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Act for Kids: Monster Crayons

Act for Kids: Monster Crayons. Client Background. Founded in 1988. Rebranded in 2008. Provides services to abused and neglected, specifically art therapy. Past Campaigns. Abused Child Trust past campaigns: “Verbal abuse hurts kids” campaign

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Act for Kids: Monster Crayons

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  1. Act for Kids: Monster Crayons

  2. Client Background Founded in 1988. Rebranded in 2008. Provides services to abused and neglected, specifically art therapy.

  3. Past Campaigns Abused Child Trust past campaigns: • “Verbal abuse hurts kids” campaign • “I Hate You”, “Secret” & “Closet” series campaign Act for Kids past campaigns: • Twinkle Twinkle campaign • Face up! campaign

  4. Child Abuse & Neglect • Between 2013-14 there were 40,844 substantiated reports of child abuse in Australia. Approximately, 39% of those reports were emotional abuse, 27% were neglect, 19% were physical abuse, and 14% sexual abuse, but in Queensland specifically, neglect was most common. • Between 2010-14, the amount of children placed in out of home care had risen by 20%, to a total of 43,009. • 54.3% of those children were under 9 years old, 31.1% were 10-14 and 14.7% were 15-17. (Australian Institute of Family Studies, 2015)

  5. Advertising Problem Consumers are faced with a large amount of worthy charities to support, and this makes it difficult for a single charity to break through the clutter. Act for Kids has created a product that has the potential to do this but in order to make a difference people need to be aware and motivated to contribute.

  6. Target Market & Audience • 50% of millennial parents prefer to shop for products that support a charity or cause • Mothers appear to control up to 80% of household spending. • Millennials are one of the most socially compassionate generations • Parents with young children are more likely to use social media than parents with older children • 49.4% respond to charities based on their hearts, not their heads • 82.5% believe that helping others is an important part of who they are (RoyMorgan 2015) Parents with children 10 & under

  7. Consumption Habits 52.7% Watch TV after dinner 69.4% 82.6% Can’t help but notice ads on buses Listen to the radio in the car 71% Read a magazine in the past week 97% 40.7% Used the internet in the past week Used the internet for more then 9 hours in the past week (RoyMorgan 2015)

  8. Competitors • Polished Man - Help End Violence Against Children • Alannah & Madeline Foundation - Keeping Children Safe from Violence • UNICEF - Protecting Children from Violence and Abuse

  9. Consumer Insight Parents of young children believe that giving and being socially responsible is a part of who they are and makes them more likely to purchase products that reflect these inherent values. Act for Kids has identified that the market for charities is cluttered and that the monster crayons is their effort to combat this. By capitalising on the fact that the purchase of monster crayons is not a simple donation, and is providing long-term help through art therapy, we can get through the clutter and reach the target market more effectively.

  10. Objective Encourage the target market to support Act for Kids/Monster Crayons, as it connects with them on an emotional and social level. ROI in full within 6-8 months. Generate awareness and exposure. Achieve 100,000 sales by the end of campaign.

  11. Evaluating the Objective The objective will be evaluated by: • Observe and measure the response to the charity and product through social media activity (‘likes’, ‘shares’, ‘comments’, ‘views’.) • Measuring and analysing sales.

  12. Big Idea Act For Kids #MonsterMission Creativity and unity are the key to getting rid of the monsters that haunt abused and neglected children.

  13. Advertising Strategy: #MonsterMission Ambient • Giant inflatable monster crayons • Fence for drawings to be pinned • Stall selling monster crayons Monster Mission

  14. #MonsterMission Digital & Social • Facebook page • Youtube channel • Instagram • Twitter live feed • Website with monster trackers and online purchasing Instagram Facebook

  15. #MonsterMission Website features: • Homebase for all information • Online purchasing • Can attribute a purchase to affect a specific monster • Monster damage/health meters • Social media embedded • The current location of each monster (or hints to) Rough website mockup

  16. How it works… Exposure - Social media or ambient advertising (monsters). Engagement - At a monster or online. Purchase - From stalls at the monsters, or online (where they can attribute the purchase to ant monster) Interaction - Child draws with Monster Crayons, pins on fence. Action - Parent encouraged to take a photo of themselves/child & the monster, and post it online with the hashtag. Reward/Incentive - A corresponding wristband is given after sharing. Follow-Up - Parents/Kids can check the progress of each monster, and seek out other monsters on our online channels. Awareness - From basic exposure and advertising efforts. Media coverage and external discussion is expected.

  17. Why #MonsterMission? We want to create the effect of a social movement. We want to create: • High awareness • High engagement • High reach This has proven positive in the US and Australia by brands such as U by Kotex,Dove, Hellmann’s, American Express, Chipotle and Lifebuoy (Roland, 2014). “Movements are attractive due to the simple but powerful psychological desire to be part of something big (Chow, 2011).” We want to give the target the tangible experience they want, and do so in a fun, exciting and inclusive way, that does not focus on guilt. We can supply them with clear direction for their contribution to the cause, and can increase the perception of trust to combat the fears of charity donation overall.

  18. Why #MonsterMission? The hashtag is the beating heart of our campaign, as it contributes heavily to achieving our goals. The use of #MonsterMission will... • Drive online conversation and engagement • Start broader discussion • Help with monitoring the success of the campaign • Help monitor the general cultural sentiment • Enables the target market to feel like they are involved • The tweets and consumers’ voices act as further advertisement • Helps create further visibility (Condon, 2015) #

  19. Media Plan Past: Monster Crayons media usage was a mixture of social media as well as TV and radio sponsorship (Channel 10, Nova 106.9). Now: Expanding on past success, #Monstermission would be best implemented through Digital, Social Media and Ambient formats.

  20. Social Media “Talk with customers, not at them”(Wright et al. 2016)

  21. Website “97% of parents used the internet in the past week” (RoyMorgan,2016)

  22. Ambient “Ambient advertising is more engaging, as it requires the audience to [think about] the message” (Luxton, 2016)

  23. Budget and Schedule 4 months around halloween and christmas, October - January. Campaign expenditure: $65 030

  24. Budget

  25. Schedule

  26. Schedule Monster Locations.

  27. Contingency Plan In the case that there are issues with the ambient advertising or they do not gain the expected traction, the campaign will be made entirely social and digital. The website is outsourced and we can also use our owned media.

  28. the#MonsterMission We hope you loved our idea, and we hope you join….

  29. References • Act for Kids. (n.d.). About Act for Kids. Retrieved fromhttp://www.actforkids.com.au/about/ • Australian Bureau of Statistics. (2013). Family Characteristics and Transitions. Retrieved from http://www.abs.gov.au/AUSSTATS/abs@.nsf/Lookup/4442.0Main+Features12012-13?OpenDocument • Australian Institute of Family Studies. (2015). Child abuse and neglect statistics. Retrieved fromhttps://aifs.gov.au/cfca/publications/child-abuse-and-neglect-statistics • Brisbane Times (2015). Queensland’s Top Ten Shopping Centres. Retrieved from http://www.brisbanetimes.com.au/queensland/bts-best-queenslands-top-10-shopping-centres-20150205-137fc2.html • Chow, L. (2011). How to build and brand ‘movement’. Retrieved fromhttp://www.warc.com.ezp01.library.qut.edu.au/Content/ContentViewer.aspx?MasterContentRef=b65d7bdc-a2bc-4dbd-8317-7cabba2eb13e&q=creating+a+movement&CID=A94823&PUB=WARC-EXCLUSIVE • Condon, J. (2015). Being "Like A Girl" in the Twenty-First Century: Branding and Identity Through Cultural Conversation. Retrieved from http://scholarship.claremont.edu/cgi/viewcontent.cgi?article=1550&context=scripps_theses • Olivia Street Design. (2016). How Much Does Social Media Marketing Cost. Retrieved from http://www.contentfac.com/how-much-does-social-media-marketing-cost/ • Roland, L. (2014). 6 brands that are building social movements. Retrieved fromhttp://www.warc.com/Blogs/6_brands_that_are_building_social_movements.blog?ID=1876 • RoyMorgan Data, (2015). Parents - Values Segrments. [Online]. Accessed October 2016. • Sensis Social Media Report. (2016). 1st ed. [ebook] Melbourne: Sensis Pty Ltd, pp.11,19. Available at: https://www.sensis.com.au/assets/PDFdirectory/Sensis_Social_Media_Report_2016.PDF [Accessed 21 Oct. 2016]. • Wright, E., Khanfar, N. M., Harrington, C., & Kizer, L. E. (2016). The lasting effects of social media trends on advertising. Journal of Business & Economics Research (Online), 14(3), 75. Retrieved from http://gateway.library.qut.edu.au/login?url=http://search.proquest.com.ezp01.library.qut.edu.au/docview/1804901338?accountid=13380

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