Campaign evaluation

Run July – November 2016, the Zero Heroes campaign aimed to recognise drivers who are doing the right thing on our roads and to normalise safe driving.

Summary of results

• 75% overall awareness of Zero Heroes campaign (7.1% + KPI of 70%);
• Metro overall prompted awareness 73%;
• Regional/remote overall prompted awareness 84%;
• Media awareness by medium:
  • TV 62%
  • Radio 33%
  • Digital 29%
  • Outdoor 13%
• 57% recognise the Zero Hero logo (higher amongst those aged 35+);
• The campaign had good levels of reach amongst segments 1-3 (primary target audience);
• The campaign performed well on relevance with 6 in 10 relating to the messages;
• For around half, the campaign delivers on having an affective impact on drivers;
• 34% took some sort of action, as a result of the campaign;
• 21% checked their demerit points on the DoT website;
• Relatively high wear-out (26%);
• Net media: $633,233. Cost per person reached $0.51.

Ad key diagnostics

Key message take out

Zero Heroes rewarded at Perth Royal Show

Western Australia’s Zero Heroes continue to be rewarded for their safe driving behaviour.

7 October 2016

Eight lucky Zero Heroes, a driver with no demerit points, have each won a $100 fuel voucher by visiting the Road Safety Commission’s stand at this year’s Perth Royal Show.

Entrants took the time to confirm their Zero Heroes status, using the stand’s direct link to the Department of Transport website.

Lucinda Spence of Yangebup is a student and said the $100 voucher would provide fuel for her car the next two months.

“I’m at university, and fuel is one of those extra expenses that you don’t really need,” said Miss Spence.

“I knew I was a Zero Hero before visiting the Road Safety Commission stand, because I make sure I don’t speed and I always follow road rules and regulations.

“I don’t want to lose my licence, it’s a luxury to have one, so I’m extra careful while I’m driving.”

Mel Verna, pictured with her children Tahlia and Riley, almost missed out on entering.

“The weather wasn’t the best on the day we visited the show, so the internet was down,” said Ms Verna.

“But the staff didn’t give up, and we could enter when the internet reconnected, and I’m grateful for that.

“I first heard of the Zero Heroes campaign when my friend sent me the link on Facebook, so I recognised the stand at the show.”

Carolyn Griffin of Beaconsfield was also familiar with the Zero Heroes campagn.

“I’ve heard the Zero Heroes ads on the radio, so it was very exciting to win, as $100 worth of fuel doesn’t go astray” said Mrs Griffin.

“At the Royal Show, it was also interesting to find out the demerit point system works, and since the visit to the stand, I have spoken to friends and family about being Zero Heroes.”

Jodie Ross of Kenwick was grateful to be picked as a winner.

“I was very excited to get the call to tell me I had won,” said Ms Ross.

“Obviously, it costs a lot fill up a vehicle so I was stoked to receive the $100 voucher.”

Northcliffe resident Claudia Carr said the $100 voucher is a week worth of petrol for her family.

“I was actually in shock when I got the call as I never win anything,” said Ms Carr.

“My kids got me to visit the Road Safety Commission stand as they are curious about road safety, driving and the police, and they asked if I had any points.

“I knew I was a Zero Hero but we double checked on the Department of Transport website and I was able to enter the competition.”

Road Safety Commissioner Kim Papalia said the chance to win a fuel voucher was a great incentive for visitors to the Zero Heroes stand.

“Western Australia has more than 800,000 Zeroes Heroes, and 1676 of those entered our Perth Royal Show competition,” said Mr Papalia.

“We encourage Zero Heroes to be road safety ambassadors by starting a conversation about safe driving behaviours on the road.

“It could be asking someone to slow down, or not to use their mobile phone in the car, as the more we talk about road safety, the more we can contribute to saving lives together.”

Zero Heroes winners

Two West Australian drivers have been rewarded for their safe driving behaviour, as part of the Road Safety Commission of WA’s Zero Heroes campaign.

05 Sep 2016

58-year-old Alice Aitken, from Mirrabooka, has won $5200 worth of free fuel after being plucked from tens of thousands of entrants to be the metro Zero Heroes winner.

The mother of four and grandmother of five can’t remember the last time she received a demerit point, and plans to share the prize with her family.

“I was on holidays in Bali when I got an email to say I was the metro winner. I couldn’t believe it,” said Mrs Aitken, who has been driving for 37 years.

“I’ve never won anything before, I’m usually lucky to get my money back on the lotto, so it’s great to know somebody does win these competitions.”

Russell Smith, a 33-year-old boilermaker and dad from Broadwater in the South West is the regional free fuel winner.

Mr Smith, who holds current car, truck and motorcycle licences, was excited to hear he’d won $5200 worth of free fuel.

“I found out on my birthday, so it was the best birthday present,” said Mr Smith.

“It’s a really great prize as fuel is expensive for a family, and we love our camping trips, so it’s awesome.”

Road Safety Commissioner Kim Papalia said the Zero Heroes campaign encourages drivers with no demerit points to influence their friends and families about better driving behaviours and outcomes.

“The Zero Heroes campaign is unique because it focuses on the positive,” said Mr Papalia.

“The campaign is about starting a community conversation about the risks on the road that can have an impact on everyone.”