2011 Brief
| The Client: TAG – Transforming a generationThe Media: Social media, posters, games, apps, press and magazines, radio, tube cards, icons, unusual media: graffiti bleachouts on pavements, fly posters, etc., stands and events. SMS texting is important to reach this group. Please complete at least 2 of the media choices.
What’s the Communication Opportunity: There are over a million young people, 18-24 that are not in education, training or employment in the UK. This leads to problems with drugs, alcohol and crime. They are in a rut, they don’t have experience or qualifications - they can’t get a job – can’t get experience to break the cycle. TAG helps them find long term solutions by offering real training and opportunities to start a career in the Fitness Industry. They’ll get practical training, 4 month work placement to bridge that gap and be ready to find permanent jobs when they graduate. TAG organizes an annual Second Chance Week to help raise awareness of this struggle and why this group deserve another chance. Who are we talking to? 18-24 year old men and women. They aren’t in education, training or employment so may not be found through conventional media. We want to reach them where they are and start them talking. Word of mouth among this group will be good so we need to get it started. What’s the most important thing to say to them? You have a chance to change your life – grab it. TAG second Chance Week Why should they believe us? TAG was founded by Fred Turok, chairman of the FIA and LA Fitness. His passion about this lost group of young people has led him to try and create 2,000 new jobs for them in 2011. The charity is only 11 months old but is showing real success. 90% of its young people complete the programme and 40% have gone on to find full time, permanent work. This percentage is unusually high. They need to know: With no qualifications and no work experience, its tough to get a job. Maybe you have friends that are messing with drugs or have gotten caught doing the wrong thing and landed in jail. TAG wants to help you rethink your view of the world, build your confidence and find a career not just a job to fill your time. TAG helps you get training in Customer Service, as a Fitness Instructor or in Physical activity for kids. They get you 4 month work placement so that you’re qualified to work in the Fitness Industry. Tag has 40 centres, throughout the UK and is running Second Chance Week in May 2012. They’re looking for you, Check them out at Tag Works How should this brand speak? Cool, urban, athletic and fun. Needs to be accessible and focused on success Anything else that is helpful or useful to know? The website has to be strong in all communications and easy to connect with idea, so it is remembered.
POSSIBLE START POINTS Start points are submitted to spark ideas, you do NOT need to follow these, feel free to be as creative as possible in exploring your solutions.
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