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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)