The F.A.S.T Movement The F.A.S.T Movement (FAST) aims to challenge the stigma behind masculinity and depression. Through changing the way we communicate about mental health illnesses with an online platform and social channels, the aim is to reduce the amount of males who suffer in silence.
‘Tap IN’ Powered by the
F.A.S.T Movement
The launch of ‘Tap IN’ - a Lifestyle and Wellbeing App for millennial men, that guides the user towards a happier, more fulfilled way of living by changing their daily life cycle, has the ultimate aim to reduce the number of males who commit suicide by connecting the user to those around him and allowing them to monitor their wellbeing.
Launch Date: January 2018 Launch Date: May 2019
Georgina Atkinson - FAST Executive Summary
@Geearte
The biggest killer of men under 45 in the UK is suicide. Over 90% of people who die from committing suicide have a mental illness at the time of their death, and the most common mental illness is depression (Choices, 2016). Most people with depression are lacking two important things; no goal for their life, and no daily routine. “Depression is the inability to construct a future.” (Rollo May, 2017)
The biggest killer? Silence.
The proposed idea is the launch of the App ‘Tap IN’ which will be released by The ‘Fighting Against Suicidal Thoughts’ Movement (FAST), a new brand whose aim is to change the way individuals deal with depression and reduce the number of males who suffer in silence. The organisation will initially be an online platform for male consumers to follow, to find podcasts, talks by motivational speakers & specialists, campaign content and a visual diary documenting the growth of the Movement, prompting males to keep engaged with the brand as it develops. After 12 months the ‘Tap IN’ Lifestyle & Wellbeing App aimed at millennial male consumers will be released. The App aims to help users become more aware of their own feelings by monitoring their well-being, and connect them to their community by promoting social activities with those around them, with the ultimate aim of reducing the number of men who commit suicide.
1 In 4 adults experience mental illness every year.
1 In 17
lives with a serious mental illness.
F.A.S.T MOVEMENT OBJECTIVES
ONE
Linking males together, through encouraging men to socialise more and get involved with group events. To measure this the number of males who attend ‘Tap IN’ Events will be recorded.
TWO
Challenge the stigma behind ‘masculinity’ and mental health illnesses. This will be achieved by asking males questions online and off, regarding existing preconceptions around mental illness and acting according to the responses.
THREE
Put on 12 FAST events in the first year of the App being released. This will be done monthly and in different locations across the UK.
FOUR
Create and encourage men to actively use FAST podcasts with a target of having 20,000 podcast downloads by ‘Tap IN’ users 12 months after it’s release.
FIVE
Reduce suicide rates amongst men, by targeting the vulnerable consumers to stop individuals reaching a suicidal point. To measure this objective a ‘F.A.S.T Movement’ annual report will be sent out yearly, to FAST followers. With an overall summary of the brands journey and ‘Tap IN’ user’s progress in relation to depression.
‘TAP IN’ OBJECTIVES
ONE
Have 500 ‘Tap IN’ Spots in the first year. Brands & locations who join FAST will be added to the Apps system and become a ‘Tap IN’ spots for users. Brand recognition will be measured by the number of times users have Tapped into their locations. To make sure this objective is met press packs will be sent out, encouraging businesses to get involved and join FAST, with information about the Movement and how they will benefit from joining.
TWO
Have 50,000 males sign up to the App in the first year, and 70 percent of all users still active, which will be measured by App statistics. To meet this objective, an email and letter will be sent to all individuals who have signed up to receive updates about the launch of the App via FASTwebsite and POS material, as well as continuous online and offline promotion.
THREE
Have monthly business focus groups in 12 different locations during the first year of FAST to receive feedback on proposed ‘Tap IN’ features, identifying improvements that can be made, and incorporating
Business feedback.
CAMPAIGN PLAN
BUDGET
5 IT’S SEE IT
First B-B Event Date: During Mental Health Week: The 14th - 20th of May
THE F.A.S.T MOVEMENT
Jan 18
Feb 18
Month 1 1
2
3
March 18
Month 2 4
1
2
3
April 18
Month 3 4
1
2
May 18
Month 4
3
4
1
2
June 18
Month 5
3
4
1
2
July 18
Month 6
3
4
1
2
Aug 18
Month 7
3
4
1
2
4
1
2
Oct 18
Sept 18
Month 8
3
4
1
2
Nov 18
Month 10
Month 9
3
3
1
4
2
3
Month 11 4
1
2
3
COST
TOTAL COST
DIGITAL:
Competitors Analysis
Individuals will see pop up ads on various websites where they can automatically play podcasts. When ‘Tap IN’ spots are put into place, the spots will be visible in each location.
COST FOR 12 MONTHS
4
Market Research
Logo Design App Development Plan Social Media content Plan Press Packs Plan Press Release Record Podcasts
Set up and manage Instagram
£50 - £500 pm
£600 - £6000
DIGITAL:
Set up and manage Twitter
£50 - £500 pm
£600 - £6000
App Design
Set up and manage Facebook
£50 - £500 pm
£600 - £6000
Design Website
£7.99 pm
£95.88
Launch Social platforms
Hootsuite Suite Account
Release Podcast Online
Website Domain (FASTMovement.co.uk)
COST
COST FOR 12 MONTHS
£34,000 - £51,000
N/A
£1,000 - £8,000
N/A
£3 per year
£3
Podcast Recording
£150 - £300pm
£1,800 - £3,600
Website Ads
£100 - £5000
£1,200 - £20,000
TOTAL COST
Launch Website
£1,895 - £18,095
Send out Press Release (To MHAW organisers) Send out Press Pack to first group of brands (with invite to Press Event)
Organise Space for Press Event
Snapchat Filter
£2000 - £5000 pm
N/A
Paid Advertising (Twitter // FB // Insta)
£200 - £5000 pm
£2,400 - £60,000
£4,400 - £65,000
COST FOR 12 MONTHS
TOTAL COST
Organise Photo/Videographer for Press Event
Finalise plans for Press Event
DO IT
£28,003 - £82,603
Press Event Send out Press Event Invites Release Camapign Video
To make users download the App. When the barcode on ‘Tap IN’ POS material are scanned users are directed to the App signup page, and online promotion will encourage trials.
Update Website Send out podcast teaser with F.A.S.T Movement headphones (to brands involved)
COST
COST
Subscribe Email Teaser (F.A.S.T Info)
TANGIBLE ITEAMS
Post Photos online from events
COST FOR 12 MONTHS
TOTAL COST
EVENTS:
Publish event video (YouTube)
Press Pack:
Launch Snapchat FB Live Stream Events
Notebook (A5)
Stream Talks on Twitter
Envelop
Send ‘Thank You for Attending’ Send ‘Goodie bag’ to current Brands involved
Pens
Podcasts Online Ads
Space hire
Approx. £500
Approx. £6000
From £2.09 each
£957 for 2000
12 Staff (4 to give talks // 4 to float about // 4 greeting & refreshment)
£7.50 ph (£30 pp per event)
£4,320
£7.90 for 100
£142.20 for 2000
10 Phones with App on them (Give feedback via the App)
£150 - £400 each
Approx. £3000
Food
£6 a head (buffet)
£10,800
From £2.09 each
£957 for 2000
From 14p each
£652 for 2000
£30 - £100
£360 - £1,200
From 14p each
£652 for 2000
£1.39
£2,784 for 2000
Notebooks
Letter
From 5p each
£88.36 for 2000
Pens
Booklet (8 page)
£264 for 1000
£528 for 2000
Photo/Videographer
Stickers
£44 for 800
£198 for 3600
Local Press
Business Cards
£14 for 250
£112 for 2000
Business Cards
Calendar
Instagram Takeover Consumer Analysis
The F.A.S.T Movement Campaign Plan: Part 1 of 3
GET IT The Talks, videos, podcasts and all other features available on the website will allow individuals to understand more about the brands ethos and message behind it. This will allow them to understand the aims of the App and promotional events and encourage males to follow the Movement.
THE F.A.S.T MOVEMENT
‘Tap IN’ LAUNCH & First Event for B-C Date: During Mental Health Week: The 13th - 19th of May
1
Dec 18
Jan 19
Feb 19
March 19
April 19
May 19
June 19
July 19
Aug 19
Set 19
Oct 19
Month 12
Month 13
Month 14
Month 15
Month 16
Month 17
Month 18
Month 19
Month 20
Month 21
Month 22
2
3
4
1
2
3
4
1
2
3
4
1
2
3
4
1
2
3
4
1
2
3
4
1
2
3
4
1
2
3
4
1
2
3
1
4
2
3
4
1
2
3
4
£2.73
Per Pack:
Free
Free
250 for £14
£112 for 2000
Approx. 150 guests Per Event
£1,933
(AFTER Cost of Phones)
Consumer Analysis
£5461.56
Approx. 1,800-2000 over 12 months
Record Podcasts
£26,219
Approx. 1,800 guests over 12 months:
Release Podcast Online Organise Space for Press Event Organise Photo/Videographer for Press Event
PEOPLE
Finalise plans for Press Event Press Event Send out Press Event Invites Send ‘Thank You for Attending’
Update Website Send out podcast teaser with F.A.S.T Movement headphones (to brands involved)
Send Brand ‘Tap IN’ Packs Subscribe Email Teaser (F.A.S.T Info) Tap IN App teaser (Online Platforms)
Instagram Takeover
FB Live Stream Events Stream Talks on Twitter Send out Invites to first B-C Event
Finalised Plans for Event ‘Tap IN’ B-C Event
FEEL IT
Sign up for ‘Tap IN’ B-C Event (POS Distributed)
F.A. S. T
F.A. S. T
F.A. S. T
Send out tangible items to Brands
Podcasts Online Ads Consumers Call In Podcasts
Consumers will naturally begin to feel happier, more fulfilled and more positive whilst using the App and from the online content. If the user isn’t progressing the App will reconsider its suggestions to make sure the user is not left unsatisfied with the experience.
STAFF AIM TO:
Send B-B Early Download Letter Send B-C Early Download Email
The F.A.S.T Movement Campaign Plan: Part 2 of 3
THE F.A.S.T MOVEMENT
1
Final ‘Tap IN’ Event Location: London
Nov 19
Dec 19
Jan 20
Feb 20
March 20
April 20
May 20
June 20
July 20
Month 23
Month 24
Month 25
Month 26
Month 27
Month 28
Month 29
Month 30
Month 31
2
3
4
1
2
3
4
1
2
3
4
1
2
3
4
1
2
3
4
1
2
3
4
1
2
3
4
1
2
3
4
1
2
3
4
Record Podcasts Release Podcast Online
Update Website Subscribe Email POS (F.A.S.T Info) Tap IN App Sign up (online POS) Instagram Story Takeover
FB Live Stream Events Stream Talks on Twitter
GET TO KNOWN PEOPLE AT EVENTS
PUSH POSITIVE COMMUNICATION
BE CARING INDIVIDUALS
REFLECT A POSITIVE ATTITUDE
BE DEVOTED TO THE BRAND
BE THERE FOR ASSISTANCE
Send out Invites to ‘Tap IN’ F.A.S.T Route Event
SHARE IT
Finalised Plans for Event ‘Tap IN’ B-C Event Sign up for ‘Tap IN’ B-C Event (POS Distributed)
Users can share their ‘Tap IN’ location on other social platforms. This helps promote both the brands involved in the movement and the App itself.
Podcasts Online Ads Consumers Call In Podcasts B-B & B-C Event in London Send Thank You Email / Card Snapchat Takeover Get videographer for event YouTube Videos (online) Send out Annual reports (B-B) Online Promotion of Annual reports (B-C)
The F.A.S.T Movement Campaign Plan: Part 3 of 3
In 2018 consumers will be pushing they live, design and do business, and will begin to embrace a new structured way of living, making sure they fill their
Sui cid
the reset button to redefine how
e
2015 in
25 %
Female
lives with meaningful and rewarding products and activities. Millennial males will embrace the adoption of this way of life and ‘Tap IN’ aims to guide them towards this way of living (The Great Reset
Suicide rates in the UK: (Samaritans Suicide Statistics Report 2015) Rates are per 100,00 population
75 % Male
21.3
23.9
13.6
14.4
10-29 Years
30-44 Years
45-59 Years
60-74 Years
75+ Years
3.2
6.1
7.3
4.6
4.6
9.9
AW17/18 Future Trends - The Vision, WGSN, 2017).
Rory Scott
John Williams John suffers with depression on a daily basis, he has no structure to his life and turns to alcohol when he is feeling down. He is constantly tired and feels he has no time to look for a new job. He doesn’t know what he wants to do in life and he has no lifetime goals. John doesn’t speak openly about his depression and he tries to ignore it.
Rory suffers with frequent depressive days, he feels the smallest things can bring his down and can’t see an end to this cycle. He often compares his life to his girlfriends and feels he doesn’t deserve her. He thinks his friends are leaving him behind because his work hasn’t picked up in a while now. He feels pressured to constantly be creating original work.
Harry Watson Harry has days where he feels a bit down when he has has been working a lot and has too much time on his own. He doesn’t enjoy his job anymore and he is worried his girlfriend is going to break up with him soon but he hasn’t got the motivation to do anything about it. Harry has about four takeaways a week. He wants to learn how to drive but he doesn’t have the money to do that at the moment.
PRIMARY SECONDARY TERTIARY
The mobile app economy maintained strong momentum in 2016 as publishers continued to create apps that transform how we interact with the world and
APP MARKET SEGMENT TABLE
each other. (App Annie Content, 2017). The forward march of apps during the year is apparent by their significant worldwide growth across three key dimensions: usage, downloads and revenue. Given the ubiquity of mobile
Apps ‘Tap IN’
BetterHelp
Babylon
Headspace Free for 10 sessions Purchase in App: £5.99 - £109.99 per item
devices, the continued maturity and growth of the mobile app market, and as
7 Cups Free to download Purchase in App: £6.49 £300.00 per item
technology and business models continue to evolve, apps will play an even
Price
Free
One off payment
N/A
greater role in consumers everyday life. There is no App currently targeting
Monthly Subscription
N/A
individuals who suffer with depression as well as individuals who aren’t, in
Plans from £20 per week
£5 a month
Unlock Features
the aim to prevent depression as well as fighting it.
Clinical Tone of Voice Book Appointment Health Monitoring
COMPETITORS
Health App CBT Questions Informal Tone of Voice
STRENGTHS:
AI Features 24/7 Capabilities Ask a question Personalised
Promotional Methods Website Online Advertisments Magazines Radio Adshells
- The App sends the user messages often to check how they’re feeling, even when they have stopped using the App to check up on the individual. - The App is fast, and can give users quick responces about any issues the user is having.
WEAKNESSES: - Some users are put off if the App sends them too many push notifications, especially if they no longer use the App - The App can help the user with a wide range of problems without the users directly saying they have a mental health illness by picking up on signs.
STRENGTHS: BetterHelp - Online Counselling and Therapy
7 Cups Anxiety, Stress & Depression Chat & Therapy
Book Appointment
- This App provides its users with Cognitive behavioural therapy (CBT) questions. - These questions are to help the App understand how the individual is feeling and make sure they get the correct help when they need it.
WEAKNESSES: - Personal questions put certain users off an App - Asking very personal questions straight away might make the user unsure if they should continute answering the questions
Celebrity Sponsors
STRENGTHS:
Instagram Twitter Facebook Youtube Pinterest
Health care Competitors
Wellbeing Competitors
Babylon Health – Doctor & Symptom Checker
Snapchat
- Brings the doctor to their phone. - Personalised medical referals - Trustworthy App that understands the users needs and directs them to how they can get the correct help.
WEAKNESSES: - Some individuals prefer not to engage with a ‘chatbot’ - Some individuals might get directed to someone they don’t think is beneficial and not use the App again (e.g being refered to a therapist rather than a GP.)
Headspace: Guided Meditation and Mindfulness
STRENGTHS:
Social Media
- Headspace guides users by giving them constructive plans to follow - Video content makes the user understand more about how the sessions will benefit them - Users can do the different stages at any pace
WEAKNESSES: - Users have to pay to unlock different sections of the App -Users can only reach the next level when they have completed a section of the App.
PLACE
PRODUCT TAP IN CYCLE
DEPRESSIVE CYCLE
The App will be available on Apple and Android mobile decives, in the
Have Goals Positive thinging habits | Looking towards the future | Movivational thoughts | More determination
UK. The App can be used by users Depressive Thoughts Negavive thinging habits | Harsh self-criticisum | Unrealistic & unfair thoughts
at anytime, however to receive refreshed content and the Live Feed the user will have to be connected to the Internet. The ‘Tap IN’ locations
Feeling Good
Emotions
will range from local coffee shops, cafes, public walk areas, bars and restaurants, to charity collection point, sports centers,
Actions
public libraries and exhibitions.
Withdrawal from others | Reduced activity level | Poor self-care
By measuring economic success
Make Effort
Health Conditions | Feeling connected to those around you | Content | Living
Discouragement | Sadness | Numbness | Frustration
Energy | Staying active | Socialising | Motivation
Get Results See the positive effect | Increased activity level | Healthy Lifestyle
alongside how residents rate their well-being, areas in the North West such as Blackpool and South Manchester were stated the most depressing places to live, and it has been reported 12% of all men living in London suffer with depression. (The Huffington Post, 2017). The more places targeted, the more males reached, resulting in more revenue to the App. 12 locations will be selected in the UK and these areas will be first to target to attain ‘Tap IN’ spots and get individuals involved. This will happen over a 12 month period, until the App is launched and the ‘Tap IN’ spots are put in place. These locations will be
SENCE CAN TRACK PRECISELY WHEN AND WHERE USERS EXPERIENCE:
BY APPLYING THIS DATA, SENCE CAN HELP USERS:
visible on the website, allowing FAST followers to stay engaged and follow the journey. As the brand continues to grow, so will the number of ‘Tap IN’ locations.
CAN SENCE 64 EMOTIONAL STATES
PHYSICAL EXERTION AND RECOVERY
STRESS
VITALITY
BE MORE PRODUCTIVE AND SUCCESSFUL AT WORK
STOP NEGATIVE EMOTIONS IN THEIR TRACKS
EMPHASIZE THE HAPPINESS IN YOUR LIFE
MAKE YOUR LOVED ONES HAPPIER
PRICE
PERSUASION
FAST will be set up as a not-for-profit organisation. Putting
To persuade consumers to
any profit made back into research
download the App, promotional online
regarding healthcare and technology,
content on FAST platform will show how
events and App development. Applying for
many males are accepting of the illness, aiming
grant funding will secure finance for the beginning
to change the image society has of depression.
stages of the Movement. Attaining sponsors whose
Prompting casual communication about the illness and
products will be used at events will also contribute
providing consumers with talks from several individuals
to running costs, and reduce the amount spent on
who have suffered with depression themselves aims
events. Relevant companies and ‘Tap IN’ spots will
to make millennials aware of how many people suffer
be able to advertise their products, locations
with depression. This persuades individuals who aren’t
and services within the App, sponsors will
currently suffering with depression, or don’t see
eligible for a discount on the standard fee.
themselves as being depressed but follow FAST to
This App will be free for all users to
download the App when it’s launched with the
download and use.
desirability of the happier, more connected and more self aware lifestyle the App promises to provide. CTA
VIEW IT
LIKE IT
Allows the users to see more details about the post.
Allows the App to learn about what the user likes, and adds it to their ‘liked’ folder
INVITE
BRANDS
Allows the users to invite other users to the activity, then can then schedual a
be advertise on the App will willbe suggested onto users
date and time
feeds, aimed at their
Brands that have paid to
target audience
DOWNLOAD NOW
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Androi d
The App will prompt users to stay active and go outdoors more by suggesting activities like going for a walk. A route will be shown at a location near them, as well as the estimated duration and the distance.
B-B After establishing the App would be more successful if released by an existing brand, the idea behind FAST was created. The B-B campaign will run for 12 months prior to the launch of 'Tap IN'. Attaining Ambassadors, Endorses, Sponsors and Podcast Creators.
CAMPAIGN ROLLOUT
CTA If the Podcast is not available to download because of it’s exclusive content, consumers will be able to purchase the podcast (99p-£2.99)
DOWNLOAD NOW
ios
Androi d
F.A. S. T PURCHASE NOW
Available to download in 2 WEEKS
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ios
Androi d
Release Date: May 2019 Release Date: May 2018
Release Date: July 2018
Release Date: September 2018
Wednesday Late-night Laughs
Take-Over Tuesdays
Motivational Monday
Release Date: November 2018
Man VS Depression
Release Date: January 2019
Saturday Stories
Release Date: March 2019
Tap IN
Sports Stuff Sundays
Lifestyle & Wellbeing App
Tap IN Thursdays
Ha Ha Ha
Ha
Ha Ha
Promotional Podcast
Sc
Sc
Me an
Me an
Join the FAST conversation. Tune IN. LIVE LISTEN FREE DOWNLOAD
@FASTMovement
Sc
Sc
TAP IN SPOTS PROTOTYPES Me an
Powered by
Powered by
FAST
FAST
@FASTMovement
@FASTMovement
Me an
Join the FAST conversation. Tune IN. LIVE LISTEN FREE DOWNLOAD
@FASTMovement
Perspex with sensor:
3D Printed:
STRENGTHS
WEAKNESSES
- Each user will get a unique experience from the App
- The App could be criticised for only being available for men, this
- The App will suggest things based of the data stored and access the user provides it
could be seen as a sexist feature.
with, allowing it to give personalised suggestions.
- The App has to learn about the individual and have access to
- The App is targeted at men only, giving men who feel they can’t speak openly about
certain features to be able to give the user unique suggestions.
mental health issues and their emotions a voice.
- The Apps design could be reciprocated.
- Allows users to understand more about themselves; ‘Tap InSide’.
- Millennials like staying up to trend with new technology, the App
- The App will give the user more directed, more effective suggestions the more the
will have to make sure they are continuously researching into new
user uses the App.
Apps and technologies.
- 76% reported they wouldn’t download apps that were not free to download. Tap IN’ will be free to use for all users.
OPPORTUNITIES
THREATS
- The number of ‘Tap IN’ stops will continue to grow as more and more businesses want to get involved; raising awareness of the both the brand themselves and ‘Tap IN’s
- Other Apps and brands who target individuals who suffer with
ethos.
depression
- The data saved from the App can be used to benefit brands, and allow them to
- Individuals who don’t have a mobile device won’t be able to use
understand more about their consumers and their routines.
the App
- The App will reduce the number of people who turn suicidal, making people who are
- The ‘Tap IN’ posts will have to be checked and updated if they
already at a suicidal point get the help they need to receive faster.
become damaged in any way.
- The technology incorporated within the App can turn into digital screens and be placed in areas where individuals would rather speak to the screen than a real person. (e.g prisons)
DEVELOPMENT VIDEOS First Campaign Video - (Published March 5, 2017) (Youtube.com/watch?v=Fh_Yr2epxc8&t=32s) First Campaign Video Evaluation - (Published April 6, 2017) (Youtube.com/watch?v=ZGR9cH43l6c&t=35s) Third App Prototype Analysis - (Published April 6, 2017) (Youtube.com/watch?v=CpNzXNeoeZY) Focus Group regarding ‘Tap IN’ App - (Published April 18, 2017) (Youtube.com/watch?v=AIVSURxf0Z4&t=468s) Forth App Prototype Analysis - (Published May 10, 2017) (Youtube.com/watch?v=W35mIZhCea0&t=32s)