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Alcohol Interlocks Campaign Evaluation
8th December 2016
Client Contact:
Alisia Mumby – Campaign Project Officer
Prepared by:
Chris Batini – Principal
Alexandra Nolden – Account Executive
2
Presentation Agenda
Final Goal
3
7
18
34
48
61
Background & ObjectivesBackground, Research Objectives,
Methodological Notes
Respondent ProfileSample profile, Media exposure
57
2713
General AttitudesRoad Safety Issues
Self Reported BehaviourAlcohol Consumption, Drink
Driving
Unprompted Campaign
AwarenessDrink Driving Advertising
Prompted Campaign
RecognitionRecognition, Reach, Efficiency,
Message Take Out
Prompted Campaign
DiagnosticsBackground, Research Objectives,
Methodological Notes Prompted Vignette
Recognition
Key Takeouts
3
Background & Objectives
4
On the 24th of October 2016, Western Australia introduced an Alcohol Interlock Scheme, which applies to high-end and repeat drink drivers.
The aim of the Alcohol Interlock Scheme is to improve road safety.High-end and repeat drink drivers will have to install an alcoholinterlock to their vehicle(s) at their own cost. This technologyprevents them from starting the engine when their blood alcoholconcentration is higher than the prescribed 0.02% level.
The Road Safety Commission (RSC) ran a community educationcampaign on the legislation change with the purpose to makepeople aware of Alcohol Interlocks and the date that the legislationcomes into effect.
Painted Dog was commissioned to assess the effectiveness of thecampaign in terms of prompted awareness, understanding of keymessages as well as the impact on knowledge, attitudes andbehaviours of the target audience.
5
Research Objectives
The strategic aim of this research was to evaluate the Alcohol
Interlocks Campaign and inform the RSC about its effectiveness.
Measure the extent to which key messages are
conveyed and understood
Measure unprompted and prompted campaign
awareness
Determine the campaign’s impact on knowledge,
attitudes and behaviours
6
Methodological Notes
Approach
• Quantitative data for this
project was collected via an
online survey using an
established panel provider
• Campaign materials tested in
the survey included one 30
second TVC, three digital ads,
one radio ad and two vignettes.
• Fieldwork was conducted from
04 November 2016 to 17
November 2016
Sampling
• Total sample: n=473 (Perth
Metro: n=312, Regional:
n=105, Remote: n=56)
• West Australian drivers aged
17+
• Phone recruitment to online
completion was used for
respondents from Remote WA
and Regional WA to make sure
the sampling requirements
were achieved
Representativeness
• Soft quotas were applied
to age and gender to
ensure the sample is
representative of the total
population
• Hence, post-weighting of
the data was not required
Significance Testing
• Significant differences
between subgroups are
denoted by stars
• Significance is tested at
the 95% confidence
interval
7
Respondent Profile
8
95
3
3
42
17
8
18
7
7
9
15
15
14
18
12
20
12
18
20
30
Yes, a full motor vehicle driver’s …
Yes, a learner’s permit (L plate)
Yes, a provisional licence (P plate)
Working – full time
Working – part time
Student
Retired
Home duties
Other
Nil to $25,000
$25,001 to $50,000
$50,001 to $75,000
$75,001 to $100,000
$100,001 to $150,000
Over $150,000
SINKS
DINKS
Young families
Mature families
Empty nesters
Sample Profile
Base: n=473
49
51
66
22
12
12
16
17
20
17
19
Male
Female
Metro
Regional
Remote
17-24
25-34
35-44
45-54
55-64
65+
Gender:
Location (quota specified):
Age:
Working situation:
Household income:
Household composition:
Current WA driver’s licence:
9
Campaign activity in form of TV, Radio and Digital Advertising took place for six weeks from 18th
September 2016 to 31st October 2016.
10
With a share of 49% in advertising expenditure, TV was the main
media used for advertising the Alcohol Interlocks Campaign.
Radio and Digital held a share of 23% each in the media plan.
Media Exposure:Past 2 Months
Q: Over the past 2 months have you listened to any of the following: Radio stations / Visited any websites / Watched TV channels. Base: All Respondents n=473
Radio Exposure
31
28
27
22
11
8
5
4
3
3
36
Mix 94.5
Nova 93.7
Hit 92.9
96FM
6PR
Radio West SouthWest
Hot FM 94.5
Hot FM 95.7
Hot FM 96.5
Hot FM WA
None of the above
66
42
33
28
19
18
14
3
14
facebook.com.au
perthnow.com.au
realestate.com.au
thewest.com.au
carsales.com.au
watoday.com.au
nine.com.au
lifestyle.com.au/BetterHomes & Gardens
None of these
Website Exposure
62
62
53
49
45
36
35
31
26
26
16
3
12
Channel 7
Channel 9
Channel 10
7 Mate
SBS / SBS2
Gem
Go
GWN
Channel 11
WIN
Channel 1
West Digital
None of these
TV Exposure
Analytical note: Responses below 3% are not shown.
Metro TV and
Network 10 were the
main channels used
for the campaign.
The campaign was
aired on Mix 94.5 and
Hit 92.9 as well as
regional radio stations.
Key Digital Channels
for the campaign
were Facebook and
Nine Digital Network.
11
General Attitudes
12
Both unprompted and prompted, 6 in 10 mention Alcohol and Drink Driving as one of the biggest road safety issues in WA.
13
Biggest Road Safety Issues:Spontaneous
Alcohol and drink driving is the biggest road safety issue in WA
that was spontaneously mentioned by respondents.
Q1.1: What do you think are the biggest road safety issues in WA? Base: All Respondents n=473
Alcohol/Drink
driving
57%
Speeding
55%Inattention /
Lack of
awareness
17%
Drugs / Driving
under the
influence of
drugs
36%
Using-texting
on a mobile
phone
36%
Roads
(condition, more
roads /
overtaking lanes
/ cycle lanes / PT
lanes)
27%Attitude / Road
rage /
Impatience
24%Fatigue /
Driving tired
16%Traffic /
Congestion
14%
Road
Design
13%
Bad
drivers/Poor
driving skills
12%
Speed
(limits too
slow/too
fast)
12%Being
distracted
11% Don’t
follow rules
/ Ignore
road rules
11%
Young /
Inexper-
ienced
drivers
10%
Hoon
drivers /
Reckless
10%
Lack of
training /
education /
don’t know
rules etc.16%
Specific
manoeuvre
done poorly
(overtaking /
merging etc.)
15%
Analytical note: Responses below 10% are not shown.
14
0
20
40
60
80
100Alcohol / Drink Driving Speeding
Drugs / Driving under influence of drugs Using - texting on a mobile phone
Roads (Condition, more roads / overtaking lanes / cycle lanes / PT lanes)
Biggest Road Safety Issues (Top 5): Spontaneous
Significantly more females think that Alcohol and Drink Driving is
one of the biggest road safety issues in WA.
Q1.1: What do you think are the biggest road safety issues in WA? Base: All Respondents n=473
Age Gender Location
17-24 25-34 35-44 45-54 55-64 65+ Male Female Metro Regional Remote
15
Problems on WA Roads:Prompted
When prompted, Drink Driving is the second biggest problem
mentioned. Significantly more females and respondents from
Regional and Remote areas consider it a problem on WA roads.
Q1.2: In your opinion, how big a problem, if at all, are each of the following on WA roads? Base: All Respondents n=473
7
10
11
15
19
25
27
31
1
2
3
7
3
16
17
22
3
1
5
7
8
23
26
24
29
38
26
27
21
67
61
59
45
36
25
22
12
Driving while doing other things at the same time
Drink Driving
Driving under the influence of drugs
Speeding
Driver fatigue / driving when tired
People not wearing a seatbelt when travelling in a vehicle
The quality of WA roads
The safety of cars on our roads and their ability to protect occupants in a crash
1
Not a problem
2 3 5
A major problem
4
90%
87%
83%
74%
74%
51%
49%
33%
1%
2%
3%
10%
4%
21%
24%
30%
Net No Problem Net A Problem
Metro: 83%
Regional: 91%
Remote: 96%
Male: 81%
Female: 92%
16
Self-Reported Behaviour
17
Most respondents classify themselves as either occasional or light drinkers.
18
Self Reported Behaviour: Alcohol Consumption
Significantly more females are occasional drinkers, whereas
significantly more males consider themselves to be mostly light
and heavy drinkers.
Q2.1: At the present time, do you consider yourself to be mostly…? All Respondents Base: n=473
44%An occasional drinkerMale: 37%
Female: 50%
Metro: 47%
Regional: 35%
27%A light drinker17-34: 19%
35+: 30%
Male: 33%
Female: 20%
22%A non-drinker (that is,
you don’t drink any
alcohol)
5%A heavy drinkerMale: 7%
Female: 3%
1% An ex-drinker
2% A binge drinker
19
Of those who drink alcohol, 1 in 2 have driven near or over the legal blood alcohol limit (BAL).
The main situations mentioned for this behaviour are driving a short distance and feeling sober enough to drive.
20
Self Reported Behaviour: Drink Driving
Significantly more males have driven at or near the legal BAL.
Most have not done so in the last 3 months with significantly more
females and those aged 35+.
Q2.2: Have you ever driven when you believed yourself to be near or over the legal blood alcohol limit? Base: n=365
Q2.3: In the last 3 months, how many times have you driven when you believed yourself to be near or over the legal blood alcohol limit? Base: n=175
Yes - 48%
74
13
6
4
2
<1
<1
<1
0
1
2
3
4
5
6
7
Driven at or near legal BAL?
How many times?
(past 3 months)
Male: 56%
Female: 40%
Occasional drinker: 36%
Light drinker: 60%
17-34: 52%
35+: 80%
Male: 68%
Female: 82%
21
Drink Driving Situations
Feeling sober enough to drive, driving a short distance and
drinking more than planned are the Top-3 situations in which
respondents have driven near or over the legal BAL.
Q2.4: In which of the following situations have you driven when you were near or over the legal blood alcohol limit? Base: n=175
When I felt
sober enough
to drive
49%
When I was
driving a short
distance
42%
When I had no
one else in the
car with me
26%
When I drank
more than I
planned to
34%
After
I had after-work
drinks
20%
When I didn’t
want to leave
my car overnight
15%
When I went
out and didn’t
plan on
drinking
17%
When I was
driving on non-
main roads /
back roads
14%
When I
couldn’t get
a taxi
11%
Different
attitude to
when I was
young
9% When I couldn’t
get someone
else to give me
a lift
11%
When I
thought there
were no
Police around
7%
Filled in for
designated
driver who
was drunk
4%
Analytical note: Responses below 4% are not shown.
22
0
20
40
60
80
100
When I felt sober enough to drive When I was driving a short distance When I drank more than I planned to
When I had no one else in the car with me After I had after-work drinks
Top 5 Drink Driving Situations
Significantly more people from the Metro area have driven near or
over the legal BAL when they felt sober enough to drive.
Q2.4: In which of the following situations have you driven when you were near or over the legal blood alcohol limit? Base: n=175
Age Gender Location
17-24 25-34 35-44 45-54 55-64 65+ Male Female Metro Regional Remote
23
6 in 10 count how many drinks they have had if they are driving, while only 2 in 10 do not drink at all when they drive.
24
Self Reported Behaviour: Drinking and Driving
In order to stick to the recommended number of standard drinks,
most people count how many drinks they have had when they are
driving.
Q2.5: Which of the following best describes you? Base: n=175
1
19
21
60
If I am driving I count how many drinks
I’ve had to ensure I stick to the
recommended number of standard
drinks
If I am driving, I don’t drink
If I am driving I try to limit how many
drinks I have so that I feel ok to drive
I do not restrict my drinking if I am
driving
25
Unprompted Campaign
Awareness
26
More than 1 in 2 recall having seen or heard advertising about drink driving. Of those who have, more than 7 in 10 mention TV as the source.
27
Unprompted Recall: Drink Driving Advertising
More than half spontaneously recall that they have recently seen
or heard advertising about drink driving.
Q3.1: Have you recently seen or heard any advertising about drink driving? This can include ads on TV, radio, online, billboards, buses or bus shelters, taxis, newspapers or at the cinema. All Respondents Base: n=473
Yes - 54%
28
Unprompted Recall:Drink Driving Advertising
The main source where people recall seeing drink driving
advertising is TV, followed by radio and billboards.
Q3.2: Where do you remember seeing or hearing any advertising about drink driving recently? Base: n=257
77
29 2823
18 16
10
37
TV Radio Billboards (alongsidethe road)
Newspaper / Print Online / Internet Buses / bus shelter Cinema Taxis Don’t remember
77%
29%28% 23%
10%3% 7%
18% 16%
Metro: 32%
Regional: 16%
Remote: 38%
17-24: 47%
25+: 26%17-64: 6%
65+: 25%
17-24: 44%
25+: 15%
29
Most spontaneous descriptions of drink driving ads provided relate to the Alcohol Interlocks Campaign.
30
Top of Mind Descriptions Drink Driving Ads
The most frequent descriptions given in terms of ads about drink
driving relate to the Alcohol Interlocks Campaign.
Q3.3: Please describe the ad(s) that you remember seeing in as much detail as possible (including any key words, phrases, graphics, and visuals). Base: n=257
Don’t drink and drive (no alcohol is the safest choice / drinking and driving kills etc.)
Features an accident / crash (police, ambulance, flashing lights, etc.)
Police mentioned / features police (0.05, drink driving, every police is an RBT)
9%
7%
7%
Will be fitted with aninterlocking device
NET Alcohol Interlocks Campaign
If you drink and drive you’re a bloody idiot / Think again
14%
14% 12%
Place seen mentioned (TV, Radio, Billboard, Road signs, Facebook, Newspaper, Other)
10%
Consequences / How loved ones are affected (children killed by drunk drivers / father killed by drunk drivers)
6%
New laws / new legislation / changes to the laws 4%
Campaign Specific General
31
Prompted Campaign
Recognition
32
The TVC was the most recognised of the media, followed by radio and digital.
Overall, campaign recognition was higher among respondents from Regional and Remote areas.
33
Campaign Recognition:TVC
Even though the ad was more dominantly aired on Metro TV
stations, significantly more respondents from Regional and
Remote areas and those who have watched Regional TV Stations
indicate having seen the ad on TV.
Q4.1: Have you seen this ad before today? All Respondents Base: n=473
Q4.2: Where have you seen this ad? Base: n=296
Yes - 63%
96
5
1
2
TV
Online
Cinema
Don't rememberDon’t remember
17-34: 49%
35+: 68%
Metro: 54%
Regional: 77%
Remote: 86%
Metro TV: 69%
Regional TV: 74%
34
Campaign Recognition:Radio
Significantly more respondents from Remote areas have heard the
radio ad.
Q4.4: Have you heard this ad on the radio before today? All Respondents Base: n=473
Yes - 39%
Metro: 37%
Regional: 35%
Remote: 55%
35
Campaign Recognition: Digital
Compared to all other media used for the campaign, Digital ads
were the least recognised.
Q4.3: Have you seen this ad when browsing online or visiting any websites before today? Base: n=443
15%25% 19%
Digital Ad A Digital Ad B Digital Ad C
29%
NET Any Digital
36
Campaign Recognition:Overall Alcohol Interlocks Campaign
Overall, campaign recognition was high with 7 in 10 having seen
or heard the Alcohol Interlocks ads.
Q4.1: Have you seen this ad before today? All Respondents Base: n=473
Q4.3: Have you seen this ad when browsing online or visiting any websites before today? Base: n=443
Q4.4: Have you heard this ad on the radio before today? All Respondents Base: n=473
72
63
39
29
Net Heard/Seen AlcoholInterlocks Campaign
Ad Seen on TV
Ad Heard on Radio
Ad Seen Online
NET Heard/Seen Alcohol
Interlocks Campaign
37
Campaign recognition was significantly higher among drinkers and
those who live in Regional and Remote areas.
Campaign Recognition:Overall Alcohol Interlocks Campaign
72 7074 73
61
7074
80
7065
84 86
64
74 74 74
Overall Male Female 17-24 25-34 35-44 45-54 55-64 65+ Metro Regional Remote Non-Drinker Drinker Yes No
Gender Age LocationDrinking
Behaviour
Driven near /
over BAL
Q4.1: Have you seen this ad before today? All Respondents Base: n=473
Q4.3: Have you seen this ad when browsing online or visiting any websites before today? Base: n=443
Q4.4: Have you heard this ad on the radio before today? All Respondents Base: n=473
38
With a reach of over 1.4 million and a media spend of $7,457 per ECTPP, the Alcohol Interlocks Campaign is among the Top 5 RSC ads in terms of cost efficiency.
39
Campaign Awareness: Prompted Influencers
For each percent point of awareness, the Road Safety
Commission had to expend $7,457. Radio has been the most
efficient media used in this campaign.
* Execution Cut-Through Percentage Point (ECTPP)
Net: TV
63%
Net: Radio
39%
Net: Digital
29%
Net: Campaign Awareness
72%
Media $261,400
$4,149 per ECTPP
Media $121,797
$3,123 per ECTPP
Media $121,500
$4,189 per ECTPP
Net: Media $536,919
$7,457 per ECTPP
40
Total Campaign Reach
The Alcohol Interlocks campaign has reached over 1.4 million WA
residents aged 17 years+.
WA Population
March 2016
2,613,700
WA Population
17 years+
1,994,645
Campaign Reach
72%
1,436,144
41
Cost Efficiency
Compared to 30 other WA government advertising campaigns
(including RSC campaigns) since 2008, the Alcohol Interlocks
campaign is the 4th most efficient in terms of cost per target
audience member reached1.
Quintile 1$0.32c - $0.44c
Alcohol
Interlocks$0.37c
Quintile 2$0.44c - $0.52c
Quintile 3$0.60c - $0.76c
Quintile 4$0.79c - $1.17c
Quintile 5$1.18c - $1.73c
4 RSC ads and 2 Other
Government Ads
4 RSC ads and 2 Other
Government Ads
1. Source: Drink Driving Enforcement Report (TNS, August 2015, page 17).
2 RSC ads and 4 Other
Government Ads
2 RSC ads and 4 Other
Government Ads
2 RSC ads and 4 Other
Government Ads
42
The campaign performed well in eliciting the desired message take-out.
43
Unprompted Campaign Message Take-Out
Almost all messages understood by the target audience are in line
with the communication goals of the campaign.
Q4.5: What do you think are the main messages that these ads and this campaign are trying to communicate? All Respondents Base: n=473
Don't drink &
drive
35%
There are
consequences / Life
will be more difficult /
inconvenience / It will
impact on your life-
driving ability.
27%You will have an
interlocking device
installed / You will
have to blow into a
machine / It will be
inconvenient to have.
26%
There will be a
financial cost / You
will pay the price /
Will have to pay for
the device.
15%
The law/regulation
applies if you have
lost your licence for
DD / are convicted
of DD / are a
repeat offender etc.
9%
Tougher penalties
are being brought
in / The Govt is
getting tougher on
drinking and
driving.
14%
It will stop you
driving / The car
won't start/You won't
be able to drink and
drive-use your car
without a
breathalyser.
10%
You will be
embarrassed.
8%
Be responsible /
Don't be an idiot /
It's not safe to
drink and drive /
It's reckless
8%
You'll be continually
monitored / You
won't be trusted /
You will have to
keep blowing into
the machine.
6%
Analytical note: Responses below 6% are not shown.
No way around it /
you will be caught /
community and
government have had
enough / you deserve
it / don't think you will
get away with it.
10%
44
Unprompted Campaign Message Take-Out
On average, each respondent took away 1.95 messages.
35
27 26
15 1410 10 9 8 8
35%27% 26%
15%10% 9% 8%
14%10% 8%
Q4.5: What do you think are the main messages that these ads and this campaign are trying to communicate? All Respondents Base: n=473
Don’t drink
& drive
There are
consequences
You will have an
interlocking
device installed
There will be
financial cost
Tougher
penalties are
being brought in
It will stop you
driving / the
car won’t start
No way
around it / you
will be caught
The law
applies if you
have lost your
licence for DD
Be
responsible /
Don’t be an
idiot
You will be
embarrassed
45
Prompted Campaign Message Take-Out
The campaign conveyed the key messages with no major
differences among subgroups.
Q4.6: How well do you think this campaign conveys each of the following messages? All Respondents Base: n=473
6
6
8
11
11
1
1
2
2
6
1
1
2
4
26
25
29
26
27
66
67
58
58
50
1
Not at all well
2
Not very well
3
Just OK
5
Extremely well4
Very well
92%
92%
87%
84%
77%
1%
2%
3%
4%
10%
Net Not Well Net Well
Alcohol Interlocks come into effect on the 24th of October
If your vehicle has an Alcohol Interlock, you have to blow into this
device every time you want to start your engine
If you lose your licence for drink driving an Alcohol Interlock could be
fitted on any vehicle you drive
If an Alcohol Interlock has to be fitted to your vehicle, you have to pay
all the costs of installing and maintaining the device
The State Government is getting tougher on drink driving
46
Prompted Campaign
Diagnostics
47
Overall, 8 in 10 think that the campaign is effective in discouraging people from drink driving.
48
Campaign Effectiveness
Females and those from Remote and Regional areas rate the
campaign significantly more effective, while those aged 45-54 rate
it significantly lower.
Q5.1: How effective do you think the campaign you have just seen is in discouraging people from drink driving? All Respondents Base: n=473
8
12
5
7
9
6
10
9
8
10
8
2
5
6
4
4
5
4
10
1
5
5
6
4
5
6
5
2
7
4
12
4
2
6
4
4
36
38
34
33
32
43
32
39
34
35
33
43
46
39
53
55
46
43
37
48
51
44
50
48
Male
Female
17-24
25-34
35-44
45-54
55-64
65+
Metro
Regional
Remote
1
Not at all
effective
2 3 5
Extremely
effective
4
82%
77%
87%
88%
78%
86%
69%
87%
85%
79%
83%
91%
Net Ineffective Net Effective
10%
12%
9%
6%
12%
8%
22%
5%
7%
11%
10%
8%
Overall
Gender:
Location:
Age:
49
The campaign performed well along all diagnostics measured.
50
Campaign Diagnostics
Males, Drinkers and those who have driven near / over the legal
BAL consider the ads significantly more personally relevant.
Q5.2: To what extent do you agree or disagree with the following statements about these ads? All Respondents Base: n=473
3
7
9
12
17
18
19
20
22
29
23
1
3
4
5
4
5
6
7
6
36
27
1
1
2
3
3
2
2
2
8
32
39
42
41
41
33
43
41
41
39
21
12
57
45
45
39
41
31
31
29
29
6
5
These ads were easy to understand
These ads are believable
These ads were realistic in the way they delivered the messages
These ads told me something new
These ads reminded me of the importance of not drink driving
These ads make me think about the issue of drinking and driving
These ads grabbed my attention
This is the type of ad that sticks in my mind
These ads are unique
These ads are just like any other road safety ad
These ads are personally relevant to me
1
Strongly
disagree
2
Disagree
3
Neither agree
or disagree
5
Strongly
agree
4
Agree
96%
87%
86%
80%
74%
74%
72%
70%
68%
27%
17%
Net Disagree Net Agree
1%
4%
5%
7%
7%
8%
8%
9%
8%
44%
59%
Driven near / over BAL: 27%
Not driven near / over BAL: 12%
Drinker: 19%
Non-Drinker: 11%
Male: 23%
Female: 11%
51
As a result of seeing the campaign, over 4 in 10 are likely to actually drink drive less and drink less when they plan to drive.
52
Campaign Impact on Attitudes and Behaviours
Across the board, the campaign achieved positive shifts in
attitudes and behaviours.
Q5.3: After seeing these ads, to what extent are you more or less likely to…? All Respondents Base: n=473
29
41
40
49
50
52
42
1
1
1
3
3
16
1
2
3
2
3
5
28
35
25
27
27
22
17
5
34
30
28
19
19
21
7
Think about telling a friend or family member not to drink drive
Plan ahead if you are going to drink
Worry about the consequences of drink driving
Think differently about drink driving
Think you are likely to be stopped by the police for a random breath test
Drink less than you currently do if you’re planning to drive
Drive when you are near or over the legal blood alcohol limit
1
Much less
likely
2
Somewhat
less likely
3
No more or
less likely
5
Much more
likely
4
Somewhat
more likely
69%
55%
55%
46%
41%
38%
12%
Net Unlikely Net Likely
1%
3%
4%
3%
6%
8%
42%
53
0
20
40
60
80
100
Think you are likely to be stopped for a random breath test
Drive when you are near or over the legal BAL
Plan ahead if you are going to drink
Drink less than you currently do if you're planning to drive
Think about telling a friend or family member not to drink drive
Think differently about drink driving
Worry about the consequences of drink driving
Campaign Impact Attitudes and Behaviours: Drink Drivers
The campaign’s positive impact on future attitudes and drink-driving
behaviours tends to be higher for those who have driven near / over
the legal BAL.
Driven near /
over legal BAL
Not driven near /
over legal BAL
Q5.3: After seeing these ads, to what extent are you more or less likely to…? All Respondents Base: Net Agree n=288
54
Prompted Vignette
Recognition
55
A little over one third have seen either the Dr. Miller Vignette or the Two Sisters Vignette before.
56
Prompted Vignette Recognition
Significantly more respondents have seen the Two Sisters
Vignette.
Q6.1: Have you seen this ad before today? All Respondents Base: n=473
Dr. Miller Vignette Two Sisters Vignette
17% 27%
Net Any Vignette
36%
57
Significantly more females and those aged 35+ have seen any of
the vignettes.
Net Any Vignette
3631
40
2419
3841
48
38 36 37
30 3236
31
41
Overall Male Female 17-24 25-34 35-44 45-54 55-64 65+ Metro Regional Remote Non-Drinker Drinker Yes No
Gender Age LocationDrinking
Behaviour
Driven near /
over BAL
Q6.1: Have you seen this ad before today? All Respondents Base: n=473
58
Key Takeouts
59
Unprompted
Campaign
Awareness
Key Takeouts
The key insights gained from this report are outlined below.
General
Attitudes
Self-Reported
Behaviour
Prompted
Campaign
Recognition
Prompted
Campaign
Diagnostics
• Alcohol & Drink Driving are
the most frequently
mentioned top-of-mind
road safety issues.
• When prompted, Alcohol &
Drink Driving is considered
the second biggest road
safety issue in WA,
significantly higher among
females and those from
Regional / Remote areas.
• Of those who drink alcohol, half
have driven near or over the
legal BAL – significantly more
males doing so.
• The main reasons for drink
driving are driving a short
distance or feeling sober
enough to drive and
significantly more people from
Metro indicated the latter.
• Significantly more females and
those aged 35+ have not driven
near / over the legal BAL in the
past 3 months.
• More than half
spontaneously recall
having seen or heard
advertising about drink
driving.
• TV was the most commonly
recalled channel for drink
driving ads.
• Most spontaneous
descriptions of drink driving
ads related to the Alcohol
Interlocks Campaign.
• The TVC registered the highest
levels of awareness, followed by
radio and digital.
• Campaign Awareness is
significantly higher for Drinkers
and those from Remote and
Regional areas.
• With a reach of over 1.4 million
and a media spend of 7,457$ per
ECTPP, the campaign is very
cost efficient, with radio the most
efficient media channel.
• Both top-of-mind and prompted,
the campaign elicited the desired
message takeouts.
• The campaign performed strongly
across all diagnostics and is seen
as effective in discouraging people
from drink driving, in particular by
females and those from Remote
and Regional areas.
• The key target group of this
campaign considers the ads as
more personally relevant.
• The ad has a positive impact on
shifting attitudes and behaviours,
as a result of having seen the
campaign – particularly among
drink drivers.
• Over a third have seen at least
one of the vignettes.
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