Segmenting by demographic and attitude - influencing young professionals. Audience first, 16 July 2014

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Mark Atkinson, director of external affairs, Scope

Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk

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Segmenting by demographic and attitude - influencing young professionals. Audience first, 16 July 2014

  1. 1. Ending the Awkward Mark Atkinson Director of External Affairs
  2. 2. Our vision is a world where disabled people have the same opportunities as everyone else.
  3. 3. Tackling ‘innocent ignorance’
  4. 4. Two thirds (67%) of the British public feel uncomfortable talking to disabled people. Over a third (36%) of people tend to think of disabled people as not as productive as everyone else. A quarter (24%) of disabled people have experienced attitudes or behaviours where other people expected less of them because of their disability. Awkwardness does exist…
  5. 5. One fifth (21%) of 18 – 34 years old admit that they have actually avoided talking to a disabled person because they weren’t sure how to communicate with them. …and it’s worse among young people
  6. 6. Much more in our report…
  7. 7. Campaign development and planning
  8. 8. Addressable issue: innocent ignorance Campaign idea: let’s break the ice Audience: 25-30, metropolitan Headlines
  9. 9. Socially conscious They’re the future Sharers / amplifiers Less typical charity audience = less noise Why this audience?
  10. 10. We know they multi-task… 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 50.0 00:00-00:30 00:30-01:00 01:00-01:30 01:30-02:00 02:00-02:30 02:30-03:00 03:00-03:30 03:30-04:00 04:00-04:30 04:30-05:00 05:00-05:30 05:30-06:00 06:00-06:30 06:30-07:00 07:00-07:30 07:30-08:00 08:00-08:30 08:30-09:00 09:00-09:30 09:30-10:00 10:00-10:30 10:30-11:00 11:00-11:30 11:30-12:00 12:00-12:30 12:30-13:00 13:00-13:30 13:30-14:00 14:00-14:30 14:30-15:00 15:00-15:30 15:30-16:00 16:00-16:30 16:30-17:00 17:00-17:30 17:30-18:00 18:00-18:30 18:30-19:00 19:00-19:30 19:30-20:00 20:00-20:30 20:30-21:00 21:00-21:30 21:30-22:00 22:00-22:30 22:30-23:00 23:00-23:30 23:30-00:00 %Col Watching/Using The TV (Includes Gaming/DVDs) Watching TV Radio Commercial Radio Newspaper or Magazine Newspapers Magazines Internet Social Networking Out Of Home Cinema None Of These Media Reading (incl. Books, Other)
  11. 11. …how they communicate… 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 00:00-00:30 00:30-01:00 01:00-01:30 01:30-02:00 02:00-02:30 02:30-03:00 03:00-03:30 03:30-04:00 04:00-04:30 04:30-05:00 05:00-05:30 05:30-06:00 06:00-06:30 06:30-07:00 07:00-07:30 07:30-08:00 08:00-08:30 08:30-09:00 09:00-09:30 09:30-10:00 10:00-10:30 10:30-11:00 11:00-11:30 11:30-12:00 12:00-12:30 12:30-13:00 13:00-13:30 13:30-14:00 14:00-14:30 14:30-15:00 15:00-15:30 15:30-16:00 16:00-16:30 16:30-17:00 17:00-17:30 17:30-18:00 18:00-18:30 18:30-19:00 19:00-19:30 19:30-20:00 20:00-20:30 20:30-21:00 21:00-21:30 21:30-22:00 22:00-22:30 22:30-23:00 23:00-23:30 23:30-00:00 %Col Talking/Chatting (Face To Face) E-Mailing Instant Messaging Social Networking (Facebook, Twitter etc.) Other Internet Communication SMS Texting/Picture Messaging Talking On A Mobile Phone/Device Talking On A Normal Phone (Landline)
  12. 12. …how they feel… 0 10 20 30 40 50 60 70 80 06:00 09:00 12:00 15:00 18:00 21:00 Time Mon-Fri (Average) % Mood (0=Bad,10=Good): 7-10
  13. 13. Women'sWeekly Mags Women'sGeneral MagsTV ListingsMags Quality News Poster Exposure Popular News Music Mags Mid Market Men'sLifestyle Mags London Underground ITV1 Internet Home Interest Mags General Magazines Five Commercial Radio Cinema Channel 4 BBC Radio 0 20 40 60 80 100 120 0 50 100 150 200 250 300 350 Weight of consumption index (vs. All) Penetration(%) …what media they access…
  14. 14. “They believe that, as civic-minded and active participants in today’s world, it is up to them to assume the responsibility of making a lasting, positive impact on the future” Edelman 2012 …that they are invested in the future…
  15. 15. …that personal connection is less important for them…
  16. 16. Target audience Disabled people Existing supporters Stakeholders Testing
  17. 17. Development and production
  18. 18. The finished ads - 01 “Interview”
  19. 19. The finished ads - 02 “Bar”
  20. 20. The finished ads - 03 “Wheelchair”
  21. 21. Beyond the ads…
  22. 22. Beyond the ads…
  23. 23. Delivery and outcomes
  24. 24. 8 May – PR launch 11 May – TV premier 12 – 16 May – other paid media go live w/c 19 May – themed weekly content begins Key dates
  25. 25. Tackling ‘innocent ignorance’
  26. 26. Channel selection Earned Owned Paid PR, blogger outreach Website, supporter channels, social media Video on demand, cinema, digital, traditional TV
  27. 27. Campaign engagement Total impressions = 5m Total target audience = 1.8m Total YouTube views = 1.3m Total quiz completions = 50k Total email data = 3.5k
  28. 28. • Target carefully on a tight budget • Listen to your audience, consult your stakeholders • Get value for money by choosing low-waste channels Key learnings
  29. 29. Where next?
  30. 30. • Many non-disabled people are uncomfortable with disability • It’s often down to ‘innocent ignorance’ • End the Awkward was designed to be a step towards addressing this in a light, accessible way • The response has been overwhelmingly positive • We want to build on it through 2014, including with our wider influencing on living standards In summary
  31. 31. Thank you Any awkward questions?
  32. 32. Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk

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