 |
answer text |
<p>The #knifefree campaign has been developed in close consultation with young people.
Regular independent quantitative and qualitative research has been undertaken with
the target audience to inform campaign development and evaluation.</p><p> </p><p>During
campaign development we undertook qualitative research with young people aged 10-21
years old in London, Birmingham, Manchester, Cardiff and Leeds. Across the age range,
fast food eateries were one of the key environments young people stated that they
spend time.</p><p> </p><p>A workshop held with stakeholders in December 2017 recommended
that we ensured we placed outdoor advertisements strategically (i.e. in places where
the audience are likely to go and spend time). Examples of these that were given included
chicken shops.</p><p> </p><p>We piloted the #knifefree fast food boxes in Spring 2019
in London and Manchester. Research conducted by All City Media Solutions indicated
that there was:</p><ul><li>A 16% increase in spontaneous awareness of the #knifefree
campaign among visitors to chicken shops that did carry the #knifefree chicken and
burger boxes and had the adverts on their screens</li><li>A 17% increase in prompted
awareness of the #knifefree campaign among visitors to chicken shops that did carry
the #knifefree chicken and burger boxes and had the adverts on their screens</li></ul><p>
</p><p>We have not previously consulted with members of the DCMS Youth Steering Group,
however would welcome the opportunity to work with them on future campaign planning.</p>
|
|
