Teenage Road Safety Advertising Tracking Project Abraham 6 – 5696, Report Of Results – Wave 10

  • Published: Childwise prepared for the Department for Transport, 2007
  • Authors: Childwise
  • Date Added: 15 Mar 2013
  • Last Update: 15 Mar 2013
  • Format: pdf

Objectives:

The MTV / THINK! Ad Star Search Competition culminated at the end of July 2007, with teens choosing Ghost to be the winning advert of the three (the other two being True Stories and Invisible). This advert was then shown on MTV channels for a full week at the start of August. Research was timed to commence directly after this week long advertising burst, to measure awareness and opinion of the winning advert, the runner up adverts and the competition in general.

This study sought to measure the impact of the advertising in terms of:

  • Awareness and outtake; and,

  • Ongoing attitudinal statements relating to road traffic incident perception, and behaviour.

Methodology:

The target audience for the campaigns are 12-16 year olds, who were interviewed face-to-face by ChildWise interviewers either door to door or in the street (not in school). Interviews were conducted at around 100 sampling points across England and Wales. Parental consent was obtained as appropriate. Respondents were shown a series of telepics of the various campaigns.

Key Findings:

  • The road safety opinions and awareness of the target group 12-16 year olds is marginally poorer than that of the previous sample (11-16 year olds). However, most measures are still positive amongst this group.

  • Claimed road safety behaviour amongst the target group is worse than for 11-16 year olds, but claimed good behaviour is still high.

  • Despite its shorter campaign run, limited media channel coverage, and the overall dominance of Distractions, the MTV / THINK! campaign has still managed to make its mark.

  • The idea behind the MTV / THINK! competition was popular with the target audience.

Themes:

Teenage road safety, Advertising, Evaluation

Comments:

Robust, cannot tell us whether the advertising has made a real impact, i.e. reduction in RTIs but gives an indication which types of advert work well.

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