Research Awards 2004: Government, public services & social research

WINNER

Client: Home Office

Agency: Ogilvy & Mather

COMMENDED

Client: ENCAMS

Agency: In-house

COMMENDED

Client: Scottish Executive

Agency: TNS

WINNER The COI had the difficult and sensitive task of communicating to teenagers the dangers of predatory paedophiles in online chat rooms, while also attempting to improve child protection on the internet.

The ultimate business challenge was to develop a campaign that would force teens to appreciate the risk and adjust their behaviour accordingly.

To achieve this goal, the COI and Ogilvy & Mather conducted strategic research to better understand the mindset of teenage internet users and the sensitivity of the subject.

While qualitative research with teenagers informed the brief and enabled the COI to define a precise role for advertising, field research, which included a visit to a paedophile rehabilitation centre, provided the ammunition to communicate in a way that would make teenagers sit up and listen.

Despite budget limitations, the research-driven campaign prompted a significant rise in the spontaneous recall by children of COI straplines, including 'don't talk to strangers on the internet'.

It also brought a continued decrease in the proportion willing to give out personal details such as their email address in chat rooms.

The campaign was so successful that the Home Office decided to rerun it in 2002-03 as well as producing fresh material for 2004.

COMMENDED

The Scottish Executive embraced research in reversing a decline in recruitment for the Children's Hearings system in Scotland.

It recognised that research would play an important role in developing fresh ideas and identified several aspects of the system which many members of the public were either oblivious to or mistaken about.

By rectifying this, using a budget of less than £12,000, the Scottish Executive attracted 4133 applicants to the Children's Hearings panel in 2002. This was an increase of more than 3000 on the number of applicants 2001.

COMMENDED

ENCAMS, the charity which runs the Keep Britain Tidy initiative, used research strategies to segment the public by behaviour and attitudes towards littering.

With a budget of £65,000, ENCAMS initially separated the public into sub-segments before looking to understand key barriers to behavioural change and potential triggers that would overcome these obstacles.

As a result of the strategy, the charity brought about a 27% national decrease in incidences of dog-fouling within one of these segments.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug