© Yankelovich 2008 The Segmentation Company a division of Yankelovich 1 Understanding and Messaging to At Risk Drivers - At Risk Driver Segmentation September.

© Yankelovich 2008The Segmentation Company a division of Yankelovich 1

Understanding and Messaging to At Risk Drivers- At Risk Driver Segmentation

September 2008

Prepared for:

Special Thanks to:

Strategic Communications Forum“Communicating in an Era of Change”

© Yankelovich, Inc. 2008The Segmentation Company a division of Yankelovich 2

Background and Methodology


Background and ObjectivesTo reduce drunk driving, The National Highway Traffic Safety Administration (“NHTSA”) wanted to “message” more effectively to “Drivers At Risk”

• “Drivers at Risk” were defined as drivers who are:

– 18 to 44

– Drive 10+ times per week

– Drink alcohol 2+ days per week;

– In the past month, have drunk 3+ drinks (female) or 4+ drinks (male) on at least one occasion

Captured information about:

– Self-reported behaviors

– Perceptions

– Attitudes

– Perceived risks in drinking and driving

– Lifestyle/leisure interests

– Demographics


Research Methodology

• 20 minute Web survey

• 834 respondents

• First two weeks of May, 2007

• “Soft quotas” by age-group

– 18-20: 7%

– 21-24: 41%

– 25-34: 38%

– 35-44: 14%


Summary of Overall Findings


If they could be identified and “reached” …

1)The greatest opportunity to reduce at-risk driving is by focusing on “Drivers Most At Risk”

– 18% of At-Risk Drivers do 82% of “serious driving under the influence” (driving within 1 hour of having 3 or more drinks)

– Such drivers are for the most part more attitudinally resistant to changing their behaviors

18%

82%

Other At-Risk DriversDrivers Most At Risk

82%18%

Other At-Risk DriversDrivers Most At Risk

Share of At-Risk Drivers

Share of “Bad” DUI’s


1)The greatest opportunity to reduce at-risk driving is focusing on “Drivers Most At Risk.”

2)The most effective communication “levers” for reducing at-risk driving are to be found in the perceptions – and misperceptions – of At Risk Drivers

Summary of Findings (Continued)

The Three R’s:

Reasons

Rationales, and

perceived Risks

The Two I’s:

Impacts, and

Influences of others

POPOV:

Perceptions,

Opinions, and

Points Of View



2)The most effective “levers” to reduce at-risk driving are rooted in “The 3 R’s, the 2 I’s, … and the ‘POPOV’”.

3)The most effective way to message is to “attack on multiple fronts” …

– Rational AND emotional appeals

– Attack and undermine dysfunctional attitudes, but …

• Recognize denial mechanisms

• Move incrementally

– Target the environment (at the bar/restaurant level)




2)The most effective “levers” to reduce at-risk driving are rooted in “The 3 R’s, the 2 I’s, … and the ‘POPOV’”.

3)The most effective way to message is to “attack on multiple fronts.”

4)Many At-Risk Drivers have a drinking problem …

– Makes modifying behavior more difficult

– Must be appealed to indirectly – so they don’t just “turn off the message”



With Limited Resources …

How Can We Effectively– and Efficiently –

Target Efforts to Reduce DUI???

• Which At-Risk Drivers should we focus on?

• Which messages should we use?

• Different messages for different At-Risk Drivers?

• Other “levers” of public policy?


• A guy walks into a bar…

Elements of a Segmentation


• IDENTIFY AND PROFILE “clusters” who require:– Different messages– Different approaches

• SELECT AND PRIORITIZE most important groups by:– Levels of risk– Ability to influence behavior

• STRATEGIZE on how to reach these groups (based on situations, attitudes, perceptions, beliefs, preferred media etc.)

• TARGET RESOURCES to achieve best “bang for the buck:”– Advertising & PR– Law enforcement– Public policy

A “Divide and Conquer” Strategy: Segmentation


Introducing:

The Five At-Risk Driver Segments


Introducing … Middle-Class Risk TakersThey are most …

• Likely to think it is OK to drink and drive “as long as no one gets hurt”

They are more …

• Likely to have been arrested for DUI

• Likely to believe that they will get off lightly

They are least …

• Fearful of DUI penalties

• Likely to take precautions to avoid driving after drinking

• Interested in being in being designated driver

“I live my life and don’t worry too much about the consequences ”


Middle-Class Risk Takers: Profile

100Drinks/ Occasion Index

145Risk of Arrest Index

74Risk of DUI Index

107RISK INDEX



74Risk of DUI Index

107RISK INDEX

Indexes of 100 = Average for all At-

Risk Drivers

20%Of At Risk Drivers

18%Of DUI Incidents

Demographics: •Lower-middle socio-economics

•Less likely to be white•More likely to have kids


• Segment is of “medium importance” (medium risk)

• Segment has a “bad attitude” – so they will be harder to influence

• Segment is unusually likely to have been arrested – but the experience “wasn’t so bad”

Middle Class Risk Takers: Implications

– To keep individuals from entering this segment, raise the pain of penalties

– Increase the visibility of enforcement

• A sub-group has particularly high levels of DUI – get them off the road!


• Although they “care less” about risks and penalties, messaging should “push the button” of their greatest fears:

– Killing someone

– Going to jail

– Losing their license

– Getting arrested

– Getting fined.

Middle Class Risk Takers: Messaging Strategies


“I’m likely to take precautions so I don’t put myself and others at risk by drinking and driving.”

They are most …

• Likely to fear that someone will get hurt/killed

• Likely to fear legal/financial/ social consequences

• Interested in “being a good person”

Introducing … Socially Accountable Drinkers

They are more:

• Willing to be a designated driver

• Likely to plan ahead for drinking occasions

• Likely to drink for taste, or to complement a meal


11%Of DUI Incidents


Socially Accountable Drinkers: Profile



92Risk of DUI Index

67RISK INDEX



92Risk of DUI Index

67RISK INDEX

Demographics: • Older• More likely to be married• Above-average income

More likely than the average to:

• Agree that drunk drivers are a problem

• Think others look down on drunk drivers

• Think drunk drivers are likely to be punished


Socially Accountable Drinkers: Implications

• Segment is a long-term, slow-but-steady risk of DUI

– They have passed the age where they are “merely experimenting” – and are likely to keep occasionally drinking and driving

• They moderate their drinking and driving -- so they “fly under the radar”

– Good news: They are not as drunk when they drive

– Bad news: They are less likely to get taken off the road


Socially Accountable Drinkers: Messaging Strategies• Segment has:

– High focus on the risks to themselves/concern for others

– High concern for opinions/judgments of others

– Strong desire to fulfill a positive self image

– A strong interest in “responsible behaviors”

• Ads should therefore feature:

– Consequences to others (those hurt in an accident, their own families) – Consequences to themselves (social shame, getting arrested, going to jail, losing job, losing license, etc.)

– Reinforcement of responsible behaviors and how good it feels to “do the right thing”

– A warning: “Remember -- it only has to happen once”


“Let’s Party!”

They are …• Most likely to be 21 to 24

• Most likely to be interested in “getting drunk”

• Often drink with groups of friends – who strongly influence them

• Somewhat less willing to be a designated driver

• But most likely to use one

Introducing … Inexperienced Social Drinkers

• More likely to “stick around ‘til they they sober up”

• Most likely to drink due to under “positive” circumstances or with positive emotions


26%Of DUI Incidents


Inexperienced Social Drinkers: Profile



123Risk of DUI Index

104RISK INDEX




104RISK INDEX

Demographics:

• Young & single

• Going to school – and renting

Average 5.3 drinks per occasion

More likely to ride with someone DUIing

More likely to say:

• “It’s not easy to find a way home after drinking unless you drive yourself”

• “It’s impossible to have good time when you are a designated driver”


Inexperienced Social Drinkers: Implications• Assuming they survive, some will “grow up” -- but others

will “graduate” into long-term problem DUIs–The goals should be:

•Keep them alive and help them avoid the riskiest behaviors

•Get the most dangerous ones off the road

•Divert them from “progressing” into other Segments

• They are more likely than other drivers at risk to use a designated driver and/or to spend the night: –Encourage this behavior


• “Make the party stop” – show the consequences of DUI:–Getting arrested/jail–Loss of license–Increased insurance rates –Someone getting killed.

• “The party is more fun when precautions are taken” (planning ahead, designated drivers, spending the night, etc.)

• Make it socially acceptable to seek – and offer – help/ intervention: feature role models who make it “cool” to plan ahead, and who make it “stupid” to take bad risks for no purpose

• Get bartenders to help: states/localities should seek (and enforce) help from bartenders in keeping young drinkers off the road

• Interventions for binge drinking

Inexperienced Social Drinkers: Messaging Strategies


“I’m unlikely to drive after having too much to

drink”

They are least likely to …• Drink excessively

• Have DUI’d in the last 12 months

• Fear killing/hurting someone while DUIing

The are most likely to …• Be older and/or married

• Drink to complement a meal, at restaurants, and at family gatherings

Introducing … Responsible Drinkers

They also believe that …• Their drinking is under control

• They are not likely to cause an accident while drinking/driving

• Drunk driving laws should be enforced


8%Of DUI Incidents


Responsible Drinkers: Profile



67Risk of DUI Index

78RISK INDEX



67Risk of DUI Index

78RISK INDEX

Demographics: 25-44, at least a college degree, married with kids, high socio-economics

Less likely than average to say:• “The penalties for drunk driving are

too harsh” • “It is not a big deal to lose your

license if you get caught Drinking and Driving”

• “It’s impossible to have good time when you are a designated driver”

• “I sometimes don’t realize when I’ve had too much to drink”


Responsible Drinkers: Implications

• Segment is a much lower threat to DUI

–Don’t “target” segment, but primarily count on “spillover effect” of messaging to other segments

–Caveat: Survey results are based on “self-reported behavior:” Are these drinkers really as well controlled as they maintain?


Responsible Drinkers: Messaging Strategies

– Show an individual who talks about how bad drunk drivers are, -- then show the same individual justifying driving because “he’s only had a few ….”

• As with Socially Accountable drinkers, a good message is:

“It only has to happen once”

• Use segment’s belief in enforcement to remind them of their obligations

• Use their interest in “being a good person” to remind them how good it feels to “do the right thing”

• A “wake-up call” from “cognitive dissonance:”


“Let me drown my sorrows”

They are the most:• Likely to drink to get drunk –

espe-cially when they are feeling bad!

• At risk –

•For drinking heavily

•For driving under the influence

•For getting arrested

Introducing … Discontented Blue Collars

They are more likely:• To believe that they can “get away with it”

• To admit that “I don’t always know when I’ve had too much”

… but they also:• Worry about the consequences of DUI

• Are more willing to take precautions – so they can give themselves permission to “really get plowed.”


37%Of DUI Incidents


Discontented Blue Collars: Profile




144RISK INDEX




144RISK INDEX

Demographics: Less education, less employed, bit younger, unmarried

Average 6.1 drinks per occasion – and 44% have been arrested for DUI

More likely than average to say• “It’s impossible to have a good time and be a designated driver”

• “The penalties for drunk driving are too harsh”


Discontented Blue Collars: Implications• Segment most at risk:

–Heavy drinking

–High DUIs

–False perceptions about ability to

drink and drive

–Dangerous attitudes and beliefs

• Heavy drinking is driven by negative emotion/depression.–Reaching and influencing this segment is a real challenge.

• Important to enforce DUI laws: get them off the road!• Provide and mandate treatment for both alcoholism and

for likely depression• Place some of the accountability on the drinking

establishment.


Discontented Blue Collars: Messaging Strategies

• Because they especially fear them, focus on consequences:–Arrest–Loss of license–Fines–Increased insurance rates

• They are more willing to consider strategies to avoid driving when they drink –Stress: “If you’re going to tie one on, plan ahead – and get some help.”

–Make it socially acceptable to seek – and offer – help/intervention


Thank you

© Yankelovich 2008 The Segmentation Company a division of Yankelovich 1 Understanding and Messaging to At Risk Drivers - At Risk Driver Segmentation September.

Documents

division of yankelovich

segmentation company

segmentation slide

atrisk driving

risk driver segmentation

different atrisk drivers

methodology slide

drunk driving