POR 004-08
Contract Date: 2008-05-27
HRSDC Elder Abuse Awareness Campaign
Phase II Qualitative Research – Executive
Summary
September 2008
Submitted to: Human Resources and Social Development Canada
Contract #: G9178-070030/002/CY
Contact : POR-ROP@hrsdc-rhdsc.gc.ca
Ipsos Reid Public Affairs
One Nicholas Street
Suite 1400
Ottawa ON K1N 7B7
Tel: 613.241.5802
Fax: 613.241.5460
www.ipsos.ca
«Ce rapport est aussi disponible en français sur demande»
TABLE OF CONTENTS
Introduction.......................................................................................................................1
Background .................................................................................................................1
Objectives ....................................................................................................................1
Methodology
....................................................................................................................2
Key
Findings....................................................................................................................4
Taglines
.......................................................................................................................4
Reactions to the taglines presented .....................................................................4
Expectations based on taglines ............................................................................4
Brochure ......................................................................................................................4
Banner Ad ....................................................................................................................5
Introduction
Background
Recent media reports have brought the issue of elder abuse to the attention of the
Canadian public. Elder abuse can include physical, sexual, emotional/psychological,
and/or financial/material abuse.
On October 16
th
, 2007, the Speech from the Throne indicated that the Government of
Canada would introduce new measures to address elder abuse as part of its commitment
to a safe and secure Canada. The Government responded by announcing in Budget
2008 an overall investment of $13 million over three years, intended to help raise
awareness of issues surrounding elder abuse, along with providing vulnerable seniors
with appropriate assistance if they are affected. A significant portion of this investment
has been allocated to supporting the advertising component of the awareness campaign.
The goal is to create a campaign that raises the awareness of elder abuse as a subject of
concern to all Canadians and, especially, Canadians over the age of 65.
This research was the second phase of a project, the goal of which is to test advertising
by the Government of Canada on elder abuse. In the first phase, Ipsos Reid carried out
focus groups testing of three distinct advertising concepts presented in visual storyboard
format in order to identify the strongest, as well as to test for any particularly negative
resonances. More specifically, the first phase of focus group research was intended to
evaluate the advertising concepts on the basis of the effectiveness of their messages and
visuals, their overall impact, and the appropriateness of their content and messaging in
relation to the stated objectives of the Government of Canada in developing this
campaign. One storyboard/direction was selected from phase1.
In the second phase we tested one final filmed and produced television advertisement
with two alternate and different taglines (‘Elder Abuse is real. Spot it. Stop it. To learn
more: Visit seniors.gc.ca or call 1 800 O-Canada’ and ‘It’s time to face the reality of Elder
Abuse. To learn more: Visit seniors.gc.ca or call 1 800 O-Canada.’) This was intended as
both a ‘disaster check’ to ensure that there were no negative resonances from the
advertisements, but also to elucidate which of the two taglines were preferred. Similarly,
we also tested opinions on Internet banner advertisements with the same alternative
taglines. Finally, we tested reactions to an information brochure on elder abuse that would
be sent to those calling 1-800 O-Canada, or going online to find out more information.
Objectives
The research objectives for this study were to evaluate the advertising concepts and
brochure against the overall objectives of the advertising campaign, which are:
•
First, to raise the level of general public awareness of what constitutes elder abuse;
•
Second, to inform seniors that help is available and where it can be found; and
•
Lastly, to inform Canadians of their role in helping to identify/report elder abuse.
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Methodology
Ipsos Reid conducted a total of six focus groups in two locations: three French language
groups in Montreal, and three English language groups in London, Ontario. Focus groups
were two hours in duration and were held in professional focus group facilities.
In order to address the various audiences targeted by the awareness advertising
campaign, focus groups were conducted with seniors (65 years of age and over);
caregivers (i.e., people who provide assistance to seniors); and members of the general
public (18 to 64 years of age). In each location one group was conducted with each of the
three audiences.
Ipsos Reid used special screener questions in order to ensure that no caregiver/care
receiver relationships were present in any of the groups.
Ipsos Reid, in collaboration with HRSDC, developed recruitment screeners in order to
ensure optimum representation in each of the groups, according to the criteria set out
above.
For the caregivers and general public groups, Ipsos Reid recruited ten participants to
each group, for eight to show. For the seniors group, a total of eight participants were
recruited for each group for six to show. Past experience with this specific audience has
shown that this was the optimum group composition to ensure sufficient time was afforded
to each participant to express his or her opinions. All focus group participants were
provided an incentive for their participation.
Focus group participants were required to produce a piece of identification (i.e., drivers
license, health card, birth certificate, etc.) to verify their identity and eligibility to participate
in the sessions. In addition, participants were informed, prior to commencement of
individual sessions, of Ipsos Reid’s intent to video and audiotape sessions, and were
asked to provide written consent for audio and video taping. At the time of the sessions,
participants were reminded of the purpose of the research, the study sponsor, and Ipsos
Reid’s mandate to carry out the research. Additionally, participants were informed that
their participation in the study was voluntary, and that their contribution during the focus
groups was confidential, and would not be attributed to them personally.
The focus groups were held on Thursday, September 4
th
, 2008. Groups with seniors were
held during the day in order to ensure the availability of participants and to promote
optimum participation.
Ipsos Reid developed all research instruments in close consultation with HRSDC.
Research instruments were designed to ensure the final advertisements met their stated
objectives (with no objectionable content or reason not to run the ad). In addition
instruments were designed to identify the most favourable and effective of the two
taglines, and to obtain feedback on reactions and improvements on the brochure.
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
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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.
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Key Findings
•
The elder abuse campaign was well received in all groups. Most were of the view that
such an initiative was long overdue, and that it was appropriate for the Government of
Canada to be raising awareness on the issue of elder abuse.
•
The TV ads were considered memorable, and many agreed that it would likely foster
further discussion about the issue among friends and family.
•
Participants considered the television ads to be impactful, often characterizing them as
hard-hitting, shocking, and sad, but appropriate given the subject matter. Overall, the
visuals presented clearly depicted various forms of elder abuse.
•
There was agreement that these ads would be effective in terms of raising public
awareness about elder abuse, as well as its prevalence in society.
•
Given the impact created by the visuals which were deemed to be very compelling,
initial recall of both taglines - ‘Spot it. Stop it’ or ‘Face the Reality’ – as well as the
contact information provided were low. It should however be noted that for testing
purposes participants were only shown each of the advertisements twice.
Taglines
Reactions to the taglines presented
•
Little attention was paid to either of the taglines tested, few if any having noticed the
alternate wording on an unprompted basis. However, when each version was read out,
participants expressed a clear preference for ‘Spot it. Stop it.’ rather than ‘It’s time to
face the reality of Elder Abuse.’ As was the case in phase one of the research, ‘Spot it.
Stop it.’ was once more felt to be more of a call to action and more likely to both get
attention, and motivate people to act on this issue. This was particularly the case in the
strong alliterative English tagline ‘Spot it. Stop it’ compared with the French version
‘
Ouvrez les yeux. Agissez.
’
Expectations based on taglines
•
Expectations varied greatly depending on which tagline was presented. ‘Spot it, Stop
it./ Ouvrez les yeux. Agissez’ was more likely to motivate viewers to take immediate
action, however it created very high expectations as far as likely outcomes i.e.,
immediate resolution of the problem – la dénonciation. Many questioned the
government’s ability to fulfill the expectations created by this tagline. Alternatively, ‘It’s
time to face the reality/Il est temps d’ouvrir les yeux’, although considered a softer call
to action was deemed to be more in line with what can be expected when calling a 1-
800 line, and particularly one hosted by the Government of Canada.
Brochure
•
Overall reactions to the brochure tended to be positive; the content was regarded as
appropriate and sufficient. Furthermore the vocabulary used was generally seen as
accessible to all. Visually speaking, the verbal and financial abuse images depicted in
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the inside cover of the brochure were considered less effective as static images rather
than the moving images used in the television advertisement.
•
In terms of content, reactions to the ‘Federal Activities on elder abuse’ section were
mixed, with some questioning the necessity and the Government of Canada’s rationale
for including such information. Additionally, the ‘What are indicators of elder abuse’
section was the source of some debate among caregivers, and gen-pop groups
particularly. Some participants commented that these weren’t necessarily signs of elder
abuse but of ageing more generally, whereas others found this approach effective.
Finally, some participants questioned the necessity of the ‘Awareness of elder abuse in
Canada’ section and the statistical information presented was equally mixed. That said,
others commented that these numbers reinforced the gravity of the situation and would
reassure those dealing with the issue that they are not alone.
•
Although generally well received, some questioned how the brochure would be
distributed and used. Concerns tended to focus more generally on whether there was
too much, or not enough, information presented. The discussion tended to centre on
whether the information presented was sufficient for someone who had already taken
the time to call or enquire online about elder abuse. Additionally, there was some
discussion about possibly taking a more targeted approach to distributing this type of
information i.e., hospitals/doctors clinics, long-term care facilities, retirement homes, or
CLSC -
Centres locaux de services communautaires
(in Quebec).
•
Many commented that although useful to some extent, the content was more general in
nature and would therefore necessitate additional calls/emails in order to access more
specific information. In this sense, there was some question as to whether the brochure
delivered on the promise of more concrete information implied in both of the TV
advertisements.
•
Participants also noted a lack of local telephone numbers to call for help or further
information, which many would have expected to find.
Banner Ad
•
Participants were split on whether they clicked on banner ads or not, with many saying
they never clicked on such ads.
•
Reactions to the banner ads were lukewarm at best. Seniors often commented that
they would not use/click on them. Others said that unless elder abuse was already a
relevant subject to them, or if they had specific concerns, they would be unlikely to click
on these banners. That said, there was recognition that this medium is being used as
part of the media mix in order to reach a wide audience.
•
Some suggestions were made to increase the size of the images presented,
particularly those depicting the different forms of elder abuse (for example, the woman
being physically abused by the younger man.) The image of financial abuse was seen
as particularly difficult to understand, and all the more so if participants had not already
seen the television ad.
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