The TaskApply the principles of segmentation to

groups and individuals crossing the street.

Using these segments, link street crossing behavior to sexual behavior and develop a campaign to promote safer sex practice.

September 24, 2009September 24, 2009

Street Crossing

Jennifer Burkey, Kathryn Gliniany, Matthew Knight, Sam Porter, Wei-Wei Wang

Group 2

Why did the college student cross the street?

A) To go to an 80’s themed frat party

B) Free beer

C) The prospect of sex

D) All of the above

The Risk of Crossing the Street

•2006: 161 deaths of “Pedestrian injured in collision with car, pickup truck, or van” in US Alone

•Complex combination of sensory information and experience

•Factors to consider•Age•Social Context•Likelihood of an accident

Observation Strategy• University of Texas campus– High traffic area for target market

• Analyzed two intersections– Dean Keeton St & Whitis Avenue– Guadalupe St & 24th St

• Studied each intersection for twenty minutes

Segmentation

Play-It-SafersImpatient Patties

LeadersFollowers

Risk Takers

• Rule abiding citizens

• Afraid of consequences

• Wait till they get “green light”

• Cautious, thoughtful

• Tendency to be female

Play It Safers

Impatient Patties

•Sense of Urgency

• Wait one step off curb

• Strong intuition for traffic signals

•Busy lifestyles

•Looking for the next best thing

Leaders •Doesn’t pay attention to street signs

•Cautious yet bold

•Influencers

•Higher socioeconomic status

Followers

•Look to leaders

•Follows blindly into intersection

•Often scurries

•Conformists

•Crave sense of belonging

Risk Takers

•Abandon all rules

•False sense of invincibility

•Heavy consumers of drugs & alcohol

•Rebellious

•More likely to be males

• Sexual Practice

• Potential Risks– STD’s– Pregnancy

Application

Play-It-Safers• Safe Sex

• Attracted to other “play it safers”

• Not interested in changing

Impatient Patties

• Have knowledge of safe sex

• Convenience over hassle

• Independent thinkers

Leaders

• Usually not practicing safe sex

• Will pressure partner to think same

• Persusaive

Followers

• Know about safe sex but doesn’t make a stand

• Easily influenced

• Attracts to leaders

Risk Takers

• Practice unsafe sex

• “It won’t happen to me”

• Often the carriers of disease

Headlines

• Targeted toward each segment

• Different segment, different appeals

Play-It-Safers

• Steadfast in safe sex practices

• Encourage them to educate and communicate

Impatient Patties

• Get caught up in the moment

• Remind them of consequences before mistakes are made

Leaders

• Pressure partners into unsafe sex

• Reminds them of influence on others

Followers

• Know unsafe sex is wrong

• Easily persuaded

• Empowers them to trust their instincts

Risk Takers

• False concept of invincibility

• Irresponsible behavior will lead to negative consequences

Recommendation

• Focus campaign resources on leaders and risk takers

• Most active sexually

• Highest degree of riskLow High

Questions?