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Evaluation results
Evaluation
components included both qualitative and quantitative
aspects. To find out more about some of the positive
results:
 Pre
and Post Phone Survey
Media
Report
Local
Activities
Pre and Post Phone Survey
Best Start
contracted Leger Marketing to complete a pre and post
campaign survey of individuals between the ages of 24-45
living in Ontario. The pre and post campaign surveys
each involved over 315 respondents. The margin of error
was +/- 5.5%, 19 times out of 20 for the pre survey
and +/- 4.9%, 19 times out of 20 for the post surve.
Survey results that
Overall,
knowledge about the relationship between health before
pregnancy and the health of the baby is strong. In
both the pre and post surveys, essentially all Ontarians
agreed or strongly agreed with the statements that
a man's and a woman's physical health and family history
can affect the health of the baby.
The
number of respondents who stated that women should
make sure they are healthy/visit their doctor increased
from 23% in the pre-campaign survey to 30% in the
post-campaign survey.
There
were also significant changes in the primary considerations
for men before pregnancy. Pre-survey results for men
revolved around providing for their family and financial
stability. Between the pre- and post-campaign surveys,
the number of respondents identified saving money
decreased from 31% to 24%. There was also a decrease
in those who identified men should be financially
stable (13% - 8%).
The
other interesting finding was that the number of Ontarians
who stated that men should do nothing before pregnancy
decreased by half from 10% to 5%.
Over
50% of respondents recalled seeing or hearing information
about health before pregnancy during the campaign
period. Prominent messages recalled included eat well
(37%) stop smoking (28%) and stop alcohol use (20%).
Media Report
Using a media monitoring system, the
media reach for the campaign was significant. In addition
to the over 4,000,000 reached via transit and cinema
advertising, the following picked up the campaign:
Television
- 685,000
Radio
- 525,000
Print
- 1,775,936
Web
(other websites) - 668,304
Community Activities
Community groups across the province
planned a wide range of interesting activities tailored
to community needs. An evaluation of groups who ordered
campaign resources showed that they were pleased with
the:
Campaign
resources
Timing
of the campaign
Information
on the websites
Focus
of the campaign strategies
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