SOUTH AFRICAN NATIONAL BLOOD SERVICE YOUTH STRATEGY

ADRP MAY 2010

Presenter: Zali MbomboExecutive: Marketing, Communications and Stakeholder

Co-Presenter:Gail NothardCorporate Marketing Manager

South Africa: A Country United in Diversity

• National Estimated Population: 49 320 500

• Estimated Population 15 – 19 years: 5 214 300

• Estimated Population 20 – 24 years: 4 920 900

• Total Estimated 15 – 25 years: 10 135 200

• Within above age group - Male: 5 069 500

Female: 5 065 700

Source Stats SA mid year Population Estimates 2009

Youth Trend- 2009Youth Trend- 2009

• Quest for Knowledge- “Google Rocks”

• Young adults becoming more mindful about comparing prices of products online - getting the best bargains and deals. Becoming more resourceful and entrepreneurial to subsidise their own spending

• Hyper tasking takes over multitasking - Setting themselves goals because of high expectations (consuming vitamins and energy boosters)

• Getting Physical: Brands are compelled by ASA to find ways to get Teens to embrace physical exercise - Move towards healthy lifestyles and making health choices

• Fear Factor: 88.7% fear contracting HIV/AIDS; 81.8% fear being raped (Sunday Times Generation Next Survey) ; fear of being hijacked- Anxiety

• Brands have a big role when it comes to investing in the wellbeing of young South Africa.

Source: 9 Industry trend for 2009 - HDI

Youth Marketing Trend - 2009

• Youth considering themselves as more than just consumers – need to influence content.

• Youth expect brands to invest in their entire lifestyle and provide experiences that go beyond product or services i.e. Coca Cola investing in community projects, online media etc.

• Human touch: Face to face remains preferred methods of communication i.e. young adults - Facebook used to organise parties/ social get together etc.

• Youth becoming territorial: Facebook, Myspace, Mixit have monopoly and youth not expanding loyalty to other sites. Cellphones considered for friends – not advertisers turf.

Source: 9 Industry trend for 2009 - HDI

About the 18 – 24 year old youth segment

• Future Leaders

• Immune to CSR initiatives

• Do not want to be lectured

• “In your face” marketing puts them off

• Idea is to be “subtle” when marketing to this age group

• Their opinion on giving blood and why they don’t give blood: always make excuses “know the should but …”

• Always 4/5 excuses commonly used

Comments from Youth Focus Groups

Development of “What’s Your Excuse’’ Campaign

• Development started in 2007 – segmented market into high school and post school (18 – 25 year age group)

• Research showed that essential to use different concepts for the two segments.

• Post school – lifestyle changes completely – social lives take over.

• To reach this market effectively – large sums of advertising money would be needed to make any impact. Proposal was to develop high impact below the line material only

• Based on research of most prominent excuses – 4 excuses for not donating blood were used – initial posters developed:-

• I’m scared of the needle

• I don’t have time

• I’m scared I’ll feel light-headed

• I’m scared I’ll catch something

Development Methodology

•Took the concept to sample of youth aged between 18-24yrs

•Identify lifestyle activities that are common to the targeted age group

•Matched these with excuses for not giving blood

•Demonstrated how these excuses cannot be used for not giving blood

•Visuals of the campaign were shown one at a time with no explanation and responses were recorded

•Preference and optimal messaging was then discussed

•The campaign was then compared with other social responsibility campaigns that they were aware of

Development MethodologyTop Line Response

•Overall the campaign was clearly understood with no explanations, and is highly relevant to this target market.

•The most common response throughout was “wow, I say that, and I had never thought of it that way!”

•They felt that this campaign was targeting them directly and was very effective in doing so.

•They particularly liked the fact that they were “invited in” and then caught, whereas other social responsibility campaigns “shouted” at them in their view.

•It is key that the executional device is relevant to them, for maximum impact.•The decision was to focus on below the line material for this market due to the cost of reaching them through other, more expensive forms of advertising.

Vs Other Social Responsibility Ads

•They found these ads particularly powerful in comparison with most of the other social responsibility campaigns they were aware of.

•They felt that they had been “invited in and then caught” which was regarded as infinitely more powerful than being “shouted at or lectured”, which they found a complete turn off.

•There was much criticism of Love Life with respondents finding it boring now and too “hard core”. It pushed people away.

Research Survey

Sample:– 16 Respondents– Black, White and Asian– 7 Males and 9 Females– A pilot project was run at three Universities to test the appeal of the

posters prior to a full launch

Methodology:– Visuals of the campaign shown all at once with no explanation– Responses recorded– Preference and optimal messaging then discussed– Campaign compared with other CSR programmes that they were

aware of

Execution Applications

Poster application concepts:

– Shooter glasses

– Tattoo

– Manicure

– Bed scene

First Draft Concept Shooter GlassShooter glasses:

•This was the most relevant and universally hard hitting of the 4 executions, because it was something they all did.

•It had a significant impact across all respondents and was the most liked across the board.

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First Draft Concept TattooTattoo:

•This appealed to the white guys more than the black guys and girls but the message was clear and impactful throughout.

•Tattoos were seen to be less common in the black market and as a result, this execution was less powerful in this segment. It was the second favourite execution among white and asian males

•While the concept of a tattoo is highly relevant, the size of the tattoo as depicted in the visual is not what they would do. In order to be more relevant, the tattoo itself needs to be a more typical tattoo for this target market.

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First Draft Concept Manicure

Manicure:

•The guys didn’t really understand this one, but the girls found it very hard hitting.

•This execution was more appealing to higher LSMs than lower LSMs across all races.

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First Draft Concept Bed SceneBed:

•This execution was immediately assumed to be relating to protected sex, with many thinking it was a Love Life campaign.

•It appears that this market has been heavily bombarded with protected sex messages and now associate any visual that appears sexual, to relate to protected sex.

•Even when it was explained that this was part of the same set, there were issues with understanding here.

•This concept held more appeal across a the younger respondents (18 – 20) than the older element.

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Research Findings

• Campaign relevant and will have an impact on this age group

• Group perceived it as a powerful way of showing them how meaningless their excuses are for not giving blood.

• There was a 91% positive response with most saying that it would encourage them to donate blood.

• Research revealed that target market’s lifestyle is hectic and they often lose sight, or are too busy to worry about such things as blood donation.

• Found the poster ads to be powerful in comparison to other CSR campaign that they are aware of.

Lessons Learned about this Age Group

•Important to have a range of products as this market gets easily and quickly bored

•Actively search out for new things and block out repetitive experiences wherever possible.

•Relevance of concept and application for different sub segments.

• A general, broad approach is in danger of not hitting hard enough at any of the sub segments

•Campaign (exl the bed concept) is very powerful in pricking the conscience of this target group

•While it may not result in action at this life stage, it certainly increased their awareness and openness to the idea of giving blood

Approach to Implementation

1. In-House Challenges

•Final drafts produced and presented to SANBS management.

•For years a very conservative approach in place

•Although mixed reviews most felt it was pushing boundaries

•Requested more research before decision could be made

Approach to Implementation

2. Research Results 2008

Question: Are the poster messages clearYes: 128 No: 10

Question: What message do you perceivePositive: 127 Negative: 9

Question: Comment on look in generalPositive: 128 Negative: 10

Question: Would the posters encourage you to donate bloodPositive: 115 Negative: 23

General – not if you are going to launch – when are you going to launch?

Tattoo moved to top of the list followed by bed scene, bar scene and then manicure.

Made some last changes and produced final product which was also approved by Management.

Approach to Implementation

2. Research Results Focus Group 2008The respondents strongly believe that these posters are centered

around trivial excuses which people give for not donating blood.

Generally, seeing the posters opened the eyes of the youth to what they admitted as ignorance, self-centeredness and disgrace.

Some comments:• They make me feel guilty, because they show that avoiding

donating blood is just a lame excuse and ironic to our daily engagements”.

• “Shocked. They show how we as people can be insensitive”.• “They make me feel bad though I am afraid of needles”• “Shameful, because for someone who prides herself in making a

difference in other people’s lives, I haven’t done much”.• “I feel bad because I have done more painful things…”

• These posters are a great way of encouraging people to become blood donors…”

• “This was an eye-opening focus group. It encourages youth and clears all misinterpretations”.

Final are you scared of Needles

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Final Manicure

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Final Bed Scene

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Final Lightheaded

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Campaign Implementation

•Launched at Universities around the country February and March 2009

•Concept used in youth radio adverts and aired on youth radio stations.

•Expanded use of posters to all clinics where the primary market is this age group

•Posted posters on facebook

•Used posters to advertise in youth mags

YFM (Regional Youth Station) ADVERT

Statistical Results

18-25 Yr Age Group 2008/2009

0

5000

10000

15000

20000

25000

30000

35000

40000

2008 29482 28519 36472 28357

2009 32965 33115 35095 30310

Quarter 1 Quarter 2 Quarter 3 Quarter 4

CLOSING COMMENTS

General reports and comments between launch and end 2009:

•A great number of students want the posters to take home.

•It has lifted our profile in the eyes of this age group. First clinic using posters, target was 150 units and 229 units were procured. Definitely direct correlation between introduction of posters and increased collections.

•The posters are a hit. At our launch students went crazy over them and the local radio stations could not stop talking about them. Collected 117 units where normal collections were 30 – 40. The artwork is “off the hook”.

•Posters are working miracles for us. 298 units collected – way over target and any previous collections.

•Is this a tattoo parlor? (You always get one!!)

THANK YOUQUESTIONS?