RWC Campaign Examples

RWC Project Team Meeting14 December 2017

Road Safety Scotland Campaign Update, July 2018Liz Rockley, Senior Marketing Manager, Scottish Government

Country Roads CampaignA new audience-led

strategy for road

safety marketing.

Lisa Sutherland,

Strategy & Insight Unit, Marketing

Scottish Government.

Today

• Why audience first?

• What have we done to date?

• Why target young drivers?

• Insight – understanding our audience

• Our social marketing approach

• Test and learn – is it working?

SG Marketing & Insight Unit

Why audience first?

The role of marketing

We have it…….. !

Our aim - efficiency & effectiveness

A Return On Social Marketing Investment (ROSMI)

23Cancer

Organ donation

Cosmetic intervention

Hand hygiene

Sexual health

SPIRE

Our Voice

National conversation

Drink Drive

Country roads

Motorbikes

National fatigue

Vulnerable road users

Winter readiness

Human rights

ASP

Greenertogether

Climatechange

Electric vehicles

Home energy

Scotland’s financial health

WW1

Winter festivals

Secondhand smoke

Alcohol

Healthyeating

Flu

Breastfeeding

PhysicalActivity

Home learning

ParentalInteraction

Childcare

Sexual exploitation

Kids inthe car

11

Parents

Audience-led & user driven

Stops multitude of messages going to the same audience

From a trusted ‘brand’ provider…

Creates a dialogue and conversation to engender sustainable behaviour change

What have we done to date?

Who are we targeting for long-term behaviour change?

Policy focus

1. Reduce speeding

2. Increase safer driving behaviours of 17-25 year olds

3. Reduce number of cyclist and pedestrian casualties

?

Contributory factors & younger men

0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

1.8

2

Failed to lookproperly (D/R)

Failed to judgeother pers

path/speed(D/R)

Loss of control Careless /reckless /in ahurry (D/R)

Poor turn ormanoeuvre

Slippery road(due to

weather)

Pedestrianfailed to look

properly

Travelling toofast for theconditions

Suddenbraking

Following tooclose

Inexperiencedor learner

driver/rider

Males

17-25

26-29

30-39

40-49

50-59

60-69

70 and over

Source: Criminal Proceedings Statistics, Justice Analytical Services 2018. Article 2 data.

Understanding our young driver audience

Insight to understand our 21-29 year old ‘invincibles’

A two-stage mixed method approach

1 week digital diary with 30 young drivers to explore both personal and peer perspectives of driving attitudes & behaviour.

A mix of auto-ethnography and peer-to-peer audio interviewing was used to capture perspectives.

Parents Digital Diary

Young Drivers Digital Diary

1 week online community with 15 parents (of young drivers living at home) to explore parental perspectives of young driver behaviour.

Again a mixture of auto-ethnography and parent-to-child audio interviewing

F2F Friendship Groups

F2F Parent + Child Depth Interviews

Face-To-Face Depth Interviews

6 young drivers from the digital phase spoken to 1-on-1.

6 young drivers from the digital phase to conduct friendship triads with their friends.

6 parents from the digital phase for paired depths with their child.

One hand on the wheel

Not checking mirrors/blind spots

Competing with others

Ignoring speed limits

Tricks, risky manoeuvres

Escalation of risk taking behaviours over time

Many follow a similar

trajectory - from letting go

of instructor-set rules to

breaking established laws

Just passed:

Hyper aware and cautious

Ryan

Source: 2CV

Inflated sense of control

Unrealistic faith in their ability to read the road

and respond accordingly

Overconfident

A sense that they are better than many other

drivers on the road

Other drivers at fault

Tend to see others as the cause for their own errors

Infallibility

Belief that accidents only happen to other people:

the idiots

Rules seen as arbitrary

Particularly speed limits; rarely viewed as being

driven by safety

“Everyone does it”

Socially normed perception rule breaking (within limits) is widely known/accepted

Some risky behaviours considered ‘unacceptable’

All drivers had a limit to what they considered

‘appropriate’ risk

Unlikely to drink/drug drive

The majority of respondents were strongly against drink/drug driving

There are some limits

however:

Young Driver attitudes and mind-set makes

effective communication & behaviour change

challenging

Young drivers and ‘the law’

Safety and rules/laws are not always obviously related for many young people

• Learning to drive is focused entirely on the test; lessons are purposefully ‘unlearned’ for the real world

• Safety is conflated with: experience, confidence and calmness

• Many of the rules are seen as arbitrary; speed limits are seen as ‘guidelines’

• Avoiding being caught often seems more important than driving safely

Research summary

Young drivers are prone to over-confidence in their abilities, a misplaced sense of control and invulnerability and a desire to push themselves and their car to the

limits; this is most evident in their approach to speed.

Our social marketing approach

No longer saying ‘Don’t Risk It!’ to young men

Campaign shift from limited ‘months’ of subject activity to a 2 yr. strategy

FROM a campaigns ‘calendar’

• Drink Driving – Xmas

• Vulnerable Road Users – Spring

• Country Roads – Summer

• Motorbikes – Summer

TO an ongoing dialogue focusing on particular ‘norms’ and behaviours

Speed

Anticipation of hazards/distractions

Control

Eliciting behaviour change through evidence based approaches

Fylan’s TPB model provides a framework for effective marcomms

Using Dr Fiona Fylan’s evolved Theory of Planned Behaviour, we have identified the

variables we need to influence to reframe perceptions. This will inform messaging.

?

These first three

are the variables

that we hope to

influence through

our

communications:

1. norms;

2. control;

3. self-identity.

Creative testing

will explore which

areas prove most

compelling Evaluation could focus on

intention/willingness

We need to reframe perceptions of a good driver and remind our target audience, “The Invincibles” that a good driver is a safe driver; one who’s in control.

‘You get me’ – media & message, tech and tactics

Building credibility, trust, affinity – maintain interest over time…..

Broadcast > narrowcast

‘Cherry picking’ our media environments

Move away from a burst strategy – to be in their favourite places more often, and build a deeper connection.

Inform 20 to 29 year old men that a safe driver is always in control

Paid For Media / Media Partnerships

Raise awareness of barriers to being in

control

Digital Content

Content that builds belief in self-efficacy

Field Marketing

Experience the importance of being

in control

Partnerships

Long-term relationships to

maintain awareness

PR

Challenge social norms around

behaviour in car

Film content housed in YouTube

Supporting the strategy

‘Road testing’ our audience led, digital first approach through Country Roads

Engaging content: a new 360 film and Virtual Reality

https://vimeo.com/theleith/review/297110254/162ace7427

Expect the unexpected….

Country Roads results so far….

SMART objectives Achieved 2018 Change

Increase by 3.5% the number of 22-29 year old males in Scotland who agree strongly that you need to adjust your speed when driving on country roads to respond to potential hazards

94% Pre

97% Post+3 PPT

Increase the number of 22-29 year old males in Scotland who always anticipate unexpected hazards on the roads

84% Pre89% Post +5 PPT

Achieve 50% prompted campaign awareness 77%

80% motivation score amongst 22-29 year old male campaign recognisers 93% Motivation (among all 22-29S)

(RiTS) Decrease the number of 17-34 year old males in Scotland who claim they don’t adjust their speed to meet the conditions on country roads by 4ppt

Feb 2018 – 13% Aug 2018 - 5%

-8 PPTs

(RiTS) Achieve more than 55% of 17-34 year old males in Scotland who understand that ‘not adjusting speed on a country road’ is ‘very serious’

Feb 2018 – 51% Aug 18 - 60% +9 PPTS

On the right track in terms of SMART objectives

35Source: Kantar TNS Country Roads pre and post evaluation 23rd October 2018

• Pursuing a two year marketing approach targeting 20-29 year old males

(not 17-19 year old newly qualified drivers).

• Moving away from a focus on ‘risk’ (Don’t Risk It) to a new positioning and

strategy underpinned by the Fylan model of behaviour change.

• Looking at ‘control’ and good driver reframing for young men (Inc. role of

social norms/ and self- identity).

• Creative development testing and refining of messaging and approach.

• Implementing an always-on digital-first approach to support high impact

bursts of activity, which may include messages on a single topic or a range

of topics.

• Looking at digital dashboards, and new ways of monitoring and evaluation

(co-design & panels).

Summary for 2019/20:

Finished!

APPENDIX

• Standard main campaign evaluation

• Interviews conducted via CAPI* among 22-40 year old males who drive on country roads at least once a week

• Pre-wave: 232 interviews between 11th April and 7th May 2018 (131 among drivers aged 22-29)

• Post-wave: 211 interviews between 9th to 30th July (120 among drivers aged 22-29)

• Weights have been applied so that the post-wave is comparable to pre-wave

Field Marketing exit interviews

• 159 respondents via CAPI; all males who had participated in VR experience at field events

• Fieldwork took place 14th July to 28th August 2018

• Venues: Scottish Open, Peebles 7, Party at the Palace, SSE, Scottish Water, Knockhill, EDF Energy

Telephone follow-up interviews

• 40 respondents; all previous attendees at field marketing events

• Fieldwork took place c9 days after attendance at event (19th July to 11th September 2018)

In addition to evaluating the campaign using a traditional pre and post approach, the field marketing was assessed using exit and follow-up interviews

•

This project was carried out in compliance with our certification to ISO 9001 and ISO 20252 (International Service Standard for Market, Opinion and Social Research)

*Computer assisted personal interviewing

39

Young men aged 20-29 will be focus for marketing,

not newly qualified drivers.

?

Inexperience is

the top

contributory

factor for men

aged 17-25

involved in

collisions. This

drops sharply by

age 26+.

Source: Contributory Factors to Motor Offenses. Scottish Government Analytical Services, sample size of 100, indexed by Republic of Media

Speed and

control for 26-29

year olds

Younger Drivers are key to addressing the three

Priority Focus Areas.

?

Source: Scottish Government Analytical Services, sample size of 100, indexed by Republic of Media

Men aged 26-29 are the most likely age group to contribute to a road collision or a collision with a Vulnerable Road Users due to speeding, followed by men aged 17-25.

UNSAFE DRIVING

Inexperience

Over-compensation

Over-confidence

Young male drivers aged 20-29 are characterised by a sense of invincibility on

the roads: an inflated sense of control plus a sense that ‘accidents don’t happen

to them’ results in over-confidence..

Young drivers insight research findings

• Parental influence before they learn to drive is powerful: norms are established, tips and shortcuts learned, rule-breaking picked up on

• Yet their concern over their children’s driving habits, and the fact that they often fund their children’s driving, there is potential to harness their position to encourage safety; however this would need to be positive not critical, focus on safety not rules and feel realistic not idealised

• An ideal ‘intervention’ should: be credibly linked to safety, offer genuine incentives. Be built in to the learning process form the outset, encourage natural socialising of ideas/habits

• It should NOT: feel like it prevents young people from acting like young people, seem too much like formal learning, encourage people to push the rules

Radio, outdoor, digital….

Engaging digital environments

Field marketing activity included: VR experience, race track and a trophy headboard for photos•

All respondents were interviewed just after they completed

the VR experience

46

Likelihood of taking action to change driving behaviour was even higher after seeing VR version of the film

% at stand claiming they will take each action (spontaneous)

Q.10 As a result of seeing the virtual reality film, what if anything will you personally do as a consequence when driving on country roads? Base: All respondents (159)

60%79%

% claimed they will take action as a result of SEEING VR:

60%54%

% of non CAMPAIGN RECOGNISERS in main evaluation who claimed they will take action as a result of SEEING CAMPAIGN: (base 58)

26

23

20

18

17

13

11

9

15

13

23

26

41

19

36

21

21

33

25

33

Take/drive with more care

Approach bends/corners more carefully

Stay more focussed on the road

Think about my driving

Slow down

Think about slowing down

… Adjust speed on country roads for changeable conditions

Slow down at bends

Anticipate unseen dangers on country roads

Look ahead more

Main campaign_ non -recogniser

VR Sample

Any reduce speed55% vs 38%

Any take care / more thoughtful / focused52% vs 46%

47

The problem. Cutting through #Insta-gratification?

• Decreasing budgetary spend

• Fragmentation of media channels

• Paid, AND Earned, Shared, Owned

• Broadcast > narrowcast

• Engagement and interaction

• Relevant content driven campaigns

• Cut through and trust

Digital search behaviours generate insight.Our work on alcohol shows…

https://www.mygov.scot/drink-drive-limit-scotland/