Download ANNEX A - Tracking Research Specification v5_Sarb

Specification
Fire Kills Campaign 2012-13 – Tracking research
Purpose
This specification invites tenders for undertaking two phases of Pre and Post
Wave campaign tracking to evaluate the effectiveness of the Fire Kills national
advertising campaign. The overall aim of the advertising campaign is to
encourage people to test their smoke alarms when they change their clocks in
October and March. Working smoke alarms provide householders with an early
warning of fire and help to reduce the number of fire-related casualties.
Background
Established in 1988, the campaign (which became Fire Kills in 1999) is run by
national Government in partnership with local fire and rescue authorities to
deliver local community fire safety activity, linked together by national
communications. It is highly valued by fire and rescue authorities and external
partners, who rely on national activity to boost local interventions, using Fire Kills
as the foundation for their outreach and awareness-raising work.
The Government recognises the importance of the Fire Kills campaign in
reducing fire related deaths and injuries. As a result, the Efficiency and Reform
Group has granted the campaign an exemption from the Government controls on
advertising and marketing activity again for the 2012-13 campaign. However, as
last year, the budget remains significantly reduced.
This year’s campaign will follow the clock change strategy that was implemented
last year. The national commercial campaign will again focus on persuading
people to test their smoke alarms when changing their clocks – so will mainly
comprise of two concentrated bursts (two weeks) of advertising around the clock
change weekends in October and March. Out of home 6 sheet advertising
posters will be trialled in West Midlands and Tyne and Wear. Other activity will
support and enhance local fire and rescue authority delivery of a wide range of
fire safety messaging tailored for their communities. The framework for this will
be the Fire Kills themed month calendar with each month addressing a particular
aspect of fire safety and fire safe behaviour, including the main fire risks such as
smoking, cooking, candles and electrical appliances.
In addition we are working with partners in the commercial and voluntary sectors
to extend the reach of the campaign. They use Fire Kills branding and images
(including the national campaign ‘burnt clocks’) to provide fire safety messages
delivered via their own channels or negotiated outlets (eg superstore
promotions).
Objectives
The overarching objective of Fire Kills 2012/13 is to reduce the incidences of
accidental domestic fires in England and related fatal and non-fatal casualties by
promoting fire-safe behaviour in the home and increasing the number of homes
with a working smoke alarm. Specific campaign objectives are:
 Encourage people to test their smoke alarms.
 Encourage a new social norm whereby smoke alarm testing becomes
synonymous with the clock change dates.
 Create awareness of fire safety and prevention through BTL activity,
focusing messaging around themed months.
 Increase salience of the dangers posed by household fires.
Target audience
The national advertising campaign’s target audience is all adults aged 16 years
plus in England. However, the wider campaign targets the general public, with
specific activity targeting identified vulnerable groups.
Campaign channels
The campaign messages will be promoted through the following channels:
Owned channels
Facebook: www.facebook.com/firekills
Twitter: http://twitter.com#!/Fire_Kills
Youtube: www.youtube.com/user/FireKillsCampaign
Earned channel
Partnership package (tbc)
Paid-for channels
Commercial radio (10 and 30 second adverts) two weeks up to and including
clock change day
National press (Friday, Saturday and Sunday titles) on the weekend of the
clock change
TV listings/Women’s Weeklies two weeks up to clock change
Out of Home to be trialled in two pilot areas – West Midlands and Tyne and
Wear
Research Objectives
Through the research, we need to determine:
 Levels of AWARENESS and RECALL of the campaign and strapline
 Whether the key messages that the campaign was trying to communicate
came across clearly
 How the campaign performed in terms of STAND OUT, CLARITY OF
COMMUNICATION and RELEVANCE to audience
 Whether the advertising encouraged the target audience to take next
steps, and if so, which ones.
 Ascertain the effectiveness of the advertising in terms of:
- promoting the (immediate) response of testing battery smoke alarms
- the link between the clock change and smoke alarm testing
- behaviour change
Outputs/deliverables
In response to this brief, please submit a proposal that includes detail of the
following:
 Understanding of research objectives;
 Research design/method, format and type and sample structure
 Relevant experience
 personnel – a brief section of all who will work on the project, their relevant
experience and responsibilities
Costs must include all fees, expenses and VAT, and include the provision of a
full written report.
Please let us know on receipt of this brief whether you think there will be any
conflict of interest in your submitting a proposal.
Throughout the duration of the contract, the bidder must provide:
 A PowerPoint presentation which includes a management summary after
each burst.
 Full in-depth analysis of the results
 Data tables after each burst
 A draft copy of the scripted questionnaire – Draft questions can be found
in the Appendix. This is to be viewed as an example only. Your
questionnaire should aim to cover general awareness levels of the
campaign and the success levels of the advertising.
Scope
The campaign only covers England. Results should be comparable to those
from previous smoke alarm maintenance advertising tracking evaluations. If you
would like to view these previous tracking evaluations, please request them from
our team via www.communities.bravosolution.co.uk. Draft questions can be
found in the Appendix at the end of this document.
Approach
Given the nature of the research objectives we seek a robust quantitative
methodology in order to track any changes Pre to Post. We envisage the
following timescales / phasing:
Burst 1
Fieldwork pre-wave – w/c 8th October
Campaign – 15th to 28th October
Fieldwork post-wave – w/c 29th October
Reporting – w/c 5th November
Burst 2
Fieldwork pre-wave – w/c 5th March
Campaign – 18th to 31st March
Fieldwork post-wave – w/c 1st April
Reporting – w/c 8th April
The (broad) profile of the target campaign would seem to lend itself to an
OMNIBUS methodology.
A telephone approach has been ruled out given that the need to expose the
stimulus material.
We have previously used a face-to-face methodology (in home or in-street) but
are open to innovative methods of approach.
Please advise us of the nationally representative sample size that would be
available in England only and the standard breaks you would be able to offer.
Key dates
We envisage the following timeline. Agencies are, however, invited to suggest an
alternative which will obviously be based on the Omnibus dates available.
If at all possible we would like to have first position on the Omnibus. Given the
importance of the Fire Kills campaign we would prefer not to be ‘sandwiched’
between questions from other organisations.
Brief to tender – 21st September
Proposals received – 26th September
Research agency appointed – 27th September
Briefing meeting with agency – 1st October
Questionnaires approved by – TBC
Payment
To guide your costings a budget of £30 - 40,000 ex VAT is available for the work.
Please feel free to suggest alternative questionnaire wording or questionnaire
length in order to come within the budget. We are content to receive a menu of
options.
Payments will be made in 3 installments and the bidder is asked to suggest
milestone payments. Please refer to Annex C.
Overall we do, however, seek a competitively costed proposal especially in light of the
current constraints in Whitehall.
Contract management arrangements
Following appointment of the successful agency, the kick off meeting at the
Department’s offices in Eland House will take place in line with the key dates.
The meeting for the successful bidder will take place on Monday 1st October, 1012am at Eland House.
This section will include information related to managing and monitoring the
ongoing contract.
Appendix: Draft questions
Do you have a smoke alarm in your home? Pre and Post Wave
 Yes
 No
Type of alarm installed Pre and Post Wave




Ordinary battery smoke alarm
10 year battery
Wired to the mains
Don’t know which type
How often, if at all, do you test your fire alarm? Pre and Post Wave








Once a week or more often
Every 2-3 weeks
Once a month
Every 2-3 months
2-3 times a year
Once a year
Less often
Never
Before today have you heard of Fire Kills which is a Government brand that
promotes fire safety advice? Pre and Post Wave
 Yes
 No
Have you seen or heard anything telling you about Fire Safety in the last 3
months? This could include advertising or something seen in the media, or
information you have received, or anything you have heard from your friends for
example. Pre Wave
IF YES AT ABOVE
Where did you hear about it?
Pre and Post Wave
TV advertising
TV programme
Radio advertising
Radio programme
Newspaper advertising
Newspaper article (including on newspaper website)
Magazine article
Magazine advertising
Advertising on the web/internet
Information on the web/internet (SPECIFY SITE)
Posters
Advertising elsewhere
Leaflets or flyers
Family or friends
Other (PLEASE SPECIFY)
(DK)
Now please describe in detail what you have seen or heard? Pre and Post
Wave
POST WAVE
Have you seen or heard anything telling you about Fire Kills in the last 3 weeks?
This could include advertising or something seen in the media, or information you
have received, or anything you have heard from your friends for example.
Yes
No
(DK)
Where can you remember seeing, hearing or receiving any information about
Fire Kills in the last 3 months?
PROBE: ANY OTHERS?
TV advertising
TV programme
Radio advertising
Radio programme
Newspaper advertising
Newspaper article (including on newspaper website)
Magazine article
Magazine advertising
Advertising on the web/internet
Information on the web/internet (SPECIFY SITE)
Posters
Advertising elsewhere
Leaflets or flyers
Family or friends
Other (PLEASE SPECIFY)
(DK)
You said you have seen or heard advertising or media coverage about Fire Kills.
Thinking specifically about this, please describe in detail what you have seen or
heard?
WHAT DID IT SAY?
WHAT DID IT SHOW?
WHAT DID IT LOOK OR SOUND LIKE?
HOW DID IT MAKE YOU FEEL?
PRESS ADVERTS
Please now look at these adverts that have been in newspapers and
magazines
Have you seen these adverts or a similar one before today?
Yes
No, not seen
What do you think is the main message of the adverts you just saw? What
are they trying to tell you?
RADIO ADVERTS
Have you heard the radio advert just played or a similar one on the radio before
this interview?
Yes – this one
Yes- another similar
Yes – this one and another similar one
No
What do you think is the main message of the adverts you just heard?
What are they trying to tell you?
What do you think is the main message of the radio adverts? What are
they trying to tell you?
ATTITUDINAL BATTERY
Thinking about the advertising that you have just seen and heard, please
indicate how much you agree or disagree with each statement.
To what extent do you agree or disagree that …
Statements:
It’s clear to you what the adverts wanted you to do
You thought these adverts were relevant to you
These adverts prompted you to do something about checking your smoke alarm
The adverts really stand out as different to advertising you’ve seen
Scale;
Agree strongly
Agree slightly
Neither agree nor disagree
Disagree slightly
Disagree strongly
(Don’t know)