Working on a controversial and often 'uncomfortable' subject, sexual abuse, v.marketing wanted to create a hard-hitting campaign that spoke directly to the target market. With teenagers in mind, a specialist research project was undertaken involving focus groups, text messaging and a lot of laughs deciphering text language
for our v.team!! The focus groups were instrumental in developing the key messages even changing the campaign from Sexual Assault Primary Prevention, to
Say no to USC.

What is say no to USC?

Say no to USC is a multi-media social marketing campaign that aims to prevent unwanted sexual contact and increase awareness of the risks, primarily for the 14-17 year old age group, in the Western Bay of Plenty. This is a two year campaign.

How does it work?

RESEARCH
Tauranga Safe City has appointed focus groups using a cross section of students from local Bay of Plenty schools. Speaking on behalf of their peers, the students have been instrumental in the development of key messages that speak directly to the target audience.

EDUCATION
Using the key messages developed by the focus groups, eight individual information cards were developed for students seeking advice on unwanted sexual contact. The cards offer advice, information and a list of useful contacts. These cards are available in all eight Western Bay of Plenty schools as well as alternative education schools and community agencies such as Family Planning and Merivale Community Centre.

SOCIAL MARKETING
As a direct approach to the target market, a social marketing campaign was developed in which students texted into a competition and seven lucky winners won a limo ride for themselves and seven friends to their respective balls, (Tauranga Girls’ College is excluded due to their early ball date). A database was collated and all entrants were 'text bombed' messages, derived from the focus groups, throughout their ball night.