I have researched into the social action market to find out the size
and scale of competitors, This will help me to find out what we can
include in our own advertising campaign and if there is gap in the
market for a new anti-bullying advertising campaign. I am also
going to be carrying out market research into social action media to
find out information about the need and size of the particular
market I am focusing on, the competitors I may have and their
customers. This will help my production I will be able to compete
with competitors and aim it at the right market and customers.
What is the social action/community (charity/not-for-profit) advertising market like?
Some charities and organisations use advertising to raise money for their cause. For
example charities put out advertisements to raise money for child in third world
countries such as Africa. Also other charities advertise to raise money for animals for
example the RSPCA and the dogs trust.
What kind of adverts are currently available?
some adverts aims may be to raise money for their organisation which would usually
be aimed at adults who have the money to donate. However other adverts may be just
trying to promote and raise awareness of their subject matter and depending on the
topic could be aimed at a wide range of people. For example the teen domestic violence
would be aimed at teens because the actors are teens themselves and it is for
teenagers in that situation. The advert shows a teenage boy and girl and when the boy
begins to treat the girl badly and hurts her you see the boy looking at himself from
behind a glass shouting at himself to stop. There are also adverts for animals as well as
humans. For example there are ones where you can sponsor an animal or donate to a
charity for animals which helps to look after animals that have been mistreated.
Types of adverts there are?
There all kinds of different types of adverts such as bullying, sex, child abuse, poverty,
animal abuse, debt issues.
Has there been a growth or decline in the amount of adverts?
I didn’t get any information on this but personally I think that there is not a lot of
adverts on TV about bullying.
The Diana award have created a lot of advertising campaigns and they all explain what
the Diana award do. They have celebrities working with them that will make the
campaign noticed, also people that have won the Diana award and they help people all
around the UK.
The advertising campaigns can be found on their website, on YouTube where
thousands of people can view it all around the world. The campaigns are very
successful as they bring recognition to the organisation, and by putting the campaign
onto YouTube it allows a wider audience to view it and get a better idea of what the
charity is about.
Who is their target audience?
The Diana award is aimed at young people who have helped people in their community in any way.
They might have produced an anti-bullying campaign or a fund raise. The organisation presents
awards to these young people to empower them and help the community.
What is the size and scale of their operation (local,national,global etc)?
The Diana award is made of 11 members which is the chief executive to an anti-bullying
apprentice. All of these people work to keep the charity running. Not only do they have these team
members but they also have a group of patrons, ambassadors and trustees who range from
celebrities to the prime minister to people who have one the Diana award.
The Diana award charity has recognised 39,000 ordinary young people who have made an
extraordinary difference to the community.
Every year over 4000 young people are involved in their programmes.
94% reported increased confidence as a result of feeling celebrated and recognized
91% reported increased aspiration to do more for communities
78% of young people feel there has been change in their behaviour as a result of the programmes
87% are now involved in some form of social action through volunteering as a direct result of our
99% were more confident about tackling bullying
98% felt they now had greater capacity to support other pupils being bullied
How are they competition?
I think that the Diana award are competition for the antibullying campaign we are going to be making. This is because
they have the same aims in mind for each campaign and
fundraising event they organise. These aims are not only to
promote their charity, but to promote anti-bullying and
empower young people to take action against bullying. Also
the Diana award Is a well know charity so therefore it would
be hard to get our organisation as much recognition as them,
and also get as many people as we can to watch our
advertising campaign, also the charity have Jodie marsh
working with them and this gets them more publicity and
appeals to a younger audience.
What they do?
0 Since 1999 the Diana award has recognised 39,000 young people who
have made an extraordinary difference to their community. As well as
the Diana award, their anti-bullying and mentoring programmes are put
into place to empower, engage and encourage young people to keep up
their good work by helping the community.
The Diana Award does three things:
We encourage young people for the contribution to their communities
We empower young people to achieve their full potential
We engage young people in social action to make a difference in the
lives of others, through our Ant bullying, Training and Mentoring
What they do?
0 Bullies Out is an anti-bullying organisation which provides
help and support and information to individuals.
0 The work they do directly address bullying which they
believe is one of the main reasons affecting the academic,
emotional and social well-being of young people.
0 At bullies out they recognise that it isn’t easy to create a
positive school environment and needs the consistent
efforts the whole school community. As an organisation
they believe in working with people to develop a positive
atmosphere across the whole school community.
Who is their target audience?
0 The bullies out organisation are targeting young people in schools, youth and
community settings who have been affected by bullying.
What is the size and scale of their operation (local, national, international, global
0 The management team is made up of five people. These are the chief executive, chair
and three trustees. They also have four ambassadors, one patron and one supporter
which is made up of celebrities or people who run charities which help others.
0 The organisation has achieved a lot since it was founded in 2006. Every year they see
an increase in the number of people using their online mentor forum.
0 Also over 7500 children and young people have participated in their innovative,
interactive and creative workshops.
0 900 young people have been trained as peer mentors.
0 Over 750 professionals have participated in our awareness training sessions.
How are they competition
I think the organisation bullies out is completion to our
anti-bullying campaign because beatbully.org and
bullies out have the same aims and objectives, these are
they want to help young children who are being bullied
in school. Although the beat bullying organisation also
deals with bullying outside of school. They also have an
online forum which talks t young people if they have ay
issues or issues related to bullying, the mentors then
The bullies out organisation does not have an
advertising campaign but it does have a video
explaining what the organisation do and also why
they do it.
This video is not very effective and it doesn’t grab the
public’s attention, advertising campaigns are a good
way to get your organisation known by the public .