The document profiles the target audience for a campaign as 16-24 year olds in York, England who are in college or university. They enjoy social media, fashion, sports and gaming. Nearly half of this demographic reported feeling anxious during the pandemic and over a third are looking forward to seeing friends again but also worried about restrictions lifting. Many felt bored, lonely and isolated during lockdown and nearly half say their mental health was negatively impacted.

1. Audience Profile
Demographics
Age: 16-24
Gender: 50-50
Location: York, England
Education: College and University
Employment: Any Job
Psychographic
Interests: Social Media, Fashion, Beauty,
Sports, Food, Gaming
Lifestyles:
Values: Friends, Family, Education,
Boyfriend/Girlfriend
Challenges: Mental health, Education, Bullying,
Family, Relationships
Goals: Make your family proud, always be
productive,

2. Nearly half (48%) of UK 16-24 year olds reported feeling anxious, with a quarter (25%) saying they felt unhappy
Just over a third (34%) are looking forward to seeing friends, but 54% are worried about restrictions being fully lifted
43% fear coming out of lockdown restrictions completely as they feel more socially introverted, while 40% are anxious about
the virus
Lockdown has been spent sleeping and watching TV for many, leaving them bored, lonely and isolated
47% say their mental health has been negatively impacted and 31% say their physical health has
Aviva offers tips to help spot signs of mental health issues in others and tips to support those who may still struggle with their
mental wellbeing