When environments of trust can be created, via whatever call to action chosen, it is possible to use the open communication channel to transmit and discuss the most sensitive of issues.
One example I would raise ran on the Ad-Funded mobile network called Blyk (prior to its licensing agreement to Orange in the UK). The network was only for 16 – 24 year olds who are the hardest to reach people for advertisers and marketers.
When considering this example, it is important to imagine what other subjects could be covered with people of different ages, so long as a trusted environment is created in advance.
–
Connexions is a government organisation that offers advice, support and guidance for those aged 16 to 19 years on a range of topics
COI wanted to:
• Engage with 16-19 year-olds on the highly sensitive issue of bullying at school and within the workplace
• Gain additional insight into the size of the problem
• Drive awareness of the Connexions service – a leading contact point for advice and guidance on bullying
An SMS dialogue was designed to facilitate and encourage feedback with a question asking whether or not ‘you or your friends had ever experienced problems with bullying’
This was sent on a Sunday at 3pm, when the audience is away from school or work and more receptive to discussing this issue freely.
• 36% of members responded to the initial SMS and received information of how to seek more advice and help, 7 times industry average for SMS
• 29% had encountered bullying in school or the workplace
All respondents received a relevant follow-up SMS raising awareness of the Connexions website
• 1 in 8 Blyk respondents visited the website that day
• The Connexions website saw a 33% uplift in visits vs the previous eight Sundays (Source: Hitwise supplied by COI)
COI has since used Blyk to promote Connexions in several further campaigns.
Blyk received many open and emotional responses on this sensitive topic .
Showing a close relationship they feel towards Blyk. This type of eesponse is rarely if ever available through any other medium. Here are a few of the many replies.
“Yes I have bin bullied all the way through school and now im in college ma sister is bein bullied and shes only twelve I no how it feels from jennifer aged sixteen”
“Ma sis said she gets bullied all tha time and she’s scared of them but she tryes to tell people whts goin on but they neva help her”
