yi

1. TARGET
AUDIENCE
RESEARCH

2. Target
audience
• The primary target audience for this
campaign is 16–20-year old's
• 16–18-year-olds saw the biggest increase in
social media use in the past year, with over
12 minutes more on average per day than
the previous year.
• We know young people are big users of
social media - 97% in our recent survey use
Facebook and 45% are on Twitter.
• Social media and other media can influence
the decisions that pre-teens and teenagers
make about their health and lifestyle. For
example, media messages and content can
make it look ‘normal’, cool or grown-up to eat
junk food, smoke, vape, drink alcohol and
take other drugs.
• Adults aged between 18 to 34 are most likely
to follow a brand on social media, with 95%
of them doing so.

3. Target audience self-collected research
15 responses
16: 40%
17: 26.7%
18: 26.7%

4. Analysis of results
From the 15 responses 66.7% of people
said they drank alcohol with most people
saying they drank for fun suggesting that
even though there are risks the
temporary joy outweighs the risks for
them therefore in my campaign
advertisement it may be beneficial to
highlight the risks of consuming alcohol
when you are only a teenager.
From the 15 responses 80% say that
they either do live an active lifestyle or try
to live an act lifestyle with a main reason
as to why they don’t exercise due to lack
of motivation therefore in my campaign I
need to use motivational language and
imagery similar to the This
Girl Can campaign to effectively engage
and entertain my target audience.

5. Audience
profile Running 1.5m
Cycling 979k
Football 866k
Swimming 583k
Climbing 455k
Badminton 235k
Boxing 218k
Tennis 205k
Number of people participating
in that sport

6. Psychographics
Psychographics is the qualitative methodology of studying consumers based on psychological characteristics and
traits such as values, desires, goals, interests, and lifestyle choices.
Mainstreamers
Potential target audience
Seek security tend to be domestic conformist conventional sentimental –favor value for money
family brands nearly always the largest group
Aspirers
Target audience
Seek status materialistic acquisitive orientated to image and appearance persona and fashion
attractive packaging more important contents typically younger people clerical and sales jobs.
Succeeders Seek control strong goals confidence work ethic and organisation supports stability brand choice
based on self-reward and quality typically higher management and professionals
Resigned Seek survival rigid and authoritarian values interested in the past and tradition brand choice
stresses safety familiarity and economy typically older people
Explorers
Target audience
Seeks discovery energy and individualism and experience values difference and adventure brand
choice highlights satisfaction and instant effect the first to try new brands younger demographic
usually students.
Strugglers
Potential target audience
Seeks escape alienated disorganised few resources beyond physical skills brand choice involves
impact and sensation buys alcohol junk food lottery tickets
Reformers Seeks enlightenment freedom of restrictions and personal growth social awareness and
independent judgement anti-materialistic but aware of good taste has attended higher education
and selects products for quality

7. Demographics
• My target audience is 16 –20-year
old's meaning they are still in
education or have recently left
education in the brief there is no
specific gender, socio economic status,
religion, family life cycle or income
requirements to target my product and
content towards therefore it only must
meet the audience profile and
demographic of 16–20-year old's.

8. Analysis of audience profile
psychographics/demographics
• The result from the audience profile
psychographics and demographics suggest
the target audience are heavily influenced
through influential celebrities consuming a
large amount of social media especially
through apps such as Instagram snapchat
and Tik Tok. The psychographics suggest the
audience are either mainstreamers’,
strugglers, explorers or aspirers therefore
my advertisement/content created can cater
to their interests and engage them effectively
by having the knowledge of what they are
into and what intrigues and engages them.

9. Smoking analysis for 16–20-year old's
We can make smoking history by 2030
The clock is ticking – every day in England 280
children start smoking. That’s
343,109
since the UK Government announced its ambition
for England to be smokefree by 2030.
This statistic suggests that even though they know the dangers children
are choosing to smoke therefore there are more people in the target age
range more likely to be smoking if they have smoked from a young age
however based on the OPN, 14.5% of people aged 16 years and over in
Great Britain said they currently smoked in 2020, a decrease from
15.8% in 2019. Therefore, this may not be a target for my campaign as
there are already decreases in the amount of people who smoke and
many other campaigns such as Stoptober from Public Health England
deal with the issue of people smoking and have helped over 2 million
people attempt to quit.

10. Alcohol analysis for 16-20-year old's
Mean number of alcohol units consumed per
week in England 2019 by gender and age
According to these statistics from
statista.com the age range of 16–24-year-old
consume the least amount of alcohol apart
from people 75+.
The effect of alcohol for 16 – 24-year old's can have devastating
consequences for example , 21% of deaths in males and 9% of deaths in
females have been attributed to alcohol consumption. With 4% of 16 –
24-year-old men drinking more than 50 units a week and 3% of women
aged 16 – 24 drinking more than 35 units a week putting themselves at
risk of alcohol dependency, mental and behavioral problems and long-
term health risks such as liver disease. This can affect them for the rest
of their life therefore reducing alcohol consumption at a younger age
can not only have short term benefits but long-term benefits lowering
the risk of long-term damage to health such as cancer and liver
disease.
Therefore, I have selected this as one of my advertisement campaigns
aimed at 16–24-year old's.
Statistics taken from alcoholeducationtrust.org

11. Weight analysis for 16–20-year old's
• In the year to November 2019, 62.3% of adults (people aged 18 and
over) were overweight or obese-gov.uk
• According to this survey from the NHS around 37% of people aged 16-24
are overweight or obese however this is the smallest percentage of
people who are therefore this may not be the target for my campaign as
it is aimed at 16-20 year olds therefore it may not be as effective to
choose tis for the target audience as there is already the existing
advertisements for the most affected demographic of
Percentage of people
overweight and obese
16-24 :37%
25-34 :58%
35-44 :64%
45-54 :73%
55-64 :73%
65-74 :75%
75+ :71%

12. Get active Analysis for
16–20-year old's
• From the 15 responses including 16,17 and
18 year olds 80% say that they either do
live an active lifestyle or try to live an act
lifestyle with a main reason as to why
they don’t exercise due to lack of motivation
therefore in my campaign I need to use
motivational language and
imagery like the This Girl Can campaign to
effectively engage and entertain my target
audience.