You are in: Road Safety News: 21 April 2008
THINK! campaign update - April 2008
THINK! team member Natasha De-Bique, who is also a member of the LARSOA website project team, talks us through some of the current and planned THINK! campaign activities.
Seatbelts
We've completed a thorough strategic review of the issue of seatbelt wearing, with a view to developing new insights into the problem. This, in turn, will inform a new communications strategy and TV ad for the 2008/2009 THINK! seatbelts campaign. LARSOA was represented at a campaign 'ways in day' on 3 April.
In the meantime, we are currently re-running the 'Julie' advert.
Drug Drive
There will be no drug drive campaign in the financial year 2008-09. The strategic review for a new campaign will begin in this financial year, with the new campaign launching in summer 2009.
Parents
Post campaign tracking research following the parents' 'copycat' campaign was positive. Findings included:
• Accidents on the road come second only to bullying as an issue of concern for parents about their children.
• Two-thirds thought that accidents on the road were the main cause of death amongst children of their child's age when prompted with a short list.
• When asked what they teach their children about road safety. 40% said they taught them 'stop, look and listen' or the Green Cross Code and around 30% said 'look both ways/look properly'.
When asked what the advertising was trying to tell them, the top answers were:
- Children copy you/your behaviour/do the same (48%)
- Set a good example/role model/lead by example (28%)
- Act responsibly in front of children. Consider actions/think about what you are doing (20%)
- Children pick up bad habits/don't do the wrong thing (17%)
- Children pick up good habits/do the right thing (10%)
Behaviour:
- 91% said that the ad would make them take more care when setting an example to their child
- 88% said it made them think again about road safety
- 77% said that the ads were thought provoking
- 54% said it made them realise they do these things when they are on the road
We will be running more advertising during the 08/09 financial year - full details to follow when we have them.
Education
We've entered into a three-year contract with EdComs for production of new materials and lesson plans. EdComs is currently researching existing road safety resources that are currently available for schools across the UK.
Children
We're in the early stages of reviewing our campaigns for 0-16 (specifically 4-11) year olds and are undergoing strategic research development ahead of launching a new campaign for children in 2008.
 In the meantime, with regard to 9-11 year olds, the MTV/THINK! Ghost (pedestrian) and Invisible (cycling) ads ran on multi-channel TV from 3-30 March.
For teenagers, we aim to run Camera Phone again in 2008/09 and are looking into cinema packages. More details to follow when we have them. Work related driving
The THINK! driving for work campaign has now launched in the form of communication to employees (through a new fatigue campaign and the current speed and mobile phone campaign) and communication to employers through targeted PR and promotion of the driving for work website.
 The fatigue campaign will run until mid-late April and comprises: radio advertising; radio sponsorship and community messaging; washroom advertising in service stations and activity at petrol stations; partnership marketing and PR.
The fatigue element of the campaign received good coverage in the press. Full details of the campaign are on the THINK! website.
Urban motorcycles
Following on from the Oct/Nov 2007 radio and television campaign the next phase of the urban motorcyclists campaign, which launched in March 2008, is partnership marketing led.
Leisure motorcycles
Work is underway to develop a strategy for leisure motorcyclists for 2008/09. As in 2007/08, the THINK! Motorcycle Academy will sponsor the British Superbikes Championship, which commenced at Brands Hatch on 4 April.
Mobile phones
We ran an anniversary campaign during February 2008, but no further activity is planned until November 2010.
Drink driving
We are currently planning the summer 2008 campaign and are looking at both the creative and media.
Speeding
TV, cinema and radio activity ran in March, and we are now developing a new speed campaign to be launched at the end of January 2009.
A 'ways-in' day to bring together stakeholders to discuss the latest research into speeding will take place at the end of April. LARSOA will be represented at that meeting.
Further information
For further information go to the THINK! website, or contact Natasha De-Bique. |
