1 ministry of civil defence & emergency management campaign monitoring research - measure 3 june...

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Ministry of Civil Defence & Emergency Management

Campaign Monitoring Research - Measure 3 June 2007 Presented by Colmar Brunton

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Background, Objectives & Method

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The Ministry of Civil Defence and Emergency Management needs to shift New Zealander’s level of preparedness for disasters. Clemengers have taken on the task of developing a campaign to achieve this. Colmar Brunton conducted a benchmark study in Apr/May 06 to get baseline measures. An interim study was conducted in Oct/Nov 06 to measure the movement in people’s attitudes and behaviours since the advertising campaign and benchmark study.

To measure people’s preparedness, and to assess the effectiveness of the campaign over time.

Random telephone interview (n=1000, aged 15+).Fieldwork 16 April-13 May 2007.Methodology is the same as that used in the benchmark and 2nd Measure.

Background, Objectives, Method

Background

Objective

Methodology

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Executive Summary

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Public awareness of the Civil Defence advertising remains high (66% versus 68% in Measure 2).

Ads continue to be effective at getting people to think or take action. Only 24% have done nothing after seeing the ads, down from 26% in the 2nd Measure.

Although 6 out of 8 diagnostics for levels of preparedness have dropped since the 2nd measure, most results are still higher than the Benchmark study.

8% of New Zealanders are prepared for an emergency. This includes having an emergency survival plan that includes what to do when not at home, having emergency items and water, and regularly updating survival items. This is down slightly from Measure 2 (9%) but still up from the Benchmark study (7%).

24% of New Zealanders are prepared for an emergency when at home. This includes having an emergency survival plan, having emergency items and water, and regularly updating survival items. This is down from Measure 2 (29%) but up from the Benchmark study (21%).

93% believe that it is important to be prepared, down 1% from the 2nd Measure.

Executive Summary

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Diagnostically, ads are still working well (percentages strongly/slight agree combined totals).- 98% understood the ads message (M2 97%)- 97% agree that the points made in the ads were believable (M2 97%) - 92% agree that the information was helpful (M2 90%) - 91% agree the points made in the ads were relevant to them (M2 92%) - 81% enjoyed watching the ads (M2 79%) - 64% agree that the ads contained new information (M2 57%), 20% are getting fed up

seeing them (M2 24%).

Overall attitudes towards disasters have not moved in the direction expected, but the difference in attitudes between those who had seen the Civil Defence advertising and those who had not were as expected.

- 96% who had seen the ads agree that it is my responsibility to look after myself and my family in a disaster (versus 98% who had not seen the ads) - 61% who had seen the ads agree that in a disaster emergency services will be there to help them (versus 71% who had not seen the ads) - 65% who had seen the ads agree that there will be someone to help them in a disaster (versus 66% who had not seen the ads) - 58% who had seen the ads agree that they probably wouldn’t make an emergency survival plan until after a disaster (versus 38% who had not seen the ads) - 36% who had seen the ads agree that there will always be adequate warning before a disaster hits (versus 27% who had not seen the ads).

Executive Summary, cont’d

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In response to why it is not important to be prepared for a disaster, 11% in Measure 3 said “If it’s going to happen there’s nothing we can do about it/can’t stop it”. This result is down from 23% in Measure 2 and 22% in the Benchmark.

In response to saying that being prepared was important but are not well prepared for a disaster, barriers mentioned included:

– 6% in Measure 3 said there was not enough information on being prepared and what to do, down from 8% in Measure 2 and 15% in the Benchmark measure

– 10% in Measure 3 said they haven't thought about it or don’t like to think about disasters, also down from 17% in the 2nd Measure, and 13% in the Benchmark

– 15% in Measure 3 said that they were “partly prepared/have some emergency supplies/emergency kit”. This is up from 8 in Measure 2 and 6% in the Benchmark measure.

67% say they have seen, heard or read any disaster advertising, compared to 70% in Measure 2.

Yellow Pages continues to be the most frequently mentioned place on where to go to get information before a disaster with 62% in Measure 3 compared to 46% in Measure 2. Amongst those who have seen the Civil Defence advertising, Yellow Pages was even higher at 68%.

Executive Summary, cont’d

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Results

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Context

What was the environment like when

interviewing took place?

light media weightfew disasters preceding Measure 3no disaster awareness week

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How prepared is New Zealand?

Have an emergency

survival plan that includes

what to do when not at home.

Have emergency items and water

Regularly update

emergency survival items

+ +

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4 out of 5 are on their way

8%

41%

81%

82%

18%

Benchmark Measure 2

7% 9%

39% 45%

77% 83%

83% 84%

17% 16%

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There is a big gap between understanding and commitment

but there isn’t much between them demographically

understanders more likely to be under 29 (23% cf 14%)

committed more likely to be in 1 or 2 person household (48% cf 55%)

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How prepared is New Zealand?

Have an emergency

survival plan that includes

what to do when not at home.


Regularly update


PREPARED = 8%

+ +

Up from 7% - Benchmark9% - Measure 2

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How prepared is New Zealand (when at home)?

Have an emergency

survival plan


Regularly update


PREPARED AT HOME= 24%

Up from 21% - Benchmark29% - Measure 2

+ +

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Two key questions: Has the advertising worked, and how has it changed

people’s preparedness?

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TVCs continue to do their job

Excellent awareness esp considering media weight

TVCs lead to ‘action’

Diagnostically the ads are still strong

Awareness of tagline and website maintained

Is the advertising working?

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Q18 Have you seen any Television advertisements for Civil Defence? There were 5 ads in total presented by Peter Elliot. The ads featured emergency services, public transport, and hospitals fading out to a white background showing what services may not be there to help you in an emergency while in other ads survival items gradually fade in showing you what items will help you survive a disaster. Peter also directs us to the Yellow Pages for further information as well as telling us to go to the “Get Ready, Get Thru” website.

Television advertising recall

Base: All Respondents

Very good prompted recall esp when post analysis shows 1+ reach at 71% - good residual awareness.

For comparison, average recall for non-FMCG advertising is 43%.

TV advertising recall is still highest amongst the 20-39 years olds (79%). Those aged 60 years + show the lowest recall (42%). Awareness IS NOT low amongst 15-19 (70%)

Those with household income between $10k-$30k have lowest recall of TV advertising (46%).

Question not asked in Benchmark research

% Yes

Public awareness of the Civil Defence advertising remains high.

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Action taken as result of seeing ads

Visited the Get Ready, Get Thru website

Thought about preparing for disasters

Made a survival kit

Nothing

Base: Those respondents who stated that they had seen the Civil Defence TV advertising (Measure 2 n=314), (Measure 3 n=631)

Talked to family or friends about it

Made a survival plan

Visited any other disaster preparation website

Q20 What if anything have you done as a result of seeing the ads? Have you…

Overall three quarters do something as a results of seeing the ads76% of people have done something as a result of seeing the ads, compared to 74% in Measure 2.However, 42% of 15-19yr olds have not done anything after seeing ads.


Measure 2

Measure 3

Ads continue to be effective at getting people to think or take action

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Diagnostically, ads are working very well

The ads are still perceived to be containing new information while being strong on relevance, believability understanding etc, thus there is still life in them.

Those aged 15-19 years rate relevance lower than all other age groups (83% cf 91% overall). Need an approach that will reach the younger age group.


Q19 Thinking about these adverts for the Ministry of Civil Defence, please tell me whether you strongly agree, slightly agree, slightly disagree or strongly disagree with each of these statements?

Base: Those respondents who stated that they had seen the Civil Defence TV advertising (Measure 2 n=314), (Measure 3 n=631) Strongly agree Slightly agree Slightly disagree Strongly disagree Don’t Know

M2 M3 M2 M3 M2 M3 M2 M3 M2 M3 M2 M3 M2 M3

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Of those who have seen the ads recently, 51% recalled the ‘Get Ready, Get Thru’ tagline.

Highest recall was amongst those 15-19 year olds (60%). Recall tends to be lower (20%) amongst those aged 50+.

Prompted recall of GRGT tagline


Q21 Before I mentioned it earlier, had you previously heard of the tag line “Get Ready, Get Thru”?


% Yes

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Prompted recall of ‘getthru.govt.nz’ website

28% of all people had heard of the getthru website. Of those who have seen the ads recently, 36% recalled it.

Awareness was higher amongst 15-29 year olds (41%) and lowest amongst those aged 50+ (15%).


Q22 And had you also previously heard the website ‘getthru.govt.nz’?


% Yes

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But advertising is driving attitudes as expected

Q2 On a scale of strongly agree, slightly agree, slightly disagree and strongly disagree, how much do you agree or disagree with the following statements?

Base: Seen CD ads and no others (n=123) Seen other ads but not CD (n=143) Strongly agree Slightly agree Slightly disagree Strongly disagree Don’t Know

Not seen ads

Seen Ads

Those who have seen the Civil Defence ads but no disaster advertising are less likely to think there will be someone there to help you or that emergency services will be there to help.

Not seen ads

Seen Ads

Not seen ads

Seen Ads

Not seen ads

Seen Ads

Not seen ads

Seen Ads

My responsibility to look after self and

family

There will be someone there to

help you

Emergency services will be there to help

Probably make survival plan after

disaster

Always be adequate warning before

disaster

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Level of preparedness


Q10 Which of the following statements apply to you?

Those aged 50 plus have the highest levels of preparedness. Those aged 15-29 years have the lowest level of preparedness. Those who had seen the TVCs were more aware of the Civil Defence information in the Yellow Pages (71%), compared to those who had not seen TVCs (60%).

Measure 2 (n=500)

Measure 3 (n=1,000)

Benchmark (n=1,001)

You have a good understanding of the types of disasters that could occur in New Zealand, and the chances of them occurring

You have the necessary emergency items needed to survive a disaster, such as, tinned food, toilet paper, torch, spare batteries and so on

You have a good understanding of what the effects would be if a disaster struck in your area

You are familiar with the Civil Defence information in the Yellow Pages

You regularly update your emergency survival items

You have an emergency survival plan for your household

You have stored at least 3 litres of water per person for 3 days for each member in your household

You attend meetings with community groups about disaster planning

None of these

Although 6 out of 8 diagnostics have dropped slightly since the 2nd Measure, most results are higher than the Benchmark study.

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There has been a slight increase in the proportion of people who have a survival plan that includes what to do when not at home.

Survival Plan

Q11 Does your survival plan include what to do when you are not at home?

Base: All respondents

Have a survival plan that includes what to do when not at home

Have a survival plan but it does not include what to do when not at home

No survival plan

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Importance and Level of Preparedness

A total of 93% of people believe that it is quite important or very important to be prepared for a disaster. Down 1 percentage point from the Benchmark and 2nd Measure.

52% are very or quite well prepared for a disaster, compared to 52% in the Benchmark, and 49% in Measure 2.Under 30 year olds are the least prepared while those 50 years or older are the most prepared.

Those with a personal income of $100,000+ are the most prepared for a disaster.

Q3 How important is it that you are prepared for a disaster? Is it…

Q5 How well prepared for a disaster do you feel you are? Do you feel you are…

Importance of being prepared How well prepared you feel you are

Very important Quite important Not that important

Not at all important Don’t Know

Very well prepared Quite well prepared Not that well prepared

Not at all prepared Don’t Know

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Barriers & Importance to being prepared

Q6 You said that being prepared for a disaster is important, but you are not well prepared for one. What stops you from being prepared?

Base: Those respondents who stated that being very well prepared or quite well prepared for a disaster was important but said that they were not well prepared for one (Benchmark n=341), (Measure 2 n=211), (Measure 3 n=387)

Q4 Why do you think it is not important to be prepared for a disaster?

Why it is not important to be prepared Barriers to being prepared

Base: Those respondents who either stated that being prepared for a disaster was ‘not that important’ or ‘not at all important’ (Benchmark n=44), (Measure 2 n=28), (Measure 3 n=62)

High chance it won’t happen/unlikely to happen

If it’s going to happen there’s nothing we can do about it/Can’t stop it

You don’t know what disaster will occur/can’t prepare for everything

Never thought about it/never been in one

Don’t want to focus on the negative

You don’t know when it will happen

Haven’t got around to it/no motivation to do it/not time to do itDon’t expect it to happen/unlikely to happen/ignorance/we’re safe

Not enough information on being prepared e.g. what to do, the importance etc

Haven’t thought about it/don’t think about disasters

The cost/don’t have enough money Don’t know what disaster will occur/don’t know what to prepare for

Partly prepared/have some emergency supplies/emergency kit

Complacency

Don’t have any place to store survival items/supplies

Want to get on with life/don’t want to spend life worrying about disasters

27%

22%

BM M2 M3

43% 48%

23% 11%

8% 17% 15%

NA 17% 5%

9% 12% 13%

12% 3% 10%

50%

BM M2 M3

40% 44%

21%36% 29%

17%13% 10%

10%8% 5%

8%15% 6%

8%6% 9%

8%6% 15%

3%5% 3%

3%3% 3%

3%2% 6%

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Total Market Messages(Includes non-Civil Defence

advertising)

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Unprompted advertising awareness

Measure 3 results are slightly lower than Measure 2 (70%).

13% of people have only seen non-Civil Defence disaster advertising. 53% have seen Civil Defence and non-Civil Defence.

Those aged 50 years and over are less aware (55%).

Those with lower household incomes (under $20k) have the lowest recall of advertising (53%).


Q15 Have you seen, heard or read recently any advertising about preparing for a disaster?


% Yes

67% say they have seen, heard or read disaster advertising.

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Where seen/heard or read disaster ads

Q16 Where did you see, hear or read the ads?

TV is still the dominant mediaOlder people like newspapers (42% amongst 60-69 yr olds)15% of those aged 15-19 received messages through the mail.


Measure 2

Measure 3

Newspaper

Mail/flyers/leaflets/pamphlets

TV

Radio

OtherBase: Those respondents who stated that they have seen, heard or read advertising about preparing for a disaster (Measure 2 n=333), (Measure 3 n=651)NOTE: Statements 2% and below not shown

Magazines

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Awareness of disaster preparedness information

37% are aware of disaster preparedness information. This result is down 9 percentage points from the 2nd Measure.

Awareness of non-advertising messages is low amongst those aged between 20-29.


Q13 Excluding any advertising, have you heard or seen any messages or information on what to do in a disaster in the last year?


% Yes

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Where heard/seen disaster messages

Q14 Where did you hear or see the disaster messages or information?

Television is still the dominant media with 45% saying they have seen or heard disaster messages this way. However, this is down slightly from the 2nd Measure.

Measure 3 results show Radio as having the next highest recall of disaster advertising (15%). This result is up from 13% in the 2nd Measure.

NOTE: Statements 2% and below not shown

Base: Those respondents who stated that they have seen or heard messages or information on what to do in a disaster in the last year (Measure 2 n=246), (Measure 3 n=395)

Other

Radio

Brochures/Flyers

TV

Unaddressed mail

Local or Community newspapers

Workplace

Work of mouth

Local Council/Council

Fire department/Fire Warden

Newspapers (not Community)

Yellow Pages

Schools

Internet

Question not asked in Benchmark research Measure 2

Measure 3

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Understanding Impact

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Help available following a disaster in your area

Q7 Now I’d like you to imagine that there has been a disaster in the town, city or rural area where you live. What groups or individuals do you think would be able to help you following a disaster?

Fire Department is still considered to be the #1 organisation for providing assistance in a disaster, again followed closely by Civil Defence.

Those who have personal incomes $80,000+ have the highest expectations that organisations such as the Army, Ambulance and Fire Departments will provide assistance following a disaster.

Benchmark results not shown due to question change for Measure 2 and 3


Measure 2 (n=500)

Measure 3 (n=1,000)

People still consider Civil Defence to be an organisation providing emergency assistance following a disaster

Fire Department

Police

Neighbours

Civil Defence

Ambulance

Army

Local/Regional Council

Hospitals

No one

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Household utilities & infrastructure services

Q8 Still imagining there had been a disaster, some of the normal services may not be available. What household utilities or infrastructure services do you think could be disrupted?

Over three quarters are aware that Roading, Medical Services, Water, Sewerage or Gas could be disrupted in a disaster. This has not changed since the 2nd Measure.

Benchmark results not shown due to question change for Measure 2 and 3


Measure 2 (n=500)

Measure 3 (n=1,000)

Electricity

Water

Telephone (land)

Sewerage

Gas

Roading

Mobile phones

Access to medical/health services

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Attitudes & Actions

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Possible disasters in your lifetime

Awareness for 6 out of the 10 diagnostics have dropped since the 2nd Measure. This may be due to research being undertaken for the 2nd Measure just after Disaster Awareness week.

However the total awareness average is equal to that in the Benchmark measure.

Results may also be low due to a lull in worldwide disasters over the last 6 months bringing awareness down.

15-19 year olds and those in the lower income group have the lowest awareness of disasters overall.

Q1 First I’d like to ask about the types of major disasters that could happen in New Zealand. What types of disasters can you think of that could happen in New Zealand in your lifetime?


)

Measure 2 (n=500)

Measure 3 (n=1,000)

Benchmark (n=1,001)

Total Awareness for Measure 3 = 3.4 compared to Measure 2 = 3.6, & Benchmark = 3.4

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Attitudes towards disasters

Attitudes towards disasters have not moved in the direction expected. Four out of the 5 diagnostics show shifts in the wrong direction since the 2nd Measure.

The one exception being “You probably wouldn’t make an emergency survival plan until after a disaster” dropping from 52% (strongly/slightly agree) in Measure 2 to 49% in Measure 3.



Base: All Respondents (Benchmark n=1,001), (Measure 2 n=500), Measure 3 n= 1,000) Strongly agree Slightly agree Slightly disagree Strongly disagree Don’t Know

M1 M2BM

Measure 2 (n=500)

Measure 3 (n=1,000)

Benchmark (n=1,001)

M1 M2BM M1 M2BM M1 M2BM M1 M2BM

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But advertising is driving attitudes as expected


Base: Seen CD ads and no others (n=123) Seen other ads but not CD (n=143) Strongly agree Slightly agree Slightly disagree Strongly disagree Don’t Know

Not seen ads

Seen Ads

Those who have seen the Civil Defence ads but no disaster advertising are less likely to think there will be someone there to help you or that emergency services will be there to help.

Not seen ads

Seen Ads

Not seen ads

Seen Ads

Not seen ads

Seen Ads

Not seen ads

Seen Ads

My responsibility to look after self and

family

There will be someone there to

help you

Emergency services will be there to help

Probably make survival plan after

disaster

Always be adequate warning before

disaster

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Finding information before a disaster

Q12 Before a disaster, where can you get information about how to prepare for a disaster?

Yellow Pages continues to be the most common source of information on where to go to get information before a disaster with Measure 3 results up 16 percentage points to 62%. And amongst those who have seen our ads, Yellow pages was even higher at 68%.

Measure 2 (n=500)

Measure 3 (n=1,000)


OtherDon’t know

Yellow PagesMinistry of Civil Defence website

Local/Regional CouncilCivil Defence

RadioBrochures/Flyers

PoliceTV

Internet/Web in general

LibraryFire department/brigade

Newspaper

Telephone directory/phonebookHealth Authorities/Hospital

Benchmark (n=1,001)


Other website

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Actions to take during Earthquake

Q9b Now imagine that there is a strong earthquake in your area, what actions should people take during and immediately following a strong earthquake?

Increased emphasis on helping others

Measure 2 (n=500)

Measure 3 (n=1,000)


Benchmark (n=1,001)


Take shelter under a desk

Move to a safe place

Alert or check on family/friends/neighbours

Drop, cover and hold

Listen to the radio for further information

Check emergency survival items

Go outside/go out into open/stay clear of buildings

Implement survival plan

Check damage/stabilised and safe

Prepare to be evacuated

Turn off/check electricity/water/gas

Stay indoors/don’t go outside

Stay where you are/stay put

Contact Civil Defence/Authorities services

Be prepared for aftershocks

Other

Don’t know

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Actions to take during Tsunami warning

Q9a Now imagine that a tsunami warning has been issued, what actions should people take when a tsunami warning has been issued?

Measure 2 (n=500)

Measure 3 (n=1,000)


Benchmark (n=1,001)


Other

Move to higher ground

Alert/check family/friends/neighbours

Prepare to be evacuated

Take emergency survival items

Check emergency get away kit

Move 1 kilometre inland

Implement survival plan

Listen to radio for further information

Get out/run/get out of area

Check pets

Don’t know

Secure house/valuable belongings

Stay away from coastal areas

But don’t expect help from friends/family if there is a tsunami!

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Regional Results

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Regional Analysis - Auckland

Awareness of Volcanic Eruption (65% cf 48%) as well as Tsunami (75% cf 68%) was significantly higher amongst Aucklanders

In contrast, Aucklanders are significantly less aware of Floods as a disaster (56% cf 64%)

58% said they are ‘not that well prepared or not at all prepared for a disaster’. This is significantly higher than the national average (48%)

Aucklander’s mentioned gas significantly more (85% cf 79%) as a possible service that could be disrupted during a disaster

Preparedness levels were significantly lower in 6 out of 8 of the statements compared to the national average. These included:

– Having a good understanding of the types of disasters that could occur in NZ, and the chances of them occurring (74% cf 82%)

– Having a good understanding of what the effects would be if a disaster struck in your area (73% cf 81%)

– You are familiar with the Civil Defence information in the Yellow Pages (57% cf 68%)

– You have an emergency survival plan for your household (39% cf 48%)

– You have stored at least 3 litres of water per person for three days for each member in your household (34% cf 44%)

– You regularly update your emergency survival items (45% cf 52%).

Fully Prepared

Mostly Prepared

Benchmark Measure 2

4% 5%

Measure 3

4%

15% 18% 15%

Sample size = n=308

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Regional Analysis – Auckland, cont’d

Only 11% said they had heard the messages through the Radio (compared to 19% nationally)

Awareness via television was significantly higher amongst Aucklanders (94% cf 88%).

72% cf 64% believe that the Army will be there to help following a disaster. Whereas, only 37% cf 45% believe that their Local/Regional council will be there to help

24% mentioned the Internet and website in general as places to go to get information on how to prepare for a disaster (compared to the national average 16%)

Only 29% said they had seen/heard any messages on how to prepare for a disaster in the last year (compared to the average 37%)

As a result of seeing the Civil Defence ads, only 18% cf 27% have made a survival plan.

Sample size = n=308

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Canterbury/West Coast respondents showed the highest awareness for the following disasters that could happen in your lifetime:

– Snow storms/storm disasters (4% cf 1%)

– Pandemic/outbreak of disease (13% cf 7%).

However, Canterbury/West Coast respondents have low awareness for Volcanic Eruption (31% cf 48%).

‘Move 1km inland’ was mentioned more as an action to take during an tsunami (26% cf 16%)

6% cf 3% mentioned Contacting Civil Defence/Authorities following an earthquake as an action to take following an earthquake

73% believe that the Army will be there to help in a disaster (compared to the national average 64%). 91% cf 79% also believe that Civil Defence will be there to help them.

Only 71% mentioned that Gas could be disrupted following a disaster (significantly lower then the national average 79%)

Schools had the highest mention of where they had seen or heard any disaster messages in the last year in Canterbury/West Coast (16% cf 4%)

Regional Analysis – Canterbury/West Coast

Fully Prepared

Mostly Prepared

Benchmark Measure 2

5% 9%

Measure 3

10%

19% 31% 24%

Sample size = n=138

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Regional Analysis - Waikato

48% stated that they considered the Army as a group that could provide help following a disaster. This is significantly lower than the national average of 64%War/Civil war had significantly higher awareness (14% compared to the national average 6%)69% believe that Gas could be disrupted in a disaster. This is significantly lower than the average (79%)42% cf 29% said they should move to a safe place during an earthquake.Only 19% (compared to the national average 32%) said that they would go to the Ministry of Civil Defence website to get information on what to do in a disaster.

Fully Prepared

Mostly Prepared

Benchmark Measure 2

9% 9%

Measure 3

6%

21% 26% 22%

Sample size = n=84

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Regional Analysis – Bay of Plenty

Neighbours providing help following a disaster was mentioned significantly more than the national average (93% cf 81%)

Bay of Plenty respondents mentioned listening to the radio for further information (14% cf 6%), and turning off power/water/gas following a tsunami warning significantly more than the national average (7% cf 1%)

77% strongly agree that ‘It is my responsibility to look after myself & my family in a disaster’. This is significantly lower than the national average (87%)

49% cf 61% stated that they had not seen or heard any advertising on what to do in a disaster in the last year

17% stated that they attend meetings in the community. This figure is significantly higher compared to the national average (8%)

77% stated that they would go to the Yellow Pages to get information on how to preparefor a disaster (compared to the national average of 62%).

Sample size = n=70

Fully Prepared

Mostly Prepared

Benchmark Measure 2

8%

Measure 3

2%

16% 16%

Sample size too

small

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Earthquakes had the greatest number of mentions in Wellington as types of disasters that could effect the region (98% cf 91%)

Volcanic Eruption had the lowest mentions (35% cf 48%)

49% strongly disagreed with the statement “There will always be adequate warning before a disaster hits”, significantly higher than the national average of (37%)

16% strongly agree with the statement “In a disaster, emergency services will be there to help them” (compared to the national average 27%)

40% cf 24% strongly disagree with the statement “You probably wouldn’t make an emergency survival plan until after a disaster”

14% cf 8% believe they are very well prepared for a disaster

Wellingtonians mentioned the following significantly more as potential services that could be disrupted following a disaster:

– Gas (93% cf 79%)

– Landline telephones (99% cf 95%)

– Sewerage (94% cf 84%)

– Roading (96% cf 89%).

Regional Analysis – Wellington

Fully Prepared

Mostly Prepared

Benchmark Measure 2

18% 13%

Measure 3

16%

35% 38% 37%

Sample size = n=114

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Wellingtonians also mentioned the following actions to take following an earthquake significantly higher than the national average:

– Alert/check on family and friends (60% cf 39%)

– Listen to the radio for further information (18% cf 11%)

– Check damage/everything is stabilised (18% cf 9%)

– Help others/help the injured (11% cf 6%)

– Check water supplies/conserve water (8% cf 3%)

However, Wellingtonians were significantly lower for the statement “You have the necessary emergency items needed to survive a disaster” (77% cf 85%)

Wellingtonians rated strongly for the statements:


– You have stored at least 3 litres of water per person for 3 days (65% cf 44%)

43% cf 32% said they had a survival plan that also included what to do.

Regional Analysis – Wellington , cont’d

Sample size = n=114

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48% said they had seen messages or information on what to do in a disaster in the last year, compared to the national average (37%)

Only 16% said that the ads contained new information, significantly lower than the national average (29%)

26% had heard the Get Ready, Get Thru tagline (compared to the national average of 35%).

Regional Analysis – Wellington , cont’d

Sample size = n=114

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Regional Analysis – Otago

36% state that during a tsunami warning, they would ‘Alert/check on family and friends’ (compared to the average 23%)

58% cf 38% strongly agree with the statement “You enjoyed watching the ads”.

52% compared to the national average (32%) are involved with volunteer work.

There are no other significant differences to report for Otago.

Fully Prepared

Mostly Prepared

Benchmark Measure 2

5%

Measure 3

17%

15% 32%

Sample size = n=50

Sample size too

small

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Hurricane/cyclone/storm/tornado had a greater number of mentions in Manawatu for types of disasters that could effect the region than the national average (47% cf 30%)

97% cf 87% strongly agree that “it is my responsibility to look after myself and my family in a disaster”

Manawatu respondents rated hospitals significantly lower than the national average as a group that could help following a disaster (50% cf 67%)

Manawatu respondents mentioned that they would listen to the radio for further information during a tsunami warning significantly more than the national average (15% cf 6%)

During an earthquake warning, 28% said that they would stay indoors/not go outside (compared to the national average 16%)

Preparedness levels were significantly higher than the national average for in 3 out of 8 statements. These included:

– Having a good understanding of the types of disasters that could occur in NZ, and the chances of them occurring (94%% cf 82%)


– You have the necessary emergency items needed to survive a disaster, such as, tinned food, toilet paper, torch, spare batteries and so on (97% cf 85%).

Regional Analysis – Manawatu

Sample size = n=54

Fully Prepared

Mostly Prepared

Benchmark Measure 2

6%

Measure 3

16%

28% 34%

Sample size too

small

53

11% said that Health authorities/hospitals was a place to go to get information on how to prepare for a disaster (compared to the national average 4%)

More from the Manawatu said that they had seen or heard disaster preparedness messages and ads through mail/pamphlets/flyers (18% cf 5%), or Magazines (11% cf 3%) than the national average

Regional Analysis – Manawatu, cont’d

Sample size = n=54

54

Northlanders are significantly less aware of Earthquakes as a disaster (75% cf 91%)

Respondents showed the low awareness for the following groups that could help following a disaster:

– Army (42% cf 64%)

– Fire Department (66% cf 80%)

– Hospitals (48% cf 67%)

– Neighbours (65% cf 81%)

– Civil Defence (53% cf 79%)

Northland also showed lower awareness compared to the national average for possible services that could be disrupted following a disaster. They included:

– Gas (62% cf 79%)

– Water (72% cf 87%)

– Sewerage (68% cf 84%)

40% cf 61% have thought about preparing for a disaster as a result of the seeing the ads

Only 7% of Northlanders had previously heard of the getthru.govt.nz website. This compares to the national average of 28%.

Regional Analysis – Northland

Fully Prepared

Mostly Prepared

Benchmark Measure 2

1%

Measure 3

7%

13% 33%

Sample size = n=46* Caution: small base size

Sample size too

small

55

32% believe that the Television ads were saying that ‘disasters can strike at any time’. This is significantly higher than the national average (9%)

As a result of seeing the ads, 84% have thought about preparing for a disaster compared to the national average (61%).

There are no other significant differences to report for Hawkes Bay.

Regional Analysis – Hawkes Bay

Fully Prepared

Mostly Prepared

Benchmark Measure 2

13%

Measure 3

7%

26% 26%


Sample size too

small

56

Hurricane/cyclone/storm/tornado had the least number of mentions in Nelson/Marlborough for types of disasters that could effect the region compared to the national average (12% cf 30%)47% cf 29% said they should move to a safe place during an earthquake

41% said they had heard the messages through the Newspaper (compared to 19% nationally)

88% say they had not previously heard of the getthru.govt.nz website This compares to the national average of 71%.

Regional Analysis – Nelson/Marlborough

Fully Prepared

Mostly Prepared

Benchmark Measure 2 Measure 3


Sample size too

small

Sample size too

small

Sample size too

small

57

Volcanic Eruption had a greater number of mentions in Taranaki for types of disasters that could effect the region than the national average (79% cf 48%). In comparison, Tsunami had the least mentions (46% cf 68%)

83% cf 67% strongly/slightly agree that “in a disaster, there will be someone there to help me”

61% cf 31% strongly/slightly agree that ‘there will always be adequate warning before a disaster hits’

Respondents showed the high awareness for the following groups that could help following a disaster:

– Ambulance (87% cf 67%)

– Hospitals (87% cf 67%)

– Local/Regional council (65% cf 45%)

In a Tsunami warning, only 3% said they would check their emergency getaway kit, compared to the national average (18%)

Regional Analysis – Taranaki


Fully Prepared

Mostly Prepared


Sample size too

small

Sample size too

small

Sample size too

small

58

81% cf 45% said that they last saw or heard disaster messages or information on TV

27% believe that the Television ads were saying that ‘disasters can strike at any time’. This is significantly higher than the national average (9%)

Only 14% said that they talked to family and friends as a result of seeing the ads (compared to the national average 38%)

Regional Analysis – Taranaki, cont’d


Fully Prepared

Mostly Prepared


Sample size too

small

Sample size too

small

Sample size too

small

59

Drought had a greater number of mentions in Southland for types of disasters that could effect the region than the national average (16% cf 4%)

Southland mentioned the following actions to take following an earthquake significantly higher than the national average:

– Listen to the radio for further information (26% cf 11%)

– Prepare to be evacuated (18% cf 6%)

57% cf 32% said that they would get information on how to prepare for a disaster from their Local/Regional council

88% said they had seen any TV ads for Civil Defence (compared to the national average 66%)

90% cf 61% said they had thought about preparing for a disaster as a result of seeing the ads.

Regional Analysis – Southland


Fully Prepared

Mostly Prepared


Sample size too

small

Sample size too

small

Sample size too

small

60

Gisborne showed low awareness compared to the national average for Gas being a possible service that could be disrupted following a disaster (40% cf 84%)

No-one mentioned the Ministry of Civil Defence website as a place to go to get information on how to prepare for a disaster (compared to the national average 32%)

Only 36% cf 66% recalled seeing any TV ads for Civil Defence.

There are no other significant differences to report for Gisborne.

Regional Analysis – Gisborne


Fully Prepared

Mostly Prepared


Sample size too

small

Sample size too

small

Sample size too

small

61

Insights & Inspiration

1 ministry of civil defence & emergency management campaign monitoring research - measure 3 june...

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