§ Mr. GreenTo ask the Secretary of State for the Environment, Transport and the Regions how he plans to measure the success of the 'Are You Doing Your Bit' campaign; and if he will make a statement. [137396]
§ Mr. MeacherBoth quantitative and qualitative research, looking at awareness, motivation and actions by individuals, have been commissioned to measure the campaign's impact and inform the campaign's strategic approach.
Monthly tracking research, in particular, helps us to measure public reaction carefully. Recent findings have been very encouraging and demonstrate that the campaign is raising public awareness of environmental actions with attitudes and actions becoming more positive:
nine out of 10 people recognise the campaign;seven out of 10 said that the advertising made them think they should be doing their bit; andintentions to act are being converted into action with over seven out of 10 saying they have started or increased the frequency of campaign actions in the last 12 months.In addition to data from the more formal research activities outlined above, the campaign has also generated many successful partnerships with commercial organisations, with campaigners in similar fields, and with many local authorities. Feedback from these has been overwhelmingly positive, and the Government's commitment and approach are welcomed.