Magazines
Magazines can provide visual images through adverts to create awareness of mental health issues and provide help lines for teenagers. Mind Charity must advertise in magazines that teenagers read, such as sugar, vogue etc. and boys’ magazines such as FHM.
Teenagers will read alone when reading magazines, so will intake more information in the magazine – so will understand more about mental health issues, if information is in the magazine. Magazines can contain celebrities who suffer from mental illness, such as Stephen Fry (Bipolar) and Geri Halliwell (Depression) and this can help decrease stigma within the teenagers.
The magazine will be able to reach a mass audience of teenagers through magazines, but only depends on if they read or aware of mental health issues. For Mind Charity it may be a good way of advertising and creating awareness of mental health , as it may not be too expensive for a non-profit business.
PSHE Talks
A member of Mind charity can educate teenagers on raising awareness of different types of mental health issues. The member of Mind will also provide information on exact nature of mental health issues and will help to deconstruct existing stereotypes to teenagers. Information on services of help will be available to people suffering from mental health issues to teenagers. The teenagers are more likely to listen to guest speakers in an area where they are educated, rather than at home. The member of Mind can give out leaflets and free gifts in order for the teenagers to become more aware mental health issues.
The PSHE talks will contain topics such as the different nature of mental illnesses, how to de construct stereotypes, and how to be able to get help about the different mental illnesses. PSHE talks can be used to give workshops and class activities, to be able to demonstrate how much distress the mental illness can cause and how to be able to cope/ be aware of them. Year 9 can be able to do class activities, because this year age group are more likely to understand through those events such as class activities. Year 11 to 13 can be able to do whole school talks – as they are more likely to pay attention in whole school talks compared to Year 9.
The Young Minds schools outreach service visit schools to talk to students on how to keep emotionally healthy and aware of their mental health. They provide an awareness workshop or assembly to help staff and young people gain an insight into mental health issues. They provide publications that young mind’s produce to young people and staff to understand mental health issues in greater detail.
Evaluation
From looking at the promotional activities available I can see some are much more accessible and relevant to Mind and my circumstances, teenagers are likely to learn more in a PHSE lesson about mental health awareness compared to reading about mental health in a magazine or a leaflet.
Before choosing PHSE talks as part of my promotional mix, I will be able to look more in depth before my plan is produced by looking at the different types of media. These are such as print media, new media and audiovisual media.
At this point, the three main promotional activities that I would choose to help create awareness of mental health issues are, free gift such as keyring/wristband, PSHE talks, and television. The free gift of a wristband because it is very fashionable amongst young people and this will create awareness amongst friends (word of mouth). The PSHE talks will be able to educate and get a captive audience at school and will be in direct contact with experts from the area of mental health professionals. The television because teenagers watch it everyday, especially soaps, and can involve story lines around mental health issues.
Promotional Media
Mind Charity must consider the production requirements, costs, and benefits and limitations of three important groups of promotional media:
- Print Media
- Audiovisual Media - Film, Video, Television and Radio
- New Media – Websites, E-mail, and Mobile Phones.
1 Print Media
Print media covers a wide range of promotional materials; this includes advertisements in newspapers and magazines, leaflets, brochures, direct mail, and billboards
Production Requirements
Mind Charity wishing to produce printed promotional material needs to follow four steps once it has developed a rough outline or idea for the material.
Step 1
Identify the design requirements of Mind charity printing the promotional material. Often work submitted uses particular software and template.
Step 2
Produce a first draft of the material. This work can be done by Mind charity or can be undertaken by a design agency. Mind charity should use a design agency, if the business has no staff with graphic design qualifications and experience.
Step 3
Produce a proof version. Designers will check the draft for content accuracy and visual appearance. This may take several drafts before producing an acceptable draft.
Step 4
Approve a perfect draft. Mind Charity will take responsibility to check the accuracy of the perfect proof before it is printed.
Costs
Print costs depend on several factors. These include:
- The use of colour – black and white is less expensive than full colour, but the price gap has fallen in recent years.
- The size of the print run – the larger the print run, the cheaper the unit cost.
- The size of the promotional material – the cost of a 48-sheet billboard is obviously much higher than A4 leaflet; a full-page advert in a national newspaper is more expensive than a small listing in a local newspaper
- The use of design and/or advertising agencies – costs can be reduced considerably if design work is carried out in-house, although the quality and effectiveness of the finished promotional material is likely to suffer as a consequence.
Mind Charity - needs big print run in order to create awareness of mental health issues amongst teenagers. This requires the print run to be in full colour – and to be of both leaflets and billboard sizes. The more promotional media about creating awareness of mental health, the more teenagers are likely to be more conscious of the mental health issues.
Benefits and limitations
Mind Charity needs to consider the costs of distribution, of sending promotional materials to customers or buying advertising space. A vital consideration is the coverage and frequency of the printed promotional material. Coverage is measured by the proportion of the target audience that views the promotional material.
The number of teenagers within the targeted age group who buy a particular magazine compared with the total population in that target age group. Frequency is the number of times the promotional material might be viewed; for example, the number of times an advert is carried by a newspaper.
Ideally, to produce a useful cost indicator. The total cost of designing, printing and distributing any promotional material should be divided by the number of people viewing the material.
The wider the coverage and the greater the frequency, the greater the possible impact of any promotional material. However, wider coverage and high frequency usually come at a price, driving up the total cost of producing and distributing the promotional material. The final choice of print media depends on the business’s objectives and the amount of money allocated to the promotion campaign
Mind Charity – the money allocated will be small as a charity but larger print for promotional media in the Sutton area and around schools will effectively attract teenagers to be aware of mental health. This can be done by leaflets, magazines, brochures shown in the promotional activities section.
2 Audio and moving images
The most high-profile use of audio and moving images in promotional media is in radio, television and cinema advertising. An increasing number of businesses also use audiovisual elements on their websites.
Production Requirements.
Promotional campaigns using audio and moving images require careful planning. The systematic approach to planning and executing Mind charity is essential, and certainly the case when producing moving-image promotional media such as television and cinema advertisements.
It requires a variety of demanding skills to produce audio and moving images. In general, therefore, all audio and visual work is likely to be carried out by specialist agencies. However, any organisation commissioning an audiovisual promotional campaign needs to manager and control the process and it should ensure that these stages are followed.
- A rough outline of the promotion should be produced. This needs to take into account the overall objectives of Mind Charity. This should help to determine the messages that need to be conveyed, and the characters and events that might be involved.
- A script (audio) and storyboard (moving image) should be produced. These are used to direct the production of the soundtrack and/or moving image.
- The audio or moving-image piece needs to be recorded and edited. A rough cut, or draft version, is then reviewed by the customer. A final cut is then produced.
- The final cut is stored using an appropriate format such as DVD, web server, digital audio tape, film and video tape.
- The finished product is distributed to appropriate locations, such as particular radio stations, television channels and cinemas, and/or uploaded to websites. Broadcast time slots, if required, should have been booked advance.
Mind Charity – this can be very effective for creating awareness of mental health issues, as it will be able to give teenagers a storyline on ‘hollyoaks’ for example and relate it to teenagers. The only problem with this is that the information about mental health issues may be stereotyped within a storyline, and may give the wrong impression to teenagers.
Costs
The cost of producing and broadcasting promotional material using audio and/or moving images depends on factors such as:
- The quality of the final production
- The length of the final production
- The delivery method
- Timing and location
High-quality radio, television and cinema advertising is much more expensive to produce than material intended for more limited distribution across the internet or a video display unit in a supermarket. Production standards are much higher for television and cinema advertising, and the editing and image processing costs are also higher. Note that as the running time of the material increases, so will the final cost of production. These costs can escalate and it’s vital that the production has clear targets regarding content and duration.
Advertising rates depend on the platforms being used. The internet presents an almost costless platform (if the company runs material on its own website). By comparison, advertising on television seems expensive. Distributing material on DVD is relatively inexpensive, even after original production (filming) costs are taken into account, and can be an attractive option.
Advertising rates also depend on the timing and location of the broadcast. Advertising on radio or television at peak listening, and viewing time’s costs more than at periods when the audience is much smaller. Similarly, showing advertisements in busy, inner-city cinemas is more expensive than running a campaign in rural cinemas.
Benefits and limitations
As with printed promotional materials, the true cost of particular distribution channel for audiovisual promotional material depends on coverage and frequency. Although it is possible to produce audio distribute it at virtually no cost across the internet, the coverage (the percentage of the target audience viewing the website hosting the material) and the frequency (the number of times the website is viewed) may be low.
Many smaller businesses such as Mind Charity, with limited promotional budgets use of radio, cinema and television advertising might be prohibitively expensive. The high initial cost of most cinema and television advertising will rule these methods out for many businesses.
Mind Charity – is highly unlikely to be able to afford audio and visual media, but if they did, they will need to go on radio stations and television channels that teenagers will most likely to watch – giving documentaries on the different natures of mental health and how to de construct stereotypes. The information must be correct in order to create awareness of mental health issues.
3 New Media
Businesses are always looking for new and more effective ways to get promotional messages across to their target audiences. The technologies underpinning the internet, e-mail and mobile phones offers new avenues for promotional activities.
Websites
Interactive video advertising screens, located in public places, had the ability to identify individuals and address by name. Now, e-commerce websites can perform a similar, if less spectacular, task by using small files, or cookies, stored on our PCs. The technology works as follows:
- When you visit a website you have previously visited, your cookie file is read and your identity is revealed to the website.
- The website uses this information to communicate with the central web server, drawing down a profile of your buying behaviour.
- The web server can then deliver individual promotional messages which it hopes are tailored to your interests.
Web servers can also record the particular web pages that users browse or click through. Promotional materials appearing on web pages, or as separate pop-up windows,, encourage you to click on them to get more information; the web server then records these events for later analysis.
This analysis helps to build a profile of individuals’ interests and browsing habits. In turn, businesses can use this information to improve their on-line promotional activities and their understanding of buyer behaviour.
Mind Charity – has already built up a website for support and information relating to mental health issues. The website is hard to access when trying to find out specific information and usually the customers give up. In order to improve the website must be designed in a way to be effective in finding specific information about mental health issues quicker.
E-mail and mobile telephone technologies
E-mail and mobile telephone text messaging can provide very accurate channels of communication. Businesses can purchase lists of email addresses covering a particular target group, such as a list of individuals within a certain age and income group that have bought particular products in the past. These lists can be used to bulk email carefully designed promotional messages to people who should be interested in the offer.
The success of this approach depends on the accuracy of the e-mail address list, if it is inaccurate, or too general, then the promotion campaign will be ineffective. To counteract this problem, many businesses use opt-in lists. These email lists are comprised of users who have actively agreed to receive further email communications.
Bulk text messaging is also being used to send promotional messages to target audiences. Given the use of text messaging by teenagers and young adults, this is likely to be an effective medium for products targeted at these age groups.
The production requirements and cost of new media vary according to the scale of the operation and particular technologies used. It is virtually costless for Mind Charity to place promotional messages on its own existing website – the website has already been established and promotional graphics for web pages are not difficult to produce. However it does cost time and money to establish a website, as well as to gain the skills and technologies needed to target website users with specific promotional messages.
Delivering e-mails and text messages to your target audience is not very expensive. It can, however, be expensive to obtain accurate e-mail and telephone lists. Bulk e-mails also suffer from a “junk mail” problem. Text messages lack any real visual impact, but this can be overcome by using newer picture messaging.
Mind Charity – Needs to take advantage of new techniques. As set out in my target audience section, my target audience are teenagers. By providing on a format text that they will see. I will be able to ensure I gain the initial contact. I will then need to ensure I gain their interest by flexibility. Some message that they will not auto delete.
Red Bull Case Study
Red Bull emerged in 1984 and took 3 years to establish their first product, the red bull drink. By 1987, when Red Bull was first released no one believed that the drink ‘packaged in a can and sold at a premium price’ would ever succeed. From 1994 – 1997 Red Bull was launched in Germany, and spread across Europe and overseas markets in North and South America, and Australia, then next Asia and Japanese launch.
Red Bull is an energy drink; it has been specially developed to increase mental and physical exertion. The Red Bull drink improves performance, increases concentration, reaction speed, improves vigilance, and stimulates metabolism, all vital for extreme sports. The effects of the Red Bull help top athletes, busy professionals, active students, and drivers on long journeys.
Red Bull advertises many promotional campaigns such as the Red Bull Air Race which is an exciting competition in which the world’s most talented pilots are up against each other in a race based on speed, precision and skill. The air race started in 2003 when Red Bull approached a skilled Hungarian pilot named Peter Beseynei, from then on this major event has been hosted every year attracting over 400,000 spectators. In 2005, the Red Bull Racing Team was created and all efforts were aimed at building up the team, and the first car designed by Adrian Newey’s technical team. The sponsorship has cost Red Bull millions on advertising and promotional activities but has gained them awareness throughout many countries which was their primary aim. Red Bull supports culture such as hip hop and has made the scene with the Red Bull music academy. The company also supports other events such as skateboarding, new fashionable art, football, and parachuting. They hold many events which are all about awareness, which attract new customers and retain existing customers.
Red Bull has put outstanding amounts of money into research to be able to reach their target audience. The target audience for Red Bull are active, energetic and social as they are the top athletes, busy professionals, or active students. Most of the audience will be predominantly men between 15 to 30 years old, as it is uncommon for women to do extreme sports. Specifically when Red Bull is promoting different kinds of extreme sports, which the men are likely to do, as are likely to be risk takers, and are very competitive.
The easiest and most effective way of advertising and reaching a vast amount of audience for Red Bull is to use the media such as television and radio to promote their events. This way is not cheap and Red Bull needs to have a large budget to create an effective audio-visual advertisement. Red Bull being associated with large expensive events and products like F1, customers use that fact when buying and consuming the product. Customers get linked to the company and their associated products. Red Bull must promote their product in ways which reflects their business and gives an overall good impression to their customers. Raising awareness means more customers therefore increase in sales and then profit.
Evaluation
One of the mains point one can learn from Red Bull is how creative they are in using their resources to gain exposure and effectively place their product and the product's information in areas that their target audience will see and want to see.
In relation to Mind charity is to find the most affective types of promotion for creating awareness for mental health, for example giving a PHSE talk to teenagers in school education. The talk can provide information about mental health issues, and to be informative with the appropriate language and understanding for teenagers. This will attract audience and they will be more conscious of mental health and their own mental health. This will gain maximum exposure amongst teenagers as PSHE talks in school and this is where they get educated. The television is another option as teenagers are likely to watch soaps, and so to revolve a storyline around mental health issues, may convince the teenagers otherwise when looking into mental health issues.
Communication Flow Chart
Mind Charity will have effective communication when a message being sent is understood by the teenager receiving it. The teenager (receiver) will also know how and when to respond to the message.
Sender:
Mind Charity wants to communicate awareness of mental health amongst teenagers in Sutton, and how to cope with mental health. Mind is the leading mental health charity of England and Wales.
Medium:
This is the media, which attracts the receiver, in this case the teenager. Mind Charity will provide the media in different forms such as print media, audio-visual media and new media. The print media being leaflets, posters, magazine adverts and the free gift, which is given to teenagers in Sutton schools. The audio-visual being the television and radio which will be done through story lines in the most common watched soaps by teenagers. The new media being the Mind website providing more information for teenagers about mental health issues. Mind charity will also provide PSHE talks to Sutton schools using volunteers from Mind Charity.
Message:
The message will be in text, sound, and images. Teenagers are likely to listen to emotive stories, to be able to respond to. The text will most likely be informal for the teenagers to understand more easily. The images and sound will capture and keep their attention. The message from Mind Charity is just to create awareness of mental health issues amongst teenagers, and giving insight on all the different forms of mental illnesses. This will help teenagers understand what it is like.
Receiver:
The receiver will be teenagers between 13-18 years old. The teenagers live in the area of Sutton. Most teenagers in Sutton are self-interested and won’t easily attract their attention to charity work such as Mind charity in order to be aware of mental health issues. Teenagers will have lack of understanding, and are more likely to stereotype mental patients. In order to overcome this, Mind charity must get them interested in other interests they have, such as watching particular soaps on TV and giving a storyline with mental illness, or giving a free gift such as a wristband.
Feedback:
The charity will provide teenagers with the website address, and help lines for more information about mental health. Mind charity will have the chance to use the website to see what the audience is more interested in by the number of hits on the website. Mind charity will be able to see the number of phone calls from the teenagers. The teenagers will have more understanding, and they will more likely to seek help from doctors. Mind charity also needs to do market research to determine attitudes of teenagers about mental health.
Noise:
Teenagers may be uncertain about the mental health issues from Mind charity. Teenagers may already have stereotyped mental illnesses, and which will be hard to overcome, if they already have those views.
Evaluation
For effective communication to take place between Mind charity and teenagers, Mind needs to ensure that its promotional activities deliver the right message. This will help to achieve:
- Mind’s objectives.
- Target the right audience, the teenagers.
- Being able to be understood by teenagers, the right language and style.
- To get positive feedback from the teenagers through possibly the website.
In order to do this I will need to now think about the target audience I am trying to reach. To ensure effective communication I will need to relate the work I have done in researching promotional activities to the target audience to produce a mix that will reach them and one reached the teenagers will influence them.
Communicating with target customers
It is important to build a profile of the target customers so that the promotional campaign is effective. If you know your target customer then you can adapt language, style, method, media and message to suit their tastes and circumstances. This is important especially when creating awareness of a charity which has an important message to put across to the target customers. The target customers being teenagers’ needs to be informed by the awareness of mental health issues in language they understand through a number of promotional activities, as teenagers may be interested by watching television than reading the information.
Personal, Social and Psychological
I am targeting teenagers between 13 – 18 years old as teenagers of this age are currently very unaware of mental health. At this time there is little or no education given on Mental Health to teenagers. They will hold stereotypes and not be aware that mental health issues could affect anyone around them, and even themselves. Mental health issues is not being educated in schools so to be able to educate them on being able to be aware of the mental health issues at the prime of their education will create awareness. I am targeting teenagers in the Sutton area as the promotional campaign will be local due to resources and expertise in the area. By targeting teenagers in Sutton – a poster can be made using appropriate language in order for teenagers to understand what mental health is, and how to deal with mental health issues.
Teenagers today are self-interested and so are not interested in mental health issues. In order to gain their attention, must relate their interests for example ‘Hollyoaks’ is common watched programme amongst teenagers. This can be done by creating an emotive scene about mental health issues amongst teenagers on the series. They have set beliefs and attitudes towards mental health, to which needs to be changed, by creating awareness in education. They are most likely to stereotype teenagers or older people with mental illness as ‘crazy’. I am also creating awareness about de constructing stereotypes, in order for this to happen – the media needs to have the correct information about the mental health, especially schizophrenia. The media has installed fear amongst people about those who suffer from mental illness. Stereotypes can come through cartoons as most cartoons behave in an odd manner so children will learn through watching the cartoons and will think it’s normal.
Socio-economically most people from Sutton are white, middle class and would be considered ABC1 group. Many of the people who live in Sutton will be suburban privately renting professionals.
The table showed in Appendix 1 that interest in current affairs is very high in Sutton. This can show that the people of Sutton are likely to be aware of Mind, if they advertise in the area, and will show support. The education is very high, which gives a good opportunity for Mind to be able to give talks on the subject of ‘mental health’ to a number of schools in the Sutton area, and to be able to create awareness amongst teenagers.
Evaluation
In knowing the buyer behaviour of the three aspects of personal, psychological and social Mind charity will be able to identify what promotional activity is more suitable, and how to address the mental health issues to teenagers in the Sutton area. The language, style, method, media and message of the promotional activity must suit their tastes and circumstances of a teenager. This can done by bringing emotive messages across in different promotional activities, to attract their attention for longer than five seconds.
Target Audience
Currently in Glenthorne High School there are 1300 pupils between the ages of 11 and 19. There are approximately 50% in boys and girls. Many of the students do not support any charity, which shows whether they will support a charity such as Mind for mental health. They are likely to be activity orientated participating in sports, and going out with friends in the day e.g. shopping and going to the cinema.
Statistics
- 1 in 10 children and young people aged 5 - 16 suffer from a diagnosable mental health disorder - that is around three in every class.
- Between 1 in 12 and 1 in 15 children and young people deliberately self-harm and around 25,000 are admitted to hospital every year due to the severity of their injuries.
- Over half of all adults with mental health problems were diagnosed in childhood. Less than half were treated appropriately at the time.
- Nearly 80,000 children and young people suffer from severe depression.
- Over 8,000 children under 10 years old suffer from severe depression.
- 45% of children in care have a mental health disorder - these are some of the most vulnerable people in our society.
- 95% of imprisoned young offenders have a mental health disorder. Many of them are struggling with more than one type.
Questionnaire Analysis
I have chosen to gather information directly from consumers within the target market by using questionnaires. The questionnaire's will help to provide up-to-date information on the target market, and helps understand customers' behaviour.
This shows that the majority of teenagers are likely to say ‘no’ to supporting charities. Teenagers are not interested in supporting charities. Mind charity will find it hard to create awareness amongst teenagers, so Mind must communicate their message across in an effective way in order to attract their attention.
This shows that many teenagers are unaware of the charity, Mind charity. This is probably because they hardly promote to teenagers of mental health issues. In order to create awareness of Mind charity, they must promote a lot to teenagers. This can be for example by putting the Mind charity name on the wrist band as a free gift.
Teenagers answering this question had the opportunity to give more than one answer, and to which factors that are likely they are to give charity. The majority of the teenagers preferred the visual images and the small incentive. This shows that posters and TV may be effective if using the right images to create awareness of mental health issues amongst teenagers. A small incentive also shows that the company name Mind is always being advertised as it will be on all the incentives produced. The least answers by teenagers were for the information about the good work and the opportunity.
This shows that just 6 out of 10 people knows someone with a mental illness.
This shows that many teenagers don’t really feel they understand hardly any of the mental illnesses out there. The highest percentages, 21%, are with common mental illnesses such as depression, anorexia and schizophrenia. Mind Charity needs to educate the teenagers in order to make them understand of different mental illnesses.
In this answer, I can see if PSHE lessons will be effective amongst teenagers at school, only 2 people will find PSHE lessons effective. The most willing time that teenagers are to pay attention is during a normal lesson, and in an assembly.
This shows that internet websites is the most useful way to being able to attract teenagers to being aware of mental health issues. Magazines will also be read by teenagers but not as much, so Mind can think about cutting down the advertisements in the magazines. Leaflets and radio didn’t’ get any positive answers so Mind can cut down on the distribution cost, as they are highly unlikely to read of listen to the information provided by Mind.
Teenagers are likely to go on the internet everyday and watching TV. This shows that Mind may be able to advertise better through the internet and on TV in order to attract teenager’s attention. Teenagers are not going to be attracted through reading magazines and listening to the radio.
Teenagers will be looking forward to having a pen with Mind charity on as it would be useful every day. Mind charity can also offer another free gift apart from wristbands, such as a pen, in order to attract attention to create awareness of mental health issues.
Both HMV and cinema vouchers are the most wanted by students if they won a competition at school. This will help Mind Charity in giving incentives for different types of quizzes.
Summary of Questionnaire Analysis
I found out from the questionnaires:
- The majority of the teenagers don't support or are not interested in charities.
- Bi-polar disorder is understood by very few teenagers.
- Teenagers are likely to learn something from a curriculum lesson, rather than a PSHE lesson.
- Majority of the teenagers are likely to support charities if they receive a small incentive, such as a pen as they are used by teenagers often.
- Television and Internet are the most commonly used by teenager, which Mind charity can attract by to be supported.
Focus Group
A focus group is a form of qualitative research in which a group of people are asked about their attitude towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members.
I attended a focus group in order to expand on my questionnaire to ask open ended questions. This was able to help to get suggestions for the promotional media in order to reach my objectives which are;
1. Raising awareness of different types of mental health issues amongst teenagers.
2. Provide information on exact nature of mental health issues and reconstruct existing stereotypes to teenagers
3. Provide information on services of help available to people suffering from mental health issues to teenagers.
The main promotional media the focus group discussed were leaflets, magazines, PSHE talks and free gift in relation to my objectives, and a few suggestions were made.
A member of the focus group suggested about the leaflets as for teenagers, is to make the leaflet more personal and emotional relating to a teenager’s life. This will gain the teenagers attention for at least 5 seconds, and will make the teenagers to think about mental health issues. Otherwise the teenager will litter the environment and not bother taking in the issues of mental health.
A few members of the focus group thought it would be hard to gain attention of the teenagers through magazines by advertisements as teenagers don’t usually look at them. They suggested articles would attract teenager’s attention about awareness of mental health issues as this would make it more emotional and personal to the teenagers. The articles could be related to celebrities, or teenagers like themselves, and they should be provided in girls’ magazines such a Revel and Glamour, and Boys’ magazines such as Zoo, Nuts and Stuff.
Members suggested for the free gift, that it should be something that teenagers that are likely to use such as key ring, teddy bear, wrist band and a pen. The Mind Charity will be advertised on the free gifts in order to show some support, and advertisement.
Overall PSHE talks were voted the best over the other promotional activities that we discussed. The teenagers will more likely to listen to a guest speaker in the school and in school time. In order for the teenagers to acknowledge the talk from Mind charity is to do a competition at the end of the talk to see whether they have listened, and their can be incentive such as an HMV voucher.
Human, Physical and Financial Resources
The range and extent of promotional activities available to Mind charity will be shaped by the availability of human, physical, and financial resources. These promotional activities are leaflets, posters, free gift, PSHE talks, magazine adverts/articles and radio/television.
Human Resources
Assessing the human resources available to Mind charity is an essential step which must be carried out when planning a promotion campaign.
Mind Charity must think about whether or not they have the right number of staff, they have enough money to pay their wages and if they are happy within Mind charity.
Mind Charity have lots of employees within the business. Many employees would volunteer, and be happy to hand out leaflets for free.
In order for Mind charity to be able to produce and deliver a promotional campaign there needs to be certain skills within the business. Mind charity needs to assess skills such as:
- Communication Skills
- Organisational Skills
- Design Skills
Communication skills are very important for Mind charity in order to raise awareness of mental health issues and be able to send effective messages to the target audience. Organisational skills are essential for the promotional activities to be co-ordinated in order for it to be effective. Design skills for the promotional activities to be able to make attractive layouts and designs which attract the target audience.
Mind charity also have a headquarters with good ICT facilities, which will help simple design skills for leaflets and posters, and for the employees to develop their skills. They do not have design skills to produce free gift, television or radio activities.
Mind charity when planning a promotional campaign decisions have to be taken about which parts of the campaign will be carried within the Mind charity’s business and what parts will be carried out by specialist professionals.
Physical Resources
In order to produce the promotional activities Mind charity needs equipment such as print and IT equipment, distribution systems and specialist display equipment. Mind charity will not have the required specialist physical resources, so for example making wristbands will need to be outsourced to a professional specialist to make them.
If Mind charity decides to make a DVD on mental health awareness amongst teenagers, Mind charity will not be able to:
- Copy large volumes of DVDs
- Produced to high quality standard
Mind charity needs the chance to be able to make effective promotional activities themselves in order to keep in budget, as a professional specialist will be costly. If they are supplying to a professional specialist Mind charity must consider how long it would take the specialist to print the specific promotional activity and deliver back to Mind charity in order to be able to keep within their timings.
Financial Resources
Mind charity’s budget allocated to any promotional activity will depend on the financial resources available. If Mind charity’s budget is falling, the budget allocated to promotional activities is often the first to be cut. This is the first option to Mind charity rather than reducing the number of staff.
Mind will have access to large amounts of finance as they are a national charity. Any money Mind allocate to promotional campaign is public money and must be used effectively. Mind raise money to do good work and achieve their vision. My promotional campaign is to help achieve their vision in Sutton.
My set budget is £4,250.
I will be setting a budget for the advertising budget. This will only be a proportion of the whole business’ budget. The following budget:
- £4,000 will be the budget without any contingency plans. Mind Charity will be limited.
- £4,250 will be the budget with the contingency plans, and gives an opportunity for Mind Charity to be able to get more distribution of one direct marketing, such as leaflets if needed.
The importance of Mind charity doing a budget is to allow setting standards of performance, motivating Mind charity members, and providing an estimation to meet the objectives of the promotional campaign.
Gantt Chart
Gantt charts are a good way to show the integrated activities that make up the promotion campaign. The Gantt chart will help Mind charity to view at a glance:
- The range of the promotional activities
- Duration of each promotional activity
- Sequence of the promotional activities
- The busy and quiet times during the campaign
Explanations of Gantt Chart
The posters are distributed and produced first because this can draw attention to show that a member of Mind charity is coming to the school to give a talk on mental health awareness. The posters will be shown throughout the first three months.
The PSHE talks are the main focus of the timings, as this is where a couple of Mind members come to the school and talks about mental health issues. The PSHE talks will last over 2 months in order for Mind member to cover all the schools and year group in Sutton.
The free gift will be distributed at the same time as PSHE talks, as to be able to give to the teenagers at the schools that the Mind member attends in Sutton. The free gift will also last until December in order to be able to give more free gifts on the high street of Sutton to teenagers.
The leaflets/brochures will be distributed at the same time as PSHE talks, as to be able to give to the teenagers at the schools that the Mind member attends in Sutton. This will allow teenagers to be able to look at them. The leaflets/brochures will also be handed out in the high street of Sutton to teenagers.
The magazines will last through November to January as magazines are likely to be read more by teenagers in the holiday time. The magazines will contain articles and adverts relating to mental health issues.
The TV/Radio adverts will be shown between December and January as the same as magazines teenagers will watch TV more in the holiday time than the school term time.
Promotional Activity Costs
Posters
Posters will be distributed in schools in Sutton, which will be free. The number that will be distributed will be 2 per school, approximately being 12 schools in Sutton. The production of the posters will be costing at £20 each over 3 months and will be a total cost of £480. The design of the posters will cost £100 by a Mind Member.
Total cost of posters: £580
PSHE Talks
PSHE Talks about raising awareness of mental health issues will take place in schools in Sutton. A member of Mind Charity will volunteer for free in doing these talks. This will be done over 2 months in order to be able to cover all the schools in Sutton.
Total cost of PSHE talks: £0
Free Gift
The free gift of wristbands production cost will be 0.32 per band for 5000, which is £1600. The distribution of the free gift will be through the Mind PSHE talks, and Mind member giving our free gift on high street in Sutton, which will cost £80.
Total cost of free gift: £1,680
Leaflets/Brochures
Leaflet production will cost £0.04 per 5000, which is £219. The design cost of the leaflets especially for teenagers will cost £100. The leaflets will be distributed in schools, and on the high street of Sutton, this will cost £80.
Total cost of Leaflets/Brochures: £399
Magazines
Magazine production will cost £1,182 for quarter pages with full colour. The design of the cost by a Mind member will cost £100. These will be distributed in Boy’s and Girl’s magazines.
Total cost of Magazines: £1,282
Summary of Promotional Activity Costs
Costs Overview
In this section I can estimate the cost of the promotional activities using spreadsheets and the individual cost analysis I carried out in the previous pages. I will also be able to carry out ‘what-if analyses’ to find the suitability of the promotional mix. Spreadsheets can help to plan Mind’s charity promotion campaign more effectively.
Promotional Activities Costs
This table shows the estimates of each promotional activity showing the fixed and variable costs of each, and the total cost of each.
This table also shows the total costs of £3,941, and to which I estimated the budget as £4,250, to which allows for contingencies in the different promotional activities. The cost for the contingencies is £309 is allowed for any problems, if the price of the production has increased, or the distribution of the product has increased.
What-if Analyses
Scenario 1 – Free Gift
If the price of the wristbands or free gift is increased by 0.2 per band, the total shown in the table is £2580. This makes the total cost of all the promotional activities go over budget by -£591. This shows that if I were to decrease the distribution of another promotional activity for example the number of adverts in magazines, the budget of Mind charity will be stable.
Scenario 2 – Posters
If the price of the posters were to be increased to £25 per poster and an extra poster is needed in each school. The total cost of the posters will be £1000 instead of £580, and the total costs for all the promotional activities will come to £4,361. This shows that Mind would go over their budget by -£111. If I were to decrease the production of magazines, Mind would be inside the budget of £4250.
Scenario 3 – Leaflets
The price of the leaflets was to increase to £0.12 per leaflet for each student in the school. The total cost of the leaflets will be £780 instead of £399, and the total costs for all the promotional activities will come to £4,322. This shows that Mind charity is over the budget by -£72. If I were to decrease the production of the free gifts, Mind charity would be inside the budget of £4250
Promotional Plan
Introduction
In this section I will be able to gather together all my research to be able to produce an effective promotional mix in order to achieve my objectives. The research will come from my questionnaire analysis, timings and costs, target audience, focus group and resources. My promotional campaign is designed to effectively meet my three campaign objectives:
1. Raising awareness of different types of mental health issues amongst teenagers.
2. Provide information on exact nature of mental health issues and de construct existing stereotypes to teenagers
3. Provide information on services of help available to people suffering from mental health issues to teenagers.
From my research I was able to choose the main promotional activities to produce my promotional mix in order to reach my objectives.
My promotional mix are:
- Free Gift
- PSHE talks
- Leaflets
- Magazine Articles/Adverts
- Posters
Activity 1: Free Gift
Free Gift is mainly helping all aims as the wristband is trying to raise awareness of mental health issues as well as deconstructing current stigma. This also shows the 'mere exposure effect' states that the more a name or brand is in public eye the more favourable the reaction attitude towards it.
Mind Charity will offer wristbands as they are fashion statement amongst teenagers in Sutton. The wristbands will have Mind logo, and website on them. This will raise and support awareness of mental health and the Mind charity, as teenagers are likely to wear them. The wristbands will have a distinct colour in order to attract others to know what the wristband is about. The wristbands will be distributed in Sutton schools after the PSHE talk by Mind members to talk about mental health issues. This will be done over 3 months to be able to cover all schools in Sutton.
The research from the buyer behaviour for teenagers helped me to decide what social and psychological aspects they are likely to be within, such as self-interested. Using this information I will distribute a fashion accessory to gain their attention. This will be a wristband they could wear. The focus group suggested about the free gift is it should something that teenagers are likely to use, as a wristband; teenagers are able to wear them all the time, also because of a 'fashion statement' amongst teenagers. The questionnaire suggested that the majority of the teenagers are likely to give money to charity if they have a small incentive such as a wristband.
The teenagers wearing the wristband shows they are advertising and supporting the charity by showing to friends. This promotional activity meets objective one, as teenagers are interested in wearing the wristband, and advertising it to their friends. For the wristband promotional activity to meet objectives two and three, the teenager must be willing to be interested enough to take the next step by using the website and finding out information on Mind charity website. However even if the wearer does not follow up and need mental health advice, anyone exposed to wristband will see the web address and could take action. The Mind charity website offers different ways of help from which is easy accessible to them via many sources.
The cost of the wristbands is expensive but gains awareness amongst teenagers. The potential targeting a teenager wearing a wristband means that advertising of Mind may be present for months. Mind charity needs to outsource to a specialist company to make these wristbands, so needs to know when the delivery time would be to get the wristbands back, in order to take them to Sutton schools.
Activity 2: PSHE talks
PSHE Talks will be achieving all aims, as the talks help to raise awareness through talks and workshops. The talks show the difference between mental illnesses such as depression and anxiety. The members of Mind Charity will also help to deconstruct the current stigma of mental health issues, and provide helpful ways in trying to find help if needed.
A couple of members of Mind charity will be visiting the schools of Sutton in PSHE lessons. These are 1 period per week where students learn about personal, social, health, educational issues. They will talk about raising awareness of mental health, and how it is affecting the people suffering with mental illness and the ones around them. They will be able to show the different natures of mental illnesses thought could affect anyone; depression, anxiety, anorexia, bipolar, and schizophrenia, and what myths are involved in the different types of mental illnesses. The myths help the teenagers understand how we can stereotype people with mental illnesses easily. This will help teenager’s views on how to deconstruct stereotypes amongst the mentally ill. The member of Mind will provide different ways of help that could happen if anyone wanted to get help amongst teenagers. Mind will provide different range of activities ranging from real life videos to a competition. After the talk from the members of Mind, they will provide the teenagers with a competition in order to see if they have understood the different types of mental illnesses. An incentive either HMV or Cinema voucher will be provided to a few students who have won the competition. At the end the member’s of mind will give the teenagers wristbands and leaflets, in order to be able to get them more interested and to support Mind charity.
The research shows from the communication flow chart, that Mind charity will see if teenagers are more aware of mental health issues from the competition after the talk of PSHE talks by the feedback they get from the questions. This will show that the teenagers have more understanding of the mental health issues. The questionnaire showed paying attention in PHSE lessons is less effective than a normal lesson and assembly. Mind might need to incorporate it into different normal sessions such as biology for anorexia and how it might affect their body internal organs if they stop eating. The questionnaire also showed the most wanted incentive from a competition, which was either a cinema or HMV voucher. The focus group shows PSHE talks were regarded as the best of the other promotional activities discussed. The teenagers will more likely to listen to a guest speaker in the school and in school time, and competition was also suggested for PHSE talks to be able to get feedback from the teenagers.
PSHE talks will meet all main objectives. The member of Mind charity provides an overview on mental health awareness by talking to the teenagers in their learning environment. The members of Mind charity will explain the different natures of mental illnesses to teenagers: depression, anorexia, bipolar disorder, anxiety and schizophrenia in their PSHE talks. The members of Mind also give an insight of what myths are about for these different types of mental illnesses. The members of Mind explain the best possible ways to get help.
The duration of the PSHE talks will be two months, to be able to cover all schools in the Sutton. There is no cost for PSHE talks, this shows that this promotional activity is good as it is educating the teenagers. There is also no cost of the members of Mind charity that do the talks as they are volunteers.
Activity 3: Magazine adverts/articles
Magazine adverts and articles are mainly achieving aim 1 and 2, as many people including celebrities have a mental illness. Celebrities such as Stephen Fry have done a show on their current mental illness to make the public aware of the issues. This will help to deconstruct the stigma towards each illness.
The promotional activity will contain both adverts and articles in teenager’s magazines such as Vogue and FHM. The articles will have stories about celebrities who suffer from mental illnesses such as Stephen Fry suffering from Bi-Polar. This helps to decrease stigma amongst teenagers. The adverts will also display the help line numbers, and the Mind charity website.
The buyer behaviour research shows is to be able to interest teenagers by creating emotive images and stories in order to gain their attention for Mind charity. This may interest them in raising awareness of mental health issues, and would be able to decrease stigma through the different types of mental illnesses. In the questionnaire three out of ten people will read magazines, but they wouldn't spend as long on reading magazines, compared to the internet. Each article presented in a magazine will also be featured on the website. The focus group suggests the articles more important than adverts as the articles will be more personal and emotional to the teenagers.
Magazine adverts/articles, meets objective 1, 2 and 3. The magazine helps to raise awareness through advertising mental health issues in articles and adverts. The different natures of mental illnesses are explained through different articles, for example – Stephen Fry for Bi-Polar and Geri Halliwell for Depression. The adverts provide help lines in order for teenagers to be able to contact.
The duration of the magazines is three months may be too long as not enough teenagers read magazines, and the cost is too expensive for little response from teenagers. The magazine article design have to be outsourced to be able to be printed into the magazines.
Activity 4: Posters
The posters are mainly achieving aim 1, as it raises awareness of different mental health issues.
The posters will have emotive images, and maybe bright colours/text to attract the teenager's attention. The poster should have a help line/ website address for Mind charity. There will also be the Mind charity logo in a corner of the poster. The message or question should be something to what teenagers will think about, something personal to them. The posters will be posted up around the school for the teenagers to see.
The research shows from the questionnaire the visual images shows a majority of teenagers are likely to attract their attention. The posters will be able to have emotive images on them for the teenagers to respond, they will also have bright images and colours. The posters will use rhetorical questions to provoke the teenager's thought. The posters will focus on images that show people of similar age to the teenagers in order for them to relate more about the situation.
The posters, meet objective 1. The posters raise awareness of mental health issues as they show a message fro teenagers to think about. In order for teenagers to meet objectives two and three, the teenager must be willing to be interested enough to take the next step by using the website and finding out information on Mind charity website. The Mind charity website offers different ways of help from which is easy accessible to them via many sources.
The duration of the posters up in the schools is three months, this is reasonable for Mind charity as the first month is before the PSHE talks take place. This can help the teenagers to think about the poster before the members of Mind charity come and give their talks about mental health awareness. There is no cost for the display as the posters will be placed in schools for free. However we will rely on schools actively placing the posters in effective areas that will gain exposure.
Activity 5: Leaflets
Leaflets can achieve all aims. The leaflets provide awareness of each mental health issues. They can provide some facts on different natures of mental health as well as helping to deconstruct some of the myths involved around mental health issues. The leaflets can provide different numbers of way of getting help for mental health issues.
The leaflets will contain simple information about different natures of mental health issues, such as depression, anxiety, eating disorders, and schizophrenia. The leaflets will give possible ways to teenagers that can get help when having a mental health issues, e.g. clinics, phone lines, and walk-in clinics. The leaflets will be handed out in Sutton schools in order to gain awareness of young people to both Mind charity and mental health issues. Mind charity must be aware of the language used within the leaflets, ensuring they will understand what the teenagers read about mental health issues.
The questionnaire shows the majority of the teenagers hardly know about bi-polar, this means that the leaflet can contain more information about that specific mental illness. It also showed that no teenagers would read leaflets as a promotional activity, so the print run of the leaflets can be minimised. The focus group suggested making the leaflet more personal and emotional relating to a teenager’s life, to be able to gain their attention.
The leaflets meet objectives 1, 2 and 3. To be able to create awareness of the mental health issues, this is provided by handing out leaflets at the Sutton schools. The leaflets will contain simple information about the different natures of mental health issues, and will provide different ways of getting help in the leaflets for teenagers.
The duration of the leaflets being handed out in Sutton schools is three months, as teenagers are less likely to read the leaflets which is shown by the questionnaire, is to make the duration of the leaflets less than 3 months. The cost of the leaflets is cheap for how many leaflets produced, so the duration of the 3 months can stay the same, as long as the teenagers don’t chuck the leaflet away as litter.
AIDA Model
Mind Charity's promotional activities will attempt to influence the decisions of their target market, the teenagers. This will help to create a favourable view on the mental health issues, and will help to meet all the objectives. By using AIDA model Mind Charity will be able to alter buyer behaviour of the teenagers in order to gain awareness of mental health issues. This will also rely on an effective promotional mix, and will help to select the best combination of promotional activities.
Activity 1: Posters (ATTENTION)
The first promotional activity in the Gantt chart is the posters. The posters will have emotive images to be able to attract teenager’s attention in the school. The posters will be emotive rather than informative; this will give the teenagers a more visual look at what’s happening in mental health issues.
Activity 2: PSHE talks (INTEREST/DESIRE/ACTION)
The PSHE talks will be followed just after the posters. The PSHE talks will give interest into the teenagers from the talk of mental health awareness, and different natures of mental illnesses. The teenagers will have the desire to support Mind charity, or be aware of mental health issues from thereafter. The teenager’s action would be to research more about mental health issues on the Mind charity website and be able to support the charity.
Activity 3 Free Gift (ACTION)
The wristbands will be handed out during the PSHE talks. This will give desire to the teenagers as they will have the opportunity to wear them, and will be shown in the public eye when worn. If they don’t have the desire for this free gift, they would just chuck it away as litter.
Activity 4 Leaflets (ATTENTION/INTEREST/DESIRE/ACTION)
The leaflets will be handed out during the PSHE talks, and will be likely to be looked at, by those teenagers who are already interested in learning more about the different natures of mental illnesses. The desire of the leaflets would be for the teenagers to support Mind charity. There teenagers will have the opportunity to find out more about mental health through the website.
Activity 5 Magazine articles/adverts (INTEREST/DESIRE/ACTION)
Magazines will be the last promotional activity to take place. The magazine articles will mainly give interest into those teenagers who like to read emotive experiences/stories of celebrities that they can relate to. The magazine articles will also have a phone and website in order to get information on mental health issues.
Attention
The attention of the teenagers will be mainly caught by the girl, the sad emotional image and different sizes of font.
Interest
The teenagers will take opportunity to take interest in the statistics of mental health on the poster, and the question ‘Are you depressed?’.
Desire
The desire for the teenagers would be to find out more about depression, and other mental health disorders. If the teenager is suffering they are able to see ‘You’re not alone. Find help.’ Which is also supported by the statistics.
Action
The poster provides a phone number and website to Mind charity for the teenagers, where they are able to get more information on mental health issues.
Evaluation
In this section I will be able to discuss the promotional campaign factors for the evaluation of the:
- Suitability of tasks/activities
- Budget and Timing
- Aims and objectives
- Target Audience
- Market Research
Suitability of tasks/activities
The PSHE talks are captive as the talks are in school time. The promotional activity is related to the teenagers as they are already in school doing lessons. In the PSHE lessons Mind will be able to bring mental health issues into the lesson. The PSHE lessons will only be effective if the members of Mind are stimulating and well presented e.g. know what they are talking about. The members of Mind can make it more stimulating by incorporating interesting activities within the class. The feedback will be from the competition at the end to see if they have understood the issues revolving around mental health. The PSHE are also free at the school, which will help with the budget of Mind charity.
The leaflets with promotional literature usually are thrown away in bins by teenagers. The leaflets expose too much information within one leaflet. In order for Mind charity to promote and meet the objectives they might need to decide to make a series of leaflets and make the leaflets more interesting by adding pictures. The leaflets litter, this can show that leaflets are giving a bad image to waste.
The posters are put up within the school, and so are protected by vandalism from the teenagers. Mind charity relies on the school to put poster in a location where it has a lot of exposure to teenagers for them to be able to react. Teenagers are attracted to eye catching emotive images, so Mind needs to put into consideration if the image on the poster will attract teenagers. The picture of the person/place needs to be able to relate to the teenager.
The magazines articles are dependent on the celebrity so are the teenagers going to relate to Stephen Fry? The teenagers need to relate to a celebrity similar to their age, to be able to understand how they are feeling. The teenagers need to know the celebrity in order to relate to the situation. The article will be attracted to teenagers if it is more emotive and personal to the teenager, to be able to understand better.
The wristbands are a fashion trend towards teenagers, and the majority of the teenagers are likely to give money for an incentive. Mind charity needs to think about whether it is the appropriate free gift for teenagers to be able to expose the charity. A pen might be more suitable and useful as teenagers always need to use one in school.
Budget and Timings
I can see from my Gantt chart which is required in any business that needs to promote an activity to be able to visualise the costs and timings of each individual activity. The secondary research by finding out other business' prices for each promotional activities such as leaflets, helped to estimate each promotional activity. The promotional activities costs are only an estimation, as there was lack of information provided businesses that provided this production.
I was able to estimate the timings for each promotional activity, but the lack of information provided didn't help with placing a convenient time for each promotional activity on the Gantt Chart. Mind Charity needs to research the target market of teenagers and what they like and dislike more specifically in order to engage more teenagers to increase awareness of mental health issues.
From the what-if analyses, I can see if the suppliers making the final product of either wristbands or magazines – Mind charity will go over budget. Magazine articles and adverts are expensive and less likely to draw teenager’s attention to mental health issues. Is Mind Charity getting the best out of their money? Mind Charity has to increase production of the other promotional activities, in order for the exposure effect to take place, if a promotional activity is eliminated and to be able to increase mental awareness. Mind charity must eliminate one of the promotional activities such as the magazines.
Aims and Objectives
My objectives were:
1. Raising awareness of different types of mental health issues amongst teenagers
2. Provide information on exact nature of mental health issues and de construct existing stereotypes to teenagers
3. Provide information on services of help available to people suffering from mental health issues to teenagers
My objectives and activities relate to each other, as the promotional activities will help to meet the objectives. This is shown through the AIDA model and is able to provide information on the best combination of promotional activities to raise awareness of mental health issues.
My objective 1 – ‘Raising awareness of different types of mental health issues amongst teenagers’ is mainly using the attention, and interest of the AIDA model through the promotional activities which are posters, leaflets, magazine adverts/articles and PSHE talks. The free gift of wristbands doesn’t provide attention or interest; it is mainly based on action to take part by supporting the charity.
My objective 2 – ‘Provide information on exact nature of mental health issues and de construct existing stereotypes to teenagers’ is using the interest and desire of the AIDA model through the promotional activities which are leaflets, PSHE talks and magazine adverts/articles. The teenagers need to have interest in different exact natures of mental health issues and have the desire to change their stereotypical view of mental health issues. Posters only provide the attention by sad emotive images. Free gifts only provide the action to take part by supporting the charity.
Target Audience
Mind Charity is targeting teenagers in the Sutton area. They will be targeting teenagers within schools during school term, and this for Mind will gain a captive audience. Mind needs to gain the teenager's interest by using their promotional activities effectively to raise awareness of mental health issues.
In order to gain a better interest from teenagers I must do thorough research of my target audience in order to gain a better knowledge of what the teenagers are interested, through research of what they like. For example, I would do questionnaire that ask more questions about different types of promotional activities and what they are interested in as qualitative questions to give an overview.
Market Research
Relation to financial information of promotional activities, I believe there was enough research evidence from both text books and websites in order to work out an estimation of prices for each promotional activity.
Although I have based my market research on Sutton and it doesn’t fit the larger percentage of whole of England, Wales, Ireland and Scotland. I need to do a larger proportion of market research on more areas of the United Kingdom in order to get a more beneficial view from the target market, and appropriate promotional activities for different areas.
Appendix 1
http;//www.upmystreet.com
Appendix 2
Questionnaire
Age: Gender: Female Male
1. Do you support any charities? Yes [ ] No [ ]
2. Do you know of Mind Charity? Yes [ ] No [ ]
- If yes, what do you know about Mind Charity?
4. What factors are likely to make you give money to a charity?
Visual images [ ]
Information about the good work [ ]
A small incentive – wristband [ ]
Opportunity – having money at the right time [ ]
5 . Are you aware of anyone with a mental illness? Yes [ ] No [ ]
6. Which mental illnesses do you feel you understand?
Depression [ ]
Anorexia [ ]
Anxiety [ ]
Bi-polar disorder [ ]
Schizophrenia [ ]
None [ ]
7. At what time do you find you are willing to pay attention to information in school?
In lesson [ ]
In a PSHE lesson [ ]
In an assembly [ ]
In form time. [ ]
8. What promotional media are you most likely to read or listen to?
Internet websites [ ]
Leaflets [ ]
Magazines [ ]
Radio broadcast information [ ]
9. How long each day on average would you spend?
Reading magazines
Listening to the radio
On internet
Watching TV
10. What free gift would you be most likely to use?
Keyring
Balloon
Folder Sticker
Car Sticker
Pen
11. What incentive would you most want?
Itunes vouchers
HMV vouchers
Book vouchers
Cinema voucher
Appendix 3
Print Media
Below shows the cost of printing a two-sided A4 full-colour leaflet:
Audio Visual Media
Below shows the costs of television advertising in 2003:
New Media
Below shows the cost of bulk texting:
Embossed Wristband Prices
- 100% Silicone Rubber
- Recessed or Raised Text/Logo
- Adult or children's size available (202mm and 180mm diameters)
- More than one colour, at NO EXTRA COST
-
Special options - mixed colours, scented, glowing -
- Delivery time 3-4 weeks
- FREE PMS (Pantone) colour matching
- FREE tooling
http://www.ribbonworks.co.uk/wristbands-prices.cfm
Magazines Adverts
Targeting by editorial features
Targeting your specific market sector
Targeting your audience by geographic region
Booking special positions - fron cover, inside front cover, back cover, Page 3 against Contents, Page 4 against Editor's comment
Appendix 4
News
31 October 2006
Urban myths versus actual facts - The truth behind mental health and mental illness.
Today is October 31st, traditionally a time of myths, mystery and legend. Many urban myths still perpetuate fear, distortion, stigma and discrimination around mental health in 2006. Here, we unravel some of the more popular myths, spook and spectre and bring you the truth behind mental health and mental illness…
Myth: Mental health problems only happen to other people
Fact: 1 in 4 of the adult population will suffer from mental health problems in their lifetime.
M: People with mental illness are violent and dangerous
F: The risk of being killed by a stranger with a severe mental health problem is roughly 1:10,000,000, about the same probability as being hit by lightning*.
M: People with mental illness are poor and/or less intelligent
F: Mental illness, like physical illness, can affect anyone regardless of intelligence, social class or income level. Celebrities such as Stephen Fry, Nick Drake, Paula Yates, Kurt Cobain, Virginia Woolfe, Brooke Shields and Winston Churchill have all experienced mental illness.
M: People who self-harm are attention-seekers
F: This is untrue. Most people who self-harm do it in secret and it’s only when they need to seek medical attention, that they come to the attention of others
M: People with poor mental health are weird
F: Everyone suffers from low mood and 1 in 4 of the population will experience mental ill health at some point in their lives. Think of 12 people you know. Are 3 of them rocking in the corner muttering to themselves? Thought not.
M: Mental illness is caused by emotional weakness
F: People do not choose to become mentally ill. As with other medical conditions, like heart disease or diabetes, it has nothing to do with being weak or lacking will-power.
M: Once you’ve had a mental illness, you never recover
F: People can and do recover from mental illness. Medications, psychological interventions, a strong support network and alternative therapy treatments from cognitive behavioural therapy to improved diet and exercise habits are also very effective in leading to a complete recovery
M: Since ‘care in the community’ was started, people with mental health problems have been left to roam the streets
F: Even before the closure of the old large scale psychiatric hospitals, around 95% of people received care and treatment for mental illnesses in the community. What has changed is the type of accommodation and treatment available. For example, people requiring long term care in a hospital are usually no longer in the same building as those requiring short term admissions.
M: All people who suffer from depression are suicidal
F: Suicide is not a mental illness. Not everyone who is depressed will consider suicide. It is as inaccurate as saying that all football fans are hooligans. However it is true to say that individuals experiencing a mental health problem are, generally, associated with a higher risk of suicide. If you suspect someone is feeling suicidal ask them – it could help save their lives.
http://www.mind.org.uk/About+Mind/
http://www.mind.org.uk/About+Mind/Mind+Mission/
http://www.youngminds.org.uk/professionals/support-for-schools
http://www.youngminds.org.uk/professionals/support-for-schools
http://www.youngminds.org.uk/professionals/support-for-schools
http://www.britishcouncil.org/japan-trenduk-wristband.htm
http://www.youngminds.org.uk/ym-newsroom
http://en.wikipedia.org/wiki/Focus_group
Appendix 3
http://www.upmystreet.com