CONCLUSIONS
Although spontaneous recall of advertising encouraging reading to children fell from 36% in March 2003, to just over a quarter in February 2004, this may have been influenced to some extent by variations in the weight of each campaign.
Despite this fall in awareness, it is clear from the research findings that amongst those aware of the advertising, key messages and attributes are being successfully communicated and understood amongst the target audience.
Strong positive opinions were also evident regarding the campaign as a whole with the target audience engaging with the concept, the key messages and the overall aim of the campaign.
Consistent with the previous research, the Home Reading campaign also has real potential to encourage and motivate people to consider their level of reading with their children. This finding was further supported amongst those who had recalled the advertising, with the majority agreeing that the campaign had made them consider their current reading habits with their children.
The total findings were not dissimilar to those reported at sub group level (such as fathers / mothers, number of children, age, SEG, etc) demonstrating the broad appeal of the campaign to parents with children within the target age groups.