1
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.
Have emergency items and water
Regularly update
emergency survival items
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
Have emergency items and water
Regularly update
emergency survival items
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.
Question not asked in Benchmark research
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.
Question not asked in Benchmark research
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
Question not asked in Benchmark research
Q21 Before I mentioned it earlier, had you previously heard of the tag line “Get Ready, Get Thru”?
Base: All Respondents
% 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%).
Question not asked in Benchmark research
Q22 And had you also previously heard the website ‘getthru.govt.nz’?
Base: All Respondents
% 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
Base: All Respondents
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%).
Question not asked in Benchmark research
Q15 Have you seen, heard or read recently any advertising about preparing for a disaster?
Base: All Respondents
% 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.
Question not asked in Benchmark research
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.
Question not asked in Benchmark research
Q13 Excluding any advertising, have you heard or seen any messages or information on what to do in a disaster in the last year?
Base: All Respondents
% 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
Base: All Respondents
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
34
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
Base: All Respondents
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?
Base: All Respondents
)
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.
Question not asked in Benchmark research
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: 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
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
39
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)
NOTE: Statements 3% and below not shown
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)
Base: All Respondents
Other website
40
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)
NOTE: Statements 4% and below not shown
Benchmark (n=1,001)
Base: All Respondents
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
41
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)
NOTE: Statements 3% and below not shown
Benchmark (n=1,001)
Base: All Respondents
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!
42
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
44
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
45
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
46
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
47
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
48
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
49
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 an emergency survival plan for your household (67% cf 48%)
– 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
50
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
51
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
52
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 an emergency survival plan for your household (63% cf 48%)
– 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 = n=40* Caution: small base size
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 = n=34* Caution: small base size
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
Sample size = n=28* Caution: small base size
Fully Prepared
Mostly Prepared
Benchmark Measure 2 Measure 3
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
Sample size = n=28* Caution: small base size
Fully Prepared
Mostly Prepared
Benchmark Measure 2 Measure 3
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
Sample size = n=24* Caution: small base size
Fully Prepared
Mostly Prepared
Benchmark Measure 2 Measure 3
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
Sample size = n=10* Caution: small base size
Fully Prepared
Mostly Prepared
Benchmark Measure 2 Measure 3
Sample size too
small
Sample size too
small
Sample size too
small
61
Insights & Inspiration