Evaluation of the effectiveness of the 2013 Health … · Web viewEvaluation of the effectiveness of the 2013 Health Heroes Campaign Quantitative research – FINAL REPORT September

Department of Health and Ageing

Evaluation of the effectiveness of the 2013 Health Heroes Campaign

Quantitative research – FINAL REPORT

September 2013

Commercial-in-Confidence 2

Table of Contents

I. EXECUTIVE SUMMARY....................................................................................................4

A. Introduction.................................................................................................................................4

B. Campaign performance and direct measures of campaign impact..............................................4

C. Indirect measures of campaign impact – awareness and understanding of working in health and of pathways to careers in health..........................................................................................5

D. Indirect measures of campaign impact – attitudes towards working in health...........................6

E. Indirect measures of campaign impact – past behaviour and future intentions..........................7

F. Attitudinal segmentation.............................................................................................................8

G. Consumption of media used in the campaign mix.......................................................................9

H. Conclusions................................................................................................................................10

II. INTRODUCTION............................................................................................................11

A. Background.....................................................................................................................11

B. Research objectives.........................................................................................................13

C. Methodology...................................................................................................................14

III. CAMPAIGN AWARENESS AND DIRECT MEASURES OF CAMPAIGN IMPACT....................17

A. Unprompted awareness...................................................................................................17

B. Prompted awareness.......................................................................................................19

C. Key message take-out......................................................................................................23

D. Opinions towards campaign advertising.............................................................................24

E. Behavioural response.......................................................................................................26

IV. INDIRECT MEASURES OF CAMPAIGN IMPACT – AWARENESS AND UNDERSTANDING....28

A. Current levels of awareness..............................................................................................28

B. Exposure analysis – assessment of campaign performance against awareness levels.............30

V. INDIRECT MEASURES OF CAMPAIGN IMPACT – ATTITUDES TOWARDS WORKING IN HEALTH31

A. Attitudes towards working health......................................................................................31

2525


B. Exposure analysis – assessment of campaign performance against attitudes.........................35

VI. INDIRECT MEASURES OF CAMPAIGN IMPACT – PAST BEHAVIOUR AND FUTURE INTENTIONS36

A. Past behaviour.................................................................................................................36

B. Future intentions.............................................................................................................37

C. Exposure analysis – assessment of campaign performance against past behaviour and future intentions.......................................................................................................................40

VII. ATTITUDINAL SEGMENTATION......................................................................................42

A. Segment membership......................................................................................................42

B. Segment descriptions.......................................................................................................44

C. Campaign performance against segments of interest..........................................................47

VIII. CONSUMPTION OF MEDIA USED IN THE CAMPAIGN MIX..............................................50

A. Free-to-air television........................................................................................................50

B. Subscription TV................................................................................................................55

C. Indigenous TV..................................................................................................................57

D. Radio..............................................................................................................................58

E. Indigenous radio..............................................................................................................60

F. Online.............................................................................................................................61

IX. CONCLUSIONS..............................................................................................................62

X. DEMOGRAPHIC PROFILE...............................................................................................64

Appendix A – Questionnaire

Appendix B – Overall Frequency Results

Appendix C – Cross-tabulation Results

Appendix D – Open Ended Responses

2525


I. Executive Summary

A. Introduction

The Health Heroes Campaign aimed to increase the number of people working in Aboriginal and Torres Strait Islander health, by encouraging Aboriginal and/or Torres Strait Islander secondary school students to pursue a job in health. The primary target audience for the Campaign was Aboriginal and/or Torres Strait Islander secondary students.

The Department of Health and Ageing (DoHA) commissioned ORIMA Research to conduct quantitative research to assess the effectiveness of the Campaign with Aboriginal and/or Torres Strait Islander students in Years 10 to 12 or in a (full-time) formal vocational training program.

Methodology

The sample included Aboriginal and/or Torres Strait Islander youths who were aged 15 to 18 years and enrolled in Year 10, Year 11 or Year 12 of secondary school or in a formal vocational training program.

Data was collected via a national face-to-face survey administered by ORIMA’s Indigenous field force. The total sample size achieved was 252 responses.

B. Campaign performance and direct measures of campaign impact

The Health Heroes Communications Campaign achieved good reach among the target audience.

Descriptions of Health Heroes advertisements featured commonly in unprompted mentions of health sector-related advertising seen and/or heard in the past 12 months (39% of those exposed to advertising about working in health; 13% of all respondents).

Prompted recall of Campaign advertisements was strong (44%) and largely driven by television advertising (38%).

Reflecting the regional focus of the media buy, the Campaign exposure (prompted) was largely concentrated in regional (56%) and remote (60%) locations (compared with 22% in metropolitan areas).

2525


The Campaign achieved good cut-through of its key messaging, particularly with respect to messages which were more pronounced in the Campaign advertising. The highest levels of cut-through were found for messages regarding the variety of health jobs available (37% of those exposed) and the intrinsic rewards of working in health (35%-36% across messages relating to intrinsic rewards), followed by messages regarding the locational flexibility of health jobs (22%-26% across location-specific messages). Almost one in five (18%) of those exposed to the Campaign recalled the key call-to-action message – visit the Health Heroes website.

The Health Heroes advertisements elicited strong self-identification and positive feelings about working in health among those exposed to the Campaign. Furthermore, the advertisements were seen as appealing and were associated with minimal wear-out.

The behavioural response to the Campaign advertising was robust with just over a third (36%) of those exposed reporting that they had done something as a result of seeing/ hearing the Health Heroes advertisements. Most commonly, respondents reported engaging in conversations about working in health (21% of those exposed). Just over one in ten (12%) of those exposed to the advertisements mentioned that they visited the Health Heroes website as a result of seeing/ hearing the advertising.

C. Indirect measures of campaign impact – awareness and understanding of working in health and of pathways to careers in health

Overall, following the Health Heroes Campaign activity, the target audience had reasonably high levels of awareness of important aspects of working in the health sector. While respondents were mostly aware that there is a wide variety of health jobs (88%), awareness of the locational flexibility of the health sector (73% for both location-specific components) and pathways to jobs in health (55%-66% across pathway components) was slightly less prevalent.

The research found that awareness of health jobs and pathways to careers in health was generally higher among the target audience exposed to the Health Heroes Campaign advertisements – particularly in relation to aspects which featured in the Campaign messaging. Respondents who reported

2525


seeing and/ or hearing the Health Heroes advertisements were better informed that:

there are lots of different health jobs (93%, compared with 83% of those not exposed);

some health jobs give you the chance to work anywhere in Australia (84%, compared with 65%);

you do not have to leave your home town or community to work in some health jobs (79%, compared with 69%);

you can get financial help to study or train for a job in health (75%, compared with 59%);

some health jobs offer on-the-job training (65%, slightly but not statistically significantly higher than 57%); and

you can train for some health jobs while working and earning a wage (63%, compared with 49%).

D. Indirect measures of campaign impact – attitudes towards working in health

The research found widespread recognition of the intrinsic rewards associated with working in health (overall agreement levels of 82%-95% across statements relating to intrinsic rewards), particularly among those who were exposed to the Health Heroes Campaign advertisements. Those who reported seeing/ hearing the Campaign advertisements were more likely to agree that:

people who work in the health sector are highly respected (89%, compared with 81% of those not exposed); and

they would be proud to have a health job (86%, compared with 78%).

The target audience was found to have a limited level of confidence in the attainability of health jobs (overall agreement levels of 36%-57% across attainability-related statements), although those exposed to the Campaign held more positive views regarding their ability and/ or suitability of entering the health section. In particular, they were more likely to agree that:

there are jobs in health that suit their skills and abilities (64%, compared with 50% of those not exposed);

they could get a health job if they wanted one (61%, compared with 40%); and

it is not that hard to get a job in health (44%, compared with 30%).

2525


Overall, significant proportions of respondents reported inclinations to working in the health sector (overall agreement levels of 40%-60% across inclination-related statements) with Campaign exposure associated with higher levels of openness to, and interest in, working in health. Those exposed to the Health Heroes advertisements were more likely to agree that:

they were open to working in health (67%, compared with 54% of those not exposed); and

they would really like to get a job in health (54%, compared with 43%).

E. Indirect measures of campaign impact – past behaviour and future intentions

Although general information-seeking about studying or training (in the past 3 months) was fairly prevalent among the target audience (64%), information-seeking specifically related to health jobs was relatively limited (10%-34% across activities relating to health jobs). When asked about their future aspirations, almost half of the target audience interviewed either planned to work in a health job (27%) or were open to considering health jobs (21%).

Campaign exposure was positively associated with past information-seeking regarding health jobs with those exposed to the Health Heroes advertising being more likely to have:

talked to someone about getting a health job or training for it (47%, compared with 24% of those not exposed);

searched for information about what kinds of things one does in different health jobs (37%, compared with 17%);

searched for information about how to get different health jobs (42%, compared with 13%);

searched for information about studying or training to get a health job (34%, compared with 19%); and

visited the Health Heroes website (14%, compared with 6%).

Specific intentions relating to studying or working in the health sector were also higher among those exposed to the Health Heroes Campaign with greater proportions reporting that they:

plan to do further study, probably in the health area (31%, compared with 18% of those not exposed) and

plan to work in a health job (33%, compared with 23% of those not exposed).

2525


F. Attitudinal segmentation

Based on their attitudes towards working in the health sector, respondents from the target audience were classified into four segments – replicating the four segments identified in the qualitative research undertaken by ORIMA Research in 2010:

Segment 1: Those with an established intention to work in health (25% of all respondents);

Segment 2: Those who could be encouraged to work in health (22%);

Segment 3: Those who were uncertain about their future plans (37%); and

Segment 4: Those who were unlikely to work in health (16%).

The 2010 research suggested that Segments 1, 2 and 3 were more likely to be receptive to information about working in health and thus, were identified as the key attitudinal segments on which the Campaign activity should focus. However, it is important to note that due the segmentation being attitudinal and not demographic in nature, targeted media planning and buying around the segmentation was not possible.

Despite this, the current research found that the Health Heroes Campaign advertising was successful in reaching Segments 1, 2 and 3. With prompting, sizeable proportions of each segment recalled seeing and/ or hearing at least one element of the Campaign:

46% of Segment 1: Those with an established intention to work in health;

53% of Segment 2: Those who could be encouraged to work in health; and

28% of Segment 3: Those who were uncertain about their future plans.

The advertising also elicited a much stronger positive response among the key attitudinal segments (44% of respondents in Segments 1, 2 and 3 reported engaging in a desirable behaviour as a result of exposure, compared with 10% of Segment 4), although Campaign exposure was highest in Segment 4.

Furthermore, within the two segments with less established plans (Segment 2 and 3), those exposed to the Health Heroes Campaign were significantly more positive in their attitudes towards working in health and intentions to engage in

2525


behaviours associated with consideration of health jobs. Specifically, among these subsets of the target audience, those exposed were more likely to agree that:

they would be proud to have a health job (80%, compared to 66% of those not exposed);

they could get a health job if they wanted one (59%, compared to 31% of those not exposed);

there are jobs in health which suit their skills and abilities (54%, compared to 36% of those not exposed);

it is not that hard to get a health job (46%, compared to 24%);

they were open to working in health (78%, compared with 45% of those not exposed);

they were keen to find out more about jobs which might suit their skills and interests (74%, compared with 52%); and


In addition, they were also more likely to report intentions to:

talk to someone about getting or training for a health job (62%, compared to 46% of those not exposed);

search for information about studying or training to get a health job (50%, compared to 32%); and

search for information about how to get different health jobs (54%, compared to 32%).

Moreover, respondents in Segment 2 and 3 who were exposed to the Campaign advertising were more likely to report that upon finishing school or their training course, they planned to:

do further study or training probably in the health area (24%, compared to 11% of those not exposed); and

work in a health job in future (28%, compared to 14%).

G. Consumption of media used in the campaign mix

Media consumption by the target audience was found to be well aligned with the media mix used for the Health Heroes Communications Campaign.

Free-to-air TV was the most commonly consumed traditional media with the majority (81%) of the target audience reporting that they had watched it in the past 4 weeks. Consumption of

2525


free-to-air TV was particularly prevalent in metropolitan and regional areas. The majority of the top 10 programs watched by the target audience were intensely targeted in the Health Heroes media buy.

Consumption of subscription TV was comparatively lower (36%), although notably more common in remote areas. Similar to free-to-air TV, programs targeted in the Health Heroes subscription TV buy were commonly watched by the target audience (who watched subscription TV).

Consumption of Indigenous TV was moderate and mainly driven by the viewing of National Indigenous Television (NITV) (42%). Respondents in remote locations were more likely to report watching Indigenous TV.

Radio consumption was moderate (46%) and significantly more prevalent in metropolitan areas. Consumption of Indigenous radio was comparatively lower (25%) and concentrated in metropolitan and remote rather than regional areas.

Internet usage was very high (91%) and much higher in metropolitan and regional than remote areas. Internet users widely used Google, Facebook and YouTube.

H. Conclusions

The Health Heroes Communications Campaign achieved strong cut-through and resonated well with the target audience.

The Campaign was effective among both the general target audience and the key attitudinal segments on which it focused, delivering a robust behavioural response among those exposed.

The research found that the Health Heroes Campaign performed well against its knowledge, attitudinal and action-based objectives, with exposure to Campaign advertising generally associated with better awareness of the health sector, and more positive attitudes and intentions in relation to working in health jobs.

Given the overall effectiveness of the Health Heroes Campaign, the research suggests that investing in future media activity could achieve further shifts in awareness, attitudes and behaviour among the target audience.

2525


II. Introduction

A. Background

Under the broader initiative of Attracting More People to Work in Indigenous Health, the Health Heroes Campaign aims to increase the number of people working in Aboriginal and Torres Strait Islander health, by encouraging Aboriginal and/ or Torres Strait Islander secondary school students to pursue a job in health. The primary target audience for the Campaign are Aboriginal and Torres Strait Islander secondary students in years 7 to 12.

Specifically, the campaign focuses on achieving the following communication objectives:

Knowledge based objectives:

Increase understanding of the breadth of jobs in health;

Increase understanding of the benefits of working in health;

Improve understanding of the pathways to obtaining jobs in health; and

Ensure that the target audience is aware of where to seek information and credible advice on jobs in health.

Attitudinal objectives

Establish a positive perception about jobs in health;

Increase interest in health jobs;

Increase aspiration to work in health; and

Increase the perceived relevance and attainability of health jobs.

Action based objectives

Increase information search in relation to health jobs

Prompt the target audience to plan for and make informed decisions about study, training and work

Prompt engagement with jobs in health, and

Increase the extent to which influencers (parents, school staff, and peers) encourage the primary audience to consider a job in health.

2525


The media activity for the 2013 Health Heroes Campaign occurred between 5 May and 30 June 2013. The timing of the Campaign was selected to:

reach current year 12 students as they start actively undertaking decisions regarding their future employment, training or educational pathway; and

influence other students as they undertake their future course selections in the second half of the year (e.g. consideration of relevant science and Vocational Education and Training courses).

The creative materials included:

One overarching and five testimonial-style television advertisements;

Five testimonial-style radio advertisements (based on the television advertisements);

A print advertisement targeting influencers;

Facebook and online banner advertisements; and

Campaign website.

The media buy featured three executions per market – the overarching brand advertising and two individual Health Heroes advertisements. The advertising placement, shown in the table below, was chosen based on the geographical base of the talent, balancing male and female actors and ensuring a mix of professions.

Table 1: Placement of TV advertisements (and corresponding radio advertisements)

Market Ad1 Ad2 Ad3

National(Indigenous and subscription)

Brand Doctor Paramedic

NSW/ ACT Brand Physiotherapist Child Health Nurse

VIC Brand Physiotherapist Child Health Nurse

Central Satellite(SA, NT and parts of QLD)

Brand Dental Assistant Doctor

Coastal QLD Brand Doctor Paramedic

WA Brand Child Health Nurse Doctor

The media activity included advertising via key Aboriginal and Torres Strait Islander media channels (television, radio and print)

2525


and mainstream channels (regional television and radio, subscription television, print and online).

B. Research objectives

The Department of Health and Ageing (DoHA) commissioned ORIMA Research to conduct quantitative research to assess the effectiveness of the Campaign among Aboriginal and/ or Torres Strait Islander senior students in Years 10 to 12 or in a (full-time) formal vocational training program. Senior students were selected for the purpose of the research as they were the primary sub-group of the audience targeted by the 2013 Health Heroes Campaign (as indicated by the timing of the Campaign).

The aim of this research was to measure the impact of the Health Heroes Campaign communications on a number of dimensions, including:

levels of awareness, knowledge and understanding of working in the health sector;

attitudes to working in the health sector, with reference to key attitudinal segments including those:

with an established intention to work in health;

who could be encouraged to work in health; and

who are uncertain about future plans.

beliefs and levels of support for working in the health sector; and

behaviour and intentions in response to working in the health sector.

The research also sought to measure:

recall and recognition of Campaign communications including mass media advertising (television, radio, print and online) and the Campaign website;

message take-out; and

consumption of media, with respect to the scheduled media channels.

2525


C. Methodology

Sample design and sampling frame

The target audience for this quantitative research was:

Aboriginal and Torres Strait Islander youths who were aged 15 to 18 years and:

currently enrolled in Year 10, Year 11 or Year 12 of secondary school; or

in a formal vocational training program.

The survey was conducted via a national face-to-face survey administered by ORIMA’s Indigenous field force – a national network of local Aboriginal and/or Torres Strait Islander interviewers who conduct interviews in their local town/city and adjacent areas, specifically developed to facilitate the interviewing of Aboriginal and Torres Strait Islander Australians.

Respondents were recruited by the Indigenous interviewers for interview in their location. The criterion that no more than two respondents from any location could be personally known by their interviewer was imposed in order to minimise the risk of sampling bias.

The sample included representation from each Australian State and Territory across both metropolitan and non-metropolitan locations except for the Australian Capital Territory and Tasmania.

Table 2 shows the total number of responses targeted and achieved for each geographical stratum, and estimated statistical precision levels corresponding to the sample sizes.

Table 2: Number of responses and statistical precision

Geographical strata Targeted sample size

Achieved response size

Statistical precision (95% confidence

level)Metropolitan 50 50 +/- 14%Regional 150 150 +/- 8%Remote (including very remote) 50 52 +/- 14%

TOTAL 250 252 +/- 6%

The targeted sample size was n=250 total responses. The total response size achieved was 252 responses.

2525


Questionnaire development

ORIMA Research developed a draft questionnaire, taking into account the nature of the target audience, mode of administration and findings from previous research undertaken by ORIMA Research. The draft questionnaire was refined through consultation with the DoHA project team.

Fieldwork

Fieldwork was conducted between 8 and 23 June 2013.

Presentation of results

Percentages presented in the report are based on the total number of valid responses made to the question being reported on. In most cases, results reflect those for respondents who had a view and for whom the questions were applicable. ‘Don’t know/ Unsure’ responses have only been presented where this aids in the interpretation of the results.

Percentage results throughout the report may not sum to 100% due to rounding.

Weighting

The data was weighted to align the sample distribution across metropolitan, regional and remote areas with that of the Aboriginal and Torres Strait Islander youth population aged 15-18 (ABS Census 2011 data excluding the Australian Capital Territory and Tasmania). Please note that weighting was only applied to overall results (to correct for oversampling in regional locations) – the results at locational (i.e. metropolitan, regional and remote) level are unweighted.

Data analysis

Statistical testing was conducted in order to establish whether statistically significant differences existed across different groups of respondents, including those based on:

location (i.e. examining differences across metropolitan, regional and remote areas);

exposure to campaign (i.e. exposure analysis conducted for the indirect measures of campaign impact, examining differences between those exposed and not exposed); and

2525


segment membership (i.e. examining differences across different attitudinal segments).

Where significant differences are reported, these refer to results that were found to be statistically significant at the 90% level of statistical confidence.

Quality assurance

This project was conducted in accordance with international quality standard ISO 20252.

2525


III. Campaign awareness and direct measures of campaign impact

A. Unprompted awareness

Exposure to any advertising about working in health was moderate, with Health Heroes advertisements featuring frequently in unprompted mentions of advertising seen and/or heard in the past 12 months.

As shown in Figure 1, one third (34% overall) of the target audience interviewed reported that they had been exposed to general advertising about working in health. Exposure to such advertising was higher in regional (45%) and remote (44%) locations.

Among those exposed, one in three (39%; 13% of all respondents) mentioned seeing and/or hearing at least one of the Health Heroes Campaign advertisements. Furthermore, unprompted awareness of the Health Heroes advertising was highest among the target audience in regional locations (19%) – potentially reflecting the regional skew in the media buy.

Figure 1: Exposure to advertising about working in health (past 12 months)

(Base: All respondents)

2525


Figure 2 shows that the most commonly recalled element of the Campaign advertising mix was the ‘brand’ advertisement (4% of all respondents, 11% of those exposed). This was the only element of the Campaign which was shown across all markets.

Among the specific testimonial-style advertisements, those portraying the paramedic trainee (3% of all respondents, 10% of those exposed) and the doctor (2% of all respondents, 7% of those exposed) were more commonly mentioned.

Figure 2: Exposure to Health Heroes Campaign advertising – unprompted

(Base: All respondents, n=252)

The remaining unprompted responses contained descriptions of advertising messaging which very closely resembled some Health Heroes Campaign messages. However, not all such descriptions contained sufficient evidence to be classified under an element of the Health Heroes Campaign advertising mix. It is therefore possible that unprompted recall of this Campaign may be slightly higher than depicted.

Of the descriptions provided (n=95), the leading advertising messages described included:

2525


Health jobs provide opportunity to help the community or to help Indigenous people (13%);

It is not hard to get a job in health (10%); Study courses or training programs in the health sector

are available (9%); Jobs in health are rewarding (8%); Health jobs provide opportunities to work anywhere in

Australia (5%); The health sector needs more workers (4%); and Financial support is available (4%).

B. Prompted awareness

Prompted recall of the Health Heroes Campaign advertising was strong with a sizeable proportion (44%) of the target audience reporting exposure to at least one element of the Health Heroes Campaign advertising mix. As shown in Figure 3, the Campaign reach was largely concentrated in regional (56%) and remote (60%) locations, reflecting the regional focus of the media buy.

Higher cut-through was also recorded among:

Younger respondents aged 15 or 16 years (52%, compared to 38% of those aged 17 or 18 years);

Secondary school students enrolled in Year 10, 11 or 12 (52%, compared to 28% of those in full-time formal vocational training); and

respondents who had relatives or friends working in health (63%, compared to 28% who did not).

Figure 3: Overall exposure to Health Heroes Campaign advertising – prompted


2525


2525


Television advertising contributed the largest share of audience reach, reaching nearly two fifths (38%) of all respondents from the target audience. Consistent with the overall Campaign reach and media skew, exposure to television advertising was higher in regional (45%) and remote (58%) areas compared to metropolitan locations (18%).

In line with overall Campaign exposure, prompted recall of the Health Heroes television advertisements was also higher among:

younger respondents (44% of those aged 15-16, compared with 32% of respondents aged 17-18);

those currently enrolled in Year 10, 11 or 12 (45% of those in Year 10-12, compared with 23% of those in formal vocational training); and

respondents who had relatives or friends working in health (54%, compared with 23% of those who did not).

Print and radio advertising contributed moderately to the overall Campaign reach amongst the primary target audiences, each reaching less than one fifth of all respondents (18% print, 15% radio). The relatively low reach of print advertising is not surprising given that the advertisements were targeted at influencers and not at students themselves.

Exposure to print advertising was notably concentrated in remote areas (40%, compared to 8% for metropolitan and 15% for regional areas) and significantly higher among respondents who had family and/ or friends working in health (30%, compared with 7% of those who did not).

Similar to television advertising, exposure to radio advertisements was higher in regional areas (25%, compared to 8% in metropolitan and 6% in remote areas) and also among:

those currently enrolled in Year 10, 11 or 12 (18% of those in Year 10-12, compared with 8% of those in formal vocational training); and

those who had relatives or friends working in health (20%, compared with 10% of those who did not).

Only a very small proportion (9%) of the target audience interviewed indicated exposure to the Internet advertisement. Respondents with relatives and/or friends who were working in health were more likely to report seeing the online advertisement (16%, compared with 3% of those who did not).

2525


Figure 4: Exposure to each type of Health Heroes Campaign advertising – prompted


As shown in Table 3, the overall reach of Health Heroes television advertising was largely driven by the ‘brand’ advertisement which was shown across all markets, although each of the testimonial-style advertisements contributed significantly in areas where they were shown.

Despite a substantial proportion (of those with opportunity to see) reporting that they had seen the dental assistant advertisement, the result is based on a very small sample size and should therefore be interpreted with caution.

Table 3: Exposure to each TV advertisement among those with opportunity to see

(Base: Respondents with opportunity to see specific TV ads – as per media placement)TV advertisement ReachBrand (n=252) 30%Doctor (n=153) 23%Physiotherapist (n=99) 21%Child Health Nurse (n=109) 16%Paramedic (n=123) 15%Dental Assistant (n=20)* 35%

*Very small sample size – please interpret results with caution

2525


As shown in Figure 5, the vast majority (92% overall) of those who had seen at least one of the Health Heroes TV advertisements shown in their location recalled seeing them on television. Much smaller proportions reported seeing them on the Internet or elsewhere.

This overall pattern of exposure was broadly consistent with those recorded in regional and remote areas1.

Figure 5: Medium of exposure to TV advertisement

(Base: Respondents exposed to Health Heroes Campaign TV advertisements)

92

8

12

8

92

88

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Overall (n=107)

Overall (n=107)

Overall (n=107)

Yes No/ don't know

On television

On the Internet

Somewhere else

1 Metropolitan results were based on a very small sample size (n=9 of those exposed to TV advertising) and therefore were not reliable.

2525


C. Key message take-out

Respondents exposed to the Health Heroes Campaign advertising were asked to describe the messages they derived from the advertisements, without prompting. As displayed in Figure 6, the Health Heroes advertising resulted in good cut-through of the key Campaign messages.

Reflecting their prominence in all elements of the Campaign advertising mix, messages pertaining to the variety of health jobs available and the intrinsic rewards of working in health recorded the highest levels of cut-through. The leading four messages were:

There are hundreds/lots of different health jobs (37%); Working in health jobs allows you to help your

community (36%); Health jobs offer a respected role in the community

(35%); and Health jobs offer opportunities in a wide range of

specialised areas (29%).

Figure 6: Key message take-out – unprompted

(Base: Respondents exposed to any Health Heroes Campaign advertisement, n=126)

2525


In comparison, messaging relating to the locational flexibility of health jobs, featured only in some of the Health Heroes advertisements, achieved slightly lower cut-through2:

Some health jobs give you the chance to stay in your community (26%); and

Some health jobs give you the chance to work anywhere in Australia (22%).

Lastly, messaging regarding the pathways to obtaining a health job attained the lowest levels of cut-through:

Some health jobs allow you to learn on the job (15%); and Some health jobs come with support and funding while

you study (11%).

Almost one in five (18%) of those exposed mentioned the key call-to-action message featured in the advertisements – visit the Health Heroes website.

D. Opinions towards campaign advertising

The Health Heroes advertisements were generally seen as relevant, appealing and successful in promoting the feasibility and attractiveness of working in health.

The vast majority of those exposed felt that the advertisements promoted the attainability of health jobs to people like themselves (85% ‘agreed’ or ‘strongly agreed’). Furthermore, nearly three quarters (73%) considered the advertisements “perfect” for people like themselves, suggesting that the Health Heroes Campaign successfully elicited strong self-identification among the target audience.

2 Analysis of key messages by exposure to a specific advertisement was not possible due to small sample sizes.

2525


Figure 7: Opinions towards campaign advertisements – relevance to self

(Base: Respondents exposed to any Health Heroes Campaign advertisement)

44

40

41

33

12

16

2

5 6

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Overall (n=108)

Overall (n=110)

Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree

The ads made me feel that it's possible for someone like me to work in health

The ads were perfect for people like me

The advertisements were also successful in promoting the appeal of working in health, with nearly three quarters (74%) of those exposed indicating that the advertisements made them like the idea of working in health. In addition, over two thirds (69%) reported that the advertising elicited thoughts about getting a health job.

Figure 8: Opinions towards campaign advertisements – attractiveness of health jobs


39

36

36

34

17

18

5

8

3

5

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Overall (n=107)

Overall (n=109)


The ads made me like the idea of working in health

The ads made me think about getting a health job

Overall, the advertisements were appealing to the target audience with a notable majority (80%) of respondents exposed indicating that they liked the advertisements, and only a very small proportion (8%) reporting that they did not care about them.

Figure 9: Opinions towards campaign advertisements – appeal of advertising


2525


42

5

38

3

12

24

6

19

2

49

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Overall (n=108)

Overall (n=104)


I like the ads

I don't care about the ads

2525


Moreover, consistent with their high appeal, the advertisements were associated with a minimal level of wear-out. As shown in Figure 10, the vast majority (88%) of respondents agreed that they would probably pay attention to the advertisements if they saw/ heard them again. Furthermore, only a small proportion (12%) indicated that they were growing weary of these advertisements.

Figure 10: Opinions towards campaign advertisements – advertising wear-out


50

6

38

6

10

16 26

2

47

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Overall (n=108)

Overall (n=104)


I will probably pay attention to the ads if I come across them again

I am getting tired of the ads

E. Behavioural response

The Campaign elicited a robust level of behavioural response, with over one third (36%) of those exposed reporting that they had done something as a result of exposure (see Figure 11).

Figure 11: Actions taken as a result of Campaign exposure – unprompted

(Base: Respondents exposed to any Health Heroes Campaign advertisement, n=125)

36%

21%

16%

15%

12%

11%

6%

52%

0% 10% 20% 30% 40% 50% 60%

Did something

Talked to someone about getting a health job or training for it

Searched for information about what kinds of things you do in different health jobs

Searched for information about studying or training to get a health job

Visited the Health Heroes website or website mentioned in the ads

Searched for information about how to get different health jobs

Other

Did not do anything

2525


Note: This chart excludes “don’t know” responses and entries which did not provide a response. Therefore the sum of “did something” and “did not do anything” responses do not add up to 100%.

Most commonly, respondents engaged in conversations with other people about entering the health sector (21%). Information-seeking activities were less prevalent, but one fifth of those exposed indicated that they had searched for information regarding:

what is done in different health jobs (16%); studying or training to get a health job (15%); and how to get different health jobs (11%).

Just over one tenth (12%) of those exposed visited the Health Heroes website as a result of seeing and/ or hearing the Campaign advertisements.

2525


IV. Indirect measures of campaign impact – awareness and understanding

A. Current levels of awareness

The target audience had reasonably high levels of awareness of important aspects of working in the health sector.

Knowledge that there is a wide variety of health jobs was the highest (88% overall), whilst awareness of the locational flexibility of the health sector was slightly less prevalent.

Figure 12: Awareness of aspects of working in the health sector


Awareness that one would not have to leave one’s home town or community to work in some health jobs was considerably higher in metropolitan areas (94%) compared to regional (63%) and remote (58%) areas – suggesting that this knowledge gap is more common among those living in non-metropolitan areas.

2525


Respondents’ knowledge of the pathways to obtaining careers in the health sector was comparatively lower than their knowledge of the variety and locational flexibility of health jobs. Respondents’ awareness levels were highest regarding the availability of financial aid for health-related training (66% overall). In comparison, they were slightly less aware of the option to work and earn a wage while training for some health jobs (55%).

Figure 13: Awareness of pathways to working in health


Awareness for all aspects of working in, or pathways to, health jobs tended to be lower among those living in remote areas. The discrepancy in awareness levels was the greatest with respect to the requirement for a university qualification in getting a health job. Respondents in metropolitan areas were by far most aware that this requirement did not apply to the entire health industry (76%), while those in remote areas (33%) were notably less aware.

2525


B. Exposure analysis – assessment of campaign performance against awareness levels

The target audience exposed to the Health Heroes Campaign advertising was generally better informed about various aspects of working in, and pathways to, health – particularly in relation to aspects which featured in the Campaign messaging.

Specifically, those exposed to the Health Heroes advertising had higher levels of awareness that “there are lots of different health jobs” (93%, compared with 83% of those not exposed) which is the key Campaign message across all Health Heroes Campaign materials.

Moreover, exposure to the Health Heroes advertising was also associated with higher levels of awareness that:

Some health jobs give you the chance to work anywhere in Australia (84%, compared with 65% of those not exposed);

You do not have to leave your home town or community to work in some health jobs (79%, compared with 69%);

You can get financial help to study or train for a job in health (75%, compared with 59%);

Some health jobs offer on-the-job training (65%, slightly but not statistically significantly higher than 57%); and

You can train for some health jobs while working and earning a wage (63%, compared with 49%).

2525


V. Indirect measures of campaign impact – attitudes towards working in health

A. Attitudes towards working health

Recognition of the intrinsic rewards associated with working in health was widely prevalent among the target audience.

Attitudinal statements affirming such rewards received the highest levels of endorsement, with the majority of respondents ‘agreeing’ or ‘strongly agreeing’ that:

Working in health is a good way to help your family and your community (95%);

Jobs in health are rewarding (86%); People who work in the health sector are highly

respected (85%); and They would be proud to have a health job (82%).

Figure 14: Attitudes towards working in health – recognition of intrinsic rewards


3868

7859

175557

42

1750

6140

296261

50

6024

1636

6830

3144

7429

2545

4821

2732

2524

1512

1213

918

1214

2112

815

2

3

2

22

2343

2

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Metropolitan (n=48)Regional (n=149)

Remote (n=51)Overall (n=248)








Working in health is a good way to help your family and

your community

Jobs in health are rewarding

People who work in the health sector are highly

respected

I would be proud to have a health job

Furthermore, although overall agreement levels (‘agree’ plus ‘strongly agree’) among metropolitan residents either matched or exceeded those recorded in non-metropolitan locations, the

2525


strength of respondents’ acknowledgement of these intrinsic rewards was higher in regional and remote areas.

The target audience showed a limited level of confidence in the attainability of health jobs. As displayed in Figure 15, less than three fifths of respondents overall held positive expectations regarding their ability or suitability to enter the health sector.

Figure 15: Attitudes towards working in health – Confidence in attainability


1042

3229

933

4126

2520

15

3325

2428

3022

1623

2120

2421

4320

3230

432725

33

644140

49

12789

14121413

149

1212

2745

5545

543

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%








There are jobs in health that suit my skills and

abilities

I could get a health job if I wanted one

It's not that hard to get a job in health

Stronger confidence in the attainability of health jobs was found among respondents in non-metropolitan areas. Those from regional and remote areas recorded higher levels of confidence, particularly that:

there are jobs in health that suit their skills and abilities (67% in regional and 57% in remote areas, compared with 43% in metropolitan locations);

they could get a health job if they wanted one (55% in regional and 57% in remote areas, compared with 39% in metropolitan areas); and

it is not that hard to get a job in health (45% in regional and 44% in remote areas, compared with 21% in metropolitan locations).

2525


Inclinations towards working in health were fairly positive with significant interest in, and openness to, working in health found among the target audience.

As shown in Figure 16, notable proportions of respondents were positive about the idea of working in health, with a relatively small proportion reporting disinterest:

60% expressed openness to working in health; 48% said that they would really like to get a job in health;

and only 19% claimed to be not interested in working in

health, while 55% rejected such disinterest (‘disagreed’ or ‘strongly disagreed’).

Consistent with findings in relation to other attitudinal aspects, comparatively larger proportions of those in regional and remote areas expressed strong inclinations towards the health sector compared to those in metropolitan areas.

Figure 16: Attitudes towards working in health – inclination towards working in health


203537

30

1634

2726

61189

402424

30

2915

2422

1411

411

3427

2930

3723

3330

2426

2726

412

68

1421

615

3619

2526

2242

48

107

203435

29

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%








I'm open to working in health

I'd really like to get a job in health

I'm not interested in working in health

Openness to general career-related information (i.e. not health specific) was high among the target audience, with the majority of respondents (73%) expressing interest in finding out more about jobs that might suit their skills and interests. Such openness was more prevalent in regional (50% ‘strongly agreed’) and remote (53%) areas compared to metropolitan areas (34%).

2525


Respondents were notably more polarised in relation to their future career plans. Whilst a significant proportion of the target audience expressed uncertainty regarding their future career choices (40% ‘agreed’ or ‘strongly agreed’), an almost equal proportion indicated that they had established ideas regarding what sort of jobs they want to do in the future (36% ‘disagreed’ or ‘strongly disagreed’ to feeling uncertain).

Higher levels of uncertainty were recorded among those living in non-metropolitan areas (48% and 41% in regional and remote areas respectively, compared to 30% of those in metropolitan locations).

Figure 17: Attitudes towards working in health – uncertainty and openness to information


34

50

53

45

7

19

27

16

36

24

24

28

24

28

14

24

28

14

20

20

33

17

24

24

9

2

4

22

19

4

17

2

3

2

2

15

16

31

19

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Metropolitan (n=50)

Regional (n=147)

Remote (n=51)

Overall (n=248)

Metropolitan (n=46)

Regional (n=144)

Remote (n=49)

Overall (n=239)


I'm keen to find out more about jobs that might suit my skills

and interests

I don't really know what sort of job I want to do in the

future

2525


B. Exposure analysis – assessment of campaign performance against attitudes

The target audience exposed to the Health Heroes Campaign advertising was generally more positive in their attitudes towards working in health.

Those exposed to the Campaign advertising were more likely to acknowledge the intrinsic rewards of working in health and showed greater inclination to working in the health sector. Specifically, they were significantly more likely to agree that:

people who work in the health sector are highly respected (89%, compared with 81% of those not exposed);

they would be proud to have a health job (86%, compared with 78%);

they were open to working in health (67%, compared with 54%); and


Moreover, exposure to Campaign advertising was also associated with higher levels of confidence in the attainability of health jobs. Those who had seen and/ or heard the Health Heroes advertising were more likely to agree that:

there are jobs in health that suit their skills and abilities (64%, compared with 50% of those not exposed);

they could get a health job if they wanted one (61%, compared with 40%); and

it is not that hard to get a job in health (44%, compared with 30%).

2525


VI. Indirect measures of campaign impact – past behaviour and future intentions

A. Past behaviour

General information-seeking in relation to studying or training was fairly widespread among the target audience. As presented in Figure 18, the majority of respondents (64% overall) reported searching for information about studying or training to get a job in the last three months. Such information-seeking was significantly more common in metropolitan and regional areas (74% and 64% respectively, compared with 44% of those in remote locations).

Despite this notable prevalence of general information search, smaller proportions engaged in activities specifically pertaining to entering the health sector – around one third of respondents or less had spoken to people or searched for information regarding health jobs in the last three months.

2525


Figure 18: Past behaviour in the last 3 months


A small proportion of respondents had visited the Health Heroes website (10% overall), with those in remote areas being significantly less likely to report doing so (2%, compared to 14% of those in metropolitan and 10% of those in regional areas).

B. Future intentions

Respondents’ future intentions in relation to seeking information or entering the health sector were notable. As displayed in , more than half (56% overall) of the respondents reported that they were likely (‘very likely’ or ‘likely’) to speak to other people about entering the health industry. In addition, around two fifths or more indicated intentions to search for information or enter the health sector in the future.

2525


Figure 19: Likelihood of engaging in actions relating to health jobs


2525


In addition to their likelihood of engaging in specific actions relating to health jobs, respondents were also asked to indicate their plans after leaving school or leaving their course of training. As shown in Figure 20, the majority of these respondents had established plans, with less than one fifth either having no plans (11%) or being uncertain about what they intend to do (4%).

A sizeable proportion reported intentions to continue their education/ training after leaving school or their current course (44% overall) with one in four (24% overall) reporting that they were likely to do so in the health area.

Figure 20: Intentions after leaving school or course


2525


When asked about their career intentions after completing their studies or training, more than one quarter (27% overall) indicated plans to work in a health job, and around one fifth (21%) reported uncertainty about their future choice of job but were open to considering health jobs.

A significantly larger proportion of metropolitan residents indicated being unsure about the type of job they would look for but were amenable to considering health jobs (30%), compared to regional (18%) or remote (10%) residents.

Figure 21: Career intentions after leaving school or course


2525


C. Exposure analysis – assessment of campaign performance against past behaviour and future intentions

Exposure to the Heath Heroes Campaign advertising was associated with higher rates of information-seeking behaviour in relation to health jobs. Those exposed to Campaign advertising were more likely to have:

talked to someone about getting a health job or training for it (47%, compared with 24% of those not exposed);

searched for information about what kinds of things one does in different health jobs (37%, compared with 17%);

searched for information about how to get different health jobs (42%, compared with 13%);

searched for information about studying or training to get a health job (34%, compared with 19%); and

visited the Health Heroes website (14%, compared with 6%).

The likelihood of engaging in information-seeking activities in the future (either by talking to others or searching for information) was also stronger among those exposed to the Health Heroes Campaign advertising. Levels of reluctance (‘unlikely’ or ‘very unlikely’) to engage in these behaviours were significantly lower among those exposed to the Campaign, along with slightly higher (though not statistically significant) levels of willingness (‘very likely’ or ‘likely’). Of those who were exposed to Campaign advertising:

62% were willing to talk to someone about getting a health job or training for it (compared with 52% of those not exposed; while 18% were reluctant, compared with 30% of those not exposed);

52% were likely to search for information about studying or training to get a health job (compared with 42% of those not exposed; while 19% were unlikely; compared with 33%);

51% planned to search for information about how to get different health jobs (compared with 41% of those not exposed; while 23% were unwilling to, compared with 37%); and

48% intended to search for information about what kinds of things one does in different health jobs (compared with 42% of those not exposed; while 21% were reluctant, compared with 35%).

2525


Specific intentions relating to studying or working in the health sector were also higher among those exposed to the Health Heroes Campaign with greater proportions reporting that they:

plan to do further study, probably in the health area (31%, compared with 18% of those not exposed); and

plan to work in a health job (33%, compared with 23% of those not exposed).

2525


VII.Attitudinal segmentation

A. Segment membership

In 2010, the Department commissioned ORIMA Research to conduct a qualitative study to inform development of a communications campaign aimed at encouraging Aboriginal and Torres Strait Islander secondary school students to pursue a career in health.

This research identified four broad attitudinal segments inrelation to pursuing employment in the health sector:

Segment 1: Established intention to work in health—‘I already know that I want to work in health’;

Segment 2: Could be encouraged to work in health—‘I’m open to working in health’;

Segment 3: Uncertain about future plans—‘I don’t know what I’m going to do’; and

Segment 4: Unlikely to work in health—‘I’m not interested in working in health; I want to do something else’.

Based on their attitudes towards working in the health sector, respondents in the current study were classified into four segments - replicating the four segments identified in the previous qualitative research undertaken in 2010.

2525


Figure 22 shows the sizes of these segments among the target audience interviewed. Among metropolitan respondents, the research found a significant skew towards either having an established intention to work in health or being uncertain about future plans. Respondents in remote locations were more likely to be classified as being unlikely to work in health, particularly relative to those in metropolitan areas.

Figure 22: Attitudinal segments


2525


B. Segment descriptions

The table below contains the attitudinal profile of the four segments, summarising the information presented in Table 5-7. Table 8 contains some demographic results relating to the segments3.

Table 4: Attitudinal profile

Segment Attitudinal profile

Segment 1: Established intention to work in health(High intention and certain about future plans)

High recognition of rewards of working in health High confidence in attainability of health jobs Intend to work in health Certain about future plans

Segment 2: Could be encouraged to work in health(High intention but uncertain about future plans)

High recognition of rewards of working in health High confidence in attainability of health jobs Relatively high inclination to work in health Uncertain about future plans

Segment 3: Uncertain about future plans(Low intention and uncertain about future plans)

Low recognition of rewards of working in health Low confidence in attainability of health jobs Low openness to working in health Relatively uncertain about future plans

Segment 4: Unlikely to work in health(Low intention and certain about future plans)

High recognition of rewards of working in health High confidence in attainability of health jobs Lowest intentions to work in health Certain about future plans

3 Bolded figures in these tables denote results that are significantly higher/ lower than those for all other segments

2525


Table 5: Attitudinal dimensions (averages – level of agreement provided on a scale from 1, strongly disagree to 10, strongly agree)

Level of agreement

Segment 1 (n=52):

Established intention to

work in health

Segment 2 (n=59): Could

be encouraged to work in

health

Segment 3 (n=75):

Uncertain about future

plans

Segment 4 (n=41):

Unlikely to work in health

Recognition of intrinsic rewards 8.6 9.7 6.9 9.0

Confidence in attainability 7.0 7.8 5.3 7.5

Inclination to work in health 9.0 8.1 5.6 4.6

Keen to find out more about jobs that might suit their skills and interests

9.1 9.3 6.1 8.4

Do not really know what sort of job they want to do in the future

3.4 8.0 5.9 4.7

Table 6: Future plans (percentages)

Plans after finishing school/ training

Segment 1 (n=52):


work in health



health

Segment 3 (n=75):


plans

Segment 4 (n=41):


Plan to do further study or training – probably in health

59% 31% 7% 2%

Plan to do further study or training – probably not in health

6% 15% 22% 47%

Plan to look for a job 26% 44% 39% 24%Plan to do something else 2% 5% 6% 14%

Have no plans 3% 1% 23% 10%

2525


2525


Table 7 – Career aspirations (percentages)

Career aspirations

Segment 1 (n=52):


work in health



health

Segment 3 (n=75):


plans

Segment 4 (n=41):


Plan to work in a health job 68% 44% 6% nil

Plan to work in a job not in health 3% 10% 39% 56%

Unsure – would think about working in health 27% 31% 14% 10%

Unsure – would not think about working in health nil nil 6% 5%

Unsure – uncertain if would think about working in health 2% 15% 29% 29%

Table 8 – Demographics (percentages)

Deomgraphics

Segment 1 (n=52):


work in health



health

Segment 3 (n=75):


plans

Segment 4 (n=41):


Aged 17-18 years 73% 55% 44% 45%Gender (Female) 61% 54% 50% 54%Speak English and another language 13% 30% 11% 33%

Know people who work in health 56% 63% 39% 38%

Metropolitan location 48% 11% 52% 15%Regional location 33% 60% 38% 51%Remote location 18% 29% 10% 34%

2525


C. Campaign performance against segments of interest

Findings from previous qualitative research undertaken by ORIMA Research in 2010 suggested that exposure to information about working in health was likely to have a positive impact on Segments 1, 2 and 3. The research also suggested that whilst exposure to information was likely to raise awareness about working in health, it would have a negligible impact on Segment 4 due to their fairly entrenched non-health career aspirations. As such, Segments 1, 2 and 3 were identified as the key attitudinal segments on which the Campaign should focus.

It is however important to note that due to the attitudinal (i.e. non-demographic) nature of the segmentation, targeted media planning and buying around these segments was not possible.

Notwithstanding these targeting constraints, the current research found that the Health Heroes Campaign effectively reached sizeable proportions of the key attitudinal segments of the audience:

Segment 1: Those with an established intention to work in health;

Segment 2: Those who could be encouraged to work in health; and

Segment 3: Those who were uncertain about their future plans.

Table 9 presents the results pertaining to the Health Heroes advertising reach across all segments – showing good cut-through across Segment 1 and 2, and particularly high reach among Segment 4.

2525


Table 9: Exposure to campaign elements across segments

Exposure to campaign elements across segments

Segment 1 (n=52):


work in health

Segment 2 (n=59):

Could be encouraged to work in

health

Segment 3 (n=75):


plans

Segment 4 (n=41):


Overall Campaign advertising 46% 53% 28% 74%Television advertisement 37% 50% 20% 66%Print advertisement 25% 18% 11% 27%Radio advertisement 17% 9% 15% 28%Online advertisement 19% 1% 6% 14%

As expected, the Health Heroes advertising elicited a much stronger positive response among those exposed from Segment 1, 2 and 3, than among Segment 4 (although exposure was higher among Segment 4). As illustrated in Table 10, respondents from the three segments of interest, were significantly more likely to report engaging in behaviours associated with consideration of health jobs as a result of seeing/ hearing the Health Heroes advertising.

Although the overall behavioural response was largely driven by Segment 1 (16 out of 23 Segment 1 respondents exposed indicated that they had taken action), the advertising also elicited a positive response among the two segments with less established plans for the future (Segment 2 and 3) – one in four (26%) respondents from these segments (combined, n=60) reported that they had done something as a result of exposure to the Health Heroes advertising.

2525


Table 10 – Direct campaign impact: actions (unprompted) taken as a result of exposure

Base: Respondents exposed to Campaign advertising

Segment 1: Established intention to work in

health

AND

Segment 2: Could be

encouraged to work in

health

AND

Segment 3: Uncertain

about future plans

Segment 4: Unlikely to

work in health

Sample Size n=834 n=32Done something 44% 10%Talked to someone about getting a health job or training for it

26% nil

Searched for information about what kinds of jobs you do in different health jobs

21% 6%

Searched for information about studying or training to get a health job

20% 3%

Searched for information about how to get different health jobs

15% 4%

Visited the Health Heroes website 15% 4%

Furthermore, within the two segments with less established plans (Segment 2 and 3 combined), respondents exposed to the Health Heroes Campaign were significantly more positive in their attitudes towards working in health and intentions to engage in desirable behaviour.

Among these subsets of the target audience, those exposed were more likely to indicate that they would be proud to have a health job (80%, compared to 66% of those not exposed). Furthermore, they were also more likely to express confidence in the attainability and suitability of health jobs, particularly that:

they could get a health job if they wanted one (59%, compared to 31% of those not exposed);

4 Please note that due to small sample sizes (of those exposed to Campaign advertising in each segment), the segments of interest were merged to provide more reliable estimates of direct behavioural response. For the same reason, this approach was also taken for the exposure analysis presented in this section.

2525


there are jobs in health which suit their skills and abilities (54%, compared to 36% of those not exposed); and

it is not that hard to get a health job (46%, compared to 24%).

Inclinations towards working in the health sector and openness to further information were also higher among those in Segment 2 and 3 who had seen and/ or heard the Health Heroes advertising. Specifically, higher proportions of those exposed indicated that they were:

open to working in health (78%, compared with 45% of those not exposed);

keen to find out more about jobs which might suit their skills and interests (74%, compared with 52%); and

would really like to get a job in health (60%, compared with 29%).

Moreover, respondents in Segment 2 and 3 who were exposed to the Campaign advertising were more likely to report that upon finishing school or their training course, they planned to:

do further study or training probably in the health area (24%, compared to 11% of those not exposed); and

work in a health job in future (28%, compared to 14%).

In addition, they were also more likely to report intentions to:

talk to someone about getting or training for a health job (62%, compared to 46% of those not exposed);

search for information about studying or training to get a health job (50%, compared to 32%); and

search for information about how to get different health jobs (54%, compared to 32%).

2525


VIII. Consumption of media used in the campaign mixA. Free-to-air television

As shown in Figure 23, the majority of respondents (81%) indicated that they had watched free-to-air TV in the past 4 weeks.

Free-to-air TV consumption was significantly more prevalent among those living in metropolitan (84%) and regional (87%) areas, than those in remote areas (63%).

Figure 23: Watched free-to-air TV in past 4 weeks


2525


The top 5 free-to-air TV channels watched in the past 7 days, especially among those living in non-metropolitan areas, were the commercial channels:

Seven/ Prime 7/ GWN7 (69% among those who watched free-to-air TV in regional and remote areas);

Ten/ Southern Cross Ten/ Mildura Ten/ WIN Ten (55%); Nine/ WIN Network/ NBN (50%); 7Mate (50%); and Go (46%).

Table 11: Free-to-air TV channels watched in past 7 days – unprompted(Base: Respondents who watched free-to-air TV in past 4 weeks)

Free-to-air TV stations watched All locations Regional and Remote locations

Seven/ Prime 7/ GWN 7 76% 69%Ten/ Southern Cross Ten/ Mildura Ten/ WIN Ten 64% 55%Nine/ WIN Network/ NBN 63% 50%7Mate 45% 50%Go 50% 46%Gem 37% 28%ABC/ ABC 1 26% 23%Eleven 26% 21%7 Two 26% 21%SBS One 9% 13%ABC 2/ ABC 4 Kids 9% 10%ABC 3 7% 9%One 5% 5%ABC News 24 3% 4%SBS Two 2% 2%Extra 3% 1%SBS HD 1% 1%4 ME 1% 1%TVS/ Television Sydney 2% nil31 Digital 2% nilOther stations 5% 4%Number of respondents 205 163

2525


Table 12 presents the proportions who watched each of the free-to-air TV programs listed in the past 7 days. The list was compiled on the basis of the UM TV spot report – capturing programs during which Health Heroes advertising was scheduled.

As shown, nearly all respondents (who watched free-to-air television) reported viewing at least one of the programs listed – with the majority of the top 10 programs watched featuring prominently in the media schedule.

The top programs which captured the widest audience in regional and remote areas were Home and Away (48%) and movies (47%). Programs relating to NRL and AFL also featured prominently with significant proportions of those who watched free-to-air television reporting that they viewed:

NRL and AFL games (36%); The Footy Show – NRL (27%); and The Footy Show – AFL (18%).

Table 12: Free-to-air TV programs watched in past 7 days – unprompted(Base: Respondents who watched free-to-air TV in past 4 weeks)

Free-to-air TV programs watched All locations Regional and Remote locations

Watched any listed programs 97% 96%Home and Away 51% 48%Movies 56% 47%NRL and AFL Games 43% 36%The Simpsons 29% 34%The Big Bang Theory 25% 28%The Footy Show – NRL 32% 27%Neighbours 34% 26%Friends 15% 22%Sunrise 24% 21%The Footy Show – AFL 18% 18%Bones 12% 18%Border Security 21% 17%Revenge 12% 16%Mrs Brown's Boys 9% 15%Swamp People 12% 14%Futurama 16% 11%Hardcore Pawn 8% 11%Two and a Half Men 10% 10%How I Met Your Mother 6% 10%Cleveland Show 6% 10%Law and Order SVU 16% 8%

2525


Free-to-air TV programs watched All locations Regional and Remote locations

Pawn Stars 5% 8%Operation Repo 5% 8%The Middle 9% 7%Seinfeld 8% 7%Happy endings 5% 7%American Pickers 5% 6%Castle 4% 6%Sex and the City 4% 6%60 minute makeover 5% 5%The Nanny 3% 5%Grey's Anatomy 5% 4%The King of Queens 4% 4%Aussie Millions Poker Champion 2% 3%Becker 2% 3%Megafactories 2% 3%Raising Hope 2% 2%The Office 1% 2%Rizzoli and Isles 3% 1%The Graham Norton Show < 1% 1%Other programs 45% 27%Number of respondents 204 162

2525


Among those who had watched free-to-air TV, consumption of online catch-up TV (SBS on Demand, Plus7, ninemsn video etc.) was relatively low. Only around one tenth (11% overall) of these respondents indicated that they had watched catch-up TV in the last seven days.

Respondents from regional areas were less likely to report watching catch-up TV (2%) compared to those from metropolitan (19%) or remote (13%) areas.

Figure 24: Watched catch-up TV online in past 7 days(Base: Respondents who watched free-to-air TV in past 4 weeks)

2525


B. Subscription TV

Consumption of subscription TV was comparatively lower than that of free-to-air TV, with over one third (36%) of respondents reporting having done so in the last 4 weeks.

Consumption of subscription TV was found to be highest among respondents living in remote areas (56%) and lowest among those in metropolitan areas (26%) (see Figure 25). Consumption was mainly driven by the viewing of Foxtel or Austar Pay TV services.

Figure 25: Watched subscription TV in past 4 weeks


2525


Table 13 depicts the programs that respondents watched on subscription TV. As with free-to-air TV, the list of programs was compiled on the basis of the UM spot report. Therefore, the programs listed below are those during which the Health Heroes advertising was scheduled.

Music programs were by far the most popular program type (62%), followed by sports programs (44%).

Music programs were particularly prominent in the Health Heroes advertising schedule for subscription TV.

Table 13: Subscription TV programs watched in past 7 days – unprompted(Base: Respondents who watched subscription TV in past 4 weeks)

Subscription TV programs watched All locationsWatched any listed programs 87%Music shows/ programs 62%Sports programs 44%The Simpsons 31%Family guy 26%Futurama 24%Teen Mom 24%Snooki and Jwoww 17%The Valleys 13%Law and Order 11%Wentworth 10%Ridiculousness 9%Hollywood Heights 8%Aussie Pickers 7%Scandalicious 6%The King of Queens 6%American Pickers 4%Catfish 4%Baggage Battles 4%Rob Dyrdek's Fantasy Factory 3%The LA Complex 3%Cash Cowboys 3%True Life 3%Call of the Wildman 2%Full Throttle Saloon 2%Buck Wild 1%Barter Kings 1%Other programs 60%Number of respondents 97

2525


C. Indigenous TV

In addition to their consumption of free-to-air and subscription TV, respondents were also asked whether they had watched any Indigenous TV stations in the past 4 weeks.

A moderate proportion of respondents from the target audience reported watching Indigenous TV, with National Indigenous Television (NITV) being most commonly watched across metropolitan and non-metropolitan locations. Indigenous Community Television (ICTV) was consumed by 9% of those in remote areas. Respondents in remote areas were also more likely to report watching NITV.

Figure 26: Indigenous TV stations watched in past 4 weeks – unprompted


40%

6%

39%

1%

55%

9%

5%

42%

2%

4%

0% 10% 20% 30% 40% 50% 60% 70% 80%

National Indigenous Television(NITV)

Indigenous Community Television(ICTV)

Other

Metropolitan (n=50) Regional (n=147) Remote (n=44) Overall (n=241)

2525


D. RadioRadio consumption was moderate (46% overall) and varied across metropolitan and non-metropolitan locations. Higher levels of radio consumption were recorded in metropolitan areas (60%) compared to regional (40%) and remote (35%) areas.

Figure 27: Listened to the radio in past 4 weeks


Table 14 presents a list of main radio stations listened to in the past seven days, as listed by those who had listened to the radio in the last four weeks.

Table 14: Main radio stations listened to in past 7 days – unprompted(Base: Respondents who listened to the radio in past 4 weeks)

New South Wales ProportionMix 106.5 30%Nova 96.9 30%Triple J 27%2Day 24%Star FM 13%WSFM 10%Zoo FM 8%FBi 7%Triple M 7%Koori Radio 3%CHR FM 3%ABC 3%2DU 3%2RPH 1%2RG 1%Gem FM 1%Number of respondents 35

2525


Northern TerritoryCAAMA Radio 74%Sun FM 59%Radio Rumjungle 30%Radio Larrakia 30%Hot 100 15%Territory FM 15%Number of respondents 13

QueenslandNova 106.9 39%B105 27%97.3 FM 19%98.9 FM 16%Bumma Bippera Media 14%Hot FM 11%106.3 FM 11%4MW TSIMA 10%4ZZZ 4%4BH 4%Triple M 4%Triple J 4%96five 4%Zinc 101.9 3%Cairns FM 3%Kool FM 3%Other 8%Number of respondents 40

VictoriaPower FM 35%3BA 21%Mixx FM 21%Triple J 14%K-Rock 7%Mix 101.1 7%Other 7%Number of respondents 12

Western AustraliaHot FM 67%Fly FM 33%Triple J 33%Other 33%Number of respondents 3

2525


E. Indigenous radio

Consumption of Indigenous radio was low, with one quarter (25% overall) indicating that they had listened to Indigenous radio stations or programs in the last four weeks.

Respondents residing in regional areas were less likely to have consumed Indigenous radio (15%), compared to those in metropolitan (32%) or remote (37%) areas.

Figure 28: Whether listened to Indigenous radio stations/ programs in past 4 weeks


Table 15 presents a list of Indigenous radio stations listened to in the past seven days, as listed by those who had listened to Indigenous radio in the last four weeks.

2525


Table 15: Indigenous radio stations listened to in past 7 days – unprompted(Base: Respondents who listened to Indigenous radio in past 4 weeks)

Indigenous radio stations All locations2LND - Koori Radio 31%98.9 FM Murri Country Radio 13%4CIM - Bumma Bippera 13%CAAMA Radio 100.5 FM 12%Too Deadly Radio 4K1G (4KIG 107.1) 9%4TI - 4MW - Meriba Wakai 8%Radio Larrakia 94.5 FM 5%4CCR - Cairns 89.1 FM 3%2cuzFM 2%Other 3%Number of respondents 64

Note: Due to limited numbers of mentions, this table has not been organised by state.

F. Online

The vast majority (91% overall) of respondents from the target audience reported using the Internet in the past 4 weeks. Internet usage was significantly lower among respondents in remote locations (65%, compared with 98% of those in metropolitan and 97% in regional areas).

Figure 29: Used the Internet in past 4 weeks


The use of Google and the popular social media sites – Facebook and YouTube – was widely prevalent among those who used the Internet.

Figure 30: Use of Google, Facebook or YouTube(Base: Respondents who used the Internet in past 4 weeks)

2525


IX. Conclusions

The Health Heroes Campaign successfully reached a significant proportion of the target audience, primarily via television advertising. The advertisements resonated well with the target audience and prompted a robust behavioural response.

Cut-through of the key messages was good, especially in relation to messages which featured prominently in the Campaign materials – those relating to the variety of health jobs available and the intrinsic rewards of working in health recorded the highest levels of cut-through.

The Campaign performed well against its knowledge, attitudinal and action based objectives. Specifically, exposure to the Health Heroes Campaign was associated with higher levels of:

knowledge about working in health, such as better understanding of:

the breadth of jobs in health (i.e. there are lots of different jobs in health);

the locational benefits of working in health (e.g. one can work anywhere in Australia or not leave home/ community); and

the pathways to obtaining jobs in health (i.e. access to financial help and opportunities to earn a wage whilst training for a job in health).

positive attitudes to working in health, including:

2525


more positive perceptions about jobs in health (i.e. intrinsic rewards such as associations of health jobs with respect and pride);

stronger interest and aspirations towards health jobs (i.e. openness to, and interest in, working in health); and

higher perceived relevance and confidence in attainability of health jobs (e.g. suitability of health jobs to own skills and abilities and perceptions that working in health is achievable).

engagement in behaviours associated with consideration of health jobs, such as increased levels of:

information-seeking regarding health jobs, and intentions of doing so; and

motivation to engage in further education and work in the health sector.

The Campaign was effective against the attitudinal segments which were the focus of the Health Heroes advertising (Segment 1: those with established intentions to work in health; Segment 2: those who could be encouraged to work in health; and Segment 3: those who were uncertain about their future plans). In earlier (qualitative) developmental research undertaken by ORIMA Research, these segments were identified as more likely to be receptive to, and positively impacted by, information about working in health.

Among these key attitudinal segments of the audience, the Campaign advertising achieved good reach and elicited a strong behavioural response – even among the two segments with less established career plans (Segment 2 and 3). Furthermore, among these two segments with less established plans, exposure to the Campaign advertising was associated with more favourable attitudes and intentions towards working in health.

Media consumption of the target audience was found to be well aligned with the Campaign media mix. In relation to TV (free-to-air and subscription), which was the primary medium for reaching the target audience, the most popular programs watched by respondents reflected those targeted in the scheduling of the Health Heroes advertisements.

Given the overall effectiveness of the Health Heroes Campaign, the research suggests that investing in future media activity

2525


could achieve further shifts in awareness, attitudes and behaviour among the target audience.

2525


X. Demographic Profile

This chapter presents the demographic profile of respondents to the quantitative evaluation survey for the Health Heroes Campaign, as displayed in Figure 31 to Figure 37. Please note that all results split by location (i.e. metropolitan, regional and remote classification) are unweighted whilst overall results are weighted.

Figure 31: Location

(Base: All respondents, n=252)

20%

60%

21%

Metropolitan Regional Remote

2525


Figure 32: Aboriginal or Torres Strait Islander background


Figure 33: Gender


Figure 34: Age


2525


Figure 35: Current level of education or training


Figure 36: Whether know someone working in a health job


Figure 37: Languages spoken at home


2525

Documents

Evaluation of the effectiveness of the 2013 Health … · Web viewEvaluation of the effectiveness of the 2013 Health Heroes Campaign Quantitative research – FINAL REPORT September