2015 christmas post-campaign tracking research · cover. executive overview ... newsletter/ flyer/...

2015 Christmas Post-Campaign Tracking Research

January 2016

ATTACHMENT 3

Introduction

Background

Metro Vancouver first launched a Zero Waste Challenge

Christmas campaign in 2009 to encourage residents to

reduce the volume of garbage they produce over the

holiday season. The 2015 Christmas campaign consisted of

transit, print, on-line, radio, and television advertising, in

addition to posters and decals in public buildings throughout

Metro Vancouver. This report presents the findings from

the post-campaign measure conducted shortly after the

campaign ended.

In the post-Christmas 2015 survey the sample size was

increased from the 400 surveys completed in previous

waves to 1500 completed surveys. A total of 300 surveys

were completed in each of 5 Metro Vancouver regions

allowing for analysis of results by region as well as Metro

Vancouver as a whole. Comparisons are made in the report

to previous measures where possible.

2

Methodology

1,500 interviews completed using Mustel Group’s randomly recruited panel;

Field dates: January 6th – 17th, 2016;

Sample weighted by age within gender and region to match Statistics Canada data for region;

Margin of error on a random sample of n=1,500:

+/-2.5% at the 95% level of confidence;

Margin of error on a random sample of n=300:

+/-5.7% at the 95% level of confidence;

Questionnaire used appended;

Detailed computer tabulations presented under separate cover.

Executive Overview

A total of 32% recall any advertising about reducing the amount of garbage we make at Christmas, lower than the level recorded last year (49%) but similar to the level recorded in 2014 (31%)

A total of 20% report seeing one of the print ads, less than half that reported a year ago (46%) and somewhat lower than all previous years. Awareness is somewhat higher among those under 35 years of age but does not vary significantly by gender.

Recall remains highest of the transit advertising. A link to the TV advertising continues to be made by a considerable proportion when shown the print ads.

One-third report recall of the TV ad, a significant decrease compared with 2015 (50%) and 2014 (41%), but in line with or higher than all years prior to that.

As noted in the past, women are more inclined than men to recall the commercial (35% versus 28% of men). But unlike the print ads, older residents are more inclined to recall the TV ads (44% of those 55 years plus versus 31% of those 35 to 54 and just 18% of those under 35).

3

The majority found each type of advertising to be effectivein making them think about the types of gifts they would give at Christmas to reduce the amount of garbage we create. A total of 57% rated the print ads ‘very’ or ‘somewhat’ effective, and 64% found the TV ad to be effective (similar to previous measures).

A total of 17% of Metro Vancouver residents reported some impact on their behaviour (responded yes or maybe) when asked if the campaign had an impact on the types of gifts they bought at Christmas. This level is comparable to the Christmas campaigns of the past two years.

This year all respondents were asked if the ads they had viewed in the survey had or would encourage them to think about the gifts given at work or other group settings and two thirds said yes (24%) or maybe (42%); they were further asked if the ads did or would make them think about how they dealt with holiday leftovers, here, about half said yes (19%) or maybe (29%).

Changes reported by those said to have been influenced by the advertising mostly relate to use or disposal of leftovers, either using them up, giving away or composting, while some said they gave alternative gifts such as experiences or donations, and others used alternative or recycled gift wrapping.

4

Detailed Findings

5

Unaided Awareness and Source of Advertising

• Respondents were first asked if they recall any advertising about reducing the amount of garbage we make at Christmas.

• A total of 32% recall such advertising, lower than the level recorded last year (49%) but similar to the level recorded in 2014 (31%).

• Recall levels this year continue to be higher among women (35%) than men (28%), though this year they are consistent amongst the various age groups.

• The top source recalled by most again is television advertising, followed by transit.

Base: Total Jan 2016 (n=1500)Total Jan 2015 (n=400)Total Feb 2014 (n=400)Total Jan 2013 (n=400)Total Jan 2012 (n=400)Total Jan 2011 (n=495)Total Nov 2010 (n=403)Total Aug 2010 (n=422)Total Jan 2010 (n=500)

Jan 2012 - 2016 wording Q2a) Do you recall any recent Christmas advertising about the types of gifts you could give to reduce the amount of garbage you create?

Q.1a) Did you recently see or hear any advertising about reducing the amount of garbage we make at Christmas?

Aug/Nov 2010 wording Q.1a) Did you recently see or hear any advertising about reducing the amount of garbage we make?

Total Who Recall Advertising

Source

Jan2010(125)

%

Aug2010(191)

%

Nov2010(148)

%

Jan2011(209)

%

Jan2012(180)

%

Jan2013(201)

%

Feb2014(128)

%

Jan2015(201)

%

Jan2016(474)

%Transit (vehicles/ shelters)

32 24 8 32 38 37 25 26 16

Newspaper 32 30 40 32 15 7 10 4 6

TV 31 37 33 26 39 49 51 64 55

Radio 10 15 6 14 12 7 10 7 8

Bulletins/ posters n/a n/a 6 n/a n/a n/a n/a n/a n/a

Internet/ online n/a n/a 3 2 6 1 5 7 8

Newsletter/ flyer/ magazines

n/a n/a 2 n/a 4 1 3 4 5

Word of mouth n/a n/a 2 n/a n/a n/a n/a n/a n/a

Miscellaneous 3 7 5 8 6 2 3 4 3

Don’t recall 7 7 9 10 5 10 4 1 8

Jan 2015/2016 wording Q.2b) Where did you see or hear this advertising?Q.1b/2b) Where did you see or hear Christmas advertising

32%

49%

31%

50%

47%

43%

37%

44%

32%

Jan 2016

Jan 2015

Feb 2014

Jan 2013

Jan 2012

Jan 2011

Nov 2010

Aug 2010

Jan 2010

32%

32%

33%

35%

32%

27%

Total 2016

Central

North East

North West

South East

South West

6

Unaided Awareness and Source of Advertising

• Overall recall levels are consistent across the five Metro Vancouver regions.

• Recall from television is consistent across all regions; those in the North West are somewhat more likely than other regions to recall ads from newspapers but less likely than other regions to recall them from transit.

Base: Total (n=1500)Central (n=300)North East (n=300)North West (n=300)South East (n=300)South West (n=300)

Jan 2012 - 2016 wording Q2a) Do you recall any recent Christmas advertising about the types of gifts you could give to reduce the amount of garbage you create?

Q.1a) Did you recently see or hear any advertising about reducing the amount of garbage we make at Christmas?

Aug/Nov 2010 wording Q.1a) Did you recently see or hear any advertising about reducing the amount of garbage we make?


2016

Source

Total2016(474)

%

Central(99)%

North East(99)%

North West(102)

%

South East(94)%

South West(80)%

Transit (vehicles/ shelters) 16 18 24 7 13 14

Newspaper 6 3 6 20 7 6

TV 55 52 57 64 55 58

Radio 8 10 6 8 6 6

Internet/ online 8 9 3 11 8 11

Newsletter/ flyer/ magazines 5 5 3 8 7 3

Miscellaneous 3 5 -- 4 3 3

Don’t recall 8 7 11 1 7 9

Jan 2015/2016 wording Q.2b) Where did you see or hear this advertising?Q.1b/2b) Where did you see or hear Christmas advertising

Unaided Awareness of Advertising Sponsor

7

• As previously found, more than half of residents are unable to identify the sponsor.

• While lower than the level recorded in 2015, awareness of Metro Vancouver as the sponsor is statistically similar to 2014, 2012 and 2011.

Total recall Christmas advertising

Jan2010(125)

%

Aug2010(191)

%

Nov2010(148)

%

Jan2011(209)

%

Jan2012(180)

%

Jan2013(201)

%

Feb2014(128)

%

Jan2015(201)

%

Jan2016(474)

%

Metro Vancouver/ GVRD 15 6 4 19 20 27 14 34 19

City of Vancouver 4 8 1 8 9 9 11 18 14 11

Recycling companies -- 5 5 2 -- -- -- -- --

Other government -- 3 3 2 -- -- -- -- --

Misc. recycling/ environmental organizations

-- -- -- -- -- -- 8 2 6

Miscellaneous charities -- -- -- -- -- -- 1 4 3

Miscellaneous 13 6 12 7 20 8 5 3 13

Don’t recall 68 71 58 63 53 55 55 47 50

Q.1c/2c) And who sponsored the advertising or the program?

Unaided Awareness of Advertising Sponsor

8

• Awareness of Metro Vancouver as the sponsor varies regionally from highest in the North East to lowest in the South East.

Total recall Christmas advertising

2016

Location

Total2016(474)

%

Central(99)%

North East(99)%

North West(102)

%

South East(94)%

South West(80)%

Metro Vancouver/ GVRD 19 20 32 18 12 15

City of Vancouver 11 13 7 13 11 5

Misc. recycling/ environmental organizations

6 7 4 9 7 3

Miscellaneous charities 3 3 2 2 3 1

Miscellaneous 13 12 7 12 16 21

Don’t recall 50 46 51 50 53 55

Q.1c/2c) And who sponsored the advertising or the program?

Recall Recent Advertising/ References to “Green Angels”

9

• When asked specifically about advertising or any reference to ‘green angels’, fewer than one-in-ten report recall (8%), similar to the past two years.

Base: Total Jan 2016 (n=1500)Total Jan 2015 (n=400)Total Feb 2014 (n=400) Total Jan 2013 (n=400)Total Jan 2012 (n=400)

Q.3) Do you recall any recent advertising or references to “Green Angels”?

8%

11%

8%

20%

25%

92%

89%

92%

80%

75%

Jan 2016

Jan 2015

Feb 2014

Jan 2013

Jan 2012

Yes No

Recall Recent Advertising/ References to “Green Angels”

10

• The level of recall of advertising or any reference to ‘green angels’ is consistent across all regions of Metro Vancouver.

Base: Total (n=1500)Central (n=300)North East (n=300) North West (n=300)South East (n=300)South West (n=300)

Q.3) Do you recall any recent advertising or references to “Green Angels”?

8%

7%

7%

8%

9%

7%

92%

93%

93%

92%

91%

93%

Total 2016

Central

North East

North West

South East

South West

Yes No

20%

46%

37%

39%

44%

33%

35%

30%

Total 2016

Jan 2015

Feb 2014

Jan 2013

Jan 2012

Jan 2011

Aug 2010

Jan 2010

11

Prompted Recall and Source of Print Advertising

• Respondents were shown examples of the print advertisements.

• One-in-five respondents report seeing one of the ads, less than half that reported a year ago (46%) and somewhat lower than all previous years.

• Awareness is somewhat higher among those under 35 years of age (27% vs. 17% of those 35+) but does not vary significantly by gender.

• Again recall is highest of the transit advertising. A link to the TV advertising is also made by a considerable proportion.

Base: Total Jan 2015 (n=1500)Total Jan 2015 (n=400)Total Feb 2014 (n=400)Total Jan 2013 (n=400)Total Jan 2012 (n=400)Total Jan 2011 (n=495)Total Aug 2010 (n=422)Total Jan 2010 (n=404)

2015 wording Q.4a) Do you recall recently seeing these ads or ones similar to these ads?

2012/13 wording Q.4a) Do you recall seeing these ads or ones similar to these ads?

Jan 2010-Jan 2011 wording Q.2/2a) Do you recall seeing this ad?

Total Who Recall Seeing Advertising

Location

Jan2010(112)

%

Aug2010(133)

%

Jan2011(149)

%

Jan2012(167)

%

Jan2013(153)

%

Feb 2014(152)

%

Jan2015(186)

%

Jan2016(308)

%

Transit (skytrain/ vehicles/ shelters)

38 65 52 57 49 27 45 39

Newspaper 32 17 25 17 13 13 13 10

TV 15 3 7 23 39 45 39 32

Online n/a n/a <1 2 1 7 4 5

Other print (i.e. flyers, magazines)

n/a n/a n/a n/a n/a 1 5 6

Miscellaneous 7 10 7 8 5 4 1 7

Don’t recall 18 9 13 6 3 10 5 10

Jan 2012 - 2016 Q.4b) Where do you recall seeing the ads?Jan 2011 Q.2b) Where do you recall you saw this ad?Jan/Aug 2010 wording Q.3) Where did you see or hear this advertising?

20%

21%

25%

21%

17%

18%

Total 2016

Central

North East

North West

South East

South West

12

Prompted Recall and Source of Print Advertising

• Recall of the advertising on transit is higher in the Central and North East regions compared with the South East and South West.

• Otherwise, recall does not vary significantly between regions for the various sources.

Base: Total (n=1500)Central (n=300)North East (n=300)North West (n=300)South East (n=300)South West (n=300)

2015/6 wording Q.4a) Do you recall recently seeing these ads or ones similar to these ads?

2012/13 wording Q.4a) Do you recall seeing these ads or ones similar to these ads?

Jan 2010-Jan 2011 wording Q.2/2a) Do you recall seeing this ad?


2016

Location

Total2016(308)

%

Central(71)%

North East(73)%

North West(61)%

South East(49)%

South West(54)%

Transit (skytrain/ vehicles/ shelters) 39 48 45 34 27 26

Newspaper 10 7 10 16 12 11

TV 32 26 27 39 44 36

Online 5 4 6 1 4 9

Other print (i.e. flyers, magazines) 6 10 3 2 7 --

Miscellaneous 7 9 2 2 7 11

Don’t recall 10 9 12 12 9 12

Jan 2012 - 2016 Q.4b) Where do you recall seeing the ads?Jan 2011 Q.2b) Where do you recall you saw this ad?Jan/Aug 2010 wording Q.3) Where did you see or hear this advertising?

Aided Awareness of Print Advertising Source

13

• Once prompted, awareness of transit advertising increases to 57% and to 43% on television.

• Awareness of online advertising increases from 5% to 16%, while posters in various places are noted as sources by 15%.

• Prompted recall of ads on transit is particularly high in the Central region.

Total Recall Advertising

2016

Location

Jan2015(186)

%

Jan2016(308)

%

Central(89)%

NorthEast(98)%

NorthWest(98)%

SouthEast(98)%

SouthWest(98)%

TV Commercial 59 43 36 40 52 53 48

Transit (vehicles/ shelters) 56 57 73 50 47 45 44

Posters in various public buildings

13 15 18 14 3 14 16

Online 9 16 14 16 16 21 13

News 9 13 7 13 22 18 21

Digital Billboard -- 4 5 7 -- 3 1

Q.4c) Please select where you saw the ads

Aided Awareness of Print Advertising Source

14

• Prompted awareness of transit advertising is highest amongst youth, while TV advertising is recalled more commonly by those 35 or older.


Gender Age

Location

Total2016(308)

%

Male(146)

%

Female(162)

%

18-34(89)%

35-54(98)%

55+(121)

%

Transit (vehicles/ shelters) 57 55 60 78 50 36

TV Commercial 43 44 43 24 44 72

Online 16 19 13 11 19 21

Posters in various public buildings

15 15 15 22 11 11

News 13 15 12 10 10 23

Digital Billboard 4 6 3 8 2 3


Effectiveness of Print Ads

15

• Respondents were asked to rate how effective the print ads are in “encouraging you to think about the types of gifts you would give at Christmas to reduce the amount of garbage we create”.

• A total of 57% reported the ads to be very or somewhat effective, similar to most previous years’ scores.

• Women and those under 35 years are the most positive about the print ads.

Base: Total Jan 2016 (n=1500)Total Jan 2015 (n=400)Total Feb 2014 (n=400)Total Jan 2013 (n=400)Total Jan 2012 (n=400)Total Jan 2011 (n=495)

Jan 2012 - 2016 wording Q.5) Overall, how effective do you find the ads in encouraging you to think about the types of gifts you would give at Christmas to reduce the amount of garbage we create?

Jan 2011 wording Q.2c) Overall how effective do you find the ad in communicating the message to reduce the amount of garbage we make at Christmas?

11%

13%

15%

11%

12%

16%

47%

44%

55%

46%

44%

53%

30%

27%

20%

29%

27%

23%

13%

16%

10%

14%

17%

8%

Jan 2016

Jan 2015

Feb 2014

Jan 2013

Jan 2012

Jan 2011

Very effective Somewhat effective

Not very effective Not at all effective

Total effective

57%

57%

70%

57%

56%

69%

Effectiveness of Print Ads

16

• Response to the ads is generally consistent across the regions, though residents in the North West are somewhat less positive than the others.

Base: Total (n=1500)Central (n=300)North West (n=300)North East (n=300)South East (n=300)South West (n=300)

Jan 2012 - 2016 wording Q.5) Overall, how effective do you find the ads in encouraging you to think about the types of gifts you would give at Christmas to reduce the amount of garbage we create?


11%

11%

10%

8%

12%

8%

48%

47%

47%

39%

46%

50%

30%

29%

31%

36%

30%

29%

13%

13%

13%

17%

11%

13%

Total 2016

Central

North East

North West

South East

South West



Total effective

57%

59%

56%

47%

58%

58%

Recall Ad on Television

17

• Respondents were provided with a link to the TV commercial. Of those who were able to watch the commercial, one-third report recall of the ad, a significant decrease from 2015 and 2014, but in line with 2013 and significantly higher than the two years prior to that.

• As noted in the past, women are more inclined than men to recall the commercial (35% versus 28% of men). But unlike the print ads, older residents are more inclined to recall the TV ads (44% of those 55 years plus versus 31% of those 35 to 54 and just 18% of those under 35).

• Similar to the previous findings, almost two-thirds found it to be effective in communicating its intended message.

Base: Total able to see TV ad and state an opinon Jan 2016 (n=1483)Total able to see TV ad and state an opinon Jan 2015 (n=400)Total able to see TV ad and state an opnion Feb 2014 (n=351)Total able to see TV ad and state an opinion Jan 2013 (n=288)Total able to see TV ad Jan 2012 (n=377)Total could see/hear the commercial Jan 2011 (n=415)

Jan 2012 – 2015 wording Q.7) Overall, how effective do you find this TV ad in encouraging you to think about the types of gifts you would give at Christmas to reduce the amount of garbage we create?


Base: Total Jan 2016 (n=1483) Total Jan 2015 (n=400)Total Feb 2014 (n=351)Total Jan 2013 (n=323)Total Jan 2012 (n=377)Total Jan 2011 (n=415)

Q.5b/6) Do you recall seeing this /these ads on television?

32%

50%

41%

37%

24%

21%

Jan 2016

Jan 2015

Feb 2014

Jan 2013

Jan 2012

Jan 2011 15%

12%

19%

16%

12%

14%

49%

50%

52%

48%

51%

45%

27%

24%

21%

25%

25%

31%

9%

14%

8%

12%

13%

10%

Jan 2016

Jan 2015

Feb 2014

Jan 2013

Jan 2012

Jan 2011



Overall effectiveness of TV ad Total effective

64%

63%

71%

64%

62%

59%

Recall Ad on Television

18

• Recall of the television ad is generally consistent across the regions, though somewhat higher in the North West (36%) compared with the South West (28%).

• Rating of the ad’s effectiveness is generally consistent across all regions.

Base: Total able to see TV ad and state an opinon Total 2016 (n=1483)Total able to see TV ad and state an opinon Central (n=296)Total able to see TV ad and state an opnion North East (n=298)Total able to see TV ad and state an opinion North West (n=294)Total able to see TV ad and state an opinion South East (n=297)Total able to see TV ad and state an opinion South West (n=298)

Jan 2012 – 2015 wording Q.7) Overall, how effective do you find this TV ad in encouraging you to think about the types of gifts you would give at Christmas to reduce the amount of garbage we create?


Base: Total able to view ad (n=1483) Central (n=296)North East (n=298)North West (n=294)South East (n=297)South West (n=298)

Q.5b/6) Do you recall seeing this /these ads on television?

32%

30%

33%

36%

35%

28%

Total 2016

Central

North East

North West

South East

South West15%

16%

15%

16%

14%

10%

49%

49%

49%

45%

48%

53%

27%

27%

27%

27%

28%

28%

9%

9%

9%

12%

9%

9%

Total

Central

North East

North West

South East

South West



Overall effectiveness of TV ad Total effective

64%

65%

64%

61%

62%

63%

19

• Among those aware of any of the ads, 23% report that they had an impact on the type of gifts they bought and an additional 19% responded ‘maybe’ (totalling 42%, significantly higher than last year’s measure).

• When projected to the total population (Metro Vancouver adults aged 18+: 1,877,850), this translates to 17% of the population saying yes or maybe or 319,235 people.

Impact of Ads on Type of Gifts Bought at Christmas

Jan 2012 – 2016 wording Q.8a) Did these ads have an impact on types of gifts you bought at Christmas?

Jan 2011 wording Q.5) As a result of this ad, did you make any additional efforts to reduce the amount of waste you produce?

Aug & Jan 2010 wording Q.6a) As a result of the advertising, did you make any additional efforts to reduce the amount of waste you produced over Christmas?

*Base: Those saw/heard any ads Jan 2016 (n=636)Jan 2015 (n=271)Feb 2014 (n=210)Jan 2013 (n=213)Jan 2012 (n=237)Jan 2011 (n=246)Aug 2010 (n=134)Jan 2010 (n=112)

9%

7%

7%

9%

11%

18%

7%

9%

23%

11%

13%

15%

17%

32%

21%

32%

8%

11%

10%

15%

11%

9%

5

6

19%

18%

17%

26%

17%

16%

17%

23%

17%

19%

17%

24%

22%

27%

12%

15%

42%

29%

30%

41%

34%

48%

38%

55%

Jan 2016

Jan 2015

Feb 2014

Jan 2013

Jan 2012

Jan 2011

Aug 2010

Jan 2010

Jan 2016

Jan 2015

Feb 2014

Jan 2013

Jan 2012

Jan 2011

Aug 2010

Jan 2010

Yes Maybe

Total Residents

Those aware of ads*

20

• Regionally the ads have a somewhat stronger impact on residents in the Central region, with almost half reporting “yes” or “maybe”, compared with between 33% and 41% in each of the other regions.

• When projected to the total population, this translates to between 14% and 19% of each region saying yes or maybe or:

• Central: 143,562 people

• North East: 40,531 people

• North West: 22,620 people

• South East: 81,052 people

• South West: 32,744 peopleQ.8a) Did these ads have an impact on types of gifts you bought at Christmas?

*Base: Those saw/heard any ads Total (n=636)Central (n=271)North East (n=210)North West (n=213)South East (n=237)South West (n=246)

9%

10%

11%

4

10%

6

23%

26%

24%

10%

24%

17%

8%

9%

4

12%

7%

7%

19%

23%

9%

28%

17%

20%

17%

19%

15%

16%

17%

14%

42%

48%

33%

39%

41%

37%

Total

Central

North East

North West

South East

South West

Total

Central

North East

North West

South East

South West

Yes Maybe

Total Residents

Those aware of ads*

Impact of Ads on Type of Gifts Bought at Christmas

21

• New to the survey in 2016, all respondents, whether they had previously seen the ads or not, were asked how likely the ads were to encourage them to give alternative gifts at work or in other groups.

• In all, two-thirds said yes or maybe, a proportion generally consistent across all regions, though somewhat more likely in the Central region (70% yes or maybe) compared with the North West (58%).


Asked in 2016 only: Q.8b) [Did/Would] these ads encourage you to think about other types of gifts you would give at Christmas at work or in other groups (e.g. instead of Secret Santa gifts)?

24%

27%

23%

20%

23%

22%

42%

43%

42%

38%

42%

43%

26%

24%

23%

29%

29%

26%

8%

7%

12%

13%

6

9%

Total

Central

North East

North West

South East

South West

Yes Maybe No Not Applicable

Impact of Ads on Gifts Bought at Work (e.g. Secret Santa)

Total Yes/Maybe

66%

70%

65%

58%

64%

65%

22


Asked in 2016 only: Q.8c) [Did/Would] these ads encourage you to consider ways to deal with holiday dinner leftovers?

19%

22%

14%

13%

20%

15%

30%

30%

29%

23%

30%

31%

41%

35%

47%

51%

41%

44%

11%

13%

10%

13%

9%

10%

Total

Central

North East

North West

South East

South West

Yes Maybe No Not Applicable

Impact of Ads on How to Deal with Holiday Dinner Leftovers

Total Yes/Maybe

48%

52%

43%

36%

50%

46%

• Also new in 2016, all respondents were asked how likely the ads were to encourage them to consider ways to deal with holiday leftovers.

• This time, almost half overall said yes or maybe (48%). Residents in the North West region appear least moved by the ads in this respect (36%).

23

• Among those aware of the advertising and who felt encouraged to adjust their behaviour, a little more than half recalled what they did.

• Changes mostly relate to use or disposal of leftovers which were largely either used up, given away, composted, or avoided by preparing less.

• Other behaviour includes giving alternative gifts that avoid wrapping paper and other waste or using recycled gift wrapping.


2016

Total2016(112)

%

Central(33)%

NorthEast(21*)

%

NorthWest(19*)

%

SouthEast(25*)

%

SouthWest(14*)

%

Ate/Used all of the leftovers 13 15 17 19 10 7

Gave away leftovers/ donated non-perishable items to food bank

11 11 9 16 14 7

Gave alternative gifts (i.e. experiences, donations, sustainable items)

11 14 22 4 -- 16

Composted food waste/recycled instead of putting in garbage

11 5 17 6 19 13

Prepared less food/ served smaller portions

8 10 4 -- 8 13

Used alternative gift wrapping(i.e. recycled paper/ boxes)

8 8 18 21 -- --

Raised awareness of food/ item waste 3 2 14 -- -- 6

Don’t recall 46 42 38 49 61 44


*Interpret with caution: small base size

Additional Efforts to Reduce Waste

Demographics

25

2016

Total2016

(1500)%

Central(300)

%

North East(300)

%

North West(300)

%

South East(300)

%

South West(300)

%

Gender

Male 48 48 49 47 48 48

Female 52 52 51 53 52 52

Age

18-34 29 32 28 23 29 26

35-54 38 37 42 38 38 28

55 or better 33 31 30 39 33 36

Household Composition

Single with no children at home 31 40 24 25 26 28

A couple with no children at home 38 37 37 40 40 38

A family with children at home (incl. single parent household)

30 23 39 35 34 34

Demographic Profile

continued

26

Total2016

(1500)%

Region (weighted to population)

Central 40

North East 14

North West 8

South East 25

South West 13

Demographic Profile

Questionnaire

Green Angel Tracking Research Post-2015 Xmas Campaign

FINAL – Jan. 16

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Welcome to today’s survey regarding an issue of importance to your community. The survey should take just a few minutes to complete and all your responses will be anonymous and confidential. Thank you for taking the time to provide your opinions! 1. Your gender:

Male Female

2a. Do you recall any recent Christmas advertising about the types of gifts you could give to reduce the

amount of garbage you create? Yes No SKIP TO Q.3 b. Where did you see or hear this advertising? c. And who sponsored the advertising or the program? 3. Do you recall any recent advertising or references to ‘green angels’? Yes No SHOW EXAMPLES OF FOUR ADS 4a. Do you recall recently seeing these ads or ones similar to these ads? Yes No SKIP TO Q.5 b. Where do you recall seeing the ads? c. Please select where you saw the ads (tick as many as apply): SkyTrain Seabus Bus stop

Bus exterior Digital billboard

Online TV commercial News Posters in various public buildings


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5. Overall how effective do you find the ads in encouraging you to think about the types of gifts you would give at Christmas to reduce the amount of garbage we create?

Very effective Somewhat effective Not very effective Not at all effective PLAY TWO TV ADS 6. Do you recall seeing any of these ads on TV? Yes No 7. Overall how effective do you find these TV ads in encouraging you to think about the types of gifts you

would give at Christmas to reduce the amount of garbage we create? Very effective Somewhat effective Not very effective Not at all effective

8a. IF AWARE OF OUTDOOR OR TV ADS: Did (ANY OF THE ADS YOU HAD SEEN) (these ads) have an impact on the types of gifts you bought at Christmas? Yes

No Maybe

ASK ALL: SHOW OUTDOOR ADS AGAIN: 8b. IF AWARE: [Did] IF NOT AWARE: [Would] these ads encourage you to think about other types of gifts you

would give at Christmas at work or in other groups (e.g., instead of secret Santa gifts)? Yes No Maybe Not applicable SHOW OUTDOOR ADS AGAIN: 8c. IF AWARE: [Did] IF NOT AWARE: [Would] these ads encourage you to consider ways to deal with holiday

dinner leftovers? Yes No Maybe Not applicable


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b. IF YES: What did you do that was different?

And finally, for classification purposes…

A. Into which of the following age categories do you fall?

18 to 24 years

25 to 34 years

35 to 44 years

45 to 54 years

55 to 64 years

65 year or better

B. Which of the following best describes your current household …?

single with no children at home

a couple with no children at home

a family with children at home (incl. single parent household)

OTHER Specify:____________________

C. In what municipality do you live?

2015 christmas post-campaign tracking research · cover. executive overview ... newsletter/ flyer/...

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