Type O Receptivity – Face-to-face – Local newspapers – SMS text Unreceptive – Internet – Telephone – Post Adult Age (6/15) Presence of Children <18 (2/15) General Health (13/15) Attitude Towards Police (15/15) Degree (15/15) Environmental Concern (15/15) Internet Usage (13/15) IMD (1/15) Annual Mileage (12/15) Car Ownership (12/15)
Type K Receptivity – Face-to-face – Local newspapers – SMS text Unreceptive – Internet – Telephone – Post Adult Age (8/15) Presence of Children <18 (5/15) General Health (12/15) Attitude Towards Police (14/15) Degree (14/15) Environmental Concern (9/15) Internet Usage (12/15) IMD (4/15) Annual Mileage (9/15) Car Ownership (9/15)
Unlocking Assets Pen Portraits in MAST Wiki – http://mast2.roadsafetyanalysis.org/wiki/ http://mast2.roadsafetyanalysis.org/wiki/ Mosaic Public Sector Interactive Guide – http://ow.ly/upv8a http://ow.ly/upv8a Other research libraries – roadsafetyobservatory.com – roadsafetyknowledgecentre.org.uk – erso.eu 9
Kieran 21 Years Old Lives with partner Have a little girl of 3 at home Largely financed through benefits Drink driving is not the only poor driving choice 1 Preference for locally orientated communications 1 Work by TRL suggests that 47% of crash involved Drink Drivers also have other convictions
Drug Driving in Berkshire Analysis in MAST using CF502 Poverty of data at local level, need to use national data for profiling Target demographic very similar to Kieran Drug Drive messaging alone too narrow? Combined Drink & Drug drive summer initiative: ‘BLAZED?’
New ‘Blazed’ Campaign 22 https://www.youtube.com/watch?v=tLOV5T2Ut XQ
Integrated Media Campaign Digital Video Outdoor Advertising Web content Optimisation for mobile & social media Lenticular Postcards Posters Supporting PR 23
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