1 / 26

Tailored awareness campaign through local media

Tailored awareness campaign through local media. Background. Campaign from The Department for Communities and Local Government collaborating with Media Agency M4C for Fire Kills Aim to raise awareness of testing smoke alarms and raise profile of assisting the elderly test alarms

alaina
Download Presentation

Tailored awareness campaign through local media

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Tailored awareness campaign through local media

  2. Background Campaign from The Department for Communities and Local Government collaborating with Media Agency M4C for Fire Kills Aim • to raise awareness of testing smoke alarms and raise profile of assisting the elderly test alarms • marketing activity to make the behavioural link between changing clocks and testing your smoke alarm Target audience • Householders – particularly lower socioeconomic groups and social housing tenants • Target: All adults with a particular focus on C2DE and older C2DEs (65+) In 2012/13 the particular focus is theelderly • the fastest growing group vulnerable to fire death and injury • To do this, carers, family, friends and neighbours who might buy, install and test smoke alarms for the elderly were targeted

  3. Background The role of Featurelink was to highlight the particular danger of domestic fire to older people • Local Fire and Rescue Services provided individual copy outlining the vital importance of working smoke alarms and encouraged carers, family, friends and neighbours to offer to test as smoke alarms can be difficult (even dangerous) for older people to reach. • The primary response mechanism is to get people to test their smoke alarm/s and other people’s alarm/s Campaign ran w/c 4th February 2013 for 1 week • 140 local newspapers • across 46 regions • Localised editorial surrounding national advert

  4. Methodology • Research • Online survey conducted by The Newspaper Society through Demographix • Conducted week following completed campaign • 554 respondents • 391 read local paper in past week • 163 not read a local paper in past week • Regional spread across England

  5. 62% 38% Profile of Respondents Sex Ownership of property (%) Adults in household (%) Age (%) Base : All respondents Sample: 554.

  6. Profile of Respondents Children in household (%) Region of England Base : All respondents Sample: 554.

  7. The majority of households own a smoke alarm Yes No 7% 93% Base : All respondents Sample: 554.

  8. Under half have tested their smoke alarm in the last 12 months When was the last time you tested your smoke alarm? (%) 39% Within the last month 42% 41% 34% 1-6 months ago 39% 38% 9% 7-12 months ago 10% 10% 12% More than a year 7% 9% 5% 1% Never 2% Base : All respondents who have a smoke alarm Sample:516.

  9. 31 Yes 38 36 61 54 No 56 8 8 Not sure 8 Readers of local newspapers had far higher awareness of the campaign than non readers To help people understand the importance of testing their smoke alarms, the government department responsible has been running a campaign to encourage people to test their smoke alarms more frequently. Were you aware of this? (%) Base : All respondents Sample:554.

  10. Local newspapers are an integral part of the Fire Kills campaign Where did you see these messages? (%) Local Newspaper 24.2 National Newspaper 15.2 Commercial Radio 10.1 7.6 Posters 7.1 Online Base : All aware of campaign Sample:198.

  11. Readers of local newspapers double prompted awareness of the images than non-readers Prompt: Have you seen any of these images? (%) Base : All respondents Sample:554.

  12. 14% 28% Yes 24% 74% No 56% 61% 12% 16% Not sure 16% Have you seen any of these images? Base : All respondents Sample:554.

  13. Localised messages communicate more effectively The use of local information from the Fire and Rescue Service really makes me understand the importance of the issue. Agree (%) 68% Who don’t read a local newspaper agree 82% Who read a local newspaper agree 79% A total of agree Base : All respondents Sample:554.

  14. Local newspaper readers are more likely to take action I will remember to test my smoke alarms when the clocks change. Agree (%) 49% 65% 60% Base : All respondents Sample:554.

  15. LOCAL NEWSPAPER READERS UNDERSTAND THE RELEVANCE OF PUBLIC INFORMATION IN LOCAL NEWSPAPERS “The local newspaper is the best place to find out about these messages” (Agree %) 47% 17% 40%

  16. 46% Readers 28% Non readers All 40% Local newspaper readers picked up on one of the core messages I know someone whose alarm I will now test. (Agree) Base : All respondents Sample:554.

  17. Local newspaper statements • Base for these is all who gave an opinion

  18. Readers Non readers All A good source for local information The local newspaper is the best way to find out what is happening in the area I live. (Agree) 93% 69% 87% Base : All who gave an opinion Sample:456.

  19. And an honest one too I trust my local newspaper to report accurately and honestly. (Agree) 89% Readers Non readers 65% All 82% Base : All who gave an opinion Sample:397.

  20. Readers of local media have more community spirit I feel part of my community. Agree (%) 85% Readers 58% Non readers All 78% Base : All who gave an opinion Sample:360.

  21. Local readers value local retailers I prefer to shop locally rather than online. (Agree) 81% Readers Non readers 64% All 76% Base : All who gave an opinion Sample:394.

  22. Adverts in local media catch eyes 80% of local newspaper readers agree “I notice the advertisements in my local newspaper.” Base : All who gave an opinion Sample:412.

  23. Supporting freedom of speech Local newspapers are important for democracy. (Agree) 91% Readers Non readers 59% 83% All Base : All who gave an opinion Sample:339.

  24. 92% 94% 93% Everyone agrees national newspapers have a different focus National newspapers have too much on celebrities. (Agree) Readers Non readers All Base : All who gave an opinion Sample:438.

  25. Summary • Readers of local newspapers had far higher awareness of the fire kills campaign than non readers • 82% who read a local newspaper agreed that the use of localised fire kills messages helped make the reader understand the importance of the issue more effectively • Local Newspaper readers picked up on the core message of the campaign (‘I know someone whose alarm I will test’) 46% readers vs. 28% non readers • 65% of readers will remember to test their smoke alarms when the clocks change • 47% readers vs. 17% non readers understand the relevance of public information in local newspapers • 93% of readers agree the local newspaper is the best way to find out what is happening in the area they live • 89% of readers agree that they trust the local newspapers to report accurately and honestly

More Related