1. MAST, MOSAIC & MARCOMMS BREAKOUT SESSION Dan Campsall, Richard Owen & Steve Ferris

2. Session Aims Utilising MAST in intervention design Using Contributory Factors (CFs) for campaign development Tackle issue at a regional level Utilise an array of data sources to determine outcomes

3. UNDERSTANDING THE DATA Richard Owen 3

4. DEFINING AN APPROACH 4

5. INTERPRETING THE DEMOGRAPHY Dan Campsall

6. Regional Distribution 6 Group OGroup K

7. Type O Receptivity – Face-to-face – Local newspapers – SMS text Unreceptive – Internet – Telephone – Post Adult Age (6/15) Presence of Children <18 (2/15) General Health (13/15) Attitude Towards Police (15/15) Degree (15/15) Environmental Concern (15/15) Internet Usage (13/15) IMD (1/15) Annual Mileage (12/15) Car Ownership (12/15)

8. Type K Receptivity – Face-to-face – Local newspapers – SMS text Unreceptive – Internet – Telephone – Post Adult Age (8/15) Presence of Children <18 (5/15) General Health (12/15) Attitude Towards Police (14/15) Degree (14/15) Environmental Concern (9/15) Internet Usage (12/15) IMD (4/15) Annual Mileage (9/15) Car Ownership (9/15)

9. Unlocking Assets Pen Portraits in MAST Wiki – http://mast2.roadsafetyanalysis.org/wiki/ http://mast2.roadsafetyanalysis.org/wiki/ Mosaic Public Sector Interactive Guide – http://ow.ly/upv8a http://ow.ly/upv8a Other research libraries – roadsafetyobservatory.com – roadsafetyknowledgecentre.org.uk – erso.eu 9

10. DEFINING A PERSONA

11. Kieran 21 Years Old Lives with partner Have a little girl of 3 at home Largely financed through benefits Drink driving is not the only poor driving choice 1 Preference for locally orientated communications 1 Work by TRL suggests that 47% of crash involved Drink Drivers also have other convictions

12. CRITIQUING OTHER INITIATIVES 12

13. Think! Morning After 13 https://www.youtube.com/watch?v=Z_x0NH47n ac

14. Think! PubLooShocker 14 https://www.youtube.com/watch?v=YJDsH64sq NY

15. NZTA – MAATE! https://www.youtube.com/watch?v=l0c7Rmsrxs Y 15

16. MESSAGING & CHANNEL SELECTION Workshop

17. Your Turn!

18. Levers Policy – Alcohol Limits, Later Licencing of Premises Physical Measures - ? Enforcement – Targeted Rehabilitation – Drink Drive Rehabilitation Courses Social Marketing

20. ‘BLAZED?’ AN RSA Response

21. Drug Driving in Berkshire Analysis in MAST using CF502 Poverty of data at local level, need to use national data for profiling Target demographic very similar to Kieran Drug Drive messaging alone too narrow? Combined Drink & Drug drive summer initiative: ‘BLAZED?’

22. New ‘Blazed’ Campaign 22 https://www.youtube.com/watch?v=tLOV5T2Ut XQ

23. Integrated Media Campaign Digital Video Outdoor Advertising Web content Optimisation for mobile & social media Lenticular Postcards Posters Supporting PR 23