Digital Media – Creating Conversations Presenters: Susie Robertson and Laura Vincent

Acknowledgements HSC Team –Laura Vincent, Dr Rhiannon Newcombe, Mere Wilson, –Heidi Flaxman and Amie Mills. Production –Base Two Fieldwork –Research New Zealand Funding –Ministry of Health

Overview of Presentation Smoking Not Our Future – Background Digital Media – 3 Examples –Cell-phones (Txt2Star) –Viral games (Kanvas) –Social networking sites (Facebook)

Smoking Not Our Future Message vehicle Message types Tone Target audience

Traditional Placement TVCs Radio Cinema Print Bus stops Street paste ups Music events –Big Day Out –Smokefreerockquest

Results Awareness –88% prompted recall of TVCs Believability –84% agreed that the messages were believable Likeability –80% could name something that they liked about the ads

Engagement Relevance –70% agreed ads relevant to people from their culture/background Age appropriate –Most people across three age groups said the ads were aimed at people their age –65% said the ads were aimed at people their age

Credibility / acceptability Influence of celebrities –Only 6% said people would be less likely to notice the ads because they had celebrities in them Understanding the target group –91% agreed that the person who made the ads understood people their age fairly well/very well

Impact - behaviour General sample - 35% reported (unprompted) taking some action. Current Smokers –Almost one-half (47%) said the ads made them think they should quit –41% who had seen the ads and quit in the last year said the campaign led them to quit.

The Quit Group (2009)

Summary Traditional Media Effective vechicles. Has its place Campaign is seen as relevant and credible. Impact on attitude & behaviour.

Digital Media What part does it play? Why is it important? Pros and Cons

Marketing – Why Digital?  Placement: Its where young people are.  Price: Minimal  Promotion: Online, print, TVCs.

Digital Media Cell phones - Txt2Star Viral Games - Kanvas/Butthead Bash/Kiss off Social Networking - Facebook/ Twitter Website

 Only 5% of 15 to 24-year-olds do not own or have regular access to a cell phone.  90% of 15 to 24-year-olds use their cell phone daily.  Young people are not just using their phones to talk and text. Stats – Cell Phones

Txt2Star - Product “My nana used to tell me if we were mean't to smoke we'd have a chimney coming out of our heads”. “If murder is illegal why are ciggarette companies still up and running?” “Smoking is killing New Zealandz youth, I mean I no 12 years olds who smoke. Its just not worth it ay!”

Viral Games – Why? 95% of 12 to19-year-olds use the internet 41% of NZers aged 15 to 24 have played games online in the past fortnight.

Viral Games – What are they? An interactive game typically integrated into a website to bring visitors back to the site, otherwise known as "sticky content". The viral element should make such an impact with the user that they feel compelled to share it with others.

Kanvas what is it?

Result - Kanvas Kanvas: 18,700 unique visitors from New Zealand Posters made Just under 5 minutes on site Total time on site hours 95% of the traffic is coming from NZ.

Stats - Facebook  48% of all New Zealanders access social networking sites.  76% of NZers used the internet at least once in the past fortnight to access social networking sites.  2009 stats report that NZers visit Facebook on average 24 times during one month.  41% of all Facebook users are

RESULTS Fans to date: 48, % are aged 13 to 24-years-of-age 7120 photo views 9,837 monthly active users (on average) Average 242 new fans daily 4.8 comments on average per day

Lessons Learnt – Digital Media  Has to be part of a wider strategic plan  It compliments traditional media.  Cost effective but time intensive.  Remember your target audience

QUESTIONS?