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Unprompted awareness of any disaster preparedness advertising. Percentage of NZers who have seen, heard, or read any advertising about preparing for a disaster and the ratecard value of the TV advertising. Advertising recall *Ratecard value for TV ads (69%) Annual ratecard value ($ million)* Fewer New Zealanders recall disaster preparedness advertising this year. The decrease in recall will be due largely to the fact that the March wave of the quarterly Get Ready Get Thru TV advertising was cancelled following the February earthquake. Q15 Have you seen, heard or read recently any advertising about preparing for a disaster? Base: All Respondents: 2007 (n= 1000), 2008 (n= 1016), 2009 (n=1000), 2010 (n=1000), 2011 (n=1164) © Colmar Brunton 2011 40
Where seen/heard or read disaster advertising. Those who do recall disaster preparedness advertising are much more likely to mention newspaper advertising (this is likely to be editorial content as no newspaper advertising was carried out this quarter), and slightly more likely to mention radio advertising this year. They are less likely to mention TV advertising. Again, this will be due to the cancellation of the March Get Ready Get Thru TV advertising. Q16 Where did you see, hear or read the ads? Base: Those respondents who stated that they have seen, heard or read advertising about preparing for a disaster, 2007 (n=651), 2008 (n=543), 2009 (n=549), 2010 (n=659), 2011 (n=713). Note: Responses 2% and below not shown. © Colmar Brunton 2011 41
Page 1 and 2: July 2011 © Colmar Brunton 2011 1
Page 3 and 4: How the survey was carried out •
Page 5 and 6: Executive summary (continued) • P
Page 7 and 8: Executive summary (continued) The a
Page 9 and 10: © Colmar Brunton 2011 9
Page 11 and 12: There is greater awareness of poten
Page 15 and 16: We expect to rely more on our local
Page 17 and 18: People are more likely to say it’
Page 19 and 20: 60% say they have taken steps to pr
Page 21 and 22: The Christchurch earthquakes were t
Page 23 and 24: Taken steps to prepare as a result
Page 27 and 28: 84% have emergency survival items.
Page 29 and 30: Nearly two thirds (63%) have a plan
Page 31 and 32: How prepared is New Zealand? Have a
Page 33 and 34: Nearly one fifth (18%) are fully pr
Page 35 and 36: How prepared is New Zealand (when a
Page 37 and 38: Most at risk when disaster strikes
Page 39: © Colmar Brunton 2011 39
Page 45 and 46: 81% who have seen the ads have done
Page 47 and 48: Awareness of the getthru.govt.nz we
Page 51 and 52: Actions to take during and after an
Page 55 and 56: Conclusions (continued) • Awarene
Page 59 and 60: Benchmark 2007 2008 2009 2010 2011
Page 63 and 64: Benchmark 2007 2008 2009 Fully prep
Page 69 and 70: Fully prepared Prepared at home Ben
Page 73 and 74: Fully prepared Prepared at home Ben
Page 75 and 76: Fully prepared Benchmark 2007 2008
Page 79 and 80: Fully prepared Prepared at home Has
Page 81 and 82: Disaster Awareness • Residents fr
Page 83 and 84: Disaster awareness • Otago reside
Page 85: Disaster awareness • Southland re

Findings show that recent events have had a - Ministry of Civil ...

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