Digital Media – Creating

ConversationsPresenters: Susie Robertson and Laura Vincent

Acknowledgements

• HSC Team– Laura Vincent, Dr Rhiannon Newcombe, Mere Wilson, – Heidi Flaxman and Amie Mills.

• Production– Base Two

• Fieldwork– Research New Zealand

• Funding– Ministry of Health

Overview of Presentation

• Smoking Not Our Future – Background• Digital Media – 3 Examples

– Cell-phones (Txt2Star)– Viral games (Kanvas)– Social networking sites (Facebook)

Smoking Not Our Future

• Message vehicle

• Message types

• Tone

• Target audience

Traditional Placement

• TVCs• Radio• Cinema• Print• Bus stops• Street paste ups• Music events

– Big Day Out– Smokefreerockquest

Results

• Awareness– 88% prompted recall of TVCs

• Believability– 84% agreed that the messages were believable

• Likeability– 80% could name something that they liked about the ads

Engagement

• Relevance– 70% agreed ads relevant to people from their

culture/background

• Age appropriate– Most people across three age groups said the ads were

aimed at people their age– 65% said the ads were aimed at people their age

Credibility / acceptability

• Influence of celebrities– Only 6% said people would be less likely to notice the ads

because they had celebrities in them

• Understanding the target group– 91% agreed that the person who made the ads understood

people their age fairly well/very well

83%74%

59%53% 50%

10%15%

19% 28%28%

6% 11%22% 19% 23%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Ads give some good reasons not to

smoke

Make smoking seem less cool

Put me off smoking Make young people who smoke think

about quitting

Make young people feel uncomfortable

about smoking

Impact - attitudes

Agree Neutral Disagree

Impact - behaviour

• General sample - 35% reported (unprompted) taking some action.

• Current Smokers– Almost one-half (47%) said the ads made them think

they should quit– 41% who had seen the ads and quit in the last year

said the campaign led them to quit.

The Quit Group (2009)

0

20

40

60

80

100

120

140

160

180

200

0

1000

2000

3000

4000

5000

6000

7000

17/6 - 28/6 29/6 - 12/7 13/7 - 26/7 27/7 - 09/8 10/8 - 23/8 24/8 - 06/9 07/9 - 20/9 21/9 - 27/9

Generated enquiries / registrations

Enquiries New Registrations

Summary Traditional Media

• Effective vechicles.• Has its place• Campaign is seen as relevant and

credible.• Impact on attitude & behaviour.

Digital Media

• What part does it play?• Why is it important?• Pros and Cons

Marketing – Why Digital?

Placement: Its where young people are.

Price: Minimal

Promotion: Online, print, TVCs.

Digital Media

• Cell phones - Txt2Star

• Viral Games - Kanvas/Butthead Bash/Kiss off

• Social Networking - Facebook/ Twitter

• Website

Only 5% of 15 to 24-year-olds do not own or have regular access to a cell phone.

90% of 15 to 24-year-olds use their cell phone daily.

Young people are not just using their phones to talk and text.

Stats – Cell Phones

Txt2Star - Product

“My nana used to tell me if we were mean't tosmoke we'd have a chimney coming out of ourheads”.

“If murder is illegal why are ciggarettecompanies still up and running?”

“Smoking is killing New Zealandz youth, I mean I no 12 years olds who smoke. Its just not worth it ay!”

Viral Games – Why?

• 95% of 12 to19-year-olds use the internet

• 41% of NZers aged 15 to 24 have played games online in the past fortnight.

Viral Games – What are they?

•An interactive game typically integrated into a website to bring visitors back to the site, otherwise known as "sticky content".

•The viral element should make such an impact with the user that they feel compelled to share it with others.

Kanvas what is it?

Result - Kanvas

•Kanvas: 18,700 unique visitors from New Zealand•Posters made -1686•Just under 5 minutes on site•Total time on site - 1915 hours•95% of the traffic is coming from NZ.

Stats - Facebook

48% of all New Zealanders access social networking sites.76% of NZers 15-24 used the internet at least once in the past fortnight to access social networking sites.2009 stats report that NZers visit Facebook on average 24 times during one month. 41% of all Facebook users are 13-24.

Results

•Fans to date: 48,143•89.9% are aged 13 to 24-years-of-age•7120 photo views•9,837 monthly active users (on average)•Average 242 new fans daily•4.8 comments on average per day

Lessons Learnt – Digital Media

Has to be part of a wider strategic plan

It compliments traditional media.

Cost effective but time intensive.

Remember your target audience

Questions?