Qualitative Research Elder Abuse/Financial Abuse of Seniors Creative Testing – Executive Summary

February 9, 2012

Submitted to: Human Resources and Skills Development Canada
Prepared by: Ipsos Reid Corporation

Contract #: G9178-110001/002/CY
POR 030-11
Contract Award Date: 2011-11-03
Fieldwork completed:  November 24^th, 2011
Contracted cost of research, including HST: $74,664.75

Contact : nc-por-rop-gd@hrsdc-rhdcc.gc.ca

«Ce rapport est aussi disponible en français sur demande»

Table of Contents

• Executive Summary
• Appendix I – Screeners (English)
• Appendix II – Moderator’s Guides
• Appendix III – Creative Concepts

Political Neutrality Statement

I hereby certify as Senior Officer of Ipsos Reid 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.

Alexandra Evershed
Senior Vice President
Ipsos Reid Public Affairs

Executive Summary

Background and Objectives

HRSDC has been undertaking an advertising campaign since 2008 to generate awareness of elder abuse in Canada. This year, the department is developing a new ad related to this campaign that will focus specifically on increasing awareness of financial abuse of seniors. The target audiences of this new focus include:

• Potential Victims- Seniors: 65 + -
• Support System- Family members, friends and caregivers 35 +: The age group characterizing this audience varies greatly, from 35+, to near-seniors (55-64) including babyboomers.
• Front-line Professional and Community Interveners- Seniors’ organizations, front-line professionals and community interveners (paid caregivers, social workers, police, legal community, non-governmental organizations (NGO) and families.

This campaign first launched in June 2009 and again in October 2010 with a new print execution on financial abuse. This year’s ad builds from the ongoing national elder abuse awareness campaign. The focus of this year’s new creative will be on financial abuse of seniors – one facet of elder abuse in the country.

The three primary objectives of this year’s advertising campaign are as follows:

• Raise the level of awareness among our target audience on what constitutes elder abuse and financial abuse of seniors;
• Provide information to help identify and report elder abuse and financial abuse of seniors; and,
• Position the GoC as a source of information for seniors and loved-ones on elder abuse and financial abuse of seniors.

The creative being tested focuses on the financial abuse of seniors, therefore, the objectives should be read through that lense.

Methodology

Ipsos Reid conducted a total of eleven focus groups between November 21st and November 24th, 2011; three each in Vancouver, Montreal, Halifax, as well as two groups in London, Ontario. Groups corresponded to three different audiences: seniors, aged 65 or older; caregivers; and front-line professionals and community interveners. In London, only the first two groups were conducted.

Participants in the seniors and caregivers groups received a $75 honourarium as a token of appreciation for their time; community interveners received $125. Research instruments were designed to identify the most favourable and effective among three advertising concepts, and to obtain feedback on reactions and improvements that might be made to each.

Note to Reader

Qualitative data from focus group discussions are reviewed by the researchers, who draw out continuities and synthesize the main themes, critical "hot buttons", "typical" responses and general levels of agreement/disagreement voiced during the sessions. The analysis of qualitative findings yields tendencies and indications of how the target audience perceives the study issues. However, results are not representative of the general population. Qualitative research involves a limited number of people who are specially selected according to pre-determined attributes. Only quantitative surveys that have a robust number of respondents who have been selected randomly from the target population can be generalized as to represent the broader population.

Key Findings

• The financial abuse of seniors is a very recognized form of elder abuse among most participants, with many mentioning it as a top-of-mind association. Older seniors or those with diminished capacity are seen as the most likely victims. Family members and trusted caregivers are seen as the most likely perpetrators.
• Participants feel that it is an important problem, although many participants underlined that the problem is a very difficult one to address because it is often hidden. Many participants felt that seniors tend to conceal instances of abuse because they are embarrassed, ashamed or frightened.
• Participants generally considered that each of the concepts was meant to target seniors, in particular seniors who are current victims of financial abuse. However, the perceived intention of the campaign was less clear. Across all three audiences, some felt that the campaign was designed to encourage seniors to report abuse to the 1-800 line, while others felt that the purpose of the campaign to equip seniors with information and solutions so that they can better protect themselves.
• The use of a police line-up in one creative (Concept A) made the most pronounced reference to the criminality of financial abuse of seniors. However, the concept led nearly all participants to anticipate that the 1-800 number and the website would provide seniors with an opportunity to report abuse and obtain access to resources and a path to justice.
• The scenarios in the creative that highlighted well-known scams designed to part seniors from their money were thought to be representative (Concept B), but some participants mentioned that the scenarios could be interpreted in different ways, and did not necessarily represent financial abuse.
• The creative concept (Concept C) centred within the victim’s home was seen to have a lot of emotional impact. Opinions differed on the use of police crime tape, and some participants were confused by a single actor embodying three different abusers.
• Participants voiced their expectations of what calling the 1-800 number would provide for them, or what they would find at the website. Most agreed that they would want a live person at the end of the phone line, and that the website would provide value if it provided information about scams that were currently being attempted and suggestions on how they could stand up for themselves should they find themselves being financially abused.

Conclusions and Recommendations

• There are three objectives to the campaign and while each of the concepts meets all three objectives to a certain extent, none of them clearly delivered on all the objectives:
  • Raise the level of awareness among our target audience on what constitutes elder abuse and financial abuse of seniors:  All three meet this objective, and Concept B showcases some of the better known instances (although the examples provided are not sufficiently clear), but Concept A and Concept C provide examples that have more emotional impact as they happen within the victim’s circle of trust. Concept C in particular is most thought-provoking in this regard as it made some participants question their own behaviours.
  • Provide information to help identify and report elder abuse and financial abuse of seniors: The first part of this objective (help identify) is the same as the first objective, and therefore the same comments apply. All participants were confused about the latter part of this objective (help report). The fairly unanimous expectation created by all the concepts (but especially by Concept A) was that victims were being urged to call in and that the criminal justice system and victims services would be brought into play, not that you should call this number for information on what is and is not financial abuse of seniors and what can be done about it (interestingly, the tag line of Concept A was the most clear call to action, but it is muddied by the creative execution).. That said, many participants were actually pretty sure that an information package (available after a series of voicemail prompts) is just what would be provided if they called the 1-800 line – but this was seen as disappointing and not what they felt the concepts were promising.
  • Position the GoC as a source of information for seniors and loved-ones on elder abuse and financial abuse of senior: All the concepts worked in this regard in terms of the provision of information – no one suggested that the Government of Canada lacks credibility or ought not to play a role, although once again, in light of the common misinterpretation of the purpose of the campaign, a few more knowledgeable participants were left wondering what exactly the Government of Canada’s role might be in prosecuting perpetrators of abuse.
• If we were to recommend next steps based upon the research findings that did not involve a return to the drawing board, our recommendations would be to:
  • Focus on improving Concept C because it has a strong emotional impact (across all audiences) and is thought provoking.
  • Discard Concept A because although it is hard-hitting, it is also off-putting/frightening and is the most misleading.
  • Discard Concept B, because although it is informative it is not especially compelling, nor was this execution of the concept clear.
  • Incorporate the call to action of Concept A into Concept C.
  • Think about trying to make a more explicit connection to the current campaign, which was referenced by participants in all the groups as being effective, perhaps be making the viewer complicit in a similar way.
  • The final creative should also be adjusted to incorporate the levers identified below.

What works

• Showing different faces of financial abuse, including both “stranger danger” and those within the “circle of trust”.
• Showing the impact of the abuse upon the victim.
• Showing situations with a strong emotional impact.
• Not talking down to or shaming seniors.
• Being clear about what financial abuse of seniors is, preferably by depicting it happening, including the words that people use.
• Being clear about what the call to action is.
• Being clear about what is being offered by the 1-800 number and the website.

Strategic considerations:

• Participants from the primary target audience of seniors, even the highly educated, responded very literally to the concepts. This is consistent with other research we have conducted with this audience.
• Any campaign will likely result in attempts to report abuse to the 1-800 line. This will need to be planned for and carefully managed.
• Important information should be included in both voiceover and supers.
• The 1-800-O Canada number should also be written out in numbers (i.e. 1-800-622-6232).
• The 1-800-O Canada number should not connect people to an automated voice response, but to a live operator.
• The website and phone number should be on screen for longer, potentially for the length of the commercial.
• While a website is an important medium well-suited to provide information and links to additional resources, the potential victims may not be the most tech savvy.
• Important to show variety and diversity for both victims and perpetrators.
• The creative should be made available in different languages, because older members of immigrant communities do not always speak English.
• Several participants, especially those who were most knowledgeable about financial abuse of seniors, highlighted the need to ensure that examples are clear-cut so that seniors and their families and caregivers are not put into situations of questioning legitimate actions: sometimes a family member does want a loan, and it isn’t abuse.

Appendix I – Screeners (English)

Seniors Group

Hello, my name is ______________. I’m calling from Ipsos-Reid, a national opinion research firm. We’re organizing a focus group to explore issues of importance to the country. Focus groups are discussions involving a small number of people that are brought together to talk about different topics. About eight people will be taking part, all of them randomly recruited by telephone just like you.

Participation is voluntary; all your answers will be kept confidential and will be used for research purposes only in accordance with laws designed to protect your privacy. All responses will be kept entirely confidential – no individuals will be identified in any way. We are simply interested in hearing your opinions – no attempt will be made to sell you anything. The format is a “round table” discussion lead by a research professional. An audio tape of the session will be produced for research purposes. The tapes will be used only by the research professionals to assist in preparing a final report on the research findings.

We are preparing to conduct a series of these discussions on behalf of the Government of Canada and are calling to see if you would be willing to participate. The discussion will take about 2 hrs and those who qualify and attend will receive $75.00 as a token of our appreciation.

I am looking to speak with someone who is 65 years of age or older. Would that be you? [IF NO- Can I speak with someone in your household who is 65 years of age or older?]

Would you be interested in participating in this discussion which will be held at a [insert facility location] in [insert city]

• Yes CONTINUE
• No THANK AND TERMINATE

Now, I would like to ask you a few questions to see if you qualify to attend.

(INTERVIEWER RECORD GENDER, DO NOT ASK) (AIM FOR 50/50 MIX)

• Male (Continue for possible recruit)
• Female (Continue for possible recruit)

1. Do you or does anyone in your household work in any of the following areas? (READ LIST) IF "YES" TO ANY - THANK AND TERMINATE

• An advertising agency
• A market research company
• The media, that is for TV, radio or a newspaper
• Human Resources and Skills Development Canada

2. Have you ever attended a focus group discussion which was arranged in advance and for which you received a sum of money for participating?

• Yes [CONTINUE – MAX OF 3 PER SESSION]
• No [Continue for possible recruit]

IF YES ABOVE, When was the last time you attended a group?

____________________ TERMINATE IF IN THE PAST 6 MONTHS, IF NOT, CONTINUE

IF PAST ATTENDER MORE THAN 6 MONTHS BUT LESS THAN 2 YEARS ASK – What was the subject matter covered in the group/groups you previously attended?___________________ IF SENIORS, ELDER ABUSE, FINANCIAL ABUSE – THANK AND TERMINATE]

IF PAST ATTENDER, How many focus groups have you attended in the past 5 years? ________ [TERMINATE IF MORE THAN 4]

3. Please tell me which of the following age categories you fit into.

• Less than 65 [THANK AND TERMINATE]
• 65 – 70
• 71 – 75
• 76 – 79
• 80 years and older

(Note: AGE: ensure a good mix of age profiles)

4. Could you please tell me what is the highest level of education you have achieved, is it?

• Less than high school
• Some high school
• Graduated high school
• Some post secondary (university/community college)
• Graduated post secondary (university or community college)

(Note: ACADEMIC ATTAINMENT: ensure a good mix of education profiles)

5. Could you please tell which income category you fall into based on your annual household income before taxes:

• $30 000 or less
• $30 000-$60 000
• More than $60 000

(Note: INCOME: ensure a good mix of economic profiles)

6. Ok, I know this next question is going to sound a little weird but we want to make sure we have creative individuals around the table so humour me.

If you were a super-hero, what kind of super-hero would you be? and why? Interviewer: listen for creative descriptions not one or two line answers. [Interviewer: if participant is hesitant to answer, refuses to provide an answer or is overly brief in their response, THANK AND TERMINATE, OTHERWISE CONTINUE.]

(IN EACH LOCATION, PLEASE ENSURE 10 PARTICIPANTS ARE RECRUITED for 8 to show)

Wonderful, you qualify to participate in one of our discussion sessions. Is there anything in particular that we can do to accommodate your participation in the session? [Prompt with: do you have any special needs? i.e. accessibility issues]

The session will be 2 hrs in length. We are reserving this discussion time for you. So if for any reason you cannot attend, please call: XXX-XXXX. We may be reviewing certain print materials so if need be please bring along your glasses.

Caregivers Group

Hello, my name is ______________. I’m calling from Ipsos-Reid, a national opinion research firm. We’re organizing a focus group to explore issues of importance to the country. Focus groups are discussions involving a small number of people that are brought together to talk about different topics. About eight people will be taking part, all of them randomly recruited by telephone just like you.

Participation is voluntary; all your answers will be kept confidential and will be used for research purposes only in accordance with laws designed to protect your privacy. All responses will be kept entirely confidential – no individuals will be identified in any way. We are simply interested in hearing your opinions – no attempt will be made to sell you anything. The format is a “round table” discussion lead by a research professional. An audio tape of the session will be produced for research purposes. The tapes will be used only by the research professionals to assist in preparing a final report on the research findings.

We are preparing to conduct a series of these discussions on behalf of the Government of Canada and are calling to see if you would be willing to participate. The discussion will take about 2 hrs and those who qualify and attend will receive $75.00 as a token of our appreciation.

I am looking to speak with someone who is 35 years of age or older. Would that be you? [IF NO- Can I speak with someone in your household who is 35 years of age or older?]

Would you be interested in participating in this discussion which will be held at a [insert facility location] in [insert city]

• Yes CONTINUE
• No THANK AND TERMINATE

Now, I would like to ask you a few questions to see if you qualify to attend.

(INTERVIEWER RECORD GENDER, DO NOT ASK) (AIM FOR 50/50 MIX)

• Male (Continue for possible recruit)
• Female (Continue for possible recruit)

1. Do you or does anyone in your household work in any of the following areas? (READ LIST) IF "YES" TO ANY -THANK AND TERMINATE

• An advertising agency
• A market research company
• The media, that is for TV, radio or a newspaper
• Human Resources and Skills Development Canada

2. Do you provide care to an elderly friend or relative that occupies at least three hours of your time per week?

• Yes
• No

3. Have you ever attended a focus group discussion which was arranged in advance and for which you received a sum of money for participating?

• Yes [CONTINUE – MAX OF 3 PER SESSION]
• No [Continue for possible recruit]

IF YES ABOVE, When was the last time you attended a group?

____________________ TERMINATE IF IN THE PAST 6 MONTHS, IF NOT, CONTINUE

IF PAST ATTENDER MORE THAN 6 MONTHS BUT LESS THAN 2 YEARS ASK – What was the subject matter covered in the group/groups you previously attended?___________________ IF SENIORS, ELDER ABUSE, FINANCIAL ABUSE – THANK AND TERMINATE]

IF PAST ATTENDER, How many focus groups have you attended in the past 5 years? ________ [TERMINATE IF MORE THAN 4]

4. Ok, I know this next question is going to sound a little weird but we want to make sure we have creative individuals around the table so humour me.

If you were a super-hero, what kind of super-hero would you be? and why? Interviewer - listen for creative descriptions not one or two line answers. [Interviewer: If participant is hesitant to answer, refuses to provide an answer or is overly brief in their response, THANK AND TERMINATE, OTHERWISE CONTINUE.]

5. Please tell me which of the following age categories you fit into.

• Less than 35 [THANK AND TERMINATE]
• 35 - 44
• 45 – 54
• 55 – 60
• 61 – 64
• 65 and older

(Note: AGE: ensure a good mix of ages)

6. Could you please tell me what is the highest level of education you have achieved, is it?

• Less than high school
• Some high school
• Graduated high school
• Some post secondary (university/community college)
• Graduated post secondary (university or community college)

(Note: ACADEMIC ATTAINMENT: ensure a good mix of education profiles)

7. What was your total household income for 2010? [ENSURE A GOOD MIX]

• Under $20,000
• Between $20,000 and $34,999
• Between $35,000 and $44,999
• Between $45,000 and $59,999
• Between $60,000 and $74,999
• Between $75,000 and $99,999
• Between $100,000 and $149,999
• More than $150,000

(Note: INCOME: ensure a good mix of economic profiles)

**** (IN EACH LOCATION, PLEASE ENSURE 10 PARTICIPANTS ARE RECRUITED for 8 to show)

The session will be 2 hrs in length. We are reserving this discussion time for you. So if for any reason you cannot attend, please call: XXX-XXXX. We may be reviewing certain print materials so if need be please bring along your glasses.

Community Interveners Groups

Hello, my name is ______________. I’m calling from Ipsos-Reid, a national opinion research firm. We’re organizing a focus group to explore issues of importance to the country. Focus groups are discussions involving a small number of people that are brought together to talk about different topics. About eight people will be taking part, all of them randomly recruited by telephone just like you.

Participation is voluntary; all your answers will be kept confidential and will be used for research purposes only in accordance with laws designed to protect your privacy. All responses will be kept entirely confidential – no individuals will be identified in any way. We are simply interested in hearing your opinions – no attempt will be made to sell you anything. The format is a “round table” discussion lead by a research professional. An audio tape of the session will be produced for research purposes. The tapes will be used only by the research professionals to assist in preparing a final report on the research findings.

We are preparing to conduct a series of these discussions on behalf of the Government of Canada and are calling to see if you would be willing to participate. The discussion will take about 2 hrs and those who qualify and attend will receive $125.00 as a token of our appreciation.

I am looking to speak with someone who is 18 years of age or older. Would that be you?

Would you be interested in participating in this discussion which will be held at a [insert facility location] in [insert city]

• Yes CONTINUE
• No THANK AND TERMINATE

Now, I would like to ask you a few questions to see if you qualify to attend.

(INTERVIEWER RECORD GENDER, DO NOT ASK) (AIM FOR 50/50 MIX)

• Male (Continue for possible recruit)
• Female (Continue for possible recruit)

1. Do you or does anyone in your household work in any of the following areas? (READ LIST) [IF "YES" TO ANY - THANK AND TERMINATE]

• An advertising agency
• A market research company
• The media, that is for TV, radio or a newspaper
• Human Resources and Skills Development Canada

2. As part of your paid employment, or as part of the volunteer work you do, are you regularly called upon to provide support or assistance to seniors?

• Yes [CONTINUE FOR POSSIBLE RECRUIT]
• No [THANK AND TERMINATE]

3. And in what capacity are you called upon to offer support or assistance to seniors? [ RECRUITER: PROMPT FOR JOB TITLE AND LISTEN FOR DESCRIPTIONS SUCH AS PAID CAREGIVERS WORKING WITH OR OFFERING ASSISTANCE TO SENIORS IN THEIR HOMES OR IN A RETIREMENT/NURSING HOME OR IN THE COMMUNITY AT LARGE ON A REGULAR BASIS.]

• Social workers
• Police Officers
• Lawyers/legal aids
• Physicians
• Physiotherapists
• Pharmacists
• Nurses
• Nursing home staff
• Other: ______________

4. And can you describe the nature of your employment and how you are called upon to provide support or assistance to seniors?

[RECRUITER: LISTEN FOR REFERENCES TO DAILY INTERACTIONS WITH SENIORS]

If you were a super-hero, what kind of super-hero would you be? and why? Interviewer - listen for creative descriptions not one or two line answers. [Interviewer: If participant is hesitant to answer, refuses to provide an answer or is overly brief in their response, THANK AND TERMINATE, OTHERWISE CONTINUE.]

5. Have you ever attended a focus group discussion which was arranged in advance and for which you received a sum of money for participating?

• Yes [CONTINUE – MAX OF 3 PER SESSION]
• No [CONTINUE FOR POSSIBLE RECRUIT]

IF YES ABOVE, When was the last time you attended a group?

____________________ TERMINATE IF IN THE PAST 6 MONTHS, IF NOT, CONTINUE

IF PAST ATTENDER MORE THAN 6 MONTHS BUT LESS THAN 2 YEARS ASK – What was the subject matter covered in the group/groups you previously attended?___________________ IF SENIORS, ELDER ABUSE, FINANCIAL ABUSE – THANK AND TERMINATE]

IF PAST ATTENDER, How many focus groups have you attended in the past 5 years? ________ [TERMINATE IF MORE THAN 4]

6. Ok, I know this next question is going to sound a little weird but we want to make sure we have creative individuals around the table so humour me.

If you were a super-hero, what kind of super-hero would you be? and why? Interviewer - listen for creative descriptions not one or two line answers. [Interviewer: If participant is hesitant to answer, refuses to provide an answer or is overly brief in their response, THANK AND TERMINATE, OTHERWISE CONTINUE.]

7. Please tell me which of the following age categories you fit into.

• Less than 18 years of age [THANK AND TERMINATE]
• 18- 24
• 25- 34
• 35 - 44
• 45 – 54
• 55 – 64
• 65 years and older

(Note: AGE: ensure a good mix of ages)

8. Could you please tell me what is the highest level of education you have achieved, is it?

• Less than high school
• Some high school
• Graduated high school
• Some post secondary (university/community college)
• Graduated post secondary (university or community college)

(Note: ACADEMIC ATTAINMENT: ensure a good mix of education profiles)

9. What was your total household income for 2010? [ENSURE A GOOD MIX]

• Under $20,000
• Between $20,000 and $34,999
• Between $35,000 and $44,999
• Between $45,000 and $59,999
• Between $60,000 and $74,999
• Between $75,000 and $99,999
• Between $100,000 and $149,999
• More than $150,000

(Note: INCOME: ensure a good mix of economic profiles)

****(IN EACH LOCATION, PLEASE ENSURE 10 PARTICIPANTS ARE RECRUITED for 8 to show)

The session will be 2 hrs in length. We are reserving this discussion time for you. So if for any reason you cannot attend, please call: XXX-XXXX. We may be reviewing certain print materials so if need be please bring along your glasses.

Appendix III – Moderator’s Guide

English

FINAL GUIDE– HRSDC ELDER ABUSE CONCEPT TESTING FOCUS GROUPS

NOVEMBER 21, 2011

INTRODUCTION (5 Minutes)

• Explain to participants:
• Ipsos Group conducting research on behalf of Government of Canada (if asked Human Resources and Skills Development Canada is sponsoring the research)
• the length of session (2 hours)
• taping of the discussion
• one-way mirror and colleagues viewing in back room
• results are confidential and reported in aggregate/individuals are not identified/participation is voluntary
• the role of moderator is to ask questions, timekeeper, objective/no vested interest
• role of participants: not expected to be experts, no need to reach consensus, speak openly and frankly about opinions, no wrong answers
• get participants to introduce themselves and their occupation/hobbies, etc.

WARM UP (20 Minutes)

• When I say the words “Elder Abuse” what kinds of things come to mind? What do you think of?
• What are the most common forms of elder abuse?
• Is elder abuse a serious problem these days? What makes you say that?
• Is it a growing concern? If yes why do you say that? Who do you think carries the biggest responsibility in terms of addressing this problem?
• What kinds of things should/could be done in order to raise awareness about elder abuse and financial abuse? What steps could be taken? Who is/should be doing this work? [probe on GoC, Provinces/Territories, Municipalities, private sector, NGOs etc…
• What about financial abuse? Are you familiar with this term? What comes to mind when you hear the term financial abuse?
• Who is most vulnerable to financial abuse? Who are the perpetrators?

CONCEPT EVALUATIONS (90 Minutes)

ASSUMPTION – MAX OF 3 CONCEPTS TO BE TESTED

[NOTE TO MODERATOR – IN ALL MARKETS, ENSURE INDIVIDUAL CONCEPTS ARE PRESENTED IN RANDOMIZED ORDER FROM ONE FOCUS GROUP SESSION TO THE NEXT. LINE OF QUESTIONING BELOW TO BE REPEATED FOR EACH CONCEPT PRESENTED. ]

PARTICIPANTS ARE TO BE REMINDED THAT CREATIVE BEING PRESENTED IS NOT FINISHED PRODUCT RATHER CONCEPTS FOR AN EVENTUAL AD. WE ARE NOT LOOKING FOR ART CRITICS, WHAT IS KEY IS THEIR FIRST IMPRESSIONS OF THE CONCEPT, THE MESSAGES BEING COMMUNICATED AND WHAT THEY WOULD DO AS A RESULT OF SEEING AN AD LIKE THIS.

MODERATOR – DISPLAY STORY BOARDS – NARRATIVE TO BE SUPPLIED AND READ (ON CD OR DVD) BY CREATIVE AGENCY.

HAND OUT QUESTIONNAIRE, HAVE PARTICIPANTS COMPLETE PRIOR TO OPENING THE FLOOR TO DISCUSSION.

BROAD VIEWS OF ADVERTISEMENT:

• To start with I would like to show you/have you listen to a concept for an advertisement you might see in the coming months on your TV. After having shown you each concept I would like you to complete a short questionnaire based on this concept. I’ll be handing out a short questionnaire for each concept that I’m going to present before we open up the floor in order to discuss each treatment individually

[PRESENT CONCEPT BOARDS] – MODERATOR ALLOW A FEW MINUTES TO COMPLETE QUESTIONNAIRE FOR EACH CONCEPT PRESENTED – REMEMBER TO WALK PARTICIPANTS THROUGH QUESTIONNAIRE.

• Ok now that you’ve had an opportunity to complete your questionnaire, I’m curious, what are your first impressions of this concept…?
• Did you have an emotional reaction? What was your emotional reaction?
• What’s the first thing that jumped out at you, when you look at/listen to this concept? What is your eye drawn to?
• Are there specific words or images that are particularly effective in terms of getting your attention?
• What is the main message? That is, what is this concept trying to say?
• What’s the main goal/purpose?
• Is it a compelling ad? Would you do anything as a result of seeing it?
• What would you do? What makes you say that?
• Is it clear to you who is sponsoring this ad i.e. Who is this ad from? Who produced it?
• Did you learn anything new or important about financial abuse of seniors as a result of seeing/hearing it? What specifically?
• Is there anything confusing here? If yes, what is confusing? Are the situations depicted relevant? If no, why not?
• Should the ad depict a man, a woman or a couple?
• Do you find this concept offensive in any way? Why is that? Is that ok given the subject matter?
• Who do you think they will be targeting with this ad?
• Does the ad clearly indicate how to obtain additional information?
• Do you remember the website address given in the ad?
• Would you mention this ad to your friends and family? What makes you say that? How would you describe it? What would you tell them?
• Is there anything that could be done to improve on the way the information is presented? What specifically would you suggest?
• What type of information do you expect when calling 1 800 O Canada or visiting the www.seniors.gc.ca web site.

OK, NOW I’M GOING TO SHOW YOU/HAVE YOU LISTEN TO ANOTHER POSSIBLE CONCEPT AND WE’LL COMPLETE THIS SAME EXERCISE AGAIN.

MODERATOR – [ONCE CONCEPTS PRESENTED]

• (IF NOT MENTIONED PREVIOUSLY) Of the ads presented, which one do you like the best? Which one do you like the least? Which one speaks most to you? Explain.
• Which one provides you with a better understanding of what financial abuse of seniors is?
• Which concept would best help you recognize the signs and prevent financial abuse of seniors?
• Where would you expect to see an ad such as this?

(PROBE ON TIMING FOR TV ADS AND INTERNET. LESS FOCUS ON PRINT – NEWSPAPERS (MAJOR DAILIES VS. LOCAL\COMMUNITY PAPERS, ETC.)

Additional Prompts for Specific Concepts:

Concept A: ‘Unusual Suspects’

• What do you think about the use of a police line – is this appropriate when discussing financial abuse of seniors?
• Are the different types of financial abuse of seniors presented here relevant? Can you relate to them? Can you think of others?
• Are the different types of “unusual suspects” depicted here accurate? Can you relate to them? Are these people you would know?
• What about the language being used here? Too strong? Not strong enough?
• How do you feel about the policeman in the ad? (Probe if necessary: About what he said? Is the message appropriate to be coming from a police officer?)
• What emotion does this specific concept evoke in you?
• Prompt on call-to-action: What about when we hear ‘Financial abuse of seniors: It’s time to face the reality’… What do you think of that line? What do they mean by ‘it’s time to face the reality’ what are they looking for you to do here?
• What is the key message they are trying to convey in this concept?

Concept B ‘You worked’

• Why do you think they are portraying three different settings (living room chair, front door, kitchen table). Why do you think they used three different seniors? (visible minority –male or female, Caucasian male, Caucasian female) Do you think the use of three different seniors is an effective way of communicating the issue here?
• Do the situations portrayed here relevant?
• What type of elder abuse are we talking about here? Is it clear that it is financial?
• Who is/are the perpetrators here?
• What about the language being used here? Too strong? Not strong enough?
• Are there any elements of this concept that you think make it memorable? Which ones?
• What is the key message they are trying to convey in this concept?

Concept C ‘Faces of Abuse’

• What sets this concept apart? Do you need to see the victim’s face in order for this concept to work?
• Is this approach to depicting the different ‘faces of abuse’ easy to understand? Do the examples/ scenarios make sense to you?
• What are the different faces/roles that the woman is depicting? Are the different roles adding to or taking away from the message?
• What are they trying to convey with the police tape? Does it work? Why?/Why not?
• What is meant by the elderly lady snapping the police tape and walking away? What are they trying to tell you here?
• How do you feel about the use of the word “crime”?
• What about the language being used here? Too strong? Not strong enough?
• What is the key message they are trying to convey in this concept?

CONCLUSION (5 Minutes)

Do you have any other comments or thoughts about the advertising concepts you saw today/this evening? Do you think they are heading in the right direction or wrong direction with these concepts? What makes you say that?

Questionnaire

City: ______________

Group #:______________

Concept #: ________________

What are your overall impressions of this concept?

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What do you remember from this concept?

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What do you think is the key message being communicated here?

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Appendix III – Creative Concepts

English

Concept A – ‘Unusual Suspects”

Concept B – ‘You Worked”

Concept C – ‘Faces of Abuse”