THINK! Road Safety Campaign Evaluation ‘Named Rider’ Summer motorcycle campaign

This report summarises pre and post campaign evaluation research carried out in summer 2011, to evaluate the second burst of the THINK BIKER ‘Named Rider’ campaign activity.

The 2011 campaign was radio-led whereas the launch of the ’Named Rider’ campaign in 2010 was TV-led. This research wave was the first post stage evaluation for a motorcycle safety campaign without TV advertising. In tracking for the summer 2011 campaign activity respondents were shown a 30 second radio ad, stills from an Video-on-Demand ad (essentially the ‘Named Rider’ TV execution), and stills from an online display advertising and petrol station video screens, and awareness and reactions to them measured.

Key findings
• Three quarters of all adults (76% rising to 81% of drivers) could name a source in which they recently had seen or heard something about motorcyclist road safety, up from seven in 10 at the pre-stage (71% rising to 77% of drivers). Most people thought they had seen something on a TV ad.

• One in 10 mentioned seeing or hearing something about motorcyclist road safety in a source linked with the latest burst of the campaign, increasing significantly pre to post campaign (8% up to 12%) – which reflects the significant increase in the mention of radio as a source of awareness (which increased from 4-10%). Drivers were more likely to have seen or heard something in a relevant source (15% at the post stage).

• Three new national radio adverts were developed for the 2011 campaign. In 2010, 10 regional executions were used, based on a similar personalisation theme but using a different approach. Respondents were played one of the three latest radio ads in the interview and asked whether they recognised this or something similar. They were then asked about their reactions to the ad. The radio ad made a reasonable impact, with a quarter of adults agreeing that it stuck in their mind (25% of all adults and 26% of drivers).

• The majority of drivers agreed that motorcyclists are more vulnerable in every day driving situations than other drivers on the road (89%). Those more likely to agree strongly with this statement included drivers over the age of 30 (67%) and those from a white ethnic background (66%).