review of office of road safety mass media campaigns data/resear… · o media budget (with a...

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Review of Office of Road Safety Mass Media Campaigns

Prepared by Enth Degree

June 5th 2014

(Revises 30th

May 2014)

Government of Western Australia

Department of the Premier and Cabinet

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Contents

Section Pages

1. Executive Summary 1-10

2. The Value of New Campaign Production 11-18

The effectiveness of utilising other existing material (including interstate)

The potential application of existing material to a broader state-wide audience;

The potential impact on local production firms

The willingness and basis for other jurisdictions to share existing material.

3. The Level of Resources allocated to Campaigns 19-31

The expenditure allocated in other states towards road safety campaigns

The proportion of road safety advertising expenditure used in producing road safety campaigns in other states

The correlation to the level of expenditure on road safety advertising and the road toll per 100,00

Whether academic research supports the above correlation.

4. Performance Indicators used for campaigns 32-52

Analysis of pre and post-campaign research and the application of supporting academic research whereappropriate. Attention should be given to the following:o The brief; o Target market: Metropolitan and Regional - state-wide; o Objectives: x% reach, no of TARPS (Total Audience Rating Points) etc., message recall, no. or % reduction in

accidents/road toll;o Duration of Campaign; o Media Budget (with a comparison to expenditure in other states);o Media selection (including a comparison of the use of social media in other states and how it is used)o Production Budget Spend;o Media Buy: evaluate the effectiveness of the media plan – media selection – rate card comparison (invoiced)o Post-campaign effectiveness, including reporting effectiveness, reach of advertising, and frequency.

5. The Economic/Social Cost for and against Advertising 53-69

6. Should spending include education on road rules? 70-75

7. Appendix 76-117

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1. Executive Summary

Enth Degree was appointed by the DPC to undertake a review of Western Australian Office of Road Safety (ORS) Mass Media campaigns.

Specifically, the project stipulated that Enth Degree review:

a) The value of new production compared to using existing advertising from other agenciesthroughout Australia;

b) The level of resources allocated to campaigns;c) The performance indicators used for campaigns;d) The economic/social cost for and against advertising; ande) Whether future campaign spending should include explicit education campaigns on emerging

and ongoing road use issues, such as keep left, how to merge, etc.

Our review identified the following:

a) The value of new production compared to using existing advertising from otheragencies throughout Australia

High production values, combined with creative messaging, guided by behaviour change

theories increase the chance of producing effective, memorable campaigns.

A feature of many road safety campaigns is their ability to build and sustain awareness with

relatively low levels of ongoing advertising pressure (e.g. prompted awareness of the May-

August campaign remained at 69% between May and August 2012 with around 40 TARPs (Target

Audience Rating Points) per week.

There is evidence that high quality road safety messages get remembered.

More creative executions around a consistent campaign theme reduces campaign wear out.

The potential “Catch 22” for smaller states is that higher relative production costs reduce their

ability to create and produce their own pool of creative executions, which increases the

likelihood of wear-out for their campaigns.

A review of current and relevant interstate road safety campaigns identified a range of

campaigns that, with minimal editing to remove interstate identification, and replace with WA

relevant livery etc. would be suitable for telecast in Western Australia.

It is estimated that annually ORS could save circa $390k if relevant TVCs were adapted for use in

WA.

Interstate jurisdictions have confirmed their willingness to provide this material to WA at no

charge, however talent fees beyond the borders negotiated would be the responsibility of ORS.

The impact on the local production industry would be minimal.

Recommendation

The adaption of relevant interstate TVCs will provide real savings to the ORS, of up to $390k per

annum.

Considering the impact of production costs on the available media budget, it is recommended that

ORS consider the adaption of interstate material for mass media campaigns, with savings to be

deployed in attaining continuity of media presence to assist in changing driver habits and attitudes.

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b) The level of resources allocated to campaigns

A four year history of spend by medium has been assessed based on AC Nielsen (Adex) data.

Primary media for interstate jurisdictions is television and outdoor. TAC also invests heavily (26%

of budget) into online.

Calendar 2012 total media spend per 100,000 of population indicates ORS expenditure is below

the national average, and also when TAC is excluded (the high media investment of TAC skews

the national average).

Jurisdiction Spend '000s Spend per 100k pop Index to WA

NSW RMS/Transport for NSW $7,901 $95.47 87.20

VIC TAC $11,699 $200.76 183.38

Qld Transport and Main Roads $2,246 $46.29 42.28

SA Motor Accident Commission $3,805 $265.34 242.37

WA ORS $2,665 $109.52 100.00

TOTAL $28,316 $124.07 113.32

TOTAL EX TAC $16,617 $97.77 118

2012 State Media Spend Index to WA per 100k Population

A four year average shows that ORS expenditure is lower than the national average (ex TAC),

although skewed by a relatively lower spend in Queensland. (Please note that as 55% of the

Queensland population is rural, total regional spending, not captured by Adex, would most likely

contribute to an under reported total).



VIC TAC $11,361 $194.96 240.24



WA ORS $1,975 $81.15 100.00

TOTAL $26,862 $117.69 145.03

TOTAL EX TAC $15,500 $91.20 112.38

2009 - 2012 Average Media Spend Index to WA per 100k Population

The average proportion of advertising expenditure used in producing ORS road safety campaigns

over the four years up to 2012 is approximately 33%. (Production totals as advised by ORS

include outdoor production and installation).

Jurisdiction Pop (000s) Pop Index WA Production ($000) WA Media Equiv (000s) Media, Prod Total Production Share

NSW RMS/Transport for NSW 8276.2 340 $968 $6,715 $7,683 12.6%

VIC TAC 5827.5 239 $968 $4,720 $5,688 17.0%

Qld Transport and Main Roads 4852.4 199 $968 $3,930 $4,898 19.8%

SA Motor Accident Commission 1434 59 $968 $1,165 $2,133 45.4%

WA Office of Road Safety 2433.4 100 $968 $1,975 $2,943 32.9%

Production costs are relatively stable across Australia, while the price of media is determined by

its reach potential. As media costs are lower in Western Australian than in the larger population

states, the proportion of budget allocated to production will therefore be higher in Western

Australia, by up to three times greater than in other mainland states (excluding SA).

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This factor does lend weight to closer consideration of adapting interstate campaigns where we

have demonstrated that production savings can be up to 90%.

However a review of fatalities and media spend per 100,000 population does not readily

highlight a consistent cross market relationship with advertising spend and fatalities:

2009 2010 2011 2012 2009-2012

NSW Fatalities 6.4 5.6 5.0 5.0 5.5

Spend $67.02 $127.12 $115.93 $95.47 $101.39

Fatality Index YoY 100.0 88.2 88.9 100.1 86.3

Spend Index Yoy 100.0 189.7 91.2 82.4 151.3

VIC Fatalities 5.4 5.2 5.1 5.0 5.2

Spend $168.32 $229.33 $181.43 $200.76 $194.96


Spend Index Yoy 100.0 136.2 79.1 110.7 115.8

QLD Fatalities 7.6 5.6 6.0 6.1 6.3

Spend $71.12 $65.33 $58.90 $46.29 $60.41


Spend Index Yoy 100.0 91.86 90.16 78.59 84.9

SA Fatalities 7.4 7.2 6.3 5.7 6.6

Spend n/a $87.73 $259.34 $265.34 204.14

Fatality Index YoY n/a 100.0 86.5 90.4 78.2

Spend Index Yoy n/a 100.0 295.6 102.3 232.7

WA Fatalities 8.4 8.3 7.5 7.3 7.9

Spend $32.01 $97.19 $85.89 $109.48 $81.14


Spend Index Yoy 100.0 303.6 88.4 127.5 127.5

Fatalities/Spend per 100,000 population

However, in all markets, fatalities per 100,000 population has declined, whereas media spend

has trended upwards (with the exception of Queensland where spend has declined).

In our experience, the comparison between media expenditure and most marketing measures is

relatively weak. In a long term anti-tobacco marketing program, a reduction in a Quit campaign

budget of 20% in a particular year would be unlikely to result in a lift in smoking prevalence.

Similarly, a lift of 50% in a year would not result in an immediately recognisable decline.

A new brand entering a market to compete with established brands will invest

disproportionately more than its short term share of market objectives. It would not be

expected that that brand’s share of sales would match its increased share of advertising in that

year or the year after.

Inherent social and demographic conditions contribute to vehicle crashes from one geographic

region to another.

An alternative approach to comparing road safety advertising expenditure from state to state is

to compare the rate of improvement in road safety metrics from year to year, and from one

state to another.

In the document “Preliminary Fatal and Critical Injuries on Western Australian Roads– 2013

Summary”, a graph is provided that compares the fatality rates per 100,000 persons in WA

versus all of Australia.

The rate of decline for “All of Australia” has reduced since 2011. The WA rate of decline has

been greater than the Australian rate since the implementation of “Towards Zero’ in 2008.

(These observations are consistent with the trend identified in the 2011 Meta-analysis.)

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We concluded that a comparison in the rate of decline from state to state would mean

comparing states as if they were in the same state of maturity in the longevity of road safety

campaigns when in fact they are not.

The second highest weighted factor from the Meta-analysis was campaigns of durations over

200 days (67%).

Most NSW campaigns would comply because of that state’s tendency to have lower weekly TV

TARP weights and more active weeks supported by year-round Regional Outdoor focused on

speeding and occasionally fatigue campaigns.

AC Nielsen data detailing weight of television activity for other states in 2013 expressed as

Target Audience Rating Points (TARPs) shows:

Jurisdiction Active Weeks Days Total TARPs Ave Week TARPs

NSW - RMS 29 203 2300 79

VIC - TAC 52 365 6990 134

QLD- TMR 39 273 3206 82

SA - MAC 44 308 8091 184

A review of the WA speed behaviour, or “Enjoy the Ride” media campaigns indicate a total of 20

active weeks, or 140 days scheduled across 20 active weeks from October 2011 – April 2012.

This was scheduled in tandem with enforcement messages.

Recommendation

An evaluation of available research does not support a consistent cross market correlation between

advertising spend and road toll per 100,000 head of population.

However (with the exception of Queensland), it can be observed that a continually declining road

toll is accompanied by a trend of increased media expenditure.

To understand the impact of ORS Road Safety messages on audience behaviour it will require re-

instatement of on-going tracking. Research has not been undertaken since 2012.

We recommend the ORS consider the implementation of continuous tracking for quantitative

interpretation of major road safety campaign initiatives.

The depth, frequency and range of initiatives will obviously determine final cost, however, assuming

quantitative tracking of three major campaigns, ORS should consider a budget reserve of circa $150k.

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With regard to digital and social media investment our research indicates that an estimated 20+%

of major campaigns targeting men under 40 would now be allocated to digital and social media .

Recommendation

Because of the recent exponential growth of the impact of social media, combined with the need for

a body of on-going tracking over time, we are not surprised that there is nothing in the Academic

literature that we have sighted that provides evidence of the efficacy of social media in reducing

road crashes.

What is certain is that digital media forms have eroded the reach capacity of traditional media

forms, television in particular. This erosion is greatest against young males, the ORS core target,

where television activity is fragmented by digital alternatives, catch up television and video-pre-rolls.

A review of Speeding activity for 2012/2013 identifies that digital/social media allocation

represented approximately 17% of total expenditure (“Enjoy the Ride” and “Enforcement “combined).

This appears to be in line with our estimated digital spends in other jurisdictions

However it is not appropriate, nor the responsibility of this document, to recommend what

proportion of budgets should be allocated to social and digital media for Road Safety messages.

Within the section “Performance Indicators Used for Campaigns”, the report identifies that up until

2012, there has not been a requirement of the Media Agency to provide detailed documented

rationales for media strategy recommendations. Instead, this “was done in a forum/meeting with

ORS and ####### and creative agency discussions” (ORS).

It is imperative that the Media Agency is provided a detailed, non-prescriptive brief to which they

should respond with a highly documented, detailed, articulate and substantiated media strategy

recommendation for all media forms considered, digital or otherwise.

c). Performance indicators used for campaigns

Within this section we reviewed the “ Enjoy the Ride” media plan for 2011/2012, however in the absence of a detailed strategy document we offer generic observations that may have been considered and dismissed within the strategy development meetings held between ORS, the Creative Agency and the media planner.

We did review systems, operations and reporting for the period 2012/2013 and 2013/2014, as this represented the most recent modus operandi. A review of earlier (i.e. pre 2012) would potentially lead us to evaluate systems and practices that had progressed from that date, hence our inclusion of these observations.

The Client Brief: The ORS media briefs reviewed are not detailed, and prescriptive.

The Media Agency Response: The Media Agency strategic media rationale responses, where

provided are very basic and do not project any level of strategic thinking, rather they simply

provide a description of the plan without any qualifying rationale for the media selected and

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weights applied. Please note these were not prepared or provided in a written form prior to

2012.

Television Post Analysis: The Media Agency reports are essentially a “dashboard” of campaign

weight achieved, and too basic to be of any real value to ORS.

Campaign Buying - Cost and Audience Delivery Efficiency: A review of Media Agency’s buying

performance against cost per TARP and quality of programming identified inconsistencies

between bursts of activity, networks and stations within each network.

Recommendations

ORS briefing documents and the Media Agency response are not representative of best practice and

require realignment.

A rigorous briefing and detailed strategy rationale recommendation and review must be

implemented for all future campaigns to ensure that the strategies employed for ORS media

spending represent the optimum allocation of budget resources.

Timing of budget approvals may require revision to allow this.

The Media Agency is to be directed to develop a post analysis dashboard that provides transparency

of delivery against both communication and cost objectives, a complete breakdown of value added

components, and identify learning to be applied for future media campaign development to optimise

return on media investment.

Buying inconsistencies between networks and individual buys reflect a necessity for The Media

Agency to:

1. Monitor ongoing CPT performance of the media buy, and address potential cost inefficiencies

before they occur.

2. Track audience performance of selected programming to ensure it is, and continues to be,

targeted toward the primary target audience.

All agencies have software that tracks performance of buys against audience delivery trends, thereby

enabling the Agency to amend placement and/or negotiate bonus activity to ensure that campaigns

are telecast at the planned and bought weekly weight.

d) The economic/social cost for and against advertising

The Transport Accident Commission is a Victorian Government-owned organisation set up to pay

for treatment and benefits for people injured in transport accidents, promote road safety and

improve Victoria’s trauma system.

Its Main Media per capita investment in Road Safety is the highest in Australia as per the

following chart:

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State Population Road Safety Spend Spend Per Capita

NEW SOUTH WALES 7,218,500 $8,931,000 $1.24

VICTORIA 5,537,900 $11,361,000 $2.05

QUEENSLAND 4,476,700 $2,931,000 $0.65

SOUTH AUSTRALIA 1,639,600 $2,203,000 $1.34

WESTERN AUSTRALIA 2,353,400 $1,975,000 $0.84

TOTAL 21,226,100 $27,401,000 $1.29

* Source: AC Nielsed Adex/ABS

Road Safety Spend per Capita 2009-2012 (Ave)*

TAC return on investment in road safety promotion is measured by the reduction in claims.

With a commercial incentive to reduce road accident injuries it has applied significant resources

over many years to understand what works in road safety advertising and why.

Its continued commitment to mass media social marketing is consistent with an organisation

that has determined that there is a commercially viable ROI from road safety promotion.

There is strong correlation between crash reductions and campaigns of 200+ day’s duration.

Our observations from the most recent media plans for the WA ORS Speeding and Drink-driving

media plans are that they are constructed in a way that would not allow the WA ORS to have

high levels of confidence in their ability to reduce crashes. There is an absence of any meaningful

Drink-driving or Speeding TV advertising pressure against those most at risk (Regional WA

residents). Advertising in Perth is infrequent leaving many more weeks without cover than with.

Multi-media impact is only really meaningful when each channel used has the ability to generate

relatively high levels of recognition on its own.

Regional Outdoor’s inclusion on ORS schedules is consistent with the findings from the Phillips

et all Meta-analysis pointing to the weight of influence of roadside messaging.

The Phillips et all 2011 Meta-analysis’ observations were strongly influenced by campaigns

addressing speeding and drink driving, campaigns lasting over 200 days and campaigns using

road side messaging.

Fatality or serious injury reductions of 9% can’t be presumed for other campaigns, nor for

campaigns that are short-lived and don’t achieve wide exposure over several media.

We believe that a calculation as to the ROI of road safety advertising needs to be modified from

year to year depending on the presence of those factors that carried the most weight in the

source Meta-analysis.

Recommendation

Our research has identified evidence that there is both an economic and social benefit to road safety

advertising.

We have detailed that the TAC allocates almost twice the spend per capita on road safety compared

to other markets. Its return on investment is a reduction in claims. They have determined that there

is a commercially viable ROI from road safety advertising.

We have cited other examples and advocates of the positive role adverting plays in social marketing

(Prof Simon Chapman – anti-tobacco, Prof Melanie Wakefield –Cancer Council)

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However, success of social marketing campaigns requires adherence to a number of basic marketing

principles, including but not limited to:

Messages are based on sound research and target testing

High exposure

Sufficient advertising pressure

Maintain pressure over time

Use multiple channels

Conduct rigorous independent assessment of outcomes

Commitment to these principles is essential to maximise impact of ORS media budgets and assist in

contributing toward the achievement of the Toward Zero objectives.

e) Should future campaign spending include explicit education campaigns on

emerging and ongoing road use issues, such as keep left, how to merge, etc.?

In their 2004 Meta-analysis review of road safety campaigns (Cameron, Delany et al); the first

listed conclusion addressed this subject: “Campaigns with a persuasive orientation, and those

that use emotional rather than rational appeals, tend to have a greater effect on the relevant

measure of effect. In contrast, information based and educative campaigns have been

associated with less effective campaigns.”

Campaigns on issues such as keep left, safe distances between vehicles and how to merge etc.,

fall into this group of campaigns that had a lesser effect.

Recommendation

Our findings support continued focus on a relatively small number of large and severe problems

which have been proven to be amenable to improvement through behavioural change campaigns.

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1. The Value of New Campaign Production compared to using existing

material from other Agencies throughout Australia

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The Value of New Campaign Production compared to using existing material

from other Agencies throughout Australia

The effectiveness of utilising other existing material (including interstate advertisements) and its

appropriateness for key road safety issues within this state;

The potential application of existing material to a broader state-wide audience;

The potential impact on local production firms; and

The willingness and basis for other jurisdictions to share existing material.

The effectiveness of utilising other existing material (including interstate advertisements) and its

appropriateness for key road safety issues within this state

In a 2011 address Professor Melanie Wakefield from the Centre for Behavioural Research in Cancer

shared with attendees to the International Society for Behavioural Nutrition and Physical Activity

(ISBNPA) Symposium a summary of the findings from her recently published review of mass media

campaigns to change health behaviours. Professor Wakefield has a long association with Cancer

Prevention.

In her presentation she said that:

“Messages require careful development and pre-testing with target audiences.”

“Sharing and recycling is desirable, but pre-test locally to be sure.”

“Efficiency – greater role for recycling/adapting existing high performance ads for use in

other countries – Maximise the funding directed to broadcasting of ads, instead of making

them from scratch.”

Even with effective ads, her experience was that “Media campaigns have relatively short-term

effects on behaviour and so require ongoing investment”. Among other things, her conclusions

supported the need to maximise funds into the broadcast rather than the production of messages.

Successful Emotional Appeal Advertising is More Expensive to Produce

After a review of Mass Media Campaigns for Road Safety (led by Professor Max Cameron of Monash

University) undertaken in 2004, one of the main conclusions was that “campaigns with a persuasive

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orientation and that use emotional rather than rational appeals, tend to have a greater effect on the

relevant measure of effect.”

Most of the campaigns that have been included in advertising effectiveness reviews have used

emotional appeal, and effective emotional-oriented advertising is relatively expensive to produce. In

a paper (updated report July 2013) on the effectiveness of road safety advertising by the Centre for

Accident Research & Road Safety (CARRS) – Queensland University of Technology, the estimated

median cost for TV advertisements for “real” documentary style advertising was circa $450,000. It

was further estimated that the Victorian TAC has made extensive use of emotional appeal

advertising typically and invests between $250,000 and $450,000 per commercial on TV advertising

production with the variation in cost (determined by complexity of content and message).

In a 2011 Meta-analysis (Phillips, Ulleberg Vaa) of the relationship between mass media advertising

and reductions in fatal and serious injury crashes, the results of 119 campaigns from a wide range of

jurisdictions, calculated that there is a 9% reduction in accidents that can be confidently attributed

only to the contribution of road safety advertising. This was a similar conclusion to those of two

previous Meta-analyses (Delhomme, 1999; Elliot, 1993). Elliot (1993) evaluated campaigns targeting

drink-driving, pedestrian safety and seat-belt use. This study concluded that the evaluated

campaigns contributed a 7.5% reduction in measured outcomes. Delhomme’s (1999) review of the

evaluations of road safety campaigns with themes related only to driver behaviour concluded that

there was an average 8.5% reduction in crashes during the operation of a campaign.

Crash reductions as a result of road safety campaigns of 7.5%, 8.5% and 9%, while significant were

much lower than some earlier studies. Statistically significant low alcohol hour crash reductions for

the 1990 Victorian “Don’t fool yourself – speed kills” campaign were 24% in Melbourne, and 21% in

rural towns. The earlier studies were at a time when there was a much smaller body of road safety

advertising research available, and when serious accidents per 100,000 population were much

higher than they are today.

When reviewing these findings it needs to be kept in mind that:

Unsuccessful campaigns are probably less likely to be published than successful

campaigns; and

Generally the crash incident analyses reviewed periods prior to advertising pressure,

with those during and immediately after campaign activity.

It follows that it can’t be assumed that these reductions are permanent, as it could be argued that

measures taken immediately after advertising flights would only be representative of ongoing

reductions if the advertising was ongoing.

Having reviewed a broad range of Road Safety TV advertisements in this project, the striking

observation is their consistently high TV production values.

High production values combined with creative messaging, guided by behaviour change theories

increases the chances of producing effective, memorable campaigns.

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Successful Campaigns Need High Quality, Creative and Meaningful Advertising

Because mass market social marketing campaigns achieve change gradually and consistently, most

campaigns are regularly tracked, making it possible to relate advertising impact to non-crash

campaign measures like unaided and prompted recall. With relatively modest levels of campaign

pressure, high levels of post campaign advertising awareness is common.

These high prompted campaign measures are evident in the Office of Road Safety’s own tracking

reports: 68% prompted TV awareness - Drink Driving “OK is not OK” July 2012 (Metrix consulting),

57%-62% - Drink Driving “You Deserve It”, 65%-78% - Seat Belts “Sash”.

High awareness levels are also evident in other campaigns from other jurisdictions. For the Victorian

TAC; 89% prompted awareness among motor cycle riders – Motorcycle Safety “Motorcycle

Reconstruction” TVC (Wallis Research Wave 4, 2013), 73% - Motorcycle Safety “The Ride” TVC

(Wallis Wave 5, 2013).

In NSW in 2012, 80% of drivers surveyed recalled seeing the advertising for the new Drink Driving

“What’s your plan B?” campaign (NSW Centre for Road Safety). Ongoing tracking of the long running

NSW speeding campaign “Don’t Rush”, has 80% prompted recall of “Multiple Choices” and

“Testimonials” campaign materials. (NSW Centre for Road Safety). The 2007 “Pinkie” speeding

campaign targeting young male drivers achieved 97% recognition (Watsford/TNS 2008), and 95%

among the general population.

The 2012 Drink Driving “Think before you drink. Think twice before you drive” for the Queensland

Department of Transport and Main Roads, achieved 67% prompted awareness for their “Reflections

– anxious and uncertain” TV/Online video campaign among all drivers, and 88% among drivers who

admit to drinking and driving.

The evidence is that high quality road safety TV advertising gets remembered.

A feature of many of Road Safety campaigns is their ability to build and sustain awareness with

relatively low, yet meaningful levels of ongoing advertising pressure. Prompted Awareness of the

WA Seat belts “Sash” remained at 69% between May and August 2012 with around 40 TARPs/week.

Quality TVC’s are More Memorable and Can Allow Reduced Weekly TV Expenditure

The varying abilities of individual commercials to be recalled, was dealt with in some detail in the

2004 (Cameron, Delaney et al) “Review of Mass Media Campaigns in Road Safety”. This paper

introduced a concept known as Adstock; an enhanced function of TARPs which integrates the impact

of recent advertising with the retained awareness of past advertising. While this concept was

developed for brand advertising, it calculates the decay rate of any TV commercials. When the half-

life of an ad is calculated, media planners can provide evidence-based recommendations on how

little advertising pressure is required to sustain awareness, or how much additional pressure is

needed to increase it etc. The Adstock notion has also been used in other Mass Media Social

Marketing campaigns to extend the periods of influence of anti-tobacco, melanoma and breast

cancer screening. The clear implication of the Cameron et al findings is that more memorable ads

require fewer TARPs.

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In summary, calculations of reductions in serious road crashes attributable to Road Safety

campaigns indicates they require high quality advertising, usually requiring bigger production

budgets, but that the cost for the higher production quality pays out because of the additional

media coverage being more affordable due to the lower media weight required.

The Need for an Increased Budget for Greater Advertising Activity

The realisation of crash reductions cannot be assumed without high quality campaign material, and

that comes at a cost. Nor can crash reductions be assumed without regular media advertising

pressure. High quality ads tend to have a reduced decay half-life, which can stretch a media

campaign’s period of influence, without increasing media costs as they have greater impact at lower

weights than otherwise would be required .

An important consideration for a relatively small jurisdiction like Western Australia is that while

media costs are scalable in proportion to an interstate market’s population, campaign development

and production costs are not. Any campaign developed exclusively for Western Australia will

struggle to match the achievements of larger states where the production cost will have a much

lower handicapping of its broadcast and longevity.

This is discussed further within the section “Level of Resources Allocated to Campaigns, wherein it is

detailed that due to lower media costs, the proportion of production spend in Western Australia will

be up to three times greater than in other mainland states (excluding SA).

The following chart extrapolates this point based on the average 4 year media and production spend

in WA, and applying the relative media cost in the other major capital city markets against the

production cost of WA ORS campaigns across the last five years (2009-2012). (Production as advised

by ORS and includes outdoor poster production and install).



VIC TAC 5827.5 239 $968 $4,720 $5,688 17.0%




The NSW “Don’t Rush” campaign has been running since 2010. It has a multi-purpose campaign

sentiment that could be applied to both speeding and fatigue campaigns. The development and

production costs of two quite different creative ideas under the “Don’t Rush” umbrella; “multiple

choices” and “testimonials”, have been able to deliver a variety of messaging for four years. The

recently introduced “Speed Camera” campaign now provides another supporting message to be

integrated into the broader “Don’t Rush” campaign. Presuming the production costs for each of

these ads averages $250,000 each, then the overall ratio of production costs to media expenditure

(circa $2.5m per year) is estimated as 7.5%. ($10 million spend over 4 years. Total production cost

$750k ).

More Creative Executions around a Consistent Campaign Theme Reduces Campaign Wear-out

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The ability to support the same campaign theme “Don’t Rush” with very different but aligned

creative executions reduces wear-out. This was the conclusion from a paper – Advertising wear-out

in the Transport Accident Commission and road safety campaigns (Fry 1996). Fry concluded that “the

large impact of the individual advertisements have, coupled with the strategy of rotating different

creative executions, made it difficult to identify strong statistical evidence of wear-out.”

There has been no road safety campaign tracking in Western Australia since early 2012. Without

campaign tracking research, advertising wear-out would go undetected, and the risk of investing

precious media funds behind worn out creative material increases.

The potential “Catch 22” for smaller states is that higher relative production costs reduce their

ability to create and produce their own pool of creative executions, which increases the likelihood of

wear-out for their campaigns.

With a third of the media budget of NSW, the creation and production of advertising for Western

Australia, rather than recycling or repurposing successful advertising from other jurisdictions, is a

much less affordable proposition.

The potential application of existing material to a broader state-wide audience

To address this requirement of the project we requested that interstate jurisdictions provide access

to their recent campaign materials. In all cases we were referred to their individual websites from

which we accessed their most recent campaigns for the key road safety issues that impact WA road

safety, i.e.

1. Speed

2. Drink Driving

3. Safer Vehicles

4. Restraint

5. Distraction/Fatigue

We then reviewed each of these campaigns to identify the potential for use in Western Australia.

We concentrated our efforts on television material as this is the highest cost production element of

each campaign, and generally the source of elements for other media e.g. online, print, outdoor.

In order to understand the relevance of each TVC for telecast in Western Australia, the content of

each TVC was categorised as “Generic”, “Adaptable” or “Heavily State Biased”.

A listing of those TVCs is included in appendix 1.

In summary, we identified the following TVCs that could be edited at minimal cost for telecast in

WA:

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Issue NSW Vic SA Qld Tas TOTAL

Speed 1 1 1 1 1 5

Drink Driving 1 1 1 2 1 6

Safer Vehicles 0 1 0 0 0 1

Restraint 1 0 0 1 0 2

Distraction/Fatigue 3 1 3 1 0 8

TOTAL 6 4 5 5 2 22

Our contracted Director/Producer then reviewed each TVC to identify the likely costs involved to

edit each of the TVCs to obviate any state bias and ensure each TVC would be effective in resonating

with the WA audience. That assessment, detailed by state, follows.

Summary of production costs and savings edit those TVCs from interstate jurisdictions

STATE Issue Title Max Cost to Produce Max Revision Cost Savings Average Saving %

NSW Speed Don't Rush $227,000 $23,000 $204,000 90%

Drink Driving Plan B $374,000 $26,000 $348,000 93%

Restraint Clip Every Trip $200,000 $5,000 $195,000 98%

Fatigue Don't trust your tired self - Metropolitan $200,000 $6,000 $194,000 97%

Don't trust your tired self - Regional $200,000 $6,000 $194,000 97%

Distraction Get your hand off it $200,000 $2,000 $198,000 99%

VICTORIA Speed Wipe off 5 $400,000 $6,000 $394,000 99%

Drink Drive Bloody Idiot $300,000 $2,000 $298,000 99%

Safer Vehicles How safe is your car? $200,000 $2,000 $198,000 99%

Distraction Safer P Platers $200,000 $2,000 $198,000 99%

SOUTH AUSTRALIA Speed Creepers $180,000 $6,000 $174,000 97%

Drink Driving Just over $180,000 $16,000 $164,000 91%

Distraction Mobile Phone - Call/Email/Twitter (Series) $500,000 $15,000 $485,000 97%

QUEENSLAND Speed Slow Down Nightmare $200,000 $3,000 $197,000 99%

Drink Driving Police Presence Police Presence/Anxious and Uncertain series $400,000 $32,000 $368,000 92%

Restraint Better Buckle Up $350,000 $12,000 $338,000 97%

Distraction/Fatigue Kids/Mobile Phone/Fatigue Series $350,000 $22,000 $328,000 94%

TASMANIA Speed Speak Up $200,000 $1,000 $199,000 100%

Drink Driving How to be a Real Mate $200,000 $1,000 $199,000 100%

$5,061,000 $188,000 $4,873,000 96%

$266,368 $9,895 $256,474 96%

TOTAL

AVERAGE TVC COST- 19 TVCs (includes series as one item)

INTERSTATE PRODUCTION COSTS AND ESTIMATED EDIT COSTSS

The potential impact on local production firms

From a financial perspective adaption of interstate campaigns would provide savings to the West Australian Government. For the period 2009/10 to 20011/12, the annual average campaign production expenditure for WA ORS is as follows:

Mass Media Campaign Production ThreeYear Ave. 2011/2012 2010/2011 2009/2010

Speeding Behaviour Community Education 219,667$ 294,000$ 350,000$ 15,000$

Speeding Enforcement Community Communication and Education 122,500$ 267,500$ 100,000$ -$

Restraints Community Education 145,000$ 185,000$ -$ 250,000$

Drink Driving Behaviour Community Education 333,333$ 350,000$ 300,000$ 350,000$

Drink Driving Enforcement Community Education 30,400$ 91,200$ -$ -$

Distraction Community Education 116,667$ 150,000$ 200,000$ -$

Total 967,567$ 1,337,700$ 950,000$ 615,000$

Production Allocation - Mass Education Campaigns

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Included within these totals are:

Outdoor production costs (printing and installation) circa $250k

Community Materials circa $10k

Digital Creation and Development ($20k license cost)

Excluding the above, approximately $688k is allocated to TVC production per annum

We identified earlier that the average edit costs of adapting suitable interstate material is approximately 4%.

Worst case scenario is a saving of 90%. Applying this saving to the three year average production cost of $688k would realise a saving to the WA Government of approximately $620k per annum.

This figure excludes talent fees. In the absence of interstate jurisdictions’ talent contracts it is not

possible to estimate additional cost for telecast in WA

o ORS has estimated this may be as high as $230k. This cannot be confirmed or disputed.

o If the full impost of the talent fee projection is applied (unlikely), ORS would still realise a

production saving of circa $390k.

The adoption and adaption of interstate material will enable ORS to maximise funds into the

broadcast rather than the production of messages.

With regard to the impact on Perth/WA based production companies, Yellow Pages lists over 70 television production companies located in Perth. If we limit our scope to 10, then the impost on the average company would be gross < $65k. ($620k/10). Therefore impact on the local production industry would be minimal.

The willingness and basis for other jurisdictions to share existing material

In our discussions with the jurisdictions, there is a willingness to share existing material. Any

amendments of course would be at the expense of ORS. The costs to amend material have been

detailed. These are as advised by a Director/Producer.

Recommendation

The adaption of relevant interstate TVCs will provide real savings to the ORS, of up to $390k per

annum.

This saving could be reinvested in media time and space to achieve more effective continuity of ORS

road safety messaging to WA drivers.

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2. The Level of Resources Allocated to Campaigns

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The Level of Resources Allocated to Campaigns

The expenditure allocated in other states towards road safety campaigns in the Mass Media;

The expenditure allocated in other states on digital advertising for road safety campaigns inother states;

The expenditure allocated in other states towards road safety campaigns in the socialmedia;

The proportion of road safety advertising expenditure used in producing road safetycampaigns in other states compared to Western Australia and the percentage of the totalexpenditure in media placement for such campaigns in each of those states;

The correlation to the level of expenditure on road safety advertising and the road toll per100,000 in each state; and

Whether academic research supports the above correlation.

The expenditure allocated in other states towards road safety campaigns in the Mass Media

The following expenditure figures were sourced from AC Nielsen Adex data, an independent third

party monitoring service that estimates media spend.

Adex does not have access to actual client rates, therefore value is based on a generic rate card

from which discounts relative to the client’s estimated total expenditure in each medium are

applied. Further it excludes regional radio and regional press, programme syndicators, suburban

press and fails to capture accurate online investment figures (including social). These figures are

therefore a guide only.

We have been advised that these figures are under-estimated by approximately 50%.

While we recognise the significance of this under-reporting, we believe the Adex data does provide

measurement of individual jurisdictions from a comparable base for those mediums that are

measured.

Within Appendix 3 we provide a summary of spend by jurisdiction, by calendar year for the period

2009-2013 inclusive.

For 2012 total allocation by medium as measured by Adex is as follows.

JURISDICTION Share TOTAL MET TV REG TV MET PRESS REG PRESS MAGS MET RADIO ONLINE CINEMA OUTDOOR

NSW RMS/Transport for NSW Total $7,901 $1,865 $1,151 $135 $35 $26 $628 $267 $377 $3,417

Share 100% 24% 15% 2% 0% 0% 8% 3% 5% 43%

VIC TAC Total $11,699 $3,640 $578 $224 $391 $214 $852 $3,069 $160 $2,571

Share 100% 31% 5% 2% 3% 2% 7% 26% 1% 22%

Qld Transport and Main Roads Total $2,246 $700 $385 $37 $119 $0 $40 $31 $0 $934

Share 100% 31% 17% 2% 5% 0% 2% 1% 0% 42%

SA Motor Accident Commission Total $3,805 $2,226 $0 $93 $0 $0 $809 $41 $267 $369

Share 100% 59% 0% 2% 0% 0% 21% 1% 7% 10%

WA Office of Road Safety Total $2,664 $1,211 $437 $191 $0 $0 $234 $20 $84 $487

Share 100% 45% 16% 7% 0% 0% 9% 1% 3% 18%

Total Total $28,315 $9,642 $2,551 $680 $545 $240 $2,563 $3,428 $888 $7,778

Share 100% 34% 9% 2% 2% 1% 9% 12% 3% 27%

Road Safety Media Expenditure 2012. Source AC Nielsen Adex Data

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Usage by medium fluctuates by jurisdiction from year to year, however for 2012 we observe

television and outdoor as the most dominant media in all jurisdictions.

This is not a surprising strategy as television provides an emotive appeal to drivers to change their

driving behaviour, while outdoor provides visual reinforcement of this appeal reaching the target

audience while driving.

It is only the TAC who has invested significantly in online activity, an important observation when we

consider the changing media consumption habits of young males, the core ORS target.

These media spend figures need to be reviewed relative to market size to provide a realistic

comparison of spend between markets. The following chart extrapolates media spend per 100,000

head of population for the period 2012:



VIC TAC $11,699 $200.76 183.38



WA ORS $2,665 $109.52 100.00

TOTAL $28,316 $124.07 113.32

TOTAL EX TAC $16,617 $97.77 118


The consistently high spend of TAC skews the national average, hence we have viewed the

proportion of spend per 100,000 population on both a national basis, and excluding TAC. In 2012

Adex spend indicates the national average spend on road safety media is 13.3% greater than that

allocated in WA by ORS. When TAC is excluded, the national average reflects an 18% higher spend

per 100,000 population than ORS. However for this year, the index varies wildly by state.

One year cannot be observed in isolation, as Government budget allocation per market can fluctuate

significantly from year to year, (as can be observed in Appendix 3).

The following chart details the four year average for 2009-2012 spend per 100,000 population per

jurisdiction and indexes this against the ORS allocation.

On this basis we can observe that ORS expenditure is lower than the national average (ex TAC),

although skewed by a relatively lower spend in Queensland. (Please note that as 55% of the

Queensland population is rural, regional spending, not captured by Adex, would most likely

contribute an to under reported total).



VIC TAC $11,361 $194.96 240.24



WA ORS $1,975 $81.15 100.00

TOTAL $26,862 $117.69 145.03

TOTAL EX TAC $15,500 $91.20 112.38


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Review of the proportion of road safety advertising expenditure used in producing road safety

campaigns in other states compared to Western Australia and the percentage of the total

expenditure in media placement for such campaigns in each of those states

None of the interstate jurisdictions has provided the production expenditure information requested,

hence we are unable to provide DPC with a direct comparison of the proportion of costs allocated to

media and production.

It needs to be recognised that while production costs are relatively stable across Australia, the price

of media is determined by its reach potential, and therefore as media costs are lower in Western

Australian than in the larger population states, the production costs will be similar. The proportion

of budget allocated to production will therefore be higher in Western Australia.

On the following chart we extrapolate this point based on the average 2009-2012 media and

production spend in WA, and applying the relative media cost in the other major capital city markets

against the production cost of WA ORS. (Production totals as advised by ORS include outdoor

printing and install).



VIC TAC 5827.5 239 $968 $4,720 $5,688 17.0%




The above table reflects that due to the lower media costs, the proportion of production spend in

Western Australia will be up to 2.6 times greater than in other mainland states (excluding SA).

This factor does lend weight to closer consideration of adapting interstate campaigns where we

have demonstrated that production savings can be greater than 90%.

The correlation to the level of expenditure on road safety advertising and the road toll per 100,000

in each state.

The following fatality data for the period 2009 – 2012 was sourced from the Australian Government

website, with fatalities per 100,000 population extrapolated from state population data sourced

from the Australian Bureau of statistics.

As stated earlier, media spend figures are based on estimates as provided by Adex, and we recognise

that these may be approximately half of actual spend. It is the relativity between the figures that is

in consideration.

In all markets fatalities per 100,000 population has declined, while media spending is trending

upwards (except in Queensland).

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We are not surprised to find there is no direct correlation between cross market spend and fatalities

per 100,000 population.

Each state has its own specific circumstances, determined by urban rural population splits, distances

between major cities and towns, condition of roads etc.

In our experience, the comparison between media expenditure and most marketing measures is

relatively weak. In a long term anti-tobacco marketing program, a reduction in a Quit campaign

budget of 20% in a particular year would be unlikely to result in a lift in smoking prevalence.

Similarly, a lift of 50% in a year would not result in an immediately recognisable decline. A new

brand entering a market to compete with established brands will invest disproportionately more

than its short term share of market objectives. It would not be expected that that brand’s share of

sales would match its increased share of advertising in that year or the year after.

New systems of media expenditure measurement have been introduced in recent years, but they all

have gaps. One notable gap is the exclusion in most measures of the expenditure directed to

catalogues. According to the 2011 ABS Census catalogues reach over 18 million Australians a week. It

is a $1.5 billion dollar business; around half the value of FTA TV, but it is only included in the annual

PWC Media Outlook report which measures high level trends, but not category or advertiser details.

Consequently, any analysis trying to make sense of the relationship between advertising activity and

share of sales for Supermarket brands would be fairly pointless if it didn’t have a way of accounting

for the proven in store traffic-driving influence of catalogues.

As stated earlier Adex provides detailed category and client expenditure data on most large media

channels, but it excludes PayTV ($450m PA), Regional Radio, Regional Press, Program syndicators,

Suburban press, Trade magazines and much of the Online Investment.

Without detailed media expenditures from jurisdictions in other states, this report leans heavily on

Adex data for interstate media expenditure comparisons.

2009 2010 2011 2012 2009-2012

NSW Fatalities 6.4 5.6 5.0 5.0 5.5

Spend $67.02 $127.12 $115.93 $95.47 $101.39


Spend Index Yoy 100.0 189.7 91.2 82.4 151.3

VIC Fatalities 5.4 5.2 5.1 5.0 5.2

Spend $168.32 $229.33 $181.43 $200.76 $194.96


Spend Index Yoy 100.0 136.2 79.1 110.7 115.8

QLD Fatalities 7.6 5.6 6.0 6.1 6.3

Spend $71.12 $65.33 $58.90 $46.29 $60.41


Spend Index Yoy 100.0 91.86 90.16 78.59 84.9

SA Fatalities 7.4 7.2 6.3 5.7 6.6

Spend n/a $87.73 $259.34 $265.34 204.14

Fatality Index YoY n/a 100.0 86.5 90.4 78.2

Spend Index Yoy n/a 100.0 295.6 102.3 232.7

WA Fatalities 8.4 8.3 7.5 7.3 7.9

Spend $32.01 $97.19 $85.89 $109.48 $81.14


Spend Index Yoy 100.0 303.6 88.4 127.5 127.5

Fatalities/Spend per 100,000 population

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The Significant Differences in Inherent Geo-demographic Profiles from State to State

A significant variable in Road crashes is the portion of a state’s population residing in regional, rural

and remote areas. A bigger percentage of young people in regional Australia have a driver’s license

(Roy Morgan Perth versus Regional WA). A bigger portion of young people in regional Australia

regularly consume alcohol (Roy Morgan) than in the metropolitan areas. Young drivers in regional

markets are more likely to have recently visited a hotel or licensed club than in metropolitan areas.

Trip lengths in regional markets are longer, and average speeds are higher. There is a much higher

proportion of drivers from a Middle Eastern, South Asian or South East Asian cultural background in

metropolitan areas and they tend to have different customs in regard to alcohol than Australians

with an Anglo-Celtic or Indigenous heritage. The latter are over-represented in regional populations.

A Higher Concentration of Lower Socio-economic Segments in Regional Markets

Finally, the target segments most at risk for many problems addressed via mass media social

marketing campaigns are people in the lower socio-economic groups, and they too are a bigger

proportion of regional populations. Drivers from lower SES groups drive older vehicles which may

influence vehicle road worthiness. Also, in our experience, the appreciation of the implied social

contract of road courtesy and user inter-dependence is lower among those with lower education

and socio-economic status, as are levels of concern for legal consequences and perceptions of the

likelihood of getting caught in enforcement programs.

It follows that jurisdictions with large proportions of their population in highly urbanised

environments (like ACT) tend to have lower fatalities per 100,000 persons than those with portions

of residents in remote and very remote communities (like the Northern Territory and Western

Australia). These social factors are likely to have a greater weight of influence on road crashes than

advertising.

Given that little can be done about the inherent social and demographic conditions which contribute

to vehicle crashes from one geographic region to another, the report considered an alternative

approach to comparing road safety advertising expenditure from state to state. The report

investigated the possibility of comparing the rate of improvement in road safety metrics from year

to year, and from one state to another.

In their 2011 Meta-analysis of 119 Road Safety campaigns Phillips/Ulleberg/Vaa gave an overall

estimate that road safety campaigns coincided with an average 9% reduction in serious accidents.

They noted a tendency for campaigns to be less effective over time, especially in jurisdictions that

have had a long history of road safety marketing investment.

In the document “Preliminary Fatal and Critical Injuries on Western Australian Roads – 2013

Summary”, a graph compares the fatality rates per 100,000 persons in WA versus all of Australia.

25 | P a g e

Evident from that graph is that the rate of decline for “All of Australia” has reduced since 2011. It

also shows that the WA rate of decline has been greater than the Australian rate since the

implementation of “Towards Zero” in 2008. These observations are consistent with the trend

identified in the 2011 Meta-analysis.

We concluded that a comparison in the rate of decline from state to state would mean comparing

states as if they were in the same state of maturity in the longevity of road safety campaigns

when, in fact, they are not.

The Need for Research

The management consultant Peter Drucker once said that “what gets measured, gets managed”.

It is the nature of most media advertising campaigns that progress is gradual. Some desired

behaviours can be instantly obvious like calls to a Quit line. However, calls to the Quit line rapidly

decline once the advertising pressure ceases, but this won’t mean that the campaign has stopped

working. Measures of those intending to quit, can remain high well after a campaign.

What can’t be gauged without ongoing tracking are the more subtle changes such as sentiment,

attitudes, scale of awareness, which campaign elements most effectively achieve recognition,

consideration, commitment or clarity. Nor is it possible to know relative message strength,

persuasiveness, wear-out or self-reported behaviour. Success usually requires small, consistent but

gradual positive shifts on a relatively small range of measures.

Road Safety campaigns in NSW and Victoria are tracked via quantitative surveys. Elsewhere in this

report there are quotes regarding the results of Queensland road safety campaigns which indicate

that at least campaigns for the major issues are subjected to post-campaign surveys. As part of the

briefing material by the ORS, we received copies of survey reports for Western Australian campaigns

26 | P a g e

in the up to and including 2012. We were told that these were discontinued. Without it, it would be

hard to see how evidence-based improvements can be achieved.

Since at least 2002 road safety campaigns in NSW have been tracked. The old NSW Roads and Traffic

Authority requested tenders, and made long-term research partner appointments for continuous

tracking (12 waves per year). This provided a constant read on major campaigns for speeding, drink

driving, seat belts and fatigue. It also allowed for regular surveys for smaller or regionally specific

campaigns such as Mobile distraction, speed cameras, Heavy vehicle point to point, School safety

zones, Motor cycle safety, Enhanced enforcement blitzes, and Double demerit periods. While this

system has its critics, because it leans heavily on standardised questions, it is generally regarded as

cost effective.

Costs for quantitative surveys vary considerably, and in our experience can range from around

$8,000 to $60,000 depending on the length of the questionnaire, the sample size (typically 400-800),

the ease of recruitment, the necessity to weight the count, the importance of difficult to recruit

target audiences; like those in very remote communities or those from a non-English speaking

background.

High end surveys begin broad and might cover sentiment to a wide range of areas for which states

are responsible. These compare the ranking of issues from time to time. After an extended dry

period in NSW and Victoria, water security might be spontaneously nominated as a high concern, at

other times it might be road safety, law and order, public education or health care.

At the next level might be attitudes/support for road safety initiatives; enforcement, speed limits,

speed camera detection, fines, use of mobile phones etc.

Then typically questions will test for top of mind awareness of any recent road safety advertising,

before presenting campaign materials to respondents to see whether they recognise them. This will

show/play recent advertising material and measure recognition by copy version or individual

channel, or combination of channels.

Most surveys probe for advertising diagnostics; how effectively are different campaign elements

working, are they clear, believable, distinctive, persuasive etc.? Finally, they will ask respondents

about the impact of the messages on their attitudes, intentions or actual behaviour.

Survey findings will be presented in face to face presentations highlighting statistically significant

shifts in measures, differences in responses in sub-groups, interpretations and implications on future

campaigns.

At the $8,000 end of the spectrum will be shorter surveys, piggy-backing existing panels, unweighted

for gender, specific age breakdowns, social grade or ethnicity. These tend to be restricted to a

comparatively narrow field of questioning, and check for headline measures like awareness of the

issue, advertising recognition, diagnostics, agreement with a small range of attitude statements

regarding effectiveness and consideration. For this cost the questionnaire would have been largely

constructed by the client, with minimum input by the survey company. Nor is it likely that there

would be a detailed face-to-face presentation of the findings, but the client would be provided the

raw tabulation for internal review and analysis.

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Recommendation

An evaluation of available research does not support a direct correlation between advertising spend

and road toll per 100,000 population.

However with the exception of Queensland, it can be observed that a continually declining road toll is

accompanied by a trend of increased media expenditure.

To understand the impact of ORS Road Safety messages on audience behaviour will require on-going

tracking. Research has not been undertaken since 2012.

We recommend the ORS consider the implementation of continuous tracking for quantitative

interpretation of major road safety campaign initiatives.

The depth, frequency and range of initiatives will obviously determine final cost, however, assuming

quantitative tracking of three major campaigns, ORS should consider a budget reserve of circa $150k.

Other Considerations

The 2011 Meta-analysis estimated the statistical weight to a range of factors in accident prevention.

Metro versus Regional Funds Allocation

The report explored the relative importance of expenditure in Regional areas from one state to

another. As Road Safety campaigns are more effective in Regional areas, such a comparison would

show if this is reflected in Regional vs. Metro funds allocation.

From the Adex data we added Regional TV, Regional Press and Outdoor. Outdoor expenditure is not

divided into Metropolitan and Regional, however we know that in NSW and WA most of the outdoor

exposure is on roadside signage on Country Roads. In Victoria the TAC is also a Metropolitan

Outdoor advertiser, so the Victorian expenditure may overstate the Regional share. On this analysis

the states most strongly aligned in funding disproportionate Regional exposure are WA, NSW and

VIC.

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Campaign Longevity

The second highest weighted factor from the Meta-analysis was campaigns of durations over 200

days (67%).

Most NSW campaigns would comply because of that state’s tendency to have lower weekly TV TARP

weights and more active weeks supported by year-round Regional Outdoor focused on speeding and

occasionally fatigue campaigns.

AC Nielsen data detailing weight of television activity for other states in 2013 expressed as Target

Audience Rating Points (TARPs) shows:

Jurisdiction Active Weeks Days Total TARPs Ave Week TARPs

NSW - RMS 29 203 2300 79

VIC - TAC 52 365 6990 134

QLD- TMR 39 273 3206 82

SA - MAC 44 308 8091 184

A review of the WA speeding and drink drive media campaigns indicate that 200+ day exposure

might apply to Regional Outdoor but not in the TV or radio campaigns for either Speeding or Drink

Driving.

Accompanying Enforcement Activity

Another highly weighted factor was campaigns supported by enforcement. Without the cooperation

of other states we aren’t able to make an assessment of this from state to state.

Road-side Message Delivery

In the Phillips et al Meta-analysis, campaigns that used Television, Radio or Newspaper had a higher

weight of contribution to success, but the report pointed out that those campaigns also dominated

the sample, so no conclusions could be drawn on their contribution. However it was possible to

identify that campaigns using roadside advertising represented over one third of all campaigns.

0%

10%

20%

30%

40%

50%

60%

Rgnl NSW Rgnl VIC Rgnl QLD Rgnl SA Rgnl WA

Road Safety Media Investment in Regional Markets% of State Budget 2011-2013

% of drivers % of investment

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Major road safety campaigns seeking to establish the balance between exposure to those media that

can persuade and alter attitudes (like TV), and those that can do this while also impacting short term

driving behaviour (Radio and Outdoor) are commonly used in combination for themes like speeding,

drink driving and driver fatigue. In our experience, in post campaign tracking, TV is the most

recognised of the media used, Outdoor the next, Radio next and recognition of Online elements falls

well behind with media like in-venue and convenience advertising.

Digital and Social Media Expenditure

The Victorian TAC and more recently Transport for NSW campaigns have been employing larger

online budgets. 23% of the TAC’s expenditure between 2011 and 2013 was in Online. However, as

no other states provided detail of recent campaigns, we have again needed to look for informed

observations elsewhere.

Expenditure in Social Media is not measured by any syndicated advertising expenditure providers.

Social Media channels are those digital options that allow the interaction between the message

recipient and the sender. Popular platforms are Facebook, YouTube, Twitter, LinkedIn etc.

In a media plan, social media expenditure sits within the Online or Digital media section with paid

online display advertising, paid search and digital video. Online media progressively grew from 5% to

16% placed through Australia’s major media buying groups in the period 2007 to 2012 (Source SMI).

However, social media expenditure is not captured in that 16% figure. The reason is that most of an

advertiser’s expenditure on social media is spent on services rather than delivery.

General media investment trends show 45% of media billings placed through major media agencies

is placed in TV, between 10% and 15% of TV budgets are typically allocated to Digital TV (Catch-up

TV, YouTube and video placement site aggregators ) when targeting under 40 demographics.

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We believe it would be sage to presume that in most states between 10% and 15% of budgets for

road safety campaigns for Drink Driving, Speeding and Mobile Distraction are invested in digital

video. As these three road safety issues are priorities for most states, they receive a

disproportionate share of funds, so it is likely that digital video is now being allocated an amount

equal to between 8% and 10% of Road Safety TV budgets. Viewers of these videos across a range of

sites are able to click through to a campaign landing page for more campaign-related information. In

NSW viewers of the Plan B online video were taken to a site where they could access public

transport timetables and other transport alternatives to driving home from a drinking occasion.

The fees for digital media services tend to be higher than those for offline media. Digital media

strategy fees are around 10% of digital budget, as are other media agency fees related to digital

media.

As a result of higher agency service fees, a lower portion of online media budgets are spent on

message delivery.

Service fees for the creative, production and management of social media campaigns require an

even greater percentage of the budget; so much so that a campaign with a large social media

component would allocate around 35% of the total digital budget to social media, and of that

around two thirds of the funds would be allocated to content creation, social media competitions,

production and social media management, and only about one third to delivery.

We don’t have details of the Transport for NSW “Get your hands off it” campaign, nor the TAC

“Town called Speed” campaign, but a review of the materials associated with these activities is a

good illustration of why such a large portion of social media funds is spent on idea development and

execution.

Consequently we believe that it would be safe to presume 20+% of major campaigns targeting men

under 40 would be allocated to digital and social media.

Recommendation

Because of the recent exponential growth of the impact of social media, combined with the need for

a body of on-going tracking over time, we are not surprised that there is nothing in the Academic

literature that we have sighted that provides evidence of the efficacy of social media in reducing

road crashes

Transport for NSW advised they are leery of the “direct” use of social media to connect with drivers.

Their “Speeding Pledge” social media campaign was met with hostile negativity. Their preference is

to connect with drivers in more indirect but “friendly” vehicles, e.g. NRMA

What is certain is that digital media forms have eroded the reach capacity of traditional media

forms, television in particular. This erosion is greatest against young males, the ORS core target,

where television activity is fragmented by digital alternatives, catch up television and video-pre-rolls.

It is not appropriate, nor the responsibility of this document, to identify what proportion of budgets

should be allocated to social and digital media for Road Safety messages.

31 | P a g e

This can only be determined by a review of the specific objectives of each campaign and the strategic

rationale for social media inclusion, and how this media form (along with other media components)

will contribute to the achievement of campaign objectives.

Within the section “Performance Indicators Used for Campaigns”, the report identifies that up until

2012, there has not been a requirement of the Media Agency to provide detailed documented

rationales for media strategy recommendations. Instead, this “was done in a forum/meeting with

ORS and ####### and creative agency discussions” (ORS).

It is imperative that the Media Agency is provided a detailed, non-prescriptive brief to which they

should respond with a highly documented, detailed, articulate and substantiated media strategy

recommendation for all media forms considered.

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4. Performance indicators used for campaigns

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Performance indicators used for campaigns

Analysis of pre and post-campaign research and the application of supporting academic research where appropriate. Attention should be given to the following:

The brief;

Target market: Metropolitan and Regional - state-wide;

Objectives: x% reach, no of TARPS (Total Audience Rating Points) etc., message recall, no. or% reduction in accidents/road toll;

Duration of Campaign;

Media Budget (with a comparison to expenditure in other states);

Media selection (including a comparison of the use of social media in other states and how itis used);

Production Budget Spend;

Media Buy: evaluate the effectiveness of the media plan – media selection – rate cardcomparison (invoiced); and

Post-campaign effectiveness, including reporting effectiveness, reach of advertising, andfrequency.

Introduction

Interstate jurisdictions did not supply the necessary data to compare schedules, message recall,

social media usage etc. We have therefore focussed on Office of Road Safety output, and applied

research as provided by ORS or sourced from ORS website, and other relevant data available in the

public domain.

Within this section we review the briefing process, the media agency’s response to the brief and the

resultant media plan, and post campaign reporting.

We also review documentation pertaining to the 2011/2012 “Enjoy the Ride” speeding community

education campaign

Please note that our review also can only rely on what is published and provided by ORS. We

understand that in developing media strategies, a series of meetings and undocumented

conversations would change the shape of recommendations and subsequent plans.

We have therefore reviewed the media plan developed for 2011/2012 in light of the research

released by Synovate in November 2011, which reviewed the launch of the “Enjoy the Ride”

campaign for the period March- August 2011

“Enjoy the Ride” Media Planning

A summary of the 2011 launch, and the prompted awareness scores achieved for the plan is as

follows:

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Medium Length Cost Weeks Weekly Weight TARPs/Spots/ Imp 000s Awareness (Prompted) Population 18 plus (000s) Awareness 18+ Thousands CPA 000s

Met TV 180 83,665$ 2 25 50

30 208,751$ 10 100 1040

292,416$

Reg TV 180 8,253$ 2 12 24

30 41,073$ 10 100 1040

49,326$

M Radio 30 95,565$ 11 35 390 13 1448 188.24 508$

R Radio 30 51,740$ 10 15 150 22 489 107.58 481$

Online Various 50,000$ 20 233.9 4678 12 1937 232.44 215$

Outdoor Met Supersite 47,444$ 16 29 464 16 1448 231.68 205$

Outdoor Reg Supersite 76,092$ 17 1.3 22 35 489 171.15 445$

Buses Megasides 24,056$ 4 n/a n/a 7 489 34.23 703$

40 489 195.6 252$

Schedule /Awareness Summary March - July 2011

34 1448 492.32 594$

While we have projected a “Cost per Prompted Awareness 000s (CPA 000s), this should be viewed as

a guide only, as it is widely accepted that media awareness will often skew toward television as the

most dominant medium. This skew may under report the impact of other media and therefore

devalue their contribution to total awareness of this campaign.

Further it does not address the inherent strengths or impact of individual mediums. Obviously a 3

minute television TVC will have a vastly greater impact than an online banner ad. (The impact of the

3 minutes television spot has not been reported individually, however it should be recognised that

exposure was minimal in the launch phase i.e. <5% campaign weight, despite a cost share of >26%).

The percentage of people who recall seeing or hearing at least one component of the campaign is

47%. What can be readily appreciated from the above is that, not surprisingly, television generated

the greatest awareness, followed by outdoor and radio.

Billboard awareness in regional areas of 35% is high due to the coverage of 29 sites across regional

centres. Buses had the least recall, and the highest relative cost.

With 12% of spend, online enjoyed a surprisingly strong recall. It should be noted that the online

expenditure reported above excludes social media activity, where up to $200k was allocated

annually to generate campaign buzz in Facebook, Twitter, forums etc. Assuming allocation of

approximately $80k across the research period, this would increase the CPA 000’s to $559, a cost

comparable to that of television.

How did the above outcome influence the media Agency’s 2011/2102 planning for the second phase

of the campaign?

The 2011/2012 Plan

The Media Planner has adopted the same media mix for the second phase on “Enjoy the Ride”, with

the notable exclusion of bus activity, which considering the cost and contribution to awareness

levels, is a fiscally responsible move.

While the media used has remained relatively unchanged, the scheduling strategy has not. The 2011

launch schedule adopted a continuity approach to scheduling, with radio and providing a bridge

between television flights.

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This is not the case in 2011/2012 where two flights of activity are scheduled. However we recognize

that speed enforcement is scheduled between these two bursts of advertising lending continuity

to the anti- speed message.

It is always presumptuous to comment on the structure of a media plan as doubtless is was

developed in collaboration with the ORS and the Creative Agency, however, a review of the plan and

2011 research outcomes lead us to the following observations.

Television

We recognise that the Media Planner has adopted similar weights to those of the successful

2011 launch, however, given the restriction of activity to 6 weeks we question the level of

exposure of the 3 minute version which consumed over 43% of the budget for just 90 TARPs.

A realignment of funds between lengths would afford up to a further 10 weeks exposure of

the 30 second spot

Radio

Activity could have been scheduled during inactive television weeks for both Enjoy the Ride

and Enforcement to provide extended continuity of the speeding message.

Online

Similar budgets to those allocated to the successful 2011 launch were scheduled, however,

rather than reprising a continuity schedule, online display funds have been concentrated

across a two month period.

Social media activity was maintained at a level of approximately $200k per annum.

In combination with online display, digital activity is allocated an estimated 17% of total

speeding budget (combined “Enforcement” and “Enjoy the Ride” expenditure.

We suggest the above changes could have enhanced the impact of the schedule. However, there

may well be strategically sound justification for the planning decisions taken. When schedules are

reviewed in retrospect, it underlines the absolute necessity that the Media Planning Agency should

provide ORS with a highly detailed rationale for the planning decisions taken, even if these are the

bi-product of collaboration between the ORS, Creative Partners and the Media Planning Agency.

Generic Strategy and Implementation Observations

We review systems, operations and reporting for the period 2012/2013 and 2013/2014, as this

represented the most recent modus operandi. A review of earlier (i.e. pre 2012) would potentially

lead us to evaluate systems and practices that had progressed from that date, hence our inclusion

of these observations.

Within this section we detail a number of observations that pertain to the calibre of brief and agency

response, and how they compare to best industry practice.

Specifically we reviewed:

1. The Client Brief

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2. The Media Agency Response/Media Rationale

3. Post Analysis Reporting

1. The Client Brief

The overall impression of the media briefs reviewed is that they lack detail and are highly

prescriptive.

It is the responsibility of the media agency to challenge and tease additional detail to enable the

development of a well-considered and insightful strategy. It would appear from the Media Agency

responses we have reviewed that this is not the case.

Common Elements of the ORS Media Briefs are:

Main Objective

The Issue

Recent Statistics

Campaign Objective

Target Audience

Strategy

Timeline

Benefits

Draft Budget

While these are the basic elements of any communication brief, these areas should be populated

with more specific detail such as:

Target audience: Is mostly general “Primary: 17-39 year old male drivers. Secondary General

Driving Community of 17-59 drivers”.

Within this abroad age sector there are target subsets that would have a significant impact

on channel planning. What is the male to female ratio? How do fatalities/serious injury

statistics vary between age subsets e.g. 17-24, 25-39 etc.?

Geographic Considerations: Rarely is there reference to the relative importance of regional

versus metropolitan coverage. It is not possible for the media agency to identify relative

importance of each media opportunity in the absence of this data.

Campaign Objectives: Are often not quantifiable, thereby negating any measure of

campaign success. E.g. “Educate the Western Australian community about the benefits of

slowing down of education...rather than threatening the public about consequences “. What

are the current levels? What increase is targeted? Are education levels uniform across the

state?

37 | P a g e

Hard measures will require a greater level of rigor and market analysis from the media

agency to ensure they have reviewed and considered all relevant influences prior to

developing the media strategy recommendation.

Draft Budget: Again we understand that a budget breakdown is required to secure budget

approval, however as presented it suggests that the media strategy has been determined

prior to significant Media Agency involvement. Does the agency have the ability to add or

eliminate media once the budget is approved?

2. The Media Agency Response - The Media Rationale

The Media Agency rationales reviewed are very basic and do not project any level of strategic

thinking, rather they simply provide a description of the plan (generally as dictated by the brief)

without any qualifying rationale for the media selected and weights applied.

In fact the rationale appears to be a template, with evidence of “cut and pasting” between previous

campaigns.

An example of this can be seen in “Speed Behaviour” Jan-June 2014. Following the recommendation

to select Nine as the sole station to run this campaign, the document recommends that “TV is

planned across three stations delivering a reach of 60%-65% with a frequency of 5. Thirty sec TV only

– due to budget only Metro TV will be included.” This is the same wording that appears on the Dec

2013-April 2014 rationale. In this case the plan does recommend a three station buy.

Similarly, when detailing the “Target Audience” for the above rationale, wording is identical: “While

the core target for Road Safety campaign is Males 18-44, we would include media channels that

provide the widest reach to the greater community - People 18-54 years”.

A basic checklist Enth Degree applies to review media strategies/rationales, and our observation of

the ORS Media Planners is as follows:

1. Investigation of target audience beyond simple demography

Has the agency identified and/or considered the segmentation of the campaign target?

Have they considered the habits, attitudes and motivators of each sub segment?

How will these insights impact media planning? Why?

Clearly from the example detailed above, the agency delivers limited input in the review of

target profiles and their media habits.

2. Apparent use of Tools/Resources/Market Data

It is our experience that media buying agencies claim to have developed or purchased a

veritable armoury of planning tools. In the right hands they will enhance the calibre of the

strategy.

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Is there evidence that these tools have been employed to develop the strategy? What

additional data have they identified? Does the output harness the benefits of these tools and

resources?

The ORS media rationales we have received do not reflect usage of any strategic planning

tools in the development of media recommendations

3. Consumer and market insights

Has the agency identified unique insights through existing and or bespoke research?

While the Media Planner’s response format does reference “INSIGHT”, these are basic

planning statements and are devoid of strategic insight.

4. Demonstration of how these insights effect strategy

How has the agency employed these insights? Have they effectively leveraged impact? (We

often see agencies claiming an insight that has not been harnessed in the media strategy and

is an opportunity lost to the advertiser).

Not applicable to the Media Agency’s current responses (see above)

5. Use of awareness tracking research where available

One of the most valuable tools a media agency can employ is client tracking research? How

has this been employed to influence the strategy?

While we appreciate that campaign tracking is limited, there is no evidence that the Media

Planner has reviewed or employed any learning from historical research.

6. Acknowledgement of competitive activity

Has the plan considered the impact of other activity likely to be scheduled within a similar

time frame that could enhance or detract from the efficacy of the campaign? For example,

what other Government campaigns are planned to reach the same target group? When have

competitors historically scheduled activity? What media do they use? How does this influence

the strategy or plan?

There is no reference to other Government or ORS campaigns that are scheduled for a

common period, or if they could impede or enhance the efficacy of the recommendation.

(However this is anecdotally addressed during the campaign review and approval process).

7. Rationale for market selection and weights

While Government campaigns generally target the entire state, are there geographic hot

spots that require up-weighting? Why? How will this be achieved?

Generally the Media Planner does not reference geographic priorities and/or opportunities

apart from “due to budget only metro TV will be included”.

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8. Inclusion of innovative solutions where appropriate

Are their non-traditional media opportunities that will lend disproportionately high impact to

the campaign? Has the agency identified first in market opportunities? Can new media

opportunities be developed to efficiently reach a tightly focussed target group?

Not evident in the material reviewed to date.

9. Articulation of communication goals

What is the desired reach and effective frequency range for the campaign? What evidence is

there to indicate that this is the most effective weight and scheduling strategy?

It appears that the agency plans on what is affordable, with little to no rationale provided or

documented for the recommended weight (TARP/Reach/Effective Frequency) or shape

(continuity/flighting, etc.) of the plan.

10. Rationale for media selection

While this seems an obvious inclusion, what we look for here is a well-considered allocation

of budget to individual media. In today’s highly fragmented media marketplace we often see

plans that attempt to include a multitude of media options to cover all bases, when in fact

the weight of each is too low to be impactful. How has the agency determined the media

recommended and how does each contribute to achieving the campaign objectives?

Our observation is that the ORS Media Planner replicates the brief as delivered by ORS with

minimal additional consideration. No rationale is evident as to how or why expenditure is

allocated between media.

.

11. Strategy leverage of creative idea

Media should not be planned in isolation of the creative strategy. Has the agency

collaborated with the creative Agency to develop media plans (and equally to assist where

required in the development of the creative strategy?) How has the media agency harnessed

the creative strategy to amplify impact of in the media vehicles recommended?

Not documented.

12. Evidence of original thought

Throughout the development of the Media Strategy and Plan, has the media agency

demonstrated a degree of creativity that provides additional impetus to the plan beyond the

traditional solution?

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We see no evidence that the ORS Media Planner has injected creative thinking into the

development of media strategies, but appear to take the path of least resistance which is to

replicate the client brief.

Our exposure to the ORS Media Planner output indicates that they have not applied best practice

media strategy development for ORS.

Please note that the above observations relate to the media rationale documents supplied for

2013/2014 campaigns.

We requested the equivalent documents from ORS for 2012/2013 campaigns, but were advised that

the Media Agency did not provided media strategy rationales for campaigns as “this all occurred

verbally”. The Media Agency eventually did provide 2012/13 Media Rationales for Regional

Restraints and Speed and Drink Driving, however, as they are written in past tense, they appear to

have been constructed as a post campaign rationalisation. See Appendix 4

Enth Degree Recommendation

ORS briefing documents and the Media Agency response are not representative of best practice

and require a significant realignment with industry best practice.

A rigorous briefing and detailed strategy rationale recommendation and review must be

implemented for all future campaigns to ensure that the strategies employed for ORS media

spending represent the optimum allocation of budget resources.

3. Television Post Analysis and Reporting

Enth Degree has reviewed the post analysis documentation provided by the ORS Media Planners for

2011/2012 “Enjoy the Ride” post analysis within appendix.

This is the same format used for all campaign television reports post analysis. (See example

Appendix 4.)

The report, essentially a “dashboard” of campaign weight achieved, is too basic to be of any real

value to ORS.

While the campaign tracks planned versus achieved TARPs, (plus the corresponding reach build

across the duration of the campaign) and added value, that is the limit of the report.

The documentation does not identify the reach goals established for the campaign. We acknowledge

that TARPs are the basic building blocks of television activity, however delivery against effective

reach goals should also be included as a measure of campaign buying effectiveness

An example sighted Speed Behaviour (w/c 28/10/12 – 12/5/13) we noted significant (+67%/-24%)

fluctuations in weekly TARP achievement versus the goal in metropolitan markets. This translates to

a total over delivery of 11%, which is generally acceptable. However, there is no explanation as to

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why the over-delivery occurred, nor are recommendations included for strategies to be applied to

future buying to avoid over-delivery and capture savings for re-investment to improve effectiveness


The Media Agency is to be directed to develop a post analysis dashboard that provides

transparency of delivery against both communication and cost objectives, a complete breakdown

of value added components, and identify learning to be applied for future media campaign

development to optimise return on media investment.

Drink Driving 2013/2014

To illustrate the previous generic observations we have included the 2013/2014 Drink Driving

campaign brief and the Media Agency response to identify the opportunities for improvement.

Our intention was to evaluate 2011/2012 “Enjoy the Ride” media strategy documentation,

however we were advised by ORS no written media strategy rationale is available because … “when

this planning took place, it was done in a forum/meeting with ORS and the Media Agency and

creative agency discussions and there isn’t document as such, it was only in the coming years that we

requested such documents/presentations to occur”.

We therefore are forced to rely on more recent activity to illustrate current practice and the

remedy required to ensure the delivery of best practice Media Planner output.

The ORS Brief

Government Communication Unit – Application for Approval Office of Road Safety – Drink Driving Enforcement Community Education Campaign 2013-14 Communication Brief (14 October 2013)

To reduce road trauma on our roads, the West Australian Government endorsed the Towards Zero strategy in 2008 which if fully implemented, is projected to save 11,000 people from being killed or seriously injured on WA roads by 2020.

Towards Zero adopts a safe system approach to improving road safety by continuing to expect and

encourage safer road use behaviours while building increasing protection into the road transport

system through safe speeds, safe vehicles, and safe roads and roadsides.

Drink Driving Enforcement Community Education is a component of Business Case Three: Impaired Driving Crashes as one of six road safety priority areas in 2013/2014.

The Drink Driving Enforcement Community Education Campaign 2013/14 is funded from the Road Trauma Trust Account following Road Safety Council recommendation and Ministerial approval.

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Main Objective:

The 2013/14 Drink Driving Enforcement Community Education Campaign aims to contribute to reducing the number of people killed and seriously injured on WA roads due to drink driving.

The Issue:

Despite recent trends showing improvement in alcohol-related crashes, almost 1 in 5 fatal crashes attended by WA Police in 2012 involved a driver with a Blood Alcohol Concentration (BAC) equal to or greater than 0.05g/100ml. Of these crashes, the highest proportions of drivers/riders with illegal BACs were males in the 40 to 49 and 30 to 39 year age group followed by younger men aged 25 to 29. Alcohol-related fatal crashes cost the Western Australian community in excess of $235 millioneach year. International research shows that the effects of police enforcement in reducing road trauma are strengthened when supported by community education. Publicly communicating the message of increased enforcement can contribute to a higher subjective likelihood of being caught and a decrease in the occurrence of drink driving.

Campaign Objectives:

Implementing community education which seeks to influence the behaviour of road users is a critical component of the Towards Zero strategy. By placing a strong focus on drink driving enforcement community education we can remind road users of the risks associated with drinking and driving and the potential of being detected, which will contribute to preventing death and serious injury on our roads.

Given the information above it is proposed that the Drink Driving Enforcement Community Education Campaign for 2013/14 focus on:

Raising the awareness of the risks associated with drink driving.

Support drink driving enforcement activities by WA Police by creating the perception that ifyou drink and drive, you will be caught.

Target Group: WA drivers aged 17-39

Strategy:

To continue to promote the risks associated with drink driving a combination of strategies are proposed. These strategies are designed to work collaboratively; with mass media providing the audience with a key message that if you drink and drive, you will be caught.

Enth Degree Comment Within “The Issue” segment above, it is stated that highest proportions of drivers/riders with illegal BACs were males in the 40 to 49 and 30 to 39 year age groups followed by younger men aged 25 to 29. Should the target age group be extended to capture the major offenders?

What is the breakdown of fatalities/serious injury in metropolitan markets and rural communities. What are the ethnicity issues to consider, and/or different strategies for other campaigns with the same target ?

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We will also encourage them to visit the ORS online space, where comprehensive and relevant information will be provided in an engaging manner.

The following components are proposed for 2013-14:

• Information, design and layout of the Drink Driving campaign pages on the Office of RoadSafety website will be enhanced in order to create a more engaging and streamlined onlinepresence.

• New digital initiatives (apps and/or games) will be developed to further support thecampaign.

• Television commercial, radio ads and metro bus shelters will be developed for 2013-14.

• A bulk purchase regional radio package. To extend our campaign effectiveness and supportthe components proposed above for the Drink Driving Enforcement Community EducationCampaign 2013-14, a 52 week radio package is proposed. This component due to itsduration is extremely cost-effective.

• 32 regional outdoor billboard package will be further scheduled to complement thecampaign (GCU approval number is GCU/059).

• WA Transport Magazine advertising of 4 insertions a year – a joint venture between Office ofRoad Safety, Main Roads Heavy Vehicle Operations and Mines & Petroleum (DangerousGoods).

Timeline:

As mentioned above, the regional radio package will run for a period of 52 weeks upon approval. All remaining components will run in phases from October 2013 to June 2014.

Benefits:

The 52 week regional radio package provides a saving of over $50,000 as it is a bulk purchase.

Enth Degree ObservationThis is an unusually prescriptive media briefing. We recognise that this is an application forapproval of funds and therefore this level of detail would be required. A Review of theMedias Planners’ media rationale is that this is approached as a directive, or alternatelythey do not challenge or investigate the brief delivered by ORS.

Enth Degree Comment Historic Road toll by month and other relevant statistics, e.g. drink driving infringements to be detailed to identify key periods for consideration

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It is estimated that prevention of a single death on WA roads could save the West Australian Government $7.2million. With alcohol a factor in 19% of fatal crashes in 2012 any reduction would provide the State with considerable benefits.

Draft Budget:

Draft breakdown of projected production costs (estimate) Description Estimate

TV, Radio & Metro Bus Shelters 120,000

Total $120,000

Draft breakdown of projected media expenditure (estimate)

Description Estimate

TV, Radio, Metro Shelters 270,000

Indigenous Road Safety 20,000

Total $290,000

Draft breakdown of other Marketing expenditure (estimate)

Description Estimate

Website enhancements 45,000

Digital applications 80,000

Total $125,000

Total Budget $535,000

Enth Degree Comment As this form is compiled prior to briefing and/or a response from the media agency, how

were budgets allocated by medium?

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THE MEDIA PLANNERS’ RESPONSE

Media Rationale

PRODUCT: Drink Driving Enforcement

DATE: Dec 2013

BUDGET: $290K

TIMING: Dec 2013-April 2014

ACCOMPANIES PLAN: GCU/213 approved

OBJECTIVE:

This campaign is designed to promote the Drink Driving Enforcement campaign – this is most relevant over the key holiday periods (Christmas, New Year, Easter, and Australia Day)

TARGET AUDIENCE: Whilst the core target for Road Safety campaign is Males 18-44, we would include media channels that provide the widest audience reach to the greater community – People 18-54 years.

INSIGHT: Campaign activity is driven by Reach. Channel selection provides the widest reach, using the current creative assets that are available: TV and Radio only. As per GCU approval we removed Digital and Outdoor. ########## and ####### TV are mandatory channels – these deals had already been approved by ORS and are included on the media plan.

Enth Degree Observation The response lacks a compelling rationale for the selection of people 18-54 years as the target for this campaign

While we applaud the Media Planner’s questioning of the target group, in the absence of any obvious research, there is no reason to effectively underweight spend against the core target.

Enth Degree Comment These are not insights but planning comments. What is the role of each medium? How has the Agency determined allocation by medium? What is the reach and effective frequency target? How was this determined?

We understand that ####### TV is the cornerstone of indigenous communications as its justification as a mandatory inclusion.

However we question whether The Media Planner has considered the impact of the ########## “mandatory” inclusion. At $80k, could this budget have been allocated more effectively, e.g. regional television? The majority of the radio package ($40k) is placed on local community channels. Regional television may be a preferable option, however this is not explored by The Media Planner.

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ACTIVATION:

Television is the lead channel. First burst of TV is leading into Christmas TV is planned across three stations delivering a planned reach of 60-65% with a frequency of 5.

30 second TV only – due to budget only Metro TV will be included

60% minimum peak presence

Activity carries through to early Jan including Australia Day

Note due to the very late approval the TV activity would be securing the best availability at the time of booking. This is likely to impact on the final Reach and Frequency delivery given TV viewing is typically lower over this period and the higher performing areas such as News, etc. are not available.

Enth Degree Comment How was the reach target established? What is the relevance of the frequency of 5?

What is the planned reach goal for the Easter flight, where TARP levels planned are 37% below that of Christmas?

The Agency could have drawn upon Metrix Consulting Research into post campaign awareness conducted in 2012 to assist in establishing relevant campaign weights.

Enth Degree identified this research on the ORS website, conducted in July, which tracked prompted and unprompted awareness of the Easter flight of the “You Deserve It” (Drink Driving Enforcement) campaign. The research showed that at a two week flight of activity (April 2-15) of 253 TARPs achieved prompted awareness of 60%, which peaked at 62% 4 weeks post campaign.

The flight planned for 2014 total 204 TARPs, a reduction of approximately 20% cannot expect to achieve the same impact as in 2012. What is the rationale for lowering weight?

Given that the Christmas flight at 325 TARPs was planned to reach 62.3% of the target, it is highly unlikely to achieve the prompted levels of Easter 2012 of 60%.

We would expect that the Media Planners’ rationale addresses the results of previous campaign research when planning. The rationale provided does not indicate this to be the case.

Enth Degree Comment How is the target audience distributed across the state? Geographic priority should be developed following an examination of the preponderance of Drink Driving issues in metropolitan and regional markets.

Enth Degree Comment Why?

Enth Degree Comment What is the likely reduction of reach and frequency against goal? What strategies have been developed to minimise impact of booking media late?

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Second wave of TV planned for Easter – planned not yet bought. Media Planner to provide recommendation on incorporating the remaining funds with speeding to secure an AFLA package on Channel 7.

Radio – to provide the best reach scenario a combination radio station buy is planned using the existing 15 seconds spot.

Radio is planned for the three important dates: lead up to Christmas, Australia Day and Easter.

Combined planned reach for People 18-54 is 65-70% with a frequency of 5.9.

Media plan was to also include all fees and Talent rollover costs. Given this pushed us slightly over budget the short fall would be accounted for across another line of business.

Enth Degree Comment Will extended booking lead time afford economies that can be used to assist in arresting potential pre-Christmas shortfall due to short booking lead time?

Enth Degree Comment What stations are selected? Does station selection reflect skew toward to the primary target audience? What zones and days are scheduled and why?

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4. Media Buying Performance

On the following pages we review the calibre of peak night (6:00pm-10:30pm Sunday-Saturday)

television media buying performance. Approximately 80% of television budgets are allocated to this

zone

This has been reviewed for two key measures:

a. Cost Per TARP

b. Performance Against Station Average

These two measures are inextricably linked, and are impacted by booking lead times. E.g. the greater

the lead time, the greater the opportunity to optimise performance and economies due to access to

all station inventory. As lead times shorten, access to cost efficient and high rating inventory

diminishes, thereby impacting the calibre of the buy.

1. Cost Per TARP (CPT)

Here we compare the CPT (Target Audience Rating Point) to the WA Government discounted the

zone average. On the following pages the light blue column indicates the CPT achieved versus station

peak night zone average. An index above 100 indicates that the CPT paid is greater than station

average. Desired index is 100 or below.

Enth Degree benchmark is CPT delivery that is a minimum 10% below station average, i.e. an index

of 90 or below to ensure that the Agency is securing airtime that is cost effective.

2. Performance Against Station Average

Low CPT results can be readily achieved by the purchase of airtime that is lowest in demand, e.g. low

rating properties and /or back end of the week where demand is lowest. Our benchmark is a spot

average that is equal to or better than station zone average. This determines that the buyer has

focussed placement against those programmes skewed toward the target audience.

On the following pages the pink column indexes the peak night average rating achieved versus

station zone average. An index above 100 indicates a delivery better than station average, thereby

indicating that the Agency has focussed the buy toward the target demographic. The higher the

index the better.

This measure, in concert with CPT determines the overall calibre of the buy.

On the following pages we review television buying performance against these criteria for:

a. Drink Driving

i. Enforcement - December 2013

ii. Behaviour - November 2012 -May 2013

b. Speeding

i. Enforcement - November – April 2013

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Drink Driving

Campaign:

Period:

Audience:

Network No. of Spots Total TARPS Expenditure Cost Per TARPZone Ave CPT at

WA Govt Discount CPT V Station Ave

Bought TARP

Average

Station Zone

Average

Bought/Zone

Ave Index

TVW7 17 45 $18,919 $420.42 $447.16 94 2.6 2.8 95

7TWO 14 6.2 $1,505 $242.74 $630.84 38 0.4 0.2 221

7MATE 30 35.4 $4,005 $113.14 $309.06 37 1.2 0.8 148

Seven Network 61 86.6 $24,429 $359.10 $435.83 82 1.9 1.8 105

STW9 14 28.4 $15,446 $543.87 $503.67 108 2.0 2.4 85

Go! 0 0 $0 n/a $299.40 0 0.0 0.8 n/a

GEM 0 0 $0 n/a $236.18 0 0.0 0.5 n/a

Nine Network 14 28.4 $15,446 $543.87 $503.67 108 2.0 2.4 85

TEN 9 16.4 $7,728 $471.22 $364.52 129 1.8 2.6 70

ELEVEN 5 8.1 $1,297 $160.12 $580.34 28 1.6 0.5 324

ONE 14 11.9 $2,076 $174.45 $233.51 75 0.9 0.5 170

Ten 28 36.4 $11,101 $379.37 $365.23 104 1.5 1.4 101

Weighted Market Ave 103 151.4 50976 $419.50 $441.01 95 1.8 1.8 99

Campaign:

Period:

Audience:



Bought TARP

Average

Station Zone

Average

Bought/Zone

Ave Index

TVW7 8 27.6 $16,543 $599.38 $616.14 97 3.5 3.4 101

7TWO 0 0 $0 $0.00 $583.55 0 0.0 0.3 0

7MATE 4 3.4 $1,852 $544.71 $590.72 92 0.9 0.6 142

Seven Network 12 31 $18,395 $593.88 $613.58 97 3.2 3.1 102

STW9 5 17.9 13254 $740.45 $871.04 85 3.6 2 179

Go! 5 5.9 2243 $380.17 $476.59 80 1.2 1 n/a

GEM 0 0 $0 $0.00 $409.02 0 0.0 0.6 n/a

Nine Network 10 23.8 $15,497 $688.30 $813.95 85 2.7 1.5 179

TEN 5 14.1 8583 $608.72 $620.60 98 2.8 2.6 108

ELEVEN 3 1.5 802 $534.67 $390.06 137 0.5 0.7 71

ONE 3 0.4 294 $735.00 $227.90 323 0.1 0.7 19

Ten 11 16 $9,679 $606.42 $589.57 103 2.5 2.4 107


Campaign:

Period:

Audience:



Bought TARP

Average

Station Zone

Average

Bought/Zone

Ave Index

TVW7 3 13.8 $7,794 $564.78 $499.41 113 4.6 3.5 131

7TWO 9 2.1 $1,020 $485.71 $559.20 87 0.2 0.3 78

7MATE 13 8.3 $3,663 $441.33 $338.74 130 0.6 0.9 71

Seven Network 25 24.2 $12,477 $515.58 $457.13 113 2.9 2.3 123

STW9 9 19.5 $10,646 $545.95 $439.23 124 2.2 2.5 87

Go! $0.00 $274.98 0 0.0 0.9 n/a

GEM $0.00 $266.80 0 0.0 0.5 n/a

Nine Network 9 19.5 $10,646 $545.95 $439.23 124 2.2 2.5 87

TEN 6 17.3 $10,994 $635.49 $637.10 100 2.9 2.5 115

ELEVEN 3 3.1 $374 $120.65 $353.63 34 1.0 0.6 172

ONE 8 9 $790 $87.78 $180.51 49 1.1 0.7 161

Ten 17 29.4 $12,158 $413.54 $598.71 69 2.2 1.7 123


Campaign:

Period:

Audience:



Bought TARP

Average

Station Zone

Average

Bought/Zone

Ave Index

TVW7 14 52.5 $35,311 $672.59 $544.07 124 3.8 4.1 91

7TWO 0 0 $0 $0.00 $1,061.95 0 0.0 0.2 0

7MATE 7 11.4 $2,436 $213.68 $213.28 100 1.6 1.7 96

Seven Network 21 63.9 $37,747 $642.97 $522.73 123 3.4 3.7 92

STW9 5 12.8 $9,325 $728.52 $584.18 125 2.6 2.7 95

Go! 2 1 $708 $708.00 $509.94 139 0.5 0.7 n/a

GEM 0 0 $0 $0.00 $289.54 0 0.0 0.6 n/a

Nine Network 7 13.8 $10,033 $727.07 $578.94 126 2.4 2.5 95

TEN 4 3.5 $4,082 $1,166.29 $547.07 213 0.9 3.1 28

ELEVEN 4 2.4 $518 $215.83 $484.11 45 0.6 0.5 120

ONE 6 5.8 $674 $116.21 $187.44 62 1.0 0.7 138

Ten 14 11.7 $5,274 $938.74 $494.93 190 0.9 1.4 63


Drink Driving Enforcement

w/c 1.12.13 - w/c 29.12.13

Males 18-39 years

Males 18-39 years

Drink Driving Behaviour

w/c 7.4.13 - w/c 26.5.13

Males 18-39 years


w/c 18.11.12 - w/c 9.12.12

Males 18-39 years


w/c 27.1.13 - w/c 17.2.13

50 | P a g e

Speeding

Campaign:

Period:

Audience:



Bought TARP

Average

Station Zone

Average

Bought/Zone

Ave Index

TVW7 5 15.2 $16,150 $1,062.50 $792.01 134 3.0 3.8 80

7TWO 12 3.8 $2,569 $676.05 $671.80 101 0.0 0.3 0

7MATE 3 3.8 $2,812 $740.00 $600.09 123 1.3 1 127

Seven Network 20 22.8 $21,531 $974.27 $752.60 129 2.2 2.8 81

STW9 7 15.5 $13,518 $872.13 $736.77 118 2.2 2.2 101

Go! 0 0 $0 $0.00 $468.12 0 0.0 0.8 n/a

GEM 0 0 $0 $0.00 $385.53 0 0.0 0.6 n/a

Nine Network 7 15.5 $13,518 $872.13 $736.77 118 2.2 2.2 101

TEN 4 5.7 $9,536 $1,672.98 $1,233.14 136 1.4 1.4 102

ELEVEN 3 3.4 $1,063 $312.65 $527.08 59 1.1 0.8 142

ONE 0 0 $0 $0.00 $248.03 0 0.0 0.6 0

Ten 7 9.1 $10,599 $1,536.55 $1,162.33 132 1.3 1.2 112

Weighted Market Ave 34 47.4 $45,648 $1,074.58 $843.05 127 2.1 2.3 91

Campaign:

Period:

Audience:



Bought TARP

Average

Station Zone

Average

Bought/Zone

Ave Index

TVW7 3 5.1 $4,541 $890.39 $706.38 126 1.7 1.9 89

7TWO 12 1.3 $1,651 $1,270.00 $746.00 170 0.0 0.2 0

7MATE 6 7.3 $1,635 $223.97 $351.31 64 1.2 0.7 174

Seven Network 21 13.7 $7,827 $831.26 $640.56 130 1.3 1.1 117

STW9 8 9.9 $15,633 $1,579.09 $754.35 209 1.2 1.8 69

Go! 0 0 $0 $0.00 $458.84 0 0.0 0.7 n/a

GEM 0 0 $0 $0.00 $498.68 0 0.0 0.5 n/a

Nine Network 8 9.9 $15,633 $1,579.09 $754.35 209 1.2 1.8 69

TEN 7 18.7 $5,039 $269.47 $521.33 52 2.7 1.9 141

ELEVEN 4 1.4 $847 $605.00 $823.68 73 0.4 0.5 70

ONE 6 3.2 $575 $179.69 $219.78 82 0.5 0.6 89

Ten 17 23.3 $6,461 $305.46 $534.13 57 2.2 1.6 137

Weighted Market Ave 46 46.9 $29,921 $1,108.44 $677.03 164 1.7 1.5 115

Campaign:

Period:

Audience:



Bought TARP

Average

Station Zone

Average

Bought/Zone

Ave Index

TVW7 10 21.9 $15,289 $698.13 $802.44 87 2.2 1.9 115

7TWO 14 5.1 $2,338 $0.00 $257.16 0 0.0 0.7 0

7MATE 11 14.8 $3,050 $206.08 $319.29 65 1.3 1 135

Seven Network 35 41.8 $20,677 $546.61 $669.52 82 1.6 1.4 113

STW9 16 33.2 $12,445 $374.85 $400.78 94 2.1 2.5 83

Go! 15 6.1 $3,622 $593.77 $202.59 0 0.4 0.8 n/a

GEM 0 0 $0 $0.00 $204.16 0 0.0 0.5 n/a

Nine Network 31 39.3 $16,067 $424.20 $356.10 119 1.8 2.2 81

TEN 8 17.6 $9,167 $520.85 $530.05 98 2.2 1.9 116

ELEVEN 5 1.1 $1,367 $1,242.73 $517.70 240 0.2 0.6 37

ONE 9 9.8 $1,389 $141.73 $158.66 89 1.1 0.7 156

Ten 22 28.5 $11,923 $559.45 $485.37 115 1.7 1.4 121

Weighted Market Ave 88 109.6 $48,667 $509.34 $520.93 98 1.7 1.7 100

Campaign:

Period:

Audience:



Bought TARP

Average

Station Zone

Average

Bought/Zone

Ave Index

TVW7 9 62.4 $16,412 $263.01 $439.42 60 6.9 5.2 133

7TWO 1 0 $164 $0.00 $553.80 0 0.0 0.3 0

7MATE 2 3.8 $1,198 $315.26 $457.95 69 1.9 0.9 211

Seven Network 12 66.2 $17,774 $264.11 $441.72 60 6.6 5.0 134

STW9 7 10.2 $10,711 $1,050.10 $572.69 183 1.5 2.3 63

Go! 1 0.1 $720 $7,200.00 $335.99 0 0.1 0.8 n/a

GEM 0 0 $0 $0.00 $305.72 0 0.0 0.5 n/a

Nine Network 8 10.3 $11,431 $1,437.46 $557.78 258 1.4 2.3 63

TEN 7 21 $9,648 $459.43 $699.07 66 3.0 1.8 167

ELEVEN 2 0 $394 $0.00 $667.00 0 0.0 0.5 0

ONE 3 1.2 $348 $290.00 $164.67 176 0.4 0.7 57

Ten 12 22.2 $10,390 $436.33 $679.96 64 2.9 1.7 164


Males 18-39 years

Males 18-39 years

Speed Enforcement

w/c 4.11.12 - w/c 18.11.12

Males 18-39 years

w/c 2.12.12 - w/c 23.12.12

Speed Enforcement

Males 18-39 years

Speed Enforcement

w/c 30.12.12 - w/c 27.1.13

Speed Enforcement

w/c 10.2.13 - w/c 24.2.13

51 | P a g e

Speeding (Continued)

Campaign:

Period:

Audience:



Bought TARP

Average

Station Zone

Average

Bought/Zone

Ave Index

TVW7 7 17.4 $13,436 $772.18 $675.64 114 2.5 3.4 73

7TWO 0 0 $0 $0.00 $997.55 0 0.0 0.2 0

7MATE 6 5 $2,794 $558.80 $411.80 136 0.8 1 83

Seven Network 13 22.4 $16,230 $735.45 $630.22 117 2.1 2.9 74

STW9 10 26.3 $13,522 $514.14 $492.13 104 2.6 2.3 114

Go! 0 0 $0 $0.00 $415.57 0 0.0 0.7 n/a

GEM 0 0 $0 $0.00 $399.85 0 0.0 0.4 n/a

Nine Network 10 26.3 $13,522 $514.14 $492.13 104 2.6 2.3 114

TEN 6 13.1 $9,623 $734.58 $769.10 96 2.2 1.7 128

ELEVEN 4 0 $770 $0.00 $930.60 0 0.0 0.4 0

ONE 4 2.3 $419 $182.17 $205.59 89 0.6 0.6 96

Ten 14 15.4 $10,812 $660.86 $758.76 87 1.9 1.5 127


Campaign:

Period:

Audience:



Bought TARP

Average

Station Zone

Average

Bought/Zone

Ave Index

TVW7 5 20.3 $13,810 $680.30 $737.05 92 4.1 3.5 116

7TWO 10 4.4 $2,421 $0.00 $609.68 0 0.0 0.3 0

7MATE 1 0 $0 $0.00 $474.99 0 0.0 1.3 0

Seven Network 16 24.7 $16,231 $578.82 $718.05 81 3.3 2.9 114

STW9 8 13.8 $15,765 $1,142.39 $603.43 189 1.7 2.3 75

Go! 1 2 $411 $205.50 $289.65 0 2.0 1 n/a

GEM 0 0 $0 $0.00 $294.87 0 0.0 0.6 n/a

Nine Network 9 15.8 $16,176 $1,118.59 $595.46 188 1.8 2.1 82

TEN 6 12.6 $6,220 $493.65 $640.79 77 2.1 2 105

ELEVEN 4 0.6 $1,034 $1,723.33 $900.24 191 0.2 0.4 38

ONE 15 12.5 $1,594 $127.52 $234.17 54 0.8 0.5 167

Ten 25 25.7 $8,848 $571.39 $597.86 96 1.4 1.2 117


Campaign:

Period:

Audience:



Bought TARP

Average

Station Zone

Average

Bought/Zone

Ave Index

TVW7 4 12.6 $9,485 $752.78 $727.40 103 3.2 3.6 88

7TWO 6 5.4 $1,350 $250.00 $459.94 54 0.0 0.4 0

7MATE 1 0 $0 $0.00 $421.31 0 0.0 1.1 0

Seven Network 11 18 $10,835 $601.94 $694.07 87 2.2 2.6 84

STW9 8 20.6 $12,890 $625.73 $613.52 102 2.6 2.1 123

Go! 3 2.2 $1,007 $457.73 $340.98 0 0.7 0.8 n/a

GEM 0 0 $0 $0.00 $255.37 0 0.0 0.7 n/a

Nine Network 11 22.8 $13,897 $609.52 $593.78 103 2.3 1.9 123

TEN 5 16.3 $4,425 $271.47 $444.58 61 3.3 3.2 102

ELEVEN 3 2.6 $1,644 $632.31 $662.44 95 0.9 0.5 173

ONE 9 3.1 $1,271 $410.00 $427.75 96 0.3 0.3 115

Ten 17 22 $7,340 $333.64 $490.46 68 2.6 2.5 104


w/c 10.3.13 - w/c 24.3.13

Speed Enforcement

w/c 7.4.13 - w/c 21.4.13

Males 18-39 years

Males 18-39 years

Males 18-39 years

Speed Enforcement

w/c 5.5.13 - w/c 19.5.13

Speed Enforcement

Media Buying Observations

Drink Driving Buying Performance

Inconsistency best describes the Agency’s performance against both CPT and ratings performance

versus station average benchmarks. Performance fluctuates between bursts of activity, networks

and station within each network.

We have summarised the above outcomes to identify overall performance against these measures,

52 | P a g e

Drink Driving Males 18-39 years



Bought TARP

Average

Station Zone

Average

Bought/Zone

Ave Index

w/c 1.12.13 - w/c 29.12.13* 103 151.4 $50,976 $419.50 $441.01 95 1.8 1.8 99

w/c 18.11.12 - w/c 9.12.12 33 70.8 $43,571 $630.25 $679.51 93 2.9 2.4 120

w/c 27.1.13 - w/c 17.2.13 51 73.1 $35,281 $489.58 $500.52 98 2.4 2.1 112

w/c 7.4.13 - w/c 26.5.13 42 89.4 $53,054 $688.28 $530.59 130 2.9 3.2 91

2012/2013 Summary 126 233.3 $131,906 $615.96 $571.74 108 2.7 2.6 104

Drink Drive Behaviour* 2012.13 TV Placement Sunday, Monday, Saturday

Drink Drive Enforcement 2013.14 Placement Sunday - Saturday

December 2013 Drink Drive Enforcement

The Agency achieved station average placement, however, this was purchased at a cost index of 95,

marginally below the WA Government station zone average cost per TARP.

A closer review of station by station performance indicates that only the Seven Network delivered an

economical result for ORS, with a cost index of 82 and placement index of 105.

The result on the Nine Network is reversed, with a cost index of 108 and placement index of 85.

The Ten Network, the most cost efficient of the three networks, achieved near “average” results

against both measures. When we consider the zone average cost per TARP, and station zone average

advantages of Ten, we would have expected a higher level of investment on this Network, at the

expense of Nine, to optimise campaign efficiency.

2012/2013 Drink Driving Behaviour

Again performance was inconsistent when reviewed by Network and by burst of activity.

In contrast to the December 2013 campaign reviewed above, Nine was the strongest performer

against the cost and placement indices, although this station is premium priced for the target

demographic analysed (Males 18-39 years).

The February 2013 market summary disguises a premium cost index (124) for a below station

average index of 87 on Nine. It is the efficient performance of Ten against both measures that has

contained the market outcome.

The April/May flight performed below benchmark expectation on all stations against both cost and

placement measures.

Speeding

This was a week on week off low weight TARP strategy, and as such we would expect fluctuations in

CPT and audience delivery from week to week, especially considering the volatility of the ratings

performance of target group.

53 | P a g e

Campaign:



Bought TARP

Average

Station Zone

Average

Bought/Zone

Ave Index

47.4 $45,648 $1,074.58 $843.05 127 2.1 2.3 91

46.9 $29,921 $1,108.44 $677.03 164 1.7 1.5 115

109.6 $48,667 $509.34 $520.93 98 1.7 1.7 100

98.7 $39,595 $648.04 $537.74 121 5.3 4.0 133

64.1 $40,564 $641.80 $618.45 104 2.3 2.3 99

66.2 $41,255 $786.82 $644.21 122 2.2 2.1 107

62.8 $32,072 $570.75 $604.01 94 2.4 2.3 103

Speed Enforcement

w/c 5.5.13 - w/c 19.5.13

w/c 4.11.12 - w/c 18.11.12

w/c 2.12.12 - w/c 23.12.12

w/c 30.12.12 - w/c 27.1.13

w/c 10.2.13 - w/c 24.2.13

w/c 10.3.13 - w/c 24.3.13

w/c 7.4.13 - w/c 21.4.13

The summary of results presented above highlight the fluctuations between flights.

A review of individual station performance identifies the following:

Nov /Dec 2012 – CPT was at a significant cost premium across all Networks. For the November

week, weighted average audience delivery was below station average, despite this cost premium.

February 2013 - A strong performance on Seven and Ten across both measures is negated by the

under-performance on Nine, where placement in low rating properties inflated the cost per TARP

delivery.

April 2013 – Again a poor performance of the properties purchased on Nine negated the strong

achievements on Seven and Ten.


Buying inconsistencies between networks and individual buys reflect a necessity for The Media

Agency to:

1. Monitor ongoing CPT performance of the media buy, and address potential cost inefficiencies

before they occur.

3. Track audience performance of selected programming to ensure it is, and continues to be,

targeted toward the primary target audience.

All agencies have software that tracks performance of buys against audience delivery trends, thereby

enabling the Agency to amend placement and/or negotiate bonus activity to ensure that campaigns

are telecast at the planned and bought weekly weight.

The review of the previous campaigns measured by Enth Degree do not indicate that rigorous

ongoing buying analyses are undertaken prior to telecast of the ORS’s major media investment.

54 | P a g e

Other Media Buying Observations

##########

We are in receipt of the ########## agreement signed by The Media Agency behalf of ORS. Enth

Degree is not in a position to evaluate the arrangement as individual stations and applicable

rates for each are not detailed within the 13/14 Letter of Agreement.

We understand that this is a 52 week agreement covering regional WA stations.

We recommend that a full cost analysis be undertaken to identify value of this arrangement and

comparative opportunities to reach regional WA.

In particular the Agency should review:

Sportsday WA: This Sponsorship includes “co-naming rights”. Is this exclusively for ORS, ordoes “co-naming” infer that this is a shared sponsorship?

Terms for 12 month agreement, totalling $160k is payable in full by 15th February 2014. Thisis not standard procedure for media charging. It is standard operating procedure for themedia to charge monthly, payable 45 days post the end of each calendar month.

Bonus inclusion (totalling 3 x 30 sec per week) is “subject to availability”. This should be re-negotiated as a guaranteed inclusion.

How is the agreement monitored? We would expect statutory declarations and detailedinvoicing to substantiate proof of appearance.

4 x September Club Tickets to the 2014 Grand Final. Are these allocated as prizes? How arethey distributed?

Enth Degree Observation

Did the Media Agency consider the options that this budget would afford in regional WA? We

estimate that this budget if allocated to regional television, would secure approximately 45 weeks of

television at 75 TARPs per week which would provide a far greater emotive context and issue

awareness than radio.

55 | P a g e

5. The economic/social cost for and against advertising

56 | P a g e

The economic/social cost for and against advertising

Introduction

The Transport Accident Commission is a Victorian Government-owned organisation set up to pay for

treatment and benefits for people injured in transport accidents, promote road safety and improve

Victoria’s trauma system.

Its Main Media per capita investment in Road Safety is the highest in Australia.

State Population Road Safety Spend Spend Per Capita

NEW SOUTH WALES 7,218,500 $8,931,000 $1.24

VICTORIA 5,537,900 $11,361,000 $2.05

QUEENSLAND 4,476,700 $2,931,000 $0.65

SOUTH AUSTRALIA 1,639,600 $2,203,000 $1.34

WESTERN AUSTRALIA 2,353,400 $1,975,000 $0.84

TOTAL 21,226,100 $27,401,000 $1.29

* Source: AC Nielsed Adex/ABS

Road Safety Spend per Capita 2009-2012 (Ave)*

Its return on investment in road safety promotion is the reduction in claims. With a commercial

incentive to reduce road accident injuries it has applied significant resources over many years to

understand what works in road safety advertising and why. Its continued commitment to mass

media social marketing is consistent with an organisation that has determined that there is a

commercially viable ROI from road safety promotion.

Professor Simon Chapman is a Professor of Public Health at the University of Sydney. He has been a

vocal critic of big tobacco, and at the vanguard of efforts to reduce cigarette smoking in Australia. He

has been an advocate for the ban on tobacco advertising, laws banning smoking in the workplace, in

restaurants, hotels and clubs and is a strong supporter of mass media promotion to reduce smoking

prevalence in Australia. As examples of successful public health campaigns he credits the 1980’s

Grim Reaper campaign, combined with harm reduction policies, as the reason the threatened

heterosexual HIV epidemic was prevented from materialising. He cites the achievement of all-time

lows in cervical cancer as an example of how long term mass media health promotion and education

of health professionals, can be successful in disease prevention.

Professor Melanie Wakefield is a Director at the Centre for Behavioural Research in Cancer. She is

also a Principal Research Fellow of the Australian National Health and Medical Research Council. Her

expertise is the development and evaluation of population-based cancer prevention programs

including mass media campaigns in tobacco control, skin cancer prevention and cancer screening.

Her organisation works closely with the Cancer Council Victoria and provides advice regarding cancer

prevention policies and media campaigns at state, national and international levels. She has been

the recipient of the American Cancer Society’s Luther L. Terry Award 2012 for Outstanding Research

Contribution in Tobacco Control. She is a strong endorsee of the role mass media social marketing

campaigns play in the reduction of preventable diseases.

Max Cameron is a Professor in the Monash University Accident Research Centre where he has

worked since 1990. He holds degrees in statistics and was awarded a Ph.D. for his thesis on methods

57 | P a g e

of evaluation of road trauma countermeasures. He is a consultant to the Western Australian

Government and his Monash University Accident Research Centre provided input into the

development of the new Western Australian road safety strategy “Towards Zero” 2008-2020. This

strategy was based on the concept of a “Safe System Matrix” which aimed to focus resources on a

relatively small number of large and severe problems. The dimensions in the Safe System Matrix are

safe roads, safe roadsides, safe travel speeds, safe vehicles and safe road use.

Within the “Towards Zero” strategy, Safe Road use involves the creation of a series of education,

promotion and publicity campaigns targeting problem types amenable to improvement through

behaviour change programs including drink-driving, speeding, driver fatigue etc.

We are conscious of criticism of mass media marketing which acknowledge that while there are

successful campaigns, there are also many unsuccessful campaigns. This prompts them to question

the overall efficacy of this kind of public investment.

Our perspective is that social marketing campaigns are no different from marketing activities

generally. Practitioners that understand their target audience well, grasp the principle foundations

of successful promotion, develop their communications based on evidence-based research, codify

communication guidelines, and hire experienced personnel to develop and execute strategies, have

substantially greater odds of success than those who don’t.

Western Australia has committed to a long term road safety strategy with an implied contract of

shared responsibility. Across a range of engineering, legal, technological and enforcement programs

it will deliver in accordance with the Safe System Matrix, but it requires road users to share in that

responsibility, and it has identified road safety communications as the means of ensuring road users

support the need for road safety, and can be confident that they will be safe on Western Australian

roads if they comply with the laws.

This section of the report is not about whether road safety promotion can be effective, because

there are ample persuasively articulated, peer reviewed papers by learned academics that provide

compelling evidence that they have and can work. Nor does it pretend to be capable of econometric

modelling or calculating the ROI and point of pay-back for road safety advertising.

There will be a return on investment, and we doubt that it is currently as high as suggested in some

of the documentation we reviewed. While we acknowledge that road trauma has a social cost,

nothing from this review sheds light onto how that might be measured. It is a given that people

deserve to be able to live a life free of pain, free to move about the community, and that their family

is not burdened with the premature death of a loved one, or the long term care of someone

seriously injured in a preventable road crash.

We concur with the comments in a recent document published by the Queensland Centre of

Accident Research & Road Safety (CARRS), Road Safety Advertising “State of the Road” - A fact sheet

of the Centre for Accident Research & Road Safety – Queensland: “Most in the road safety arena

view that road safety advertising is most effective when coupled with, and designed to support

enforcement activities. In Australia, the use of paid advertising as a component in road safety

campaigns is widely accepted by safety authorities; the debate having shifted from whether or not

advertising can be effective, to what type of advertising is more or less effective.”

58 | P a g e

In this section we review the principles in effective mass market social change advertising and

provide our observations as to the extent to which those principles are being applied in the material

we reviewed.

Behaviour Change Theory

In a 2004 Review of Mass Media Advertising Campaigns for Road Safety prepared by Amanda

Delaney, Bella Lough, Michael Whelan and Max Cameron, reviewed not only mass media campaigns

for road safety but also anti-cancer campaigns. The authors of this paper were associated with the

Monash University Accident Research Centre. The paper supported the view that behaviour change

campaigns can not only be effective in meeting the behaviour change objectives, but can also be a

cost effective way of reducing the costs that would have reasonably been expected, had the

targeted behaviour change not occurred.

This paper reviewed the underlying theories relating to behaviour change, why they impact attitudes

and behaviour, and observed that the more successful campaigns used these theories to guide

campaign development.

The paper focused on “Protection Motivation Theory” (Rogers 1983) and “Extended Parallel Process

Model” (Witte 1994).

“Protection Motivation Theory” deals with self-protection and the four main influences:

1. Perceived severity,

2. Perceived probability,

3. The efficacy of the recommended prevention measure,

4. The perceived self-efficacy – a person’s perception of their own ability to take the

recommended preventative behaviour.

Protection motivation is determined by:

An appraisal of the threat:

i.e. The chance of getting caught speeding;

The severity of the threat, such as fine or loss of license etc.

An appraisal of how to cope:

How effective the required behaviour might be,

Their ability to do it,

The cost of changing to the required behaviour.

“Extended Parallel Process Model” deals with fear motivation.

59 | P a g e

Fear-based campaigns must:

Induce a moderately high level of fear,

Induce a higher level of self efficacy and response efficacy.

The theory is that when an individual perceives that the severity/ susceptibility are high, and that

they are able to take the mitigating action, they are likely to act to control the danger.

While not mentioned in the 2004 Cameron et al paper, creative practitioners experienced in social

marketing campaigns like Paul Fishlock (Behaviour Change Partners) are also guided by the theories

of Dr. Albert Bandura Social Foundations of Thought and Action (1986). Emerging from his theory is

that there are certain steps in behaviour modelling such as:

Attention – If you are going to learn anything, you have to be paying attention,

Retention – You must be able to remember what you paid attention to,

Reproduction – You have to be able to translate images or descriptions into behaviour,

Motivation – You are still not going to do something if you are not motivated

From a broader social marketing, and more specific road safety point of view, the application of the

principles in these theories/models is that before recipients of the message will change their

behaviour, they need to conclude that:

Not changing is a worse option that changing,

For them, change is possible,

For them, change will be worth it.

A Summary of the Key Guidelines for Behaviour Change Marketing

In a 2011 address to the ISBNPA conference “Influencing Health Behaviours for Good Using Mass

Media” Professor Melany Wakefield outlined the key observations following her recent literature

review of some 400 studies. Her observations shared many similar themes to those covered in the

2004 Cameron et al review mentioned earlier. She acknowledged that not all campaigns work.

There was strong positive evidence in the areas of tobacco, condom use, HIV prevention, vaccination

and road safety.

There was not the same evidence of success for important social issues like drug use and alcohol

abuse.

There was mixed evidence in other social marketing campaigns.

Her main observations were that success was more likely when campaigns:

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1. Promoted one-off or episodic behaviour (vaccination, screening)

2. Complement concurrent changes in available services (breast screen) and policy (RBT)

3. Base message content on sound research of the target group

4. Test messages during campaign development

5. Used negative emotion messages, as they are more successful as measured by recall and

main message out-take

6. Were active – effects are time limited

7. Obtain high population exposure

8. Have sufficient advertising pressure

9. Maintain pressure over time

10. Use multiple channels

11. Conduct rigorous independent assessment of outcomes and seek peer-reviewed publication

She observed that good ads:

Work well against many population segments,

Eliminate the need to create specific ads tailored to smaller sub-groups,

Are efficient, as successful ads can be recycled/adapted for use in other states or countries.

We have used Professor Wakefield’s observations as the foundation for the perspective that we

have developed through the process of conducting this review.

1. Promote One-off or Episodic Behaviour

We interpret this to mean that campaigns with a single focus will be more effective than those of a

less specific nature. A message that reminds drivers to slow down in school zones, is more likely to

be successful than a message that encourages drivers to be more alert to pedestrians when driving.

We were provided communication briefs for the 2013-14. It was not clear from the briefs what

specific behaviour is being targeted. The strategy articulated in the speeding communication brief

was:

“To continue to promote the risks associated with speeding, a combination of strategies are

proposed. These strategies are designed to work collaboratively; with mass media providing the

audience with a key message, and encourage them to visit the ORS online space, where

comprehensive and relevant information will be provided in an engaging manner.”

There was nothing in the brief that provided evidence of how the “Enjoy the ride” campaign was

progressing on achieving its objectives, what its key message is and how that is resonating with

drivers, how it has impacted drivers’ claimed speeding behaviour or why it was felt that it required

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drivers, after seeing the ad, to go to the online space to receive messages in a more comprehensive,

relevant and engaging way.

2. Complement Concurrent Changes in Services and Policy

In meta-analysis of the effect of road safety campaigns (Ross Owen Phillips/Pal Ulleberg/Truls Vaa -

January 2011), they examined the weight of effect on a range of variables across 119 results from 67

studies. They found that a strong statistical weight (77%) was from campaigns accompanied by

enforcement. What is significant about these road safety categories is that they are behaviours that

can be relatively effectively monitored and policed. This may have contributed to their conclusions

that among the results reviewed, the strongest effect on road safety campaign success was for drink-

driving and speeding campaigns.

This is consistent with Professor Wakefield’s observations.

3. Base Message Content on Sound Research of the Target Group & Test Messages During

Campaign Development

We noted that the major speeding campaign is the continuation of the 2011“Enjoy the ride”

campaign. Nothing in the materials we were provided covered the rationale for the selection of this

campaign, whether it was tested against at risk drivers during its development, or what its

achievements have been.

In the case of drink-driving we note that on the website there are two different campaigns; “Ok is

not ok” and “You deserve it”. One approach uses humour (I’m OK moments versus a not OK decision

to drive after drinking), and the other juxtaposes alcohol occasions deserving of celebration, with

consequences of exceeding the BAL, and deserving of punishment.

There was nothing provided in the materials as to what the objectives of these different

advertisements are, how they were developed, what testing was done and what their measured

achievements have been.

4 & 5. Use Negative Emotion Messages

In recent times a view is emerging among some responsible for social marketing that a more positive

approach may be more effective in targeting young males than fear based emotional campaigns. In

their 2010 paper “Fear Patterns: A New Approach to Designing Road Safety Advertisements”, John

Rossiter and Jennifer Algie published their research on fear arousal and relief felt by an audience

during the viewing of a road safety advertisement. In these experiments respondents viewed

advertisements using a continuous measurement dial procedure, physically dialling up when they

felt a fear response and dialling down when they felt relieved of the fear. While their paper did not

conclude that emotional fear-based advertising is ineffective, they contended that advertisements

which provide partial fear-relief patterns were preferable to those that leave viewers shocked and in

a fearful state.

In their publication “A fact sheet on Road Safety Advertising” the Queensland Centre For Accident

Research and Road Safety (CARRS-Q), the themes and headline observations were similar to those

previously covered by Cameron et al and Wakefield. This document suggests that threats of physical

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injury or death appeal less to young males, and that social threats like loss of license or social stigma

attached to it, may be more effective.

The NSW Speed campaign “Speed. No one thinks big of you” or sometimes referred to as the

“Pinkie” campaign is an example of a campaign targeting young male drivers where the depicted

deterrent for the driver is social stigma rather than risk of injury or speeding fines.

That emotional fear-based campaigns are not effective against young males is not consistent with

the demographic patterns of the decline in smoking in NSW between June 2007 (22% prevalence)

and June 2012 (13%), for Men 18-24 (Smoke factory-made cigarettes – Roy Morgan Research

Centre). The decline in smoking for men 18-24 was greater than for any other major demographic

during a period where fear-based advertising was a consistent feature in NSW anti-tobacco

advertising campaigns.

The 2011 Phillips et al Meta-analysis suggested that “effects associated with campaigns described as

having both emotional and rational elements in their approach are stronger than those with purely

rational elements.” However there were few campaigns with content that could be described as

purely emotional in approach, so no meta-analysis of their effects was possible. We presume that

campaigns with strong fear arousal would have fallen into this purely emotional segment.

We note that in the major campaign materials residing on the WA ORS website, there is a mix of

positive and negative approaches to messaging. “Enjoy the ride”, “OK is Not OK” and “You’re worth

holding onto” take a positive approach and “You deserve it” ends on a negative.

Despite Professor Wakefield’s view that negative approaches tend to be more effective in terms of

awareness and clarity of message etc., the road safety community appears less strident in their

positive versus negative approaches, and campaigns like “Pinky” and the most recent NSW drink-

driving campaign “What’s your Plan B?” are considered successful despite their light-hearted

approach.

6. Effects Are Noticeable When Active But Are Time Limited

In her 2011 address to the ISBNPA conference Professor Wakefield illustrated how weekly pap test

volumes lifted during advertising weeks and declined soon after. This is consistent with the findings

published in the Evaluation Report following the first phase of the National Tobacco Campaign

“Every cigarette is doing you damage” (1997) which showed how calls to the Quit line fell in the

weeks following advertising pressure only to lift again when media ran again.

No other states provided any material to us that was not already publicly available, so we can’t cite

examples of short term effect from other road safety campaigns. However, we have sat through

numerous post campaign tracking presentations for other social marketing programs, and Professor

Wakefield’s observations about the limited influence of media campaigns in driving specific

behaviour align with our own. We have observed calls to make appointments for a bi-annual

mammogram decline after advertising pressure stops, as do visits to a GP to have a pap test decline

when cervical screening advertising pressure stops.

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We have reviewed media plans for Speeding – “Enjoy the ride”. A feature of the 2011 March –

August launch plan is the consistency of exposure with relatively modest levels of weekly weight for

TV, radio, outdoor and online across the period

Over that entire period, 47% of Western Australian drivers were exposed to some form of

communication.

The continuity of exposure of this campaign was not replicated within the 2011/2012 campaign

where television and radio were scheduled concurrently, and outdoor activity was limited.

Further, the message was limited to two bursts of activity (Dec 2011/Jan 20123 and March/April

2012). However we do recognize that “Enjoy the Ride” was alternated with enforcement messaging.

However, with a limited budget, the 2012-13 plan addressed consistency of exposure, again with

modest levels of weekly weight for TV and radio for the seven months spanning November 2012

through May 2013.

7. Campaigns Should Obtain High Population Exposure.

In 2012-13 there could be high confidence that the media campaigns achieved high population

exposure.

In her 2011 ISBNPA address Professor Wakefield spoke of the greater likelihood of negative

approach campaigns to be recalled and the desired messages being correctly absorbed.

We downloaded three advertising tracking reports (Metrix Consulting) from 2012 for the WA Office

of Road Safety. They were for seat belts, drink-driving “OK is Not OK”, and drink-driving “You

Deserve It”. We understand that campaign tracking has now been discontinued.

For Drink-driving the prompted awareness scores were around 60% following advertising flights with

around 250 TARP’s of TV pressure. Presuming a high proportion of Peak night programming in the

2012 schedules, 250 TARP’s would achieve around 75% reach of Western Australian drivers. 75% is

high population exposure. If 60% could recall recently seeing these commercials, then around 80% of

those who could have recently seen it, could recall these ads. This is a good result.

The Sash seatbelt TV campaign which only ran in Regional and Remote areas was supported with

extraordinarily high ad pressure (1,935 TARP’s) over the first two months of the campaign.

Population exposure (reach) would have exceeded 90%. Prompted awareness of the TV spot peaked

at 78% of drivers.

Referring back to the Albert Bandura behaviour change model, for this campaign, campaign

managers could be confident that they satisfied most of the steps.

Attention 87% (78%/90%) of the respondents who could have been exposed to the

Sash TVC, recognised it.

Retention 87% remembered what they had paid attention to.

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Motivation 39% of non-wearers surveyed were somewhat or much more likely to wear

a seatbelt after watching the ad, and 57% said that they were somewhat or

much more likely to tell someone else in the car to put their seatbelt on.

Reproduction The percent of drivers who claim to wear a seatbelt 100% of the time before

the car starts, rose from around 76% before the campaign to around 83%

after.

Aside from Free to Air TV, the ad was carried on YouTube and Facebook. 2% of respondents recalled

seeing it on YouTube and 2% on Facebook. Without details of the Online campaign, when it ran, and

how much was invested, it is not possible to know whether these low scores are because online

channels did not deliver the reach, or if they did deliver reach but didn’t gain attention.

What is certain is that had the campaign only been placed in digital video channels, it could not

possibly have obtained high population exposure, to achieve its high levels of attention, retention

and motivation.

On any assessment, there could be a high degree of confidence that this campaign was given every

chance of being successful, because it obtained high population exposure. The same can’t be said for

the speeding and drink-driving plans we reviewed for 2013-14.

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8. Campaigns Should Have Sufficient Advertising Pressure

Media campaign pressure is usually expressed in terms of TARPs (Target Audience Rating Points).

One TARP is the equivalent of reaching 1% of the target audience once. If a campaign reaches 25% of

the target audience an average of 3 times it delivers 75 TARP’s. If it delivers 75% of the target

audience and average of 10 times it delivers 750 TARP’s. Experienced marketing managers use

TARP’s as a measure of relativity and would immediately know relate to 750 TARP’s having ten times

the advertising pressure than 75 TARP’s. Because TARP’s is a calculation based on the percentage of

a jurisdiction’s population, comparisons can be made from one jurisdiction to another. It doesn’t

matter that NSW is a bigger state than Western Australia, the effect of 250 TARP’s placed on TV in

Sydney will have the same relative advertising pressure in Sydney, as 250 TARP’s placed in Perth TV

would have in Perth.

TARP’s are most commonly used in reference to TV campaign weights, but the concept can be

applied to any measured medium. If it can be demonstrated that a bus side campaign reached 60%

of the target audience, and that the average person who saw the campaign, saw it on average 5

times, then it will have delivered 300 TARPs.

In her address to the 2011 ISBNPA conference Professor Melanie Wakefield’s guideline based on her

tobacco experience was that TARP weights should range from 400 to 700 TARP’s per month.

In the tracking research for the WA ORS Drink-drive and seatbelt campaigns mentioned in the

previous section, both unprompted and prompted awareness scores were provided. In the report for

the “You deserve it” drink-driving campaign, unprompted awareness was 12% during the on-air

weeks. It declined to 10% for the two weeks after the advertising finished, then to 5% for the next

two weeks and 1% for the following two weeks. This is the normal rate of unprompted decay

associated with mass market campaigns.

In the same report, the prompted awareness scores held up longer. They were 60% during the two

active weeks, and while they declined during the post-activity period, they were still 55% after 6

weeks of no advertising support. This too is typical of the normal pattern of decline for prompted

awareness.

The difference between the two measures is significant. Unprompted awareness tends to be a

better predictor of behaviour. Professor Wakefield’s main experience is in anti-tobacco advertising,

and she will have observed that calls to the Quitline decline after advertising pressure stops; in other

words when unprompted recall levels drop. In the absence of any other advertising pressure, the

calls to the Quitline will remain low, until more weeks of TV advertising are purchased.

In the case of road safety, there is an abundance of evidence (more on this later) that serious

accidents decline during weeks of, and in the weeks immediately following advertising pressure. This

too would coincide with high levels of unprompted awareness.

Strong prompted awareness scores, once achieved, hold up for more weeks. Prompted awareness is

the key measure for most supermarket brands. While they would prefer high unprompted

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awareness scores continually, they know that a shopper is prompted to recall what the brand does,

what it stands for, its personality etc. by seeing the product on the supermarket shelf. This similarly

applies to advertisers like KFC where imagery and messages conveyed in recent advertising can be

recalled as consumers drive by an outlet.

The 2012 Metrix Consulting post campaign tracking for the Regional seatbelt campaign

demonstrates how both unprompted and prompted awareness scores can be sustained by relatively

low levels of ongoing TV pressure. With an average of 40 TARP’s per week for the 9 weeks following

the intense launch phase of the campaign, unprompted recall dropped from a peak of 29% (at the

end of the launch phase) to an average of 17% for the following 9 weeks. Prompted recall levels also

declined, but not nearly as much; from a peak of 78% at the end of the launch phase to 69% at the

end of the 9 weeks of 40 TARP’s.

While we have not seen any social marketing research on the significance of unprompted and

prompted tracking scores, our experience is that recognition of regional outdoor campaign material

is normally high when it is easily recognised as part of a broader TV-based campaign. There is no

research that we’re aware of that explores how outdoor or roadside advertising works for road

safety campaigns. Whether it achieves strong recognition just because it delivers messages to drivers

when they are driving, or whether it immediately prompts some underlying feeling or sentiment

created by a TVC, is probably worthy of a study. Regardless, it is likely that having achieved a high

level of exposure for a TV campaign, a much lower cost reminder impression can be made via

roadside signage, which can reproduce the same behaviour as if the unprompted TV recall was still

high.

It is likely that the intensity of TV advertising pressure (400-700 TARP’s/month) that Professor

Wakefield associates with successful campaigns can be lower, if the periods without TV pressure can

be covered by roadside signage integrated into the campaign theme.

Between November 2012 and May 2013 the speeding campaign in Western Australia was averaging

around 200 TARP’s per month, and received a high share of the Regional Outdoor exposure. While

we received no campaign tracking for the speeding campaign, because it was a campaign that

achieved high population exposure, and had carried a consistent theme since 2011, it is likely to

have patterns of unprompted and prompted awareness similar to those for Drink-driving in the early

2012 tracking. This, combined with regional outdoor, would have created a strong likelihood of the

campaign successfully translating to the desired driving behaviour, presuming the “Enjoy the ride”

campaign successfully motivates drivers to slow down.

The same confidence can’t be presumed from the media plans we have seen for 2013-14. They lack

sufficient advertising pressure.

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9. Maintain Media Pressure Over Time.

In their Meta-analysis of the effect of road safety campaigns (Ross Owen Phillips/Pal Ulleberg/Truls

Vaa -January 2011), they found a strong correlation between crash reductions and campaigns of

200+ days duration.

In their May 2004 “Review of Mass Media Campaigns In Road Safety” Cameron/Delaney et al noted

media inputs into several studies conducted in Victoria for the TAC. One was a paper “Advertising

Wearout in the Transport Accident Commission Road Safety Campaigns” (Fry, 1996), and the other

“Evaluation of Country Random Breath Testing and Publicity Program in Victoria, 1993-1994”

(Cameron, Diamantopoulou, Mullan, Dyte, Gantzer 1997).

Where most prior attempts to understand advertising’s impact on crashes used media expenditure

or TV TARP’s, these used a calculation called Adstock (a theory developed by Simon Broadbent

(Broadbent 1979). We are familiar with Adstock theory and believe that this or other calculations

that account for the combined effect of past and current advertising, could be key to increasing the

periods of advertising effectiveness for Road Safety Advertising for WA.

The main contributors to average weekly Adstock points are the measured half-life of the creative,

weekly TARP pressure and the number of active weeks, and while we were not provided specific

data on campaigns from other states, the data we were able to review shows flighting patterns that

are consistent with advertisements that produce low awareness decay (long half-lives). They feature

modest weekly TARP weights when on air, more weeks of advertising activity, and in NSW, more

long-term advertising pressure in Regional areas than Metropolitan.

Our observations from the most recent media plans for the WA ORS Speeding and Drink-driving

media plans are that they are constructed in a way that would not allow the WA ORS to have high

levels of confidence in their ability to reduce crashes. There is an absence of any meaningful Drink-

driving or Speeding TV advertising pressure against those most at risk (Regional WA residents).

Advertising in Perth is infrequent leaving many more weeks without cover than with.

The small expenditure in WA Regional areas for speeding is confined to 10 spots a week in

syndicated radio programs on RedFM serving remote areas, and a package of spots on TV and radio

stations targeting indigenous communities in remote and very remote locations. No meaningful

advertising presence can be presumed for the major Regional driving population in centres like

Albany, Bunbury, Bridgetown, Carnarvon, Esperance, Geraldton, Merredin, Kalgoorlie, Northam etc.

There may be some evidence of high population reach that was not included in the media

recommendations we reviewed, but the broadcast media campaigns in WA Regional markets have

the appearance of a gesture, rather than a robust media campaign to seriously address attitudes and

driving behaviour of those at greatest risk.

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10. Use Multiple Media Channels.

There is a general tendency for those who are more likely to undertake the desired behaviour

depicted in advertising (buy a product, visit a store etc.) to recognise a campaign’s advertising

through more than one media channel. It is also true that users of a product or service are more

likely to notice advertising for that product or service than non-users. Whether desired behaviour is

because of multi-media impact, or whether those who are most likely to display the desired

behaviour relate to the messages more, and therefore are more likely to notice it, is unclear.

Nor is it clear from Professor Wakefield’s guidelines, why she believes that multiple media channels

are desirable.

What is evident from campaign tracking is that recognition of any element of a multi-media

campaign through any channel, is higher than the recognition of the highest individual channel. For

example it is not unusual to see recognition of any campaign material to be 70%, and recognition of

TV to be 60%, Outdoor 40%, Online 15% etc. As Professor Wakefield believes in the importance of

high population exposure, then as the combined reach of two media is greater than one, it follows

that so too would campaign recognition be higher via two media than one.

In road safety promotion we have already acknowledged the likely short-term behaviour influencing-

effect of roadside messages, when they are integrated with messages in other media. Additionally

the Phillips/Ulleberg/Vaa study Meta-analysis concluded that there was a stronger weight of

influence for campaigns using TV, radio and print, and independently a high weight of effect for

roadside messages.

The issue for road safety marketers is how many channels are ideal. At the foundation of the

considerations is the arithmetic. If most main media channels have an undistorted audience

distribution then reasonable guesstimates of their combined reach can be made. If 60% of the target

audience can recognise a TV ad, and 40% can recognise an outdoor poster for the same campaign,

then we could estimate that 24% recognise both the TV and outdoor, and if there are benefits of

message registration in two media versus one, then this benefit will only apply to 24%.

It follows that multi-media impact is only really meaningful when each channel used has the ability

to generate relatively high levels of recognition on its own.

Marketers must be careful that in trying to create an integrated multi-media campaign, that the

effort in the channels that normally do the heavy recognition lifting, aren’t so starved of funds that

they can’t achieve strong recognition in their own right. This would be a legitimate concern for the

2013-14 campaigns for speeding and drink-driving. We note that out of what appears to have been a

reduced drink-driving 2013-14 budget, $120,000 was planned for production, $45,000 for website

enhancements, $80,000 for Digital applications leaving just $290,000 for main media to be spread

across TV, radio, indigenous media and regional radio sponsorships.

These campaign budgets excluded Regional Outdoor. We note that there is solid media allocation to

Regional Outdoor, and that campaigns are rotated through this holding.

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Regional Outdoor’s inclusion is consistent with the findings from the Phillips et al Meta-analysis

pointing to the weight of influence of roadside messaging.

Broadcast media are successful at generating campaign awareness and were also recognised by

Phillips et al to have a strong weight of influence. While Phillips et al did not attempt to explain why

roadside messaging weighed as heavily as it did, because it combines both the ability of rekindling

the key campaign sentiment, and as all of its impact is made against drivers while driving, it is the

ideal campaign support medium to influence short-term driving behaviour.

In our experience, the development of Regional Outdoor signage is a key priority, and it’s up-grading

is a long and continuous process. Road Safety marketers regularly review their outdoor locations to

align them with accident black spots, and ensure that the signs are correctly orientated (signs with

speeding messages are impacting drivers about to enter a 100,000ph zone rather than leaving one

etc). Quality suitable outdoor plant in regional areas is difficult to acquire and is often sought out by

other advertisers. The objective is to intersect as many country trips with roadside reminder

campaign messages as possible.

We were provided location maps and the costs of the WA ORS outdoor holding. The detail of each

panel’s orientation or individual site cards was not provided, so we can’t comment on its overall

quality. In other states, outdoor serves as a “blink-of-the-eye” reminder of the normative or desired

behaviour, and a similar role is presumed for WA. However, it could be argued that its effectiveness

is enhanced when the majority of those who are exposed to roadside messages, have also been

recently exposed to the campaign in another medium. For practical and affordability reasons that

other medium in Regional Western Australia needs to be TV, and the confidence that multi-media

impact is being achieved to combat speeding in Regional Western Australia could not be high, as

Regional WA is excluded from all but a token TV presence in the 2013-2014 Speeding campaign.

We note too that the WA Regional Outdoor schedule carries drink-driving messages. In our

experience drink-driving advertising is more heavily skewed towards Outdoor formats in urban

environments (street furniture, bus advertising, taxi backs etc) than on country roads. Regional

Outdoor themes are more likely to be speeding, driver fatigue, seatbelts and heavy vehicle

messages.

Despite a solid Regional Outdoor presence, it is unlikely that the multi-media plan combining TV,

radio, sponsorships, digital and Outdoor, could have achieved any meaningful multi-media

recognition.

11. Conduct Rigorous Independently Assessments of Outcomes.

We were advised that there has been no post campaign tracking since 2012.

We received no material that relates advertising activities to either crash data, speeding fines trends,

or infringements for not wearing seatbelts etc.

We received a copy of a document produced on 15.2.13 called “Impact on Road Safety Initiatives:

Summary of the Ten Years” prepared by Painted Dog Research. In the main this document is a

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summary of improvements in road safety key measures since 2002. It shows that in 2002 there were

2,325 (Killed or Serious Injury crashes) KSI’s in Metro and 1,038 in Regional areas.

The ratio was 45 Regional KSI’s to 100 Metropolitan.

In 2010 the figures were 1,684 Metropolitan and 961 Regional KSI’s.

The ratio had increased to 57 Regional KSI’s per 100 Metropolitan.

Between the years 2002 to 2010 the Metropolitan KSI’s had declined by 28%.

The Regional KSI’s had declined by only 7%, and in two regions; Great Southern and Mid

West, they had increased by 17% and 14% respectively.

It is clear that the progress in Regional areas has been much slower.

This calls into question the recommendation in 2013-14 to make Metropolitan Perth the priority for

TV and radio coverage. Arguably the task is much more challenging in Regional WA.

The Painted Dog Research report goes on to estimate the number of deaths and serious injuries and

then extrapolates the cost savings attributable to these reductions. These savings are based on a

presumption that the reductions attributable to Road Safety advertising are 9% annually. The source

noted in the Painted Dog Research is a paper presented by Maurice Cammack at the 2010 ICWA

Road Safety Forum in 2010. This paper was not reviewed by us and was not one of the papers

presented at 2010 ICWA conference that is available to be down-loaded. We presume that the

source of the 9% reduction in the Maurice Cammack address was from one of the most commonly

quoted previous Meta-analyses which concluded similar reduction levels (Elliott 1993 - 7.5%

reduction), (Delhomme 1999 - 8.5%) and perhaps even Phillips et al in 2010 - 9% reduction).

The 2011 Meta-analysis of 119 campaigns published by Ross Owen Phillips, Pal Ulleberg and Truls

Vaa concluded that the weighted average effect of the campaigns included in the analysis, was a 9%

reduction in accidents.

However, an average 9% reduction in accidents was for crashes during and immediately following

road safety advertising activity. In our view, this crash reduction presumption can only reasonably be

applied to periods with advertising activity and the few weeks after. A year-long 9% crash reduction

attributable to advertising could only be presumed if there is evidence that right throughout the

year, most of the population will have had recent exposure to advertising messages. It is

unreasonable to assume a 9% crash reduction in situations where there is meaningful advertising

campaign pressure for only a few weeks a year, as there will be for both speeding and drink-driving

in the 2013-14 Financial Tear.

There was strong evidence from the Phillips et al Meta-analysis of crash reductions for campaigns

using emotional messaging for speeding and drink-driving messages, but they didn’t observe similar

strong correlations for other road safety messages. This would suggest that it would only be safe to

presume a 9% crash reduction correlation as they apply to speeding and drink-driving campaigns.

Campaigns for seat belts etc. would have fallen into a group of campaigns in the Meta-analysis,

where the same weight of effect was not conclusive.

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Phillips et al also noted that the use of TV, radio, newspaper and road side messaging had a greater

weight of influence in reducing crashes. So a 9% blanket reduction can’t be presumed regardless of

the media selection.

The Phillips et al 2011 Meta-analysis’ observations were strongly influenced by campaigns

addressing speeding and drink driving, campaigns lasting over 200 days and campaigns using road

side messaging. Fatality or serious injury reductions of 9% can’t be presumed for other campaigns,

nor for campaigns that are short-lived and don’t achieve wide exposure over several media.

We believe that a calculation as to the ROI of road safety advertising needs to be modified from year

to year depending on the presence of those factors that carried the most weight in the source Meta-

analysis.

A review of the 2012-13 media plans is that they would largely satisfy most of the learnings from a

range of academic papers, but in our view, few would be evident in the 2013-14 campaign.

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6. Should future campaign spending include education on road rules?

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Should future campaign spending include explicit education campaigns on emerging and

ongoing road use issues, such as keep left, how to merge, etc?

In their 2004 Meta-analysis review of road safety campaigns (Cameron, Delany et al); the first listed

conclusion addressed this subject. “Campaigns with a persuasive orientation, and those that use

emotional rather than rational appeals, tend to have a greater effect on the relevant measure of

effect. In contrast, information based and educative campaigns have been associated with less

effective campaigns.”

We interpret this to mean that campaigns on issues such as keep left, safe distances between

vehicles and how to merge etc., fall into this group of campaigns that had a lesser effect.

From the materials reviewed for this project, there appear to be several road safety themes with

strong evidence that they can be effective. A recurring observation is that better traction appears

possible when the behaviours seeking modification lend themselves to other initiatives like changed

rules and enforcement. This may contribute to why speeding and drink driving campaigns weigh so

heavily in measured campaign effectiveness, while correlations for other campaigns like fatigue,

seatbelts, pedestrian safety etc. fall into the group where the weight of effects appears weaker.

At the foundation of the “Towards Zero” strategy is the recommendation to focus on a relatively

small number of large and severe problems which have been proven to be amenable to

improvement through behaviour change campaigns.

Target Audience Priorities.

Speeding and Drink-driving continue to be the priority road safety communication themes for the

Victorian TAC and Transport for NSW (formerly RTA). These jurisdictions have considerably lower

fatalities per 100,000 persons than Western Australia. They also have economies of scale, can afford

to invest more on new campaigns and pragmatically, probably have more financial scope for

experimentation. Without the bigger states’ economies of scale, it is perhaps more prudent for

Western Australia to remain focused on fewer, large road safety problems where the confidence of

the efficacy of mass media campaigns is greater.

Regardless of the jurisdiction, vehicle controllers in speeding and drink driving crashes right across

Australia are young males. The other important target audience consideration is greater risk of

serious crashes for those who live in Regional, Rural and Remote areas.

A campaign strategy that made its highest priority, those at greatest risk would be difficult to

challenge. A priority to target males under 30 in Regional WA would be consistent with this strategy.

Emerging media trends may make marketers (needing to reach this group), concerned that effective

media channels may be less relevant for today’s campaigns, and we think it is important in this

review to look at the evidence with regards to media usage trends.

Relevant Media Usage Trends

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While the internet has expanded the suite of media generally available, it is not automatic that a lift

in usage of one medium, must be at the expense of another. As mobile technology makes it possible

to view/listen to most media formats on demand, it’s become easier to spend more time consuming

media generally.

Where once direct response TV marketers sought programs and timeslots with low viewer

involvement (so they would be prepared to leave the TV set and make a phone call), this is no longer

essential. Advertisers can now generate high website traffic in programs with high involvement and

viewing, because many TV viewers can; and do, watch TV with a smartphone or tablet at hand,

making an immediate response possible without the need to interrupt the TV viewing occasion.

Usage of the internet is generally high, and it is especially so for Men 17-29, but so is usage of the

media traditionally relied upon for Road Safety advertising:

75% of Men 17-29 in WA have seen outdoor advertising in past 7 days, (Roy Morgan Dec

2013). Outdoor’s reach ability is unaffected by changed trends in online or any other media.

87% listened to commercial radio in the past 7 days. (Roy Morgan Dec 2013).Commercial

radio formats targeting under 30 year old listeners are still popular and radio still effectively

reaches drivers while driving. (Roy Morgan Dec 2013).

79% in Perth, and 77% in Regional WA watch commercial TV on the average weekday, while

the daily use of the internet (via all devises) is 77% in Perth and 73% in Regional WA (Roy

Morgan Dec 2013).

When comparing media usage between Commercial TV viewing and Internet usage,

it needs to be kept in mind that “watching Commercial TV” is a very explicit media

usage definition. It excludes viewing to the non-commercial ABC channels. “Internet

usage” is far less explicit. People can use the internet all day; sending and receiving

emails, without needing to view a site that hosts advertising messages.

Relatively restricted categories of TV viewing parameters can still achieve high levels of recent usage

for Males 17-29. For example:

53% of Men 17-29 in Perth watched channel Seven in the past week, and 60% of those in

Regional WA watched the Seven regional affiliates (Roy Morgan Dec 2013).

43% of Men 17-29 in Perth and 49% in Regional WA watched at least one of either 7Mate,

GO! or Eleven in the last 7 days. (Roy Morgan Dec 2013). The introduction of these new FTA

channels has provided more viewing options, and greater scope for specific demographic

targeting.

55% of Men 17-29 in Regional WA watch the regular AFL season matches (exc. Finals). (Roy

Morgan Dec 2013).

TV Still Performs Well in Post Campaign Tracking

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There has been no WA road safety campaign tracking since early 2012, but we note that the highest

measure of relevance (56%) for the “Okay is not Okay” TVC was for 17 to 24 year olds. This is despite

that they are less likely to be heavy TV viewers than most other target groups. We note too that

most other major road safety campaigns in other jurisdictions targeting young males continue to

produce a TV campaign which encapsulates the main campaign idea. The NSW 2012 “What’s Your

Plan B” campaign is a case in point.

While no other states were prepared to provide us any campaign tracking data that is not publicly

available, in our experience, the observations about TV’s high awareness scores evident in the

Western Australian 2012 Metrix Consulting post campaign tracking, is typical of TV’s measured

achievements in other social marketing campaigns in other jurisdictions. TV still does most of the

heavy lifting when it comes to campaign awareness. Recognition of campaign materials used in

other media, including online (which these days receives relatively high funding), is still low.

Digital & Social Media

Setting aside online’s activation benefits (click through to campaign websites etc.), its lower cost per

thousand impressions, its sharper targeting possibilities and its superior ability to control frequency

of delivery, there is relatively little publicly available research regarding the contribution of digital

and social media to serious crash reductions.

The term social media is broad and encompasses most channels that can facilitate two way

communications. Commercial advertisers tend to measure social media in terms of customer

engagement, sales to fans versus the general public, loyalty and repurchasing measures for those

who “Like” a brand, and measures of customer engagement.

Successful social media practitioners manage conversations with customers in much the same way

as would customer-facing sales people or those in a call centre. Marketers seeking behaviour change

for the public good tend to be Governments, it takes time to develop, debate, review and approve

social media policies. By the time the guidelines about who is authorised to speak for the

organisation, and what they are authorised to say etc., commercial enterprises have learnt through

trial and error. It is perhaps due to the type of organisations Governments are, that they might be

slower than brands and commercial operators to have successful case studies for review.

Several high profile social marketing campaigns have achieved impressive social media metrics. The

examples below are typical of those that have captured the attention of the marketing community.

The NSW RTA “Speeding. No one thinks big of you” video achieved over 500,000 views on

YouTube (Watson 2008). These views were to the 45” TVC that was seeded on YouTube, but

also appeared in FTA TV and in Cinema.

TAC change the town name from Speed to Speed Kills achieved its aim of more than 30,000

Facebook Likes.

Melbourne Metro Trains “Dumb ways to die” animated content video and accompanying

jingle, achieved over 39 million YouTube views (McCann).

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Transport for NSW “Get your hand off it” mobile distraction campaign, achieved over

600,000 views to its music video on YouTube (NSW Centre for Road Safety). This too

required the pre-production and seeding of a music video.

WA Office of Road Safety – Speeding “Enjoy the ride” achieved over 400,000 YouTube views

(WA ORS).

We found no analysis of any of these Social Media initiatives with the kind of rigour that would

satisfy a peer review process for an academic paper. What little literature that exists, lists results in

terms of their achievement of broadcast metrics (YouTube hits/Facebook Likes), and such measures

are relatively easily obtained. Measurement to isolate their impact on road crashes would be very

challenging.

A fuller assessment of the impact of these Social Media examples might involve an investigation as

to what portion of the hits or Likes were achieved within the marketer’s jurisdiction? How does the

volume of views compare with the audience that might have been achieved in another way? How

many of the target audience within the jurisdiction have been reached by the campaign? How was

their attitude to the safety or health issue affected by their exposure? How robust are the measures

of success?

The “dumb ways to die” initiative is said to have contributed to a short term 20% reduction in “risky

behaviour compared to annual figures”, but without an understanding of the methodology,

measured behaviour at level crossings and train stations, or solid data on the long term impact on

deaths and injuries attributable to the activity, the road safety community will be left wondering

about Social Media’s potential contribution to road safety measures.

Relative to social marketing campaigns in traditional media, it may take time to accumulate enough

campaigns with sizeable digital and social media budgets to amass enough data from which to draw

statistically robust conclusions. Our observation is that social media and digital communications are

more likely to be focused on messages supporting the main campaign. The NSW “Don’t rush”

campaign directs drivers to its Facebook page to take “the slowdown pledge”. It has used online

videos featuring Dr Brian Owler (the Sydney neurosurgeon featured in the “Don’t rush”

commercials), Hazem El Masri (retired NRL player) ,and Nathan Bracken and Brett Lee (NSW

cricketers), to direct viewers to take “the slowdown pledge”. It has over 6,000 Facebook likes.

We suspect that part of the problem with measuring the impact of Social Media is its difficulty to

achieve the scale required to relate the activity to road crash or speeding infringement data. While

500,000 YouTube views of the NSW Speeding “Pinkie” – “No one thinks big of you campaign” is

significant, there have been around 800,000 young men fall within the Males 17-24 demographic

within NSW since “Pinkie” was loaded onto YouTube since June 2007. Even if 70% of the total

YouTube views were from Australia, and 70% of Australian views were by NSW drivers, and if 70% of

those were Male, and if 70% of those were aged 17-24, (very likely over-estimates on all counts),

then this will have achieved less than 120,000 YouTube views against the defined target group. That

is the equivalent of around 15 TV TARP’s over seven years. The effects of media outcomes with such

little scale can’t be detected.

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The odds of success are greater when campaigns achieve scale and are for road safety themes

proven to be amenable to interruptive advertising in media that can achieve high levels of audience

exposure and message recall.

Recommendation

Our research has identified evidence that there is both an economic and social benefit to road safety

advertising.

Specifically we have detailed that the TAC allocates almost twice the spend per capita on road safety

compared to other markets. Its return on investment is a reduction in claims. They have determined

that there is a commercially viable ROI from road safety advertising.

We have cited other examples and advocates of the positive role adverting plays in social marketing

(Prof Simon Chapman – anti-tobacco, Prof Melanie Wakefield –Cancer Council)

However success of social marketing campaigns requires adherence to a number of basis marketing

principles, including but not limited to:

Messages are based on sound research and target testing

High exposure

Sufficient advertising pressure

Maintain pressure over time

Use multiple channels

Conduct rigorous independent assessment of outcomes

Our observation is that due to budget contraction ORS activity has not been able to consistently

commit to these principles.

Yet, commitment to these principles is essential to maximise impact of ORS media budgets and assist

in contributing toward the achievement of the Toward Zero objectives.

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7. Appendices

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Appendix 1 – Potential Application of Existing Material to a broader state-

wide audience

Director/Producer’s Explanatory Notes

All commercials have been reviewed using low resolution ‘YouTube’ files.

Observations and recommendations have therefore been undertaken without the opportunity to view the actual quality and subtle nuances that high-resolution pictures would afford.

There are number methods of revising/editing the scenes required to remove/amend non WA scenes. We have recommended the methodology that we know will deliver the high standard required.

If any of these campaigns are considered for revision, we would request that high resolution copies of these ads be sourced so that a detailed assessment of the material can be achieved.

When requesting material/assets from interstate jurisdictions, ORS should request:

The editing project (the files that created the edited master)

The edited master

Clean sub masters – the master without graphics layer

Selected, graded wild reels so that WA editors can access each scene and extend ormanipulate it

Graphics information – type font/face information if type is to be changed

An “M&E” mix – Music and effects audio mix which will allow revision of sound trackmore easily. The M&E separates music and sound effects on to two discreet tracks

WA would be wise to ask for the “audio project” if available

Voice over talent information so that if the voice over is being used in WA, the talentwill need to be paid for that market

Music track information so that WA can seek music licensing for their territory

Any stock footage or purchased scenes that will need to be licensed to WA territory

Any 3D or 2D elements with ‘alpha channel’ to allow re-editing if needed

If not stated, all of the end graphics will need to be reproduced. In most cases this can be completed at the time of editing and should be achievable and included in the cost of mastering the new WA version of the TVC.

The TVC’s will also need to be resubmitted for CAD acceptance.

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NEW SOUTH WALES CAMPAIGNS

Speed – Don’t Rush

Two items need to be checked before running in WA.

Paramedic uniform may not be consistent with WA uniform. The badging could be replaced frame by

frame with tracking 2D images.

Allow 6-8 hours of 2D to replace: (Allow $3,000-$5000 including editing).

Speed camera may need to be replaced if not consistent with WA equipment.

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If only the camera head is being replaced then allow 6-8 hours of 3D to build the new head digitally

and compositing the new image over the old one (allow $5,000- $8,000 including editing).

If the camera on the pole is replaced with say a tripod-mounted camera then we would need to

receive a clean “sub master” without the end super. This is a copy of the master with no supers. The

existing pole mounted camera would have to be “painted out” and the new camera would have to

be drawn in 3D and inserted into the picture. The end super will need to be re-inserted after all 3D

work was completed (allow $8,000-10,000 including editing).

Summary of Estimated Cost to Edit to Suitable WA Format

Approximately $16,000 - $23,000 (plus talent).

Estimated Cost to Produce Similar Spot in WA

Approximately $200,000-$250,000.

Saving to WA Government if interstate jurisdiction creative adapted for local Use

Approximately $177,000-$227,000.

Drink Driving - Plan B

Taxi light may not be consistent with WA taxi livery. Requires 3D taxi light to be created and

composited over existing footage (also reflections need to be adjusted on roof and on bonnet –

although it may be deemed not required given the amount of distortion on both these planes). The

talent being recognizable means that the digital renovation of the taxi sign is the only option unless

you cast a very good look-a-like talent and reshoot (allow $5,000-$8,000 including editing).

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Given the distinct look of WA trains and stations, it may be cheaper to re-shoot this scene than

altering existing footage. This station scene can easily be reshot using a look-a-like as talent as we

never get a good look at his face. Adding the “plan B” graphics to the station platform and the train

will also be a lot easier/cheaper.

Graphics: static 2D for the wall sign and tracked 2D graphic for the train sign (allow $2,500-$3,000).

Shooting would be a 10 hour day with minimal crew and no location fees or train expenses: (note in

this 10 hour day you would be able to achieve this station scene and the tow RBT scenes to revise

this commercial - see next)

Director/producer $4,000.00

D.O.P $2,000.00

Camera gear $3,500.00

Gaffer $650.00

Gaffer truck $250.00

Grip $650.00

Grip truck $250.00

lighting allowance $1,500.00

Talent $300.00

Safety & permits $800.00

Total: $13,900.00

Margin @ 15% $2,085.00

Nett Total: $15,985.00

GST: $1,598.50

Grand total: $17,583.50

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These coasters can be easily re-shot using WA versions on the same 10 hour shoot mentioned

above. Allow $300 for coasters to be produced.


Approximately $26,000


Approximately $350,000-$400,000

Saving to WA Government if interstate jurisdiction creative adapted for local Use


Restraint - Clip Every Trip

WA will need to ask for a clean sub master (copy of master without any graphics) so that WA can add

their end supers.


Approximately <$5,000,



Saving to WA Government if interstate jurisdiction creative adapted for local use


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Fatigue - Don’t trust your tired self (Metropolitan)

Number plates are the issue in this spot. If dominant cars plates are re-inserted with WA plates then

the other plates probably won’t need attention.

Allow for 2D graphics with tracking (allow $5,000-$6,000)




Approximately $150,000k-$200,000k



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Fatigue - Don’t trust your tired self (Regional)

Same estimate as metropolitan.

Allow for 2D graphics with tracking. (Allow $5,000-$6,000)







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Distraction: Get your hand off it

Replace NSW Number plate

Allow 2 hours of 2D to replace this number plate (Allow $2,000) includes changing end graphic.







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VICTORIAN CAMPAIGNS

Speed: Wipe off 5

Campaign excluded as is an AFL focussed content, featuring only Victorian clubs/players

Speed: Pictures of You

Replace fire hydrants and bus timetables if not consistent with WA infrastructure.

(Allow $5,000-$6,000) includes editing and changing end graphic







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Drink Driving: Bloody Idiot

The police, fireman/emergency services uniforms may not be acceptable.

Given the darkness of the scene, it is possible that some blurring in post-production would deal with

any inconsistencies. (Allow $1,500-$2,500)







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Safer Vehicles: How Safe is Your Car?

This scene requires accessing the clean shot and adding the ‘hand’ graphic and the web site address.

Both of these items are simple to add in an edit suite. (Allow $1,500-$2,000).

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The two end graphics can be revised in edit suite. (Allow $1,500-$2,500)

The adaption of this campaign will not be relevant if a similar website is not planned for WA.

However we have included due to relevance of road safety issue.


Approximately $2,000. James O’Lachlan talent costs to be investigated





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Distraction: Safer P Plater

As the web address web will require change, the background animated graphic needs to be supplied

without the web site graphic. If this clean animation is supplied then adding the new web site

graphic would be achieved in a simple edit suite. (Allow $1,000-$1,500)


Approximately $2,000.





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SOUTH AUSTRALIAN CAMPAIGNS

Speed: Creepers Campaign

2D replacement of signs using tracking program. (Allow $1,000-$2,000)

Taxi and ambulance may need attention. It may only require some blurring of specific livery (allow

$1,000-$2,000).

If 2D retouching is needed, allow $2000-3000.

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To retouch number plates 2D with motion tracking required (allow $1,500-$2,000)

Big rear slam – no repairs required apart from end graphic.

Cars vs. LPG Tanker – no repairs required apart from end graphic.

Car wrapped on pole – no repairs required apart from end graphic.

Double tunnel roll – no repairs required apart from end graphic.

Emergency chaos – too many repairs to be viable. Suggest sourcing WA pertinent CCTV footage and

edit WA version.


Approximately $4,000- $6,000


Approximately $150,000-$180,000 for the series



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Drink Driving: Just over, just don’t drive (Version 1)

Need to determine whether this breathalyser type is correct for WA. Use 3D animation will be

required to amend if required (allow $8,000-$10,000)

Police uniforms in background are probably blurred enough to be used without repair. Recommend

rotoscoping foreground character and adding more blurring to background to disguise police

uniforms. (Allow $3,000-$5,000)


Approximately $11,000 - $16,000.




$114,000-$164,000

Drink Driving: Just over, just don’t drive (Version 2)

Only end graphic requires replacement.

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Distraction: Mobile phone – Call

Number plate repair (if required). 2D tracking (allow $2000-$3,000).

Number plate repair if required. 2D without tracking (allow $1,000-$1,500).



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Mobile phone – Email

Number plate repair (if required). 2D and tracking (allow $1000-$1,500).

Number plate repair (if required). 2D and tracking will be required (allow $1,000-$1,500).



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Distraction: Mobile Phone - Twitter

The red and white crossing pole may not be consistent with WA regulations. To remove it frame by

frame painting out would be required (allow $5,000-$8,000).

Mobile Phone 60 second combination TVC has most of these scenes so these repaired scenes would

automatically be able to be inserted at only the cost of editing.



MOBILE PHONE DISTRACTION SERIES – Call/Text/Twitter

Summary of Estimated Cost to Edit Series to Suitable WA Format

$10,000-$15,000

Estimated Cost to Produce Series in WA


Saving to WA Government if interstate jurisdiction creative adapted for local use:

$435,000-$485,000

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QUEENSLAND CAMPAIGNS

Speed: Better slow down nightmare

End graphic to be replaced. Editing only (allow $500-$1,000).







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Drink Driving: Police Presence

To replace the policeman in the mirror it would be better to reshoot the entire scene from that

angle. Minimal crew for perhaps a half day

Function Cost Director $2,640 D.O.P $1,320 Camera Gear

$3,500

Gaffer $429 Gaffer truck

$250

Grip $429 Grip truck $250 Lighting allowance

$1,000

Talent $3,000 Casting $1,200 Sound record

$429

Safety & permits

$800

Total: $15,247

Margin @ 15%

$2,287

Nett (Ex GST) Total:

$17,534

Editing to insert or combine new scene with existing background vision. (Allow $1500-

$2,000)

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Summary of Estimated Cost to Edit to Suitable WA Format (Police Presence)


Summary of Estimated Cost to Edit to Suitable WA Format (Anxious and Uncertain)


Summary of Estimated Cost to Edit Series to Suitable WA Format (Series)


Estimated Cost to Produce Similar Series in WA


Saving to WA Government if interstate jurisdiction creative adapted series for local use:

$328,000-$378,000

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Restraint: Better Buckle Up

The two cars have been shot on a greenscreen background and the streetscape has been inserted

behind the crashing cars. To repair the background image so that it reflects WA streetscape, the

greenscreen scenes will need to be made available to the editors. This applies to all of the next 4

scenes. It is quite a simple process.

Allow $10,000-$12000 to achieve all post production for this spot, including the end frame.

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The end frame needs to be repaired with appropriate logos.






$288,000-$338,000

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Distraction/Fatigue: Multiple Executions

a) Kids: no repairs required

b) Mobile phone

Remove red phone box in bottom right corner – frame by frame painting out (allow $500-$1,000)

Pedestrian crossing markings may not comply with WA regulations. Frame by frame painting out

would be the only way to repair this – (allow between $5,000 and $10,000 depending on the extent

of paint-out work).

Music: repairs to number plates if deemed necessary.

2D with tracking or blurring (allow $3,000 - $5,000).

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c) Driver fatigue (60/30/15sec)

Clean super-less end shot so WA ORS can add relevant message and logo.

(Allow $1,000-$1,500 to add 3 new end scenes with revised supers).



Summary of Estimated Cost to Edit Series to Suitable WA Format


Estimated Cost to Produce Similar Series in WA



Approximately $278,000- $328,000

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TASMANIAN CAMPAIGNS

Speeding: Speak up

End tag required – simple edit (allow $500-$1,000).

Cost of Production $150,000-$200,000

Drink Driving: How to be a real mate

End tag required – simple edit (allow $500-$1,000).






$174,000-$199,000

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Appendix 2- Current Interstate Reviewed TVCs

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CORE ISSUE CAMPAIGN TITLE GENERIC Cat 1 ADAPTABLE Cat 2 HEAVY STATE BIAS Cat 3 LINK

NSW

SPEED Don't Rush http://roadsafety.transport.nsw.gov.au/campaigns/dont_rush/index.html

DRINK DRIVING Plan B http://roadsafety.transport.nsw.gov.au/campaigns/planb.html

RESTRAINT Clip Every Trip http://roadsafety.transport.nsw.gov.au/campaigns/clipeverytrip.html

DISTRACTION/FATIGUE Not Drunk, Not Speeding, Just

Tired (Don't Trust Your Tired

Self)

http://roadsafety.transport.nsw.gov.au/campaigns/donttrustyourtiredself.html

Get Your Hand Off It http://roadsafety.transport.nsw.gov.au/campaigns/getyourhandoffit.html

VICTORIA

SPEED Wipe Off 5 http://www.tac.vic.gov.au/road-safety/tac-campaigns/tac-latest-campaigns#wipe-off-5

Pictures of You (3 mins) http://www.tac.vic.gov.au/road-safety/tac-campaigns/tac-latest-campaigns#pictures-of-you

DRINK/DRUG DRIVING The Party's Over http://www.tac.vic.gov.au/road-safety/tac-campaigns/tac-latest-campaigns#thepartysover

Another Bloody Idiot http://www.tac.vic.gov.au/road-safety/tac-campaigns/tac-latest-campaigns#another-bloody-idiot-tv-ad

SAFER VEHICLES How Safe is Your Car? http://www.tac.vic.gov.au/road-safety/tac-campaigns/tac-latest-campaigns#james

DISTRACTION/FATIGUE Blind http://www.tac.vic.gov.au/road-safety/tac-campaigns/tac-latest-campaigns

Safer P Plater - Distraction http://www.tac.vic.gov.au/road-safety/tac-campaigns/tac-latest-campaigns#parental-campaign

SOUTH AUSTRALIA

SPEED Creepers http://www.youtube.com/watch?v=iiOh9LNpIok&list=PL9DC8B550A6C3CA36

DRINK/DRUG DRIVING Just a Bit Worried http://www.youtube.com/watch?v=aHdDxJ4HgSs

http://www.youtube.com/watch?v=KzkiO-rrleM

DISTRACTION/FATIGUE http://www.youtube.com/playlist?list=PLB4B4F1DF20A55A40

QUEENSLAND

SPEED Better Slow Down - Nightmare http://www.youtube.com/results?search_sort=video_date_uploaded&search_query=nightmare+road+safety+ad+qld

DRINK/DRUG DRIVING Think before you Drink - Think

Twice Before You Drive:

Reflections - Police Presence

http://www.tmr.qld.gov.au/Safety/Safety-campaigns/Anti-drink-driving-campaigns.aspx#recent

Think before you Drink - Think

Twice Before You Drive -

Reflections: Anxious and

Uncertain

RESTRAINT Better Buckle Up http://www.tmr.qld.gov.au/Safety/Safety-campaigns/Seatbelts.aspx

DISTRACTION/FATIGUE Distraction - Kids http://www.tmr.qld.gov.au/Safety/Safety-campaigns/Driver-distraction-campaigns.aspx#tv

Distraction - Handheld Mobile

Phones

http://www.tmr.qld.gov.au/Safety/Safety-campaigns/Driver-distraction-campaigns.aspx#tv

Distraction - Music http://www.tmr.qld.gov.au/Safety/Safety-campaigns/Driver-distraction-campaigns.aspx#tv

Distraction - Texting http://www.tmr.qld.gov.au/Safety/Safety-campaigns/Driver-distraction-campaigns.aspx#tv

Fatigue http://www.tmr.qld.gov.au/Safety/Safety-campaigns/Driving-tired-campaigns.aspx#current

TASMANIA

SPEED Speak up Against Speeding http://www.rsac.tas.gov.au/campaigns/speak-up-against-speedin/

DRINK/DRUG DRIVING Don't Risk It http://www.rsac.tas.gov.au/campaigns/why-you-shouldnt-risk-it/

How To Be a Real Mate http://www.rsac.tas.gov.au/campaigns/how-to-be-a-real-mat/

CURRENT STATE ROAD SAFETY CAMPAIGNS and THEIR VIABLITY FOR ADAPTATION TO WA OFFICE OF ROAD SAFETY

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Appendix 3 – Media Expenditure by Jurisdiction

2009-2013

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Share 100% 31% 17% 0% 1% 0% 4% 1% 5% 41%

VIC TAC Total $10,985 $3,420 $636 $377 $222 $25 $966 $2,495 $309 $2,535

Share 100% 31% 6% 3% 2% 0% 9% 23% 3% 23%


Share 100% 60% 34% 0% 3% 0% 0% 0% 0% 3%


Share 100% 72% 0% 2% 0% 0% 9% 0% 6% 12%

WA Office of Road Safety Total $2,018 $812 $375 $54 $0 $0 $130 $67 $187 $393

Share 100% 40% 19% 3% 0% 0% 6% 3% 9% 19%

Total Total $23,803 $9,209 $2,529 $488 $330 $32 $1,598 $2,659 $965 $5,993

Share 100% 39% 11% 2% 1% 0% 7% 11% 4% 25%



Share 100% 24% 15% 2% 0% 0% 8% 3% 5% 43%

VIC TAC Total $11,699 $3,640 $578 $224 $391 $214 $852 $3,069 $160 $2,571

Share 100% 31% 5% 2% 3% 2% 7% 26% 1% 22%


Share 100% 31% 17% 2% 5% 0% 2% 1% 0% 42%


Share 100% 59% 0% 2% 0% 0% 21% 1% 7% 10%


Share 100% 45% 16% 7% 0% 0% 9% 1% 3% 18%

Total Total $28,315 $9,642 $2,551 $680 $545 $240 $2,563 $3,428 $888 $7,778

Share 100% 34% 9% 2% 2% 1% 9% 12% 3% 27%



Share 100% 25% 15% 3% 2% 1% 7% 6% 1% 40%

VIC TAC Total $10,573 $3,131 $443 $212 $128 $27 $405 $3,628 $451 $2,148

Share 100% 30% 4% 2% 1% 0% 4% 34% 4% 20%

Qld Transport and Main Roads Total $2,858 $1,326 $711 $39 $450 $0 $49 $9 $0 $274

Share 100% 46% 25% 1% 16% 0% 2% 0% 0% 10%


Share 100% 56% 0% 4% 0% 0% 22% 0% 4% 14%


Share 100% 50% 10% 6% 0% 0% 16% 1% 8% 9%

Total Total $28,835 $10,017 $2,831 $814 $777 $109 $2,262 $4,248 $815 $6,962

Share 100% 35% 10% 3% 3% 0% 8% 15% 3% 24%




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NSW RMS/Transport for NSW Total $10,521 $1,877 $643 $627 $303 $84 $659 $528 $113 $5,687

Share 100% 18% 6% 6% 3% 1% 6% 5% 1% 54%

VIC TAC Total $13,364 $3,537 $426 $933 $52 $24 $588 $5,031 $596 $2,177

Share 100% 26% 3% 7% 0% 0% 4% 38% 4% 16%

Qld Transport and Main Roads Total $3,170 $945 $486 $93 $487 $12 $8 $5 $0 $1,134

Share 100% 30% 15% 3% 15% 0% 0% 0% 0% 36%

SA Motor Accident Commission Total $1,258 $828 $0 $60 $0 $5 $248 $36 $13 $68

Share 100% 66% 0% 5% 0% 0% 20% 3% 1% 5%


Share 100% 42% 5% 11% 0% 3% 19% 4% 6% 9%

Total Total $30,678 $8,187 $1,673 $1,977 $842 $188 $1,961 $5,706 $872 $9,272

Share 100% 27% 5% 6% 3% 1% 6% 19% 3% 30%


NSW RMS/Transport for NSW Total $5,547 $2,177 $632 $333 $166 $48 $437 $93 $320 $1,341

Share 100% 39% 11% 6% 3% 1% 8% 2% 6% 24%

VIC TAC Total $9,809 $2,810 $396 $1,639 $87 $81 $1,132 $950 $704 $2,010

Share 100% 29% 4% 17% 1% 1% 12% 10% 7% 20%

Qld Transport and Main Roads Total $3,451 $1,197 $479 $49 $238 $13 $204 $4 $0 $1,267

Share 100% 35% 14% 1% 7% 0% 6% 0% 0% 37%

SA Motor Accident Commission Total $31 $0 $0 $0 $0 $0 $0 $31 $0 $0

Share 100% 0% 0% 0% 0% 0% 0% 100% 0% 0%

WA Office of Road Safety Total $779 $198 $23 $218 $0 $22 $210 $3 $46 $59

Share 100% 25% 3% 28% 0% 3% 27% 0% 6% 8%

Total Total $19,617 $6,382 $1,530 $2,239 $491 $164 $1,983 $1,081 $1,070 $4,677

Share 100% 33% 8% 11% 3% 1% 10% 6% 5% 24%



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VIC TAC $11,699 $200.76 183.38



WA ORS $2,665 $109.52 100.00

TOTAL $28,316 $124.07 113.32

TOTAL EX TAC $16,617 $97.77 118



VIC TAC $10,573 $181.43 211.24



WA ORS $2,090 $85.89 100.00

TOTAL $28,835 $126.34 147.10

TOTAL EX TAC $18,262 $107.45 125.10



VIC TAC $13,364 $229.33 235.96



WA ORS $2,365 $97.19 100.00

TOTAL $30,678 $134.41 138.30

TOTAL EX TAC $17,314 $101.87 104.82



VIC TAC $9,809 $168.32 525.80


SA Motor Accident Commission $31 $2.16 6.75

WA ORS $779 $32.01 100.00

TOTAL $19,617 $85.95 268.49

TOTAL EX TAC $9,808 $57.71 180.26



VIC TAC $11,361 $194.96 240.24



WA ORS $1,975 $81.15 100.00

TOTAL $26,862 $117.69 145.03

TOTAL EX TAC $15,500 $91.20 112.38






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Appendix 4 – 2012/2013 Media Rationale Example

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Media Rationale PRODUCT: Office of Road Safety: Regional Restraints TIMING: 2012/13 Campaign Strategy OBJECTIVE: Drivers not wearing a seatbelt remain a problem in Regional WA. This campaign activity is designed to highlight the problems and consequences of driver fatality due to not wearing a restraint. TARGET AUDIENCE: All people 17 – 59 in WA – both metro and regional. Where possible channel activity skewed to Males 17-39 MEDIA RATIONALE: Campaign activity is typically scheduled in the final quarter of the year post Easter; however a burst of activity was also scheduled in January to coincide with the peak travel periods across regional and remote destination in the state – not just by locals but by metropolitan people travelling into the regions. The channel selection included Regional Television, Regional Radio, Out of Home and Digital. TELEVISION This campaign used 30 second TV spots scheduled across the regional stations (GWN, WIN, 10West) and the regional split of the SBS signal. By using a combination station mix it enabled the reach to be maximised with the target audience and through the nature of TV, reach the broader community as a whole. A minimum of 70% of spots were scheduled in prime time. Given the skew of targeting to male audiences, AFL was engaged a property conduit. Both a package on GWN and a specially designed product “Off The Boot” on WIN TV was scheduled that included TV programming, and on ground materials. The TV weights were reasonably heavy – maximised to 200 per week and culminating in 2320 tarps for the campaign period. OFF THE BOOT SPONSORSHIP - WINTV Off The Boot is a half hour program designed to bring together Western Australian Football and was perfectly scheduled to follow in the success of The Footy Show on Thursday nights as well as the floating reply on Saturday afternoons on WINTV. As a local program Off The Boot highlighted football regional WA state-wide, encompassing country football from the Great Southern to Broome, the South West, Mid West and the Goldfields. Local Hosts Mark Readings, Tyson Beattie and football legend Karl Langdon presented Off The Boot consisting of 24 half hour programs beginning in April 2013, concluding with a finals spectacular. Football News of the Week featured in Off The Boot highlighting the best and the worst of weekend’s round of matches, great goals, amazing achievements, Umpires, Coaches, behind the scenes, the controversial and the news and information locals love. As naming right sponsor ORS received: Sponsorship of the programme for the season (opening and closing billboards) Signage presence on the presenter’s panel Live liners and ad libs within the broadcast by the presenters Football club segment of the week sponsorship No charge commercial airtime across the WIN TV network – value of $200K Association on all promotion material on TV, Radio and local press Other entitlements included a dedicated Facebook Page detailing all aspects of the program, offering additional sponsorship branding and of course a place where you could view previous episodes and the competitive Title Winners. This sponsorship allowed ORS to own a football property in regional WA – not only strengthening the TV activity overall but allowing for content development and a deeper engagement with locals in regional towns. RADIO 30 second radio was employed across all AM and FM bands in the regional areas. These spots worked concurrently with the television weeks January, May and June. The buying strategy was to target the main listening periods across the day – BMAD and placed evenly across the week. ONLINE Online was focussed to regional areas across the major publishers. Given the potential audiences for online are lower in these markets the audience base was widened to include all People 18+.

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The publishers included: Google Display Network – bought on a CPC metric – targeting relevant key words and articles relating to road safety, fatalities and driver safety. Fairfax, Yahoo! And News Limited network publishers – bought on a CPM metric. Sites included Lifestyle, Health and Wellbeing –and general run of site placement for a broader audience reach. Click through rates were planned to industry averages. OUT OF HOME The master out of home contract allocated the sites for May and June to Restraints. Again working in line with other communications for this period and extending reach right across Regional WA. The media plan for Restraints campaign show the channel spend break out by week.

Media Rationale PRODUCT: Office of Road Safety: Speed and Drink Driving TIMING: 2012/13 Campaign Strategy OBJECTIVE: The Office of Road Safety’s Speed and Drink Driving campaigns are designed to highlight the consequences of not adhering to the legislated guidelines for these two driving principles. The Enforcement components of the campaign demonstrates being caught using excessive Speed or Drink Driving results in a zero tolerance policy by police and resulting punishment applied. The Behaviour component of the campaign is education based aimed to promote action at times when driver behaviour is more likely to be unacceptable – such as weekend period when socialising is paramount. TARGET AUDIENCE: All people 17 – 59 in WA – both metro and regional. Where possible channel activity skewed to Males 17-39 MEDIA RATIONALE: These two Enforcement campaigns were intrinsically linked as both demonstrated the consequences of not adhering to the road rules. Drink Driving used the phrase “You Deserve it” to emphasise drinking and driving deserved to be punished; whilst the Speeding message used the application of a “Post it note” to act as a reminder to stay within the limit. The Behaviour campaigns for Speed encouraged people to “slow down and enjoy the ride” whilst Drink Driving emphasised “ok is not ok” – to dispel the commonly thought myth that even after one or two drinks it is still acceptable to get behind the wheel. The media channels for all campaigns needed to be broad and consistent to ensure a wide capture of the target market. But they also needed to be scheduled frequently enough to continually emphasise these consequences and keep the message out take top of mind right throughout the year. The channel selection included Television, Radio, Out of Home, and for Drink Driving – selected print titles. ENFORCEMENT TELEVISION The TV campaign was tactically used for both Enforcement messages. All metro and regional stations were used and both campaigns were 30 seconds in length. A similar buying strategy for both markets was implemented. In any given week the tarps levels would be a minimum 70 – increasing to 100 tarps at periods on the calendar when relevant – i.e., Speeding for holiday travel times (Christmas / January) and Drink Driving over Easter periods. The buying strategy aimed to maximise the 1+ reach so that as many people as possible were exposed to the message. Due to the consistency of the scheduling a low frequency per week was not seen as an issue. The cumulative effect for tarps across both products was massive – over 2600 tarps for the year. Enforcement for each campaign topic was scheduled across alternating weeks – so that there was a week’s presence of Speed messaging followed by a week of Drink Driving. This culminated in 30 consecutive weeks of TV. However each message was flighted on various days in line with consumer actions. Enforcement activity was scheduled Tuesday to Friday. The messaging was scheduled in the lead up to the weekend when the target market is more receptive to message understanding and outtake. It was hoped by the time the weekend rolled around this message had been significantly reinforced to encourage better driver’ behaviour. In addition to general programming spot buying, Drink Driving campaigns also targeted two major sporting properties for the year: An AFL package on Channel Seven was run on games played Friday to Monday. Activity commenced in March and ran through to September. This allowed for the messaging to run into the new financial year to maintain a

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longer Drink Driving message presence. Given the presence of beer sponsors in footy and the fact men like to drink beer whilst watching footy, this environment is contextually relevant. On Channel Nine and WINTV, a Cricket package was scheduled in the summer (November to February) for Enforcement. Given cricket matches are played across the week this property was sought more for the timing (summer/ Christmas/New Year) when people need to plan their journey. Cricket tends to be the watched sport for Aussies over summer and association via package entitled ORS to support and priority placement. BEHAVIOUR TELEVISION The Enjoy the Ride TVC message used a 60 and 30 second cut down version of the previous years’ 180 second campaign message. Given the expense incurred for scheduling longer length ads and the wear out factor in repeating them too often, the 60’s ran to a lower weight and the 30’s supported throughout. Timing for the Behaviour TV was in line with the seasonal timing for this message: Speeding was scheduled December and January with an increase in weight around Christmas and holiday period, again at Easter and a final burst in May around school holidays. Drink Driving was scheduled in alternative bursts November/December; end of Jan/Feb and post Easter (Anzac Day) and into May. Behaviour activity was scheduled Saturday to Monday. This is at a time when people are more perceptible to bad driving practices (behaviour) and in line with social behaviour, such as being out more, and thus more likely to drink, or speed getting to and from social occasions. Thus at the weekend the importance of highlighting the behaviour message was critical. Again all commercial stations in the metro and regional areas were engaged, and a relatively high tarp weight was employed over the three days of scheduling to maximise reach and frequency delivery. Cume tarp delivery exceeded 2100 tarps. SUPPORT CHANNELS SPEED BEHAVIOUR Radio 30 second radio was flighted in the same weeks of Behaviour TV. Male skew channels were selected and targeted a similar flighting pattern to TV – Saturday/Sunday/Monday scheduling. In the metro markets 96, 92.9, NOVA and 6PR were targeted with 46 spots aired per week. In regional areas all AM and FM bands were targeted state-wide using 10x30 sec per week. Cinema Given the captive audience environment cinema provides the 3 minute, Enjoy the Ride ad was utilised. The flighting pattern mirrored the week on TV and a strategy of targeting male genre film titles was implemented. Cinemas across the state were targeted. The target market visits the cinema on average once per month so the flighting pattern was considered light and minimised over use of the message in this larger environment. Over the summer month the outdoor cinema was scheduled at Burswood. This package included billboards as sponsors of the season. A large support schedule was secured to run alongside paid activity in the cinema complexes in 2013. Out of Home The January 7th to February 3rd period was allocated to Speed Behaviour. All posters in the contractual agreement were posted with the Enjoy the Ride message. DRINK DRIVING BEHAVIOUR Radio 15 second live read radio was flighted in the launch weeks of the Drink Driving Behaviour TV burst (November /December 2012) for this burst all commercial stations were used but the strategy of live read made for a more targeted approach. Activity ran Friday to Monday, in specific station sessions that resonated with eh Male skew audiences. Live reads created a sense of urgency and authenticity with the message. A second wave in April 2013 used recorded spots – again scheduled in line with the TV for a consistent approach. Spots ran Saturday to Monday across the core listening sessions of Breakfast, morning, afternoon & drive. Print Drum magazine and Xpress magazines were used to reach males in the music / venue setting. Junior page colour ads were run with a light weight to emphasise the Not OK message. Outdoor In 2012 the outdoor contract ran July to November and formed the basis for the Outdoor billboards contract. The sites were reinstalled in April in line with TV and Radio. Selected lifts in Perth CBD were also targeted in the lead up to Christmas.

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SPEED ENFORCEMENT Radio In the metropolitan markets the campaign activity used was Traffic updates to promote the Speed Enforcement message. These 10 seconds messages run across all commercial stations providing a high reach for each on air week. Radio spots were scheduled in line with the TV – week on week off for a 30 week period. In the regional areas 15 second spots were schedule across BMAD sessions. Out of Home The outdoor contract took February and March 2013 periods to promote the Enforcement message. DRINK DRIVING ENFORCEMENT Radio 15 second radio was flighted in line with the on air TV weeks scheduled and used a similar Tuesday to Friday pattern. The sessions targeted included Breakfast, Morning Afternoon & Drive across 92.9, 96fm, NOVA and 6PR in line with the Male targeting listenership. Out of Home The outdoor contract ran in isolation for August – October 2012, December 2012 periods to promote the Enforcement message. It was supported by washroom advertising in venues across the state to reach male audiences. The media plans for all campaigns show the channel spend break out by week.

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Appendix 5 – Post Analysis Example

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review of office of road safety mass media campaigns data/resear… · o media budget (with a...

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