BTP case : SENSOA / All about sex

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one of the cases presented during Boondoggle's Beyond the Promise-sessions on conversations (28/05/09)

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BTP case : SENSOA / All about sex

  1. 1. The business objective 5/29/09 Slide 3
  2. 2. Inform young people  about sexuality and relations Become a reference  for sexuality and relations for flemish youngsters 5/29/09 Slide 4
  3. 3. The situation 5/29/09 Slide 5
  4. 4. the internet 5/29/09 Slide 6 as information source
  5. 5. popular media 5/29/09 Slide 7 claim information role
  6. 6. sex is all over 5/29/09 popular media... Slide 8
  7. 7. ...and shapes young people’s perception 5/29/09 Slide 9
  8. 8. 5/29/09 Slide 10
  9. 9. - 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
  10. 10. Insight 1: Young people and sex 5/29/09 Slide 12
  11. 11. praat over seks 5/29/09 Slide 13
  12. 12. sluit hiv uit 5/29/09 Slide 14
  13. 13. Guess what? 5/29/09 Slide 15
  14. 14. librarylindy Teens talk about sex 5/29/09 Slide 16
  15. 15. librarylindy ...all the time 5/29/09 Slide 17
  16. 16. 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
  17. 17. 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
  18. 18. implications for Sensoa 5/29/09 Slide 20
  19. 19. 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 5/29/09 Slide 21
  20. 20. Insight 2: Young people and the internet 5/29/09 Slide 22
  21. 21. 92% internet penetration for 15-24 Belgians Source: Insites Consulting – Belgian Internet Mapping 2008 5/29/09 Slide 23
  22. 22. 68% Use the internet 1 – 2hr a day Source: Insites Consulting – Belgian Internet Mapping 2008 5/29/09 Slide 24
  23. 23. Searches at least once a month ?% for sexual content Source: Insites Consulting – Belgian Internet Mapping 2008 5/29/09 Slide 25
  24. 24. 28% Searches at least once a month for sexual content Source: Insites Consulting – Belgian Internet Mapping 2008 5/29/09 Slide 26
  25. 25. 5/29/09 Slide 27
  26. 26. implications for Sensoa 5/29/09 Slide 28
  27. 27. 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 5/29/09 Slide 29
  28. 28. Our answers 5/29/09 Slide 30
  29. 29. -1- a no-nonsense approach 5/29/09 Slide 31
  30. 30. 5/29/09 Slide 32
  31. 31. -2- The site as a point of integration 5/29/09 Slide 33
  32. 32. customize
  33. 33. ask your question Slide 36 5/29/09
  34. 34. get direct answers Slide 37 5/29/09
  35. 35. Get inspiration 5/29/09 Slide 38
  36. 36. related content 5/29/09 Slide 39
  37. 37. discuss 5/29/09 Slide 40
  38. 38. -3- The campaign as a trigger for creating the momentum 5/29/09 Slide 41
  39. 39. A viral movie http://www.youtube.com/watch?v=k_lqePjKwak 5/29/09 Slide 42
  40. 40. In print 5/29/09 Slide 43
  41. 41. In banners 5/29/09 Slide 44
  42. 42. in social media 5/29/09 Slide 45
  43. 43. in social media 5/29/09 Slide 46
  44. 44. on YouTube 5/29/09 Slide 47
  45. 45. -5- The results: change in the real world 5/29/09 Slide 48
  46. 46. 84% Feels better informed about sex Source: Insites Consulting – online pannel repr Belgian youngsters 15-24y Nov 2008 5/29/09 Slide 49
  47. 47. 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
  48. 48. 47% Finds it easier to ask questions Source: Insites Consulting – online pannel repr Belgian youngsters 15-24y Nov 2008 5/29/09 Slide 51
  49. 49. PR 5/29/09 Slide 52
  50. 50. 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,…. 5/29/09 Slide 53
  51. 51. website
  52. 52. 4min average time spent on site Source: Google Analytics 5/29/09 Slide 55
  53. 53. 34% bounce rate Source: Google Analytics 5/29/09 Slide 56
  54. 54. 92% Will visit the site again Source: Insites Consulting – online pannel repr Belgian youngsters 15-24y Nov 2008 5/29/09 Slide 57
  55. 55. viral e ect
  56. 56. 416.704 views on YouTube Source: Google Analytics 5/29/09 Slide 59
  57. 57. 5/29/09 Slide 60
  58. 58. Round-up  Position within world of youngsters  Place to find answers  More knowledge  More confident to talk  Place to discover new things 5/29/09 Slide 61

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