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Presentation in my 2nd year to the Buckinghamshire Fire Service, on the prevention of Arson Attacks

Presentation in my 2nd year to the Buckinghamshire Fire Service, on the prevention of Arson Attacks

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Fire presentation[1] Presentation Transcript

  • 1. ...TargetAudience... •Half of all 11 to 14- •Cinema is the largest sector year-olds claim they of child-related out-of-home “can’t live without entertainment music” •The “coolest” media for this age group is satellite, digital and •The most admired cable television individuals are Will (47%), cinema (46%) and the internet Smith, Eminem • Only 22% of parents and JK Rowling. (44%). stated that they try or would try to encourage their children not to play video games” •79% watch TV in their bedrooms
  • 2. Youth TGI media opinions Two and a half million have data shows that the “coolest” their own mobile phone media for this age group is with one in seven of them satellite, digital and cable sending 25+ text messages television (47%), cinema in the past week(46%) and the internet (44%). • 84% receive pocket money/allowance; 78% have a bank/building society account and 61% “want to be rich”. • Tony Blair is the most hated personality within this age group, with George W Bush second and Prince Charles third. The most admired individuals are Will Smith, Eminem and JK Rowling.
  • 3. 29 people were hospitalised due to wheelie bin fires in 2006.There were an estimated 29,884 wheelie bin fires in the UK in 2006 ·Wheelie bins are now outside 56% of UK householdsThe estimated total cost for wheelie bin fires in 2006 was£49,308,600. Cost of attending a wheelie bin fire as stated by the ODPM ( 2005) was £1650
  • 4. They tend to come from one person households and enjoy recreational activities such as boxing and gym. (usuallysupported by local communities) There are also around an average of 3 children living in the household...more info to come Dont tend to have a personal income their parents earn less then £30,000 a year.... Dominantly £9-11,000 max.
  • 5. Initial Research - TGI3000025000200001500010000 5000 Series1 0 Series2
  • 6. 60005000400030002000 Series1 Series21000 0
  • 7. 1800016000140001200010000 8000 6000 4000 2000 0 Series1 Series2
  • 8. 35000300002500020000 Series115000 Series210000 5000 0 Presence of Children In No Children Child(Ren) 1-4 Years 5-9 Years 10-15 Years Children in Household In Under 1 Household: Household Year
  • 9. Initial Focus Group 8 Participants: 4 male, 4 female Ages 16-20 Sixth form/college students working part-time To determine attitudes/knowledge towards arson
  • 10. Focus Group Main Findings Boredom/Attention Awareness of the sentence for arson Shock tactics Loss of possessions and neighbourhood safety Isolated areas/buildings Media representation
  • 11. Development of Creative Brief
  • 12. Creative Brief 1ClientBuckinghamshire Fire and Rescue serviceProjectAdvertising Campaign on ArsonPrepared byMORR PR AgencyBackgroundEvery day, the fire service is called to more deliberately started fires than accidental fires. Approximately 3,000 people are injured and 100 die in deliberate fires in the UK every year. The cost of arson in the UK has risen to £2.4 billion every year putting more and more strain on our economy. Successful arson preventative measures can only be identified and put in place if the incidence and risk factors associated with arson are understood.The PromiseTo reduce the amount of money spent by the county of Buckinghamshire on arson attacks, creating awareness of the various impacts to which are direct results of arson in and around the Buckinghamshire county using a cost effective measure to which clearly displays the dangers of Arson within the community.Target Audience11-14 year old & Residents of BuckinghamshireAccording to extensive research boredom and attention seeking are the main reasons why arson attacks occur. Failure to realise the ramification of their actions also leads to arson attacks.Arson attacks take lives believe it or not!Residents of Buckinghamshire need to take more preventative measure to stop wheelie bin fires. Raising awareness in this community is essential.Just because you have not been affected by it, doesn’t mean it doesn’t go on!
  • 13. Creative Brief 2ClientBuckinghamshire Fire and Rescue serviceProjectAdvertising Campaign on ArsonPrepared byMORR Advertising & PR AgencyBackgroundEvery day, the fire service is called to more deliberately started fires than accidental fires. Approximately 3,000 people are injured and 100 die in deliberate fires in the UK every year. The cost of arson in the UK has risen to £2.4 billion every year putting more and more strain on our economy. Successful arson preventative measures can only be identified and put in place if the incidence and risk factors associated with arson are understood.The PromiseTo reduce the amount of money spent by the county of Buckinghamshire on arson attacks, creating awareness of the various impacts to which are direct results of arson in and around the Buckinghamshire county using a cost effective measure to which clearly displays the dangers of Arson within the community.Target Audience11-14 year old & Residents of BuckinghamshireResearch shows that the target audience are finding it difficult to engage in mainstream education. Also tend to suffer from low self esteem and confidence so seeks attention. The young kids we are targeting also lack any sort of assertiveness and direction so forming productive relationships is a challenge. More often than not they are at risk of exclusion and needing anger management. According to extensive research boredom and attention seeking are the main reasons why arson attacks occur. Failure to realise the ramification of their actions also leads to arson attacks.Residents of Buckinghamshire need to take more preventative measure to stop wheelie bin fires. Raising awareness in this community is essential.Emotional ResponseArson attacks KILLS!!!Punishable by a term in PRISON!!!
  • 14. Process of Campaign Ideas •Poster •Educational Video •Demonstration •Theatre •Puppet Theatre •3D Projection
  • 15. Second Focus GroupConducted at Viking Primary School Short attention span Enjoyed the imagery but didn’t have a full appreciation of the art. “We’re not kids”
  • 16. Focus Group Main Findings Found things that were shocking to be most effective “its when the firemen said it could have been my Mum”
  • 17. Media Internet – its a cost effective way to reach a wider audience and correlates with the target audience. TV – visually Mobile
  • 18. Funding