THINK! Road Safety Campaign Evaluation: Post evaluation of the ‘Eyes’ THINK! Drug Drive campaign Report

  • Published: tns:bmrb (2009)
  • Authors: H. Angle, S. Bone, E. Goddard, and E.Johns
  • Date Added: 22 Dec 2013
  • Last Update: 22 Dec 2013
  • Format: pdf

Objectives

To evaluate the Think! Drug driving road safety advert campaign ‘Eyes’. The ‘Eyes’ campaign aimed to inform drivers that they can get caught and penalised for driving after taking recreational drugs. The message let the audience know that the consequences are the same as for drink driving. The campaign launched in August 2009.

Methodology

  • Interviews were conducted using the BMRB’s Omnibus survey. This is a survey that is run each week by BMRB, with different client placing questions onto a common questionnaire, and sharing the costs of fieldwork and analysis. The sample was drawn using Random Location sampling.

  • 1,991 interviews were conducted with people over 15 years old in Great Britain.

Key Findings

  • 71% respondents had seen or heard advertising or publicity about driving after taking recreational drugs in one of the sources used in the ‘Eyes’ campaign.

  • Those under the age of 35 (76%), as well as men (75%) were significantly more likely to be aware of any drug driving campaign advertising and publicity overall.

  • 40% of respondents agreed that the advertising stuck in their mind.

  • 25% said that they liked the advertising.

  • Over two-thirds felt drug driving was being taken seriously by the government, increasing by seventeen percentage points post campaign.

  • There was no significant change in the perception of being stopped by police after taking recreational drugs.

Keywords

Drug, driving, campaign

Comments

Evaluation of a government campaign on drug driving.

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