New Number - New Opportunities?

ANALYSIS AND ASSESSMENT OF 116 111 AS A GLOBAL MARKETING PRODUCT

Milan, 4 October 2009

Table of Content

• The Vision

• The Objective

• The Analysis • The Characteristics and Potential Benefits of 116111• The Situation in the Different Countries.

• Conclusions

The Vision

The Vision

• To develop and build a international brand for 116 111.

Brand? Benefits? Opportunities?

The Objective

The Objective

• The objective of the analysis was to find out if, and in case how, the Pan European harmonized number, 116111, could be branded internationally to the benefit the children.

• This implied:• An analysis of the characteristics and potential benefits of

the number 116111. • An analysis of the situation and marketing activities of

those child helplines that already used or planned to use 116111.

• The analysis would help to identify any opportunities to brand 116111.

Analysis

Opportunities

A Brand...?

We all know it when we see one…

A Brand =

• A guaranty of quality

• Assist to make choices

• Inspire confidence

• Create a sense of familiarity

Global Brand

Our Global Brand

?

The Analysis

Table of Content

• The Characteristics and Potential Benefits of 116111.

• The Situation in the Different Countries.

The Characteristics and Potential Benefits of 116111

116111 Characteristics

• Facts• European: Same number for children and youth aged 0-18 in

need in every European country. • Number: 6 digits.• New: It is a new number.

• Variables• Accessibility: The number should be accessible from all landlines

and mobiles.• Toll-free: Calls from landlines, and ideally mobile phones, should

be toll-free.• Anonymity: Number should not appear on display, in call list or

on phone bill.

116111 Potential Benefits for Children

• European

• Number

• New

• Accessibility

• Toll-free

• Anonymity

+ Benefit of knowing that every child in Europe uses the same number to call their local helpline could give a feeling of “not being alone” or “part of a bigger community”.

+ Benefit if local country child helpline number is longer.

- Benefit if local country child helpline number is shorter.

+ Benefit for countries not using 116 111.

+ Benefit if not offered by country helpline already.

The Situation in the Different Countries

Country Child Helpline Analysis

• The child helplines were analysed in terms of:• Current Local Number - both non- and 116111 users

– What are the characteristics of the child helpline number in the country?

– What was the motivation to use 116111?

• Child Helpline Situation– What is the general status of the child helpline in terms of

history, users, children’s issues to awareness and attitudes etc.?

– What is the general visual appearance in terms of logo to marketing materials?

Country Questionnaire Country:

Date:

1. Awareness a) How big is the level of awareness about your child helpline amongst children of the following age groups? I n case you do not have exact data on that, please give your best estimate. Not

known Hardly known

Fairly known

Well known

Fully known

0-6: 7-11: 12-15: 15-18: 0-18 b) How did your child helpline reach this level of awareness? Please list activities and/or promotions done over the last 1-2 years. If your organization is younger than 5 years, please also list activities done when opening/launching the helpline. __________ _ ______ _ _______ _ ______ _ __ __________ _ ______ _ _____ ___________ _ ______ _ _______ _ ______ _ __ __________ _ ______ _ _____ ___________ _ ______ _ _______ _ ______ _ __ ___ _______ _ ______ _ ______ c) Do or did your child helpline target a certain age group in your communication/ promotion? If yes, what age group and why? __________ _ ______ _ _______ _ ______ _ __ __________ _ ______ _ _____ ___________ _ ______ _ _______ _ ______ _ __ __________ _ ___ ___ _ _____ ___________ _ ______ _ _______ _ ______ _ __ __________ _ ______ _ ______

Country Child Helpline Questionnaire

2. Understanding a) Do the children fully understand what your child helpline can offer and how you can help? Not

understood Hardly understood

Fairly understood

Well understood

Fully understood

0-6: 7-11: 12-15: 15-18: 0-18 b) What are the reasons behind to the above numbers: __________ _ ______ _ _______ _ ______ _ __ __________ _ ______ _ _____ ___________ _ ______ _ _______ _ ______ _ __ __________ _ ______ _ _____ ___________ _ ______ _ _______ _ ______ _ __ __________ _ ______ _ ______ 3. In terest a) Do you think there are more children that could benefit from your child helpline service than there are today? I n case yes or no, please state why. __________ _ ______ _ _______ _ ______ _ __ _____ _____ _ ______ _ _____ ___________ _ ______ _ _______ _ ______ _ __ __________ _ ______ _ _____ ___________ _ ______ _ _______ _ ______ _ __ __________ _ ______ _ ______ b) What are the main challenges and/ or obstacles that prevent children from using your child helpline service? _____ _____ _ ______ _ _______ _ ______ _ __ __________ _ ______ _ _____ ___________ _ ______ _ _______ _ ______ _ __ __________ _ ______ _ _____ ___________ _ ______ _ _______ _ ______ _ __ __________ _ ______ _ ______

Country Child Helpline Questionnaire

4. Attitude a) What is the children’s general attitude toward your child helpline? What image is attached to using your child helpline service? Name 3 words and please explain why: __________ _ ______ _ _______ _ ______ _ __ __________ _ ______ _ _____ ___________ _ ______ _ _______ _ ______ _ __ __________ _ ______ _ _____ ___________ _ ______ _ _______ _ ______ _ __ ____ ______ _ ______ _ ______ 5. Access Is your child helpline … Reachable from abroad

Yes O No O

Toll-Free when calling from abroad: Yes O No O

6. 116 111 What is your motivation to shift to and use 116 111? Name max. 3 words.

a. b. c.

7. Comments Any additional comments or information you would like to share: __________ _ ______ _ _______ _ ______ _ __ __________ _ ______ _ _____ ___________ _ ______ _ _______ _ ______ _ __ __________ _ ______ _ _____ ___________ _ ______ _ _______ _ ______ _ __ __________ _ ______ _ ______

Country Child Helpline Questionnaire

116 111 Country Status per January 2009

0 5 10 15 20

ProcedureNot Yet

Released

ContriesReserved

CountriesAssigned to

116 111Operational

Number

116 111 Country Status per July 2009

0 5 10 15 20

ProcedureNot Yet

Released

ContriesReserved

CountriesAssigned to

116 111Operational

Number

Characteristics of local child helpline number

• The child helplines serve the same purpose: helping children and youth in need. However, the characteristics vary from country to country:

• Age• Almost all child helplines covers the same age group, 0-18.

• Accessibility• Most of the national numbers can be reached from local

landlines, payphones and mobiles.

• Toll-free• Most of the local countries helplines are free of charge from

landlines and mobile phones, however the latter with a few exceptions.

Characteristics of local child helpline number

• Anonymity• If a number is toll-free it will not appear on the phones. • However, if not toll-free, it is likely the number appear.

• Number digits• The numbers vary throughout Europe from 3 digits to 11 digits• A few countries have more than one number, either divided on age

group or by means of communication, landline, payphone or mobile.

• Availability• About 50% of the local helplines are available 24/7, 365• The other half vary in opening hours.

• Reachable• As most of the numbers are national, only a few can be called from

outside the country.

Characteristics of local child helpline number - overview

0

20

40

60

80

100

120

CH 0-1

8

Acces

sibili

ty

Toll-

free

Anonymity

Number

Availa

bility

Reach

able

% Est.

-6 d

igits

+6

dig

its

Visual Appearance

• As each child helpline has been established independent of each other over the last 30+ years, it is obvious that every single one of them has its individual visual appearance (e.g. logo, corporate identity) and done marketing and communications locally based on local situations.

• Some child helplines are named after their phone numbers.

• Some child helplines use slogans in their names.

Visual Appearance Child Helplines in Europe

From Awareness To Attitudes Towards Child Helplines Among Children

70

75

80

85

90

95

100

Awar

enes

s

Inte

rest

Underst

andin

g

Attitu

des

% Est.

Users - Europe Average

• Gender• Boys 42%• Girls 48%• Unknown 10%

• Age• 0-6 4.3%• 7-9 11.4%• 10-12 19.0%• 13-15 39.6%• 16-17 19.1%• 18+ 5.7%

30.4%

58.7%

Source: Connecting to Children 2006 (22 helplines)

89.1%

Source: Connecting to Children 2006 (22 helplines)

Users Issues - Europe Average

• Reasons why children contact child helplines (top 5)

• Peer relations: 22%• Sexuality 17%• Abuse & violence 16%• Family relationships 12%• Mental 12%

Motivation to Use 116111 (target: Children)

Message

Country

Shorter/easier Part of Europe Toll-free

A

B

C

D

E

F

G

H

I

J

K

L

M

= positive = neutral = negative

Conclusions

Conclusions

• The benefit of the 116 111 number is different from country to country - for some: • A clear benefit (e.g. toll-free) • A minor benefit (e.g. shorter number) • Potentially a negative benefit (e.g. number gets longer).

• Additionally, the countries are using different telecommunication companies, have a different history, offer different services; have a different visual appearance.

• Finally, the timings for the implementation, launch and benefits of the 116111 number differ.

How Child helplines perceive the Awareness Effect a Pan-European Message would have on children in their countries – see example next slide

Message

Country

Shorter/easier Part of Europe Toll-free

A

B

C

D

E

F

G

H

I

J

K

L

M

= positive = neutral = negative

Awareness Effect

Example

Conclusions

• At this stage we could conclude that it would not make sense to brand 116111 internationally, because: • Not one of the 116111-benefits is relevant and applicable

for all child helplines using the number. • Therefore any Pan-European message would at the

moment conflict with one or more child helplines .• Also visual appearances would create conflict.• Could make believe that the number is reachable from

abroad.These conflicts could eventually create confusion

amongst children.

In two countries it would have a direct negative effect on the child helpline.

BUT,

• It Does Not Change The Fact That All Child Helplines Share The Mission, Helping Children And Youth In Need, And That 1161111 Has Enrolled And Will Enroll Further In The European Region.

• And That Means, There Are A Number Of Other Opportunities To Join Hands In Marketing 116 111…