Target Profile

...Target Audience...

• The “coolest” media for this age group is satellite, digital and

cable television (47%), cinema (46%)

and the internet (44%).

•The most admired individuals are Will

Smith, Eminem and JK Rowling.

• Only 22% of parents stated that they try or

would try to encourage their children not to play

video games”

•79% watch TV in their bedrooms

•Cinema is the largest sector of child-related out-of-home

entertainment

• Half of all 11 to 14-year-olds claim they

“can’t live without music”

Two and a half million have their own mobile phone

with one in seven of them sending 25+ text messages

in the past week

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.

Youth TGI media opinions data shows that the “coolest” media for this age group is satellite, digital and cable television (47%), cinema

(46%) and the internet (44%).•

11-14 YEAR OLDS

There were an estimated 29,884 wheelie bin fires in the UK in 2006

·Wheelie bins are now outside 56% of UK households

29 people were hospitalised due to wheelie bin fires in 2006.

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

They tend to come from one person households and enjoy recreational activities such as boxing and gym.

(usually supported by local communities)

Don't tend to have a personal income

their parents earn less then £30,000 a year....

Dominantly £9-11,000 max.

There are also around an average of 3 children living in the household...more info to

come

Initial Research - TGI

Wor

king

Statu

s:

Full-ti

me

- 30+

Hou

rs P

er W

eek

Part-t

ime

- 8-2

9 Hou

rs P

er W

eek

Part-t

ime

- Les

s Tha

n 8

Hours

Per

Wee

k

Retire

d

Long

term

illne

ss/d

isable

d

Not w

orkin

g - R

etire

d/Lo

ng te

rm ill

ness

/disa

bled

Not w

orkin

g - F

ull-ti

me

hom

emak

er/h

ouse

wife

Not w

orkin

g - F

ull-ti

me

stud

ent/a

t sch

ool

Not w

orkin

g - U

nem

ploye

d: w

as w

orkin

g

Not w

orkin

g - U

nem

ploye

d: lo

oking

for f

irst j

ob

Not w

orkin

g - O

ther

reas

ons

All wor

king

All Par

t-tim

e

All Not

wor

king

Not w

orkin

g (e

xclud

ing R

etire

d/In

valid

)

All Une

mplo

yed

0

5000

10000

15000

20000

25000

30000

Series1

Series2

Total

Perso

nal I

ncom

e Bef

ore

Tax:

Up to

£2,

999

£300

0 - £

6,99

9

£7,0

00 -

£9,9

99

£10,

000

- £12

,999

£13,

000

- £16

,999

£17,

000

- £19

,999

£20,

000

- £22

,999

£23,

000

- £26

,999

£27,

000

- £29

,999

£30,

000

- £33

,999

£34,

000

- £36

,999

£37,

000

- £39

,999

£40,

000

- £42

,999

£43,

000

- £46

,999

£47,

000

- £49

,999

£50,

000

or o

ver

No Per

sona

l Inc

ome

0

1000

2000

3000

4000

5000

6000

Series1

Series2

Highes

t Lev

el of

Edu

catio

n Ach

ieved

:

No fo

rmal

scho

oling

/inco

mple

te p

rimar

y ed

ucat

ion

Primar

y ed

ucat

ion c

omple

ted

A few y

ears

of s

econ

dary

edu

catio

n

Comple

ted

seco

ndar

y ed

ucat

ion

High s

choo

l edu

catio

n co

mple

ted

Furth

er q

ualifi

catio

n (b

etwee

n hig

h sc

hool

& univ

ersit

y)

Univer

sity

degr

ee

Docto

rate

leve

l or p

rofe

ssion

al eq

uivale

nt

Still s

tudy

ing0

2000

4000

6000

8000

10000

12000

14000

16000

18000

Series1

Series2

Presence of Children in Household:

Children In Household

No Children In Household

Child(Ren) Under 1 Year

1-4 Years 5-9 Years 10-15 Years0

5000

10000

15000

20000

25000

30000

35000

Series1

Series2

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

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

Development of Creative Brief

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!

  

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!!!

Process of Campaign Ideas

•Poster •Educational Video •Demonstration•Theatre•Puppet Theatre•3D Projection

D e m o n s t r a t i o n &

E d u c a t i o n a l V i d e o

Theatre

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”

Focus Group Main Findings Found things that were shocking to be most

effective

“its when the firemen said it could have been my Mum”

Media

Internet – its a cost effective way to reach a wider audience and correlates with the target audience.

TV – visually

Mobile

Funding

FINAL IDEA