Co-Presenters: Donna van Bueren
In 2015, the WA Road Safety Commission embarked on a new research program which would transform how they approached and executed the ‘education and persuasion’ arms of their behaviour change program, and integrated this messaging with the legislate, design and enforcement strategies for the State. From the outset, there was a need to re-assess and reapply segmentation in a new way, and to fully recognise, research and find new insights from a comprehensive investigation of System 1 and System 2 influences on driver behaviour.
For the first time, a state-wide segmentation (n=1600) was conducted within driver behaviours (speeding, drink driving, mobile distractions, restraints) not just across driver behaviour. This led to the identification of priority segments for each of the four driving behaviours, and an across-government agreement that campaigns would no longer be targeted at “all WA drivers” but at specific segments, using targeted messaging and channels that would resonate with different segments. For the first time, a positive “reinforcement” campaign would be delivered to “good” drivers, and hard to engage “defiant drivers” would become a flagship audience for a new campaign. The ability to target and nuance messaging and channel was shaped by a follow up fit for purpose program of deep dive qualitative research, which employed peer-led ethnography immersions, conducted over three weeks, with priority segments such as “creep over speeders”, “situational speeders” as well as “defiant speeders”. This method allowed the research to get closer to the moment, and to understand with greater insight the “moments that matter” and to match attitudes towards and motivations for speeding with driving behaviour, and demographics.
This paper, co-presented between Kantar Public and Road Safety Commission (RSC) tells a broad-brush story of the journey of the RSC as it has transformed how it approaches Road Safety campaigns in WA. It covers the story of how the organisation went from the theory of behaviour change and a theoretical model, to research design, creative development and how this transformed into the new media campaigns launched in 2016.