1. Adobe Youth Voices
Dayane Cavalcante
Holly Maher
Isabel Sungu

2. Empowering youth from 16 to 18
around the globe with 21st
century tools to communicate
their ideas, exhibit their
potential, and take action in
their communities.

3. Primary Research
Primary research is the type of
research where the searcher has to
go out and gather original data.
Primary research represents a
major par of overall marketing
research.

4. Primary Research
Primary research is the type of research where the searcher has to go out and
gather original data. Primary research represents a major par of overall
marketing research.
Issues according to their importance to young
people
25%
35%
Family
Sleep
25% Education
15%
Freedom

5. Primary Research
Primary research is the type of research where the searcher has to go out and
gather original data. Primary research represents a major par of overall
marketing research.
Three issues young people would like to do a
film about
Education fees
15% 15% Homelessness
10% Education
15%
Social Status
15%
Jobs opportunities
15%
15% About someone’s life
Religion

6. Age Group
17 - 20
Age Group
13 - 16
0 1 2 3 4 5 6
Top five TV programs young people watch often
25%
20%
20%
15%
10% 10% 10% 10% 10%
10%
5% 5% 5% 5% 5% 5%
5%
0%

7. Mood boards

8. Poster

9. Newsletter

10. Secondary Research
Secondary Research involves less contact with the consumers and more
the process of analysing the data that a primary researcher collected. It
mainly refers to data that was previously collected.
www.youthvoices.adobe.com

11. Broadcasters’ Audience Research Board (BARB) is an organization that supplies
the industry standard television audience measurement services for broadcasters
and the advertising industry. BARB is a not profit company limited by
guarantee, in another words, it doesn’t make money to a single company since its
owned by BBC, ITV, Channel 4, Channel 5, BSyB and the IPA.
When a TV channel wants to make a campaign targeting a certain age group they
go to BARB and BARB will conduct a study trying to find out what time of
program that age group watches, what time that age groups watch TV the most and
what programs they most enjoy.

12. Quantitative research
Quantitative research collects information in numbers, which can be put
into categories, in rank order, measured in units of measurement. This
type of data can be used to construct graphs and tables of raw data.
Qualitative research
Qualitative research gathers the people’
opinion, beliefs, experiences, attitudes toward a certain matter, behaviour
and etc. Almost always wanting to know the why and how, and not
when, what, where.

14. Our Promoting Strategies
• Our first promotion idea was to create an online advertisement
campaign to be use on social network sites such as: Facebook, YouTube
and MySpace.
• As part of our campaign we designed a newsletter that will be emailed to
colleges and students to promote the project.
• We will focus the advertisement of the campaign in a 30 second TV
advert that was created to inform and encourage young people to get
involve with Adobe Youth Voices.