Brief 2: Born Free Primary Research

Before embarking on actual campaign designs, I wanted to find out exactly what Born Free would need to tell their audience in order to get them active about the Foundation.

I carried out a short questionnaire to find out how much the public actually know about the Foundation, it's mission statement and how it is trying to eliminate the idea of caging animals.
I asked 18 people in order to work this out:

The results informed me that a majority of the people questioned do not know the Foundation, and therefore do not know their plan. Because of this few people knew about the problems associated with the extinction of endangered species.

However, I did find that many people expressed interest in getting involved with the Foundation, through donations or otherwise, but haven't previously as they hadn't heard of it.

This informed me of how to grab the attention of the audience, potentially initially hitting them with shocking or upsetting facts, as the initial question in this questionnaire is what got people expressing interests in the Foundation.