Saving Lives Together

Post it notes

Overview

In 2015/16, ‘anti-speeding education’ focused on: speed increases crashes and if you speed you will be caught. It targeted the key motivations of speeding:

  • making up time;
  • boredom (long trips).

Advertising

Evaluation

Summary of results

Overall awareness:

  • 85% overall awareness (combined)
  • 77% awareness of Post-it Notes campaign
  • 72% awareness of Fast vs Slow campaign

Men aged 17-39 awareness:

  • 86% overall awareness (combined)
  • 81% awareness of Post-it Notes campaign
  • 66% awareness of Fast vs Slow campaign

Post-it Notes campaign:

  • While TV remain the most recognised mediums; since the mid-campaign dip-stick there has been increased recognition of out-of-home and online media .
  • This campaign is clearly well-understood, with all of the most frequently-recalled messages from the ads consistent with the communication goals of the campaign.
  • Understanding of this campaign is very good, with all of the most frequently recalled messages consistent with the campaign's intended communications.
  • This campaign shows some signs of wear out, with the proportion of those ‘fed up’ with seeing the ads relatively high compared to previous campaigns.
  • Wear out is slightly higher with the target audience and they also find the ads less memorable.
  • Nearly 1 in 2 respondents claim to be less likely to speed after being exposed to this campaign.

Fast vs Slow campaign:

  • Recognition of the Fast vs Slow campaign has fallen back very slightly compared to the dip evaluation, driven by a slight drop in TV awareness … recognition of the online advertising has actually improved significantly since the dip evaluation, but is obviously adding very little additional awareness to the overall campaign, over and above TV.
  • 73% overall awareness (combined).
  • 82% awareness - men aged 17-39 (target group).
  • Compared to 2015’s You Deserve It and Just Over, Grow Up shows higher ratings of attention, originality, memorability, uniqueness.
  • Understanding was very good. Message takeout was consistent with the intended communications of both campaigns.

 

Related Resources

Acknowledgement of Country

The Government of Western Australia acknowledges the traditional custodians throughout Western Australia and their continuing connection to the land, waters and community.
We pay our respects to all members of the Aboriginal communities and their cultures; and to Elders both past and present.

The Road Safety Commission is a portfolio within WA Police Force. It reports to the Minister for Road Safety, Hon. Michelle Roberts MLA.