 |
March 2006 83% of young people interviewed in a recent study claimed to have been been affected in some way by a road crash - and 33% knew someone who has been killed or injured. These worrying statistics emerged during evaluation carried out after the February 2006 For my girlfriend campaign. Researchers visited 15 educational establishments across the country and interviewed 447 young people. The campaign itself performed well in the study. Recall of the Valentine card used in the campaign ranged from a high of 100% in one establishment to a low of 23% in another. The average recall across all locations was 68%.
The campaign poster (pictured) performed particularly well in terms of making people think about the consequences of driving too fast, with 91% of the sample agreeing with this statement. It also connects well with young people - 83% agreed that it was ‘aimed at people like me’. The results led the researchers to conclude that 'overall the 2006 FMG campaign has performed well'. Plans for the next phase of the campaign will be unveiled in April/May 2006. |
