Transcript Client Name : PSI Presented By : Taylor Nelson Sofres Mode

ADVERTISEMENT EVALUATION STUDY
Evaluation of entire campaign
Client Name
Presented By
Project No.
Date
1
:
:
:
:
PSI
Taylor Nelson Sofres Mode
111121
March 19th, 2003
Background ….(1)
PSI has launched a series of advertisements based on an
imaginary character “BALBIR PASHA”
The objective of the campaign was to
(a) increase the risk perception among those who have sex with
non-spousal partners without using condoms
(b) increase consistent condom use.
A teaser campaign was launched in the beginning to generate
curiosity among the target group. This was expected to cut
through the clutter & to create interest in the campaign
2
Background ….(2)
3
•
There were three theme executions, one each to address - nonspousal ‘regular’ partner, expensive/healthy looking women and
not using condom when drunk
•
The entire media campaign was through ……….. TV, Press,
Hoardings, Radio
•
In order to assess the effectiveness of their campaign a
comprehensive research study is being done
Background ….(3)
The study consisted of four parts
 Part 1 -Baseline Information (sample size of 300) (9th –11th Nov)
 Part 2 -Evaluation of Teaser (sample size of 100) (24th Nov)
 Part 3 -Evaluation of First Theme (sample of 1000) (21st-26th Dec)
 Part 4 –Evaluation of the Whole Campaign sample size of 1500
Males- 1000:Feb 14th –24th
 Females 300: Feb 18th - Feb 26th ; 200 :March 11th -16th
This presentation is on the findings of Part 4
4
Study Design
The data was collected in the form of a structured questionnaire
The target group was
 Males & Females
 SEC C, D, E1
 Age Group (18-34 years)
5

The interviews were street intercepts for males and household for
females

A list of 20 starting points were chosen randomly for household
survey of females
Study Design…(2)
The areas where the street intercepts were done are
1.
Kamathipura
2.
Falkland road
3.
Kennedy bridge
4.
Jamuna Mansion
5.
Pavwala lane
6.
Ghatkopar
7.
Malad (Malavani)
8.
Bhandup (Sonapur)
9.
Worli
10. Vashi
6
All the areas are known to be red light areas
RECALL OF ADVERTISEMENT
7
Advertisement Recall - BALBIR PASHA
Males
978
Females
511
Spont Recall of Balbir Pasha among Top 5 Ads
23
0
Total recall of Balbir Pasha ads after Health ads
25
1
Total recall of Balbir Pasha ads after HIV/AIDS
62
18
Total recall after aiding with Balbir Pasha
90
61
Base
: All
%
Recall in top 5 ads for some major brandsLux-22, Pepsi-28, Hero Honda-10, Thums Up-16, Colgate-18
A fifth of male population recall the ad as in the top 5 ads and two- thirds
recall it spontaneously after aiding with HIV/AIDS. The total aided ad recall
is almost universal.
Almost a fifth of female population recalling Balbir Pasha after aiding with
HIV/AIDS
8
Recall of Balbir Pasha Ad
Males
Females
Base : All
898
308
Teaser line recalled
73
62
Theme 1 recalled (Alcohol)
58
40
Theme 2 recalled (Manjula)
52
27
Theme 3 (Health)
36
21
Saadhan helpline
19
18
Theme 1 and Theme 2 ads are most salient
9
Recall of Balbir Pasha Ad (2)
Males Females
10
Base : All
898
308
Teaser line recalled
73
62
Theme 1 recalled (Alcohol)
•Balbir Pasha in drunken state
•Balbir Pasha forgets to wear condom under influence of alcohol
•2-3 person talking in a bar and drinking liquor
•A drunken person(Balbir Pasha) forget to use condom
•Two person talking and drinking liquor
58
26
16
11
11
8
40
20
12
-
Recall of Balbir Pasha Ad
11
Males
Females
Base : All
898
308
Theme 2 recalled (Manjula)
52
27
•Balbir Pasha and Manjula
21
6
•Balbir Pasha and Manjula sitting by the Sea
17
-
•Balbir Pashas regular was Manjula
9
10
•Manjula regular was many
9
-
•Manjula shown
-
8
Recall of Balbir Pasha Ad
Males
898
Females
308
Theme 3 (Health)
•Balbir Pasha and Manjula sitting by the Sea
•One man shown with a woman sitting at Beach side
•Balbir Pasha keeps contacts with healthy women only
•Balbir Pasha with a CSW
36
17
13
-
21
4
10
2
2
Saadhan helpline
•Balbir Pasha Has lost himself
( Balbir Pasha to Bhatak Gaya)
19
18
9
9
•I don’t want to be Balbir Pasha
•Telephone number of Helpline
5
2
7
-
•Balbir Pasha Aapani Raha Batak gaya hai Aab sahi
Raha kya
2
-
Base : All
12
What was learnt
13
Males
Females
Base : All
898
308
Condom Usage
58
32
•
Without condom do not do any wrong intercourse
22
9
•
•
Always use condom
16
Without condom do not do any wrong intercourse with
any other unknown woman
13
9
•
By using condom we can prevent AIDS
7
1
•
In alcholic mood do not go to CSW
1
-
•
Without using condom we will get AIDS
3
-
AIDS is serious
23
13
•
AIDS is dangerous and deadly disease
17
4
•
Beware of AIDS
8
10
7
Source of media for Balbir Pasha Ad
Males
Females
Base : All
898
308
Hoardings
63
74
Posters in train
85
42
TV
65
47
Newspaper
55
18
Radio
29
13
Cinema hall
30
9
Leaflets
4
-
Magazine
7
1
By the end of the campaign posters in train were noticed the most by
males. Hoarding and TV ads for Balbir Pasha also had high visibility.
14
Opinion of Balbir Pasha Ad
Males
Females
Base : All
898
308
Interesting and useful to large extent
74
46
Interesting and useful to small extent
24
29
Not interesting and useful
2
10
Reason for finding the ad Interesting and useful to large/small extent
15
Male
Females
Base: those found interesting Large/small
871
234
Gives information on AIDS
AIDS is a serious and deadly disease
Advertisement is good
57
16
9
55
5
7
Opinion of Balbir Pasha Ad
Male
Female
Base : All
898
308
Disbelieve
3
5
Neither believable nor unbelievable
8
17
Believable
88
64
-
14
Dk/Cs
----------------------------------------------------------------------------------------Talked to someone else
54
43
The ad was credible to most. It also generated interest as they talked to
others about the ad
16
Opinion of Balbir Pasha ad
%
Base :
17
898
Males
123
Society will be more aware of HIV/ AIDS
• Agree
93
• Disagree
6
• Dk/cs
1
79
15
4
The advertisement is offensive to women
• Agree
54
• Disagree
42
• Dk/cs
3
27
65
7
Females
Though the ad campaign was considered to be offensive to women by
many, there was universal agreement that it will generate awareness
about the HIV/ AIDS issue
RISK PERCEPTION AND BEHAVIOR
AMONG MALES
18
Risk perception – All Respondents
Base : All
Benchmark
Final Track
299
978
%
Going to expensive CSW’s does not
50
72
reduce risk
Using condoms half the times does not
43
51
reduce risk
Going to healthy looking CSW’s doesn’t 39
56
reduce risk
Having sex with fewer women
26
8
reduces risk
Using condoms all the times reduces risk 80
67
a lot
Significant increase in risk perception with Healthy expensive CSW’s.
Also sex with fewer women not associated with reduced risk
19
Possible that solution efficacy of condoms slightly reduced as AIDS issue
gets highlighted
Risk perception – Those going to CSWs
Non-Usage of Condoms with CSWs
%
Benchmark
Final Track
147
465
High Risk
78
87
Medium Risk
6
12
Low Risk
5
1
No Risk
10
Base : All
Significant change in risk perception with CSW’s
20
Risk perception – Those going to CSWs
Non-Usage of Condoms with NCP
%
Benchmark
Final Track
147
465
High Risk
17
43
Medium Risk
19
23
Low Risk
53
26
No Risk
11
7
Base : All
Significant change is noticed in the risk perception of unprotected sex
with NCP’s (among those visiting CSW’s)
21
Risk perception – Those going to NCPs
Non-Usage of Condoms with NCP
%
Benchmark
Final Track
43
248
High Risk
11
23
Medium Risk
26
20
Low Risk
49
26
No Risk
15
31
Base : All
Increase in risk perception but not to the same extent as with CSW’s
22
Risk perception – Those going to NCPs
Non-Usage of Condoms with CSW’s
%
Benchmark
Final Track
43
243
High Risk
39
86
Medium Risk
20
11
Low Risk
30
2
No Risk
12
1
Base : All
The risk associated with unprotected sex with CSW’s increases
tremendously among those with NCP’s
23
Condom usage with CSW’S
%
Benchmark
Final Track
Base : Those answered CSW section
147
465
Used condom last time
87
92
There is a significant increase in claims about the use of condoms with
CSW’s
24
Attitudes towards condom usage with CSW
Used condom in last 90 days
Base
Every time
Most of the time
Sometimes
Never
Intention to use next time
Benchmark
125
76
9
11
4
Final Track
86
90
426
82
7
5
-
Consistent use of condoms also has shown a significant increase
25
%
Condom usage with NCP’s
%
Benchmark
Base : Answered NCP section 43*
Final Track
248
Used condom last time
15
63
Intention to use next time
41
77
Signifcant increase in usage of dondoms with NCP’s is noticed
* Low base
26
RISK PERCEPTION AND BEHAVIOR AMONG
FEMALES
27
Risk perception – All Respondents
%
All
Base : All
Having sex with fewer men
reduces risk
Using condoms all the times reduces risk
a lot
Using condoms half the times does not
reduce risk
Having sex with healthy looking men
doesn’t reduce risk
Aware Not Aware
511
308
203
17
21
10
59
66
48
29
34
20
33
38
26
The respondents’ perception of risk reduction is significantly better
among those who recalled ad
28
Risk perception –
Non-Usage of Condoms with NCP
%
All
Aware
Not Aware
511
308
203
High Risk
-
-
-
Medium Risk
2
2
2
Low Risk
12
12
12
No Risk
73
76
68
Dont Know/Can"t Say"
13
9
19
Base : All
Majority feel that there is no risk with unprotected sex with NCP
29
Risk perception –
Non-Usage of Condoms with CSWs
%
All
Aware
Not Aware
511
308
203
High Risk
15
16
15
Medium Risk
15
18
11
Low Risk
11
12
9
No Risk
36
36
35
Don’t know / Can’t Say
23
18
30
Base : All
A third of the women feel that men having unprotected sex with CSW’s
are not at risk
30
Marital status
%
All
Aware
Not Aware
511
308
203
Single never married
32
40
20
Currently married
62
54
74
Divorced
3
3
2
Widower
3
3
4
Base : All
31
Condom usage with husbands
%
Base : All Married women
Last time used
Yes
No
Usage in the past 12 months
Every time
Most of the time
Sometimes
Never
All
Aware
Not Aware
322
171
151
22
78
25
75
18
82
1
8
30
52
2
7
43
48
10
34
56
Condom usage with husbands very low
32
Extra Marital Sex
%
Base : All Married women
All
Aware
Not Aware
322
171
151
10
90
14
86
6
94
Ever had extra Marital sex in last 12 months
Yes
No
Average no of partners = 1
33
Condom usage in Extra-Marital Sex
%
34
All
Aware
Not Aware
Base : Had Extra Marital sex
31
23
8
Last time used condom
Yes
No
73
20
72
28
75
20
Usage in the past 12 months
Every time
Most of the time
Sometimes
Never
26
20
38
16
30
18
37
16
15
27
40
17
Pre Marital sex
%
All
Aware
Not Aware
Base:Unmarried women
154
117
37
Ever had sex
49
51
41
Ever had sex in last 12 months
34
35
51
Average no of partners = 1.1
Pre marital sex is high
35
Condom usage in Pre-Marital sex
%
All
Aware
Not Aware
Base : Had Pre Marital sex in past 12 months
57
45
12
Last time used condom
Yes
No
72
28
77
23
54
46
Usage in the past 12 months
Every time
Most of the time
Sometimes
Never
52
18
21
8
58
21
13
7
31
9
48
11
Claims about last time usage very high
36
Condom use for non spousal sex
%
37
All
Aware
Not Aware
Base : All having non-spousal sex
103
78
25
Last time used condom
Yes
No
73
27
77
23
62
38
Usage in the past 12 months
Every time
Most of the time
Sometimes
Never
41
21
28
9
46
23
21
8
26
14
49
11
Claims about last time usage is very high. Claims about
regular usage higher among those aware of campaign
SAADHAN HELPLINE
38
Awareness of Helpline
%
All
Base :
978
• Aware
19
• Not aware
81
--------------------------------------------------------------------------------------------Name of helpline
All
Base : those aware
221
AIDS section
• Sadhan helpline
28
• PSI
-
More than a fourth aware knew the name of the helpline
39
Unaided Recall of services
%
All
40
Base :
221
• Information on HIV/AIDS
• Information on Sexually
Transmitted diseases/Garmi ki Bimari
• Referrals for a Doctor for HIV/AIDS
• Referrals for a Doctor for Sexually
Transmitted diseases/Garmi ki Bimari
• Testing for HIV/AIDS
• Testing for Sexually Transmitted
diseases/Garmi ki Bimari
• DK/CS
68
35
11
6
20
6
7
Expectations mainly limited to information. Awareness of STD testing
low.
Aided Recall of services
%
All
41
Base :
221
• Information on HIV/AIDS
• Information on Sexually
Transmitted diseases/Garmi ki Bimari
• Referrals for a Doctor for HIV/AIDS
• Referrals for a Doctor for Sexually
Transmitted diseases/Garmi ki Bimari
• Testing for HIV/AIDS
• Testing for Sexually Transmitted
diseases/Garmi ki Bimari
• DK/CS
100
79
40
43
49
38
8
Perception of service
%
42
Base :
All
221
• Calling this telephone service
will help people resolve their problems
87
• This telephone service will keep
all the information I give them
confidential
52
• Will provide accurate and complete
information
76
High belief in helpline as solution provider but question marks on
confidentiality
Know Anybody who called
%
All
Base :
• Yes
• No
221
5
94
One in every twenty respondents among those aware knew a person
calling.
43
If likely to call in future
%
All
Base :
221
• Will surely call in the future
• May or may not call in the future
• Unlikely to call in the future
7
60
32
Only a third aware have ruled out the possibility of calling in the
future. Though only one out of fourteen have expressed a definite
intention to call
44
Conclusion
• The campaign has generated extremely high levels of awareness
and interest. Being recalled by a fourth.
• For a new campaign to be recalled by a fourth of the respondents in
the top 5 is a very significant achievement. Other brands which
have been recalled among top 5 have been consistently advertising
for the last many years.
• All themes being recalled with Theme 1 (Alcohol) being recalled the
maximum.
• The ads for helpline also being recalled by a fifth
• The advertisement is found to be useful and interesting by a
majority of people
45
Conclusion… (2)
• Risk perception of unprotected sex with NCP’s and CSW has
increased significantly
•However sexual behavior and condom use has changed only for
CSW’s
46
Conclusion..3
47

Reasonable awareness level for helpline.

Good recall of name.

Intent to call the helpline quite good.

However, question marks about confidentiality of information given
to helpline. Hence, confidence building required. Possibility calling it
a ‘confidential’ helpline to stress on this aspect.

No negatives.
Conclusion…4
• Ad recall is fairly high among women
•Those recalling the ad are more knowledgeable for risk
perception
•Condom usage for non spousal sex is high
48
THANK YOU
49