§ Mr. Hunterasked the Secretary of State for Transport what was the total cost of advertising campaigns undertaken by his Department in 1983–84; if he will list the individual advertising campaigns undertaken; and what asessment he makes of the potential effectiveness of such campaigns.
§ Mrs. ChalkerThe estimated figure for the Department's expenditure on advertising campaigns for the financial year 1983–84, taken to include all forms of publicity, is £5,835,400.
279WIndividual campaigns covered include the following subjects:
- Pedestrian safety
- Motor cycle safety
- Drinking and driving
- Pedal cycle safety
- Ending of vehicle registration conversions
The potential of main campaigns is investigated by independent research to check that the Department's message is being clearly communicated to the relevant target audience and to effect any improvements prior to the start of the campaign.
The impact of each campaign is carefully monitored and evaluated after it has finished.
§ Mr. Hunterasked the Secretary of State for Transport, pursuant to the answer to the hon. Member for Basingstoke on 25 January, concerning advertising campaigns about vehicle safety and maintenance, if he will set out the available opportunities he envisages for informing motorists about vehicle maintenance.
§ Mrs. ChalkerOpportunities arise in statements I make, for example, when relevant regulations are published. We also have opportunities through the Central Office of Information to provide suitable material for the media. This is in addition to paid publicity such as that I mentioned in my answer to my hon. Friend on Wednesday 25 January.—[Vol. 52, c.579.]