Mr. Michael Rowland:

I will say something and then hand over to Ms O’Connor. The development of our ads is informed by our research and what our observational surveys are telling us. For example, the Deputy will have seen our campaigns targeting seatbelt wearing. The development of the ads is psychology-led. We look at people’s thinking and how to get the message across to the particular road user we are concerned about. Everything we do is evidence-based. We examine the database and the research, and that information is then handed over to Ms O’Connor’s team for developing the ad.