The business
objective
5/29/09
Slide 3

Inform young people
 about sexuality and relations
Become a reference
 for sexuality and relations for flemish youngsters
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Slide 4

The situation
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Slide 5

the internet
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Slide 6
as
information source

popular media
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Slide 7
claim
information role

sex is all over
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popular media...
Slide 8

...and shapes young
people’s perception
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Slide 9

5/29/09
Slide 10

-
1.000
2.000
3.000
4.000
5.000
6.000
7.000
jan 8.000
/0
5
m
rt/
05
m
ei
/0
5
jul
/0
5
se
p/
05
no
v/
05
jan
/0
6
m
rt/
06
m
ei
/0
6
jul
/0
6
se
p/
06
no
v/
06
jan
/0
Source: Webtrends: visits en pageviews for sensoa.be/jong (2005 – 2008)
7
m
rt/
07
m
ei
/0
7
jul
/0
7
se
p/
07
no
v/
07
jan
/0
8
m
rt/
08
conversations
m
ei
/0
8
jul
/0
8
these
5/29/09
Slide 11
hardly taking part in
Sensoa/jong is

Insight 1:
Young people
and sex
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Slide 12

praat over seks
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Slide 13

sluit hiv uit
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Slide 14

Guess what?
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Slide 15

librarylindy
Teens talk about sex 5/29/09
Slide 16

librarylindy
...all the time 5/29/09
Slide 17

20%
finds it di cult to talk
diciacofish
with peers
Source: Insites Consulting – 300 Belgian youngsters 15-24yrs Nov 2008
5/29/09
Slide 18

62%
finds it di cult to talk
diciacofish
with parents
Source: Insites Consulting – 300 Belgian youngsters 15-24yrs Nov 2008
5/29/09
Slide 19

implications for
Sensoa
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Slide 20

Sensoa needs to take “a position”
interesting website
 For young people and adapted to the way they deal with sexuality and
relation
not moralizing campaign
 The aim is to inform youngsters, influence the way the think, talk, behave
but not to tell them how to behave
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Slide 21

Insight 2:
Young people
and the internet
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Slide 22

92%
internet penetration for 15-24 Belgians
Source: Insites Consulting – Belgian Internet Mapping 2008
5/29/09
Slide 23

68%
Use the internet 1 – 2hr a day
Source: Insites Consulting – Belgian Internet Mapping 2008
5/29/09
Slide 24

Searches at least once a month
?%
for sexual content
Source: Insites Consulting – Belgian Internet Mapping 2008
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Slide 25

28%
Searches at least once a month
for sexual content
Source: Insites Consulting – Belgian Internet Mapping 2008
5/29/09
Slide 26

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Slide 27

implications for
Sensoa
5/29/09
Slide 28

The Sensoa/jong site should be a
proof of Sensoa’s unique position
Proof
 The website as the proof for Sensoa’s unique position in this
debate
Question / Answer
 As mechanism how to approach youngsters about sexuality and
relations
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Slide 29

Our answers
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Slide 30

-1-
a no-nonsense
approach
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Slide 31

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Slide 32

-2-
The site
as a
point of integration
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Slide 33

customize

ask your question
Slide 36
5/29/09

get direct answers
Slide 37
5/29/09

Get inspiration
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Slide 38

related content
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Slide 39

discuss
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Slide 40

-3-
The campaign
as a
trigger for creating
the momentum
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Slide 41

A viral movie
http://www.youtube.com/watch?v=k_lqePjKwak
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Slide 42

In print
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Slide 43

In banners
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Slide 44

in social media
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Slide 45

in social media
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Slide 46

on YouTube
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Slide 47

-5-
The results:
change in
the real world
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Slide 48

84%
Feels better informed about sex
Source: Insites Consulting – online pannel repr Belgian youngsters 15-24y Nov 2008
5/29/09
Slide 49

64%
Finds it easier to talk about sex
Source: Insites Consulting – online pannel repr Belgian youngsters 15-24y Nov 2008
5/29/09
Slide 50

47%
Finds it easier to ask questions
Source: Insites Consulting – online pannel repr Belgian youngsters 15-24y Nov 2008
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Slide 51

PR
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Slide 52

Media investment vs PR results
Investments Results
 TV: VRT & VTM-journaal, ZoomTV
 Radio: Radio 1, StuBru, Q-music,
4FM, Donna
 Kranten: De Standaard, Het Nieuwsblad ,
het Laatste Nieuws , Het
Belang van Limburg , GVA.be,
demorgen.be, Metro, Wablieft-
 Magazines: Humo, Maks, knack.be,
 Nieuwssites: meernieuws.be, nieuws.be,
deredactie.be, hoofdpunten.be,
 blogs: een 40 tal blogs schreven over
de site en/of plaatsen spot
 andere sites: jeugdenseksualiteit.be,
jongereninformatiepunt.be,
hivnet.org, groeimee.be,
forum-politics.be,….
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Slide 53

website

4min
average time spent on site
Source: Google Analytics
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Slide 55

34%
bounce rate
Source: Google Analytics
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Slide 56

92%
Will visit the site again
Source: Insites Consulting – online pannel repr Belgian youngsters 15-24y Nov 2008
5/29/09
Slide 57

viral e ect

416.704
views on YouTube
Source: Google Analytics
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Slide 59

5/29/09
Slide 60

Round-up
 Position within world of youngsters
 Place to find answers
 More knowledge
 More confident to talk
 Place to discover new things
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Slide 61