Say no to USC

WHAT IS THE ISSUE?

There is no community-based agency that provides sexual violence education, information or interventions services in the Western Bay of Plenty. As a result, teenagers do not understand sexual violence, boundaries or laws relating to acts of sexual violence.

WHAT WAS THE MARKETING CHALLENGE?

To increase awareness and prevention of sexual violence amongst 14-17 year olds during heightened periods where there are elevated risks of sexual violence especially where alcohol is involved. To increase disclosure To speak to the teenagers in their own language, to make the information relevant and relatable. To educate teenagers how to say no, how to keep safe and how to manage the aftermath of acts of sexual violence

THE CONSUMER INSIGHT

Research shows that teenagers in today’s society are more sexually active and as a result, are less aware of what sexual violence means, the boundaries and the laws relating to it. Teenagers do not believe that such an act will happen to them Teenagers are afraid/ ashamed/ intimidated to report sexual violence so in turn, tell no one.

THE CREATIVE SOLUTION

A multi-media four-fold social marketing campaign was developed for the 14-17 year old age group, ultimately by the 14-17 year old age group. Focus groups and research determined ‘Say No to USC’ (Unwanted Sexual Contact); a term developed with the teenagers that made sexual violence relevant to them.

A text to win competition was developed in which a database was collated and text messages were sent the night of the eight respective school balls, a time of elevated risk due to alcohol, reminding the teenagers to keep safe and be aware. Messages were derived from the focus groups for the teenagers by the teenagers.

Education cards were designed and developed, and written with the help of the students involved in the focus groups, to educate, inform and offer help and support services for those involved in acts of sexual violence.

To maximise the campaign, summer deliverables including pens for school leavers and tattoos, which were given away at Mount Main Beach over December-January – an elevated time of risk due to the excessive consumption of alcohol – were used for the campaign.

THE RESULTS

1. Education cards were distributed to eight regional high schools and 25 community agencies and alternative education providers in the Western Bay of Plenty in 2009.
   
2. Excellent PR support - newspaper articles featured in The Weekend Sun, The Bay of Plenty Times, Sun Live and The Bay of Plenty Times online.
   
3. National exposure following presentation at the 2009 ALAC hui – interest from other local councils for distribution in their area.
   

CLIENT COMMENT