Scottish Government

Martine Stead and Douglas Eadie
Institute for Social Marketing, University of Stirling and The Open University
ISBN 978 0 7559 6495 3 (Web only publication)
This document is also available in pdf format (684k)

CONTENTS

ACKNOWLEDGMENTS

EXECUTIVE SUMMARY

CHAPTER ONE THE FOOLSSPEED CAMPAIGN FINAL PHASE
1.1 Introduction
1.2 Foolsspeed
1.3 The final 'Doppelganger' advert
1.4 Aim and objectives of the research

CHAPTER TWO METHODOLOGY
2.1 Method
2.2 Sample and recruitment
2.3 Discussion guide and questioning techniques
2.4 Analysis

CHAPTER THREE ATTITUDES TOWARDS SPEEDING AND ROAD SAFETY ADVERTISING
3.1 Attitudes and beliefs regarding speeding
3.2 Awareness of and attitudes towards road safety advertising
3.3 Awareness of specific campaigns
3.4 Spontaneous recall of the Foolsspeed advertising and logo

CHAPTER FOUR RECALL OF AND REACTIONS TO THE DOPPELGANGER ADVERT
4.1 Immediate reactions
4.2 Perceived message
4.3 Perceived target and identification

CHAPTER FIVE RECALL OF AND REACTIONS TO THE FOOLSSPEED CAMPAIGN AS A WHOLE
5.1 Recall of and reactions to 'Mirror' (Attitudes) ad
5.2 Recall of and reactions to 'Friends and Family' (Subjective Norms) ad
5.3 Recall of and reactions to 'Simon Says' (Perceived Behavioural Control) ad
5.4 Perceived impact of the Foolsspeed ads
5.5 Perceptions of the Foolsspeed campaign as a whole

CHAPTER SIX DISCUSSION AND CONCLUSIONS

REFERENCES

The views expressed in this report are those of the researcher and
do not necessarily represent those of the Department or Scottish Ministers.