Offic

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rDomestic Abuse Campaign

Wave 8 – February 2005

9 780755 927623

ISBN 0-7559-2762-1ISSN 0950 2254ISBN 0 7559 2762 1

www.scotland.gov.uk/socialresearch

The text pages of this document are produced from 100% ElementalChlorine-Free material.The paper carries the Nordic Ecolabel for low emissions duringproduction, and is 100% recyclable.

Astron B43568 10/05

Domestic Abuse Post-Advertising Research Wave 8 – 2005

TNS System Three 114662

Scottish Executive Social Research June 2005

This report is available on the Scottish Executive Social Researchwebsite only www.scotland.gov.uk/socialresearch.

© Crown Copyright 2005Limited extracts from the text may be produced provided the sourceis acknowledged. For more extensive reproduction, please write to

the Chief Researcher at Office of Chief Researcher,4th Floor West Rear, St Andrew’s House, Edinburgh EH1 3DG

The views expressed in this report are those of the researchers anddo not necessarily represent those of the Department or

Scottish Ministers.

CONTENTS

CHAPTER ONE BACKGROUND AND METHOD ............................................................................ 1

CHAPTER TWO MAIN FINDINGS ....................................................................................................... 4 EXPERIENCE OF DOMESTIC ABUSE........................................................................................................ 4 SECTORS OF SOCIETY WHERE DOMESTIC ABUSE IS MORE COMMON........................................... 5 AWARENESS OF ADVERTISING OR PUBLICITY RECENTLY ON DOMESTIC ABUSE..................... 7 REACH OF CURRENT CAMPAIGN ............................................................................................................ 9 ATTITUDES TOWARDS DOMESTIC ABUSE.......................................................................................... 11 CONCLUSIONS ........................................................................................................................................... 12

APPENDIX 1 ADDITIONAL TABLES.............................................................................................. 13

APPENDIX 2 QUESTIONNAIRE ...................................................................................................... 15

EXECUTIVE SUMMARY

BACKGROUND • Since 1998 the Scottish Executive has been running an advertising campaign to raise

awareness of domestic abuse as an issue. The main objective of the campaign is to strengthen public opposition to, and condemnation of, domestic abuse as totally unacceptable behaviour.

• The Office of Chief Researcher commissioned TNS System Three to conduct research to

monitor the awareness and effectiveness of the campaign. TNS System Three has been conducting this research since the inception of the advertising campaign.

• The TNS System Three omnibus, Scottish Opinion Survey (SOS), was used as the

vehicle for data collection. Across Scotland, 951 adults aged 16 and above, were interviewed at this latest (8th) wave, over the period 24th February to 3rd March.

MAIN FINDINGS • The level of experience of domestic abuse across the sample dropped slightly at this

latest wave. When asked whether they had any experience of domestic abuse1, thirty six percent of respondents claimed to have had any experience (compared to 38% at Wave 7 and 40% at Wave 6).

• The level of respondents perceiving domestic abuse as affecting all age groups has

steadily increased over recent waves (46% Wave 6, 47% Wave 7, 48% Wave 8), whilst the level of those perceiving domestic abuse as affecting all social classes has dropped back slightly (63% Wave 6, 67% Wave 7, 64% Wave 8).

• Although spontaneous awareness of advertising for domestic abuse was still high at this

8th wave, it is slightly lower (72%) compared with the previous three waves (74-76%). • TV continued to dominate the media recalled spontaneously, at 91%. However, both

advertising in newspapers (16%) and radio (8%) – two of the additional media used, showed increases in spontaneous recall over previous waves.

• The recall of the detail from the latest TV advert, Behind Closed Doors, was quite low,

at 11%. Recall of the advert shown in 2003/2004, Doll’s House, was higher (16%) at this latest wave than Behind Closed Doors.

1 Respondents were asked this on three levels: a) whether any close friends or relatives were victims of domestic abuse, b) whether they personally had ever been the victim, c) whether they had been responsible for abuse of partner.

• When prompted with the TV advert, the level of reach2 was 47% at this latest wave, lower than the most recent adverts monitored and lower than the last time Behind Closed Doors was shown at Wave 5 (69%).

• Of those who claimed to have seen Behind Closed Doors, a third of respondents were

unsure of the main message the advert was trying to communicate. Eighteen percent mentioned that the main message was No excuse – Zero tolerance, and the same number Help is available.

• When prompted with the press advert, 17% recalled having seen it. • Respondents were played the two radio adverts from the latest campaign and 45%

claimed to have heard either advert. Specifically, 31% were aware of the advert Waiting and 33% were aware of Little things.

• The total impact of all three media combined was that 72% recalled having seen or heard

at least one source (TV, radio or press). • Attitudinally, there were very few movements over recent waves. The main movement

was the decrease in those agreeing that Domestic abuse of one partner by the other is a common occurrence in Scotland (from 74% at Wave 7, to 67% at Wave 8).

2 Campaign reach is the combined figure of those claiming to have seen a TV ad, heard a radio ad or seen a press ad when prompted.

1

CHAPTER ONE BACKGROUND AND METHOD

1.1 Since December 1998, the Scottish Executive has been running a campaign to address the issue of domestic abuse in Scotland. Through an on-going programme of advertising and other publicity measures, the objective of this campaign is to strengthen public opposition to, and condemnation of, domestic abuse as totally unacceptable behaviour. 1.2 In January 2005, the Scottish Executive Office of Chief Researcher (OCR) commissioned TNS System Three to conduct research to monitor awareness and effectiveness of the campaign. TNS System Three has been tracking the domestic abuse campaign since its launch in 1998. 1.3 As with the previous waves of research, the TNS System Three CAPI (Computer Assisted Personal Interviewing) omnibus, Scottish Opinion Survey (SOS), was used to collect quantitative data. For sensitive questions relating to attitudes and experience of domestic abuse, respondents entered their responses in the self-completion section directly on to the hand-held computer. This approach is seen to be more anonymous and confidential by respondents and hence can lead to a more honest response. The questions relating to advertising were then asked by the interviewers. 1.4 This document contains the latest findings from the research, conducted following the 2004 campaign activity. 1.5 This latest wave of the campaign started on 26th December 2004 and ran until the week commencing 24th January 2005. The campaign consisted of TV, radio and press. The TV advert ‘Behind Closed Doors' had previously run on two occasions, the last occasion in 2002. The radio and press adverts were newly developed in 2004 in order to support the TV campaign. 1.6 It should be noted that the TV advert was shown only on Channel 4 and Channel 5 and not on Scottish, Grampian or Border (as previous domestic abuse campaigns have been). This should be taken into account in assessing the performance of the campaign on this occasion. 1.7 For this latest wave, a sample of 951 adults aged 16 and over was interviewed in-home in 42 sampling points throughout Scotland over the period 24th February – 3rd March 2005. To ensure that the sample was representative of Scotland’s adult population in terms of age, sex and socio-economic group (SEG)3, it was weighted to match population estimates from the National Readership Survey of January – December 2002. The sample

3 The standard six social grades, commonly used in research, are based on the current or previous occupation of the chief income earner in the household. AB includes higher and intermediate managerial, administrative and professional occupations, C1 includes supervisory or clerical, and junior managerial, administrative or professional occupations, C2 includes skilled manual workers whilst DE includes semi and unskilled occupations, state pensioners and the long-term unemployed.

2

profile, both unweighted and weighted, is shown in Table 1.1. A copy of the questionnaire used in the survey is appended. 1.8 Weighting is often used in surveys to adjust data so that the people interviewed are a truly representative sample of the population, or to correct any slight under/over representations that can occur during sampling. In this case, to allow the results of each stage to be directly comparable and to remove any possibility that the variation in profile was influencing any changes in findings, the sample was weighted by demographics to match Scotland’s population.

Table 1.1 - Sample profile Base: 951 (%)

Unweighted Weighted SEX: Male 45 48

Female 55 52

AGE 16 – 24 10 15

25 – 34 15 17

35 – 44 20 18

45 – 54 17 18

55 – 64 14 14

65+ 24 19

SEG: AB 17 20

C1 30 28

C2 22 21

DE 31 31 Notes on report 1.9 This report presents the findings for the sample as a whole. Sub-groups of the sample, such as different age groups, social classes, geographical regions4 and sex are separated out in the data tabulations. 1.10 The main findings are summarised in the next chapter. Where applicable, results are compared to previous waves of research. 1.11 Throughout the report, the figures referred to are weighted figures. Where significant results are referred to within the report, these are significant at the 95% confidence level or above. All other differences noted are not statistically significant. 4 Geographic regions are defined by the constituencies in which interviews were conducted. Each constituency is then assigned into one of 4 broad geographic areas: north, south, east or west.

3

1.12 Where “*” appears in the report and data tables, this represents a percentage greater than zero but less than 0.5%. Within the tables in the report, the term ‘N’ refers to the unweighted base sample size.

4

CHAPTER TWO MAIN FINDINGS

2.1 The main findings from the research are summarised below. Reference is made to the two previous waves as appropriate. Wave 6 was conducted in January 2003 and Wave 7 in February 2004.

EXPERIENCE OF DOMESTIC ABUSE 2.2 In addition to exploring attitudes, questions in the self-completion section of the interview sought to establish the extent of personal experience of domestic abuse within the sample, either as perpetrator, victim, or friend or relative of a victim. Findings are shown in Table 2.1:

Table 2.1 – Experience of domestic abuse Bases: Wave 6 - 1034; Wave 7 – 1009; Wave 8 – 951

i) Close friends or relatives as victims Wave 6 Wave 7 Wave 8

38% 35% 33%

ii) Personally been the victim Wave 6 Wave 7 Wave 8

14% 17% 13%

iii) Responsible for abuse of your partner Wave 6 Wave 7 Wave 8

4% 4% 3%

iv) Any experience Wave 6 Wave 7 Wave 8

40% 38% 36%

2.3 The level of experience of any type of domestic abuse at Wave 8 dropped slightly compared to the previous two waves. Specifically, at this latest wave, 36% claimed to have had any experience, compared to 38% at Wave 7 and 40% at Wave 6. This decline largely reflects the decrease in the number of respondents claiming to have friends or relatives who have been victims of domestic abuse (33% at Wave 8, compared to 35% at Wave 7 and 38% at Wave 6)5. Although on the surface this may appear to be a positive movement, subsequent findings within this report indicate that this may be due to the lower profile of domestic abuse as an issue within the public’s minds at this point in time compared to previous waves. 2.4 Experience of domestic abuse on each level within demographic sub-groups was as shown in Table 2.2. Figures are shown as row percentages – that is, the percentage in each sub-group with the relevant experience of domestic abuse at the more recent waves.

5 The ‘any’ figure is comprised of anyone who claimed to a) have any close friends or relatives who were victims of domestic abuse, b) had personally ever been the victim, c) had been responsible for abuse of partner.

5

Table 2.2 – Experience of domestic abuse by demographics Bases: Wave 6 – 1034; Wave 7 – 1009; Wave 8 – 951

Friends/relatives Self victim Self responsible

Wave 6 Wave 7 Wave 8 Wave 6 Wave 7 Wave 8 Wave 6 Wave 7 Wave 8 SEX: Male

Female 30 45

27 42

27 38

9 19

9 24

7 19

5 4

4 4

2 3

AGE: 16 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+

38 50 44 45 29 20

38 44 40 38 31 17

35 41 43 39 20 15

14 19 14 23 11 4

15 25 18 21 15 6

6 17 16 20 13 7

5 4 4 6 7 2

4 5 5 4 5 2

1 5 3 3 3 -

SEG: AB C1 C2 DE

36 36 34 42

25 35 32 43

30 30 32 37

8 12 12 20

8 16 15 24

11 12 11 18

3 2 2 8

1 3 4 7

1 2 2 4

2.5 Smaller base sizes within sub-groups increase the scope for movements in

percentages between waves, and this should be taken into account in comparing results within age and SEG in particular. Therefore, attention should focus on patterns rather than absolute percentages. The main points are as follows: • Females continued to be aware of, and subject to, domestic abuse to a greater

level than males at this latest wave. However, whilst the level of males claiming that friends or relatives had been victims of domestic abuse remained the same, the number of females who had friends or relatives who were victims has declined progressively over the last 3 waves (38% at this latest wave).

• Those who were most likely to have family or friends who had been victims of domestic abuse were females, and also those within social classes C2DE and 25-54 year olds. There was less difference between sub-groups on the other measures.

SECTORS OF SOCIETY WHERE DOMESTIC ABUSE IS MORE COMMON 2.6 To establish whether domestic abuse is associated with any particular sectors of the population in public perception, respondents were asked to identify, in general terms, the age groups and social classes in which they thought domestic abuse happens most often. The results are shown in the tables overleaf, with an additional score for those who mentioned all age groups or all social classes in each case. Results are also shown in relation to sex, as well as for the total sample.

6

Table 2.3 – Age groups in which domestic abuse happens more often Base: All respondents

Total Male Female

Wave 6 Wave 7 Wave 8 Wave 6 Wave 7 Wave 8 Wave 6 Wave 7 Wave 8

(%) (%) (%) (%) (%) (%) (%) (%) (%)

Younger people 81 78 76 78 73 72 83 84 79

Middle aged people 79 84 83 75 81 82 83 86 84

Older people 49 51 52 40 43 44 57 58 59

All age groups 46 47 48 37 38 40 54 55 55

Don’t know/not stated 1 1 2 2 2 2 1 1 2

N (Unweighted): 1034 1009 951 475 454 432 559 555 951 2.7 Although there have not been any significant movements over time in the number of respondents who perceived domestic abuse to take place across all age groups, there has been a gradual upward trend. Specifically, at Wave 6 the level was 46%, and this has risen to 48% at this latest wave; at Wave 5, the level was 44%. The results on this measure are moving in the campaign’s intended direction, with more respondents now regarding domestic abuse as ageless. This movement reflects the increasing number of males who perceived that domestic abuse takes place across all age groups, whilst the level for females has remained quite static over time. 2.8 Perceptions of the situation in relation to socio-economic grouping are shown in Table 2.4.

Table 2.4 – Social classes in which domestic abuse happens more often Base: All respondents

Total Male Female

Wave 6 Wave 7 Wave 8 Wave 6 Wave 7 Wave 8 Wave 6 Wave 7 Wave 8

(%) (%) (%) (%) (%) (%) (%) (%) (%)

Upper classes 66 69 66 63 63 60 69 75 73

Middle classes 78 81 79 75 77 74 81 85 84

Working classes 92 93 93 90 93 93 93 94 93

All classes coded 63 67 64 61 60 57 66 73 71

Don’t know/not stated 2 1 2 2 1 2 2 1 1

N (Unweighted): 1034 1009 951 475 454 432 559 555 519 2.9 Over three-fifths of respondents continued to perceive domestic abuse as classless. Specifically at this latest wave, 64% regarded domestic abuse as affecting all classes. Domestic abuse is however, still perceived by a majority of respondents (93%) to be most prevalent in the working classes.

7

2.10 There has however, been a decrease in the number of males stating that the domestic abuse is most frequent in all classes (57% at the latest wave, compared to 60% and 61% at the previous two waves).

AWARENESS OF ADVERTISING OR PUBLICITY RECENTLY ON DOMESTIC ABUSE 2.11 The profile achieved by the domestic abuse campaign activity has continued to remain high over recent years. Since the first post-campaign research was undertaken in April 1999, claimed spontaneous awareness of advertising or publicity on this subject has been virtually static in the 76-78% range. The figures for the last two waves however, have been slightly lower, with 74% at Wave 7 and 72% at this latest wave. This might suggest that domestic abuse is becoming less salient as an issue for some, as discussed below. 2.12 The main sources of advertising seen or heard amongst those who were aware of advertising or publicity are shown in Table 2.5.

Table 2.5 – Where seen or heard advertising or publicity on domestic abuse Base: Seen or heard advertising or publicity

Wave 6 Wave 7 Wave 8

(%) (%) (%)

Advertising on TV 95 92 91

In programmes on TV 8 8 12

Outdoor posters (inc. bus shelters) 10 9 10

Indoor posters (washrooms etc.) 4 5 5

Advertising in newspapers 12 14 16

Articles in newspapers 7 7 8

Advertising on radio 4 5 8

Cinema 1 1 1

N (Unweighted): 791 744 682 2.13 Television, as has been seen at previous waves, continued to be the main source of advertising recalled (91%). TNS System Three’s experience has shown repeatedly that television dominates public recall as the main perceived source of advertising, due to its impact and the high public profile of the medium. 2.14 The key movements at this latest wave were recorded for the media used in the latest domestic abuse campaign. Advertising in newspapers increased from 12% at Wave 6, to 14% at Wave 7 and 16% at this latest wave. Advertising on radio increased from 4% to 5%

8

to 8% respectively. These results indicate that these two media in particular have achieved greater prominence compared to previous years as part of the campaign schedule. CONTENT RECALL FROM TELEVISION ADVERTISING 2.15 Respondents mentioning television advertising as the source of their domestic abuse campaign awareness were asked to describe what they had seen, with the main details recalled shown in Table 2.6. Full details can be found within the appended data tabulations.

Table 2.6 - Details recalled from television advertising Base: All seen television advertising on domestic abuse recently

Wave 8

(%)

Any details – Behind Closed Doors 11

- Black and white/women’s faces 4

- The song ‘Behind Closed Doors’ 3

Any details – Doll’s House 16

- Young girl playing with dolls 5

- Young girl acting out domestic abuse with dolls 3

- Young girl acting out parents behaviour with dolls 4

Story details – Coming Home advert 9

Story Details – Bruised Face ad 9

Women being abused (no more detail) 6

Help is available/places to go 3

Shouldn’t be tolerated/put up with 3

Helpline number/website 3

No excuse for domestic violence 3

Don’t know 16

N (Unweighted): 615 2.16 Only one in ten (11%) of those who recalled having seen a TV advert about domestic abuse could recall Behind Closed Doors specifically. Arguably, some of the mentions such as women being abused, and help is available/places to go may be references to this advert, but as they are more generic mentions, they have not been deemed to be specific to Behind Closed Doors within this analysis. 2.17 The level of content recall which could be directly attributed to Behind Closed Doors was lower than the last time the advert was on air, prior to Wave 5. At Wave 5, 29% were able to recall an aspect of the advert. This indicates that the advert shown at this latest wave

9

has not been noticed as much as previously which will, at least in part, be due to the advert not being shown on the main ITV channels. 2.18 The advert which ran prior to Wave 7, Doll’s House, was mentioned by 16% at this latest wave, demonstrating the residual awareness that remains for this advert. Two adverts which ran prior to Doll’s House, Coming Home and Bruised Face, continued to be mentioned by around one in ten respondents (9% respectively), demonstrating how memorable these adverts were when they launched the domestic abuse campaign initially.

REACH OF CURRENT CAMPAIGN 2.19 At previous waves, a photo-prompt of key frames from the TV advert was shown to respondents and they were asked whether they had seen it on TV recently, giving a measure known as ‘reach’. At the latest wave, given the importance of radio and press within the campaign, respondents were also prompted with the radio and press adverts. Comparable back-data for these two latter media are not available as they were not asked about at previous waves. 2.20 Firstly, the level of TV reach6 was much lower at this latest wave than at the previous waves. Specifically, the level at the latest wave was 47%, compared to 70% at Wave 7 and 69% at Wave 6. The level was also much lower than the last time respondents were prompted with Behind Closed Doors, at Wave 5 (69%). These results again reiterate the effect that the advert not appearing on the main ITV channels has had, with reach having fallen. As has been the case in previous years, females were more likely than males to have seen the advert (52% compared to 41% of males). 2.21 All those who recalled having seen Behind Closed Doors were asked what the main message of the advert was. The results are shown in Table 2.7.

6 Campaign reach is the combined figure of those claiming to have seen a TV ad, heard a radio ad or seen a press ad when prompted.

10

Table 2.7 - Main message recalled from Behind Closed Doors Base: All seen Behind Closed Doors

Wave 8

(%)

No excuse – Zero tolerance 18

- No excuse/unacceptable 11

- Shouldn’t be tolerated 6

Help is available 18

- Help is available/places to go 12

- Report it/tell someone about it 7

You don’t know what goes on behind closed doors 6

Happens to anyone/all ages/backgrounds 6

Affects everyone in the home/family 3

The effect it has on children 6

Get out/escape 3

Making people aware of domestic abuse 3

Don’t know 33

N (Unweighted): 444 2.22 Of those who claimed to have seen the advert, a third (33%) were unsure what the main message was. Eighteen percent were aware that the message was No excuse – zero tolerance and Help is available, which were indeed the intended communication points behind the advert. In addition, 6% respectively mentioned You don’t know what goes on behind closed doors and Happens to anyone/all ages/backgrounds which again are key messages of the campaign. Very few people who claimed to have seen the advert described a message which could not be attributed to the messages of the domestic abuse campaign. 2.23 When respondents were prompted with the press advert, 17% were aware of it. In TNS’ opinion, this is a reasonable level of reach for a new press advert being shown for the first time. 2.24 Respondents were then played each of the two radio adverts used in the latest campaign (Waiting and Little things). The order in which respondents were played the adverts was rotated in order to eradicate any play order effect. Overall, 33% claimed to be aware of Waiting, whilst 31% were aware of Little things. Overall, this resulted in one in five (19%) aware of both adverts, whilst 45% were aware of either advert. It is significant that the reach of the radio adverts was virtually as high as that of the television campaign, based on recognition of the key frames shown. 2.25 When all of the reach figures for each individual media are combined, a total reach figure can be obtained for the campaign as a whole. At this level, the campaign achieved

11

total reach of 72%, which compares favourably to other social campaigns monitored by TNS. When the lower level of TV reach at this latest wave is taken into account, this figure shows how much press and particularly, radio, have contributed to this overall level.

ATTITUDES TOWARDS DOMESTIC ABUSE 2.26 Respondents were asked to indicate the strength of their agreement or disagreement with a series of attitude statements relating to domestic abuse. A five point scale of Agree strongly (+2) to Disagree strongly (-2) was used for rating purposes, with the figures in brackets denoting the range of values ascribed to ratings in calculating mean scores. Table 2.8 opposite presents a summary of the statements used, percentage ratings recorded on each and also the relative mean scores for the total sample, as well as for males and females separately at each wave. 2.27 The ongoing communications campaign focuses the public’s attention on the issue of domestic abuse as unacceptable. As was seen at previous waves, those who were aware of having seen the advertising campaign held more forthright attitudes on the subject of domestic abuse, compared to those who had not seen any advertising. This indicates that the advertising campaign is contributing to these views. Some of the key findings are shown in the following paragraphs, with the remainder shown within the appended data tabulations. 2.28 One of the most significant movements at this latest wave was those agreeing that Domestic abuse of one partner by the other is a common occurrence in Scotland, which fell from 74% at Wave 7, to 67% at Wave 8. Indeed, this was largely driven by the decrease in those agreeing strongly with this statement (from 43% at Wave 7 to 37% at Wave 8). Although overall reach of the campaign was high at this latest wave, the lower level of TV reach may have contributed to this decrease. Respondents are not as aware of the medium (TV) with most impact at this wave and this, combined with domestic abuse perhaps not being as high profile within the public arena as other social issues at this point in time, may have contributed to this drop in agreement. Positively however, the level of agreement amongst those who had seen or heard an advert was higher than amongst those who had not. 2.29 There has been a decrease over the last three waves in terms of those disagreeing strongly that Domestic abuse in private between partners is nobody’s business but their own which fell from 69% at Wave 6, to 66% at Wave 7 and 63% at Wave 8. Although the majority still disagreed that it is nobody’s business, the steady movement is directionally opposite to where the campaign intends to take this message. Given that the main creative idea behind Behind Closed Doors is that abuse does happen in private, that you should be aware of it and that there are places you can go and report it, this message is clearly not being communicated to respondents in the way it previously was. Again, the fact that the TV advert specifically had lower levels of reach will have contributed towards this, and indeed this is borne out by the fact that there was a higher level of disagreement (66%) amongst those who had seen the advert. 2.30 Although overall agreement with the statement Mental abuse where one partner threatens the other with his or her behaviour is just as bad as actual physical abuse has not

12

changed significantly, those agreeing strongly with this statement has increased since Wave 7, returning it to the level recorded at Wave 6 (79% at Wave 6, 75% at Wave 7 and 80% at Wave 8). This may be as a result of the messages in the radio adverts in particular which promoted this message at this latest wave. 2.31 Endorsement levels of the remaining statements remained fairly constant over recent waves.

CONCLUSIONS 2.32 At this latest wave, TV advert awareness was significantly lower than at previous waves. This was seen in both lower levels of people recalling the advert spontaneously and also a lower level of reach than has been recorded for previous domestic abuse adverts and, in particular, compared to Behind Closed Doors at Wave 5. As has been demonstrated within this report, this, at least in part, will be due to the advert being shown only on Channel 4 and Channel 5 and not on the main ITV channels as it has been previously. 2.33 Radio and press however, did contribute effectively to the overall campaign at this latest wave, with radio in particular recording high levels of reach. The add-on effect of these two media resulted in a level of 72% total campaign reach, which compares favourably to other social advertising campaigns monitored by TNS. 2.34 However, there are some signs of slight weakening in the salience of domestic abuse as an issue within respondents’ minds. This may in part be due to the lower profile of TV advertising within the overall mix on this occasion, since this is generally the highest impact medium. Equally, however, it is possible that the public are becoming familiar with domestic abuse as an issue, and it is losing some of its immediacy. As a result, and depending on the Scottish Executive’s future strategy with the issue of domestic abuse, TNS System Three recommend that a refreshed, more hard-hitting campaign may be required to put the issue more firmly back on the agenda.

13

APPENDIX 1 ADDITIONAL TABLES

14

Tab

le 2

.8 –

Att

itude

s tow

ards

dom

estic

abu

se

Bas

e W

ave

6 –

1043

(%)

Wav

e 7

– 10

09 (%

) W

ave

8 –

951

(%)

A

gree

st

rong

ly

(+2)

Agr

ee

slig

htly

(+

1)

Nei

ther

agr

ee

nor

disa

gree

(0

)

Dis

agre

e sl

ight

ly

(-1)

Dis

agre

e st

rong

ly

(-2)

M

ean

scor

es

a)

Dom

estic

abu

se o

f one

par

tner

by

anot

her i

s a c

omm

on o

ccur

renc

e in

Sco

tland

W

ave

6 W

ave

7 W

ave

8

46

43

37

32

31

30

15

18

21

5 5 7

2 2 4

+1.1

5 +1

.03

+0.8

9

+0.9

9 +0

.81

+0.6

7

+1.2

9 +1

.22

+1.0

9 b)

D

omes

tic a

buse

in p

rivat

e be

twee

n pa

rtner

s is n

obod

y’s

busi

ness

but

thei

r ow

n W

ave

6 W

ave

7 W

ave

8

4 4 6

6 6 8

6 7 8

15

17

15

69

66

63

-1.4

0 -1

.34

-1.2

3

-1.3

5 -1

.29

-1.1

2

-1.4

5 -1

.39

-1.3

2 c)

Th

ere

are

lots

of p

lace

s wom

en in

Sco

tland

can

go

for

help

if th

ey a

re a

ssau

lted

by th

eir p

artn

er

Wav

e 6

Wav

e 7

Wav

e 8

18

20

22

30

27

28

29

32

33

16

15

12

7 7 5

+0.3

6 +0

.39

+0.4

9

+0.3

8 +0

.36

+0.3

9

+0.3

4 +0

.41

+0.5

7 d)

D

omes

tic a

buse

bet

wee

n ad

ults

doe

sn’t

real

ly a

ffec

t C

hild

ren

in th

e ho

useh

old

in th

e lo

ng te

rm

Wav

e 6

Wav

e 7

Wav

e 8

7 6 6

1 1 2

1 1 2

5 9 5

86

83

85

-1.6

1 -1

.62

-1.6

2

-1.6

3 -1

.60

-1.6

1

-1.6

0 -1

.64

-1.6

3 e)

M

enta

l abu

se w

here

one

par

tner

thre

aten

s the

oth

er w

ith

his o

r her

beh

avio

ur is

just

as b

ad a

s act

ual p

hysi

cal a

buse

W

ave

6 W

ave

7 W

ave

8

79

75

80

14

17

13

2 3 3

2 2 1

3 3 2

+1.6

4 +1

.60

+1.6

8

+1.5

5 +1

.48

+1.6

1

+1.7

2 +1

.70

+1.7

4 f)

So

met

imes

men

can

hav

e a

good

reas

on fo

r hitt

ing

thei

r par

tner

W

ave

6 W

ave

7 W

ave

8

1 2 2

6 7 7

3 5 4

8 11

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15

APPENDIX 2 QUESTIONNAIRE SECTION A INTERVIEWER: THE RESPONDENT SHOULD ANSWER A.1 - A.6 THEMSELVES. THEY WILL THEN BE PROMPTED TO GIVE THE COMPUTER BACK TO YOU. YOU MAY HELP THEM TO USE THE COMPUTER BUT SHOULD NOT PROMPT THEM IN ANY WAY AS TO HOW TO ANSWER THE ACTUAL QUESTIONS. READ OUT : I am now going to give you my computer for you to answer some questions yourself. There are instructions as to what you should do but if they are not clear I can assist you in using the computer. NOW MOVE TO THE NEXT SCREEN AND GIVE THE RESPONDENT YOUR COMPUTER. This section of the survey is being carried out as part of a major campaign on domestic abuse in Scotland. By domestic abuse we mean occasions where one partner in a relationship assaults the other, either physically, mentally or verbally. Please answer each question by pressing on the circle or square beside your answer. The interviewer can help you if you are not sure. Your answers will be treated in confidence and not identified with you personally. They will be added to all the other replies we receive from around 1000 people throughout the country to form a picture of the situation on domestic abuse within Scotland. Now press the ""Next"" arrow to move on to the first question.

16

A.1 Listed on the next few pages are a number of statements which have been made about domestic abuse - when one partner in a relationship assaults the other, either physically, mentally or verbally. How much do you agree or disagree with each, from YOUR point of view. Even if you are not sure, we are still interested in your impressions. Please ask the interviewer to show you what to do if this is not clear, and please select an answer for each statement. Now click on ""Next"" to move to the first set of statements.

Agree strongly

Agree slightly

Neither agree nor disagree

Disagree slightly

Disagree strongly

Domestic abuse of one partner by the other is a common occurrence in Scotland

Sometimes men can have a good reason for hitting their partner

Domestic abuse in private between partners is nobody's business but their own

People who escape from domestic abuse at home can go on to make a new life for themselves afterwards

Mental abuse where one partner threatens the other with his or her behaviour is just as bad as actual physical abuse

Anybody who hits their partner should be treated with contempt

Sometimes women can have a good reason for hitting their partner

There are lots of places women in Scotland can go for help if they are assaulted by their partner

It's okay to hit your partner once in a while

Domestic abuse between adults doesn't really affect the children in the household in the long term

People who suffer from domestic abuse just have to learn to live with it

17

A.2 In which age group or groups do you think domestic abuse happens more often in Scotland? Please select as many or as few as you think apply.

Younger people [1] Middle-aged people [2] Older people [3]

A.3 In which social class or classes do you think domestic abuse happens more often in Scotland? Again, please select as many or as few as you think apply.

Upper classes [1] Middle classes [2] Working classes [3]

A.4 Do you have any close friends or relatives who you know have been a victim of domestic abuse?

Yes [1] No [2]

A.5 Have you personally ever been the victim of domestic abuse?

Yes [1] No [2]

A.6 Have you personally ever been responsible for domestic abuse against your partner?

Yes [1] No [2]

Thank you for your assistance on this important section of the interview. Now please hand the computer back to the interviewer. A.7 Have you seen or heard any advertising or publicity on the subject of domestic abuse recently?

Yes [1] No [2] (Don't know) [3]

CONTINUE IF [A7 - SEEN ADVERTISING] = '1

'ELSE GOTO [A10 - WHETHER HAVE SEEN AD]

18

A.8 Where did you see or hear this advertising or publicity? PROBE FULLY : Anywhere else?

Advertising on TV [1] In programmes on TV [2] Advertising on radio [3] In programmes on radio [4] Advertising in newspapers [5] Articles in newspapers [6] Outdoor posters (including bus shelters) [7] Indoor posters (washrooms etc.) [8] Cinema [9] Other1 (SPECIFY) [10] Other2 (SPECIFY) [11] Other3 (SPECIFY) [12] (Can't remember where) [13]

• Continue If '1' In [A8 - Where saw advertising].[Multi1] Else Goto[A10 - Whether have seen ad] A.9 Please describe the advertising you saw on television on the subject of domestic abuse. What did it show and what did it say? PROBE

:

A.10 A4 AD TO APPEAR ON SCREEN Have you seen this ad on television recently? PROBE

Yes [1] No [2] (Don't know) [3]

CONTINUE IF [A10 - WHETHER HAVE SEEN AD] = '1' 15

A.11 What do you think is the message of this ad? What is it saying to people? PROBE

:

A.12 PRESS AD TO APPEAR ON SCREEN

Have you seen this ad in newspapers or magazines recently? Yes No Don’t know

19

I WOULD NOW LIKE YOU TO LISTEN TO 2 RADIO ADVERTS. A.13 Have you heard the first advert recently? And have you heard the second? IF RESPONDENT IS AWARE OF FIRST AND SECOND AD YOU SHOULD HIGHLIGHT BOTH 'FIRST AD' AND 'SECOND AD' 1 Yes - First 2 Yes - Second 3 Yes - not sure which 4 No

Offic

e of

Chi

ef R

esea

rche

r

Domestic Abuse CampaignWave 8 – February 2005

9 780755 927623

ISBN 0-7559-2762-1ISSN 0950 2254ISBN 0 7559 2762 1

www.scotland.gov.uk/socialresearch

The text pages of this document are produced from 100% ElementalChlorine-Free material.The paper carries the Nordic Ecolabel for low emissions duringproduction, and is 100% recyclable.

Astron B43568 10/05