2015 Christmas Post-Campaign Tracking Research

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1 ATTACHMENT 3 uary 2015 Christmas Post-Campaign Tracking Research

2 Introduction Background Metro Vancouver first launched a Zero Waste Challenge Christmas campaign in 2009 to encourage residents to reduce the volume of garbage they produce over the holiday season. The 2015 Christmas campaign consisted of transit, print, on-line, radio, and television advertising, in addition to posters and decals in public buildings throughout Metro Vancouver. This report presents the findings from the post-campaign measure conducted shortly after the campaign ended. In the post-christmas 2015 survey the sample size was increased from the 400 surveys completed in previous waves to 1500 completed surveys. A total of 300 surveys were completed in each of 5 Metro Vancouver regions allowing for analysis of results by region as well as Metro Vancouver as a whole. Comparisons are made in the report to previous measures where possible. Methodology 1,500 interviews completed using Mustel Group s randomly recruited panel; Field dates: uary 6 th 17 th, ; Sample weighted by age within gender and region to match Statistics Canada data for region; Margin of error on a random sample of n=1,500: +/-2.5 at the 95 level of confidence; Margin of error on a random sample of n=300: +/-5.7 at the 95 level of confidence; Questionnaire used appended; Detailed computer tabulations presented under separate cover. 2

3 Executive Overview A total of 32 recall any advertising about reducing the amount of garbage we make at Christmas, lower than the level recorded last year (49) but similar to the level recorded in 2014 (31) A total of 20 report seeing one of the print ads, less than half that reported a year ago (46) and somewhat lower than all previous years. Awareness is somewhat higher among those under 35 years of age but does not vary significantly by gender. Recall remains highest of the transit advertising. A link to the TV advertising continues to be made by a considerable proportion when shown the print ads. One-third report recall of the TV ad, a significant decrease compared with 2015 (50) and 2014 (41), but in line with or higher than all years prior to that. As noted in the past, women are more inclined than men to recall the commercial (35 versus 28 of men). But unlike the print ads, older residents are more inclined to recall the TV ads (44 of those 55 years plus versus 31 of those 35 to 54 and just 18 of those under 35). The majority found each type of advertising to be effective in making them think about the types of gifts they would give at Christmas to reduce the amount of garbage we create. A total of 57 rated the print ads very or somewhat effective, and 64 found the TV ad to be effective (similar to previous measures). A total of 17 of Metro Vancouver residents reported some impact on their behaviour (responded yes or maybe) when asked if the campaign had an impact on the types of gifts they bought at Christmas. This level is comparable to the Christmas campaigns of the past two years. This year all respondents were asked if the ads they had viewed in the survey had or would encourage them to think about the gifts given at work or other group settings and two thirds said yes (24) or maybe (42); they were further asked if the ads did or would make them think about how they dealt with holiday leftovers, here, about half said yes (19) or maybe (29). Changes reported by those said to have been influenced by the advertising mostly relate to use or disposal of leftovers, either using them up, giving away or composting, while some said they gave alternative gifts such as experiences or donations, and others used alternative or recycled gift wrapping. 3

4 Detailed Findings 4

5 Unaided Awareness and Source of Advertising 2015 Feb Nov 2010 Aug Base: Total (n=1500) Total 2015 (n=400) Total Feb 2014 (n=400) Total 2013 (n=400) Total 2012 (n=400) Total 2011 (n=495) Total Nov 2010 (n=403) Total Aug 2010 (n=422) Total 2010 (n=500) Source Transit (vehicles/ shelters) 2010 (125) Aug 2010 (191) Nov 2010 (148) Total Who Recall Advertising 2011 (209) 2012 (180) 2013 (201) Feb 2014 (128) 2015 (201) (474) Newspaper TV Radio Bulletins/ posters n/a n/a 6 n/a n/a n/a n/a n/a n/a Internet/ online n/a n/a Newsletter/ flyer/ magazines n/a n/a 2 n/a Word of mouth n/a n/a 2 n/a n/a n/a n/a n/a n/a Miscellaneous Don t recall / wording Q.2b) Where did you see or hear this advertising? Q.1b/2b) Where did you see or hear Christmas advertising Respondents were first asked if they recall any advertising about reducing the amount of garbage we make at Christmas. A total of 32 recall such advertising, lower than the level recorded last year (49) but similar to the level recorded in 2014 (31). Recall levels this year continue to be higher among women (35) than men (28), though this year they are consistent amongst the various age groups. The top source recalled by most again is television advertising, followed by transit wording Q2a) Do you recall any recent Christmas advertising about the types of gifts you could give to reduce the amount of garbage you create? Q.1a) Did you recently see or hear any advertising about reducing the amount of garbage we make at Christmas? Aug/Nov 2010 wording Q.1a) Did you recently see or hear any advertising about reducing the amount of garbage we make? 5

6 Unaided Awareness and Source of Advertising Total Central North East North West South East South West Source Total (474) Central (99) Total Who Recall Advertising North East (99) North West (102) South East (94) Transit (vehicles/ shelters) Newspaper TV Radio Internet/ online South West (80) Overall recall levels are consistent across the five Metro Vancouver regions. Recall from television is consistent across all regions; those in the North West are somewhat more likely than other regions to recall ads from newspapers but less likely than other regions to recall them from transit. Newsletter/ flyer/ magazines Miscellaneous Base: Total (n=1500) Central (n=300) North East (n=300) North West (n=300) South East (n=300) South West (n=300) Don t recall / wording Q.2b) Where did you see or hear this advertising? Q.1b/2b) Where did you see or hear Christmas advertising wording Q2a) Do you recall any recent Christmas advertising about the types of gifts you could give to reduce the amount of garbage you create? Q.1a) Did you recently see or hear any advertising about reducing the amount of garbage we make at Christmas? Aug/Nov 2010 wording Q.1a) Did you recently see or hear any advertising about reducing the amount of garbage we make? 6

7 Unaided Awareness of Advertising Sponsor 2010 (125) Aug 2010 (191) Nov 2010 (148) Total recall Christmas advertising 2011 (209) 2012 (180) 2013 (201) Feb 2014 (128) 2015 (201) Metro Vancouver/ GVRD City of Vancouver Recycling companies Other government Misc. recycling/ environmental organizations Miscellaneous charities (474) As previously found, more than half of residents are unable to identify the sponsor. While lower than the level recorded in 2015, awareness of Metro Vancouver as the sponsor is statistically similar to 2014, 2012 and Miscellaneous Don t recall Q.1c/2c) And who sponsored the advertising or the program? 7

8 Unaided Awareness of Advertising Sponsor Total recall Christmas advertising Location Total (474) Central (99) North East (99) North West (102) South East (94) Metro Vancouver/ GVRD City of Vancouver Misc. recycling/ environmental organizations South West (80) Miscellaneous charities Awareness of Metro Vancouver as the sponsor varies regionally from highest in the North East to lowest in the South East. Miscellaneous Don t recall Q.1c/2c) And who sponsored the advertising or the program? 8

9 Recall Recent Advertising/ References to Green Angels When asked specifically about advertising or any reference to green angels, fewer than one-inten report recall (8), similar to the past two years. Feb Yes No Base: Total (n=1500) Total 2015 (n=400) Total Feb 2014 (n=400) Total 2013 (n=400) Total 2012 (n=400) Q.3) Do you recall any recent advertising or references to Green Angels? 9

10 Recall Recent Advertising/ References to Green Angels Total 8 92 Central North East The level of recall of advertising or any reference to green angels is consistent across all regions of Metro Vancouver. North West 8 92 South East 9 91 South West 7 93 Yes No Base: Total (n=1500) Central (n=300) North East (n=300) North West (n=300) South East (n=300) South West (n=300) Q.3) Do you recall any recent advertising or references to Green Angels? 10

11 Prompted Recall and Source of Print Advertising Total 2015 Feb Aug Location Transit (skytrain/ vehicles/ shelters) 2010 (112) Aug 2010 (133) Total Who Recall Seeing Advertising 2011 (149) 2012 (167) 2013 (153) Feb 2014 (152) 2015 (186) (308) Newspaper TV Online n/a n/a < Respondents were shown examples of the print advertisements. One-in-five respondents report seeing one of the ads, less than half that reported a year ago (46) and somewhat lower than all previous years Base: Total 2015 (n=1500) Total 2015 (n=400) Total Feb 2014 (n=400) Total 2013 (n=400) Total 2012 (n=400) Total 2011 (n=495) Total Aug 2010 (n=422) Total 2010 (n=404) 2015 wording Q.4a) Do you recall recently seeing these ads or ones similar to these ads? 2012/13 wording Q.4a) Do you recall seeing these ads or ones similar to these ads? wording Q.2/2a) Do you recall seeing this ad? Other print (i.e. flyers, magazines) n/a n/a n/a n/a n/a Miscellaneous Don t recall Q.4b) Where do you recall seeing the ads? 2011 Q.2b) Where do you recall you saw this ad? /Aug 2010 wording Q.3) Where did you see or hear this advertising? Awareness is somewhat higher among those under 35 years of age (27 vs. 17 of those 35+) but does not vary significantly by gender. Again recall is highest of the transit advertising. A link to the TV advertising is also made by a considerable proportion. 11

12 Prompted Recall and Source of Print Advertising Total Central North East Location Total (308) Central (71) Total Who Recall Advertising North East (73) North West (61) South East (49) Transit (skytrain/ vehicles/ shelters) South West (54) Recall of the advertising on transit is higher in the Central and North East regions compared with the South East and South West. North West South East South West Newspaper TV Online Other print (i.e. flyers, magazines) Otherwise, recall does not vary significantly between regions for the various sources. Miscellaneous Base: Total (n=1500) Central (n=300) North East (n=300) North West (n=300) South East (n=300) South West (n=300) Don t recall Q.4b) Where do you recall seeing the ads? 2011 Q.2b) Where do you recall you saw this ad? /Aug 2010 wording Q.3) Where did you see or hear this advertising? 2015/6 wording Q.4a) Do you recall recently seeing these ads or ones similar to these ads? 2012/13 wording Q.4a) Do you recall seeing these ads or ones similar to these ads? wording Q.2/2a) Do you recall seeing this ad? 12

13 Aided Awareness of Print Advertising Source Total Recall Advertising Location 2015 (186) (308) Central (89) North East (98) North West (98) South East (98) South West (98) Once prompted, awareness of transit advertising increases to 57 and to 43 on television. TV Commercial Transit (vehicles/ shelters) Posters in various public buildings Online News Digital Billboard Awareness of online advertising increases from 5 to 16, while posters in various places are noted as sources by 15. Prompted recall of ads on transit is particularly high in the Central region. Q.4c) Please select where you saw the ads 13

14 Aided Awareness of Print Advertising Source Total Recall Advertising Location Total (308) Male (146) Gender Female (162) (89) Age (98) Transit (vehicles/ shelters) (121) Prompted awareness of transit advertising is highest amongst youth, while TV advertising is recalled more commonly by those 35 or older. TV Commercial Online Posters in various public buildings News Digital Billboard Q.4c) Please select where you saw the ads 14

15 Effectiveness of Print Ads Total effective 2015 Feb Respondents were asked to rate how effective the print ads are in encouraging you to think about the types of gifts you would give at Christmas to reduce the amount of garbage we create A total of 57 reported the ads to be very or somewhat effective, similar to most previous years scores Women and those under 35 years are the most positive about the print ads. Very effective Somewhat effective Not very effective Not at all effective Base: Total (n=1500) Total 2015 (n=400) Total Feb 2014 (n=400) Total 2013 (n=400) Total 2012 (n=400) Total 2011 (n=495) wording Q.5) Overall, how effective do you find the ads in encouraging you to think about the types of gifts you would give at Christmas to reduce the amount of garbage we create? 2011 wording Q.2c) Overall how effective do you find the ad in communicating the message to reduce the amount of garbage we make at Christmas? 15

16 Effectiveness of Print Ads Total effective Total Central North East North West Response to the ads is generally consistent across the regions, though residents in the North West are somewhat less positive than the others. South East South West Very effective Not very effective Somewhat effective Not at all effective Base: Total (n=1500) Central (n=300) North West (n=300) North East (n=300) South East (n=300) South West (n=300) wording Q.5) Overall, how effective do you find the ads in encouraging you to think about the types of gifts you would give at Christmas to reduce the amount of garbage we create? 2011 wording Q.2c) Overall how effective do you find the ad in communicating the message to reduce the amount of garbage we make at Christmas? 16

17 Recall Ad on Television 2015 Feb Base: Total (n=1483) Total 2015 (n=400) Total Feb 2014 (n=351) Total 2013 (n=323) Total 2012 (n=377) Total 2011 (n=415) Q.5b/6) Do you recall seeing this /these ads on television? Feb Overall effectiveness of TV ad Very effective Not very effective Base: Total able to see TV ad and state an opinon (n=1483) Total able to see TV ad and state an opinon 2015 (n=400) Total able to see TV ad and state an opnion Feb 2014 (n=351) Total able to see TV ad and state an opinion 2013 (n=288) Total able to see TV ad 2012 (n=377) Total could see/hear the commercial 2011 (n=415) Somewhat effective Not at all effective Total effective Respondents were provided with a link to the TV commercial. Of those who were able to watch the commercial, one-third report recall of the ad, a significant decrease from 2015 and 2014, but in line with 2013 and significantly higher than the two years prior to that. As noted in the past, women are more inclined than men to recall the commercial (35 versus 28 of men). But unlike the print ads, older residents are more inclined to recall the TV ads (44 of those 55 years plus versus 31 of those 35 to 54 and just 18 of those under 35). Similar to the previous findings, almost two-thirds found it to be effective in communicating its intended message wording Q.7) Overall, how effective do you find this TV ad in encouraging you to think about the types of gifts you would give at Christmas to reduce the amount of garbage we create? 2011 wording Q.5c) Overall how effective do you find the ad in communicating the message to reduce the amount of garbage we make at Christmas? 17

18 Recall Ad on Television Total 32 Central 30 North East North West South East South West Total 15 Overall effectiveness of TV ad Total effective 9 64 Recall of the television ad is generally consistent across the regions, though somewhat higher in the North West (36) compared with the South West (28). Base: Total able to view ad (n=1483) Central Central (n=296) North East (n=298) North East North West (n=294) South East (n=297) North West South West (n=298) Rating of the ad s effectiveness is generally consistent across all regions. Q.5b/6) Do you recall seeing this /these South East ads on television? South West Very effective Not very effective Somewhat effective Not at all effective Base: Total able to see TV ad and state an opinon Total (n=1483) Total able to see TV ad and state an opinon Central (n=296) Total able to see TV ad and state an opnion North East (n=298) Total able to see TV ad and state an opinion North West (n=294) Total able to see TV ad and state an opinion South East (n=297) Total able to see TV ad and state an opinion South West (n=298) wording Q.7) Overall, how effective do you find this TV ad in encouraging you to think about the types of gifts you would give at Christmas to reduce the amount of garbage we create? 2011 wording Q.5c) Overall how effective do you find the ad in communicating the message to reduce the amount of garbage we make at Christmas? 18

19 Impact of Ads on Type of Gifts Bought at Christmas Total Residents 2015 Feb Aug Among those aware of any of the ads, 23 report that they had an impact on the type of gifts they bought and an additional 19 responded maybe (totalling 42, significantly higher than last year s measure). Those aware of ads* 2015 Feb Aug When projected to the total population (Metro Vancouver adults aged 18+: 1,877,850), this translates to 17 of the population saying yes or maybe or 319,235 people. Yes Maybe 2012 wording Q.8a) Did these ads have an impact on types of gifts you bought at Christmas? 2011 wording Q.5) As a result of this ad, did you make any additional efforts to reduce the amount of waste you produce? Aug & 2010 wording Q.6a) As a result of the advertising, did you make any additional efforts to reduce the amount of waste you produced over Christmas? *Base: Those saw/heard any ads (n=636) 2015 (n=271) Feb 2014 (n=210) 2013 (n=213) 2012 (n=237) 2011 (n=246) Aug 2010 (n=134) 2010 (n=112) 19

20 Impact of Ads on Type of Gifts Bought at Christmas Total Residents Total Central North East North West South East South West Regionally the ads have a somewhat stronger impact on residents in the Central region, with almost half reporting yes or maybe, compared with between 33 and 41 in each of the other regions. Those aware of ads* Total Central North East When projected to the total population, this translates to between 14 and 19 of each region saying yes or maybe or: North West South East South West Central: 143,562 people North East: 40,531 people Yes Maybe North West: 22,620 people South East: 81,052 people Q.8a) Did these ads have an impact on types of gifts you bought at Christmas? *Base: Those saw/heard any ads Total (n=636) Central (n=271) North East (n=210) North West (n=213) South East (n=237) South West (n=246) South West: 32,744 people 20

21 Impact of Ads on Gifts Bought at Work (e.g. Secret Santa) Total Yes/Maybe Total Central North East New to the survey in, all respondents, whether they had previously seen the ads or not, were asked how likely the ads were to encourage them to give alternative gifts at work or in other groups. North West South East South West In all, two-thirds said yes or maybe, a proportion generally consistent across all regions, though somewhat more likely in the Central region (70 yes or maybe) compared with the North West (58). Yes Maybe No Not Applicable Base: Total (n=1500) Central (n=300) North West (n=300) North East (n=300) South East (n=300) South West (n=300) Asked in only: Q.8b) [Did/Would] these ads encourage you to think about other types of gifts you would give at Christmas at work or in other groups (e.g. instead of Secret Santa gifts)? 21

22 Impact of Ads on How to Deal with Holiday Dinner Leftovers Total Yes/Maybe Total Central Also new in, all respondents were asked how likely the ads were to encourage them to consider ways to deal with holiday leftovers. North East North West South East This time, almost half overall said yes or maybe (48). Residents in the North West region appear least moved by the ads in this respect (36). South West Yes Maybe No Not Applicable Base: Total (n=1500) Central (n=300) North West (n=300) North East (n=300) South East (n=300) South West (n=300) Asked in only: Q.8c) [Did/Would] these ads encourage you to consider ways to deal with holiday dinner leftovers? 22

23 Additional Efforts to Reduce Waste Total (112) Central (33) Total Recall Advertising North East (21*) North West (19*) South East (25*) Ate/Used all of the leftovers Gave away leftovers/ donated nonperishable items to food bank Gave alternative gifts (i.e. experiences, donations, sustainable items) Composted food waste/recycled instead of putting in garbage Prepared less food/ served smaller portions Used alternative gift wrapping(i.e. recycled paper/ boxes) South West (14*) Among those aware of the advertising and who felt encouraged to adjust their behaviour, a little more than half recalled what they did. Changes mostly relate to use or disposal of leftovers which were largely either used up, given away, composted, or avoided by preparing less. Other behaviour includes giving alternative gifts that avoid wrapping paper and other waste or using recycled gift wrapping. Raised awareness of food/ item waste Don t recall Q.4c) Please select where you saw the ads *Interpret with caution: small base size 23

24 Demographics

25 Demographic Profile Gender Total (1500) Central (300) North East (300) North West (300) South East (300) Male Female Age or better Household Composition Single with no children at home A couple with no children at home South West (300) A family with children at home (incl. single parent household) continued 25

26 Demographic Profile Region (weighted to population) Total (1500) Central 40 North East 14 North West 8 South East 25 South West 13 26

27 Questionnaire

28 Green Angel Tracking Research Post-2015 Xmas Campaign FINAL. 16 Welcome to today s survey regarding an issue of importance to your community. The survey should take just a few minutes to complete and all your responses will be anonymous and confidential. Thank you for taking the time to provide your opinions! 1. Your gender: Male Female 2a. Do you recall any recent Christmas advertising about the types of gifts you could give to reduce the amount of garbage you create? Yes No SKIP TO Q.3 b. Where did you see or hear this advertising? c. And who sponsored the advertising or the program? 3. Do you recall any recent advertising or references to green angels? Yes No SHOW EXAMPLES OF FOUR ADS 4a. Do you recall recently seeing these ads or ones similar to these ads? Yes No SKIP TO Q.5 b. Where do you recall seeing the ads? c. Please select where you saw the ads (tick as many as apply): SkyTrain Seabus Bus stop Bus exterior Digital billboard Online TV commercial News Posters in various public buildings Page 1

29 Green Angel Tracking Research Post-2015 Xmas Campaign FINAL Overall how effective do you find the ads in encouraging you to think about the types of gifts you would give at Christmas to reduce the amount of garbage we create? Very effective Somewhat effective Not very effective Not at all effective PLAY TWO TV ADS 6. Do you recall seeing any of these ads on TV? Yes No 7. Overall how effective do you find these TV ads in encouraging you to think about the types of gifts you would give at Christmas to reduce the amount of garbage we create? Very effective Somewhat effective Not very effective Not at all effective 8a. IF AWARE OF OUTDOOR OR TV ADS: Did (ANY OF THE ADS YOU HAD SEEN) (these ads) have an impact on the types of gifts you bought at Christmas? Yes No Maybe ASK ALL: SHOW OUTDOOR ADS AGAIN: 8b. IF AWARE: [Did] IF NOT AWARE: [Would] these ads encourage you to think about other types of gifts you would give at Christmas at work or in other groups (e.g., instead of secret Santa gifts)? Yes No Maybe Not applicable SHOW OUTDOOR ADS AGAIN: 8c. IF AWARE: [Did] IF NOT AWARE: [Would] these ads encourage you to consider ways to deal with holiday dinner leftovers? Yes No Maybe Not applicable Page 2

30 b. IF YES: What did you do that was different? Green Angel Tracking Research Post-2015 Xmas Campaign FINAL. 16 And finally, for classification purposes A. Into which of the following age categories do you fall? 18 to 24 years 25 to 34 years 35 to 44 years 45 to 54 years 55 to 64 years 65 year or better B. Which of the following best describes your current household? single with no children at home a couple with no children at home a family with children at home (incl. single parent household) OTHER Specify: C. In what municipality do you live? Page 3

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