Presentation Luigi Petito

A web-based series to promote healthy lifestyles among European

adolescents

Boys and Girls is supported by the EU’s Health programme (2008-2013)

The views expressed are purely the authors' own and do not reflect the views of the European Commission

Luigi Petito, Managing Director Business Solutions Europa

on behalf of the Boys and Girls partnership

Luigi Petito, Managing Director Business Solutions Europa

on behalf of the Boys and Girls partnership

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Business Solutions Europa

Table of contents

� The Boys and Girls Project

� The project

� The methodology

� The web campaign

� Other innovative public policies campaigns

Table of contents

3


Young people are huge consumers of online material…

From EU KIDS ONLINE report (London School of Economics, 2011):

•7 is the average age of first internet use in Denmark and Sweden, rising to 8 in other Northern European countries and 9 for Europe overall

•9-16 year old internet users spend 88 minutes per day online, on average

•60% of 9-16 year old internet users in Europe go online daily

•86% of the children that use the internet watch video clips online (e.g. YouTube), using the internet as a mass medium – for information and entertainment

•38% of 9-12 year olds and 77 % 13-16 year olds have a profile on a social networking site (e.g. Facebook)

•90% of 13- to 17-year-olds have used some form of social media in America) (A Common Sense Media Research Study 2012)

The project

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… that’s why we conceived the project BOYS AND GIRLS

• It is difficult to reach out teenagers• Teenagers are exposed to unhealthy lifestyles•Social media is more and more used to communicate to teenagers

• Public health communicators must use social media tools

• It is difficult to reach out teenagers• Teenagers are exposed to unhealthy lifestyles•Social media is more and more used to communicate to teenagers

• Public health communicators must use social media tools

To better understand how best to useSocial media to communicate

health-related issues to young people

To better understand how best to useSocial media to communicate

health-related issues to young people

The project

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Nutrition, alcohol and drug addiction and sexual health

Nutrition, alcohol and drug addiction and sexual health

What are the issues the series covers?

What are the issues the series covers?

The design and piloting of a web campaignThe design and piloting of a web campaign

AssessmentAssessment

The main project features

The development of a web seriesThe development of a web series

Teenagers between the ages of 15 and 18 years old

Teenagers between the ages of 15 and 18 years oldTarget audience

Target audience

The project

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NGOs, universities, public and private organizations

632 teens involved via focus groups and online questionnaires

9 organizations from 8 countries (issues

experts, communication specialists and production team)

Key actors

Project partners

Teenagers

Organizations working with

teens

The key actors involved

The project

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The partnership

Dutch Institute for Healthcare Improvement - CBO –Netherlandswww.cbo.nlCBO is the project coordinator

Animation Studios -Italywww.tilapiaweb.com

Edex - Spainwww.edex.es

Katholische Hochschule Nordrhein Westfalen –Germanywww.katho-nrw.de

Danish Centre for Sexual Health Promotion/Sex og Sundhed –Denmarkwww.sexogsundhed.dk

Poznan University of Medical Sciences – Poland

http://ump.edu.pl/eng

The European Centrewww.euro.centre.org

Medical University of Silesia - Poland

www.sum.edu.pl

Business Solutions Europa Business Solutions Europa -United Kingdomwww.bs-europa.eu

The project

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Table of contents


� The project

� The methodology



Table of contents

9


The methodology brings together issue experts, animators and the final target audience

Messages, storylines and

scripts are reviewed and validated at each key phase of development

The web series developed reflects the needs of the target audience, messages and formats are

scientifically sounds and age

appropriates

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2

Teenagers are consulted on topics and formatTeenagers are consulted on topics and format

Issue experts develop messages and production team proposes a format

Issue experts develop messages and production team proposes a format

Teenagers provide feedback on messages

developed and format proposed

Teenagers provide feedback on messages

developed and format proposed

Production team defines storylines / scriptsProduction team defines storylines / scripts

Teenagers provide feedback on storylines and (video)storyboard

Teenagers provide feedback on storylines and (video)storyboard

Production team produces the web series (25 episodes x 2,5 minutes)

Production team produces the web series (25 episodes x 2,5 minutes)

Teenagers provide feedback on the final content produced

Teenagers provide feedback on the final content produced

The methodology

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. Tools Participants

The involvement of the teenagers

The 3 consultation rounds

The online survey

246 Teenagers (boys and girls – 15-18 years old from 8 different Member States (UK,NL, PL, ES, DE, AT, DK and IT) involved in focus groups

246 Teenagers (boys and girls – 15-18 years old from 8 different Member States (UK,NL, PL, ES, DE, AT, DK and IT) involved in focus groups

372 respondents from across Europe 372 respondents from across Europe

January 2011 - experts, production team, communication specialists, teenagers met in Naples to animate a two-day “content workshop” and brainstorm on messages and formats of the webseries.

January 2011 - experts, production team, communication specialists, teenagers met in Naples to animate a two-day “content workshop” and brainstorm on messages and formats of the webseries.

The methodology

Experts, production team, communication specialists, 14 teenagers met in Naples to brainstorm on messages and formats of the webseries

Experts, production team, communication specialists, 14 teenagers met in Naples to brainstorm on messages and formats of the webseries

The content workshop

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Table of contents


� The project

� The methodology



Table of contents

12


The main features of the web campaign for teens

WEEKS

Community Managers

32

558 Profiles on

SOCIAL

NETWORKS IN

languages 6

3 Branded

FacebookFacebookFacebookFacebook ads&

BannersBannersBannersBanners on targeted pages

Channels

The web campaign

managed by

Episodes25

We will evaluate how these tools can be used to leverage the promotion of health messages to teenagers

2WEB TV 1111WEB

contest

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The main features for stakeholders

The web campaign

Trailers in2 8 Languages

1 dedicated dedicated dedicated dedicated

channelchannelchannelchannel

1 accountaccountaccountaccount

1website

Articles and congresses

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Boys and Girls campaign: popularity and engagement – 1/2

The web campaign

7.1987.198

268/0268/0

Friends/SubscribersFriends/Subscribers

Positive comments/Likes – Negative comments/Unlikes


36 million36 millionPeople reached (max)People reached (max)

Popularity

Engagement

22.84622.846Viewers of the pageViewers of the page

Friends/SubscribersFriends/Subscribers



3030

63/563/5

Views of the web seriesViews of the web series7.0357.035 Popularity

Engagement

Update to 10 October 2012

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Boys and Girls campaign: target – 2/2

The web campaign

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Boys and Girls – The web series

www.youtube.com/boysandgirlswebserie

@BoysandGirlsws

Boys and Girls - The web series

Boys and Girls - The web series

www.myvideo.de/mitglieder/BoysAndGirlsProjekt

Contact

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Table of contents


� The project

� The methodology



Table of contents

18


My Friend Boo is a cartoon animation to inspire Europeanchildren aged 5-8 on Energy Saving, Water conservation and Healthy lifestyle

The Healthy Living strand

with the support of the EU

HEALTH programme

The Water strand with

the support of EU LIFE+

programme

Languages

19

Countries

16

The Energy strand with the

support of the EU Intelligent

Energy Europe programme

Other examples

9

Episodes

25MHouseholds

19


In search of Sara J is a docu-cartoon to engage young Balkan children aged 8-12 on important EU values

has been produced

under the We Love

Europe project with

the support of the EU

Enlargement

programme

Other examples

Languages

4

Countries Episodes

3 5

20


Thank you!


Green Lane 551

Ilford, Essex

United Kingdom

Avenue Milcamps 41

1030 Brussels

Belgium

www.bs-europa.eu

Luigi Petito

Tel: 0032 (0)2 894 96 27

Fax: 0032 (0)2 894 96 28

E-mail: [email protected]

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Presentation Luigi Petito