Respect Difference
Year
2005 (Phase Two of Healthy Respect)
Timings
- August (co-incide with sexual health week)
- November (co-incide with Youthwork week)
- February (co-incide with Valentines Day)
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Message
Relationships with self and others can take many forms, there are differences in how we look, what we like, who we chose to have relationships with and what form these relationships take. Respect yourself and respect others. Respect difference, enjoy life.
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Background
Developmental research highlighted that although young people were able to identify and acknowledge the importance of respect and recognised respect in relationships as important to personal health and well being, there was a clear lack of awareness/acceptance for difference in others which is a key element of respect.
The campaign aimed to broaden out young people’s awareness and understanding of the value of respect for themselves and others, and in particular, to accept difference.
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Target Audience
Young people aged 16 – 18 years. Male and females living in the Lothians with a particular focus on Northwest Edinburgh and Midlothian. C1, C2, D and E (equivalent to depcats 4-7)
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Objectives
- Raise awareness that individuals have different types of relationships (not just sexual relationships)
- Ensure that the appropriate creative images and key messages were developed and that the media selected are relevant to the target group
- Ensure that proposals are positively pre-tested with members of the target group to assess whether the creative concepts are relevant, understood and engaging.
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Call To Action
Don’t judge others, respect difference. For more information on relationships, check out http://www.healthyrespect.co.uk/.
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Communication Channels
Media:
- Radio adverts (2 executions) on Forth 1 and Beat 106
- Bus sides (external) (3 executions)
- Bus panels (internal)
- Bus stop shelters (2 executions)
- Community sites (outside fast food outlets etc)
- Shopping Mall sites (1 execution)
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Agencies
Advertising/design
- 1576 Advertising Ltd, Edinburgh
Developmental/pre-testing Research
- The Institute of Social Marketing, University of Stirling
- Respect Campaign Developmental Research Report
Tracking
Media buying
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