2005 Real Choice Marketing Campaign Wave #2: Awareness Study Presented by Crowell Advertising June 2005

2 Overview Telephone survey conducted by Survey USA. 500 people surveyed. Main purpose was to gauge changes in awareness for Ucare and 211 services after the first flight of advertising and PR.

3 Wave #2: Survey Respondents by Gender

4 Wave #2: Survey Respondents by Age

5 Wave #2 Survey Respondents by Work Status

6 Do you have an aging, ill, disabled, or mentally ill adult family member or friend who you care for on a regular basis?

7 Have you ever heard of, or seen advertising for Ucare?

8 What services does Ucare provide?

9 Have you ever conducted research for available services related to an aging, ill, disabled, or mentally ill adult family member or friend?

10 What resources did you use for your research (select all that apply)?

11 Would you say the information you received was:

12 In the future, if you had to find information on how to care for an aging, ill, disabled, or mentally ill adult family member or friend where would you look for information?

13 211: Number of Calls as a Result of TV or Radio

14 211: Percentage of Calls for Caregivers

15 211: Increased Calls by County Counties experiencing significant increase in caregiving inquiries – Carbon – Davis – Duschesne – Kane – Morgan – Salt Lake – Wasatch – Weber

16 Summary of Research Awareness for Ucare increased – 17% recalled seeing the ads – Most importantly  50% increase in understanding of what Ucare is  73.5% decrease in “don’t know” what Ucare is The nutty thing about 211 – Using 211 as a resource only rose 4%  211 calls has “skyrocketed”  7,000 caregiver related calls to-date to 211