SPA gets its Red Nose on

In the run up to Comic Relief's Red Nose Day on March 18th, SPA Future Thinking will be tracking engagement and recall of the charity's advertising campaign among members of the public and fundraisers.

Online diaries are the core of the research with 36 people in Birmingham, Manchester and London noting all mentions of Red Nose Day they come across. Participants will also be asked to write a weekly blog on what they've seen and how it has impacted their behaviour.

Focus groups with the diarists will take place in the first week immediately following Red Nose Day, to give researchers more access to how the campaign changed the participants fundraising activity.

Before the qualitative element there will be a quantitative online survey which will aim at collecting 1,000 responses to the Red Nose website, and an email survey for fundraisers.

Alison Cowan, Head of Marketing at Comic Relief, said: 'The qualitative element enables us to tweak our campaign in real time. The overall findings, including quantitative work, will inform the campaign we're putting together for Sport Relief 2012, and of course Red Nose Day 2013.'

Charlotte Butterworth, Group MD at SPA Future Thinking, said: 'The objective is to research the success of Comic Relief's marketing and messaging in inspiring people to 'Do Something Funny for Money' and get involved throughout the campaign.'

Web sites: www.rednoseday.com and www.spafuturethinking.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.