Peace Direct is an international charity dedicated to peacebuilding, working with local people to build lasting peace in their communities.
They believe that people affected by violent conflict should have the power and resources they need to build peace. Peace Direct was interested in understanding public awareness of its brand and cause, as well as perceptions and attitudes towards peacebuilding.
Methodology
We conducted an online survey with 1,000 respondents from across the UK, ensuring a nationally representative sample in terms of gender, age, and region.
The research had several key goals:
- To assess the charity’s brand awareness and test the effectiveness of their messaging.
- To gauge public understanding of and support for locally led peacebuilding initiatives.
- To explore perceptions of who is responsible for peace efforts and attitudes towards the term ‘decolonisation,’ including the emotions it evokes.
Overview
The research highlighted key challenges and opportunities for Peace Direct in their mission. We found strong potential for support for the work they are doing, with a need for more awareness of the charity.
Demographic differences were shown across several areas, including perspectives on who holds power in peace efforts, and views on decolonisation. Additionally, donation behaviours and motivations differed across demographics, emphasising the need for tailored fundraising strategies.
Results offer valuable insight into the general public’s knowledge around the topic. Allowing for improved public engagement efforts to strengthen support and enhance the impact of locally led peacebuilding.