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FOOLSPEED - 2005 RESULTS TABLES : POST-CAMAPAIGN EVALUATION

DescriptionFindings from the post-campaign evaluation of the Foolsspeed Campaign 2005.
ISBNna (Web Only)
Official Print Publication Date
Website Publication DateJune 29, 2005

Listen

Scottish Opinion Ltd
ISBN 0 7559 1154 7 (Web only publication)

This document is also available in pdf format (212k)

Q1 - Are you a regular driver? By age, gender & social grade.

Base

Age

Gender

Social Grade

18 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65+

Male

Female

AB

C1

C2

DE

Unweighted

1001

88

142

187

183

183

218

441

560

163

326

224

288

Weighted

1001

113

195

198

160

131

204

478

522

186

280

200

334

Yes

620

49

125

145

118

82

100

339

280

158

186

132

143

62%

44%

64%

73%

74%

63%

49%

71%

54%

85%

66%

66%

43%

No

381

64

70

53

42

49

103

139

242

28

94

69

191

38%

56%

36%

27%

26%

37%

51%

29%

46%

15%

34%

34%

57%

Regular drivers appear to be predominantly in the 35-54 year old age groups, male and within the AB socio-economic grade.

Q1 - Are you a regular driver? By Region.

Base

STANDARD SCOTTISH REGIONS

Central

Dumfries

Fife

Grampian

Highlands & Islands

Lothian & Borders

Strathclyde

Tayside

Unweighted

1001

56

28

74

118

91

136

434

64

Weighted

1001

55

24

77

114

88

140

444

59

Yes

620

39

17

53

78

68

93

235

36

62%

70%

73%

69%

68%

78%

67%

53%

61%

No

381

16

6

23

37

20

46

209

23

38%

30%

27%

31%

32%

22%

33%

47%

39%

Highlands & Islands (78%) appears to have a significantly higher proportion of regular drivers compared to the average (62%)

Q2 - Have you seen any advertising about speeding recently? By age, gender & social grade.

Base

Age

Gender

Social Grade

18 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65+

Male

Female

AB

C1

C2

DE

Unweighted

1001

88

142

187

183

183

218

441

560

163

326

224

288

Weighted

1001

113

195

198

160

131

204

478

522

186

280

200

334

Yes

581

73

113

112

97

77

109

277

304

119

169

122

171

58%

65%

58%

57%

61%

58%

54%

58%

58%

64%

60%

61%

51%

No

405

39

81

86

59

50

90

193

212

65

108

74

157

40%

35%

41%

43%

37%

38%

44%

40%

41%

35%

39%

37%

47%

Don't know

15

1

2

-

4

4

4

8

6

2

3

4

6

1%

1%

1%

-

2%

3%

2%

2%

1%

1%

1%

2%

2%

Recall of any recent advertising about speeding appears not to vary significantly across age group, gender or socio-economic grading

Q2 - Have you seen any advertising about speeding recently? By Region.

Base

STANDARD SCOTTISH REGIONS

Central

Dumfries

Fife

Grampian

Highlands & Islands

Lothian & Borders

Strathclyde

Tayside

Unweighted

1001

56

28

74

118

91

136

434

64

Weighted

1001

55

24

77

114

88

140

444

59

Yes

581

32

12

49

73

61

78

238

40

58%

57%

51%

64%

63%

69%

56%

54%

68%

No

405

24

10

25

40

25

58

205

19

40%

43%

42%

32%

35%

29%

41%

46%

32%

Don't know

15

-

2

3

2

3

4

1

-

1%

-

7%

4%

2%

3%

3%

0%

-

Recall of recent advertising about speeding appears to be higher amongst those residing in Highlands & Islands (69%) and Tayside (68%) compared to the average (58%)

Q2 - Have you seen any advertising about speeding recently? By Driver.

Base

Are you a regular driver?

Yes

No

Unweighted

1001

613

388

Weighted

1001

620

381

Yes

581

382

199

58%

62%

52%

No

405

225

180

40%

36%

47%

Don't know

15

12

3

1%

2%

1%

Not surprisingly, recall of recent advertising about speeding appears to be significantly higher amongst those who drive regularly (62%) than those who do not (52%)

Q3 - What was the name of the campaign? By age, gender & social grade.

Base

Age

Gender

Social Grade

18 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65+

Male

Female

AB

C1

C2

DE

Unweighted

585

57

82

105

111

112

118

257

328

105

196

138

146

Weighted

581

73

113

112

97

77

109

277

304

119

169

122

171

Are you too close?

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

Cameras cut crashes

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

Check your speed

4

-

1

3

-

-

1

3

1

3

1

-

-

1%

-

1%

2%

-

-

1%

1%

0%

2%

1%

-

-

Crack down for 1 st Apri

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

Cut down speed

9

1

3

-

1

1

2

6

3

1

3

1

4

2%

2%

3%

-

2%

1%

2%

2%

1%

1%

2%

0%

2%

Don't speed over 30mph in a built up area

31

4

6

11

5

2

3

14

17

5

9

7

10

5%

6%

5%

10%

5%

3%

3%

5%

6%

5%

5%

6%

6%

Foolspeed

31

3

6

12

6

2

2

19

12

13

9

5

5

5%

5%

5%

10%

6%

2%

2%

7%

4%

10%

5%

4%

3%

Kill speed / kill speed now / kill your speed

28

5

3

7

6

4

2

9

18

4

12

3

9

5%

7%

3%

6%

6%

5%

2%

3%

6%

3%

7%

3%

5%

Know the Score

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

National no speeding day / national no speed day / national speed day / no speeding day

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

Q3 - What was the name of the campaign? Continued. By age, gender & social grade.

Base

Age

Gender

Social Grade

18 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65+

Male

Female

AB

C1

C2

DE

Unweighted

585

57

82

105

111

112

118

257

328

105

196

138

146

Weighted

581

73

113

112

97

77

109

277

304

119

169

122

171

National speedweek

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

No speeding

1

1

-

-

-

1

-

1

1

1

1

-

-

0%

1%

-

-

-

1%

-

0%

0%

1%

0%

-

-

Reduce speed in villages

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

Seatbelts

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

Slow down

2

-

-

2

-

-

-

-

2

-

1

1

-

0%

-

-

2%

-

-

-

-

1%

-

1%

1%

-

Slow down in town

2

-

1

-

1

-

-

1

1

-

-

1

1

0%

-

1%

-

1%

-

-

0%

0%

-

-

1%

1%

Slow down to 5 to save lives

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

Speed awareness

1

-

-

-

1

-

-

1

-

-

-

1

-

0%

-

-

-

1%

-

-

0%

-

-

-

1%

-

Speed kills / speeding kills / speedkills

20

3

4

6

4

2

-

11

9

7

3

5

5

3%

4%

4%

5%

4%

2%

-

4%

3%

6%

1%

4%

3%

Speeding costs

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

Think speed / think! / Stop, think

4

3

1

-

-

-

-

3

1

3

1

-

-

1%

4%

1%

-

-

-

-

1%

0%

3%

1%

-

-

Too many drivers speeding

1

-

-

1

-

-

-

-

1

-

1

-

-

0%

-

-

1%

-

-

-

-

0%

-

1%

-

-

Q3 - What was the name of the campaign? Continued. By age, gender & social grade.

Base

Age

Gender

Social Grade

18 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65+

Male

Female

AB

C1

C2

DE

Unweighted

585

57

82

105

111

112

118

257

328

105

196

138

146

Weighted

581

73

113

112

97

77

109

277

304

119

169

122

171

TV ad with 2 folk, one says the other is a mug

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

Twenty's plenty / 20's plenty

21

2

6

2

4

4

4

9

12

4

6

4

7

4%

3%

5%

2%

4%

5%

4%

3%

4%

3%

4%

3%

4%

Watch your speed

6

-

-

2

2

2

-

4

2

1

1

1

3

1%

-

-

2%

2%

3%

-

1%

1%

1%

0%

1%

2%

30's plenty

14

6

3

1

1

1

1

11

3

4

4

5

1

2%

9%

3%

1%

1%

1%

1%

4%

1%

3%

3%

4%

0%

Other(SPECIFY)

6

1

1

-

1

2

1

3

3

-

5

1

-

1%

2%

1%

-

1%

3%

1%

1%

1%

-

3%

1%

-

Unsure

400

43

77

67

66

56

93

183

217

75

112

87

126

69%

58%

68%

59%

68%

73%

85%

66%

71%

63%

66%

71%

74%

Q3 - What was the name of the campaign? By Region.

Base

STANDARD SCOTTISH REGIONS

Central

Dumfries

Fife

Grampian

Highlands & Islands

Lothian & Borders

Strathclyde

Tayside

Unweighted

585

35

15

48

73

60

77

233

44

Weighted

581

32

12

49

73

61

78

238

40

Are you too close?

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

Cameras cut crashes

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

Check your speed

4

-

-

-

-

3

1

-

-

1%

-

-

-

-

5%

1%

-

-

Crack down for 1 st April

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

Cut down speed

9

-

-

-

-

1

1

-

7

2%

-

-

-

-

2%

2%

-

17%

Don't speed over 30mph in a built up area

31

4

-

-

3

7

2

13

3

5%

12%

-

-

5%

11%

2%

5%

7%

Foolspeed

31

2

1

4

1

4

2

13

4

5%

5%

6%

9%

1%

6%

3%

6%

9%

Kill speed / kill speed now / kill your speed

28

1

1

1

3

2

9

8

3

5%

2%

6%

1%

4%

3%

12%

3%

8%

Know the Score

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

National no speeding day / national no speed day / national speed day / no speeding day

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

National speedweek

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

Q3 - What was the name of the campaign? Continued. By Region.

Base

STANDARD SCOTTISH REGIONS

Central

Dumfries

Fife

Grampian

Highlands & Islands

Lothian & Borders

Strathclyde

Tayside

Unweighted

585

35

15

48

73

60

77

233

44

Weighted

581

32

12

49

73

61

78

238

40

No speeding

1

-

-

-

-

-

1

1

-

0%

-

-

-

-

-

1%

0%

-

Reduce speed in villages

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

Seatbelts

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

Slow down

2

-

-

-

-

-

2

-

-

0%

-

-

-

-

-

2%

-

-

Slow down in town

2

-

-

-

-

-

2

-

-

0%

-

-

-

-

-

3%

-

-

Slow down to 5 to save lives

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

Speed awareness

1

-

-

-

-

1

-

-

-

0%

-

-

-

-

1%

-

-

-

Speed kills / speeding kills / speedkills

20

1

1

2

1

2

5

8

1

3%

4%

5%

3%

1%

4%

6%

3%

2%

Speeding costs

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

Think speed / think! / Stop, think

4

-

-

-

1

-

-

3

-

1%

-

-

-

2%

-

-

1%

-

Too many drivers speeding

1

-

-

-

-

-

1

-

-

0%

-

-

-

-

-

1%

-

-

Q3 - What was the name of the campaign? Continued. By Region.

Base

STANDARD SCOTTISH REGIONS

Central

Dumfries

Fife

Grampian

Highlands & Islands

Lothian & Borders

Strathclyde

Tayside

Unweighted

585

35

15

48

73

60

77

233

44

Weighted

581

32

12

49

73

61

78

238

40

TV ad with 2 folk, one says the other is a mug

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

Twenty's plenty / 20's plenty

21

-

-

-

2

-

7

12

1

4%

-

-

-

3%

-

9%

5%

2%

Watch your speed

6

-

1

1

-

1

3

1

-

1%

-

5%

2%

-

1%

4%

0%

-

30's plenty

14

-

-

1

8

1

-

4

-

2%

-

-

2%

11%

2%

-

2%

-

Other(SPECIFY)

6

-

-

-

3

1

-

3

-

1%

-

-

-

4%

1%

-

1%

-

Unsure

400

24

9

40

51

38

43

172

22

69%

76%

78%

83%

70%

64%

55%

72%

56%

Q3 - What was the name of the campaign? By Driver.

Base

Are you a regular driver?

Yes

No

Unweighted

585

379

206

Weighted

581

382

199

Are you too close?

-

-

-

-

-

-

Cameras cut crashes

-

-

-

-

-

-

Check your speed

4

3

1

1%

1%

0%

Crack down for 1 st April

-

-

-

-

-

-

Cut down speed

9

3

6

2%

1%

3%

Don't speed over 30mph in a built up area

31

22

9

5%

6%

5%

Foolspeed

31

24

7

5%

6%

4%

Kill speed / kill speed now / kill your speed

28

24

4

5%

6%

2%

Know the Score

-

-

-

-

-

-

National no speeding day / national no speed day / national speed day / no speeding day

-

-

-

-

-

-

National speedweek

-

-

-

-

-

-

No speeding

1

1

1

0%

0%

0%

Reduce speed in villages

-

-

-

-

-

-

Q3 - What was the name of the campaign? Continued. By Driver.

Base

Are you a regular driver?

Yes

No

Unweighted

585

379

206

Weighted

581

382

199

Seatbelts

-

-

-

-

-

-

Slow down

2

2

-

0%

0%

-

Slow down in town

2

2

-

0%

1%

-

Slow down to 5 to save lives

-

-

-

-

-

-

Speed awareness

1

1

-

0%

0%

-

Speed kills / speeding kills / speedkills

20

14

6

3%

4%

3%

Speeding costs

-

-

-

-

-

-

Think speed / think! / Stop, think

4

2

2

1%

0%

1%

Too many drivers speeding

1

1

-

0%

0%

-

TV ad with 2 folk, one says the other is a mug

-

-

-

-

-

-

Twenty's plenty / 20's plenty

21

14

7

4%

4%

3%

Watch your speed

6

6

-

1%

2%

-

30's plenty

14

6

8

2%

2%

4%

Other(SPECIFY)

6

5

1

1%

1%

1%

Unsure

400

252

148

69%

66%

74%

Of all those who recall seeing advertising about speeding recently, a relatively high proportion (69%) are unsure as to which ads they have seen
Of those who do recall seeing advertising about speeding recently, the ads most recalled appear to be Foolspeed (5%), Kill speed/Kill speed now/Kill your speed (5%) and Don't speed over 30 mph in a built up area (5%)
Given that this was spontaneous ad re-call, 5% recall of Foolspeed is promising

Fieldwork Details

Scottish Executive - Foolspeed

Project

1000 Scottish adults age 18+

Sample

Weighted to be representative of the Scottish population by age, sex and social grade
All 73 Scottish Parliamentary constituencies

Sampling points

Telephone interviews by CATI (Computer Aided Telephone Interviewing)

Methodology

18th Jan 2005

Fieldwork dates

7 days

Fieldwork length

Q3 - What was the name of the campaign?

ALL THOSE WHO WANT TO STOP SPEEDING, RAISE YOUR RIGHT FOOT / TAKE YOUR RIGHT FOOT OFF / RAISE YOUR RIGHT FOOT

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SOMETHING ABOUT 30 MILES PER HOUR

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SPEED KILLS

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SPEEDWATCH

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THE POLICE ONE

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Q4a - What would you say is the main message of this advertising?

Don't speed / stop speeding / don't drive fast / don't go so fast / don't drive to fast / not to speed / don't speed keep it at 30 / don't speed - it kills / don't speed, it's dangerous / don't speed, speed kills / don't drive fast or you'll cause accidents / don't speed in built up areas / Drive slower / go slow, speed kills / to get you to not speed / kill your speed

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Slow down (114) / slow down because it's dangerous to speed / slow down for little kids / slow down in town / slow down keep to speed limit's / slow down in town / to slow down because speed kills / to slow down and be more careful / to slow down and keep to the speed limit / to slow down because it causes death / to slow down, especially where there's children / to slow drivers down / to go slower

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Cut back speed / cut down your speed / cut down on speeding / cut down speed to stop accidents / cut down your speed, and you won't kill anyone / cut down your speed down to 30mph / cut down speed, it's dangerous / cut down the speed you drive at / people need to cut their speed / to limit your speed

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Reduce your speed / reduce your speed to 30 / reduce your speed below 30 mph / reduce your speed to 30 in built up areas / reduce your speed (it was the ad where the girl comes back to life after being hit) / cut speed to save lives

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Keep to the speed limit / keep to the speed limit of 30 miles per hour / keep to the speed limit to save lives

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Keep your speed down / keep your speed down in the areas that you are driving in

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30 plenty's / don't drive over 30 / drive 30 or below / drive 30 miles an hour, not faster / don't drive past 30 / keeping below 30 mph

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Don't drink and drive / don't drink and take drugs in a car

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Watch your speed

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Be careful / take care / be more careful driving / to act with caution

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Drink driving / drinking and driving

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Only fools speed / only idiots speed / dumb people speed / it's silly to exceed the speed limit

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If you have an accident the slower you go the less likely to kill someone you are / if you drive at 30 and you hit a child they'll live and if you drive at 40 they'll die / if you're slow you could hurt someone, if you're fast you could kill / the slower you go the less likely you will kill someone / thirty mph might not kill, 40 will

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30 mph not 40mph / 30 mph not 40 / reduce speed from 40 to 30 in built up areas / to keep speed in public areas below 30 mph

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Cut your speed down in built up areas / observe the speed limit in built up areas

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Speeding can cause accidents / speeding is dangerous / you're more likely to have an accident if you speed

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Cut your speed around school / cut your speed especially near schools

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If you drive at thirty you are likely to save someone's life / keep to thirty because more people survive accidents / not to go too fast because someone can be saved at 30mph

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20mph is plenty / slow to twenty / it's correct - 20 is fast enough in our streets

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Less speed does less damage if you hit someone / if you keep your speed down how much less damage it can do / if you slow down, people get less hurt in accidents

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Drive below the limit

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Kill your speed

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30 mph, and if you go over it you'll kill more people / 30 mph would have lived / cause the child would have died at forty instead thirty

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If you hit a child going 40 instead of going 30 you are 8% more likely to kill them / if you go slower less chance of killing someone / less likely to kill someone if you don't speed

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Safety

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Speeding

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Speeding doesn't get you anywhere fast / speeding gets you no where

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Speeding kills / that speed kills

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Curb your speed drive according to the road conditions / be careful in poor conditions

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It's really a case of if you go too quickly your unable to control your car and likely to be in danger / if you speed it will affect your driving

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Save kids lives by going 20 instead of 30 / that a small change in speed from 30 to 20 can reduce the risk of fatality

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Be sensible with speed even when inside limit's

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Calm down on the roads

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Check your speed and watch out for pedestrians

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40 kills

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10 mph makes all the difference

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80 per cent survive if your under 30 mph

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A few mph over the limit and you could kill someone

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I suppose, some people they don't realise the speed they're going at

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Be careful overtaking

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Even 2 pints is enough

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Don't drive too close to the boy in front, don't drive faster than the speed limit

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Don't use mobile phones while driving

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Don't kill little girls because you drive too fast

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Drinking and driving costs lives

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Driving to fast costs lives

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Encourage sensible driving

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For people to take it slower down side streets

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Going over 30mph is far more dangerous

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Good idea

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How easy it is to cause fatality if you speed

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If you hit someone at forty, they die.

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If you speed, you're going to hurt somebody

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If you're watching your speed and sticking to the speed limit, the consequences of being in an accident are less serious

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It was speeding cars

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It's about speed

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Keep an eye out for kids

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Let people know what's happening

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Not drinking

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Safe driving

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Save lives

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Showing that there are more people ignoring the limit's

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Be vigilant

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Speed above 30 is significantly more dangerous

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Speed and drunk driving

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Speed kills children crossing roads

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Speed limit

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The speed limit is there for a reason

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Speeding is unnecessary

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Speeding...especially in a 30 zone

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Take responsibity for your own actions and slow down

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Taking care over speeding because it kills

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That cutting your speed increases chances of survival in an accident

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The effects of speeding

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The police were clamping down on it

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There is a reason why you should drive at 30

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They don't know what they are talking about speed doesn't kill it is the driver

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Think while you drive

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To avoid speeding in restricted areas

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To enforce the speed limit, and convey the message that speeding is wrong

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To remember that there are people and children out there

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Obey the law

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To shock people into slowing their speed

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To stop people from going so fast

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Caution and less speed, and watch road conditions

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What the punishments for speeding are

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You can kill

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You don't need to exceed the speed limit

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Page updated: Wednesday, June 29, 2005