Professional Documents
Culture Documents
TRACKING
Presented by:
Frances Sheardown
May 2007
AGENDA – COUNTER-TERRORISM
Objectives and Methodology
Spontaneous
Total Awareness (Spontaneous + Prompted)
Press
Radio
Regional performance
2
Context
Since the attacks on 7th July 2005 media coverage of terrorism issues remain high
But, in terms of numbers using the transport system visiting London, life has returned
to normal
Need to remind Londoners, and the UK public, of the continued role they can play
Terrorist threat comes not just from overseas but also from British-born individuals.
Minds jump straight to the point of attack and not necessarily the planning stages
This year’s campaign will move away from immediate threat (call 999) and will focus on
trying to ensure people remain vigilant and report any suspicious activity. They could
have valuable information which could help disrupt or even prevent an attack.
. 3
External influences
Woolmer death inquiry
Guns and knives in the news: 3 young males shot dead in South London in
space of 11 days. Further four fatal stabbings in London.
Litvenko inquiry
4
Objectives of the Campaign
To raise awareness of, and build trust in, the Anti Terrorist Hotline
To provide people with information to better understand what suspicious activity could be
To remind people acts of terrorism are planned and to look out for suspicious activity which
could be linked to terrorism
To reinforce and remind people to remain alert and vigilant to help in the fight against
terrorism
To reassure the public that the MPS, other police forces and partners are continually
working hard to combat terrorism .
Key Message:
5
Objectives of the Campaign (Cont.)
Support for the key message
There is a need to change the high awareness of terrorism issues into alertness as
information is needed from the public to help combat terrorism.
Individuals could hold the missing piece of the jigsaw. Information they may have could
be vital in helping to combat terrorism.
Call to action
Call the anti-terrorist hotline on 0800 789 321, in confidence, if you have any
concerns about suspicious activity that could be related to terrorism. Any piece of
information you give could be important, so don’t be afraid to call.
6
Summary of Counter Terrorism Campaign - London
Fieldwork (26th Mar – 6th Apr 2007)
No.of Mar April
Radio Format
Weeks 26 5 12 19 26 2
Captial FM 40" 1
Choice FM 40" 3
Kiss FM 40" 3
Smooth FM 40" 3
Heart 106.2 40" 3
XFM 40" 3
Classic FM 40" 3
Capital Gold 40" 3
LBC 40" 3
London Lite Full Page Colour 5 Thurs & Fri Thurs & Fri Thurs
Evening Standard Full Page Colour 5 Thurs & Fri Thurs & Fri Thurs
No.of
Online Format
Weeks
Search 19th March-31st 19th March-31st May
May
7
Summary of Counter Terrorism Campaign – West Mids
Fieldwork (26th Mar – 6th Apr 2007)
No.of Mar
Radio Format
Weeks 26 5 12 19 26
Wyvern FM 40" 3
100.7 Heart FM 40" 3
Galaxy Birmingham 40" 3
Mix 96 40" 3
107.7 The Wolf 40" 3
Touch FM Staffs 40" 3
Oak 107FM 40" 3
Saga 105.7 40" 3
Kerrang! 105.2 40" 3
Total Mercia 40" 3
Total BRMB 40" 3
Touch FM South Midlands 40" 3
Classic Gold Wolverhampton 40" 3
Classic Gold Birmingham 40" 3
Classic Gold Coventry 40" 3
No.of
Press Format
Ins
Birmingham Mail Full Page Colour 2
Coventry Telegraph Full Page Colour 2
Derby Evening Telegraph Full Page Colour 2
Gloucestershire Echo Full Page Colour 2
Leicester Mercury Full Page Colour 2
Loughborough Echo (weekly) Full Page Colour 2
Nottingham Evening Post Full Page Colour 2
Oxford Mail Full Page Colour 2
Shropshire Star Full Page Colour
2
West Midlands Express & Star Full Page Colour
Stoke The Sentinel Full Page Colour 2
The Citizen Gloucester Full Page Colour 2
8
Media Spend Breakdown for 2006 w51 TOTAL MEDIA
SPEND £457.5k
Radio
£63k
14%
Press
15%
£70k
11
Media Spend Breakdown for 2007 w56 TOTAL MEDIA
SPEND £267k
London; £352k BML
Also bought keywords on online search engines (eg
google, msn, yahoo) for a year
London BML
Press Radio
£96k £101k
29%
36%
64% 71%
Press
£251k
Radio
£171k
12
The Approach
Target market
All living in the specified areas, in particular ‘the concerned majority’ made up of
two distinct groups:
Media Creatives:
Press adverts
Radio advertising
13
Method – Main Sample
Fieldwork 26th March – 6th April 2007 in-home or any designated place
*Black & minority ethnic communities/people (MPA Equal Opportunities and Diversity Board)
14
OVERVIEW OF AWARENESS
15
SPONTANEOUS AD
AWARENESS
16
Spontaneous awareness is reasonably high, but not as
‘top-of-mind’ as in the past couple of years. This is
perhaps unsurprising given the nature of the campaign.
Mar 2003 Apr 2004 Mar 2005 Jan 2006 Apr 2007 Apr 2007
(W33) (W42) (W47) (w51) (w56) (w56)
33 %
28 %
London
18 %
15 % 13 %
6%
Jan 2006 Mar 2006 Nov 2006 Dec 2006 Feb 2007 Apr 2007
(w51) (w52) (w53) (w54) (w55) (w56)
Counter- Safer Trident Knife Crime Safer Counter-
terrorism Neighbourhoods / Street Neighbourhoods terrorism
Crime
28 %
London
13 %
10 % 9%
5%
2%
Jan 2006 Mar 2006 Nov 2006 Dec 2006 Feb 2007 Apr 2007
(w51) (w52) (w53) (w54) (w55) (w56)
20
After prompting with a list of campaigns, overall awareness
of CT advertising rises to 37% in London. While this is
lower than previous CT campaigns, it must be remembered
that generating awareness was not the primary focus here.
Radio
Press
53 % 51 % London
37 % 38 % 37 %
19 %
Jan 2006 Feb/Mar 2006 Nov 2006 Dec 2006 Feb 2007 Apr 2007
(w51) (w52) (w53) (w54) (w55) (w56)
Counter- Safer Trident Knife Crime Safer Counter-
terrorism Neighbourhoods / Street Neighbourhoods terrorism
Crime
25
*Black & minority ethnic communities/people (MPA Equal Opportunities and Diversity Board)
10%
Be aware/vigilant 12%
it was on tv and in the
8%
Look out for suspicious bags/packages 7% newspapers about being aware
and what to look out for
7%
Heard an ad on the radio 14%
3%
Don't leave bags unattended 1%
be alert about Radio ad - if you
suspicious bags and see anything
activity suspicious report
KEY: it
London
BML
24
Base: All aware of CT advertising (London 121; BML 76)
OVERALL CAMPAIGN
RECOGNITION
25
Once prompted with campaign specific just over two-
fifths recall seeing at least one element of the
campaign. This figure is slightly higher out of London.
London Birmingham Manchester Leeds
44% 44%
41% 41%
49% 49%
47%
45%
41% 40%
37%
35%
29%
*Black & minority ethnic communities/people (MPA Equal Opportunities and Diversity Board)
27
Base: All Respondents (330)
A similar pattern was seen in the other regions, with
slightly higher awareness amongst younger age
groups
BLM Data (NB Combined data to
ensure robust base sizes)
52%
47% 48%
46%
43% 43%
41%
39% 38%
Domestic
Average Counter
Violence
Terrorism
54% £430k
£307k
Counter Trident
Trident 76 Terrorism £158k
£324k 73 £457.5k Safer
69 Safer Neighbourhoods
67
Neighbourhoods £286K
63 £365K
61 Counter
59
56 57 Terrorism
54 54 55 £290k
43 43
40 41
% 38
30
w38 w39 w40 w41 w42 w43 w45 w46 w47 w48 w49 w50 w51 w52 w53 w54 w55 w56
2004 2005 2006 2007
29
Base: All Respondents per wave
CAMPAIGN RECOGNITION
AND UNDERSTANDING
Press Ads
30
One in five Londoners had seen the press campaign, with
marginally lower levels in the other regions
Seen
20% London
17% Non-London
(21% Manchester
15%Yorkshire
14% West Mids)
No marked
About suspicious 3%
difference in
bags/packages 4% message take-
out by
Tells you what to 3%
segmentation
look out for 5%
33
Base: All Respondents (London 330; BML 306)
While the ads were able to encourage some people to phone
the ATH in the appropriate circumstances, there was also an
element of confusion about the message. Alert Reporters = 23%
It caught my attention 33% 37%
33%
20% Insular avoiders =
It's a good way of advertising this topic 20%
23% 14%
19%
It gets the message over well 27%
39%
15%
It could be an advertisement for anything 5%
13%
15%
It would encourage me to phone the ATH...
15% Only 3% amongst
It's unimaginative 7% those that had seen ad
9%
before – could be
13%
It's confusing 6% screen size issue
4%
8%
It's different from other types of ads 12%
6% CT w56 London
8%
It's hard hitting 6%
It's more interesting than the sort of ad I'd expect to see for 4% SN w55
7%
this topic 6%
2%
It would encourange me to visit the website to find out more 8% CT w51 2006
2%
It's irritating 1%
1%
34
Base: All Respondents (330)
A similar picture was seem among respondents in the other
regions
23%
It caught my attention 20%
20%
It's a good way of advertising this topic 22%
19%
It gets the message over well 12%
15%
It could be an advertisement for anything 13%
15%
It would encourage me to phone the ATH... 11%
15%
It's unimaginative
11%
13%
It's confusing 15%
8%
It's different from other types of ads 10%
8% London BML
It's hard hitting 9%
It's more interesting than the sort of ad I'd expect to see for 4%
this topic 5%
2%
It would encourange me to visit the website to find out more 3%
2%
It's irritating 2%
35
Base: All Respondents (London 330; BML 306)
CAMPAIGN RECOGNITION
AND UNDERSTANDING
Radio
36
Radio ads achieved good levels of awareness at 29%
in London and 32% out of the capital
Amongst Listeners of
Ever Heard specified stations
No difference by segmentation
Men Women 18-34 35+ White Non White*
BML 36% 29% 36% 31% 34% 28%
*Black & minority ethnic communities/people (MPA Equal Opportunities and Diversity Board)
37
Base: All Respondents (330 London; 306 BML)
MAIN MESSAGE OF RADIO AD
to notify the
authorities if
you see better to be safe than sorry
and report your suspicions It was suggesting that if
anything you came across
suspicious anything suspicious you
should report it; to be
If you saw something alert to terrorism
we don't need to be
sure phone the its not your responsibility
police;If we need you don't have to feel like a
more information go If you see anything
nosey neighbour to report -
and call the number suspicious report it;
the information could be
They give you a
useful
phone number
which I can't
to report something as
remember
soon as you suspect to the
police;they will find out if it To keep alert and
is ok report anything
suspicious - that there
is an actual anti-
be aware report all terrorist unit you can
suspicions telephone
38
The message take out was very strong: respondents
were getting a clear message to report anything
suspicious through the use of the hotline
52%
Report anything suspicious
48%
Be aware/vigilant 22%
25%
15% To put this in context, the
There is an anti-terrorist hotline/ring the hotline highest take out for radio
13%
ads in last CT campaign
Not something 8% was 32% - so this is a
Report suspicions even if not usre
that came 7% great score amongst a
through at all broad audience.
7%
last year Let the police do the work
8%
5%
Don't be afraid to report suspicious activity London
3%
4% BML
What to do about terrorism
4%
2%
Tells you what to look out for
3%
39
Base: All Respondents (330 London; 306 BML)
These ads were also very well received diagnostically, in
terms of their ability to get the message across and catching
the listeners’ attention, but also in encouraging action
44%
It caught my attention 33%
33%
43%
It gets the message over well 41%
39%
35%
It's a good way of advertising this topic 27%
23%
35%
It would encourage me to phone the ATH...
22% Some great
It's hard hitting 10%
scores here
13%
It's different from other types of ads 10%
6%
It's more interesting than the sort of ad I'd expect to see for 10%
7% CT w56 London
this topic 6%
7%
It's unimaginative 5%
9% SN w55
4%
It's irritating 3%
1%
3% CT w51 2006
It could be an advertisement for anything 5%
13%
3%
It's confusing 1%
4%
41
Base: All Respondents (330 London; 306 BML)
Terrorism Knowledge and
Attitudes
42
Awareness of the Anti-Terrorist Hotline is higher in
London – a slight increase over time
Aware of Hotline
48% London (47% for 35+ compared to
41% during SN tracking in Feb)
41% BML
London
Men Women 18-24 25-34 35-44 45+ White Non Alert Good Insular
White* Reporters Citizens Avoiders
54% 41% 38% 59% 51% 46% 50% 42% 61% 49% 39%
BML
Men Women 18-24 25-34 35-44 45+ White Non Alert Good Insular
White* Reporters Citizens Avoiders
44% 39% 46% 54% 42% 35% 40% 46% 51% 33% 41%
*Black & minority ethnic communities/people (MPA Equal Opportunities and Diversity Board)
The security It's the public's I am alert to The police and I am very worried
services are responsibility to suspicious security services that there will be
succeeding in do what they can behaviour are working hard another terrorist
combating to fight terrorism to combat attack in the UK
terrorism terrorism
The security It's the public's I am alert to The police and I am very worried
services are responsibility to suspicious security services that there will be
succeeding in do what they can behaviour are working hard another terrorist
combating to fight terrorism to combat attack in the UK
terrorism terrorism
51
Summary – Counter Terrorism Campaign
Spontaneous awareness of Counter Terrorism advertising is lower than we have
seen recently (13% in London), suggesting it is not as top of mind as it has been
previously.
52
Summary – Counter Terrorism Campaign
Press recall was around the average at 1 in five in London, and slightly lower in the
other regions
The press ads were able to convey a couple of good, strong messages - vigilance
The diagnostic scores weren’t quite as good as we’ve seen recently but there may
be a contributory factor in the level of detail, which was hard to identify if people
hadn’t seen the ads in situ
The radio ads had very good levels of awareness at 29% in London and 32% in the
other regions
Amongst listeners this grew even further, and was up to almost half of all
respondents out of the capital
Message take out was good, and the ads were very well received diagnostically
Encouragingly, a real call to action was coming through in terms of calling the Anti-
Terrorist Hotline if relevant suspicious activity was seen.
53
Conclusions
Against the backdrop of recent campaigns, this latest wave compares less
favourably in awareness terms.
The campaign was effective in communicating key messages, particularly
through the radio ads.
The press ads fared averagely and were able to communicate some strong
messages, doing a vigilance job
The radio ads were very well received and were excellent at communicating
clear, concise and strong messages, particularly good at the detail of what
people can do
These were a real success in all regions
The campaign outside of London appears to have been a success and has
done well in generating awareness of these issues and their relevance to
all, not just Londoners.
It must be remembered that this type of CT advertising may not be as
expected or familiar out of London
54
METROPOLITAN POLICE ADVERTISING
TRACKING
Presented by:
Frances Sheardown
May 2007