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NHS health campaign target audience research.pptx

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NHS health campaign target audience research.pptx

  1. 1. TARGET AUDIENCE RESEARCH
  2. 2. Target audience • The primary target audience for this campaign is 16–20-year old's • 16–18-year-olds saw the biggest increase in social media use in the past year, with over 12 minutes more on average per day than the previous year. • We know young people are big users of social media - 97% in our recent survey use Facebook and 45% are on Twitter. • Social media and other media can influence the decisions that pre-teens and teenagers make about their health and lifestyle. For example, media messages and content can make it look ‘normal’, cool or grown-up to eat junk food, smoke, vape, drink alcohol and take other drugs. • Adults aged between 18 to 34 are most likely to follow a brand on social media, with 95% of them doing so.
  3. 3. Target audience self-collected research 15 responses 16: 40% 17: 26.7% 18: 26.7%
  4. 4. Analysis of results From the 15 responses 66.7% of people said they drank alcohol with most people saying they drank for fun suggesting that even though there are risks the temporary joy outweighs the risks for them therefore in my campaign advertisement it may be beneficial to highlight the risks of consuming alcohol when you are only a teenager. From the 15 responses 80% say that they either do live an active lifestyle or try to live an act lifestyle with a main reason as to why they don’t exercise due to lack of motivation therefore in my campaign I need to use motivational language and imagery similar to the This Girl Can campaign to effectively engage and entertain my target audience.
  5. 5. Audience profile Running 1.5m Cycling 979k Football 866k Swimming 583k Climbing 455k Badminton 235k Boxing 218k Tennis 205k Number of people participating in that sport
  6. 6. Psychographics Psychographics is the qualitative methodology of studying consumers based on psychological characteristics and traits such as values, desires, goals, interests, and lifestyle choices. Mainstreamers Potential target audience Seek security tend to be domestic conformist conventional sentimental –favor value for money family brands nearly always the largest group Aspirers Target audience Seek status materialistic acquisitive orientated to image and appearance persona and fashion attractive packaging more important contents typically younger people clerical and sales jobs. Succeeders Seek control strong goals confidence work ethic and organisation supports stability brand choice based on self-reward and quality typically higher management and professionals Resigned Seek survival rigid and authoritarian values interested in the past and tradition brand choice stresses safety familiarity and economy typically older people Explorers Target audience Seeks discovery energy and individualism and experience values difference and adventure brand choice highlights satisfaction and instant effect the first to try new brands younger demographic usually students. Strugglers Potential target audience Seeks escape alienated disorganised few resources beyond physical skills brand choice involves impact and sensation buys alcohol junk food lottery tickets Reformers Seeks enlightenment freedom of restrictions and personal growth social awareness and independent judgement anti-materialistic but aware of good taste has attended higher education and selects products for quality
  7. 7. Demographics • My target audience is 16 –20-year old's meaning they are still in education or have recently left education in the brief there is no specific gender, socio economic status, religion, family life cycle or income requirements to target my product and content towards therefore it only must meet the audience profile and demographic of 16–20-year old's.
  8. 8. Analysis of audience profile psychographics/demographics • The result from the audience profile psychographics and demographics suggest the target audience are heavily influenced through influential celebrities consuming a large amount of social media especially through apps such as Instagram snapchat and Tik Tok. The psychographics suggest the audience are either mainstreamers’, strugglers, explorers or aspirers therefore my advertisement/content created can cater to their interests and engage them effectively by having the knowledge of what they are into and what intrigues and engages them.
  9. 9. Smoking analysis for 16–20-year old's We can make smoking history by 2030 The clock is ticking – every day in England 280 children start smoking. That’s 343,109 since the UK Government announced its ambition for England to be smokefree by 2030. This statistic suggests that even though they know the dangers children are choosing to smoke therefore there are more people in the target age range more likely to be smoking if they have smoked from a young age however based on the OPN, 14.5% of people aged 16 years and over in Great Britain said they currently smoked in 2020, a decrease from 15.8% in 2019. Therefore, this may not be a target for my campaign as there are already decreases in the amount of people who smoke and many other campaigns such as Stoptober from Public Health England deal with the issue of people smoking and have helped over 2 million people attempt to quit.
  10. 10. Alcohol analysis for 16-20-year old's Mean number of alcohol units consumed per week in England 2019 by gender and age According to these statistics from statista.com the age range of 16–24-year-old consume the least amount of alcohol apart from people 75+. The effect of alcohol for 16 – 24-year old's can have devastating consequences for example , 21% of deaths in males and 9% of deaths in females have been attributed to alcohol consumption. With 4% of 16 – 24-year-old men drinking more than 50 units a week and 3% of women aged 16 – 24 drinking more than 35 units a week putting themselves at risk of alcohol dependency, mental and behavioral problems and long- term health risks such as liver disease. This can affect them for the rest of their life therefore reducing alcohol consumption at a younger age can not only have short term benefits but long-term benefits lowering the risk of long-term damage to health such as cancer and liver disease. Therefore, I have selected this as one of my advertisement campaigns aimed at 16–24-year old's. Statistics taken from alcoholeducationtrust.org
  11. 11. Weight analysis for 16–20-year old's • In the year to November 2019, 62.3% of adults (people aged 18 and over) were overweight or obese-gov.uk • According to this survey from the NHS around 37% of people aged 16-24 are overweight or obese however this is the smallest percentage of people who are therefore this may not be the target for my campaign as it is aimed at 16-20 year olds therefore it may not be as effective to choose tis for the target audience as there is already the existing advertisements for the most affected demographic of Percentage of people overweight and obese 16-24 :37% 25-34 :58% 35-44 :64% 45-54 :73% 55-64 :73% 65-74 :75% 75+ :71%
  12. 12. Get active Analysis for 16–20-year old's • From the 15 responses including 16,17 and 18 year olds 80% say that they either do live an active lifestyle or try to live an act lifestyle with a main reason as to why they don’t exercise due to lack of motivation therefore in my campaign I need to use motivational language and imagery like the This Girl Can campaign to effectively engage and entertain my target audience.

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