Research on Ovarian Cancer Action Washroom Campaign
Research conducted by the ROI Team to evaluate the effectiveness of the washroom campaign by Ovarian Cancer Action in November 2015 at Shoreditch Stables. The study aimed to understand the delivery of communication, establish awareness levels, investigate preferred communication approaches, and measure message effectiveness and subsequent actions. Surveys were conducted at shopping centers where the campaign was displayed, targeting female visitors to assess the impact and reach of the messaging.
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Ovarian Cancer Action understanding effectiveness of washroom campaign November 2015 Shoreditch Stables 138 Kingsland Road London E2 8DY info@roiteam.co.uk www.roiteam.co.uk
Research Objectives Build understanding of the delivery of communication campaign by Ovarian Cancer Action Establish levels of awareness and understanding Investigate preferred approach/location for communication of these messages Measure effectiveness of messages delivered, and consequent propensity to act 2
Research Approach ROI Team carried out a survey of female visitors at two shopping centres where the autumn poster campaign promoted by Ovarian Cancer Action was displayed. Fieldwork took place on the following days: Hammersmith Broadway Centre, Monday October 5th (101 interviews) Liberty Centre, Romford, Friday October 9th (118 interviews) We used a team of Supervisor plus 3 female interviewers at both centres, working from 10am to 5.30pm (Hammersmith) and to 5pm in Romford Visitors appearing to leave the washrooms were approached for interview on a next available basis, which we believe replicated the profile of visitors to the centre, including their ethnic profile Everyone agreeing was taken through the short standard questionnaire. Interviewers were briefed to be attentive for anyone appearing to be distressed by the subject, and information provided by Ovarian Action was offered to all participants The Liberty was a busy centre and a busy washroom. Hammersmith Broadway has more the nature of a transport hub than a shopping centre, with most people in rapid transit. Also at that centre there is a charge to use the washroom, which was therefore relatively quiet. It was much more challenging to achieve target at Hammersmith Broadway, and participants were less accommodating 3
Distribution of respondents It can be seen that visitors interviewed in Hammersmith Broadway (green dots) travel there from quite a broad swathe of West London, with significant numbers using the M4 corridor to arrive in Hammersmith. It appears that the Hammersmith posting has delivered a wide geographical reach Hammersmith Romford 4
Distribution of Respondents Visitors to the Liberty Centre, Romford (purple dots) are seen to come almost entirely from the immediate catchment, with just a handful coming from towns and villages within 30 minutes travel time Hammersmith Romford 5
Ovarian Cancer Action : Survey of Washroom Campaign 6
Age profile The Hammersmith profile is rich in young professionals working locally and travelling through the centre, with the age range 25 to 44 contributing almost half of visitors. Romford shows a much more mature profile, with almost half aged over 45, including a quarter over 65 Hammersmith Romford 35% 32% 30% 24% 24% 25% 22% 20% 20% 20% 14% 14% 15% 13% 10% 7% 5% 5% 5% 0% 16-17 18-24 25-34 35-44 45-64 65+ 8 Q11. Which age group do you fall into? Base: 218
Employed Status The age range is also reflected in the employment profile. Hammersmith shows a large proportion of students, with 1 in 5 identifying with that status, and more than 1 in 7 not employed . In Romford retired folk outnumber those in full time employment, and less than 1 in 10 is a student. Romford Homemaker 9% Full-time employed 23% Homemaker 3% Hammersmith Retired 3% self-employed 5% Retired 25% Student 9% Part-time employed 13% Not Employed 8% Full-time employed 40% self-employed 2% Part-time employed 23% Not Employed 14% Student 21% 9 Q12. What is your employment status? Base:217
Ethnicity profile By approaching participants on a next available basis our approach aims to replicate the overall visitor profile. It can be seen that Hammersmith offers an ethnically mixed profile with almost 1 in 5 identifying as from an Asian ethnicity. Romford on the other hand presents a solidly white profile, with only 1 in 7 from all other ethnicities combined. White Asian Black Mixed Other 54% Hammersmith 19% 13% 8% 5% Romford 84% 5% 6% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 10 Q13. What is your ethnicity? Base: 110
Ovarian Cancer Action Campaign : Awareness and understanding 11
Awareness of Ovarian Cancer Campaign at key centres Considering the scale of this campaign, awareness at both centres is very high, suggesting that both poster and posting location have been effective. In Romford almost half of washroom users are aware, reflecting partly the higher frequency of visiting a neighbourhood centre as opposed to the transient Hammersmith population. Yes No Hammersmith 34% 66% Romford 47% 53% 0% 20% 40% 60% 80% 100% 120% 12 Q1. Have you seen any posters around this shopping centre recently about Ovarian Cancer? Base: 219
Recall of campaign imagery When prompted by being shown the poster, awareness rises a little, by rather less than we would expect, suggesting this is a poster treatment that communicates and generates recall instantly Hammersmith 48% 52% Romford 56% 44% Yes No 0% 20% 40% 60% 80% 100% 120% 13 Q2. Have you seen this image? Base: 220
Recall of campaign features The washroom campaign is delivering strong recall of key messages, with a markedly higher recall of symptoms from respondents who have seen the poster in the washroom locations 80% seen poster elsewhere seen poster at shopping centre 70% 70% 59% 60% 50% 40% 30% 24% 20% 11% 9% 10% 6% 5% 5% 5% 5% 0% Symptoms Risk Factors Who to contact Other None 14 Q4. What information do you remember from the poster? (Multiple response) Base: 217
Recall of symptoms The poster effectively communicates potential symptoms in a memorable way. Three of the five symptoms communicated are recalled by 1 in 5 visitors or more. Our options included three plausible but incorrect symptoms, and all three together achieve only 10% recall 30% 26% 25% 23% 19% 20% 15% 11% 11% 10% 10% 5% 0% Bloating Frequent Urination Tummy Pain Difficulty eating Don t know/cant recall Inferred Symptoms 15 Q5. What are the main symptoms of Ovarian Cancer that you can remember from the posters? Base: 436 (all responses, multiple responses)
Recall of campaign locations Although the campaign was appearing at various other locations during fieldwork, these washroom locations were by far the most memorable for these visitors. Given the context the recall of pharmacy locations is surprisingly low 90% 78% 80% 70% 60% 50% 40% 30% 20% 11% 10% 10% 2% 1% 0% Shopping Centre Washrooms At the GP Surgery Not sure/blank B-Near Centre Entrance D-Pharmacy 16 Q3. If Yes, where? (Multiple response) Base: 115
Call to action Of our sample only 1 in 100 would now ignore potential symptoms of Ovarian Cancer, and well over half would take the most effective route and seek medical attention. This seems most strongly observed by those who noticed the poster in the washrooms, indicating the appropriateness of the location. 70% 66% seen poster elsewhere seen poster in centre 58% 60% 50% 40% 30% 25% 22% 20% 14% 8% 10% 2% 1% 1% 1% 0% Seek Medical Attention Speak to family/friends Internet Speak to Cancer Charity Nothing 17 Q6. If you had these symptoms, what would you do? (Multiple Response) Base: 217
Propensity to act The campaign is successful in prompting action as well as recall, with 3/4 saying they are now more likely to take action, after seeing the poster No 21% Yes 79% 18 Q7. After seeing this poster, are you more likely to take action if you have concerns about these symptoms? Base: 219
Inherited knowledge of Ovarian Cancer and symptoms Exactly half of respondents had some prior knowledge of Ovarian cancer and its symptoms, with medical sources such as GP s and hospitals providing most knowledge. Media 34% GP/Hospitals/Schools 43% Friends/Family 24% No Yes 50% 50% 19 Q8. Before seeing this poster, have you ever seen any information about Ovarian Cancer and its symptoms? (If yes, where?) Base: 218; / 101
Perception of campaign promoters Two thirds of visitors believe they do know the organisations behind the campaign. But of those half (ie one third of respondents) cite the most visible brand in the sector. The town centre fieldwork location will also prompt this response, as visitors are familiar with seeing Cancer Research collectors in the town 40% 35% 34% 35% 30% 25% 20% 14% 15% 10% 7% 7% 5% 2% 1% 0% 0% 0% Not Sure Cancer Research UK Ovarian Cancer Action MacMillan Target Ovarian Cancer Ovacome Natracare The Eve Appeal Robin Cancer Trust 20 Q9. Who do you think is behind this awareness campaign for Ovarian Cancer? Base: 234
Awareness of Natracare Natracare is not a heavily promoted brand and we imagine10% awareness among this sample is strong Yes 10% No 90% 21 Q10. Have you heard of Natracare organic and natural sanitary products? Base: 216
Ovarian Cancer Action Campaign Headlines and recommendations 22
Ovarian Cancer Action Headlines and recommendations Our observations are based on analysis of survey data from interviews with a total of 219 females exiting washrooms in the Hammersmith Broadway centre, also in the Liberty Centre, Romford. Of the two locations evaluated, Hammersmith Broadway delivered wider geographical reach. The Liberty centre on the other hand delivers an almost entirely local clientele. Awareness of both the campaign and the posters themselves is higher in Romford, where most visitors are from nearby. The washroom is an effective location for the posters, which is likely due to the captive audience (78% of respondents recalled seeing the poster in the washroom) and the appropriateness of the location Overall, the campaign has been successful in influencing people to act on potential symptoms of ovarian cancer (79% of respondents would take action after seeing the poster). 23
Ovarian Cancer Action understanding effectiveness of washroom campaign November 2015 Shoreditch Stables 138 Kingsland Road London E2 8DY info@roiteam.co.uk www.roiteam.co.uk
