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

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

2. 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. • To measure people’s disaster preparedness, and to assess the effectivenessof the campaign over time. • 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 the2007 measure. Objective Methodology 2

3. 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 advertisingpresence over the last year. 3

4. 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. Thishas been an objective of the campaign. • The vast majority of New Zealanders (95%) feel that it is important to be prepared for adisaster. 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

5. 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 planuntil 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 beenprompted to make a survival plan. 5

6. 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 sourcesother 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 awarenessof the ‘What’s the Plan Stan’ school programme. 6

7. How prepared areNew Zealanders for a disaster?

8. 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 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 You have stored 3L water pp for 3 days for household You attend meetings with community groups about disaster planning None of these As in previous years, most people (but by no means all!) claim awareness and understanding about disasters. • 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. But when it comes to being FULLY prepared… Q10 Which of the following statements apply to you? Base: All Respondents: Benchmark (n= 1001), 2007 (n= 1000), 2008 (n= 1016) 8

9. How prepared is New Zealand? One in every ten NZers are now fully prepared. One in fourteen were fully prepared at the2006 benchmark measure. Have an emergency survival plan that includes what to do when not at home. Regularly update emergency survival items Have emergency items and water + + FULLY PREPARED = 10% 8% - 2007 measure 7% - Benchmark

10. 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 Regularly update emergency survival items Have emergency items and water + + PREPARED AT HOME= 26% 24% - 2007 measure 21% - Benchmark

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

12. 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 40-59 are prepared) 12

13. 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

14. 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.

15. How well is the Civil Defence advertising working?

16. Don’t know Strongly disagree Slightly disagree Slightly agree Strongly agree Diagnostically, ads remain very effective 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. % agree Norm* 98 97 You understoodthe ad’s message 85 97 96 The points made were believable 63 91 92 The points made were relevant 38 92 92 The information was helpful 27 You enjoyed watching the ads 81 80 • 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. 53 The ads contained new information 64 53 42 You are getting fed up seeing them 20 16 27 • Those who identify with ethnicities other than NZ European and Maori agree the ads contain new information (81%, cf. 53% overall). NB Question not asked in benchmark research Q19 Thinking about these adverts for the Ministry of Civil Defence and Emergency Management, please tell me whether you strongly agree, slightly 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

17. 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 Q20 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

18. Television advertising recall Percentage of NZers who have seen theCivil Defence advertising on TV and the ratecard value of the TV advertising 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. Annual ratecard value ($ million)* • 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 30k 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. Q18. 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

19. 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 Q21. 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

20. 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 50yrs old (16%) are less likely to recall the website. NB Question not asked in benchmark research Q22 And had you also previously heard the website ‘getthru.govt.nz’? Base: All Respondents: 2007 (n= 1000), 2008 (n= 1016) 20

21. 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.

22. 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 andethnic minorities?

23. All market messagesIncluding non-Civil Defence advertising

24. 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 (< 50k p.a.) are less likely to have seen any advertising (53%, cf 63% with HH income of 50k or more). NB Question not asked in benchmark research Q15 Have you seen, heard or read recently any advertising about preparing for a disaster?Base: All Respondents: 2007 (n= 1000), 2008 (n= 1016)

25. 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 Q16 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

26. 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 Q17a. 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

27. 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 Q17c. 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

28. 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 Q17b. 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

29. 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 Q13 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

30. Where heard/seen disaster messages Q14 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. 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. Brochures/flyers Yellow Pages Radio 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 Q14 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

31. Attitudes

32. Very important/prepared Not at all important/prepared Not that important/prepared Quite important/prepared Importance vs Level of Preparedness Little change in overall importance of being prepared. Level of preparedness remains significantly lower than considered importance. % important 94 52 Importance Benchmark Preparedness 93 52 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). 2007 Preparedness Importance 95 54 2008 Preparedness Q3 How important is it that you are prepared for a disaster? Is it… Q5. 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)

33. Barriers to being prepared Reasons why people haven’t prepared Reasons why it’s not important to be prepared 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’. 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’. BM ‘07 ‘08 BM ‘07 ‘08 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 thinkabout 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 High chance it won’t happen/unlikely to happen You don’t know what disaster will occur/can’t prepare for everything Just can’t be bothered/apathetic You don’t know when it will happen Don’t want to focus on the negative If it’s going to happen there’s nothing we can do about it/can’t stop it 43% 48% 40% 40% 44% 34% 8% 15% 21% 36% 29% 22% * * 15% 5% 3% 21% 12% 10% 5% 13% 10% 11% 9% 13% 4% 22% 11% 3% 6% 15% 7% 8% 5% 6% 15% 6% 4% * * 3% 6% 9% 2% 3% 3% 2% *Mentioned by less than .5% of respondents. Q6. 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). Q4. 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). 33

34. Barriers to being prepared “My thinking is that it is not going to happen.” Tongan male, 30 – 39yrs “I don't know HOW to prepare.” Asian female, 30 – 39yrs “The possibility of disaster is fairly low.” European (non-NZ) Male, 40 – 49yrs “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 – 29yrs 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) “New Zealand is minor disaster country.” Asian female, 30 – 39yrs “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 – 39yrs “Lack of knowledge. We don’t know how to prepare for that.” Chinese male, 20 – 29yrs Q6. 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

35. Barriers to being prepared “I don't know. I'm just really busy. I haven't had time to stop and think about getting prepared.” NZ European female, 20 – 29yrs “I move around a lot. Don’t really stock up on stuff. I haven’t really settled down.” NZ European Male, 15 – 19yrs “Laziness. Can’t get around to doing it” Asian Male, 15 – 19yrs “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 – 19yrs (ethnicity not stated) “Procrastination.” Chinese female, 20 – 29yrs Younger people (15-29 yrs) are more likely than others to mention a lack of motivation, say they have no time, or say they just have not got around to it(47%, cf. 31% of others) “I’ve got so many things on my mind other than disaster.” Asian Female, 20 – 29yrs “Moving house and being too busy. There’s not enough information about how to be prepared – information by mail out.” NZ European Female, 20 – 29yrs “Possibly if I had a checklist I wouldn’t need to think about it. I don’t know - just me being lazy.” NZ European Female, 20 – 29yrs “Haven’t got an emergency kit yet – haven’t bothered to get one. Just keep it at the back of my mind.” NZ European Male, 20 – 29yrs Q6. 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

36. Attitudes toward disasters Don’t know Strongly disagree Slightly disagree Slightly agree Strongly agree % agree 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. 61 67 71 In a disaster there will be someone there to help you In a disaster, emergency services would be there to help you 65 70 75 There will always be adequate warning before disaster hits 25 31 30 Probably wouldn’t make an emergency survival plan until after a disaster 47 49 50 • 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 beadequate warning (39%, cf. 28% of others). It’s my responsibility to look after myself & family in a disaster 94 97 98 Q2 On a scale of strongly agree, slightly 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) 36

37. Attitudes toward disastersFurther analysis of the 2008 findings Don’t know Strongly disagree Slightly disagree Slightly agree Strongly agree % agree New Zealanders who are committed to being prepared (ie, who have water and survival items) have more realistic and proactive attitudes overall. 75 66 In a disaster there will be someone there to help you In a disaster, emergency services would be there to help you 79 68 There will always be adequate warning before disaster hits 31 28 • Younger people (15 – 29yrs) 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). 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 97 97 Q2 On a scale of strongly agree, slightly 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

38. Knowledge:Understanding Impact

39. 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%). Q1 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

40. 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 Q7. 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)

41. 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 Q8 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

42. Action

43. 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 Q11 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

44. 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 Q12 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

45. 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 Q9b 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

46. 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 Q9a 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

47. 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.

48. 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

49. 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.

50. Regional analyses