POR 015-10
Contract Number G9178-100001/002/CY
Awarded August 5th, 2010
October 5, 2010
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NC-POR-ROP-GD@HRSDC-RHDCC.GC.CA
Prepared By
Rick Hobbs, Vice President Ottawa
The views and observations expressed in this document do not reflect those of Human Resources and Skills Development Canada (HRSDC). This report was compiled by Leger Marketing based on the qualitative research conducted specifically for this project.
While care and consideration was taken to approximate the target audience, qualitative research should be considered directional only and results should not be projected as representative of the entire audience.
I hereby certify as Senior Officer of Leger Marketing that the deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Communications Policy of the Government of Canada and Procedures for Planning and Contracting Public Opinion Research. Specifically, the deliverables do not include information on electoral voting intentions, political party preferences, standings with the electorate or ratings of the performance of a political party or its leaders.
Signed: Christian Bourque
This report was prepared by Leger Marketing which was contracted by Human Resources and Skills Development Canada (contract number G9178-100001/002/CY awarded August 5, 2010) to conduct a series of focus groups.
The main objective of the discussion groups was to pre-test new creative elements of the elder abuse (financial abuse) advertising campaign. Three print concepts were tested along with an alternative headline for one of the concepts and stand alone copy (with no graphics).
A total of eight focus groups were conducted August 17-20, 2010. Groups were held in Kitchener (English), Victoria (English), Montreal (French and English) and Quebec City (French). The groups in Kitchener, Victoria and Quebec City were held with seniors (65+). Three groups were comprised of individuals aged 65 to 74 and three groups were held with Canadians aged 75 and older. In addition, two groups were held in Montreal with Canadians aged 40 to 64.
Financial abuse was spontaneously mentioned as a component of elder abuse in most groups and participants were generally knowledgeable of most of the potential sources of financial abuse. Participants listed family members as perpetrators of financial abuse, but also mentioned that care-givers, as well as financial services and trades people could also commit financial abuse. Victims of financial abuse were often identified as those who were more vulnerable due to physical or mental limitations. Even those seniors who volunteered that they had been in situations that might be interpreted as financial abuse did not believe that they would ever become victims of financial abuse. This attitude that “it would not happen in my family” was more prevalent in the 65-74 age groups.
All concepts (see appendix C for concepts tested) have some elements that are effective in communicating the idea of financial abuse, and some elements that can be improved to increase the overall effectiveness. Nevertheless, no single creative appeared to succeed entirely in its current form.
Based on the first impressions and subsequent discussions about the creative, the most effective advertisement overall, was “Crime Scene”. This concept had a high likelihood of cutting through the clutter to have readers stop and read the copy. This ad was seen to target a broader, more appropriate, audience for the campaign and sent a message that would potentially resonate with victims and witnesses alike. A few small improvements in the copy and graphic representations were suggested to increase the ad’s effectiveness.
The least effective ad based on first impressions and subsequent discussions was “Credit”. This ad did not resonate strongly with the audience and had the potential to be confused with another topic. The play on words “giving too much credit” was understood by many, but raised confusion for others, who did not see how this sentence related to trusting relatives with financial matters. Participants believed the ad may be warning about overconsumption or risky financial transactions. Furthermore, they did not see a link with elder abuse, perceiving this ad as a general message to the public at large.
The third concept tested, “Worried”, created a strong emotional connection with a photo of a “worried elderly lady” and participants indicated a strong likelihood of stopping to read the copy. However, the potential audience did not recognize themselves in the photo and were therefore less likely to consider that the message was aimed at them. The photo suggested that an abuse had already occurred and reinforced the idea of seniors as victims. The accompanying text did not resonate and was considered to have limited ability to influence attitudes or behaviour. This concept might be effective with the changes discussed in the core of this report.
The alternate text tested was considered to be more effective as it provided more information than the copy that was used with the three complete ad concepts. Participants preferred the detail provided in outlining the specific ways that elder abuse can happen, something that was perceived to be lacking in the text provided with the visual ads.
There were no major differences noted in the French language groups with regards to ad effectiveness, although the French tagline for the “Credit” ad, “accordez-vous trop de crédit au gens qui vous entourent?” seemed to confuse participants more than in English.
If only one concept is to be developed further, Leger Marketing recommends the “Crime Scene” concept with small changes to the characters/graphics and accompanying text.
“Credit” should be discontinued as a concept, as it does not resonate with the target audience.
“Worried” could be effective with changes to the graphic and accompanying text.
The alternate text should be used as a guide for improving the accompanying text.
Additional detail on the strengths and weaknesses of each concept is provided in the body of the report.
Text description of Figure 1: Credit
Text description of Figure 1: Crédit
Text description of Figure 2: Crime Scene
Text description of Figure 2: Scène de crime
Text description of Figure 3: Worried
Text description of Figure 3: Inquiet
Do you give people you trust too much credit?
Accordez-vous trop de crédit aux personnes à qui vous faites confiance?
No one should ever be pressured, forced, or tricked into giving money – even to loved ones. Learn the signs of financial elder abuse to protect yourself and the people you love. If someone you trust is taking advantage of you, help is out there.
It’s Time to Face Reality
www.seniors.gc.ca or call 1 800 O-Canada (1-800-622-6232)
TTY: 1-800-926-9105
Personne, pas même un de vos proches, n’a le droit de vous forcer à lui donner de l’argent par la ruse, la manipulation ou la menace. Protégez-vous et protégez les gens que vous aimez en apprenant à reconnaître les signes de l’exploitation financière des aînés. Si une personne en qui vous avez confiance profite de vous, vous pouvez obtenir de l’aide.
Il est temps d’ouvrir les yeux
Visitez le www.aines.gc.ca ou composez le
1-800 O-Canada (1-800-622-6232)
ATS : 1-800-926-9105