Research type 
Qualitative
Region 
National
Year of report 
2009

Summary of findings

 

Overview The campaign approach proposed by CHI was consistently favoured as the most powerful route for the child internet safety campaign. Overall, CHI’s approach was considered the most engaging and memorable, and was felt to be the most likely to generate behaviour change for both parents and CYP, in terms of: • The behavioural code (Zip it, Block it, Trash it – Click Clever, Click Safe) is communicated in a way that felt truly integrated within the campaign messages and generated an implicit understanding that the code should be adopted (without needing to explicitly say it) through the action-oriented solutions it was seen to offer • The creative idea/messages (using characters to illustrate CYP behaviour and potential solutions for CYP and parents) were felt to be powerfully engaging, motivating and innovative and generated a great deal of excitement and enthusiasm around executions of the idea in traditional and digital media • The overall campaign offered the right balance between being entertaining enough to directly engage CYP and parents and deliver serious messages that trigger an imperative for behaviour change However, there are 3 key areas for further development: • A new execution of the characters used in the creative campaign for parents and CYP (not the characters used in the code) • New messages for parents campaign materials (print, radio and online) • Refining the specific messages that underpin the code (messages underpinning ‘Block It’ and ‘Trash It’)

Research objectives

 

The detailed objectives of the research were to identify: • The most powerful, memorable and actionable expression of the behavioural code • The most engaging and motivating creative idea and execution across print, online, radio and participative executions • The most relevant and informative messages to ignite behaviour change.

Background

 

The research was designed to identify the preferred agency campaign across both parents and Children and Young People (CYP) and determine the most powerful campaign approach for meeting the objectives of the child internet safety campaign. Please note that this research was commissioned by the Department for Children Schools and Families under the previous administration and not is necessarily representative of current govt policy.

Quick summary

 

Research was commissioned to explore the creative campaign ideas provided by 2 pitch agencies (CHI and Farm) with the identified target audiences for the child internet safety campaign. The campaign approach proposed by CHI was consistently favoured as the most powerful route for the child internet safety campaign. Overall, CHI’s approach was considered the most engaging and memorable, and was felt to be the most likely to generate behaviour change for both parents and CYP. However, there were some areas for further development.

Audience Summary

Gender

 
Male
Female

Ethnicity

 

Mixed

Age

 

11-14 (and parents of 5-11 year olds)

Social Class

 

Mixed

Methodology

Methodology

 

 

8 group discussions:

 4 x 2 hour friendship group discussions with CYP aged 11-14 years old (secondary school years 7 and 9)

 4 x 2 hour group discussions with parents of CYP aged 5-11 years old (primary school years 1-3 and 4-6)

Details were as follows:

CYP:

Mini group

Age

School Year

Gender

SEG

 

Location

Internet Confidence Level

1

11-12

7

Male

C2D

 

South East

More confident

2

13-14

9

Female

C2D

 

South West

More confident

3

11-12

7

Female

BC1

 

Midlands

More confident

4

13-14

9

Male

BC1

North

More confident

 

Additional sample criteria (young people):

 

·       6 respondents per group (recruit 7 for 5-6)

·       Each group to be recruited as a friendship group

·       BME and family size to fall out naturally across the sample

·       All to have regular broadband Internet access at home

·       All to use the internet at least 3 x per week

·       All to be allowed to go online unsupervised some of the time

·       Confidence to be defined according to a mix of attitudes and behaviours

Parents:

Mini group

Age

Child’s School Year

Gender

SEG

 

Location

Internet Confidence Level

1

5-8 yrs

1-3

Mixed

C2D

North

Overwhelmed

2

8-11 yrs

4-6

Mixed

C2D

South West

Complacent

3

5-8 yrs

1-3

Mixed

BC1

Midlands

Complacent

4

8-11 yrs

4-6

Mixed

BC1

South East

Overwhelmed

 

 Additional sample criteria (Parents):

 

·       6 respondents per group (recruit 7 for 6)

·       Respondent to have at least one child within the age bracket living at home who uses the internet at least 3 x per week

·       All to be recruited as ‘strangers’ (i.e. they do not know each other)

·       Equal mix of mums and dads per group

·       Allow BME and family size to fall out naturally across the sample

·       All to have regular broadband Internet access at home

·       All to be involved in decisions around their child’s use of the internet (not to defer to another parent)

Overwhelmed and complacent to be defined by a range of attitudinal statements

 

Data collection methodology

 
Focus groups

Sample size

 

48

Detailed region

 

London, Birmingham, Bristol and Manchester

Fieldwork dates

 

Nov 2009

Contact Name

 
Rezina Chowdhury

Agree to publish

 

Private

Research agency

 
2CV

COI Number

 
298709

Report format

 
Word