Teenage Road Safety Advertising Tracking Project Abraham 5 – 5622, Report Of Results – Wave 9

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


This study sought to measure the impact of the advertising (Distractions and MTV/ THINK!) in terms of:

  • Awareness and outtake; and,

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


Face-to-face interviews were carried out by Childwise, among pupils in school years 7-11 (ages 11-16 years old). 200 interviews were conducted either door to door or in the street (not in school) at 100 sampling points across the country for each school year giving a target sample of 1,000 children for each wave of research. Respondents were shown a series of telepics of the Distractions campaign both on television and posters, and telepics of the new MTV / THINK! campaign advertising and website.

Key Findings:

  • 75 per cent of children had seen a listed music channel (especially older children) and MTV is viewed by four in ten 11-16 year olds.

  • Those children who had seen Distractions were not significantly more likely to mention RTIs as a main danger affecting children their age.

  • RTIs on the road remain the main perceived cause of death among children of their age group (when prompted) with younger children more likely to say this. Those who had seen Distractions on any media were no more likely to mention this than those who hadn’t.

  • Almost all children thought that a RTI involving someone their age would be at least partly the fault of the pedestrian but the proportion attributing fault to the driver continues to increase. Those who were aware of Distractions on any media were more likely to mention pedestrian faults in general and less likely to mention driver faults.

  • Older children continue to display worse road safety behaviour than younger children and girls have shown better road safety behaviour than boys across most waves.

  • 60 per cent of early teens, consider themselves the most at risk from RTIs compared to other age groups. The awareness of being at risk was significantly higher among those that had seen the DfT advertising.

  • 75 per cent of children recognised the Think! Logo with the main association with the logo being to think before crossing the road.

  • 12 per cent of the target audience were aware of the MTV/Think! recruitment/reminder adverts when prompted with a show card.

  • 63 per cent of those who were aware of the MTV /Think! had seen the adverts on MTV with a small proportion aware of the posters (6 per cent ) the MTV website (4 per cent) or the adverts via YouTube (3 per cent).

  • Claimed road safety behaviour appears to be improving over time.

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


Teenage road safety, Advertising, Evaluation


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.