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Statistics
Created: 08/14/08
Last Edited: 01/05/09
Views: 192
Appreciations: 4
Comments: 1
Project Info
Owners
Credits
Ellie Rogers - Media, Attia Jamil - PM, Harry Bartlett - Media, Scott Clark - Creative Director
Tags
From: Hayden Peek's Portfolio
Channel 4 - Disarming Britain
Got something to say about street crime? Have your say here. It’s a place where you can talk freely about how you or someone you know has been affected by street crime. So let us know what you think.
Background
Channel 4’s ‘Disarming Britain’ season took an unflinching look at young people’s increasing use of violence and weapons on the streets of Britain. Profero were given an open brief by Channel 4 to develop awareness of the season among teenagers - through digital media. Research had showed this audience responded poorly to traditional advertising channels.
Approach
To engage with this elusive target audience Profero proposed a partnership with Channel 4 and Bebo.com, the most popular online social network for teenagers. Via research we concluded that encouraging this audience to express their own views on street crime would be better than just advertising TV programmes to them.
Design
This bespoke Bebo page (pictured) was one part of the multi-faceted digital campaign, designed to engage with teenagers. It was important that visitors to the page knew its purpose quickly and then felt compelled to contribute. Another key consideration was to make sure the page felt alive and dynamic with comments and content. We achieved this by regularly adding informative content and responding to people’s comments.
Bebo had never built anything like this before, so I enjoyed challenging them with this design.
Outcome
79,718 profile views
2,429 friends
1,392 comments and anti-crime posts
www.bebo.com/disarmingbritain
Got something to say about street crime? Have your say here. It’s a place where you can talk freely about how you or someone you know has been affected by street crime. So let us know what you think.
Background
Channel 4’s ‘Disarming Britain’ season took an unflinching look at young people’s increasing use of violence and weapons on the streets of Britain. Profero were given an open brief by Channel 4 to develop awareness of the season among teenagers - through digital media. Research had showed this audience responded poorly to traditional advertising channels.
Approach
To engage with this elusive target audience Profero proposed a partnership with Channel 4 and Bebo.com, the most popular online social network for teenagers. Via research we concluded that encouraging this audience to express their own views on street crime would be better than just advertising TV programmes to them.
Design
This bespoke Bebo page (pictured) was one part of the multi-faceted digital campaign, designed to engage with teenagers. It was important that visitors to the page knew its purpose quickly and then felt compelled to contribute. Another key consideration was to make sure the page felt alive and dynamic with comments and content. We achieved this by regularly adding informative content and responding to people’s comments.
Bebo had never built anything like this before, so I enjoyed challenging them with this design.
Outcome
79,718 profile views
2,429 friends
1,392 comments and anti-crime posts
www.bebo.com/disarmingbritain
