Final Dossier: Information

Swot analysis for ‘Save your Sundays’ campaign:

Strength:

• Strong distribution channels. Social media platforms allow for rapid sharing and reach a broad range of people. Social media is accessible for our target market and is used for sharing information.
• Using social media allows for the opportunity of our campaign going viral and therefore reaching a wider target market than initially targeted.
• Good relations with parent company (Cancer society)
• The campaign is versatile and easily expandable for different age groups /causes /seasonal/ localisation. The campaign is flexible for change for example in the summer seasons the campaign could focus on being sun smart whilst drinking.  
• Local and national organisation.

• Promotes healthy lifestyle habits for younger generations.
• Provides strong resources and information.
• A digital based campaign means that elements can be mass marketed in a short amount of time.
• Our marketing campaign is aggressive and focused with clear goals and strategies.
• The visuals are unique and could become recognisable. The language promotes an
  initiative for change which could lead to events and merchandising in the future.

Weakness:

• The style and language used in our campaign is aimed towards our target market of 18-25 years which means the campaign may not impact other audiences outside of that age bracket.
• We may not be able to get across all the facts about cancer and alcohol in our initial visuals.
• The cancer facts we use may be overshadowed by the imagery of drinking and it may not come across that we are a different drinking campaign than others.

Opportunities:

• Local and national sponsorships and collaborations.
• Collaborations with high schools and/or university councils to touch on the drinking habits of their students and to further inform students of the cancer risk of alcohol.
• Collaborations with alcohol based events such as festivals, concerts etc. Opportunity to inform our target market of alcohol risks and promote non-alcoholic drinks at these events.  
• The opportunity to make a different drinking campaign than other campaigns out there and release new information and facts to influence people's decisions.
• Potential endorsement with a Kiwi public figure to promote our idea.

Threats:

• Our target market may not be interested enough, as drinking is a large part of Kiwi culture.
• We may not use the right words and or actions to get the advertisements and message into our target markets heads.
• Oversaturation of drinking campaigns regarding excessive drinking may lead to our campaign becoming just another alcohol related campaign.
• Already lots of successful ‘catchy’ drinking campaigns out there.

Pest analysis: Design Approach

Political:

• Purchasing alcohol under the age of 18 is illegal. Eighteen year olds can not be included in our target market as it is under the legal drink age in New Zealand. However there is no age at which it is illegal to drink in New Zealand. https://www.alcohol.org.nz/alcohol-management-laws/nz-alcohol-laws/age-the-law
• Alcohol advertising and promotion campaigns must comply with New Zealand law and with the principles and guidelines in the Code for advertising.
• All advertising must comply with the Advertising Standards Authority Codes. For example our adverts must comply with social responsibility where advertisements must be prepared and placed with a due sense of social responsibility to consumers and to society. Our adverts must also follow the rule of Decency and Offensiveness, whereby adverts cannot contain anything that is indecent or cause serious or widespread offence.

Economic:

• Fundraising and volunteers would be needed to pay for the campaign as the cancer society is self-funded.

Socio-cultural:

• Our target market (18-25) is more adaptable to change and more likely to push for this change once adapted.
• According to ‘the impressionable years hypothesis’, socializing influences individuals experience when they are young have a profound impact on their thinking throughout their lives. Our age demographic are influenced when at social events and are unaware of the effect this has on their choices to drink and therefore are unaware of the effects this has on their bodies.
• Today, young people's drinking habits differ from older generations. Recent trends suggest that they drink less often during the week, but that they are more prone to heavy episodic or binge drinking when they do. This may be down to a culture of drinking in which excessive consumption is encouraged as part of facilitating group belonging in young adulthood.

Technological:

• Using technology allows mass marketing to take place where people can be targeted through multiple media campaigns. The 18-25 year-olds often use media in tandem with one another, alternating between foreground and background consumption. For example, individuals may watch television whilst on their phone or laptop scrolling through social media.
• Social media platforms allows for people to interact with our campaign and the cancer society website. Social media allows people to share our campaign and lets it spread online.
• Social media allows you to connect with your target market in real time and so we can build a relationship with them and update them on new facts and finding in association with our campaign. Healthcare marketing can: Educate, facilitate collaboration and expand brand awareness.
• Viral marketing has been used to refer to campaigns that quickly rocket to fame and capture the attention of a wide audience. Healthcare campaigns are perfectly suited to take advantage of viral marketing because it focuses on a topic everyone cares about. Everyone wants to fight back against diseases like cancer.

Audience profiles:

Devon is a 20-year-old, third-year university student who struggles to relax in his spare time. Devon developed bad habits in his first year at uni by partying every weekend now he has condensed these behaviours into two nights but drinks in excess. Devon doesn’t care if he wakes up hungover if it was a good night it was worth it. Devon over drinks to instantly de stress. Devon needs to be told how his lifestyle can affect his health and although drinking with friends is accepted in social situations there are alternatives.  

Sandy is a 23 year old young professional working full time. Sandy's social like is diminishing due to a demanding workload and so she uses weekends to relax and spend time with friends. Sandy is aware of the health implications of drinking however she feels she needs a drink in hand to fit in when socialising. Nights out in the past have left Sandy disappointed as she has wasted another day feeling sick. Sandy wants to feel confident enough to socialise without the alcohol.

Marco is a 19-year-old first-year law student who is dedicated to studying but also manages to fit in socialising. Marco enjoys a celebratory drink with his friends now and then. Marco enjoys himself without alcohol, however, doubts himself when in a party situation and worries about missing out. Marco is health conscious by exercising and eating healthy. Although he is social, health conscious and watches his engagement with alcohol he feels disconnected from peers.

Direction: What do we want to do

Initially, the Cancer Society wanted us to look into the age group of 18-30-year-olds within New Zealand. This age group appeared to be too large to target whilst having an effective response, therefore, we decided to target a smaller age bracket of 18-25-year-olds. Hazardous drinking and consumption of large amounts of alcohol in men and women aged between 18-25 is rising and appears to be the strongest age bracket to target. Our younger target market does not see the issues and effects alcohol has on their bodies and that their own drinking culture is just as bad as smoking. We have chosen to develop a design response to target this younger market and shift their thinking towards drinking by using nudge advertising methods to shift youth mentalities.

We are aware that we can not stop New Zealand youth from drinking so we are trying to inform them about the effects large consumptions of alcohol have on the body and push for drinking in moderation. Our approach is best suited for our client as The New Zealand Cancer society is a strong advocate for evidence based action that brings positive change. Ultimately we want to reduce the burden of mortality caused by alcohol use. We want to lower the risk of cancer caused by alcohol.

Response:

Our objective is to promote the notion of ‘reducing but not preventing’ the amount of alcohol consumed by our target demographic of 18-25-year-olds. Our initiative comes in the medium of an advertising campaign by using the marketing ‘nudge effect’ theory. New Zealand has a dangerous binge drinking culture that is influenced by peer pressure and so we want our campaign to help young people see the harm these activities are causing. Our campaign will spread across multiple platforms such as social media, video, print advertising and installation. A widespread use of mediums will allow our audience to be easily exposed to our messages and enable them to hopefully reconsider how much they are drinking and reduce their risk. Our campaign will have a cohesive overall look that will be evident across all visual mediums which will represent The Cancer Society. We feel that this is the most effective way to get across our message to our target audience.

Direction: Deliverables

Campaigns are an effective way to start a discussion and influence the way an audience thinks about an issue, rather than trying to fix the macro issue from a single campaign. We want to create a discussion and influence our audience about their drinking habits. We will be marketing across various social media platforms with video and imagery we will also be using posters to prompt a response.

We looked into current campaigns that appear to be similar such as the ‘Say Yeah Nah’ campaign which has proved to be successful in targeting a similar audience to our own. The ‘Say Yeah Nah’ campaign pushes their audiences to see different perspectives on their drinking habits which is a similar impact we want our campaign to have. The ‘Say Yeah Nah’ campaign has been successful in promoting an intuitive of starting a discussion and influencing audiences to think about the issues rather than attempting to fix the micro issue. With our campaign, we want to interact with our audience on various media platforms to engage them and create a response ultimately influencing how our audience handles their drinking habits.  

Social media advertising:

Social media is a key tool used by our audience and is ideal for targeting them directly. We will be advertising our images and message across multiple platforms such as Facebook, Instagram and a website on The Cancer Society website. ......

Photography:

Photography is a major visual aspect driving our campaign across both print and social media platforms. Our photos are focused on drinking games, angled to make the audience/viewer feel as if they are the one playing the game. The style of our images fits our campaign, asking our audience to reflect on there own drinking habits. We wanted to show the dark nature of binge drinking and drinking games to get the message that it isn't as fun as it looks and has negative consequences to a persons health. To do this our images are dark in tone and show drinks spilling over ect.

Poster/ print advertising:

Our campaign is about health promotion and risk reduction through the idea of “Saving your Sundays'. The initiative is to get people to drink less on Saturday to save their Sunday and future Sundays. With this concept in mind we wanted to portray this through the visual imagery of drinking games that the majority of our target audience would recognise. We wanted our poster series to tell a story that also provides facts about alcohols links to cancer. The poster series is one of our most prominent visual touch points for the campaign. We wanted each of our posters to highlight the act of social drinking which we have captured in imagery of close up shots of our team playing drinking games. It was important that our images appeared realistic so that our audience understands our overall message and doesnt view them as a far fetched idea. The poster series is important to get the message of ‘Save your Sundays’ across. It is important for our target audience to understand that drinking habits now can affect them later in life and that drinking causes just as much harm as other drugs.

Video:

The video will act as tool to tell the story behind the posters and solidify our campaign. The video is about.....



This will be distributed on The Cancer Society Save your Sunday's website, Facebook promotional page, and on TV.

Installation:

We have created an installation that represents.....

The installation is a way for 'Save Your Sundays' to further interact with the audience and visually get the message across to each individual. It's a tool to expand the message of 'Save your Sundays' across the Wellington region and eventually expand the message to a wider age bracket. The installation will create conversation and hopefully intrigue as to what it is all about.

Merchandise : (if we do merch)

As an add on for our campaign we have designed merchandise that will further start a conversation around ‘Save your Sundays’. Once people are using and wearing our merch the message will spread further which is a good way to make this campaign bigger. Our logo and design is modern and cool, therefore our merch is not just for the promotion of our message but also for aesthetic.

During a night out those that have the best time are the ones that use moderation tools like drinking water. We have designed water bottles to encourage drinking more water and less alcohol. Drink bottles are also a great way to solidify our message as people can have their water bottle on their desk or table which spreads the message to those around them as well.

Branded merch to further promote our campaign include, drink coasters, key chains, tote bags and stickers.We have kept the design for our merch simple following the style of our visual marketing, with our logo, a cancer fact and our colour scheme of black, red and white.

Website:

Website - The website we propose is an extension to the Cancer Society Website that offers the information, statistics and facts in context with our Campaign.

The audience can find links to the website on our posters, motion graphic and installation if they wish to understand more about our cause and the risk of cancer from alcohol.

The visuals of our website follow the colour scheme and visual identity of our posters and motion graphic and work together to create a cohesive visual system.

Logo:

Save your Sundays is all about promoting to drink less in order to protect your health not only from a hangover on Sunday morning but also for your future self. Our campaign logo represents this by incorporating the shape of a beer can. We have used the fonts….

Colour scheme: Red, white and black