Ms Sarah O'Connor:

We will take that as something we can replicate. There are two ways that we look at how we measure a campaign and how it is working. The first is in the immediate sense, namely in the two or three weeks after a campaign when we get a post-campaign analysis. That is really hard data, including a certain number of impressions, the number of people who clicked on the link, saw it on video on demand and watched it through to the end, and so on. As a second port of call, we look at tracking information and at how many people say they saw it and remember it, shared it with somebody, understood what it was asking them to do, and that it has made them change their behaviour. We look at both in tandem. We have the post-campaign analysis of the 30 km/h advertisement campaign in hand. It has performed strongly. We ran it in November and again in March this year. We are waiting for the tracking information to come in in the next ten days or so. I am happy to share that with the committee afterwards. The reason it is a little delayed is that we were trying to get value for our money in tracking the two bursts rather than tracking the first one as it went.

The inherent impression we are getting is that people like that it is based on music and on memory. It makes people realise the impact on their community and that it is not traditional. It is unexpected and it has that sticky nature. That is one of the things we are trying to do with it. Even though we are fixated on speeding in rural areas, speeding in urban areas is really important in the context cyclists, pedestrians and kids. I have the child casualty report with me right now, which is much of what dictated the need for that campaign. Hopefully we can see it make an impact. Mr. Rowland's research would tell you that, where he is saying roughly one in two people do not comply with the 30 km/h, 50 km/h and 60 km/h limits, it is actually higher in the 30 km/h zones. It is well in excess of 58% of people. We have a significant body of work to do to get people to understand why the 30 km/h speed limit is so important.