The real view from parents on election campaigns
Submitted by Gillian Daines on Thu, 06/05/2010 - 16:28
With policies around supporting families high on all three main parties’ agendas, we wanted to know what one the key target audiences for campaigning – mums – thought about the election campaigns. We worked with MumPanel to survey 120 mums from across the UK from different socioeconomic backgrounds to find out what they thought:
- 85% agreed that they are going to vote
- 77% want to see a new government elected
- 50% said that they are interested in the election but that it’s not a priority
- 52% have an idea of the three main party manifestos
- 59% said that they don’t discuss the election with other mums
- When asked about the key educational policies of the three main parties 70% agreed that their priority policy would be to cut class size, while 68% wanted to see expansion of Sure Start and free nursery places
- 62% agreed that the party elected will make a significant difference for to the future of their families
When probed further, mums commented:
“I find that the media have turned it into a circus and now very confusing”
“The whole election thing is totally unfair. Nobody ever voted Gordon Brown to be PM, a party can lead the country and still be against the majority of voters. It's a very silly system.”
“It all focuses on the rich or the poor. Those in the middle who work hard but are not rich appear to miss out in every way. There is nothing in the election for us.”
“It still isn’t clear what each party is saying - there should be a bullet point information booklet sent to every household detailing a summary of each manifesto.”
MumPanel is run by mums and is made up of thousands of mums throughout the UK. They work within a network of mums providing meaningful insight, targeting recommendations, new ideas and solutions, and can devise and communicate brand messages.
Forster is an ethical marketing agency that understands the issues and cultures that drive change. Social marketing, PR, advocacy and design expertise comes with real knowledge of social and environmental issues and specialist insights into audiences who are influential or difficult to reach to find out more contact info@forster.co.uk
Well in my own perspective, I can say that women are much more concern about electing the right and deserving government official. Why is it so? Simply because mommies are the very first person getting much affected everytime we experience crisis. They are the one who budget everything at home. Every mother should of course wants a better change for her family.