Marie Stopes - Individual Assignment


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Marie Stopes - Individual Assignment

  1. 1. Campaign Pitch Safe Sex Campaign Targeting UK Afro-Caribbeans under 21 Client: Marie Stopes Agency: Trimedia – Luisa Elena Denuell Date: 11th December 2009
  2. 2. About us 2 <ul><li>Trimedia is one of the UK’s leading full-service public relations and communications consultancies </li></ul><ul><li>Trimedia is part of Europe’s fastest-growing PR group. </li></ul><ul><li>Over 140 Trimedia consultants operate from nine UK cities with further local expertise being accessed through five affiliates. </li></ul><ul><li>Our consultants are multifaceted professionals who represent some of the best TALENT across Europe, keeping clients informed of current and future TRENDS in their markets and using the smartest communications TOOLS . </li></ul>
  3. 3. About us 3 <ul><li>In the UK, Trimedia specialises in consumer & lifestyle brands, IT, property and the environment, telecommunications, corporate and B2B PR, as well as issue management and public-sector campaigning. </li></ul><ul><li>Trimedia is to merge with Grayling and Mmd to create a new public relations and public affairs company which will carry the Grayling name from January 1st 2010. </li></ul>
  4. 4. Awards 4 <ul><li>Trimedia has a great track record winning some of the most coveted awards in the profession across Europe. </li></ul><ul><li>They underpin our well established reputation for delivering great results from INNOVATIVE , CREATIVE and WELL MANAGED campaigns. </li></ul>
  5. 5. Awards 5 Recent example: 4 European Excellence Awards 2007 The Department for Children, Schools & Families (DCSF) initiative “Rhyme4Respect” won the award for the Best European Campaign of the Year and three other major awards.  Successful safe sex campaign which aimed to tackle high teenage pregnancy rates in the UK through influencing hard to reach teenagers to use and carry condoms
  6. 6. Our clients 6 Examples:
  7. 7. Public Sector & Non-Profit 7 <ul><li>The new social media is interactive. </li></ul><ul><li>This new ‘bottom-up’ power is changing the way ‘top down’ organisations function. </li></ul><ul><li>Trimedia ’s clients in this sector benefit from the expertise of its pan-European talent and its proven track record in communications designed to engage the public voice in productive dialogue. </li></ul>&quot;Any participation, even in the smallest public function, is useful.&quot; John Stuart Mill (1806-1873) British philosopher, political economist and influential liberal thinker
  8. 8. The Challenge 8 Promoting SAFE SEX to AFRO-CARIBBEANS (under 21) in the UK. <ul><ul><li>565,876 UK citizens classify themselves as 'Black Caribbean‘ </li></ul></ul><ul><ul><li>1% of the total population ( UK Census of 2001 ) </li></ul></ul><ul><ul><li>Largest population found in London , Birmingham and Manchester </li></ul></ul>
  9. 9. The Facts 9 <ul><ul><li>Rates of gonorrhoea and chlamydia are about ten times higher in Afro-Caribbeans compared to the white population as a whole. </li></ul></ul><ul><ul><li>Over the last five to ten years, rates of gonorrhoea and chlamydia have doubled , but the ethnic distribution has stayed the same. </li></ul></ul><ul><ul><li>Rate in HIV : The Afro-Caribbean community has seen a six-fold increase since 1995 . </li></ul></ul><ul><ul><li>( Sexually Transmitted Infections 2001; 77 ) </li></ul></ul>
  10. 10. The Target 10 AFRO-CARIBBEAN WOMEN (under 21) in the UK. <ul><li>Risky sex hits girls in 2 ways : </li></ul><ul><li>STI infection </li></ul><ul><li>Underage pregnancy </li></ul>
  11. 11. The Problem 11 1. Negative perception of condom usage “ If black men go with a woman, who asks them to wear a condom, that means the woman sleeps around, therefore they won't have her as their girlfriend. Men are saying they'll only go with clean women, whatever that means.” (Stacey, 18)
  12. 12. The Problem 12 2. Perception of racism in the NHS “ The NHS is white. You don't see black people at the clinics. So you feel uncomfortable going to the clinics.” (Dionne, 21) “ If I have it [an STI], then I'm not going to go and deal with it because they’re just gonna judge me and see me as a slag.” (Aquila, 17)
  13. 13. The Problem 13 3. Negative perception of science “ When a white scientist comes to our community and tells us what is negative about us, our instant response is to close down.” (Tracey, 24)
  14. 14. The Goal 14 To raise awareness about the higher rate of STIs within the target group Short term (4-6 months)
  15. 15. The Goal 15 To increase condom usage and therefore lower infection rates within the Afro-Caribbean community Long term
  16. 16. Key Message 16 Don‘t play. Protect.
  17. 17. Key Message 17 Don’t play. Protect. <ul><ul><li>Sex is more than just a GAME ! </li></ul></ul><ul><ul><li>There is no shame in protecting YOURSELF ! </li></ul></ul><ul><ul><li>It is YOUR life you will risk! </li></ul></ul>
  18. 18. The Solution 18 Word-of-mouth campaign <ul><ul><li>creates BUZZ </li></ul></ul><ul><ul><li>attracts MEDIA ATTENTION </li></ul></ul><ul><ul><li>LOW COST </li></ul></ul><ul><ul><li>raises AWARENESS </li></ul></ul>
  19. 19. The Solution 19 Conclusion <ul><ul><li>In addition, a word-of-mouth campaign takes the Afro-Caribbean’s oral tradition into account, which emphasizes story-telling and dynamic interaction between speaker and listener. </li></ul></ul>
  20. 20. Strategy 20 1. Campaign launch Location : Piccadilly Circus, London (UK) Happening : 100 Afro-Caribbean Models mingle with the pedestrians and cause a sensation by wearing pink t-shirts with striking messages (i.e. “I have AIDS.”) imprinted.
  21. 21. Strategy 21 1. Campaign launch COMMUNICATORS 100 Afro-Caribbean Models
  22. 22. Strategy 22 1. Campaign launch <ul><ul><li>Embody the ideal of female beauty </li></ul></ul><ul><ul><li>Symbols of femininity and youthfulness </li></ul></ul><ul><ul><li>Sex symbols </li></ul></ul><ul><ul><li>Role models </li></ul></ul><ul><ul><li>Head-turners </li></ul></ul>
  23. 23. Strategy 23 1. Campaign launch MEDIUM MESSAGES <ul><li>Front side : </li></ul><ul><li>Version 1: I have AIDS. </li></ul><ul><li>Version 2: I have CHLAMYDIA. </li></ul><ul><li>Version 2: I have GONORRHOEA. </li></ul>
  24. 24. Strategy 24 1. Campaign launch MEDIUM MESSAGES Back side : All 3 versions:
  25. 25. Strategy 25 1. Campaign launch
  26. 26. Strategy 26 1. Campaign launch
  27. 27. Strategy 27 2. Online Press Pack <ul><ul><li>Press Release (traditional and social media) </li></ul></ul><ul><ul><li>Information on Marie Stopes International </li></ul></ul><ul><ul><li>Downloadable brochures on STIs and HIV </li></ul></ul><ul><ul><li>High res pictures and links </li></ul></ul>
  28. 28. Strategy 28 3. Media <ul><ul><li>New Media </li></ul></ul><ul><ul><li>Campaign Website – </li></ul></ul>
  29. 29. 29 Don‘t play. Protect. Strategy
  30. 30. Strategy 30 3. Media <ul><ul><li>New Media </li></ul></ul><ul><ul><li>Campaign Website – </li></ul></ul><ul><ul><li>- Information on protection, safe sex, testing </li></ul></ul><ul><ul><li>and treatment and Marie Stopes International’s </li></ul></ul><ul><ul><li>services </li></ul></ul><ul><ul><li>- “Get your facts right” section </li></ul></ul><ul><ul><li> clears up misconceptions of condom use </li></ul></ul>
  31. 31. Strategy 31 3. Media <ul><ul><li>New Media </li></ul></ul><ul><ul><li>Marvelyn Brown’s blog on </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>The 24-year-old Aids infected Afro-Caribbean woman talks about her restricted life with this infection and about how it is transmitted. </li></ul></ul>
  32. 32. Strategy 32 3. Media <ul><ul><li>New Media </li></ul></ul><ul><ul><li>Marvelyn Brown’s internet platforms </li></ul></ul><ul><ul><li>- Facebook </li></ul></ul><ul><ul><li>- Twitter </li></ul></ul><ul><ul><li>- My Space </li></ul></ul>
  33. 33. Strategy 33 3. Media <ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Target blogs : </li></ul></ul><ul><ul><li>BBC’s Family History Page, Network, </li></ul></ul><ul><ul><li>The African-Caribbean, Blacknet UK </li></ul></ul>
  34. 34. Strategy 34 3. Media <ul><ul><li>Traditional Media – Regional Radio Stations </li></ul></ul><ul><ul><li>Talk shows with Marvelyn Brown and </li></ul></ul><ul><ul><li>representatives from Marie Stopes International </li></ul></ul><ul><ul><li>Target radio : </li></ul></ul><ul><ul><li>BBC Radio 1Xtra and “pirate radio stations” </li></ul></ul><ul><ul><li>(i.e. Lightning, Genesis, Supreme, Galaxy) </li></ul></ul>
  35. 35. Strategy 35 3. Media <ul><ul><li>Traditional Media – Print </li></ul></ul><ul><ul><li>Newspapers </li></ul></ul><ul><ul><li>- Hard news and feature stories </li></ul></ul><ul><ul><li>- Target newspapers </li></ul></ul><ul><ul><li>(The Voice, Gleaner, Black Voice, </li></ul></ul><ul><ul><li>The Caribbean Times) </li></ul></ul>
  36. 36. Strategy 36 3. Media <ul><ul><li>Traditional Media – Print </li></ul></ul><ul><ul><li>Newspapers </li></ul></ul><ul><ul><li>- Health journalists of all </li></ul></ul><ul><ul><li>national newspapers in the UK </li></ul></ul><ul><ul><li>(The Times, The Independent, </li></ul></ul><ul><ul><li>The Guardian, Daily Mail, etc.) </li></ul></ul>
  37. 37. Strategy 37 3. Media <ul><ul><li>Traditional Media – Print </li></ul></ul><ul><ul><li>Magazines (Teen) </li></ul></ul><ul><ul><li>Pride Magazine, Grazia, Teen VOGUE, Sugar, Mizz, Bliss, Shout </li></ul></ul>
  38. 38. Campaign extension 38 Long Term <ul><ul><li>Discussions led by Marvelyn Brown in the Marie Stopes International’s meeting rooms </li></ul></ul><ul><ul><li> Because they are NOT coming in for </li></ul></ul><ul><ul><li>treatments, they don’t feel judged. </li></ul></ul><ul><ul><li> Once they are inside the facilities, </li></ul></ul><ul><ul><li>they realize that it is a WARM and </li></ul></ul><ul><ul><li>WELCOMING environment. </li></ul></ul>
  39. 39. Evaluation 39 Agency <ul><ul><li>Traffic report </li></ul></ul><ul><ul><li> lists the users visiting the campaign homepage </li></ul></ul><ul><ul><li>Hotline calls </li></ul></ul><ul><ul><li> Marie Stopes Hotline </li></ul></ul><ul><ul><li>Media coverage </li></ul></ul>
  40. 40. Evaluation 40 Independent market research company <ul><ul><li>Telephone survey among the target group before and after the campaign </li></ul></ul><ul><ul><li> awareness of STIs </li></ul></ul><ul><ul><li> awareness of recent campaigns (before) and Marie Stopes campaign (after) </li></ul></ul>
  41. 41. Budget 41 Bought in costs Construction & maintenance of website <ul><ul><li>£ 3,000 </li></ul></ul>100 Models Semi-professionals Day rate: £ 120 <ul><ul><li>£ 12,000 </li></ul></ul>T-Shirts <ul><ul><li>£ 1,500 </li></ul></ul>Evaluation of campaign (independent company) <ul><ul><li>£ 3,500 </li></ul></ul>Agency fees <ul><ul><li>£ 20,000 </li></ul></ul>£ 40,000
  42. 42. Summary 42 The key facts on one slide… <ul><ul><li>The problem: increasing rates of STI’s within the </li></ul></ul><ul><ul><li>Afro-Caribbean community in the UK </li></ul></ul><ul><ul><li> Misconceptions of condom use </li></ul></ul><ul><ul><li>The target group: Afro-Caribbean teenage WOMEN under 21 </li></ul></ul><ul><ul><li> They are affected in TWO ways! </li></ul></ul><ul><ul><li>The key message: Don’t play. Protect. </li></ul></ul><ul><ul><li> Protect YOURSELF by using condoms! </li></ul></ul><ul><ul><li>The strategy: an online campaign that will be launched trough a viral kick-off event (models) </li></ul></ul><ul><ul><li> Creates buzz and attracts media attention </li></ul></ul>
  43. 43. 43 Thank you! Contact: Luisa Elena Denuell Trimedia – International Office 29-35 Lexington Street London W1F 9AH Tel: +44 (0) 207 025 7500 Fax: +44 (0) 207 025 7588 Email: [email_address]