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10/04/2013
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THE ROLE OF HARD-HITTING CAMPAIGNS IN REDUCING
ROAD DEATHS
Monday 15th April, 2013.
David Lyle OBEChief Executive
LyleBailie International
© ALL INTELLECTUAL PROPERTY RIGHTS ARE RESERVED
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LyleBailie International, Belfast, United Kingdom
HOW HARD-HITTING CAMPAIGNS SAVED 59,113 PEOPLE FROM DEATH OR SERIOUS INJURY
(COMPARED TO PREVIOUS TRENDS)
21,977
37,136
TOTAL: 59,113
Source: Oxford Economics, Goodbody Economic Consultants, DfT Highways
Economics Note 1, 2005
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2731 33 34 34 35
40 40 41 41 42 44 4549
52 5460 62 63 63 64 64 67 69 69
74 7580 80
88 8892 94 96
110
NI 2012
EUROPE’S LOWEST ROAD DEATHS PER MILLION 2012 (COMPARED TO EU 2011)
Source: ETSC, Road Safety Target Outcome: 6th Road Safety Pin Report, 20th June, 2012.
EU 27
AverageEU 15
Average
UK 11
ROI 2012
THE SHOCK EFFECT:
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WHY SHOCK?
“An evidence-driven strategy is essential, one that
focuses on the major problems and proposes
interventions known to be effective.”
Halving Roadway Fatalities – A Case Study from Victoria Australia,
US Department of Transportation Federal Highway Administration,
April 2006.
WHY SHOCK?
1. EVIDENCE
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EVIDENCE-LED MEANS:
• DATA-LED
• RESEARCH-LED
• PSYCHOLOGY-LED
• OVER 216,000 PEOPLE INTERVIEWED SO FAR
1986-2011
Source: Millward Brown
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1986-2011
Source: Millward Brown
WHY SHOCK?
2. YOUNG DRIVERS DEMAND REALITY
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156.11
82.67 72.5644.65
29.23 24.84 21.83
600.45
111.33
89.04
0
50
100
150
200
250
300
350
400
450
500
550
600
650
Male 17-24
Male 25-34
Female 17-24
Male 35-49
Male 65+
Male 50-64
Female 65+
Female 25-34
Female 35-49
Female 50-64
OVER AND UNDER-REPRESENTATION OF MOTOR VEHICLE DRIVERS RESPONSIBLE FOR FATAL CRASHES BY AGE/ GENDER 1998-2011
(INDEXED AGAINST DRIVER POPULATION BY AGE/ GENDER)
SOURCE: PSNI DATA
Age & Gender Known (1103 Drivers responsible)
NI-PopMVDr-OU-20
PLAY
“SHAME”
ANTI-DRINK DRIVING
CAMPAIGN
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HOW DO WE MAKE
SHOCK
WORK?
HOW DO WE MAKE SHOCK WORK?
1. EMOTION
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PLAY “DAMAGE”
SEATBELTS
CAMPAIGN
FROM LOWEST TO HIGHEST REAR
SEATBELT WEARING IN THE UK
6966 65
63
67
7977 78 79 80
83 8385 85
88 89
5250 51
56
61 6265
67
7275
77
81
85
90 9193 92
95
45
55
65
75
85
95
105
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
G.B.
N.I.
Source: DOE Northern Ireland Seatbelt Observation Survey Conducted by NISRA 2011
GB Data: TRL on Behalf of the Department for Transport up to October 2009
%
Highest Recorded Rate in UK
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HOW DO WE MAKE SHOCK WORK?
2. ENFORCEMENT
EDUCATION CHANGE ATTITUDES
•Win the moral argument
•Shape the climate of opinion
•Build community support for enforcement
ENFORCEMENT CHANGE BEHAVIOUR
THE ROAD SAFETY EDUCATION/ ENFORCEMENT MODEL
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“Studies and research on this subject have shown
that, to achieve a significant improvement in
compliance with the rules by road users, an overall
approach is needed which combines police checks
with education and awareness campaigns for users.”
European Commission; European Road Safety
Action Programme, 2nd June 2003.
PLAY
“MOMENT”
INATTENTION
CAMPAIGN
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HOW DO WE MAKE SHOCK WORK?
3. ENGAGE AND SURPRISE THE AUDIENCE
PLAY
“CRASH”
CINEMA CAMPAIGN –
ANTI-SPEEDING
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HOW DO WE MAKE SHOCK WORK?
4. CLOSE DOWN
ALL BLAME ESCAPE ROUTES(THE FUNDAMENTAL ATTRIBUTION ERROR
IN PSYCHOLOGY)
PLAY
“EXCUSES”
WIDER ROAD USER
CAMPAIGN
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HOW DO WE MAKE SHOCK WORK?
5. DRAMATISE CONSEQUENCES(CREATE MEMORIES OF A POSSIBLE FUTURE)
PLAY
“MESS”
ANTI-SPEEDING
CAMPAIGN
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ECONOMIC CONSEQUENCES OF
OUR ‘SHOCK’ CAMPAIGNS
ECONOMIC PAYBACK FOR NORTHERN IRELAND GOVERNMENT 1995-2011
€49.14 per €1 invested
• Total Economic Saving: €4.894 billion
• Advertising Payback: €1.127 billion
• Advertising Investment: €26.72 million
• Lives saved from death and serious
injury: 21,977
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