Tracking and Monitoring of Awareness, Attitude, Behaviour and Influence
Under Freedom of Information some of the information relating to Tracking Research
for each campaign cannot be released. The Freedom of Information Act 2000 provides for information to
be exempt from disclosure in certain circumstances. The Tracking Research which relates directly to
current advertising campaigns falls within the terms of the exemption under section
22 (1) (a), which relates to information intended for future publication, section 43 (1) which relates
to Trade secrets and section 43 (3) which relates to prejudice to commercial interests.
In considering the public interest, the Department has concluded that
to publish tracking research which is incomplete would be inappropriate and could prove misleading.
Therefore complete tracking research will only become available when a campaign has reached the end
of its lifespan.
Research will be carried out immediately after the completion of the initial TV
burst of 'Just One' in January 2006. Whilst we are not permitted to present full tracking research
on the effectiveness of our current campaigns we will provide a summary of the key findings when they
become available.
Further research will be commissioned on an annual basis
to track continued effectiveness of the campaign and its success in reaching the target audience.