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CHAPTER THREE CONCLUSIONS
Objective:To assess campaign awareness - spontaneous and prompted - across the various media channels among the primary 'at risk' target audience in comparison to the previous wave of research
3.1 The good level of spontaneous awareness of advertising about flu is very similar to levels recorded in 2006/07. Prompted awareness for the poster advertising is very high, and is on a par with awareness levels for 2006/07, this is very encouraging given that the previous campaign also included radio.
3.2 The ads cut through most strongly amongst the younger 16-34 age group, and indeed, more strongly than the campaign in 2006/07. It would also appear that the Chris SteeleTV advert plays a role in awareness amongst the 'at risk' group, although it is not specifically aimed at them
Objective:To measure the effectiveness of the campaign in terms of knowledge and understanding of key campaign messages
3.3 Although awareness of the advertising is good, there may be some issues in terms of take out from the ads. On the one hand, they are working well at demonstrating the seriousness of flu and providing new information. On the other hand, there is an issue with 'relevance' - this indicates that some members of the 'at risk' group understand the adverts, but don't make the link that they personally need to get the flu jab.
Objective:To gather information on which media work best for this target audience
3.4 Indications suggest that the media mix worked well in terms of cutting through to the 'at risk' group. Recall of posters - and in particular posters in GP surgeries - was high, and correspondence from GPs also appears to be working well.
3.5 Respondents claim they would be more likely to get a flu jab as a result of receiving communications from a GP rather than through advertising, although in the context of the research findings caution should be used when looking at these results. The public tend to claim advertising has no effect on them, and our findings imply that the advertising and correspondence from GPs work well in combination.
Objective:To assess triggers and barriers to vaccination uptake among those who have and have not had a flu vaccination
3.6 Most of those who received correspondence from their GP claimed to have had a jab as a result, although the posters may have provided the background information necessary to make the GP prompt work.
3.7 Just under half of the 'at risk' group (and more than half of the youngest group and ABC1s) do not intend to have the flu jab this winter, mainly because they did not know they are eligible, or do not feel it is necessary. An additional 16% 'intend' to have the jab this winter, but still have not as of the end of December.
3.8 The campaign has been very successful in terms of reach, and this year progress has been made in providing information to the younger age groups and keeping the message fresh.
3.9 In the future, more could be done to make the adverts memorable to the 'at risk' group, with a more prominent call to action encouraging them to get a flu jab and clearer instructions that the message applies directly to them.
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