Transcript DfT THINK! Motorcycles Qualitative debrief Phase 1, territory exploration 3rd.July.2009 CONTENTS 1. Background & Objectives 2.

DfT THINK!
Motorcycles
Qualitative debrief
Phase 1, territory exploration
3rd.July.2009
2
CONTENTS
1. Background & Objectives
2. Underlying perceptions
3. Factors provoking behaviour change to date
4. Response to territories
5. The way forward
Background & Objectives
Background and objectives
In 2009, the DfT plans to launch a new communications
strategy aimed at both motorcyclists and drivers
The communications work will support governmental targets
to reduce the number of KSI casualties 40% by 2010*
Ongoing work has already reduced the figure by 36% (2007)
The campaign will operate within a broad strategy aimed at
encouraging general respect and consideration among drivers
and motorcyclists incorporating;
Education, Enforcement, and Engineering
* From 1994-8 average
Qualitative research (Phase 1) was completed to inform the
strategic and creative development of the campaign
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Background and objectives
5
Communicating to road users about motorcycle KSIs is
critical to the success of government strategy
Motorcycles make up only 1% of vehicles on the
road, but account for 20% of all road user deaths
Whilst there is a low awareness of motorcyclists
amongst drivers, drivers are involved in 79% of
motorcycle-related fatalities
A need to fully incorporate both drivers and motorcyclists
Background and objectives
6
Previous communications have addressed these issues by
targeting motorcyclists and other drivers separately
In the past, drivers targeted
through ATL communications:
“Take longer to look for
bikes”
“Look out for each other”
Motorcyclists reached via BTL work through various
organisations, including training bodies, brand and event
sponsorship, and partnership marketing:
“Save racing for the track”
“Give your bike the skills it deserves”
There is a need to focus on multi-vehicle incidents
The 2009 campaign aims to find a territory that will alter
behaviour amongst BOTH motorcyclists and other road users
Background and objectives
7
The overall objective of finding the right strategy to reduce
motorcycling KSIs is split over two phases of research
This debrief is the conclusion of Phase 1
Phase 1:
Assessing which strategic territories and messages are most
motivating amongst key audiences, both individually and
collectively
Phase 2:
Creative development research of scripts developed as a result of
phase 1
Background and objectives
In detail, PHASE 1 objectives:
Primary communication objective:
•To identify which territory(ies) has the greatest scope in encouraging drivers and riders to
take necessary precautions to avoid involvement in multi-vehicle accidents
Primary strategic objective:
•Identity a core proposition for the development of a creative brief(s) by exploring:
o Territory message appeal, relevance, impact, distinctiveness, stand out,
memorability and ‘talkability’.
o Areas of optimisation for preferred territory/ies and therefore the creative brief.
Secondary objectives:
•Attitudes and motivations - Gain an understanding of individual groups’ attitudes
towards each other and identify any specific issues around the different ways they
currently absorb road safety messages.
•Gauge key motivations behind safer riding
•Explore the different dynamics of motorcyclist typologies and their relationship with
different vehicles on the road
•Risk awareness - Measure perceived risks of driving / riding in different situations (e.g.
at a junction in town versus away from a junction at higher speeds)
•Driver / rider hot buttons - Determine the most powerful consequences message for
multi-vehicle crashes (e.g. death, serious injury, relationships, insurance).
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Background & Objectives
9
A further note on objectives…
Can one message speak to both drivers and motorcyclists?
Further, is ATL the best means to communicate with all groups; if not,
which channels and types of communications appeal to which groups?
Which ideas have the potential to change behaviour in the
long term
Background and objectives
10
We employed an iterative methodology
Phase 1
Mining existing
resources:
Online ‘deep
thinks’:
Flamingo
thinking:
A review of existing Internal knowledge
research
sharing session
Online
bikers’/drivers’
journals
Deep dive
sessions:
Mini-groups:
Evaluating and
One-on-one and evolving messaging
areas
paired consumer
depths
Develop Creative
Phase 2
Mini-groups:
Exploring and evaluating creative
work.
Pre-interviews will give an
independent initial response.
Background and objectives
Phase 1 sample
6 x 4-day online ‘deep think’ projects
Online ‘deep
think’
Typology
Age
Gender
Location
1
Passionate high-performance
30-50
M
South
2
Pragmatist (Car aspirant)
17-19
M
North
3
“Look-at-me-Rookie”
18-24
M
Midlands
4
“Look-at-me-Rookie”
25-30
M
Wales
5
Driver
45-60
F
Wales
6
Driver
30-44
M
North
5 x 1-hour depth interviews (paired and individual)
Depth
Type
Typology
Age
Gender
Location
1
Paired
Driver + motorcyclist friend/relation
Motorcyclist 18-29
M
South
2
Paired
Driver + motorcyclist friend/relation
Motorcyclist over
30
M
North
3
Individual
Passionate high-performance
30-50
M
Wales
4
Individual
Pragmatist (Car rejector)
25-44
F
Midlands
5
Individual
“Look-at-me-Rookie”
18-24
M
South
Phase1 sample continues overleaf…
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Background and objectives
Phase 1 sample
8 x 2-hour mini-groups
Minigroup
Typology
Gender
Age
Location
1
Passionate high-performance
M
30-50
North
2
Pragmatist (Car aspirant)
M
17-19
Wales
3
Pragmatist (Car rejecter)
Mixed (Min 2
F)
25-44
Midlands
4
“Look-at-me-Rookie”
M
18-24
South
5
“Look-at-me-Rookie”
M
25-30
North
6
Driver
Even mix
20-28
Midlands
7
Driver
Even mix
29-45
South
8
Driver
Even mix
46-60
Wales
•Two mini-groups to be viewed, client to advise on preferred typologies
so that locations can be shifted accordingly
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Background and objectives
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Recruitment Criteria
All motorcyclist groups to be screened for seasonality of riding behaviour
Passionate high-performance cluster (Disciples 40%, Hobbyists 60%):
Demographic: Aged 30-50, likely to be married
Approach to safety Prefer riding with full gear including armour (but not necessarily leather) – for
protection
Attitudinal beliefs and behaviours:
Disciples (40%) value bike power, belonging and camaraderie, the challenge of riding and feeling at one with
the machine. They ride all year round for business and pleasure
Hobbyists (60%) value sensations of the ride e.g. noise, vibrations, sound, smells but are not interested in
camaraderie / belonging mentality. Mainly riding in the summer for pleasure on their own
Both sub-groups likely to be riding predominantly on rural roads
Bike relationship: Riding sports bikes 500cc+ (Disciples riding bigger bikes 700cc+). All also own cars.
Pragmatists (Aspirants 50%, Rejecters 50%):
Demographic:
Aspirants aged 19 or under, living with parents;
Rejecters aged under 44, Pragmatist groups should contain minimum of 2 Rejecter females
Approach to safety Riding in gear more for weather than crash protection
Attitudinal beliefs and behaviours:
Aspirants (50%) Ride primarily because they have no access to alternative personal transport (would drive a
car if old or rich enough)
Rejecters (50%) Enjoy the freedom of 2 wheeled transport, low fuel costs, convenient parking, not relying on
others
Ride predominantly in urban locations as part of commute to work, low mileage and local. Aspirants more
likely to ride during the summer / good weather.
Bike relationship: Moped/ scooters under 125cc (Aspirants riding smaller bikes < 50cc: Rejecters likely to
be riding newer bikes – less than 2/3 years old. Do not own cars.
Background and objectives
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Recruitment Criteria
Look at me rookies:
Demographic: Under 25’s, likely to be still living with parents
Approach to safety More concerned about how they look than wearing the safest clothing (most likely group
to entertain idea of just riding in a t-shirt)
Attitudinal beliefs and behaviours:
Are confident riders an show a great deal of enthusiasm for looking good to themselves and others (looking
cool), demonstrating skills; often compare themselves to others on the road
Riding all year round for all kinds of riding and mainly on urban roads but not exclusively
Bike relationship: Ride a wide variety of bikes but likely to be smaller than 500cc and bigger than 50cc
Drivers:
A spread of ages and lifestages
A spectrum of car types to be owned
Regularly driving a variety of routes
A mix of those predominantly driving on urban routes and those predominantly driving on rural routes
None to have a family member, friend or close colleague who is a motorcyclist
Background and objectives
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Recruitment Criteria, continued…
Motorcyclists
None to know anyone else in the group, not part of the same club or friends on the same
street etc.
Lifestages
Groups to contain a mix of lifestages where possible
Urban and rural
All respondents screened for predominant roads used to ensure a spread across the sample
Groups to contain a mix or urban and rural road use, skewed to typology
Seasonality for Motorcyle sample
See specific seasonality stipulations for certain typologies. For other typologies, we would
screen for seasonal riding to ensure there is a mix of both year-round and summer only, but
would not place an exact quota on this.
All respondents:
To be bright, articulate and open minded
Underlying Perceptions amongst the
Audience Groups
Underlying Perceptions
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Amongst both Drivers and Riders, a range of attitudes and
behaviours toward other road users
These vary both by person and by situation:
•Many speak objectively about other road users
when off the road – most can discuss other road
users sensibly and admit to a range of behaviours
•BUT, many admit to the validity of some
stereotypes when on the road
•Pressures of the road increase frustration and can
lead to defensive driving and friction with other road
users – often characterised by a sense of ‘tribalism’
Some clear distinctions amongst attitudes within these
groups emerging
Underlying Perceptions
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Motorcyclists broadly split into two main groups according
to motivations and emotions associated with riding
PRAGMATISTS
FREEDOM FINDERS
•Largely ‘Car aspirants’ and ‘Car
•Largely ‘Look-at-me Rookies’ and
rejecters’
‘Hobbyists’
Amongst Pragmatists and Freedom Finders, there are distinct
and varying attitudes to both riding and road users
Underlying perceptions
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Pragmatists are practically minded. They enjoy riding but
primarily appreciate it as an efficient mode of transport
•
Riding ‘experience’ is not paramount, it’s a practical solution
– lower level of skill, less sense of ‘being one with the road’
•
Commuting and cost focused
•
Individuals on the road, rarely part of a social collective
•
Feel the need for support of the law – less confident (or
arrogant…) about their ability
•
Want to feel equal to other road users and expect more
understanding for their right to be on the road than they
receive - heightened sense of ‘being bullied’
•
Potentially more antagonistic toward drivers: and more
likely to blame them for accidents
Using the road in a very functional way can make these
riders less tolerant of other road users
Underlying Perceptions
Pragmatists
You put up with the wet and the cold because the
efficiency and economy is just brilliant. It outweighs
everything that goes with it.
Pragmatist Rejecter, 25-45, Birmingham
I just find it so handy. It is cheap to run – a fiver in
the tank each week instead of 20 for a car. I just
use it to run about it
Pragmatist-Aspirant, 17-19, Wales
People tend to squash you. Especially big
lorries.
Pragmatist Rejecter, 25-45, Birmingham
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Underlying Perceptions
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Freedom Finders are more idealistic: valuing the sense of
freedom and ‘being alive’ the riding experience provides
•
More ‘Experience’ driven
•
Riding is part of the fabric of their identity
•
Value freedom and are prepared to take calculated risks to
feel at one with the road
•
Feeling of control and superiority on the road, a mythology
built around their ability and aloofness
•
Resigned to fact that they need to over-compensate for
other road users (e.g. drivers don’t see them) – trade off
for greater road freedom
•
Support and camaraderie from like-minded bikers, feel
less need for protection from the state
Confidence and sense of control on the road means that these
riders are often less hostile towards other road users
Underlying Perceptions
Freedom Finders
You work out how far you can
push yourself. Sometimes you
have a buzz in you and you
wanna see how you can take this
corner or roundabout. You learn
by scaring yourself
Look-at-me Rookies, London
You are more at one with a bike than a car. You can
feel at one with the elements and the forces – leaning
over and feeling the road. You don’t get any of the
experience in a car
Passionate High Performance-Disciple, 25, London
A car will get you there, a bike will get
you there with a big grin on your face.
Look-at-me Rookies, 25-35, Leeds
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Underlying Perceptions
Most Drivers have a fairly pragmatic, disengaged
attitude towards the driving experience
• Younger drivers and female drivers often talk more
about the freedom and independence of driving
• However, most drive so regularly that driving not a
very emotive space: more about getting from A to B
• Moreover, a sense that the driving experience is
getting worse: no fun in driving, a persecuted
majority on the road, rules and regulations, traffic etc
• Driving often associated with being tense, angry,
resentful etc
However, most just see driving as ‘part of life’: a
necessary mode of transport for the lives they lead
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Underlying Perceptions
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A large part of the driving experience for motorists is
being within the car itself
THE ‘HYBRIDITY’ PHENOMENON
This phenomenon, identified in our previous research, was a prominent theme again: the
transition from person to ‘driver’ allows temporary respite from normal pressures, over the
duration of a journey. The physical space of the car provides a refuge to escape, and metime to concentrate on yourself, relaxing, listening to music, thinking about life etc
RATIONAL REJECTION OF RISK
Despite the physical risks of a crash, there is a sense of safety in this environment because
the space feels ‘owned’ by the driver. In theory, it is a place where they have nothing to
concentrate on but the job in hand, and where they are in control. Most think it is unlikely
that they will crash, and if they do, that anything serious will happen in this protected space
Despite being positive associations for Drivers, the implications
of these attitudes are dangerous for other road users
Underlying Perceptions
Drivers
You know you can just get in your car
and drive; you can sit in it and just
think ‘whoa’. It is your space. It is an
escape route
Driver, Empty Nester, Wales
I think having a bit of metal wrapped
round you in a car does give you a sense
of peace a little bit – you have some
protection from the elements.
Driver (friend of rider), 27, London
People feel safe because the car is this
insulated bubble. You don’t realise how
fast you’re going. You can be doing
100 and feel like you are doing 40. It
is not like the old days when you could
feel the vibrations
Driver, Empty Nester, Wales
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Underlying perceptions
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Both drivers and riders have different feelings toward the
idea of risk
Riders
• Feel exposed but also powerful through
speed and independence on the road
• Hobbyists taking riding skillfully and
wearing appropriate clothing, ‘Rookies’
depending on riding skillfully, rest depend
on safety of roads in general
• Ultimately, a choice they have taken
and embrace, ‘it’s just me that will
Drivers
• Rick appraisal less strongly defined,
‘hybridity phenomenon’ and ‘rational
rejection of risk’ limit sense of connection
to potential accidents
• Where motorcycling is concerned, see
it as a definite potential hazard but
more the responsibility of the rider to
be careful ‘it’s their choice to ride’
die’ but with limited recognition that
others may be affected by their
decision ‘how will someone that killed
me feel?’
Riders recognise their greater exposure to risk but both groups fail
to really engage with the reasons behind others’ perspective
Underlying perceptions
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Respective attitudes to risk
Riders
You are always on edge. Because I am a car
driver as well, you know you have your hand
over the brake. Particularly around residential
streets where people just pull out.
Paired Depth Rider, 41, Leeds
In this world we live in they want to eradicate risk –
we have made a choice and we take steps and have
high standards. They try and blame the biker, but
maybe the car pulled out.
Passionate High Performance, 30-50, Leeds
They say we are at more risk, but I don’t think we
are. When I started out on my bike it was better
than me, but now I can control it.
Look-at-me Rookies, 25-35, Leeds
Drivers
Teenagers on mopeds, I’m very careful of. I always
think they’re going to try something risky - they
swerve all over the place and it’s not safe for
others
Driver, London
Motorcyclists haven’t got a car to protect them. We
have a shell around us so not much can happen.
Driver, Sutton Coldfield
Underlying perceptions
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These attitudes towards driving/riding in turn affect how
drivers’ and riders’ feel in relation to each other
Riders
• Feel like the victim, will always come
Drivers
• Sense that they often ‘come out of
off worst in any accident and this is
nowhere’, behave unpredictably, and
not recognised
are generally a ‘pest’ on the road
• Feeling that cars show lack of
• Internal landscape (passengers,
respect, cut them up and want them
music, etc) protects from
off the road
motorcyclists but also distracts
• BUT Lack of recognition of driver
• BUT Lack of complex understanding
distractions (car noise, blind spots
of the rider experience (potholes,
etc)
overtaking, weather conditions etc)
The attitudinal barriers between the two ‘tribes’ must be
eroded to encourage necessary changes in behaviour
Underlying perceptions
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Driver attitudes are fuelled by some instinctual responses
Perception of
motorcyclists
Driving mindset
Distinct feeling of being
NORMAL
Supported by being in
notional majority
All other road users
(buses, cyclists,
motorcycles) in minority
Construction of idea that
motorcycles are a
Leads
to
BREED APART
An air of menace, fear of
the unknown
Why did they choose to do
something so ‘risky’ –
what are they thinking?
Drivers perceive riders as vulnerable yet scary, generating a
curious mix of prejudice and sympathy, a FEAR OF but also a
FEAR FOR – something riders do not recognise
Underlying perceptions
30
Riding attitudes are also fuelled by their experience of
exposure
Riding mindset
Perception of drivers
Distinct feeling of being
VULNERABLE
Exposed to far greater
risks so are justified in
needing speed and feeling
of independence to
compensate
Lack of appreciation
Leads
to
OBLIVIOUSNESS
Perception of
obliviousness, drivers
‘don’t see us’ and ‘don’t
understand us’ – recedes
for hobbyists
Fosters feeling of superiority over drivers, belief of better
road knowledge and worthy of the right to pass judgment
Underlying Perceptions
Riders on Drivers
I think they are jealous, we get
there quicker.
Pragmatist Rejecter, 25-45,
Birmingham
People in their cars switch on their radio
light their fag and are oblivious to
everything else, they’re looking for big old
cars, not motorcycles
Look-at-me Rookies, London
A lot of car drivers are very selfish.
They think they own the road. The are
ignorant of the damage they could
have
Pragmatist-Aspirants, 17-19, Wales
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Drivers on Riders
Motorcyclists think they have a different set of
rules. The other day a delivery guy was behind
me and I reversed into him without seeing him
– they think you should see them
Driver, Sutton Coldfield
Sometimes when I see a young kid
on moped I feel like I hope they
get knocked off. You sort of think
they deserve it – you feel they
would learn their lesson
Driver, Sutton Coldfield
I think motorcyclists probably hate
us with a vengeance. Arrogant,
inconsiderate – all that
Driver, Empty Nester, Wales
They have a death wish
Driver, Sutton Coldfield
Underlying perceptions
32
In summary
For both groups, apt to make strong judgements on the
behaviour of others
BUT
No real comprehension of the actual road experience
when each encounters the other
Factors Provoking Behaviour Change
to date
Factors provoking behaviour change
Sense of general increasing awareness of road safety
through a number of notable communications
•
Often specific messages are taken from the ads but, as a collective, they
have very effectively placed the need for greater awareness on the roads in
general right into the consciousness of many road users
Set against this backdrop there is a receptivity to
motorcycle ads and the issues they raise
34
Factors provoking behaviour change
35
For Drivers, recent communication on motorcycles seems
to have made quite an impact
•
Awareness and recall of specific motorcycle danger
•
•
This is complemented for some by knowing a rider
•
•
Working in tandem with other road safety adverts to promote a sense
of greater awareness in general
Some evidence that drivers can more readily humanise and empathise
with riders once they have a friend that motorcycles
Sense that new driving tests have heightened this awareness
•
•
Recognition by many drivers that tests have got tougher and that
driving standards are being tightened
Many riders also cite younger drivers as more aware
Overall, a sense that riders are a unique hazard on the
roads (partly driven by TV campaigns?)
Factors provoking behaviour change
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‘How Close?’ has seems particularly impactful and appears
to have heightened awareness, esp. at junctions
•
For Drivers, a visceral, high
impact reminder of the
consequences of a moment of
laziness that feels real and
recognisable
•
For Riders, relief that Drivers are
being informed: and gives some
insight into Drivers’ state of mind
•
For both, the danger of junctions
and a specific behaviour have
That made me think – ooh hang on – I have to
start thinking about that. That really was an
effective advert – phew. Made me stop and think
Driver, Empty Nester, Wales
successfully been targeted
A step forward from previous communication but scope to
go beyond the junction scenario
Factors provoking behaviour change
37
‘Mirror’ feels relatively less strong or convincing
•
Both Riders and Drivers pin blame
on the Rider, which reinforces driver
perceptions
•
Belief that driver could not have
done anything else and that the rider
is being reckless
•
Further dislocation from message
resulting from accusatory tone
That’s the biker’s fault though – he’s moving all over the road
and then he ignores the indication. That makes you worry
about unpredictable bikers.
Pragmatist-Aspirants, 17-19, Wales
Although dramatic, not encouraging understanding between
Riders and Drivers, or prompting sufficient Driver reappraisal
Factors provoking behaviour change
38
‘Perfect Day’, although accurate in its portrayal, can feel
like a pro-riding ad
•
Those that recall the ad appreciate the
understanding of their situation but
choice of bike and seemingly expert
riding skills cause identification with all
that is good about riding
•
Heightened by sense of relief at the
end, although for some, a welcome
change in tone from other ads:
positive, not doom-laden
•
Drivers can show slight resentment at
lack of impact
Overall, a feeling that this is an informative film but aimed
more at the novice
Factors provoking behaviour change
39
For Motorcyclists, there is evidence that a number of other
factors are causing reappraisal of riding behaviour
•
Personal experience of accidents
•
•
Riders becoming more experienced on the road
•
•
Riders that have had accidents or near accidents recollect an increased
sense of where their ‘limits’ are
Feeling that this is by far the most effective tutor of riding skills and
awareness, moving up through bikes, understanding them and
fostering a feeling of control
On-road communications
•
Well positioned communications on the back of buses or lamp posts
etc. delivering timely reminders in specific settings
Although riders can recall TV advertising, they currently
appear to take more from other channels
Factors provoking behaviour change
40
Driver-targeted ads appear to be having more impact than
those aimed at Motorcyclists
•
High-impact scenarios have suggested behaviour change to drivers -
although some sense that this is situation specific
•
Furthermore, feeling among some drivers that not enough is being done to
approach motorcyclists fostering one-rule-for-us… sense of injustice and
persecution
•
Motorcyclists pleased that Drivers are being spoken to and want this
enforced but some imperviousness to ATL communications regarding their
own behaviour (partly through lack of truly resonant messaging, rather
than the medium per se)
Evidence that a visible campaign addressing BOTH groups
would have a conciliatory effect
Response to Territories
Response to territories
Each territory has a different awareness emphasis
With three different audience groups
Riders
Drivers
Both
42
Overview of Response to Territories
MOST ON-ROAD
REAPPRAISAL
43
Shared
responsibility
The shared road
You drive past
them every day
Person inside the
helmet
Judge movement
LEAST
RESONANCE
Blame not
save lives
Expect the
unexpected
Rider’s
responsibility
Anticipating each
other
Learn good
riding habits
Drivers don’t see
motorcyclists
LEAST ONROAD
REAPPRAISAL
MOST
RESONANCE
Overview of Response to Territories
MOST ON-ROAD
REAPPRAISAL
44
Shared
responsibility
A potentially
rich area
emerging
The shared road
You drive past
them every day
Person inside the
helmet
Judge movement
LEAST
RESONANCE
Blame not
save lives
Expect the
unexpected
Rider’s
responsibility
Anticipating each
other
Learn good
riding habits
Drivers don’t see
motorcyclists
LEAST ONROAD
REAPPRAISAL
MOST
RESONANCE
Learn Good Riding Habits
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A tough sell for a set of road users that hold their own
road skills in fairly high regard: at least publicly
•
A statement of truth but assumed
to be intended for novice Riders,
explanation of the basics for being
permitted onto the roads
•
For Riders, no sense of role of
other vehicles in risk situations
•
Drivers believe message lacks
strength and Riders will ignore
•
(Furthermore, Police not necessarily
regarded as good role models)
Slightly didactic and presenting no new news for Riders
Talking just of skills is unlikely to make Riders think again
Safety is a Rider's Responsibility
46
The insights are true, but not the conclusion that Riders
are responsible: an immediate get-out for Drivers
•
Riders (and most drivers) believe safety
is a shared responsibility, not just
theirs - although recognition that
anticipation is an essential for safe
riding. And this does highlight
vulnerability – though for Riders this is
more something for Drivers to think
about…
•
Overt focus on Riders suggestive to
Drivers that no action is necessary, that
Riders are likely to be responsible for
accidents
Notion that all road users are potential hazards is a
defensive mentality to take onto the roads, possibly
inappropriate for a THINK! campaign
Safety is a Rider's Responsibility
Riders
We are the ones on the road subjecting
ourselves to more danger and it is our
responsibility to keep ourselves safe.
This is not to mean that the motorists
should become complacent and forget
their responsibilities as road users also.
But we are the ones that chose to put
ourselves at an unfair safety advantage
– that is not the choice of motorists
Look-at-me Rookie, 25, Wales
Drivers
I can’t tell about the potential hazards
because I don’t ride. Worst case
scenario in the car is the seat belt
cutting into you really
Driver/friend of rider, 27, London
That says to me, ‘car drivers, don’t
worry’. It is making it the rider’s
responsibility when actually it is
everyone’s responsibility. Surely that is
the wrong message to be putting out
Driver, Empty Nester, Wales
47
Make Sure You're Ready to Ride Again
48
For seasonal Riders strong identification with this reality
•
Thought-provoking statistics and a
recognisable reflection of the truth
that seasonal Riders are prepared
to concede is something they
should consider more
•
No direct relevance for other
audiences: but a striking fact
nonetheless
Scope for a tactical piece in Spring but, ultimately, a side
issue for a larger campaign
Drivers Don't Always See Motorcycles
49
Although visibility is cited as important, the focus here
seems peripheral to awareness debate and can be divisive
•
Although top paragraph feels true,
the proposed action of wearing
bright clothing alienates Riders and
radicalises Drivers
•
For Riders, tonality feels as if written
by a Driver lacking sensitivity to a
motorcyclists’ experience – providing
an unwelcome get-out for Drivers
Provokes discussion on the rights and wrongs of Driver
and Rider behaviour rather than encourage greater road
awareness
Drivers Don't Always See Motorcycles
Riders
Not all of us will wear those jackets though,
car drivers don’t have to paint big stripes
down their cars, just look for us
Look-at-me Rookie, London
To me, it is pamphlet information for
inexperienced riders
Pragmatist-rejecter, Sutton Coldfield
Drivers
Don’t assume you have been seen is good.
Reminding them of the size and shape of the
motorcycle and that they are a lot smaller
than we are
Driver, Sutton Coldfield
I don’t think that this is telling them anything
that they don’t already know though, it’s
common sense
Driver, Sutton Coldfield
50
Anticipating Each Other
51
A broad truth that lacks the precision that might challenge
perceptions and behaviours
•
Broad points on anticipation and
driving experience do not tie the
idea to anything real - leading to
low levels of identification
•
Construction of the concept can
feel a little non sequential leading to less of a sense of what
action to take
Highlights the need to engage each audience with some
sense of specicificy that might encourage identification
Anticipating Each Other
Riders
It is too broad…too general to be
effective. All of it is true, but we
know it already
Pragmatist-Aspirants, 17-19,
Wales
We are human, imperfect and make
mistakes – I am aware that me making a
mistake has more impact than a car user
Passionate High Performance, 30-50, Leeds
Drivers
You are supposed to be a mind reader. They don’t
put that on the driving test though do they!
Driver, Empty Nester, Wales
52
Judging Movement
53
An intelligent but ultimately less powerful take on visibility
•
Succeeds in giving Drivers a reason
for potential mistakes on the road,
the limitations of the human brain,
so feels more inclusive, less
accusatory
•
Also gives Rider some insight into
driving experience
BUT
•
Feels very cognitive, and a bit
abstract and lacking in impact
Memorable image, though
Softer tonality has merit, ideas of movement and
judgment could work well within a bigger idea but needs
to avoid becoming overly functional / scientific
Judging Movement
Riders
I worry about this message because it could
reinforce a motorist’s standard excuse ‘I didn’t
see you mate!’ We really don’t need to be
giving other road users an excuse not to notice
us…It should be more like ‘Why don’t you see
us – dummy? Pay more attention’, instead of a
whoops oh dear look you just killed a
motorcyclist
Pragmatist High Performance-Disciple, 50,
Leeds
It makes sense that it is hard to judge for a
motorist because most drivers have never ridden
a bike or been involved in riding so they will
need to look out more because it is not
something they think about
Pragmatist-Aspirants, 17-19, Wales
Drivers
By talking about the human brain,
they are not putting guilt on the
individual. They are saying it is a
human fact of the way the brain
functions, which is good really
Driver, Empty Nester, Wales
54
Expect the Unexpected
55
Sympathetic but generally authoritative tone lacking punch
to cut through
•
For Riders, this version of
anticipation fees like a truism,
although pinpointing hazards
suggestive of sensitivity to their
experience generally a point they
want drivers to understand. Skill over
these hazards partly what riders
enjoy
•
For Drivers, an assumption that
riders should know this (potentially
more mileage in Motorcycle-specific
challenges: gravel, grease, etc)
Although realistic and identifiable, a greater insight is needed
to really challenge mindset of road-confident Riders
Expect the Unexpected
Riders
56
Drivers
I wouldn’t take much notice because
that is how I think anyway
Pragmatist-Aspirants, 17-19, Wales
Think ahead because even when you
are sensible, someone else isn’t. I think
motorcyclists should be doing this
already. not
Driver, Sutton Coldfield
I think that is already instilled into a biker’s brain
to be honest with you
Passionate High Performance-Disciple, 25,
London
Not really taking audiences further. Additionally, it’s difficult
to prepare for the unexpected, beyond being alert – not
encouraging a greater insight into the challenges to safety
Blame Doesn't Save Lives
57
Rationally true, but suggestion that blame doesn’t come
into it doesn’t ring true - and can inflame Motorcyclists
•
Headline is sensible but ultimately
just a truism
•
An amnesty – does not suggest a
need for behaviour change to drivers
•
Tonally too worthy and ‘unaware’ accidents are often unavoidably
wrapped up in discourse of blame
•
Demands of insurance policies can
strengthen ‘blame culture’, sense
that drivers/motorcyclists have a
‘need’ for blame
Paradoxically, ‘no blame’ discourse leads to debate on
importance of blame, leading to questions on appropriateness
Blame Doesn't Save Lives
Riders
Drivers
Every rider and driver thinks they are better
– you need to put the message across that
maybe you are not as good as you think you
are.
Look-at-me Rookies, 25-35, Leeds
The thing is it is hard to get away from blame
and responsibility because we are programmed
to think about it by insurance. Maybe they
should abolish it. Then we’d be more careful!
Driver, Empty Nester, Wales
We are not equally likely, it is rarely 50/50…I
would have expected it to be more the driver’s
fault.
Passionate High Performance, 30-50, Leeds
58
Think about the Person
59
Humanising as a core approach has great resonance
across the sample
•
Appears to offer a new perspective for
many and focusses attention on thinking
beyond the ‘other’
•
Driver’s assumptions are challenged,
average age of 43 surprises some,
successfully peels back the alienating
exterior
•
Riders relieved at recognition of their
normality, esp. older riders
•
Furthermore, Riders reminded to think
more before assuming too strong a
riding persona
Successfully recognises the different road experiences of
both groups without heavy worthiness of reconciliation
Think about the Person
60
Of all the territories this was often seen as creatively
offering the richest potential
•
Idea feels coherent, delivering consequences (parent, colleague –
with a life of their own)and emotional identification
•
Through empathy and understanding suggestive of shared
responsibility delivered by a voice of reason
However
•
In itself, addressing perceptions of the other without reference to onroad scenarios where this new awareness might find practical benefit
Tonally very strong and may encourage general attitudinal change
but distance from the road makes it a stretch to suggest anything
concrete would alter in terms of specific situations
Think about the Person
Riders
People will realise that we are
people and not nutters.
Passionate High Performance, 3050, Leeds
It would make people think a lot more about the
consequences wouldn’t it
Pragmatist-Aspirants, 17-19, Wales
Drivers
Since Oli has passed his test, my
perception has changed, I just think
they are just like Oli – other
versions of Oli just scattered all over
the place. I used to think of them
like those programs with hells
angels with beards and drugs
Driver/friend of rider, 27, London
This sinks in for me – they really
want to focus on us improving our
driving. It feels more intense, I am
relating it to someone, the children,
a colleague.
Driver, Sutton Coldfield
61
Think about the person
62
This is endorsed by our findings in the paired depths with
riders and their friends who drive
•
In line with our hypotheses, friends of riders much more attuned to
motorcyclists on the road
•
For our drivers, riders on the road became more human, less intimidating,
less of a ‘pest’, and more something to take extra care over on the road
When Oli passed his test, pretty much from then onwards, I was
always checking my mirrors, a lot lot more, especially on the
motorway. You know when you take your test and they always say
check your mirrors, and you do check them for about 10 mins after
you pass your test. But now I do use them all the time now because
of Oli. Knowing a biker makes you more aware of bikes.
Driver/friend of rider, 27, London
The bond between rider and driver makes the driver more
likely to see motorcyclists, and to see from their perspective
You Drive Past them Every Day
63
Visibility is identified by many as a core issue at the heart
of many motorcycling incidents
•
For both riders and drivers the idea
of looking at riders but still not
seeing them has strong resonance –
•
Drivers identify with the ease with
which this error is made and accept
they could do more
•
Riders cite this as a primary concern
and fundamental to their belief that
drivers are unaware
An insight that rings true, although there is an opportunity to
balance this with an approach encouraging reappraisal of
Riders towards Drivers too…
You Drive Past them Every Day
64
Potentially strong component in an approach to build
greater identification and ‘cognitive conspicuity’
•
Use of ‘every day’ plays down magnitude of scenario, feels manageable:
and can help encourage the notion that Motorcyclists and Riders are
part of the everyday – not alien or other.
•
The truth of the insight (‘but still you don’t see them’) is hard to deny
for Drivers, but does not feel accusatory – almost as if conscious
awareness is necessary to override a natural obliviousness
•
Thus, drivers are generally receptive to the powerful sign-off (but ‘hit’
rather than ‘kill’ – which can feel too emotionally manipulative)
•
Insight, endline and concept have strong recall following groups
However, little here to address Rider perceptions. Some
representation of reciprocity across the whole campaign
feels important for both groups to begin to shift perceptions
You Drive Past them Every Day
Riders
This idea is one of the most important
things to me as a rider. I have had a lot
of close calls with cars due to them not
seeing me and this idea reminds me
how important it is to stay visible to
cars around me at all times
Look-at-me Rookie, 22, Sutton Coldfield
Unless you see them looking at you – and
better still – stare them right in the face
eyeball to eyeball – you should actually
assume the opposite
Pragmatist High Performance-Disciple, 50,
Leeds
Drivers
I’ve actually hit a motorcyclist, but I bet
everyone has had a close call where
they’ve thought, gosh, that was a near
miss. So that message – the next one
could be the one you hit, that is really
powerful
Driver, Empty Nester, Wales
I do the same road every day and some
days I think, ‘I could do this with my
eyes shut’, but actually I couldn’t
because really every day is different.
Every day I do the same road, but really
every day it is a different road
Driver, Empty Nester, Wales
65
The Shared Road
66
A powerful distillation of one key thought that underpins
what nearly all see as the crux of the matter: that too
often, road users are pitted against each other
•
A call to arms that motivates both
Drivers and Riders, ultimately the
one thing all groups desire
•
‘Seeing the roads through each
other’s eyes’ feels a very
compelling big idea: promises
revealing new awareness on both
sides and feels creatively rich in
potential
A big idea that feels hugely resonant though would benefit
from some specific detail to be more fully brought to life
Shared Road
67
The statistic here stands out – partly because of a relative
lack of facts in the stimulus as a whole, and because it is
striking. Though polarising…
Motorcyclists make up about 1% of traffic,
but 20% of all road deaths
Aspirants/Rejecters +
more sympathetic
Drivers
Rookies, Hobbyists, more
radical drivers
•
Highlights Riders’ vulnerability
•
Highlights Riders’ recklesness
•
A great sense of injustice: the
•
For drivers, feeling of vindication that
fears and perceptions are justified
asymmetry of what motorcyclists
stand to lose vs. more protected
road users
•
For riders, sense that drivers will make
unhelpful assumptions
A well chosen fact has the power to arrest, but needs to
limit room for interpretation
The Shared Road
Riders
It makes sense that it is hard to judge for a
motorist because most drivers have never
ridden a bike or been involved in riding so
they will need to look out more because it is
not something they think about
Pragmatist-Aspirants, 17-19, Wales
I think that everyone that drives should bike
for a year – it helps you think ahead – what
is the car in front of me doing, what is the
car in front of that car doing.
Look-at-me Rookies, 25-35, Leeds
68
Drivers
Seeing the road through each other’s eyes
makes lots of sense to me. It is a bit along the
lines of the stickers on lorries which say ‘If you
can’t see my wing mirrors, I can’t see you’
Driver, Female, 52, Wales
You have to picture yourself on a bike. The word
suggests that someone doesn’t own the road and
I think a lot of people would like that
Driver, London
Overtaking is a Shared Responsibility
Structure of this approach helps generate considerable
identification: a core ethos allied to a specific scenario
•
Pinning actions to a scenario
suggestive that behaviour change is
credible, supported by introduction
of comprehensible fact
•
Furthermore, dramatises situation
that both Riders and Drivers
recognise as points where they may
not always be being responsible
•
AND a situation both very familiar
and credibly associated with risk
Tonally collaborative and conceptually direct, there is
merit in using specific situations as a device for
encouraging all groups to consider their own faults
69
Overtaking is a Shared Responsibility
Riders
This makes me realise that as a rider I have
a responsibility to be careful when I’m
filtering traffic and it isn’t just cars that
cause the problem. I like that the last line
tells bikers and car drivers what to do
without actually blaming one or the other
Look-at-me Rookie, 22, Sutton Coldfield
There is so much going through a
driver’s mind: the road, the car in
front, all that sort of thing – and
then bang a motorbike is there
Pragmatist-Aspirants, 17-19,
Wales
Drivers
It takes two to have an accident
doesn’t it. It makes you think, you
check your mirrors more
Drivers, London
That’s what causes deaths when
they’re manoeuvring in and out of
traffic
Drivers, London
70
The Way Forward
The Way Forward
72
A summary of the challenge
•
An approach which engages both Drivers and Riders feels more fruitful
than a strategy based on distinct messaging targeting each of them. A
joint approach can help to address some of the divisiveness which
currently characterises the issue of motorcycle safety
•
THINK! work to date – especially ‘How close?’ - has managed to connect
with Drivers, it is direct and vivid, and ‘How close?’ does dramatise the
great risks of driving without conscious awareness of motorcycles. More
than this, it also seems to be effective at bringing home to Riders to the
specific dangers they face at intersections
•
Beyond this, many Riders seem to have been influenced by other factors:
personal experience of accidents, becoming more experienced on the road,
direct on-road communications. There is an opportunity to complement
this with ATL advertising which really connects and encourages a higher
level of awareness
The Way Forward
73
The range of potential strategems
•
Research suggests that a communications focus on the physical challenges
impacting on motorcycle safety is limited: talking about skills, visibility,
even anticipation feel familiar to both audiences - failing to jolt Riders out
of their belief that others are responsible, and failing to encourage Drivers
to see their own responsibility vis à vis motorcycles
•
We feel a more fruitful approach is to take awareness to a higher level,
enabling both parties to view other road users and the whole arena of
danger with fresh eyes. Whereas ‘expecting the unexpected’ only weakly
equips people with the means to deal with hazards, enhanced
consciousness born out of deeper insight into the perspective of other road
users can help remove unexpectedness from the equation
•
Thus, a core organising thought around ‘see the road through each others’
eyes’ suggests great potential
Way Forward
The emerging territory
HUMANISING THE ‘OTHER’
Identification
Breaking down ignorance, etc
SEE THE ROAD THROUGH OTHERS’ EYES
New insight into the challenges, dangers, etc
Richer understanding of behaviour
DEEPER AWARENESS ON THE ROAD
Cognitive visibility
Better anticipation
Less blame
74
Way Forward
75
Concretely, these concepts work together to constitute a
powerful approach
Humanising
(beyond the
road):
applied to
BOTH parties
Greater
cognitive
conspicuity
on the road
Switching
perspectives
A concrete
scenario
dramatising
responsibility
of both sides
DEEPER AWARENESS
Better understanding:
better judgement and
anticipation
Deeper awareness
of other’s
perspective can
minimise the
danger in such
situations
Way Forward
76
1% vs 20% is highly impactful, and if framed in the right way,
can help prompt greater awareness of the risks they run
Other stats generally not provoking surprise or reappraisal
Motorcycling known to be dangerous, especially by riders themselves:
statistics often don’t sufficiently reframe safety discourse
Phrasing of the statistics problematic for some:
convoluted sentences or unclear figures invite confusion or challenge
HOWEVER
Short, clear, powerful statistics such as ‘18 motorcyclists are killed or injured on
the roads every day’ have impact:
quantifiable, comprehensible, close to home
Statistics have to be unequivocal to make this audience
reassess attitudes to safety and behaviour on the road
The End