Case studies
Back to previous pageFRANK Stakeholder Awards winner - Cared for Children Research – Focus groups with cared for children and their carers
Project: Cared for Children Research – Focus groups with cared for children and their carers Organisation(s): Nottingham and Lincoln based marketing communications agency ‘chc choir’ in conjunction with the Nottingham City DAT (and the Nottingham City care-worker co-ordinator) Area: East Midlands Project manager: Stephanie Drakes (Account Director), Victoria Hulse (Senior Manager – Research and Planning)Project Objectives
To ascertain the key media channels and communications strategy to be adopted in raising awareness of FRANK amongst “Cared for children”.
Methodology
Kids in care were highlighted by the Nottingham and Northampton DATs as being a highly vulnerable group that need to be specifically targeted with appropriate media and messages, as their needs and behaviour are vastly different from those of most young people. Whilst a national research initiative is in the offing, it seemed to make sense to explore and understand the behaviour and motivations towards communications activity by these youngsters. Focus groups were conducted 1) cared for children and kids who had been through the care system (70 mins) 2) carers – foster parents and social workers (2 hours)
Project Outcomes:
Key Findings – Summary: It is important to put a context on the views of the children: Drugs are a normal part of life for many of the kids. ‘Live for today’/ ‘devil may care’ attitude. In some cases, extreme and traumatic background. Lack of stability. No role models or ambition. Lack of education/some low literacy. Communicating to cared for children about drugs: Alternative drugs education by peers. Current knowledge from dealers, friends, social workers / programmes, family. Leaders and followers. Face-to-face communication works. Hard-hitting communication is absorbed. Unrealistic creative is rejected. Lack of support for foster parents. Which media channels are most relevant? Buses, bus stations and outdoor are most appropriate ‘mainstream’ media. Word of mouth is most effective. Credible speaker – who has been through drug use and can speak from experience. Non-judgemental and understanding. Mobile phones may be an opportunity. Reject ‘authority’ – police, government. About FRANK. All had heard of FRANK. Lack of understanding of FRANK’s ‘offer’. Creative does not engage audience. Don’t ‘get’ the ads – creative too clever. Models in photography too glamorous / clean-looking. Use of humour felt inappropriate and unrealistic. Does not reflect their own experiences, therefore they reject it.
Budget: £1,001 - £5,000
