The client:
Government body

Industry Sector:
Government

The Campaign:
An awareness study

The challenge:
Unity4 were engaged by Instinct and Reason, on behalf of a government body, to undertake a study amongst 800 NSW residents regarding their attitudes to littering and their awareness of a current TV ad campaign. The respondents were all contacted by phone and subsequently completed a 10-15 minute survey with an IQCA qualified/trained interviewer.

Methodology
The surveys completed were in NSW with a breakdown of surveys by region as follows:

Sydney Metro area:   Wollongong:   Newcastle:   Regional NSW:

400 surveys 100 surveys 150 surveys 150 surveys

A team of mature and experienced operators, with a background in similar projects, were briefed on the campaign and given a solid understanding of the impact of litter on the environment. They were also shown all ads incorporated in the ad campaign. The campaign consisted of a 'pre ad campaign' round (1 week prior to the commencement of the campaign) and a 'post ad campaign' round (1 week after the conclusion of the campaign) in order to measure the level of awareness of the campaign accurately.

Results
The client was very positive about the campaign and the analysis of the results by Instinct and Reason was published in an August 2003 edition of the Sydney Morning Herald.

Our client has gone on to request further fieldwork of a similar nature, this time amongst residents of NSW of a non-English speaking background.

Contact:
Simon Strachan
General Manager
Unity4 Pty Ltd
Ph: 02 9699 8279