Teenagers: Holistic insights
Summary of findings
Teenagers strive for identity by, symbolically, asking themselves three questions: What am I? Who am I? Where do I fit in? They are doing so against a current societal backdrop where they are demonised and feared which in turn makes them feel in great need of approval and respect. The full presentation and notes provide guidance for communications strategy under the headings of these questions. Below are a few overarching points:
- Youth is appropriated by those outside the teen decade. Government communicators should avoid doing this.
- Influencing broadcast/news media is incredibly challenging, but one should consider the importance of working with the media to widen the lens on teens in the future.
- We would suggest that the rules of teen world (as it manifests itself at a given time in our culture) can be used and subverted to good effect in health messaging, and that spokespeople amongst teens themselves should not be ruled out.
- However it is important to remember that teens are evolving more quickly than any other generation in an attempt to preserve their psychological stability. A finger on the teen pulse will ensuring that the trends for the latest risk behaviours are picked up and diverted before they become mainstream enough to be visible by the majority of us adults.
To provide holistic insights into this audience.
The DH is considering moving more towards a holistic approach to communications. Therefore, insight masterclasses were commissioned in 2008/9.
13-19 yr olds are a key audience for a number of PSAs. This masterclass brought together insights on 13-19 yr olds from a range of DH and other research, to provide holistic insights about messages and targeting.
13-19 yr olds are a key audience for a number of PSAs. This masterclass brought together insights on 13 – 19 yr olds from a range of DH and other research, to provide holistic insights about messages and targeting.
Data collection methodology
Other data collection methodology
Desk - rapid review