together we can break the cycle. full stop
TRANSCRIPT
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Together we can break the cycle. Full Stop.
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http://www.youtube.com/watch?v=S1HoS4dOx54&feature=related
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Physical violence is most likely to occur to children too young to call – 120 time more likely in babies less than 1 year old than 5 to 13 year olds
14 new school teams have been set up, providing independent listening and counselling services to children.
>9,500 children have been supported since 2000/2001.
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Stellar Product
Help/support/advice for abused, abuser, witness of these Accessible/friendly
Customer value needs Safety/removing barriers Information/communication/education/empowerment Mentoring/confidentiality/sensitivity
Brand personality Caregiver, educator, teacher, trusted, hero
Vision Stop cruelty to children Eradicate child cruelty through education, influence, positive change
Cultural values Safety for children at the heart of all decisions Awareness and mobility Pride
Profound purpose Stop cruelty to children Educate, influence, change
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Brand essence Empower and protect (care, safety)
Organising idea Stop cruelty, full stop
Unique competence Educating communities and personal support
Positioning Pioneering education to prevent child abuse
Business model Number of donors Marketing Budget ROI Government support Time, resource, volunteers
Integrated dashboard Attitudinal shifts Elevation of awareness Inbound calls, contacts Increase in funding/sponsorship
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Double 5 w’s - Brand
WHOWHO
WORTHWORTH
WHYWHY
WHATWHAT
WHEREWHERE
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Double 5 w’s - Consumer
WHOWHO
WORTHWORTH
WHYWHY
WHATWHAT
WHENWHEN
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Strategy
To end cruelty to children through:
Reaching fathers and sons who are the abusers or the abused
Removing fear and break the abuse cycle
Encouraging communication and education
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Customer Insight
Males do not discuss problems Male ego – “I can cope alone” Family unit breakdown Cyclical – abused becomes abuser Feel isolated – alone Victims feel dirty, shameful Alcohol abuse is closely associated to abuse 30% of calls received have told no one about the abuse Boys are far less likely to call than girls
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Brand Insight
Challenging Innovative Determined Pioneering The rights of children Protection Raise awareness Support
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Value proposition
Acute understanding of the support families require
Child safety Someone to talk to make it better Pioneering education to prevent abuse Only charity in UK focused entirely on
ending child cruelty
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CodarIdea (6)Cruelty can stopEducation prevents crueltyIts ok to talk - help is available
Experience (4) Relationship building (3)Safe, confidence, in control Instilling confidence and trust, Not in fear, enlightened, removing fearIncreased self esteem you are not alone
Help (6) Sales activation (2)Group concelling Call for supportInformation packs Motivation to take part in educationCouncilling on call centres openess to learn/changeSchool - life studies, awarenessDrop in centres, role models
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Pen portrait
Adam is 9 years old. He lives with his mother, father and 6 year old brother. He lives in the suburbs, within lower social economics. Father works full time, mother works part time, income of £30k. Adam’s hobbies are football and computer games.
His story: Dad is stressed from work, comes in late after going to the pub, argues with mum. Mum is stressed from work and house building. Adam wants time with his dad. Dad gets annoyed, has a short fuse and hits Adam away. Adam doesn’t understand what he is doing wrong, confused, angry. He tries to protect his brother.
He has no one to talk to.
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Pen portrait
John is 30 years old. He lives in a high rise one bedroom flat. He looks after his 2 year old sons for weekends. He pays maintenance to the child’s mother. John comes from a broken home, was abused as a child by an alcoholic father. He has no siblings.
His story – He has no support when looking after his son. Lack of parenting skills. He shouts at his son when he cries. John does not see an issue with this as it was how he was treated.
He has no one to talk to.
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Creative brief Background
Currently mother focused – need to shift awareness to male Always sort to change attitudes and behaviours of parents to promote positive parenting and provide advice
and support Brand positioning
Stop cruelty full stop Pioneering education to prevent child abuse
Role of communication type Generate awareness that help and education is available Eliminate cruelty Child cruelty is wrong it can be stopped
Clients objectives To reach sons and fathers To help fathers understand and improve children's development through communication
What do consumers think about the product Unaware, denial, ignorance “I was smacked, it is ok to smack” Its ok for girls, not me Don’t discuss for fear of consequences, care, prison, domestic breakdown
What do we want the consumer to think Helpful, educated, confident, trustworthy, support You are not alone, we can make a difference I need help I know where to go Abuse is wrong
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Creative brief What do we want them to do
Stop hurting children Communicate, contact support, confide Seek help, educate
Why should they believe All calls are confidential What you are doing/receiving is abuse Case studies of proof NSPCC care about children – nationally known
How should we speak to them Empathetic Gentle – reinforce love Understanding – relating to experience
How will the work be critiqued Evaluation of objectives Call volumes, awareness Is it on brand? Are we sticking to message Unity of message across media
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In many casesAn abused childWill become anabuser
The abuse cycle
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Through communication,Education and support theCycle can be broken
Together we can break the cycle
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Billy will be the website character that boys areEncouraged to talk to
Spokespeople
Perry Fenwick who plays Billy Mitchell in Eastenders will be the spokesperson for this campaign
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Touch pointsChannels Father SonTV
Newspaper
Magazines (Press release)
Door to door
Website (online chat/support)
Viral
Pubs
Schools
Sponsorship
Celebrity spokesperson
PR
Local Council
Hospitals
Paternity pack
Football
Events
Posters
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Customer Journey - BoysTV
-Cartoon Network- Nickelodeon
- Advertising and Sponsorhip- Featuring Billy
TV-Cartoon Network
- Nickelodeon - Advertising and Sponsorhip
- Featuring Billy
School Posters-It’s safe to talk
- It can get better- Visit the website to meet
Billy
School Posters-It’s safe to talk
- It can get better- Visit the website to meet
Billy
Website – landing pageSpokesperson video talking
To kidsOther childrens storiesHow NSPCC can help
Website – landing pageSpokesperson video talking
To kidsOther childrens storiesHow NSPCC can help
Online ChatFriendly Support
Billy cartoon character the chatOnline to
Online ChatFriendly Support
Billy cartoon character the chatOnline to
Phone Calls Support Centre
Phone Calls Support Centre
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Customer Journey - Fathers
TV-Advertising
-Sponsorship
TV-Advertising
-Sponsorship
PUB- Toilet Posters
- Coasters
PUB- Toilet Posters
- Coasters
Outdoor
Bus / Rail Poster
Outdoor
Bus / Rail Poster
Football Clubs-Posters
- Sponsorship-Links on club website
Football Clubs-Posters
- Sponsorship-Links on club website
WebsiteChat / Support / Information
WebsiteChat / Support / Information
Phone Calls Support Centre
Education Pack sent
Phone Calls Support Centre
Education Pack sent
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Media timingsNov Dec Jan Feb Mar Apr
PR WebsitePress - Sunday advitorialSpokespersonTVBus rails PostersSchool/ hospital postersDoor to doorFootball
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Media funding split
TV 35% Posters 15% Press 10% Celebrity spokesperson 10% Website 5% Door to door 15% PR 10%
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video