Public-interest Campaign Engagement
公益广告参与行为研究

Hi there! We are postgraduate students at the University of Bristol, researching how people engage with public-interest campaigns (such as animal rescue, environmental, and health awareness campaigns).

This survey will take approximately 5–8 minutes. All responses are anonymous and will only be used for academic research. Your perspective is very valuable to us.

Thank you for your time!

你好！我们是布里斯托大学的学生，正在研究人们如何看待和参与公益广告（如动物救助、环保、健康宣传等）。

本问卷大约需要 5-8分钟，所有回答匿名，数据仅用于学术研究。你的看法对我们非常重要。

感谢你的时间！
Part 1: How You Usually See Charity & Public-Interest Ads
第一部分：你平时怎么看公益广告
*
1.
How often do you come across charity or public-interest ads in your daily life? (e.g. animal rescue, environmental campaigns, health awareness)
你在日常生活中多久会看到一次公益广告？（如动物救助、环保、健康筛查等）
Every day 每天都会看到
A few times a week 每周几次
A few times a month 每月几次
Rarely 很少看到
I hardly ever notice them 几乎没注意过
*
2.
When you see a charity or public-interest ad, what is your typical reaction?
当你看到公益广告时，你通常的反应是什么？
I stop and pay attention to it 会认真看一下内容
I glance at it and scroll past 扫一眼就划走
I skip or ignore it immediately 直接跳过/忽略
It depends on the ad 视情况而定（请说明：______）
*
3.
What would most likely make you stop and pay attention to a charity ad? (Choose 1–2)
以下哪种情况最让你愿意停下来看一个公益广告？（可选1-2项）
【最多选择2项】
It tells a real, personal story 广告讲述了一个真实的故事
It provides specific facts or data 广告提供了具体的数据或事实
It feels relevant to my life or my local community 广告与我的生活或所在社区相关
It uses creative, fun, or unexpected storytelling 广告用了有趣或创意的方式表达
It invites me to interact (e.g. vote, make a choice) 广告让我可以参与互动（如投票、选择）
*
4.
In the past year, have you ever taken action after seeing a charity or public-interest ad? (e.g. donated, shared, signed up to volunteer)
在过去一年里，你是否曾经因为看到一个公益广告而采取过行动？（如捐款、转发、报名志愿等）
Yes, several times 是的，多次
Yes, once or twice 是的，一两次
Never 从来没有
Not sure 不太确定
Part 2: Participation
第二部分：参与性
*
5.
When you see a charity ad but don't take action, what is the main reason? (Choose 1–2)
当你看到一个公益广告但 没有采取行动 时，最主要的原因是什么？（可选1-2项）
【最多选择2项】
I'm not interested in the cause itself 我对这个议题本身不感兴趣
It only asks for money, but I don't have spare cash right now 它只让我捐款，但我暂时没有余钱
It asks for too much time, and I'm busy 它要求我花很多时间，但我很忙
I don't know what else I could do besides donating 我不知道除了捐款还能做什么
I feel like my individual participation won't make a difference 我觉得我的个人参与不会产生什么影响
I don't trust the organisation or the ad's authenticity 我不信任这个组织或广告的真实性
Other：____ 其他：______
*
6.
Have you ever come across a cause you cared about, but weren't sure what you could actually do to help?
你是否曾经遇到过一个公益活动，你很想参与，但你不确定自己能做什么？
Often 经常
Occasionally 偶尔
Rarely 很少
Never 从未
Part 3: What You're Willing to Contribute (and How)
第三部分：你愿意贡献什么（方式）
*
7.
If you were to support a cause, please rank the following four ways of contributing in order of your preference (1 = most willing, 4 = least willing):
如果参与一个公益活动，以下四种方式，请按你的个人偏好排序（1=最愿意，4=最不愿意）：
【排序题】
  • Donating money 捐款（金钱）
  • Spending time as a volunteer (in-person or online) 花时间做志愿或线下活动（时间）
  • Sharing or reposting information on social media 在社交媒体上转发或分享信息（社交传播）
  • Taking part in a local community action or event 参与本地的社区行动或活动（本地参与）
*
8.
Which of the following "low‑threshold" actions most appeals to you? (Choose 1–2)
以下哪种“低门槛”参与方式最吸引你？（可选1-2项）
【最多选择2项】
Spend 2 minutes making a simple choice or vote 花2分钟做一个简单的选择或投票
Spend 5 minutes reading and sharing a real story 花5分钟阅读并分享一个真实故事
Spend 10 minutes filling in a feedback form or suggestion 花10分钟填写一份反馈或建议
Spend 30 minutes joining an online event or webinar 花30分钟参加一次线上活动或讲座
Spend half a day at an in-person volunteering activity 花半天时间参加一次线下志愿活动
None of the above appeal to me 以上都不吸引我
*
9.
If a charity ad gave you multiple ways to get involved (e.g. donate £3 / share a story / sign up to volunteer / follow and repost), would you?
如果一个公益广告给了你多种参与选项（比如：捐款£3 / 分享故事 / 报名志愿 / 关注转发），你会？
Be more likely to participate, because I can choose what suits me 更可能参与，因为可以选择适合自己的方式
Feel about the same as when only one option is given 和只有一个选项时差不多
Feel overwhelmed by too many choices 反而觉得选择太多，不知道选哪个
Not sure 不太确定
Part 4: What Kind of Feedback Would Keep You Coming Back?
第四部分：什么反馈会让你继续参与
*
10.
After taking part in a charity activity, which of the following would make you feel like "my participation really mattered"? (Choose 1–2)
参与一个公益活动后，以下哪种反馈会让你觉得“我的参与是有意义的”？（可选1-2项）
【最多选择2项】
A warm thank‑you message (e.g. "Thank you — you've helped an animal in need") 收到一条温暖的感谢信息（如“谢谢你，你帮助了一只动物”）
Seeing a specific data point (e.g. "Your share reached 5 people") 看到具体的数据反馈（如“你的分享让5个人看到了这条信息”）
Seeing the actual result of my action (e.g. "The animal you helped has been adopted") 看到自己行动产生的实际结果（如“你帮助的动物已被领养”）
Seeing the collective impact of all participants (e.g. "Together, we raised £X / completed X actions") 看到群体的集体影响（如“所有参与者共筹集了£X / 共完成了X个行动”）
Receiving a badge, certificate, or some form of recognition 收到一个徽章、证书或某种形式的认可
I don't need feedback — taking part is enough 我不需要反馈，参与了就够了
*
11.
If a charity kept you updated after you got involved (e.g. "The cat you followed has found a new home"), would you?
如果一个公益组织在你参与之后还会持续给你更新进展（比如“你之前关注的那只猫找到了新家”），你会？
Be more likely to get involved with that organisation again 更愿意再次参与这个机构的活动
Feel good about it, but not necessarily get involved again 感觉很好，但不一定会再次参与
Not really care about follow‑up updates 无所谓，不太在意后续消息
Find it annoying 觉得被打扰
*
12.
What type of follow‑up communication would you be most comfortable with?
以下哪种后续沟通方式你最愿意接受？
Email updates 邮件更新
Social media messages 社交媒体消息
Text (SMS) reminders 短信提醒
In‑app notifications 应用内通知
I don't want any follow‑up communication 我不希望收到任何后续沟通
Other：_____ 其他：_____
13.
 In your view, what should charities do after someone gets involved, to encourage them to participate again? (Open‑ended)
你认为公益组织在人们参与之后，应该怎么做才能让大家 愿意继续参与 ？（开放题）
Part 5: Scenario testing
Scenario A: Animal Rescue (BARC)
Imagine you see an ad about Bristol Animal Rescue Centre (BARC), a charity that helps stray and abandoned cats and dogs. They are currently raising funds to move to a new site.
第五部分：案例场景测试

场景A：动物救助（BARC）

假设你看到一个关于布里斯托动物救助中心（BARC）的广告。BARC是一个帮助流浪猫狗的公益机构，目前正在筹集资金搬迁到新的场地。
*
14.
If the ad gave you only one option — “Donate £5 to help BARC relocate” — what would your reaction be?
如果这个广告只提供了一个选项：“请捐款£5帮助BARC搬迁”，你的反应是？
I would donate 我愿意捐款
I'd want to help, but I can't afford to donate right now 我想帮忙，但我目前无法捐款
I'm not interested — I'd scroll past 我不感兴趣，直接划走
*
15.
If the ad gave you the following multiple ways to get involved, which one would you choose?
如果这个广告提供了以下多种 参与方式，你会选择哪一个？
Donate £3 to help provide supplies for the animals 捐款 £3 帮助提供动物物资
Spend 10 minutes sharing a rescue animal's story on social media 花10分钟在社交媒体上分享一只待领养动物的故事
Spend 1 hour signing up as an online volunteer (e.g. helping with admin) 花1小时报名成为线上志愿者（如协助整理资料）
Follow and share BARC's relocation update 关注并转发BARC的搬迁信息
None of the above 以上都不选
*
16.
If you chose a non‑donation option, what kind of follow‑up would you most like to see? (Choose 1–2)
如果你选择了非捐款的方式参与，参与之后你希望看到什么样的反馈？（可选1-2项）
【最多选择2项】
A thank‑you message 收到一条感谢信息
Seeing data like "Your share reached xx people" 看到“你的分享被X个人看到”的数据
Seeing a progress update (e.g. "The animal you shared has been adopted") 看到后续进展（如“你分享的那只动物被领养了”）
Seeing the collective result of all participants 看到所有参与者的集体成果
I don't need any follow‑up 我不需要反馈
Scenario B: Workplace Recycling (Wales)
Imagine you see an ad about Workplace Recycling Wales, a campaign encouraging people to recycle more at work. The goal is to ensure that 50%–70% of office waste no longer goes to general waste.

场景B：工作场所回收

假设你看到一个关于威尔士工作场所回收计划的广告。这个项目鼓励大家在办公室里更好地分类和回收垃圾，目标是让50%-70%的办公室垃圾不再被当作普通垃圾扔掉。
*
17.
Before seeing this ad, did you know that 50%–70% of office waste could be avoided, reused, or recycled?
在看这个广告之前，你是否知道工作场所的垃圾有50%-70%是可以避免、再利用或回收的？
Yes 知道
No 不知道
Not sure 不确定
*
18.
If the ad gave you only one option — “Learn and follow your office recycling rules” — what would your reaction be?
如果这个广告只提供了一个选项：“请学习并遵守你所在办公室的垃圾分类规则”，你的反应是？
I would do it 我愿意这样做
I'd want to, but I'm not sure exactly what to do 我愿意，但我不确定具体该怎么做
I'm not interested 我不感兴趣
*
19.
If the ad gave you the following multiple ways to get involved, which one would you choose?
如果这个广告提供了以下多种 参与方式，你会选择哪一个？
Spend 2 minutes taking a quick office recycling quiz 花2分钟做一个“办公室垃圾分类小测试”
Spend 5 minutes reading a recycling guide for your workplace 花5分钟阅读你所在办公室的具体回收指南
Spend 10 minutes sharing a recycling tip with a colleague 花10分钟向同事分享一条回收小贴士
Sign up to become a "Recycling Ambassador" for your floor 报名成为你所在楼层的“回收大使”
None of the above 以上都不选
*
20.
If you took part, which of the following would make you feel like your participation was meaningful?
如果你选择了参与，以下哪种反馈会让你觉得“这个参与是有意义的”？
Seeing data like "Your office recycling rate has gone up by X%" 看到“你所在办公室的回收率提升了X%”的数据
Receiving a "thank you for helping reduce waste" message 收到“谢谢你帮助减少垃圾”的感谢信息
Seeing where your team or floor ranks on a recycling leaderboard 看到你所在的团队或楼层在回收排行榜上的位置
Seeing the collective result (e.g. "All participants together reduced waste by X tonnes") 看到所有参与者的集体成果（如“所有参与者共减少了X吨垃圾”）
I don't need any follow‑up 我不需要反馈
Demographics & Background

背景信息

*
21.
What is your age range?
你的年龄范围是？
18–24
25–30
31–40
41+
*
22.
How much do you follow issues like animal welfare, environmental causes, or social charities?
你平时是否关注社会公益、动物福利或环保类话题？
Very closely 非常关注
Occasionally 偶尔关注
Not much 不太关注
Not at all 完全不关注
*
23.
Have you ever volunteered, donated, or taken part in any form of charitable activity?
你是否曾经做过志愿者、捐过款、或参与过任何形式的公益活动？
Yes, regularly 是的，经常
Yes, occasionally 是的，偶尔
Rarely 很少
Never 从来没有
24.
Is there anything else you'd like to tell us about charity ads or participation? (Open‑ended)
你对本次问卷有什么其他想说的吗？（开放题）
问卷星提供技术支持
举报