M aking S uccessful A pplications to A ccountancy F irms & those in the F inancial S ervices.
S UCCESSFUL C OLLABORATIONS P ROMOTING S OCIAL C HANGE.
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SUCCESSFUL COLLABORATIONS PROMOTING SOCIAL CHANGE
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Transcript of S UCCESSFUL C OLLABORATIONS P ROMOTING S OCIAL C HANGE.
SUCCESSFUL COLLABORATIONS PROMOTING SOCIAL CHANGE
INTRODUCTION Hannah Cranston
The Wellington Sexual Abuse Network (WSAN) Wellington Rape Crisis The Wellington Sexual Abuse HELP Foundation Wellstop
“social change through the delivery of expert advice and education addressing
attitudes and values that support the prevalence of sexual violence”
WSANPrimary, secondary and tertiary
prevention methods
The Sexual Violence Prevention Coordinator
Level 3, 203-209 Willis Street, 04 801 8975www.wellingtonrapecrisis.org.nz
WHO ARE YOU?
THE CAMPAIGN TEAM Wellington Sexual Health Service – Cuba Street clinic
Doctors for Sexual Abuse Care – DSAC
Head of C.I.B for Wellington District– D.I – Police
WSAN
Wellington HELP Foundation
Hutt Valley Rape Counselling Service
The Radio Network
TODAY......... Alcohol facilitated sexual assault
Ethical bystander
Key success factors
Campaign results, costs, funders
Extending the campaign
Who Are You? short film
ALCOHOL FACILITATED SEXUAL ASSAULT
29% of women and 9% of men experience unwanted and distressing sexual contact in their lifetime (NZ Crime and Safety Survey 2006)
46% of victims of sexual violence believe the offender was affected by alcohol and / or drugs (New Zealand National Survey of Crime Victims 2001)
Two fifths (39%) of all youth drinkers can be classed as heavy or “binge” drinkers (NZ Ministry of Justice Published Report, Sale and Supply of Alcohol, 2007).
A CONTINUUM
Rape Sexual assaultViolenc
e
Fun, healthy, mutual
Age appropriateRespectful,
safe
Flirting, play, asking each other out
PressureHarassment
Non-mutual
ETHICAL BYSTANDERObservation and realising
something is wrong
Consideration of safe intervention options
Skills to actually intervenewww.preventconnect.org
CRITICAL SUCCESS FACTORS Diverse knowledge
Local
Specific expertise
Equality
Respect
Administration!
RESULTSThe Wellington campaign during the Rugby World Cup of 2011 cost :
$24,196
$8,000 to create the video, including, equipment & cast $3,549 to design and build the website $1,000 for design for the logo options / Facebook ads / banners $3,147 for Facebook advertising $8,500 one off fee to Radio Network for commercials, presenter
liners, ZMonline.com advertising, project management & licensing
Donations to fund the initial campaign: $8300- Istar Ltd. $5000- Regional Public health $7500- Police $20,800 Remainder from SAATS/Sexual Health (from police diversion funds and
advertising budget)
Execution
We create great radio that shapes opinion, entertains, reflects and enriches the lives of
New Zealanders and delivers the right listeners to the right advertisers.
Audience236,000 aged 16+ in the greater Wellington Region
500 X 60 Second Radio Commercials , 1000 X 15 second commercials over a key 8 week period.
Video showing one story from meet to rape – with positive alternate endings when an Ethical Bystander
gets involved
www.whoareyou.co.nz A bespoke webpage hosting
the video and contact information to various help
channels
Targeted Facebook advertising targeting local 16 to 35 year olds.
Brand Design – Imaging to flow throughout for consistency.
Results
We create great radio that shapes opinion, entertains, reflects and enriches the lives of
New Zealanders and delivers the right listeners to the right advertisers.
YouTube ViewsTOTAL Views 9,949
Website ActivityVisits 13,244
Facebook AdvertisingImpressions 1,455,608Clicks 1,086
Results
We create great radio that shapes opinion, entertains, reflects and enriches the lives of
New Zealanders and delivers the right listeners to the right advertisers.
Website Activity – Top 15 Traffic SourcesSource/Medium Visits• Facebook.com/referral 4,920• (direct) / (none) 4,822• Google / organic 1,151• Stuff.co.nz / referral 682• Zmonline.com / referral 307• M.facebook.com / referral 239• T.co / referral 137• Apps.facebook.com / referral 84• Reddit.com / referral 83• Bing / organic 74• Yahoo / organic 48• Twitter.com / referral 46• Police.govt.nz / referral 41• Carbonstudios.co.nz / referral 38• Tvnz.co.nz / referral 30
Final Figures
We create great radio that shapes opinion, entertains, reflects and enriches the lives of
New Zealanders and delivers the right listeners to the right advertisers.
Total Commercial Schedule
From 7th July – 31st October = 2,289 commercials were played on Radio Network stations
Total Audience Reach
All listeners 16-35 over 8 weeks 77,900 of a potential 100,800All listeners Female 116,7400 of a potential 236,000 All listeners 10+ 233,800 of a potential 299,200
`
Campaign Viral Exposure
We create great radio that shapes opinion, entertains, reflects and enriches the lives of
New Zealanders and delivers the right listeners to the right advertisers.
• The Dominion Post front page story
• Stuff.co.nz most read story
• Facebook of “Polly Gillespie”
• Profiled on zmonline.com
• Blogged on Spearhead.com
• Played unsolicited in schools/seminars/presentations.
Campaign Feedback
We create great radio that shapes opinion, entertains, reflects and enriches the lives of
New Zealanders and delivers the right listeners to the right advertisers.
“It’s amazing! It’s disturbing and astounding and important! PLEASE watch it”
“A video that makes you think be a good mate to your friends and watch out for those around you”
“Sends a great message – it’s ok to act on instinct and ask is someone is OK”
“It creates a talking point – like where’s the girls personal accountability?”
“The fact that she had so much to drink doesn’t deserve to have some scumbag take advantage of her...”
AND THE WORK CONTINUES .......
Ethical BystanderPrevention
Wide targeted audience
Young People
Licensed premises
Night-time
economy?
THE WELLINGTON SEXUAL ABUSE NETWORK
04 801 8975
