Bam Quantitative Awareness

&
Ad Effectiveness Study
 Background

 This research was conducted to understand the scope of problems

that Bam citizens are facing at the moment
 Also to measure to what extend the situation has changed
according to the communication efforts made to increase people’s
awareness in the city of Bam
 Finally to determine whether the communication methods were
successful and to identify areas of problems with respect to
campaign and media
 To sum it up we also have obtained information on best way of
reaching the Bam society and solutions which they have shared with
us through their perspective
 Study Details

 Total interviews conducted is based on 303 face to face interviews

 In order to have a fair sampling distribution we have chosen a door
to door random sampling methodology
 Age band which was suggested by the client was 7 to 8, 9 to 10 , 11
to 14 and 15 to 18 years old
 Notification

 Note:
 Throughout the presentation depending on significance and frequency
of open ended questions, we have placed a graph to show the different
answers achieved
 Depending on the type of question, answers are based on the below
variation
 Percentage of response
 Percentage of respondents
 Ranking of response
 Response
 Contents

 Quantitative Awareness Study

 Age Groups
 Family Size
 Free Time
 Free Time During School Season
 Drinking Water
 Aleppo Boil
 Garbage
 Public Toilets
 Media
 Finalizing
 Contents

 Qualitative Ad Effectiveness Study

 Background
 Objective
 Research Design
 Sample Size
 Lifestyle
 Preferred Ads
 Memorable Campaign Ads
 Aleppo Boil
 Garbage
 Drinking Water
 Teeth Health
 Recommendations & Conclusions
 Glance to the Last Year Presentation
 Overall Comparison Between this Year & Last Year
 Age Groups

Out of the 303 interviewed Bam citizens

10.9% were 7 to 8 years old
22.5% were 9 to 10 years old
33.4% were 11 to 14 years old and
33.2% were 15 to 18 years old.
 Family Size

 As it is clear in the above graph, most of the Bam citizens have a

populated family size
 67% of Bam citizens have more than 4 family members in their
houses
Free Time
 Free Time

 Bami Kids in the age of 7 to 8 years old spend their free time as
follows:
 Helping their family: 15.2%
 Reading: 9.1%
 Sports and fun: 39.4%
 Playing computer games and Play Station: 21.2%
 Roaming around the streets: 18.2%
 Other things: 39.4% (see next chart)
 The kids in the age between 9 and 10 spend their free time as
follows:
 Helping their family: 22.1%
 Reading: 5.9%
 Sports and fun: 32.4%
 Playing computer games and Play Station: 16.2%
 Free Time

 Roaming around the streets: 14.7%

 Other things: 54.4% (see next chart)
 The kids in Bam who are between 11 and 14 years old spend their
free time as follows:
 Helping their family: 35.6%
 Reading: 9.9%
 Sports and fun: 35.6%
 Playing computer games and Play Station: 18.8%
 Roaming around the streets: 14.9%
 Other things (see next chart): 51.5%
 The Bami youths in the age between 15 and 18 spend their free
time as follows:
 Helping their family: 28.0%
 Reading:16.0%
 Free Time

 Sports and fun: 38.0%

 Playing computer games and Play Station: 13.0%
 Roaming around the streets: 18.0%
 Other things: 44.0% (see next chart)
 Free Time

 Significantly 39.3% of the respondents who spend their time different than
in the above explanation, attend special classes in their free time
 Followed by 15.2% of respondents who work during their free time
Free Time During School Season
 Free Time During School Season

 The kids in Bam in the age range between 7 and 8 years old spend
their free time during the school season as follows:
 Studying: 39.4%
 Studying and helping family: 6.1%
 Studying and having fun: 48.5%
 Do not study: 3.0%
 Other: 9.1%
 Bami kids in the age range between 9 and 10 years old spend their
free time during the school season as follows:
 Studying: 50.0%
 Studying and helping family: 13.2%
 Studying and having fun: 36.8%
 Do not study: 0%
 Other: 1.5%
 Free Time During School Season

 Bami kids in the age range between 11 and 14 years old spend their
free time during the school season as follows:
 Studying: 37.6%
 Studying and helping family: 18.8%
 Studying and having fun: 42.6%
 Do not study: 1.0%
 Other: 7.9%
 The youths in Bam in the age range between 15 and 18 years old
spend their free time during the school season as follows:
 Studying: 39.0%
 Studying and helping family: 17.0%
 Studying and having fun: 39.0%
 Do not study: 2.0%
 Other: 6.0%
Drinking Water
 Drinking Water

Exposure to drinking water

In total Bami kids and youths evaluate their exposure to drinking water as follows:
Careful to some extend: 55%
Careful: 39%
Not careful at all: 6%
Drinking Water

Exposure to drinking water

 Drinking Water

 The above chart shows that kids in the age between 9 to10 are the
most careful drinking water users in Bam. In details the split is as
follows:
 Kids between 7 to 8 years old:
 Careful: 39.4%
 Careful to some extend: 54.5%
 Not careful at all: 6.1%
 Kids between 9 to 10 years old:
 Careful: 51.5%
 Careful to some extend: 47.1%
 Not careful at all: 1.5%
 Drinking Water

 Kids between 11 to 14 years old:

 Careful: 40.6%
 Careful to some extend: 51.5%
 Not careful at all: 7.9%
 Youths between 15 to 18 years old:
 Careful: 27.0%
 Careful to some extend: 65.0%
 Not careful at all: 8.0%
 Drinking Water

Drinking
water saving
methods of
Bam citizens
 Drinking Water

Drinking water saving methods in %

The drinking water saving methods of Bam citizens are split as follows:
56% do not leave the water tab open without a reason
28% use drinking water only for important matters
8% change the washer, when the water tab is dripping
7% close the water tab very tight
1% have other water saving methods
Drinking Water
 Drinking Water

The sources of knowledge on how to save drinking water are the following:
41% of the kids have learned about those methods at school
32% have been educated by their families
26% of the respondents learned about water saving methods through media
such as TV, radio, billboards, stickers etc.
And only 1% through friends
 Drinking Water

Source of Learning Split by Age Group

59% of the kids between 7 to 8 years

old gain their knowledge about how to
save drinking water through school.
26% gain their knowledge through
family and 15% through media.

Among the kids between 9 and 10

years old 53% gain their knowledge
about saving methods of drinking water
through school, 30% through family
and 17% through media.
 Drinking Water

37% of the Bami kids between 11 and

14 years old gained their knowledge
about drinking water saving methods
through school, 32% through family,
29% through media and 2% through
friends.

Among Bami youths in the age between

15 and 18 years old 33% gained their
knowledge about saving methods of
drinking water through school, 35%
through family, 31% through media and
1% through friends.

The above age group split shows that the influence of media and
family grows the older the kids grow. At the same time the
influence of schools declines.
 Drinking Water

Among all age groups diarrhea diseases are known as a danger of drinking
contaminated water. The detailed split is as follows:
7 – 8 years: 21.2%
9 – 10 years: 11.8%
11 – 14 years: 12.9%
15 – 18 years: 31.0%
 Drinking Water

 Parasite diseases are rarely known among all age groups.

 7 – 8 years: 3.0%
 9 – 10 years: 0%
 11 – 14 years: 2.0%
 15 – 18 years: 4.0%
 All respondents were aware of other possible diseases in case of
drinking contaminated water.
 7 – 8 years: 87.9%
 9 – 10 years: 97.1%
 11 – 14 years: 96.0%
 15 – 18 years: 88.0%
 Drinking Water

 The majority of the respondents mentioned stomach-ache while

26.4% believe they get contaminated to other unknown diseases.
 Drinking Water

In order to clean their backyard 48% of the respondents

sweep it and wash with water hose. Another 31% just sweep
their backyard.
 Drinking Water

For watering their flowers and garden 51% of the

respondents use a water hose and 41% a watering can.
 Drinking Water

When Bami kids have doubts about the healthiness of drinking water
they act as follows:
7 to 8 years old
84.8% do not drink the water
12.1% boil the water
3.0% do other things (see next chart)
 Drinking Water

 9 to 10 years old
 79.4% do not drink the water
 19.1% boil the water
 1.5% do other things (see next chart)
 11 to 14 years old
 55.4% do not drink the water
 27.7% boil the water
 16.8% do other things (see next chart)
 15 to 18 years old
 55.0% do not drink the water
 30.0%boil the water
 15.0% do other things (see next chart)

The younger the kids are, the more they refuse drinking water when
they have doubts about it’s healthiness.
With growing age, they are less strict about not drinking that water
and they try to find a different way to make use of the water.
 Drinking Water

 Among other ways of handling a situation where the healthiness of

drinking water is not sure, by far 76% ignore the fact and drink the
water.
 This is common especially among youths between 15 and 18 years old.
 Drinking Water Sum Up

 The majority of the respondents are only careful to some extend,

when it comes to saving water
 Among age split the younger kids are more careful on saving water
 They think only by keeping the tab closed, when using water
personally can help to save water
 On the other hand they wash their backyards and water their
gardens with tab water
 Schools were the main way of learning ways to save water followed
by families
 When it comes to diseases the majority tend not to drink the water
or boil it
Aleppo Boil
Aleppo Boil

2% of the
respondents have
never heard
something about the
disease Aleppo Boil
before.

All respondents are

informed that it is not
possible to get infected
by food.
70% are informed that
they can get infected by
mosquito bite.
 Aleppo Boil

 The last chart showed that 17% of the respondents believe that there are
other ways of getting infected
 Out those the majority with 37.3% believes that contaminated water can be
a way of getting infected and 22% believe dust is an other way of
contamination to the disease
 Aleppo Boil

 Using mosquito nets and placing secure nets at doors and windows of their houses are
the most common ways of prevention in Bam
 Significantly older age groups also believe in other ways
Aleppo Boil
 Aleppo Boil

 25% of the respondents believe that not wearing low sleeve shirts
can help preventing the getting infected by Aleppo Boil
 14% believe that keeping everything clean is an other way of
prevention
 Aleppo Boil

Knowledge about
Aleppo Boil
gained through:
 Aleppo Boil

 Across all age groups it is agreed that the best way of learning about
prevention methods are schools
 At the second place they believe the family is another key factor in their
knowledge gaining
 Aleppo Boil

Reason why no actions for prevention

were taken are the following:
 Aleppo Boil

 More than 73% lack facilities such as nets to prevent getting contaminated
by the disease
 Aleppo Boil

 The majority with 97% tend to see a doctor in case of being

contaminated by the disease
 Aleppo Boil Sum UP

 They are all familiar with the Aleppo Boil disease

 Their knowledge on ways to get contaminated by the disease varies
 The majority knows that mosquito bites are the reason
 Lots of the respondents blame contaminated water
 Others believe that dust is the main reason
 Once again schools were the main source of learning about the
disease followed by families
 At the event of being infected by the disease the majority will see a
doctor
 They are aware of prevention methods
 Unfortunately not having facilities such as nets, is the main reason
of not fighting the disease
Garbage
 Garbage

 Most of respondents have not placed their garbage out on time during
the last week
 Garbage

 A few do agree on placing garbage outside at the defined time

 In most cases the garbage is not placed out on time
 Across the age groups older ones seem to be more careful on the timing
 Garbage
Respondents in all age groups think that the defined time for putting garbage out is either
between 6 to 9 or 21 to 00 hrs.
 Garbage

 As the previous chart shows most of the respondents think that the
collection time for garbage is either early in the morning or late at
night
 It is clear that Bam citizens are not aware of the garbage collection
timing of the municipality
 Comparing the previous charts on garbage there are two are
problems defined:
 Lack of awareness on garbage collection hours
 Infrequent timing of placing garbage outside
 Lack of responsibility on placing garbage on time
 Garbage

An other issue being faced is that 75% of the respondents do

not separate their garbage
 Garbage

 overall 86% of the respondents place their garbage in special bags

 Garbage

 Problem Area: The municipality does not collect garbage on

time
Garbage
Garbage
 Garbage Sum Up

 As the data shows there is huge misunderstandings among citizens

on collection timing
 They believe that the municipality does not collect the garbage on
time or frequently
 Also it seems that there is no defined places or containers per area
of the city were Bam citizens can place their garbage
 This issue leads into placing garbage all over the street
 As it shows the main problem is municipality organization on
garbage collection and cleaning the city
Teeth Health
 Teeth Health

Importance of Teeth Health Overall

 The majority does agree that teeth health is one of the most important
subjects in Bam today
 Teeth Health

 Younger kids aged between 7 to 10 years old give higher importance to

teeth health
 Overall importance of this issue is high
 Teeth Health

Frequency of Brushing Teeth Split by Age

 Teeth Health

 Overall most of the respondents brush their teeth at least once a

day
 Overall more than 36% of all respondents across all ages brush
their teeth twice a day
 Age 9 to 10 years old stand highest by 40% of respondents
brushing at least twice a day
 Age 15 to 18 years old seem to care less about brushing since 17%
of them do not brush their teeth frequently
 The data shows as age grows the importance of brushing
decreases significantly
 Teeth Health

 Schools are by far the largest learning pool across all ages with
family standing in second place and media as third
 A huge significant difference of 81% is noticed among 7 to 8 years
old on gaining knowledge in school
 Teeth Health

 Dental floss is not such a popular tool in Bam

Teeth Health
 Teeth Health

 Laziness and not caring are the two most important resons for not
brushing
This shows that families are not precise on this issue
 Teeth Health Sum UP

 In general teeth health is an important issue for Bami Kids

 Schools do push on this subject
 There is a huge inconsistency on this matter from families’ side
 As the kids grow the importance of teeth health drops among them
Public Toilets
 Public Toilets

 54% do not agree that there are clean toilet facilities in Bam verses
only 20% do agree on this point
 Public Toilets

 The majority by 80% has never cleaned public toilets before use
Public Toilets
 Public Toilets

 More than 60% suggest toilets should be flushed after use

 The data tells us that most of the population does not flush toilets after
use
 Public Toilets Sum Up

 The data shows that people do not care much about public toilets
cleanliness
 They use the facility as it is and do not tend to clean it before use
 After use they leave the facility without flushing
 In some cases they drop their garbage in public toilets
Media
 Media

 56% believe that ad campaigns help on increasing knowledge and

44% do not believe that ad campaigns were helpful
 Media

 TV with 44% is the best way of communication followed by billboards

with17% and schools with14%
 Media

 Channel 3 and 2 are the most preferred channels across all ages
followed by channel 1 and 5
 Channel 6 (Kerman) is not watched by our target group
 Media

 Movies, children programs and sports are the most watched programs
by far
 As the age increases their preference increases on movies and sports
programs
 Media

 The majority of the respondents watch TV after 8 PM

 On the second place a total of 55% of the respondents watch
TV during early hours of the day
 Media

 As the data shows across all ages they start watching TV at early hours
of morning and as the as the day passes the consumption decreases
 The consumption shifts are when we reach between 5 to 8 PM and it
lifts up hugely after 8
 Media

 Across all media we can see a high observation of ads

Media
Media
Media
Media
Media
Media
Media
Media
 Media

 Add Effects
 Note: except UNICEF there where other ads running on TV channels
with respect to the mentioned problems
 Overall ad campaigns had a huge impact on the society with respect to
increasing their awareness and knowledge
 Across all ages we see a high percentage of highly and fairly effecting
the society
 Media

 Note: we have noticed that UNICEF ads were not seen on TV

 Therefore the question has changed to overall informative ads and
programs with respect to each problem area
 Media

 Except teeth health other billboards were highly exposed to the

society
 Media

 Stickers were the most informative and knowledge gaining tools for
the respondents
 All stickers were observed above 70% except teeth health reaching
60%
 Media

 Except Aleppo Boil other posters were exposed by low frequency of

40% and below
 Media

 TV ads were a huge problem, because they were not observed by

the respondents
 As the data shows the respondents do not watch Channel 6
(Kerman)
 Resulting to not observing UNICEF TV ads
 Other media exposure was at high and fair level
 Teeth health across all observed media was way beyond the
average exposure
 Garbage posters were not distributed or observed as frequent as
others
 Media

 Ad Exposure
 Overall 55% of respondents believe that the frequency of the ads were
low or not enough
 45% believe that the frequency of ads was fair or enough to notice
 Media Sum Up

 The data tells us schools are an other way of communication to kids

 Stickers are the best way to remind children and families on issues
which they are facing
 Channel 2 and 3 are the most watched TV channels
 The main TV consumption hours are after 8 pm
 Most important: all respondents were exposed and effected highly
by the ads
 Except TV as a source of media campaign did send the message
across and raised people awareness
Finalizing
Finalizing
Finalizing
 Bam Qualitative Ad
Effectiveness Study 2007
 Background

 Darvaag International has launched an advertisement campaign on

issues which Bam citizens are facing
 The advertisement is concentrating on creating awareness on
health issues
 The objective of the campaign is to create awareness on Aleppo
Boil, garbage disposal, water usage and teeth health
 For this purpose Darvaag has approached Quest Consulting to
conduct an ad effectiveness study on the launched campaigns
 The following is the presentation of our findings
 Research Objective

 To evaluate the ad effectiveness and awareness created by the

campaign
 To measure the impact of Aleppo Boil advertisement
 To measure the impact of Garbage Disposal advertisement
 To measure the impact of Water Usage advertisement
 To measure the impact of Teeth Health advertisement
 To measure and compare, if the ads have been effective in the
society and have changed the behavior of people with respect to
the mentioned subjects
 To evaluate the ability of ads on communicating with Bami kids
 Research Design

 We have used
Mini-Group
methodology
in this research

Why Mini Group Discussions?

 To enable kids to take part in discussions in a friendly atmosphere by
using different specific techniques
 To explore the kids perceptions concerning the attitudes and awareness
of a society as a whole
 To offer an opportunity for kids to openly discuss common issues as
well as general awareness toward society difficulties and problems
 To generate different opinions
 Sample Size

Ad-Effectiveness
study

Boys Girls

7-8 9-10 11-14 15-18

Mini
Group
1 2 2 2

Total 7
 Lifestyle

 Kids are mostly living with their parents unless they have passed
away in the earthquake
 If so, they are living with close family members such as
 Grandparents, older brothers and sisters, uncles and aunts
 If all close family members have passed away kids live in orphan
housing
 Boys lifestyle:
 Boys spend most of their times either in the streets or at work
 They mostly spend their time roaming and hanging around on the
streets
 The common jobs (among 15-18 boys) are:
 Helping in shops
 Working jobs such as electronic shops and tile shops
 Younger boys tend to spend most of their time playing around on the
streets or playing sport games such as football
 Lifestyle

 Girls lifestyle:
 Due to security problems and society restrictions in bam society
girls mostly tend to stay at home
 Older girls aged between 14 to 18 daily routine is to help their
mother or guardian in daily house work
 On the other hand younger girls aged between 7 to 13 years old
play around on the street
 Riding bicycles and play computer games is popular among them
 Lifestyle
Boys Girls

 Watching TV  Watching TV
Younger kids (7-14)

 Playing football  Attending classes:

 Playing computer games
 Playing electronic games
 Attending classes:
 Quran, English language, and
swimming
 Riding bicycle
 Painting, computer, Quran, and
English language
 Playing computer games
 Riding bicycle (only among younger
one)

 Watching TV, VCDs

Older kids (15-18)

 Working in shops and stores  Watching TV

 Attending sport classes  Helping with house work
 Playing football on streets  Sleeping
 Watching football  Reading magazines & books
 Lifestyle

 Straight from horse mouth

“Since two years I’m
working with my
“We do not go out father during the
with our friends, we summer.”
only see each other Boy (15-18)
at school.”
Girl (15-18)

“We sleep until noon,

because we don’t have
anything to do just
“I live with my being at home.”
grandparents and in Girl (15-18)
summer I play with
the other grand
sons. ”
Boy (11-14)
“I’m learning electrical
work so I help my friend
in his work. ”
Boy(15-18)
 Lifestyle

 Television considered to be the main leisure among both genders

and across all age groups
 The most popular TV channels are:
 Channel 3
 Channel 2
 The next slide will show the different popular TV programs among
different age groups

 Preferred and most watched channels are channel 3 and 2

 Sport programs, miniseries and action movies are among
favorite programs for elder kids

“I like action movies:

Jacky Chan, Bruce
Lee…”
Boy (11-14)
 Lifestyle

Age 7 to 10 years old Age 11 to 18 year old

 The most preferred  The older age mostly
programs are kids prefers TV series such
programs such as: as:
 KOODAK VA NOWJAVAN  Javaher dar ghasr
 Tom & Jerry (Yangom)
 Amoo Poorang  Salhaye barfo banafshe
 Rangin Kaman  Ma chand nafar
 Fitile  Rahe bi payan
 Pezeshke dehkade

 The most favorite channels are first of all channel 3 and

secondly channel 2
Preferred and Memorable Ads
 Preferred Ads

 Dadash Siah (Traffic department), Mahmood (Gas company),

Tabarrok , Daroogar, Daity, and Dish Dish are the most favorite ads
among Bami kids
 Mahmood and Dash Siah are their favorite for the below reasons:
 Animation
 Funny “I’m waiting to know
 Series story line what will happen in
 Informative the next chapter to
 Close to reality Saeed”
 New
 Preferred Ads

 Tabarrok ads:  Other mentioned ads:

 Series  Musical
 Funny and comic  Funny
 New  Childish
 Uncommon idea (In this series  Draw
husband does the housework  Series (only for Daroogar)
and wife doesn't know
anything) this point also
motivates the humor
emotions
 Draw

It is obvious that all ads share two major factors which drive Bami
kids’ attention and trigger their emotions
 Preferred Ads

 All ads share the same below points:

Funny & Series &

Comic Continues

W
H W
Y H
Y

Because they lack happiness

Generates hope and continuity of
life
Memorable Campaign Ads
 Memorable Campaign Ads

 All ads where seen across all ages and both genders
 The interesting point was that when the question of media source
was raised, we came to understand that all ads where shown on
Kerman TV
 On the opposing side the preferred watched channels where
channel 3 and 2
 Therefore TV ads were not seen by the respondents
 On the other hand all ads placed on the billboards, posters and
stickers where observed
 Note: Kerman Channel is only watched by adults for news

Kerman TV channel is not watched by Bami kids, therefore no

TV commercials were watched by them
 Memorable Campaign Ads

 Straight from horse mouth

“I only try this channel,

when I can not find “Only my father
any thing interesting often watches news
on other channels.” on this cannels, but
nobody else in our
house.”
 Findings

The stickers are the most memorable source for Bami kids.
They even consider the posters and billboards
as the big and bigger stickers
 Findings

 Why stickers are the most memorable ads?

 Because the stickers create the below points for them:

Emotional
New Stuff
link

Connection
with their Self
parents or expression
guardians
 Findings

 Emotional link :
 Kids like stickers, because of their age. This is fun and a hobby for them
and also triggers their emotions
 New stuff:
 Collecting stickers and placing them on different places, have become a
new hobby for them.
 New relation with family:
 By sticking their stickers in their house, they feel they are helping to
inform their family. They are sharing a positive move towards their
survival.
 Self-expression:
 It makes them feel precious, because they bring some message for their
family from their schools. This is a new way for them to express
themselves
 Findings

“In some “We have one

places of the sticker about water
city there are wastage next to the
big pictures of tap and another
the stickers one about garbage
(billboards).” on the dustbin.”

“My sister
brought some
stickers home
and placed
them in different
places.”
Evaluation of Campaign Ads
Aleppo Boil
 Current Behavior Towards Aleppo Boil

 General awareness:
 Their level of knowledge towards Aleppo Boil is quite high due to many
speeches in schools
 What do they know?
 Aleppo Boil is a disease which causes a long lasting scars on the skins
 It is caused by tiny insects called Mosquito Khaki
 Dirty areas full of garbage or over dead water are the sources of this insect
 The activity time of this mosquito is at nights after sunset

“Do not call it Salak its

exact name is mosquito
khaki because it moves
close to the ground.
Our teacher said that.”
 Current Behavior Towards Aleppo Boil

 Their perception:
 They are not scared of being infected by Aleppo Boil

• The majority of the population were either bitten by this

Why? mosquito
• Or someone in their close relatives was bitten

 But They consider it as a serious concern and they think of preventing it

(specially in older age groups as 14-18 years old)

Why?  They understand that prevention is not impossible so why not

 Current Behavior Towards Aleppo Boil

 They are hopeful about defeating this disease

 They think the disease is decreasing day by day in Bam

“In the first year after the

earthquake Bam was full of
mosquito khaki, but now it has
really decreased and it will end
soon.”
 Current Behavior Towards Aleppo Boil

 Knowledge on prevention methods:

 Generally they use mosquito bands
 They mostly use insect nets
 They turn on the air condition during the night
 They use toxin materials and spray Polson

They consider spraying Polson

as a temporary prevention,
but not as a long-lasting measure
 Current Behavior Towards Aleppo Boil

 Their treatment methods:

 Injection
 Surgery
 If they are bitten by the mosquito, they use injections to cure
themselves
 In some occasions it’s necessary to undertake a surgery, they
believe injections will not be helpful, when they are repeated

Overall they tend to solve this problem

by preventing it and they see injections and
surgery as a last option
 Current Behavior Towards Aleppo Boil

 It is clear that this issue is very close to their daily lives so they tried
to learn as much as possible about this disease and its prevention
methods

 There have also been other methods to increase the awareness

towards Aleppo Boil prevention
 Current Behavior Towards Aleppo Boil

 The aforementioned efforts are the following:

 exhibition for Aleppo Boil which consists of :

 Showing citizens documentary movies about Aleppo Boil
 Presenting the prevention methods such as insect nets and mosquito bands
 Giving away brochures including information about curing Aleppo Boil and
advising to visit the general practitioner

“In the brochure was

mentioned that by seeing
any little sign of Aleppo Boil
we should see a doctor as
soon as possible.”
 Aleppo Boil Ad

 As mentioned previously TV commercials were not seen due to the

source of media used
 Therefore the following findings are based on stickers, posters and
billboards
 Aleppo Boil Ad

Stickers
 Where have they seen these stickers?

 Their teachers gave stickers to them (among 7-12 years)

 They have seen stickers in their own or relatives’ house
(among 13-18 years)
 Aleppo Boil Ad

 What did they do with the stickers?

7-8 years old 9-14 years old 15-18 years old

They use it on : They use it on :

 Notebooks  Windows They have seen it on
 Books  Walls  Walls
 Giving them to their  Commode  Doors
sisters and brothers  Refrigerator  Notebooks
 Room’s wall
 Tore it  Books  Refrigerators
(some people in very
low social classes)

 In general the majority of the respondents have the stickers in their houses.
 Some exceptions raised among very low social classes as they tore them.
 Aleppo Boil Ad

 Straight from the horse mouth

“I asked my mother to
place it on the refrigerator, “I have placed it on
because I’m not tall the glace in a way
enough.” that it is noticeable
from outside the
street.”
“Our teacher asked us
to place it on the
conex, we may check
it.” “As Aleppo Boil
comes from
windows, we placed
“My sister was exited about it on the windows.”
the stickers and she placed
them on the wall and the
windows.”
 Aleppo Boil Ad

 Why did they use stickers in these places?

 As mentioned before, they respondents have placed stickers in their

houses in places where they grab attention

Because :
Their teachers asked them to place the stickers
in these special areas

And
Why? It was in line with their age and
they perceived it as something cool
 Aleppo Boil Ad

Findings

 Bami kids care for their teachers’ recommendations

 Their teachers advise is valid and respected by them

 Aleppo Boil Ad

Billboards
 Where have they seen these billboards?

 In the city on some square

 Near the Shahid Andarzgoo School (It’s picture changes every now and
then)
 Aleppo Boil Ad

 Straight from the horse mouth

“Before Norooz, they have

placed this billboard there
in the Azadi square and
it’s there till now. We all
have seen it so many
times.”

“I have seen it near the

Andarzgoo school, but it is
changing all the time.”
 Aleppo Boil Ad

Posters
 Where have they seen this poster?

 At school
 Hygiene center

Health Center is a place that they

are frequenting
They have seen all the Unicef posters
there so many times
They trust this place and they go
there sometimes to get an injection
 Aleppo Boil Ad

 Top of the mind

 The most common remembered thing is the following:

 It is a elliptical shape stickers

 With a funny and cool boy
 The boy looks like a frog in front of an insect net
 There is a mosquito khaki which is funny and his eyes are not the
same
 There is an insect net between the boy and the mosquito
 Bam is my city, your city, our city
 Aleppo Boil Ad

 Main message grabbed

 There is an insect net between boy and mosquito khaki

 We can prevent Aleppo Boil by using insect nets
 Aleppo Boil Ad

 Attraction hook

 To 7-12 year old kids it’s more interesting than to the other age groups.
Their points of interest are:
 Aleppo Boil’s face, they find it so funny and also somehow naughty
 The boy’s face which is like a doll
 This is funny

 For the 13-18 year old, they find it childish, but they think the idea of
giving kids stickers about Aleppo Boil is interesting
 Ad-Effectiveness

 Message conveyed by three type of ads:

 To prevent Aleppo Boil we can use insect nets

 Current behavior:
 They have stickers in their houses
 They use insect nets to prevent Aleppo Boil
 Sum Up

 The findings of this research show that:

 The respondents like funny ads

 They like the face of the boy & the mosquito
 They had understood the main message of the ad and started to
prevent
 People have become more hopeful about life
Garbage
 Current Behavior Towards Garbage

 Main Issues:
 The garbage and dirtiness issues are spontaneously recalled as an
important concern among Bami kids

Who is responsible?
Municipality
Why?

 There is no defined time for garbage collection

 They do not collect garbage from the streets
 Lack of public dustbins
 Irregular time for collection
Current Behavior Towards Garbage

Who else is responsible?

Shopkeepers

Why?

Shopkeepers are throwing garbage in the brooks

Butchers and chicken sellers

throw their garbage on the street.
It’s so smelly and awful.
 Current Behavior Towards Garbage

 Straight from the horse mouth about garbage

“If the sweepers do not

“They come in collect the garbage, my
the early family burns them or carries
morning, but them in bags and throws
we put the them in the river.”
garbage out at
night.”
“We put the garbage
out in plastic bags
“Grocery and tie it, but it
shopkeepers are remains there so long
those people who and cats and dogs
make the city dirty.” tear it.”
 Current Behavior Towards Garbage

 Findings
 The main problems for Bami citizens on the garbage issue are
Shopkeepers and Municipality
 Garbage collection timing and loose animals in the city result in torn
garbage bags and spilling of dirt around the city
 On the other hand, shopkeepers spread by throwing their garbage out in
the brook the dirt widely across the city
 Current Behavior Towards Garbage

 Behavior and solution:

 They throw their garbage far away from their house
 They burn their garbage
 The minority seals the garbage in plastic bags, but cats and dogs tear it

 The majority of Bami people do not use plastic bags. They don’t
consider using plastic bags as a solution to make Bam clean, because it
remains there so long that it gets torn by the animals

“We put the garbage in

wheelbarrows and place it
somewhere far away from where
we live.”
 Garbage Ad

 As previously mentioned TV commercials were not seen due to

source of media used
 Therefore our following findings are based on stickers, posters and
billboards

Note: They have only seen the phase 2 billboards,

stickers and posters
 Garbage Ad

Stickers
 Where have they seen sticker?

 Their teachers gave the stickers to them (among 7-12 years)

 They have seen the stickers in their houses or relatives’ houses
(among 13-18 years)
 Garbage Ad
 What did they do with the stickers?

7-8 years old 9-14 years old 15-18 years old

They use it on :
 Notebooks They use it on : They have seen it on
 Books  Dustbins
 Giving to their sisters  commode  Notebook
and brothers  Refrigerator  Dustbin
 Dustbin  Books
 Tore it
(some people in very
low social classes)

Younger kids prefer to use the stickers at

first on their notebooks and books
Remaining stickers are used on other places
 Garbage Ad

 Why did they use stickers in these places?

 As mentioned previously they have placed stickers in their houses

where it grabs attention

Because :
Their teachers asked them to place the stickers
in these special areas
Why?
And
It was in line with their age and
they perceived it as something cool
 Garbage Ad

Billboards
 Where have they seen the billboards?

 Rahnamayi Square
 Near the Shahid Andarzgoo School (Its picture changes every time and
then)
 Garbage Ad

Posters
 Where have they seen the posters?

 At school
 Health Center
 Garbage Ad

 Top of the mind

 The cute boy

 A garbage bag with a tied plastic in it
 The yellow color
 “Tied pocket”
 Garbage Ad
 Straight from the horse mouth
“Around the square there
is a big picture of a
dustbin, which says :
Please tie the plastic bag
and place it in the
dustbin, put it outside.”
“It was a funny sticker
with a cute frog who was
sitting beside the
dustbin and it meant do
not throw garbage out
and use plastic bags.”
“It was a cute yellow
sticker which said: Do
not throw garbage out on
the streets to have a
beautiful city.”
“It was a picture of a
boy with a dustbin next
to him and it wanted to
say that we should put
our garbage in plastic
bags.”
 Garbage Ad

 Main message grabbed

 We should use the plastic bags

 Garbage Ad

 Attraction hook

 Cute and funny boy

 Form of eyes
 Bam, my city, your city, our city

Funny and cartoonish pictures are very attractive for them

 Impact

 Overall their perceptions towards the garbage issue in Bam has not
changed
 They understood the point that they should use garbage bags, but
they think that it doesn’t make a difference whether they use bags or
not
 The kids have become sensitive about this issue (using garbage
bags)
 Most of the Bami people use garbage bags
 The majority of Bami people place their garbage far away from their
own houses

They believe garbage bags are not the solution to

this problem, because of the inconsistency of the
garbage collection by the municipality
 Sum Up

 The main message was conveyed by the population

 The problem is not garbage bags, but collection of garbage by the
municipality
 Shopkeepers increase the dirtiness of the city
Water Wastage
 Current Behavior Towards Water
Wastage

 Behavior:
 Because of water being for free, they are not careful with its usage
 They use the tab water for watering their plants or washing their
backyards on daily basis

Why?

Water is for free

Water is not limited
 Current Behavior Towards Water
wastage
 Straight from the horse mouth
“These ads make no
difference in over life, as
long as water is free no one
cares about its usage”(15-18)
“In summer we use to
play with water with our
friends in the yard.”
“When there is water
cut off we are sensitive
about water wastage,
because we use water
from the tank, but in the
remaining time we don’t
care about water
wastage.”
“Water is for free, it
means there is so
much of it.”
 Water Wastage Ad

 As previously mentioned TV commercials were not seen due to the

source of media used
 Therefore our following findings are based on stickers, posters and
billboards

Until now they have only

seen the phase two stickers
and billboards
 Water Wastage Ad

Stickers
 Where have they seen the stickers?

 Their teachers gave the stickers to them (among 7-12 years)

 They have seen the stickers in their houses or relatives’ houses
among 13-18 years)
 Water Wastage Ad

 What did they do with the stickers?

7-8 years old 9-14 years old 15-18 years old

They use it on : They use it on : They have seen it on:

 Notebooks
 Books  Water tap  Notebook
 Giving to their sisters  Commode  Water tap
and brothers
 Water tap
 Refrigerator
 Tore it  Books
(some people in very
low social classes)
 Water Wastage Ad

 Why did they use the stickers in these places?

 As mentioned before they have placed the sticker in their houses where
it grabs attention

Because :
Their teachers asked them to place the stickers
in these special areas
Why?
And
It was in line with their age and
they perceived it as something cool
 Water Wastage Ad

Billboards
 Where have they seen the billboards?

 Azadi Square
 Hefdah-e-shahrivar Square
 Near the Shahid Andarzgoo School (Its picture changes every now and
then)
 Near the Governorship
 Water Wastage Ad

Posters
 Where have they seen the posters?

 At school
 In the bank
 Health Center
 Water Wastage Ad

 Top of the mind

 A boy with a glass in his hand

 Water tap
 Note: “Masrafe Behine Ab”
 Water Wastage Ad
 Straight from the horse mouth
“I have seen a poster
with the picture of a
frog beside a tap. It
was written on it:
Don’t waste water.”
“On the stickers is
written: Taravat
bakhshidan be zendegi
ba masrafe behineye
ab.”
“Around Azadi
Square there is a
picture of a boy with
funny eyes who is
purring water in a
glass and it is
because of water
wastage.”
“There was someone with
a glass in his hand
standing next to a water
tap. This wanted to tell us
that we should not waste
water.”
 Water Wastage Ad

 Main message grabbed

 Do not waste water

 Attraction hook

 The cute boy

 Bam, my city, your city, our city
 Impact

 Mentally:
 Overall their perceptions towards the water wastage issue in bam has
not changed
 They know that water wastage is not good, but they don’t consider it as
a serious issue and they don’t believe that water is limited

 Behavior:
 They are wasting water
 Children waste water in:
 Playing with it
 When washing their hands and face they leave the water tap on for long
 When brushing their teeth they leave the water tap on for long
 Parents:
 Watering gardens and palms
 Washing backyards
 Sum Up

 Although they obviously got the main massage of the ad, they still
waste water

 They imagine that water is not limited

 They mentioned “Drinking Water” as one of the important matters of

Bam, but they never pay attention to suitable ways of consuming
water

Water being for free has made them not to be careful on

its consumption
Brushing Teeth
 Current Behavior Towards Brushing
Teeth

 They do not brush their teeth regularly

 They brush their teeth almost once a week
 They do not pay much attention to teeth and personal health

 Because of its high expenses, they do not visit the dentist unless
they have toothache
 Brushing Teeth Ad

 Memorable ad about Brushing teeth

 In all groups nobody remembers any ads about brushing teeth

 Recommendations & Conclusions

 Aleppo Boil
 It is a series problem for them
 They have learned ways of preventing the disease
 The have conveyed the ad message
 Garbage
 The main issue is irregular timing of garbage collection
 Animals spread waste across the streets
 Shopkeepers add to the problem by spreading their shop waste on the
streets and brooks
 The ad message was conveyed by the vast population, but they do not
see garbage bags solving their problems
 But frequent and scheduled timings of waste collection can help solving
the problem
 Recommendations & Conclusions

 Water
 All ads were seen by the respondents
 The message was understood, but not conveyed by them
 The reason is that as long as the water is for free they are not careful on
its consumption
 The main message which needs to be communicated to them is that
water is limited and that it’s expensive to have clean water
 Adults do not help on solving the problem by wasting water on watering
palms, washing backyards and watering their gardens
 Also parents let their kids play with drinking water by spilling it on each
other during summer time
 Recommendations & Conclusions

 Teeth health
 It is a cultural problem
 No one has seen the ads
 The message needs to be communicated to adults first then to the
children
 They do not see any dangers of mouth health and diseases which they
can get by not being careful and hygienic
 Recommendations & Conclusions

 Media
 Best ways to communicate with children is through schools and from
teachers’ mouth
 Kerman TV is not watched by children therefore it’s not the best source
of media to communicate with youngsters
 Stickers have been a very successful way to communicate with children,
because they feel that it’s cool and they can teach something to their
parents by placing them in different places of the house
 Documentaries and movies about problems can help them to
understand the dangers they are facing better than any other source
Glance To Our Last Year
Findings
 Aleppo boil Last Year Finding

 The respondents’ level of knowledge towards Aleppo Boil is fairly

high due to many speeches in schools

 “We all know about Aleppo Boil, our teacher has told us a lot!”

 We also found that Aleppo Boil was not a big concern among them
as the majority of the population has either been bitten by this
mosquito or their close relatives have been bitten

 They were not much afraid of this disease

 They perceived that Aleppo Boil scars only remain for a year –
within this one year no more Aleppo boil mosquito would bite you –
therefore being bitten once was also considered as a prevention
method!
 Aleppo boil Last Year Finding

 The prevention methods recalled are:

 Toxin – mostly disregarded due to weak execution
 “They even put Toxin on our foods and sugars!”
 Insect nets
 Being bitten once
 Injection and ointment as a cure

In general, the respondents mainly intend to learn more about cure

instead of prevention
 Garbage Last Year Finding

 The respondents rarely consider themselves as responsible for this

problem – therefore less efforts are being made to find a solution

 They main point the finger at the municipality for its irresponsibility in
cleaning the city
 Collecting the garbage only 2 to 3 times a month
 Throwing the remaining garbage in the brooks
 No public dustbins available

 Besides the above, some villagers are also perceived as important

factor in polluting the city
 Not using garbage bags- maybe due to their tightfistedness
 Throwing garbage in the brooks and streets

 Shopkeepers are also recalled due to throwing garbage in the

brooks
 Water Usage Last Year Findings

 As water is free of charge in this city, some water wastages are

misunderstood with water necessary usage such as:
 Daily cleaning out the soil and dirt from their gardens and yards
 Watering the palms and gardens
 Pouring water on cement to harden it
 Washing the car

General awareness towards water wastage is low – therefore more

education is required to inform Bami people about the probability of
water cutoff due to it’s finishing and make them believe that water is
limited
OVERALL COMPARISON

Comparing last year’s issues and the changes

happened during the past year
 Aleppo Boil

 The awareness has increased with respect to the subjects

 People are looking on ways of prevention
 People do understand that using mosquito nets and secure nets on
the entrance and windows can help them prevent getting infected by
this disease
 Therefore we can see that they are practicing ways of prevention
 Also other methods such as keeping clean and staying away from
contaminated water areas and not playing in dust is being practiced
across all age groups
 Media and schools had huge effect on informing them on prevention
methods
 Garbage

 This issue still remains unsolved in today's Bam

 The majority blame the municipality for:
 Not cleaning the streets
 Not collecting garbage frequently
 Not having allocate places for garbage disposal
 Shopkeepers are still one of the major factors on making the streets
dirty
 In our opinion ad campaigns have achieved its objective
 People dispose their garbage in bags
 People place garbage in front of their house
 People believe by helping the municipality they can help keeping
Bam a clean city
 Water

 The water issue is not solved because:

 People still think water is not limited
 Water is for free
 With regards to media, all respondents and citizens have received
the message of not wasting water
 But the fact of water being for free does not help the situation
 An other factor is still questionable for the people: How to water their
palms, if not using the tab water

Stopping free water will solve the issue of carefulness in water

usage
 Teeth Health

 This issue is not massively resolved for Bami citizens

 Schools have been a positive tool to create the awareness
 In result we see that younger kids tend to brush frequently
 On the contrary as they grow up they tend to forget about the
importance of brushing
 The media coverage was very low on this case compared to other
cases
 The family not being consistent towards this matter and not giving
much importance followed by kids laziness, has clipped hands
together for this issue not to be resolved
 Increase the adults’ awareness will help to increase their kids’
awareness. Showing dangers they can face can help in this
situation
 Also reducing the doctor fees can help frequent visits and dental
checkups
Thank You!