2017 Evaluation Report

Transcription

1 2017 Evaluation Report 1

2 Headline statistics Highest ever reach estimated 3.8M people got involved, overall reach estimated at 10M #RoadSafetyWeek used 26.7K times in November 8K on the Monday alone Record views on Facebook up 370% from 2016 Biggest ever online action pack more than 25K free resources downloaded 1,800 giant selfie hands distributed across UK Summary Road Safety Week 2017 took place from November The theme Speed Down Save Lives focused on the dangers of driving too fast; the benefits of keeping within speed limits; and the technology available to help protect road users, especially children, pedestrians and cyclists. RSW2017 received tremendous public support: nearly 9,000 organisations registered to take part; an estimated 10 million people were reached through events and communications; a record number of visitors accessed the Road Safety Week website; and 1,800 giant selfie hands were distributed for use at public events and across social media. For RSW2017, Brake teamed up with a number of industry professionals to communicate important lifesaving messages to different audiences. An award-winning children s TV presenter fronted our speed matters video for primary school children and those responsible for their safety; a chief transport scientist was transformed into an animation for our No need to speed explanimation film for adults; politicians put road safety on the agenda by holding live debates, public events and media interviews; and our imagery was displayed on large screens across the UK. The Trauma Audit Research Network (TARN) gave us access to exclusive figures that showed the devastating effect of road crashes on hospital admissions, and, as in previous years, a dedicated group of seriously injured and bereaved road crash victims shared their heartfelt stories through interviews and social media videos to bring home the true impact speeding has on people s lives and communities. Along with our largest action pack to date, we gave thousands of road safety professionals, the media and the general public the tools to run events and raise awareness about the need for drivers to keep their Speed Down and challenge decision-makers to help Save Lives. Road Safety Week 2017 was made possible thanks to the generosity of our supporters: Headline sponsorship from Aviva and BriteAngle Grant funding from the Department for Transport Involvement of thousands of schools, organisations, communities and individuals 2

3 Community engagement Road Safety Week inspires thousands across the UK to devote personal and professional time to activities that raise awareness about key road safety issues. Our website and free resources encourage schools, organisations and community groups to get involved at little to no cost, other than their invested time. This year s theme of Speed Down Save Lives really appealed to organisations, road safety professionals and schools wanting to share important messages with all road users, whatever their age or mode of transport. In 2017 a total of 8,953 people registered to take part in Road Safety Week almost 1,000 more than the previous year. More than half the registrations came from educators (4,958), with the rest coming from community groups and individuals (2,579), companies (1,098), and road safety professionals (318). From data collected at the point of registration, we have estimated that around 3.78M people planned to get involved with RSW, with the total wider reach estimated at being in the region of 9.93M people. These figures are almost double those from Who registered for RSW17? educators companies road safety professionals community & individuals Road Safety Week is an ideal opportunity for individuals and organisations to bring road safety to the forefront of people s minds, whether it s through large-scale public campaigns or one-to-one engagement. Thanks to widespread marketing through e-cascades, bulletins, press releases, social media posts, and help from outside organisations, including at least 179 Local Education Authorities, community involvement continues to be at the heart of the event. For case studies visit roadsafetyweek.org.uk/you-did-it. New for 2017 was our involvement map plotting information of 1,979 planned activities taking place across the UK. The map was an opt-in feature to allow people to share their events and help inspire engagement in other communities. This feature proved so popular, we will use it again in

4 The website includes a members area where we host a package of free resources to support activities. In 2017, the website received the highest number of unique visits ever, with 29,452 visits during November, of which 15,282 were during RSW itself a 28% increase from The website had a total of 66,327 visits throughout ,000 more than 2016 and 18,000 more than The members' area received 43,088 views, and resources were downloaded 25,267 times again an increase from Breakdown of resources downloaded We produced 65 free downloadable resources for a variety of audiences (schoolchildren, educators, road safety professionals, companies and communities). Resources included posters, selfie frames, activity sheets, website banners, certificates, colouring sheets, fact sheets, guidance sheets, assembly and lesson plans, interactive tools and template press releases. Brake also ran a webinar that was attended by more than 300 road safety and company professionals, and a webcast for educators, which was viewed more than 1,300 times a 163% increase on the previous year s viewing figures. schools companies road safety professionals community & individuals at-work drivers For the first time, we launched a blog section on the website to inform and inspire people to take action and raise awareness. Contributions came from partners, researchers and campaigners including Think!, Highways England, Living Streets, Child Brain Injury Trust and our sponsors. Our top post by BriteAngle was viewed nearly 2,000 times. THINK! launched its new suite of educational resources for early years to coincide with the beginning of Road Safety Week. This included 10 lesson plans, two films, three interactives and seven supporting documents. This resulted in 7K+ visits to the homepage and 700+ downloads on the first day. Media coverage of the new resources resulted in a total reach of more than 50M on social media and 8.5M online. 4

5 Interactive resources To help inform people about the science of speed and why driving too fast is dangerous, we produced three new interactive resources that were widely shared in classrooms, workplaces, public screens and on social media. These were available in the run up to RSW via the members area, to enable anyone who had registered to plan how best to use them for their engagement activities, before being released to the general public at the beginning of the Week. Our three-minute No Need to Speed fun animation for adults uses the science of speed and the physics of road crashes to show why it s important for drivers to keep within speed limits. TRL s academy director Richard Cuerden explains how driving too fast increases the risk of a loved one being hurt or killed in a road crash. No Need to Speed 3,537 views during November 2017 In speed matters with Maddie Moate, a group of primary schoolchildren explain how and why children view roads differently and why it s important for drivers to keep their Speed Down in places where people live. Children s TV presenter Maddie gives a simple introduction to kinetic energy and stopping distances, while the children say what they want grown-ups to do to keep them safe. speed matters with Maddie Moate 5,059 views during November 2017 We created a new stopping distance game to help inform people how far it would take a car to stop at different speeds due to the thinking and braking times. We also included useful facts to help deepen players knowledge about the benefits of driving slowly. Stopping distance game 3,635 views during November 2017 Note: In line with Brake s strategy, we developed and reviewed all our resources to ensure they were appropriate for the relative audiences and would help achieve the aims of this project. Small-scale testing and reviews were carried out by industry professionals, including road safety practitioners, academics, researchers, teachers, drivers and children. Thank you to everyone who assisted with the development of these resources on a volunteer basis. Small-scale evaluations were carried out on each resource, which are detailed later in this report. 5

6 Resources to raise awareness We produced a range of resources to raise awareness of the dangers of speeding, to inspire and encourage people to take part in Road Safety Week, and to support the thousands of activities that they ran across the UK. We provided a range of free and low-cost items via our shop, including 1,800 giant selfie hands that were used at events and on social media to promote the Speed Down Save Lives message. This proved the most popular tool, as the social media figures given later in this report highlight. 137,000 No Need to Speed booklets were distributed across the UK, including at all 619 Kwik Fit centres. 54 large banners were displayed in community spaces during RSW classroom packs were used by schools to help inspire children to take home important messages about road safety. 1,200 free hard copy posters were sent to events and venues to support Road Safety Week activities. We created a 10-second video and four graphics that were shown on 1,558 digital screens at petrol stations across the UK. These were shown within the paying area 9.44M times during Road Safety Week, helping inform drivers and passengers of the dangers of speeding. 6

7 Target audiences Children and young people continue to be the main audience for activities as our registration numbers (4,958 educators) and resource downloads (14,951 educators) indicate. Many companies and road safety professionals also tailor their Road Safety Week activities towards children and young people by visiting schools or inviting them to events. Road crashes are one of the leading causes of death and injury among children and young people, and speeding traffic puts many more off walking and cycling. Children and young people are also great advocates for change and enjoy speaking out for safer and healthier journeys, including calling for more 20mph limits. Road safety practitioners, including police, fire and local authority officers, once again played a key role in running demonstrations and activities. Although this group accounts for a small number of registrations (318), their total reach is far greater estimated at 1.64M. Their activities include running public events and displays, as well as enforcement activities targeting speeding drivers. As in previous years, we saw that many companies, especially those who employ at-work drivers, use Road Safety Week to show support for road safety and to promote life-saving messages to employees, families, customers, suppliers and the local community. Company events ranged from sharing important messages through their communications channels, to running media events in partnership with emergency services and schools. Again, the relatively small number of company registrations (1,098) doesn t convey the full impact of their involvement, as the overall participation from this group is estimated to be in the region of 1.07M people. This is because every fleet manager who registers is likely to engage a large number of staff and contractors through their fleet s activities. Community groups and individuals ran a host of different activities from displays in local libraries and community centres, to campaign-led activities calling for slower speed limits on their streets. RSW2017 was well supported by politicians from parish councils and local authorities, to MPs holding events in their constituency. Some of their public affairs work is mentioned later in this report. People also used the Week as an opportunity to raise vital funds for charities that support road crash victims, including Brake. Fundraising events included dress-down days, bake sales and awarenessraising bucket shakes at bus and railway stations across the UK. 7

8 Media activities To bolster engagement and help raise awareness, Brake conducted a successful media campaign, promoting crucial road safety messages to millions of people nationwide. The news story: Brake commissioned an analysis by the Trauma Audit and Research Network (TARN), which revealed exclusive figures that one in five (20%) patients admitted to trauma centres in England and Wales in 2016 were involved in road crashes. Road collisions were the second largest cause of trauma admissions, with 11,486 road users the equivalent of 31 a day being admitted with life-threatening injuries. Brake issued a national news release, plus specialist releases for regional and trade media, which showed this data broken down into different categories. This included statistics for regions, age groups and road user type. We revealed that young people account for more than one in five (21%) trauma admissions the largest affected age group. Children make up the biggest age group of pedestrian casualties, comprising almost one in six (17%) admissions. Looking at types of road user, motorcyclists comprise the largest proportion of admissions (25%), followed by drivers (23%), pedestrians (21%) and cyclists (16%). Almost a third (32%) of pedestrians, and almost a quarter (24%) of cyclists, suffer serious head injuries. Launch event: Our national launch event saw medical professionals talk about the devastating injuries they witness because of road crashes. This was hosted at Southmead Hospital Bristol, by the Severn Major Trauma Operational Delivery Network, who also carried out a week of activities to raise public awareness. Brake staff assisted with filming and photos at the launch, and provided large banners, resources and t-shirts. Several bereaved and/or seriously injured road crash victims also shared their stories about how they had been directly affected by a speeding driver. Many conducted media interviews, while seven produced powerful short videos that were shared on social media. 8

9 In the build up to RSW2017, Brake staff sold in the story to broadcasters to ensure coverage during the Week. Embargoed press releases were issued to generate interest, and to enable journalists to set up interviews and arrange filming opportunities with Brake staff, medical professionals and volunteers. Filming mostly took place in TV studios in London, while radio interviews were coordinated via Brake s ISDN line. In Scotland, we focused on the fact that almost 10,000 people were injured on Scottish roads in the 12 months to June Provisional statistics from the Department for Transport revealed that 9,705 people were injured and 159 were killed in crashes. This led to widespread media coverage, including on the main BBC television news. A range of public affairs activities took place in support of the media campaign. 26 MPs signed an Early Day Motion (EDM) highlighting Road Safety Week and the important work it does to raise awareness of road safety issues. This was signed by leading politicians from all main parties, including PACTS chairman Barry Sheerman. In Holyrood, we helped Clare Adamson MSP, who convenes the Cross Party Group on Accident Prevention and Safety Awareness within the Scottish Parliament, to secure a Road Safety Week debate on the Tuesday evening, with some great praise for Brake and RSW2017 s key campaign message. Many other organisations and professionals ran media activities that were supported by Brake. Other largescale launch events included: City of London Corporation and Diva Creative highlighted the vulnerability of pedestrians by bubblewrapping volunteers to launch their Be Brake Ready campaign outside Liverpool Street station. BBC Countryfile presenter Adam Henson helped Gloucestershire Road Safety Team launch its rural road speeding campaign. The initiative reunited the emergency services that helped rescue and care for a speeding driver who was injured. Racing car driver Nic Hamilton spoke about why speed should be kept for the racetrack during a pre-rsw media event run in conjunction with the Leeds-based organisation BigChange. 9

10 Media coverage Brake recognises that securing UK-wide media coverage is critical to the success of Road Safety Week and conveying its messages as widely as possible to the public. Brake and partners achieved the following coverage that specifically referenced Road Safety Week: Print and online We secured at least 1,209 items of media coverage a 15% increase from This included press and online articles in national publications such as the Daily Mail, Mirror, Metro and i. We also secured regional press and online articles (in major publications such as the London Evening Standard, Manchester Evening News, ITV.com (regions), Daily Record, Wales Online, and Yorkshire Post). Further coverage came from specialist publications such as those focusing on road safety, transport, health, education and charity news. Broadcast Alongside a strong print and online representation, Road Safety Week also gained a lot of attention from national and regional broadcasters. Exact figures are not as easy to establish as with print, but the Brake team carried out at least 25 interviews. Regional ITV journalists covered the story and interviewed our volunteers. BBC Scotland covered our Scottish release. Road Safety Week was covered in morning bulletins across an array of local, regional and national radio stations thanks to work done in advance by the Brake team, working in conjunction with the BBC, Global and Bauer media. Many BBC local stations also covered the event by holding discussions and phone-in sessions during their morning and afternoon shows. 10

11 Social media Alongside traditional print and broadcast media coverage, Brake launched a successful social media campaign that focused on engagement with communities. Schools, emergency services, politicians, companies, individuals and celebrities all helped to spread this year s message, using the free resources offered within the RSW2017 action pack, and our selfie hands promoting the campaign. The selfie hands proved to be an enormous success, with three times as many distributed as equivalent resources in the previous year. In the weeks leading up to RSW2017, and during the Week itself, the public showed its support on social media by posting selfies using the two official Road Safety Week hashtags (see below). This was fantastic publicity, helping to spread the message that driving more slowly can save lives. We produced 10 new infographics highlighting various road safety issues, and these, along with other visual resources, were shared extensively via Twitter and Facebook. Our most popular tweet, which included one of these images, had 119K impressions three times as many as the top tweet of During November, #RoadSafetyWeek was used 26,786 times a 42% increase on the previous year. The hashtag was used 7,959 times on the first day of RSW2017 helping it trend throughout the UK, peaking at number four. #SpeedDown was used 8,586 times nearly twice as many times as the campaign hashtag for 2016 (#BrakePledge) was used. We saw a massive increase in engagement through Facebook this year. Engagement with RSW2017 posts reached 17,845 a nearly 600% increase on the previous year s figures. Post impressions totalled 677,416 three and a half times as many as These figures were helped by the popularity of our volunteer videos, which were viewed 72,530 times. We used Thunderclap to simultaneously broadcast via multiple social media platforms a message that reached more than 2.1M people. In 2016, a similar initiative reached an audience of just short of 1.1M people. 11

12 Resource evaluation In line with Brake s routine evaluation of the resources we produce, we carried out small-scale evaluations of a number of individual resources. This enabled us to see how well the resources were received and determine whether they achieved their individual aims and objectives, as well as meeting the wider objectives of RSW. Constructive feedback is also used to guide the development of future resources. Stopping distance calculator A feedback form was embedded into the game, which asked questions about the design of the game, ease of use, awareness raised, and knowledge gained. We received 23 responses, of which: 100% rated the ease of use, design and information about stopping distances as Good, Very good or Excellent; 92% said the resource helped them learn about stopping distances ; 78% said it raised their awareness of the dangers of speeding ; and 100% said they would recommend the resource to others. No Need to Speed animation Small-scale before-and-after surveys were completed by groups of employees. Questions were devised to measure whether the film raised awareness about the dangers of speeding and whether viewers gained knowledge. We received 28 responses from individuals, aged 17-61, from organisations including utility companies, councils and fleet operators. The biggest areas of knowledge gain (82% of respondents) related to the number of people who die on the world s roads every year (more than one million), and why a small increase in speed is so dangerous (because it increases risk of injury). The lowest levels of knowledge gain (0%) related to reasons for speeding, but this was because all respondents correctly stated, both before and after watching the film, that none of the excuses listed was acceptable. Of those that answered the question, 92% said that they liked the film. Survey results: 100% of organisation representatives that used this resource rated it Good, Very Good or Excellent speed matters with Maddie Moate Small-scale before-and-after surveys were completed by teachers and small groups of pupils. We asked questions to establish whether the film raised awareness of the dangers of speeding and whether pupils gained knowledge. We asked teachers whether they felt that pupils were engaged and whether the film raised awareness of road safety issues. We received responses from 97 pupils, with more than half showing knowledge gain in 5 out of 7 areas. The highest level of knowledge gain (53%) related to the type of energy (kinetic) in a moving car. The lowest level of knowledge gain (17%) related to whether a fast car takes longer to stop than a slow car, but this was because the majority of pupils already knew the correct answer. 100% of teachers surveyed said that they felt the film raised their pupils awareness of the dangers of fast traffic, deepened their knowledge and they would recommend it to others. Survey results: 98% of educators that used this resource rated it Good, Very Good or Excellent 12

13 Feedback After Road Safety Week, Brake collected information on school, community and company involvement initiatives. Due to the sheer magnitude of the Week, it is not possible to measure precise levels of engagement or capture details of every event; however, for RSW2017 we received feedback from 414 individuals 42% more than in 2016 and the most ever for this project. We conducted an in-depth telephone feedback survey for participants, calling 250 individuals. Some highlights of the feedback we received are given below. Our free online action pack was accessed by: 88% of educators 90% of communities 96% of organisations 92% of road safety professionals 98% of educators said our assemblies, lesson plans, posters, colouring sheets, activity sheets, factsheets & infographics were Good, Very Good or Excellent 2/3 of educators used our posters making it the most used downloadable resource. 99% of respondents rated them Good, Very Good or Excellent Our guidance sheet was the most popular resource, used by 65% of communities and individuals that responded to our survey these included third sector organisations and groups from the Girlguiding and Scouting associations. Road Safety Week provides a fantastic opportunity for emergency services to reach key audiences and deliver lifesaving messages. Sean Bone-Knell, road safety lead, National Fire Chiefs Council The speed fact sheet really related well with parents and they were able to understand how not only their own driving, but the driving of others, can impact on children and families. 100% of organisations said our guidance sheet, animation, posters, factsheets & infographics were Good, Very Good or Excellent A huge thank you to everyone who made Road Safety Week 2017 possible! 13