Channel 4 - Disarming Britain
Channel 4’s ‘Disarming Britain’ season took an unflinching look at young people’s increasing use of violence and weapons on the streets of Britain. At the centre of the campaign was this bespoke Bebo page. A living and breathing campaign hub for teens to visit, voice their opinions and discover related C4 content. It was important that the design appealed to teenagers, fitted the bebo design template and reflected the Channel 4 brand.
Background
Channel 4’s ‘Disarming Britain’ season took an unflinching look at young people’s increasing use of violence and weapons on the streets of Britain. Profero were given an open brief by Channel 4 to develop awareness of the season among teenagers - through digital media. Research had showed this audience responded poorly to traditional advertising channels.
Approach
To engage with this elusive target audience Profero proposed a partnership with Channel 4 and Bebo.com, the most popular online social network for teenagers. Via research we concluded that encouraging this audience to express their own views on street crime would be better than just advertising TV programmes to them.
Design
This bespoke Bebo page (pictured) was one part of the multi-faceted digital campaign, designed to engage with teenagers. It was important that visitors to the page knew its purpose quickly and then felt compelled to contribute. Another key consideration was to make sure the page felt alive and dynamic with comments and content. We achieved this by regularly adding informative content and responding to people’s comments.
Bebo had never built anything like this before, so I enjoyed challenging them with this design.
Outcome
79,718 profile views
2,429 friends
1,392 comments and anti-crime posts
Background
Channel 4’s ‘Disarming Britain’ season took an unflinching look at young people’s increasing use of violence and weapons on the streets of Britain. Profero were given an open brief by Channel 4 to develop awareness of the season among teenagers - through digital media. Research had showed this audience responded poorly to traditional advertising channels.
Approach
To engage with this elusive target audience Profero proposed a partnership with Channel 4 and Bebo.com, the most popular online social network for teenagers. Via research we concluded that encouraging this audience to express their own views on street crime would be better than just advertising TV programmes to them.
Design
This bespoke Bebo page (pictured) was one part of the multi-faceted digital campaign, designed to engage with teenagers. It was important that visitors to the page knew its purpose quickly and then felt compelled to contribute. Another key consideration was to make sure the page felt alive and dynamic with comments and content. We achieved this by regularly adding informative content and responding to people’s comments.
Bebo had never built anything like this before, so I enjoyed challenging them with this design.
Outcome
79,718 profile views
2,429 friends
1,392 comments and anti-crime posts