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.
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
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
%
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
%
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