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CHAPTER TWO M ain findings

2.1 The main findings are summarised in this chapter but full computer tabulations can be found in Appendix 3.

Experience of care services

2.2 To establish levels of involvement with care services, respondents were asked whether they or any members of their family had ever used care services in Scotland. Overall, at this latest wave, care services had been used by 45% of respondents at some point in their lives, which corresponds to 49% at wave 2 and an identical number at wave 1 (45%). Across the three waves therefore, experience of care services has been relatively consistent.

The advertising

2.3 Prior to the communications campaign, in July 2002, attitudinal data on the care services was collected to provide a benchmark against which future progress could be measured. This enables any movement in public perceptions of care services to be assessed within the context of advertising awareness levels. The initial campaign ran in October 2002 using TV and press adverts, whilst the latest campaign consisted of outdoor poster, press and radio adverts.

i) Spontaneous recall

2.4 When asked whether they had seen or heard any advertising or publicity on the subject of care services or social work recently, 40% claimed to have done so at this latest wave, a similar level to that recorded in 2002 (39%). The level of advertising awareness at the latest wave was higher amongst females (44%), ABC1 social classes (44%), those living in the North (48%) and in particular those aged 35-44 (52%). ⁴

ii) Media

2.5 Among those who had seen or heard any campaign activity, the main media mentioned spontaneously as the source of this awareness is shown in Table 2.1.

Table 2.1: Where seen or heard advertising or publicity
Base: Seen or heard care services advertising or publicity

2.6 As a high impact medium, television generally emerges as the main point of reference on media recall measures. This, therefore, accounts for the 54% who claimed to have seen advertising on TV at this latest wave despite the lack of TV activity. However, the percentage of people claiming to have seen advertising on the TV was significantly lower than the level recorded in October 2002, when TV adverts were aired, and was also lower than the levels recorded for many other Scottish Executive campaigns monitored by TNS System Three.

2.7 In contrast to TV, 31% of respondents were aware of advertising in newspapers; a similar level to that recorded in October 2002 (29%) when this medium was also used. Both posters and advertising on radio were mentioned by 8%, which is also similar to the levels recorded in October 2002.

2.8 A notable change since October 2002 was the number of respondents claiming to have seen articles in newspapers (increased from 9% to 16%) which may indicate greater coverage of care issues in newspaper articles.

iii) Content recall from press/poster advertising

2.9 All those respondents who did not recall having seen any advertising in the press or on posters were then prompted with images of press adverts and asked specifically whether they recalled having seen any advertising on press/posters recently (see Appendix 1). Once prompted in this way, the total awareness level rose from 15% to 29%. The details recalled by these respondents are shown in Table 2.2.

Table 2.2: Details recalled from press/poster advertising
Base: Seen press/poster advertising about care services recently

2.10 As was noted at the previous wave, the level of recall recorded largely relates to the nature of the subject. Firstly, many people do not identify care services as relevant to them, and this distance from the subject reduces their ability to recall advertising relating to care services. Secondly, as demonstrated in Table 2.2, the subject descriptor 'care services' or 'social work' encompasses a variety of more specific topics or issues which have been advertised, such as general help for the elderly or domestic abuse. The extent to which the care services advert is recognised is, therefore, diluted by other, often highly emotive, campaigns with more direct messages.

2.11 Having said this, the messages communicated by the press/poster adverts did generally relate to the specific campaign message, trying to attract people into care as a career. A quarter of respondents (25%) recalled the message of the campaign as ' they are looking for social workers', 16% mentioned that the adverts ' encourage care services as a job', 3% claimed the adverts were ' looking for people to work with children' and 3% said ' they arelooking for people to work with the elderly'.

iv) Content recall from radio advertising

2.12 All those respondents who did not recall hearing any advertising on the radio were then prompted and asked specifically whether they recalled having heard any advertising on the radio on the subject of care services. Once prompted in this way, the total awareness level rose from 3% to 8%. The details recalled by these respondents are shown in Table 2.3.

Table 2.3: Details recalled from radio advertising
Base: Heard advertising about care services recently

2.13 The detail recalled from the radio adverts was on the whole very similar to the detail recalled from the poster/press adverts; advertising for social workers (13%) and advertising for care workers (13%). Twelve per cent also mentioned that adverts were ' telling you there are lots of jobs available in caring professions'. These respondents did not give any further detail. In terms of the current adverts, the only detail which could be directly related back to any specific execution was the Early Retirer advert, which 4% were able to describe.

iv) Advertising reach

2.14 To establish how widely each advert had been seen, respondents were shown each press and poster advert and were asked whether they recalled having seen them recently. Table 2.4 shows the responses.

Table 2.4: Recall of poster/press adverts
Base: All respondents

2.15 Overall, around a fifth (21%) recalled at least one of the adverts shown. The most recognised individual advert was the advert featuring the pram and the words I need work that's flexible, which 12% recognised. Computer (' I need a career that means something') and Cars ( 'I need a job that won't end up here') were both recognised by a similar number of respondents (8% and 7% respectively) whilst Socks (' I need work that stimulates') was recognised by 5% (Poster images can be found in Appendix 1).

Awareness of occupations within care services

2.16 The extent to which the public are aware of the range of activities and occupations which come under the umbrella of care services was investigated firstly on the spontaneous level, and then from a prompt list. 'Charity worker', which does not qualify as a care service, was included on the list as a dummy, to identify the level of guesswork as opposed to knowledge in answering. Table 2.5 presents the main occupations mentioned both spontaneously and when prompted.

Table 2.5: Awareness of occupations within care services

Base: All respondents [N(Unweighted): wave 1 - 963; wave 2 - 1007; wave 3 - 953 (%)]

2.17 As has been the case at the previous two waves, there continues to be no clear public understanding of the range of jobs or occupations which come under the umbrella of care services. Spontaneously, home carer and social worker were most widely mentioned, at 66% and 49% respectively, and the number mentioning social workers spontaneously has increased slightly over the three waves. Home carers and social workers also continue to be the most widely recognised occupations (91% and 87% respectively) after prompting.

The appeal of care services as a career

2.18 To assess the public image of care services as a career, respondents were asked to rate it on a 4 point scale in terms of its perceived appeal as a career to people in Scotland. This was asked within the context of four other professions for benchmarking purposes, and the question was asked prior to any other information which might define activities covered by 'care services'. It was important that care services were not indicated as the specific research interest at this stage, although this did mean that some respondents would answer with an unclear or confused impression of what this career might involve (as highlighted by the results in Table 2.5). The results are shown below in Table 2.6.

Table 2.6: Appeal as a career to people in Scotland

Base: All respondents [N(Unweighted): wave 1 - 963; wave 2 - 1007; wave 3 - 953(%)]

2.19 The range of alternative careers was deliberately restricted to the public sector and, as was noted at the previous two research waves, there is little to differentiate the careers in terms of their appeal. Although the level of appeal has dropped for all five careers, the one notable decrease at this latest wave has been in terms of those deeming the civil service as being an attractive career. Only 55% rated it as quite or very appealing at this latest wave, a decline of 10% since the previous wave, but similar to 54% recorded at wave 1. The appeal of the police and teaching also decreased, to similar levels recorded at wave 1, 59% and 57% respectively.

2.20 In terms of the care services, appeal is slightly weaker at this latest wave (60%) compared to wave 2 (62%) but it remains higher than wave 1 (56%).

Impressions of care services

2.21 Having established current understanding of care services and the areas of activity involved, respondents were informed that, 'In fact care services cover a wide range of social work services such as care homes for the elderly and for young people, day care services, home helps, support services for mentally and physically disabled, counselling and advice, child protection and work with offenders'. From this base of information, a series of attitude statements was used to explore in more detail the image and perceived status of care services as a career or area to work in. As each statement was read out, respondents were asked to indicate the strength of their own agreement or disagreement with it on a 5 point scale ranging from 'Agree strongly' to 'Disagree strongly'. Table 2.7 summarises the statements used and the ratings recorded on each at each wave of the survey. As previously, figures in brackets relate to values ascribed to ratings in calculating mean scores: the more positive the mean, the stronger the agreement with the view expressed in the statement.

2.22 There have been improvements in results on a number of statements since the last wave and indeed, over the course of the three waves. For example, in terms of the goals of the advertising campaign it is positive to note steady, although not significant, increases in those agreeing that ' working in care services is an interesting and varied career' (78%) and that ' I would encourage someone I know to work in care services' (57%). There has also been a steady increase in terms of those agreeing that ' care services are run to a high standard' (46% agreeing at this latest wave).

2.23 Respondents continue to recognise that ' workers in the care services do a very worthwhile job', with 95% agreeing at the latest wave. In contrast, the level of agreement with ' people don't appreciate the work care service workers do' fell slightly at this latest wave, although 77% still agree with this statement.

2.24 The level of agreement with the statement ' people who work in care services are often not properly trained for the job' has decreased to the level recorded at wave 1, with 23% disagreeing at this latest wave compared to 19% at wave 2. Little movement has occurred in relation to ' there is too much pressure and stress on people who work in care services', which 73% agreed with at this latest wave. There is also still a perception that care workers are poorly paid for the work they do, and the level of agreement on this measure has increased slightly from 71% to 75% at this latest wave. There has been little change in the percentage agreeing that ' the government values care workers highly', just under a third (30%) agreed.

2.24 Overall, there continues to be some evidence that the campaign is having some effect on attitudes towards a career in care services. At the same time, however, it would appear that the job itself continues to carry considerable negative baggage in relation to poor pay, high levels of pressure and stress and a lack of recognition by government in Scotland. Although perceptions of training improved slightly, 50% of people think that those who work in care services are often not properly trained.

Table 2.7: Impressions of care services
Base: All respondents [N(Unweighted): wave 1 - 963; wave 2 - 1007; wave 3 - 953(%)]

( * = less than 1%, but not zero)

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