Tracking and Monitoring of Awareness, Attitude, Behaviour and Influence

This campaign was developed from a sound research base right from the initial study of road traffic statistics - to find out what the problem was and which group was core to the problem. Road traffic casualty statistics over five years revealed that 15-34 year olds were over-represented among people killed and seriously injured while not wearing their seat belts but younger teenage groups were the most over-represented of all.

To provide a benchmark a sample of over 1100 adults was surveyed prior to the launch of the seat belt campaign. Further research was commissioned on an annual basis to track the continued effectiveness of the campaign and its ability to reach the target audience.

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 in 2002 and 2005.

The lifespan of any road safety advertisement is approximately three to four years. ‘Damage’ is now over four years old and whilst awareness remains high it is not unexpected that impact should begin to fall at this stage. The Department hope to replace this campaign in 2006 if resources are made available.