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Perception Assertive attitude - believes that cars will stop for him or her Invincible viewpoint - nothing bad can happen to me Self-Centered - my routine matters more than what else is going on Fast-paced lifestyle/busy mindset Distracted - their time is already consumed by something else Accomplishing the task Run before it’s time to cross, or cross at the last moment On their own either walking, running etc. Some are on the phone or occasionally with a close friend that is also in the same mindset (i.e. both are late getting somewhere)
Perception Knows traffic patterns More inclined to cross without asking friend; knows how to outsmart the system Trusting that the traffic lights keep the same pattern; Relies on prior knowledge May be a risk taker if alone Accomplishing the task Crosses in front of friend group - “Ok, let’s cross.” Walks before it’s allowed In the first few people to cross, doesn’t like to be behind in the sea of people crossing
Perception Follows the crowd when walking before it’s ok. Walks if others walk Cautious, observant Aware of surroundings and threat of cars Accomplishing the task Will cross the street if friends are leading Won’t question the leader for fear of not being included or being seen as too safe (not a risk taker) May be more hesitant on their own, but follow for social inclusion Walks behind the leader and assumes her speed and attitude
Perception Worried/Nervous or anxious emotionally Thinking of the group first and its safety Becomes more alert as approaching the crossing/cars Accomplishing the task Makes decision to cross for the group after careful consideration Obeys traffic laws Holds onto child or elder etc. to cross together safely Walks together as a group and watches over them all-together More self-sacrificing with time for concern of safety
Chris Perception Overly-cautious and aware of surroundings and threats Thinks about the bigger picture first and puts themselves second Not concerned about peers thoughts or acceptance, rather focuses on own safety Accomplishing the task Relies on others performing the task first before following along Always waits until it is their turn to cross Obeys the traffic laws Takes their time and stays aware throughout the crossing
Chris. There is an interesting aspect we found about the leader, in particular. He or she assumes the leader role when in any group situation. But, if he or she is alone, they will assume a risk-taker role. The leader will not be the protector, cautious or follower. But these three groups highly value the leader for different reasons. First, the followers just want to be the leader but are not confident enough to assume the role and also will never be viewed as risk-takers because they must be involved in a group at all times. The protector cares deeply about the leader’s safety and knows that when he or she is alone they are at a higher risk because they will assume a more risky role. The cautious typically believes in the leader but is once again more threatened to be anxious if the leader puts the group in harms way or if he or she is alone.The leader is the fulcrum/axis of the entire audience.
1) CDC: http://www.cdc.gov/alcohol/fact-sheets/binge-drinking.htm 2) Binge Drinking and the American College Student.pdf 3) Boston explanation for jaywalking http://patch.com/massachusetts/somerville/bp--why-we-jaywalk-and-what-we-can-do-about-it 4) Regent University Leader-Follower Relationship http://www.regent.edu/acad/global/publications/lao/issue_6/pdf/grayson_speckhart.pdf 5) The Relationships Between Self-Esteem, Binge Drinking and Sexual Risk Behaviors Among Young Women.pdf; The Effects of Anger on Binge Drinking.pdf; Health and Behavior Consequences of Binge Drinking in College.pdf; Binge Drinking and Other Risk Behaviors Among College Students.pdf 6) See slides 19-21 7) NYC LOOK Pedestrian Safety Campaign http://www.nyc.gov/html/dot/html/pedestrians/look.shtml
The transition: street crossing to binge drinking
“From our research and observations into street crossing we believe these audience segments behave the same way when it comes to other high risk activities such as binge drinking.”
Extrapolate from street crossing to binge drinking behavior
Talk through a few binge drinking research finds and messaging.
“Looking at other messaging we were able to understand what’s been done and what strategies have been played out. We also reviewed many current advertisements as well as statistics that coincide with the street crossing data and are able to understand that both are high-risk.”
“There are the ads that stress the after effects and the consequences. We view these as more of a serious tonality and don’t take an extreme either way.”
“As you can see some take a more humorous approach, while still stressing the consequences. These we see on a spectrum to an extreme of almost unbelievability. We don’t think these ads can be taken serious.”
“While others are on the complete opposite end. These are more emotional, serious and even scary. They would appeal to some of our audience but not all of it. For example, the risk taker would not be affected by these ads because they’ve overcome fear of obstacles or consequences.”
Narrowing down our target and why: the protector and cautious will not likely choose to binge drink as much but, there is a chance to use them as leverage in messaging the other three groups there is one common thread amongst these three main groups that we will leverage “After thoroughly understanding our target and becoming familiar with the current and past advertisements for binge drinking, we discovered the insight that we believe will resonate with the targets.”
All three suffer from an identity crisis: the risk taker needs to prove herself the leader needs to stay on top the follower needs to fit in
“Which leads to our big idea…”
Chris Why this is the strongest and how we can back it up:
Instead of just being focused on the yourself and what’s right in front of you, it’s important to look around and consider what other unforeseen impacts your actions may have to yourself and those around you.
each of the groups is so concerned with themselves that they aren’t paying attention to their surroundings the risk taker needs to consider their family at home the leader needs to consider that people look up to them the followers needs to consider the importance of thinking for themselves
Tone- Irony/Hyperbole and ends with a consequence
Audience Segmentation Study
+ Cluster Sampling
Franklin St., Columbia St. Intersection 2 hours
+ Secondary Research
+ Case studies
+ Magazine, Journal, Newspaper articles (Qualitative)
+ Statistical research studies and data (Quantitative)
We defined our target
rather than demographically,
by understanding their
behaviors and personalities
“We all end up dead, it’s
just a matter of how and
“Mother May I?”
“Knows the way,
goes the way,
shows the way”
“To be or not to be?
I can’t decide”
“I’ll be there for
Scope of Research
+ Who is likely to binge drink?
+ Why do people binge drink?
+ Why do people jaywalk or cross recklessly?
+ Understanding the leader-follower mentality
+ Understanding attitudinal and behavioral characteristics
that lead to “risky” behaviors
+ Anti-binge drinking campaign case studies
+ Pedestrian traffic campaign case studies