Copyright Ipsos, 2006, All rights reserved © 2008 Ipsos ASI. All rights reserved. Contains Ipsos’...

Copyright Ipsos, 2006, All rights reserved© 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information.

IPSOS-ASI POLSKAAdvertising Campaign Effectiveness Study – stage II

Report compiled for

Research reportSeptember 2008

© 2008 Ipsos ASI. All rights reserved. Contains Ipsos’ Confidential, Trade Secret and Proprietary Information.

2

Contents

OBJECTIVES AND SCOPE 3

METHODOLOGY 4

FINDINGS 6

MAIN CONCLUSIONS 24

DEMOGRAPHICS 26


3

Objectives and scope of research

This report covers the findings from an effectiveness study of a social awareness advertising campaign – stage 1 and stage 2.

The first wave – conducted before the planned advertising campaign – was

aimed at defining attitudes among pregnant women towards the consumption of

alcohol during pregnancy.

With the second wave – conducted following completion of the advertising

campaign – the goal was to check recall of the campaign, and to define changes

that may have occurred in respondents' attitudes

as a result.

The findings presented here cover the full scope of

research ordered by Fabryka Komunikacji Społecznej,

based on interviews conducted with respondents

using questionnaires.


Methodology


5

Methodology and sample structure

Survey before and after advertising campaign

Methodology:• Computer Assisted Personal Interviews (CAPI F2F)

Sample profile:• Pregnant women (quotas for women in each of the trimesters of pregnancy – n=3x100) • Target group – N=300• Nationwide Polish urban sample• Aged 20 – 35

Location:

• Cities – 100,000+ (selected locations – Warsaw, Gdańsk, Katowice, Poznań, Białystok, Kraków, Olsztyn, Łódź, Rzeszów, Gorzów Wielkopolski)

Fieldwork dates:• Wave 1: 20.06 – 01.07.2008• Wave 2: 15.09 – 26.09.2008

Number of interviews conducted:• Wave 1: N=319• Wave 2: N=318

Interview length:• Wave 1: about 7-8 minutes• Wave 2: about 10-15 minutes


Findings


Wave 1

63%

37%

Yes, it's my first timeNo

7

Most of the women interviewed were pregnant for the first time. When analysing the survey population for age, one sees that respondents in the youngest group (aged 20 to 24) were in their first pregnancy significantly more often than women in the other two age groups. The results of the two waves are consistent – with no significant differences.

PREGNANCY

S12Base: All respondents (Wave 1-N=319, Wave 2 –N=318), in %

Is this your first pregnancy?

Among women aged 20-24: 91%25-29: 67%30-35: 33%

Wave 2

66%

34%

Among women aged 20-24: 94%25-29: 68%30-35: 31%


8

Wave 1

11%

1%

88%

No, I don't I don't know / can't remember Yes

The vast majority of respondents claimed to refrain from drinking alcohol during pregnancy. After the campaign the number of women refrainig from drinking increased by 2%.

DRINKING ALCOHOL WHEN PREGNANT

A1Base: All respondents (Wave 1-N=319, Wave 2 –N=318), in %

Do you ever drink alcoholic beverages during your pregnancy?

Wave 2

9%

1%

90%


9

I never drink alcohol during my pregnancy

91 92

83

9489 88

1st trimester 2nd trimester 3rd trimester

Wave 1 Wave 2

In the first survey wave respondents in their third trimester claimed less often to refrain from drinking alcohol during pregnancy than women in their second trimester. However, in the second wave no significant differences were noted between these results.

DRINKING ALCOHOL WHEN PREGNANT – TRIMESTER OF PREGNANCY

A1

N=106 N=107 N=106

Statistically significant difference at a confidence

level of 95%

N=108 N=104 N=106


10


87 91 8793 90 88

20-24 25-29 30-35

Wave 1 Wave 2

Respondent age made little difference to their declarations of whether they drunk alcohol during pregnancy.

DRINKING ALCOHOL WHEN PREGNANT – AGE

A1

N=101 N=105 N=113N=114 N=106 N=108


11


88 8992

86

1st pregnancy later pregnancy

Wave 1 Wave 2

In the second wave a difference was noted in respondents' declarations of not drinking alcohol when pregnant between women pregnant for the first time, and those in their 2nd or later pregnancy.

DRINKING ALCOHOL WHEN PREGNANT – FIRST OR LATER PREGNANCY

A1/S12

N=201 N=115


level of 95%

N=209 N=109


12

Frequency of drinking alcoholic beverages

3 3

25

69

0

7

4448

more than once a week once a week once a month less than once a month

Wave 1 Wave 2

In both waves the group of respondents saying they occasionally drank alcohol when pregnant was very small. The answers given most often by these respondents were "less than once a month" or "once a month".

FREQUENCY OF DRINKING ALCOHOL WHEN PREGNANT

A2/A1Base: Respondents who said they sometimes drink alcohol (Wave 1 N=36, Wave 2 N=27), in %


13

0

0

4

28

67

0

0

3

17

80

it has a clearlypositive im pact onthe baby's health

it has quite a positiveim pact on the baby's

health

it has no im pact onthe baby's health

it has quite a harm fulim pact on the baby's

health

it has a very harm fulim pact on the baby's

health

Wave 1

Wave 2

The vast majority of the respondents felt convinced that the consumption of alcoholic beverages by women during pregnancy is very harmful for the baby's healthy. The survey conducted after the campaign indicated that women's opinions in this area – although accepting alcohol's harmful influence – were less radical (a significant growth in number of respondents answering "quite harmful"). None of the women interviewed in either wave claimed that drinking alcohol had a clearly positive or quite positive impact on the baby's health, while the percentage believing alcohol to have no effect on the baby's health was low and steady.

IMPACT OF ALCOHOL ON BABY'S HEALTH

A4Base: All respondents (Wave 1 N=319, Wave 2 N=318), in %


level of 95%

Impact of alcohol on baby's health


14

12

5

15

33

35

18

12

15

25

30

I don't know / hardto say

other reasons

treated to alcohol

to socialise

for pleasure

Wave 1

Wave 2

Wave 2stupidity 5 peopleunaware of the harm 5 peopleaddiction / habit 2 peopleproblems at home 2 people

The reasons given most often for consumption of alcohol by pregnant women were "for pleasure" and "drinking to socialise" (a significant rise in mentions in the 2nd wave). Being treated to alcohol as a reason for consuming such beverages during pregnancy was the third most common reason, but mentioned less often than the first two reasons by a statistically significant degree. In the survey after the campaign somewhat fewer women were unable to give any reason.

MAIN REASONS FOR DRINKING ALCOHOL



level of 95%

Reasons for drinking alcohol


15

15

1

4

10

13

58

17

1

5

13

13

52

I don't know / hard tosay

other reasons

in solitude / w henalone

sipping partner'sdrink

"in tow n"

at hom e parties

Wave 1

Wave 2

The circumstance given most often for drinking alcohol by pregnant women was parties at home. This was also the one mentioned most often regardless of age, place of living or the respondents' level of education. Drinking in solitude was the circumstance mentioned least often. No significant differences were noted between waves.

MAIN CIRCUMSTANCES OF DRINKING ALCOHOL



level of 95%

Circumstances of drinking alcohol


6

1

3

17

72

3

1

4

25

67

I don't know / hard tosay

other answ ers

one beer

one glass of w ine

there is noperm issible am ount

Wave 1

Wave 2

16

In line with their earlier declarations, a large majority of respondents (67%) claimed that there is no permitted level of alcohol one can drink when pregnant. This group was slightly larger in the wave conducted after the campaign, and this time was larger than the group initially describing alcohol as very harmful for the baby's health (67% - A4). The size of the group describing a single glass of wine as permissible decreased significantly in wave 2.

PERMITTED QUANTITY OF ALCOHOL

A7Base: All respondents (Wave 1 N=319 , Wave 2 N=318), in %


level of 95%

In your opinion, is there a permissible amount of alcohol one can drink when pregnant?


Wave 2

73%

1%

26%

17

Wave 1

79%

1%

20% Yes I did

I don't know /can't remember

No

The high percentage of women claiming not to consult their doctor about whether one can drink alcohol during pregnancy was in both waves consistent with their non-acceptance of pregnant women drinking alcohol declared earlier. This is due to the respondents being convinced and knowing about the harmfulness of drinking, and not a result of what the doctor might recommend. Nevertheless, there was a slight rise in the percentage claiming to have approached the doctor for such consultation.

CONSULTING THE DOCTOR


Did you consult your doctor on whether you could drink alcohol during your pregnancy?


18

84

11

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

WEB

Saw

Didn't see18

79

82

77

6

3

82

74

0 10 20 30 40 50 60 70 80 90 100

doesn't standout

realistic

worthremembering

convincing

boring

untrue

understandable

informative

suits the campaign (TOP 2 BOXES)

ADVERTISING REACH – WEB

A10/A12

N=34


62

34

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

POSTER

Saw

Didn't see

19

7

94

94

91

7

7

90

87

0 10 20 30 40 50 60 70 80 90 100

doesn't standout

realistic

worthremembering

convincing

boring

untrue

understandable

informative


ADVERTISING REACH – POSTER

A13/A15

N=109


83

12

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

RADIO

Heard

Didn't hear

20

5

92

92

90

3

3

95

95

0 10 20 30 40 50 60 70 80 90 100

doesn't standout

realistic

worthremembering

convincing

boring

untrue

understandable

informative


ADVERTISING REACH – RADIO

A16/A18

N=39


84

62

83

34

1211

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

WEB POSTER RADIO

Saw / heard

Didn't see / hear

21

ADVERTISING REACH

The poster proved the campaign medium with the highest ratio of getting through to the target group of pregnant women. Recognition of the poster was 3 times as high as that for banners on web pages or radio ads. As for ratings for the message in the different channels – the respondents' assessment was explicitly positive in regard to the poster and radio. As for the web banner, the proportion of positive ratings was lower, with a higher percentage of answers suggesting that it did not stand out very well.

A10/A18Base: All respondents (Wave 2 N=318), in %


level of 95%


52

43

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

ANY ADVERTISING MEDIUM

Saw / heard

Didn't see / hear

22

CAMPAIGN REACH

Analysing the whole (regardless of used advertising medium) reach of „Lepszy Start” campaign, gain results are good. 43% of respondents declared theirs contact with the campaign (awareness of one source of contact with the whole campaign at least).

A10/A18Base: All respondents (Wave 2 N=318), in %


11

77

94

0

10

20

30

40

50

60

70

80

90

Yes No, because I was alreadyconvinced about its

harmfulness

No I don't know, hard to say

Has your attitude towards the consumption of alcohol duringpregnancy changed as a result of your encounter with thecampaign message?

23

IMPACT OF CAMPAIGN

A19Base: All respondents (Wave 2 N=318), in %


level of 95%

According to the declarations made by most respondents (77%), the campaign did not change their attitude towards the issue of alcohol consumption during pregnancy (in their own conscious perception); most women were already convinced about the harmfulness of alcohol. 11% of the respondents said their attitude had changed after encountering the campaign.


Main conclusions


25

Main conclusions

The findings of the two survey waves are consistent. Regardless of the respondents' age, whether or not they had had babies before, their place of living or the trimester of their pregnancy, they – pregnant women – invariably claimed not to drink alcohol when pregnant.

According to most respondents, pregnant women refrain from drinking alcohol due to the

harmful impact it has on the health of the unborn child, regardless of the amount drunk.

Recommendations by the doctor seen by respondents during pregnancy have no direct

influence on the declared non-acceptance for alcohol consumption. The opinion that

alcohol should not be drunk at this time was widespread among the

respondents, requiring no further confirmation by a doctor's authority.

The reasons given most often for drinking alcohol by pregnant women

were "pleasure" and "drinking to socialise", which is not linked to

the general disapproval of alcohol consumption during pregnancy.

The awareness campaign changed respondent’s attitude towards the consumption of

alcohol during pregnancy in 11% of the target group.

This is due to the vast majority of them being steadily and invariably

convinced that drinking is harmful during pregnancy


Demographics


27

Respondent profile – Wave 2

20-24 35.8%

25-29 33.3%

30-35 30.8%

Age

city from 100-200,000 27.7%

city from 200-500,000 23.6%

city over 500,000 46.2%

Hard to say 2.5%

Size of city

Higher (honours degree)

28.3%

Higher (ordinary degree)

4.4%

College 5.7%

Secondary 61.6%

Education

company owner / person running independent business

3.8%

management 1.6%

liberal profession 3.5%

specialist 6.9%

white collar 36.5%

services employee 18.9%

manual worker 9.7%

other 19.2%

Occupation

One 1.9%

Two 38.1%

Three 31.1%

Four 18.2%

Five 7.9%

More 2.5%

Refusal to answer 0.3%

Number of persons in household

Up to 500 PLN 0.9%

501-1000 PLN 4.4%

1001-1500 PLN 8.8%

1501-2000 PLN 8.5%

2001-2500 PLN 10.1%

2501-3000 PLN 14.8%

3001-4000 PLN 15.7%

4001-5000 PLN 5.7%

Over 5000 PLN 3.5%

Refusal to answer 21.1%

I don't know, hard to say 6.6%

Net household monthly income

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