With a focus on empowering the bystander and using a positive tone. (ad anti violence- make your move)

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The Make Your Move! campaign is guided by three principles:

Positive messaging:
Research shows that the most effective marketing messages appeal to the target audience’s core values, enabling them to feel strong and capable rather than ashamed by their behavior.

Engaging “bystanders”:
Both women and men are more receptive to messages that engage them as “helpers” rather than potential perpetrators or victims.

Sexual predators intentionally target vulnerable women and are not receptive to anti-rape messages. However, research indicates they seek the approval and validation of their friends. Those friends can help create positive outcomes.

Changing social norms:
Research shows that violence against women is directly linked to sexist beliefs (rape myths) and acceptance of sexual aggression from peers (i.e., a “rape supportive culture.”) The Make Your Move campaign will attempt to shift these attitudes and beliefs while creating a new “norm” of community members actively working to prevent sexual violence.

http://ywcaofmissoula.org/services/make-move/

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Ease up on the drink, aimed at mates.

Drinkers’ mates targeted in new campaign

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A new alcohol awareness campaign, urging Kiwis to tell their mates if they have a drinking problem, targets the country’s sporting drinking culture.

The Alcohol Advisory Council’s ‘Ease up on the drink’ campaign is the follow-up to its hard-hitting ‘How we’re drinking’ adverts, which featured graphic images of Kiwis injuring and putting themselves at risk because of their heavy drinking.

Launched last night, the first of three new television commercials is based in a rugby clubroom where a fellow player talks to his friend “Sam” about dealing with his excessive drinking.

Alac says while the first ad is set in sporting environment, it is not the only setting being targeted. Two other ads will follow – one set in a workplace and the other at home.

The ad comes as Police, Alac and Sport Canterbury conclude a South Island pilot programme called ‘Say Now’ designed to make young sportspeople aware of the damage from alcohol abuse.

A 2004 academic study, co-authored by former All Black Josh Blackie, showed sportspeople drank more than non-sportspeople, and the higher the level of sport, the more hazardous the drinking.

Alac chief executive Officer Gerard Vaughan said while its graphic ‘How we’re drinking’ ad campaign had been hugely successful it did not educate people on how to intervene in drinking-related problems.

He said Alac’s surveys showed that 21 percent of adult drinkers said they had started drinking less since the in-your-face drinking campaign was launched. The ads also generated an 11 percent increase in calls through the Alcohol Drug Helpline in the last year.

“But what they also created was enormous discussion on what you should do for someone who is drinking too much. People said to us ‘Why didn’t someone do something or say something?'”

Mr Vaughan said the new ads showed “how, why and when” to have the conversation. All the conversations take place after a drinking session, rather than at the time a person is drunk.

To complement the advertisements, tips and information are provided on a website to remind people of the range of things they can do to manage the use of alcohol, he said.

Meanwhile, the joint “Say Now” alcohol awareness project, endorsed by NZ Police and delivered through North Canterbury sports clubs over the last few weeks, would conclude today following “a very positive turn out to the sessions and feedback from attendees”, a statement said.

“As we have said all along, this is not about pointing the finger at sports clubs and saying they have a drinking problem, it is about educating clubs and their members about the role that sports and sports clubs can play in helping curb the drinking culture in New Zealand”, Sport Canterbury’s Project Manager, Jonny Kirkpatrick said.

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He said clubs were in an ideal position to capture key target groups and potentially had the structures in place to positively influence behaviour.

For more information on the Alac campaign, call 0800 787 797 or log on to http://www.hadenough.org.nz

Lately, NZTA’s focus has been on targeting people on the periphery: those who have the opportunity to stop friends, colleagues or family from driving drunk. It’s the difference between the “bloody idiot” campaign of the late 2000s and the current “bloody legend” campaign – the carrot, not the stick (or the fear factor, as has historically been the case).

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Second person deterring mate from drink driving. Hero’s  the mate as saving his friend with colloquial tone, viral ad that uses comedy to frame a serious scenario. This will inform my approach to the second person influencing the carers need to take care of them self.

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“While the consequences of driving drunk are well-known, it’s also widely believed that if you drive drunk, it’s likely you’ll get away with it”

But neither alcohol nor cars, in and of themselves, cause crashes: the answer to combatting drunk driving is changing driver behaviour.

That’s where a hard-hitting, high-profile advertising campaign comes in – but it isn’t the easiest message to pitch, says Rachel Prince, principal advisor at New Zealand Transport Agency, when teenagers and 20-somethings are already the target of so much marketing as it is. “We’re selling a product that people do not want to buy,” she says. “It’s much easier to sell them something that they’re excited about.”

She says “a good science” goes into NZTA drink-driving campaigns, starting with a robust understanding of their target audience: who’s causing the harm, and why. “Gaining a really good understanding of that before we put a brief on the table to the advertising agency is key to getting something that’s relevant the other end … Knowing them thoroughly, and having some deep insights into why they’re not buying your product now, and what might make them buy it in the future.”

The “product” Prince refers to is not drinking and driving when the opportunity is there – and as she acknowledges, it can be a hard sell. “It’s basically, in a nutshell, ‘Don’t tell me how to live my life’.”

Lately, NZTA’s focus has been on targeting people on the periphery: those who have the opportunity to stop friends, colleagues or family from driving drunk. It’s the difference between the “bloody idiot” campaign of the late 2000s and the current “bloody legend” campaign – the carrot, not the stick (or the fear factor, as has historically been the case).

Prince says it was a sidestep for the agency, intended to channel the power of peer pressure for good. “Mateship is key for them,” she says of young men and as such, they’re likely to listen to their friends “if it’s couched in the right way”.

From research focus groups, she learned that friends don’t stop friends drink and driving for fear of creating an awkward moment. Prince rattles off some typical excuses young men gave for not intervening at the pivotal point: “‘We don’t want to kill the vibe’, ‘we don’t want to be the dick’, ‘we don’t want to look like the party-pooper’, ‘we don’t want to break the mood’.”

The key to alleviating the awkwardness was in using humour, she says – “coming up with tools that they could use to make it not an awkward moment but a humorous one, and still get the message across”.

http://thewireless.co.nz/themes/risk/a-hard-sell-to-stop-mates-driving-drunk

Support groups and burden for carers

The Effects of Alternative Support Strategies on Family Caregiving

Abstract:

Family units (N = 541) of impaired elderly persons and caregivers were randomly assigned to a control group or one of five treatment groups eligible for a variety of respite or educational services. After 12 months of service eligibility, caregivers of elderly persons remaining in the community reported lower levels of subjective burden. Services appeared to delay nursing home placement among families with adult child caregivers, but encouraged placement by spouse caregivers.

http://gerontologist.oxfordjournals.org/content/29/4/457.short

Itchy kids website.

This woman lives in Hataitai and made this to support people like herself and her son.

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This website may not be visually well designed but when created there was an emphasis on not having any ads. Many people/company’s have tried to promote their work through this site but as it is for the community and nonprofit it needed to have as little clutter as possible because that was how a carer would need it. The colours were chosen so as to say ‘ahhh you’re here at last! everything is gonna be just fine’. The voice is very human, and casual, this is not about professionals, although you can be linked to them, this is about mums and dads who specialise in their itchy kids. This is a result of someone knowing what they don’t want and creating it for other like minded people. A perfect example of filtering what carers need simply, but with much room for design improvement.

Z token approach to connecting with local communities opposed to the price battle.

http://stoppress.co.nz/blog/2013/11/tvnz-nz-marketing-awards-sponsorship-z-energy

TVNZ-NZ Marketing Awards: Sponsorship, Z Energy

Z Energy’s ‘Good in the Hood’, which let its workers and customers help choose the charities the business supports, made its brand promise a reality.

The challenge

When Z was launched in 2011 following the biggest piece of industry-specific research done in a decade, the key insight was that “New Zealand companies should support local”.

The problem is that fuel is a grudge purchase in a commoditised market and, on the whole, consumers are unengaged with service station brands. In fact, there is a high level of distrust of fuel companies and a lot of skepticism around their actions. Add in some intense price fighting, the popularity of discounts on coupons and fuel dockets, loyalty schemes like Fly Buys and AA Smartfuel and the influence of convenience in petrol-buying behaviour, and finding a way to bring its brand promise of ‘Z is for New Zealand’ to life and differentiate itself from its price-focused competition was going to be difficult.

In the quest for efficiency and control, most corporates centralise their sponsorship activities. They might put their name on a stadium, or get behind a big project. But one of Z’s five brand pillars is ‘Live Neighbourhood’ and adhering to this meant decentralising control, which takes a huge amount of trust and is more complicated to implement. This local focus is one of its major points of difference and the company has a strong belief that a strong brand will ultimately lead to greater loyalty and bigger market share. So Z needed to find a way to contribute to things that mattered to local people.

The response

The concept of ‘Good in the Hood’ was born out of a much smaller project where Z celebrated its arrival in a neighbourhood by donating $5,000 to local community projects. This scheme showed that having a local focus but amplifying it nationally was hugely successful, so it basically made it bigger and better. After all, good neighbours are good neighbours every day of the year, not just for a few months of the year.

To be truly relevant, however, it left the decisions on who or what to support in the hands of the retailers, staff and customers in that neighbourhood. The scheme wasn’t about beating its own chest. It was simply about allowing it to happen and then basking in the reflected glow.

Each site had $5,000 to give to neighbourhood groups. And to put the call out for applications, Z used Fly Buys eDMs, social, online, onsite and local media. It also sent emails to charities inviting them to participate.

After selecting four groups to support, retailers and staff formed relationships with the groups and other offers of support were made. Z knew that it had to be about more than just donating money. While the initial campaign was just that, it also provided retailers with a platform to extend this further. This meant they were free to choose how they ‘Live Neighbourhood’ under the ‘Good in the Hood’ banner, including the donation of staff time, giving space at service stations for fundraising activities, free product or anything else they could think of.

Each purchase earned customers an orange token and they voted for their favoured group by dropping it into a clear perspex voting box instore. The greater the share of tokens, the greater the share of money the group received.

The call for voting was an invitation to do ‘Good in your Hood’ using TV, digital and social. Thousands of people also hunted for tokens in the online Token Hunt. Game play drove participation and a deeper understanding of the story using hidden content, unlockable tokens and prizes. It helped cement the narrative ‘one good turn deserves another’, and the top ten groups online received an extra $500 each.

Toolboxes were created for retailers to help community groups engage with their own audiences, proposing ideas like community car washes, morning tea shouts or using sites as collections points. It also provided posters, social media tips, example tweets and Facebook posts to help groups spread the word to supporters.

The next phase communicated the results and completed the story. Cheques were presented to neighbourhood groups at local events held by each station. Some even chose to top up the donations themselves so no group received less than $1,000. And the narrative was continued via TVC and online, focusing on how the funds had benefitted some of the groups.

Throughout the process, the comms strategy was based around combining hi-fi media (such as digital, gamification, TV and radio) with lo-fi media (such as voting boxes, community notice boards, local press) to deliver a sense of authenticity and scale.

The results

By being true to Z’s original consumer insight around being local, the programme increased awareness, preference and usage for Z and raised the profile of its commitment to neighbourhoods. It also helped it maintain its position as market share leader, despite intense price competition. The number of what it calls Raving Fans—people who love Z and in turn become Z advocates—hit its peak during the programme, which gave the members and supporters of 600 neighbourhood groups an opportunity to appreciate Z’s support by actively promoting the brand via word of mouth and using Z stations over and above competitors.

Z received its best-ever social media results, with 31,000 social shares and 10,000 social referrals on Facebook, YouTube and Twitter. In addition, over 500,000 people saw unpaid media coverage for Good in the Hood and over 23 local papers carried coverage, which is testament to the relationships retailers developed with local media in their neighbourhoods.

The programme provided value to New Zealanders over and above a pricing war at the pump. It elevated conversations with customers from a transactional focus, it affirmed Z’s New Zealand-owned credentials and it created a big business difference.

Convivial toolbox notes

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Co-designing a campaign for carer’s that don’t recognise themselves as carers. When you utilised the website and why you recommend it to people. What it is to get people that wouldn’t usually utilise your website means doing?

I want to get 1st hand information from carers about why they don’t recognise themselves as carers, or what changed their mind and why they now recognise themselves as carers.

I want to know how they go about seeking out informal help such as asking friends in similar situations, or going online. I want to find out what speaks to them in the way of visual communication media and what falls short of interesting them, such as current pamphlets of websites. Where they found out about the websites or support groups they attend, or why they don’t use support groups.

I will do this in a conversational meeting where i ask open questions and take notes. I will show them pictures of things that are available and ask them to mark where they consider themselves on a spectrum drawing as to how active they see themselves in seeking help. I will take photos of the interaction but not so they can be identified.

concerns, memories, feelings and experiences.a variety of forms and formats of generative techniques should be used.context mapping.dreams and fears, aspirations and ideas.

Tacit knowledge is knowledge that people can act upon, but cannot readily express in words, Latent needs are those that people are not yet aware of. They are needs that become realized in the future.

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Poster presentation with Antony

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Investigate fundraising like the tokens in ‘Zed’ where you choose where your donation is (projects a positive reflection on the companies charity injection into the community). Process and design? Humanising

Investigate anti smoking campaign and how it has been promoted to the 2nd hand friend to tell them not to smoke, drink driving ads promote to the friend to stop the driver, ‘ghost chip ad’ stop your mate.

Service design Audience, what are the touch points? What are the steps ad how do people interact with the website? asking for help? who reaches the most people? and who are the people that aren’t being reached?

Open Lab, Anna about Wanaka charity group.

Investigate compassion fatigue * what can I do to battle this (tokens idea)

Service design to get to the Campaign and the Ad that i might want it to then be. to understand audience,  empathy translates to service design-opens more doors than narrows.

Have to investigate into carers

Empathy and understanding audience through rhetoric and persuasion, to change intent and attitude.

community from big companies equals loyalty

what things could help people understand what it is to be a carer?

To do for essay:contrast and comparisons, campaigns that approach compassion fatigue, what brings people back to keep on donating? whats the general attitude change. Engage with services that are already there. Do people keep using the help line?

Case study, smoking or drink driving.

thinkpublic.com

Insightful approaches to prototyping , unpacking peoples needs, workshops, experience design, collaboration looking at minority’s in the community that often are socially sensitive subjects or have preconceptions that need to be addressed through 1st hand information. Basically a world of information.

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