Profanity Campaign 1

Apollo5/8/12

Creations

To create innovative changes and to accomplish goals

RepresentingAgency formed in 2007 Based in Sunderland

Number of North East based clients such as city councils, shopping centres, universities and schools

Previous campaigns include -Dont shout, be proud! -Together for Newcastle -Slim your bin

5/8/12

Experts at enhancing reputations and changing attitudes and/or behaviour

ResearchPrimary research to determine target audiences and to investigate views

Opinion polls, interviews, focus groups All age groups in Sunderland City Schools, shops, pubs, streets, Employers, employees, teachers, parents, students, random

5/8/12

Qualitative and quantitative research

Research

Which age groups swear the most?Frequency of profanity use

5/8/12

Research

Where do they swear the most?Location

5/8/12

ResearchWhich words are considered the most offensive?

5/8/12

Research

How do people feel about swearing?

5/8/12

ResearchHow often do the swear word users think about the effects of swearing on other people?Contemplation

5/8/12

ResearchWould the targeted audience change their behaviour if they were aware of the campaign research around swearing?Change

5/8/12

Primary Research conclusion

Age group that swears the most is 15 to 24 years old Swearing occurs most in shops, pubs, and streets Racial, directive and minority abuse is considered the most offensive

Parents, school staff, employers and others find that swearing gives a bad reputation

Most of the public does not think about the effects of swearing, but most would change their behaviour if made aware5/8/12

Research

Secondary research for general knowledge

Existing survey data Scientific studies, reports, articles, literary publications

The results of this research has played a critical role to determine our publics, key messages, strategies and tactics

5/8/12

Secondary Research ConclusionSwearing might deter mental support from others and influence relationships

There is a proven link between aggressive behaviour and profanity

Swearing can create a hostile environment

Swearing can create exclusion and hate feelings

Swearing is a compulsive habit and heightens stress levels

5/8/12

Goal

Action based goal: To decrease or stop the use of profane language

You take no chance of offending by not swearing, but you guarantee offending someone, somewhere, if you do swear

5/8/12

ObjectivesTo get 25 % of the residents in Sunderland involved with the campaign over a period of 6 months

To get 60 % of the student body involved with the campaign

Make 15-24 years old aware off the effects and consequences of swearing by 80% in 6 months

Get sponsor Bridges, shops, pubs and charity on board before official launch of campaign

To effect noticeable change in the behaviour of Sunderland citizens

To project and reinforce the perception that Sunderland 5/8/12 City Council and the mayor care about all local residents

Identifying publics

Men and women between 15 and 24 years old living in Sunderland

Residents of Sunderland who are confronted with profanity

Parents Teachers Employers other

5/8/12

MessageTo youth in Sunderland between 15 and 24 years oldThis public is the key to the success of the campaign. Our anti-swearing campaign is an excellent opportunity for them to think not only about themselves, but also about the community. By not swearing they will increase internal and external relationships, enhance their future prospects and better their reputation. The campaign will help create awareness by getting everybody involved and engaged.5/8/12

MessageTo the other generations living in SunderlandThe anti-swearing campaign is about getting everybody who has in interest in not swearing involved. We want parents, teachers, employers and everybody else to follow and support and spread the campaign. We want this public to help establish the importance of not swearing for themselves and for the community and to get their attitude towards it noticed.5/8/12

StrategiesMake them aware that swearing is a compulsive habit that is triggered in certain circumstances which shows a lack of verbal knowledge

Make them aware of the influence swearing has on others by getting Sunderland residents involved

Make them aware of how swearing gives them a bad reputation and might influence their health, their relationships and their futures

Get them to use change their swearing behavior5/8/12

Tactics

Media coverage Press releases Radio interview

5/8/12

TacticsBracelets

Mailing list with contact details about swearing Selling bracelets for 1 pound Society

brochure with information profits go to National Autistic

Two volunteers will sell 8 hours a day, 4 days a week, bracelets in the Bridges Bridges is sponsor Random people will be selected from mailing list for a meet n greet with local band members

Schools will also sell bracelets

5/8/12

TacticsCompetitionsWill be run in cooperation with each high school and university in Sunderland

Competition will be aligned in curriculum

Competition will involve creating a slogan for the campaign and posting it on the facebook fan page . The slogans with the most likes from each school will win

Competition will involve creating a youtube short film around the issue of swearing in Sunderland (No swear words allowed) Each clip must include interviews with different publics about their feelings concerning swearing

Each school and university will hold presentation evenings to show all 5/8/12 clips every 2 weeks

Tactics

Posters /incentives

In and around Sunderland streets and schools In all participating shops and pubs in the Bridges

Non- swearing areas Discount if you show bracelet

Sign in on mailing list at entrance pub/shop and win meet n greet!

5/8/12

TacticsContact

Mailing list

contact details email gender living area scientific facts and stats importance of not-swearing peoples views how it affects impact on present and future life schools competitions...

Pamphlet

benefits

Newsletter following campaign stages and events 5/8/12

TacticsEvent

Data, time and information on website, link on Council Website Speech by mayor Musical Performance by local band in The Bridges

Winners of bracelet mailing list selection get meet n greet met the band members

Showing of winners of facebook slogan competition Showing of winners of high school Youtube competition Revelation money profit to charity

Press release in Sunderland Echo and Northern Echo prior to launch/ event + youth trough Interview with mayor, band members, winners and charity representative 5/8/12 will be aired on Spark FM, Real Radio North East and BBC Radio Teeside

Resources and Budget

Bracelets: 3000 pounds for 7700 bracelets Charity: bracelets sold for 1 pound expected profit: +-4000 pounds Posters print: + Mailing lists paper: 300 pounds Film competition: 350 pounds Band: FREE in return for publicity and link to fan page (400 pounds overall costs) Incentives: 10% discount Sponsor: Owner The Bridges: LandSecurities 5/8/12

Evaluation

Number of press coverage/ clippings Amount of airtime on radio

Tracking study: examination of consumer reaction/ awareness to brand and associated advertising

Number of attendances to event Number of people on mailing list/ bracelets sold

Number of visits on website + interviews of changed behaviour checking Number of fans, likes and slogans on facebook page

Number of reactions on youtube 5/8/12

Review/Q&A

Thank you for your time feel free to ask questions! We care about YOUR opinion! Apollo Creations To create innovative changes and to accomplish goals5/8/12