West Midlands Hub Awareness Study 2014 Prepared by Market Research March 2014

Background This study had been undertaken prior to the launch of the West Midlands Hub in early April 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 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 12 th. 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.

Profile, Awareness and Behaviour

Survey Profile – Age and Gender % Base: 1005 respondents

Survey Profile – Local Authority % : Base: 1005 respondents

Awareness of The Children’s Society % 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 % 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 % Q What are your top 5 children’s charities (Spontaneous) Base: 1005 respondents

Spontaneous awareness of charities % 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 %

A West Midlands Charity Q: Do what extent do you consider The Children’s Society a West Midlands Charity? Base: All Respondents 1005 %

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 %

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 %

Activities undertaken for The Children’s Society %

Media launch attitudinal questions

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 %

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 %

Thinking of poverty in the West Midlands, which of these do you most agree with? Base: All Respondents 1005 %

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 %