Speak Up

Encouraging young people to have a say in their safety when travelling as passengers

Steve Horton

Road Safety TeamKent County Council

Kent

• 1.3M residents• 600 schools, 3 Universities, 6 FE colleges• c.17M road user movements through ports / Eurotunnel• 4 motorways, 5000 miles of Highway

Kent Road Safety

• Kent Road Safety Team – 4 RSOs, 4 DDS

• Programme of ETP; casualty reduction focus

• 8-10 mass messaging campaigns

Core ETP ObjectivesContribute to casualty reduction through …

• Raising Awareness – to the key causation issues / themes

• Increasing Knowledge – of coping strategies, how to reduce your vulnerability

• Affecting Intended Behaviour – in line with safer road use

“changing the behaviour of road users through education” - in line with UN’s Decade of Action ‘Safer Road Users’ 4th Pillar.

Key target group – Young DriversInfluencing Young Driver behaviour …

210, 16-24 year old car occupant KSI in last 3 years

30% of all car occupant KSI

most ‘efficient’ at killing and injuring passengers

more young women are killed as passengers than drivers

Indirectly influencing young driver behaviour

Primary outcome:

Encourage young passengers to take control of their safety

Secondary outcome:

Developing a concern within young drivers for how their behaviour is perceived by their peers

Campaign objectives Applying our core objectives to this issue

Raise awareness of the higher likelihood of being involved in a serious crash whilst being driven by a young person

Increase knowledge of what to do in dangerous situations (speak up).

Increase the amount of young people prepared to ‘Speak Up’ if concerned by their driver’s behaviour

www.kentroadsafety.com

Targeting young peopleSocial media (Facebook, Spotify, Twitter), TV, cinema and radio ads, online, bus backs, pub/club posters and Theatre in Education …

Campaign reach - 2013

Website: 2,672 hitsFacebook: 6,328,394 impressionsFacebook fans: 483Spotify Impressions: 436,817 clicksOnline banners: 921,578 viewsRadio: 620,000 opportunities to hearOutdoor media: 3,952,000 impacts TIE and YDC: 2,500 studentsCinema 94,497

A total of: 12,360,343 engagement opportunities

17%

25%

19%

69%

66%

74%

14%

9%

7%

Have you heard this campaign inthe last 12 months? (Radio ad)

Have you seen this campaign in thelast 12 months? (Cinema ad)

Have you seen this campaign in thelast 12 months? (Visual ad)

Yes No Don't know

Speak Up (all ages)

Recalled all three

ads8%

Recalled at least one ad

27%

Did not recall any

ads65%

35%

Around a third (35%) recall the Speak Up advertising. Recall is significantly higher amongst younger road users.

% recalled at least one Speak Up ad

2013

Motorist Aged 17-24 46%Motorist Aged 25-34 31%Motorist Aged 35-54 33%Motorist Aged 55+ 23%

Base: All answering annual survey 2013 (493)

Significantly higher at 95% than other subgroups

The campaigns have had a positive effect on road users – Mobile Phones and Speak Up changed the highest proportions of road users behaviour

Base: All target group recalling specific campaign and answering: Road Users (94 - 146), Motorcyclists (23 – 24)

39%

32%

30%

24%

32%

23%

38%

38%

39%

51%

57%

58%

65%

53%

61%

44%

50%

48%

5%

4%

8%

8%

9%

6%

8%

9%

11%

8%

3%

7%

7%

7%

Mobile Phones

Rural Speed - Country Roads

Urban Speed - See the Hazards

Winter Drink Drive

Summer Drink Drive

Seatbelts

Speak Up

Kent Biker

Ghostlids

Changed in a positive way to address the issue Remained the same but the advert reinforced the issueRemained the same because the issues were not important to me Remained the same because I didn't understand the advertDon't know / cannot remember

Thinking back to when you first heard / saw this particular advert, and thinking about the issues it addressed, do you feel that as a result of hearing / seeing it it, your behaviour on the road…?

ALL ROAD (MOTORISTS & MOTORCYCLISTS) RECALLING CAMPAIGN

ALL MOTORCYCLISTS RECALLING CAMPAIGN

2013

% Positive impact / Reinforcement

90%

89%

89%

89%

85%

84%

82%

88%

87%

[77% the previous year]

Achievement and Evaluation2013 Qualitative evaluation findings:

Independent evaluation concluded …

• “the vast majority agreed that the message objectives were communicated well and that the campaign successfully fulfilled its objectives”

• “the campaign successfully influenced positive behaviour choices amongst young passengers and their drivers”

Quantitative research findings:

Analysis of local crash and casualty data for 16 to 24 year olds showed fewer casualties in this group when compared to the baseline i.e. the 2004 to 2008 average. Despite some peaks and troughs, following the ‘Speak Up’ campaign the overall trend for the current period shows:

• 31% fewer young car drivers KSIs• 11% fewer young driver casualties overall

• 26% fewer young passenger KSIs• 15% fewer young passenger casualties overall

How the campaign was receivedAn example of unsolicited Facebook feedback:

“This is such an important message, I was involved in an RTA I lost 2 friends and was badly injured, people don't realise how dangerous our roads can really be and, of course, drivers and other drivers.

This is such a great campaign, I support it 100 %. Even if it saves 1 life, it's worth it!!”

Alaina, 19 years old from Kent.

Prince Michael International Road Safety Awards

Presenting the award, RoadSafe chairman Tony Spalding said:

“ Giving young passengers the courage to criticise bad driving is very important and the Kent team does this in an effective and novel way”

The Cost / Benefit bit

Campaign cost c.£50,000 pa (12M engagements)

Cost benefit to the community of saving a fatal casualty (South East) c.£1.9M (DfT)

So, if this campaign can run for 38 years and save one fatality its delivered a current cost / benefit to the community

The essence of Speak Up

enabling young passengers to have a say in their safety,

thereby influencing the behaviour of young drivers.

From the target audience:good recallgood understandingpositive impact on intended behaviour

… and casualties have reduced

Speak UpEncouraging young people to have a say in their safety

when travelling as passengers

Steve Horton

Steve.horton@kent.gov.uk

www.kentroadsafety.com