To ensure that the correct message is taken from each individual campaign, all of our advertising is highly researched and tested with the relevant target audience from concept stage through to the end product.
Crash data is analysed to identify who is crashing and where they’re crashing. We use this information to form the basis of each advertising brief.
Using these detailed briefs, our contracted advertising agency develops creative concepts. They use realistic scenarios to reach specific target audiences and all taglines and concepts are thoroughly tested with the audience before and after production.
The effectiveness of the campaign is determined by a set of intermediate and overall outcome measures. Both enforcement and advertising contribute to these outcome measures.
Output measures
- target audience rating points (TARPs) delivered (a measure of TV)
- offence notices issued
Intermediate outcomes
- audience recall and relevance
- key public attitudes to road safety, eg drink-driving, speed etc
Behavioural outcomes
- reduced drink-driving and speeds
Overall outcomes
- reduced road deaths and injuries.
