Ministry of Civil Defence Emergency Management Campaign

Ministry of Civil Defence & Emergency Management Campaign Monitoring Research - Measure 3 June 2007 Presented by Colmar Brunton 1

Background, Objectives & Method 2

Background, Objectives, Method Background The Ministry of Civil Defence and Emergency Management needs to shift New Zealander’s level of preparedness for disasters. Clemengers have taken on the task of developing a campaign to achieve this. Colmar Brunton conducted a benchmark study in Apr/May 06 to get baseline measures. An interim study was conducted in Oct/Nov 06 to measure the movement in people’s attitudes and behaviours since the advertising campaign and benchmark study. Objective To measure people’s preparedness, and to assess the effectiveness of the campaign over time. Methodology Random telephone interview (n=1000, aged 15+). Fieldwork 16 April-13 May 2007. Methodology is the same as that used in the benchmark and 2 nd Measure. 3

Executive Summary 4

Executive Summary Public awareness of the Civil Defence advertising remains high (66% versus 68% in Measure 2). Ads continue to be effective at getting people to think or take action. Only 24% have done nothing after seeing the ads, down from 26% in the 2 nd Measure. Although 6 out of 8 diagnostics for levels of preparedness have dropped since the 2 nd measure, most results are still higher than the Benchmark study. 8% of New Zealanders are prepared for an emergency. This includes having an emergency survival plan that includes what to do when not at home, having emergency items and water, and regularly updating survival items. This is down slightly from Measure 2 (9%) but still up from the Benchmark study (7%). 24% of New Zealanders are prepared for an emergency when at home. This includes having an emergency survival plan, having emergency items and water, and regularly updating survival items. This is down from Measure 2 (29%) but up from the Benchmark study (21%). 93% believe that it is important to be prepared, down 1% from the 2 nd Measure. 5

Executive Summary, cont’d Diagnostically, ads are still working well (percentages strongly/slight agree combined totals). - 98% understood the ads message (M 2 97%) - 97% agree that the points made in the ads were believable (M 2 97%) - 92% agree that the information was helpful (M 2 90%) - 91% agree the points made in the ads were relevant to them (M 2 92%) - 81% enjoyed watching the ads (M 2 79%) - 64% agree that the ads contained new information (M 2 57%), 20% are getting fed up seeing them (M 2 24%). Overall attitudes towards disasters have not moved in the direction expected, but the difference in attitudes between those who had seen the Civil Defence advertising and those who had not were as expected. - 96% who had seen the ads agree that it is my responsibility to look after myself and my family in a disaster (versus 98% who had not seen the ads) - 61% who had seen the ads agree that in a disaster emergency services will be there to help them (versus 71% who had not seen the ads) - 65% who had seen the ads agree that there will be someone to help them in a disaster (versus 66% who had not seen the ads) - 58% who had seen the ads agree that they probably wouldn’t make an emergency survival plan until after a disaster (versus 38% who had not seen the ads) - 36% who had seen the ads agree that there will always be adequate warning before a disaster hits (versus 27% who had not seen the ads). 6

Executive Summary, cont’d In response to why it is not important to be prepared for a disaster, 11% in Measure 3 said “If it’s going to happen there’s nothing we can do about it/can’t stop it”. This result is down from 23% in Measure 2 and 22% in the Benchmark. In response to saying that being prepared was important but are not well prepared for a disaster, barriers mentioned included: – 6% in Measure 3 said there was not enough information on being prepared and what to do, down from 8% in Measure 2 and 15% in the Benchmark measure – 10% in Measure 3 said they haven't thought about it or don’t like to think about disasters, also down from 17% in the 2 nd Measure, and 13% in the Benchmark – 15% in Measure 3 said that they were “partly prepared/have some emergency supplies/emergency kit”. This is up from 8 in Measure 2 and 6% in the Benchmark measure. 67% say they have seen, heard or read any disaster advertising, compared to 70% in Measure 2. Yellow Pages continues to be the most frequently mentioned place on where to go to get information before a disaster with 62% in Measure 3 compared to 46% in Measure 2. Amongst those who have seen the Civil Defence advertising, Yellow Pages was even higher at 68%. 7

Results 8

Context What was the environment like when interviewing took place? light media weight few disasters preceding Measure 3 no disaster awareness week 9

How prepared is New Zealand? Have an emergency survival plan that includes what to do when not at home. + Have emergency items and water + Regularly update emergency survival items 10

4 out of 5 are on their way Benchmark Measure 2 7% 9% 39% 45% 77% 83% 84% 17% 16% 8% 41% 82% 18% 11

There is a big gap between understanding and commitment but there isn’t much between them demographically understanders more likely to be under 29 (23% cf 14%) committed more likely to be in 1 or 2 person household (48% cf 55%) 12

How prepared is New Zealand? Have an emergency survival plan that includes what to do when not at home. + Have emergency items and water + Regularly update emergency survival items PREPARED = 8% Up from 7% - Benchmark 9% - Measure 2 13

How prepared is New Zealand (when at home)? Have an emergency survival plan + Have emergency items and water + Regularly update emergency survival items PREPARED AT HOME= 24% Up from 21% - Benchmark 29% - Measure 2 14

Two key questions: Has the advertising worked, and how has it changed people’s preparedness? 15

Is the advertising working? TVCs continue to do their job Excellent awareness esp considering media weight TVCs lead to ‘action’ Diagnostically the ads are still strong Awareness of tagline and website maintained 16

Television advertising recall Public awareness of the Civil Defence advertising remains high. Very good prompted recall esp when post analysis shows 1+ reach at 71% - good residual awareness. For comparison, average recall for non-FMCG advertising is 43%. TV advertising recall is still highest amongst the 20 -39 years olds (79%). Those aged 60 years + show the lowest recall (42%). Awareness IS NOT low amongst 15 -19 (70%) Those with household income between $10 k-$30 k have lowest recall of TV advertising (46%). Q 18 Have you seen any Television advertisements for Civil Defence? There were 5 ads in total presented by Peter Elliot. The ads featured emergency services, public transport, and hospitals fading out to a white background showing what services may not be there to help you in an emergency while in other ads survival items gradually fade in showing you what items will 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. % Yes Question not asked in Benchmark research Base: All Respondents 17

Action taken as result of seeing ads Ads continue to be effective at getting people to think or take action Overall three quarters do something as a results of seeing the ads 76% of people have done something as a result of seeing the ads, compared to 74% in Measure 2. However, 42% of 15 -19 yr olds have not done anything after seeing ads. Q 20 What if anything have you done as a result of seeing the ads? Have you… Thought about preparing for disasters Talked to family or friends about it Made a survival kit Question not asked in Benchmark research Made a survival plan Measure 2 Measure 3 Visited the Get Ready, Get Thru website Visited any other disaster preparation website Nothing Base: Those respondents who stated that they had seen the Civil Defence TV advertising (Measure 2 n=314), (Measure 3 n=631) 18

Diagnostically, ads are working very well The ads are still perceived to be containing new information while being strong on relevance, believability understanding etc, thus there is still life in them. Those aged 15 -19 years rate relevance lower than all other age groups (83% cf 91% overall). Need an approach that will reach the younger age group. M 2 M 3 M 2 M 3 Q 19 Thinking about these adverts for the Ministry of Civil Defence, please tell me whether you strongly agree, slightly disagree or strongly disagree with each of these statements? Question not asked in Benchmark research Base: Those respondents who stated that they had seen the Civil Defence TV advertising (Measure 2 n=314), (Measure 3 n=631) Strongly agree Slightly disagree Strongly disagree Don’t Know 19

Prompted recall of GRGT tagline Of those who have seen the ads recently, 51% recalled the ‘Get Ready, Get Thru’ tagline. Highest recall was amongst those 15 -19 year olds (60%). Recall tends to be lower (20%) amongst those aged 50+. Q 21 Before I mentioned it earlier, had you previously heard of the tag line “Get Ready, Get Thru”? % Yes Question not asked in Benchmark research Base: All Respondents 20

Prompted recall of ‘getthru. govt. nz’ website 28% of all people had heard of the getthru website. Of those who have seen the ads recently, 36% recalled it. Awareness was higher amongst 15 -29 year olds (41%) and lowest amongst those aged 50+ (15%). Q 22 And had you also previously heard the website ‘getthru. govt. nz’? % Yes Question not asked in Benchmark research Base: All Respondents 21

But advertising is driving attitudes as expected Those who have seen the Civil Defence ads but no disaster advertising are less likely to think there will be someone there to help you or that emergency services will be there to help. Q 2 On a scale of strongly agree, slightly disagree and strongly disagree, how much do you agree or disagree with the following statements? Seen Ads Not seen ads My responsibility to look after self and family Base: Seen CD ads and no others (n=123) Seen other ads but not CD (n=143) Strongly agree Seen Ads Not seen ads There will be someone there to help you Slightly agree Seen Ads Not seen ads Emergency services will be there to help Slightly disagree Seen Ads Not seen ads Probably make survival plan after disaster Strongly disagree Seen Ads Not seen ads Always be adequate warning before disaster Don’t Know 22

Level of preparedness Although 6 out of 8 diagnostics have dropped slightly since the 2 nd Measure, most results are higher than the Benchmark study. Those aged 50 plus have the highest levels of preparedness. Those aged 15 -29 years have the lowest level of preparedness. Those who had seen the TVCs were more aware of the Civil Defence information in the Yellow Pages (71%), compared to those who had not seen TVCs (60%). You have a good understanding of the types of disasters that could occur in New Zealand, and the chances of them occurring You have the necessary emergency items needed to survive a disaster, such as, tinned food, toilet paper, torch, spare batteries and so on You have a good understanding of what the effects would be if a disaster struck in your area Q 10 Which of the following statements apply to you? You are familiar with the Civil Defence information in the Yellow Pages You regularly update your emergency survival items You have an emergency survival plan for your household You have stored at least 3 litres of water person for 3 days for each member in your household You attend meetings with community groups about disaster planning Benchmark (n=1, 001) Measure 2 (n=500) Measure 3 (n=1, 000) None of these Base: All Respondents 23

Survival Plan There has been a slight increase in the proportion of people who have a survival plan that includes what to do when not at home. Q 11 Does your survival plan include what to do when you are not at home? Have a survival plan that includes what to do when not at home Have a survival plan but it does not include what to do when not at home No survival plan Base: All respondents 24

Importance and Level of Preparedness A total of 93% of people believe that it is quite important or very important to be prepared for a disaster. Down 1 percentage point from the Benchmark and 2 nd Measure. 52% are very or quite well prepared for a disaster, compared to 52% in the Benchmark, and 49% in Measure 2. Under 30 year olds are the least prepared while those 50 years or older are the most prepared. Those with a personal income of $100, 000+ are the most prepared for a disaster. Importance of being prepared Q 3 How important is it that you are prepared for a disaster? Is it… Very important Quite important Not at all important Not that important Don’t Know How well prepared you feel you are Q 5 How well prepared for a disaster do you feel you are? Do you feel you are… Very well prepared Not at all prepared Quite well prepared Not that well prepared Don’t Know 25

Barriers & Importance to being prepared Q 4 Why do you think it is not important to be prepared for a disaster? Why it is not important to be prepared Barriers to being prepared BM M 2 M 3 High chance it won’t happen/unlikely to happen 43% 27% 48% If it’s going to happen there’s nothing we can do about it/Can’t stop it 22% 23% 11% You don’t know what disaster will occur/can’t prepare for everything 8% 17% 15% Never thought about it/never been in one NA 17% 5% Don’t want to focus on the negative 9% 12% 13% You don’t know when it will happen 12% 3% Base: Those respondents who either stated that being prepared for a disaster was ‘not that important’ or ‘not at all important’ (Benchmark n=44), (Measure 2 n=28), (Measure 3 n=62) 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? 10% 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 Not enough information on being prepared e. g. what to do, the importance etc Haven’t thought about it/don’t think about disasters The cost/don’t have enough money Don’t know what disaster will occur/don’t know what to prepare for Partly prepared/have some emergency supplies/emergency kit Complacency Don’t have any place to store survival items/supplies Want to get on with life/don’t want to spend life worrying about disasters M 2 M 3 40% 50% 44% 36% 21% 29% 15% 8% 6% 13% 17% 10% 8% 10% 5% 6% 8% 9% 6% 8% 15% 5% 3% 3% 3% 2% 3% 6% Base: Those respondents who stated that being very well prepared or quite well prepared for a disaster was important but said that they were not well prepared for one (Benchmark n=341), (Measure 2 n=211), (Measure 3 n=387) 26

Total Market Messages (Includes non-Civil Defence advertising) 27

Unprompted advertising awareness 67% say they have seen, heard or read disaster advertising. Measure 3 results are slightly lower than Measure 2 (70%). 13% of people have only seen non-Civil Defence disaster advertising. 53% have seen Civil Defence and non-Civil Defence. Those aged 50 years and over are less aware (55%). Those with lower household incomes (under $20 k) have the lowest recall of advertising (53%). Q 15 Have you seen, heard or read recently any advertising about preparing for a disaster? % Yes Question not asked in Benchmark research Base: All Respondents 28

Where seen/heard or read disaster ads TV is still the dominant media Older people like newspapers (42% amongst 60 -69 yr olds) 15% of those aged 15 -19 received messages through the mail. Q 16 Where did you see, hear or read the ads? TV Newspaper Question not asked in Benchmark research Radio Mail/flyers/leaflets/pamphlets Measure 2 Measure 3 Magazines Other Base: Those respondents who stated that they have seen, heard or read advertising about preparing for a disaster (Measure 2 n=333), (Measure 3 n=651) NOTE: Statements 2% and below not shown 29

Awareness of disaster preparedness information 37% are aware of disaster preparedness information. This result is down 9 percentage points from the 2 nd Measure. Awareness of non-advertising messages is low amongst those aged between 20 -29. 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? % Yes Question not asked in Benchmark research Base: All Respondents 30

Where heard/seen disaster messages Television is still the dominant media with 45% saying they have seen or heard disaster messages this way. However, this is down slightly from the 2 nd Measure 3 results show Radio as having the next highest recall of disaster advertising (15%). This result is up from 13% in the 2 nd Measure. Q 14 Where did you hear or see the disaster messages or information? TV Newspapers (not Community) Radio Yellow Pages Brochures/Flyers Local or Community newspapers Schools Question not asked in Benchmark research Unaddressed mail Workplace Internet Measure 2 Measure 3 Work of mouth Local Council/Council NOTE: Statements 2% and below not shown Fire department/Fire Warden Base: Those respondents who stated that they have seen or Other heard messages or information on what to do in a disaster in the last year (Measure 2 n=246), (Measure 3 n=395) 31

Understanding Impact 32

Help available following a disaster in your area People still consider Civil Defence to be an organisation providing emergency assistance following a disaster Fire Department is still considered to be the #1 organisation for providing assistance in a disaster, again followed closely by Civil Defence. Those who have personal incomes $80, 000+ have the highest expectations that organisations such as the Army, Ambulance and Fire Departments will provide assistance following a disaster. 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? Neighbours Fire Department Civil Defence Police Benchmark results not shown due to question change for Measure 2 and 3 Hospitals Ambulance Army Local/Regional Council No one Base: All Respondents Measure 2 (n=500) Measure 3 (n=1, 000) 33

Household utilities & infrastructure services Over three quarters are aware that Roading, Medical Services, Water, Sewerage or Gas could be disrupted in a disaster. This has not changed since the 2 nd Measure. Q 8 Still imagining there had been a disaster, some of the normal services may not be available. What household utilities or infrastructure services do you think could be disrupted? Electricity Telephone (land) Roading Measure 2 (n=500) Measure 3 (n=1, 000) Access to medical/health services Benchmark results not shown due to question change for Measure 2 and 3 Water Sewerage Gas Mobile phones Base: All Respondents 34

Attitudes & Actions 35

Possible disasters in your lifetime Total Awareness for Measure 3 = 3. 4 compared to Measure 2 = 3. 6, & Benchmark = 3. 4 Awareness for 6 out of the 10 diagnostics have dropped since the 2 nd Measure. This may be due to research being undertaken for the 2 nd Measure just after Disaster Awareness week. However the total awareness average is equal to that in the Benchmark measure. Results may also be low due to a lull in worldwide disasters over the last 6 months bringing awareness down. 15 -19 year olds and those in the lower income group have the lowest awareness of disasters overall. 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? Benchmark (n=1, 001) Measure 2 (n=500) Measure 3 (n=1, 000) ) Q 1 Base: All Respondents 36

Attitudes towards disasters have not moved in the direction expected. Four out of the 5 diagnostics show shifts in the wrong direction since the 2 nd Measure. The one exception being “You probably wouldn’t make an emergency survival plan until after a disaster” dropping from 52% (strongly/slightly agree) in Measure 2 to 49% in Measure 3. Q 2 On a scale of strongly agree, slightly disagree and strongly disagree, how much do you agree or disagree with the following statements? BM M 1 M 2 BM M 1 M 2 Benchmark (n=1, 001) Measure 2 (n=500) Measure 3 (n=1, 000) Question not asked in Benchmark research Base: All Respondents (Benchmark n=1, 001), (Measure 2 n=500), Measure 3 n= 1, 000) Strongly agree Slightly disagree Strongly disagree Don’t Know 37

But advertising is driving attitudes as expected Those who have seen the Civil Defence ads but no disaster advertising are less likely to think there will be someone there to help you or that emergency services will be there to help. Q 2 On a scale of strongly agree, slightly disagree and strongly disagree, how much do you agree or disagree with the following statements? Seen Ads Not seen ads My responsibility to look after self and family Base: Seen CD ads and no others (n=123) Seen other ads but not CD (n=143) Strongly agree Seen Ads Not seen ads There will be someone there to help you Slightly agree Seen Ads Not seen ads Emergency services will be there to help Slightly disagree Seen Ads Not seen ads Probably make survival plan after disaster Strongly disagree Seen Ads Not seen ads Always be adequate warning before disaster Don’t Know 38

Finding information before a disaster Yellow Pages continues to be the most common source of information on where to go to get information before a disaster with Measure 3 results up 16 percentage points to 62%. And amongst those who have seen our ads, Yellow pages was even higher at 68%. Q 12 Before a disaster, where can you get information about how to prepare for a disaster? Base: All Respondents NOTE: Statements 3% and below not shown Yellow Pages Ministry of Civil Defence website Local/Regional Council Civil Defence Radio Brochures/Flyers Police TV Internet/Web in general Other website Library Fire department/brigade Telephone directory/phonebook Health Authorities/Hospital Newspaper Other Don’t know Benchmark (n=1, 001) Measure 2 (n=500) Measure 3 (n=1, 000) 39

Actions to take during Earthquake Increased emphasis on helping others 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? Take shelter under a desk Move to a safe place Alert or check on family/friends/neighbours Drop, cover and hold Listen to the radio for further information Check emergency survival items Go outside/go out into open/stay clear of buildings Implement survival plan Check damage/stabilised and safe Prepare to be evacuated Turn off/check electricity/water/gas Stay indoors/don’t go outside Benchmark (n=1, 001) Measure 2 (n=500) Measure 3 (n=1, 000) Stay where you are/stay put Contact Civil Defence/Authorities services Be prepared for aftershocks Other Base: All Respondents NOTE: Statements 4% and below not shown Don’t know 40

Actions to take during Tsunami warning But don’t expect help from friends/family if there is a tsunami! Q 9 a Now imagine that a tsunami warning has been issued, what actions should people take when a tsunami warning has been issued? Move to higher ground Check emergency get away kit Move 1 kilometre inland Alert/check family/friends/neighbours Prepare to be evacuated Implement survival plan Secure house/valuable belongings Listen to radio for further information Stay away from coastal areas Get out/run/get out of area Benchmark (n=1, 001) Measure 2 (n=500) Measure 3 (n=1, 000) Take emergency survival items Check pets Base: All Respondents NOTE: Statements 3% and below not shown Other Don’t know 41

Regional Results 42

Regional Analysis - Auckland Benchmark Measure 2 Measure 3 Fully Prepared 4% 5% 4% Mostly Prepared 15% 18% 15% Awareness of Volcanic Eruption (65% cf 48%) as well as Tsunami (75% cf 68%) was significantly higher amongst Aucklanders In contrast, Aucklanders are significantly less aware of Floods as a disaster (56% cf 64%) 58% said they are ‘not that well prepared or not at all prepared for a disaster’. This is significantly higher than the national average (48%) Aucklander’s mentioned gas significantly more (85% cf 79%) as a possible service that could be disrupted during a disaster Preparedness levels were significantly lower in 6 out of 8 of the statements compared to the national average. These included: – Having a good understanding of the types of disasters that could occur in NZ, and the chances of them occurring (74% cf 82%) – Having a good understanding of what the effects would be if a disaster struck in your area (73% cf 81%) – You are familiar with the Civil Defence information in the Yellow Pages (57% cf 68%) – You have an emergency survival plan for your household (39% cf 48%) – You have stored at least 3 litres of water person for three days for each member in your household (34% cf 44%) – You regularly update your emergency survival items (45% cf 52%). Sample size = n=308 43

Regional Analysis – Auckland, cont’d Only 11% said they had heard the messages through the Radio (compared to 19% nationally) Awareness via television was significantly higher amongst Aucklanders (94% cf 88%). 72% cf 64% believe that the Army will be there to help following a disaster. Whereas, only 37% cf 45% believe that their Local/Regional council will be there to help 24% mentioned the Internet and website in general as places to go to get information on how to prepare for a disaster (compared to the national average 16%) Only 29% said they had seen/heard any messages on how to prepare for a disaster in the last year (compared to the average 37%) As a result of seeing the Civil Defence ads, only 18% cf 27% have made a survival plan. Sample size = n=308 44

Regional Analysis – Canterbury/West Coast Benchmark Measure 2 Measure 3 5% 9% 10% 19% 31% 24% Fully Prepared Mostly Prepared Canterbury/West Coast respondents showed the highest awareness for the following disasters that could happen in your lifetime: – Snow storms/storm disasters (4% cf 1%) – Pandemic/outbreak of disease (13% cf 7%). However, Canterbury/West Coast respondents have low awareness for Volcanic Eruption (31% cf 48%). ‘Move 1 km inland’ was mentioned more as an action to take during an tsunami (26% cf 16%) 6% cf 3% mentioned Contacting Civil Defence/Authorities following an earthquake as an action to take following an earthquake 73% believe that the Army will be there to help in a disaster (compared to the national average 64%). 91% cf 79% also believe that Civil Defence will be there to help them. Only 71% mentioned that Gas could be disrupted following a disaster (significantly lower then the national average 79%) Schools had the highest mention of where they had seen or heard any disaster messages in the last year in Canterbury/West Coast (16% cf 4%) Sample size = n=138 45

Regional Analysis - Waikato Benchmark Measure 2 Measure 3 9% 9% 6% 21% 26% 22% Fully Prepared Mostly Prepared 48% stated that they considered the Army as a group that could provide help following a disaster. This is significantly lower than the national average of 64% War/Civil war had significantly higher awareness (14% compared to the national average 6%) 69% believe that Gas could be disrupted in a disaster. This is significantly lower than the average (79%) 42% cf 29% said they should move to a safe place during an earthquake. Only 19% (compared to the national average 32%) said that they would go to the Ministry of Civil Defence website to get information on what to do in a disaster. Sample size = n=84 46

Regional Analysis – Bay of Plenty Benchmark Measure 2 Measure 3 8% Sample size too small 2% Fully Prepared Mostly Prepared 16% Neighbours providing help following a disaster was mentioned significantly more than the national average (93% cf 81%) Bay of Plenty respondents mentioned listening to the radio for further information (14% cf 6%), and turning off power/water/gas following a tsunami warning significantly more than the national average (7% cf 1%) 77% strongly agree that ‘It is my responsibility to look after myself & my family in a disaster’. This is significantly lower than the national average (87%) 49% cf 61% stated that they had not seen or heard any advertising on what to do in a disaster in the last year 17% stated that they attend meetings in the community. This figure is significantly higher compared to the national average (8%) 77% stated that they would go to the Yellow Pages to get information on how to prepare for a disaster (compared to the national average of 62%). Sample size = n=70 47

Regional Analysis – Wellington Benchmark Measure 2 Measure 3 Fully Prepared 18% 13% 16% Mostly Prepared 35% 38% 37% Earthquakes had the greatest number of mentions in Wellington as types of disasters that could effect the region (98% cf 91%) Volcanic Eruption had the lowest mentions (35% cf 48%) 49% strongly disagreed with the statement “There will always be adequate warning before a disaster hits”, significantly higher than the national average of (37%) 16% strongly agree with the statement “In a disaster, emergency services will be there to help them” (compared to the national average 27%) 40% cf 24% strongly disagree with the statement “You probably wouldn’t make an emergency survival plan until after a disaster” 14% cf 8% believe they are very well prepared for a disaster Wellingtonians mentioned the following significantly more as potential services that could be disrupted following a disaster: – Gas (93% cf 79%) – Landline telephones (99% cf 95%) – Sewerage (94% cf 84%) – Roading (96% cf 89%). Sample size = n=114 48

Regional Analysis – Wellington , cont’d Wellingtonians also mentioned the following actions to take following an earthquake significantly higher than the national average: – Alert/check on family and friends (60% cf 39%) – Listen to the radio for further information (18% cf 11%) – Check damage/everything is stabilised (18% cf 9%) – Help others/help the injured (11% cf 6%) – Check water supplies/conserve water (8% cf 3%) However, Wellingtonians were significantly lower for the statement “You have the necessary emergency items needed to survive a disaster” (77% cf 85%) Wellingtonians rated strongly for the statements: – You have an emergency survival plan for your household (67% cf 48%) – You have stored at least 3 litres of water person for 3 days (65% cf 44%) 43% cf 32% said they had a survival plan that also included what to do. Sample size = n=114 49

Regional Analysis – Wellington , cont’d 48% said they had seen messages or information on what to do in a disaster in the last year, compared to the national average (37%) Only 16% said that the ads contained new information, significantly lower than the national average (29%) 26% had heard the Get Ready, Get Thru tagline (compared to the national average of 35%). Sample size = n=114 50

Regional Analysis – Otago Benchmark Measure 2 Measure 3 5% Sample size too small 17% Fully Prepared Mostly Prepared 15% 32% 36% state that during a tsunami warning, they would ‘Alert/check on family and friends’ (compared to the average 23%) 58% cf 38% strongly agree with the statement “You enjoyed watching the ads”. 52% compared to the national average (32%) are involved with volunteer work. There are no other significant differences to report for Otago. Sample size = n=50 51

Regional Analysis – Manawatu Benchmark Measure 2 Measure 3 6% Sample size too small 16% Fully Prepared Mostly Prepared 28% 34% Hurricane/cyclone/storm/tornado had a greater number of mentions in Manawatu for types of disasters that could effect the region than the national average (47% cf 30%) 97% cf 87% strongly agree that “it is my responsibility to look after myself and my family in a disaster” Manawatu respondents rated hospitals significantly lower than the national average as a group that could help following a disaster (50% cf 67%) Manawatu respondents mentioned that they would listen to the radio for further information during a tsunami warning significantly more than the national average (15% cf 6%) During an earthquake warning, 28% said that they would stay indoors/not go outside (compared to the national average 16%) Preparedness levels were significantly higher than the national average for in 3 out of 8 statements. These included: – Having a good understanding of the types of disasters that could occur in NZ, and the chances of them occurring (94%% cf 82%) – You have an emergency survival plan for your household (63% cf 48%) – You have the necessary emergency items needed to survive a disaster, such as, tinned food, toilet paper, torch, spare batteries and so on (97% cf 85%). Sample size = n=54 52

Regional Analysis – Manawatu, cont’d 11% said that Health authorities/hospitals was a place to go to get information on how to prepare for a disaster (compared to the national average 4%) More from the Manawatu said that they had seen or heard disaster preparedness messages and ads through mail/pamphlets/flyers (18% cf 5%), or Magazines (11% cf 3%) than the national average Sample size = n=54 53

Regional Analysis – Northland Benchmark Measure 2 Measure 3 1% Sample size too small 7% Fully Prepared Mostly Prepared 13% 33% Northlanders are significantly less aware of Earthquakes as a disaster (75% cf 91%) Respondents showed the low awareness for the following groups that could help following a disaster: – Army (42% cf 64%) – Fire Department (66% cf 80%) – Hospitals (48% cf 67%) – Neighbours (65% cf 81%) – Civil Defence (53% cf 79%) Northland also showed lower awareness compared to the national average for possible services that could be disrupted following a disaster. They included: – Gas (62% cf 79%) – Water (72% cf 87%) – Sewerage (68% cf 84%) 40% cf 61% have thought about preparing for a disaster as a result of the seeing the ads Only 7% of Northlanders had previously heard of the getthru. govt. nz website. This compares to the national average of 28%. * Caution: small base size Sample size = n=46 54

Regional Analysis – Hawkes Bay Benchmark Measure 2 Measure 3 Fully Prepared 13% 7% Mostly Prepared 26% Sample size too small 26% 32% believe that the Television ads were saying that ‘disasters can strike at any time’. This is significantly higher than the national average (9%) As a result of seeing the ads, 84% have thought about preparing for a disaster compared to the national average (61%). There are no other significant differences to report for Hawkes Bay. * Caution: small base size Sample size = n=40 55

Regional Analysis – Nelson/Marlborough Benchmark Fully Prepared Sample size too Mostly Prepared small Measure 2 Measure 3 Sample size too small Hurricane/cyclone/storm/tornado had the least number of mentions in Nelson/Marlborough for types of disasters that could effect the region compared to the national average (12% cf 30%) 47% cf 29% said they should move to a safe place during an earthquake 41% said they had heard the messages through the Newspaper (compared to 19% nationally) 88% say they had not previously heard of the getthru. govt. nz website This compares to the national average of 71%. * Caution: small base size Sample size = n=34 56

Regional Analysis – Taranaki Benchmark Fully Prepared Sample size too Mostly Prepared small Measure 2 Measure 3 Sample size too small Volcanic Eruption had a greater number of mentions in Taranaki for types of disasters that could effect the region than the national average (79% cf 48%). In comparison, Tsunami had the least mentions (46% cf 68%) 83% cf 67% strongly/slightly agree that “in a disaster, there will be someone there to help me” 61% cf 31% strongly/slightly agree that ‘there will always be adequate warning before a disaster hits’ Respondents showed the high awareness for the following groups that could help following a disaster: – Ambulance (87% cf 67%) – Hospitals (87% cf 67%) – Local/Regional council (65% cf 45%) In a Tsunami warning, only 3% said they would check their emergency get away kit, compared to the national average (18%) * Caution: small base size Sample size = n=28 57

Regional Analysis – Taranaki, cont’d Benchmark Fully Prepared Sample size too Mostly Prepared small Measure 2 Measure 3 Sample size too small 81% cf 45% said that they last saw or heard disaster messages or information on TV 27% believe that the Television ads were saying that ‘disasters can strike at any time’. This is significantly higher than the national average (9%) Only 14% said that they talked to family and friends as a result of seeing the ads (compared to the national average 38%) * Caution: small base size Sample size = n=28 58

Regional Analysis – Southland Benchmark Fully Prepared Sample size too Mostly Prepared small Measure 2 Measure 3 Sample size too small Drought had a greater number of mentions in Southland for types of disasters that could effect the region than the national average (16% cf 4%) Southland mentioned the following actions to take following an earthquake significantly higher than the national average: – Listen to the radio for further information (26% cf 11%) – Prepare to be evacuated (18% cf 6%) 57% cf 32% said that they would get information on how to prepare for a disaster from their Local/Regional council 88% said they had seen any TV ads for Civil Defence (compared to the national average 66%) 90% cf 61% said they had thought about preparing for a disaster as a result of seeing the ads. * Caution: small base size Sample size = n=24 59

Regional Analysis – Gisborne Benchmark Fully Prepared Sample size too Mostly Prepared small Measure 2 Measure 3 Sample size too small Gisborne showed low awareness compared to the national average for Gas being a possible service that could be disrupted following a disaster (40% cf 84%) No-one mentioned the Ministry of Civil Defence website as a place to go to get information on how to prepare for a disaster (compared to the national average 32%) Only 36% cf 66% recalled seeing any TV ads for Civil Defence. There are no other significant differences to report for Gisborne. * Caution: small base size Sample size = n=10 60

Insights & Inspiration 61