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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
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