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CHAPTER THREE CONCLUSIONS
3.1 The results of the domestic abuse campaign evaluation were mixed in relation to advertising performance.
3.2 Most positively, this wave of the research recorded the highest campaign reach on domestic abuse to date (79%), strong recognition of the TV advert (67%) and particularly high recognition of the radio adverts (47%). The message take-out for the TV advert was strongly focused on mental abuse, in line with the strategic aims.
3.3 However, this wave recorded significantly lower spontaneous awareness of advertising. Television was generally less prominent as a source of awareness and identifiable cut-through of the Reminder advert was weak compared to Wave 9.
3.4 This could have been affected by the relatively low weight and thus reduced effectiveness of TV activity during this wave. The level of prompted recognition was still good but this could include some residual recall from Wave 9.
3.5 Equally, the theme and communication of the current execution may not be new or strong enough to remain front-of-mind. The campaign has had little effect on the already high level of condemnation of mental abuse, and it proved less memorable than campaigns featuring physical abuse.
3.6 More generally, attitudes in relation to domestic abuse tend to be relatively firmly held, which limits the opportunity for significant movement in the latest findings. However, the domestic abuse campaign plays an important role in sustaining these attitudes, as reflected in stronger views among those aware of the advertising.
3.7 Yet there are indications of a slight softening of attitudes on some measures such as domestic abuse as a common occurrence, the possibility of making a new life after domestic abuse, and the effect of domestic abuse on children, perhaps reflecting changes in campaign strategy.
3.8 These findings are not a cause for concern at this stage, but are worth noting and monitoring in the future.
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