engaging young people in environmental issues

BOWEL CANCER
EXPANDING
WORK IN
PREVENTATIVE
HEALTH
Expanding on the success of campaigns to raise
awareness of screening for Chlamydia and breast
cancer, diva is to deliver a national conference for
the NHS Bowel Cancer Screening Programme.
The conference will enable screening practitioners to
review the progress of the programme and share best
practice as screening provision is rolled out across
England and Wales.
TEEN LIFE CHECK PEER-LED
VIRAL MARKETING
THROUGH SMS
Teen Life Check is a Department of Health campaign, which encourages young people to address their health
and well-being using an interactive quiz. diva is working with Sheffield Healthy Schools Team to deliver a locally
branded campaign targeting 100% of Sheffield’s 11-14 year olds. diva has developed an SMS mobile phone ad
pointing recipients to the website to participate in the online quiz. The campaign will be delivered through peer-led
viral marketing, focused on secondary school pupils and accompanied by printed material and a short DVD ad for
use on schools intranets and wide screen TV monitors.
DIVA’S CHLAMYDIA SCREENING CAMPAIGNS
young people living in Islington were
screened for Chlamydia in March
2009, as part of the ‘Hook’d Up
Beats’ campaign designed by diva.
were screened in Tameside and
Glossop in response to screening
roadshows organised by diva
over approximately 3 months.
See www.divacreative.com news for details.
CARDIAC REHABILITATION PROGRAMME
INCREASING TAKE-UP
OF CARDIAC REHAB
diva will deliver a social marketing campaign to raise awareness
of Cardiac Rehabilitation services for eligible patients, their
families and carers in Islington. The campaign
will encourage referral pathways through a
patient-focused campaign incorporating
lifestyle change and self-management.
ROTHERHAM WORLD
ENVIRONMENT DAY
ENGAGING YOUNG PEOPLE
IN ENVIRONMENTAL ISSUES
This World Environment Day (5th June 2009) diva will deliver an
interactive and engaging event for Secondary school students in
Rotherham. The sustainable, low carbon event will include a solar
powered cinema and activities hosted by climatologist Paul Hudson.
The students will then take their
learning into the community, as
part of a series of wider awareness
raising activities taking place
across the Borough.
engaging
parents
through interactive animation
The Government’s Children’s
Plan sets out a ten year
strategy that aims to make
England the best place in the
world for children and young
people to grow up.
Supporting their young people
to make informed decisions and
behave in a responsible and healthy
way is an important, but challenging
role for parents and the advice and
services offered by national charity
Parentline Plus is essential for many
parents and carers.
Following the success of a series
of online comic books, created by
diva’s creative team, that remain
consistently among the most
viewed pages of the charity’s
website, diva has been
commissioned to create an
animated parental engagement
tool in the form of a flash-based
interactive animation.
The animation will act as both an
informative tool for parents/carers
and a discussion starter for
conversations with a young person
covering the issues of anger
management, conflict resolution
and positive parenting.
Find out more about diva’s
multimedia work with Parentline
Plus including a portfolio of
targeted websites on
www.divacreative.com or visit:
o www.gotateenager.org.uk
o www.besomeonetotell.org.uk
o www.parentlineplusfor
professionals.org.uk
INSPIRE ROTHERHAM
PROMOTING SOCIAL
MOBILITY THROUGH
LITERACY
Inspire Rotherham,
an ambitious
programme to
develop literacy and educational
attainment, promote social mobility
and enhance the local labour
market was launched in March,
through an engaging family event
delivered by diva. Rotherham-born
Life on Mars and Ashes to Ashes
star, Dean Andrews opened the
event, with children’s author Jamie
Rix reading extracts from his books.
Dean Andrews and GMT
V/Calender Newsread
er, Carolyn
Hodgson read to two
young children at the
event.
INNOVATIVE COMMUNITY
ENGAGEMENT TOOL
LAUNCHED AT NATIONAL
OBESITY CONFERENCE
Delegates at the national Tackling Obesity
conference, held in March 2009 in
London responded with great interest
to diva’s launch of a bicycle-powered
smoothie maker.
The smoothie maker has been developed
by diva to support work around a range of
environmental and public health issues
divafresh.com
including obesity, addressing obesogenic
environments and reducing energy usage. The smoothie maker
is an example of a range of innovative community engagement
tools developed by diva under the ‘diva Fresh’ brand, the
smoothie maker is a fun, enjoyable and highly engaging tool
that encourages physical activity, reinforces messages around
healthy eating and inevitably draws a crowd wherever it appears.
The smoothie bike also provides an excellent means to gather
target audience insight as a creative communication tool that
is motivational and instantly rewarding.
Photography with
kind permission
from GOVNET.
Visit divafresh.com to find out more!
As one of only two agencies that deliver social marketing present at the conference,
delegates were also highly interested to explore diva’s experience in designing and
delivering social marketing campaigns that encourage sustained social change through
positive engagement with communities.
CARE4AIR WALKING CAMPAIGN
STOP ROLLING, START STROLLING
AND CARE4AIR
A key focus for the Care4Air campaign
in 2009 will be on encouraging
individuals to increase their physical
activity and reduce carbon emissions by
walking more instead of taking the car.
Communicating complementary
messages to target audiences (in this
case local people who live and work
in South Yorkshire) that encourage
sustained, motivated and positive
behaviour change is a key strategic
aim of the Care4Air campaign.
“It’s important to maintain the
momentum of a well established
campaign, such as Care4Air, by
Key mechanisms for the campaign will
developing new ways to communicate
include: ‘Walk to Work’ week in late April, key messages that link with local
community events across South
activities and initiatives, whilst still
Yorkshire and local walking initiatives,
avoiding the temptation to lecture people
with a view to providing people with a
about what they ‘should’ do,” says
further incentive to leave the car at home. Account Manager, Katie Steels.
Look out for more information on the campaign on www.care4air.org
BU0RCANLORIES
20
IN HALF AN HOUR*
*On average on a 2 mile walk
= CLIMATE CHANGE
+
=
+
TAMESIDE PHYSICAL ACTIVITY CAMPAIGN
PROMOTING PHYSICAL ACTIVITY
Working with Tameside Physical Activity Campaign,
diva has developed a suite of posters and adverts to
promote easy-to-access physical activity opportunities in
Tameside, encouraging people to make use of local facilities.
The campaign will help to improve the health and well-being
of local communities through regeneration and investment in
new leisure facilities and subsidised opportunities. The
campaign will be used across a broad range of
communication channels including: web iconography,
advertisements, printed collateral and large format displays.
Roscars
Expanding on the success of the Roscars
in 2008, the schools’ film and animation
competition is all ready well underway this
year, with several new elements developed to
engage and reward young people taking part.
RAISING ATTAINMENT
AND SELF-ESTEEM
The Roscars provides an opportunity for young people
from Special Schools, Primaries, Secondaries and colleges
across Rotherham to develop and submit a piece of their
own film, animation, website or print work into a
Rotherham-wide competition, with a glamorous evening
event to announce and reward the winning entrants.
This year, several new elements have been added
to the competition, to make it an even more
memorable experience for Rotherham’s
young people, including the
addition of a brand new category
in association with BBC Look
North. diva has also sourced a
secret venue for the awards
ceremony to be unveiled
soon.
A further new addition to Roscars 2009 is the ‘R Factor’
a ‘talent competition’ that will provide an opportunity for
local performers to showcase their talent and raise their
profile as a young performer - with the winning
performance earning a place in the limelight as the
entertainment for the Roscars awards ceremony,
as well as the chance to work
with professionals from the
entertainment industry.
To support schools in entering
the competition, diva is also
offering an opportunity for
students to be engaged in the
delivery of the event and report
on their experiences. diva has
also designed a dedicated
teachers’ guide mapping the
Roscars to Personal, Learning
and Thinking Skills (PLTS)
taught in school.
Supporting Positive Social Change and Offsetting Calories
As the diva team participated in the first ever national Walk to Work Week
running from April 27th - 1st May 2009, we’ve been thinking about what we
already do and pledged to do more to increase our own physical activity…
Shirley Harris, diva Director:
“I walk Matey the diva dog for
around two hours every day and
garden every week.”
Tim Parmee, Designer: “For over a year
I’ve walked around two miles to work
and back every day.”
Mel Russell, Account Manager:
“I have recently started walking to
work and pledge to start a regular
form of exercise, perhaps
swimming.”
Sophie Mei Lan Slack, Account Manager:
“I’ve been dancing for eight years now,
but now I’ve got used to it I will go to
the gym regularly and run in 10km
races for charity throughout the year.”
Lisa Higgins, Account Manager:
“I will be taking part in the Race
for Life this year.”
Katie Steels, Account Manager: “I’ve
signed the diva team up for national
Walk to Work Week this year and will
be tracking our calories burned and
carbon saved compared to the rest
of the UK.”
Steve Dupree, Creative Team
Manager: “I play golf at least twice
a month, go to the gym twice a
week, play 5-a-side football every
Sunday and walk to work at least
twice a week.”
Suzanne Round, Senior Account
Manager: “I play for three netball
teams, two in Sheffield and one in
Chesterfield and also plan to start
going to the gym.”
’S
AT R L
H U CA Y
W O I IT ?
Y
YSTIV GE
PH C ED
A
PL
Cindy Cheung, Designer: “I’m
taking part in the Race for Life in
June to raise money for Cancer
Research UK and for a personal
'health' challenge. I’m not good at
running or jogging, but I’m going
to give the 5km a good shot - my
training’s already underway!”
Emma Brear, Account Manager:
“I have recently begun running again
after two half marathons and a long
rest! I plan to continue running in
10km races to improve my time and
raise money for charity, and play
badminton at least once a week.”
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Can diva help with your campaign? Contact us on 0114 221 0378 or email
info@divacreative.com to discuss how a social marketing approach could help
you achieve your objectives.
For further information about any of our services, please contact diva* at the following addresses:
Sheffield Head Office: diva creative ltd, Workstation, 15 Paternoster Row, Sheffield, S1 2BX t. 0114 221 0378 f. 0114 249 3272
Leeds Office: Round Foundry Media Centre, Foundry Street, Leeds, LS11 5QP t. 0870 420 2333 f. 0870 420 2400
e. info@divacreative.com www.divacreative.com