West Midlands HubAwareness Study 2014Prepared by Market Research March 2014

Background

• This study had been undertaken prior to the launch of the West Midlands Hub in early April 2014. An online survey was undertaken in 7 local authority areas of the West Midlands:Birmingham, Coventry, Dudley, Sandwell, Solihull Walsall and Wolverhampton

• The main purpose of the survey was to provide a benchmark of the level of awareness and engagement of adults in the West Midlands with The Children’s Society, prior to the commencement of a new way of hub working in the area.

• Online interviews were conducted by online panel research agency Research Bods between 19 February and 3 March 2014.

• A total of 1005 interviews were achieved, with between 75 and 190 interviews per local authority area.

Summary• Spontaneous awareness of The Children’s Society is at 3% in line with the national average.

• In terms of spontaneous awareness we rank joint 12th. NSPCC, Barnardo’s and NSPCC have the highest level of spontaneous awareness

• Our highest level of spontaneous awareness is in Birmingham and Coventry (5%).

• Prompted awareness is 48% again in line with the national average, it rises to 54% in Walsall where we have one retail shop,

• Just 3% agree that mostly or to a great extent we are a West Midlands charity, this increases to 15% when specifically asked whether we offer services and campaign on issues to address childhood poverty.

• 31% of adults in Greater Manchester have undertaken one or more activities with The Children’s Society, of which 11% have donated money or fundraised and 5% signed a petition or campaigned for us and 16% claiming they have bought from our donated to our shops.

• Clean safe and warm housing is the preferred area of support, closely followed by the living wage.

• 90% underestimate the level of childhood poverty in the West Midlands.

• 80% agree with providing children and family zones in the West Midlands region.

Profile, Awareness and Behaviour

Survey Profile – Age and Gender

39

61

9

1721 23

26

4

Male Female 16-24 25-34 35-44 45-54 55-64 65+

%

Base: 1005 respondents

Survey Profile – Local Authority

18

1615

12

7

16 16

%

:Base: 1005 respondents

Awareness of The Children’s Society

3 24 3 3 4

13 2

4845

49

4038

5048

54

47

All Male Female 16-24 25-34 35-44 45-54 55-64 65+

Spontaneous Awareness Prompted Awareness

%

Q What are your top 5 children’s charities (Spontaneous) Have you heard of The Children’s Society? (Prompted)Base: 1005 respondents

Awareness of The Children’s Society

3 52 3 1

5 3 1

48 4845 46 47

4

54

45

Spontaneous Prompted

%

Q What are your top 5 children’s charities (Spontaneous) Have you heard of The Children’s Society? (Prompted)Base: 1005 respondents

Spontaneous awareness of charities

2

2

3

3

3

3

4

4

7

7

10

11

15

15

30

34

60

Rainbow Trust 2

Clic Sargent

Teenage Cancer Trust

Make a Wish

The Childen's Society

Action for Children

Local Children's hospices

Local children's hospitals

Mencap

Children's Cancer

UNICEF

GOSH

Childline

Children in Need

Save the Children

Barnardo's

NSPCC

%

Q What are your top 5 children’s charities (Spontaneous)Base: 1005 respondents

Spontaneous awareness of charities

1

1

1

1

1

2

2

3

2

2

5

8

9

37

2

1

3

2

3

3

3

3

5

5

7

9

13

10

22

25

23

1

0 20 40 60 80

Rainbow Trust

Clic Sargent

Teenage Cancer Trust

Make a Wish

Action for Children

The Children's Society

Local Children's hospices

Local children's hospitals

Mencap

Children's Cancer

UNICEF

GOSH

Childline

Children in Need

Save the Children

Barnardo's

NSPCC

1st Mentioned Other mentioned

%Q What are your top 5 children’s charities (Spontaneous))Base: 1005 respondents

A West Midlands Charity

Q: To what extent do you agree with the statement – The Children’s Society is a West Midlands charity?

Base: All Respondents 1005

60 60 62 58 62 62

9 9 8

3

10 11

13 13 13

10

13 14

10 10 9

12

9 96 6 6

13

4 32 2 2 4 2 1

All Male Female 16-34 34-54 55+

Don't Know Not at all Not really Up to a point Mostly A great extent

%

A West Midlands Charity

Q: Do what extent do you consider The Children’s Society a West Midlands Charity?

Base: All Respondents 1005

60 58 61 62 5669

59 64

95

8 12

4

916 5

1315

1213

18

129

11

10 11 88

135

7 146 7 8 4 8 5 8 32 4 3 1 1 1 3

Tota

l

Birmingh

am

Coven

try

Dudley

Sandw

ell

Solih

ull

Walsa

ll

Wolve

rham

pton

Don't Know Not at all Not really Up to a point Mostly A great extent

%

A Campaigning and Childhood Poverty Charity

Q: To what extent do you agree with the statement – The Children’s Society is changing children’s lives in the West Midlands by offering services and campaigning on issues that address childhood poverty Base: All Respondents 1005

61 60 6053

64 63

3 4 3

2

4 36 7 6

5

5 8

14 14 14

13

14 15

11 11 10

17

9 85 4 6 10 4 3

All Male Female 16-34 35-54 55+

Don't Know Not at all Not really Up to a point Mostly A great extent

%

A Campaigning and Childhood Poverty Charity

Q: To what extent do you agree with the statement – The Children’s Society is changing children’s lives in the West Midlands by offering services and campaigning on issues that address childhood poverty Base: All Respondents 1005

61 5563 64

5369 65 60

32

2 5

3

63

66

8 6

111 3

7

1415

10 1018 15

15 18

1115 10 11 11 11 7 85 7 7 4 4 4 4 4

Tota

l

Birmingh

am

Coven

try

Dudley

Sandw

ell

Solih

ull

Walsa

ll

Wolve

rham

pton

Don't Know Not at all Not really Up to a point Mostly A great extent

%

Activities undertaken for The Children’s Society

2

12

17

1

5

5

11

16

16

69

4+ activities

2-3 activities

1 activity

Volunteered for The Children's Society

Attended a Christingle service

Signed a petition/supported a campaign

Donated/fundraised for The Children's Society

Donated goods to a Children's Society shop

Shopped at a Children's Society shop

None

%

Media launch attitudinal questions

Poverty Levels

Q: There are 662,838 children living in the West Midlands, how many of these do you think live in poverty?

Base: All Respondents 1005

15

2018

14

11

8

4 3

6

0 –10,000

10,001 –25,000

25,001 –50,000

50,001 –75,000

75,001 –100,000

100,001 -125,000

125,001 -150,000

150,001 -175,000

175,001 -200,000

%

Agreement Statements

Please indicate how much you agree with the following statements:

There should be help available for house bills, including utilities for families living in poverty in the West Midlands

There should be a living wage available to support those families who are working but who remain in poverty in the West Midlands

There should be low interest, affordable credit available for families in debt in the West Midlands, such as support through Credit Unions

There should be affordable, high quality childcare available for all parents in the West Midlands

There should be clean, safe and warm housing for all families in the West Midlands

Agreement with statements

Q: To what extent do you agree with the following statements

55

39

48

59

39

41

47

46

38

49

3

12

5

2

10

1

2

1

1

1

Living wage

Affordable credit

Affordable childcare

Safe, warm housing

Help for house bills

Strongly agree Agree Disagree Strongly disagree

%

Thinking of poverty in the West Midlands, which of these do you most agree with?

Base: All Respondents 1005

16 19 18 15 155

13 19

37 27 28 35 3245

3936

88 5

76 5 7

87

107

8 12 56

7

32 36 4235 35 40 35 30

Tota

l

Birmingh

am

Coven

try

Dudley

Sandw

ell

Solih

ull

Walsa

ll

Wolve

rham

pton

House Bills Warm Housing Affordable Childcare Affordable Credit Living Wage

%

The Children’s Society is launching a Children and Families zone - a place where the most vulnerable families in Solihull can get support and advice to deal with the struggles in their lives often blighted by poverty and neglect. The charity would like to extend this to other areas in West Midlands – how much do you agree or disagree that this initiative reflects the needs of families in the West Midlands?

Base: All Respondents 1005

27 32 26 2032

21 24 30

5353 59

5544

55 5149

32 2

4 5 1 3 11

11 2

1 3

17 12 1320 17 23 21 20

Tota

l

Birmingh

am

Coven

try

Dudley

Sandw

ell

Solih

ull

Walsa

ll

Wolve

rham

pton

Strongly agree Agree Disagree Strongly disagree Not sure

%