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 - attitudes
100%
90%
6%
11%
10%
22%
19%
19%
28%
23%
15%
80%
70%
60%
28%
50%
40%
83%
74%
30%
59%
53%
20%
50%
10%
0%
Ads give some good
reasons not to
smoke
Make smoking
seem less cool
Agree
Put me off smoking Make young people Make young people
who smoke think feel uncomfortable
about quitting
about smoking
Neutral
Disagree
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.
Generated enquiries / registrations
7000
200
180
6000
160
5000
140
120
4000
100
3000
80
60
2000
40
1000
20
0
0
17/6 - 28/6
29/6 - 12/7
13/7 - 26/7
27/7 - 09/8
Enquiries
10/8 - 23/8
24/8 - 06/9
07/9 - 20/9
21/9 - 27/9
New Registrations
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
Stats – Cell Phones
 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.
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 -1686
•Just under 5 minutes on site
•Total time on site - 1915 hours
•95% of the traffic is coming from NZ.
Stats - Facebook
 48% of all New Zealanders access social
networking sites.
76% of NZers 15-24 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 13-24.
RESULTS
•Fans to date: 48,143
•89.9% 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?