Scottish Government

CHAPTER TWO MAIN FINDINGS

2.1 The main findings of this research are summarised below.

Health issues of sample

2.2 At the end of the survey, respondents were asked to indicate from which of the 'at risk' health issues they suffered. The results are shown in figure 2.1 below.

Figure 2.1: Health issues
Base: All respondents (317)

2.3 Asthma was the most prevalent condition amongst the 'at risk' group (50%), followed by other respiratory problem/disease (18%), diabetes (15%) and heart problem/disease (14%) . Some respondents had multiple health issues.

2.4 When asked if they were aware that they might be eligible for a free flu vaccination, 80% of respondents stated they were aware. This is an encouraging finding, given that this is a main aim of the campaign and that the previous wave of research concluded that there should be more focus on making those at risk aware of their eligibility.

Figure 2.2: Awareness of eligibility for a free flu vaccination
Base: All respondents (317)

2.5 The level of awareness of potential eligibility for the vaccination was highest amongst the oldest age group (55-64) and lowest amongst the youngest age group (16-34). Additionally women were more aware than men (84% compared with 7%), and those from social grades C2DE were more aware than those from social grades ABC1 (82% compared with 78%).

Advertising awareness

Spontaneous awareness

2.6 Respondents were asked initially whether they had seen or heard any advertising or publicity recently on the subject of flu. The results are shown in table 2.1 below.

Table 2.1: Spontaneous awareness of advertising
Base: All 'at risk' respondents

2.7 Around a third (65%) of the 'at risk' group claimed to be aware of advertising or publicity on the subject of flu. This figure is lower than recorded in previous waves of research where 'at risk' groups were surveyed, however it should be noted that the content of campaigns differed from year to year, in particular, that this latest phase of the 'at risk' campaign did not include TV advertising. In addition, this campaign was aimed and evaluated among the 'at risk' group only (which reflected changing priorities in Public Health Policy, such as an increase of those in the 'at risk' group), A demographic breakdown of the 2006 information is shown overleaf in figure 2.3.

Figure 2.3: Spontaneous awareness of advertising by demographics
Base: All respondents (317)

2.8 Consistent with awareness of potential eligibility for the vaccination, the level of awareness amongst those aged 35-54 and 55-64 (both 70%) was higher than amongst the younger age group (51%). Additionally women (68%) were slightly more aware of the publicity than men (62%), and those from social grades C2DE (67%) were slightly more aware of the publicity than those from social grades ABC1 (62%).

Source of advertising

2.9 All those who claimed to have recalled advertising were then asked where they had seen or heard it. The responses are shown in table 2.2 below.

Table 2.2: Source of advertising
Base: All those who recall advertising (205)

* NB: no other mention by 3% or more of respondents

2.10 Overall, around three quarters (76%) of those who claimed to have seen advertising or publicity on the subject of flu cited television advertising as the source. Historically, television tends to be the dominant advertising medium, and this level is comparable to other campaigns monitored. Although no television advertising was aimed at the 'at risk' group during this period it is likely that at least some will have seen the advertising on TV targeting those aged over 65 during October. Almost half (43%) had seen advertising excluding advertising on television, such as posters in doctors' surgeries (16%) and advertising in newspapers /magazines or on the radio (both 8%).

Content recalled

2.11 Although there was no TV advertising aimed at the 'at risk' group, it was important to ask those who claimed to have seen television advertising what they had seen. Table 2.3 overleaf shows the main descriptions given when those who claimed to have seen advertising on TV were asked what they recalled.

Table 2.3: Description of TV advertising seen
Base: All aware of advertising about flu on TV (155)

2.12 Although no TV advert was recently aimed at the 'at risk' group or concentrated on the 'at risk' campaign, around one fifth (22%) of respondents felt they had seen TV advertising Telling you if you have health problems you are entitled to a flu jab. This description relates specifically to the 'at risk' campaign message, so it is possible that respondents are recalling this but citing it as TV as is the dominant medium. The highest proportion (23%) mentioned the generic message that one should Remember to go for your flu jab and almost one in five (19%) recalled the Scottish Executive's over 65s campaign message (Telling you if you are over a certain age get a flu jab).

2.13 The respondents were then asked for more information on the adverts that they had seen outwith the medium of television.

Table 2.4: Description of advertising seen (not TV)
Base: All aware of advertising about flu excluding TV (87)

2.14 The information most frequently described was that the adverts were telling you that if you have health problems you are entitled to a flu jab (18%) - the main message intended for the 'at risk' group. Generic issues were also frequently described, including Remember to go for your flu jab (10%) and that the individual had seen an Advert about vaccinations (9%). Additionally, 3% specifically mentioned the man sneezing at 100mph as shown in the recent campaign and 3% mentioned telling you how serious getting flu can be.

Main message recalled from non- TV advertising

2.15 Those who claimed to have seen advertising other than on TV were also asked what they felt was the main message of the advertising. Table 2.5 shows the main descriptions given. A full list of descriptions can be found in the appended data tables.

Table 2.5: Main message of advertising seen (not TV)
Base: All aware of advertising about flu excluding TV (87)

2.16 Around a third (34%) of those who had seen advertising on the subject of flu felt that the main message of the advertising was to remember/get a flu jab. Additionally, 16% specifically mentioned that those at risk should get the flu jab and that 6% mentioned that one should have the flu jab to prevent it spreading as shown in the recent campaign.

Prompted awareness

2.17 All respondents were played the radio advert in full and shown a picture of the poster advert from the current campaign. Table 2.6 shows the levels of recognition of the advertising once prompted, as a measure of advertising total reach ⁴.

Table 2.6: Prompted awareness of advertising
Base: All respondents (317)

2.18 Overall over two thirds (68%) claimed to have been aware of at least one of the adverts when prompted (total reach). Almost half (45%) had heard the radio advert, and over half (53%) had seen the poster advert. Although this is the lowest reach recorded over the years monitored, again it should be noted that the content of campaigns differed from year to year. In particular, this was a campaign aimed at 'at risks' only (not as well as over 65s) and no TV advert was used for the campaign or shown to respondents as part of this measure in 2006. Therefore in TNS's experience this level of reach is very positive. A demographic breakdown of the 2006 information is shown in figure 2.4 overleaf.

Figure 2.4: Prompted awareness of adverts by demographics
Base: All respondents (317)

2.19 The total reach of the adverts was slightly higher amongst the 35-54 age group (77%). The total reach was higher for women (72%) than for men (65%), and little difference was recorded by SEG.

Where poster advertising seen

2.20 All those who claimed to have seen the poster advertising were then asked where they had seen it. The responses are shown in table 2.7.

Table 2.7: Where poster advertising seen
Base: All those who recall poster advertising (168)

2.21 Poster awareness was driven by a variety of sources, demonstrating the value and contribution of each within the overall coverage. Around four in ten (38%) of those who claimed to have seen the poster advert said they saw it on an outdoor hoarding. One in five (20%) saw the poster in a GP surgery, and 16% saw it on a train or bus.

Attitudes to advertising

2.22 Having now been prompted with the radio and poster adverts, the 'at risk' group were asked to give their impressions of the campaign. The responses are shown in figure 2.5.

Figure 2.5: Impressions of the campaign
Base: All (317)

2.23 The 'at risk' group tended to agree that the adverts helped me to understand how serious getting flu could be (76%), was relevant to me (82%), and helped me to realise that the flu jab is not just for old people (78%). The strength of agreement was considerable for these questions, with over half agreeing strongly.

2.24 However, fewer respondents (33%) agreed that the adverts told me something I didn't know. In fact, 58% disagreed with this statement indicating that respondents felt they were already familiar with the campaign message. A breakdown of this information by age is shown in figure 2.6.

Figure 2.6: 'The ads told me something I didn't know'
Base: All (317)

2.25 Those in the youngest age group (16-34) were more likely to agree that the adverts told me something I didn't know (50%), whereas only 21% of those in the oldest age group actually agreed. This indicates that for younger respondents, the message was newer, whilst for the older age groups the message was more established.

Communication received from GP

2.26 The 'at risk' group were asked whether they had received a letter or telephone call from their GP this year regarding receiving a flu vaccine. The responses are shown in table 2.8.

Table 2.8: Communication received from GP
Base: All (317)

2.27 Overall, around a third (36%) of those 'at risk' had received communication from their GP on the subject of flu. This was most frequently in the form of a letter (33%).

Visiting the Scottish Executive flu website

2.28 The 'at risk' group was asked how likely it was that they would visit the Scottish Executive Flu website to find out further information on flu vaccinations

Table 2.9: Likelihood of visiting the Scottish Executive website
Base: All (317)

2.29 Around two thirds (67%) of respondents felt they were not at all likely to visit the Scottish Executive flu website, and an additional 17% felt they were not very likely to visit the site.