|* Greater than 0 but less than 1%. |
(The 20:30:40 Hospital commercial was launched after Stage 1 of interviewing.)
|When respondents were prompted using telepics of the recent advertising campaigns awareness levels rose significantly.|
|Recall of "cars kill" increased to 99% and 97% for Stage 1 and Stage 2 respectively.|
|Figure 2 |
Prompted Recall of Road Safety Advertising on TV in Last Year.
|Recall of the message|
|The research showed that there was a good understanding of the messages of "cars kill". Over 60% of respondents in Stage 2 could describe what had happened in the commercial. Two fifths were aware that the character in the commercial had not been paying attention and specific messages attributed to the commercial by respondents included:- |
- should look and listen and follow Highway Code
- pay attention
- look before crossing
- do not play games.
- Recall of the slogan used in the commercial showed some decay over the 3 month period. Fifty six percent of respondents recalling a slogan at Stage 1 but only 44% at Stage 2.
|Attitudes to the "Cars Kill" advert|
|In order to gauge attitudes towards "cars kill" respondents were asked to agree or disagree with a number of statements. The results are given in Figure 3.|
|There was no evidence of any significant change in attitudes to the advertising over time.|
|The level of agreement with certain statements suggests that the advertisement had an impact which was sustained over time. |
- 88% at Stage 2 agreeing "it will make me think more about crossing the road".
- 79% stating "I pay attention when its on".
- Only 10% agreeing that they could "only
- remember the bit at the end".
|Overall, the advertisement communicated a message effectively and positively with 97% confirming one of the messages as being that "cars come out of nowhere" and only 7% at Stage 2 stating that they didn't really know what it was telling them.|
|Figure 3 |
Attitude to the "Cars Kill Advert Stage 1 and Stage 2 responses
|Evaluation of the cinema screening of "Cars Kill"|
|The "cars kill" commercial was shown at a number of cinemas throughout Scotland prior to the Walt Disney film "The Lion King" from 14 October to 10 November 1994. The Scottish Road Safety Campaign had not used cinema advertising as a medium for road safety campaigns before and were therefore keen to evaluate its effectiveness.|
|Methodology and objectives|
|A self completion questionnaire was handed out to children in the 8-15 age group immediately after performances of "The Lion King" at cinemas in Glasgow, Edinburgh, Aberdeen and Dundee. A total of 8,773 questionnaires were handed out and 646 were completed and returned, representing a 7.4% response rate. Of those who returned the questionnaires 63% were girls, 37% boys and most (87%) were aged 12 years or under.|
|The specific objectives of the research were: |
- To measure the level of awareness of the "cars kill" commercial amongst 8 to 15 year olds who attended showings of the Lion King.
- To compare the recall of the "cars kill" commercial with the recall of other commercials shown prior to the film.
- To establish the attitudes of the target audience towards the "cars kill" cinema commercial.
- To compare the impact of cinema advertising with television advertising in respect of "cars kill".
Recall of cinema advertising
|The "cars kill" commercial was shown alongside a number of other commercials for various products. Respondents were asked to tick the box for each commercial they remembered seeing prior to the film "The Lion King". As figure 4 shows the road safety entry was remembered by the greatest proportion of children.|
|Figure 4 |
Recall of advertisements shown before film.
|Recall of the message|
|Those individuals who remembered seeing a road safety commercial at the cinema were then asked to write down what they remembered happening in the advert and what the advert was telling them. The majority could describe the action in the advert and nearly half of the respondents said that the message of the advert was to 'pay attention when crossing the road'. The next most popular answers were 'look both ways before crossing' and 'keep looking and listening'.|
|Respondents were also asked to recall the slogan used in the advert. Seventy five percent could remember some type of slogan; "Game Over" was given by 27% and "cars come out of nowhere" by 24%. Only 8% of respondents recalled the slogan "Look Out - Cars Kill" which appears at the end of the commercial.|
|Awareness levels of the advert by cinema goers would have been affected by the fact that respondents would also have seen the advert on television. However other adverts shown at the cinema would also appear on television and despite this "cars kill" was recalled by the highest number of respondents.|
|Attitudes to the "Cars Kill" advert|
|Respondents were asked to agree or disagree with a number of statements relating to "cars kill". The statements were the same as those used in the earlier evaluation of the TV showing of "cars kill". The results of both surveys are given in Figure 5.|
|On the whole the results of this question for both evaluation studies are comparable. High levels of agreement with 'it will make me think about crossing the road', 'I pay attention when its on' and disagreement with 'I don't really know what they are telling me' suggest a level of impact of the advert at the cinema similar with the TV showing.|
|Figure 5 |
Attitudes to the "Cars Kill Advert and TV and Cinema Evaluations
|Awareness of "cars kill" commercial was very high amongst all those surveyed in both studies. In the first evaluation relating to the TV version there was a modest decline in spontaneous awareness of the advert over time, but prompted recall rates remained high.|
|The attitudes expressed by respondents towards "cars kill" suggest that the advert had a significant impact amongst the target audience. Recall of the messages and understanding of these messages was shown to be high in both studies.|
|Overall the "cars kill" advert can be considered a success both in terms of reaching its target audience and in conveying the intended messages. The extension to use cinema as a medium for the advert has been effective.|
|Copies of the full reports "An Evaluation of 'Cars Kill' Television Commercial and "An Evaluation of 'Cars Kill' Commercial Shown in Cinemas" are available priced £5.00.|
|Cheques should be made payable to The Scottish Office and addressed to: |
The Scottish Office,
New St Andrew's House,
Edinburgh EH1 3TG.
Telephone: 0131-244 4806
The report can also be ordered online from:www.thestationeryoffice.co.uk
|For additional copies of this Research Findings write to: |
The Scottish Office Central Research Unit
New St Andrew's House
Edinburgh EH1 3TG
Telephone 0131-244 4384