I would have to consider other information + I would 5% have to know more about the system I wouldn't use it/ rely on it/ use with scepticism 5% Don't Know 22% Other 7% Base: All respondents (n=1000). Verbatim comments about how people would use the HSR included: As a quick glance option, looking more at the number than the stars. By checking products against one another to see which has a better rating. Compare products and investigate nutritional content i.e. sugars to see why they are different. Section summary Awareness of the HSR has significantly increased. Almost half of Australians (42%) are now aware of the Health Star Rating; however, awareness remains lower among older people, and obese class II & III groups. Positively, the notable difference in awareness seen in April 2015 among low SES and people who speak only English at home compared to the total sample no longer exists. Understanding of the HSR has also significantly increased in the past seven months, with almost two thirds (64%) of Australians now accurately describing how to use the HSR (up from 49% in September 2014). Key Next Step Targeted marketing activities to ensure no particular group falls behind on the awareness and understanding of the HSR. Campaign Performance Campaign recognition, branding and performance The Health Star Rating Campaign Elements The Health Star Rating campaign consisted of an online pre-roll video, three out of home (OOH), five print, and online creative advertising executions. Media spend for this campaign was relatively small at approximately $2 million in two waves over eight months, when compared with other recent government (and private sector) campaigns.
I would have to consider other information + I would have to know more about the system 5% I wouldn't use it/ rely on it/ use with scepticism 5% Don't Know 22% Other 7% Base: All respondents (n=1000). Verbatim comments about how people would use the HSR included: As a quick glance option, looking more at the number than the stars. By checking products against one another to see which has a better rating. Compare products and investigate nutritional content i.e. sugars to see why they are different. Section summary Awareness of the HSR has significantly increased. Almost half of Australians (42%) are now aware of the Health Star Rating; however, awareness remains lower among older people, and obese class II & III groups. Positively, the notable difference in awareness seen in April 2015 among low SES and people who speak only English at home compared to the total sample no longer exists. Understanding of the HSR has also significantly increased in the past seven months, with almost two thirds (64%) of Australians now accurately describing how to use the HSR (up from 49% in September 2014). Key Next Step Targeted marketing activities to ensure no particular group falls behind on the awareness and understanding of the HSR. Campaign Performance Campaign recognition, branding and performance The Health Star Rating Campaign Elements The Health Star Rating campaign consisted of an online pre-roll video, three out of home (OOH), five print, and online creative advertising executions. Media spend for this campaign was relatively small at approximately $2 million in two waves over eight months, when compared with other recent government (and private sector) campaigns.