1. Overview 2. Situation 3. Issue 4. Lifetouch Opportunity 5. Social Media Campaign 6. Why?
TRU is the global leader youth research and insights, focusing on tweens, teens and twenty-somethings. For more than 25 years, they have provided the insights that have helped many of the world's most successful companies and organizations develop meaningful connections with young people. TRU provided information to Lifetouch in 2009 about U.S. Teens There are currently over 22 million teens ages 15-19 living in the United States according to the 2010 Census This is an increase of 9% since 2000 Annually teens are spending $127 billion That translates to $72 per week The number one thing that teens are buying online is clothing 61% of teens get their spending money as handouts from their parents
33% expect to spend more next year 78% expect to spend the same amount or more! 84% of twenty-somethings are shopping online Teens are making their presence known in the marketplace.
Males take their own lives four times as often as females and represent 79% of all suicides (CDC). However, women attempt suicide two to three times more often than men Among young adults 15-24 years old, there are 100-200 attempts for every completed suicide In 2007, 14.5% of US high school students admitted to seriously considered attempting suicide (CDC) If a child or teen has a major depressive disorder, they are 7 times more likely to try suicide
ABC Family recently aired a TV movie about cyber bullying
Encourage schools to have students in the yearbook more than just their individual photo Receiving a yearbook makes kids feel good and part of the school Yearbook donation program Makes the YB available to all students Parents can donate an extra dollar amount to the fund to help every kid have a yearbook LT Yearbooks believe that “every kid deserves a yearbook” With X1 program, kids are featured at ¾ length This can create self-esteem problems for students in wheelchairs and those who are heavyset Parents said if they knew their kid’s yearbook was ¾ length, they would have paid more attention to picture day
For publication of 10,000 books it would cost $24,490.78. This was a quote from the plant. Each book would cost roughly $2.45.
Student Self Esteem Initiative
Student Self-Esteem Initiative Morgan McAlpin
Agenda• Overview• Situation• Issue• Lifetouch Opportunity• Social Media Campaign• Why?
Teen Trends 22 million teens in the United States Spending $127 billion $72 per week Number one is clothing 61% get money from their parents
Tru Research33% will spendmore78% will spendsame or more!84% shop onlineTeens are makingtheir presenceknown in themarketplace.
Teen SuicideSuicide is the third of the leading causes ofdeath for teens and young adults ages 15through 24, according to the Centers forDisease Control (CDC), following accidentsand homicide.American Indians and Alaska Nativeswere at the highest risk for teensuicide at a rate of 19.7 per 10,000 (2007)This is 1.8 times higher than thenational averageNon-Hispanic Whites followedclosely at 13.5 per 10,000 (2007)
Teen Suicide Males take their own lives four times as often as females and represent 79% of all suicides (CDC). However, women attempt suicide two to three times more often than men Among young adults 15-24 years old, there are 100-200 attempts for every completed suicide In 2007, 14.5% of US high school students admitted to seriously considered attempting suicide (CDC)
Cyber BullyingCyber bullying hasbecome a greater issuesince social networkingsites have taken off inthe last decadeCyber bullying can be very damaging toteens, leading to anxiety, depression, andeven suicide.Reasons why cyber bullies engaged incyber bullying: They deserved it (58%) To get back at someone (58%) For fun or entertainment (28%)
Cyber BullyingOver half of all teens have been bulliedonline, about the same number haveengaged in bullying themselvesMore than 1 in 3 teens have experiencedcyber threats onlineOnly 1 in 10 young people tell a parent ifthey’ve been a victim of cyber bullyingGirls are slightly more likely to be involvedin cyber bullying than boysCyber bullying victims are more likely tohave low self esteem and to considersuicide(Bullyingstatistics.org)
The Dove Movement for Self Esteem isbuilding a world where women everywherehave the tools to inspire each other and thegirls in their lives.Their vision is “a world where beauty is asource of confidence, not anxiety.”Their website is complete with a selfesteem toolkit, The Movement Story, andan opportunity to join the movement andshare who inspired youDove’s partners include Girl Scouts, Boysand Girls Club of America, and Girls, Inc.
Lady Gaga“Don’t hide yourself in regretJust love yourself and you’re set”Lady Gaga suffered with self-esteemissues until just recently in her lifeHer song “Born thisWay” promotes ahealthy self-imageGlee used her songin an episode wherethe teens confront their self-esteem woesand own them during the performance
Seniors and Info from Austin“Celebrate all you’ve achieved”Grad parties are an ego boost tohave everyone there for you and tocelebrate your accomplishmentsInformation from Austin
YearbooksEncourage schools to have students in theyearbook more than just their individualphotoReceiving a yearbook makes kids feelgood and part of the schoolYearbook donationprogramWith X1 program, kids arefeatured at ¾ length
Retail StoresStores like Abercrombie & Fitch andHollister are popular amongst today’s teensThese stores seek potential employeeswho possess a certain “look”I was approached in an Abercrombie andasked to work there.A friend of mine was playing sandvolleyball at our college and was recruitedby HollisterStores place the Extra Small sizes in thefront because clothing looks better insmaller sizes
Situation Analysis Problem 1 Teens see school pictures as boring, blah, a hassle… not a true reflection of me!•Portraiture is supposed to capture personality, character, andstatus•Teens do not believe that school photography is consistentlydelivering on their promise to capture teens “their way.”•What do we know about teens that will help us define ourchallenge?
Situation Analysis Problem 2 Teens stress about picture day.They worry about what to wear, how to do their make up, and ultimately how the photos will turn out. Many teens don’t like how they look and pictures draw attention to that. The above comments were made about senior portraiture. This dramatizes how teens really feel about school picture day. It helps us understand why teen participation
“What am I going to wear?” “If it’s a bad hair day everyone is going to look at the picture and pick on you.” “You don’t know what everyone is going to think of what you wear and if it looks retarded.”“You don’t want to be the kid with the terrible yearbook picture.” “I worry about how my hair looks right before the picture. They take one picture and if it’s bad, it’s bad.”
Teen Consumer Insights about being unique, self-expressionSearching for a unique identity, to be an individualThat’s why being able to express myself isimportantTeens express themselves by getting tattoos andbody piercings as well as through fashion trendsand hairstylesTeens are conflicted: want to be original but alsowant to feel affiliated with their peersCreative expression specific to me.Enjoy activities that extend sense of unique self.Choice. Options are power. Everyone wants tocustomize.Want to portray/express a unique image andstyle. Photography gives them the opportunityto do this.
Teen Consumer Insights about confidence, self-imageImage is everything!62% of girls feel insecure or unsureof themselves (Dove)Teens look up to athletes, musicians, andmodels as role modelsI want to look perfect like my favoritepop idol or athleteIdeals of beauty/masculinity are oftenmanipulated− Photoshop, airbrushing,plastic surgeryStrive to attain unattainable standardsMore and more teens are obsessing withtheir appearanceUSA Weekend Student found that just 3 in 10 teens are satisfiedwith their looks50% of girls want to lose weight while half of boys want to ton upOnly 46% of high school aged boys are happy the “way they are”A growing epidemic where form over content in no longer limited togirls
Issue: Low self esteem in children produces destructive behaviorsLow self esteem at a young age isconnected to destructive behaviors atan older ageEleven year-old boys who displayed evidence of low self-esteem were more likely to be dependent upon drugs at age20 than boys who didnt have low self-esteem, accordingto a study conducted at Florida State University75% of girls with low self-esteem reportedengaging in negative activities such asdisordered eating, cutting, bullying, smoking,or drinking when feeling badly aboutthemselves (Dove)
Treehouse Youth is a faith based, non-profit organization offering hope andguidance to hurting teens, alumni, andparents during difficult times.TreeHouse is a safe place to be real aboutthe pain in their lives that is causing themto think and act out in destructive ways.TreeHouse is a place to have fun, meetfriends, discover faith, overcome pain,serve others, and be empowered tosucceed. TreeHouse saves teens lives
StatisticsUp to 1,650 young adults age 18-21 experiencehomelessness nightly in MinnesotaEach day in America 4,520 children are arrestedYouth who start drinking before age 15 are 5 timesmore likely to develop alcohol dependence orabuse than those who start drinking at or after age21Suicide is the second leading cause of death in15-24 year olds in Minnesota11% of 13-16 year old girls have posted seminudeor nude pictures of themselves online1 in 4 students in Minnesota high schools drop outand do not graduate. This increases to nearly60% for African American and Hispanic students
What can low self esteem lead to?Teen obesityTeen suicide Drug andDestructive alcohol abusebehaviors AggressionEating disorders Violence andBad grades criminal activityLower graduation Teen runawaysrates DepressionHigher sexual Anxietyactivity Teen pregnancy
Opportunity: Engage teens with relevantcommunications as an outlet for self expressions as a means of improving self-image Kids and teens must have a voice, something to stand for, be interesting We need to capture the attention of today’s teen Its tone needs to be exciting, expressive, and confident Don’t invade their space, create a space for them to interact, relate, and communicate Provide them with a community where other teens have the same feelings, worries, insecurities Go beyond print, communicate via social media, a teen relevant medium
Challenge: Change Perceptions “Do I look fat in these jeans? I need to start working out.”“Pictures create a sense of belonging becauseof the emotional memories attached to them.”–David WalshTeens are taking notice of their appearance ata younger age. Today’s 12 year old is just asself-conscious about his/her image as an 18year old.“Ideal standards of beauty/masculinity seen onpop media are often unattainable and as a resultlowers self esteem.Being reassured of “attractiveness” will raise self-esteemand help relieve stress, anxiety, and lower the “I will take abad picture” syndrome.Communications would use real teens not picture perfectteens.The tone will be real. It will challenge them to seek out theirown version of beauty/masculinity, rather than seeking outmedia driven stereotypical perfection.
Self-Esteem Facebook PageTarget: TeensGeography: US and CanadaTiming: September Launch a Facebook page that will provide: A forum for teens to dialogue about self- esteem A source for information on the subject (links to expert advice, guides) Contest/Scholarship for photography and self-esteem story
Opportunity for Conversation The Facebook page will allow students to interact with each other through the wall. This provides the opportunity to share thoughts, ideas, insecurities• The next LNSS Marketing intern will continue to runthe Facebook page throughout the 2011-12 academicyear according to the month-by-month plan• The forum will offer a sense of community to teensin the US and Canada who are struggling with self-esteem issues• They will know they’re not alone
Source of InformationThe Facebook page will be a place forstudents to find links to expert advice,various articles, and to participate inpolls all related to self-esteemThe hope is that this page will be asource of informationon self-esteem andraise awareness aboutthe issue affectingtoday’s teens
Self-Esteem Photography and Story Contest/ScholarshipTarget: TeensGeography: US and CanadaTiming: Launch in December,close January 31 Teens will be invited to submit a photo with an attached story about how they overcame self- esteem issues Winners will be selected by February 13 Winner’s and runner up’s stories will be published in a book sold to the general public and distributed to schools and partnering foundations
Communicate and leverage withschools to help promote self-esteem Target: Lifetouch Schools (Teachers and Administrators) Geography: US and Canada Timing: December-June Leverage self-esteem awareness through Tools for Schools website, Lifetouch corporate website, sell sheet in the field Distribute a self-esteem awareness pin to teachers and staff Ask teachers to nominate students who are doing an exceptional job at building self-esteem among the student body Books will be distributed to schools at the close of the academic year with the hopes of continuing the awareness into the following year