Ministry of Civil Defence & Emergency Management · Have a survival plan for at home: 58% Nearly six in ten New Zealand residents have an emergency survival plan for their household

Colmar Brunton 2015 1

Ministry of Civil

Defence & Emergency

Management

Campaign Monitoring

Research

June 2015


Table of Contents

Background and methodology 3

Summary 6

Events and situations that may have influenced awareness of, and preparedness for, disasters in 2015

10

How prepared is New Zealand? 16

Why aren’t people prepared? 28

How effective is the advertising? 31

Awareness 39

Attitudes 46

Action 49

Conclusion 53


Colmar Brunton 2015 4Colmar Brunton 2015 4

Background and objectives

The Ministry of Civil Defence and Emergency Management needs to shift

people’s level of preparedness for disasters.

The Get Ready Get Thru social marketing campaign began in June 2006 and has

now been running for nine years.

This survey builds upon a previous 2006 pre-campaign benchmark survey, and

eight annual tracking surveys conducted from 2007 to 2014. All surveys are

carried out in April and May each year, with the exception of the 2011 survey

which was delayed by four weeks due to the February 2011 Canterbury

earthquake.

Background

ObjectiveTo measure New Zealand residents’ disaster preparedness, and to assess the

effectiveness of the campaign over time.


How the survey was carried out

Methodology Random telephone interviewing of New Zealand residents aged 15 years and

over. In total 1,000 interviews were carried out from 4 to 31 May 2015.

The methodology for all annual measures has been very similar to that used in

the benchmark, exceptions being:

Additional interviews were carried out from 2011 to 2014 to allow more

robust regional analyses.

Additional interviews were not carried out in 2015.

The maximum margin of error is +/- 3.1 percentage points at the 95%

confidence level (for a simple random sample).

The overall results have been weighted to 2013 Census figures to align the data

with Census counts for age and gender.

All differences cited in this report are statistically significant at the 95%

confidence level.


© Colmar Brunton 2015 7

Summary of key results

Fifteen percent of all New Zealand residents are fully prepared for an emergency.

Being fully prepared means having an emergency survival plan that includes what to do when away from home, having

emergency survival items and water, and regularly updating these items. This level of preparedness is in line with results from last

year.

Have a survival plan for at

home: 58%

Nearly six in ten New Zealand

residents have an emergency

survival plan for their household

while they are at home.

Have emergency survival

items: 84%

More than eight in ten New

Zealand residents have

necessary emergency items

needed to survive a disaster,

e.g., tinned food etc.

Have a survival plan that

includes what to do when away

from home: 26%

Just three in ten New Zealand

residents have an emergency

survival plan for while they are

away from home.

Understanding

Since 2014 there has been a decrease in the proportion of New Zealand residents who have a good understanding of the effects if a disaster struck.

Down to 82% in 2015 from 87% in 2014.

Awareness

There has also been a decrease in the proportion who have an understanding of the types of disasters that could occur. Down to 82% in 2015 from

87% in 2014.

Prepared at home: 29%

Nearly a third of all New

Zealand residents are prepared

at home for an emergency,

which is a similar result to the

past four years following the

Canterbury earthquakes.



Who is most vulnerable when disaster strikes?

Auckland residents are less likely than average to be fully prepared, committed, have an understanding or awareness, have a plan that includes

what to do when away from home, have emergency survival items, or have taken steps to prepare.

Those who have lived in New Zealand for less than 10 years are less likely than average to be committed, have an understanding or awareness, or

have emergency survival items.

Residents who's first language is not English are less likely than average to be committed, or have an understanding or awareness, have emergency

survival items, or have taken steps to prepare.

Young people, aged under 30 are less likely than average to be committed, or have an understanding or awareness.

Asian residents are less likely than average to be committed, have an understanding or awareness, have emergency survival items, or have taken

steps to prepare.

Those with a low personal income, under $30k are less likely than average to be committed, have an awareness, or have taken steps to prepare.



Taken action or thought about taking action as a result of seeing the ads: 81%

The advertising campaign continues to be effective, with most people who have seen the ads having done something or thought about doing something as a result (81% this year compared with 76% in 2014).

Actually taking action because of the ads has risen slightly since 2014, with around seven in ten people (70% compared to 63% last year) who have seen the ads actually going beyond thinking to preparing. They’ve taken at least one of the following actions as a result:

talked to family/friends (53%, up from 45% last year)

made/updated a survival kit (44%, compared to 40% in 2014)

made a survival plan (34%, up from 28% in 2014)

visited the Get Ready Get Thru website (16%, compared to 13% in 2014)

or visited other disaster preparation websites (8% in line with 2014)

Awareness of the Get Ready Get Thru

tag line: 48%

Prompted awareness of the tag line is

down from 59% in 2014.

Awareness of the advertising: 58%

Prompted awareness of the Get Ready Get

Thru TV advertising in 2015 is 58% compared

to 62% in 2014. The ratecard spend in 2015

was $1m, comparable to $0.9m in 2014.

Awareness of the Get Ready Get Thru

website: 36%

Prompted awareness of the website is

also down from 44% in 2014.

Who is least aware of the adverts?

The most at risk have lower awareness of the advertising. They are:

• Those who have lived in New Zealand for less than 10 years

• Residents who's first language is not English

• Asian residents



Before interpreting research results it is useful to consider the context, or events that occurred, prior or during fieldwork (4 to 31 May 2015).

Putting the survey into context…

Recent factors that may have influenced the results

include:

New Zealand 6.0 earthquake, Canterbury (early January) Scrub fire, Canterbury (late January) 6.5 earthquake, Marlborough (late April) 5.8 earthquake, Otago (early May) 5.3 earthquake, Southland (early May) Tornado, Tauranga (mid May) Tornado, Taranaki (mid May) Flooding, Wellington (mid May)

Overseas Bush fires, Australia (Early January to late February) Cyclone Lam and Marcia, Australia (mid to late February) Cyclone Pam, Vanuatu (Early March) 7.8 earthquake and resulting aftershocks and landslides, Nepal (late April to late May) Flooding, Queensland Australia (late April to early May) Tropical storm, Thailand (early May) 7.5 earthquake, Papua New Guinea (early May) Tornadoes, United States (mid to late May) Typhoon Noul, Philippines (mid May) 7.8 earthquake, Japan (late May)


Compared to 2014 more people are aware that a volcanic eruption or fire could occur in New Zealand.

Q1 First I’d like to ask about the types of major disasters that could happen in New Zealand. What types of disasters can you think of that could happen in New Zealand in your lifetime? Base: All Respondents: Benchmark (n= 1001), 2007 (n= 1000), 2008 (n= 1016), 2009 (n=1000), 2010 (n=1000), 2011 (n=1164), 2012 (n=1255), 2013 (n=1263), 2014 (n=1264), 2015 (n=1000). Note: Only the top six disasters for 2015 are shown.

Possible disasters in New Zealand in your lifetime

Residents of different regions more likely than average to mention specific disasters:

• Auckland: Volcanic eruption (60%), and hurricane/cyclone /storm (53%)

• Bay of Plenty: Tsunami (77%)

• Manawatu: Flood (78%), and fire (46%)

• Wellington: Flood (68%)

• West Coast: Fire (38%)

• Otago: Flood (81%), and fire (44%)

Significantly different from the 2014 result

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9592

62

697272

70

76

59

63

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5654565657

54

59

58

64

6358

48

40

5045

51514244

48

54

4347

43

3938

53

3133

35

3033

28

24

17

2724232230

2024

27

25

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

20152013201120092007Benchmark

Hurricane/cyclone/storm

Fire

Earthquake

Flood

Volcanic eruption

Tsunami


The proportion of New Zealand residents who

have taken steps to prepare has now reverted to

pre-2011 levels.

40

45

60

55

51

47

45

59

54

40

45

49

53

54

1

1

1

1

1

0% 20% 40% 60% 80% 100%

2009

2010

2011

2012

2013

2014

2015

Taken steps to prepare in last twelve months Not taken steps to prepare in last twelve months Don't know

Q11a: In the last 12 months, have you taken any steps to prepare yourself or your household for a disaster? Base: All Respondents, 2009 (n = 1000), 2010 (n=1000), 2011 (n=1164), 2012 (n=1255), 2013 (n=1263), 2014 (n=1264), 2015 (n=1000).

Just under half (45%) of those living in New Zealand have taken steps to prepare for a disaster in

the last 12 months. This is equivalent to the 2010 result, before the Canterbury earthquakes struck.Those involved in volunteer work are more likely (54%) than average to have taken steps to prepare for a disaster.

Those less likely than average to have taken steps to prepare for a disaster in the last 12 months are:

• Pacific or Asian (25% and 31% respectively)

• Personally earning less than $30k (37%)

• English is not their first language (34%)

Taken steps to prepare for a disaster in the last 12 months


Taken steps to prepare in the last

12 months: Regional differences.

Higher than average

Average

Below Average

Canterbury region

61%

Average

45%

Note: Percentages are presented that are statistically higher or

lower than the national average at the 95% confidence level.

A higher than average

proportion of Canterbury

residents have taken steps to

prepare in the last 12

months. Auckland residents

are the least likely to have

taken steps to prepare.

Auckland region

37%


12

7

4

3

2

2

12

6

4

1

3

1

3

4

1

1

2

1

6

4

3

1

1

1

5

3

1

3

3

3

3

4

3

3

1

6

4

4

4

4

4

0% 20% 40% 60% 80% 100%

2009

2010

2011

2012

2013

2014

2015

Disasters that have occurred in New Zealand remain the main prompt to prepare for a disaster, however since 2014 there has been a decrease in the proportion of New Zealand residents saying this.

15

12

29

11

7

19

23

23

13

8

73

24

7

6

4

4

75

18

11

9

4

11

61

15

11

10

3

10

62

10

7

5

3

8

48

15

9

8

8

7

0% 20% 40% 60% 80% 100%

2009

2010

2011

2012

2013

2014

2015

Disasters that

occurred in

New Zealand

Disasters that

occurred

overseas

News /

article in the

media

Just want

to be

prepared

Advertising I

saw / heard

/ read

My work/job/

training makes

me aware

Checking /

restocking

Previous

experience of

disasters

Info my child(ren)

bought home

Q11b: What prompted you to do this? Base: Those who have taken steps towards preparing

for a disaster in the last 12 months, 2009 (n = 422), 2010 (n = 465), 2011 (n = 726), 2012 (n=731),

2013 (n=662), 2014 (n=613), 2015 (n=449). Note: The top twelve responses for 2015 are shown.

What prompted you to prepare?


Info I got at

school/my

school

35% of those who had

taken steps towards

preparing for a disaster

specifically said it was

because of the

Christchurch earthquakes.

Friends or

family

Common sense/

sensible thing to do



How prepared is New Zealand?

FULLY PREPARED = 15%• 15% - 2014 measure

• 17% - 2013 measure

• 16% - 2012 measure

• 18% - 2011 measure

• 11% - 2010 measure

• 10% - 2009 measure

• 10% - 2008 measure

• 8% - 2007 measure

• 7% - Benchmark

Fifteen percent are fully prepared

Have an

emergency survival

plan that includes

what to do when

not at home

Have

emergency

items and

water

Regularly update

emergency

survival items


Fully prepared: Regional differences.

Higher than average

Average

Below Average

Wellington region

32%

Average

15%



Canterbury region

27%


proportion of Wellington and

Canterbury residents are fully

prepared. Auckland and Otago

residents are least likely to be

fully prepared.

Auckland region

9%

Otago region

4%


How prepared is New Zealand

(when at home)?

Have an

emergency

survival plan

Have

emergency

items and

water

Regularly update

emergency

survival items

Around one third are prepared at home

PREPARED AT HOME = 29% • 30% - 2014 measure

• 32% - 2013 measure

• 32% - 2012 measure

• 32% - 2011 measure

• 24% - 2010 measure

• 23% - 2009 measure

• 26% - 2008 measure

• 24% - 2007 measure

• 21% - Benchmark


Prepared at home: Regional differences.

Higher than average

Average

Below Average

Auckland region

19%

Canterbury and

West Coast regions

41%

Average

29%



Wellington, Canterbury, and West Coast residents are more likely

than average to be prepared at home. Auckland residents are least likely to be prepared at

home.

Wellington region

52%


80

83

77

67

47

49

42

8

1

79

82

79

69

50

50

46

9

2

79

81

80

67

49

50

44

8

3

79

79

80

62

47

46

46

9

3

84

82

84

67

63

56

53

10

1

81

78

81

61

60

52

51

10

3

85

81

83

65

58

50

56

10

2

86

90

87

63

59

51

53

9

1

84

82

82

63

58

53

52

8

1

0% 20% 40% 60% 80% 100%

Benchmark

2008

2009

2010

2011

2012

2013

2014

2015

Eight in ten New Zealand residents say they have

the necessary disaster supplies, are aware of the

type and likelihood of different disasters in NZ,

and have a good understanding of the

effects if disaster struck locally.

Since 2014 there has been a decrease in the

number of New Zealanders who agree

the latter two statements apply to them.

Q10 Which of the following

statements apply to you? Base: All

Respondents: Benchmark (n= 1001),

2007 (n= 1000), 2008 (n= 1016),

2009 (n=1000), 2010 (n=1000),

2011 (n=1164), 2012 (n=1255),

2013 (n=1263), 2014 (n=1264),

2015 (n=1000). Significantly different from the 2014 result

You have the necessary

emergency items needed to

survive a disaster, e.g. tinned

food etc.

You have a good

understanding of effects if

disaster struck your area

You have good understanding

of types of disasters that could

occur in NZ & the chances of

them occurring

You are familiar with the

Civil Defence info in the

Yellow Pages

You have stored 3L

water pp for 3 days for

household

You have an

emergency survival

plan for your household

You regularly update

your emergency

survival items

You attend meetings with

community groups about

disaster planning

None of these


Eighty four percent of New Zealand residents have emergency survival items.

Q10. You have necessary emergency items needed to survive a disaster, e.g. tinned food etc

Base: All Respondents: Benchmark (n= 1001), 2007 (n= 1000), 2008 (n= 1016), 2009 (n=1000),

2010 (n=1000), 2011 (n=1164), 2012 (n=1255), 2013 (n=1263), 2014 (n=1264), 2015 (n=1000).

80

85

79

79

79

84

81

85

86

84

20

15

21

21

21

16

19

15

14

16

0% 20% 40% 60% 80% 100%

Benchmark

2007

2008

2009

2010

2011

2012

2013

2014

2015

Has emergency survival items No survival items

Less likely to have emergency survival

items:

• Younger people, under 30 (73%,

compared to 88% of those over 30)

• Māori (76%, compared to 88% of

New Zealand Europeans)

• Have lived in New Zealand for less

than 10 years (73%)

• Studying full time (67%)

• English is not their first language (73%)


Higher than average

Average

Below Average

Average

84%



Emergency survival items: Regional differences.


proportion of Wellington

residents have emergency

survival items. Auckland and

Manawatu residents are least

likely to have emergency

survival items.

Manawatu region

71%

Wellington region

95%

Auckland region

78%


Over one quarter of New Zealand residents (26%) have a plan that includes what to do when away from home. This remains significantly higher than before the Canterbury earthquake.

Q11 Does your survival plan include what to do when you are not at home? Base: All Respondents:

Benchmark (n= 1001), 2007 (n= 1000), 2008 (n= 1016), 2009 (n=1000), 2010 (n=1000), 2011 (n=1164),

2012 (n=1255), 2013 (n=1263), 2014 (n=1264), 2015 (n=1000).

13

16

15

19

21

30

27

27

26

26

34

33

34

30

27

33

33

30

32

30

53

52

50

51

53

37

40

42

41

42

0% 20% 40% 60% 80% 100%

Bench- mark

2007*

2008*

2009

2010*

2011

2012

2013*

2014*

2015*

Have a plan which includes what to do when away from home

Have a plan (but not for when away from home)

No survival plan

*Percentages do not add to 100% due to rounding

Those more likely than average to have a plan

that includes what to do when away from

home:

• Personally or as a household earn more

than $50k (32% and 31% respectively)

• Are involved in volunteer work (33%)

Older people, aged 70 or more are less likely

(15%) than average to have a survival plan

that includes what to do when away from

home.


Having a plan that includes what to do when

away from home: Regional differences.

Higher than average

Average

Below Average

Average

26%




proportion of Wellington

and Canterbury residents

have a plan in place for

when they are not at

home. Auckland residents

are least likely to have a

plan in place for when they

are not at home.

Wellington region

42%

Auckland region

20%

Canterbury region

38%


17% 18% 18% 19% 21% 18% 22% 19%

83% 82% 82% 81% 79% 82% 78% 81%

77% 81% 79% 80% 80% 84% 81% 83%

Preparedness continuum

Bench-mark 2007 20092008 2010 2011 2012 2013

7% 8% 10% 10% 11% 18% 16% 17%

39% 41% 43% 41% 43% 49% 48% 52%

Unaware

Fully prepared

15%

CommitmentHave water and survival items

50%

UnderstandingHave a good understandingof the effects if disaster struck

82%

AwarenessHave an understanding of the types

of disasters that could occur

82%

18%

Unaware

10%

90%

87%

2014

15%

51%



Who are the decreases in understanding and awareness most notable among?

Unaware


82%



82%

18%

Unaware

10%

90%

87%


2014 2015 Auckland residents:

Understanding (down to 76% from 84% in 2014)

Awareness (down to 76% from 88% in 2014)

Those who have lived in New Zealand for less than

10 years:



Younger people, aged under 50:



Asian residents:


Low personal income, under $30k:


English is not their first language:




There has been a increase in the proportion of

people saying they don’t expect it to happen and it’s not a high priority for them.

Q6. You said that being prepared for a disaster is important, but you are not well prepared for one. What stops you from being prepared?

Base: Those who stated that being very well/ quite well prepared for a disaster was important but said that they were not well prepared for

one: Benchmark (n=341), 2007 (n=387), 2008 (n=398), 2009 (n=431), 2010 (n=417), 2011 (n=383), 2012 (n=427), 2013 (n=432), 2014 (n=397),

2015 (n=343). Note: The top ten reasons are shown. *Less than 0.5%

Barriers to being prepared BM ‘07 ‘08 ‘09 ‘10 ‘11 ‘12 ‘13 ‘14 ‘15

Haven’t got around to it/no motivation/no time 40% 44% 34% 25% 23% 32% 31% 30% 31% 27%

Don’t expect it to happen/unlikely to happen 36% 29% 22% 21% 17% 17% 25% 27% 18% 25%↑

Complacency 5% 3% 21% 23% 23% 14% 16% 20% 15% 20%

The cost/don’t have enough money 8% 5% 6% 10% 11% 16% 18% 16% 14% 14%

Not enough information on being prepared 15% 6% 4% 8% 9% 9% 10% 13% 11% 13%

Priorities/not a high priority compared to everyday life - - - - 7% 6% 6% 10% 3% 13%↑

Haven’t thought about it/don’t think about disasters 13% 10% 11% 11% 8% 5% 7% 7% 10% 12%

Haven’t got supplies/shortage of emergency survival

items2% * 1% 4% 6% 4% 6% 8% 9% 8%

Partly prepared/have some emergency supplies 6% 15% 7% 10% 3% 16% 12% 8% 10% 6%↓

Don’t know what disaster will occur/what to prepare for 6% 9% 2% 4% 3% 4% 9% 7% 7% 6%

↑↓ Significantly different from the 2013 result


Most at risk when disaster strikes…

Auckland residents:

Less likely to be fully prepared (9%), committed (40%), or

have an understanding (76%) or awareness (76%)

Those who have lived in New Zealand for less than 10 years:

Less likely to be committed (36%), or have an

understanding (68%) or awareness (69%)

English is not their first language:



Asian residents:



Young people, aged under 30:



Low personal income, under $30k:

Less likely to be committed (43%), or have an awareness

(76%)

Fully prepared

15%

CommitmentHave water and survival items

50%


82%



82%

18%

Unaware



Recall is lower amongst those groups who are most at risk:

• Those born outside of New Zealand (44%)

• Asian people (36%)

• Those who’s first language isn’t English (30%)

Prompted recognition: More than half of New

Zealand residents specifically recall the Get

Ready Get Thru television advertising

66%

56%

62%68%

63%

69% 68%

62%58%

2.3

1.6

1.6

1.9

1.0

1.5

1.3

0.91

0

0.5

1

1.5

2

2.5

0%

20%

40%

60%

80%

100%

2007 2008 2009 2010 2011 2012 2013 2014 2015

Percentage of New Zealanders who have seen theCivil Defence advertising on TV and the ratecard value of the TV advertising.

An

nu

al ra

tec

ard

va

lue

($ m

illion

)*

Q18. Have you seen any television advertisements for Civil Defence presented by Peter Elliot? The ads featured emergency services, public transport, and hospitals. The ads show what services may not be there to help you in an emergency and what you need to do to help you survive a disaster. Peter also directs us to the Yellow Pages for further information as well as telling us to go to the “Get Ready, Get Thru” website. Base: All Respondents: 2007 (n= 1000), 2008 (n= 1016), 2009 (n=1000), 2010 (n=1000), 2011 (n=1164), 2012 (n=1255), 2013 (n=1263), 2014 (n=1264), 2015 (n=1000).

*Ratecard value for TV ads

Pro

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ad

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Q20 What if anything have you done as a result of seeing the ads? Have you…Base: Those respondents who stated that they had seen the Civil Defence TV advertising, 2007 (n=631), 2008 (n=518), 2009 (n=608), 2010 (n=654), 2011 (n=710), 2012 (n=830), 2013 (n=845), 2014 (n=771), 2015 (n=571).

More than eight in ten people (81%) have thought about

preparing or have taken action as a result of seeing the ads,

this is higher than 76% in 2014

Compared to 2014 more New Zealand residents who have seen the ads have

gone beyond thinking about preparing, and have taken at least one of the

following actions as a result: talked to family/friends, made a survival kit, made

a survival plan, visited the Get Ready Get Thru website, or visited other disaster

preparation websites (up to 70% in 2015 from 63% in 2014).

Action taken as a result of seeing the ads


6361

65

75

6265

67

6261

53

45

53

58

6048

50

4038

44

40

44

50

42

3837

303434

28

34

41

373130

24

27

1613

1814

1413876

88910106765

1823

18

12

191920

26

24

0%

20%

40%

60%

80%

100%

201520142013201220112010200920082007

NothingVisited GRGT website

Thought about preparing for disasters

Made/updated survival kit

Made a survival plan

Talked to family/friends

Visited other disasterpreparation websites


Familiarity with the tagline has decreased

since 2014. Half of New Zealand residents

(48%) are aware of the ‘Get Ready, Get Thru’

tagline

35% 34%

41%

46%49%

59%57%

59%

48%

0%

20%

40%

60%

80%

100%

2007 2008 2009 2010 2011 2012 2013 2014 2015

Pro

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Q21. Before I mentioned it earlier, had you previously heard of the tagline “Get Ready, Get Thru”?

Base: All Respondents: 2007 (n= 1000), 2008 (n= 1016), 2009 (n=1000), 2010 (n=1000), 2011 (n=1164), 2012

(n=1255), 2013 (n=1263), 2014 (n=1264), 2015 (n=1000).

The tagline continues to be particularly familiar to those who are:

Under 50 (58% compared to 34% among those over 50)

Employed full time (58%)

Living in a household with a personal or combined income of more than $50k (55%

and 53% respectively)



Awareness of the getthru.govt.nz website

has declined over the last three years.

Significantly so between 2014 and 2015.

28%24%

35%38% 40%

49% 48%44%

36%

0%

20%

40%

60%

80%

100%

2007 2008 2009 2010 2011 2012 2013 2014 2015

Q22 And had you also previously heard of the website ‘getthru.govt.nz’?

Base: All Respondents: 2007 (n= 1000), 2008 (n= 1016), 2009 (n=1000), 2010 (n=1000), 2011 (n=1164), 2012

(n=1255), 2013 (n=1263), 2014 (n=1264), 2015 (n=1000).

Pro

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f g

ett

hru

.go

vt.

nz

Awareness of the website is lower among older people, aged over 50 (24%

compared to 45% among those under 50)



74

9

19

13

19

6

10

3

14

7

4

81

7

14

9

12

10

14

3

5

2

4

81

13

19

11

17

10

12

2

6

5

4

80

25

22

13

18

13

13

7

5

11

6

73

25

18

13

9

10

13

4

4

3

3

78

18

26

14

8

12

10

4

3

8

5

71

31

21

13

11

10

10

5

5

4

4

0% 20% 40% 60% 80% 100%

Be prepared

Telling us how to prepare

Make sure you have supplies

Make a plan

Disasters can strike at any time

Don't rely on others

Be aware of what could happen

Where to get information

Disaster will happen/ is going to

happen

Take care of your family/neighbours

Be prepared for several days

2009

2010

2011

2012

2013

2014

2015

The main message

take out continues to

be ‘be prepared’

however more people

are saying the ads are

telling them how to

prepare (up from 18%

to 31%).

Q17. What do you think the ads were trying to tell you? Base: Those respondents who stated that they have seen or

heard advertising about preparing for a disaster, 2009 (n=549), 2010 (n=659), 2011 (n=713), 2012 (n=797), 2013 (n=718),

2014 (n=694), 2015 (n=432). Note: The top eleven messages are shown.


Advertising message take-out


Unprompted awareness of any disaster preparedness advertising has decreased

in the last 12 months.

67%

57% 56%

67%

60%

65%

56% 56%

44%

2.3

1.6 1.6

1.9

1.0

1.51.3

0.9

1

0

0.5

1

1.5

2

2.5

0%

20%

40%

60%

80%

100%

2007 2008 2009 2010 2011 2012 2013 2014 2015

Percentage of New Zealanders who have seen, heard, or read any advertising about preparing for a disaster and the

ratecard value of the TV advertising.

An

nu

al ra

tec

ard

va

lue

($ m

illion

)**Ratecard value for TV ads

Ad

ve

rtis

ing

re

ca

ll

Q15 Have you seen, heard or read recently any advertising about preparing for a disaster?

Base: All Respondents: 2007 (n= 1000), 2008 (n= 1016), 2009 (n=1000), 2010 (n=1000), 2011 (n=1164), 2012 (n=1255),

2013 (n=1263), 2014 (n=1264), 2015 (n=1000).


Note that this question

measures awareness of

non-MCDEM advertising

(e.g., regional council

campaigns) as well as

MCDEM advertising.


Most people recall preparedness advertising

on TV, however there has been a visible

decline since 2012.

75

8083

87

78

898786

88

19192020

33

14151519

14151616

18

1412

89

73

4453111

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

201520142013201220112010200920082007

Q16 Where did you see, hear or read the ads? Base: Those respondents who stated that they have seen, heard or

read advertising about preparing for a disaster, 2007 (n=651), 2008 (n=543), 2009 (n=549), 2010 (n=659), 2011 (n=713),

2012 (n=797), 2013 (n=718), 2014 (n=694), 2015 (n=432). Note: Responses 5% and below in 2015 are not shown.

Sources of awareness of preparedness advertising


Internet

Television

Radio

Newspaper



Awareness remains

high that a wide

range of services can

help following a

disaster.

Since 2014 there has

been an increase in

the proportion of

people saying Civil

Defence, police, and

hospitals would be

able to help.

81

80

79

72

67

67

64

45

80

80

77

70

66

64

59

45

82

83

81

76

72

69

65

47

81

76

78

70

66

61

62

38

84

79

80

73

71

64

63

48

87

85

83

81

77

72

69

51

88

87

82

83

77

74

69

52

86

84

80

78

74

71

67

49

87

87

85

83

77

72

72

49

0% 20% 40% 60% 80% 100%

Neighbours

Fire Service

Civil Defence

Police

Ambulance

Hospitals

Army

Local/ regional council

2007

2008

2009

2010

2011

2012

2013

2014

2015

Q7. Now I’d like you to imagine that there has been a disaster in the town, city or rural area where you live. What groups orindividuals do you think would be able to help you following a disaster? Base: All Respondents: 2007 (n= 1000), 2008 (n=1016), 2009 (n=1000), 2010 (n=1000), 2011 (n=1164), 2012 (n=1255), 2013 (n=1263), 2014 (n=1264), 2015 (n=1000).


Who would be able to help following a disaster?


The majority of New

Zealand residents

are aware that a

number of services

may be disrupted

following a disaster.

Over time we can

see a continued

increase in the

number of New

Zealanders who

realise mobile

phone services

could be disrupted.

99

95

89

85

87

84

79

56

98

95

88

87

86

81

75

59

99

95

88

87

85

81

78

62

98

95

88

88

88

83

79

69

98

92

90

88

89

88

78

73

99

92

92

90

91

90

85

75

99

94

90

87

89

86

82

72

99

94

93

88

92

90

83

75

99

96

93

91

90

88

82

79

0% 20% 40% 60% 80% 100%

Electricity

Land line telephones

Roading

Access to medical/ health services

Water

Sewerage

Gas

Mobile phone

2007

2008

2009

2010

2011

2012

2013

2014

2015

Q8 Still imagining there had been a disaster, some of the normal services may not be available. Which of the following household utilities or infrastructure services do you think could be disrupted? Base: All Respondents: 2007 (n= 1000), 2008 (n=1016), 2009(n=1000), 2010 (n=1000), 2011 (n=1164), 2012 (n=1255), 2013 (n=1263), 2014 (n=1264), 2015 (n=1000).


Which services could be disrupted?


The most common places people look

to for preparedness

information continues

to be the Yellow Pages or online.

Q12 Before a disaster, where can you get information about how to prepare for a disaster?Base: All Respondents: Benchmark (n= 1001), 2007 (n= 1000), 2008 (n= 1016), 2009 (n=1000), 2010 (n=1000), 2011 (n=1164), 2012 (n=1255), 2013 (n=1263), 2014 (n=1264), 2015 (n=1000). Note: The top eight results for 2015 are shown.


40

30

29

7

24

8

9

15

62

32

32

17

19

11

9

9

55

35

31

12

13

7

6

6

57

29

31

26

18

12

9

8

58

37

27

27

12

9

6

7

52

44

27

30

11

12

7

7

51

41

28

42

11

12

8

8

45

43

31

43

7

11

8

8

48

37

22

39

6

7

4

7

42

39

33

32

17

12

11

10

0% 10% 20% 30% 40% 50% 60% 70%

Yellow Pages

A Civil Defence website

Local/Regional Council

Internet (other than a CD

website)

Civil Defence (unspecified)

TV

Police

Radio

Benchmark

2007

2008

2009

2010

2011

2012

2013

2014

2015

Finding information before a disaster on how to prepare


More than eight in ten (83%) New Zealand

residents agree there is enough information

available about preparing for an earthquake

54 30 8 6 1 2

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Strongly agree Slightly agree Neither agree nor disagree Slightly disagree Strongly disagree Don't know

Q13 To what extent do you agree or disagree with the following statement…

There’s plenty of information available about preparing for an earthquake.

Base: All Respondents: 2015 (n=1000).

Nett agree

%

83%

Is there enough information available about

preparing for an earthquake?

Those living in Auckland, those on a low income (personally earning less than $30k),

and those who do not have a yellow pages directory in their home are less likely than

average to agree there is enough information available about preparing for an

earthquake (77%, 78%, and 73% respectively).


Almost 9 in 10 New Zealand residents have a Yellow

Pages directory in their home. However this finding

has decreased significantly since 2013.

Do you currently have a Yellow Pages directory in your home?

92%

89%

86%

8%

9%

12%

2%

2%

2013

2014

2015

Have a Yellow Pages at home Do not have a Yellow Pages at home Don't know

Those over the age of 50 are more likely to have a Yellow Pages directory in their home (94%, compared to 80% for those under 50)

Those less likely than average to have a Yellow Pages directory in their home: Have a personal or household income over $80k (78% and 80% respectively) Auckland residents (78%) Pacific or European (67% and 78% respectively) Are studying full time (71%)

Q22f. Do you currently have a Yellow Pages directory in your home?

Base: All Respondents: 2013 (n=1263), 2014 (n=1264), 2015 (n=1000).


78

76

42

12

3

6

4

3

1

4

3

73

81

39

6

4

5

3

3

5

3

77

74

47

11

4

6

3

5

1

14

3

83

75

44

10

5

5

2

4

1

7

4

78

75

44

14

3

4

4

5

2

16

3

83

77

32

9

3

1

3

2

6

3

79

75

42

10

5

4

3

1

1

8

5

0% 20% 40% 60% 80% 100%

Have a supply of essential items (eg,

torch, batteries, etc)

Have food/water supplies

Have a survival plan

Discuss with family and friends

Investigate risks/hazards in my area

View Civil Defence advice (eg,

webpage or Yellow Pages)

Regularly check/update supplies

Keep documents, valuables in a safe

place

Maintain insurance coverage

Other

Don’t know

2009

2010

2011

2012

2013

2014

2015

How to prepare for a disaster (unprompted)


Q6a What things do you think households should do to prepare for a disaster? Base: All Respondents: Benchmark 2009 (n=1000), 2010 (n=1000), 2011 (n=1164), 2012 (n=1255), 2013 (n=1263), 2014 (n=1264), 2015 (n=1000).

Similar to previous years, most New

Zealand residents

mention that to

prepare for a disaster

they need a supply of

survival items, and

food and water.

Since 2014 there has

been an increase in

the number of New

Zealand residents who

know they need a

survival plan.



Attitudes toward disasters.

981191110917

1011

242024222123242223

18

40424143413942454341

41383940

3536424040

34

8990869087898981

8783

1516121471314

88

7

3734363134

263530

2724

3635383339

2834

3127

27

23262326282528313029

1316151515

2114171922

11161414141815181924

37353936

413732

373742

87798

127

710

10

1097

1210

168

913

13

-100% -75% -50% -25% 0% 25% 50% 75% 100%

In a disaster there will be

someone there to help

you

In a disaster, emergency

services would be there

to help you

It’s my responsibility to

look after myself & family

in a disaster

There will always be

adequate warning

before disaster hits

Strongly agreeSlightly agreeSlightly disagreeStrongly disagreeDon’t know

61

67

76

71

64

74

73

77

74

77

% agree

65

70

75

77

65

75

75

77

76

77

25

31

30

38

36

28

36

36

36

39

94

97

98

98

99

98

98

97

98

98

Q2 On a scale of strongly agree, slightly agree, slightly disagree and strongly disagree, how much do you agree or

disagree with the following statements? Base: All Respondents: Benchmark (n=1001), 2007 (n= 1000), 2008 (n=1016),

2009 (n=1000), 2010 (n=1000), 2011 (n=1164), 2012 (n=1255), 2013 (n=1263), 2014 (n=1264), 2015 (n=1000).

Two in five New Zealand

residents believe there will

always be adequate

warning before a disaster

hits.

Those more likely to agree with

this statement are:

• Auckland residents (51%

agree)

• Younger people, under 30

(61%)

• Māori, Pacific, or Asian (58%,

70%, and 65% respectively)

• Personally earn under $50k

(46%)

• Born outside of New

Zealand (52%)

• Studying full time or

unemployed (56% and 57%

respectively)

Benchmark

2007

2008

2009

2010

2011

2012

2013

2014

2015

Benchmark

2007

2008

2009

2010

2011

2012

2013

2014

2015

Benchmark

2007

2008

2009

2010

2011

2012

2013

2014

2015

Benchmark

2007

2008

2009

2010

2011

2012

2013

2014

2015



50

29

50

34

47

32

49

28

48

33

45

38

42

35

49

46

44

37

46

39

11

68

11

62

10

65

10

68

12

63

7

57

8

60

5

49

8

56

6

55

30

2

29

3

34

3

30

3

30

3

35

3

36

5

33

5

33

6

35

5

9

10

8

10

10

13

13

-

12

15

13

-100% -75% -50% -25% 0% 25% 50% 75% 100%

Preparedness

Importance

Preparedness

Importance

Preparedness

Importance

Preparedness

Importance

Preparedness

Importance

Preparedness

Importance

Preparedness

Importance

Preparedness

Importance

Preparedness

Importance

Preparedness

Importance

20

15

20

14

20

13

20

12

20

11

20

10

20

09

20

08

20

07

BM

Very important/prepared

Quite important/prepared

Not that important/prepared

Not at all important/prepared

Q3 How important is it that you are prepared for a disaster? Is it… Q5. How well prepared for a disaster do you feel you are? Do you feel you are… Base: All Respondents: Benchmark (n=1001), 2007 (n= 1000), 2008 (n= 1016), 2009 (n=1000), 2010 (n=1000), 2011 (n=1164), 2012 (n=1255), 2013 (n=1263), 2014 (n=1264), 2015 (n=1000).

The importance of preparing for a disaster, and self-rated preparedness, remain consistent with last year.

2011 – 62%

2010 – 54%

2009 – 52%

2008 – 56%

2007 – 54%

2006 – 54%

% of those who say it’s important who also say they are very or quite prepared

2012 – 60%

Those more likely than average (61%) to say they are quite or very well prepared are:

• Older people, over 50 (67%)• New Zealand European (66%)• Canterbury or West Coast

residents (75%)• Involved in volunteer work

(69%)• Personally earn more than $50k

(67%)

2013 – 59%

2014 – 62%

% important/prepared

94

52

93

52

95

54

95

50

95

52

96

60

96

59

97

57

97

61

97

61

2015 – 62%



56%

41%

34%

24%

21%

18%

12%

9%

Take shelter under a desk/table

Take shelter in doorway

Go outside/go out into the open

Move to a safe place

Drop, cover and hold

Alert or check on family/friends/neighbours

Stay where you are/stay put

Stay indoors/dont go outside

Actions to take during an Earthquake

Two in five New Zealand residents say they

would ‘drop, cover, and hold’ during a strong

earthquake

Q9b(i) Now imagine that there is a strong earthquake in your area, what actions should people take during a

strong earthquake? Base: All Respondents: 2015 (n=1000). Note: The top eight results for 2015 shown.

Who is more likely than average to go outside during an earthquake?

• Males (41%)

• Asian people (52%)

• Those who have lived in New Zealand for less than 10 years (48%)

• Residents who's first language is not English (49%)


70%

21%

17%

16%

12%

11%

11%

8%

7%

7%

7%

Alert or check on

family/friends/neighbours

Go outside/go out into the open

Turn off electricity/power/gas

Check damage/check everything is

stabilised/safe/secure

Check emergency survival items

Listen to the radio for further

information

Make sure other people are

okay/help others

Stay where you are/stay put

Move to a safe place

Contact Civil Defence/Authorities

Don't know

Q9b And what actions should people take immediately following a strong earthquake?

Base: All Respondents: 2015 (n=1000). Note: The top ten results for 2015 shown.

Actions to take immediately following an Earthquake

Seven in ten New Zealand residents say they

would alert or check on family/friends/

neighbours following a strong earthquake


86% of New Zealand

residents know to

move to higher ground in the event of

a tsunami warning.

Since 2014 there has been a decrease in

the proportion of

people who say move

inland.

84

15

15

19

13

0

6

84

23

16

18

20

12

6

84

18

12

13

19

5

7

83

25

19

12

16

12

8

87

21

18

9

16

6

15

89

28

19

12

16

6

11

90

31

19

15

17

9

11

89

33

17

17

20

4

12

85

23

19

12

12

4

9

86

29

15

13

12

10

8

0% 20% 40% 60% 80% 100%

Move to higher ground

Alert or check on family /neighbours

Move inland

Check emergency get away kit

Prepare to be evacuated

Take emergency survival items

Listen to radio for further info

Benchmark

2007

2008

2009

2010

2011

2012

2013

2014

2015

Q9a Now imagine that a tsunami warning has been issued, what actions should people take when a tsunami warning has been issued? Base: All Respondents: Benchmark (n= 1001), 2007 (n= 1000), 2008 (n= 1016), 2009 (n=1000), 2010 (n=1000), 2011 (n=1164), 2012 (n=1255), 2013 (n=1263), 2014 (n=1264), 2015 (n=1000). Note: The top seven results for 2015 are shown.

Actions to take in the event of a Tsunami warning




Conclusions

Following the 2011 Christchurch earthquakes New Zealand residents had an increased sense

of urgency to take action to get better prepared for disasters and as such preparedness

increased substantially. The quakes also increased awareness and understanding among

New Zealanders of what could happen in an emergency.

Preparedness remains higher than it was pre-2011, however there has been an evident

decline in preparedness levels over the past 4 years.

Since 2014 there has been a decrease in the number of New Zealand residents who have a

good understanding of the effects if a disaster were to strike and are aware of the types of

disasters that could occur.

Some groups continue to be less well prepared than others. In particular it is necessary to

increase awareness, knowledge, and relevance for Auckland residents, young people, and

immigrant groups.

Fifteen percent of all New Zealand residents

are fully prepared for an emergency

Eighty four percent have emergency

survival items

The majority are aware of the types of disasters that could occur (82%)

and have an

understanding of the effects if one struck

(82%).


Conclusions (continued)

Awareness of the TV ads is consistent with 2014

but has been declining steadily since 2012.

The ads are still effectively prompting action.

Most people who have seen the ads (81%)

have done something or thought about doing

something as a result.

Awareness of the Get Ready Get Thru tagline

and website has decreased.


Key challenges

Although the increased preparedness that followed the 2011 Christchurch

earthquakes has reduced slightly over the years, the levels of preparedness are still

higher than pre-2011.

The mass market TV campaign is effective at helping to maintain awareness and

preparedness among the majority of people living in New Zealand. However, this

approach is not as effective at engaging with some of the groups who are most at risk

(Auckland residents, young people, immigrant groups).

A more targeted approach is recommended to help increase awareness among

those groups. Strategic activities at the community level (schools, churches, student

unions etc.) could be an effective way to achieve an increase in preparedness.

Documents

Ministry of Civil Defence & Emergency Management · Have a survival plan for at home: 58% Nearly six in ten New Zealand residents have an emergency survival plan for their household