A COMPLETE PROPOSITION OUR ETHOS It is easier to complicate than it is to simplify. “Everything should be made as simple as possible. But no simpler.” Albert Einstein YOUR OPPORTUNITY This report aims to provide a complete and justified marketing communications plan for Stonewall. A solution to help you achieve your purpose. It opens with an interrogation of the key issues affecting the organisation, focusing on the most critical. The analysis aims to be illustrative, breaking down the social and political sphere in which Stonewall operates and setting down the agenda for the campaign to follow. From this we determine the target market. The results are then distilled into strategies and recommendations. This interrogation provides us with the platform from which the creative idea is then developed. Ideas then become specifics when the creative concept fosters the proposition– the single most important thing we need to communicate to our audience. The media section provides a detailed picture of how we plan to penetrate our audience. How we can deliver our compelling message in the most effective way. This is a results orientated campaign with a strong emphasis on measurability. Strong creative will give it cut through. The campaign has been created, not as a short term fix, but as the foundation for a long term plan for success. CONTENTS The Thinking The Dilemma The Big Idea The Proposition The Media The Evaluation THE THINKING The Dilemma 67% oppose or are indifferent 33% advocate Public Attitudes Need Changing On the opinion of gay equality, the British population can be broken down into three segments; those who oppose, those who are indifferent and those who advocate. The last 20 years has seen dramatic changes in attitudes towards homosexuality. Prejudice has decreased by 24% demonstrating the emergence of a more tolerant population. Research into British social attitudes suggests that Britain is likely to become increasingly tolerant over time. But to what extent is tolerance acceptance? Prejudice attitudes are neutralising, but not necessarily improving. The Majority The Minority 47% Oppose 20% Indifferent 33% Advocate Source: British Social Attitudes ’02 Despite seeing a consistent reduction in public prejudice towards minority groups over the last 10 years especially, the advocating segment remains acute. An increasingly tolerant media and government may have lead to a decrease in active prejudice but not an increase in favourable attitudes. Opponents have simply become more tolerant and research suggests that this tolerance is ‘grudging’. Society has become increasingly liberalised, but this is not the same as positive approval of diversity. Rather, it is an acceptance that it exists. The indifferent segment represents both challenges and opportunity for Stonewall. Although indifference is not overtly prejudice, the segment can be grouped with opponents because indifferent attitudes work against positive change. Often born out of a lack of knowledge or actual experience of gay people, indifferent attitudes reinforce stereotypes and perpetuate ignorance. Together these two segments constitute a negative majority rule of public attitudes. Stonewall currently have a solid understanding of their opponents and advocates. However, it is the indifferent segment that represent the crucial middle vote– the great potential for positive change. By influencing this group, Stonewall have the potential to convert indifference into advocacy and create an influential supportive majority. Politics is Our Platform It is important to recognise the progressive nature of the current political and social environment in which we are operating. The introduction of Civil Partnerships is a landmark accomplishment and perhaps the single most important achievement since the legalisation of homosexuality itself in 1967. It is a recognition of the validity of gay relationships in the eye of the law and will no doubt have a constructive impact on public opinion. Potentially it could act to further legitimise gay relationships in the public eye. Importantly, it will bring the issue of gay equality to the forefront of the news agenda, and therefore will act as a favourable platform for which to launch the campaign. Further reinforcing a positive political message, has been the amendment of the Goods and Services act, illegalising discrimination on the grounds of sexual orientation in the provision of goods, facilities and services. Whilst sending out a message that the government further supports equality for gay people, the legislation further reinforces that prejudice is unacceptable and will not be tolerated by law. The Government has announced that it will support the new legislation and introduction of Civil Partnerships with a national awareness campaign. From December the Government is publishing an information booklet on Civil Partnership which will be circulated widely, including to Citizens Advice Bureaux, Libraries and Register Offices. By utilising the exposure these developments will generate, Stonewall can add credibility and relevance to its communications at a time where people will be more inclined to listen and form new opinions. Greater ‘Positive’ Gay Visibility Gay culture and issues have stepped increasingly into the mainstream media consciousness, especially in regard to the variety of popular gay themed television programmes now on offer. The majority of soap opera now include gay characters, including The Archers, renowned for its conservative content and target audience. While still reinforcing ‘sexless’ and comic stereotypes, these programmes have promoted positive association with gay culture and entertainment, talent and good living. The winning of four major reality TV shows by gay and lesbian people in the last four years demonstrates that at least in terms of entertainment, gay people have become more visible and well received. By bringing into people's homes images of sexual identities which they might not be familiar with, the media has played a role in making the population more accustomed with these ways of living. And Yet… Validity of gay relationships in comparison to heterosexual relationships 49% 38% 4% Less Same More Gay and straight couples are equally suitable to adopt children 59% 31% 5% Disagree Agree Neither Source: MORI Public Attitudes ’00 Prejudice attitudes still dominate. The Impact of Attitudes Stonewall’s core strength as an organisation is lobbying the government, MPs and other organisations that influence the law. Significant success has also been achieved through establishing associations with major organisations that are keen to promote the fact that they are non-discriminatory. These activities have an indirect yet causal impact on public perceptions. But communicating in a direct and personal way with the public is necessary if we want to bring about real change– not just in public attitudes– but across the spectrum. By focusing on changing public attitudes, Stonewall will make a significant step towards fulfilling their key objectives for 2006. Changing Attitudes Education Challenges homophobic bullying Donations Encourages new advocates to donate Equality Promotes equality and fair treatment across Britain Law Provides support for law & encourages new changes Employment Creates better working environments Subsequently, the campaign will address Stonewall’s following marketing objectives: • • • Achieve a growth in individual donors Establish connections with eventual advocates Powerfully communicate Stonewall’s compelling case. “Homophobia is never going to stop unless the people around homophobes take a stand against them” Paul Martin, Diversity Alliance UK Prejudice is a Firmly Held Attitude, Indifference is Susceptible to Persuasion More often people’s prejudices are the result of years of social and cultural conditioning. Trying to communicate with this segment is difficult as they are likely to simply reject any persuasion that conflicts with their deep-rooted beliefs. As prejudice also tends to be ‘joined-up’, it becomes a matter of targeting whole belief systems as opposed to particular attitudes. Influencing those around them is likely to have a more positive effect. Targeting prejudice is not the solution. What characterises people with indifferent attitudes is a lack of fixed beliefs. Sometimes as a result of not knowing enough, sometimes due to a lack of engagement, these people will often tailor their opinions to meet different social situations. Their indifference is our advantage. By influencing this fickle segment we create a powerful majority who think positively towards our cause, negatively towards prejudice, and will have an influential impact on prejudice people. We need the powerful middle vote. The Minority The Majority 47% Oppose 53% Advocate Who make up the 20%? The people we want to reach reside somewhere in-between people who advocate and people who oppose. As indifference is a mindset that is neither one extreme nor another, it is hard to pin this segment down to detailed demographics. However, research conducted by British Sociological Association suggests that they are far more likely to share demographics with prejudice people as they tend to reside in geographic areas where negative attitudes represent the norm, for example, rural areas of Britain. Additionally, as changes in British social values suggest, a significant degree of people who are now indifferent once held prejudice attitudes. This can work to our advantage. It is likely that any wastage will be predominantly received by the prejudice segment. In this sense they become an unintentional second audience who may even react favourably towards the message. Our target audience of heterosexuals with indifferent attitudes is: Adults Between 30 and 60 Social classes C2DE Less well educated Tabloid and non-readers Living in more rural areas Source: MORI Profiles of Prejudice ’03 British Social Attitudes ’02 Prejudice attitudes by age . 60% 23% More likely to advocate Under 30 Above 60 More likely to be prejudice Source: MORI Public Attitudes ’00 “The gay community seems quite separate. Its not something that really affects me.” “I don’t see gay people as a threat but equality is not something I know enough about to support.” “Everyone should be treated equally. I always thought gay people had quite a fair deal.” Source: GR DELIUS Qualitative What Unifies These People? Lack of Knowledge They are likely to believe that homosexuality is a choice and therefore are less inclined to hold favourable views or be sympathetic. Lack of Relevance They do not see issues of sexual equality as being relevant to their life and are therefore less willing to engage or form opinions. Their attention is organised primarily in terms of their own self interest. Lack of Experience Their beliefs are not grounded in actual experience with lesbians or gay men but on stereotypes and generalisations. People who have the most positive attitudes toward gay men and lesbians are those who say they know one or more gay person well. THE KEY INSIGHT Indifferent people see the gay community through a ‘Them and Us’ lens. They are unlikely to have much contact with gay people, and the contact they do have is predominantly through the media. As a result, their views will largely be based on stereotypes and generalisations. If they do know (of) gay people, they are unaware of how they live their lives and therefore lack interest. Living in a straight environment where prejudice attitudes are likely to be the norm, they do not see sexual equality as effecting their lifestyle in any way. However, they recognise their insufficiency of knowledge and as a result of have fluid beliefs, which are open to persuasion and influence. The Solution 47% oppose Influence Prejudice Positive Majority A 53% advocate The Communication Objectives 1. Convert indifference to acceptance by creating awareness of the reality of sexual prejudice so that by the end of 2006, 100% of the target audience are advocates of gay equality. 2. Establish the association that sexual prejudice is an issue that affects everyone so that by the end of 2006 the majority of the target audience believe sexual prejudice is detrimental to their lives. 3. Inspire the target audience to seek more information, encouraging subsequent donations so that by the end of 2006, individual donations have increased by 20%. Strategy and Justification Objective One The primary objective of this communications campaign is to create awareness of the impact that sexual prejudice has on gay people and the wider society. However, to merely create awareness is not enough. The target audience needs to be able to put themselves in the picture. To be able to ask themselves whether they could live with these limitations. To enable this, the message will have a positive delivery, but with a careful balance so as not to suggest complacency. The idea is to provoke but not to shock– to engage people into participating with the communications so that they are more likely to form positive attitudes. Objective Two Increasing personal relevance is integral to the strategy and the communications will encourage participation and interaction. The target audience filter communications according to relevance. They assess communications by asking ‘how is this relevant to my lifestyle?’ Therefore it is essential to communicate that sexual prejudice is not just an issue that affects gay people or wider society, but an issue that affects them. By asking questions, the object is to encourage discussion, therefore allowing passing of the message via wordof-mouth; from people within their social group that they respect, like and feel salience with. The target audience will take away from the communications the idea that prejudice is detrimental to all our lives and that by advocating equality, they are helping to fight it. Objective Three The motive is to make the connection between supporting and donating. The strategy is to drive people to a specific website that focuses fundamentally on the issues highlighted by the campaign. From this they can gain more information with the aim of further consolidating their new attitudes. The purpose of the website is to illustrate that there is a need to support the cause and that by donating to Stonewall they can help. Stonewall’s main website is diverse, information-heavy and constructed with many audiences in mind. The role of the new website will be to act as an intermediary– an audience ‘touchpoint’ for the campaign, subsequently linking to the official Stonewall site. The target audience must therefore take away the idea that the communications has been personalised to suit their needs and considerations, whilst still allowing for Stonewall’s wider message and brand values to be visible. THE BIG IDEA It can be easy to feel indifferent towards prejudice if it doesn’t affect you. No one should be treated unfairly, yet it doesn’t always feel like its our place to help. Maybe we don’t know enough about it so we don’t want to get involved. But sometimes we need to put ourselves in the picture. To imagine how it would feel. To imagine how we would cope. How it would affect our work, our relationships, our family, our lives. To realise that we all pay the price. Converting indifference to advocacy creates a positive majority. The Majority is a Powerful Authority We know that indifference is susceptible to change because indifference is a soft attitude. And changing peoples’ attitudes means changing the way, PEOPLE SEE THEMSELVES THE PROPOSITION STONEWALL Most people are engaged when they know something affects them. + The repercussions of sexual prejudice are detrimental to society = Sexual prejudice. We all pay the price. SURT Brand Truth Proposition Creating a Compelling Proposition In creating the proposition, the aim was to distil everything we know about the consumer and the cause into key insights. From that we construct a brutally simple equation that produces the most effective single-minded thing we want to communicate. The SURT is a Simple Universally Recognised Truth. It is an insight not a fact, but is none the less indisputable. It provides the motivating idea. The Brand Truth is an honest statement that Stonewall believes in. It is what differentiates the idea. The Proposition is both motivating and differentiating. Support to the Proposition Sexual prejudice is not an issue that just affects gay people. The reprocussions can be felt throughout society. It infultrates workplaces, skews how our culture deals with sex, sexuality, relations with strangers, co-workers and others. There are even more costs, many of them very subtle. It has a negative impact on all our lives. Advocating equality is fighting prejudice. THE MEDIA Media Selection Criteria National presence Interactivity Regionally flexible Connect with the local community The Media Objectives 4. Reach as least 50% of the potential market within the first month of advertising, ensuring that the average person will be exposed to a minimum of four messages. 5. Present the message to the target audience in a media environment that allows them to engage and think. 6. Run a national burst campaign for the first six weeks of the year that allows for regional flexibility 7. Run a national pulse campaign throughout the year, peaking every six week alternatively. 8. Use media that will have a high impact and will attract attention 9. Use media that will encourage the target audience to seek more information 10. Media used must penetrate local communities and promote debate. The Media Process OUTDOOR A BILLBOARD 48-SHEETS OUTDOOR B BUS SHELTER 6-SHEETS The Media Strategy OUTDOOR A : BILLBOARD 48-SHEETS The aim is to create a high impact at launch over a six week period. Specifically timed to co-inside with the interest and media coverage generated by the introduction of Civil Partnership and reforms of the law. The gay equality agenda acts as the platform to launch the campaign. The media will target rural commuters and shoppers and will be situated at specific sites at entry points to towns (traffic light and junction spots). This placement allows them time to engage with the message, providing multiple opportunities to see (OTS). High frequency and coverage Cost effective mass media– low cost per thousand Enables strong creative impact Prominent and authoritative OUTDOOR B : BUS SHELTER 6-SHEETS Running as a pulse campaign this media provides a sustained presence throughout year. Posters will be situated at specific shelter sites leading in and out of towns, effectively targeting rural commuters and shoppers as well as reaching town dwellers. Dependent on the commuter’s frequency of journey, they provide multiple OTS, perhaps even becoming part of the target’s everyday life. As they will often be viewed as people are waiting, they will be thought provoking and may be read several times by the same person. 24 hour exposure in busy areas of cities and towns. Extends the Billboard presence The Media Process OUTDOOR A BILLBOARD 48-SHEETS OUTDOOR B BUS SHELTER 6-SHEETS PUBLIC RELATIONS LOCAL MEDIA FEATURES ONLINE BANNER ADS The Media Strategy PUBLIC RELATIONS : LOCAL MEIDA FEATURES Initial aim is to support and reinforce outdoor campaign, before becoming a presence in its own right. The objective of the PR activity is to publicise the message through local press and radio features. It will aim to encourage presenters and editors of local media to discuss the issues raised by the campaign– further reinforcing the message. Brings the message inside the community– promotes discussion amongst loyal audiences facilitating high local coverage. Will aim to drive readers/listeners to website. ONLINE Banner ads will be placed on websites that are relevant to target audience and which they frequent fairly regularly. Although supporting the message of the Outdoor and PR campaign they will primarily act to drive traffic to the new campaign website. The object is to create a seamless transition from advertising to information to donation. The media offers one-on-one experience with target audience in a personal, relaxed environment. Acts to strengthen Stonewall’s online presence. The Role of Online All media will act to drive the target audience to the new campaign website, specifically designed to meet their needs and considerations– making Stonewalls message accessible to them. The aims of the website are to: • Provide depth and additional information on the campaign issues • Engage the audience with features on how prejudice affects them • Drive traffic to donate • Encourage the audience to take an active role in advocating equality • Create awareness of Stonewalls wider activities Outdoor A Outdoor B Campaign Website DESTINATION HUB PR Online Example Journey Outdoor A Outdoor B PR Online Campaign Website Stonewall Website Donate Media Plan 2006 Media/Month Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Outdoor A Outdoor B PR Online Budget Allocation The budget has been distributed according to the quantities we deem appropriate for purchasing the necessary media. The following figures aim to provide a financial impression of the media schedule outlined. Outdoor A Outdoor B PR 40% £300,000 30% £225,000 10% £75,000 Outdoor B PR Online 30% £225,000 10% £75,000 20% £150,000 THE EVALUATION It is Working If… The wrong people say it’s the wrong approach. It nevertheless improves respect. The right people change their attitudes. Current Jan 2007 47% 42% Oppose 5% Indifferent 20% 33% Advocate 53% Evaluating Attitudes 1 Since the primary objective was to convert the indifferent segment into advocates, an examination into how peoples’ attitudes have evolved will be required. The British Social Attitudes survey is published every two years and offers us the most in-depth perspective into the contemporary attitudes of the nation. Since the analysis for this campaign was based on their figures for 2002, a review of their 2008 report will provide us with the evaluative data which we require. Evaluating Attitudes 2 Surveys will be conducted amongst the target audience to establish the extent to which they feel sexual prejudice has a detrimental affect on their lives. The research will be conducted in the first quarter of 2007, with a total of 500 individual being contacted. Evaluating Donations This can be evaluated by comparing the increase in individual donation between January 2006 and January 2007.