ADVERTISING RESEARCH - BEFRIENDERS AND DIGI
- nabilahalihassan
- May 3, 2020
- 2 min read
BEFRIENDERS
Charity that helps people who are considering suicide or experiencing general emotional distress, primary aim of all centres is to relieve distress and thus reduce the number of deaths by suicide
349 emotional support centres in 32 countries, reaching an estimated 7 million people each year
Listen without judging people or telling them what to do, "the importance of being listened to, in confidence, anonymously, and without prejudice" and "value that a person has the fundamental decision about their own life."
Can be contacted by phone, SMS, internet chat or in person, depend on location
Evolved from the Samaritans in the UK, some centres use the name Samaritans, others use Befrienders or similar
No political, religious or sectarian affiliations
Experienced volunteers select, train and supervise other volunteers; individual member centres also support each other and share information
BEFRIENDERS PROBLEMS
Health Minister Datuk Seri Liow Tiong Lai said the ratio of suicides in 2007 to 2010 was 1.3 for every 10,000 people, but added that it could be higher.
ADVERTISING PROBLEMS
Advertising is not a the brand services, sharing of information about brand service is not reached out to the societies, so they remain unaware
Some of the advertising strategies that are used before are not suitable for the target audience
Lack of updates regarding activities and events
BEFRIENDERS ‘CELEBRATION OF LIFE CAMPAIGN
TARGET AUDIENCE PROFILE
DEMOGRAPHICS
Age : 16 - 25 years old
Gender : Female and Males
Category : Young Adults and Adults
Education : High School and Above
Occupation : Pink Collar, White Collar, Students
Income Range : RM250 - RM10,000
Race and Ethnicity : All races
Geographic Location : Urban
PSYCHOGRAPHICS
Perception : Don't have self-confidence and self-esteem on facing problems
Motivation and Needs : Needs of ending life, Needs motivation on physiology and emotions control
Attitude and Personality : Feeling ignored, Useless, Lonely, Abused, Depression, No self-confidence, Unwanted, Betrayal, Lost, Suicidal, Burden, Invisible
Lifestyle : Urban
DIRECT
CPSS COUNSELLING : provides counselling on personal development, work issues, family enrichment, stress management, motivation
Praise Care Line : offers confidential phone counselling to those distress, burdened and hurt
Rumah Harapan : day care centre that offers support and counselling service to families of individuals needing mental health treatment
INDIRECT COMPETITORS
Pink Triangle : offers confidential counselling, education , care and information services on HIV/AIDS and sexuality
Hospice Cahaya Outreach Programme : AIDS Counselling Service
Agape Counselling Centre (Chinese) : general counselling in Mandarin.
Selling Proposition : Befriender is your best friend
Positioning Statement : The power of Brand Services can change and save lives
Advertising Message : Acknowledge societies that being a life are the most expensive thing on the world
Big Idea : Celebration of life
Tag Line : Celebrate life with Befrienders
DIGI
Mobile service provider in Malaysia
Largest shareholder is Telenor ASA of Norway with 49%
24 May 1995 Digi became the first telco in Malaysia to launch and operate a fully digital cellular network
Listen without judging people or telling them what to do
Can be contacted by phone, SMS, internet chat or in person, depend on location
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