| Description | This summary provides a context for the pre and post-campaign evaluation of the 2004 Parent Guide - Drugs and Alcohol Campaign. |
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| ISBN | (Web Only) |
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| Official Print Publication Date | January 2006 |
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| Website Publication Date | January 16, 2006 |
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ISBN 0 7559 2900 4 (Web only publication)
This document is also available in pdf format (222k)
Campaign Overview
- The Parent Guide - Drugs and Alcohol campaign, which is a strand of the Know The Score campaign, ran throughout January and February 2004 and was offered through local press. The campaign aims to provide drugs and alcohol information to parents of teenage children through raising awareness of the Know the Score Parents Guides:
- Drugs: What Every Parent Should Know
- Alcohol: What Every Parent Should Know
- Two waves of quantitative research have been conducted to evaluate the advertising:
- Wave 1: Pre-campaign research was conducted in January 2004 and sought to provide benchmarking data through tracking awareness of the Parent Guides prior to advertising.
- Wave 2: Post-campaign research was then conducted in March 2004 and aimed to track levels of awareness of the Parents Guide advertising among the general public and parents by:
- Examining levels of campaign awareness following recent activity;
- Identifying the main messages conveyed by this advertising among those who had seen the campaign
Highlights
- Across both waves, the level of spontaneous advertising awareness among those who have teenage children living in the household is higher than those with no teenagers living in the household. In Wave 2, the differences between households with and without teenagers are more pronounced than Wave 1 (although slightly lower overall): 42% awareness among those in households with no teenagers compared to 48% of those in households with teenagers aged 16-19 years and 52% of those in households with teenagers aged 13-15 years. It should be noted that there was other Know The Score activity running over the festive period that may have contributed to the higher level of Parent Guide advertising awareness in Wave 1 (January 2004).
- When asked to recall the main messages of the advertising at Wave 1, 5% of those who had seen advertising mentioned 'know the score/facts/consequences'. At Wave 2, this increased to 13%.
- Level of awareness of the main messages at Wave 2 among those who have teenage children living in the household is higher than those with no teenagers in the household (4% households with no teenagers mentioned the main message about a helpline for parents/phone number for advice, compared to 8% households with teenagers aged 16-19 years and 15% of those in households with teenagers aged 13-15 years).