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Clients
/ Case Studies
ChildWise
Published Data
Articles
& Conference Papers
Useful
Links
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CLIENTS
/ CASE STUDIES - ADVERTISING
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Department for Transport
Advertising tracking research for national road safety
campaigns
- Hedgehogs
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Children 7-11 years
- Distractions
- Teens 12-16 years
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Regular waves of face-to-face interviews
carried out from 2004 onwards,
1000 children or teens per wave, UK wide,
quotaed on age / sex / SEG
Tracking awareness, comprehension of and
reaction to campaigns
Monitoring road safety awareness, attitudes
and behaviour over time
Latest research among 11-16s is measuring
the new MTV / THINK! advertising
To read the presentations, go to the
Department
for Transport website
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NSPCC
Ongoing tracking research
among children and young people, interviewing 11-16 year olds twice yearly
in schools. ChildWise have carried out this research from 2005
onwards.
We follow strict protocols relating to
parental consent, using CRB checked interviewers, liaising with Child
Protection lead in schools.
The tracking covers awareness and attitudes
to the NSPCC, and to issues of child cruelty and abuse, and measures
awareness and comprehension of advertising
Summer 2006 and 2007 - Don't Hide
It - Advertising campaign across radio, press and online, with
sophisticated use of partner organisations - web, radio and press.
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ChildWise
PUBLISHED DATA – ADVERTISING
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ChildWise
Monitor – favourite adverts, impact of advertising, for 5-16
year olds
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ChildWise
Special Report – Children and Advertising (2003)
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ARTICLES
& CONFERENCE PAPERS – ADVERTISING
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Soft Drinks International – September 2006 – Advertising to
children – an update and reflection on the Ofcom recommendations
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USEFUL
LINKS-
ADVERTISING
www.softdrinksinternational.com
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