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Executive summary (continued) New Zealand’s state of preparedness has increased substantially. •Nearly one fifth (18%) are fully prepared for an emergency, up from 11% in 2010. Being fully prepared means having an emergency survival plan that includes what to do when away from home, having emergency survival items and water, and regularly updating these items. •Nearly a third (32%) are prepared for an emergency when at home – 23% were prepared at home in 2010. Being prepared at home means having an emergency survival plan, having emergency survival items and water, and regularly updating these items. •More than four out of five (84%) now have emergency survival items (up from 79% in 2010), just under two thirds (63%) have a survival plan (up from 47% in 2010), and 30% have a plan that includes what to do when away from home (up from 21% in 2010). •Those more at risk when disaster strikes include students, those who identify with ethnic groups other than New Zealand European or Maori, and those for whom English is not a first language. •We asked those who believe preparedness is important for the reasons why they have not prepared. The main barrier is ‘not getting around to it’ (32%). Cost is more of a barrier this year (16%, up from 11% in 2010). © Colmar Brunton 2011 6
Executive summary (continued) The advertising campaign remains well received. •As in 2010, four out of five people who have seen the ads (81%) have been prompted to think or take action to prepare for a disaster: Forty two percent have been prompted to make a survival kit (up from 38% in 2010) Thirty seven percent have been prompted to make a survival plan (up from 31% in 2010) Sixty percent have been prompted to talk with family or friends (up from 48% in 2010) •Diagnostically, the TV ads continue to work well. The vast majority who have seen the ads understand them (98%) and find the points believable (96%), relevant (89%), and helpful (94%). •The majority of people who have seen the ads find them enjoyable to watch (77%) and feel that the ads contain new information (58%). •Public awareness of Civil Defence TV advertisements has decreased 5 percentage points, from 68% in 2010 to 63% this year. This is not surprising given that the March Get Ready Get Thru advertising was cancelled following the February earthquake. © Colmar Brunton 2011 7
Page 1 and 2: July 2011 © Colmar Brunton 2011 1
Page 3 and 4: How the survey was carried out •
Page 5: Executive summary (continued) • P
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 41 and 42: Where seen/heard or read disaster a
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
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© Colmar Brunton 2011 57
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Benchmark 2007 2008 2009 2010 2011
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Benchmark 2007 2008 2009 Fully prep
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Benchmark 2007 2008 2009 2010 2011
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Fully prepared Prepared at home Ben
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Fully prepared Prepared at home Ben
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Fully prepared Benchmark 2007 2008
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Benchmark 2007 2008 2009 2010 2011
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Fully prepared Prepared at home Has
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Disaster Awareness • Residents fr
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Disaster awareness • Otago reside
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