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

3. The business
objective
5/29/09
Slide 3

4. Inform young people
 about sexuality and relations
Become a reference
 for sexuality and relations for flemish youngsters
5/29/09
Slide 4

5. The situation
5/29/09
Slide 5

6. the internet
5/29/09
Slide 6
as
information source

7. popular media
5/29/09
Slide 7
claim
information role

8. sex is all over
5/29/09
popular media...
Slide 8

9. ...and shapes young
people’s perception
5/29/09
Slide 9

10. 5/29/09
Slide 10

11. -
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

12. Insight 1:
Young people
and sex
5/29/09
Slide 12

13. praat over seks
5/29/09
Slide 13

14. sluit hiv uit
5/29/09
Slide 14

15. Guess what?
5/29/09
Slide 15

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

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

18. 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

19. 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

20. implications for
Sensoa
5/29/09
Slide 20

21. 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

22. Insight 2:
Young people
and the internet
5/29/09
Slide 22

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

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

25. Searches at least once a month
?%
for sexual content
Source: Insites Consulting – Belgian Internet Mapping 2008
5/29/09
Slide 25

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

27. 5/29/09
Slide 27

28. implications for
Sensoa
5/29/09
Slide 28

29. 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

30. Our answers
5/29/09
Slide 30

31. -1-
a no-nonsense
approach
5/29/09
Slide 31

32. 5/29/09
Slide 32

33. -2-
The site
as a
point of integration
5/29/09
Slide 33

35. customize

36. ask your question
Slide 36
5/29/09

37. get direct answers
Slide 37
5/29/09

38. Get inspiration
5/29/09
Slide 38

39. related content
5/29/09
Slide 39

40. discuss
5/29/09
Slide 40

41. -3-
The campaign
as a
trigger for creating
the momentum
5/29/09
Slide 41

42. A viral movie
http://www.youtube.com/watch?v=k_lqePjKwak
5/29/09
Slide 42

43. In print
5/29/09
Slide 43

44. In banners
5/29/09
Slide 44

45. in social media
5/29/09
Slide 45

46. in social media
5/29/09
Slide 46

47. on YouTube
5/29/09
Slide 47

48. -5-
The results:
change in
the real world
5/29/09
Slide 48

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

50. 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

51. 47%
Finds it easier to ask questions
Source: Insites Consulting – online pannel repr Belgian youngsters 15-24y Nov 2008
5/29/09
Slide 51

52. PR
5/29/09
Slide 52

53. 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

54. website

55. 4min
average time spent on site
Source: Google Analytics
5/29/09
Slide 55

56. 34%
bounce rate
Source: Google Analytics
5/29/09
Slide 56

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

58. viral e ect

59. 416.704
views on YouTube
Source: Google Analytics
5/29/09
Slide 59

60. 5/29/09
Slide 60

61. 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