segmenting by demographic and attitude - influencing young professionals. audience first, 16 july...

Ending the Awkward

Mark AtkinsonDirector of External Affairs

Our vision is a world where disabled people have the same opportunities as everyone else.

Tackling ‘innocent ignorance’

Two thirds (67%) of the British public feel uncomfortable talking to disabled people.

Over a third (36%) of people tend to think of disabled people as not as productive as everyone else.

A quarter (24%) of disabled people have experienced attitudes or behaviours where other people expected less of them because of their disability.

Awkwardness does exist…

One fifth (21%) of 18 – 34 years old admit that they have actually avoided talking to a disabled person because they weren’t sure how to communicate with them.

…and it’s worse among young people

Much more in our report…

Campaigndevelopment and planning

Addressable issue:

innocent ignorance

Campaign idea:

let’s break the ice

Audience:

25-30, metropolitan

Headlines

Socially conscious

They’re the future

Sharers / amplifiers

Less typical charity audience = less noise

Why this audience?

We know they multi-task…

00:

00-0

0:30

01:0

0-01

:30

02:

00-0

2:30

03:0

0-03

:30

04:0

0-04

:30

05:0

0-05

:30

06:0

0-06

:30

07:0

0-07

:30

08:0

0-08

:30

09:0

0-09

:30

10:0

0-10

:30

11:0

0-11

:30

12:0

0-12

:30

13:0

0-13

:30

14:0

0-14

:30

15:0

0-15

:30

16:0

0-16

:30

17:0

0-17

:30

18:0

0-18

:30

19:0

0-19

:30

20:0

0-20

:30

21:0

0-21

:30

22:0

0-22

:30

23:0

0-23

:30

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

50.0

Watching/Using The TV (Includes Gaming/DVDs) Watching TV

Radio Commercial Radio

Newspaper or Magazine Newspapers

Magazines Internet

Social Networking Out Of Home

Cinema None Of These Media

Reading (incl. Books, Other)

% C

ol

…how they communicate…

00:

00-0

0:30

01:0

0-01

:30

02:

00-0

2:30

03:0

0-03

:30

04:0

0-04

:30

05:0

0-05

:30

06:0

0-06

:30

07:0

0-07

:30

08:0

0-08

:30

09:0

0-09

:30

10:0

0-10

:30

11:0

0-11

:30

12:0

0-12

:30

13:0

0-13

:30

14:0

0-14

:30

15:0

0-15

:30

16:0

0-16

:30

17:0

0-17

:30

18:0

0-18

:30

19:0

0-19

:30

20:0

0-20

:30

21:0

0-21

:30

22:0

0-22

:30

23:0

0-23

:30

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

Talking/Chatting (Face To Face)E-MailingInstant MessagingSocial Networking (Facebook, Twitter etc.)Other Internet Communication SMS Texting/Picture MessagingTalking On A Mobile Phone/Device

% C

ol

…how they feel…

0

10

20

30

40

50

60

70

80

06:0

0

09:0

0

12:0

0

15:0

0

18:0

0

21:0

0

Time Mon-Fri (Average)

% Mood (0=Bad,10=Good): 7-10

Women's Weekly MagsWomen's General MagsTV Listings Mags

Quality News

Poster Exposure

Popular News

Music Mags

Mid Market

Men's Lifestyle Mags

London Underground

ITV1

Internet

Home Interest Mags

General Magazines

Five

Commercial Radio

Cinema

Channel 4

BBC Radio

0

20

40

60

80

100

120

0 50 100 150 200 250 300 350

Weight of consumption index (vs. All)

Pene

trati

on (%

)

…what media they access…

“They believe that, as civic-minded and active participants in today’s world, it is up to them to assume the responsibility of making a lasting, positive impact on the future” Edelman 2012

…that they are invested in the future…

…that personal connectionis less important for them…

Target audience

Disabled people

Existing supporters

Stakeholders

Testing

Development and production

The finished ads - 01

“Interview”

The finished ads - 02

“Bar”

The finished ads - 03

“Wheelchair”

Beyond the ads…

Beyond the ads…

Delivery and outcomes

8 May – PR launch

11 May – TV premier

12 – 16 May – other paid media go live

w/c 19 May – themed weekly content begins

Key dates

Tackling ‘innocent ignorance’

Channel selection

Earned Owned PaidPR, blogger outreach

Website, supporter channels, social media

Video on demand, cinema, digital, traditional TV

Campaign engagement

Total impressions = 5mTotal target audience = 1.8m

Total YouTube views = 1.3m

Total quiz completions = 50k

Total email data = 3.5k

• Target carefully on a tight budget

• Listen to your audience, consult your stakeholders

• Get value for money by choosing low-waste channels

Key learnings

Where next?

• Many non-disabled people are uncomfortable with disability

• It’s often down to ‘innocent ignorance’• End the Awkward was designed to be a step towards

addressing this in a light, accessible way• The response has been overwhelmingly positive• We want to build on it through 2014, including with our

wider influencing on living standards

In summary

Thank you

Any awkward questions?

Visit the CharityComms website to view slides from our past

events, see what events we have coming up and to check out what

else we do. 

www.charitycomms.org.uk