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Student Self-Esteem Initiative


         Morgan McAlpin
Agenda

•   Overview
•   Situation
•   Issue
•   Lifetouch Opportunity
•   Social Media Campaign
•   Why?
Teen Trends
       22 million teens in
       the United States
       Spending $127
       billion
       $72 per week
       Number one is
       clothing
       61% get money
       from their parents
Tru Research
33% will spend
more
78% will spend
same or more!
84% shop online
Teens are making
their presence
known in the
marketplace.
Teen Suicide
Suicide is the third of the leading causes of
death for teens and young adults ages 15
through 24, according to the Centers for
Disease Control (CDC), following accidents
and homicide.
American Indians and Alaska Natives
were at the highest risk for teen
suicide at a rate of 19.7 per 10,000
 (2007)
This is 1.8 times higher than the
national average
Non-Hispanic Whites followed
closely at 13.5 per 10,000 (2007)
Teen Suicide
       Males take their own lives
       four times as
       often as females and
       represent 79% of
       all suicides (CDC).
       However, women attempt
       suicide two to three times
       more often than men
       Among young adults 15-24
       years old, there are
       100-200 attempts for every
       completed suicide
       In 2007, 14.5% of US high
       school students admitted
       to seriously considered
       attempting suicide (CDC)
Cyber Bullying
Cyber bullying has
become a greater issue
since social networking
sites have taken off in
the last decade
Cyber bullying can be very damaging to
teens, leading to anxiety, depression, and
even suicide.
Reasons why cyber bullies engaged in
cyber bullying:
   They deserved it (58%)
   To get back at someone (58%)
   For fun or entertainment (28%)
Cyber Bullying
Over half of all teens have been bullied
online, about the same number have
engaged in bullying themselves
More than 1 in 3 teens have experienced
cyber threats online
Only 1 in 10 young people tell a parent if
they’ve been a victim of cyber bullying
Girls are slightly more likely to be involved
in cyber bullying than boys
Cyber bullying victims are more likely to
have low self esteem and to consider
suicide
(Bullyingstatistics.org)
The Dove Movement for Self Esteem is
building a world where women everywhere
have the tools to inspire each other and the
girls in their lives.
Their vision is “a world where beauty is a
source of confidence, not anxiety.”
Their website is complete with a self
esteem toolkit, The Movement Story, and
an opportunity to join the movement and
share who inspired you
Dove’s partners include Girl Scouts, Boys
and Girls Club of America, and Girls, Inc.
Lady Gaga
“Don’t hide yourself in regret
Just love yourself and you’re set”
Lady Gaga suffered with self-esteem
issues until just recently in her life
Her song “Born this
Way” promotes a
healthy self-image
Glee used her song
in an episode where
the teens confront their self-esteem woes
and own them during the performance
Seniors and Info from Austin

“Celebrate all you’ve achieved”
Grad parties are an ego boost to
have everyone there for you and to
celebrate your accomplishments
Information from Austin
Yearbooks
Encourage schools to have students in the
yearbook more than just their individual
photo
Receiving a yearbook makes kids feel
good and part of the school
Yearbook donation
program
With X1 program, kids are
featured at ¾ length
Retail Stores


Stores like Abercrombie & Fitch and
Hollister are popular amongst today’s teens
These stores seek potential employees
who possess a certain “look”
I was approached in an Abercrombie and
asked to work there.
A friend of mine was playing sand
volleyball at our college and was recruited
by Hollister
Stores place the Extra Small sizes in the
front because clothing looks better in
smaller sizes
Situation Analysis
                                        Problem 1
                                     Teens see school
                               pictures as boring, blah, a
                                    hassle… not a true
                                     reflection of me!


•Portraiture is supposed to capture personality, character, and
status
•Teens do not believe that school photography is consistently
delivering on their promise to capture teens “their way.”
•What do we know about teens that will help us define our
challenge?
Situation Analysis
              Problem 2
 Teens stress about picture day.
They worry about what to wear, how
  to do their make up, and ultimately
      how the photos will turn out.



                                   Many teens don’t like how
                                  they look and pictures draw
                                        attention to that.



       The above comments were made about senior portraiture.
           This dramatizes how teens really feel about school
       picture day. It helps us understand why teen participation
“What am I going to wear?”




 “If it’s a bad hair day everyone is going
 to look at the picture and pick on you.”



                    “You don’t know what everyone is going to
                       think of what you wear and if it looks
                                     retarded.”


“You don’t want to be the kid with the
     terrible yearbook picture.”


                            “I worry about how my hair looks
                            right before the picture. They take
                           one picture and if it’s bad, it’s bad.”
Teen Consumer Insights about being
      unique, self-expression

Searching for a unique identity, to be an individual
That’s why being able to express myself is
important
Teens express themselves by getting tattoos and
body piercings as well as through fashion trends
and hairstyles
Teens are conflicted: want to be original but also
want to feel affiliated with their peers
Creative expression specific to me.
Enjoy activities that extend sense of unique self.
Choice. Options are power. Everyone wants to
customize.
Want to portray/express a unique image and
style. Photography gives them the opportunity
to do this.
Teen Consumer Insights about
      confidence, self-image
Image is everything!
62% of girls feel insecure or unsure
of themselves (Dove)
Teens look up to athletes, musicians, and
models as role models
I want to look perfect like my favorite
pop idol or athlete
Ideals of beauty/masculinity are often
manipulated− Photoshop, airbrushing,
plastic surgery
Strive to attain unattainable standards
More and more teens are obsessing with
their appearance
USA Weekend Student found that just 3 in 10 teens are satisfied
with their looks
50% of girls want to lose weight while half of boys want to ton up
Only 46% of high school aged boys are happy the “way they are”
A growing epidemic where form over content in no longer limited to
girls
Today’s teens feel imperfect
Issue: Low self esteem in children
      produces destructive behaviors

Low self esteem at a young age is
connected to destructive behaviors at
an older age

Eleven year-old boys who displayed evidence of low self-
esteem were more likely to be dependent upon drugs at age
20 than boys who didn't have low self-esteem, according
to a study conducted at Florida State University

75% of girls with low self-esteem reported
engaging in negative activities such as
disordered eating, cutting, bullying, smoking,
or drinking when feeling badly about
themselves (Dove)
Treehouse Youth is a faith based, non-
profit organization offering hope and
guidance to hurting teens, alumni, and
parents during difficult times.
TreeHouse is a safe place to be real about
the pain in their lives that is causing them
to think and act out in destructive ways.
TreeHouse is a place to have fun, meet
friends, discover faith, overcome pain,
serve others, and be empowered to
succeed. TreeHouse saves teens lives
Statistics
Up to 1,650 young adults age 18-21 experience
homelessness nightly in Minnesota
Each day in America 4,520 children are arrested
Youth who start drinking before age 15 are 5 times
more likely to develop alcohol dependence or
abuse than those who start drinking at or after age
21
Suicide is the second leading cause of death in
15-24 year olds in Minnesota
11% of 13-16 year old girls have posted seminude
or nude pictures of themselves online
1 in 4 students in Minnesota high schools drop out
and do not graduate. This increases to nearly
60% for African American and Hispanic students
What can low self esteem lead to?




Teen obesity
Teen suicide       Drug and
Destructive        alcohol abuse
behaviors          Aggression
Eating disorders   Violence and
Bad grades         criminal activity
Lower graduation   Teen runaways
rates              Depression
Higher sexual      Anxiety
activity
                   Teen
                   pregnancy
Opportunity: Engage teens with relevant
communications as an outlet for self expressions as a
         means of improving self-image

 Kids and teens must have
 a voice, something to stand
 for, be interesting
 We need to capture the
 attention of today’s teen
 Its tone needs to be exciting, expressive, and
 confident
 Don’t invade their space, create a space for them
 to interact, relate, and communicate
 Provide them with a community where other teens
 have the same feelings, worries, insecurities
 Go beyond print, communicate via social media, a
 teen relevant medium
Challenge: Change Perceptions
             “Do I look fat in these jeans?
              I need to start working out.”
“Pictures create a sense of belonging because
of the emotional memories attached to them.”
–David Walsh
Teens are taking notice of their appearance at
a younger age. Today’s 12 year old is just as
self-conscious about his/her image as an 18
year old.
“Ideal standards of beauty/masculinity seen on
pop media are often unattainable and as a result
lowers self esteem.
Being reassured of “attractiveness” will raise self-esteem
and help relieve stress, anxiety, and lower the “I will take a
bad picture” syndrome.
Communications would use real teens not picture perfect
teens.
The tone will be real. It will challenge them to seek out their
own version of beauty/masculinity, rather than seeking out
media driven stereotypical perfection.
Self-Esteem Facebook Page

Target: Teens
Geography: US and Canada
Timing: September
 Launch a Facebook page that will
 provide:
   A forum for teens to dialogue about self-
   esteem
   A source for information on the subject (links
   to expert advice, guides)
   Contest/Scholarship for photography and
   self-esteem story
Opportunity for Conversation

                             The Facebook page will
                             allow students to interact
                             with each other through the
                             wall. This provides the
                             opportunity to share
                             thoughts, ideas, insecurities
• The next LNSS Marketing intern will continue to run
the Facebook page throughout the 2011-12 academic
year according to the month-by-month plan
• The forum will offer a sense of community to teens
in the US and Canada who are struggling with self-
esteem issues
• They will know they’re not alone
Source of Information

The Facebook page will be a place for
students to find links to expert advice,
various articles, and to participate in
polls all related to self-esteem
The hope is that this page will be a
source of information
on self-esteem and
raise awareness about
the issue affecting
today’s teens
Self-Esteem Photography and Story
        Contest/Scholarship
Target: Teens
Geography: US and Canada
Timing: Launch in December,
close January 31
  Teens will be invited to submit a photo with an
  attached story about how they overcame self-
  esteem issues
  Winners will be selected by February 13
  Winner’s and runner up’s stories will be
  published in a book sold to the general public
  and distributed to schools and partnering
  foundations
Communicate and leverage with
schools to help promote self-esteem
 Target: Lifetouch Schools (Teachers and
 Administrators)
 Geography: US and Canada

 Timing: December-June
   Leverage self-esteem awareness through Tools for
   Schools website, Lifetouch corporate website, sell sheet
   in the field
   Distribute a self-esteem awareness pin to teachers and
   staff
   Ask teachers to nominate students who are doing an
   exceptional job at building self-esteem among the
   student body
   Books will be distributed to schools at the close of the
   academic year with the hopes of continuing the
   awareness into the following year

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Student Self Esteem Initiative

  • 2. Agenda • Overview • Situation • Issue • Lifetouch Opportunity • Social Media Campaign • Why?
  • 3. Teen Trends 22 million teens in the United States Spending $127 billion $72 per week Number one is clothing 61% get money from their parents
  • 4. Tru Research 33% will spend more 78% will spend same or more! 84% shop online Teens are making their presence known in the marketplace.
  • 5. Teen Suicide Suicide is the third of the leading causes of death for teens and young adults ages 15 through 24, according to the Centers for Disease Control (CDC), following accidents and homicide. American Indians and Alaska Natives were at the highest risk for teen suicide at a rate of 19.7 per 10,000 (2007) This is 1.8 times higher than the national average Non-Hispanic Whites followed closely at 13.5 per 10,000 (2007)
  • 6. Teen Suicide Males take their own lives four times as often as females and represent 79% of all suicides (CDC). However, women attempt suicide two to three times more often than men Among young adults 15-24 years old, there are 100-200 attempts for every completed suicide In 2007, 14.5% of US high school students admitted to seriously considered attempting suicide (CDC)
  • 7. Cyber Bullying Cyber bullying has become a greater issue since social networking sites have taken off in the last decade Cyber bullying can be very damaging to teens, leading to anxiety, depression, and even suicide. Reasons why cyber bullies engaged in cyber bullying: They deserved it (58%) To get back at someone (58%) For fun or entertainment (28%)
  • 8. Cyber Bullying Over half of all teens have been bullied online, about the same number have engaged in bullying themselves More than 1 in 3 teens have experienced cyber threats online Only 1 in 10 young people tell a parent if they’ve been a victim of cyber bullying Girls are slightly more likely to be involved in cyber bullying than boys Cyber bullying victims are more likely to have low self esteem and to consider suicide (Bullyingstatistics.org)
  • 9. The Dove Movement for Self Esteem is building a world where women everywhere have the tools to inspire each other and the girls in their lives. Their vision is “a world where beauty is a source of confidence, not anxiety.” Their website is complete with a self esteem toolkit, The Movement Story, and an opportunity to join the movement and share who inspired you Dove’s partners include Girl Scouts, Boys and Girls Club of America, and Girls, Inc.
  • 10. Lady Gaga “Don’t hide yourself in regret Just love yourself and you’re set” Lady Gaga suffered with self-esteem issues until just recently in her life Her song “Born this Way” promotes a healthy self-image Glee used her song in an episode where the teens confront their self-esteem woes and own them during the performance
  • 11. Seniors and Info from Austin “Celebrate all you’ve achieved” Grad parties are an ego boost to have everyone there for you and to celebrate your accomplishments Information from Austin
  • 12. Yearbooks Encourage schools to have students in the yearbook more than just their individual photo Receiving a yearbook makes kids feel good and part of the school Yearbook donation program With X1 program, kids are featured at ¾ length
  • 13. Retail Stores Stores like Abercrombie & Fitch and Hollister are popular amongst today’s teens These stores seek potential employees who possess a certain “look” I was approached in an Abercrombie and asked to work there. A friend of mine was playing sand volleyball at our college and was recruited by Hollister Stores place the Extra Small sizes in the front because clothing looks better in smaller sizes
  • 14. Situation Analysis Problem 1 Teens see school pictures as boring, blah, a hassle… not a true reflection of me! •Portraiture is supposed to capture personality, character, and status •Teens do not believe that school photography is consistently delivering on their promise to capture teens “their way.” •What do we know about teens that will help us define our challenge?
  • 15. Situation Analysis Problem 2 Teens stress about picture day. They worry about what to wear, how to do their make up, and ultimately how the photos will turn out. Many teens don’t like how they look and pictures draw attention to that. The above comments were made about senior portraiture. This dramatizes how teens really feel about school picture day. It helps us understand why teen participation
  • 16. “What am I going to wear?” “If it’s a bad hair day everyone is going to look at the picture and pick on you.” “You don’t know what everyone is going to think of what you wear and if it looks retarded.” “You don’t want to be the kid with the terrible yearbook picture.” “I worry about how my hair looks right before the picture. They take one picture and if it’s bad, it’s bad.”
  • 17. Teen Consumer Insights about being unique, self-expression Searching for a unique identity, to be an individual That’s why being able to express myself is important Teens express themselves by getting tattoos and body piercings as well as through fashion trends and hairstyles Teens are conflicted: want to be original but also want to feel affiliated with their peers Creative expression specific to me. Enjoy activities that extend sense of unique self. Choice. Options are power. Everyone wants to customize. Want to portray/express a unique image and style. Photography gives them the opportunity to do this.
  • 18. Teen Consumer Insights about confidence, self-image Image is everything! 62% of girls feel insecure or unsure of themselves (Dove) Teens look up to athletes, musicians, and models as role models I want to look perfect like my favorite pop idol or athlete Ideals of beauty/masculinity are often manipulated− Photoshop, airbrushing, plastic surgery Strive to attain unattainable standards More and more teens are obsessing with their appearance USA Weekend Student found that just 3 in 10 teens are satisfied with their looks 50% of girls want to lose weight while half of boys want to ton up Only 46% of high school aged boys are happy the “way they are” A growing epidemic where form over content in no longer limited to girls
  • 19. Today’s teens feel imperfect
  • 20. Issue: Low self esteem in children produces destructive behaviors Low self esteem at a young age is connected to destructive behaviors at an older age Eleven year-old boys who displayed evidence of low self- esteem were more likely to be dependent upon drugs at age 20 than boys who didn't have low self-esteem, according to a study conducted at Florida State University 75% of girls with low self-esteem reported engaging in negative activities such as disordered eating, cutting, bullying, smoking, or drinking when feeling badly about themselves (Dove)
  • 21. Treehouse Youth is a faith based, non- profit organization offering hope and guidance to hurting teens, alumni, and parents during difficult times. TreeHouse is a safe place to be real about the pain in their lives that is causing them to think and act out in destructive ways. TreeHouse is a place to have fun, meet friends, discover faith, overcome pain, serve others, and be empowered to succeed. TreeHouse saves teens lives
  • 22. Statistics Up to 1,650 young adults age 18-21 experience homelessness nightly in Minnesota Each day in America 4,520 children are arrested Youth who start drinking before age 15 are 5 times more likely to develop alcohol dependence or abuse than those who start drinking at or after age 21 Suicide is the second leading cause of death in 15-24 year olds in Minnesota 11% of 13-16 year old girls have posted seminude or nude pictures of themselves online 1 in 4 students in Minnesota high schools drop out and do not graduate. This increases to nearly 60% for African American and Hispanic students
  • 23. What can low self esteem lead to? Teen obesity Teen suicide Drug and Destructive alcohol abuse behaviors Aggression Eating disorders Violence and Bad grades criminal activity Lower graduation Teen runaways rates Depression Higher sexual Anxiety activity Teen pregnancy
  • 24. Opportunity: Engage teens with relevant communications as an outlet for self expressions as a means of improving self-image Kids and teens must have a voice, something to stand for, be interesting We need to capture the attention of today’s teen Its tone needs to be exciting, expressive, and confident Don’t invade their space, create a space for them to interact, relate, and communicate Provide them with a community where other teens have the same feelings, worries, insecurities Go beyond print, communicate via social media, a teen relevant medium
  • 25. Challenge: Change Perceptions “Do I look fat in these jeans? I need to start working out.” “Pictures create a sense of belonging because of the emotional memories attached to them.” –David Walsh Teens are taking notice of their appearance at a younger age. Today’s 12 year old is just as self-conscious about his/her image as an 18 year old. “Ideal standards of beauty/masculinity seen on pop media are often unattainable and as a result lowers self esteem. Being reassured of “attractiveness” will raise self-esteem and help relieve stress, anxiety, and lower the “I will take a bad picture” syndrome. Communications would use real teens not picture perfect teens. The tone will be real. It will challenge them to seek out their own version of beauty/masculinity, rather than seeking out media driven stereotypical perfection.
  • 26. Self-Esteem Facebook Page Target: Teens Geography: US and Canada Timing: September Launch a Facebook page that will provide: A forum for teens to dialogue about self- esteem A source for information on the subject (links to expert advice, guides) Contest/Scholarship for photography and self-esteem story
  • 27. Opportunity for Conversation The Facebook page will allow students to interact with each other through the wall. This provides the opportunity to share thoughts, ideas, insecurities • The next LNSS Marketing intern will continue to run the Facebook page throughout the 2011-12 academic year according to the month-by-month plan • The forum will offer a sense of community to teens in the US and Canada who are struggling with self- esteem issues • They will know they’re not alone
  • 28. Source of Information The Facebook page will be a place for students to find links to expert advice, various articles, and to participate in polls all related to self-esteem The hope is that this page will be a source of information on self-esteem and raise awareness about the issue affecting today’s teens
  • 29. Self-Esteem Photography and Story Contest/Scholarship Target: Teens Geography: US and Canada Timing: Launch in December, close January 31 Teens will be invited to submit a photo with an attached story about how they overcame self- esteem issues Winners will be selected by February 13 Winner’s and runner up’s stories will be published in a book sold to the general public and distributed to schools and partnering foundations
  • 30. Communicate and leverage with schools to help promote self-esteem Target: Lifetouch Schools (Teachers and Administrators) Geography: US and Canada Timing: December-June Leverage self-esteem awareness through Tools for Schools website, Lifetouch corporate website, sell sheet in the field Distribute a self-esteem awareness pin to teachers and staff Ask teachers to nominate students who are doing an exceptional job at building self-esteem among the student body Books will be distributed to schools at the close of the academic year with the hopes of continuing the awareness into the following year

Editor's Notes

  1. 1. Overview 2. Situation 3. Issue 4. Lifetouch Opportunity 5. Social Media Campaign 6. Why?
  2. TRU is the global leader youth research and insights, focusing on tweens, teens and twenty-somethings. For more than 25 years, they have provided the insights that have helped many of the world's most successful companies and organizations develop meaningful connections with young people. TRU provided information to Lifetouch in 2009 about U.S. Teens There are currently over 22 million teens ages 15-19 living in the United States according to the 2010 Census This is an increase of 9% since 2000 Annually teens are spending $127 billion That translates to $72 per week The number one thing that teens are buying online is clothing 61% of teens get their spending money as handouts from their parents
  3. 33% expect to spend more next year 78% expect to spend the same amount or more! 84% of twenty-somethings are shopping online Teens are making their presence known in the marketplace.
  4. Males take their own lives four times as often as females and represent 79% of all suicides (CDC). However, women attempt suicide two to three times more often than men Among young adults 15-24 years old, there are 100-200 attempts for every completed suicide In 2007, 14.5% of US high school students admitted to seriously considered attempting suicide (CDC) If a child or teen has a major depressive disorder, they are 7 times more likely to try suicide
  5. ABC Family recently aired a TV movie about cyber bullying
  6. Encourage schools to have students in the yearbook more than just their individual photo Receiving a yearbook makes kids feel good and part of the school Yearbook donation program Makes the YB available to all students Parents can donate an extra dollar amount to the fund to help every kid have a yearbook LT Yearbooks believe that “every kid deserves a yearbook” With X1 program, kids are featured at ¾ length This can create self-esteem problems for students in wheelchairs and those who are heavyset Parents said if they knew their kid’s yearbook was ¾ length, they would have paid more attention to picture day
  7. For publication of 10,000 books it would cost $24,490.78. This was a quote from the plant. Each book would cost roughly $2.45.