Road Safety Commission WA Drink Driving Full 4.52 CHART ...€¦ · 3.14 x axis . 6.65 base margin . 5.95 . top margin . 4.52 chart top . 11.90 left margin . 11.90 . do not alter

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Road Safety Commission WA Drink Driving Full Campaign Evaluation 2016

March 2016 Client Contacts: Alisia Mumby TNS Contacts: Donna van Bueren Liza Picton Allison Grainger Wendy Chow

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Contents

Drink Driving Full Campaign Evaluation 2016

1 Background and Methodology

03

4 Campaign Diagnostics: Just Over

16

2 Attitudes and Behaviour

08

5 Campaign Diagnostics: Grow Up

31

3 Overall Campaign Awareness

13

6 Considerations for Future Campaigns

45

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1

Background and Methodology


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Background and Methodology

4


Throughout this report, the green circles indicates a significantly higher score and the red circles indicates a significantly lower score at 95% confidence level for the subgroup compared with the total sample.

Western Australians aged 17+ years old

How 15 min online survey

When February 1 to

February 16, 2016

Where from ThinkField online panel

Incentive $500 prize draw

Response 462 interviews

Weighted by Age by Gender, Location

Carried out in accordance with ISO 20252

The Road Safety Commission (RSC) launched two drink driving campaigns, ‘Just Over’ and ‘Grow Up’ in late-2015 to reduce the road toll on Western Australian roads caused by drink driving and raise awareness of the dangers and consequences of drink driving. The campaigns target Western Australians aged 17 and over, particularly young males aged between 17 and 39 years old. These drivers are more likely to be involved in road accidents and engage in risky driving behaviours. Overall drink driving campaign objectives: - Increase awareness of the risks and consequences associated

with drink driving; - Increase the level of community understanding of the links

between drink driving and the potential crash risks; - To increase support for WA police strategies & activities in

reducing drink driving on Western Australian roads and remind drivers they will get caught if they drink drive.

A quantitative study was conducted in February 2016 after the most recent campaign activities took place on television, outdoor, cinema and online. The aim of the research was to measure awareness and effectiveness of the campaign executions and assess their impact on knowledge, attitudes and behaviour of the target audience. This report delivers the findings from the ‘Just Over’ and ‘Grow Up’ campaign evaluation conducted in February 2016 and compares selected findings to the ‘You Deserve It’ campaign evaluation conducted in July 2015.

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Achieved sample was weighted to 2011 location and age by gender census data.

5


Dimension Census %

Unwtd base

Wtd base

Metro Age & Gender

Male 17-19 9.82 28 45

Male 30-39 7.06 19 33

Male 40-49 7.10 25 33

Male 50-59 6.04 23 28

Male 60-69 4.52 22 21

Male 70 + 3.77 27 17

Female 17-19 9.40 25 43

Female 30-39 7.10 23 33

Female 40-49 7.30 38 34

Female 50-59 6.33 29 29

Female 60-69 4.61 30 21

Female 70 + 4.88 13 23

Subtotal 100 302 360

Total

Dimension Census %

UnWtd base

Wtd base

Reg / Remote Age & Gender

Male 17-19 2.51 1 12

Male 30-39 2.15 4 10

Male 40-49 2.33 11 11

Male 50-59 2.10 16 10

Male 60-69 1.46 23 7

Male 70 + 1.06 7 5

Female 17-19 2.16 8 10

Female 30-39 1.94 18 9

Female 40-49 2.05 19 9

Female 50-59 1.86 18 9

Female 60-69 1.28 24 6

Female 70 + 1.15 11 5

100 160 102

100 462 462

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Research took place in February 2016 after the first burst of media activity for both Just Over and Grow Up campaigns.

6


2015 2016

November December January February

1 8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28

Research

‘Just Over’ Campaign

TV

Outdoor

Cinema

Online

‘Grow Up’ Campaign

TV

The Just Over and Grow Up campaigns were aired on metro and regional television and cinema, appeared online and out of home. These media channels were selected to ensure all drivers have the opportunity to see or hear the messaging. First burst of campaign activity took place between mid-November 2015 and February 2016. The second burst will run between May 2016 and July 2016. These timings aim to target lighter drinking occasions instead of heavy drinking occasions, e.g. at Christmas parties, new years eve. This is because there is a need for consistent presence.

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Media Rationale for Just Over and Grow Up

7


Television Both Just Over and Grow Up video ads were shown in metro and regional areas. The video ads were shown during comedy and sporting programs because the primary target audience

were more likely to consume the genres. During heavier seasonal bursts, the video ads were aired during high rating general programs such as

news, reality and drama. This aimed to reach a broader audience. Outdoor Just Over outdoor ads appeared on taxis and bus backs in metro areas, and digital screens in regional

areas. The campaign appeared out of home to reach drivers whilst driving to remind them to not drink and

drive. There were no outdoor executions for the Grow Up campaign. Cinema Just Over and Grow Up video ads appeared in regional and metro cinemas. Both campaigns ran in the

same ad break to increase the number of impressions. Regional target audiences are heavy consumers of cinema. Thereby making this a core media channel

for this group. Online It is believed that online media consumption habits amongst younger males in regional and metro areas

are higher compared with the general population. Thereby making digital one of the core channels. Video pre-rolls were shown across a number of websites and mobile apps such as Facebook, Twitter,

Spotify, Pandora, Guvera, Tumblr, Reddit, YouTube. Both campaigns appeared online.

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2

Attitudes and Behaviour


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52% admit to ever driving near or over the legal BAL. The proportion of those who have engaged in such risky driving behaviour is significantly higher amongst males and those living in remote areas.

9

SOURCE: A4. Have you ever driven when you believed yourself to be near or over the legal blood alcohol limit?, A5. In the last 3 months, how many times have you driven when you believed yourself to be over the legal blood alcohol limit or very near to it?

BASE: Drinker n= 383


52 51 47

68

31

58 59

47

67

36

52 50

Total(462)

Metro(302)

Regional(110)

Remote(50)

17-24years(25)

25-34years(68)

35-49years(126)

50+years(243)

Male(206)

Female(256)

Yes(385)

No(79)

% Driven near / over blood alcohol limit

Location Age Gender Aware of Campaign

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Of those who have ever driven near or over the legal BAL, 8 in 10 have not got behind the wheel over the limit in the last 3 months. Whist the remaining 20% have done so at least once.

10

SOURCE: A5. In the last 3 months, how many times have you driven when you believed yourself to be over the legal blood alcohol limit or very near to it?

BASE: Drinker with drivers’ license n=381


79

10

12

% Driven near / over blood alcohol limit in the last 3 months

0 times 1 time 2+ times

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Driving short distances and ‘feeling sober’ were the top reasons respondents gave for drink driving.

11

SOURCE: A6. In which of the following situations have you driven when you were near or over the blood alcohol limit?

BASE: Drinker believed to have driven near or over the legal blood alcohol limit n=181


51

51

39

26

24

22

21

18

12

10

8

8

3

2

4

When I was driving a short distance

When I felt sober enough to drive

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

When I went out and didn’t plan on drinking

When I didn’t want to leave my car overnight

When I was driving on non-main roads / back roads

When I couldn’t get a taxi

When I filled-in for the designated driver who ended up drinking too much

When I couldn’t get someone else to give me a lift

When I thought there were no police around

When I was young ignorant / young and irresponsible

Emergency / unexpectedly

Other

%

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More than 8 in 10 respondents believe being distracted whilst driving and driving under the influence of alcohol or drugs are problematic on WA roads. Those who have ever driven near or over the BAL are less likely to think drug driving and safer vehicles are an issue.

12

SOURCE: A2. In your opinion, how big a problem, if at all, are each of the following on WA roads.

BASE: All respondents excluding don’t know n=452-462


Ever driven near / over BAL %

Yes (181)

No (201)

84 88

85 84

73 86

66 73

57 67

37 44

23 32

3

3

5

8

6

21

23

4

4

8

27

30

24

27

37

22

20

59

55

57

44

25

21

11

85

85

81

71

63

43

31

5 – Major problem*

4 2 1 – Not a problem

*Ratings of 3 (midpoint) excluded from chart

%

Drink driving

Driving distracted

Drug driving

Speeding

Driver fatigue

People not wearing a seatbelt when travelling in a vehicle

Safety of car on our roads

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3

Overall Campaign Awareness


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Nearly two thirds of respondents indicated they had recently seen or heard advertising about drink driving, with one third able to specifically mention Just Over and / or Grow Up campaigns.

14

SOURCE: B1. Have you recently seen or heard any advertising about drink driving?, B2. Please describe in as much detail as possible the ad(s) you remember seeing or hearing

BASE: All respondents n=462


64

32

6

Recently seen or heardadvertising

Current campaigns

Other RSC campaigns

% Yes

Current campaigns

‘Just Over’ – Man blowing into breathalyser, only a bit worried / nervous, bloody idiot / just over you should ‘catch a cab

16%

‘Grow up’ - Man drinking in bar. Then crosses to children making up excuses why they should drive after drinking

8%

You bloody idiot / drink and drive you bloody idiot 8%

Drink and drive, and you will get caught 3%

You cannot avoid police / booze buses / RBTs for drink driving 2%

Other RSC campaigns

‘You Deserve It’ - Drink Driving 4%

‘Post-it Notes’ – Speeding 1%

‘Enjoy the Ride’ – Speeding 1%

16 8

'Just Over' 'Grow Up'

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Males 17-39*

82 73 42 86 N/A

73

65

37

77

89

Either

'Just Over'

and 'Grow

Up'

'Just Over' 'Grow Up' 'You Deserve

It' 2015

Either 'You

Deserve It'

and

Behavioural

2013

Around three quarters of respondents recognised either Just Over or Grow Up campaigns. When compared with the You Deserve It campaign, recognition is lower. This is not surprising, given that You Deserve It has been out in the market of the individual campaigns since 2011.

15

SOURCE: B3a1. Have you seen this TV ad before today?, B3a2. In which of the following places have you seen this TV ad?, B4a. Have you seen this ad on any billboards or signs along the road before today?, B5a. Have you seen this ad on any buses or taxi’s before today?, B3b1. Have you seen this TV ad before today?

BASE: All respondents n=462, Males 17-39 n=52 *No data for either ‘You Deserve It’ and Enforcement in 2013 for Males to 17-39


% Recognition

Just Over

Grow Up

You Deserve It

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4

Campaign Diagnostics: Just Over


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Summary

17


65% of respondents

recognise the Just Over

campaign when prompted… with

this level of reach in the top 5 most

cost efficient when compared with 32 other

State Government advertising campaigns.

Understanding of the campaign was

very good. Campaign

message takeout was consistent

with the campaign’s intended

communications.

Aside from being understandable,

ad was rated highly for

believability, clarity and raising the

importance of not drink driving.

Two thirds of respondents thought the

campaign was effective in

deterring people from drink driving.

As a result of seeing the Just

Over campaign, 1 in 2 respondents indicated they are

less likely to drive near or over the legal

BAL.

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One in two respondents recalled seeing the Just Over video ad, making this the dominant media type. TV was the channel with the highest recognition, followed by cinema and online. One third of respondents recalled seeing an outdoor ad and 1 in 5 recalled seeing ads on vehicles.

18

SOURCE: B3a1. Have you seen this TV ad before today?, B3a2. In which of the following places have you seen this TV ad?, B4a. Have you seen this ad on any billboards or signs along the road before today?, B5a. Have you seen this ad on any buses or taxi’s before today?



65

49

32

21

Total

campaign

Video Outdoor Buses /

taxis

Television: 48% Cinema: 4% Online: 2%

Outdoor

TV

Bus back

Taxi

% Recognition

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65 64

72

62

69 63 61

67 73

56

66

58

70

62

Total(462)

Metro(302)

Regional(110)

Remote(50)

17-24years(25)

25-34years(68)

35-49years(126)

50+years(243)

Male(206)

Female(256)

Yes(383)

No(79)

Yes(181)

No(202)

Overall, two thirds of respondents recognised at least one element of the Just Over campaign, with recall significantly higher among males than females.

19

SOURCE: B3a1. Have you seen this TV ad before today?, B4a. Have you seen this ad on any billboards or signs along the road before today?, B5a. Have you seen this ad on any buses or taxi’s before today?



% Recognition

Location Age Gender Drinker Driven near or

over BAL

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Along with being the most recognised, the TV ads were also the most cost-efficient of the media in relation to their share of the overall spend.

20

SOURCE: B3a1. Have you seen this TV ad before today?, B4a. Have you seen this ad on any billboards or signs along the road before today?, B5a. Have you seen this ad on any buses or taxi’s before today? *Combined taxis / buses and outdoor.


Overall campaign TV Outdoor* Online

Ad spend $375,929 $136,249 $217,180 $22,500

Reach 65% 48% 38% 2%

Net target reach (Total target x reach)

1,126k 832k 658k 35k

Cost per person reached (spend/reach)

$0.33 $0.16 $0.33 $0.65

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Compared with other State Government campaigns, Just Over was ranked as one of the top 5 campaigns for its efficiency in terms of cost per reach.

21


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The campaign was effective in its communication objectives, with the top two messages recalled from the ad around “not to drink drive even though it’s just over the BAL limit”. The other frequently mentioned messages primarily relate to the consequences associated with drink driving.

22

SOURCE: B6a. What are the main messages these ads are trying to tell you?

BASE: All respondents n=462, Males 17-39 n=52


46

31

15

14

8

7

5

4

3

3

% Message takeout

Do not drink and drive

Don't drive if a little bit over / over is still over

Don't drive even if you feel fine

You will get caught for drink driving

Don’t take the risk / don’t take chances

The consequences of drink driving

Drink and drive you are a idiot

Catch a cab / find alternative way home

You could harm yourself / harm your family

Don't drink / best not to drink at all

*Top 10 mentions

Males 17-39 Top 3 Mentions %

Do not drink and drive 32

Don’t drive if a little bit over / Over is still over

30

Don’t drive even if you feel fine

22

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The ad was rated highly for believability, clarity and raising the importance of not drink driving.

23

SOURCE: B7a. What extent do you agree or disagree with the following statements?

BASE: All respondents n=458-462, Males 17-39 n=52


1

2

4

10

12

12

17

21

21

18

25

20

40

44

2

2

5

4

4

4

3

3

5

12

6

10

11

68

68

58

50

41

43

42

35

30

32

30

16

10

8

26

18

18

6

12

9

7

5

6

4

5

3

3

2

%

Easy to understand

Believable

Reminded me of the importance of not drink driving

Relatable

Made me think again about drinking and driving

Grabbed attention

Memorable

Just like other road safety ads

Original

Unique

Relevant

Enjoyable

Getting fed up of the ads

Told me something new

93

86

76

56

53

53

49

40

36

36

35

19

13

10

Strongly disagree Disagree Agree Strongly agree* *Ratings of 3 (midpoint) excluded from chart

Males 17-39 %

(52)

88

84

65

61

52

50

46

54

29

37

50

20

24

9

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Importantly those who admit to driving near or over the BAL are more likely to feel the campaign is relatable and relevant to them, compared with respondents who claim to have never driven on / over the limit.

24

SOURCE: B7a. What extent do you agree or disagree with the following statements?

BASE: All respondents n=458-462


1

2

4

10

12

12

17

21

21

18

25

20

40

44

2

2

5

4

4

4

3

3

5

12

6

10

11

68

68

58

50

41

43

42

35

30

32

30

16

10

8

26

18

18

6

12

9

7

5

6

4

5

3

3

2

%

Easy to understand

Believable


Relatable


Grabbed attention

Memorable


Original

Unique

Relevant

Enjoyable



93

86

76

56

53

53

49

40

36

36

35

19

13

10



Yes (181) No (202)

98 90

89 83

75 75

71 50

60 50

53 52

47 48

39 40

31 37

31 36

54 25

13 21

14 11

7 11

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Around 1 in 10 respondents indicated they were getting fed up of being exposed to the Just Over campaign. Compared with other RSC campaigns that ran between 2013 and 2016, this score is middle of the range.

25

SOURCE: B7a. What extent do you agree or disagree with the following statements… [Getting fed up of the ads]?

BASE: All respondents *Wear-out % is measured as nett: 4-5 (Tend to agree-Strongly agree)


Campaigns Year Wear-out

Motorcycling Safety - Ride to Live 2015 6

Vignettes (combined Speed & Cycling) 2015 7

Driver Distractions - You Can Live Without It 2015 7

Safer Vehicles - Consult the Stars 2015 10

Speeding Behaviour - Enjoy the Ride 2015 11

Speeding Enforcement - Post-it Notes 2013 12


Drink Driving Behaviour - Grow Up 2016 12

Drink Driving Enforcement - Just Over 2016 13

Restraints - Sashes 2013 13

Vignettes 2015 15

Drink Driving Enforcement - You Deserve It 2013 15


Drink Driving Behaviour 2013 18


Safer Vehicles – ESC 2013 22

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Around two thirds of respondents believe the campaign is effective in deterring people from to drink driving, but only a small minority thought the campaign was ‘extremely effective’.

26

SOURCE: B8a. How effective do you think the ad you have just seen is in discouraging people from drink driving?



13

16

11

5

4

8

3

4

1

45

47

42

17

14

18

2

1

3

Total

Dri

ver

near

/ over

blo

od a

lcohol lim

it

Yes

No

65

63

63

Extremely effective (10)

8-9 *Ratings of 5 (midpoint) excluded from chart

Not at all effective (0)

1-2 3-4 6-7

% Effectiveness

Males 17-39 %

(52)

62

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1

1

1

2

2

24

2

2

2

2

4

27

36

36

31

36

28

4

18

18

20

12

11

2

As a result of being exposed to the campaign, around half of respondents are more likely to consider the consequences of drink driving, plan ahead and remind a friend or family member not to drink drive…

27

SOURCE: B9a. After seeing and hearing these ads, to what extent are you more likely to?




Yes (181)

No (202)

59 53

51 55

52 51

44 51

45 34

5 7

% Likely

Worry about the consequences of drink driving

Think about telling a friend or family member not to drink drive

Plan ahead if you are going to drink

Think you are more likely to be stopped by the police for a random breath test

Think differently about drink driving

Drive when you are near or over the legal blood alcohol limit

54

54

52

48

39

7

Much less Somewhat less Somewhat more Much more * *Ratings of

3 (midpoint) excluded from chart

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1

1

1

2

2

24

2

2

2

2

4

27

36

36

31

36

28

4

18

18

20

12

11

2

… Additionally, 1 in 2 are less likely to drive on or near the BAL limit as a result of seeing the ad.

28





Yes (181)

No (202)

59 53

51 55

52 51

44 51

45 34

5 7

% Likely







54

54

52

48

39

7



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1

1

1

2

2

24

2

2

2

2

4

27

36

36

31

36

28

4

18

18

20

12

11

2

… the ad is somewhat less effective in changing peoples’ beliefs about drink driving. Though this is likely at least partially due to an established general understanding among most of the population that drink driving is a negative behaviour.

29





Yes (181)

No (202)

59 53

51 55

52 51

44 51

45 34

5 7

% Likely







54

54

52

48

39

7



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1

1

1

2

2

24

2

2

2

2

4

27

36

36

31

36

28

4

18

18

20

12

11

2

Compared with the general sample, intentions and beliefs around drink driving is lower amongst the primary target audience.

30




Males 17-39 %

(52)

52

37

48

35

39

9

% Likely







54

54

52

48

39

7



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5

Campaign Diagnostics: Grow Up


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Summary

32


37% of respondents

recognise the Grow Up campaign when prompted… with this level of reach the 2nd

most cost efficient when

compared with 32 other State Government advertising campaigns.

Understanding of the campaign was

very good. Campaign

message takeout was consistent

with the campaign’s intended

communications.

Relatability and relevance of the

campaign was significantly higher

amongst respondents who have ever driven

near or on the BAL limit.

Two thirds of respondents thought the

campaign was effective in

deterring people from drink driving.

As a result of seeing the Grow Up campaign,

more than half of participants claim

to be likely to have positive

shifts in their own drink-driving behaviours.

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When prompted, around 4 in 10 respondents recognise the Grow Up video ad. Of those who recognised the ad, one third indicated they had seen the it on TV, 4% in the cinema and 3% online.

33

SOURCE: B3b1. Have you seen this TV ad before today?, B3b2. Where have you seen this TV ad?



37% recognised the video ad…

Where seen 30 sec TVC

33 4 3

TV Cinema OnlineTV

%

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Recognition of the Grow Up campaign is significantly lower among 25-35 year olds, but 1 in 2 17-24 year olds have seen the ad.

34

SOURCE: B3b1. Have you seen this TV ad before today?



37 39

30 33

53

23

40 40 44

30

37 36 34 40

Total(462)

Metro(302)

Regional(110)

Remote(50)

17-24years(25)

25-34years(68)

35-49years(126)

50+years(243)

Male(206)

Female(256)

Yes(385)

No(79)

Yes(181)

No(202)

% Recognition

Location Age Gender Drinker Driven near or

over BAL

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TV ads were the most cost-efficient out of cinema and online, costing 10c for every person reached. Efficiency of online ads were slightly lower than TV at 38c per person reached, followed by cinema at 82c.

35

SOURCE: B3a1. Have you seen this TV ad before today?, B4a. Have you seen this ad on any billboards or signs along the road before today?, B5a. Have you seen this ad on any buses or taxi’s before today? *Outdoor executions were not tested in this evaluation.


Overall campaign TV Cinema Online

Ad spend $135,029 $58,500 $56,529 $20,000

Reach 37% 33% 4% 3%

Net target reach (Total target x reach)

641k 572k 69k 52k

Cost per person reached (spend/reach)

$0.21 $0.10 $0.82 $0.38

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The Grow Up campaign was ranked the second best for its cost per reach when compared with 32 other State Government campaigns – a strong performance for a new campaign.

36


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The campaign is well understood by the target audience, with the messages recalled from the ads based around “not to drink drive because it’s immature” and “think about the risks associated with such behaviour”.

37

SOURCE: B6b. What are the main messages these ads are trying to tell you?



30

16

16

15

13

11

9

8

5

4

4

% Message takeout

Do not drink and drive

Adults should know better / don't act like a child

No excuse is good enough to drive over the limit

Drink driving is childish / a childish decision

Think about the consequences of drink driving

"Grow Up"

Be responsible for your actions

Immature to drink and drive

Irresponsible to drink and drive

Drink driving is stupid / your a idiot / loser

Childish to make up excuses to drink and drive

*4% or more mentions

Males 17-39 Top 3 Mentions %

Drink driving is childish / a childish decision

22

Adults should know better / don't act like a child

20

Do not drink and drive 19

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Among all respondents, the campaign is rated highly as understandable and showed little real signs of wear out.

38

SOURCE: B7b. What extent do you agree or disagree with the following statements?



3

8

8

6

10

12

9

14

8

19

18

37

27

37

1

3

3

3

2

3

3

5

3

5

12

7

6

11

66

55

55

53

53

49

50

44

40

29

25

20

17

10

21

16

14

15

12

14

13

8

10

7

5

2

4

2

%

Easy to understand

Grabbed attention

Believable


Original

Memorable

Unique

Relatable


Enjoyable

Relevant




87

70

69

68

66

63

63

52

50

36

31

22

21

12


Males 17-39 %

(52)

82

66

66

61

67

60

59

51

48

27

41

31

27

24

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Yes (181) No (202)

91 87

71 68

71 70

68 69

67 64

60 66

66 60

61 49

53 46

34 34

41 23

21 22

18 19

12 11

Relevance and relatability of the campaign is significantly higher amongst respondents who admit to have ever driver near or over the BAL compared with those who have never gone over the limit.

39


3

8

8

6

10

12

9

14

8

19

18

37

27

37

1

3

3

3

2

3

3

5

3

5

12

7

6

11

66

55

55

53

53

49

50

44

40

29

25

20

17

10

21

16

14

15

12

14

13

8

10

7

5

2

4

2

%

Easy to understand

Grabbed attention

Believable


Original

Memorable

Unique

Relatable


Enjoyable

Relevant




87

70

69

68

66

63

63

52

50

36

31

22

21

12



Strongly disagree Disagree Agree Strongly agree* *Ratings of 3 (midpoint)

excluded from chart

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Compared to 2015’s You Deserve It and Just Over, Grow Up shows higher ratings of attention, originality, memorability, uniqueness.

40




3

8

8

6

10

12

9

14

8

19

18

37

27

37

1

3

3

3

2

3

3

5

3

5

12

7

6

11

66

55

55

53

53

49

50

44

40

29

25

20

17

10

21

16

14

15

12

14

13

8

10

7

5

2

4

2

%

Easy to understand

Grabbed attention

Believable


Original

Memorable

Unique

Relatable


Enjoyable

Relevant




87

70

69

68

66

63

63

52

50

36

31

22

21

12

Strongly disagree Disagree Agree Strongly agree* *Ratings of 3 (midpoint)

excluded from chart

‘Just Over’ 2016 %

‘You Deserve it’ 2014/15 %

(462) (401)

93 95

53 60

86 77

76 79

36 47

49 52

36 45

56 50

53 57

19 31

35 31

40 35

10 17

13 20

Highest score compared with other campaigns

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Similar to Just Over, around 1 in 10 respondents indicated they were getting fed up of the Grow Up campaign. Again compared with other RSC campaigns that ran between 2013 and 2016, this is a mid range score and not currently cause for concern.

41

SOURCE: B7a. What extent do you agree or disagree with the following statements… [Getting fed up of the ads]?

BASE: All respondents *Wear-out % is measured as nett: 4-5 (Tend to agree-Strongly agree)


Campaigns Year Wear-out %*

Motorcycling Safety - Ride to Live 2015 6

Vignettes (combined Speed & Cycling) 2015 7

Driver Distractions - You Can Live Without It 2015 7

Safer Vehicles - Consult the Stars 2015 10


Speeding Enforcement - Post-it Notes 2013 12


Drink Driving Behaviour - Grow Up 2016 12

Drink Driving Enforcement - Just Over 2016 13


Vignettes 2015 15



Drink Driving Behaviour 2013 18


Safer Vehicles – ESC 2013 22

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Nearly 7 in 10 respondents thought the Grow Up campaign was effective in influencing people to not drink drive. 1 in 20 respondents thought the it was ‘extremely effective’ at doing so.

42

SOURCE: B8b. How effective do you think the ad you have just seen is in discouraging people from drink driving?



Total

Dri

ver

near

/ over

blo

od a

lcohol lim

it

Yes

No




1-2 3-4 6-7

10

10

11

5

6

6

3

3

3

38

41

34

26

23

28

5

3

5

69

68

68

% Effectiveness

Males 17-39 %

(52)

64

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Effectiveness in delivering the campaign message was slightly higher for Grow Up compared with the Just Over and You Deserve It campaign, particularly amongst respondents who admit to have ever driven near or over the BAL limit.

43

SOURCE: B8b. How effective do you think the ad you have just seen is in discouraging people from drink driving?



10

10

11

5

6

6

3

3

3

38

41

34

26

23

28

5

3

5

Total

Dri

ver

near

/ over

blo

od a

lcohol lim

it

Yes

No

69

68

68




1-2 3-4 6-7

% Effectiveness

‘Just Over’ 2016 %

‘You Deserve it’ 2014/15 %

(462) (401)

65 66

63 64

63 68

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2

1

1

2

1

22

2

2

2

2

2

23

35

34

33

31

23

5

18

19

18

13

15

2

Similar to the Just Over campaign, more than half are more likely to consider about the consequences related to drink drive, plan ahead and encourage friends and family not to drink drive.

44

SOURCE: B9b. After seeing and hearing these ads, to what extent are you more likely to?




Yes (181)

No (202)

50 53

57 51

59 49

45 40

40 37

8 5

% Likely

53

53

51

44

39

7









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6

Considerations for Future Campaigns


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Considerations for Future Campaigns

46


Creative Considerations The creative for Grow Up was well executed compared with other RSC campaigns. The campaign was

rated highly for its originality and uniqueness. As a result of this, the campaign has the potential to transfer to good memorability and gaining the audiences’ attention.

Considering both Just Over and Grow Up were not a bespoke piece of advertising, specifically designed for WA audiences, it has performed very well in terms of its objectives. However, care should be exercised when adopting campaigns from other jurisdictions (e.g. the appearance of a Melbourne tram), as this may impact the level of personal relevance and effectiveness of the campaign.

Media Considerations Based on the cost-efficiency for both campaigns, the media strategy has done well so far. Particularly

when the campaign was only launched late-2015. Just Over campaign was ranked fifth best and Grow Up was ranked the second best out of 32 State Government campaigns. The creative of the Grow Up campaign may have helped boost its cost-efficiency.

The role of TV remains extremely important for establishing broad target audience reach and for supporting recognition of other media types.

The cost per reach for both campaigns online did not perform as well as expected. Further investigation may be required regarding the campaign performance online, particularly its performance amongst the primary target audience of males aged 17-39 years, to determine whether increasing spend for online would assist in boosting cost-efficiency for this media channel.

The Just Over campaign served as a reminder for drivers of the risks of driving ‘a little over’ the legal BAL and aimed to increase the salience of the consequences of drink driving (focus on enforcement). Grow Up worked well in terms of challenging the ‘excuses’ drivers use to justify their behaviour. This is important given the fact that just over half (51%) perceive it to be acceptable to drive when they ‘feel sober enough’ or feel it’s ‘OK’ when only driving a short distance. There is a need to challenge these attitudes and increase the perceived likelihood of being caught.

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Any queries, please contact: Donna van Bueren t +61 8 9489 4206 e [email protected] Liza Picton t +61 8 9489 4207 e [email protected] Allison Grainger t +61 8 9489 4215 e [email protected] Wendy Chow t +61 8 9489 4210 e [email protected]

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