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Jo Cliff

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Jo Cliff

  1. 1. Challenging ‘Cool’, Talking ‘Real’ Date 29th January 2015 Prepared by Jo Cliff
  2. 2. Grab a partner….. And either role play ………………. Or discuss what you think children are like in the UK today.
  3. 3. Get real! • 48% kids say a brand is cool if it helps them to express who they are. • That means we need to understand who they are….. • AND DISPEL THE STEREOTYPES • Here’s our 4 steps for understanding real kids
  4. 4. 4 Steps… Step 1 Recognise the similarities Step 2 Represent Diversity Step 3 Understand the context Step 4 Explore and acknowledge the differences
  5. 5. Step 1 Recognise the similarities
  6. 6. Kids have the same basic needs Maslow’s Needs Hierarchy
  7. 7. Celebrity Vloggers Teachers, Leaders Wider family Friends Parents and siblings Time, Connections and Influences “My mum and dad. They are my parents and I love them. Girl, aged 9 “I watch Carrie on YouTube, she talks about having confidence and believing in herself, she is only 21.” (Girl aged 17) “Mr Brown is my biggest influence.. He runs the football club, he is ace at football and really fair with the team.” (Boy aged 11)
  8. 8. Self-esteem under attack! In the spotlight Constant testing “There is so much pressure on children they are starting to become stressed and anxious earlier down the school” Secondary Teacher Compared and judged against limited criteria
  9. 9. Kids can be very materialistic Stuffication23 18 9 8 6 6 6 5 4 4 3 3 “to be rich, well and truly rich!” “all the money I would ever need to live my dream life (billions)”
  10. 10. Kids need experiences and are being denied them “I started boxing but it got really expensive with all the stuff I needed and subs every week so I had to stop.” (Girl aged 13) “Some of the older kids drink on the park so my mum doesn’t like me to go up there.” (Girl aged 10)
  11. 11. Step 2 Represent Diversity
  12. 12. }
  13. 13. If your focus is too narrow you are in danger of missing the whole picture c. 13.3 million dependent children across the UK (according to 2013 population estimates office of national statistics)
  14. 14. % of all 0-15s in each region 7% 8% 4% 11% 8% 9% 9%5% 14%14% 8% We could be missing out on some key differences by only focussing on certain regions • Children get the most amount of pocket money in Scotland • London, Liverpool, Manchester, Birmingham and Leeds constituency have over 50% single parent households • Children in SW spend more time playing inside than anywhere else in the Country
  15. 15. • 63% live with both biological parents • 29% single parent families • 8% live with a step-parent and biological parent (blended family) We need to identify and represent different family types and backgrounds “I want to be a daddy when I grow up. Mine’s not very good.” (Boy aged 11) “I am kind of multi-tasking. My sister needs help with her homework and my brother says come and play,. My mum is doing the cooking and my dad is at work and I have got my own homework to do too.” (Girl aged 13)
  16. 16. Almost a third of all UK children (3.5 million) are living in poverty • 26% of children in the U.K. can't go on a holiday away from home for one week per year. Poverty and social exclusion research 2013 • 1 in 10 go without one or more basic item of clothing • 1 in 10 can't afford to go to clubs or after school activities “One of my pupils went to Meadowhall shopping centre on the train for her 10th birthday. It was the first time she had been on a train and outside of Barnsley, I couldn’t believe it.” (Primary school teacher) “Not many of our kids go away on holiday, some go with the children’s holiday scheme.” (Youth worker) …the ‘haves’ and the ‘have nots’
  17. 17. Nearly three in 10 primary school children are classed as being an ethnic minority. Ensure children from different cultures are represented and able to participate “The Big Bang Theory – we don’t believe in that because we are Muslims.” (Girl aged 13) More than 18 per cent of primary school pupils have a first language that is not English “The parents of children from ethnic minorities are much stricter when it comes to homework.” (Primary teacher) Figures released by DFE in 2014. A survey of the nation's classrooms, which provides an accurate snapshot of the composition of schools in England,
  18. 18. Step 3 Understand the context
  19. 19. SchoolHome Online c.20% of children‘s waking hours are spent at school “Teachers have to fulfil the supportive parental role, it’s very difficult.” (Secondary school teacher) Average 1hr 45 mins online and 1 hour on social media “My favourite thing to do is go on Minecraft.” (9 year old boy) “I spend most of my time in my bedroom.” (13 year old girl) “We watch TV together in the evening. It’s one of the only time we’re all together.” Source:Platypus Kid’s Media Report (1000 kids aged 8-16 years)
  20. 20. Why is it important? • Connections/influences • Challenges/pressures • Language • Interests • Personalities
  21. 21. Step 4 Explore and acknowledge the differences
  22. 22. “I have three children and they are all completely different!”“The year 7s are so different.” “There’s the group that likes playing board games at break time…..” “…..a group that hang about the canteen and talk phones and handbags….” “…..a group who go in the Art room….” “…..and the ones who play football on the field….” The sensitive one The joker The socialite Children are different….
  23. 23. 6 2 All children to feel confident in taking part in research (ie: talkative/chatty). 1 in 3 adults likely to be introverted....... much higher in kids By developing a range of techniques that encourage different types of feedback we can make it easier for all personalities to get their voices heard. 16% of all school aged children are classed as having a special education need
  24. 24. What now? Analysis Multi region, ethnicity, family type, Recruitment Commun- ication needs Ethno- graphy Comm- unities Influencers Approaches Verbal and non verbal, Play, Child Experts Techniques Content Translations Varied versions Ask the right questions By region, culture, personality, cluster analysis
  25. 25. In the name of representing and understanding children’s individuality and uniqueness I, ____________________________________________ (name and company) pledge to … ____________________________________________ ____________________________________________ ____________________________________________ Photograph and email to jo.cliff@platypusresearch.com or tweet @Platypus_ www.platypusresearch.com My Pledge

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