem on WA roads

22 Summary Overview of the Research Findings 3 months The percentage of drivers who report they never speed at 1 5 kph has increased (from 10% to 16%) Self reported speed compliance has improved among people classified as leading hectic lifestyles (from 30% to 42%) Over 25% of people who recall seeing or hearing advertising about speeding could accurately refer to the tag line of Enjoy the Ride. The key messages of the campaign were well understood (51% hectic and 49% of relaxed groups) Post campaign exposure, just over half the respondents acknowledge the advertisements make them think they should slow down when driving. One third of respondents cite they are more likely to drive to the posted speed limit after seeing the advertisements

23 Summary of Campaign Awareness: 2 Years on The campaign has managed to reach 72% of the WA community both of the current TVCs were seen by over half of the community. TARPS Achieved = 3735 Net Campaign Awareness (Prompted) 72% Prompted Awareness of Enjoy the Ride TVC 56% Metro Regional Remote 55 % 55% 61% 61% Prompted Awareness of Escape the Speed TVC 55% 53 % 53% 63% 58% Prompted Awareness Escape the Speed 3 min Version 39% 39 % 39% 48% 34% Prompted Awareness of Radio Ad 29% 26 % 26% 42% 38% Net campaign awareness defined as those who have seen or heard at least one of the following ads: TVC1, TVC2 TVC3 or radio. Base: General Public Regional and Remote WA residents (n=607)

24 Significant Impact of Cinema Seen TVC only Seen TVC & Cinema Driving 5-9kph over limit on WA roads is a problem/major problem 40% 54% Community unacceptability Agree/strong agree one way of slowing down your life is to driving within the speed limit 53% 43% 66% 64%

25 The ETR campaign has reached all segments, including those who admit to speeding.

26 Unprompted message take out is EXTREMELY strong with 93% of people correctly describing the key messages of the campaign.

27 The ETR campaign has increased the perceived risk of crashing in a built up area if speeding by 5kph or more. However, it has not significantly shifted attitudes towards the slow down ethos.

28 ETR TVC: Message Take out The main messages of slow down and enjoy the ride of the campaign are being clearly communicated. What do you think these ads are trying to say? Net correct message take out: 93% QAD5. What do you think these ads are trying to say? Base: All respondents (n=607)

29 ETR Campaign Impact on Attitudes The ETR campaign had some impact on increasing the perceived risk of crashing when driving 5+kph over the speed limit in a 60kph zone, and that an accident at 70kph is a lot more severe than one at 60kph. However, it did not significantly increase perceptions that driving is a time to relax or that driving within the speed limit is a way to slow down your life these perceptions are similar amongst those who have and haven t seen the campaign. How likely is it that you would be able to avoid a crash in a built up area with a 60 kph speed limit if you were driving at the following speeds Would you say that speeding is. To what extent do you agree or disagree with the following (% agree show) Not seen campaign Seen ETR campaign Base: Seen ETR campaign prompted (n=443), not seen campaign (n=164)

30 Speeding Behaviour: Metro vs Regional The proportion of WA drivers admitting to speeding has declined in both metro and regional/remote areas. Metro Admit to Speeding 73% 80% 74% Regional & Remote % 79% 72% QG1 Which of these statements best describes you? Base: have a licence (Metro n=1050, Regional n=1287); (Metro n=2140, Regional n=1198) based on Aug08-Nov08. QSP101 Which of these statements best describes you as a driver? Base: have a licence. (Metro n=383 Regional & Remote n=202)

31 Level of Speeding: Statewide Only 2% drive over the limit by an average of 10kph. There is a fairly even proportion of speeders who drive 5-9kph over the limit versus 1-4kph over the limit. These results have been consistent over the last 5 years. Always keep to the speed limit QSP102. When you drive over the speed limit, by how much would you do so on average? Base: licence holders (n= 585) *Slight wording/scale change in 2013 to align with new strategy

32 Key Insights The community feels there is a stronger police presence on roads, but they don t think it is likely a driver will be booked for low level speeding. This could be based on their own experiences.

33 Key Insights Enjoy the Ride (Behaviour) Awareness is strong for the ETR campaign and the community understands its messages. ETR is having an impact on attitudes towards slowing down, and it does well in resonating with low-level speeders.

34 The Future?

35 Thank You, and...