TNS Communications Effectiveness Monitor NZ Fire Service Report Two (August 2010)

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1 TNS Communications Effectiveness Monitor NZ Fire Service Report Two (August 2010)

2 Contents Page Section 1 Research Objectives and Methodology 3 5 Section 2 Summary of Key Findings 7 8 Section 3 Attitude and Awareness of Fire Safety Communications 9 20 Section 4 Topical Issue Smoke Alarm Testing Section Year Old Ad Recall Section 6 Appendices NZ Fire Service 2

3 Section 1 Research Objectives and Methodology NZ Fire Service 3

4 Research objectives Key Research Objectives Identify key sources of information about fires and fire safety for the New Zealand public Identify the public s preferred sources of information about fires and fire safety Identify key messages received from current television advertising Identify the effect of the messages on the public s fire-safety related behaviour (if any) Identify public response to topical events that take place throughout the survey period Key Issue Measure effectiveness of current Fire Service communication to develop strategies to drive future communication messages NZ Fire Service 4

5 Methodology Overview n = 500 nationwide (computer assisted) telephone interviews with New Zealanders aged 15 years and over Additional n=200 interviews conducted amongst 8-12 year olds Representative of each of the eight Fire Regions and for Māori and Pacific peoples Data post-weighted to reflect the population Total sample has a margin of error of +/-4.4 percent (at the 95% confidence level) Survey approximately 12 minutes duration Fieldwork conducted over July / August 2010 to coincide with the campaign flights NZ Fire Service 5

6 The study spoke to a broad range of New Zealand households Sample Profile of New Zealand Households (1) Area City/Town 80% Rural 20% Location Northland 3% Auckland 32% Bay-Waikato 16% Eastern 4% Western 8% Arapawa 15% Trans-alpine 14% Southern 7% Age years 20% years 13% years 21% years 15% years 13% 65+ years 17% Household Income Less than $20K 8% $20K to under $50K 24% $50K to under $75K 13% $75K or more 30% Refused/Don t know 24% Home Ownership Own 60% Rent 36% Other 4% Gender Male 49% Female 51% Ethnicity (2) NZ European/Pakeha 73% Maori 11% Pacific Islander 5% Asian 4% Other 8% Household With young/school children 34% Without young/school children 66% Notes: (1) Sample size n = 500; (2) Multiple response NZ Fire Service 6

7 Section 2 Summary of Key Findings NZ Fire Service 7

8 Key Findings No issues exist around the awareness of 111 as the emergency contact number for the fire service for both adults and children Positively the two situations demonstrated in the latest campaign (kitchen fire and smoke alarm activation) both see an increase in the proportion of New Zealanders likely to contact 111 if the situation arose In terms of communications channels, television remains the most desired method of contact ahead of demonstrations Television is also the most recalled medium by a long way with just under two thirds of New Zealanders recalling television communications The Cooking Time execution continues to dominate spontaneous recall with over half of those recalling a Fire Service television communication identifying it The advert is has strong identification of key execution elements with message out-take on strategy Smoke Alarms Save Lives is recalled by one in ten - though recall is lower that Cooking Time again message out-take is strong Positively both executions have seen increases in prompted recall over the most recent period to sit at three quarters of New Zealanders 15+ and 8-12 year olds Further, both adverts have seen an increase in the proportion of recallers saying the ads have impacted their behaviour the campaign is clearly making New Zealanders consider their own fire safety Though the number of recallers citing the campaigns as too strong in tone has indicatively increased, the vast majority of New Zealanders do not believe it to be too strong The campaigns are also proving to be just as motivating and involving as the initial read Positively three quarters of New Zealanders claim to have at least two working smoke alarms the challenge remains convincing the one in ten New Zealanders who do not have one installed Most New Zealanders perceive the NZFS Volunteer s role to be fighting fires predominantly with community education and attending accidents secondary When prompted as to reasons for not volunteering currently, age and time are the core barriers cited NZ Fire Service 8

9 Section 3 Attitude and Awareness of Fire Safety NZ Fire Service 9

10 Awareness of 111 as the emergency Fire Service number remains almost universal Awareness of NZ Fire Service 111 Number (% Aware) Aware of % 97% 98% 96% 98% 98% 96% (1) (2) (3) (4) (5) Dec 06 Jun 07 Jan 07 Jul 08 Mar 09 Apr 10 Jul / Aug 10 (6) (6) (7) Notes: (1) 2006 Sample size n = 1,011; (2) 2007 n = 1,016; (3) 2008 Jan 2008 n = 1,102; (4) July 2008 n = 996 (5) March 09 n = 799; (6) April 10 n = 500; (7) Sample size n = 500 Significantly higher than previous period Significantly lower than previous period NZ Fire Service 10

11 Two of the recent focuses for advertising show increasing likelihood to contact 111 Situations Likely to Call 111 (% Likely) Dec 06 (1) Jun 07 (2) Jan 08 (3) Jul 08 (4) Mar 09 (5) Apr 10 (6) Jul / Aug 10 (7) Building collapse 87% 86% 90% 89% 87% 91% 91% Road accidents 90% 85% 88% 88% 88% 91% 88% Chemical Spills 74% 71% 75% 76% 71% 71% 76% Trapped person 71% 70% 73% 74% 71% 71% 68% Gas leak 61% 64% 67% 70% 69% 81% 67% Small scrub fire 61% 53% 63% 57% 53% 62% 56% Kitchen Fire 49% 42% 52% 51% 49% 52% 60% Electrical appliance fire 49% 43% 46% 50% 50% 57% 49% Flood/Storm damage 49% 49% 46% 46% 46% 44% 38% Smell of smoke 29% 32% 28% 28% 29% 34% 30% Animal rescue 23% 20% 34% 27% 23% 33% 25% Small rubbish fire 21% 18% 28% 26% 19% 24% 15% Smoke alarm activating 33% 21% 29% 19% 21% 17% 27% Pot on fire 29% 17% 25% 17% 22% 17% 23% Notes: (1) 2006 Sample size n = 1,011; (2) 2007 Sample size n = 1,016; (3) 2008 June Sample size n = 1,102; (4) 2008 July sample size n = 996 (5) 2009 Mar sample size n = 799; (6) 2010 April sample size n = 500; (7) 2010 Jul / Aug sample size n = 500 Significantly higher a year ago Significantly lower a year ago Significantly higher than previous period Significantly lower than previous period NZ Fire Service 11

12 Television remains the preferred option for communications around Fire Safety Preferred Method of Fire Safety Communication Jul / Aug 10 (%) (1) 93% 73% 78% 74% 75% 68% 67% 74% 64% 42% TV Fire Stations Open Days Demonstrations Newspapers Posters Radio Shopping area displays Mailed Pamphlets Talks Make appointment for free safety check Jan 08 91% 79% 75% 75% 76% 76% 65% 53% 64% NA Mar 09 92% 77% 76% 72% 70% 71% 69% 70% 68% NA Apr 10 89% 73% 75% 72% 70% 69% 66% 71% 65% 39% Notes: (1) Sample size n = 500 Significantly higher than previous period Significantly lower than previous period NZ Fire Service 12

13 Use of fire safety equipment, how to put out fires, safety around appliances and children and families are the key areas of information desired Preferred Topic Areas for Communications Jul / Aug 10 (%) (1) 70% 67% 66% 65% 61% 60% 60% 59% 56% 47% 47% Use of fire safety equipment How to put out fires Safety around appliances Children and Families Safety around heating Safety around cooking Other household dangers e.g candles or matches Fire/Smoke alarms Accessibility of the fire service Fire escape plan Rural fire safety Notes: (1) Sample size n = 500 Significantly higher than xx Significantly lower than xx NZ Fire Service 13

14 Just under two thirds of New Zealanders recalled some form of communications on television over the past six months Sources of Fire Service Communication Awareness (% Recall, Jul / Aug 10) (7) 64% Other mentions: Magazines Websites Posters / Malls 13% 5% 7% 5% 5% 0% 2% 1% 20% 12% 7% Television Newspaper Radio Work / Business School Direct From Fire service At home (incl children coming home from school) Bus Event Other None Don't know Apr 10 (6) 66% 13% 4% 6% 3% 5% 1% 2% 2% 13% 15% 6% Mar 09 (5) 72% 13% 5% 8% 4% 2% 1% % 11% 5% Jul 08 (4) 67% 14% 7% 6% 6% 5% 2% % 9% 6% Jan 08 (3) 46% 14% 4% 6% 2% 4% 2% % 8% June 07 (2) 43% 15% 3% 8% 4% 6% % - Dec 06 (1) 59% 19% 5% 10% 8% 9% % - Notes: (1) Dec 06 sample size n = 1,011; (2) Jun 07 sample size n = 1,016; (3) Jan 08 sample size n= 1,102; (4) Jul 08 sample size n = 996 (5) Mar 09 sample size n = 799; (6) Apr 10 sample size n = 500; (7) Jul / Aug 10 sample size n = 500 Significantly higher a year ago Significantly lower a year ago Significantly higher than previous period Significantly lower than previous period NZ Fire Service 14

15 The Cooking Time execution remains the most potent in terms of recall with over half of recallers describing elements from this campaign Fire Service Spontaneous Television Execution Awareness Jul / Aug 10 (% Recall) (7) 52% Flint & Amber 21% 19% 18% 7% 9% 13% 8% 10% 1% 0% 0% Risk and consequences Speed of fire Don t drink &Fry Daylight savings Keep looking w hen / Cooking Time Kids play w ith Fires are Fast - matches Dining room Old Fire Service ads* Right to React -Right to React - Smoke alarms Car Accident Beach Fire save lives Apr 10 (6) 34% 18% 10% 12% 54% 11% 1% 4% 1% 0% - Mar 09 (5) 40% 14% 17% 1% 21% 2% 1% 13% 0% 0% - Jul 08 (4) 63% 21% 14% 14% 6% 5% 2% 2% 0% 0% - Jan 08 (3) 42% 31% 5% 5% 10% 3% 17% 1% 1% - Jun 07 (2) 26% - 7% - 15% 11% 20% 1% 3% - Dec 06 (1) 25% - 8% - - 8% 32% 3% 6% - Notes: Seen TV Advertising (1) Jan 08 n = 437; (2) Jun 07 n = 439; (3) Dec 06 n = 590; (4) Jul 08 n = 580 (5) Mar 09 n= 799 (6) Apr 10 n =500; (7) Jul / Aug 10 n = 500 Significantly higher than previous period Significantly lower than previous period NZ Fire Service 15

16 Message out-take for both Cooking Time and Smoke Alarms is strong and on strategy Items Recalled Unattended pan on the stove Mother & daughters in kitchen cooking House burns - child dies Kitchen catching on fire Pan catches into flames Messages Recalled from Cooking Time TV advertising (%) (1) 80 % 69 % 36 % 31 % 22 % Messages Recalled Don't leave cooking unattended 74% Keep looking when you're cooking 20% Fires are fast 10% Install smoke alarms 5% Be fire safe 5% Sausage in pan 4% Don't know 1% Loud screams / crying 3% Curtains catch fire 2% Items Recalled Die before waking up Ensure alarm are working Smoke silent killers Messages Recalled from Smoke Alarms Save Lives TV advertising (%) (2) 53 % 43 % 35 % Messages Recalled Install smoke alarms 50% Alarms save lives 26% Check alarm batteries 21% Be fire safe 12% Notes: (1) Seen TVC sample size n = 178; (2) Sample size n = 27 *Caution low base Significantly higher than previous period Significantly lower than previous period NZ Fire Service 16

17 Prompted awareness of both Cooking Time and Smoke Alarms continues to increase with both exceeding peak levels seen for Risk and Consequences Prompted Recall by Execution (% Recall, Jul / Aug 10) (5) 77% 70% 75% 80% 47% 54% 35% 39% 31% 18% 20% Cooking Time Smoke alarms Speed of Fire Keep looking w hen cooking Risk and consequences Don t drink and Fry Fires are Fast - Dining Room Right to React Marae Classroom Flint and Amber Apr 10 (6) 68% 52% 72% 76% 49% 33% 22% 14% 42% 27% 57% Mar 09 (5) % 80% 63% 43% 26% 27% 45% 35% 64% Jul 08 (4) % 74% 64% 45% 35% 35% Jan 08 (3) % 64% - 49% 36% 38% Jun 07 (2) Not % 46% Not asked Dec 06 (1) Not asked - asked % 41% Notes: (1) Dec 06 sample size n = 1,011; (2) Jun 07 sample size n = 1,016; (3) Jan 08 sample size n = 1,102; (4) Jul 08 sample size n = 996 (5) Mar 09 sample size n = 799; (6) Apr 10 sample size n = 500; (7) Jul / Aug 10 sample size n = 500 Significantly higher than previous period Significantly lower than previous period NZ Fire Service 17

18 Both campaigns have seen increased impact on behaviour amongst recallers Impact of New TVCs on Behaviour Verbatims Ad Caused Change in Behaviour 48% Verbatims A lot more diligent when it comes to cooking Came to my mind tonight because I was cooking something on the stove and running the bath at the same time, and i didn't go to the bath carried on with stove I don't leave the kitchen when something is cooking It just made me think about the kitchen layout and where the exit doors would be, and how you'd get out if something happened in your own kitchen. Just to be more aware of things on the stove when you're being called away. We don't leave unattended stuff on the stove, when children are around and in general. Well now I make sure everything is switched off and I don't leave my cooking unattended Ad Caused Change in Behaviour 44% Checked my smoke alarms, double checked them, talked with the kids to remind them about fire safety I thought about how I would escape in a fire situation as a result of watching the ad. It reminded me to check smoke alarms and batteries. Just to check plugs are checked before bed Little more concerned about the alarms in house to make sure they are working Make sure that the smoke alarm batteries operate and take cell phones into the bedroom. More careful not to leave the heaters on and don't put them too close to things. We thought about changing the batteries and being more cautious while sleeping, before we go to sleep we now check everything is switched off and fire alarm is working. Apr 10 39% 33% Cooking Time Smoke Alarms Significantly higher than previous period Significantly lower than previous period NZ Fire Service 18

19 No issues exist around the executions being too strong for the majority of New Zealanders Perceived Appropriateness of Tone Apr 10 Apr 10 Much too strong 3% 12% 1% 7% Much too strong 1% 6% 1% 3% A little too strong A little too strong About right About right A little too weak 76% 78% A little too weak 80% 79% Much too weak Much too weak Don't know Don't know 6% 2% 1% 10% 3% 1% 8% 2% 3% 13% 1% 4% Cooking Time Smoke Alarms 74% would mention to someone if talking about fire safety 73% would mention to someone if talking about fire safety NZ Fire Service 19

20 Further, both campaigns are seen as highly motivating in terms Impact of Fire Service Executions You re right to react Chemical Spill (1) Fires are fast Dining Room (2) Keep looking when cooking Kitchen (3) Risk and Consequences Fire-fighters (4) Marae / Classroom (4) Cooking time (5) Smoke alarms (5) Involving, Motivating Involving, Motivation Limited Tune out Involving, Motivating Tune out Involving, Motivating Involving, Motivating Notes: (1) Dec 2006 Sample size n = 1,011 (2) June 2007 Sample size n = 1,016; (3) Jan 2008 Sample size n = 770; (4) July 2008 Seen ad Sample size n = 629; (5) Jul / Aug 2010 n = 414, 346 Results exclude Bypass NZ Fire Service 20

21 Section 4 Topical Issues NZ Fire Service 21

22 Positively three quarters of New Zealanders have at least two working smoke alarms installed in their homes with the vast majority tested successfully Number of Working Smoke Alarms Currently Installed (%) Result of Testing Smoke Alarm (%) Success rate amongst those willing to test: 81% 45% 46% 38% 30% 9% 16% 0% 11% 6% None One Two Three or More Don't Know Tested & Worked Tested & Failed Don't Know How Don't Wish to Test Apr 10 10% 19% 27% 43% 1% Mar 09 11% 15% 28% 45% 1% Apr 10 48% 5% 4% 42% Mar 09 51% 10% 7% 33% Notes: (1) Total sample size n = 500 NZ Fire Service 22

23 Most New Zealanders believe a Volunteer is responsible for fighting fires with age and time the key barriers to volunteering Perception of New Zealand Fire Service Volunteer Role (%) What Stops Volunteering for New Zealand Fire Service Fight fires 54% Age 32% Community educational / visits 19% Time 20% Attend accidents Attend medical call outs 7% 18% Work commitments Level of health 12% 11% Search and Rescue Hazardous chemeical clean up Aid Civil Defence Fundrasing 6% 5% 5% 2% Family commitments Don't understand what they do Already volunteer elsewhere 2% 2% 11% Installing smoke alarms 2% Not paid 1% Something else 39% Something else 32% Don't know 17% Don't know 32% Notes: (1) Total sample size n = 500 NZ Fire Service 23

24 Section Year Olds NZ Fire Service 24

25 While Flint and Amber remain the most salient communications amongst 8-12 year olds both new executions are recalled by just under three quarters Prompted Recall by Execution (% Recall, Jul / Aug 10) (1) 82% 85% 70% 71% 65% 73% 72% 27% 14% Flint & Amber - get down, get low and get out in a house fire Flint & Amber - hand over matches and a lighter Flint & Amber - check smoke alarms in the test house Flint & Amber - escape plan in case of fire Keep looking when you're cooking Risk & Consequences Risk & Consequences - Classroom Cooking time Smoke alarms Apr 10 84% 85% 74% 66% 71% 29% 17% 60% 48% Mar 09 89% 88% 83% 75% 65% 46% 29% NA NA Notes: (1) Sample size n = 200 Significantly higher than previous period Significantly lower than previous period NZ Fire Service 25

26 Around half of communications are causing some form of action amongst 8-12 year olds Action Taken as Result of Seeing Ad Amongst Those Recalling (%, Apr 10) Talked to my parents 6% 7% 3% 4% 12% 12% 11% 9% 2% 3% 4% 10% 13% 10% 1% 2% Talked to a Friend 41% 38% 40% 30% 38% 30% 40% 36% 40% Something Else 51% 52% 46% 50% 50% 57% 50% 50% 48% Nothing Flint & Amber - get dow n, get low and get out in a house fire Flint & Amber - hand over matches and a lighter Flint & Amber - check smoke alarms in the test house Flint & Amber - escape plan in case of fire Keep looking w hen you're cooking Risk & Consequences Risk & Consequences - Classroom Cooking time Smoke alarms Notes: Sample Size n= 163, 169, 139, 142, 130, 54, 28, 145, 143 NZ Fire Service 26

27 Awareness remains high of 111 as the emergency contact number amongst 8-12 year olds while reinforcing main survey indicators just under three quarters claim to have at least two working smoke alarms Awareness of NZ Fire Service 111 Number (% 8-12 Year Olds) Number of Working Smoke Alarms in Home (% 8-12 Year Olds) Aware of % 97% 96% 46% 24% 16% 7% 8% Notes: (1) Sample size n =200 Mar 09 Apr 10 Jul / Aug 10 None One Two Three or Don't Know Apr 10 7% 17% 25% More 44% 8% Mar 09 6% 19% 21% 45% 10% NZ Fire Service 27

28 Section 6 Appendices NZ Fire Service 28

29 BY PASS ADEVAL PROCESS ADEVAL goes beyond measuring awareness and recall to also include measures of: Involvement An ad s ability to build rapport with an audience, engage their interest and attention Motivation The building (or reinforcement) of a bond between the audience and the brand III Playback + Involvement + Motivational Effect Execution must convey at least two of the three aspects plus at least 2 of 3 Involvement aspects Driving Interest: Ad increases interest in Favourable Opinion: Ad leads to a better opinion Spontaneous Word of Mouth: Ad motivates the individual to talk about impressions of the ad II Playback + Involvement Execution must convey at least two of the three aspects to the individual: Worth seeing again (wear out): Ad is deemed to be worth seeing again Relevant: Other people would like watching the ad Worthwhile watching: Ad is showing something worthwhile I Playback ONLY (No Effect) Aware of ad: Ad registered, but no involvement or action resulting from seeing the ad The BYPASS group contains respondents that are aware of the execution but are motivated by the brand rather than the execution NZ Fire Service 29

30 AdEval Diagnosis The outcome of an AdEval evaluation is not a single score The ad s strengths and weaknesses are reflected in the overall shape of the scale MOTIVATING TUNE-OUT INVOLVING/ NOT MOTIVATING UNINVOLVING/ IRRELEVANT Motivating Involvement Recall / No Effect Ideal pattern and should at least be obtained amongst donators as it indicates effective brand reinforcement The Ad lacks relevance or entertainment value or the Ad appeals to some and alienates others Reflects an ad with strong creative values, but little brand promise This is an ad which has completely missed the mark. It is usually a sign of a wrong strategy, as well as a poor execution. NZ Fire Service 30

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