This document provides information on targeting 11-14 year olds and residents of Buckinghamshire for an arson prevention advertising campaign. Research shows the target audience engages in arson due to boredom, attention seeking, and a lack of understanding of consequences. The campaign aims to reduce arson costs in Buckinghamshire through raising awareness of arson's impacts using effective, cost-conscious methods. Focus groups with youths and residents found shocking real-life stories to be most memorable. The campaign will utilize digital media like the internet, TV, and mobile phones to cost-effectively reach a wide audience.

3. ...Target
Audience...
•Half of all 11 to 14-
•Cinema is the largest sector
year-olds claim they
of child-related out-of-home
“can’t live without
entertainment
music”
•The “coolest” media
for this age group is
satellite, digital and
•The most admired cable television
individuals are Will (47%), cinema (46%)
and the internet
Smith, Eminem • Only 22% of parents
and JK Rowling. (44%).
stated that they try or
would try to encourage
their children not to play
video games”
•79% watch TV in their bedrooms

4. Youth TGI media opinions Two and a half million have
data shows that the “coolest” their own mobile phone
media for this age group is with one in seven of them
satellite, digital and cable sending 25+ text messages
television (47%), cinema in the past week
(46%) and the internet (44%).
•
84% receive pocket
money/allowance; 78% have a
bank/building society account and
61% “want to be rich”.
• Tony Blair is the most hated
personality within this age group,
with George W Bush second and
Prince Charles third. The most
admired individuals are Will Smith,
Eminem and JK Rowling.

6. 29 people were hospitalised due to
wheelie bin fires in 2006.
There were an estimated 29,884 wheelie bin fires in
the UK in 2006
·Wheelie bins are now outside 56% of UK households
The estimated total cost for wheelie bin fires in 2006 was
£49,308,600.
Cost of attending a wheelie bin fire as stated by the ODPM (
2005) was £1650

7. They tend to come from one
person households and enjoy
recreational activities such as
boxing and gym. (usually
supported by local communities)
There are also around an
average of 3 children living in
the household...more info to
come
Don't tend to have a personal
income
their parents earn less then
£30,000 a year....
Dominantly £9-11,000 max.

8. Initial Research - TGI
30000
25000
20000
15000
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5000
Series1
0
Series2

9. 6000
5000
4000
3000
2000
Series1
Series2
1000
0

10. 18000
16000
14000
12000
10000
8000
6000
4000
2000
0 Series1
Series2

11. 35000
30000
25000
20000
Series1
15000 Series2
10000
5000
0
Presence of Children In No Children Child(Ren) 1-4 Years 5-9 Years 10-15 Years
Children in Household In Under 1
Household: Household Year

12. Initial Focus Group
 8 Participants: 4 male, 4 female
 Ages 16-20
 Sixth form/college students working part-time
 To determine attitudes/knowledge towards arson

13. Focus Group Main Findings
 Boredom/Attention
 Awareness of the sentence for arson
 Shock tactics
 Loss of possessions and neighbourhood safety
 Isolated areas/buildings
 Media representation

14. Development of Creative Brief

15. Creative Brief 1
Client
Buckinghamshire Fire and Rescue service
Project
Advertising Campaign on Arson
Prepared by
MORR PR Agency
Background
Every day, the fire service is called to more deliberately started fires than accidental fires. Approximately 3,000 people are injured
and 100 die in deliberate fires in the UK every year. The cost of arson in the UK has risen to £2.4 billion every year putting
more and more strain on our economy. Successful arson preventative measures can only be identified and put in place if the
incidence and risk factors associated with arson are understood.
The Promise
To reduce the amount of money spent by the county of Buckinghamshire on arson attacks, creating awareness of the various
impacts to which are direct results of arson in and around the Buckinghamshire county using a cost effective measure to which
clearly displays the dangers of Arson within the community.
Target Audience
11-14 year old & Residents of Buckinghamshire
According to extensive research boredom and attention seeking are the main reasons why arson attacks occur. Failure to realise the
ramification of their actions also leads to arson attacks.
Arson attacks take lives believe it or not!
Residents of Buckinghamshire need to take more preventative measure to stop wheelie bin fires. Raising awareness in this
community is essential.
Just because you have not been affected by it, doesn’t mean it doesn’t go on!

16. Creative Brief 2
Client
Buckinghamshire Fire and Rescue service
Project
Advertising Campaign on Arson
Prepared by
MORR Advertising & PR Agency
Background
Every day, the fire service is called to more deliberately started fires than accidental fires. Approximately 3,000 people are injured
and 100 die in deliberate fires in the UK every year. The cost of arson in the UK has risen to £2.4 billion every year putting
more and more strain on our economy. Successful arson preventative measures can only be identified and put in place if the
incidence and risk factors associated with arson are understood.
The Promise
To reduce the amount of money spent by the county of Buckinghamshire on arson attacks, creating awareness of the various
impacts to which are direct results of arson in and around the Buckinghamshire county using a cost effective measure to which
clearly displays the dangers of Arson within the community.
Target Audience
11-14 year old & Residents of Buckinghamshire
Research shows that the target audience are finding it difficult to engage in mainstream education. Also tend to suffer from low self
esteem and confidence so seeks attention. The young kids we are targeting also lack any sort of assertiveness and direction
so forming productive relationships is a challenge. More often than not they are at risk of exclusion and needing anger
management. According to extensive research boredom and attention seeking are the main reasons why arson attacks occur.
Failure to realise the ramification of their actions also leads to arson attacks.
Residents of Buckinghamshire need to take more preventative measure to stop wheelie bin fires. Raising awareness in this
community is essential.
Emotional Response
Arson attacks KILLS!!!
Punishable by a term in PRISON!!!

17. Process of Campaign Ideas
•Poster
•Educational Video
•Demonstration
•Theatre
•Puppet Theatre
•3D Projection

24. Second Focus Group
Conducted at Viking Primary School
 Short attention span
 Enjoyed the imagery but didn’t have a
full appreciation of the art.
 “We’re not kids”

25. Focus Group Main Findings
 Found things that were shocking to be most
effective
 “its when the firemen said it could have been my
Mum”

26. Media
 Internet – its a cost effective way to
reach a wider audience and correlates
with the target audience.
 TV – visually
 Mobile

27. Funding