THINK! Road Safety Campaign Evaluation: ‘Live With It’ speed campaign and Motorcycle campaign

This research wave was a post stage evaluation for the two THINK! campaigns measuring, the ‘Live With It’ speed campaign and the long-running Motorcycles campaign. In total 1,944 interviews were conducted with those aged 15+ in Great Britain.

A series of questions were placed on the British Market Research Bureau omnibus in order to measure:

• Awareness and recognition of the Speed campaign post its initial burst and the Motorcycles campaign after its latest burst

• Attitudes towards each of the two campaigns and their objectives

• Communication of the campaigns messages

• Attitudes towards speeding behaviour

The main conclusions were:

• Awareness of Motorcycles is now close to saturation point, with response to the campaign becoming more muted over time. The campaign’s ability to shock, its perceived relevance and claimed impact on driving behaviour are all now in decline.

• The audience has engaged with the ‘Live With It’ speed campaign, with many people claiming it ‘sticks in the mind’ and has caused them to contemplate how terrible the consequences of speeding could be. Spontaneous recall in April 2009 was behind that for ‘Lucky’ which is no longer on air, showing that there may be much potential left for this campaign.