Making a Difference to Young People
Children’s Hearings Scotland (CHS) aims to improve the lives, outcomes and opportunities of Scotland’s most vulnerable children and young people.
CHS relies heavily on volunteers, who must be representative of both men and women, to act as tribunal panel members. Women are traditionally most likely to apply, so Carat created a targeted campaign to recruit more men.
Children’s Hearings Scotland (CHS) aims to improve the lives, outcomes and opportunities of Scotland’s most vulnerable children and young people. To achieve their aims, Children’s Hearings Scotland relies heavily on volunteer panel members to act as lay tribunal members on children’s hearings in their communities. These dedicated people make up the Children’s Panel, volunteering their time to make decisions in the best interests of vulnerable children and young people across Scotland.
Although there are currently approximately 3000 Panel Members and volunteers, and recruitment is open to anyone over 18, which is a very wide target market; the most needed recruits were those least likely to apply.
Children’s Hearings are most likely to receive applications from women. However, panels must be representative in all local areas and genders, therefore a primary requirement was to identify and recruit more men. In a departure from targeting those with the highest propensity to engage, we were challenged with reaching a more representative set of the Scottish population.
Targets were steep – looking to drive over 550 completed online applications.
Given the audience representation task that Carat was set, we turned media planning, to some extent, on its head. We were still looking to target those with a certain mindset and skillset to sit on a panel, but rather than look to understand those who were most likely to engage with the messaging we instead focused on gathering insights on men with the right attitude.
The first step was to understand which channels were most likely to reach our audience in an efficient manner.
Research showed that encompassing Radio, Digital, Press and OOH in the plan were most likely to reach the target audience with the least amount of wastage.
To judge these channels against our overarching strategy we used Touchpoints to assess whether they were consumed by our target audience alone. It was clear that Digital in particular was engaged within moments of ‘me time’. To focus our strategy, media communications were geared towards interrupting moments of intimacy; communication delivery during the AM/PM commute and weekends. Tapping into moments when people would have more time to reflect and contemplate making decisions.
Our call for help was heard.
Radio achieved more than 2.5 million impacts, with an additional 336,000 impressions delivered specifically to our male target market of 20 to 40 years using a digital audio platform, DAX.
Press reached over 29% of Scottish Adults through a mix of national, regional and local titles with an OTS of 1.49.
Digital Display led to 29,000 landings on the Children’s Hearings Recruitment website in 2017 – a 9% increase from the recorded landings in 2016
PPC recorded more than 104,000 impressions and over 6,500 clicks (almost twice the 2016 figure) with a CTR of 6.21%.
Plus the target for online applications was smashed!
1,592 applications were achieved compared to 1,278 in 2016. An increase of 25%.
Of these 1,163 were female – up 21% from last year. And 429 were male – a staggering 36% increase from 2016.