Tailored awareness campaign through local media

BackgroundCampaign from The Department for Communities and LocalGovernment 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 particulardanger 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

62% 38%

Age (%) Adults in household (%)

Sex Ownership of property (%)

Base : All respondents Sample: 554.

Profile of Respondents

%

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

Children in household (%)

Region of England

Base : All respondents Sample: 554.

The majority of households own a smoke alarm

Base : All respondents Sample: 554.

Yes No

93%7%

Under half have tested their smoke alarm in the last 12 months

When was the last time you tested your smoke alarm? (%)

Base : All respondents who have a smoke alarm Sample:516.

41%42%

39%

34%39%

38%

9%10%10%

12%7%

9%

5%1%

2%

Within the last month

1-6 months ago

7-12 months ago

More than a year

Never

Readers of local newspapers had far higher awareness of the campaign than non readersTo 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.

Yes

No

Not sure

31

61

36

38

54

56

8

8

8

Local newspapers are an integral part of the Fire Kills campaign

Where did you see these messages? (%)

Base : All aware of campaign Sample:198.

Local Newspaper

National Newspaper

Commercial Radio

Posters

Online

24.2

15.2

10.1

7.6

7.1

Readers of local newspapers double prompted awareness of the images than non-readers

Have you seen any of

these images? (%)

Base : All respondents Sample:554.

Prompt:

Have you seen any of these images?

Yes

No

Not sure

24%

14%

28%

74%

56%

61%

12%

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 (%)

Base : All respondents Sample:554.

68%

Who don’t read a local newspaper agree82%

Who read a local newspaper agree

79% agreeA

total of

Local newspaper readers are more likely to take action

I will remember to test my smoke alarms when the clocks change. Agree (%)

Base : All respondents Sample:554.

65%60%

49%

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 %)

40%

47%

17%

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.

46%

28%

40%

Readers

Non readers

All

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)

Base : All who gave an opinion Sample:456.

Readers

Non readers

All

93%

69%

87%

And an honest one too

I trust my local newspaper to report accurately and honestly. (Agree)

Base : All who gave an opinion Sample:397.

Readers

Non readers

All

89%

82%

65%

Readers of local media have more community spirit

I feel part of my community. Agree (%)

Base : All who gave an opinion Sample:360.

Readers

Non readers

All 78%

58%

85%

Local readers value local retailers

I prefer to shop locally rather than online. (Agree)

Base : All who gave an opinion Sample:394.

Readers

Non readers

All 76%

64%

81%

Adverts in local media catch eyes

Base : All who gave an opinion Sample:412.

of local newspaper

readers agree

“I notice the advertisements in my

local newspaper.”

80%

Supporting freedom of speech

Local newspapers are important for democracy. (Agree)

Base : All who gave an opinion Sample:339.

Readers

Non readers

All

91%

83%

59%

Everyone agrees national newspapers have a different focus

National newspapers have too much on celebrities. (Agree)

Base : All who gave an opinion Sample:438.

Readers

Non readers

All 93%

94%

92%

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