Ministry of Civil Defence Emergency Management Campaign

Ministry of Civil Defence & Emergency Management Campaign Monitoring Research - June 2008

Background and objectives Background The Ministry of Civil Defence and Emergency Management needs to shift New Zealander’s level of preparedness for disasters. The Get Ready Get Thru social marketing campaign began in June 2006 and has now been running for two years. This survey builds upon a previous April-May 2006 pre-campaign benchmark survey, and a tracking survey conducted in April-May 2007. Objective To measure people’s disaster preparedness, and to assess the effectiveness of the campaign over time. Methodology Random telephone interview (n=1016, aged 15+). Fieldwork 16 April to 18 May 2008. Maximum margin of error of +/- 3. 1% at the 95% confidence level. Methodology is the same as that used in the benchmark and the 2007 measure. 2

Putting the findings in context Before interpreting research results it is useful to consider the context, or events that occurred, at around the time of fieldwork (16 April to 18 May 2008). Events close to the time of fieldwork: China earthquake (12 May 08). Cyclone Nargis Myanmar (2 May 08). Tornados and flooding in the US (March to May 08). Exercise Ruaumoko, a volcanic awareness exercise in Auckland (March 08). Other considerations: Lower advertising spend compared to previous (06 -07) financial year. The Earthquake Commission (EQC) has had a lower advertising presence over the last year. 3

Executive summary Disaster preparedness – How prepared are New Zealanders? – One in every four New Zealanders (26%) are now prepared for an emergency when at home – one in every five (21%) were prepared at home just prior to the start of the campaign. Being prepared at home means having an emergency survival plan, having emergency survival items and water, and regularly updating these items. – One in every ten New Zealanders (10%) are now fully prepared for an emergency – one in fourteen (7%) were fully prepared just prior to the start of the campaign. Being fully prepared means having an emergency survival plan that includes what to do when away from home, having emergency survival items and water, and regularly updating these items. – Disaster preparedness diagnostics are generally consistent with the 2007 measure, with the exception that fewer New Zealanders report having the necessary emergency items to survive in a disaster (79%, compared to 85% in in the 2007 measure). This decrease may be due to better understanding among NZers about what items they actually need in order to be properly prepared. This has been an objective of the campaign. – The vast majority of New Zealanders (95%) feel that it is important to be prepared for a disaster. This is an increase of two percentage points since the 2007 measure. – The most common reasons for thinking it is not important are the same as in previous measures – that it is ‘unlikely to happen’ (40%) or that ‘it’s not possible to know when it will occur’ (21%). Fewer NZers are saying ‘there’s nothing we can do about it’ (3%, cf. 11% at the 2007 measure) or it is ‘unlikely to happen’ (40%, cf. 48% at the 2007 measure). 4

Executive summary (continued) – We asked those who think preparedness is important for the reasons why they have not prepared – more NZers are saying they haven’t prepared because they are ‘lazy, complacent, or slack’ (21%, cf. 3% at the 2007 measure) and fewer are saying a disaster is ‘unlikely to happen’ (22%, cf. 29% at the 2007 measure). – The vast majority of New Zealanders (98%) agree that it is their responsibility to look after themselves and their family in a disaster. Less than one third agree that there will always be adequate warning before disaster hits (30%). – New Zealanders who are committed to being prepared (ie, who have water and survival items) have more realistic and proactive attitudes overall. – They are less likely to agree that ‘in a disaster there will be someone there to help you’ (66% agree, compared to 75% who are not committed). – They are less likely to agree that ‘in a disaster, emergency services would be there to help you’ (68% agree, compared to 79% who are not committed). – They are less likely to agree that they ‘probably wouldn’t make an emergency survival plan until after a disaster’ (29% agree, compared to 66% who are not committed). Advertising – How well is the advertising working? – The advertisements remain very effective. Three quarters of those who have seen the ads (74%) have been prompted to think or take action to prepare for a disaster. Nearly one third (30%) have been prompted to make a survival kit and nearly one quarter (24%) have been prompted to make a survival plan. 5

Executive summary (continued) – Diagnostically, the TV ads are working very well. The vast majority of New Zealanders who have seen the ads understand them (97%) and find the points believable (96%), relevant (92%), and helpful (92%). Eighty percent find the ads enjoyable to watch. – Just over half of New Zealanders who have seen the ads agree that they contain new information (53%). This is a decrease of 11 percentage points since the 2007 measure. Fewer people are getting ‘fed up’ seeing the ads (16%, compared to 20% at the 2007 measure). – Public awareness of Civil Defence TV advertisements has decreased 10 percentage points this year to 56%. This is consistent with a decrease in advertising spend over the last financial year. – Awareness of the ‘Get Ready, Get Thru’ tag line remains steady at around one third of NZers (34%). – Awareness of the Get thru website has decreased from 28% at the 2007 measure to 24% this measure. – Fifty seven percent of New Zealanders say they have seen, heard, or read disaster advertising (this includes non-Civil Defence advertising). This is also a drop of 10 percentage points from the 2007 measure. – More New Zealanders say they have seen information about disaster messages from sources other than advertising (44%, compared to 37% at the 2007 measure). – Schools have seen an increase as sources of information about disasters since the last measure (8%, compared to 4% at the 2007 measure). This is possibly a reflection of greater awareness of the ‘What’s the Plan Stan’ school programme. 6

How prepared are New Zealanders for a disaster?

Preparedness diagnostics You have good understanding of types of disasters that could occur in NZ & the chances of them occurring You have necessary emergency items needed to survive a disaster, eg. tinned food etc As in previous years, most people (but by no means all!) claim awareness and understanding about disasters. You have a Good understanding of effects if disaster struck your area You are familiar with CD info in Yellow Pages You regularly update your emergency survival items You have emergency survival plan for household Fewer New Zealanders report having the necessary emergency items to survive in a disaster (79%, compared to 85% in 2007). This decrease may be due to an increased understanding among NZers about what items they actually need in order to be properly prepared. This has been an objective of the campaign. You have stored 3 L water pp for 3 days for household You attend meetings with community groups about disaster planning But when it comes to being FULLY prepared… None of these Q 10 Which of the following statements apply to you? Base: All Respondents: Benchmark (n= 1001), 2007 (n= 1000), 2008 (n= 1016) 8

How prepared is New Zealand? One in every ten NZers are now fully prepared. One in fourteen were fully prepared at the 2006 benchmark measure. Have an emergency survival plan that includes what to do when not at home. + Have emergency items and water + Regularly update emergency survival items FULLY PREPARED = 10% 8% - 2007 measure 7% - Benchmark 9

How prepared is New Zealand (when at home)? One in every four NZers are now prepared at home. One in five were prepared at home at the 2006 benchmark measure. Have an emergency survival plan + Have emergency items and water + Regularly update emergency survival items PREPARED AT HOME= 26% 24% - 2007 measure 21% - Benchmark 10

More New Zealanders are fully prepared or committed to preparing for a disaster Benchmark 2007 7% 8% Fully Prepared 10% 39% 41% Commitment 43% 79% 2008 Have water and survival items 77% 81% Understanding 83% 82% Awareness 17% 18% Have a good understanding of the effects if disaster struck Have an understanding of the types of disasters that could occur Unaware No knowledge what disasters could occur 82% 18% 11

How prepared is New Zealand? − One in four NZers (26%) are now prepared at home (up from one in five - 21% - at the benchmark measure). Being prepared at home means having an emergency survival plan, having emergency survival items and water, and regularly updating these items. − 10% of NZers are fully prepared (up from 7% at the benchmark). Being fully prepared means having an emergency survival plan that includes what to do when away from home, having emergency survival items and water, and regularly updating these items. − Those who are fully prepared are more likely than average to: Live in Wellington (24% are prepared) or Southland (21% are prepared) Have a higher personal income Be in the older portion of the target advertising audience (14% of those aged 4059 are prepared) 12

How prepared is New Zealand? − 42% of NZers have an understanding of the impact of a disaster, but do not yet have water and survival items or an emergency survival plan. − This group is more likely to: Be under 40 (51%, cf. 30% of those with water and survival items are 15 to 39) Live in Auckland (36%, cf. of those with water and survival items live in Auckland) Live in a household with 3 or more others (60%, cf. 41% of those with water and survival items live with 3 or more people) − 18% of NZers are unaware of the types of disasters that could occur in NZ, or the chances of them happening. − They are more likely than average to: Be under 40 (26% are unaware) Live in Auckland (25% are unaware) Identify with an ethnic group other than NZ European or Maori (41% are unaware) Have not seen any advertising about preparing for a disaster (22% are unaware) − 46% of those who identify with ethnic groups other than Maori and NZ European and who live in Auckland are unaware of the types of disasters that could occur, or the chances of them happening. 13

Summary slide: How are we doing? The number of NZers who are fully prepared has been increasing gradually over the course of the campaign. More than a quarter are now prepared at home. But some groups are more at risk when disaster strikes… • Those under 40 are less likely to take steps to prepare for a disaster. • Minority ethnic groups, especially those living in Auckland, have less awareness of what disasters can occur.

How well is the Civil Defence advertising working?

Diagnostically, ads remain very effective % agree Norm* 98 97 85 97 96 63 91 92 38 The information was helpful 92 92 27 You enjoyed watching the ads 81 80 The ads contained new information 64 53 42 You are getting fed up seeing them 20 16 27 The vast majority of New Zealanders who have seen the ads understand them and find the points believable, relevant, and helpful. Eighty percent find the ads enjoyable to watch. These results are well above international non. FMCG advertising norms. 53 You understood the ad’s message The points made were believable The points made were relevant NB Question not asked in benchmark research Don’t know Strongly disagree Slightly agree Strongly agree Those aged 15 to 19 (68%, cf 92% overall) and trades people and those in semi-skilled occupations (78%, cf 92% overall) find the ads less relevant. Those who identify with ethnicities other than NZ European and Maori agree the ads contain new information (81%, cf. 53% overall). Q 19 Thinking about these adverts for the Ministry of Civil Defence and Emergency Management, please tell me whether you strongly agree, slightly disagree or strongly disagree with each of these statements? Base: Those respondents who stated that they had seen the Civil Defence TV advertising, 2007 (n=631), 2008 (n= 418). *International norms for non-FMCG advertising diagnostics 16

Action taken as result of seeing ads Three quarters of those who have seen the ads have been prompted to think about or take action to prepare for a disaster. Nearly one third have made a survival kit and nearly one quarter have made a survival plan. 41% of 15 -29 year olds have not done anything after seeing the ads. NB Question not asked in benchmark research Q 20 What if anything have you done as a result of seeing the ads? Have you… Base: Those respondents who stated that they had seen the Civil Defence TV advertising, 2007 ( n=631) 2008 ( n=518) 17

Television advertising recall Percentage of NZers who have seen the Civil Defence advertising on TV and the ratecard value of the TV advertising Annual ratecard value ($ million)* Public awareness of the Civil Defence TV advertising campaign has fallen since the 2007 measure. This is consistent with lower TV advertising spend compared to the 06 -07 financial year. Recall is highest among 30 -49 year olds (74%). Recall is lower among those over 60 (29%), retirees (27%), and those with a HH income under 30 k p. a. (44%). Those who identify with ethnicities other than NZ European and Maori are less likely to recall the ads (38% recall the ads, and 34% of those who live in Auckland). NB Question not asked in benchmark research *Ratecard values for TV ads: 06 -07 and 07 -08 financial years. Q 18. Have you seen any television advertisements for Civil Defence presented by Peter Elliot? The ads featured emergency services, public transport, and hospitals. The ads show what services may not be there to help you in an emergency and what you need to do to help you survive a disaster. Peter also directs us to the Yellow Pages for further information as well as telling us to go to the “Get Ready, Get Thru” website. Base: All Respondents: 2007 (n= 1000), 2008 (n= 1016) 18

Prompted recall: “Get Ready, Get Thru” Percentage of NZers who have heard of the “Get Ready, Get Thru” tagline Recall of “Get Ready, Get Thru” remains steady at around one third of NZers. Recall is higher among those aged 15 to 29 (47%) and 30 to 49 (41%). Recall is lower among those aged 50+ (19%). NB Question not asked in benchmark research Q 21. Before I mentioned it earlier, had you previously heard of the tag line “Get Ready, Get Thru”? Base: All Respondents: 2007 (n= 1000), 2008 (n= 1016) 19

Prompted recall: getthru. govt. nz Percentage of NZers who have heard of the ‘getthru. govt. nz’ website Recall of “Get thru” website has fallen to less than a quarter this measure. Recall of the website is highest among the internet savvy: 44% of students and those aged 15 to 19 recall the website. Retirees (13%) and those over 50 yrs old (16%) are less likely to recall the website. NB Question not asked in benchmark research Q 22 And had you also previously heard the website ‘getthru. govt. nz’? Base: All Respondents: 2007 (n= 1000), 2008 (n= 1016) 20

Summary slide: How well is the TV advertising working? Diagnostically, the TV ads are very effective and they present new information to those who need it. They prompt people to think or take action to prepare for a disaster. Nearly one third (30%) have made a survival kit and nearly one quarter (24%) have made a survival plan. Awareness of “Get Ready, Get Thru” remains steady at around one third of NZers.

Summary slide: How well is the TV advertising working? Awareness of the TV campaign is down this measure. This coincides with a 30% decrease in the ratecard value of the TV advertising. Can we increase advertising to build awareness? Is there a way to target younger people and ethnic minorities?

All market messages Including non-Civil Defence advertising

Unprompted advertising awareness The number of NZers who have seen, heard, or read ANY advertising about preparing for a disaster has dropped 10 percentage points. Percentage of NZers who have seen, heard, or read any advertising about preparing for a disaster 17% have only seen non Civil Defence TV advertising (up from 13% at the 2007 measure) and 40% have seen both Civil Defence TV advertising and other advertising. Those aged 15 to 49 (63%) are more likely than those aged 50+ (47%) to have seen, heard, or read any disaster advertising. Those with a lower HH income (< 50 k p. a. ) are less likely to have seen any advertising (53%, cf 63% with HH income of 50 k or more). NB Question not asked in benchmark research Q 15 Have you seen, heard or read recently any advertising about preparing for a disaster? Base: All Respondents: 2007 (n= 1000), 2008 (n= 1016) 24

Where seen/heard or read disaster ads TV remains the most dominant media. Just over one in seven say they have received messages via newspaper ads (15%), the lowest over the 3 measures. Those aged 60+ are more likely than average to have seen advertising in the newspaper (33%). They are least likely to have seen TV advertising (67%). NB Question not asked in benchmark research Q 16 Where did you see, hear or read the ads? Base: Those respondents who stated that they have seen, heard or read advertising about preparing for a disaster, 2007 (n=651), 2008 (n=543) 25

Message take-out by Media - TV Awareness that disasters could strike, and that you should make a plan, have both increased this measure. Being prepared remains the main message take-out. Those aged 50+ are less likely to say the TV ads advised them to make a plan (8%) or that disaster could strike at any time (8%). NB Question not asked in benchmark research Statements 3% and below not shown Q 17 a. What do you think the TV ads were trying to tell you? Base: Those respondents who stated that they have seen or heard advertising about preparing for a disaster on TV, 2007 (n=557), 2008 (n=448) 26

Message take-out by Media - Radio Being prepared remains the main message take-out from radio ads, but has dropped since last measure. Take-outs that have seen an increase from the last measure include being aware of what could happen, and not relying on others. NB Question not asked in benchmark research Q 17 c. What do you think the radio ads were trying to tell you? Base: Those respondents who stated that they have seen or heard advertising about preparing for a disaster on the Radio, 2007 (n=57), 2008 (4 n=48) 27

Message take-out by Media - Newspaper Being prepared is also the main message take out from newspaper ads, increasing to 62% this measure. Take outs that have seen an increase from the last measure include making sure you have enough supplies, awareness that disasters can strike at any time and not relying on others. Those aged 60+ are more likely to say the newspaper ads advised them to be prepared (81%). NB Question not asked in benchmark research Statements 2% and below not shown Q 17 b. What do you think the newspaper ads were trying to tell you? Base: Those respondents who stated that they have seen or heard advertising about preparing for a disaster in the Newspaper 2007 (n=134) 2008 (n= 99) 28

Awareness of information about what to do in a disaster (excluding advertising) More NZers say they have seen information about disasters from sources other than advertising. Percentage of NZers who have heard or seen any information or messages on what to do in a disaster in the last year Students and those aged 15 to 19 are more likely than average to have heard or seen non-advertising information about what to do in a disaster (63%). Those who are unemployed are least likely to have heard or seen non-advertising information about what to do in a disaster (17%). NB Question not asked in benchmark research Q 13 Excluding any advertising, have you heard or seen any messages or information on what to do in a disaster in the last year? Base: All Respondents: 2007 (n= 1000), 2008 (n= 1016) 29

Where heard/seen disaster messages Q 14 Where did you hear or see the disaster messages or information? Television TV remains most likely media to be identified as the source of disaster messages. Brochures/flyers Yellow Pages Radio Schools have seen an increase as sources of information since the 2007 measure – 42% of those aged 15 to 19 have seen or heard information at their school. This is possibly a reflection of greater awareness of the ‘What’s the Plan Stan’ school programme. Unaddressed mail has emerged as a source of information this measure. Newspapers (not community) Local/Community papers Workplace Schools Unaddressed mail Word of mouth Civil Defence/ meetings/training Other NB Question not asked in benchmark research Sources 2% and below not shown Q 14 Where did you hear or see the disaster messages or information? Base: Those respondents who stated that they have seen or heard messages or information on what to do in a disaster in the last year, 2007 (n=395), 2008 (n=454) 30

Attitudes

Importance vs Level of Preparedness % important Importance 94 Preparedness 52 Importance 93 Preparedness 52 Little change in overall importance of being prepared. Benchmark 2007 Importance 95 Preparedness 54 2008 Not at all important/ prepared Not that important/ prepared Quite important/ prepared Very important/ prepared Level of preparedness remains significantly lower than considered importance. Those who have water and survival items are more likely than average to say it is important to be prepared (98%). Those aged 50+ are more likely than average to say they are prepared (66%). Those aged 15 to 29 are less likely than average to say they are prepared (37%). Non-NZ Europeans and non-Maori are just as likely to say it is important, but are less likely than others to say they are prepared (41%, cf. 56% of others). Q 3 How important is it that you are prepared for a disaster? Is it… Q 5. How well prepared for a disaster do you feel you are? Do you feel you are… Base: All Respondents: Benchmark (n=1001), 2007 (n= 1000), 2008 (n= 1016) 32

Barriers to being prepared Reasons why people haven’t prepared Reasons why it’s not important to be prepared The most common reasons are the same as in previous measures – but fewer NZers are saying ‘there’s nothing we can do about it’ or ‘it’s not going to happen’. More NZers are saying they haven’t prepared because they are ‘lazy, complacent, or slack’ and fewer are saying a disaster is ‘unlikely to happen’. BM ‘ 07 ‘ 08 High chance it won’t happen/unlikely to happen 43% 48% 40% You don’t know what disaster will occur/can’t prepare for everything 8% 15% 21% * * 15% You don’t know when it will happen 12% 10% 5% Don’t want to focus on the negative 9% 13% 4% If it’s going to happen there’s nothing we can do about it/can’t stop it 22% 11% 3% Just can’t be bothered/apathetic BM Haven’t got around to it/no motivation to do it/not time to do it Don’t expect it to happen/unlikely to happen/ignorance/we’re safe I’m lazy/complacent/slack Haven’t thought about it/don’t think about disasters Partly prepared/have some emergency supplies/emergency kit The cost/don’t have enough money Not enough information on being prepared e. g. what to do, the importance etc Age/I’m elderly/in poor health/disabled Don’t know what disaster will occur/ don’t know what to prepare for Don’t have any place to store survival items/supplies ‘ 07 ‘ 08 40% 44% 36% 29% 22% 5% 3% 21% 13% 10% 11% 6% 15% 7% 8% 5% 6% 15% 6% 4% * * 3% 6% 9% 2% 3% 3% 2% *Mentioned by less than. 5% of respondents. Q 4. Why do you think it is not important to be prepared for a disaster? Base: Those respondents who either stated that being prepared for a disaster was ‘not that important’ or ‘not at all important’: Benchmark (n=44), 2007 (n=62), 2008 (n=53). Q 6. You said that being prepared for a disaster is important, but you are not well prepared for one. What stops you from being prepared? Base: Those who stated that being very well/ quite well prepared for a disaster was important but said that they were not well prepared for one: Benchmark (n=341), 2007 (n=387), 2008 (n=398). 33

Barriers to being prepared “I don't know HOW to prepare. ” “The possibility of disaster is fairly low. ” Asian female, 30 – 39 yrs “My thinking is that it is not going to happen. ” Tongan male, 30 – 39 yrs European (non-NZ) Male, 40 – 49 yrs “New Zealand is minor disaster country. ” Asian female, 30 – 39 yrs Those who identify with ethnics groups other than NZ European and Maori are most likely to say they don’t have enough information (15%, cf. 2% of others) “It really just hasn’t occurred to me. Lack of awareness. There hasn’t been any major disaster in New Zealand for some time. Just lack of experience I think. ” Indian female, 30 – 39 yrs “For one thing, not too sure about what to do in a volcanic eruption. The information that is available, there's not information actually to tell you how to prepare, mainly for the aftermath. ” Chinese female, 20 – 29 yrs “Lack of knowledge. We don’t know how to prepare for that. ” Chinese male, 20 – 29 yrs Q 6. You said that being prepared for a disaster is important, but you are not well prepared for one. What stops you from being prepared? Base: Those who stated that being very well/ quite well prepared for a disaster was important but said that they were not well prepared for one. 34

Barriers to being prepared “Laziness. Can’t get around to doing it” Asian Male, 15 – 19 yrs “I don't know. I'm just really busy. I haven't had time to stop and think about getting prepared. ” “I move around a lot. Don’t really stock up on stuff. I haven’t really settled down. ” NZ European Male, 15 – 19 yrs NZ European female, 20 – 29 yrs Younger people (15 -29 yrs) are Chinese female, 20 – 29 yrs more likely than others to mention a lack of motivation, say they have “I’ve got so many things no time, or say they just have not on my mind other than got around to it disaster. ” (47%, cf. 31% of others) Asian Female, 20 – 29 yrs “Procrastination. ” “Possibly if I had a checklist I wouldn’t need to think about it. I don’t know - just me being lazy. ” “Haven’t got an emergency kit yet – haven’t bothered to get one. Just keep it at the back of my mind. ” NZ European Female, 20 – 29 yrs “I don't know. We should really be prepared. We know how to prepare ourselves, with all those kits and things, but it doesn’t happen because my parents don’t enforce it. I would do what they do. ” Female, 15 – 19 yrs (ethnicity not stated) “Moving house and being too busy. There’s not enough information about how to be prepared – information by mail out. ” NZ European Male, 20 – 29 yrs NZ European Female, 20 – 29 yrs Q 6. You said that being prepared for a disaster is important, but you are not well prepared for one. What stops you from being prepared? Base: Those who stated that being very well/ quite well prepared for a disaster was important but said that they were not well prepared for one. 35

Attitudes toward disasters % agree 61 In a disaster there will be someone there to help you 67 71 In a disaster, emergency services would be there to help you 65 There will always be adequate warning before disaster hits 25 70 75 31 30 Probably wouldn’t make an emergency survival plan until after a disaster 47 49 50 It’s my responsibility to look after myself & family in a disaster Don’t know 94 97 98 Strongly disagree The vast majority of New Zealanders agree that it is their responsibility to look after themselves and their family in a disaster. Less than one third agree that there will always be adequate warning before disaster hits. Slightly disagree Slightly agree Strongly agree Q 2 On a scale of strongly agree, slightly disagree and strongly disagree, how much do you agree or disagree with the following statements? Base: All Respondents: Benchmark (n=1001), 2007 (n= 1000), 2008 (n=1016) Non-NZ European and non. Maori are more likely than others to agree that they probably wouldn’t make a plan until after a disaster (61%, cf. 49% of others) and that there will be adequate warning (39%, cf. 28% of others). 36

Attitudes toward disasters Further analysis of the 2008 findings % agree 75 In a disaster there will be someone there to help you 66 In a disaster, emergency services would be there to help you 79 There will always be adequate warning before disaster hits New Zealanders who are committed to being prepared (ie, who have water and survival items) have more realistic and proactive attitudes overall. 31 68 28 Probably wouldn’t make an emergency survival plan until after a disaster 66 29 It’s my responsibility to look after myself & family in a disaster Don’t know 97 97 Strongly disagree Slightly agree Younger people (15 – 29 yrs) are more likely than others to agree that they probably wouldn’t make a plan until after a disaster (67%, cf. 47% of others), that there will be adequate warning (40%, cf. 28% of others), and that emergency services will be there to help (86%, cf. 72% of others). Strongly agree Q 2 On a scale of strongly agree, slightly disagree and strongly disagree, how much do you agree or disagree with the following statements? Base: Those who have water and survival items and those who do not: Committed (n=473) Not committed (n= 543) 37

Knowledge: Understanding Impact

Possible disasters in your lifetime An earthquake remains the disaster which is top of mind for most people. Tsunami, flood, volcanic eruption, and fire are less prevalent than the 2007 measure, while weather disasters such as a hurricane, cyclone, or storm are more likely to be mentioned than previously. These changes are consistent with events that occurred around (or just prior to) the fieldwork period. Awareness of volcanic eruption is higher than average among Aucklanders (63%). Q 1 First I’d like to ask about the types of major disasters that could happen in New Zealand. What types of disasters can you think of that could happen in New Zealand in your lifetime? Base: All Respondents: Benchmark (n= 1001), 2007 (n= 1000), 2008 (n= 1016) 39

Help available following a disaster in your area The Fire Department is still considered to be the #1 organisation for providing assistance in a disaster, followed closely by Civil Defence. Those aged 15 to 49 are more likely than those who are older to say that Civil Defence (80%, cf. 73% of those aged 50+), hospitals (67%, cf. 59% of those aged 50+), and the Army will be there to help them (64%, cf. 50% of those aged 50+). Those who are not committed to preparing (ie, do not have water and survival items) are more likely than those who are to say that the ambulance service will be there to help them (69%, cf. 62% who have water and survival items). NB Question worded differently in benchmark Q 7. Now I’d like you to imagine that there has been a disaster in the town, city or rural area where you live. What groups or individuals do you think would be able to help you following a disaster? Base: All Respondents: 2007 (n= 1000), 2008 (n=1016) 40

Household utilities & infrastructure services Between 12 -25% do not think that roads, access to medical services, water, sewage and gas would be disrupted in a disaster. A similar pattern to the previous measures. Those aged 15 to 29 are perhaps more optimistic about the effects of a disaster – they are less likely than average to say that electricity (90%), water (74%), roading (77%), and access to medical/health services (75%) could be disrupted following a disaster. NB Question worded differently in benchmark Q 8 Still imagining there had been a disaster, some of the normal services may not be available. Which of the following household utilities or infrastructure services do you think could be disrupted? Base: All Respondents: 2007 (n= 1000), 2008 (n=1016) 41

Action

Survival Plan Only 15% of people have a survival plan which includes what to do when not at home – no significant change since the 2007 measure. Half have no survival plan. Those aged 15 to 19 are least likely to have a plan (91% have no plan). Only 9% of retirees have a plan for when they are not at home. *Percentages to not add to 100 due to rounding Q 11 Does your survival plan include what to do when you are not at home? Base: All Respondents: Benchmark (n= 1001), 2007 (n= 1000), 2008 (n= 1016) 43

Finding information before a disaster A Civil Defence website is the only source which has seen an increase - people are now more likely to look at a Civil Defence website on how to prepare for a disaster before it happens. Yellow Pages are less likely to be mentioned by those aged 15 to 29 (43%). Those aged 15 to 49 are more likely than those aged 50+ to mention the Civil Defence website (43%, cf. 22% of those aged 50+). However those aged 50+ are more likely to mention Civil Defence in general (18%, cf. 10% of those aged 15 to 49). Those in professional, semi-professional, or skilled occupations are more likely than average to mention the Civil Defence website (43%). Statements 3% and below not shown Q 12 Before a disaster, where can you get information about how to prepare for a disaster? Base: All Respondents: Benchmark (n= 1001), 2007 (n= 1000), 2008 (n= 1016) 44

Actions to take during Earthquake The main action that people would take in the event of an earthquake is to take shelter under a desk/doorway, which gets the highest mention this time (over 3 measures). At the benchmark, over half of NZers said that people should move to a safe place. Responses are now becoming more specific, with more people saying take shelter under a desk, stay indoors/don’t go outside, stay where you are/stay put, and turn off electricity, power or gas. Statements 4% and below not shown Q 9 b Now imagine that there is a strong earthquake in your area, what actions should people take during and immediately following a strong earthquake? Base: All Respondents: Benchmark (n= 1001), 2007 (n= 1000), 2008 (n= 1016) 45

Actions to take for a Tsunami The majority will move to higher ground in event of a Tsunami. One in five will prepare for evacuation in some way. Statements 3% and below not shown Q 9 a Now imagine that a tsunami warning has been issued, what actions should people take when a tsunami warning has been issued? Base: All Respondents: Benchmark (n= 1001), 2007 (n= 1000), 2008 (n= 1016) 46

Conclusions (1 of 3) The majority of New Zealanders have awareness and understanding about the impact of disasters. Most also believe it is important to prepare. However… … only 10% are fully prepared, and 26% are ‘prepared at home’ for a disaster. These indicators have been steadily increasing since the advertising campaign began, but as is common in social marketing, achieving behaviour change is a long term endeavour.

Conclusions (2 of 3) Young people and ethnic communities (beyond NZ-European and Maori) continue to be less prepared than average Young people are more likely to mention ‘lack of motivation’ as a barrier Many of those from ethnic communities mention ‘lack of information’ as a barrier

Conclusions (3 of 3) Awareness of the TV campaign is down from 66% to 56% - in line with the decline in advertising spend. The advertising campaign is well received. It performs well on industry norms such as likeability, relevance, believability and delivering new information.

Regional analyses

Regional analyses The pages that follow list the statistically significant differences between the overall (average) results for NZ and responses provided by people living in the various regions of the country. As this survey was designed to be nationally representative, the sub-samples for some regions are small. Results for these regions should be interpreted with caution, and are indicative only. Number of interviews conducted in each region Small sample size. Results indicative only. Source: Survey call data (total numbers of interviews = 1016) 51

Auckland Benchmark Fully Preparedness 2007 4% 4% 2008 3% Mostly Prepared 15% 14% Aucklanders are more likely than average to say they are not that well or not at all prepared for a disaster (59%, cf. 45% national average). In Auckland, preparedness levels are significantly lower than average in all eight of the preparedness diagnostics. These are as follows: You have a good understanding of the types of disasters that could occur in NZ, and the chances of them occurring (75%, cf. 82% national average). You have a good understanding of what the effects would be if a disaster struck in your area (71%, cf. 79% national average). You are familiar with the Civil Defence information in the Yellow Pages (51%, cf. 69% national average). You have an emergency survival plan for your household (35%, cf. 50% national average). You have stored at least 3 litres of water person for three days for each member in your household (32%, cf. 46% national average). You regularly update your emergency survival items (32%, cf. 50% national average). You have the necessary emergency items needed to survive a disaster (67%, cf. 79% national average). You attend meetings with community groups about disaster planning (3%, cf. 9% national average). Aucklanders who say being prepared is important but who are not prepared are more likely than average to say this is because of laziness or complacency (31%, cf. 21% on average). Sample size = 321 52

Auckland (continued) Advertising and information Prompted awareness of the Civil Defence TV ads is higher than average in Auckland (64%, cf. 56% national average). Aucklanders who have seen the ads are less likely than average to strongly disagree that they are ‘getting fed up’ seeing the ads (33%, cf. 43% on average). Aucklanders who have seen or heard non-advertising messages about what to do in a disaster are more likely than average to say they have seen these messages on TV (56%, cf. 42% on average). When it comes to information about preparing for a disaster, Aucklanders are more likely than average to mention the Internet (non-specific) as a method of gaining information (16%, cf. 12% national average). They are less likely than average to mention Civil Defence (4%, cf. 13% national average). Disaster awareness When asked what disasters might occur in NZ during their lifetime, Aucklanders are more likely than average to say volcanic eruptions (63% cf. 44% national average), but less likely to say floods (45% cf. 58% national average), hurricanes/cyclones/storms (28% cf. 35% national average) and fires (13% cf. 20% national average). In the event of a tsunami warning, Aucklanders are more likely than average to say people should prepare to be evacuated (26%, cf. 19% national average), and less likely to say people should move to higher ground (79%, cf. 84% national average). Sample size = 321 53

Auckland (continued) In the event of an earthquake, Aucklanders are more likely than average to say people should prepare for evacuation (11%, cf. 7% national average). When it comes to services that could by disrupted following a disaster, Aucklanders are less likely than average to say that gas (83%, cf. 75% national average) and land-line telephone services (91%, cf. 95% national average) could be disrupted. Sample size = 321 54

Canterbury/West Coast Benchmark Fully Preparedness 2007 5% 10% 2008 8% Mostly Prepared 19% 24% 40% Canterbury and West Coast residents are more likely than average to say they are very or quite well prepared for a disaster (68%, cf. 54% national average). In Canterbury and on the West Coast, preparedness levels are higher than average in five out of the eight preparedness diagnostics: – You are familiar with Civil Defence information in the Yellow Pages (78%, cf. 69% national average). – You have an emergency survival plan for your household (62%, cf. 50% national average). – You have stored at least 3 litres of water pp for 3 days for each member of the household (63%, cf. 46% national average). – You have necessary emergency items (89%, cf. 79% national average). – You regularly update your emergency survival items (67%, cf. 50% national average). Advertising and information As a result of seeing the Civil Defence TV ads, residents in Canterbury and West Coast are significantly more likely than average to have thought about preparing for disasters (77%, cf. 62% on average), made a survival kit (44%, cf. 30% on average), and visited disaster preparation websites other than the Get thru website (17%, cf. 6% on average). Sample size = 132 55

Canterbury/West Coast (continued) Residents in this region who have seen or heard any advertising about preparing for a disaster are significantly more likely than average to have seen ads on TV (95%, cf. 86% of all who have seen advertising). Canterbury and West Coast residents who have seen or heard non-advertising messages about what to do in a disaster are more likely than average to say they saw these at their workplace (17% cf. 8% of all who have see non-advertising messages) or through unaddressed mail (14%, cf. 7% of all who have see nonadvertising messages). Disaster awareness Consistent with the 2007 measure, when asked what disasters might occur in NZ during their lifetime, Canterbury and West Coast residents are more likely than average to say pandemic (11%, cf. 6% national average). They are less likely to say volcanic eruption (18%, cf. 44% national average) and tsunami (50%, cf. 63% national average). When it comes to services that could help in a disaster, Canterbury and West Coast residents are less likely than average to say the Ambulance (49%, cf. 66% national average) and Fire Service (66%, cf. 80% national average). When it comes to services that could by disrupted following a disaster, Canterbury and West Coast residents are less likely than average to say that gas services could be disrupted (63%, cf. 75% national average). Sample size = 132 56

Wellington Benchmark Fully Preparedness 2007 18% 16% 2008 24% Mostly Prepared 35% 37% 41% Wellington residents are more likely than average to say they are very or quite prepared for a disaster (71%, cf. 54% national average). In Wellington, preparedness levels are higher than the national average on three of the eight preparedness diagnostics. These are: – You have an emergency survival plan (63%, cf. 50% national average). – You have stored at least 3 L water pp for 3 days for each member of household (62%, cf. 46% national average). – You regularly update emergency survival items (62%, cf. 50% national average). Advertising and information Wellington residents are less likely than average to say they have recently seen or heard any advertising about preparing for a disaster (45%, cf. 57% national average). Those who have recently seen or heard advertising are less likely than average to say they saw ads on TV (71%, cf. 86% national average). Wellingtonians are less likely than average to say that they have heard of the Get thru website (15%, cf. 24% national average). Sample size = 118 57

Wellington (continued) Disaster awareness Wellington residents are more likely than average to say an earthquake is a disaster that could occur in their life time (98%, cf. 91% national average). They are less likely to say volcanic eruption (29%, cf. 44% national average). When it comes to the services that could be disrupted following a disaster, Wellington residents are more likely than average to say gas (91%, cf. 75% national average), water (94%, cf. 86% national average), and sewerage services (90%, cf. 81% national average). In the event of a tsunami warning, Wellington residents are more likely than average to say they would move to higher ground (91%, cf. 84% national average). Sample size = 118 58

Waikato Benchmark 2007 Fully Prepared 9% 6% 2008 7% Mostly Prepared 21% 22% 19% Advertising and information Waikato residents are less likely than average to say they have seen or heard non-advertising messages about preparing for a disaster (27%, cf. 44% national average). Those who have seen non-advertising messages are more likely than average to say they have seen these in local newspapers (26%, cf. 8% on average). Disaster awareness Waikato residents are significantly less likely than average to say that an earthquake is a disaster that could occur in NZ during their lifetime (81%, cf. 91% national average). Waikato residents are more likely than average to say the Ambulance Service (82%, cf. 66% national average), Police Service (81%, cf. 70% national average) and Local/Regional Council (62%, cf. 45% national average) would be able to help following a disaster. Sample size = 83 59

Bay of Plenty Benchmark 2007 Fully Prepared 8% 2% 2008 13% Mostly Prepared 16% 34% Preparedness In the Bay of Plenty, preparedness levels are higher than average for three of the eight preparedness diagnostics. These are: – You have a good understanding of the types of disasters that could occur in NZ (92%, cf. 82% national average). – You have the necessary emergency items needed to survive a disaster (90%, cf. 79% national average). – You regularly update your emergency survival items (69%, cf. 50% national average). Advertising and information Bay of Plenty residents who have seen TV advertising about preparing for a disaster are more likely than average to say the ads tell them to make sure they have enough supplies (39%, cf. 19% on average). Bay of Plenty residents who have seen or heard non-advertising messages about what to do in a disaster are more likely than average to say they have seen or heard these messages in schools (24%, cf. 8% on average), but less likely to say they saw them on TV (21%, cf. 42% national average). Waikato residents are more likely than average to say that the Police can provide information about preparation prior to a disaster (12%, cf. 6% national average). Sample size = 70 60

Bay of Plenty (continued) Disaster awareness Following an earthquake, Bay of Plenty residents are more likely than average to say people should turn off electricity/power/gas (18%, cf. 10% national average) and stay indoors (26%, cf. 17% national average). In the event of a tsunami warning, Bay of Plenty residents are more likely than average to say people should move to higher ground (92%, cf. 84% national average) and less likely to say people should prepare to be evacuated (8%, cf. 19% national average). Sample size = 70 61

Otago Benchmark 2007 Fully Prepared 5% 17% 2008 4% Mostly Prepared 15% 32% 18% Preparedness Otago residents who say being prepared is important but who aren’t prepared are more likely than average to say this is because they don’t expect a disaster to happen (40%, cf. 22% national average). Advertising and information Otago residents who have seen or heard non-advertising messages about what to do in a disaster are more likely than average to say they heard them on the radio (25%, cf. 8% national average). Otago residents are less likely than average to have made a survival kit as a result of seeing the Civil Defence ads on TV (13%, cf. 30% on average). Disaster awareness Otago residents are more likely than average to say that an earthquake is a disaster that could occur during their lifetime (100%, cf. 91% national average). They are less likely to say volcanic eruption (21%, cf. 44% national average). In the event of an earthquake, Otago residents are more likely than average to say people should stay put (25%, cf. 10% national average). Sample size = 57 62

Otago (continued) When it comes to services that would be able to help following a disaster, Otago residents are more likely than average to say the Fire (91%, cf. 80% national average), Police, (91%, cf. 70% national average) and Ambulance Service (83%, cf. 66% national average) would be able to help. Nearly all Otago residents (96%) think that access to medical services could be disrupted following a disaster. This is higher than the national average (87%). Fewer Otago residents say that gas services could be disrupted (61%, cf. 75% national average). Sample size = 57 63

Manawatu Benchmark Mostly Prepared Fully Prepared 6% Mostly Prepared 28% 2007 16% 2008 34% 16% 34% 30% Preparedness In Manawatu, preparedness levels are higher than the national average on two of the eight preparedness diagnostics. These are: – You are familiar with Civil defence information in the Yellow Pages (85% cf. 69% national average). – You attend meetings with community groups about disaster planning (20%, cf. 9% national average). Advertising and information Manawatu residents who have seen TV advertising about preparing for a disaster are more likely than average to say the main message of the ads is ‘make sure you have enough supplies’ (42%, cf. 19% national average). Manawatu residents who have seen the Civil Defence TV ads are more likely than average to agree or strongly agree that they enjoy watching them (91%, cf. 80% national average). Manawatu residents are more likely than average to say that people can obtain information prior to a disaster from Civil Defence (24%, cf. 13% national average) and the Fire Service (11%, cf. 4% respectively). Sample size = 53 64

Manawatu (continued) Disaster awareness Manawatu residents are more likely than average to say that a flood is a disaster that could occur in their lifetime (82%, cf. 58% national average). Following a tsunami warning, Manawatu residents are more likely than average to say they would check their emergency get away kit (26%, cf. 13% national average) and alert or check on family, friends or neighbours (30%, cf. 18% national average). Manawatu residents are more likely than average to say the Army would be able to help following a disaster (81%, cf. 59% national average). Manawatu residents are more likely than average to say that gas services could be disrupted following a disaster (89%, cf. 75% national average). Sample size = 53 65

Northland* Benchmark Mostly Prepared 1% Fully Preparedness Mostly Prepared 13% 2007 7% 2008 34% 10% 33% 24% In Northland, preparedness levels are higher than average for two of the eight preparedness diagnostics. These are: – You have stored at least 3 L water person for 3 days for each member of household (62%, cf. 46% national average). – You have the necessary items to survive a disaster (93%, cf. 79% national average). Northland residents who say that being prepared for a disaster is important but who are not prepared are more likely than average to say it is because they don’t expect a disaster to happen (51%, cf. 22% on average). They are less likely than average to say they have not got around to it (4%, cf. 34% on average). Advertising and information Awareness of Civil Defence TV ads is lower than average in Northland (35%, cf. 56% national average) and fewer Northland residents have heard of the ‘Get Ready, Get Thru’ tagline (19%, cf. 34% national average). Disaster awareness Northland residents are more likely than average to say a hurricane/cyclone/storm (51%, cf. 35% national average) could occur in their lifetime. They are less likely to say an earthquake could occur (77%, cf. 91% national average). Sample size = 44 *Caution, small sample size 66

Northland (continued)* When it comes to the people who would be able to help following a disaster, Northland residents are less likely than average to say the Army (39%, cf. 59% national average) or Ambulance Service (49%, cf. 66% national average). When it comes to services that could be disrupted following a disaster, Northland residents are less likely than average to say that gas (46%, cf. 75% national average) and water services (73%, cf. 86% national average) could be disrupted. Sample size = 44 *Caution, small sample size 67

Hawkes Bay* Benchmark Mostly Prepared 13% Fully Preparedness Mostly Prepared 26% 2007 7% 2008 34% 16% 29% In Hawkes Bay, preparedness levels are higher than average for two of the eight preparedness diagnostics. These are: – You have a good understanding of the types of disasters that could occur (98%, cf. 82% national average). – You are familiar with the Civil Defence information in the Yellow Pages (94%, cf. 69% national average). Disaster awareness Hawkes Bay residents are more likely than average to say that a flood is a disaster that could occur in their lifetime (74%, cf. 58% national average). During or immediately following an earthquake, Hawkes Bay residents are more likely than average to say people should drop, cover and hold (16%, cf. 5% national average) or stay put (23%, cf. 10% national average). Hawkes Bay residents are more likely than average to say the Police would be there to help following a disaster (85%, cf. national average of 70%). When it comes to services that could be disrupted following a disaster, Hawkes Bay residents are more likely than average to say sewerage (95%, cf. 81% national average), roading (98%, cf. 88% national average) and access to medical services (98%, cf. 87% national average) could be disrupted. Sample size = 37 *Caution, small sample size 68

Nelson/Marlborough* Benchmark Fully Preparedness Mostly Prepared 2007 2008 Sample size too small In Nelson, preparedness levels are higher than average for three of the eight preparedness diagnostics. These are: – You are familiar with the Civil Defence information in the Yellow Pages (87%, cf. 69% national average). – You have an emergency survival plan (71%, cf. 50% national average). – You attend meetings with community groups about disaster planning (21%, cf. 9% national average). Disaster awareness Nelson/Marlborough residents are more likely than average to say that a fire is a disaster that could occur in their lifetime (39%, cf. 20% national average). They are less likely than average to say volcanic eruption (25%, cf. 44% national average). During or immediately following an earthquake, Nelson/Marlborough residents are more likely than average to say that people should alert or check on family, friends, or neighbours (67%, cf. 35% national average). Nelson/Marlborough residents are more likely than average to say that their Local/Regional Council would be able to help following a disaster (76%, cf. 45% national average). Sample size = 35 *Caution, small sample size 69

Nelson/Marlborough (continued)* When it comes to the services that could be disrupted following a disaster, Nelson/Marlborough residents are more likely than average to say that access to medical services (99%, cf. 87% national average) could be disrupted. They are less likely to say that gas services could be disrupted (58%, cf. 75% national average). Sample size = 35 *Caution, small sample size 70

Taranaki* Benchmark Fully Prepared Mostly Prepared 2007 2008 Sample size too small Advertising and information When it comes to information about preparing for a disaster, Taranaki residents are more likely than average to say they can get information from Civil Defence (37%, cf. 13% national average). Disaster awareness Taranaki residents are more likely than average to say that volcanic eruption is a disaster that could occur in their lifetime (70%, cf. 44% national average). They are less likely to say earthquake (74%, cf. 91% national average). In the event of a tsunami warning, Taranaki residents are more likely than average to say people should listen to the radio (23%, cf. 7% national average). During or immediately following an earthquake, Taranaki residents are more likely than average to say people should stay indoors (34%, cf. 17% national average). Sample size = 25 *Caution, small sample size 71

Southland* Benchmark 2007 2008 Sample size too small Fully Preparedness Mostly Prepared Southland residents are more likely than average to say they are very or quite well prepared for a disaster (72%, cf. 54% national average). In Southland, preparedness levels are higher than average for three of the eight preparedness diagnostics. These are: – You have an emergency survival plan (72%, cf. 50% national average). – You regularly update your emergency survival items (72%, cf. 50% national average). – You attend meetings with community groups about disaster planning (22%, cf. 9% national average). Advertising and information Awareness of the Civil Defence TV ads is higher than average in Southland (76%, cf. 56% national average). Southland residents are more likely than average to say they have visited the Get thru website as a result of seeing the ads (30%, cf. 7% on average). When it comes to information about preparing for a disaster, Southland residents are more likely than average to say they can get information from the yellow pages (77%, cf. 55% national average). Sample size = 24 *Caution, small sample size 72

Southland (continued)* Disaster awareness Southland residents are more likely than average to say that a flood (82%, cf. 58% national average), a fire (47%, cf. 20% national average), and a pandemic (22%, cf. 6% national average) could occur in their lifetime. In the event of a tsunami warning, Southland residents are more likely than average to say people should alert/check on family, friends or neighbours (47%, cf. 18% national average), check their emergency get away kit (43%, cf. 13% national average), and move 1 km inland (32%, cf. 12% national average). In the event of an earthquake, Southland residents are more likely than average to say people should prepare to be evacuated (22%, cf. 7% national average). Southland residents are more likely than average to say that their Local/Regional Council (74%, cf. 45% national average) and the Army (77%, cf. 59% national average) could help following a disaster. When it comes to services that could be disrupted following a disaster, Southland residents are more likely than average to say that access to medical services (100%, cf. 87% national average) could be disrupted. They are less likely than average to say that gas services (50%, cf. 75% national average) could be disrupted. Sample size = 24 *Caution, small sample size 73

Gisborne* Benchmark Fully Prepared Mostly Prepared 2007 2008 Sample size too small Preparedness Gisborne residents are more likely than average to say they are very or quite prepared for a disaster (87%, cf. 54% national average). Disaster awareness During or immediately after an earthquake, Gisborne residents are more likely than average to say people should stay indoors (42%, cf. 17% national average). Sample size = 11 *Caution, small sample size 74