Regular drivers appear to be predominantly in the 35-54 year old age groups, male and within the AB socio-economic grade.
Highlands & Islands (78%) appears to have a significantly higher proportion of regular drivers compared to the average (62%)
Recall of any recent advertising about speeding appears not to vary significantly across age group, gender or socio-economic grading
Recall of recent advertising about speeding appears to be higher amongst those residing in Highlands & Islands (69%) and Tayside (68%) compared to the average (58%)
Not surprisingly, recall of recent advertising about speeding appears to be significantly higher amongst those who drive regularly (62%) than those who do not (52%)
Of all those who recall seeing advertising about speeding recently, a relatively high proportion (69%) are unsure as to which ads they have seen
Of those who do recall seeing advertising about speeding recently, the ads most recalled appear to be Foolspeed (5%), Kill speed/Kill speed now/Kill your speed (5%) and Don't speed over 30 mph in a built up area (5%)
Given that this was spontaneous ad re-call, 5% recall of Foolspeed is promising
Q4a - What would you say is the main message of this advertising? | |
|---|
Don't speed / stop speeding / don't drive fast / don't go so fast / don't drive to fast / not to speed / don't speed keep it at 30 / don't speed - it kills / don't speed, it's dangerous / don't speed, speed kills / don't drive fast or you'll cause accidents / don't speed in built up areas / Drive slower / go slow, speed kills / to get you to not speed / kill your speed | 144 |
Slow down (114) / slow down because it's dangerous to speed / slow down for little kids / slow down in town / slow down keep to speed limit's / slow down in town / to slow down because speed kills / to slow down and be more careful / to slow down and keep to the speed limit / to slow down because it causes death / to slow down, especially where there's children / to slow drivers down / to go slower | 129 |
Cut back speed / cut down your speed / cut down on speeding / cut down speed to stop accidents / cut down your speed, and you won't kill anyone / cut down your speed down to 30mph / cut down speed, it's dangerous / cut down the speed you drive at / people need to cut their speed / to limit your speed | 46 |
Reduce your speed / reduce your speed to 30 / reduce your speed below 30 mph / reduce your speed to 30 in built up areas / reduce your speed (it was the ad where the girl comes back to life after being hit) / cut speed to save lives | 23 |
Keep to the speed limit / keep to the speed limit of 30 miles per hour / keep to the speed limit to save lives | 22 |
Keep your speed down / keep your speed down in the areas that you are driving in | 20 |
30 plenty's / don't drive over 30 / drive 30 or below / drive 30 miles an hour, not faster / don't drive past 30 / keeping below 30 mph | 11 |
Don't drink and drive / don't drink and take drugs in a car | 11 |
Watch your speed | 11 |
Be careful / take care / be more careful driving / to act with caution | 11 |
Drink driving / drinking and driving | 8 |
Only fools speed / only idiots speed / dumb people speed / it's silly to exceed the speed limit | 7 |
If you have an accident the slower you go the less likely to kill someone you are / if you drive at 30 and you hit a child they'll live and if you drive at 40 they'll die / if you're slow you could hurt someone, if you're fast you could kill / the slower you go the less likely you will kill someone / thirty mph might not kill, 40 will | 6 |
30 mph not 40mph / 30 mph not 40 / reduce speed from 40 to 30 in built up areas / to keep speed in public areas below 30 mph | 6 |
Cut your speed down in built up areas / observe the speed limit in built up areas | 5 |
Speeding can cause accidents / speeding is dangerous / you're more likely to have an accident if you speed | 5 |
Cut your speed around school / cut your speed especially near schools | 4 |
If you drive at thirty you are likely to save someone's life / keep to thirty because more people survive accidents / not to go too fast because someone can be saved at 30mph | 4 |
20mph is plenty / slow to twenty / it's correct - 20 is fast enough in our streets | 3 |
Less speed does less damage if you hit someone / if you keep your speed down how much less damage it can do / if you slow down, people get less hurt in accidents | 3 |
Drive below the limit | 3 |
Kill your speed | 3 |
30 mph, and if you go over it you'll kill more people / 30 mph would have lived / cause the child would have died at forty instead thirty | 3 |
If you hit a child going 40 instead of going 30 you are 8% more likely to kill them / if you go slower less chance of killing someone / less likely to kill someone if you don't speed | 3 |
Safety | 2 |
Speeding | 2 |
Speeding doesn't get you anywhere fast / speeding gets you no where | 2 |
Speeding kills / that speed kills | 2 |
Curb your speed drive according to the road conditions / be careful in poor conditions | 2 |
It's really a case of if you go too quickly your unable to control your car and likely to be in danger / if you speed it will affect your driving | 2 |
Save kids lives by going 20 instead of 30 / that a small change in speed from 30 to 20 can reduce the risk of fatality | 2 |
Be sensible with speed even when inside limit's | 1 |
Calm down on the roads | 1 |
Check your speed and watch out for pedestrians | 1 |
40 kills | 1 |
10 mph makes all the difference | 1 |
80 per cent survive if your under 30 mph | 1 |
A few mph over the limit and you could kill someone | 1 |
I suppose, some people they don't realise the speed they're going at | 1 |
Be careful overtaking | 1 |
Even 2 pints is enough | 1 |
Don't drive too close to the boy in front, don't drive faster than the speed limit | 1 |
Don't use mobile phones while driving | 1 |
Don't kill little girls because you drive too fast | 1 |
Drinking and driving costs lives | 1 |
Driving to fast costs lives | 1 |
Encourage sensible driving | 1 |
For people to take it slower down side streets | 1 |
Going over 30mph is far more dangerous | 1 |
Good idea | 1 |
How easy it is to cause fatality if you speed | 1 |
If you hit someone at forty, they die. | 1 |
If you speed, you're going to hurt somebody | 1 |
If you're watching your speed and sticking to the speed limit, the consequences of being in an accident are less serious | 1 |
It was speeding cars | 1 |
It's about speed | 1 |
Keep an eye out for kids | 1 |
Let people know what's happening | 1 |
Not drinking | 1 |
Safe driving | 1 |
Save lives | 1 |
Showing that there are more people ignoring the limit's | 1 |
Be vigilant | 1 |
Speed above 30 is significantly more dangerous | 1 |
Speed and drunk driving | 1 |
Speed kills children crossing roads | 1 |
Speed limit | 1 |
The speed limit is there for a reason | 1 |
Speeding is unnecessary | 1 |
Speeding...especially in a 30 zone | 1 |
Take responsibity for your own actions and slow down | 1 |
Taking care over speeding because it kills | 1 |
That cutting your speed increases chances of survival in an accident | 1 |
The effects of speeding | 1 |
The police were clamping down on it | 1 |
There is a reason why you should drive at 30 | 1 |
They don't know what they are talking about speed doesn't kill it is the driver | 1 |
Think while you drive | 1 |
To avoid speeding in restricted areas | 1 |
To enforce the speed limit, and convey the message that speeding is wrong | 1 |
To remember that there are people and children out there | 1 |
Obey the law | 1 |
To shock people into slowing their speed | 1 |
To stop people from going so fast | 1 |
Caution and less speed, and watch road conditions | 1 |
What the punishments for speeding are | 1 |
You can kill | 1 |
You don't need to exceed the speed limit | 1 |