EXECUTIVE SUMMARY
This research project was commissioned by the Office of Chief Researcher and carried out by TNS System Three. Its aim was to track awareness and effectiveness of a public awareness campaign to address the problem of violence against public-facing workers. Fieldwork took place in November 2005.
Abuse of those in a public facing role in the past 12 months
- Over 4 in 10 (42%) had worked in a public-facing job in the last 12 months.
- Almost 2 in 5 of these (38%) had experienced verbal abuse in the past 12 months; 10% had experienced physical abuse. 1
- There was significant under-reporting of verbal abuse (34% of cases), and some under-reporting of physical abuse (12%). 2
Advertising awareness and effectiveness
- 58% of respondents had seen or heard any advertising or publicity on the subject of violence against workers recently (spontaneous awareness).
- Recall from the recent TV advertising was reasonable with 39% who had seen TV advertising correctly identifying details from the latest execution Punchbag (cut through).
- 54% said that they had seen the latest TV advert when it was played to them.
Attitudes towards violence against workers
- There continues to be near universal awareness that violence against workers is wrong with upwards of 80% of respondents agreeing with the 8 attitude statements relating to the campaign's objectives.
- Agreement with the attitude statements relating to the campaign's objectives is stronger amongst the respondents who have seen the latest TV advertising than those who have not, especially the statements relating to the reporting of verbal and physical abuse.