Annual Report 2009(PDF) - Road Safety Authority

Advertising
The main awareness campaigns that ran in 2009 included
the anti-speeding TV campaign ‘Mess’ and the ‘Crashed
Lives’ TV campaign which features true-life accounts of road
crashes, as told by victims or their families.
ANTI-SPEEDING:
‘Mess’ TV Advert and ‘Crash’ Cinema Advert
The anti-speeding TV and cinema adverts aired throughout
the year. The RSA is grateful to Hibernian Aviva for their
support of these commercials.
MOTORCYCLE SAFETY CAMPAIGN
‘Underneath’ TV
In 2009, the RSA purchased the rights to screen the
motorcycle safety TV ad ‘Underneath’ from the Department
of the Environment in Northern Ireland.
Motorcyclists are vulnerable road users and road collision
data points to the fact that half of all motorcycle deaths and
injuries are due to other drivers. ‘Underneath’ aims to raise
awareness of the need for all drivers to always be on the
lookout for motorcyclists when driving. ’Underneath‘ aired
on TV in July 2009.
‘Crashed Lives’ Campaign Influence
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Influential – 94%
5%
72%
All Respondents
Influences me a lot
22% 21%
Influences me a little
Doesn’t influence me at all
Don’t know
Influential – 96%
4%
75%
All Drivers
Influences me a lot
Influences me a little
Doesn’t influence me at all
This series of 50 second TV adverts aired in November and
December 2009. They feature three true-life road tragedies -
‘James’, ‘Sarah’ and ‘Conor’ - as told by bereaved families.
Each speaks about the loss of a loved one in a road collision
and how it has changed their lives forever. In addition there
are two eye-witness accounts - ‘Breaking the News’ and
‘Seatbelts’ - by Dr Gerry Lane, Consultant in Emergency
Medicine at Letterkenny General Hospital.
The RSA sold the rights to air the two consultant ‘Crashed
Lives’ TV adverts to the Department of the Environment,
Northern Ireland in 2009.
Tionchar an Fheachtais ‘Mess’
100% 2%
1%
7%
5%
90%
21%
80% 22%
70%
60%
50%
40%
30%
20%
10%
0%
Tionchar aige – 92%
70% 73%
Gach Freagróir
Tionchar aige – 94%
Gach
Tiománaí
Tionchar aige – 50%
35%
15%
Norm Fógraíochta
Teilifíse Abt,
Lúnasa – 01
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Níl a fhios agam
20
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