Youth without Violence Market Research and Social Media

We conducted field research and study to identify the specific barriers and benefits of violent behaviors as noted by middle and high school youth as to develop a social marketing campaign that attends to the needs and wants of the target audience. A market study was conducted through involving a huge number of middle and high school youth gathered in focus group sessions and answering and distributing questionnaires, all to come up with the most accurate results. To deliver a successful campaign, Imagine Group also conducted quantitative and qualitative researches in cooperation with the youth accompanied by a benchmark study that focused on other similar and successful campaigns. A branding strategy was prepared to increase the reach of the initiative. A positioning strategy was developed to boost the mechanisms of “Youth without Violence” to seep into the minds of its target audience and reduce violence.

We enhanced the brand image of “Youth without Violence” and designed its visual system and marketing collaterals with a great deal of detailed information, quotations, pieces of advice, and guidelines that explain the initiative, its goals, values, and aspirations. The advertising campaign that crowned our field research and study as well as other campaigns has been very helpful in raising the levels of awareness among policy makers, social leaders, and families. Our communication and engagement services to the initiative included a public relation campaign as well as media relationship management and media monitoring.

We developed a website for the initiative with its link being distributed in all the campaigns conducted. Being aware of the strong effect and wide reach of social media, our greater focus was on Facebook and YouTube. These platforms were used to facilitate the flow of our work and raised awareness of a large segment of our target audience.