segmenting by demographic and attitude - influencing young professionals. audience first, 16 july...
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Mark Atkinson, director of external affairs, Scope Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do. http://www.charitycomms.org.ukTRANSCRIPT
Ending the Awkward
Mark AtkinsonDirector of External Affairs
Our vision is a world where disabled people have the same opportunities as everyone else.
Tackling ‘innocent ignorance’
Two thirds (67%) of the British public feel uncomfortable talking to disabled people.
Over a third (36%) of people tend to think of disabled people as not as productive as everyone else.
A quarter (24%) of disabled people have experienced attitudes or behaviours where other people expected less of them because of their disability.
Awkwardness does exist…
One fifth (21%) of 18 – 34 years old admit that they have actually avoided talking to a disabled person because they weren’t sure how to communicate with them.
…and it’s worse among young people
Much more in our report…
Campaigndevelopment and planning
Addressable issue:
innocent ignorance
Campaign idea:
let’s break the ice
Audience:
25-30, metropolitan
Headlines
Socially conscious
They’re the future
Sharers / amplifiers
Less typical charity audience = less noise
Why this audience?
We know they multi-task…
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Watching/Using The TV (Includes Gaming/DVDs) Watching TV
Radio Commercial Radio
Newspaper or Magazine Newspapers
Magazines Internet
Social Networking Out Of Home
Cinema None Of These Media
Reading (incl. Books, Other)
% C
ol
…how they communicate…
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Talking/Chatting (Face To Face)E-MailingInstant MessagingSocial Networking (Facebook, Twitter etc.)Other Internet Communication SMS Texting/Picture MessagingTalking On A Mobile Phone/Device
% C
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…how they feel…
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Time Mon-Fri (Average)
% Mood (0=Bad,10=Good): 7-10
Women's Weekly MagsWomen's General MagsTV Listings Mags
Quality News
Poster Exposure
Popular News
Music Mags
Mid Market
Men's Lifestyle Mags
London Underground
ITV1
Internet
Home Interest Mags
General Magazines
Five
Commercial Radio
Cinema
Channel 4
BBC Radio
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Weight of consumption index (vs. All)
Pene
trati
on (%
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…what media they access…
“They believe that, as civic-minded and active participants in today’s world, it is up to them to assume the responsibility of making a lasting, positive impact on the future” Edelman 2012
…that they are invested in the future…
…that personal connectionis less important for them…
Target audience
Disabled people
Existing supporters
Stakeholders
Testing
Development and production
The finished ads - 01
“Interview”
The finished ads - 02
“Bar”
The finished ads - 03
“Wheelchair”
Beyond the ads…
Beyond the ads…
Delivery and outcomes
8 May – PR launch
11 May – TV premier
12 – 16 May – other paid media go live
w/c 19 May – themed weekly content begins
Key dates
Tackling ‘innocent ignorance’
Channel selection
Earned Owned PaidPR, blogger outreach
Website, supporter channels, social media
Video on demand, cinema, digital, traditional TV
Campaign engagement
Total impressions = 5mTotal target audience = 1.8m
Total YouTube views = 1.3m
Total quiz completions = 50k
Total email data = 3.5k
• Target carefully on a tight budget
• Listen to your audience, consult your stakeholders
• Get value for money by choosing low-waste channels
Key learnings
Where next?
• Many non-disabled people are uncomfortable with disability
• It’s often down to ‘innocent ignorance’• End the Awkward was designed to be a step towards
addressing this in a light, accessible way• The response has been overwhelmingly positive• We want to build on it through 2014, including with our
wider influencing on living standards
In summary
Thank you
Any awkward questions?
Visit the CharityComms website to view slides from our past
events, see what events we have coming up and to check out what
else we do.
www.charitycomms.org.uk