The HYPE research project aims to better understand the sexual behaviours and experiences of young people aged 13 to 18 years in the United Kingdom through an online survey. Led by researchers from the University of Birmingham, the study seeks to gather valuable data on topics such as sexual experiences, sexting, pornography use, contraception, safer sex practices, and substance use. The findings will help develop an assessment tool for healthcare professionals and educators to improve the support and information provided to young people, ultimately safeguarding their sexual health and well-being. The survey has been shaped with input from a group of young advisors to ensure the questions are relevant and appropriate. Participation is voluntary, with all responses remaining anonymous and confidential.
The brief
To create engaging multimedia content, including video and graphics, to recruit participants for the online survey on sexual behaviours and experiences of young people aged 13 to 18 years in the United Kingdom. These materials will be designed specifically for Snapchat, leveraging targeted communication strategies to reach the appropriate audience in an appealing and accessible way.
Key deliverables
Snapchat video dd
A short, engaging video (10-15 seconds) aimed at introducing the research study to the target audience, highlighting its purpose and importance.
The video will explain the anonymity and confidentiality of the survey and emphasise that participation is voluntary.
The video will include a call-to-action (CTA) directing viewers to participate in the survey.
The tone will be friendly, relatable, and appropriate for the age group, using visuals and language that resonate with young people.
Snapchat graphic ad
A series of eye-catching, visually appealing graphics to be used as part of the Snapchat story ads. These will include short, impactful messages encouraging young people to take part in the survey.
Graphics will highlight key points, such as the relevance of the study, the voluntary nature of participation, and how the results will support young people’s health and well-being.
The design will follow the branding guidelines of the study and use colours and fonts that appeal to a younger audience.
Targeted communication strategy
Develop and implement a strategy to reach young people aged 13-18 through targeted ads on Snapchat, using location, age, and interest-based filters.
Focus on creating a connection with the audience, ensuring the messaging feels authentic and non-invasive.
Include a link or swipe-up feature to direct users to the survey page for easy participation.
Compliance and ethical considerations
Ensure all content complies with data protection and privacy regulations, and is created in accordance with ethical guidelines surrounding the recruitment of minors.
Incorporate clear messaging about confidentiality and the voluntary nature of participation in both the video and graphics.
Outcome
PURA IDEA successfully completed the multimedia campaign brief by creating engaging video and graphic content tailored to the target audience on Snapchat. The campaign was carefully crafted to resonate with young people, featuring relatable, clear messaging about the survey’s purpose, confidentiality, and voluntary participation. By strategically using Snapchat’s targeted advertising features, the campaign effectively reached young individuals aged 13-18. As a result, the campaign exceeded the target number of responses, with a significant increase in engagement, demonstrating the effectiveness of the creative materials and the targeted communication strategy employed.
