Page 1

The F.A.S.T Movement The F.A.S.T Movement (FAST) aims to challenge the stigma behind masculinity and depression. Through changing the way we communicate about mental health illnesses with an online platform and social channels, the aim is to reduce the amount of males who suffer in silence.

‘Tap IN’ Powered by the

F.A.S.T Movement

The launch of ‘Tap IN’ - a Lifestyle and Wellbeing App for millennial men, that guides the user towards a happier, more fulfilled way of living by changing their daily life cycle, has the ultimate aim to reduce the number of males who commit suicide by connecting the user to those around him and allowing them to monitor their wellbeing.

Launch Date: January 2018 Launch Date: May 2019

Georgina Atkinson - FAST Campaign Portfolio

15.05.17


“The secrect of your future is hidden in your daily routine” - Mike Murdock


CONTENTS 1...................................RESEARCH (Page 1 - 2)

2..................................DEVELOPMENT (Page 3 - 4)

3.................................FAST CAMPAIGN PLAN (Page 5 - 6)

4.................................B-B BUDGET

(Page 7)

5..................................B-C BUDGET (Page 8)

6................................. CAMPAIGN TIMELINE (Page 9 - 10)

6................................. CAMPAIGN VISUALS (11 -


1. Research Summary News Articles & Mental Health Statistics:

Market Research:

Trending news topics and current articles highlighted the increase in the number of people committing suicide, and the rise in communication linked to mental health and it’s services.

Research findings suggests no current Apps targets millennial males aged 20-35 suffering with depression, as well as aiming to prevent individuals from suffering with depression in the future, by reaching them before they reach a depressive state.

1 In 4

IN 2010

adults experience mental illness every year.

41.3%

1 In 17

lives with a serious mental illness.

Every year more than

25%

Suicide rates in the UK: (Samaritans Suicide Statistics Report 2015) Rates are per 100,00 population

9.9 10-29 Years 3.2

23.9

13.6

14.4

30-44 Years

45-59 Years

60-74 Years

75+ Years

4.6

4.6

7.3

WEAKNESSES: - Some users are put off if the App sends them too many push notifications, especially if they no longer use the App - The App can help the user with a wide range of problems without the users directly saying they have a mental health illness by picking up on signs.

- Brings the doctor to their phone. - Personalised medical referals - Trustworthy App that understands the users needs and directs them to how they can get the correct help.

WEAKNESSES: - Some individuals prefer not to engage with a ‘chatbot’ - Some individuals might get directed to someone they don’t think is beneficial and not use the App again (e.g being refered to a therapist rather than a GP.)

In the past decade, complex algorithms have made great strides. They can recognise human faces. They can decipher handwriting. They can detect credit card fraud and block spam and they can translate between languages. They can detect tumours in medical imaging. They can beat humans in chess and Go. Much of this progress comes from a method called “machine learning.” - Zeynep Tufekci (Machine intelligence makes human morals more important) June 2016

“We are on an incredible journey of coevolution with our machines. The humans we are today are not the humans we will be then. To worry now about the rise of a superintelligence is in many ways a dangerous distraction because the rise of computing itself brings to us a number of human and societal issues to which we must now attend.” - Grady Booch (Don’t fear superintelligent AI) Nov. 2016

STRENGTHS: - This App provides its users with Cognitive behavioural therapy (CBT) questions. - These questions are to help the App understand how the individual is feeling and make sure they get the correct help when they need it.

WEAKNESSES: - Personal questions put certain users off an App - Asking very personal questions straight away might make the user unsure if they should continute answering the questions

“Getting machines to solve problems. Machine learning such as Amazon, Facebook will suggest things which might interest the individual through using the power of machine learning, these are algorithms that have learned how to do this from data rather than being programmed by hand.” “Deep learning is an algorithm inspired by how the human brain works, and as a result it’s an algorithm which has no theoretical limitations on what it can do.” - Jeremy Howard (The Wonderful and Terrifying Implications of Computers That Can Learn) Dec. 2014

STRENGTHS:

STRENGTHS:

21.3

6.1

- The App sends the user messages often to check how they’re feeling, even when they have stopped using the App to check up on the individual. - The App is fast, and can give users quick responces about any issues the user is having.

BetterHelp - Online Counselling and Therapy

Between 2003 and 2013, 18,220 people with mental health problems took their own life in the UK. This compares to 6,188 UK recorded suicides in 2014 showing the rapid increase in suicide rates. Of these 75% were male.

STRENGTHS:

Headspace: Guided Meditation and Mindfulness

00:40

7 Cups Anxiety, Stress & Depression Chat & Therapy

of adults with mental health symptoms believe that others are caring and sympathetic to persons with mental illnesses

Babylon Health – Doctor & Symptom Checker

People die from suicide. That’s 1 death every 40 seconds.

of adults with a serious mental illness did not receive treatment.

ONLY

800,000

New Technologies:

- Headspace guides users by giving them constructive plans to follow - Video content makes the user understand more about how the sessions will benefit them - Users can do the different stages at any pace

Little by little, we’re giving sight to the machines. First, we teach them to see. Then, they help us to see better. For the first time, human eyes won’t be the only ones pondering and exploring our world. We will not only use the machines for their intelligence, we will also collaborate with them in ways that we cannot even imagine. This is my quest: to give computers visual intelligence and to create a better futur for the world. - Fei-Fei-Li (How we’re teaching computers to understand pictures) March 2015

WEAKNESSES: - Users have to pay to unlock different sections of the App -Users can only reach the next level when they have completed a section of the App.

SENCE CAN TRACK PRECISELY WHEN AND WHERE USERS EXPERIENCE:

People begin to have mental health illnesses at a very young age. It should be should that is opnely spoken about so individuals don’t suffer in silence. 1/2 of all chronic mental illnesses begin by the age of

14.

Consumer Research (WGSN):

In 2018 consumers will be pushing the reset button to redefine

PHYSICAL EXERTION AND RECOVERY

CAN SENCE 64 EMOTIONAL STATES

STRESS

VITALITY

BY APPLYING THIS DATA, SENCE CAN HELP USERS:

how they live, design and do business, and will begin to embrace a new structured way of living, making sure they fill their lives with

3/4 begin by age

34.

meaningful and rewarding products and activities. Millennial males will embrace the adoption of this way of life and ‘Tap IN’ aims to guide them towards this way of living (The Great Reset AW17/18 Future Trends - The Vision, WGSN, 2017).

BE MORE PRODUCTIVE AND SUCCESSFUL AT WORK

STOP NEGATIVE EMOTIONS IN THEIR TRACKS

EMPHASIZE THE HAPPINESS IN YOUR LIFE

MAKE YOUR LOVED ONES HAPPIER


Research Summary Customer Case Studies:

Focus Groups, Interviews & Quotes: “Routine is more important than medication” adding routine to a patient’s life “gives them a sense of belonging, a reason to wake up every morning and determination to change their life” (Holly Melbourne, Mental Helath careworker, Aged 22)

“Depression is the inability to construct a future.” Most people with depression are lacking two important things: A goal for your life (a future) A daily routine that is set up to help you accomplish that goal - Rollo May

Campaign Inspiration:

Analysing campaigns targeted at male consumers highlighted the message behind each one and cemented the idea of challenging stigmas through promotional content. The communication varied, with shocking statistic, reality checks and tech-heavy campaigns, the material used is different, but the concept of making consumers talks about the message and the brand is clearly visible throughout. This inspiration initiated the ideas behind the tone of voice of the brand and the different Podcasts.

DR. Mike Mullen. App and campaign discussion.

John Williams is a 22 year old male. John suffers with depression on a daily basis, he has no structure to his life and turns to alcohol when he is feeling down. He is constantly tired and feels as though he has no time to look for a new job. He doesn’t know what he wants to do in life and he has no lifetime goals. John doesn’t speak openly about his depression and doesn’t think it’s a big problem, he thinks it will just go but he has felt like this for a year now.

Mike is a GP and also part of a local Tennis club, where he meets up with seven other men each week to play tennis - this is where the interview took place. Speaking to Mike individually as well as other men there highlighted the interest in an App which would help guide the user towards a better, more positive lifestyle. As a GP Mike offered me constructive ideas to make sure the App would be beneficial for people who were suffering with depression.

The Movember Project - Shoes Around the world, The Movember Foundation laid out thousands of shoes on beaches, in cities and on the steps of parliament buildings to symbolise the men who die by suicide each month. On Saturday 19th November every year it is International Men’s Day, their message: “It doesn’t have to be this way. We’re taking action to stop men dying too young, and you can help.”

*Key Takeaway: Make the App suggest personalised suggestions.

David Thorpe (Aged 37) (15.03.2017). App Discussion with Mental Health Sufferer.

David suffers with depression frequently, he is currently taking anti-depressants to help manage his depression. David has week periods where his depression is really bad, this is built up by pressure to complete work, relationship issues & finance problems, which causes him to feel extremely stressed leading him into a very depressive stage. An App that suggested new activities and pushes the user to stay active is something he stated he’d find really benefitial.

INSPIRATION: Making a subtle statement gets people talking about issues they wouldn’t normally speak about. Prompting communication about male suicides and depression will begin to break down the stigma behind mental illnesses.

The Good Man Project - Knitting Needles There is a collective effort in Chili to break down stereotypes surrounding gender roles, specifically with yarn work including knitting and crochet. The men sit in public and do their yarn work to demonstrate that it is a craft that can be done by men or women, and there is nothing emasculating about doing the craft.

*Key Takeaway: Make the App suggest personalised suggestions.

Rory Scott is a 29 year old male. Rory suffers with depression every now and then, he feels down the majority of the time and can’t see an end to this cycle. He often compares his life to his girlfriends and feels as though he doesn’t deserve her anymore. He thinks his friends are leaving him behind because his work hasn’t picked up in a while now. He feels pressured to constantly be creating original work.

INSPIRATION: Challenging stereotypes and breaking down the stigma behind what it means to be’masculine’ encourages people to speak out, get involved with new things and interact more openly about their interests.

Tom Killen (Aged 30) - Has previously suffered with depression. Lewis Hough (Aged 29) - App and website developer

youtube.com/watch?v=AIVSURxf0Z4&t=298s

Nick Wells (Aged 30) - Marketing Manager

WATCH FULL INTERVIEW: youtube.com/watch?v=AIVSURxf0Z4&t=298s

Discussing what features would best appeal to individual who has suffered with depression in the past, and an individual that hasn’t highlighted the crossover of features which would appeal to both types of consumers. These features included a digital journal, the option to invite friends and other users to a certain activity, and being able to share content from the App on other social platforms.

Man Up - Mental Health Campaign To ‘Man Up’ is to ‘Speak Up.’ Not to hide your feelings and keep them to yourself. To be a brace man is to show your emotions and let others know how your feeling. The campaign aimed to challenge stereotypes.

*Key Takeaway: Collaborating with an existing brand, and releasing the App through the brand will create more hype around the App and increase the likelihood of an individual downloading it.

INSPIRATION: Showing male consumers it’s okay to express their feelings and cry created an online conversation regarding if individuals beleived men should cry. Consumers spead the camapign in a positive light, showing their support of the camapign.

Man Up - Mental Health Campaign In collaboration with Adobe, Erik Johansson took part in Adobe ‘Creative Day’ on June 11, 2013 in Finland. The promotional hashtag #CreativeDay was uses for individuals to keep updated on social media, as well as a live stream of the campaign on the Adobe website.

Harry Watson is a 25 year old male. Harry has depressive days when he has has been working a lot and spent too much time on his own thinking about the future. He is worried his girlfriend is going to break up with him soon because of his mood swings. He doesn’t know what he truly enjoys anymore and he doesn’t enjoy his job anymore. He feels like he is wasting his time when looking for a new job.

“Consumers have to have trust in a brand, to do this you have to be upfront with them and make sure you humanise your online content.” (Daniel Cordwell, Digital Agency Founder, Aged 32)

“Simplicity is key, the user has to know what they’re going to get out of the Service your’re providing them with. Otherwise they won’t want to use it.” (Daniel Cordwell, Digital Agency Founder, Aged 32)

INSPIRATION: Having a campaign which interacts with consumers encourages them to engage with the form of promotion. Consumers then posted content regarding the Billboard onto their personal social accounts, which raised awareness of the camapign and created a hype.


2. Development Summary First App Design - AI features:

Second App Design: The main feature behind the App below is the ‘routine alarm clock’ allowing users to switch between suggested routines all of which aim to guide them towards a beter cycle of life.

Experimenting with ideas using Intellegence resulted in mocking up a SMS Message the user could receive from the App.

Analysis of the second App design concluded the text was too small and the colours too dull. Focus groups and questionnaires showed the interest in the concept behind the App. Males are becoming more interested in reconnecting with those around them and experiencing new things in their life. This App aims to do this.

App Names: Deciding on the App name had to be something that would apeal to male consumers what the App was about.

‘MAD’ A Male Artificial Intelligence with Deep Learning

Third App Design:

Let me get to know you a bit more

‘M AD ’

How Important are the following.. ROUTINE

Getting out the house.. Start

A Male Artificial Intelligence with Deep Learning

Very..

Not Very..

MIND TOOL

Mind Tool

A hammer in the works

The Tools for the ‘X’

Not Very..

Understand the tools you need to lead a better lifestyle

Eating Healthy..

Very..

with Deep Learning

How Do You Feel?

Happy

Not At All

Extremely

Content

‘MAD’ Men Are Deep

Exercise..

‘M.A.D’

Not At All

Very..

Men Against Depression

Keeping up with the News.. A Male Artificial Intelligence with Deep Learning

Extremely

Alert

Not Very..

with Deep Learning

Very..

Not Very..

Not At All

Mind Tool A Male Artificial Intelligence with Deep Learning

MIND T OO L

Submit

A Male Artificial Intelligence with Deep Learning

Let me get to know you a bit more

TOOLBOX

TOOLBOX

A hammer in the works

The Tools for the ‘X’

Understand the tools you need to lead a better lifestyle

with Deep Learning

Extremely Skip

ROUTINE

How Important are the following.. Start

Getting out the house..

Very..

Not Very..

Re-MIND-ation

Re-MIND-ation

How Do You Feel?

A hammer in the works

The Tools for the ‘X’

Happy

Understand the tools you need to lead a better lifestyle

with Deep Learning

Eating Healthy..

Very..

Not At All

Extremely

Content

Not Very..

Exercise..

Not At All

Extremely

Alert Very..

TOOLBOX A Male Artificial Intelligence with Deep Learning

TO OLBOX A Male Artificial Intelligence with Deep Learning

Not Very.. Not At All

Keeping up with the News..

Very..

Not Very..

Re-MIND-atio n A Male Artificial Intelligence with Deep Learning

Re -MIND-ation

Extremely Skip

Submit

A Male Artificial Intelligence with Deep Learning


Development Summary Campaign Video & Evaluation:

Forth App Design:

FAST Website:

Promotional Campaign videos consisted of following a male around and capturing his daily routine. The viewer can then see the benefits of the individual using the App and see the dramatic change it can do.

“Writing things down and being able to refer back to it massively helped me when I was in a depressive stage on my life, having a journal I could access on my phone, knowing I could make selected entries private is something that would really appeal to me.” (Tom Killen, Aged 30)

“The design of the App has to be simple and easy to use, otherwise users will become quickly disinterested and not attempt to use the App again.” (Lewis Hough, App Developer, Aged 29)

First Camapign Video evaluation. An analysis of what worked well, what didn't. *Key Takeaway: The message has to be understood sooner. Consumers need to feel connected with the video faster. Full Video Available at: outube.com/watch?v=ZGR 9cH43l6c&t=4s

There needs to be something that attracts consumers to the brand, if the App is going to be released by this brand it has to portray the same message and use a similar tone of voice so consumers are aware the brand and the App are one. ” (Nick Wells, Marketing Manager, Aged 30)

Campaign Development:

Movem .S.T en .A

Movem .S.T en .A

100%

over the last few years as publishers and the platforms that distribute them have found ways to effectively

80%

monetise that content, from pre-roll video ads to website ad pop-ups. The highest percentage of podcast

60%

the main areas of interest for

20%

males. 0%

Technology 43%

recent survey, which concludes

News 54%

40%

be based on the analysis of a

Music 57%

(34%) The podcasts created will

Food & Drink 57%

listeners are millennials aged 18-34

Sports 62%

T Movem .S.T en .A

Podcasts have seen a resurgence

‘Funny Stuf’ 68%

Movem .S.T en .A

Movem .S.T en .A

p IN to the Ta F s.

p IN to the Ta F s.

p IN to the Ta F s.

Movem .S.T en .A

Movem .S.T en .A

p IN to the Ta F s.

Movem .S.T en .A

Movem .S.T en .A

p IN to the Ta F s.

Movem .S.T en .A

Movem .S.T en .A

Movem .S.T en .A

Movem .S.T en .A

Movem .S.T en .A

p IN to the Ta F s.

p IN to the Ta F s.

p IN to the Ta F s.

Movem .S.T en .A

p IN to the Ta F s.

p IN to the Ta F s.

p IN to the Ta F s.

p IN to the Ta F s.

Movem .S.T en .A

ht Agains tS Fig t.

p IN to the Ta F s.

p IN to the Ta F s.

p IN to the Ta F s.

Movem .S.T en .A

IN

‘ TAP

IN ’

ht Agains tS Fig t.

A

al Thoug ht cid ui

Movem .S.T en .A

F.A. S. T

p IN to the Ta F s. ht Agains t Fig t.

T idal hough t uic

Movem .S.T en .A

ht Agains tS Fig t.

P

p IN to the Ta F s.

Movem .S.T en .A

p IN to the Ta F s.

Movem .S.T en .A

p IN to the Ta F s.

IN ’

al Thoug ht cid ui

p IN to the Ta F s.

p IN to the Ta F s.

Movem .S.T en .A

P

ht Agains tS Fig t.

dal Though ici t Su

ht Agains tS Fig t.

dal Though ici t Su

T idal hough t uic

ht Agains t Fig t.

‘ TA P IN ’

T idal hough t uic

ht Agains tS Fig t.

t dal Though ici t Su

F t.

Tap In & be part of the F.A.S.T Movement

ht Agains t Fig t.

Tap In & be part of the F.A.S.T Movement ight Agains

dal Though ici t Su

ht Agains t Fig t.

dal Though ici t Su

dal Though ici t Su

dal Though ici t Su

p IN to the Ta F s.

“Make sure your logo looks user friendly and keep it simple. Don’t over complicate things so it puts the focus on exactly what it is. ” (Ben Linley, Graphic Designer, Aged 23)

ht Agains t Fig t.

IN

‘ TAP

B-B After establishing the App would be more successful if released by an existing brand, the idea behind FAST was created. The B-B campaign will run for 12 months prior to the launch of 'Tap IN'. Attaining ambassadors, endorses, sponsors and Podcast creators.

A

T idal hough t uic

Tap In & be part of the F.A.S.T Movement

t Aga

F.A.S.T

ht Agains t Fig t.

dal Though ici t Su

Movement

Again ight st .F S

t ‘TAP IN’

T idal hough t uic

F.A.S.T

ht Agains t Fig t.

Fight Against Suicidal Thoughts

‘ TA P IN ’

dal Though ici t Su

F.A.S.T

‘TAP IN’

dal Though ici t Su

‘T AP I N’

of the

h ins Fight Thoughts t Fig Against Suicidal

ht Agains tS Fig t.

ht Agains t Fig t.

dal Though ici t Su

“Make sure your logo looks user friendly and keep it simple. Don’t over complicate things so it puts the focus on exactly what it is. ” (Ben Linley, Graphic TapDesigner, In & be part Aged 23)

ht Agains t Fig t.

T idal hough t uic

‘TAP IN’

t.

ht Agains t Fig t.

dal Though ici t Su

ht Agains t Fig t.

dal Though ici t Su

dal Though ici t Su

ht Agains t Fig t.

T

App Name & Logo Development:


1

1

Dec 18

2

3

Month 1

The F.A.S.T Movement Campaign Plan: Part 2 of 3

Send B-C Early Download Email

Send B-B Early Download Letter

Consumers Call In Podcasts

Podcasts Online Ads

Send out tangible items to Brands

Sign up for ‘Tap IN’ B-C Event (POS Distributed)

‘Tap IN’ B-C Event

Finalised Plans for Event

6HQGRXW,QYLWHVWR´UVW%&(YHQW

Stream Talks on Twitter

FB Live Stream Events

Instagram Takeover

Tap IN App teaser (Online Platforms)

Subscribe Email Teaser (F.A.S.T Info)

Send Brand ‘Tap IN’ Packs

Send out podcast teaser with F.A.S.T Movement headphones (to brands involved)

Update Website

Send ‘Thank You for Attending’

Send out Press Event Invites

Press Event

Finalise plans for Press Event

Organise Photo/Videographer for Press Event

Organise Space for Press Event

Release Podcast Online

Record Podcasts

Consumer Analysis

THE F.A.S.T MOVEMENT

4

4

1

1

3

2

3

Month 2

Jan 19

2

Month 2

3

Month 1 2

Feb 18

Jan 18

The F.A.S.T Movement Campaign Plan: Part 1 of 3

Consumer Analysis

Instagram Takeover

Podcasts Online Ads

Send ‘Goodie bag’ to current Brands involved

Send ‘Thank You for Attending’

Stream Talks on Twitter

FB Live Stream Events

Launch Snapchat

Publish event video (YouTube)

Post Photos online from events

Subscribe Email Teaser (F.A.S.T Info)

Send out podcast teaser with F.A.S.T Movement headphones (to brands involved)

Update Website

Release Camapign Video

Send out Press Event Invites

Press Event

Finalise plans for Press Event

Organise Photo/Videographer for Press Event

Organise Space for Press Event

6HQGRXW3UHVV3DFNWR´UVWJURXSRI brands (with invite to Press Event)

Send out Press Release (To MHAW organisers)

Launch Website

Release Podcast Online

Launch Social platforms

Record Podcasts

Plan Press Release

Plan Press Packs

Plan Social Media content

App Development

Logo Design

Competitors Analysis

Market Research

THE F.A.S.T MOVEMENT

4

4

1

1

3

2

3

Month 3

Feb 19

2

Month 3

March 18

4

4

1

1

3

2

3

Month 4

March 19

2

Month 4

April 18

4

4

1

1

3

2

3

Month 5

April 19

2

Month 5

May 18

4

4

2

3

Month 6 4

1

2

3

Month 6

May 19

4

& First Event for B-C Date: During Mental Health Week: The 13th - 19th of May

1

June 18

‘Tap IN’ LAUNCH

First B-B Event Date: During Mental Health Week: The 14th - 20th of May

1

1

3

2

3

Month 7

June 19

2

Month 7

July 18

4

4

1

1

3

2

3

Month 8

July 19

2

Month 8

Aug 18

4

4

1

1

3

2

3

Month 9

Aug 19

2

Month 9

Sept 18

4

4

1

1

3

2

3

Month 7

Set 19

2

Month 7

Oct 18

4

4

1

1

3

2

3

Month 8

Oct 19

2

Month 8

Nov 18

4

4

3. FAST Campaign Plan: January 2018 - October

Turn Portfolio Portrait: Campaign Plan


1

3

4 1

3

4

1

2

3

4

1

2

3

4

1

1

2

3

4

1

2

3

4

Turn Portfolio Landscape - Written Campaign Timeline

On-going

4

Development

3

B-B & B-C Event

2

B-C

1

Online Content

4

Month 9

July 20

Planning

3

Month 8

June 20

‘TAP IN’ LAUNCH & B-C Event Launch

2

Month 7

May 20

B-B

Campaign Plan Key:

2

Month 6

April 20

Press

1

Month 5

March 20

Research

4

Month 4

Feb 20

B- B Campaign & Event Launch

3

Month 3

Jan 20

Launch

2

Month 2

Month 1 2

Dec 19

Nov 19

The F.A.S.T Movement Campaign Plan: Part 3 of 3

Online Promotion of Annual reports (B-C)

Send out Annual reports (B-B)

YouTube Videos (online)

Get videographer for event

Snapchat Takeover

Send Thank You Email / Card

B-B & B-C Event in London

Consumers Call In Podcasts

Podcasts Online Ads

Sign up for ‘Tap IN’ B-C Event (POS Distributed)

‘Tap IN’ B-C Event

Finalised Plans for Event

Send out Invites to ‘Tap IN’ F.A.S.T Route Event

Stream Talks on Twitter

FB Live Stream Events

Instagram Story Takeover

Tap IN App Sign up (online POS)

Subscribe Email POS (F.A.S.T Info)

Update Website

Release Podcast Online

Record Podcasts

THE F.A.S.T MOVEMENT

Final ‘Tap IN’ Event Location: London

FAST Campaign Plan: October 2019 - July 2020

Turn Portfolio Portrait: Campaign Plan


4. B-B Contact - Offline Budget Press Examples:

COST

COST FOR 12 MONTHS

Approx. £500

Approx. £6000

12 Staff (4 to give talks // 4 to float about // 4 greeting & refreshment)

£7.50 ph (£30 pp per event)

£4,320

10 Phones with App on them (Give feedback via the App)

£150 - £400 each

Approx. £3000

Food

£6 a head (buffet)

£10,800

From £2.09 each

£957 for 2000

From 14p each

£652 for 2000

£30 - £100

£360 - £1,200

Free

Free

250 for £14

£112 for 2000

TOTAL COST

EVENTS: Space hire METRO Public Newspaper Price: Free Distributed: Daily Readers: Adults 2,899,000 Instagram Followers: 3,055 Twitter Followers: 261.9K Facebook Likes: 1,650,998

THE TIMES Public Newspaper Price: £2.50 Distributed: Weekly Readers: Males - 912,000 Instagram Followers: 7,272 Twitter Followers: 393.4K Facebook Likes: 632,404

Press Coverage & Advertisement

Press Coverage & Advertisement

MONOCLE Public Newspaper Price: Approx. £90 subscription Distributed: 10 times a year Readers: Average global circulation 75,575 - 70% male Monocle 24Radio @Monocle24 Instagram Followers: 5,314 Twitter Followers: 16K Facebook Likes: 20,261

Notebooks

Press Coverage & Advertisement

Pens Photo/Videographer Local Press

Charities and current brandss Examples:

Business Cards Approx. 150 guests Per Event

£1,933

(AFTER Cost of Phones)

£26,219

Approx. 1,800 guests over 12 months:

SAMARITANS

Mental Health Charity Twitter Followers: 82.6K Facebook Likes: 69,152 Endorsement & Advertisement

MOVEMBER

NATIONAL TRUST

Male Mental Health Charity Instagram Followers: 78.8K Twitter Followers: 52.9K Facebook Likes: 122,358 Sponsor & Endorsement

Instagram Followers: 195K Twitter Followers: 702.5K Facebook Likes: 592,222 Nationwide ‘Tap IN’ spots

COST

COST FOR 12 MONTHS

From £2.09 each

£957 for 2000

£7.90 for 100

£142.20 for 2000

From 14p each

£652 for 2000

£1.39

£2,784 for 2000

Letter

From 5p each

£88.36 for 2000

Booklet (8 page)

£264 for 1000

£528 for 2000

Stickers

£44 for 800

£198 for 3600

Business Cards

£14 for 250

£112 for 2000

TANGIBLE ITEAMS Press Pack: Notebook (A5) Envelop Pens

Bloggers and Motivational Speakers Examples:

Calendar

JIM CHAPMAN Instagram Followers: 2.3 Million Twitter Followers: 2 Million Facebook Likes: 995,638 Blogger & YouTube Vlogger North West Endorsement

MATTHEW PIKE Instagram Followers: 41.5K Twitter Followers: 6,863 Blogger & Content creator & Freelance Writer Lancaster Endorsement

SIMON SINEK Instagram Followers: 82K Twitter Followers: 331K Facebook Likes: 680,506 Inspirational Speaker Talks and Podcast creator

TOTAL COST

£2.73

Per Pack:

£5461.56

Approx. 1,800-2000 over 12 months

Celebrities and Ambassadors Examples: Podcast Promotional Boxes: From £2.90 each

£2610 for 900

Box

From 20p each

£180 for 900

Earphones

From 82p each

£738 for 900

Mini Leaflet

£29 for 100

£261 for 900

USB with Podcasts on

RIO FERDINAND Twitter Followers: 7.88 Million Instagram Followers: 2.1 Million Facebook Likes: 6,263,379 British English former professional footballer Ambassadors & Endorsement

ANDREW FLINTOFF Twitter Followers: 1.9 Million Instagram Followers: 168K Facebook Likes: 143,318 English professional cricketer. Has suffered with depression Endorsement & Advertisement

JACK GREEN Twitter Followers: 17.6K Instagram Followers: 5,391 Facebook Likes: 4,952 British Olympic Athlete. Suffering with depression Endorsement & Advertisement

Per Box: Approx. 900 boxes over 12 months

£4.21 £3,789


5. B-C Contact - Online Budget

COST

COST FOR 12 MONTHS

TOTAL COST

DIGITAL:

COST FOR 12 MONTHS

£34,000 - £51,000

N/A

£1,000 - £8,000

N/A

£3 per year

£3

£150 - £300pm

£1,800 - £3,600

£100 - £5000

£1,200 - £20,000

TOTAL COST

DIGITAL:

Set up and manage Instagram

£50 - £500 pm

£600 - £6000

App Design

Set up and manage Twitter

£50 - £500 pm

£600 - £6000

Design Website

Set up and manage Facebook

£50 - £500 pm

£600 - £6000

Website Domain (FASTMovement.co.uk)

£7.99 pm

£95.88

Hootsuite Suite Account

COST

Podcast Recording £1,895 - £18,095

Website Ads

£28,003 - £82,603

Snapchat Filter

£2000 - £5000 pm

N/A

Paid Advertising (Twitter // FB // Insta)

£200 - £5000 pm

£2,400 - £60,000

£4,400 - £65,000

COST 10,000 PER LOCATION

TOTAL COST

B-C Contact - Offline Budget COST

COST

COST FOR 12 MONTHS

TOTAL COST

STAFF UNIFORM AT B-C EVENTS:

POS MATERIAL Podcast Mini Leaflets (85mm X 25mm)

£8.50 for 100

£850

£10,200

Polo Tops

£8 Each

£96

Podcast Mini Square Cards (55mm X 55mm)

£8.60 for 100

£860

£10,320

Lanyards

-

Pack of 12 - £9

Business Cards (85mm X55mm)

£14.40 for 100

£1,440

£17,280

Staff Cards

56p Each

£6.72

‘Tap IN’ (85mm X 25mm)

£14.40 for 100

£1,440

£17,280

Per Uniform:

£9.31

‘Tap IN’ (55mm X 55mm)

£8.60 for 100

£860

£10,320

For 12 Staff Uniform

£111.72

Per Location:

£5,450

For all 12 location:

£65,400

GRAND TOTAL: £34,470 GRAND TOTAL: £99,810


6. Campaign Written Timeline The F.A.S.T Movement Written Campaign Timeline 2018-20

Market Research Begin market research, speaking to males and people working in Mental Health facilities (with patients or research) Analyse Apps targeted at people suffering with a mental illness and Apps which provide coping mechanisms to improve the user’s lifestyle.

MAY 2018 (Wk 3)

PLANNING: Press Pack and Press Release Planning of Press Packs and Press Release will start. This will consist of deciding what tangible items will be within the Packs and making sure the aims and objectives are clear to understand. A list of people to send the content to will be created.

MARCH 2018 (Wk 1, 2 , 3)

App Design App design will begin. This will continue until implementing the suggestions receive from focus groups at B-B events and from consumers via the FAST website online.

Record Podasts Podcasts will begin to be recorded, starting with Motivational Mondays. This will be repeated weekly. When a new Podcast is launched this will again be recorded weekly. When all Podcasts are released there will be one Podcasts recorded each day (Monday - Sunday)

Social Media Social Media channels will be launched, making sure any searches online for FAST by brands and individuals approached reveals the FAST platforms. This will show them the brand has just started. Content will be directed at brands.

SEND OUT: Press Release Send out Press Release regarding FAST (aims & objectives) and the launch of ‘Tap IN’. These will be sent to Mental Health Awareness week organisers stating FAST will coincide with this, in the hope it will be promoted on other websites and social platforms.

MARCH 2018 (Wk 4)

FAST Website Launch The FAST website will be launched. This will include content about the Movement (aims & objectives) Certain pages will have ‘coming soon’ landing pages to show viewers what to expect so they continue to return to the website.

PLANNING: Events

LAUNCH: B-C Events

Organising each event will begin 5 weeks prior to each event. This will include hiring a space, organising a photo/ videography to attend the event and finalising the itinerary for each event. (B-C itinerary will be repeated, B-C itinerary will depend on the space hired and number of individuals who have signed up to attend the event)

The first B-B event will take place in Manchester, during Mental Health awareness week.These events will be repeated monthly in twelve different locations on the UK, targeting different brands and individuals to join FAST, become ‘Tap IN’ spot, or become ambassadors in the certain areas.

APRIL 2018 - MAY 2020

APRIL 2018 (Wk 2 . 3)

MAY 2018 (Mental Health Awareness Week)

SEND OUT: Press Packs with Invitations

PODCAST RELEASE

Press Packs will be sent to the first group of individuals invited to attend the FAST event. This will be repeated monthly, targeting different groups of people depending on the month and where the FAST event is taking place.

The first FAST Podcast will be released (Motivational Mondays) The Podcast will be released on the FAST website and itune. This will be aired on Mondays.

Event Content Distribution Post photos from past event on FAST social Platforms (Create new Facebook albums; Highlights on Instagram) During the B-B events. This lets consumers know what’s going on and makes them feel a part of the Movement although they aren’t part of the events. During the B-C events this allows individuals who attended the events to search for the images taken and tag themselves, raising awareness of the brand and creating a hype around the events.

JUNE 2018 (Wk 1) - ONGOING

FAST YouTube Event Engagement Coverage of FAST B-B events on FAST social platforms will happen at each event. Facebook Live Stream talks at events, Live Twitter Polls whilst the events are taking place (people attending the event will be asked to participate)

APRIL 2018 (Wk 1) - ONGOING PRESS PACK

MARCH 2018: (Wk 4) FEBRUARY 2018 (Wk 1) - ONGOING

MARCH 2018: (Wk 4)

MAY 2018 (Wk 2) - ONGOING MAY 2018 - APRIL 2019

Post video from the past event. The videos will be uploaded to FAST YouTube channel.

JUNE 2018 (Wk 2) ONGOING


Campaign Written Timeline The F.A.S.T Movement Written Campaign Timeline 2018-20

PODCAST RELEASED

One week prior to the release of each Podcast, a promotional Podcast pillow will be sent out to any individuals reached during the B-C campaign and already joined FAST. Take-Over Tuesday Podcast is released. Thsi will be aired on Tuesdays.

PODCAST RELEASED Wednesday LateNight Laughs Podcast is released. This will be aired on Wednesdays. Ha Ha Ha

PODCAST RELEASED Man VS Depression Podcast is released to coincide with International Men’s day. This will be aired on Fridays

Ha Ha Ha

JULY 2018 (Wk 2, 3)

Podcast Pop-Up ADS

Online advertising popup Ads for Podcast (new release) Each set of pop-up Ads will be different depending on which Podcast has been launched.

JUNE 2018 (then every two months) - APRIL 2019

NOVEMBER 19th 2018

Social Filters FAST Instagram filters will be available to use on Instagram during September 2018 November 2018

NOVEMBER 19th 2018

PODCAST RELEASED Saturday Stories Podcast is released. This will be released on Saturdays.

Social Filters Snapchat filter will be available from February 2019 March 2019

February 2019 March 2019

PODCAST RELEASED Sunday Sports Stuff Podcast is released. This will be released on Sundays.

September 2018 November 2018

SEND OUT: Tap IN Spots Send out ‘Tap IN’ packs to all brands and companies that have signed up to become a ‘Tap IN’ spot. Packs will include a booklet explaining ‘Tap IN’ and how they will benefit, and the ‘Tap IN’ spots.

MARCH 2019 - APRIL 2019

SEND OUT: B-B Letter Early download Letter will be sent out to all B-B FAST Members

APRIL 2019 (Wk 1, 2)

LAUNCH: Tap IN App ANd POdcast and first B-C event ‘Tap IN’ App Launch and the first B-C FAST event, held in Manchester. The ‘Tap IN’ Podcast will also be released to raise awareness of the App and inform people of the new ‘Tap IN’ spots that join the Movement.

MAY 2019 (Mental Health Awareness Week)

SEND OUT: B-B Email Early download Email will be sent out to all B-C followers. Men who have signed up to join FAST will be sent an email with a unique code allowing them to download the App a few days before it is launched.

MARCH 19th 2019 JANUARY 19th 2019

MARCH 19th 2019

FINAL B-C EVENT SEND OUT: Tangible Items Tangible items will be send out to selected ‘Tap IN’ spot locations. These will roll out over the month of June 2019. Tangible items will include coffee cups, beer mats, pens and POS flyers.

JUNE 2019 (Wk 1,2,3 ,4)

Social Intercation

Final B-C Events will be held in London. This will last the whole week, with different ‘FAST Routes’ and events happening throughout the city. Users and the public can participate when they please by using the App to follow guided suggested FAST Routes.

MAY 2020 (Mental Health Awareness Week)

Social Filters

Annuel Reports

Facebook Live Stream activities at B-C events. Depending on the venue and event itinerary will depend on on what it streams to FAST social channels. Instagram takeovers will be done by selected Bloggers. When FAST Snapchat is launched Bloggers will take over this platform at events.

‘Tap IN’ filters will be available to all ‘Tap IN’ users. Their will be able to edit the image on the App and then post it onto their other social channels with the icons. And filters. This will be ongoing raising awareness of the brands involved (‘Tap IN’ sports) and the App.

Send out Annual Report to all Brand and Businesses involved in FAST. This report will also be available for consumers to see on FAST website. Posts on FAST social platform will push consumers to view this data.

MAY 2019 - MAY 2020

JULY 2019 - Ongoing

JUNE 2020


The F.A.S.T Movement CAMPAIGN VISUALS FAST Launch Date: January 2018


Online Content: Social Media Platforms And FAST Website

Social Media Launch B-B Interaction: March 2018

FAST Website Launch: April 2018

‘T ap IN’ Lifestyle & Wellbeing App

Want to stay updated? Join in on the Movement

name@example.com

SIGN ME UP

FIND OUT MORE

Get Ready To: ‘Tap IN’

CTA

LISTEN

Does your workplace have regular Listening Groups ? Talk about issues that affect you all and suggest solutions.

LISTEN Does your place of work have regular Listening Groups? Talk about issues that affect you all and suggest solutions. Keep it fair and open with a moderator, compile the feedback and make some action points.

- THOUGHTS Directing individuals to a page that allows them to provide FAST with their thoughts on the stigma behind mental health and males that suffer with depression, and why they think the stigma is there. This data can direct the promotional campaigns and the messages behind them.

CTA -

CTA

SUGGESTIONS Giving individuals a chance to make suggestions regarding features on the App and what features would most appeal to males and the target market. These suggestions can them be implemented into the design of the App.

- LEARN MORE Directs individuals to a page with more information about the App, it’s launch, the potential features and the technology behind it. This will give them an insight of what to expect but not revealing too much too keep consumers intrigued.


FAST Press Packs To Send Out

Press release to send out: March 2018

PRESS RELEASE EXAMPLE

Final Press Release: Size: 210mm X 297mm Paper: 350gsm Finish: Conqueror Wove

First Press Packs sent out: March 2018


Press Event Material

Event Invitation to be sent out: 2 weeks before each event

The F.A.S.T Movement

GUEST NAME BADGES EXAMPLES

Event Invitation to: Jim Chapman Date: 20th May 2018 Time: 6:00pm - 10:00pm Location: Great John St

Castlefield Greater Manchester M3 4FD

Itinerary:

Meet and Greet 6:00pm

FAST Talk 6:30pm

Coffee Break 7:15pm

‘Tap IN’ Prototype review 7:30pm

Food & Drink 8:00pm

Networking 9:00pm

@FASTMovemen t


Press Event Itinerary And Coverage

Space Example: Depending on the city will depend on the event location.

The first Press Event will take place in May 2018 to coincide with Mental Health Awareness week. Press events will include talks from FAST ambassadors regarding the brands aims and information on ‘Tap IN’ and how the guests can get involved. Prototypes of the App will be placed in the location and feedback will be received regarding the Apps features.

SEATING AREA FOR FOOD & DRINKS

‘TAP IN’ STAND WITH APP PROTOTYPES

CTA #FASTMOVEMENT #FASTMANCHESTER A promotional hashtag will be used by those who attend the events to promote the different areas FAST has travelled to, and push consumers to follow FAST.

CTA PROTOTYPES OF ‘TAP IN’ Individuals who attend the event have the chance to leave comments about the App. The prototypes will guide them through the App and then present a set of questions regarding how they found it. The data will be used to devop the App.

CTA FAST FILTERS Promotional FAST Filters will be added to Instagram to the Instagram, Facebook and twitter filter effects in the aim to promote FAST and it’s aims. Individuals who use the filter will be showing their involvement in the Movement.

TALKS & PRESENTATION ROOM WITH SEATING

ENTRANCE & SIGN-IN

KITCHEN & COOKING AREA

FLOOR PLAN (FIRST B-B EVENT)


FAST Staff Uniform

STAFF POLO F.A. S. T

STAFF NAME BADGES EXAMPLES

F.A. S. T

F.A. S. T

STAFF LANYARD EXAMPLE


FAST Podcast - Summary

Motivational Monday

Man VS Depression

Take-Over Tuesdays

Release Date: May 2018

Release Date: November 2018

Saturday Sa Stories

Release Date: July 2018

Release Date: January 2019

Wednesday Late-night Laughs

Sports Stuff Sundays

Release Date: September 2018

Release Date: March 2019

Ha Ha Ha

Ha Ha Ha

EXAMPLE PODAST: How To Have The Most Amazing Life Right Now - Chris Barez Brown

“A Monday morning podcast to start your day the right way. Embracing the beginning of the week by starting it with a positive attitude. With guest speakers, and Tap IN ambassadors, we find out how to start your Monday the right way and motivate listenes to do the same.”

“Tune in to listen to stories of individuals who have suffered with depression. Hear first hand individuals coping mechanisms, how, when and why they first spoke out. and how their experience EXAMPLE can help you. Each story is PODAST: different, and each story ‘Peter Sagal Opens will inspire FAST Up’ - The Hilarious listeners.” World Of Depression The Hilarious World Of Depression

“It’s time for you to take over. We find out what some of your favourite feel good songs are, with nostalgic classics we take you back and bring back old memories. We’ll EXAMPLE also be introducing you to PODAST: new music from local areas. The Great Music Tune in and send in Debate - Generation suggestions, old or X vs. the Millennials new!” (RD Kulik)

“Tune in and listen to inspirational stories from men all over the UK. With special guests, celebrity names and everyday people, the stories range from all different topics. From stories EXAMPLE about relationships, to friends PODAST: and embarrassing stories. How To Have The Each week we have a Sam Grittner Finds a new story.” Funny Thing Happened On the Way to Suicide The Hilarious World Of Depression

EXAMPLE PODAST: Friday Night Comedy From BBC Radio 4 (14.4.2017)

EXAMPLE PODAST: The Football Ramble - Ball Fondlers (24.04.17)

“Different comedians come join us for a a weekly podcast every Wednesday night. The podcast will be live from 10pm for two hours. Tune in to listen to some of your favourite comedians as well as new, upcoming talent. The perfect Podcast before switching off to sleep.

“From golf to goals, join us whilst we sit round the table and discuss the latest news about the sports world. Each week will cover something new. We’ll be looking for suggestions for the topics you’re interested in. Get using #SportsStuffSundays and join the conversation!”


FAST Podcast - Online

CTA If the Podcast is not available to download because of it’s exclusive content, consumers will be able to purchase the podcast (99p-£2.99)

PURCHASE NOW

Available to download in 2 WEEKS

DOWNLOAD NOW

ios ios

Androi d

Androi d


FAST Podcast B-B Promotional Material Distribution

To keep brands and individuals engaged with FAST through the 12 month B-B campaign, Podcast Pillows will be sent out. These will include a USB with the Podcast on, as well as a unique code to downoad a exclusive FAST Podcast. FAST Headphones will be in each pack. The first group of FAST Podcast Pillow Boxes will be sent out during the first week of July, prior to the launch of ‘Take-over Tuesdays’ they will then be sent out every two months to individuals who have already attended FAST events.

ement

ov .S.T M

The F.A

PODCAST PILLOW PACKS

ement

ov .S.T M

The F.A

Ha Ha Ha

Ha Ha Ha Ha

Ha Ha

Ha Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha Ha Ha

Ha Ha

Ha

Ha Ha Ha Ha

Ha Ha

Ha

Ha

Ha Ha

Ha

Ha Ha

Ha Ha

Ha

Ha Ha Ha Ha

Ha Ha

Ha Ha

Ha

Ha Ha Ha Ha

Ha

Ha Ha

Ha

Ha

Ha Ha Ha

Ha Ha

Ha

Ha Ha

Ha

Ha Ha Ha

Ha Ha

Ha

Ha

Ha Ha

Ha Ha Ha

Ha

Ha Ha

Ha

Ha Ha

Ha

Ha

Ha Ha

Ha Ha

Ha

Ha

Ha Ha

Ha Ha

Ha

Ha Ha

Ha

Ha Ha

Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha

Ha Ha

Ha Ha

Ha Ha

Ha

Ha Ha Ha Ha

Ha Ha

Ha Ha

Ha

Ha Ha

Ha

H

Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha Ha Ha

Ha Ha Ha Ha

Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha Ha Ha

Ha Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha Ha Ha

Ha Ha Ha

Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha Ha Ha

Ha Ha Ha

Ha

Ha Ha Ha

Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha

Wednesday Late-night Laughs

Saturday Stories

Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha Ha

Ha Ha Ha Ha

Ha Ha

Ha

Ha Ha Ha Ha

Ha Ha

Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha Ha

Ha Ha Ha Ha

Ha Ha

Ha

Ha Ha Ha Ha

Ha Ha

Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha Ha Ha

Ha Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha Ha Ha

Ha

Ha Ha Ha

Ha Ha

Ha

H

Ha Ha Ha Ha Ha

Ha

Ha Ha Ha

a Ha

Ha Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha Ha

Ha Ha

Ha Ha

Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha

Ha Ha

Ha Ha

Ha

Ha Ha

Ha Ha

H

Ha Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha

H

Ha Ha Ha

Ha Ha

Ha

Ha Ha Ha Ha

Ha Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha Ha Ha Ha

Ha Ha Ha Ha

Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha Ha Ha Ha

Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha Ha Ha Ha

Ha Ha Ha Ha

Ha

Ha Ha Ha

Ha Ha

Ha

Ha Ha Ha Ha

Ha Ha Ha Ha

Ha

Ha Ha Ha

Ha Ha

Ha

Ha Ha Ha

Ha Ha

Ha

H

Powered by

Powered by

F.A.S.T

Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha Ha Ha Ha

Ha Ha Ha

Ha

Ha

Ha Ha

Ha

Ha Ha Ha

Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha

THE

Ha

Ha Ha Ha

Ha

Tune in and listen to inspirational stories from men all over the UK. With special guests, celebrity names and everyday people, the stories range from all different angles.

Ha Ha Ha

Ha Ha

THE

Ha Ha Ha

Ha Ha Ha Ha

MOVEMENT

Ha Ha

Ha

Ha Ha Ha

Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha

Ha

Ha Ha

Ha Ha Ha Ha

Ha

Ha Ha

Ha

Ha Ha

Ha

Ha Ha

Ha

Ha

Ha Ha

Ha

Ha

Ha Ha

Ha Ha

Ha

Ha

Ha Ha

Ha Ha

Ha

Ha

Ha Ha

Ha Ha

Ha

Ha

Ha Ha

H Ha Ha

Ha

Ha H

Ha Ha Ha

Ha Ha

Ha

Ha Ha

Ha

Ha H

Ha Ha Ha Ha

Ha Ha

Ha Ha

Ha

Ha Ha

Ha

Ha Ha

Ha Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha Ha Ha

Ha Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha H Ha Ha

Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha

Ha Ha Ha Ha

Ha Ha

Ha Ha Ha H a Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha

Ha Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha

Ha Ha Ha Ha

Ha Ha Ha

Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha

Ha Ha Ha Ha

Ha Ha

Ha Ha Ha Ha

Ha Ha

Ha

Ha Ha

Ha

Ha Ha

Ha Ha Ha

MOVEMENT

Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha Ha Ha

Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha

Ha Ha Ha Ha

F.A.S.T Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha Ha Ha Ha

Ha Ha Ha

Ha Ha Ha

Ha

Ha Ha

Ha

Ha Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha

Ha

Ha Ha Ha Ha

Ha Ha

Ha Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha

Ha

Ha Ha Ha Ha

Ha Ha

Ha Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha

Ha

Ha Ha

Ha

Ha Ha

Ha

Ha Ha

Ha Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha

Ha Ha

Ha

Ha Ha

Ha Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha Ha

Ha Ha Ha

Ha Ha Ha Ha

Ha Ha Ha Ha

Ha Ha Ha

Ha Ha

Ha Ha

Ha Ha Ha Ha

Ha Ha

H

Ha Ha Ha Ha

H

Ha Ha Ha Ha

Ha Ha

Ha


FAST Podcast - Online

Podcasts will be promoted online via website advertisements on platforms such as Samaritans, Job Seekers websites, NHS, MIND, sane, and other mental health related charities reached. This will target consumers who are searching these websites for advice or help. The advertisements will also pop up depending on what google searches an individual makes. If the searches are showing signs the individual is depressed, the Ads will pop-up on different wesbites the individual browses.

Take-Over Tuesdays

Man VS Depression Stories of individuals who have suffered with depression. Hear first hand individuals coping mechanisms, when they realised they had depression, and when they first spoke out.

Website Pop-Up Ads: June 2018 (then every two months) - April 2019

LISTEN NOW LISTEN NOW

John Williams

Start your job search here. Discover your next oppor tunity and the people who can help you get there. Job titl e, keywords, or company name

SEE MORE

Location

Find jobs

Your nex t job might already be on LinkedIn. Have a look.

SEE MORE

Saturday Stories

Motivational Monday Powered by

Powered by

THE

F.A.S.T

MOVEMENT

THE

F.A.S.T

MOVEMENT

Powered by

Powered by

THE

THE

F.A.S.T

Join us whilst we sit round the table and discuss the latest news about the sports world.

Sports Stuff Sundays

MOVEMENT

Powered by

THE

F.A.S.T

LISTEN NOW

SEE MORE

MOVEMENT

LEADERBOARD

BILLBOARD

BANNER

TABLET BILLBOARD

LEFT SKIN

RIGHT SKIN

HPU

MPU

MPU

MOBILE DESKTOP

F.A.S.T

MOVEMENT

TABLET PORTRAIT

POP UP ADS The Podcasts will play automatically when consumers engage with the Ad. They will then be directed to the FAST website, where all other Podcasts will be visable. The Ads will refresh with the most recent Podcast free for consumers to listen to. When a new podcast is released, the Ads promote this.


FAST Podcast Points B-B Promotional Material Distribution

Release Date: May 2018

Motivational Monday

Release Date: July 2018

Take-Over Tuesdays

Release Date: September 2018

Wednesday Late-night Laughs

Release Date: November 2018

Man VS Depression

Release Date: January 2019

Saturday Stories

Release Date: March 2019

Sports Stuff Sundays

PODCAST POINTS Using the same sensor technology that will be incorporated withing the ‘Tap IN’ spots, individuals can scan the point and a selected Podcast will pop up, allowing them to download and listen for free. The

Ha Ha Ha Ha

Ha Ha

roll out for the Podcast Points will coincide with the release of each Podcast.

MAN VS DEPRESSION PODCAST PROTOTYPE

SATURDAY STORIES PODCAST PROTOTYPE

SPORTS STUFF SUNDAYS PODCAST PROTOTYPES


FAST Podcast - POS Material Examples PRINTED POS MATERIAL EXAMPLES

Take-Over Tuesdays

PROMOTIONAL PODCAST STICKERS TESTS

Sc

PODCAST STICKERS Stickers will be used to promote the different Podcasts. Stickers are easy, cheap and fast to distribute. Stickers will be placed in locations such as the backs of male cubical doors, on takeaway boxes, at traffic light stops and on public transport.

Me n a

TOILET CUBICALS Powered by

THE

F.A.S.T

MOVEMENT

Male voice and male music choices. Take one away and tune in for a good day. Take-Over Tuesdays

Take-Over Tuesdays

Take-Over Tuesdays

Take-Over Tuesdays

Take-Over Tuesdays

Powered by

Powered by

Powered by

Powered by

Powered by

THE

THE

THE

THE

UNDERGROUND

F.A.S.T

MOVEMENT

PUBLIC BUSSES

PROMOTIONAL PODCAST STICKERS TESTS TRAINS SEATS

F.A.S.T

MOVEMENT

F.A.S.T

MOVEMENT

F.A.S.T

MOVEMENT

PODCAST PROMOTIONAL FLYERS Flyers will be distrubuted to the different locations the FAST B-B events are taking place. Depending on which podcast has most recently been released will depend on the content on the flyer. Consumers can rip the bottom section off, scan, and listen to a free Podcast.

THE

F.A.S.T

MOVEMENT


FAST Printed POS Examples

SMALL BUSINESS CARD EXAMPLES

PODCAST POS MATERIAL

Promotional Small Business Cards and Flyers will be distributed in locations target consumers will engage with staff. Staff will offer the POS material to the consumers when engaging them, allowing to scan and listen to a FAST Podcast.

SQUARE BUSINESS CARD EXAMPLES

MINI FLYER EXAMPLES


FAST Online Promotion B-C Online Interaction: May 2018 - Ongoing

Sc

Me an

Join the FAST conversation. Tune IN. 15:33

LIVE LISTEN FREE DOWNLOAD

FAST Movement Typically replies instantly

Me

THE

F.A.S.T M OVEM ENT

@FASTMovement

Sc

Me an

Manage

FAST Movement 1K people like this, including David Thorpe and 8 friends Mental Health Organisation

15:33

Join the FAST conversation. Tune IN.

Get Started Hello, are you ready to be a part of the Male Movement? FAST aims to challenge stigmas and Fight Against Suicidal Thoughts. Tune IN

LIVE LISTEN FREE DOWNLOAD

and join the coversation or find out more about FAST. #FASTMovement

THE

FAST Website

F . A. S. T M O V E M EN T

Listen to FAST Podcasts @FASTMovement

Listen to FAST Podcast

Sc

Me an

Which Podcast would you like to listen to?

Join the FAST conversation. Tune IN. LIVE LISTEN FREE DOWNLOAD

ONLINE B-C INTERACTION FAST will stream a selection of the talks given at B-B Events to engage with consumers online. Live Twitter Polls will interact with consumers on a more personal level. Facebook Messenger scan codes on POS Material will lead consumers to FAST Podcasts or FAST Website. Consumers will be able to have casual communication with the FAST messenger chatbot if their wish to do so.

@FASTMovement

THE

F . A. S. T M O V E M EN T

Motivational Mondays Take Over Tuesdays

Type a message...


FAST Online Promotion

FAST Instagram Filters: September - November 2018

FAST Snapchat Filters: Febuary - March 2019

FAST Website Content: June 2018 - Ongoing

SOCIAL MEDIA FILTERS The ‘Tap IN’ Takeover Filters allows the user to select which icons they want to include in their image before uploading it to their story, their feed, or sharing it with friends. This raises awareness of the ‘Tap IN’ App and FAST. Targeting young millennials and generation X.

FAST WEBSITE FAST website will reflect the stage of the Movement. Constantly being refreshed and updated with the most recent content. Coverage of all events will be visable on the website. To attract consumers towards the website Bloggers will have featured posts, new Bloggers will collaborate with FAST depending on where they are located.


‘Tap IN’ Spots Release Date: May 2019 ‘Tap IN’ spots will be sent out to all Brands and Locations that have joined the F.A.S.T Movement and signed up to become a ‘Tap IN’ spot. There will be an embedded sensor which monitors when a ‘Tap IN’ user is present. The monitor can track how long each user has been present in the ‘Tap IN’ location and this will be recorded.

Powered by the

F.A.S.T Movement


Tap IN Spots Prototypes

TAP IN SPOT PROTOTYPE ONE

TAP IN SPOT PROTOTYPE TWO


Tap IN Spots Prototypes

TAP IN SPOT PROTOTYPE THREE

TAP IN SPOT PROTOTYPE FOUR


Tap IN Launch

Release Date: During Mental Health awareness week - May 2019

TAP IN SPOT

Tap IN Lifestyle & Wellbeing App

‘Tap IN’ PACKS ‘Tap IN’ packs will be sent out to all brands and locations that have signed up to become a ‘Tap IN’ spot over the previous 12 months. Their will be put in place 2 weeks prior to the launch of the App, so when it is released the spots are already working and visible.

Have Goals Positive thinking habits / Looking towards the future / Motivational thoughts / More determination

Release Date: Thursday 16th May 2019

Tap IN Thursdays

Tap IN Thursdays Release date: May 2019

We find out what new Tap IN sports have joined the F.A.S.T Movements. Speaking to a range of different Tap IN users and finding out how they use the App. Get suggestions for some of the best Tap IN spots to visit, right in time for the weekend.

Powered by

THE

F.A.S.T

MOVEMENT

TAP IN PODCAST

Feeling Good

Make Effort

Health Conditions / Feeling connected to those around you / Content / Living

Energy / Staying active / Socialising / Motivation

Get Results See the positive effect / Increased activity level / Healthy Lifestyle

Tap IN Cycle:


Tap IN Features

HOME

TAP INSIDE

BROWSE

JOURNAL

CONNECTIONS

FEED

CALENDAR

FAST ROUTE


Tap IN Features Depressive Cycle:

Tap IN Cycle:

Depressive Thoughts Negative thinking habits / Harsh self-criticisum / Unrealistic & unfair thoughts

Have Goals Positive thinking habits / Looking towards the future / Motivational thoughts / More determination

Emotions

Feeling Good

Discouragement / Sadness / Numbness / Frustration

Health Conditions / Feeling connected to those around you / Content / Living

Energy / Staying active / Socialising / Motivation

Get Results

Actions

See the positive effect / Increased activity level / Healthy Lifestyle

Withdrawal from others / Reduced activity level / Poor self-care CTA The App will prompt users to stay active and go outdoors more by suggesting activities like going for a walk. A route will be shown at a location near them, as well as the estimated duration and the distance.

Make Effort

VIEW IT Allows the users to see more details about the post.

REWARDS LIKE IT Allows the App to learn about what the user likes, and adds it to their ‘liked’ folder

INVITE Allows the users to invite other users to the activity, then can then schedual a date and time

BRANDS Brands that have paid to

be advertise on the App will willbe suggested onto users feeds, aimed at their target audience

Rewards will be given to the user the more times they ‘Tap IN’ at different locations. From an hour spent in a coffee shop, a 30 minutes walk, to a haircut, depending on the location and time spent doing different activities the user will receive a unique reward.

Share this Share this page with your family and friends.

@ E-mail Share

Tweet

Pin It

Post

+1


Tap IN Letter B-B

LETTER TO SEND EXAMPLE

Final Letter: Size: 210mm X 297mm Paper: 150gsm Finish: Gold Shine

B-B EARLY DOWNLOAD LETTER

Individuals who have been involved in the FAST B-B events (become a ‘Tap IN’ spot, recorded a Podcast or endorsed FAST) will receive a letter inviting them to download the App a week early. They will each get a unique download code they can use to download ‘Tap IN’.


Tap IN Newsletter B-C

B-C EARLY DOWNLOAD EMAIL Tap IN Launch Email: May 2019

Each individual who has signed up to receive updates regarding ‘Tap IN’ will receive an early 3 days prior to the launch date. They will be given a unique download code they can then use. They will be asked to type in their number and be sent the code directly to their phone.

TH E

F.A. S. T MOVEMENT

Get the App Download on th e

App Stor e

GET IT ON

Google Play

Text the app download to link your phone : ex. (+44) 7764490223

Text me the link

Join the Movement: FAST

FAST Movement @FASTMovement

Get the App ios

Androi d


FAST Podcast And Tap IN - Online

Social Media Filters: July 2019 15:33 FAST Movement Typically replies instantly

Me

THE

F.A.S.T MO VEMEN T

Manage

FAST Movement 34K people like this, including David Thorpe and 39 friends Mental Health Organisation

-

15:33 Get Started Hello, thanks for being part of the FAST Journey. Tune IN and join the conversation, or sign up to our next ‘Tap IN’ Event. ‘Tap IN’ and follow the Movement. #FASTMovement

FAST Podcast

THE

F. A. S. T

FAST ICON

MOVEMENT

Sign Up to ‘Tap IN’ Event

(ROYAL BLUE & WHITE)

Sign Up to ‘Tap IN’ Event

Which Podcast would you like to listen to?

Find My Nearest

THE

F. A. S. T MOVEMENT

TAG LOCATION & FRIENDS

Search By Location

Type a message...

#F.A.S.T #TAPINTOTHEMOVEMENT

ONLINE B-C INTERACTION Messenger scan codes on POS Material will lead consumers to FAST Podcasts give the consumer the option to sign-up for the next B-C FAST Event. They are able to see a list of all the locations the events will take place, as well as finding out which FAST Event is nearest to their location.

PROMOTIONAL HASHTAGS

SOCIAL MEDIA FILTERS The ‘Tap IN’ Takeover Filters allow the user to select which icons the individual wants to include in their image before uploading it to their story, their feed, or sharing it with friends. This raises awareness of the ‘Tap IN’ App and FAST. Targeting young millennials and generation X.


Tap IN Tangible Prootional Material Examples

PROMOTIONAL TAP IN STICKERS

PROMOTIONAL TAP IN CARDS

TAP IN BUSINESS CARD EXAMPLES


Tap IN Tangible Prootional Material Examples

TAP IN PROMOTIONAL FLYER EXAMPLE

TAP IN SCAN CODES


Tap IN B-C Invitations INVITATIONS TO SEND TO CONSUMERS EDINBURGH

GLASGLOW

NEWCASTLE

Islington M i l l

MIDDLESBOUGH

BLACKPOOL

The F.A.S.T Movement

1 James St, Salford M3 5HW

LEEDS

SHEFFIELD

LIVERPOOL

14.05.19

MANCHESTER

CARDIFF

Meet and Greet 3:00pm

BRISTOL

LONDON

FAST Talk with special guests 3:45pm

THE F . A . S. T MOVEMENT

Challenging stigmas by changing the communication and staying connected.

‘Tap IN’ BBQ 4:30pm Don’t forget to tag #FASTManchester

Local Beer tasting 6:00pm

Networking 8:00pm - 10:00pm

?

?

?

?

?

?

?

?

F A S T MANCHESTER @FASTMovement


Tap IN Promotion Using The Data Collected

CTA Clicking on the different places reveals a countdown to the event or content from the event depending on date. Content includes photographs, videos and social media posts from different locations.

CTA Clicking on ‘Follow FAST’ gives the individual an option to follow @FASTMovement'‘s social channels, as well an option to signing up to receive FAST Newsletters.

CTA Using the platform WYNG, whenever a promotional #FAST hashtag is used, these images can then be pushed onto selected social platforms.

CTA - GET THE APP

Individuals are directed to a sign up page for the ‘Tap IN’ App.

CTA READ MORE Directing consumers to the full annual report, with an in-depth analysis of the features and it’s users.

CTA BECOME A ‘TAP IN’ SPOT

This allows businesses to fill out a form and sign up to become a ‘Tap IN’ spot.


Development Videos First Campaign Video - (Published March 5, 2017) First Campaign Video Evaluation (Published April 6, 2017) Third App Prototype Analysis (Published April 6, 2017) Focus Group regarding ‘Tap IN’ App - (Published April 18, 2017) Forth App Prototype Analysis (Published May 10, 2017)

Visit: youtube.com/user/GeorginaMA

Georgina Atkinson - FAST Campaign Portfolio

@Geearte

Campaign Portfolio  

A digital copy of my final Campaign Portfolio

Campaign Portfolio  

A digital copy of my final Campaign Portfolio

Advertisement