Evaluation of National Skin Cancer Awareness Campaign - 2008-09
4.4 Advertising awareness and reactions
Table of contents
This section reports on the reach and frequency of the campaign, as well as the audiences' reactions to it. Participants were asked a number of questions to investigate advertising awareness, and a summary of the results of statistical comparisons across surveys is presented in Table 4.1.8. Further detail on the questions asked and results obtained is provided in subsequent sections.
Table 4.1.8 Summary of advertising awareness
 | 14-17 year olds | 18-24 year olds |
| Unprompted recall of TVC | Increase in Feb 08 maintained (Feb 09: 11%) | Lower than previous Feb surveys (Feb 09: 8%) |
| Unprompted recall of any sun protection TVC | Seasonal increase only (Feb 09: 83%) | Increase from pre-campaign, but decrease from Feb 08 (Feb 09: 78%) |
| Proportion seen TVC at least once | Increase in Feb 08 maintained (Feb 09: 94%) | Slight decrease from Feb 08, but increase from Feb 07 (Feb 09: 87%) |
| Prompted recall of radio ads | No change in 'Stapler' (Feb 09: 40%) No change in 'MCG' (Feb 09: 38%) | More seen 'Stapler' than in Feb 08 (Feb 09: 34%) No change in 'MCG' (Feb 09: 29%) |
| Prompted recall of print ads | Fewer seen 'There is a lot more to treating...' than in Feb 08 (Feb 09: 30%) More seen 'Don't let your time in the sun...' than in Feb 08 (Feb 09: 72%) | Fewer seen 'There is a lot more to treating...' than in Feb 08 (Feb 09: 49%) More seen 'Don't let your time in the sun...' than in Feb 08 (Feb 09: 61%) |