Pre-campaign: 1st to 21st August 2024
Post-campaign: 4th to 11th November 2024
Following their win at The Creative Shootout 2024, MullenLowe were awarded some services from OnePoll and 72Point. This included a pre/post campaign survey to measure the effects of their campaign.
Their ‘This Counts as Care’ campaign focused on decreasing the time it takes people to realise and identify as an unpaid carer by getting people to consider if what they do for a loved one would make them an unpaid carer. Our research therefore focused on evaluating if British adults identified themselves as an unpaid carer.
2 surveys were conducted for this research, one before the campaign launched and one after its conclusion. The pre-campaign survey covered self-identification as an unpaid carer as well as knowledge and opinions on the subject. The post-campaign replicated these initial questions as well as asking if they have seen the ‘This Counts as Care’ campaign. We also added a forced exposure to the post-campaign survey to assess the direct effects of the campaign materials on their responses.
Both included 2000 interviews of UK adults respectively, with a minimum of 500 aged 40 to 49 and 500 aged 50 to 59 as this is the age which are most likely to be an unpaid carer. The results for each wave were given as tables and were broken down by age, gender, region, and household income.
We also created a merged report to compare responses from the following conditions:
Pre-campaign
Post-campaign, pre-forced exposure
Post-campaign, post-forced exposure
This included charts to highlight changes between conditions.
The results were very positive. The number of respondents report that they provide care to family/friends increased from 29% in the pre-campaign survey to 43% in the post-campaign, post-exposure condition. And of these people, the number identifying as an unpaid carer increased from 61% to 82%.