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S UCCESSFUL C OLLABORATIONS P ROMOTING S OCIAL C HANGE.

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Presentation on theme: "S UCCESSFUL C OLLABORATIONS P ROMOTING S OCIAL C HANGE."— Presentation transcript:

1 S UCCESSFUL C OLLABORATIONS P ROMOTING S OCIAL C HANGE

2 I NTRODUCTION Hannah Cranston The Wellington Sexual Abuse Network (WSAN) Wellington Rape Crisis The Wellington Sexual Abuse HELP Foundation Wellstop “social change through the delivery of expert advice and education addressing attitudes and values that support the prevalence of sexual violence”

3 WSAN Primary, secondary and tertiary prevention methods The Sexual Violence Prevention Coordinator Level 3, Willis Street,

4 W HO A RE Y OU ?

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10 T HE C AMPAIGN T EAM Wellington Sexual Health Service – Cuba Street clinic Doctors for Sexual Abuse Care – DSAC Head of C.I.B for Wellington District– D.I – Police WSAN Wellington HELP Foundation Hutt Valley Rape Counselling Service The Radio Network

11 T ODAY Alcohol facilitated sexual assault Ethical bystander Key success factors Campaign results, costs, funders Extending the campaign Who Are You? short film

12 A LCOHOL FACILITATED SEXUAL ASSAULT 29% of women and 9% of men experience unwanted and distressing sexual contact in their lifetime (NZ Crime and Safety Survey 2006) 46% of victims of sexual violence believe the offender was affected by alcohol and / or drugs (New Zealand National Survey of Crime Victims 2001) Two fifths (39%) of all youth drinkers can be classed as heavy or “binge” drinkers (NZ Ministry of Justice Published Report, Sale and Supply of Alcohol, 2007).

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17 A CONTINUUM Rape Sexual assault Violence Fun, healthy, mutual Age appropriate Respectful, safe Flirting, play, asking each other out Pressure Harassment Non-mutual

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19 E THICAL BYSTANDER Observation and realising something is wrong Consideration of safe intervention options Skills to actually intervene

20 C RITICAL SUCCESS FACTORS Diverse knowledge Local Specific expertise Equality Respect Administration!

21 R ESULTS The Wellington campaign during the Rugby World Cup of 2011 cost : $24,196 $8,000 to create the video, including, equipment & cast $3,549 to design and build the website $1,000 for design for the logo options / Facebook ads / banners $3,147 for Facebook advertising $8,500 one off fee to Radio Network for commercials, presenter liners, ZMonline.com advertising, project management & licensing Donations to fund the initial campaign: $8300- Istar Ltd. $5000- Regional Public health $7500- Police $20,800 Remainder from SAATS/Sexual Health (from police diversion funds and advertising budget)

22 Execution We create great radio that shapes opinion, entertains, reflects and enriches the lives of New Zealanders and delivers the right listeners to the right advertisers. Audience 236,000 aged 16+ in the greater Wellington Region 500 X 60 Second Radio Commercials, 1000 X 15 second commercials over a key 8 week period. Video showing one story from meet to rape – with positive alternate endings when an Ethical Bystander gets involved A bespoke webpage hosting the video and contact information to various help channels Targeted Facebook advertising targeting local 16 to 35 year olds. Brand Design – Imaging to flow throughout for consistency.

23 Results We create great radio that shapes opinion, entertains, reflects and enriches the lives of New Zealanders and delivers the right listeners to the right advertisers. YouTube Views TOTAL Views9,949 Website Activity Visits13,244 Facebook Advertising Impressions1,455,608 Clicks1,086

24 Results We create great radio that shapes opinion, entertains, reflects and enriches the lives of New Zealanders and delivers the right listeners to the right advertisers. Website Activity – Top 15 Traffic Sources Source/MediumVisits Facebook.com/referral4,920 (direct) / (none)4,822 Google / organic1,151 Stuff.co.nz / referral682 Zmonline.com / referral 307 M.facebook.com / referral239 T.co / referral137 Apps.facebook.com / referral84 Reddit.com / referral 83 Bing / organic74 Yahoo / organic48 Twitter.com / referral46 Police.govt.nz / referral41 Carbonstudios.co.nz / referral38 Tvnz.co.nz / referral30

25 Final Figures We create great radio that shapes opinion, entertains, reflects and enriches the lives of New Zealanders and delivers the right listeners to the right advertisers. Total Commercial Schedule From 7 th July – 31 st October = 2,289 commercials were played on Radio Network stations Total Audience Reach All listeners over 8 weeks 77,900 of a potential 100,800 All listeners Female 116,7400 of a potential 236,000 All listeners ,800 of a potential 299,200 `

26 Campaign Viral Exposure We create great radio that shapes opinion, entertains, reflects and enriches the lives of New Zealanders and delivers the right listeners to the right advertisers. The Dominion Post front page story Stuff.co.nz most read story Facebook of “Polly Gillespie” Profiled on zmonline.com Blogged on Spearhead.com Played unsolicited in schools/seminars/presentations.

27 Campaign Feedback We create great radio that shapes opinion, entertains, reflects and enriches the lives of New Zealanders and delivers the right listeners to the right advertisers. “It’s amazing! It’s disturbing and astounding and important! PLEASE watch it” “A video that makes you think be a good mate to your friends and watch out for those around you” “Sends a great message – it’s ok to act on instinct and ask is someone is OK” “It creates a talking point – like where’s the girls personal accountability?” “The fact that she had so much to drink doesn’t deserve to have some scumbag take advantage of her...”

28 A ND THE WORK CONTINUES Ethical Bystander Prevention Wide targeted audience Young People Licensed premises Night- time economy?

29 T HE W ELLINGTON S EXUAL A BUSE NETWORK


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