JDN 2001/018: Media Habits & "The Say Yes Campaign" Evaluation
Author: Abyad Research & Marketing Consultancy
Utilising mass media as an advocacy vehicle, and public awareness as a strategy tool to promote rights and other key social messages, UNICEF Jordan has made significant efforts to increase its activities and visibility in the nation. The aim of the Say Yes Campaign is to involve all Jordanians in promoting the "cause" and key "concerns" of Jordanian children.
Purpose / Objective
To measure the impact of the Say Yes Campaign, and to learn about the media habits of the target groups.
Data was collected through interviews with 707 people. The country was divided into five areas (Amman, Zarqa, Irbid, North, and South), and a sample size was calculated according to area population. Each area was divided into clusters and, in each cluster, a total of 20 interviews (10f/10m) was conducted by using a random quota sampling method.
Key Findings and Conclusions
42% of the sample claimed to listen to Radio on a daily basis, while only 29% claimed to not listen to the radio at all. The favourite radio station is Amman Arab FM.
45% of the sample claimed that they do not read newspapers, while 19% have said that they read newspapers on a daily basis. The favourite newspaper is Al-Rai.
The majority of the sample stated that they watch TV on a daily basis (86%), while only 4% claimed not to watch TV at all. The favourite TV station is JTV1.
34% of the sample size was aware of the campaign, and an additional 9% did remember the campaign when they were prompted. School/University was the main source of information for the campaign (33%), followed by TV spots (25%), and hearing it on the news (20%) was in third place.
The aim of the campaign was not very clear to many of those who had heard about it. As for the main message of TV spots, 38% claimed that 'Protection of children from war/violence' was the main message. 19% said 'Giving children their rights' was the main message. 15% claimed that they did not understand the message. The sponsor of the campaign in the opinion of most those who knew about the campaign was Queen Rania (54%); as for UNICEF, only 4% said that it was the sponsor. 21% out of those whom have seen TV spots claimed not to remember what they have seen.
The fact that the aim of the campaign was not clear to most respondents who had heard about the campaign, may be due to a number of factors, which should be considered in the future:
- The TV spots were aired at the wrong times.
- The messages were not clear to ordinary Jordanians.
- Newspapers are full of messages, and UNICEF's message was just one among many.
- The evaluation was conducted some time after the actual campaign took place.
Each campaign has a different objective. We recommend that in any future campaigns, the following steps have to be taken into account to ensure maximum exposure:
- Identify target group.
- Develop a message catered to this target group.
- Test message clarity among this group.
- Select the proper media.
- Ensure that the ad is getting the proper attention from the selected media. (We do believe that because UNICEF does not pay money, ads do not get the right attention.)
- We recommend that you give a thought to the use 'Flyers' - if designed properly and distributed in the right manner, it could be very helpful to any future campaigns.
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