THINK! Road Safety Campaign Evaluation Post Stage: ‘Named Rider’ motorcycle campaign
- Published: TNS-BMRB for Department for Transport, 2010
- Authors: H. Angle, S. Bone, E. Goddard and E. Johns
- Date Added: 08 Mar 2014
- Last Update: 08 Mar 2014
To measure changes in attitudes towards motorcyclist road safety, including where the responsibility for reducing road accidents with motorcyclists lies.
To gauge driver awareness of motorcyclists while driving and to understand how motorcycles and their riders are seen from the drivers perspective.
To determine what is perceived as the most common causes of motorcycle accidents and the precautions taken to avoid accidents with motorcyclists
2,075 interviews were conducted with those aged 15+ in Great Britain. Interviews were conducted in-home using CAPI (Computer Assisted Personal Interviewing).
Two thirds of all respondents (66%) recalled seeing or hearing advertising about road safety in relation to motorcyclists recently, a significant increase from half at the pre-stage (46%).
Two thirds had seen advertising about motorcyclist road safety in at least one of the sources used in the ‘Named Rider’ campaign (69%). Six in ten had seen a TV advert (62%), one in ten a radio advert (8%), poster hoarding (8%).
Two thirds recognised any of the campaign ads (66%). Over half recognised the TV ad (56%), and two in ten had heard a radio ad (21%).
Four in ten (37%) spontaneously reported the main message of the ‘Named Rider’ TV ad to be, ‘look out for motorcyclists’, with 16% saying the message is to think about the person on the bike. One in ten picked up on the message that motorcyclists are human/ people (11%).
Nearly six in ten drivers (58%) agreed that when they see a motorcycle, they think about the person riding it, a significant increase from the pre-stage (51%).
Over six in ten respondents indicated that they felt car drivers and motorcyclists are equally responsible for reducing motorcycle accidents (64%), stable from the pre-stage.
Campaign, motorcyclists, awareness, attitudes.