PROPOSITION FINAL PRESENTATION RSPCA Jorick Vissers
THE ASSIGNMENTFind new and innova+ve ways to enable the RSPCA to engage with current members promote junior membership to a new audience, and support their educa+onal aims to improve awareness and change behaviour.Consider how this could be extended to diﬀerent plaBorms, e.g. mobile etc
THE RESEARCHSome keywords• Brand ﬁckle, but most brand aware• Inﬂuenced more by their peers, than by adver+sing• Rela+vely high spenders• See themselves as early adopters• Trend followers• Less pa+ence• Low tolerance
THE RESEARCHHow they engage:• Social media is essen+al• Their minds, opinions are developing fast• Safe environment is essen+al• Aspira+onal brands are important (don’t treat them as children)• They believe in causes• Freedom is essen+al (group engages on its own terms, in their own language, and when they want).
THE CONCEPTGeneral aimLeNng the teenagers experience themselves what RSPCA actually does, by placing them in the shoes of virtual volunteers of RSPCA.How?The teenagers will be saving hidden animals in an open virtual world, which they will need to bring to their personal care-‐centre within this world.This centre is something they need to build up their selves by gathering points, to buy the necessary supplies (food, water, medicines, ...) and even to expand their accommoda+on.SOThey will experience what RSPCA does in a playful way and maybe even in a coopera4ve way.
THE CONCEPTBUTseNng up a new virtual world takes a lot of +me and money.SOwhy not looking for what already exists?
MY PROPOSITION A few facts and ﬁgures for Habbo Hotel’s UK service: •700,000 ac+ve users. • Up to 10,000 concurrent users during busy periods. • Most uses have had a dabble with spending money in the world, with 10% of users being regular spenders. •80% of users are in the 13-‐16 age bracket.
EXAMPLES UNICEF UNICEF and Habbohotel created an alliance in order to carry out chats with young people about important themes such as educaAon or development. Now, thousands of children visit the site to parAcipate in this virtual community, supervised 24 hours a day by a volunteer staﬀ from both Habbohotel and UNICEF, creaAng a safe environment. Children can get on the "Bus" for 15 minute chats about given themes.NSPCC Habbo worked with the charity to develop a series of programmes that connected with and involved the young audience.The campaign resulted in record numbers of group membership and hundreds of thousands of visitors to the virtual agency. The group’sguest book received over 2,000 comments and there were over 1,000 discussion threads on the design topics. Most importantly, as a result of the acAvity, a ﬁve year decline in the call rate to Childline was reversed.
How will this lead to real life actions and memberships?
SUMMARYStrengths for RSPCA• Being ac+ve within familiar terrains for teenagers• You will not start from 0 using Habbo = using its exis+ng advantages• This campaign will be visible both online and oﬄine• Campaign costs for a brand entering Habbo Hotel = £25,000==> The cost of this campaign can be lowered(Unicef & NSPCC got a special deal from Habbo) Strengths for Habbo • Charity oﬀers them a good image • Possible growth of of players