Road Safety Commission Western Australia: Time With Mum SUMMARY The Road Safety Commission, a Western Australia government body, used social media videos to reduce the number of young drivers speeding. Speeding was a persistent problem in Australia, and previous attempts to influence drivers by appealing to their care for others had not worked. This campaign focused on the consequences of speeding for the driver, featuring and making fun of a driver who had lost his licence and had to rely on his mother to get around. The videos posted on Facebook and YouTube resonated with the audience, got 40% of drivers to rethink their behaviour, and led to a decrease in speeding infringements of 30,000. Executive summary This case study shows how the Road Safety Commission Western Australian tackled the most difficult group of reckless drivers, finding a new way to connect with this impenetrable audience by creatively taking away what mattered most to them - their freedom. How do you get a group of ego-driven, defiant, reckless drivers, who are immune to the consequences of speeding, to start thinking about their behaviour on the road? Recidivist high-range speeders, predominantly younger males, endorse speeding, and are not motivated by fear of personal injury. Being socially ostracised and disconnected as a result of losing their licence, however, is highly motivating. Our innovative creative idea was 11-part Facebook/YouTube webisode series, following licence-loser Nate in real time during 90 days of passenger-seat hell with his mum firmly in the driver's seat. His independence, social life and even front-seat status slowly evaporate after losing his licence. The messaging was highly targeted to demonstrate what's at stake: 'Lose your licence, lose your life.' This, combined with our unique influencer strategy, saw unprecedented engagement for a government campaign, got 40% of our boys rethinking how they drive and reduced speedinginfringements by around 30,000. Market background and objectives Background In 2008, the Western Australian (WA) Government launched Towards Zero - a 'safe system' approach to improving road safety throughout the State. Since then, numerous campaigns have been introduced to tackle specific behaviour-based issues like speeding, drink driving, distractions and fatigue, all with the intent of reducing the number of fatalities and serious injuries on our roads. But it hasn't been enough... in 2016, 195 people died on West Australian roads. This means WA has a fatality rate 38% higher than Australia as a whole with 7.3 fatalities per 100,000 vs. the national fatality rate of 5.31. And, as a State, it is a long way from achieving the 2020 target of a 40% reduction in fatalities (currently sitting at just over 5%)2. A new approach With the introduction of a new Road Safety Commission in 2016 came the opportunity to approach Road Safety in a different way. A new segmentation Together with the Road Safety Commission and Kantar Public, we undertook the most extensive piece of Road Safety behavioural research ever completed in WA. Using the Sheth-Frazier's segmentation model, we sought to understand not just the behaviour of drivers, but the personalities, attitudes and motivations related to their behaviour, across a range of road safety issues. This extensive body of work identified nine segments - each with a unique combination of road safety attitudes/behaviours, and each requiring a very different communications approach. Segment 9 - 'The Untouchables' This segment was considered almost impossible to affect. Their attitudes towards road safety issues (in particular speeding) were defiant and their behaviour reckless. We stood a far greater chance of changing attitudes and behaviours amongst the majority of 'accidental' offenders than we did by focusing on this small but destructive minority. But the impact of this segment on the community meant they couldn't be ignored. In 2016, 73% of all fatalities on WA roads were male, and 55% aged 18-39. This is our Segment 9 audience. A mere 11% of the driving population, but responsible for a catastrophic majority of road accidents and fatalities3. Speeding is at the centre of the attitudinal and behavioural issues for this group. They inherently understood that drink driving, using their phones and not wearing their seatbelts wasn't OK, but speeding, well in excess of the limit, had become habitual for them. Sticking to the limit felt 'unnatural' and frustrating. They consider themselves 'expert drivers' (despite being the least experienced of all segments) and they use as justifications that they are 'in control' and it's their 'choice' to speed. They don't see it as particularly dangerous, but instead justify it as an 'efficient' way of driving - impatient to get to their destination faster. They externalise blame - other drivers cause the problems not them - and fundamentally do not believe they will ever wind up a statistic (they are too good for that)4. And so this became our challenge. Find a way to influence the attitudes of a segment of drivers considered 'immune' to road safety campaigns and impossible to influence. And in a way that demonstrates the government's understanding of this audience and preparedness to tackle things differently. Campaign objectives 1. Cut through and engagement: Ensure Segment 9 took notice and didn't reject our message Outperform the industry average completion rate of 11%, with an ambitious 15% target, for our 11 digital videos - or 'episodes' - of time spent in the car with mum5. 2. Affective impact: Get a message across that was going to impact attitude As a first of its kind, we had no benchmarks against which to evaluate the takeout of our specific campaign messages, so we set a target to outperform Kantar's 50% average for cumulative message takeout and the same target for the campaign's emotional impact. 3. Cognitive processing: Drive intent to act Our measure of success for this goal was to get 33% of Segment 9 members to rethink the way they currently drive as a result of seeing the campaign. 4. Social sharing: Encourage people to spread the word Our measure of this goal was our campaign's organic reach on Facebook. If our influencers were spreading the word through shares and tags, we would see the organic reach percentage increase and our reliance on paid promotion go down. Our target was 10% organic reach vs. the 8.7% industry benchmark6. 5. Behavioural response: Reduce the number of people speeding on the road Reduce year-on-year speeding infringements in excess of the previous five-year annualdownwards trend at -3.2%, which equates to around 17,100 fewer speeding infringements based on 534,096 issued last year (July 2015 - April 2016)7. Insight and strategic thinking Target audience: Segment 9, 'The Untouchables' High-risk takers, deliberate and 'defiant' speeders - at both low and high levels. Demographics: Younger, male, metro drivers. They're not your 'typical hoons' - in fact they hate the term. This was an eclectic group of individuals, which skewed younger and male but included everyone from young lawyers and doctors, to tradies and students. One in five also have a motorcycle. Behaviour: Regular offenders (one in six claim to 'always' speed). Engage in high-level speeding (10km/hr+ over the set limit). Almost all have been fined, and a quarter in the last six months. More than a third have knowingly driven whilst drunk in the past 12 months (37%). 17% type texts while driving regularly. 15% have not worn their seatbelt in the past month. Attitudes/culture: High risk takers. Endorse speeding and are more likely to speed across multiple occasions. 47% of this group believes speeding is ok. Two thirds think the speed limits in WA are too low.Least experienced driving segment. More concerned with being caught than having a collision. Strategic thinking and insight To find a new way in, we carried out deep dives to learn more. For Segment 9, their car was their greatest pride and joy, not as a 'badge' but because it was theirs. Our key insight was uncovering that whilst they care about the financial burden of fines, this pales in comparison to losing their points. Because when your points are gone, you lose your licence, and with it your car, your freedom and independence. And potentially even more - lose your licence and you risk losing your friends, social standing, job, income. Suddenly, you're dependent on your family and friends to get around. And it cuts deep on an emotional level too. Suddenly you're dealing with disappointment and judgment from those one or two people in your life (parents and partner) whose opinion actually matters to you. Every one of these guys has seen a mate go through this, or experienced it at one point in time for themselves. It was described as "the worst three months of my life" and not something any of them want to experience (again). For the first time, we wanted to show them a consequence of their behaviour that they could actually relate to. Our strategy was to show our Segment 9ers what life was like without their car - 90 days without their freedom and reliant on those around them - and focus on those influencers that stood the best chance of getting through to our young males - their mums. Our strategic idea: We took away the thing they care about the most - their freedom - and showed them what three months relying on lifts from mum would look like. Implementation, including creative and media development Working with experienced comedy writers, we developed an 11-part Facebook/YouTube webisode series - Time With Mum. For three long months (the typical length of a suspension), the series followed our licence-loser Nate in real time as he was stuck in passenger-seat hell with his mum at the wheel. From the true horror of listening to his mum's killer karaoke, to the shame of having her drive last night's booty call home - we watched every agonising moment as Nate's independence, social life and will to live slowly evaporated in front of his very eyes. The campaign's communications strategy comprised four distinct components. 1. Tell the story through the eyes of someone relatable To minimise the likelihood that Segment 9 - traditionally cynical of government road safety advertising - would ignore the message due to a lack of interest, authenticity or relevance, wecreatively built a platform around a truly relatable central character, ensuring the campaign's tone was carefully balanced between humour and reality. The character of Nate was carefully curated to be lovable and real. A good guy who obviously loved his mum but who pushes the boundaries. He worked, he went to the gym, he played footy and he hung out with his mates. He had one-night stands, tattoos he will probably regret one day and an expectation of having the freedom to live life his way. Our 11-part series of Facebook/YouTube webisodes was directed by Tony Rogers (director of cult TV series Wilfred) and followed our licence-loser Nate 'Dawgg' in real time over 90 days of passenger-seat hell with his mum firmly in the driver's seat From a channel perspective, this needed to be something our audience could absorb, in their own way, and share with their mates. As a result, media investment was weighted with preference for the digital channels we knew performed well amongst our audience (particularly social) and each of the 11 episodes was launched via Facebook and YouTube. Our hope was that this social-led strategy would also empower friends and family to get involved; naming and shaming those who could use a timely reminder of the social consequences potentially awaiting them. Social also gave us a way to boost the credibility of Nate's character. We gave him his own social profiles, which documented his entire excruciating and humiliating journey one post at a time. 2. Amplify the campaign's reach/talkability Whilst social gave us an effective means of reaching our target audience, we needed to ensure that we didn't ignore those who our Segment 9 drivers said they listened to the most - their mums. As such, the episodes that gained the most traction online were broadcast during primetime TV, with the message further amplified through mainstream online news networks via PR. Even local radio celebrity Nathan got on board, with Time With His Mum Marlene filmed and shared with the audience. 3. Deliver timely reminders to reconsider their attitudes/behaviours We provided our audience with timely nudges in the right direction when they were most susceptible to doing the wrong thing. Which is why, as our audience headed off on holiday, had an afternoon beer or enjoyed a night out with friends, we hit them with tactical outdoor and radio advertising. 4. Empower the people with the greatest chance of impacting Segment 9 Finally, we gave mums the power to steer the campaign and scare their offspring. Facebook Connect turned their daily posts into personalised news bulletins, from Baby John Burgess (a favourite of every Aussie Boomer Mum), which gave his own speeding sons a taste of how life in mum's car would be. Performance against objectives Time With Mum illustrates the importance of making sure the consequence is motivating to the people you're trying to influence. Our campaign creatively took a licence away for 12 weeks. But that little card was Segments 9's key to freedom and nothing could have been more motivating. 1. Campaign cut through/engagement: We ensured Segment 9 took notice Over half (56%) said it wasn't like any other road safety ad they'd seen before. The campaign's uniquely targeted approach minimised the chances of our audience dismissing it as government road safety advertising, leading to sustained engagement levels. Target: 15% completion rate. Result: 23% completion rate across all of the Time With Mum videos, 1.5 times the campaign target and double the industry benchmark of 11%. 2. Affective impact: We got our message across to impact attitude We successfully communicated the one consequence to influence Segment 9 - the threat of losing their licence. Target: 50% for both the cumulative message takeout and the campaign's emotional impact. Results: A cumulative message takeout of 78% and emotional impact at 76% (90% amongst 17-24). 'Lose your licence, lose your life/your life will be affected' (35%); 'Lose your licence and you will have to rely on your friends/family to drive you around' (18%); 'Lose your licence, lose your freedom/independence' (15%); 'Losing your licence can be inconvenient for everyone' (10%). 54% saying it made them think about the embarrassment of losing their licence, increasing to 70% amongst young adults (17-24). 53% saying it made them think about how their life would be impacted if they lost theirlicence, increasing to 71% amongst young adults (17-24). 3. Cognitive processing: We drove intent to act Our messaging drove intent - a significant result for a group of people who were considered 'untouchable' and deemed impossible to influence through a government advertising campaign. Target: Get 33% of Segment 9 to re-think the way they currently drive. Result: 39% of Segment 9 members who saw the campaign said that it made them re-think how they drive on the road. 4. Social sharing: We encouraged influencers to spread the word As we developed our communications strategy, the important role that our target's close family/social circle would need to play in influencing their attitudes and behaviour became more and more evident. Our measure against this goal was our campaign's organic reach on Facebook. If our influencers were spreading the word through shares and tags, we would see the organic reach percentage increase and our reliance on paid promotion go down. Target: 10% organic reach (8.7% industry benchmark). Result: Our influencers certainly played their part - with Facebook reach at 833,000 and 70,000 peer-to-peer 'social shaming' amongst Segment 9 friends and family - helping to deliver organic growth of 20%, accounting for 376,890 views of the Time With Mum videos, double our campaign target. 5. Behavioural response: We reduced speeding infringements We got Segment 9 to take notice, re-evaluate their attitude towards road rules and commit to behaving differently, leading to a reduction in the number of people speeding. Target: A 3.2% year-on-year reduction in speeding infringements (c.17,100). Result: We delivered a 5.6% reduction - a 29,698 decrease, well in excess of our 17,100 target (+74%). Eliminating other factors All of our results are due to our campaign. Other advertising or PR was not a factorPrior to Time With Mum, no attempts had been made to tackle Segment 9's speeding. And, during the campaign, no other speeding campaigns were in market. Road safety is a topic covered almost daily in WA media, particularly in 2016, when 194 people died. Whilst it might be expected that media attention would impact everyone's driving behaviour, Kantar research has shown that Segment 9ers are 'immune' to these messages and the impact of speeding. On-road enforcement changes were not a factor Across our campaign period, we saw an additional 3,800 mobile speed camera hours per month. However, this was not made public so West Australians were unaware of WA police's increased capacity to catch and fine speeding offenders. Increased hours would also be expected to drive an increase in speeding infringements, not the 5.6% decrease seen8. Lessons learned Lesson 1: No segment is too hard to tackle Too often we look at the segment in the top right-hand box and put it in the 'all too hard for now' basket. There's limited budget, lower-hanging fruit and the strong desire to see demonstrated return immediately. But if they are the biggest culprits, the toughest get or the biggest (albeit seemingly impossible) opportunity, then perhaps this is exactly where we should be starting. Time With Mum was a wonderful lesson in jumping in feet-first and not giving up until we found an 'in.' It was a demonstration that with the right partners, a deep connection with our target audience and a truly insightful and engaging creative idea, we can in fact move the unmovable. Lesson 2: The most significant of consequences isn't always the most potent driver of behaviour change Behaviour change work is some of the most rewarding work we as an industry. We help people. And in the case of road safety our ultimate objective is to save lives. It's a pretty noble challenge. And of course it's the ultimate consequence of doing the wrong thing when you're on the road. All too often our desire to impact the outcome takes us straight to this place. We focus on the extremes - killing yourself, killing someone else, landing in a wheel chair for the rest of your life... And we show the carnage. We attempt to shock people into submission. And for some audiences, it's works. But it's not always the solution. Time With Mum was a wonderful lesson in making sure the consequence is motivating to the people you're trying to influence. In the case of Segment 9, we didn't focus on anything 'big' at all. In fact, all we did was take a piece of plastic away for 12 weeks. But that little card was their key to freedom and nothing could have been more motivating. "The horror of choreographed crash scenes has nothing on the emotional stopping power of your own mother's taste in music. Nate is the perfect anti-hero for young drivers who crave control of their love lives, work weeks, and passenger-side windows." - Richard Berney, executive creative director at 303 MullenLowe Perth Lesson 3: Entertainment is everything Road safety is a serious topic, but getting too serious about it, in this entertainment-fuelled day and age, and with a segment that literally lets their life play out daily over social media, would never have worked. So we took it to them and did it their way. And it worked. Not only did they engage but their engagement lasted for 12 weeks and over seven minutes in total. We took a risk with the format and we didn't let the topic get in the way of the need to entertain in order to engage. Lesson 4: We're not in this alone Perhaps one of the most important lessons we learnt from Time With Mum about creating an effective campaign is to not get so focused on the audience you're trying to influence that your tunnel vision makes you ignore others that can make lot of the heavy lifting for you. One of the reasons that this campaign proved so effective was because it resonated not just with our audience but with those who stood the greatest chance of influencing their behaviour - like their family and their friends. Lesson 5: Sometimes less is more And the last lesson... being funny, relevant and entertaining for a younger audience doesn't mean you need to be Aziz Ansari. Nate was real, raw, and didn't say more than two words to his mum in any of the videos we shot. That's relatable content.

QUESTION:

QUESTION 1 Question1.1 "Our measure of success for this goal was to get 33% of Segment 9 members to rethink the way they currently drive as a result of seeing the campaign" You have been asked by Road Safety Commission to explain how understanding cognitive processing as a principle of learning may be an effective strategy in driving intent to act . Ensure in your response you clearly explain from a marketer's perspective how learning theory can be successfully applied strategically as part of a marketing mix campaign ? . Question 1.2 Referring to one external influence, explain how this ( external) influence can be applied to 'reckless drivers' becoming more receptive to the campaign? Use examples from the case study

QUESTION 2 Question 2.1 'Time With Mum illustrates the importance of making sure the consequence is motivating to the people you're trying to influence'. Why is it important for marketers to understand the family unit? How might marketers use this knowledge to influence the behaviour of others within the family unit ? . Question 2.2 A cumulative message takeout of 78% and emotional impact at 76% (90% amongst 17-24). Explain how emotional appeals impact an individual's level of involvement and decision making behaviour ?.

QUESTION 3 "- a significant result for a group of people who were considered 'untouchable' and deemed impossible to influence through a government advertising campaign" How difficult is it to shift consumer's attitudes? Reference and discuss two attitude-change strategies in detail that the Road Safety Commission could employ with the objective of : - Shifting the mindset of those drivers with specific behaviour-based issues like speeding, drink driving, distractions and fatigue.