'The rate of teenage pregnancy in the United Kingdom is high; the only other OECD developed countries with higher teenage pregnancy rates are the United States and New Zealand'Tragte the UK due to high teen pregnancy rate
'The abortion rate was highest for women aged 21 (at 28.7 per 1,000). The highest rate in 2014 was for women aged 22 (at 28.5 per 1,000).'
viahttps://www.gov.uk/government/uploads/system/uploads/attachment_data/file/570040/Updated_Abortion_Statistics_2015.pdf
21 was the most common abortion rate in the UK in the last national survey, therefore this audience is one that need to be targeted for the use.
''The under-16 abortion rate was 2.0 per 1,000 women and the under-18 rate was 9.9 per 1,000 women.'
viahttps://www.gov.uk/government/uploads/system/uploads/attachment_data/file/570040/Updated_Abortion_Statistics_2015.pdf
This age range need to be targeted as due to the large amount of teen pregnancies in the UK, 1 in every 500 for under 16, 1 in every hundred for under 18 this means in the average secondary school there will be on average 10 terminations.
In 2015, there were approximately 435,000 diagnoses of sexually transmitted infections (STIs) made in England The impact of STIs remains greatest in young heterosexuals under the age of 25 years and in men who have sex with men (MSM)'
https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/559993/hpr2216_stis_CRRCTD4.pdf this makes target audience who need condom promoting to this age range
'Large increases in STI diagnoses were seen in MSM, including a 21% increase in gonorrhoea and a 19% increase in syphilis. High levels of condomless sex probably account for most of this rise' https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/559993/hpr2216_stis_CRRCTD4.pdf this means this homosexual audience should not be ignored by the campaign.
Target Audience
target audience - 16-25 year old males (and some females), low income/skint , first sexual inexperience, find sex humours/funny still, UK residents,
The target audience of this brief will be teenagers mostly males, 15 to 20 year old, the aim is to create an campaign advertising for Durex that is sexually appropriate. The aim is to go against the main form of condom adverts that use scare tactics as this will just put off or worry this audience range due to their age, instead to create campaign that uses sexual language and humour in way which informs whilst promoting the brand/product.
This is the age most people in the uk become sexual active for the first time, so need advice and help about sexual protection. The age range has been selected as many older audience will use different forms of contraception or will or will be wanted to think about having children, this is the main audience of condoms as it the many form of contraception excessed an discussed at this age.
16-25 year olds are the least sexual aware/educated therefore should be targeted to
21 was the most common abortion rate in the UK in the last national survey, therefore this audience is one that need to be targeted for the use.
A current issue with durex advertising it the main campaign relate issues around pregnancy, this therefore only worked for heterosexual relationship as a scare tactic. This campaign will target males of any sexual orientation, opening the brand up to a wider audience.
Also promoting Durex as the many brand of condom from a younger age will create a brand preference in the future therefore will mean the client stick to the brand once they are old and prefer this brand.
The main target audience is males as males are usually the one that buy condom, as girls will go for the pill ect but it will not exclude girls do still buy condom even if it's less.The campaign will make sure that it doesn't exclude any sexual orientation or gender or transgender, as durex as a brand are very supportive of diversity.
As the audience will be young the main feature needs to be that it's not offensive, scary or vulgar as this give negative impression, which could put them of sex all together rather that just unsafe sex. It needs to include sexual language/content without being to sexual explicit, this is why the sexual imagery will be removed and text/typography will be used/explored instead.
Many of the audience of this age will be sexual inexperience, therefore the tone of the adverts should be friendly advice as they might be unaware and scared of sex. This means they should be designed as friendly advice rather than to scary the audience. Boys of this age often find sex a humours subject so this would be a good way to connect and promote to them.
The audience will be still in school/college or uni therefore these could be good way to connect with them.
The main target audience will be of a non religious beliefs, this is as selected religions see the condom as against their faith or have religious issue with the product therefore this audience will be avoided to reduce the chance of offensive.
The target audiences will have an firm interest in social situations and out goings/social events as at this age social connects and friendships are vital to their everyday lives. The main elements of in their lives will be practical work (college/uni/work) and social event, this is the distribution channels therefore that can be used to target specifically.
Personas
Dom,
Gender - Male
Sexuality - Homosexual
Age- 21
Religion - Non religious
Occupation - University Students
Lives - Leeds
Jack
Gender - Male
Sexuality - Heterosexual
Age- 17
Religion - Church of England
Occupation - Radio Presenter
Lives - Manchester
Luke
Gender - Male
Sexuality - Bisexual
Age- 15
Religion - no religious
Occupation - school
Lives - Leeds
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