Foyle's women aid sexual violence campaign

Résumé du document

Nowadays, domestic violence and more particularly sexual violence is a subject of numerous reflections in our society. People are more and more concerned by this taboo subject. Society is constantly evolving and now, sexual violence is a part of many people's daily lives.

This phenomenon tends to trivialize and becomes increasingly threatening his victims. Among its numerous victims, sexual violence counts a lot of young people. We can explain that by the fact that young people are often unaware of what they do and don't think about consequences of their act. So, this is the reason why we decided to establish a communication campaign about sexual violence in order to make sensitive the 16-24 years old to sexual violence dangers.

This campaign can be accomplished through various methods such as TV advertising, cinema advertising or posters. This communication plan is going to be able to explain all of these communication methods, their advantages and their disadvantages so as to choose the more appropriate solution for our campaign, in function of our needs, our target and our budget.

Extraits

[...] Alcohol use is one of the factors that cause more sexual violence. The attacker who has drunk justifies more his action, in his eyes and in the eyes of society, than if he were in his normal state. Also, women are more tolerant, they treat their partner non-violent nature, but only when he drank Our target audience The target audience for our sexual violence campaign is the young people between the ages of 16-24. This age bracket is not the only concerned by this recurrent problem but adolescents are the most affected. [...]

[...] It seems to be the better and the more feasible solution for the beginning of our sexual violence campaign. It is the cheapest for us to start our campaign at the moment. We want to convey our message to all the young between 16 and 24 years old. For this, we will have to be present on a long term so as to our target audience understands and doesn't forget what we want to said throughout the campaign. Finally, future stages will be to find some partnerships which could be able to fund a new campaign such as cinema or T.V. [...]

[...] Indeed, alcohol is one of sexual violence factors. As we said in the first part, a man thinks he is free to do whatever he wants with her partner when he is alcoholized. Thus, in order to decrease rapes, we have to resolves alcohol problems too, especially by making a deal with bars in Northern Ireland. Finally, bus stops also could be a good place because posters are often in a large size and so would not go unnoticed by all the people who get the bus for example SOME FUNDINGS Big lottery Fund Building Change Trust Women resources centre Drink awareness 16 Conclusion Nowadays, sexual violence is a recurrent problem in our society. [...]

[...] The overall cost of the campaign is the delivered impacts x the CPT. Examples: Simpsons: A34 - £3,500 24: AABC - £1,750 Rugby: MABC - £4,000 Premiership Football: M34 - £25,000 Discovery: Men - £120 Sky News: ADS - £150 Although T.V. advertising is a good way to ensure that our campaign will be efficient and to catch the intentions of young people, this solution is expensive for our sexual violence campaign. We haven't enough money to fund T.V. advertising costs on the long term Cinema advertising After researching TV advertising costs, we concluded that it would be more profitable if we used an alternative method to our TV adverts because our budget is too limited to use T.V advertising. [...]

[...] Targeted market cost (Northern Ireland area, 19:30-late) £2,969 ITV 2 Package advertising cost ITV 2 Day time campaign Budget: £45,000 (Based on 2 spots a day) Time: 09:30-17:24 Spot: 60 times Estimated total view: 12,857,143 Rate: 26.2 ITV 2 All-time campaign Budget: £55,000 Time: 06:00 close Spot: 54 times Estimated total view: 12,492,613 Rate: SKY MEDIA Airtime is priced on the basis of a Cost Per Thousand people who see the ad. The number of people - of any given demographic - who see the ad is also referred to as impacts. [...]