Speak Up
Encouraging young people to have a say in their safety when travelling as passengers
Steve Horton
Road Safety TeamKent County Council
Kent
• 1.3M residents• 600 schools, 3 Universities, 6 FE colleges• c.17M road user movements through ports / Eurotunnel• 4 motorways, 5000 miles of Highway
Kent Road Safety
• Kent Road Safety Team – 4 RSOs, 4 DDS
• Programme of ETP; casualty reduction focus
• 8-10 mass messaging campaigns
Core ETP ObjectivesContribute to casualty reduction through …
• Raising Awareness – to the key causation issues / themes
• Increasing Knowledge – of coping strategies, how to reduce your vulnerability
• Affecting Intended Behaviour – in line with safer road use
“changing the behaviour of road users through education” - in line with UN’s Decade of Action ‘Safer Road Users’ 4th Pillar.
Key target group – Young DriversInfluencing Young Driver behaviour …
210, 16-24 year old car occupant KSI in last 3 years
30% of all car occupant KSI
most ‘efficient’ at killing and injuring passengers
more young women are killed as passengers than drivers
Indirectly influencing young driver behaviour
Primary outcome:
Encourage young passengers to take control of their safety
Secondary outcome:
Developing a concern within young drivers for how their behaviour is perceived by their peers
Campaign objectives Applying our core objectives to this issue
Raise awareness of the higher likelihood of being involved in a serious crash whilst being driven by a young person
Increase knowledge of what to do in dangerous situations (speak up).
Increase the amount of young people prepared to ‘Speak Up’ if concerned by their driver’s behaviour
www.kentroadsafety.com
Targeting young people
Social media (Facebook, Spotify, Twitter), TV, cinema and radio ads, online, bus backs, pub/club posters and Theatre in Education …
Campaign reach - 2013
Website: 2,672 hitsFacebook: 6,328,394 impressionsFacebook fans: 483Spotify Impressions: 436,817 clicksOnline banners: 921,578 viewsRadio: 620,000 opportunities to hearOutdoor media: 3,952,000 impacts TIE and YDC: 2,500 studentsCinema 94,497
A total of: 12,360,343 engagement opportunities
17%
25%
19%
69%
66%
74%
14%
9%
7%
Have you heard this campaign inthe last 12 months? (Radio ad)
Have you seen this campaign in thelast 12 months? (Cinema ad)
Have you seen this campaign in thelast 12 months? (Visual ad)
Yes No Don't know
Speak Up (all ages)
Recalled all three
ads8%
Recalled at least one ad
27%
Did not recall any
ads65%
35%
Around a third (35%) recall the Speak Up advertising. Recall is significantly higher amongst younger road users.
% recalled at least one Speak Up ad
2013
Motorist Aged 17-24 46%Motorist Aged 25-34 31%Motorist Aged 35-54 33%Motorist Aged 55+ 23%
Base: All answering annual survey 2013 (493)
Significantly higher at 95% than other subgroups
The campaigns have had a positive effect on road users – Mobile Phones and Speak Up changed the highest proportions of road users behaviour
Base: All target group recalling specific campaign and answering: Road Users (94 - 146), Motorcyclists (23 – 24)
39%
32%
30%
24%
32%
23%
38%
38%
39%
51%
57%
58%
65%
53%
61%
44%
50%
48%
5%
4%
8%
8%
9%
6%
8%
9%
11%
8%
3%
7%
7%
7%
Mobile Phones
Rural Speed - Country Roads
Urban Speed - See the Hazards
Winter Drink Drive
Summer Drink Drive
Seatbelts
Speak Up
Kent Biker
Ghostlids
Changed in a positive way to address the issue Remained the same but the advert reinforced the issueRemained the same because the issues were not important to me Remained the same because I didn't understand the advertDon't know / cannot remember
Thinking back to when you first heard / saw this particular advert, and thinking about the issues it addressed, do you feel that as a result of hearing / seeing it it, your behaviour on the road…?
ALL ROAD (MOTORISTS & MOTORCYCLISTS) RECALLING CAMPAIGN
ALL MOTORCYCLISTS RECALLING CAMPAIGN
2013
% Positive impact / Reinforcement
90%
89%
89%
89%
85%
84%
82%
88%
87%
[77% the previous year]
Achievement and Evaluation2013 Qualitative evaluation findings:
Independent evaluation concluded …
• “the vast majority agreed that the message objectives were communicated well and that the campaign successfully fulfilled its objectives”
• “the campaign successfully influenced positive behaviour choices amongst young passengers and their drivers”
Quantitative research findings:
Analysis of local crash and casualty data for 16 to 24 year olds showed fewer casualties in this group when compared to the baseline i.e. the 2004 to 2008 average. Despite some peaks and troughs, following the ‘Speak Up’ campaign the overall trend for the current period shows:
• 31% fewer young car drivers KSIs• 11% fewer young driver casualties overall
• 26% fewer young passenger KSIs• 15% fewer young passenger casualties overall
How the campaign was receivedAn example of unsolicited Facebook feedback:
“This is such an important message, I was involved in an RTA I lost 2 friends and was badly injured, people don't realise how dangerous our roads can really be and, of course, drivers and other drivers.
This is such a great campaign, I support it 100 %. Even if it saves 1 life, it's worth it!!”
Alaina, 19 years old from Kent.
Prince Michael International Road Safety Awards
Presenting the award, RoadSafe chairman Tony Spalding said:
“ Giving young passengers the courage to criticise bad driving is very important and the Kent team does this in an effective and novel way”
The Cost / Benefit bit
Campaign cost c.£50,000 pa (12M engagements)
Cost benefit to the community of saving a fatal casualty (South East) c.£1.9M (DfT)
So, if this campaign can run for 38 years and save one fatality its delivered a current cost / benefit to the community
The essence of Speak Up
enabling young passengers to have a say in their safety,
thereby influencing the behaviour of young drivers.
From the target audience:good recallgood understandingpositive impact on intended behaviour
… and casualties have reduced
Speak UpEncouraging young people to have a say in their safety
when travelling as passengers
Steve Horton
www.kentroadsafety.com