« Previous | Contents | Next »
Listen
EVALUATION OF THE DRUGS DRIVING TV ADVERT
CHAPTER FIVE Recognition of 'Know the Score' and 'Scottish Road Safety Campaign' logos and campaigns
5.1 An additional objective of the research carried out on the drug driving advert was to establish levels of awareness of the 'Know the Score' and 'Scottish Road Safety Campaign' (SRSC) logos and campaigns. The logos both feature at the end of the drug driving television advert, and have also featured on other campaign material and advertising relating to drugs (for Know the Score) and Road Safety (for SRSC). To this end, a series of questions about the 'Know the Score' logo were included in the survey of drivers, and both logos were introduced and discussed at the end of the qualitative interviews.
Awareness and knowledge of the 'Know the Score' logo and campaign
5.2 Respondents in the survey of drivers were shown a colour print out of the 'Know the Score' logo and asked whether they had seen the logo before. Table 5.1 shows respondents answers divided by age group.
Table 5.1 Whether seen 'Know the Score' logo before by age of respondent (%)
| Yes | No |
17-24 year-olds | 80 | 20 |
25-34 year-olds | 66 | 34 |
35-44 year-olds | 48 | 51 |
45-54 year-olds | 50 | 49 |
55-64 year-olds | 43 | 56 |
65+ year-olds | 44 | 53 |
TOTAL | 52 | 46 |
Base = 730
5.3 Although overall only 52% of respondents recalled having seen the logo before, this figure rose to 80% among 17-24 year-olds, indicating that advertising and campaign materials have been more successful in reaching younger people.
5.4 Respondents who had seen the logo previously were then asked where they remembered seeing it. The most commonly given response was on a TV advert, mentioned by 60% of respondents who had seen the logo. This was followed by posters, mentioned by 18% of respondents, newspaper adverts (7%), on a bus/bus advert (6%) and articles in newspapers (5%). Sixteen percent of respondents could not remember where they had seen the logo.
4
5.5 Lastly, the survey asked respondents what they thought the 'Know the Score' logo was about. The most commonly given answer was drugs (57% of respondents), followed by anti-drugs campaign (23%) and drug driving (11%). Only 10% of respondents who had seen the logo before said that they did not know what it was about, suggesting that understanding of what the logo relates to is generally quite high.
5.6 Most participants in the qualitative interviews recognised having seen the 'Know the Score' logo before. When asked what they associated it with, the majority of participants knew that it related to a drugs campaign. Some participants commented that the link with drugs was not clear from the logo alone, although it was recognised that the logo would generally be seen in conjunction with material connected with drugs.
"*What's the point? It could be fitba (football). It could be anything. Ken (know) what I mean?
*It's just because I've seen it related to drugs.
*Aye. So have I.
*Yeah. That's what I mean. If somebody showed me that, I wouldnae make nothing of it. So that's what I mean.
*But then there's going to be something underneath it saying … drugs something or other."
(Group 4)
5.7 Participants in several groups knew that the 'Know the Score' campaign was aimed at awareness-raising and education and mentioned that there was a helpline, although other groups were less clear about the details of the campaign. When asked who they thought the logo and campaign were aimed at, participants in several groups mentioned parents as a key target group. When the campaign was explained to participants in more detail, participants generally thought it sounded like a good idea, although their was some scepticism about how widely the helpline and website would be used. It was suggested that making information about drugs easily available would be particularly useful for parents.
"*It has to be a good idea.
*Yeah. If it's going to help.
*Because, they've got to be able to go to someone, haven't they, and it's just a 'phone number. They can do it quick and easily, and just get information over the 'phone, rather than having to go somewhere, and maybe try and take the child there who doesn't want to go. They can do it on their own."
(Group 1)
Awareness and knowledge of the 'Scottish Road Safety Campaign' logo and campaign
5.8 While there were no questions specifically about the SRSC in the survey of drivers, colour copies of the logo were passed around and discussed in the qualitative interviews. In general, recognition of the SRSC logo appeared to be much lower than recognition of the 'Know the Score' logo. Most people who did remember seeing the logo recognised it from the drug driving advert shown earlier in the interview, although participants in a few groups remembered it from previous SRSC television adverts. Participants most commonly associated the logo with either road safety in general or speeding in particular.
Key points
The 'Know the Score' logo was more widely recognised by young people aged 17-24 than by the population in general.
Most respondents in the survey of drivers associated the logo with drugs, while some participants in the qualitative interviews also recognised the awareness raising and educative role of the campaign.
The 'Know the Score' campaign was generally seen as a useful idea by participants in the qualitative interviews, particularly for parents who are worried about their children.
The 'Scottish Road Safety Campaign' logo appeared to be less widely recognised than the 'Know the Score' logo. It was most commonly associated with either road safety in general or with speeding in particular.
« Previous | Contents | Next »