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‘Check the Label’ Evaluation Report Pack

2010

Produced by Katie McBey (Cannock Chase Council) & Chloe Shrubb (Staffordshire County Council)

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‘Check the Label’ Evaluation Report Contents

1. Executive Summary Pages 3-4 2. Introduction - setting the scene Pages 5-6

3. Strategy

3.1 Campaign objectives Pages 7-8 3.2 Communication Channels Pages 7-10 3.3 Media Coverage Pages 10-12 3.4 Opportunities to See Pages 12-19 3.5 Budget Page 20

4. Key Findings

4.1 Setting the scene Page 22 4.2 Awareness of campaign Page 23 4.3 Where the campaign was seen Page 24 4.4 Awareness of campaign messages Page 25 4.5 Campaign ratings Page 26 4.6 Effectiveness of campaign Page 27

5. Evaluation in summary Page 29 6. Future recommendations Page 29

Appendix 1: Samples of marketing literature Appendix 2: Press coverage Appendix 3: Questionnaire

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1. Executive Summary There are thousands of young people living in Staffordshire that make extremely valuable contributions to our society. However, it is a fact that Staffordshire’s fear of crime figures are higher than they should be and there is a widespread negative perception of young people. Teenagers hanging around the streets are also a concern for Staffordshire residents in relation to anti-social behaviour. In response to this, Staffordshire County Council and Cannock Chase District Council invited partners to develop a campaign featuring real young people who make positive contributions to their community. The campaign aimed to challenge people to ‘Check the Label’ and to try and change their perceptions of young people in Staffordshire. A communications campaign was launched on July 23rd 2010 and used a variety of communication channels to spread the word including a case study video, bus and radio adverts, social networking activity and presentation, debates and discussions at community forums. Between July and September 216 street and event surveys were carried out and the Staffordshire People’s Panel were also questioned to gain opinion, monitor and evaluate the effectiveness of the campaign. Feedback also included online forms, competition entries, social networking discussions and community forum reaction and response. The survey (predominantly residents living in the campaign delivery areas) indicated that awareness of the campaign was fairly good as 25.4% had seen or heard of it, although 72.7% had not. Just 10% of respondents from the Staffordshire People’s Panel were aware of the campaign. This could be attributed to the fact that many of the People’s Panel live outside the areas where the campaign concentrated. Once aware of the campaign, the majority of people were fully supportive of the objectives. 81% of the people surveyed at events and in the street said they agreed with the aims of the campaign. A successful 85% of the Staffordshire People’s Panel agreed with the aims of the campaign also. 82.8% of people surveyed at events and in the street said that the ‘Check the Label’ campaign would make them think twice before forming an opinion about young people. Most of the people who were aware of the campaign had read about it in their local newspaper (30%) or in a council publication (11%) or they had seen a poster at a bus shelter (10%). The key messages of the campaign were conveyed successfully to the public – 31% of people thought the campaign was promoting ‘young people aren’t as bad as you think’, 17% thought the message was ‘young people do positive

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things’ and 22% recognise that ‘not as many young people as you think are involved in crime’. The campaign website proved to be very popular also with 7,566 page views and 1,284 unique visitors. 697 people clicked to support the campaign and 57% of those were over the age of 45. This is a great achievement considering the target audience was older adults. The campaign was well received in the social networking world also.182 people chose to ‘like’ the facebook page and many took part in the discussion forums.

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2. Introduction – setting the scene There are many young women and men across the whole county that work hard to improve their neighbourhood, help others, set up pioneering projects, work with others to champion initiatives, share great talent and work hard in local industry and help our economy grow. Staffordshire County Council alone works directly with many young people as carers, volunteers, members of the Youth Action Kouncil (YAK), Members of Youth Parliament (MYPs), and apprentices that all give something back to their community Despite this, consistent stereotypes in the local, regional and national media at times paint another picture. Young people can often be labelled as yobs, a nuisance, rowdy, intimidating, threatening and lazy. Teenagers hanging round the streets’ are a concern for Staffordshire residents in relation to anti-social behaviour. A number of different sources show that young people hanging around is a large concern for Staffordshire residents. The table below shows the percentage of residents living within Staffordshire who perceive this as a fairly or very big problem, when compared with other measures of anti-social behaviour. ‘Teenagers hanging around the streets’ consistently emerges as the number one concern. More recently the Staffordshire People’s Panel were questioned about anti-social behaviour in their county. Just 37% of people thought that the police and their local council were dealing with anti-social behaviour and 68% believed that anti-social behaviour is committed by people under the age of 30. It is recognised that unfortunately a small minority of young people do live up to this stereotype but it is important to highlight the large percentage of young people that do not. In fact, statistics show that fewer than 1% of Staffordshire’s young people are actually involved in offending.

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Recent survey results:

Name of Survey Teenagers hanging around

Anti-social behaviour incl. vandalism, graffiti and other deliberate damage

People using or dealing drugs

People being drunk or rowdy in public places

Rubbish and litter lying around

Cannock Chase Council’s Citizen’s Panel Winter 2009

41.6% 29.8% 21.3% 18% 35.2%

Feeling the Difference Survey – Staffordshire June 2009

47% 26% private property 30% public property

23% 36& 44%

Feeling the Difference Survey – Cannock Chase June 2009

44% 17% private property 21% public property

25% 26% 33%

Staffordshire Place Survey 2009

45% 29% 31% 30% 36%

Cannock Chase Place Survey 2009

30.5% 50.2% 40.3%

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3. Strategy Staffordshire County Council in partnership with Cannock Chase Council, Staffordshire Police and East Staffordshire Borough Council developed a countywide social marketing communications campaign to address the negative stereotypes that are often associated with young people. This partnership approach ensured a unified message was communicated which would in turn increase the impact and be more cost effective. The idea of this campaign was taken from a successful campaign ran by Lambeth Council in May 2009. The style and imagery remained the same; however, a distinctive Staffordshire feel was added in order to make it more meaningful to our residents. A wide scale marketing campaign was launched in July 2010 and portrayed positive images of young people. All the young people featured in this campaign were real Staffordshire young people, representing as many walks of life and achievements as possible. This approach was then expanded further throughout the campaign. The campaign communicated key messages and supported Staffordshire Young People’s Service communications strategy. It also highlighted the support and activities available to young people across the district. 3.1 Objectives: There were a number of objectives for this campaign and these were as follows:

To challenge the negative perception of young people To increase the positive imagery and reduce stereotypes of young

people To highlight the support services and activities available to young

people To highlight young people’s talents, achievements and contributions

towards their community To have a positive impact on the NI21 indicator

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(NI21: It is the responsibility of the police and other local public services to work in partnership to deal with anti-social behaviour and crime in your area. How much would you agree or disagree that the police and local public services are successfully dealing with these issues in your area?)

To increase positive news coverage of young people To contribute towards Cannock Chase Council’s CHASE objectives

o Safer and Stronger Communities o Children and Young People

3.2 Communication Channels: There were many ways of promoting the message ‘Check the Label’ and these were as follows:

Press releases were issued before, during and after the campaign A free prize draw for the completion of a ‘Check the Label’ postcard –

local residents were asked to share their views about the campaign and their experiences with young people

Posters were displayed in key locations across the districts

Postcards were sent out to local residents and were distributed at local community events

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Bus stops adverts

80 internal bus panels were displayed in buses on routes around areas in Cannock Chase District and East Staffordshire Borough.

10 external bus panels were displayed on the rear of buses on routes around areas in Cannock Chase District and East Staffordshire Borough.

An Advan was driven around areas in Cannock Chase District and East Staffordshire Borough over 12 days

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A member information sheet was distributed to all councillors An article went into Your Staffordshire – the county’s residents’

magazine A video was created and could be downloaded from the website

www.checkthelabel.net. It was also uploaded to each partner’s YouTube channel.

A facebook page was created which invited discussion and debate. Plasma screens in public access council buildings A website was created for the purpose of the campaign

www.checkthelabel.net. Profiles of the young people featured throughout the campaign could be downloaded from this site along with other positive activities that young people are involved in across Staffordshire

Links were set up from partner websites linking to the main ‘Check the Label’ website

Officers from Cannock Chase Council and Staffordshire County Council attended a number of community events in order to promote the key messages of the campaign and to carry out consultation and ongoing evaluation. These events included:

o The National Play Day o Park Fest o Community Forums – 4 meetings across Cannock Chase

District o Anti-Social Behaviour Resident’s Group o Halloween Fest in Springfields, Rugeley o Staffordshire Young People’s Service promoted the campaign

through the use of the Youth Bus o Library events o Street surveys

3.3 Media Coverage: The media covered the campaign week commencing 23rd July 2010 for the launch and then continued to feature the campaign and feature ‘Check the Label’ case studies throughout the duration of the campaign. Print media All print media coverage can be found in Appendix 2 The total AVE of the media generated was £1,607.22. This is detailed in the table below: Title Paper Cost Summer of praise to young

Cannock & Rugeley Chronicle

£94.50

Promoting young people Express and Star £207 Opinions sought on young

Cannock & Rugeley Chronicle

£73.50

Prizes offer in survey of Express and Star £72

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youngsters ‘Check the Label’ is the message in poster campaign

Cannock & Rugeley Chronicle

£403.20

Challenging stereotypes of young people

Chase Post £116.20

Checking labels are positive

Express and Star £193.50

Contest puts positive spin on youngsters

Tamworth Herald £41.12

Town Mayor backs ‘not all youths are bad’ campaign

Biddulph Chronicle £252

Will challenges negative stereotypes

Tamworth Herald £154.20

Overall total: £1,607.22 Online coverage The media also covered the campaign successfully online with features on local and regional blogs and online news sites. Staffordshire Children’s Trust Pit n Pots blog news

Tamworth Herald The Sentinel – This is Staffordshire

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Tamworth Blog Staffordshire Newsletter

3. 4 Opportunities to See: Various communications methods were used so the ‘Opportunities to See’ would have been extremely high. This is broken down as follows: Bus Shelters: The ‘Opportunities to See’ in the Rugeley area were as follows: There are currently 5 bus bays at Rugeley Bus Station with 6 regular bus routes going through. There were 2 bus shelter adverts displayed in 2 of the bays. The number of buses that pass through the bus station every week is approximately 1,031. The ‘Opportunities to See’ over one week would have been 36,085. The ‘Opportunities to See’ in the Hednesford area were as follows: There are currently 5 bus bays at Hednesford Bus Station with 13 regular bus routes going through. There were 2 bus shelter adverts displayed in 2 of the bays. The number of buses that pass through the bus station every week is approximately 1,574. The ‘Opportunities to See’ over one week would have been 55,090. The ‘Opportunities to See’ in the Cannock area were as follows: There are currently 10 bus bays at Cannock Bus Station with 23 regular bus routes going through. There were 5 bus shelter adverts displayed in 5 of the bays. The number of buses that pass through the bus station every week is approximately 4,293. The ‘Opportunities to See’ over one week would have been 150,255.

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The bus shelter adverts were displayed from 2nd August 2010 until 1st October 2010. The ‘Opportunities to See’ over the 9 week advertising campaign were as follows:

241,430 per week which equates to 2,172,870 over the 9 week period

Please note: The ‘Opportunities to See’ is based on a full bus capacity of up to 35 seats. Bus Advertising (internal and external): The internal and external bus advertising launched on 26th July 2010 and ran until 5th September 2010. The types of bus advertising used were 80 internal passenger headliners and 10 external rear panels. These were displayed on and in Arriva buses across Cannock Chase District and East Staffordshire. The objectives of the bus advertising were:

To target bus users particularly local residents and young people between 13 and 25 years old

To promote the key messages of the ‘Check the Label’ campaign To change the stereotypes and perceptions associated with young

people

The passenger panels provided: A one to one relationship with the passengers Dwelling time of 20 minutes A detailed message

The ‘Opportunities to See’ (OTS) over the 6 week advertising campaign were as follows:

8,600 passengers per week which equates to 51,600 passengers

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Advan: The Advan campaign was launched on 28th July 2010 and ran over 12 days up until 28th August 2010. The routes were as follows:

Date Time Route 28th July 10am – 6pm Morrison’s car park in Cannock; Hednesford Park; Hednesford

Town Centre; drive around Hednesford area; Cotswold Road Park; drive around Rugeley area; Morrison’s car park in Rugeley

29th July 10am – 6pm East Staffs – drive around Horninglow/Eton area; Shobnall Leisure Centre Car Park; Western Springs Play Park; Rugeley Town Centre; Burton-on-Trent Library car park; drive through Brizlincote Valley and stop at Tesco car park; drive around Branston area

30th July 10am – 6pm Asda car park, Avon Road, Cannock; Bevan Lee Community Centre, Cannock; Bettys Lane Park, Norton Canes; Tesco car park, Heath Hayes; Tesco, Town Meadows, Uttoxeter; drive around Tutbury area; drive around Stretton area

31st July 10am – 6pm Cannock Town Centre; Hednesford Town Centre; Rugeley Town Centre; drive through Heath Hayes area; drive through Norton Canes area; Burton Town Centre; Uttoxeter Town Centre

11th August 10am – 6pm Hednesford Town Centre driving around; Hednesford Park; Rugeley Town Centre; Morrison’s in Rugeley on Market Street; Lichfield Street, Rugeley; Rugeley Town Centre

12th August 10am - 6pm Tesco’s in Heath Hayes; Tesco’s in Uttoxeter; Uttoxeter Town Centre; drive to Burton; Burton Town Centre; drive around the Octagon Centre; Burton Town Centre

13th August 9am – 5pm Rugeley Town Centre; Uttoxeter Town Centre 14th August 9am – 5pm Burton Town Centre; Cannock Town Centre 25th August 10am – 6pm Hednesford Town Centre driving around; Hednesford Park;

Rugeley Town Centre; Morrison’s in Rugeley on Market Street; Lichfield Street, Rugeley; Rugeley Town Centre

26th August 10am – 6pm Tesco’s in Heath Hayes; Tesco’s in Uttoxeter; Uttoxeter Town Centre; drive to Burton; Burton Town Centre; Tesco’s in Burton; Asda, Burton

27th August 9am – 5pm Rugeley Town Centre; Uttoxeter Town Centre 28th August 10am – 6pm Cannock Town Centre; Cannock Park – Park Fest event

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Website: A dedicated website www.checkthelabel.net was developed for the campaign. Each partner linked to this site from their own websites. This was a key channel to not only inform visitors about the campaign and its aims but to also gain feedback, monitor support and perception and publicise positive work that young people are involved in locally. The website hosted an ‘About the campaign’ page, a ‘Meet our role models’ page, a ‘What do you think?’ section which included a feedback form and competition, a ‘latest news’ page which showcased some of the most successful projects that young Staffordshire people are involved in, a ‘Find out more’ section and a ‘Support the campaign’ area.

Homepage Meet our role models Latest news

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What do you think? About the campaign

Website Analysis (Statistics taken between 23/07/10 – 01/12/10)

• Total page views: 7, 566 • Total unique visitors: 1, 284 • There was an average of 5 page views per visit • The average time spent on the site was 3mins and 15secs. • 58% of views were made between 23/07/10 – 31/08/10 • 697 ‘clicked to support’ the campaign • 31 people entered the prize draw

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Support Analysis

Please find the breakdown of the 697 people who ‘clicked to support’ by age range: Under 18: 99 18 – 30: 109 30 – 45: 89 45 – 60: 160 60 plus: 240 Of the 697 who ‘clicked to support’ the campaign on www.checkthelabel.net, 57% were over the age of 45 which is a great achievement considering the aim was to change the perceptions of older people. Facebook Analysis: A facebook page was created for the ‘Check the Label’ campaign.

The details of this page are broken down as follows:

633 views made on the wall section 188 views made on the information section 105 views made on the YouTube section 102 views made on the photos section 84 views made on the discussion board section

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The number of people who ‘liked’ the campaign was 182. Out of the 182, 51% were female and 47% were male. The age groups were as follows: 13 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55+ Female 18% 7.7% 12% 8.2% 3.3% 2.2% Male 18% 9.3% 9.9% 5.5% 4.4% 0.55%

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Video A short video was produced to promote the campaign and spread the word. The video features the campaign’s role models. They showcase their work and discuss the issue of stereotypes. The video features on the campaign’s website and all partners YouTube channels. The video also formed part of the touring presentation to members of the public at community meetings.

Total video views (taken from all partner’s YouTube channels & website): 1065

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3.5 Budget: Contributions from partners were as follows: Staffordshire Police £1,500 East Staffs Borough Council £2,000 Cannock Chase Council £3,000 Staffordshire County Council £3,000 The budget allocated towards this campaign was £9,500. The campaign came in under budget at the cost of £8,809.84. The budget was broken down as follows: Description of item Cost Design, photography and filming sessions

£1,900

Printing of A4 posters (2,000) £314.34 Printing of A3 posters (200) £72.87 Postcards A6 (10,000) £672.63 Bus stop adverts (Cannock only) £600 Internal bus advertising (80 panels) £1,000 External bus advertising (10 panels) £710 Advan tour (12 days) £3,440 Consultation boards £100 Check the Label pledge - website Free Check the label film Part of design fee Facebook Free Overall budget £8,809.84 The remaining £690.16 will be carried over to the follow up partnership campaign.

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4. Key Findings Officers from Cannock Chase Council and Staffordshire County Council attended a number of community events over the summer in order to carry out consultation and evaluation on ‘Check the Label’. Consultation included the following:

Community forums x 5 Anti- social behaviour Focus Groups Library sessions Street surveys National Play Day event Park Fest event

The Staffordshire People’s Panel is made up of over a thousand members of the public and is used to gauge how the county council and partners are performing. Throughout the campaign the People’s Panel were questioned on ‘Check the Label’ and its success. All engagement and consultation will help measure how effective this campaign has been at changing people’s perceptions and stereotypes of young people. The results of all feedback are detailed below:

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Analysis from Questionnaire results: A total of 216 surveys were completed over the duration of the campaign. 18.5% (40) were completed by people living in Cannock Chase District. 4.1 Setting the scene How far do you agree or disagree that young people are primarily responsible for crime and anti-social behaviour in Staffordshire? As the graph shows above, 41% (89) of the people surveyed countywide either strongly agreed or agreed that young people are the main perpetrators of crime and anti-social behaviour in Staffordshire. This was the same case in Cannock Chase as 32.5% (13) felt the same way. Of the 40 surveyed in Cannock Chase, 40% (16) of people either disagreed or strongly disagreed that young people are the most common offenders, compared to only 32.9% (71) from the 216 surveyed countywide. These results evidently showed that there was a need to develop a campaign to challenge these thoughts and change peoples perceptions towards young people.

Are young people primarily responsible for crime and anti-social behaviour in Staffordshire?

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23

26

18.5

14.4

7.5

25

27.5

32.5

7.5

0 5 10 15 20 25 30 35

Strongly agree

Agree

Neither agreen nor disagree

Disagree

Strongly disagree

percentage

Cannock ChaseStaffordshire

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4.2 Awareness of campaign Were you aware of the ‘Check the Label’ campaign? Of the 216 people that were surveyed countywide, only 25% (157) were aware of the campaign before they were surveyed compared to 72.5% (55) who had not. The percentage was also high in the Cannock Chase area where 30% (24) were aware of ‘Check the Label’ compared with 60% (12) who were not. However, once people had seen the visuals detailed in the survey, awareness levels improved. This shows that the ‘Check the Label’ campaign has been successful at reaching some of its target audience.

Were you aware of the 'Check the Label' campaign?

25.4

72.7

1.9

30

60

10

0 10 20 30 40 50 60 70 80

Yes

No

No answer

percentage

Cannock Chase

Staffordshire

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4.3 Where the campaign was seen Where have you seen or heard about the campaign?

Where campaign was seen

10.4

9.1

7.8

29.9

7.8

6.5

5.2

11.7

7.8

3.9

0 5 10 15 20 25 30 35

Poster in Bus shelter

Bus back

Advertising van

Newspaper

Community event

Website

Social networking site

Council publication

Poster

Other

Cha

nnel

s

Percentage

By far the most successful distribution mechanism is via the local media as 30% of respondents found out about the campaign in their local newspaper. Other successful channels were via council publications (12%), posters in bus shelters (10%) and bus back advertising (9%).

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4.4 Awareness of campaign messages All respondents were shown the campaign visuals and asked what they thought the main messages were. This is an open ended question and responses have been coded into the themes shown in the chart below. Respondents could give more than one answer.

Key messages

9.1

16.9

36.4

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10.4

14.3

0 5 10 15 20 25 30 35 40

Young people involved in crime

Young people doing positive things

Young people aren’t as bad as you think:

Not as many young people are involved in crimeas you think

Activities for young people

Other

Mes

sage

Percentage

36% thought the campaign was about promoting ‘young people aren’t as bad as you think, followed by 26% that thought it was about ‘Not as many young people are involved in crime as you think’. However, just 9%, after looking at the visuals stated that they thought the campaign was about ‘young people involved in crime’. This analysis is very positive as it shows that the majority of people were able to identify what the campaign was trying to achieve through its messages and strong visuals.

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4.5 Campaign ratings Do you support and agree with the aims of the campaign? As the graph shows the majority of people surveyed supported the aims of the campaign. People were asked whether they supported the aims of the ‘Check the Label’ campaign and as a result 81% (175) of those surveyed Staffordshire thought it was along with 90% (36) of those surveyed from the Cannock Chase area.

Do you support 'Check the Label'?

81

17.1

1.9

90

0

10

0 20 40 60 80 100

Yes

No

No answer

Percentage

Cannock Chase

Staffordshire

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4.6 Effectiveness of campaign Would ‘Check the Label’ make you think twice when forming an opinion about a young person/young people? Out of the 216 surveyed across Staffordshire, 82.8% (179) of people said the campaign would change their opinions about young people compared to 14.3% (31) that said it wouldn’t. This was the same in Cannock Chase as 70% (28) agreed that it would compared to 15% (6) said it wouldn’t. These results prove how successful ‘Check the Label’ as been as it has clearly changed some people’s perceptions of young people.

Would 'Check the Label' change your opinion about young people?

82.8

1

14.3

1.9

70

5

15

10

0 20 40 60 80 100

Yes

Maybe

No

No answer

percentage

Cannock ChaseStaffordshire

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Qualitative Analysis: The campaign was well received by both young and old. Please find a snapshot of the feedback we received below. “This looks like an amazing campaign. It is the type of case study we might be able to use as an example of best practice” Shah Sandeep, Children’s Commissioner, GSI “I have problems with young people committing asb in my area and I think that after seeing the check the label, I will not put all young people into a box – they are not all bad.” Questionnaire feedback “My impression of young people has come from the young people I know, not all of them are good examples. The campaign has shown me that lots of young people are doing good things in the county” Questionnaire feedback “I was shocked to realise that less than one per cent of young people are involved in crime – I thought it was a lot more!” Questionnaire feedback “It is not right that young people are labelled like they are and this campaign is in showing people that you shouldn’t put people into stereotypes.” Questionnaire feedback “The media portray young people badly and it was good that this campaign showed everyone has a different side.” Questionnaire feedback “I wonder day in day out weather there is anything anyone can do to help prove that youth’s aren’t as bad as what people claim us to be, I first saw the check the label sign at Hednesford bus station and felt a sense of agreement to what was on the poster. I see why this campaign has been set up, and I only hope it will help a lot of the innocent youths and the youths that need help around Staffordshire and the rest of the UK”. Rich 'Bazza' Bailey – Facebook comment “Twice in one week my car broke down in different areas. Twice in one week 2 gangs of boys offered and did push my car for me and got me going, they were well mannered lads. It’s the OAP’s and middle aged who have attitude problems” – Questionnaire feedback

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5. Evaluation in Summary This evaluation report has proven that the ‘Check the Label’ campaign has been successful in achieving its objectives.

• To challenge the negative perception of young people

Not only did a high percentage of people support the campaign but many people changed their mind about young people after coming into contact with the campaign.

• To increase the positive imagery and reduce stereotypes of young people

Positive media coverage of young people increased significantly throughout the campaign as the press not only covered the campaign itself but also chose to cover many of the initiatives that ‘Check the Label’ was trying to promote also.

• To highlight the support services and activities available to young people and to highlight young people’s talent, achievements and contributions towards their community

This was achieved via all campaign channels but specifically via the campaign website, the video and the touring presentation at community meetings. 6. Future Recommendations

• Monitor perception in district and borough areas. Consider responding with a tailored version of the campaign should the perception that young people are involved in crime increase in specific areas.

• Monitor perception countywide and respond if necessary with a follow up campaign to ‘Check the Label’.

• Continue to upload positive news stories to www.checkthelabel.net

• Consider a campaign that addresses respect that young people have for themselves and encourages them to get involved in positive activity.

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Appendix 3 Check the Label Questionnaire 1. How far do you agree or disagree that young people are primarily responsible for crime and antisocial behaviour in Staffordshire? Strongly agree ................................. Agree............................................... Neither agree nor disagree.............. Disagree .......................................... Strongly disagree............................. 2. How far do you agree or disagree that young people make a positive contribution to our society? Strongly agree ................................. Agree............................................... Neither agree nor disagree.............. Disagree .......................................... Strongly disagree............................. 3. How far do you agree or disagree that young people are fairly represented in the media? Strongly agree ................................. Agree............................................... Neither agree nor disagree.............. Disagree .......................................... Strongly disagree............................. 4. Do you think that there are enough things for young people to do in your local area? Yes…………………………...No……………………

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5. Please take a look at the following images. A. B.

C. D.

Using the space below please tell us what your initial thoughts are about the young people in the photos? What type of people do you think they are?

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The young people in the images are the faces of the ‘Check the Label’ campaign. Find out who they are below… A. Kirsty, James, Jordan and Jordan are all members of a Staffordshire Actionhaus Theatre Company. They use theatre to challenge the negative perceptions of young people B. Serena works to support young carers in Staffordshire. She is a full time carer for her mum and younger sister. C. Will trains as an elite gymnast and is hoping to meet the high standards needed for the Commonwealth Games, European and World Championships and the Olympics in either 2012 or 2016. D. Amy, Louisa and Tiffany attend Nether Stowe Youth Centre and are part of group that comes together to help young women in the local area. ‘Check the Label’ aims to challenge stereotypes and the negative perception that can sometimes be associated with young people and promote the positive activities that young people are involved in across Staffordshire. All too often young people are labelled as being trouble makers and the causers of anti-social behaviour and crime. We realise that isolated pockets of people give young people a bad name but we want to spread the word that actually less than 1% of young people in Staffordshire are involved in offending. Prior to this survey, were you aware of the 'Check the Label' campaign? Yes.................................................. No ................................................... Now that you are aware of the campaign, do you support and agree the aims of the campaign? Yes.................................................. No ................................................... Would ‘Check the Label’ make you think twice when forming an opinion about a young person/young people? Yes…………………………………….No…………………………………….. Please use this space for your comments about the 'Check the Label' campaign.

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Young people are involved in some really positive work and we want to share with you their stories. Go to www.checkthelabel.net where you can meet the faces of the campaign and find out about some of the fantastic activities that young people are involved in across the county. If you like what you see then you can ‘click to support’ on our pledge button or can post your own comments to let us know what you think or get your opinion across. Check the Label Prize Draw By completing this survey you will automatically be entered into our prize draw to win some top Staffordshire prizes. Please provide your contact details below so that we can get in touch with you should you be successful. Name: Contact telephone number: Email address: Staffordshire County Council will only use your details to contact you should you be successful in the Prize Draw. We will not pass on your details on to third parties