Organisation: Department for Infrastructure (NI)
Date uploaded: 15th August 2012
Date published/launched: May 2012
DOE launched its new pedestrian campaign on television in May 2012. In July, the online element of the campaign was rolled out, which shows how the various scenarios in the TV ad are underpinned by the rules in the Highway Code.
A data-led, research-led and psychology-led approach is used to develop every DOE road safety sdvertising strategy. In the case of this campaign, evidence-driven analysis and targeting utilised a robust analysis of PSNI data on pedestrians killed and seriously injured on the roads of Northern Ireland. This phase of research concluded that there are 5 key target groups. Critical conclusions were reported regarding the principal factors involved and the most vulnerable times of day, days of the week and months of the year.
In the next phase of research, 10 qualitative research groups uncovered the deeper psychological triggers and further insights into why these groups behave the way they do. The groups were made up of a wide range of ages from groups of under 10-year-olds to groups of 65+ year olds. The participants were of mixed gender and were a mix of pedestrians, drivers and alcohol drinkers. The research explored knowledge and understanding of the Highway Code, including its relevance to pedestrians, and tested a range of attitudinal statements. Stimulus material was used, including child pedestrian advertisements.
The results of the two phases of research, along with learnings and insights from previous research and pedestrian advertising campaigns, informed the development of the creative strategy, which underpins the final execution.
For more information contact:
Briden Beckett
T: 028 9054 0072