Case Study - Noise campaign

Live and let live campaign poster

An ENCAMS campaign encouraging people to solve noise issues by speaking to their neighbours was run in the summer of 2006. Research prior to the campaign showed that most noise sufferers are resigned victims, while most noise makers are unaware of the distress they cause.

The campaign’s website www.noiseconcern.org was a new public information tool dedicated to the issue of neighbour noise, addressing all levels of noise suffering but stressing the importance of tackling the problem during the early stages.

In 2004, Defra commissioned ENCAMS to research neighbour noise nuisance and to run the first ever national campaign on the issue. A successful pilot campaign on noise in 2003 in Stoke-on-Trent and Leeds informed the national campaign.

Noisy neighbours

Noise Concern focused on the problems associated with noisy neighbours such as music, parties, barking dogs, arguing, shouting, children playing and noise caused from poorly insulated properties.

The campaign came at the height of summer when noise levels rose through outdoor activities and many windows and doors were left open. Extensive market research undertaken in 2005 revealed that over one-third of people in England admitted to being a noisy neighbour.

‘Resigned victims’

It was clear from research findings in 2005 that there was a group of noise sufferers who wanted to do something about their problem but had no relationship with their neighbour and did not know how to approach the situation. Statistics (see below) showed that most residents belonged to the group ‘Resigned Victim’, feeling that their problem was out of their control and their personality allowed the situation to get on top of them.

They put off using official means fearing that they would not then be able to sell their houses. This group welcomed ideas that would inform everyone that noise was an issue – hoping the perpetrators may realise the error of their ways. They were waiting for a system to be put into place and to act on their side.

NOISE SUFFERERS

Different segments of noise sufferers

Different segments of noise makers

Perhaps somewhat surprisingly, the noise makers most distressing their neighbours were a group of people that the researchers chose to call ‘Live and Let Live’. This group predominantly consisted of young women belonging to a group appearing not to understand the level of distress their noise was causing. Paradoxically the are not troublesome on a general level, but have a good relationship with their neighbours. They usually live near other young people or families with teenagers or younger children.

The second largest group turned out to be the 'What Can I Do?' segment (27 per cent)
These noise makers usually have dogs who bark a lot, young kids who play near the house or teenagers who like loud music. They don’t enjoy the noise themselves, but can’t see how they can stop it. The third largest segment was the 'Just Having Fun' segment (19 per cent) consisting of young singles or couples who like parties, music and socialising at home.

The smallest segments were 'Tit 4 Tat' (5 per cent) and 'I’ve Got a Right' (5 per cent). The 'Tit 4 Tat' segment is people of any age groups making noise because they think their neighbour is noisy. The noise is sometimes used as a weapon in long standing disputes over other issues. People belonging to the 'I’ve Got a Right' group prioritise their right to make a noise over their neighbour’s right to a quiet life. Their behaviour is extreme and described as ‘neighbours from hell’ for revving cars and motorbikes and doing DIY at all hours.

NOISE MAKERS

Targeting the noise makers

It was initially thought that the campaign would have the biggest impact targeting the noise maker, however the research findings revealed that noise makers showed very little guilt and could easily excuse their behaviour.

So the most likely segment to change their behaviour was the ‘Don’t Want A Drama’ segment of noise sufferers. It was decided that the campaign would target this group with a secondary message aimed at the Live and Let Live noise maker.

‘Live and let live’ segment

With an indirect message it was decided that the noise maker, and in particular the Live and Let Live segment should be targeted because they are very aware that they are making a noise but are not as aware of the problem that this is causing. They are also the group that believes they have the best relationship with their neighbours.

Luckily they are the most likely group to make a significant effort to reduce their noise if they only understood the impact it was having. The following campaign posters were used during the campaign, particularly targeting the Live and Let Live group:

campaign poster

campaign poster

Radio and outdoor advertising promoting the website ran for three weeks in July and August 2006. A broad range of national media picked up on the campaign. Posters were also distributed to doctors, dentists, Citizen Advice Bureaux and housing associations.

A dedicated hotline was also set up during the campaign period to deal with any queries from the public and an accompanying leaflet ‘Bothered by Noise’ was produced by Defra which was available to order.

General results from the campaign

The results showed that 8,484 unique users visited the Noise Concern website during July and August 2006. Visitors to noiseconcern.org were encouraged to fill in a questionnaire honestly about how considerate they themselves were as a neighbour and were also given handy hints on how to improve their relationship with the residents next door and reduce noise in their homes.

The most popular pages included information on approaching a neighbour and using mediation services for noise sufferers, as well as the ‘Are you a considerate neighbour?’ quiz for noise makers. A total of 4,515 Defra ‘Bothered by Noise’ leaflets were sent out to members of the public during the campaign period.

Attitude and awareness questionnaires with members of the public revealed that when unprompted 17 per cent of respondents were aware of the campaign and after being shown the advertising 47 per cent of respondents said it would encourage them to discuss the problem with their neighbour. Following promotion on noiseconcern.org and in the ‘Bothered by Noise?’ leaflet, hits to the noise section of the Defra website increased by 22 per cent in July 2006.

Noise Concern helpline results

The Noise Concern helpline was run by the Noise Abatement Society and received 195 phone calls. Callers’ most common complaint was about music and parties (24 per cent). Eleven per cent of callers wanted to find out more about the Noise Concern campaign. The most common age group of callers was 31–40, and more men called the helpline than women. Forty-six per cent of callers were from either the South East or London, with most callers telephoning the helpline on a Monday (29 per cent).

Noise Concern was delivered in consultation with Defra (Department for Environment, Food and Rural Affairs), the Noise Abatement Society, UK Noise Association, National Society for Clean Air, Mediation UK and the Chartered Institute of Environmental Health Officers.

For more information, please see www.noiseconcern.org and www.encams.org