Post-test of the advertising campaign Help

Transcription

1 Post-test of the advertising campaign Help Results Contact : Patrick KLEIN Tél : Port : patrick.klein@ipsos.com December 2005

2 Contents Methodology 3 Recall and Liking of the Campaign 7 Understanding 15 Image 20 Impact 25 Attribution 30 Tables per country 33 Post-test of the advertising european campaign Help December

3 Methodology Post-test of the advertising european campaign Help December

4 Methodology telephone * interviews in 25 countries In each country, 1000 interviews representative of national population aged 15 and over Samples per region North South East West Denmark 1000 Cyprus 1000 Czech republic 1006 Austria 1004 Finland 1001 Greece 1000 Estonia 1000 Belgium 1000 Sweden 1007 Italy 992 Hungary 1015 France 1013 Total 3008 Malta 1000 Latvia 1000 Germany 1001 Portugal 1001 Lithuania 1022 Ireland 1000 Spain 1005 Poland 1001 Luxembourg 1003 Total 5998 Slovakia 1000 Netherlands 1038 Slovenia 1002 UK 1001 Total 46 Total * Exc ept in Portugal and Lithuania where one-to-one interviews were c onduc ted Post-test of the advertising european campaign Help December

5 Methodology Results were weighted for each country, based on their local sociodemographic data (gender and age). Overall European results were weighted through the demographic weight of each country. Weights per region and per country in Europe North % Denmark 1.18 Finland 1.14 Sweden 1.97 Total 4.29 South % Cyprus 0.20 Greece 2.41 Italy Malta 0.09 Portugal 2.28 East % Czech Republic 2.23 Estonia 0.31 Hungary 2.21 Latvia 0.5 Lithuania 0. West % Austria 1. Belgium 2.28 France Germany Ireland 0. Spain 9.04 Poland 8.44 Luxembourg 0.11 Total Slovakia 1.18 Netherlands 3. Slovenia 0.44 UK Total.08 Total Source : INED- Eurostat 1 er janvier 2004 Post-test of the advertising european campaign Help December

6 Samples profiles Vertical % Whole Europe North South East West Gender Male Female Age Less than 25 years old years old and over 19 Smoking status Heavy smoker* Light smoker* SUB-TOTAL SMOKERS 23 SUB-TOTAL Young smoker Former smoker Non-smoker * Heavy smoker : more than 20 cigarets per day *Light smoker :less than 20 cigarets per day (1 cigar/1cigar=4 cigarets) Post-test of the advertising european campaign Help December

7 Recall & Liking of the campaign Prevention Cessation Passive smoking Post-test of the advertising european campaign Help December

8 Recall Total sample Spontaneous recall of one or more information campaigns about smoking on TV Awareness of advertisements Yes One Several Whole Europe 40% 19% 21% North 38% 20% 18% South 39% 20% 19% East 37% 19% 18% West 42% 18% % Saw at least one advert 29% 19% 27% 37% 28% Prevention % 10% % % 15% Cessation 11% 8% 12% 15% 10% Passive smoking % 11% 15% 21% % Post-test of the advertising european campaign Help December

9 Recall Less than 25 Whole Europe North South Spontaneous recall of one or more information campaigns about smoking on TV East West Yes 43% 43% 45% 39% 44% Awareness of advertisements Saw at least one advert 48% 38% 42% % 47% Prevention 30% 22% 30% 35% 28% Cessation 25% % 21% 28% % Passive smoking 29% 23% 25% 38% 26% Post-test of the advertising european campaign Help December

10 Recall Smokers Whole Europe North South Spontaneous recall of one or more information campaigns about smoking on TV East West Yes 50% 53% 51% 46% 50% Awareness of advertisements Saw at least one advert 34% 23% 33% 37% 34% Prevention 20% 12% 20% 23% 19% Cessation 14% 10% 15% % 13% Passive smoking 20% 12% 20% 20% 20% Post-test of the advertising european campaign Help December

11 Awareness of advertisements %Saw at least one advert Total Sample Smokers Less than 25 y.o. West North Europe South East Post-test of the advertising european campaign Help December

12 Liking Total population Whole Europe North South East West Base : Saw at least one advert Generally speaking, did you like this campaign? Yes % % % % % Yes, definitely 35% 30% 33% 36% 35% Yes, quite a lot 41% 35% 48% 42% 38% Among people who saw the advert Prevention % % % % % Cessation % % % % % Passive smoking % % % % % Post-test of the advertising european campaign Help December

13 Liking Smokers and young people Whole Europe North South East West Base : Saw at least one advert Generally speaking, did you like this campaign? Yes % % % % % Smokers % 66% % % % Young people % % % % % Post-test of the advertising european campaign Help December

14 Liking %Like the campaign Total Sample Smokers Less than 25 y.o. North 66 West Europe East South Post-test of the advertising european campaign Help December

15 Understanding Post-test of the advertising european campaign Help December

16 Understanding (1) To what extent do you agree or disagree that these advertisements are trying to get the following messages over or not. This advert is trying to say It is hard to stop smoking Agree somewhat Strongly agree It is ridiculous to smoke to be like others There is help available to stop smoking There is a telephone number and/or a website that one may contact about smoking Base : saw at least one advert Whole Europe North South East West Post-test of the advertising european campaign Help December 2005

17 Understanding (2) To what extent do you agree or disagree that these advertisements are trying to get the following messages over or not. This advert is trying to say Total sample Smokers Less than 25 y.o. % Agree It is hard to stop smoking It is ridiculous to smoke to be like others There is help available to stop smoking There is a telephone number and/or a website that one may contact about smoking Base : saw at least one advert Whole Europe North South East West Same results whatever the advert(s) seen Post-test of the advertising european campaign Help December 2005

18 Understanding (3) To what extent do you agree or disagree that these advertisements are trying to get the following messages over or not. This advert is trying to say Smoking is absurd Agree somewhat Strongly agree Smokers and non smokers need to respect each other You should not start smoking Smoking harms the health of others around you Base : saw at least one advert Whole Europe North South East West Post-test of the advertising european campaign Help December

19 Understanding (4) To what extent do you agree or disagree that these advertisements are trying to get the following messages over or not. This advert is trying to say Total sample Smokers Less than 25 y.o. % Agree Smoking is absurd 64 Smokers and non smokers need to respect each other You should not start smoking Smoking harms the health of others around you Base : saw at least one advert Whole Europe North South East West Same results whatever the advert(s) seen Post-test of the advertising european campaign Help December

20 Image Post-test of the advertising european campaign Help December

21 Image (1) Would you say that this campaign Yes, quite a lot Yes, definitely Delivers a worthwhile message Is easy to understand Talks about smoking in a new way Uses humour to convey the message Base : saw at least one advert Whole Europe North South East West Post-test of the advertising european campaign Help December

22 Image (2) Would you say that this campaign Total sample Smokers Less than 25 y.o. % Yes Delivers a worthwhile message Is easy to understand Talks about smoking in a new way Uses humour to convey the message Base : saw at least one advert Whole Europe North South East West Post-test of the advertising european campaign Help December

23 Image (3) Would you say that this campaign Yes, quite a lot Yes, definitely Is interesting Is an incentive to look for information or help Is meant for people like you Is in people s best interest Is more memorable because of the paper whistle Base : saw at least one advert Whole Europe North South East West Post-test of the advertising european campaign Help December

24 Image (4) Would you say that this campaign Total sample Smokers Less than 25 y.o. % Yes Is interesting 61 Is an incentive to look for information or help Is meant for people like you Is in people s best interest Is more memorable because of the paper whistle Base : saw at least one advert Whole Europe North South East West Post-test of the advertising european campaign Help December 2005

25 Impact Post-test of the advertising european campaign Help December

26 Impact among smokers (1) Would you say that the advert(s) made you Yes, quite a lot Yes, definitely Think about your smoking Think that smoking is absurd Think about the value of help in quitting smoking Want to stop smoking Think about the behaviour of smokers in the presence of nonsmokers Base : smokers who saw at least one advert Whole Europe North South East West 30 Post-test of the advertising european campaign Help December

27 Impact among smokers (2) Would you say that the advert(s) made you Total Smokers Smokers - Less than 25 y.o. % Yes Think about your smoking Think that smoking is absurd Think about the value of help in quitting smoking Want to stop smoking Think about the behaviour of smokers in the presence of non-smokers Base : smokers who saw at least one advert * *Base is too law to give results Whole Europe North South East West Post-test of the advertising european campaign Help December

28 Impact among non / former smokers (1) Would you say that the advert(s) made you Yes, quite a lot Yes, definitely Gave you a better understanding of the difficulty smokers have quitting Could encourage smokers to show more respect for non-smokers Made you want to look for information for yourself or those around you Could prevent people from starting smoking Base : non-smokers or former smokers who saw at least one advert Whole Europe North South East West Post-test of the advertising european campaign Help December

29 Impact among non / former smokers (2) Would you say that the advert(s) made you Total Non/Former Smokers Non/Former Smokers - Less than 25 y.o. % Yes Gave you a better understanding of the difficulty smokers have quitting Could encourage smokers to show more respect for non-smokers Made you want to look for information for yourself or those around you Could prevent people from starting smoking Base : Non/Former smokers who saw at least one advert Whole Europe North South East West Post-test of the advertising european campaign Help December

30 Attribution Post-test of the advertising european campaign Help December

31 Attribution In your opinion, who was behind this campaign? Health Charity North Government European Union West 55 Pharmaceutical Company Tobacco industry Europe South 50 East Post-test of the advertising european campaign Help December

32 Key learnings Post-test of the advertising european campaign Help December

33 Key learnings Good level of recall of the campaign, particularly among the core targets (youth) Overall, 48% of the population aged less than 25 remember seeing the campaign Although, due to the low level of pressure and repetition in the media plan, a large part of the population saw only one advert For 2006, one unique wave of campaign with more pression applied and repetition would probably be more impactful Highly appreciated campaign in all countries and targets % of young Europeans (less than 25) liked the campaign. (% of Europeans liked the campaign, and 35% definitely liked the campaign) Higher performance of the campaign in the South, East, West, than in the North Good understanding of the messages and the communication approach (humour, paperwhistle, absurdity ) % thought the advert was trying to say that it is ridiculous to smoke Post-test of the advertising european campaign Help December

34 Tables per country Post-test of the advertising european campaign Help December

35 Recall and liking per country Post-test of the advertising european campaign Help December

36 Recall and Liking Total sample «15 and over» Remember a campaign Remember Prevention Remember Cessation Remember Passive smoking Remember at least 1 advert Like the campaign (sub-total yes) Austria Belgium Cyprus Czek republic Denmark Estonia Finland France Germany Greece Hungary Ireland Italy Latv ia Lithuania Luxembourg Malta Netherlands Poland Portugal Slov akia Slov enia Spain Sw eden UK Post-test of the advertising european campaign Help December

37 Recall and Liking Smokers Remember a campaign Remember Prevention Remember Cessation Remember Passive smoking Remember at least 1 advert Like the campaign (subtotal yes) Austria Belgium Cyprus Czek republic Denmark Estonia Finland France Germany Greece Hungary Ireland Italy Latv ia Lithuania Luxembourg Malta Netherlands Poland Portugal Slov akia Slov enia Spain Sw eden UK Post-test of the advertising european campaign Help December

38 Recall and liking Less than 25 years old Remember a campaign Remember Prevention Remember Cessation Remember Remember at Passive smoking least 1 advert Like the campaign (subtotal yes) Austria Belgium Cyprus Czek republic Denmark Estonia Finland Franc e Germany Greec e Hungary Ireland Italy Latvia Lithuania Luxembourg Malta Netherlands Poland Portugal Slovakia Slovenia Spain Sweden UK Post-test of the advertising european campaign Help December

39 Image Total sample Sub-total Yes Is easy to understand Is in people's best interest Deliv ers a w orthw hile message Uses humour to conv ey the message Talks about smoking in a new w ay Is more memorable because of paper w histle Is interesting Is meant for people like you Is an incentiv e to look for information or help Austria Belgium Cyprus Czek republic Denmark Estonia Finland Franc e Germany Greec e Hungary Ireland Italy Latvia Lithuania Luxembourg Malta Netherlands Poland Portugal Slovakia Slovenia Spain Sweden UK Post-test of the advertising european campaign Help December

40 Image Smokers Sub-total Yes Deliv ers a w orthw hile message Is easy to understand Talks about smoking in a new w ay Uses humour to conv ey the message Is interesting Is an incentiv e to look for information or help Is meant for people like you Is in people's best interest Is more memorable because of paper w histle Austria Belgium Cyprus Czek republic Denmark Estonia Finland Franc e Germany Greec e Hungary Ireland Italy 45 Latvia Lithuania Luxembourg Malta 66 Netherlands Poland 92 Portugal Slovakia Slovenia Spain Sweden UK 92 Post-test of the advertising european campaign Help December

41 Image Less than 25 years old Sub-total Yes Deliv ers a w orthw hile message Is easy to understand Talks about smoking in a new w ay Uses humour to conv ey the message Is interesting Is an incentiv e to look for information or help Is meant for people like you Is in people's best interest Is more memorable because of paper w histle Austria Belgium Cyprus Czek republic Denmark Estonia Finland France Germany Greece Hungary Ireland Italy Latv ia Lithuania Luxembourg Malta Netherlands Poland Portugal Slov akia Slov enia Spain Sw eden UK Post-test of the advertising european campaign Help December

42 Understanding per country Post-test of the advertising european campaign Help December

43 Understanding Total sample Sub-total Agree It is hard to stop smoking It is ridiculous to smoke to be like others There is help av ailable to stop smoking There is telw ebsite that one may contact about smoking Smoking is absurd Smokers and non-smokers need to respect each other You should not start smoking Smoking harms the health of others around you Austria Belgium Cyprus Czek republic Denmark Estonia Finland France Germany Greece Hungary Ireland Italy Latv ia Lithuania Luxembourg Malta Netherlands Poland Portugal Slov akia Slov enia Spain Sw eden UK Post-test of the advertising european campaign Help December

44 Understanding Smokers Sub-total Agree Austria Belgium Cyprus Czek republic Denmark Estonia Finland France Germany Greece Hungary Ireland Italy Latv ia Lithuania Luxembourg Malta Netherlands Poland Portugal Slov akia Slov enia Spain Sw eden UK It is hard to stop smoking It is ridiculous to smoke to be like others 64 There is help av ailable to stop smoking There is telw ebsite that one may contact about smoking Smoking is absurd Smokers and nonsmokers need to respect each other You should not start smoking Smoking harms the health of others around you Post-test of the advertising european campaign Help December

45 Understanding Less than 25 years old Sub-total Agree Austria Belgium Cyprus Czek republic Denmark Estonia Finland France Germany Greece Hungary Ireland Italy Latv ia Lithuania Luxembourg Malta Netherlands Poland Portugal Slov akia Slov enia Spain Sw eden UK It is hard to stop smoking It is ridiculous to smoke to be like others There is help av ailable to stop smoking There is telw ebsite that one may contact about smoking Smoking is absurd Smokers and nonsmokers need to respect each other You should not start smoking 64 Smoking harms the health of others around you Post-test of the advertising european campaign Help December

46 Impact per country Post-test of the advertising european campaign Help December

47 Impact among Smokers Sub-total Yes Think about your smoking Think that smoking is absurd Think about v alue of help in quiting smoking Want to stop smoking Think about the behav iour of smokers in the presence of nonsmokers Austria Belgium Cyprus 46 Czek republic 50 9 Denmark Estonia Finland France Germany Greece Hungary Ireland Italy Latv ia Lithuania Luxembourg Malta Netherlands Poland 55 Portugal 45 Slov akia Slov enia Spain Sw eden UK Post-test of the advertising european campaign Help December

48 Impact among Non-Smokers Sub-total Yes Gav e you a better understanding of the difficulty smokers hav e quitting Could encourage smokers to show more respect for nonsmokers Made you w ant to look for information for yourself or those around you Could prev ent people from starting smoking Austria Belgium Cyprus Czek republic Denmark Estonia Finland 27 France Germany Greece Hungary Ireland Italy Latv ia Lithuania Luxembourg Malta Netherlands Poland 27 Portugal Slov akia Slov enia Spain Sw eden UK Post-test of the advertising european campaign Help December

49 Attribution to the European Union per country Post-test of the advertising european campaign Help December

50 Post-test of the advertising european campaign Help December Attribution DK Denmark Estonia Finland France Germany Greece Hungary Ireland Italy Latv ia Lithuania Luxembourg Malta Netherlands Poland Portugal Slov akia Slov enia Spain Sw eden UK Czek republic Cyprus Belgium Austria Tobacco industry Pharmaceutical company European Union Health charity Gov ernment

51 This report was produced by a contractor for Health & Consumer Protection Directorate General and represents the views of the contractor or author. These views have not been adopted or in any way approved by the Commission and do not necessarily represent the view of the Commission or the Directorate General for Health and Consumer Protection. The European Commission does not guarantee the accuracy of the data included in this study, nor does it accept responsibility for any use made thereof.