Engaging and informing young people: creating online content for

16-25 year olds

Patrick DanielsHead of Engagement and

Support

Providing online youth information in the UK since 1995

Emma RubachHead of Editorial

Engaging and informing go hand in hand

Barriers… …and how we overcome them

Moderator: “what is it that you're afraid of?”User: “hmm... just their reaction, taking the first step to getting hlp”

Purpose: The “why?”

Give young people a reason to want to find you

“What can we do to help?”

“What can they help me with?”

Young person’s perspective

Organisation’s perspective

Layout: The “where?”

Make it as easy as possible for young people to be able to find you

“Who do we need to reach?”

“How do we reach you?”

Young person’s perspective

Organisation’s perspective

Universa

l

Niche

•Specific age group•Specific issue•Personal support

•Broad appeal•Holistic approach•Generic information

Cross topic comparisonQuestion 7: Which one source of advice would you turn to first for information or advice about very sensitive concerns relating to…?

Alcohol Sex Relationships

Drugs Finance Health

FriendsParentsBrothers or sisters

MagazinesInternet search (e.g. Google)Online forums / discussion groups

An online ‘help-site’A help-lineA professional / expert

Other None of these

24

17

31133

52

10

2

1827

9

2118

65

2

13

3

15

47

144

2

9

421

42

11

13

7

6

7

168

12

5

11

2

14 7

33

36125

71

14

310 8

15

3

8

15391

27

3 7

I can talk about things online that I can’t talk about to people face to face

Male Female 16-18 19-21 22-24 ABC1 C2DETotal

Gender Age Social Grade

Does not apply to me

Don’t know

Disagree strongly

Disagree slightly

Neither agree nor disagree

Agree slightly

Agree strongly

%

19 20 1824

1914 16

22

31 3131

32

2933

32

30

2326

21

25

23 2323

23

1413

14

8

15 18 1414

108

129

12 9 118

1 1 1 1 1 1 1 12 1 3 1 2 3 2 2

0

10

20

30

40

50

60

70

80

90

100

Format: The “how?”

Once they’ve found you, make your information accessible

“Is our message clear?”

“Can I trust this information?”

Young person’s perspective

Organisation’s perspective

Using pictures…

butters, mither, twocking. Obvs?

Activity

Think of the barriers and obstacles that young people may face in accessing your information – add these to a spider diagram.

Next together – explore the different ways young people may be able to overcome these barriers, either with or without direct support from your organisation.

Patrick DanielsHead of Engagement and Support

patrick.daniels@youthnet.org

Emma RubachHead of Editorial

emma.rubach@youthnet.org

Thank you!