Tracking and Monitoring of Awareness, Attitude, Behaviour and Influence
Under Freedom of Information some of the information relating to Tracking Research for each campaign cannot be released - read more about exemptions.
Whilst we are not permitted to present full tracking research on the effectiveness of our current campaigns we have summarised key findings from research carried out immediately after the initial TV burst.
Key Findings
These are some of the findings resulting from a survey conducted amongst a representative sample of drivers and also children aged between 9 and 13 years.
Further research will be commissioned on an annual basis to track the continued effectiveness of the campaign and its ability to reach the target audience.
Awareness and Influence
Target Group 1: 9 - 13 year olds (remembering what the advertisement told them)
Target Group2: drivers
Target Group2: drivers
| Awareness | Influence | |
|---|---|---|
| Children | 75% | 46% |
| Drivers | 67% | 83% |
Changes in Attitude
When asked to mention the first thing that comes to mind when the word ‘Danger’ is mentioned.
Compared to post launch research, there was a 25% increase in the number of children who mentioned a road safety related issue (danger on roads / car accident / road safety / crash / get knocked down)
Changes in Behaviour Post Launch
When asked ‘what rules would they give to a younger child to keep them safe on the road’...
33% children said ‘Stop, Look, Listen’
