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Fire Safety Campaign Research
Summary Report
April 2004

ISBN 0 7559 2836 9 (Web only publication)
ISSN 0950 2254

This document is also available in pdf format (260k)

Background

Scottish Opinion was commissioned to carry out research on behalf of the Scottish Executive on the subject of fire safety and in particular on the effectiveness of recent fire safety campaigns. A total of 1000 telephone interviews were conducted with adults aged 18+ across Scotland. The fieldwork was carried out between Tuesday 3 ^rd February and Monday 9 ^th February 2004. All interviews were conducted using Scottish Opinion's CATI (Computer Aided Telephone Interviewing) system, and analysed using SNAP 6 software.

A summary of the findings are analysed and commented upon in the following report.

Perceived risk of fire

As a starting point for the survey the level of perceived risk from fire with regards to the respondents' households was ascertained. The following diagram displays the findings.

Degree to which respondents feel their home is at risk from fire

The findings indicate that the vast majority (79%) of respondents do not feel that their homes are at risk from fire. The fact that only 5% of the respondents feel any risk is evident suggests a high level of confidence with regards to fire safety amongst the Scottish adult population. This assurance in the lack of risk from fire appears to be more prominent amongst the more mature audiences - 45-54 (84%), 55-64 (83%) and 65+ (87%), compared to those in the younger age groups - 18-24 (70%), 25-34 (71%), 35-44 (75%). The areas that displayed a greater propensity to consider their homes as not particularly at risk from fire were Dumfries (90%) and Grampian (88%), compared to Strathclyde (77%), Lothian & Borders (75%) and Highlands & Islands (70%). No significant differences were evident across socio-economic grouping or gender.

Action taken by respondents to minimise the risk of fire to the home

The research then ascertained whether respondents felt that they took adequate measures to prevent fire in their homes. The following chart illustrates the findings.

Whether respondents feel that they take adequate measures to prevent fire in their homes

It can be comfortably inferred that the reasoning behind respondents feeling that their homes are at little risk from fire is because the vast majority (95%) feels that they take adequate measures to prevent fire in their homes.

Whether these fire prevention measures incorporated the installation of a smoke detector was investigated in the survey. The following chart displays the findings.

Number of respondents who have smoke detectors at home

The findings confirm that the vast majority (95%) of respondents has a smoke detector installed in the home. Nevertheless, the installation of such an alarm was slightly lower amongst those in the 18-24 year old age bracket - 18-24 (82%) compared to those in the other age groups - 25-34 (99%), 35-44 (98%), 45-54 (96%), 55-64 (95%) and 65+ (93%).

Those who did have smoke detectors within their home were asked how many smoke detectors they had. The following graph displays the findings.

Number of smoke detectors owned by respondents

By far the most common amount of smoke detectors to posses is two (47%) followed by one (27%). Just over one quarter of respondents (27%), own three or more smoke detectors. The propensity to have just one or two smoke detectors was greatest amongst those aged over 45 years - 45-54 (77%), 55-64 (80%) and 65+(84%), compared to those in the younger age groups - 18-24 (68%), 25-34 (61%), 35-44 (70%). The likelihood of having more than three smoke detectors was highest in the Highlands & Islands (51%) and lowest in Lothian and Borders (20%). Furthermore, those in the 25-34 age group were most likely to have 3 or more smoke detectors (40%). Interestingly the likelihood of having three or more smoke detectors varied significantly across socio-economic grouping with those in the AB category having the smallest likelihood - AB (21%), compared to the other categories - C1 (30%), C2 (29%) and DE (27%). This is somewhat surprising given the premise that those in the more affluent brackets would tend to have larger homes and therefore a greater need for more smoke detectors.

In order to establish the extent to which the smoke detectors owned were operational, the number of detectors with a battery fitted at the current time was explored. The following graph displays the findings.

Number of smoke detectors with the battery fitted

The findings indicate that a healthy majority of respondents (85%) have batteries in their smoke detectors. Nevertheless, 12% (116 respondents) would not, at the time of the research being conducted, have had suitably operational smoke detectors.

The survey continued to establish the frequency with which those who have an operational smoke detector with a battery fitted, tested their smoke detector to ensure it was fully functioning.

Frequency by which smoke detectors are tested

Just under a quarter of all respondents test their smoke detector weekly - in line with the recommended frequency by Lothian and Borders Fire Brigade (Lothian and Borders Fire Brigade- www.lothian.fire-uk.org, Feb 2004). The remainder of the sample (78%) test their smoke detectors less often with a worrying 35% claiming to test less than twice per year.

The propensity to test smoke detectors weekly was significantly highest amongst 25-34 year olds (41%) and those in the Highlands & Islands (50%). No explanation can be provided for this based purely on this piece of research. Nevertheless, analysis of media schedules of fire safety awareness campaigns targeted towards these audiences may prove helpful.

Recall and effect of fire safety/ prevention advertising

The respondents were asked whether they recalled seeing or hearing any ads for fire safety/ prevention recently. The following chart displays the findings.

Recall of recent fire safety/prevention ads

On the whole recall of such ads appears less promising with just under two thirds of respondents not having any recall of fire safety/ prevention ads. However, it should be noted that the lack of opportunity for the respondents to view stimulus material pertaining to such ads might well have resulted in a lower level of ad recall. Typically, where respondents are provided with visual prompts they may recognise, overall recall tends to be higher.

No significant differences were evident with regards to ad recall across socio-economic grouping or gender. However, those in the youngest age category 18-24 years old had the greatest recall of such advertising (64%) compared to 25-34 (33%), 35-44 (46%), 45-54 (28%), 55-64 (31%) and - quite interestingly - 65+(19%). Reasons for the fact that the younger age groups have greater recall compared to the older age groups could perhaps be due to the media scheduling for fire safety/prevention campaigns.

The aspects of such ads that were spontaneously remembered were established. The following graph displays what was remembered.

Aspects remembered from fire safety/ prevention ads (spontaneous)

The most prominently recalled aspects of fire safety/ prevention ads are those informing the public of the importance of maintaining fire protection within the home - namely the testing and maintenance of smoke detectors. The next most recalled aspects pertain to personal appliances such as mobile phones and hair straighteners and the potential risks they pose. A popular assumption may be that these would be most remembered by younger audiences. However, given the small base sizes no further sub-group analysis can be conducted by age. Accordingly, it would be interesting to explore whether the comparatively high recall of fire safety/prevention advertising amongst 18-24 year olds is influenced by such ad content.

The 'others' category included: making sure appliances are unplugged and ensuring appliances are not left unattended; cigarettes smouldering unnoticed/ falling asleep with a cigarette; chip pan fires; 'smoke kills'; and be careful of gas and naked flames.

The main messages taken from the ads were highlighted. The following chart displays what these main messages were.

Main messages recalled from the advertising (spontaneous)

These findings complement those that have gone before showing that one of the main message recalled from the ads relate to the sound maintenance of fire safety/ prevention equipment, namely the testing of smoke detectors. Furthermore, they stress the importance of showing caution and being prepared for the possibility of a house fire. Moreover, the installation of a smoke detector appears to be recognised as important.

The 'others' category included: that fire and smoke kills; that fires can happen relatively easily; and be aware of the potential hazards that personal and domestic appliances can pose.

The extent to which the line 'Don't give fire a home' was recalled amongst those who claimed to have seen or heard any ads relating to fire safety/prevention was established. The following graph displays the findings.

Recall of the line 'Don't give fire a home'

The recall of the message 'don't give fire a home' was positive amongst those who recalled fire safety/prevention ads, with almost half (45%) of such respondents remembering the tag line. It should be noted that if the respondents had the opportunity to view the relevant ads, recognition of the message might well have been higher.

In contrast to the general awareness of fire safety/prevention ads being greater amongst the youngest age group ( i.e. 18-24 year olds), there were no significant differences across age groups with regards to this particular message, nor was any significant differences evident across gender. On the whole, those in the least affluent social category, DE, displayed less awareness of the line (34% - yes, definitely/ yes, I think so) compared to those in higher socio-economic groups (AB - 52%, C1 - 50%, C2 - 49%). Due to small base sizes no further analysis on this area with regards to region could be conducted.

The extent to which those who positively recalled ads pertaining to fire safety/ prevention liked or disliked the ads was established.

Extent to which fire safety/prevention ads were liked/ disliked

Overall those respondents aware of fire safety/prevention ads liked the ads, with 66% of them liking the ad either a little or a lot. Whilst no clear pattern was evident across age group, those in the 18-24 year old group (78%) liked the ad most whilst those in the oldest group, 65+, liked it least (51%). Whilst no significant differences were evident between genders, those in the higher socio-economic groups (AB - 75%, C1 - 71% and C2 - 65%) liked the ads more than those in the lower group (DE - 58%). As before due to small base sizes, no further sub-group analysis could be conducted with regards to region.

Perhaps more important than finding out whether respondents liked the ads or not, is to decipher whether the ads were 'effective'. The survey therefore attempted to establish the extent to which the ads affected the way respondents think about fire safety. The findings are displayed in the following chart.

Extent of the effect of the ads on attitudes to fire safety

The effect of the ads on attitudes towards fire safety/ prevention amongst those that had a positive recall on such ads was positive with 67% admitting that the ads would have an affect on how they think about fire safety/ prevention. This effect tended to be stronger amongst those in the younger age groups - 18-24 (83%), 25-34 (80%), 35-44 (63%), 45-54 (60%), 55-64 (54%) and 65+ (52%). Moreover, the effect was greater on females (75%) rather than males (59%). No significant trends were evident across socio-economic grouping and, as before, base sizes pertaining to region were insufficient to conduct sub-group analysis.

In addition to whether the ads had an effect on how respondents thought about fire safety, the research probed deeper to examine whether respondents did anything differently as a result of the ads. The following chart illustrates the findings.

Proportion of respondents who claimed they did something differently as a result of the ads

On first viewing 39% of respondents claiming to have done something differently is certainly a promising figure, however caution should be exercised whilst interpreting this figure. This is due to the fact that respondents may have a tendency to make overly positive claims given the fact that the research pertains to their own personal safety. Nevertheless, it can be assumed that the overall effect of the ads has still been a positive one.

The proportion of those claiming to have done something differently as a result of the ads is greatest, on the whole, amongst those in the younger age groups - 18-24 (50%), 25-34 (45%), 35-44 (44%), compared to those over 45 years old - 45-54 (27%), 55-64 (25%) and 65+ (28%). The tendency to claim to have done things differently was also stronger amongst females (47%) rather than males (30%). As before, the base sizes pertaining to region were insufficient to conduct any further analysis in this area.

Summary

The vast majority of the respondents (79%) feel confident that their home is not at risk from fire. This is understandable given that almost all respondents (95%) conclude that they take adequate measures to prevent fire in their homes. Indeed an equal proportion (95%) has a smoke detector installed in their home. The most common number of smoke detectors kept in the home is two (47%) followed by one (27%). More than three smoke detectors is not common, even amongst those who would typically be expected to have larger homes. The majority (85%) of smoke detectors contain batteries, however, the fact that only 23% of those owning a smoke detector actually test the alarm with the frequency that they should ( i.e. once per week), is not such a positive find.

The recall of ads pertaining to fire safety/prevention is not overly promising with just under two thirds of respondents not having any recall of fire safety/ prevention ads. Those that displayed the greatest recall of such ads were in the 18-24 year old age group. The reason for this may be due to media scheduling of campaigns targeting this audience.

The aspects of the ads which enjoyed the highest recall pertained to the testing and maintenance of smoke detectors, including the testing of the batteries installed. This was complemented by the fact that the main messages recalled also pertained to installation and regular testing of smoke alarms.

The recall of the ad tagline, 'don't give fire a home' was positive with 45% of those who recalled fire safety/ prevention ads being aware of the line. The only significant differences evident across sub-groups were that those in the traditionally less affluent socio-economic classifications were less aware of the tagline.

A promising proportion of the respondents (66%) expressed a liking for the ads. Furthermore, 67% felt that the ads had an effect on their attitudes towards fire safety. The proportion of respondents who claimed that they actually did things differently as a result of the ad was promising overall with 39% claiming they did something differently.

The views expressed in this report are those of the researcher and
do not necessarily represent those of the Department or Scottish Ministers.