Seatbelt campaign on-street research

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Purpose The Safer Lancashire Group identified non-seatbelt wearing as a major safety issue in Lancashire and a campaign was developed by the Communications Service to target non-seatbelt wearers. The purpose of the campaign was to help change attitudes towards wearing seatbelts within target groups which demonstrate a high incidence of non-seatbelt wearing.

To test the effectiveness of the campaign, the Communications Service commissioned the Corporate Research and Intelligence Team to look at public awareness of the campaign.
Subject Crime and community safety
Road safety
Commissioned by Safer Lancashire and Communications Service
Geographic area Burnley
Method Questionnaire - face-to-face
Consultation with General public
Date 13/03/2012 - 16/03/2012
Undertaken by Corporate Research and Intelligence Team


Number in sample 222
Key findings - One in ten respondents recalled seeing the 'Like son' campaign without prompting (10%). A fifth of respondents overall could recall seeing the campaign (20%).
- The response to the campaign images was largely positive, with respondents describing it as, among other things, effective, having a clear message and being a good idea.
- Around three fifths of respondents said they felt the campaign would change the behaviour of people who don't always wear a seatbelt (57%).
- Those that didn't feel the campaign would change people's behaviour gave the reasons that the campaign wasn't graphic enough, didn't show the consequences of not wearing a seatbelt and also that not wearing a seatbelt is an established habit which is difficult to change with a single campaign.
Outcomes The results from the on the street research proved that there was a 20% recognition of the small budget campaign and that drivers were likely to change their behaviour as a result of it. The results were used as part of the overall evaluation of the campaign and used for an award submission in the Best Business Awards, which the campaign went on to win.

Project document(s)


Contact information

For more information about this research contact:

Rebecca Robinson
01772 537787

Mick Edwardson
01772 530290