engaging and informing young people
TRANSCRIPT
Engaging and informing young people: creating online content for
16-25 year olds
Patrick DanielsHead of Engagement and
Support
Providing online youth information in the UK since 1995
Emma RubachHead of Editorial
Engaging and informing go hand in hand
Barriers… …and how we overcome them
Moderator: “what is it that you're afraid of?”User: “hmm... just their reaction, taking the first step to getting hlp”
Purpose: The “why?”
Give young people a reason to want to find you
“What can we do to help?”
“What can they help me with?”
Young person’s perspective
Organisation’s perspective
Layout: The “where?”
Make it as easy as possible for young people to be able to find you
“Who do we need to reach?”
“How do we reach you?”
Young person’s perspective
Organisation’s perspective
Universa
l
Niche
•Specific age group•Specific issue•Personal support
•Broad appeal•Holistic approach•Generic information
Cross topic comparisonQuestion 7: Which one source of advice would you turn to first for information or advice about very sensitive concerns relating to…?
Alcohol Sex Relationships
Drugs Finance Health
FriendsParentsBrothers or sisters
MagazinesInternet search (e.g. Google)Online forums / discussion groups
An online ‘help-site’A help-lineA professional / expert
Other None of these
24
17
31133
52
10
2
1827
9
2118
65
2
13
3
15
47
144
2
9
421
42
11
13
7
6
7
168
12
5
11
2
14 7
33
36125
71
14
310 8
15
3
8
15391
27
3 7
I can talk about things online that I can’t talk about to people face to face
Male Female 16-18 19-21 22-24 ABC1 C2DETotal
Gender Age Social Grade
Does not apply to me
Don’t know
Disagree strongly
Disagree slightly
Neither agree nor disagree
Agree slightly
Agree strongly
%
19 20 1824
1914 16
22
31 3131
32
2933
32
30
2326
21
25
23 2323
23
1413
14
8
15 18 1414
108
129
12 9 118
1 1 1 1 1 1 1 12 1 3 1 2 3 2 2
0
10
20
30
40
50
60
70
80
90
100
Format: The “how?”
Once they’ve found you, make your information accessible
“Is our message clear?”
“Can I trust this information?”
Young person’s perspective
Organisation’s perspective
Using pictures…
butters, mither, twocking. Obvs?
Activity
Think of the barriers and obstacles that young people may face in accessing your information – add these to a spider diagram.
Next together – explore the different ways young people may be able to overcome these barriers, either with or without direct support from your organisation.
Patrick DanielsHead of Engagement and Support
Emma RubachHead of Editorial
Thank you!