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IPSOS-ASI POLSKA
Advertising Campaign Effectiveness Study – stage II
Report compiled for
Research report
September 2008
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Proprietary
Copyright
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Contents
 OBJECTIVES AND SCOPE
3
 METHODOLOGY
4
 FINDINGS
6
 MAIN CONCLUSIONS
24
 DEMOGRAPHICS
26
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2
Objectives and scope of research
 This report covers the findings from an effectiveness study of a social
awareness advertising campaign – stage 1 and stage 2.
 The first wave – conducted before the planned advertising campaign – was
aimed at defining attitudes among pregnant women towards the consumption
of alcohol during pregnancy.
 With the second wave – conducted following completion of the advertising
campaign – the goal was to check recall of the campaign, and to define
changes that may have occurred in respondents' attitudes
as a result.
 The findings presented here cover the full scope of
research ordered by Fabryka Komunikacji Społecznej,
based on interviews conducted with respondents
using questionnaires.
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3
Methodology
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Methodology and sample structure
 Survey before and after advertising campaign
Methodology:
• Computer Assisted Personal Interviews (CAPI F2F)
Sample profile:
• Pregnant women (quotas for women in each of the trimesters of pregnancy –
•
•
•
Location:
n=3x100)
Target group – N=300
Nationwide Polish urban sample
Aged 20 – 35
• Cities – 100,000+ (selected locations – Warsaw, Gdańsk, Katowice, Poznań,
Białystok, Kraków, Olsztyn, Łódź, Rzeszów, Gorzów Wielkopolski)
Fieldwork dates:
• Wave 1: 20.06 – 01.07.2008
• Wave 2: 15.09 – 26.09.2008
Number of interviews conducted:
• Wave 1: N=319
• Wave 2: N=318
Interview length:
• Wave 1: about 7-8 minutes
• Wave 2: about 10-15 minutes
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5
Findings
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PREGNANCY
Most of the women interviewed were pregnant for the first time. When analysing the survey
population for age, one sees that respondents in the youngest group (aged 20 to 24) were in their
first pregnancy significantly more often than women in the other two age groups. The results of
the two waves are consistent – with no significant differences.
Is this your first pregnancy?
Wave 1
Among women aged
20-24: 91%
25-29: 67%
30-35: 33%
Wave 2
Among women aged
20-24: 94%
25-29: 68%
30-35: 31%
34%
37%
63%
66%
Yes, it's my first time
No
S12
Base: All respondents (Wave 1-N=319, Wave 2 –N=318), in %
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7
DRINKING ALCOHOL WHEN PREGNANT
The vast majority of respondents claimed to refrain from drinking alcohol during pregnancy. After
the campaign the number of women refrainig from drinking increased by 2%.
Do you ever drink alcoholic beverages during your pregnancy?
Wave 2
Wave 1
9%
1%
11%
1%
90%
88%
No, I don't
I don't know / can't remember
Yes
A1
Base: All respondents (Wave 1-N=319, Wave 2 –N=318), in %
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8
DRINKING ALCOHOL WHEN PREGNANT –
TRIMESTER OF PREGNANCY
In the first survey wave respondents in their third trimester claimed less often to refrain from
drinking alcohol during pregnancy than women in their second trimester. However, in the second
wave no significant differences were noted between these results.
I never drink alcohol during my pregnancy
94
91
92
89
88
83
Wave 1
Wave 2
Statistically significant
difference at a confidence
level of 95%
N=106
N=108
1st trimester
N=107
N=104
2nd trimester
N=106
N=106
3rd trimester
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A1
9
DRINKING ALCOHOL WHEN PREGNANT – AGE
Respondent age made little difference to their declarations of whether they drunk alcohol during
pregnancy.
I never drink alcohol during my pregnancy
Wave 1
87
N=101
20-24
93
91
90
87
N=114
N=105
N=106
N=113
25-29
Wave 2
88
N=108
30-35
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A1
10
DRINKING ALCOHOL WHEN PREGNANT – FIRST
OR LATER PREGNANCY
In the second wave a difference was noted in respondents' declarations of not drinking alcohol
when pregnant between women pregnant for the first time, and those in their 2nd or later
pregnancy.
I never drink alcohol during my pregnancy
92
88
89
86
Wave 1
Wave 2
Statistically significant
difference at a confidence
level of 95%
N=201
N=209
1st pregnancy
N=115
N=109
later pregnancy
A1/S12
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11
FREQUENCY OF DRINKING ALCOHOL WHEN
PREGNANT
In both waves the group of respondents saying they occasionally drank alcohol when pregnant
was very small. The answers given most often by these respondents were "less than once a
month" or "once a month".
Frequency of drinking alcoholic beverages
69
48
Wave 1
Wave 2
44
25
7
3
0
more than once a week
3
once a week
once a month
less than once a month
A2/A1
Base: Respondents who said they sometimes drink alcohol (Wave 1 N=36, Wave 2 N=27), in %
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12
IMPACT OF ALCOHOL ON BABY'S HEALTH
The vast majority of the respondents felt convinced that the consumption of alcoholic beverages by women
during pregnancy is very harmful for the baby's healthy. The survey conducted after the campaign indicated that
women's opinions in this area – although accepting alcohol's harmful influence – were less radical (a significant
growth in number of respondents answering "quite harmful"). None of the women interviewed in either wave
claimed that drinking alcohol had a clearly positive or quite positive impact on the baby's health, while the
percentage believing alcohol to have no effect on the baby's health was low and steady.
Impact of alcohol on baby's health
it has a very harm ful
im pact on the baby's
health
80
67
it has quite a harm ful
im pact on the baby's
health
it has no im pact on
the baby's health
17
28
Statistically significant
difference at a confidence
level of 95%
3
4
it has quite a positive0
im pact on the baby's
0
health
Wave 1
Wave 2
it has a clearly 0
positive im pact on
the baby's health 0
A4
Base: All respondents (Wave 1 N=319, Wave 2 N=318), in %
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13
MAIN REASONS FOR DRINKING ALCOHOL
The reasons given most often for consumption of alcohol by pregnant women were "for pleasure" and "drinking
to socialise" (a significant rise in mentions in the 2nd wave). Being treated to alcohol as a reason for consuming
such beverages during pregnancy was the third most common reason, but mentioned less often than the first two
reasons by a statistically significant degree. In the survey after the campaign somewhat fewer women were
unable to give any reason.
Reasons for drinking alcohol
Statistically significant
difference at a confidence
level of 95%
30
for pleasure
35
25
to socialise
33
15
treated to alcohol
15
stupidity
unaware of the harm
addiction / habit
problems at home
Wave 2
5 people
5 people
2 people
2 people
12
other reasons
I don't know / hard
to say
Wave 1
5
18
Wave 2
12
A5
Base: All respondents (Wave 1 N=319, Wave 2 N=318), in %
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14
MAIN CIRCUMSTANCES OF DRINKING ALCOHOL
The circumstance given most often for drinking alcohol by pregnant women was parties at home. This was also
the one mentioned most often regardless of age, place of living or the respondents' level of education. Drinking in
solitude was the circumstance mentioned least often. No significant differences were noted between waves.
Circumstances of drinking alcohol
52
at hom e parties
58
13
"in tow n"
13
13
sipping partner's
drink
10
5
in solitude / w hen
alone
other reasons
I don't know / hard to
say
Statistically significant
difference at a confidence
level of 95%
4
Wave 1
1
Wave 2
1
17
15
A6
Base: All respondents (Wave 1 N=319, Wave 2 N=318), in %
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PERMITTED QUANTITY OF ALCOHOL
In line with their earlier declarations, a large majority of respondents (67%) claimed that there is no permitted
level of alcohol one can drink when pregnant. This group was slightly larger in the wave conducted after the
campaign, and this time was larger than the group initially describing alcohol as very harmful for the baby's
health (67% - A4).
The size of the group describing a single glass of wine as permissible decreased significantly in wave 2.
In your opinion, is there a permissible amount of alcohol one can drink when pregnant?
67
there is no
perm issible am ount
72
25
one glass of w ine
17
Statistically significant
difference at a confidence
level of 95%
4
one beer
3
Wave 1
1
other answ ers
1
I don't know / hard to
say
Wave 2
3
6
A7
Base: All respondents (Wave 1 N=319 , Wave 2 N=318), in %
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16
CONSULTING THE DOCTOR
The high percentage of women claiming not to consult their doctor about whether one can drink alcohol during
pregnancy was in both waves consistent with their non-acceptance of pregnant women drinking alcohol declared
earlier. This is due to the respondents being convinced and knowing about the harmfulness of drinking, and not a
result of what the doctor might recommend. Nevertheless, there was a slight rise in the percentage claiming to
have approached the doctor for such consultation.
Did you consult your doctor on whether you could drink alcohol
during your pregnancy?
Wave 1
Wave 2
20%
1%
Yes I did
26%
I don't know /
can't remember
No
79%
1%
73%
A8
Base: All respondents (Wave 1 N=319, Wave 2 N=318), in %
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17
ADVERTISING REACH – WEB
informative
74
understandable
untrue
100%
90%
82
3
11
boring
6
80%
70%
convincing
77
60%
worth
remembering
50%
40%
84
82
N=34
realistic
30%
Saw
20%
Didn't see
10%
79
doesn't stand
out
18
0
0%
WEB
10
20
30
40
50
60
70
80
90 100
suits the campaign (TOP 2 BOXES)
A10/A12
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ADVERTISING REACH – POSTER
informative
87
understandable
100%
90%
80%
34
70%
90
untrue
7
boring
7
convincing
91
60%
50%
40%
30%
worth
remembering
94
realistic
94
N=109
62
Saw
20%
Didn't see
10%
doesn't stand
out
7
0
0%
POSTER
10
20
30
40
50
60
70
80
90 100
suits the campaign (TOP 2 BOXES)
A13/A15
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ADVERTISING REACH – RADIO
100%
90%
informative
95
understandable
95
untrue
3
boring
3
12
80%
70%
convincing
90
60%
50%
40%
83
Heard
Didn't hear
10%
92
realistic
92
N=39
30%
20%
worth
remembering
doesn't stand
out
5
0
0%
RADIO
10
20
30
40
50
60
70
80
90 100
suits the campaign (TOP 2 BOXES)
A16/A18
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20
ADVERTISING REACH
The poster proved the campaign medium with the highest ratio of getting through to the target group of pregnant
women. Recognition of the poster was 3 times as high as that for banners on web pages or radio ads.
As for ratings for the message in the different channels – the respondents' assessment was explicitly positive in
regard to the poster and radio. As for the web banner, the proportion of positive ratings was lower, with a higher
percentage of answers suggesting that it did not stand out very well.
100%
11
12
90%
34
80%
70%
Statistically significant
difference at a confidence
level of 95%
60%
50%
84
83
40%
62
30%
Saw / heard
Didn't see / hear
20%
10%
0%
WEB
POSTER
RADIO
A10/A18
Base: All respondents (Wave 2 N=318), in %
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21
CAMPAIGN REACH
Analysing the whole (regardless of used advertising medium) reach of „Lepszy Start” campaign, gain results are
good. 43% of respondents declared theirs contact with the campaign (awareness of one source of contact with
the whole campaign at least).
100%
90%
80%
43
70%
60%
50%
Saw / heard
40%
30%
52
Didn't see / hear
20%
10%
0%
ANY ADVERTISING MEDIUM
Base: All respondents (Wave 2 N=318), in %
A10/A18
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22
IMPACT OF CAMPAIGN
According to the declarations made by most respondents (77%), the campaign did not change their attitude
towards the issue of alcohol consumption during pregnancy (in their own conscious perception); most women
were already convinced about the harmfulness of alcohol. 11% of the respondents said their attitude had
changed after encountering the campaign.
Has your attitude towards the consumption of alcohol during
pregnancy changed as a result of your encounter with the
campaign message?
90
77
80
70
Statistically significant
difference at a confidence
level of 95%
60
50
40
30
20
11
9
10
4
0
Yes
No, because I was already
convinced about its
harmfulness
No
I don't know, hard to say
A19
Base: All respondents (Wave 2 N=318), in %
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Main conclusions
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Main conclusions
 The findings of the two survey waves are consistent. Regardless of the respondents' age,
whether or not they had had babies before, their place of living or the trimester of their
pregnancy, they – pregnant women – invariably claimed not to drink alcohol when
pregnant.
 According to most respondents, pregnant women refrain from drinking alcohol due to the
harmful impact it has on the health of the unborn child, regardless of the amount drunk.
 Recommendations by the doctor seen by respondents during pregnancy have no direct
influence on the declared non-acceptance for alcohol consumption. The opinion that
alcohol should not be drunk at this time was widespread among the
respondents, requiring no further confirmation by a doctor's authority.
 The reasons given most often for drinking alcohol by pregnant women
were "pleasure" and "drinking to socialise", which is not linked to
the general disapproval of alcohol consumption during pregnancy.
 The awareness campaign changed respondent’s attitude towards the consumption of
alcohol during pregnancy in 11% of the target group.
This is due to the vast majority of them being steadily and invariably
convinced that drinking is harmful during pregnancy
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25
Demographics
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Respondent profile – Wave 2
Occupation
Age
20-24
35.8%
25-29
33.3%
30-35
30.8%
Size of city
city from 100-200,000
city from 200-500,000
city over 500,000
Net household monthly income
company owner / person running
independent business
3.8%
management
1.6%
liberal profession
3.5%
specialist
6.9%
27.7%
white collar
36.5%
services employee
18.9%
23.6%
46.2%
manual worker
Hard to say
9.7%
2.5%
other
Education
Number of persons in household
Higher (honours
degree)
28.3%
Higher (ordinary
degree)
4.4%
College
5.7%
Secondary
19.2%
61.6%
One
1.9%
Two
38.1%
Three
31.1%
Four
18.2%
Five
7.9%
More
2.5%
Refusal to answer
0.3%
Up to 500 PLN
0.9%
501-1000 PLN
4.4%
1001-1500 PLN
8.8%
1501-2000 PLN
8.5%
2001-2500 PLN
10.1%
2501-3000 PLN
14.8%
3001-4000 PLN
15.7%
4001-5000 PLN
5.7%
Over 5000 PLN
3.5%
Refusal to answer
I don't know, hard to say
21.1%
6.6%
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27