Client: Research

1. Client Project Research
Your Name

2. Yorkshire Wildlife trust is campaigning to get an improved environment act, which will not just protect
our current wild spaces, but also actively create new ones to increase our wildlife numbers and create
more space for wildlife.
As part of their campaign, they want to get people to contact their MP, to ask them to work towards the
strongest possible environmental laws, which will work for wildlife.
They also want to see what wildlife means to people and their experiences, or lack of experiences with
it.
They want to encourage people to send their own written or video messages to their MP. Not everyone
knows who their MP is or how to contact them so this might also form part of the project.
They are keen to engage with people of all ages and backgrounds so finding a range of people to talk to
and film would be good.
We would also be able to meet people from the Wildlife Trust at Askham Bog, which is just down the
road from college.
The brief can be interpreted using video, animation or print, depending on your preference.
The work should be suitable for social media. It should be a starting point, which will hopefully
encourage others to take action. If your work is chosen, it will reach a wide audience via Yorkshire
Wildlife Trust. It may also be used by the wider Wild Trusts organisation.
We want engaging work they will get people talking about wildlife and encourage them to be more
engaged with the campaign to protect and enhance our wild places.
Brief:
Basically I need to create an engaging piece of work that will encourage people
of all ages to be more involved with the campaign and send their own written or
video messages to their MP to ask them to work towards the strongest possible
environmental laws to protect our wild places.

3. Audience
Yorkshire wildlife:
The current audience for Yorkshire wildlife are generally older people, 60+ who are more
likely to be retired and have a lot of free time and a disposable income. However, they
want to encourage younger people and family's to take an interest. This includes all
genders and a range of ages.
Age: current audience older peple, 60+ who are more likely to be retird and have a lot of
free time and a disposable income. However, they want to encourage younger people and
family's to take an interest.
Gender: gender neutral but stereotypically men prefer to be out in nature. fishing, bird
waching etc.
socio-economic status: based on income, education, and occupation. Most are retired. E -
Those at the lowest levels of subsistence - Casual or lowest grade workers, pensioners and
others who depend on the welfare state for their income (8%)
Sexuality: Does it matter?
NRS Social Grades: NRS Social grades are a way in which people are grouped depending
upon their jobs or the jobs of their parents. – aim at c1, c2 and b?
Lifestyle / Psychographics: Psychographics is the study of personality, values, attitudes,
interests, and lifestyles. Belonger, Socially conscious type A, Balanced/Totally integrated?
Uses and Gratifications: The Uses and Gratifications Theory is used to analyse why people
interact with/consume media products and what the audience gets out of it. – Information
and Personal Identity?

4. Audience:
Brian and Rita:
Brian (67) and Rita (62) are a retired married couple who have settled in Clapham, a small village in the
Yorkshire Dales. Brian used to be an accountant, and Rita was a teacher at the primary school at which their
2 sons, Thomas (38) and Ben (36) attended in their youth.
They support the Yorkshire Wildlife Trust and regularly thumb through the magazine. They never go the
events as it never excites them, but they feel proud in supporting the conservation of animals and local
spaces. They know many species of animals and trees. They aren't environmentally conscious around their
own lifestyle choices such as food ethics or the use of plastics and they would never question pesticide use.
They do believe in climate change but not in the severity of it.
need to persuade them of the severity of climate change. make all people enviromentaly concious and give
them easy options to do it, people can be lazy so we need to male it seem easyer then not doing it.
Henry
Henry is a 23 year old graduate living in a house share in Leeds. He got a 2.1 in Media Studies from Liverpool.
He currently works in retail, and cycles because he can’t afford a car yet. When Henry runs out of money he
spends his time binge-watching Netflix with housemates. He stopped using Facebook as much because he
would just endlessly scroll down posts, but he uses it still for messenger. He is more interested in engaging
with Instagram, Snapchat, but still follows a lot of people he likes on Twitter. When he makes the effort and
goes camping with friends, he really gets to reset himself. He looks forward to the day when he can have a
dog again. Henry takes for granted the green spaces in Yorkshire. YWT are for old people and birdwatchers,
and he has no idea what they really do.
need to show there is more to YWT then just bird watching, outdoor space, walking, exercise and wellbeing.
show what could happen if the green space is taken, show the consequences of everyday things (driving).
spread message over multiple media.
Read. Discuss. Decide who to target.

5. Karen
Karen is a 33 year old single Mum living in Hull. Her children, James (5) and Sophie (7) are the centre of
her life. She works in retail and is always up against the clock with managing her family life. She rents a
small house with a small garden that consists of grass and a small area of paving surrounded by
unpainted wooden fences that the neighbours can easily see into. She doesn’t feel particularly
empowered, and its been a long time since she really asked herself what she wants from life. Karen
voted for Brexit. It was more empowering to vote for change than to keep things the same. She also
wanted to ensure that the NHS was well funded for her children. Karen is oblivious to YWT, and is
unaware of how it could be relevant for her or her children.
Need to get family's more interested. show people the YWT exists and how it effects them, people can
be quite self centered, it doesn’t effect them so its not their problem but it does effect them and we
need to show them that. for people who don’t have a lot of time we don’t need just adverts on tv or
media as some people don’t have time so we need short advert which are impactful and not
timeconstmin which peopele see in their everyday lives (shopping). I’m just one person what can I do,
show people they are more powrful and influensial then they think.
{advert idea: broken glass, say sorry, glue it back together, sorry wasn’t enough, cut to ice caps
breaking, when its done and you regret it, sorry won’t fix it, nothing will make it the same again. gives
people a time frame, running out of time usually encourages people more then ill just do it tomorrow,
what if there is no tomorrow – but this shows the bigger picture, maybe it show show smaller things
which rae effected, shows a more manigable goal, breaks stuff down for people so not overwhelmed, so
thry don’t feel powerless but at the same time it needs to be a problem big enough so people need to
change it. if it is too insignificant people won’t take it seriously}
Cost – not expensive, good for the children cheap etertainment, thnsgs to see and learn, relaxing down
time away from pressuresa nd screens – can see some amazing things – small areas quite close to
suburbs tat they may nt know about.
Events: a cheep day out. Activitys and educational so they can learn and have a lovley experience,
opens up new thing to them which arnt electronic.

6. Peter
Peter is a retired 62 year old who has been widowed for over a decade. He lives in a semi-detached house at
the edge of Driffield. Peter considers himself a ‘birder’. He is very knowledgeable about different species of
bird and where to view them. He has a good close circle of friends with the same passion. It is hard to get to
know Peter unless you share his interest. ! He wants conservation to be in the UK’s hands and believes that
any policies from Europe can’t possibly take in the needs and complexities of the UK’s wildlife. Peter would
volunteer but only if he felt his knowledge and expertise were valued and used accordingly. When Peter
spots a particularly rare and beautiful bird, the world melts away and he returns to pure being.
people need to feel valued, not just guilty.
advert need to show YWT know what they are talking about.
The law - Key examples of the enviromantal act. Details in how endangerd animals will be saved. Possibly be
encouraged to see the importance of getting the young involved these places wouldn’t have the mny to kep
going. Children are inspired through passionate people. For example . We are the first generation h knows
we are hurning the plant and possibly the last who can do nothing about it.
Phoebe
Phoebe is aged 39 and lives in Hebden bridge. She identifies herself as an activist and has what many would
consider an alternative lifestyle. No fitting into the regular 9-5, she is a-self employed artisan who creates
pottery. Her small terraced house is eclectically furnished and usually has some incense burning. She has
interests in yoga and meditation and is a vegetarian.
Phoebe doesn’t feel that YWT represents her passion and interests. To her it is a very safe, fuddy duddy
organisation that doesn’t put its neck on the line for the big issues that really matter. No word on fox hunting
or badger culling! She uses Facebook and Twitter and is always sharing climate and environmental
information and campaigns.
such a wide amount of issues and all for different reasons so we need to see which would work for different
audiences.
YWT are not extreme protesters. we need to show people what we have been doing so they know we are
serious and worth the money/effort… something.

7. Samira & Adem
Samira (27) and Adem (29) are a Hindu couple living in Halifax,with families originally from Bradford.
They are aspirational young professionals who take their careers very seriously. Adem is a GP and Samira
works in recruitment. They were childhood friends who grew up together. They are both religious, but
Adem is definitely the more traditional of the two.
. One of the things that they really enjoy is walking together. It is the perfect antidote for them as a
couple. They get a chance to breathe into the present. They get to enjoy each other without the usual
relationship expectations and it is a lovely detox from their high powered jobs. Their is something about
their connection that really blossoms on returning home from a nice walk. They finally feel still together,
and that open space between them is where true intimacy lies. Since moving to Halifax, they don't really
know where is good to walk and they haven't found the time to investigate. They also don't know who
YWT are, but would probably recognise the logo from a reserve sign from a walk they made in the past.
recognizable, trustworthy and worth peoples time. we need to reach out to people as they wont or
don’t have time to investigate themselves. show the joy of nature, not only the issues with it. just make
it so people know who we are, even people who don’t have an interest in nature or YWT.

8. Audience
people can be quite self-
centered so I need to make
people realize that it effects
them too.
keep drawing style of
animation same as logo?
– familiarity.
The audience depends on what the advert is trying to
achieve.
if we want to promote the place, come visit us, the advert
should be aimed at family's but not exclude the current
elder customers and hopefully bring the average age
down significantly.
if we want to save nature we should aim at young adults
and adults as they are boss of kids and the young adults
are mature to understand and have more opportunity's to
make a difference to change for future and future
generations. also the advert show the ice caps melting
and everywhere flooding and everyone dying to give the
big picture but may be to overwhelming and give a feeling
of oh god we are doomed and we cant do anything to
stop it and we are powerless and we are all doomed. so
make the problem smaller so people think it is more
manageable to achieve but it may seem too small so
people don’t ake it seriously? how will that help anything,
is doesn’t matter if I do it or not if everyone else does it…
{the story of everybody, anybody, sombody and nobody.}
I dream a dream advert-
wwf?

9. Bibliography

10. Bibliography
• Dave Bakes, dbakes@yorkcollege.ac.uk (2018)
https://outlook.office.com/owa/?realm=yorkcollege.ac.uk&path=/attach
mentlightbox (Thursday 15th, November)
• "Animal" vs "human" charities: What type of people prefer which?,
YouGov. https://yougov.co.uk/topics/consumer/articles-
reports/2018/02/26/what-kind-person-would-rather-donate-animal-
charit (Conducted on February 26, 2018, 11:47 a.m.)