metropolitan police ct tracking presentation

8/7/2019 Metropolitan Police CT Tracking Presentation

1/47

METROPOLITAN POLICE ADVERTISING

TRACKING

COUNTER TERRORISM (Wave 56)

Presented by:Frances Sheardown

May 2007


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2

AGENDA COUNTER-TERRORISM

Objectives and Methodology

Counter Terrorism Campaign awareness

Spontaneous

Total Awareness (Spontaneous + Prompted)

How the campaign performed

Press

Radio

Regional performance

Summaries and conclusions
http://www.crimestoppers-uk.org/http://www.crimestoppers-uk.org/


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3

Context

Since the attacks on 7th July 2005 media coverage of terrorism issues remain high

But, in terms of numbers using the transport system visiting London, life has returned

to normal

The terrorist threat to London and the UK is still very real

Need to remind Londoners, and the UK public, of the continued role they can play

Terrorist threat comes not just from overseas but also from British-born individuals.

Research commissioned by the MPS into Londoners attitudes towards terrorism

showed that while there is awareness of terrorism issues, alertness is low.

Minds jump straight to the point of attack and not necessarily the planning stages

This years campaign will move away from immediate threat (call 999) and will focus on

trying to ensure people remain vigilant and report any suspicious activity. They could

have valuable information which could help disrupt or even prevent an attack.

.


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External influences

Woolmer death inquiry

Crevis trial (ongoing)

Guns and knives in the news: 3 young males shot dead in South London inspace of 11 days. Further four fatal stabbings in London.

Operation Thesis - 3 men arrested in connection with 7 July bombings in

Manchester and Leeds. Premises searched in East London and Leeds.

Litvenko inquiry

Madrid train bombings- terror suspect extradited to Spain

IPCC statement re: complaints against police across country on increase

Arrest in Walthamstow in connection with transatlantic aircraft plot last year.

Beheading allegation- British Muslim soldier (West Mids)


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Objectives of the Campaign

To raise awareness of, and build trust in, the Anti Terrorist Hotline

To encourage reporting of suspicious activity to the Anti Terrorist Hotline

To provide people with information to better understand what suspicious activity could be

To remind people acts of terrorism are planned and to look out for suspicious activity which

could be linked to terrorism

To reinforce and remind people to remain alert and vigilant to help in the fight against

terrorism

To reassure the public that the MPS, other police forces and partners are continually

working hard to combat terrorism .

Key Message:

If you suspect it report itLook out for anything suspicious.


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Support for the key message

There is a need to change the high awareness of terrorism issues into alertness asinformation is needed from the public to help combat terrorism.

Hence the aim of this campaign to provide information, NOT to generate

awareness (this informed the choice of media i.e. no posters)

Individuals could hold the missing piece of the jigsaw. Information they may have couldbe vital in helping to combat terrorism.

ATH is manned by anti-terrorist specialists. Calls are treated confidentially.

Call to action

Call the anti-terrorist hotline on 0800 789 321, in confidence, if you have anyconcerns about suspicious activity that could be related to terrorism. Any piece of

information you give could be important, so dont be afraid to call.

Objectives of the Campaign (Cont.)
http://www.crimestoppers-uk.org/http://www.crimestoppers-uk.org/http://www.crimestoppers-uk.org/


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Fieldwork (26th Mar 6th Apr 2007)

Summary of Counter Terrorism Campaign - London

No.of April

Weeks 26 5 12 19 26 2

Captial FM 40" 1

Choice FM 40" 3

Kiss FM 40" 3

Smooth FM 40" 3

Heart 106.2 40" 3

XFM 40" 3

Classic FM 40" 3

Capital Gold 40" 3

LBC 40" 3

Additional Radio Support

Choice FM 40" 1

XFM 40" 1

Classic FM 40" 1

Capital Gold 40" 1

No.of

Ins

TheLondonPaper Full Page Colour 5 Thurs & Fri Thurs & Fri Fri

London Lite Full Page Colour 5 Thurs & Fri Thurs & Fri Thurs

Evening Standard Full Page Colour 5 Thurs & Fri Thurs & Fri Thurs

No.of

Weeks

Search

Mar

Press Format

Radio Format

19th March-31st May

Online Format

19th March-31st

May


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Fieldwork (26th Mar 6th Apr 2007)

Summary of Counter Terrorism Campaign West Mids

No.of

Weeks 26 5 12 19 26

Wyvern FM 40" 3

100.7 Heart FM 40" 3

Galaxy Birmingham 40" 3

Mix 96 40" 3

107.7 The Wolf 40" 3

Touch FM Staffs 40" 3

Oak 107FM 40" 3

Saga 105.7 40" 3

Kerrang! 105.2 40" 3

Total Mercia 40" 3

Total BRMB 40" 3

Touch FM South Midlands 40" 3Classic Gold Wolverhampton 40" 3

C lassic Gold B irm ingham 40 " 3

Classic Gold Coventry 40" 3

No.of

Ins

Birmingham Mail Full Page Colour 2

Coventry Telegraph Full Page Colour 2

Derby Evening Telegraph Full Page Colour 2

Gloucestershire Echo Full Page Colour 2

Leicester Mercury Full Page Colour 2Loughborough Echo (weekly) Full Page Colour 2

Nottingham Evening P ost Full Page Colour 2

Oxford Mail Full Page Colour 2

Shropshire Star Full Page Colour

West Midlands Express & Star Full Page Colour

Stoke The Sentinel Full Page Colour 2

The C itizen G loucester Full Page Colour 2

Press Format

Radio Format

2

Mar
http://www.crimestoppers-uk.org/http://www.crimestoppers-uk.org/http://www.crimestoppers-uk.org/http://www.crimestoppers-uk.org/


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11

Media Spend Breakdown for 2006 w51 TOTAL MEDIASPEND 457.5k

14%

71%

15%

Outdoor & ambient324.5k

Radio63k

Press70k
http://www.crimestoppers-uk.org/


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Media Spend Breakdown for 2007 w56 TOTAL MEDIASPEND 267k

London; 352k BML

64%

36%

Radio171k

Press96k

Also bought keywords on online search engines (eggoogle, msn, yahoo) for a year

29%

71%

Press251k

Radio101k

London BML


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13

The Approach

Target market

All living in the specified areas, in particular the concerned majority made up oftwo distinct groups:

Good citizens- aged between mid-20s and mid 40s, mainly C1

Alert reporters- aged 40+, BC1

Media Creatives:

Press adverts

Radio advertising


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14

Method Main Sample

600 interviews conducted face to face

300 in London, 100 in each of the other 3 regions

Fieldwork 26th March 6th April 2007 in-home or any designated place

Interviews across the regions

Quotas set by sex and ethnic background to achieve:

A representative gender split and representative proportion of non-whites for each region

*Black & minority ethnic communities/people (MPA Equal Opportunities and Diversity Board)


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15

OVERVIEW OF AWARENESS


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SPONTANEOUS ADAWARENESS

Can you tell me about any (Metropolitan)

Police (advertising campaigns)communication you may have seen orheard about recently?

London wording in brackets


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17

Spontaneous awareness is reasonably high, but not as

top-of-mind as in the past couple of years. This is

perhaps unsurprising given the nature of the campaign.

5%9%

24%28%

13%7%

Mar 2003

(W33)

Apr 2004

(W42)

Mar 2005

(W47)

Jan 2006

(w51)

Apr 2007

(w56)

Apr 2007

(w56)

Radio

Print

Outdoor

Poster

Radio

Print

Outdoor

Underground

Poster

Print

Radio

Radio

Print

Outdoor

Underground

Poster

Radio

Print

Outdoor

Poster

London BML

Print

Radio

Base: All Respondents in each wave


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18

28 %

6 %

18 %

33 %

15 % 13 %

Jan 2006

(w51)

Mar 2006

(w52)

Nov 2006

(w53)

Dec 2006

(w54)

Feb 2007

(w55)

Apr 2007

(w56)

Radio

Press

Compared with other campaigns, spontaneous awareness

is around the norm at 13% in London.


Counter-terrorism

SaferNeighbourhoods

Trident Knife Crime/ StreetCrime

SaferNeighbourhoods

Counter-terrorism

London

Spontaneous awareness for the particularsubject of the campaign


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19

28 %

10 %5 %

9 %

2 %

13 %

Jan 2006

(w51)

Mar 2006

(w52)

Nov 2006

(w53)

Dec 2006

(w54)

Feb 2007

(w55)

Apr 2007

(w56)

Radio

Press

When we look at spontaneous awareness of CT advertising

over time, however, we can see the strong uplift brought

about by this campaign


London

Spontaneous awareness for CT in each wave


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SPONTANEOUS

Can you tell me about any (Metropolitan) Police(advertising campaigns) communication you may have

seen or heard about recently?

+

Which of these issues are you aware of Police

advertising campaigns for? (SHOW SCREEN)

PROMPTED

Have you actually seen or heard any of these Policeadvertising campaigns recently?

(SHOW SCREEN)

TOTAL CAMPAIGN AD AWARENESS

After prompting with a list of campaigns overall awareness


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After prompting with a list of campaigns, overall awareness

of CT advertising rises to 37% in London. While this is

lower than previous CT campaigns, it must be remembered

that generating awareness was not the primary focus here.

53 %

19 %

37 %

51 %

38 % 37 %

Jan 2006(w51) Feb/Mar 2006(w52) Nov 2006(w53) Dec 2006(w54) Feb 2007(w55) Apr 2007(w56)

RadioPress


Counter-terrorism

SaferNeighbourhoods

Trident Knife Crime/ StreetCrime

SaferNeighbourhoods

Counter-terrorism

London


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41%

32%

46%

33%

37% 37%

51

39

25

Men Women 18-34 35+ White Non

White*

Alert

Reporters

Good

Citizens

Insular

Avoiders

Demographically, men and younger age groups hadhigher awareness when prompted with a list.


Base: All Respondents (330)

This is for London, but

very similar pattern ofresults seen in other

regions


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24

26%

12%

7%

14%

13%

7%

1%

3%

3%

5%

7%

8%

10%

27%

Report anything suspicious

Be aware/vigilant

Look out for suspicious bags/packages

Heard an ad on the radio

Saw a TV programme/news report

Call the hotline/there is a hotline

Don't leave bags unattended

Call the number if yousee anythingsuspicious

There is some specific mention of creative content but the

mention of bags may be a legacy of previous thinking on

what constitutes a threat

be alert aboutsuspicious bags and

activity

London

BML

KEY:

Radio ad - if yousee anything

suspicious reportit

it was on tv and in thenewspapers about being aware

and what to look out for

Base: All aware of CT advertising (London 121; BML 76)


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OVERALL CAMPAIGN

RECOGNITION


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26

Base: All respondents London 330; Birmingham 91; Manchester

98; Leeds 107)

Once prompted with campaign specific just over two-fifths recall seeing at least one element of thecampaign. This figure is slightly higher out of London.

41%44% 44%

41%

Media Spend267k

Media Spend117k approx

London Birmingham



Manchester Leeds


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41%

47%

35%

29%

45%

49%

40%37%

49%

All

respondents

Men Women 18-24 25-34 35-44 45+ WhiteNon white*

Men and those aged between 25 and 44 demonstratedhigher levels of awareness in London



London Data

A i il tt i th th i ith


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28

43%

47%

39%

46%

52%

48%

38%

43%41%

All

respondents

Men Women 18-24 25-34 35-44 45+ WhiteNon white*

A similar pattern was seen in the other regions, withslightly higher awareness amongst younger agegroups



BLM Data (NB Combined data to

ensure robust base sizes)

Recognition is well below the overall average but that was


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29

2006

43

30

4038

67

54

63

59

7376

69

61

56

43

5457

55

41

w38 w39 w40 w41 w42 w43 w45 w46 w47 w48 w49 w50 w51 w52 w53 w54 w55 w56

%

Recognition is well below the overall average, but that was

not a priority in this campaign

Base: All Respondents per wave

2004 2005 2007

Average

54%

DomesticViolence

307k

Trident

324k

SaferNeighbourhoods

365K

Trident158k

SaferNeighbourhoods

286K

Counter

Terrorism

457.5k

Counter

Terrorism430k

Counter

Terrorism

290k


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CAMPAIGN RECOGNITIONAND UNDERSTANDING

Press Ads

O i fi L d h d th i ith


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31

One in five Londoners had seen the press campaign, with

marginally lower levels in the other regions

Seen20% London

17% Non-London

(21% Manchester

15%Yorkshire

14% West Mids)

Base: All Respondents (London 330; BML 306)


Men Women 18-34 35+ White Non White*

18% 16% 19% 17% 16% 19%


23% 17% 21% 20% 18% 24%London

BML

32% for Alert Reporters


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If see suspiciousobjects - contact police

They are trying todemonstrate the sort of

things to look out for. Topick out a terrorist from

the crowd

MAIN MESSAGE OF PRESS ADS

Reportanything

suspicious

to be aware and onguard - really that's

all you can do

If you are looking foranything suspiciousthese are the things

you should belooking out for

Careful aboutunattended

bags

Be aware of the thingsthat can be used in

terrorist attacks

how you can identify orrecognise suspicious

activity report it

To be alert and to be awareof the possible methods or

items that could be usedfor terrorism - something

we need to pay moreattention to

A couple of clear messages came through highlighting the


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11%

4%

3%

3%

33%

27%

9%

5%

4%

5%

27%

22%

Be aware/vigilant

Report anything

suspicious

What to do aboutterrorism

How bombs are

made

About suspiciousbags/packages

Tells you what to

look out for

London

BML

A couple of clear messages came through, highlighting the

need for vigilance and reporting suspicious behaviour some

communication of what to do rather than just awareness


No markeddifference in

message take-out by

segmentation

Communication ofthe detail did not

com through lastyear

18% last year

While the ads were able to encourage some people to phone


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34

23%

20%

19%

15%

15%

15%

13%

8%

8%

4%

2%

2%

33%

20%

27%

5%

7%

6%

12%

6%

7%

8%

1%

33%

23%

39%

13%

9%

4%

6%

6%

1%

It caught my attention

It's a good way of advertising this topic

It gets the message over well

It could be an advertisement for anything

It would encourage me to phone the ATH...

It's unimaginative

It's confusing

It's different from other types of ads

It's hard hitting

It's more interesting than the sort of ad I'd expect to see for

this topic

It would encourange me to visit the website to find out more

It's irritating

CT w56 London

SN w55

CT w51 2006

While the ads were able to encourage some people to phone

the ATH in the appropriate circumstances, there was also an

element of confusion about the message.


Only 3% amongstthose that had seen ad

before could bescreen size issue

Alert Reporters =37%

Insular avoiders =14%

A similar picture was seem among respondents in the other
http://www.crimestoppers-uk.org/http://www.crimestoppers-uk.org/http://www.crimestoppers-uk.org/http://www.crimestoppers-uk.org/http://www.crimestoppers-uk.org/http://www.crimestoppers-uk.org/


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23%

20%

19%

15%

15%

15%

13%

8%

8%

4%

2%

2%

20%

22%

12%

13%

11%

11%

15%

10%

9%

5%

3%

2%






It's unimaginative

It's confusing


It's hard hitting


this topic

It would encourange me to visit the website to find out more

It's irritating

London BML

A similar picture was seem among respondents in the other

regions



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CAMPAIGN RECOGNITIONAND UNDERSTANDING

Radio


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BML 36% 29% 36% 31% 34% 28%

Radio ads achieved good levels of awareness at 29%in London and 32% out of the capital

Ever Heard

29% London

32% Non-London

(26% Manchester34%Yorkshire38% Birmingham)

Base: All Respondents (330 London; 306 BML)



London 34% 23% 24% 31% 27% 31%

Amongst Listeners of

specified stations

38% London

49% Non-London

(40% Manchester50% Leeds

54% Birmingham)

No difference by segmentation


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It was suggesting that if

you came acrossanything suspicious you

should report it; to bealert to terrorism

to report something assoon as you suspect to the

police;they will find out if itis ok

MAIN MESSAGE OF RADIO AD

to notify theauthorities if

you see

anythingsuspicious

If you see anythingsuspicious report it;

They give you aphone numberwhich I can'tremember

If you saw somethingwe don't need to be

sure phone thepolice;If we need

more information goand call the number

be aware report allsuspicions

To keep alert and

report anythingsuspicious - that there

is an actual anti-terrorist unit you can

telephone

better to be safe than sorryand report your suspicions

its not your responsibilityyou don't have to feel likeanosey neighbour to report-

the information could beuseful

Th t k t t d t


36/47

39

15%

8%

7%

5%

4%

2%

48%

25%

13%

7%

8%

3%

4%

3%

52%

22%

Report anything suspicious

Be aware/vigilant

There is an anti-terrorist hotline/ring the hotline

Report suspicions even if not usre

Let the police do the work

Don't be afraid to report suspicious activity

What to do about terrorism

Tells you what to look out for

LondonBML

The message take out was very strong: respondentswere getting a clear message to report anythingsuspicious through the use of the hotline

To put this in context, thehighest take out for radio

ads in last CT campaignwas 32% - so this is agreat score amongst

broad audience.


Not somethingthat camethrough at alllast year

These ads were also very well received diagnostically in


37/47

40

44%

43%

35%

35%

22%

13%

10%

7%

4%

3%

3%

33%

41%

27%

10%

10%

7%

5%

3%

5%

1%

33%

39%

23%

6%

6%

9%

1%

13%

4%





It's hard hitting



this topic

It's unimaginative

It's irritating


It's confusing

CT w56 London

SN w55

CT w51 2006

These ads were also very well received diagnostically, in

terms of their ability to get the message across and catching

the listeners attention, but also in encouraging action


Some greatscores here

These scores were slightly lower out of London but still


38/47

41

44%

43%

35%

35%

22%

13%

10%

7%

4%

3%

3%

34%

37%

37%

23%

19%

15%

6%

4%

4%

4%

1%





It's hard hitting



this topic

It's unimaginative

It's irritating


It's confusing

London BML

These scores were slightly lower out of London, but still

very high and highlight the success of the radio campaign



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Terrorism Knowledge and

Attitudes


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Awareness of the Anti-Terrorist Hotline is higher inLondon a slight increase over time


Aware of Hotline48% London (47% for 35+ compared to

41% during SN tracking in Feb)41% BML

Men Women 18-24 25-34 35-44 45+ White Non

White*

Alert

Reporters

Good

Citizens

Insular

Avoiders

54% 41% 38% 59% 51% 46% 50% 42% 61% 49% 39%


Men Women 18-24 25-34 35-44 45+ White Non

White*

Alert

Reporters

Good

Citizens

Insular

Avoiders

44% 39% 46% 54% 42% 35% 40% 46% 51% 33% 41%

London

BML

Attitudinally, those that have seen the advertising differ from


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Attitudinally, those that have seen the advertising differ fromthose that have not in terms of their perceptions of policeeffectiveness, but theres little evidence of scaremongering

5.84

7.46

5.57

7.20

6.186.41

7.72

6.79

7.72

6.44

The security

services are

succeeding in

combating

terrorism

It's the public's

responsibility to

do what they can

to fight terrorism

I am alert to

suspicious

behaviour

The police and

security services

are working hard

to combat

terrorism

I am very worried

that there will be

another terrorist

attack in the UK

Not seen CT advertising

Seen CT advertising

Meanscores for

London



42/47

45

A similar pattern out of London similar levels generally

5.77

7.34

5.57

7.19

6.196.02

7.93

6.45

7.47

6.6

The security

services are

succeeding in

combating

terrorism

It's the public's

responsibility to

do what they can

to fight terrorism

I am alert to

suspicious

behaviour

The police and

security services

are working hard

to combat

terrorism

I am very worried

that there will be

another terrorist

attack in the UK

Not seen CT advertising

Seen CT advertising

Meanscores for BML



43/47

51

SUMMARY


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Summary Counter Terrorism Campaign

Spontaneous awareness of Counter Terrorism advertising is lower than we haveseen recently (13% in London), suggesting it is not as top of mind as it has been

previously.

While comparatively low, this demonstrates a good level of uplift fromFebruary, where spontaneous awareness of CT advertising was just 2%(albeit amongst a slightly different target audience).

Once prompted with the actual ads themselves, the proportion recognising the

campaign (41% in London) was down on recent waves

However, this wave focussed on providing information about planning stagesof the attack (as a result of previous qualitative work) so should be judged onits ability to do this rather than promote awareness.

The campaign seems to have been successful in generating awareness of the

hotline, one of its primary objectives.

Awareness was 48% in London, up from the 41% we saw in February, and43% out of London.


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53

Press recall was around the average at 1 in five in London, and slightly lower in theother regions

The press ads were able to convey a couple of good, strong messages - vigilance

The diagnostic scores werent quite as good as weve seen recently but there maybe a contributory factor in the level of detail, which was hard to identify if peoplehadnt seen the ads in situ

The radio ads had very good levels of awareness at 29% in London and 32% in the

other regions

Amongst listeners this grew even further, and was up to almost half of allrespondents out of the capital

Also effective amongst the Insular Avoiders

Message take out was good, and the ads were very well received diagnostically

Encouragingly, a real call to action was coming through in terms of calling the Anti-Terrorist Hotline if relevant suspicious activity was seen.

Summary Counter Terrorism Campaign

C l i


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Conclusions

Against the backdrop of recent campaigns, this latest wave compares lessfavourably in awareness terms.

The campaign was effective in communicating key messages, particularlythrough the radio ads.

The press ads fared averagely and were able to communicate some strongmessages, doing a vigilance job

The radio ads were very well received and were excellent at communicating

clear, concise and strong messages, particularly good at the detail of whatpeople can do

These were a real success in all regions

The campaign outside of London appears to have been a success and hasdone well in generating awareness of these issues and their relevance toall, not just Londoners.

It must be remembered that this type of CT advertising may not be asexpected or familiar out of London


47/47

METROPOLITAN POLICE ADVERTISING

TRACKING

COUNTER TERRORISM (Wave 56)

Presented by:Frances Sheardown

May 2007

metropolitan police ct tracking presentation

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