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METROPOLITAN POLICE ADVERTISING

TRACKING

COUNTER TERRORISM (Wave 56)

Presented by:
Frances Sheardown
May 2007
AGENDA – COUNTER-TERRORISM
 Objectives and Methodology

 Counter Terrorism Campaign awareness

 Spontaneous
 Total Awareness (Spontaneous + Prompted)

 How the campaign performed

 Press
 Radio

 Regional performance

 Summaries and conclusions

2
Context
 Since the attacks on 7th July 2005 media coverage of terrorism issues remain high

 But, in terms of numbers using the transport system visiting London, life has returned
to normal

 The terrorist threat to London and the UK is still very real

 Need to remind Londoners, and the UK public, of the continued role they can play

 Terrorist threat comes not just from overseas but also from British-born individuals.

 Research commissioned by the MPS into Londoners’ attitudes towards terrorism


showed that while there is awareness of terrorism issues, alertness is low.

 Minds jump straight to the point of attack and not necessarily the planning stages

 This year’s campaign will move away from immediate threat (call 999) and will focus on
trying to ensure people remain vigilant and report any suspicious activity. They could
have valuable information which could help disrupt or even prevent an attack.

. 3
External influences
 Woolmer death inquiry

 Crevis trial (ongoing)

 Guns and knives in the news: 3 young males shot dead in South London in
space of 11 days. Further four fatal stabbings in London.

 Operation Thesis - 3 men arrested in connection with 7 July bombings in


Manchester and Leeds. Premises searched in East London and Leeds.

 Litvenko inquiry

 Madrid train bombings- terror suspect extradited to Spain

 IPCC statement re: complaints against police across country on increase

 Arrest in Walthamstow in connection with transatlantic aircraft plot last year.

 Beheading allegation- British Muslim soldier (West Mids)

4
Objectives of the Campaign

 To raise awareness of, and build trust in, the Anti Terrorist Hotline

 To encourage reporting of suspicious activity to the Anti Terrorist Hotline

 To provide people with information to better understand what suspicious activity could be

 To remind people acts of terrorism are planned and to look out for suspicious activity which
could be linked to terrorism

 To reinforce and remind people to remain alert and vigilant to help in the fight against
terrorism

 To reassure the public that the MPS, other police forces and partners are continually
working hard to combat terrorism .

Key Message:

 If you suspect it report it…Look out for anything suspicious.

5
Objectives of the Campaign (Cont.)
Support for the key message

 There is a need to change the high awareness of terrorism issues into alertness as
information is needed from the public to help combat terrorism.

 Hence the aim of this campaign to provide information, NOT to generate


awareness (this informed the choice of media i.e. no posters)

 Individuals could hold the missing piece of the jigsaw. Information they may have could
be vital in helping to combat terrorism.

 ATH is manned by anti-terrorist specialists. Calls are treated confidentially.

Call to action

 Call the anti-terrorist hotline on 0800 789 321, in confidence, if you have any
concerns about suspicious activity that could be related to terrorism. Any piece of
information you give could be important, so don’t be afraid to call.

6
Summary of Counter Terrorism Campaign - London
Fieldwork (26th Mar – 6th Apr 2007)
No.of Mar April
Radio Format
Weeks 26 5 12 19 26 2
Captial FM 40" 1
Choice FM 40" 3
Kiss FM 40" 3
Smooth FM 40" 3
Heart 106.2 40" 3
XFM 40" 3
Classic FM 40" 3
Capital Gold 40" 3
LBC 40" 3

Additional Radio Support


Choice FM 40" 1
XFM 40" 1
Classic FM 40" 1
Capital Gold 40" 1
No.of
Press Format
Ins
TheLondonPaper Full Page Colour 5 Thurs & Fri Thurs & Fri Fri

London Lite Full Page Colour 5 Thurs & Fri Thurs & Fri Thurs

Evening Standard Full Page Colour 5 Thurs & Fri Thurs & Fri Thurs
No.of
Online Format
Weeks
Search 19th March-31st 19th March-31st May
May

7
Summary of Counter Terrorism Campaign – West Mids
Fieldwork (26th Mar – 6th Apr 2007)
No.of Mar
Radio Format
Weeks 26 5 12 19 26
Wyvern FM 40" 3
100.7 Heart FM 40" 3
Galaxy Birmingham 40" 3
Mix 96 40" 3
107.7 The Wolf 40" 3
Touch FM Staffs 40" 3
Oak 107FM 40" 3
Saga 105.7 40" 3
Kerrang! 105.2 40" 3
Total Mercia 40" 3
Total BRMB 40" 3
Touch FM South Midlands 40" 3
Classic Gold Wolverhampton 40" 3
Classic Gold Birmingham 40" 3
Classic Gold Coventry 40" 3
No.of
Press Format
Ins
Birmingham Mail Full Page Colour 2
Coventry Telegraph Full Page Colour 2
Derby Evening Telegraph Full Page Colour 2
Gloucestershire Echo Full Page Colour 2
Leicester Mercury Full Page Colour 2
Loughborough Echo (weekly) Full Page Colour 2
Nottingham Evening Post Full Page Colour 2
Oxford Mail Full Page Colour 2
Shropshire Star Full Page Colour
2
West Midlands Express & Star Full Page Colour
Stoke The Sentinel Full Page Colour 2
The Citizen Gloucester Full Page Colour 2

8
Media Spend Breakdown for 2006 w51 TOTAL MEDIA
SPEND £457.5k

Radio
£63k

14%
Press
15%
£70k

Outdoor & ambient 71%


£324.5k

11
Media Spend Breakdown for 2007 w56 TOTAL MEDIA
SPEND £267k
London; £352k BML
Also bought keywords on online search engines (eg
google, msn, yahoo) for a year

London BML

Press Radio
£96k £101k

29%
36%

64% 71%
Press
£251k

Radio
£171k
12
The Approach
Target market

 All living in the specified areas, in particular ‘the concerned majority’ made up of
two distinct groups:

 Good citizens- aged between mid-20s and mid 40s, mainly C1

 Alert reporters- aged 40+, BC1

 Media Creatives:

 Press adverts
 Radio advertising

13
Method – Main Sample

 600 interviews conducted face to face

 300 in London, 100 in each of the other 3 regions

 Fieldwork 26th March – 6th April 2007 in-home or any designated place

 Interviews across the regions

 Quotas set by sex and ethnic background to achieve:

 A representative gender split and representative proportion of non-


whites for each region

*Black & minority ethnic communities/people (MPA Equal Opportunities and Diversity Board)

14
OVERVIEW OF AWARENESS

15
SPONTANEOUS AD
AWARENESS

Can you tell me about any (Metropolitan)


Police (advertising campaigns)
communication you may have seen or
heard about recently?
London wording in brackets

16
Spontaneous awareness is reasonably high, but not as
‘top-of-mind’ as in the past couple of years. This is
perhaps unsurprising given the nature of the campaign.

Radio Radio Radio


Radio
Print Print
Print Print Print
Print
Radio Radio
Outdoor Outdoor Outdoor
Outdoor
Poster Underground Underground Poster
Poster Poster

28% London BML


24%
13%
9% 7%
5%

Mar 2003 Apr 2004 Mar 2005 Jan 2006 Apr 2007 Apr 2007
(W33) (W42) (W47) (w51) (w56) (w56)

Base: All Respondents in each wave 17


Compared with other campaigns, spontaneous awareness
is around the ‘norm’ at 13% in London.

Spontaneous awareness for the particular Radio


subject of the campaign Press

33 %
28 %
London
18 %
15 % 13 %
6%

Jan 2006 Mar 2006 Nov 2006 Dec 2006 Feb 2007 Apr 2007
(w51) (w52) (w53) (w54) (w55) (w56)
Counter- Safer Trident Knife Crime Safer Counter-
terrorism Neighbourhoods / Street Neighbourhoods terrorism
Crime

Base: All Respondents in each wave 18


When we look at spontaneous awareness of CT advertising
over time, however, we can see the strong uplift brought
about by this campaign

Spontaneous awareness for CT in each wave Radio


Press

28 %
London

13 %
10 % 9%
5%
2%

Jan 2006 Mar 2006 Nov 2006 Dec 2006 Feb 2007 Apr 2007
(w51) (w52) (w53) (w54) (w55) (w56)

Base: All Respondents in each wave 19


TOTAL CAMPAIGN AD AWARENESS
SPONTANEOUS
Can you tell me about any (Metropolitan) Police
(advertising campaigns) communication you may have
seen or heard about recently?
+
PROMPTED
Which of these issues are you aware of Police
advertising campaigns for? (SHOW SCREEN)

Have you actually seen or heard any of these Police


advertising campaigns recently?
(SHOW SCREEN)

20
After prompting with a list of campaigns, overall awareness
of CT advertising rises to 37% in London. While this is
lower than previous CT campaigns, it must be remembered
that generating awareness was not the primary focus here.
Radio
Press

53 % 51 % London

37 % 38 % 37 %

19 %

Jan 2006 Feb/Mar 2006 Nov 2006 Dec 2006 Feb 2007 Apr 2007
(w51) (w52) (w53) (w54) (w55) (w56)
Counter- Safer Trident Knife Crime Safer Counter-
terrorism Neighbourhoods / Street Neighbourhoods terrorism
Crime

Base: All Respondents in each wave 21


Demographically, men and younger age groups had
higher awareness when prompted with a list.
This is for London, but
very similar pattern of 51
46% results seen in other
regions
41%
39
37% 37%
32% 33%

25

Men Women 18-34 35+ White Non Alert Good Insular


White* Reporters Citizens Avoiders

*Black & minority ethnic communities/people (MPA Equal Opportunities and Diversity Board)

Base: All Respondents (330) 22


There is some specific mention of creative content but the
mention of ‘bags’ may be a legacy of previous thinking on
what constitutes a threat
27%
Report anything suspicious 26%

10%
Be aware/vigilant 12%
it was on tv and in the
8%
Look out for suspicious bags/packages 7% newspapers about being aware
and what to look out for
7%
Heard an ad on the radio 14%

5% Call the number if you


Saw a TV programme/news report 13% see anything
3%
suspicious
Call the hotline/there is a hotline 7%

3%
Don't leave bags unattended 1%
be alert about Radio ad - if you
suspicious bags and see anything
activity suspicious report
KEY: it
London
BML

24
Base: All aware of CT advertising (London 121; BML 76)
OVERALL CAMPAIGN
RECOGNITION

25
Once prompted with campaign specific just over two-
fifths recall seeing at least one element of the
campaign. This figure is slightly higher out of London.
London Birmingham Manchester Leeds
44% 44%
41% 41%

Media Spend Media Spend Media Spend Media Spend


£267k £117k approx £117k approx £117k approx
Base: All respondents London 330; Birmingham 91; Manchester
98; Leeds 107) 26
Men and those aged between 25 and 44 demonstrated
higher levels of awareness in London
London Data

49% 49%
47%
45%
41% 40%
37%
35%
29%

All Men Women 18-24 25-34 35-44 45+ White


Non white*
respondents

*Black & minority ethnic communities/people (MPA Equal Opportunities and Diversity Board)
27
Base: All Respondents (330)
A similar pattern was seen in the other regions, with
slightly higher awareness amongst younger age
groups
BLM Data (NB Combined data to
ensure robust base sizes)
52%
47% 48%
46%
43% 43%
41%
39% 38%

All Men Women 18-24 25-34 35-44 45+ White


Non white*
respondents
*Black & minority ethnic communities/people (MPA Equal Opportunities and Diversity Board)
28
Base: All Respondents (306)
Recognition is well below the overall average, but that was
not a priority in this campaign

Domestic
Average Counter
Violence
Terrorism
54% £430k
£307k

Counter Trident
Trident 76 Terrorism £158k
£324k 73 £457.5k Safer
69 Safer Neighbourhoods
67
Neighbourhoods £286K
63 £365K
61 Counter
59
56 57 Terrorism
54 54 55 £290k

43 43
40 41
% 38

30

w38 w39 w40 w41 w42 w43 w45 w46 w47 w48 w49 w50 w51 w52 w53 w54 w55 w56
2004 2005 2006 2007
29
Base: All Respondents per wave
CAMPAIGN RECOGNITION
AND UNDERSTANDING
Press Ads

30
One in five Londoners had seen the press campaign, with
marginally lower levels in the other regions

Seen
20% London
17% Non-London
(21% Manchester
15%Yorkshire
14% West Mids)

Men Women 18-34 35+ White Non White*


London
23% 17% 21% 20% 18% 24%
32% for Alert Reporters
Men Women 18-34 35+ White Non White*
BML
18% 16% 19% 17% 16% 19%
*Black & minority ethnic communities/people (MPA Equal Opportunities and Diversity Board)
31
Base: All Respondents (London 330; BML 306)
MAIN MESSAGE OF PRESS ADS

Report how you can identify or


anything recognise suspicious
suspicious activity report it
If see suspicious
objects - contact police

If you are looking for


anything suspicious To be alert and to be aware
these are the things of the possible methods or
you should be items that could be used
looking out for for terrorism - something
we need to pay more to be aware and on
attention to guard - really that's
all you can do
They are trying to
demonstrate the sort of
things to look out for. To
pick out a terrorist from Be aware of the things
the crowd that can be used in
Careful about terrorist attacks
unattended
bags
32
A couple of clear messages came through, highlighting the
need for vigilance and reporting suspicious behaviour – some
communication of what to do rather than just awareness

27% 18% last year


Be aware/vigilant
33%

Report anything 22%


suspicious 27%

What to do about 11%


Communication of
terrorism 9%
the ‘detail’ did not London
How bombs are 4% com through last
year BML
made 5%

No marked
About suspicious 3%
difference in
bags/packages 4% message take-
out by
Tells you what to 3%
segmentation
look out for 5%

33
Base: All Respondents (London 330; BML 306)
While the ads were able to encourage some people to phone
the ATH in the appropriate circumstances, there was also an
element of confusion about the message. Alert Reporters = 23%
It caught my attention 33% 37%
33%
20% Insular avoiders =
It's a good way of advertising this topic 20%
23% 14%
19%
It gets the message over well 27%
39%
15%
It could be an advertisement for anything 5%
13%
15%
It would encourage me to phone the ATH...
15% Only 3% amongst
It's unimaginative 7% those that had seen ad
9%
before – could be
13%
It's confusing 6% screen size issue
4%
8%
It's different from other types of ads 12%
6% CT w56 London
8%
It's hard hitting 6%

It's more interesting than the sort of ad I'd expect to see for 4% SN w55
7%
this topic 6%
2%
It would encourange me to visit the website to find out more 8% CT w51 2006
2%
It's irritating 1%
1%

34
Base: All Respondents (330)
A similar picture was seem among respondents in the other
regions
23%
It caught my attention 20%
20%
It's a good way of advertising this topic 22%
19%
It gets the message over well 12%
15%
It could be an advertisement for anything 13%
15%
It would encourage me to phone the ATH... 11%
15%
It's unimaginative
11%
13%
It's confusing 15%
8%
It's different from other types of ads 10%
8% London BML
It's hard hitting 9%
It's more interesting than the sort of ad I'd expect to see for 4%
this topic 5%
2%
It would encourange me to visit the website to find out more 3%
2%
It's irritating 2%

35
Base: All Respondents (London 330; BML 306)
CAMPAIGN RECOGNITION
AND UNDERSTANDING
Radio

36
Radio ads achieved good levels of awareness at 29%
in London and 32% out of the capital
Amongst Listeners of
Ever Heard specified stations

29% London 38% London

32% Non-London 49% Non-London

(26% Manchester (40% Manchester


34%Yorkshire 50% Leeds
38% Birmingham) 54% Birmingham)

Men Women 18-34 35+ White Non White*


London 34% 23% 24% 31% 27% 31%

No difference by segmentation
Men Women 18-34 35+ White Non White*
BML 36% 29% 36% 31% 34% 28%

*Black & minority ethnic communities/people (MPA Equal Opportunities and Diversity Board)

37
Base: All Respondents (330 London; 306 BML)
MAIN MESSAGE OF RADIO AD
to notify the
authorities if
you see better to be safe than sorry
and report your suspicions It was suggesting that if
anything you came across
suspicious anything suspicious you
should report it; to be
If you saw something alert to terrorism
we don't need to be
sure phone the its not your responsibility
police;If we need you don't have to feel like a
more information go If you see anything
nosey neighbour to report -
and call the number suspicious report it;
the information could be
They give you a
useful
phone number
which I can't
to report something as
remember
soon as you suspect to the
police;they will find out if it To keep alert and
is ok report anything
suspicious - that there
is an actual anti-
be aware report all terrorist unit you can
suspicions telephone

38
The message take out was very strong: respondents
were getting a clear message to report anything
suspicious through the use of the hotline
52%
Report anything suspicious
48%

Be aware/vigilant 22%
25%
15% To put this in context, the
There is an anti-terrorist hotline/ring the hotline highest take out for radio
13%
ads in last CT campaign
Not something 8% was 32% - so this is a
Report suspicions even if not usre
that came 7% great score amongst a
through at all broad audience.
7%
last year Let the police do the work
8%
5%
Don't be afraid to report suspicious activity London
3%
4% BML
What to do about terrorism
4%
2%
Tells you what to look out for
3%

39
Base: All Respondents (330 London; 306 BML)
These ads were also very well received diagnostically, in
terms of their ability to get the message across and catching
the listeners’ attention, but also in encouraging action
44%
It caught my attention 33%
33%
43%
It gets the message over well 41%
39%
35%
It's a good way of advertising this topic 27%
23%
35%
It would encourage me to phone the ATH...
22% Some great
It's hard hitting 10%
scores here
13%
It's different from other types of ads 10%
6%
It's more interesting than the sort of ad I'd expect to see for 10%
7% CT w56 London
this topic 6%
7%
It's unimaginative 5%
9% SN w55
4%
It's irritating 3%
1%
3% CT w51 2006
It could be an advertisement for anything 5%
13%
3%
It's confusing 1%
4%

Base: All Respondents (330) 40


These scores were slightly lower out of London, but still
very high and highlight the success of the radio campaign
44%
It caught my attention 34%
43%
It gets the message over well 37%
35%
It's a good way of advertising this topic 37%
35%
It would encourage me to phone the ATH... 23%
22%
It's hard hitting 19%
13%
It's different from other types of ads
15%
It's more interesting than the sort of ad I'd expect to see for 10%
this topic 6%
7%
It's unimaginative 4%
4% London BML
It's irritating 4%
3%
It could be an advertisement for anything 4%
3%
It's confusing 1%

41
Base: All Respondents (330 London; 306 BML)
Terrorism Knowledge and
Attitudes

42
Awareness of the Anti-Terrorist Hotline is higher in
London – a slight increase over time

Aware of Hotline
48% London (47% for 35+ compared to
41% during SN tracking in Feb)
41% BML
London
Men Women 18-24 25-34 35-44 45+ White Non Alert Good Insular
White* Reporters Citizens Avoiders
54% 41% 38% 59% 51% 46% 50% 42% 61% 49% 39%

BML
Men Women 18-24 25-34 35-44 45+ White Non Alert Good Insular
White* Reporters Citizens Avoiders
44% 39% 46% 54% 42% 35% 40% 46% 51% 33% 41%

*Black & minority ethnic communities/people (MPA Equal Opportunities and Diversity Board)

Base: All Respondents (330 London; 306 BML) 43


Attitudinally, those that have seen the advertising differ from
those that have not in terms of their perceptions of police
effectiveness, but there’s little evidence of ‘scaremongering’
Mean Not seen CT advertising
scores for
7.72 7.72
London 7.46
7.20
Seen CT advertising
6.79
6.41 6.44
6.18
5.84
5.57

The security It's the public's I am alert to The police and I am very worried
services are responsibility to suspicious security services that there will be
succeeding in do what they can behaviour are working hard another terrorist
combating to fight terrorism to combat attack in the UK
terrorism terrorism

Base: All Respondents (330 London; 306 BML) 44


A similar pattern out of London – similar levels generally

Mean Not seen CT advertising


scores for BML 7.93
7.34 7.47 Seen CT advertising
7.19
6.45 6.6
6.02 6.19
5.77 5.57

The security It's the public's I am alert to The police and I am very worried
services are responsibility to suspicious security services that there will be
succeeding in do what they can behaviour are working hard another terrorist
combating to fight terrorism to combat attack in the UK
terrorism terrorism

Base: All Respondents (330 London; 306 BML) 45


SUMMARY

51
Summary – Counter Terrorism Campaign
 Spontaneous awareness of Counter Terrorism advertising is lower than we have
seen recently (13% in London), suggesting it is not as top of mind as it has been
previously.

 While comparatively low, this demonstrates a good level of uplift from


February, where spontaneous awareness of CT advertising was just 2%
(albeit amongst a slightly different target audience).
 Once prompted with the actual ads themselves, the proportion recognising the
campaign (41% in London) was down on recent waves
 However, this wave focussed on providing information about planning stages
of the attack (as a result of previous qualitative work) so should be judged on
its ability to do this rather than promote awareness.

 The campaign seems to have been successful in generating awareness of the


hotline, one of its primary objectives.
 Awareness was 48% in London, up from the 41% we saw in February, and
43% out of London.

52
Summary – Counter Terrorism Campaign
 Press recall was around the average at 1 in five in London, and slightly lower in the
other regions
 The press ads were able to convey a couple of good, strong messages - vigilance
 The diagnostic scores weren’t quite as good as we’ve seen recently but there may
be a contributory factor in the level of detail, which was hard to identify if people
hadn’t seen the ads in situ
 The radio ads had very good levels of awareness at 29% in London and 32% in the
other regions

 Amongst listeners this grew even further, and was up to almost half of all
respondents out of the capital

 Also effective amongst the Insular Avoiders

 Message take out was good, and the ads were very well received diagnostically

 Encouragingly, a real call to action was coming through in terms of calling the Anti-
Terrorist Hotline if relevant suspicious activity was seen.

53
Conclusions
 Against the backdrop of recent campaigns, this latest wave compares less
favourably in awareness terms.
 The campaign was effective in communicating key messages, particularly
through the radio ads.
 The press ads fared averagely and were able to communicate some strong
messages, doing a vigilance job
 The radio ads were very well received and were excellent at communicating
clear, concise and strong messages, particularly good at the detail of what
people can do
 These were a real success in all regions
 The campaign outside of London appears to have been a success and has
done well in generating awareness of these issues and their relevance to
all, not just Londoners.
 It must be remembered that this type of CT advertising may not be as
expected or familiar out of London

54
METROPOLITAN POLICE ADVERTISING
TRACKING

COUNTER TERRORISM (Wave 56)

Presented by:
Frances Sheardown
May 2007