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Chapter Three Conclusions
3.1 After falling at Wave 8, at this latest wave TV advertising awareness was back up to the levels seen at Waves 6 & 7. The TV advertising was shown on the main ITV channels alongside Channel 4 and Channel 5 at Wave 9, as it had been prior to Wave 8, which will have influenced awareness levels.
3.2 Content recall for the new TV execution Reminder was not as high as recall for some previous new executions used for the domestic abuse campaign. Reminder was specifically targeted at females rather than males which may have contributed to this. Despite lower spontaneous recall, the advert communicated well, with the main messages taken from the advert closely matching the campaign's communication objectives.
3.3 Radio also contributed to the overall campaign reach: the add-on effect of this secondary medium resulted in a total campaign reach of 78% at this latest wave. This is one of the highest levels of total campaign reach recorded for a domestic abuse campaign, and compares favourably to other social advertising campaigns monitored by TNS.
3.4 There was a notable disparity for overall campaign reach by gender: females were significantly more likely to have seen or heard campaign advertising (84%) than males (72%). As suggested the stronger female orientation of the ReminderTV execution is likely to have influenced recall levels.
3.5 Existing high levels of agreement and disagreement were maintained on the battery of attitude statements used to monitor opinions towards the issue. Attitudes amongst those who had seen or heard the campaign were generally stronger on a number of statements relevant to domestic abuse - confirming the role of the campaign in reinforcing public disapproval of the issue.
3.6 Measures looking into perceptions of the wider forms of violence / exploitation of women showed that there was broad agreement rather than consensus that pornography and prostitution were unacceptable.
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