2. WHO IS THE
TARGET
AUDIENCE?
The target audience for this campaign is for people aged 16-20 year old. This is to
raise awareness of the Better Health campaign and top get more younger people
involved and to get them thinking about their lifestyle and what they can do to
improve it, along with telling them to possible consequences of their bad lifestyle if
they continue. Statistics show that covid and the lockdown had an affect on the
mental and physical health on teens and young adults, ‘Before the pandemic we had
about 10-20% of children suffering from mental illness problems, not all of whom
progressed to an impairment,’ said Dr Nina Heinrichs, professor at the Department
of Psychology at the University of Bremen. ‘Now, from the last 2 years, it looks like
it’ll go up to 20-25%.’ The client wants to aim at teens who have a bad mental health
and physical health, it is shown that the health of teens has decreased significantly
over covid in result of isolation and relying on electronics for entertainment instead of
going out with friends etc.
3. These result show me that it is more likely for someone
to have been drunk than for them to never have been
drunk. This shows that alcohol is very common and it
tells me that my target audience is going to be people
who drink excessively or social drink regularly.
These results show me that people have drank but they
haven’t drank to the point of being drunk and mostly
everyone has once drank with supervision. This shows
me that my target audience is mostly everyone who has
drank but mainly people who are young and drink
regularly being of social activities etc.
These results show me that people have also drank
without supervision along with drinking with supervision.
This tells me that my target audience are open to drink
anytime with or without supervision.
These results show me that nearly half of the people that have done
this test have drank more than once a week, this tells me that my
target audience is people that always drink at certain social events
or people that drink multiple times a week because they want the
effect of alcohol and they might have problems with excessive use
4. These results show me that the people who did this poll are young
and started drinking at a young age. This tells me that my target
audience is young teenagers who drink regularly because they
don’t think anything bad will happen to their body
These results show me that many people who did this poll have
family members have family that drink. This tells me that my target
audience are people will mostly be people who have excessive
drinking in their family or casual social drinking as they might take
that on and think its normal to drink that much and no
consequences on their body will happen
This shows me that this poll is mainly based on the male gender,
statistically males are 58% more likely to casually excessively
drink than females. This tells me that my target audience could be
a little more focused on male drinking than women etc.
These results show me that nearly half of the people that have
done this test have drank more than once a week, this tells me
that my target audience is people that always drink at certain
social events or people that drink multiple times a week because
they want the effect of alcohol and they might have problems with
excessive use
5. Focus Group
Questions
Going in clockwise, what is your name, age and gender?
Have you ever drunk?
If not, what is your opinion on drinking alcohol, specifically
people your age drinking alcohol excessively?
Do you have people in your family who casually drinks?
Have you ever binge/excessively drank at a social event?
Do you drink a lot outside of social events (while watching tv,
with just one friend etc and in your own company)?
Do you sometimes drink at social events or in general because
you think it helps with things like awkwardness or social anxiety?
6. Focus Group Answers
Based on the answers on this focus group, I would change my questions
next time and the format I did the questions in, I would change the
questions to be more specific so I would get more detailed answers to the
person and get more of an idea of my target audience. This would help me
with the process after with the audience profile since it would be more
specific to a certain audience, and I would know what type of style I want
for my advertisement. (Click on the black box and select play.)
7. Audience Profiling Gender
The gender which is more likely to
excessively drink at social events and to
drink more is males, 59% have reported of
drinking within the last 30 days while47%
of women have reported to drinking within
the last 30 days. Men are 2% more likely to
become addicted to alcohol than women.
Family
My target audience will be people who may
have people in their family who casually drink
and have a bad relationship with drinking as
they may gain a habit for that and be more
likely to gain an addiction and too much of a
normality of drinking loads of alcohol in their
family. Also families who are lower class might
increase the chance of someone having
problems with drinking.
Most young people get drunk because of social
events so my target audience would be
someone who was social and goes to a lot of
parties, and may even drink more than once a
week, like shown on my survey
People with bad mental health
might drink more for social events
than the average person and might
drink because they think that
alcohol may help them to become
less awkward and feel better in
social situations if they have
anxiety about anything
