March 2006

2006 campaign performs well in evaluation

The February 2006 For my girlfriend campaign has performed well in post campaign evaluation.

Researchers visited 15 educational establishments across the country and interviewed 447 young people about the campaign.

A worrying 83% of those interviewed has been affected in some way by a road crash, and 33% knew someone who has been killed or injured.

Recall of the Valentine card (pictured above) 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’.

Recall of the TV advert was lower at 30%, probably due to the relatively low frequency with which it was aired. However, in real terms, 30% exposure is a substantial amount of the young driver population.

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.