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How Can the Initiative “Daar Kun Je Mee HOW CAN THE INITIATIVE “DAAR KUN JE MEE THUISKOMEN” IMPROVE THEIR BOB-CAMPAIGNS IN ORDER TO HAVE A POSITIVE IMPACT ON THE ATTITUDES AND BEHAVIOUR OF DUTCH LICENCED DRIVERS BETWEEN THE AGE OF 18-34 YEARS OLD. BY Vera Laing, 1594320 GRADUATION ASSIGNMENT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF BACHELOR OF COMMUNICATION SYSTEMS OF THE INSTITUTE OF COMMUNICATION AT THE UTRECHT UNIVERSITY OF APPLIED SCIENCES. UTRECHT, 10-06-2014 1. Preliminaries 1.1 Management summary This study researches the current Dutch Bob-campaign and its impact on the attitudes and behaviour of the target audience. The Bob-campaign is concerned with the road safety issue of drinking and driving in the Netherlands and is part of the initiative “Daar Kun Je Mee Thuiskomen”, which is an initiative from the Ministry of Infrastructure and Environment and its campaign partners. The focus of this research is on the public opinion of the campaign and the initiative. The study comprises both quantitative research in form of a survey and qualitative research in the form of focus group, interviews and desk research. The survey and the focus groups are carried-out among the individuals that belong to the target audience of the campaign and the interviews are held with social marketing experts. The desk research focused on the online presence of the initiative and its campaign as part of the reputation research. Social marketing being the overarching segment to which campaigns with a social focus, such as road safety campaigns belong to. The main findings are analysed by theories gained from studies about commercial and social marketing, which are thoroughly discussed in the theoretical framework. The analysed main findings of the desk research and the open survey questions led to the conclusion that online presence of “Daar Kun Je Mee Thuiskomen” and its Bob- campaign was very poor, which led to the advice to increase the presence on social media by creating an official Facebook, Twitter, LinkedIn and Google+ page. In order to gain followers, likes etc., to create interaction and raise awareness for the Bob-campaign it was recommended to start contest, but keeping in mind the rules and regulations of the different social media. The analysed main findings of the surveys, focus groups and interviews led to the conclusion that the Bob concept itself referring to the sober designated driver had a positive impact on attitudes and behaviour and needed to be preserved. The same was said for the Bob campaign being a great cross media concept. However, the humoristic campaign approach appeared to be more or less at the end of its life cycle and needed to be (partially) replaced by a more realistic and shocking approach, but not including too severe consequences. In order to become a successful cross media campaign the slogans, the yellow letter and other elements that belonged to the Bob concept needed to be visible in the television commercial, the radio commercial and the posters/billboards. However, the shocking approach could not be integrated in the radio commercial, ii because it could cause dangerous situations when hearing the commercial in the car. Also the approach could not be preserved in the billboard/poster, because it would make the message too extensive and unclear. The advice for the Bob campaign consistent of two parts: The first part focusing on getting as much preferred elements found in the research in the in one television commercial, radio commercial and poster/billboard. The second part focusing on variation by keeping the Bob concept and the theme, but using two different television commercial in order to keep the interest of the target audience. iii 1.2 Table of contents 1.3 List of figures ..................................................................................................vi 1.4 List of tables .................................................................................................. vii 1.5 Acknowledgements ...................................................................................... viii Chapter 1 ............................................................................................................. 9 2.1 Introduction and background ......................................................................... 9 2.2 Problem description and definition ............................................................... 11 2.2.1 Policy question ............................................................................................ 13 2.2.2 Research question ...................................................................................... 13 2.2.3 Sub-question .............................................................................................. 13 2.3 Restrictions to the research ......................................................................... 14 2.4 Chapter division of the document ................................................................. 15 Chapter 2 ........................................................................................................... 16 3.1 Theoretical framework .................................................................................. 16 3.1.1 Social marketing versus commercial marketing ............................................... 16 3.1.2 Persuasion theories ..................................................................................... 17 3.1.2 Attitude and behavioural change ................................................................... 22 2.4 Chapter division of the document ................................................................. 24 Chapter 3 ........................................................................................................... 24 3.2 Methodology ................................................................................................ 24 3.2.1 Netnographic research – observational research ............................................. 24 3.1.2 Attitude and behavioural change ................................................................... 25 3.2.2 Interviews with social marketing specialists .................................................... 26 3.2.4 Focus groups with a sample of the target audience ......................................... 28 Chapter 4 ........................................................................................................... 30 3.3 main findings ............................................................................................... 30 3.3.1 Findings from netnographic research – observational research ......................... 30 3.3.2 Findings from interviews with social marketing specialists ................................ 31 3.3.3 Findings from survey with a sample of the target audience ............................... 33 3.3.4 Findings from the focus groups ..................................................................... 41 3.4 conclusions ................................................................................................. 51 3.4.1 Conclusions about corporate reputation ......................................................... 51 3.4.2 Conclusions about of the impact Bob-campaign .............................................. 53 iv 3.4.3 Conclusions about the impact of foreign road safety campaigns ........................ 56 3.4.4 Overall conclusions about the research question ............................................. 61 Chapter 5 ........................................................................................................... 62 3.5 Advice ......................................................................................................... 62 3.5.1 Recommendations for corporate reputation .................................................... 62 3.5.2 Recommendations for the Bob-campaign ....................................................... 63 3.6 Further research .......................................................................................... 67 4.1 Bibliography ................................................................................................ 68 4.2 Appendices .................................................................................................. 78 4.2.1 Appendix 1: Preliminary research .................................................................. 78 4.2.2 Appendix 2: Tables (Dutch respondents) ......................................................... 84 4.2.3 Appendix 3: Tables (Irish respondents) ........................................................... 90 4.2.4 Appendix 4: Crosstabs and charts (Dutch respondents) .................................... 95 4.2.5 Appendix 5: Likert scale tables and charts (Dutch respondents) ....................... 100 4.2.6 Appendix 6: Likert scale chats (Irish respondents) .......................................... 106 4.2.7 Appendix 7: Transcript focus group 1 ............................................................ 108 4.2.8 Appendix 8: Transcript focus group 2 ............................................................ 121 4.2.9 Appendix 9: Transcript focus group 3 ............................................................ 137 4.2.10 Appendix 10: Transcript focus group 4 ........................................................ 145 4.2.11 Appendix 11: Interview Pim Slierings ......................................................... 160 4.2.12 Appendix 12: Interview Reint Jan Renes .................................................... 167 4.2.13 Appendix 13: Hand-out focus group 1 ........................................................
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