impact. Figure 11 shows that those who have seen the campaign only are more evenly spread across age, whereas those who have only seen the other media are skewed to older age groups (particularly Older Australians 70+). Figure 11: Awareness of the My Aged Care campaign compared to other messaging H1-H6. Do you recall seeing or hearing this or a similar version of it before today? A1: Over the past few months, have you seen or heard anything in the media about aged care/the aged care system? Diagnostically, in terms of claimed interpretation and actions taken, the campaign has performed strongly. Figure 12: Prompted response to campaign creative and content H11. Thinking about the ads, to what extent do you agree or disagree they made you aware that … (proportion ‘strongly agreeing’)? Creative style and campaign content was received positively (Figure 12), with over two thirds of all participants (68%) rating the campaign 4 or 5 out of five for are clarity (‘They are and relatability/relevance remind me of clear’), believability (‘They believable’) (‘They things I care about’). This figure rose further amongst those who had seen the campaign previously, sitting at around eight in ten. When looking at the spontaneous coded responses of likes and dislikes of the campaign (Figure 13), there are very few dislikes, with 71% having no dislikes whatsoever. The data shows that advertising content is a valuable asset to the campaign, with respondents spontaneously reporting that they like the campaign because it was informative (17%), easy/simple to use (11%) and concise / to the point (10%) - all three being top mentions and related to content rather than look and feel. Figure 13: Unprompted likes and dislikes H10. What, did you like about the ads? And what did you dislike? This positivity around the clarity of message and the informative nature of the advertising is likely, in part at least, due to the complex nature of aged care as a topic. Qualitative research has shown that there is much confusion around aged care and this, coupled with the somewhat confusing and concerning media coverage experienced this year, has resulted in people appreciating more information, making a murky topic clearer (and more positive!).
impact. Figure 11 shows that those who have seen the campaign only are more evenly spread across age, whereas those who have only seen the other media are skewed to older age groups (particularly Older Australians 70+). Figure 11: Awareness of the My Aged Care campaign compared to other messaging H1-H6. Do you recall seeing or hearing this or a similar version of it before today? A1: Over the past few months, have you seen or heard anything in the media about aged care/the aged care system? Diagnostically, in terms of claimed interpretation and actions taken, the campaign has performed strongly. Figure 12: Prompted response to campaign creative and content H11. Thinking about the ads, to what extent do you agree or disagree they made you aware that … (proportion ‘strongly agreeing’)? Creative style and campaign content was received positively (Figure 12), with over two thirds of all participants (68%) rating the campaign 4 or 5 out of five for clarity (‘They are clear’), believability (‘They are believable’) and relatability/relevance (‘They remind me of things I care about’). This figure rose further amongst those who had seen the campaign previously, sitting at around eight in ten. When looking at the spontaneous coded responses of likes and dislikes of the campaign (Figure 13), there are very few dislikes, with 71% having no dislikes whatsoever. The data shows that advertising content is a valuable asset to the campaign, with respondents spontaneously reporting that they like the campaign because it was informative (17%), easy/simple to use (11%) and concise / to the point (10%) - all three being top mentions and related to content rather than look and feel. Figure 13: Unprompted likes and dislikes H10. What, did you like about the ads? And what did you dislike? This positivity around the clarity of message and the informative nature of the advertising is likely, in part at least, due to the complex nature of aged care as a topic. Qualitative research has shown that there is much confusion around aged care and this, coupled with the somewhat confusing and concerning media coverage experienced this year, has resulted in people appreciating more information, making a murky topic clearer (and more positive!).
ph_2_aged_care_changes_quant_evaluation_report.docx