Awareness Advertising Campaigns in Geraldton and Bunbury ..... analysed using the Statistical Package for the Social Sciences (SPSS) version 11.0. 3.4.
Pre and Post Testing of Multiple Media versus Television-only Diabetes Awareness Advertising Campaigns in Geraldton and Bunbury By Owen Carter, Rob Donovan & Geoffrey Jalleh CBRCC Report 030822 August 2003
CONTENTS 1
2
Background ............................................................................................ 1 1.1
Development of Advertisement Concepts......................................... 1
1.2
Testing of Concept Advertisements .................................................. 2
The Campaign ........................................................................................ 2 2.1.1
Television Advertisement........................................................... 2
2.1.2
Radio Advertisements................................................................ 3
2.1.3
Newspaper Advertisements ....................................................... 4
2.1.4
Posters....................................................................................... 5
2.2
3
3
Media Schedules .............................................................................. 5
2.2.1
Television................................................................................... 5
2.2.2
Radio ......................................................................................... 6
2.2.3
Newspaper................................................................................. 6
2.2.4
Poster ........................................................................................ 6
Methodology........................................................................................... 7 3.1
Pre-campaign Questionnaire ............................................................ 7
3.2
Post-campaign Questionnaire........................................................... 7
3.3
Procedure ......................................................................................... 7
3.4
Participants ....................................................................................... 8
Results .................................................................................................. 11 3.1
Salience Of Diabetes ...................................................................... 11
3.1.1
Unprompted Reference To Diabetes As A ‘Serious’ Disease .. 11
3.1.2
Personal Concern About Developing Diabetes........................ 12
3.2
Attitude Towards Diabetes .............................................................. 13
3.2.1
Perceived Seriousness Of Diabetes ........................................ 13
3.2.2
Perceived Personal Risk Of Developing Diabetes ................... 14
3.3
Knowledge Of Diabetes .................................................................. 14
3.3.1
Recall Of The Consequences Of Diabetes .............................. 14
3.3.2
Recognition Of The Consequences Of Diabetes ..................... 16
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3.3.3
Recall Of Risk Factors Associated With Diabetes ................... 17
3.3.4
Knowledge Of Age-Group At Risk Of Diabetes........................ 18
3.3.5
Recognition Of Risk Factors For Diabetes............................... 19
3.4
Actions Taken In Response To The Advertisements ...................... 20
3.5
Recall Of Diabetes Advertising and Publicity .................................. 21
3.6
Prompted Recognition of Diabetes Advertising............................... 24
3.6.1
Recognition Of Storybook........................................................ 24
3.6.2
Number Of Times Storybook Was Seen .................................. 24
3.6.3
Perceived Main Message Of Storybook................................... 25
3.6.3
Believability Of Storybook........................................................ 25
3.6.4
Personal Relevance Of Storybook........................................... 26
3.6
Radio Advertisements..................................................................... 28
3.7
Newspaper Advertisements ............................................................ 28
3.8
Hazard Poster ................................................................................. 29
3.9
Public Lectures ............................................................................... 29
4
Discussion............................................................................................ 30
5
References............................................................................................ 33
ii
Pre and Post Testing of Multiple Media versus Television-only Diabetes Awareness Advertising Campaigns in Geraldton and Bunbury 1
Background
As part of its ongoing efforts to increase the knowledge and salience of diabetes within the community, the Diabetes Association of Western Australia Incorporated (DAWA), assisted by funding from HealthWay, instigated the project Making Diabetes a Front Page Health Issue: Increasing Diabetes Brand Knowledge. The aim of the project was to develop and implement a campaign to increase the knowledge and salience of diabetes within the Western Australian community. 1.1
Development of Advertisement Concepts
On behalf of DAWA, the Centre for Behavioural Research in Cancer Control (CBRCC) conducted six focus groups in Perth, Bunbury and Geraldton in November 2002 with 48 males and females aged 45 years and older. The aim of this project was to inform the development of media concepts about diabetes that would be acceptable, credible and personally relevant to Western Australians. The focus groups suggested that many members of the public thought diabetes was a ‘serious’ disease but had difficulty articulating the nature of this seriousness, and that few were personally worried about contracting the disease. On the other hand, most group members were very surprised to learn about both the widespread prevalence and severe consequences of diabetes. Prevalence and consequence information were both found to be novel and equally effective at gaining participants’ attention. However only information about the consequences of diabetes appeared to increase the personal relevance of the disease to participants. The recommendations stemming from this research were that in order to gain the attention of the target audience, opening statements for media advertisements could be about the prevalence of diabetes, but the major emphasis should be on the consequences of diabetes (Carter, Donovan and Jalleh, 2002).
1
1.2
Testing of Concept Advertisements
Three concept advertisements were developed by Gatecrasher Advertising based upon the CBRCC recommendations. The concept advertisements were thirty seconds each and followed an animatic format (i.e. storyboards with still images, limited sound effects and voice-overs).
In April 2003 the CBRCC tested the three concept
advertisements by recruiting 225 respondents between the ages of 45 and 70 years in shopping malls in the Perth city centre. Respondents were shown one of the three concept advertisements twice before completing a series of questions regarding their reactions to the advertisement. This allowed assessments of the advertisements in terms of: viewers’ reactions and emotions evoked by the advertisements; their subsequent perceptions of the seriousness of diabetes; their comprehension of the messages contained within the advertisements; the perceived relevance and credibility of the messages to the viewers; and their subsequent intentions to be tested for diabetes. Viewer reactions were compared for all three advertisements resulting in a recommendation that “Storybook” (see description hereafter) should be further developed for the campaign (Donovan, Carter and Jalleh, 2003).
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The Campaign
Over a six week period starting from the beginning of June 2003, a comprehensive diabetes awareness campaign was implemented in Bunbury. This included broadcasts of the Storybook television advertisement, three radio advertisements, three newspaper advertisements, and a poster promotion, all executed in a similar fashion, as well as community activities and public lectures. Residents in Geraldton were exposed to the Storybook advertisement for the same period, but to no other campaign activities. The television, radio, print and poster advertisements are described below. 2.1.1
Television Advertisement Storybook
The television advertisement featured as its opening scene a large book with a pleasant looking cover entitled “Diabetes”. A voiceover stated “Most people think that diabetes is fairly innocent – but it’s not”. A hand then turned the pages. Each page illustrated (graphic) photographs of eye surgery, open heart surgery, lower limb amputation and 2
an arm hooked up to a renal dialysis machine. Concurrently the voice-over described the potential consequences of diabetes including blindness, heart disease and stroke, limb amputation, kidney failure and impotency. The advertisement finished by saying that anyone over 45, overweight and has a lack of exercise is at risk of contracting diabetes. The voice-over stated that anyone interested in learning more could contact the DAWA telephone number, which was displayed on the screen. 2.1.2
Radio Advertisements Big and Little
This radio advertisement was of thirty seconds duration and had an adult and child’s voices alternating whilst saying “If you thought diabetes was a little problem…think again. Diabetes affects over one million Australians. It’s the fastest growing non-infectious disease in the world, affecting one in four adults over 25. People think it’s a little problem because only half of the people who have diabetes know they have the disease. So, diabetes is a much bigger problem than people realise. And it’s too serious to ignore.”
A second variant of the advertisement had the adult’s and child’s voices stating “Because only half of the people who have diabetes know they have the disease, everyone thinks that it’s a much smaller problem than it really is. The fact is diabetes is the fastest growing non-infectious disease in the world. It can lead to blindness, impotence, stroke, amputation and heart attack.
So, diabetes is a much bigger
problem than people realise. And it’s too serious to ignore.”
Washing Machine
This radio advertisement was fifty seconds long and began with the sound of a noisy washing machine droning away. A voiceover then stated “Washing is a drudge…but imagine what it’s like having to get your blood washed clean for three to five hours at a time…three times a week. That’s what some people with diabetes have to go through when their kidneys fail. Diabetes is serious…too serious to ignore”.
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Impotence
This radio advertisement was of fifty seconds duration beginning with the sounds of a man groaning with delight, gradually turning into groans of pain and finally into tears. A voice over then stated “For some people with diabetes, the hardest part is impotence. Diabetes is serious…too serious to ignore”.
2.1.3
Newspaper Advertisements
Blindness
The same grisly looking picture of an eye undergoing surgery that appeared in Storybook was accompanied by a statement saying “Have a good look, this could be you in ten years time”. At the bottom of the advertisement was a statement that read as follows: “It should concern you to learn that if you are over 45, overweight and don’t get enough exercise you are at risk of diabetes. This can lead to major health consequences such as blindness, kidney failure, impotence, amputation, stroke and heart disease. Amazingly, there are half a million Australians who have been diagnosed with diabetes, and the same number again who don’t even know they have the disease. If you think you need to know more, call 1300 136 588 today, because diabetes is too serious to ignore.”
Amputation
The same image of a an amputated left leg that appeared in Storybook was accompanied by a caption that read “The real tragedy is what diabetes has done between Bill’s legs”. At the bottom of the advertisement it stated “Not only has Bill lost his left leg as a result of diabetes, he has also become impotent. Because of diabetes, there are a million Australians at risk of these and other consequences such as blindness, kidney failure,
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stroke and heart disease. Amazingly, half of these people don’t even know they have the disease. If you’re over 45, overweight and don’t get enough exercise you are at risk. Call 1300 136 588 to find out more, because diabetes is too serious to ignore.”
Dialysis
An image of a person’s arm connected to renal dialysis tubes was accompanied by a caption that read “Three times a week, Ted’s blood goes through a washing machine”. At the bottom of the advertisement it went on to say “Apart from blindness, impotence, amputation and heart disease, diabetes can also lead to kidney failure. This often means having your blood filtered through a dialysis machine three times per week for three to five hours at a time. Amazingly, there are half a million Australians who have been diagnosed with diabetes and the same number again who don’t even know they have the disease. If you’re over 45, overweight and don’t get enough exercise, you are at risk. Call 1300 136 588 to find out more, because diabetes is too serious to ignore.”
2.1.4
Posters Hazard Sign
The poster came in A2 and A3 sizes and depicted three hazard signs with each containing the Blindness, Amputation and Dialysis images from the newspaper advertisements. Below the images a large caption read “Diabetes is too serious to ignore.” Then under it in smaller writing were the words “If you’re over 45, overweight and don’t get enough exercise, you are at risk. Call 1300 136 588 to find out more.”
2.2
Media Schedules
2.2.1
Television
The Storybook advertisement was aired by Western Australian regional television broadcaster GWN to audiences in both Bunbury and Geraldton. The media schedule 5
in each town was budgeted for 250 Target Audience Rating Points (TARPs) per week for six weeks. In general this would suggest that Storybook was seen by 80% of Bunbury and Geraldton residents, aged 45 years and over, at least three times per week. 2.2.2
Radio
The Big and Little and Washing machine advertisements were aired on local radio station 6TZ Bunbury a total of 162 times during the six weeks, averaging just under four times per day. The Impotence advertisement was only aired for the first week of June before being cancelled by DAWA. 2.2.3
Newspaper
The Eye, Amputation and Dialysis advertisements were printed in monochrome on one-page spreads (40 X 26 cm) between pages six and 33 of the Bunbury Mail, Bunbury Herald, Bunbury South West Times and the Southwest print run of the Sunday Times. The advertisements appeared in these newspapers on a total of twenty occasions over the six week period. 2.2.4
Poster
The poster was displayed in various positions of prominence around Bunbury for six weeks starting at the beginning of June 2003. A total of forty A3 sized posters and 26 A2 sized posters were displayed at the Bunbury Forum Shopping Centre, the Bunbury and Eaton Bowls clubs, and the Trafalgar and Burlington hotels.
Posters were
displayed on walls, exit doors, and in public wash rooms above wash basins, urinals and in cubicles.
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3
Methodology
In order to gather baseline measures of public awareness and attitudes towards diabetes, pre-campaign surveys were administered to residents of the towns of Bunbury and Geraldton in May 2003. At the end of the six week period in July 2003, post-campaign surveys were again administered to Bunbury and Geraldton residents in order to measure relative changes in public awareness and attitudes towards diabetes.
3.1
Pre-campaign Questionnaire
The pre-campaign questionnaire consisted of four screening questions regarding residential status, age, occupation and sex. This was followed by four open-ended and five close-ended questions regarding the salience of diabetes, the perceived seriousness and personal threat of the disease, knowledge about the risk factors and potential consequences associated with the disease and finally four questions regarding personal associations with the disease, such as whether participants, their family or friends have diabetes. 3.2
Post-campaign Questionnaire
The post-campaign questionnaire replicated all of the items contained within the precampaign questionnaire to allow for a direct comparison of pre and post-campaign responses. The post-campaign questionnaire also contained an additional 26 items measuring unprompted and prompted recall of the campaign advertisements, comprehension of and reactions to the advertisements, and consequent behaviours associated with the advertisements. 3.3
Procedure
For both the pre and post-campaign phases, a random sample of telephone numbers was generated by the research agency’s Computer Assisted Telephone Interviewing (CATI) system.
Unanswered numbers were automatically redialled after a set
interval. Three attempts to obtain contact were made before substitution. Only persons in the primary target audience for the campaign were selected for interview, that is, persons aged 45 to 70 years. Participants were also screened to ensure they were residents of Geraldton or Bunbury and did not work within the medical or health 7
professions. Where there was more than one eligible respondent in the household, the “next birthday” technique was used to select one for the survey interview.
If
unavailable a further two attempts were made to contact the specified individual before another number was substituted. The sampling was stratified to ensure that equal proportions of males and females were recruited, and equal numbers from the 45 to 55 and 56 to 70 year old age groups.
Professional interviewers conducted the survey interviews by reading from a set script and recorded responses immediately on to a computer database, using pre-arranged coding for both open-ended and close ended items. Open-ended responses that did not conform to the pre-arranged coding were recorded verbatim by the interviewers and coded at a later date by the researchers. The resultant computer database was analysed using the Statistical Package for the Social Sciences (SPSS) version 11.0. 3.4
Participants
In total, 505 respondents were recruited from Geraldton and Bunbury for the precampaign phase in May 2003 and a further 505 respondents for the post-campaign phase in July 2003.
The age and sex distributions of participants were equally
proportioned in each town.
Overall, Bunbury respondents were slightly more
educated than Geraldton respondents, with a statistically higher proportion likely to have completed a university degree. 1 On this basis it could be expected that Bunbury respondents would be more cognisant of diabetes than Geraldton respondents, in both the pre-campaign and post-campaign surveys.
1
?2(1)=6.970; p
