THINK! and behaviour change. November 2013

Transcription

1 THINK! and behaviour change November 2013

2 The Road Safety Challenge Long standing priority 1 st speeding conviction 1896 Driving test introduced 1935 Seatbelt introduced 1967 Impressive road safety record By 2000 the UK had the safest roads in the world But Crashes still at unacceptable level 2000: Ten year target to reduce them 2011 Published Strategic Framework for Road safety

3 Road Safety strategy: the 3 E s Engineering Enforcement Education

4 THINK! was designed to work in three ways ISSUES Drive efficiency by creating coherence around previously separate road safety issues INDIVIDUALS Prompt personal reappraisal of poor road safety attitudes and behaviour STAKEHOLDERS Galvanise road safety stakeholders around a common cause

5 THINK! has significant influence on road users 87% Of people are aware of THINK! 76% Agree when I see something with THINK! on I trust it 59% Agree THINK! makes a difference to safety on our roads Source: TNS-BMRB Aug 2013

6 The THINK! campaign development process Insight & Scope proposition Campaign development Desk research and stakeholder day to understand problem and audience Strategic research with audience Test propositions Set campaign objectives Develop messages and creative Creative testing Media planning 4 5 Implementation Evaluation Production Media buying PR, partner and digital plans Measure results Review and refine

7 Seatbelts

8 Changing attitudes and creating new habits Educating people to the dangers Embedding new habits

9 Legislation and education had been effective for front seatbelts but rear seat belt wearing was still a problem Despite legislation in 1991, only 50% buckled up in the back By the 90 s over 90% of people wore a seatbelt in the front

10 So we reframed the issue from a personal choice to a selfish one Creative Idea If you don t wear a seatbelt in the back of the car, you could kill the person in front of you

11 The campaign was very effective in changing attitudes and contributed to changed behaviour Measure Agree it is extremely unacceptable not to wear a rear seat belt All drivers Pre campaign 65% 93% All drivers Post campaign Rear seatbelt wearing rates Julie campaign Source: BMRB Think! Annual tracking survey 2007

12 Drink drive

13 Years of ads showing the deadly consequences of drink driving created powerful new social norms

14 Confronting drivers in denial Even a quick drink can have terrible consequences Tackling the excuses used to justify a drink Showing the personal consequences to you if caught

15 Salience making it relevant at the point of decision

16 The campaign has achieved significant shifts in attitudes and casualties have continued to fall KPI Pre % change Agreement its extremely unacceptable to drive after two pints Agreement that being caught drink driving would change my life dramatically 51% 60% +9% 73% 87% +14%

17 Speed

18 When is speeding, speeding? Driving a little over the limit wasn t seen as speeding speeding happens on the motorway Drivers believed their ability could transcend risk Breaking 30mph limit was not perceived as socially unacceptable dropping litter is worse

19 Explaining why the limit is 30mph Previous campaigns aimed to show why there was a 30mph limit and the difference a few mph can make

20 Campaign evolved to engage emotions and bring the consequences of their actions much closer to home Creative Idea If you hit someone while speeding you will have to live with it.

21 THINK! Speed campaigns have had measurable benefits % THINK! HAS DRIVEN ATTITUDIONAL CHANGE TOWARDS SPEED % Male drivers under 35 disagreeing with the statement 30mph is too slow nowadays in a residential area It has driven attitudinal change It has contributed to behaviour change % Cars speeding on 30mph roads THINK!

22 THINK! has used a range of techniques to influence behaviour Changing attitudes Breaking negative and creating new (positive) habits Reframing the issue Creating new social norms Making it personally relevant Reminding at the point of decision Engaging emotionally

23 Our campaign evaluation model INPUTS - activity carried out OUTPUTS eg reach OUT-TAKES eg attitudes INTERMEDIATE OUTCOMES eg claimed behaviour OUTCOMES eg reduction in road casualties } Key performance indicators

24 Casualties have fallen and KPIs have been met but how do you isolate the impact of communications? Engineering Enforcement Education?

25 Econometric analysis proved the drink drive campaign has been effective In 30 years the campaign is estimated to have saved 2,000 lives and prevented 10,000 serious injuries, creating a value of 3bn to society.

26 What next for THINK!? Have completed a strategic review of THINK! to decide what we focus on how we communicate. What: exploring speed on rural roads, and failing to look properly at junctions. How: interested in creating triggers, continuous messaging and messages in situ. Thinking harder about proving effectiveness: using driving simulators, observational research, regional pilots, econometrics.