Transcript Fire Kills Research

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
– 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 the elderly
– 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
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
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
Profile of Respondents
Sex
Ownership of property (%)
62%
Age (%)
38%
Adults in
household (%)
Base : All respondents Sample: 554.
Profile of Respondents
Children in
household (%)
Region of England
%
South East England
19
South West England
12
London
8
East of England
7
East Midlands
9
West Midlands
8
Yorkshire and The Humber
12
North East England
8
North West England
17
Base : All respondents Sample: 554.
The majority of households own a
smoke alarm
Yes
93%
Base : All respondents Sample: 554.
7% No
Under half have tested their smoke alarm in the last
12 months
When was the last time you tested your smoke alarm? (%)
39%
42%
41%
Within the
last month
34%
1-6 months
ago
39%
38%
9%
10%
10%
7-12
months ago
12%
More than a
year
7%
9%
5%
Never
1%
2%
Base : All respondents who have a smoke alarm Sample:516.
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? (%)
31
Yes
38
36
61
54
No
56
8
Not sure
8
8
Base : All respondents Sample:554.
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
Posters
Online
10.1
7.6
7.1
Base : All aware of campaign Sample:198.
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.
Have you seen any of these images?
14%
28%
Yes
24%
74%
No
56%
61%
12%
Not sure
16%
16%
Base : All respondents Sample:554.
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%
82%
Who read a local
newspaper agree
Who don’t read a local
newspaper agree
A
total
of
Base : All respondents Sample:554.
79%
agree
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.
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%
Local newspaper readers picked up on one of the
core messages
I know someone whose alarm I will now test. (Agree)
46%
Readers
28%
Non readers
All
40%
Base : All respondents Sample:554.
Local newspaper statements
• Base for these is all who gave an opinion
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%
Readers
Non readers
69%
All
87%
Base : All who gave an opinion Sample:456.
And an honest one too
I trust my local newspaper to report accurately and honestly.
89%
Readers
Non readers
(Agree)
65%
All
82%
Base : All who gave an opinion Sample:397.
Readers of local media have more community spirit
I feel part of my community.
Agree (%)
85%
Readers
Non readers
58%
All
78%
Base : All who gave an opinion Sample:360.
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.
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.
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.
Everyone agrees national newspapers have a different
focus
National newspapers have too much on celebrities. (Agree)
Readers
92%
94%
Non readers
93%
All
Base : All who gave an opinion Sample:438.
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