“Find Your Center” Youth Program Campaign
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Presented by: OBJECTIVE:
George B. Harris III
The objective of this advertising
campaign is to raise awareness in the Lesbian, Gay, Bisexual and Transgender (LGBT) youth regarding community resources and health program designed to help them as they mature into middle adulthood.
With The Center celebrating 35 years
of community service, it is important that the upcoming generation of the LGBT community understand the tools and resources they have their disposal in order to carry them through the 21st century. I.
EXECUTIVE SUMMARY / ABSTRACT Rainbow Alley is a drop-in center designed to support LGBT youth and their allies ages 12-21. Our facility is a warm and welcoming environment, complete with supportive adults and youth. The Alley provides health services, counseling and referral, youthled events and activities, and life resources in a safe and supportive space. Youth who access our facility are welcome
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to use our free services, including a medical clinic, computer lab, library, kitchen and open hang-out space. We also have a dance floor, ping-pong table and a VCR/DVD player. Our drop-in center at 1301 E Colfax, in the garden level of the new Center, is drug-, alcohol-, tobacco- and hate-free. All Rainbow Alley activities are created and run by youth-participants with trained adults providing supervision. We believe in honoring individuality, empowerment and respect in our youth-adult partnership model of service delivery. Rainbow Alley focuses on peer-to-peer support and education. Youth leaders are trained in peer based support, safe sex education and HIV prevention. (Rainbow Alley Website) This document outlines the steps needed to raise awareness in the LGBT youth between the ages of 16 yeas of age and 25 years of age.
As you will see from the research
provided below, the majority of LGBT youth
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“come out” between the ages of 16 years old and 25 years old.
This campaign will focus
primarily on them in such a way as to make Rainbow Alley and the resources of The Center appealing to their demographic.
In
addition, this document outlines the media campaigns that will be employed to help reach this target audience.
The campaigns
will include television, radio, print and social media. This campaign has been called “Find Your Center”; this plays on the fact that Rainbow Alley is a subordinate program of The Center and several key points from the research. II. SITUATION ANALYSIS a.
Research:
In order to gain a better
understanding of how to create a campaign that would accomplish the goal of attracting LGBT youth between the ages of 16 and 25 years of age to the services provided The Center, specifically Rainbow Alley, a survey was conducted.
This survey was conducted
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using www.surveymonkey.com. This survey asked the following questions: 1.
Were/Are you in the Denver
Metropolitan Area between the ages of 16 years old and 25 years old? 2.
During the timeframe of 16 years
old - 25 years old, what information did you have/know about your local gay community? 3.
From your recollection, what
things were most important to you as a gay youth between the ages of 16 years old and 25 years old? 4.
At what age did you come out to
yourself? 5.
At the time you came out, were
you out to your family and friends? 6.
Please describe what your "world"
looked/looks like to you between the ages of 16 years and 25 years of age. This can include the importance of friends, social media, networking, career, etc. As a result of this survey, it has been
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determined that 76.7% of the people polled were in the Denver Metropolitan area between the ages of 16 and 25 years of age.
When asked about what
information was known regarding their local LGBT community, those polled reported that their knowledge primary consisted of the social scene (93.3%), health services (46.7%) and community resources, health services and adult entertainment (43.3%), which tied for 3rd place.
When asked what was
important to them between the ages of 16 and 25 years of age, community members polled indicated that friends (73.3%), family (63.3%), personal identity (63.3%) and partying (53.3%) were among the most important things to them.
70%
of those polled answered that they were between the ages of 16 and 20 years of age when the “came out”, while 26.7% were between the ages of 21 and 25 years of age when they came out.
During the
time of their “coming out”, 56.7%
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indicated that they were not out to their family, while 43.3% was.
The
final answer of the survey was a text answer in which those polled were asked to describe what your "world" looked/looks like to you between the ages of 16 years and 25 years of age. This was intended to gauge their perspective of the world during this time in their lives. A complete list of the text responses along with graphic representations of the survey results can be found in Appendix IV:
Survey
Results. b.
Target Audience:
Based on the
researched conducted and the target already established by Rainbow alley and the Center it has been determined that our target audience are between the ages of 12 years old and 21 years old.
For
this campaign, the primary target audience will be between 16 years of age and 25 years of age.
At this point in
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their lives, they are primarily aware of the social aspects of the community and the health services available to them. The things that primarily important to them include friends, personal identity, family and the social aspects associated with youth.
The vast majority of them
have self-awareness of their sexuality and interests between the ages of 16 years of age and 21 years of age. However, the majority of them have not allowed their families to have knowledge of their personal identity.
They are
typically single and should make, on average, between $30,000 and $40,000 annually.
They will either be
unemployed or maintain a job in an entry-level or low-level professional position.
These positions include, but
are not limited to, restaurant server, fast-food worker, retail employee, or full time student.
Many of them will
rent a low-end apartments, maintain roommates or will still live with their
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parents / primary caregiver(s).
The
majority of them will be nonusers of the services provided by The Center, Rainbow Alley or organizations within the same industry.
These young men and women
will have struggled with their sexual identities for approximately 5 – 10 years.
Some of them will have fought
with depression and/or low self-esteem. They may not be part of any major social groups and may feel alone and isolated. c.
SWOT Analysis: 1.
Strengths include the fact that
The Center has been in existence for 35 years.
Their contribution to the
LGBT community is well documented and well known. The Center, which is the flagship organization overseeing Rainbow Alley also contributes to the LGBT community on a frequent basis and is the organization responsible for the highly recognized annual Pride Fest.
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2.
Weaknesses include the fact that
youth in the age group are not typically concerned with social responsibility.
As the research
shows, they are primary concerned with the social interactions commonly attributed with youth. It will be necessary to create a campaign that will attract this age group by associating Rainbow Alley with those aspects of social interaction that are important to them. 3.
Because Rainbow Alley has, in a
manner of speaking, cornered the market on LGBT youth services in the Denver Metropolitan Area.
With The
Center’s alliances with the major LGBT social outlets (bars, clubs, festivals and events), we have the ability to reach a large majority of our target audience without changing our current initiatives.
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4.
From my assessment of the
community, there are no relevant treats to this campaigns success. The Center’s role in the community is firmly established with no foreseeable threat to their position. III. ADVERTISING/PROMOTIONAL CAMPAIGN OBJECTIVES The following are the advertising / promotional campaign objectives for the “Find Your Center” campaign.
They are
prioritized in order of their importance to the campaign: • Appeal to the social side of the LGBT youth experience • Appeal to the audiences need for personal identity • Remove any stigmas associated with being involved with community organizations • Emphasis The Center’s 35 years of service to the Denver Metropolitan
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Area. IV. CAMPAIGN STRATEGY a. Target Audience:
Based on the
researched conducted and the target already established by Rainbow alley and the Center it has been determined that our target audience are between the ages of 12 years old and 21 years old.
For
this campaign, the primary target audience will be between 16 years of age and 25 years of age.
At this point in
their lives, they are primarily aware of the social aspects of the community and the health services available to them. The things that primarily important to them include friends, personal identity, family and the social aspects associated with youth.
The vast majority of them
have self-awareness of their sexuality and interests between the ages of 16 years of age and 21 years of age. However, the majority of them have not allowed their families to have knowledge
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of their personal identity.
They are
typically single and should make, on average, between $30,000 and $40,000 annually.
They will either be
unemployed or maintain a job in an entry-level or low-level professional position.
These positions include, but
are not limited to, restaurant server, fast-food worker, retail employee, or full time student.
Many of them will
rent a low-end apartments, maintain roommates or will still live with their parents / primary caregiver(s).
The
majority of them will be nonusers of the services provided by The Center, Rainbow Alley or organizations within the same industry.
These young men and women
will have struggled with their sexual identities for approximately 5 – 10 years.
Some of them will have fought
with depression and/or low self-esteem. They may not be part of any major social groups and may feel alone and isolated.
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b. Positioning Strategy:
The Center &
Rainbow Alley already employs a wellrecognized brand.
Each brand plays off
the other while keeping the same key elements.
The brand is currently
recognized as a community leader in the advocacy of LGBT services and resources. Rainbow Alley specifically, has cornered the market on LGBT youth services in the Denver Metropolitan Area.
The services
provided by The Center and Rainbow Alley, have a long-standing relationship with the Denver community and an established reputation for supporting that community. c. The “BIG IDEA”:
This campaign is
inspired by the notion that you can be part of a group and be more you than you were with out the group.
This is partly
inspired by the US Army campaign, which features the tag line “An Army of ONE”. The primary idea behind this is finding oneself by being part of a larger group.
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Our tag line for this campaign will be “Find Your Center”.
This plays on the
name of Rainbow Alleys parent organization, while hinting to the notion of personal identity and freedom. Literature in the field of conflict management outlines that “finding your center” requires one to relate to life based on who you are, not the way others view you. d. Creative Strategy: 1.
Appeal(s):
We will be appealing
to the target audiences need to find themselves.
Their quest for
their personal identities will drive their draw to this campaign and the services of Rainbow Alley. The second appeal will be based on the emotional strain caused by their families not knowing their sexual orientation.
Based on my
research, the majority of our
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target will have self-disclosure, but not disclosure to their families.
Their need for a
surrogate family will be an additional draw to the group feel of Rainbow Alley. 2.
Art Direction and Production
Values: The models used for the campaign will be between the ages of 16 and 25 years of age.
They
will be of above average attractiveness.
The mood for ads
featuring groups of young people will have a feeling of fun and joy. They will include bright colors and lighter backgrounds.
Ads feature
individuals will provide the appeal to the sense of individuality and an unshared secret.
The imagery in
the foreground will be either black in white or using very earthy colors.
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V.
MEDIA PLACEMENT STRATEGY a.
Television: I will focus my message to
the LGBT audience by using the LOGO network to present the ad to the Denver area.
The
thought behind using only this network for our initial campaign is to help focus our message to those who in our target audience and those with contact to our target.
The
television ad, will serve to show Rainbow Alley as a place that is not only helpful to the youth, but create an image of Rainbow Alley the destination. b.
Print: The print campaign will feature
a series of three ads; the first ad will feature a group of 16 – 25 year olds.
The
headline of the ad will read, “Who says following the crowd is a bad thing?”
The
baseline will read, “Find your Center”. This ad will not feature copy text.
The
second ad will feature a male model between the age of 16 and 25 years old. standing in a dark tunnel.
He will be
This ad will be
focused around the notion of the light at
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the end of the tunnel. It will feature the same tag line, which is used to being continuity to the campaign. The final print ad will feature a very artistic feel.
The
primary focus of this ad will be feeling alone, with help right around the corner. c.
Radio: The radio ad will be primarily
focused on the segment of our target between the ages of 21 years of age and 25 years of age.
The intent is to reach that
segment of our target during their commuting time and those in their early adulthood who are dealing with their issues with their sexuality.
The original concept
for this was based a radio ad for St. Patrick’s Day.
The ad focuses on the
loneliness one in turmoil about their sexuality may face, both personally and socially.
Radio ads will only air during
specific holidays; St. Patrick’s Day, Halloween, Thanksgiving, and Christmas. The sample ad presented in this document is a sample for a St. Patrick’s Day ad.
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d.
Social Media:
Although The Center
currently has a Facebook page that boasts 1900 people who like it, there is no page currently built for Rainbow Alley.
It is
recommended that The Center invest in a custom Facebook page to help attract our target audience.
Also, in order to help
raise heir online face base, we will be employing an online contest through our Facebook page that would allow be connected with the check-in functionality of the mobile app.
This portion of the campaign
will not be a main staple of the campaign but be used to support the print and television ads by keeping those who like the page abreast of changes to the site, services and events.
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APPENDIX I:
PRINT CAMPAIGNS
THE CENTER - RAINBOW ALLEY One-page spread “Says Who?” VISUAL:
Group of teens with happy expressions
huddled close and “looking” at the reader HEADLINE:
Who Says Following the Crowd is a BAD
Thing? COPY:
(none)
LOGO:
THE CENTER – RAINBOW ALLEY
www.glbtcolorado.org BASELINE:
Find Your Center
MANDATORIES (none)
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MOCKUP – “SAYS WHO” PRINT AD
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THE CENTER - RAINBOW ALLEY One-page spread “The Tunnel” VISUAL:
There is what appears to be a teenager
(undetermined sex) standing at the end of very long, dark tunnel.
Because of the light at the
end of the tunnel, it is very hard to make out features of the model. HEADLINE:
You know the great thing about dark
tunnels? COPY:
No matter which way you decide to go,
you’re always going to end up in a better place. Don’t face that tunnel alone. LOGO:
THE CENTER – RAINBOW ALLEY,
www.glbtcolorado.org BASELINE:
Find Your Center
MANDATORIES (none)
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MOCKUP – “The Tunnel” PRINT AD THE CENTER - RAINBOW ALLEY One-page spread “Around the Bend” VISUAL:
The setting of the picture appears to
be either a street corner or the corner of a wall in an industrial building.
To the left of
the picture, there is a teenaged girl sitting in a fetal like position naked; to the right and around the corner is a single flower.
The image
is in black and white. HEADLINE: COPY:
Life is beautiful and so are you
When you feel like you’re broken and
alone; when your family can’t see the real you. We’re right around the corner to help you remember how beautiful life is. LOGO:
THE CENTER – RAINBOW ALLEY,
www.glbtcolorado.org BASELINE:
Find Your Center
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MANDATORIES (none)
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MOCKUP – “Around the Bend” PRINT AD
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APENDIX II:
RADIO CAMPAIGN
CLIENT: The Center – Rainbow Alley DATE: 3/17/11 DESCRIPTION: Find Your Center LENGTH: 30sec [Background sounds are of a crowded bar on Saint Patrick’s Day. The patrons of the bar are enjoying the festivities of the day and singing old Irish drinking and fight songs. Crowd dims slightly and allows the ear to focus on two guys at the bar] GUY 1:
MAN, I LOVE SAINT
PATICK’S DAY… I HATE GREEN, BUT I LOVE SAINT 10: PATRICK’S DAY!!! GUY 2:
WHATEVER!
GUY 1:
WHAT’S YOUR PROBLEM
20: TODAY?
SINCE WHEN DON’T YOU LOVE A GOOD
SONG AND A CHEAP VO
BEER.
YOU FEELIN OK?
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YOU DON’T SEEM LIKE YOURSELF TODAY. GUY 2:
[YELLING] DON’T SIT
THERE AND PRETENT YOU KNOW ME GUY 1:
FINE…. I WON’T [GETS UP
AND WALKS AWAY] GUY 2:
[INTERNAL VOICE] – I
CAN’T BELIEVE I’M SITTING IN A CROWDED BAR, AND STILL FEELING ALONE WHAT’S THE DIFFERENCE BETWEEN RAINBOW ALLEY AND SAINT PATRICKS DAY?
AT
RAINBOW ALLEY, YOU’RE FAMILY ALL YEAR ROUND.
COME FIND YOUR CENER.
APPENDIX III:
TELEVISION CAMPAIGN
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CLIENT: JOB: TITLE:
THE CENTER – RAINBOW ALLEY :30 TV “WHAT A FEELING”
VIDEO OPEN ON
AUDIO SONG:
THE MAIN
“WHAT A
DOOR OF
FEELING”
RAINBOW
PLAYING
ALLEY
OVER THE
OPENING
VIDEO
WITH SOMEONE
SFX:
WALKING
PEOPLE IN
(OVER THE
THE ROOM
CAMERA
GASPING AS
AND
THE PERSON
FOREWARD)
WALKS
THROUGH A
THROUGH
CROWD OF
THE CROWD.
TEENS STANDING AROUND IN THE MAIN ROOM OF
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RAINBOW ALLEY. AS THE
MUSIC
PERSON
CONTINUES
WALKS
TO PLAY
THROUGH THE CROWD PEOPLE MOVE OUT OF THE WAY WITH LOOKS OF SHOCK AND AWE MODEL
MUSIC
TURNS
CONTINUES
AROUND
TO PLAY,
AND POSES
BUT BEGINS
FOR THE
TO FADE
CROWD
OUT SFX: CROWD BEGINS TO
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CHEER FOR THE MODEL CAMERA
WOMAN:
OK
PANS OUT
GUYS,
TO REVEAL
THAT’S IT
A SIGN ON
FOR TODAY.
THE RIGHT
GOOD JOB!
THAT SAYS CHARITY
SFX:
FASHION
RANDOM
SHOW. IMAGE OF
www.glbtcolorado.or g
CHATTER FROM THE
THE CROWD
TEENS IN
FADES TO
THE
BLACK TO
BACKGROUND
REVEAL THE LOGO.
VO:
THIS
AIN’T YOUR DADDY’S COUNTRY CLUB. COME FIND YOUR
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STRIDE.
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APPENDIX IV:
SOCIAL MEDIA CAMPAIGN
This social media mockup reflects what the Facebook page might look like.
The main piece
of the page would be the primary user interface. The user would use the four colored dots in the center of the logo to navigate the site.
The
user would experience music as well as an interactive flash site that would heighten their experience.
There is also the association with
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Rainbow Alley’s parent organization The Center on the website and vice versa.
From the main
page, the user will be able to see current events, “Like” the page, get information on Rainbow Alley and post comments. APPENDIX V:
SURVEY RESULTS
1. Were/Are you in the Denver Metropolitan Area between the ages of 16 years old and 25 years old? Yes 77%
No 23%
2. During the timeframe of 16 years old - 25 years old, what information did you have/know about your local gay community?
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Legal /
Community
Social Issues Resources 23.30% 43% Health Adult
Social Scene 93.30% Youth Services /
Services 47%
Resources 16.70%
Entertainment 43%
3. From your recollection, what things were most important to you as a gay youth between the ages of 16 years old and 25 years old? Community Awareness Health Awareness Partying 30.00% 33.30% 53.30% Personal Friends 73.30% Social / Legal Concerns 26.70%
Family 63.30%
Identity 63.30%
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4. At what age did you come out to yourself? 16-20 70.00%
21-25 25-29 26.70% 3.30%
30< 0.00%
5. At the time you came out, were you out to your family and friends? Yes No 43.30% 56.70%
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6. Please describe what your "world" looked/looks like to you between the ages of 16 years and 25 years of age. This can include the importance of friends, social media, networking, career, etc. The following are the exact comments left in response to question #6: at the time i was 16 the only social media there was is gay.com but the world was a very scary place because it was still something you didnt want to let anyone know about, especially being involved in the church. When i did finally come out i was my first expierence of hatered and discrimination because i was gay and i had no one to turn to. especially because my family was
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not accepting me at all. I felt alone until i was 18 with very few people to talk to about the hurt and pain I was very lucky to have supportive family and friends. My world was very positive and fun. It looked small and hopeless, after coming to terms with who I was as well as making friends life became easier. My life hasn't had a big change. My family and friends were supportive since day one. My work life is good. Its more of don't ask don't tell. I'm open but I do not tell everyone unless they ask! Partying every night, friends, trying to convince myself I wasn't gay, but mostly partying. Well I didnt come out till I was 22 and now im 25 so dont have much experience to draw on. But my families acceptance was the most important thing to me and so far its worked out very well. It was kind of depressing. I remember thinking "if I can just make it to college, I can be free." I remember how taboo anything gay was back then and God forbid you even dream of talking to a teacher outside of class for anything personal, never mind for THAT. I was
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however in the GSA in HS, making sure everyone knew I was subscribing to the S side of the group. I went to CU for 3 semesters and had NO CLUE they had a GLBT group, I kept thinking "this is Boulder, where are all the gay guys?" It wasn't until I overheard someone in my psych class in Greeley talking about a group, and with great terror and an incognito disguise I went to my first GLBT group/meeting and had an overwhelmingly great experience. It was like instant love and support from kids, some used to being bullied or outcast, some terrified of revealing their secret, like me who could come together and just be themselves. I'm still not out to my family, maybe they know but I feel like they're turning a blind eye to it. That makes it impossible to talk about anything even remotely related to it. But luckily I have a great support system of friends that in a lot of ways I feel closer to. Very lonely and misguided. I feel if there was someone who was older for me to look up to or just to talk to, I would not have been so angry as a teenager. I also feel like I would have had
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a better idea of what I really wanted to do with my life instead of waiting so long. And a little support would have gone a long way at that time. The "gay" area of my life changed completely when I was 18 and went to college, away from the homophobic town I grew up in. It was weird changing my identity to include homosexuality but now (at age 25) I'm glad that I got the chance to make myself. Right now my world is perfect. My family and friends are the ones who built my perfect world. With out their love and support I wouldn't be the person I am today. It's scary sometimes because the world can be an unforgiving place. For me I often felt ugly and insecure about my body which stressed me out. Also, I feel inadequate because so many of my peers seem to dress better than me and have perfect skin. I am aware this isn't always the case but as soon as I began to break out with acne I stopped going out and I gained a little weight which made me stop hanging out with friends. In a sense I became depressed. During my younger years, it was a constant progression. Figuring out who I was, who I
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wanted to be. Trying to understand why I couldn't have the same life as if I were straight (i.e. raising a family). Coming out to family, then extended family. Then I had to deal with the their progression and give them time to understand. My family was not accepting of this, though they came around through love and acceptance. I had finally landed a good job that was open to all diversity when I was 20, and for the next 2 years I was finding my voice, and building my self esteem. After that company had shut down I had a very difficult time with my next employer that didn't realize I was gay, and they eventually made it so difficult for me, that I resigned. I remember their HR generalist apologizing for everything that went on. DOMA, Don't ask dont tell happened during this stage of my life. I finally learned that I needed to be guarded of my lifestyle, keep it to those that need to know. I didn't flaunt who I was anymore out of fear. If we didn't have such a tight supportive community, this would have been impossible growing up learning that I was gay. In addition the internet was just coming around,
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which allowed me to connect with others. At the same time, I was naive that not everyone in the gay community is so supportive. There are sexual predators, drug abusers, and very bitter people that befriend you for the wrong reasons. So I learned a lot about the world, how beautiful it can be, how wonderful people can be, yet how ugly and scary it can be too. Thankfully I stayed away from hard drugs. I typically used protection during sex. I witnessed someone die of AIDS that I was fond of. It's so important to rely on those in your community. Not only the gay community, but for me the latin community, the area I lived, the networks I was part of both professionally and personally. I can see how easily things can go wrong for some people. I think I was lucky. By the time I was 23 I met the person I plan to spend my life with, and we are still together. Now I'm 31, and we have 2 beautiful children and hoping to adopt a 3rd child in the coming year. even thought there are areas, a better openminded enviroment everywhere. It was hectic and difficult because of family
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and social stigma. My family saying they got your back no matter what. On the other hand in the background you hear the denial of your parents saying its wrong. Coming came with trying to find self identity. Finding out your Identity through social networks to find someone like me. In which followed, meeting strangers, Strangers that did drugs, that partied on a daily routine, and sex activities at the tip of your fingers. Just cause I wanted a social life and be accepted. So of these activities became relatively deadly and some scared for life. party party party!!!!! It looked like a throne waiting for me to have a seat. Once I came out I felt as though I was invincible and nothing nor no one could hold me down...except myself I was very concerned with partying and having fun with my friends. My world was them Perhaps my lack of knowledge helped me view my options as "limitless." My life was just beginning, and every boy had the potential of being my life partner. There was a lot to learn about the scene and finding out who I was and how I fit into the gay
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community. I was looking for love and I found it I dont wanna go through all of this Busy active travel friends partying job transition Friends. Getting ready for college partying. Becoming active in politics. I was mostly reclusive from the gay scene while surrounding myself with a close, supportive group of friends from school and focusing my concerns on my academic work I spent every moment I could with friends and it was important for those friends to relate to me. It was always difficult to meet people my age outside of a bar and it seemed the only youth programs were for at risk youth, not the common gay/lesbian youth. I appreciated the opportunity to define myself socially with events like a gay pride parade where I was able to tell the world, under protection, that I was a young, "normal" lesbian. My career was not accepting of my identity which provided a non-inclusive environment. Confusing N/A N/A
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My world looked like a scene from sordid lives