Evaluation of Foolsspeed

The first three years of Foolsspeed advertising were evaluated by the Centre for Social Marketing (CSM) at the University of Strathclyde through a three-year longitudinal survey of a quota sample of drivers aged 17-54.

The evaluation:

  • assessed awareness and recall of elements of the Foolsspeed campaign amongst the driving population
  • examined drivers' response to the Foolsspeed advertising in terms of comprehension, identification, involvement and perceptions of key messages
  • measured and compared drivers' reported behaviour, intentions, attitudes, subjective norms and perceived behavioural control in relation to urban speeding (i.e. speeding on a 30mph limit road) at baseline and at subsequent stages to assess whether any changes occurred

A baseline survey was conducted in October 1998 with 550 respondents aged 17-54, and follow-up surveys were conducted in Spring 1999, Spring 2000 and early Summer 2001. A structured questionnaire was administered face-to-face in respondents' homes. Renfrew, in the West of Scotland, was selected as the study area because it is representative of the overall Scottish population in terms of car ownership and its range of affluence and deprivation.

View the full report.

Published: October 2002