Georgina Atkinson Report - 'Tap IN' by Georgina Atkinson

‘Tap IN’ Powered by the

F.A.S.T Movement

Report written by Georgina Atkinson

27.04.17

CONTENTS 1......................... .........ABSTRACT (Page 1) 2........................ .........METHODOLOGY (Page 2-3) 2.1........................................Gap in the market 2.2.......................................Primary / Secondary 2.3.......................................Focus Group 2.4.......................................Key Research Review 2.4.1.............................................Current Charities 2.4.2............................................Apps 2.4.3............................................Bloggers & Endorsements

3........................ .........INTRODUCTION (Page 4-6) 3.1........................................Background 3.2.......................................Rationale 3.3.......................................Proposed Solution

4........................ .........SMART OBJECTIVES (Page 7-8) 4.1........................................F.A.S.T Movement Objectives 4.1.1.............................................FAST Objective One 4.1.2.............................................FAST Objective Two 4.1.3.............................................FAST Objective Three 4.1.4.............................................FAST Objective Four 4.1.5.............................................FAST Objective Five 4.2.......................................‘Tap IN’ Objectives 4.2.1..............................................Tap IN’ Objective One 4.2.2.............................................‘Tap IN’ Objective Two 4.2.3.............................................‘Tap IN’ Objective Three

5........................ .........5 IT’S (Page 9) 5.1........................................See It 5.2........................................Do It 5.3........................................Get It 5.4........................................Feel It 5.5........................................Share It

6........................ .........MARKET SEGMENT (Page 10-16) 6.1..........................................App Economy 6.2.........................................Competitors 6.3........................................Market Comparison Chart 6.4........................................Analysis of Apps 6.5........................................Target Market 6.6........................................Primary 6.7........................................Secondary 6.8........................................Tertiary 6.9........................................Future Consumer 6.10......................................What demand is there?

7........................ .........PRODUCT (Page 17-19) 7.1........................................FAST Movement 7.2.......................................‘Tap IN’ Summary 7.3.......................................How the App works 7.4.......................................‘Tap IN’ USP 7.5....................................... ‘Tap IN’ Features Explain

8........................ .........PRICE (Page 20-21) 8.1........................................Pricing Overview 8.2.......................................Podcast Costs

9........................ .........PLACE (Page 22)

10.................................PROMOTION (Page 23-35) 10.1.........................................Campaign Plan 10.2........................................Media Plan with Budget 10.3........................................Campaign Summary 10.4........................................Before Launch B-B 10.4.1..............................................Offline Content 10.4.2.............................................Online Content 10.5........................................Before Launch B-C 10.6........................................’Tap IN’ Launch 10.7........................................After Launch B-C 10.7.1..............................................Online Content 10.7.2.............................................Offline Content 10.8........................................Continuous Promotion

11........................ .........PEOPLE (Page 36) 11.1........................................ Brands Involved 11.2........................................FAST Ambassadors

12................................PERSUASION (Page 37-38) 12.1..........................................Call To Action 12.2.........................................Ongoing Promotion 12.3.........................................User Loyalty/ Reward 13................................CONCLUSION (Page 39-41) 13.1..........................................Summary 13.2.........................................Future Development 13.3.........................................S.W.O.T 13.4......................................... Conclusion 14................................BIBLIOGRAPHY (Page 42-44) 15................................APPENDIX (Page 45-50) 16................................GLOSSARY (Page 51)

1. ABSTRACT

The biggest killer of men under 45 in the UK is suicide. Over 90% of people who die from committing suicide have a mental illness at the time of their death, and the most common mental illness is depression (Choices, 2016). Most people with depression are lacking two important things; no goal for their life, and no daily routine. “Depression is the inability to construct a future.” (Rollo May, 2017)

The biggest killer? Silence.

The purpose of this paper is to propose the launch of the App ‘Tap IN’ which will be released by The ‘Fighting Against Suicidal Thoughts’ Movement (FAST), a new brand whose aim is to change the way individuals deal with depression and reduce the number of males who suffer in silence. The organisation will initially be an online platform for male consumers to follow, to find podcasts, talks by motivational speakers & specialists, campaign content and a visual diary documenting the growth of the Movement, prompting males to keep engaged with the brand as it develops. After 12 months the ‘Tap IN’ Lifestyle & Wellbeing App aimed at millennial male consumers will be released. The App aims to help users become more aware of their own feelings by monitoring their well-being, and connect them to their community by promoting social activities with those around them, with the ultimate aim of reducing the number of men who commit suicide.

1 In 4 adults experience mental illness every year.

1 In 17

lives with a serious mental illness.

2. METHODOLOGY 4.1 Newspapers and online articles highlighted the issue with mental health illnesses rising and the number of suicides in the UK increasing. Suicide statistics highlighted males have the largest suicide rates. Online research highlighted the gap in the market to target men before they reach a critical depressive stage, as well as eliminating existing services. Primary research included questionnaires regarding Lifestyle & Wellbeing Apps which concluded males have a strong interest for this service. 2.2 App and research into current charities was undertaken to see what help is already out there for people suffering with a mental illness and how previous campaigns have communicated to their target market. Secondary research via Mintel, based on Millennial habits reports, WGSN consumer trends and future trends reports, WARC, books regarding mental health services over the past 20 years all confirmed the App is not only needed but will also be desired by consumers. Interviews with care-workers regarding mental health patients routines and lifestyles concluded what features on the App would most appeal to people suffering with a mental illness. Meeting up with males suffering with depression regarding the Apps features and places to promote the brand online to make sure the target market were successfully reached. Discussions with a GP gave insight as to whether the App would be something that doctors would suggest to their patients to use. 4.3 Focus Groups with males aged 25-35 provided constructive criticism of the App design throughout the process, making sure the App met the needs of the target market, as well as the most effective locations to advertise. A selection of these males included an App and Website developer, a digital agency founder and a marketing manager. These focus group also concluded the importance of creating a respected brand before launching the App.

2.4 KEY RESEARCH REVIEW

2.4.1

CURRENT CHARITIES Research into what current charities are already out there and analysing what and how they communicate to their target market highlighted the importance of creating

a brand that connects a variety of individuals who have been affected by a similar experience. This is done by putting on events and organising activities which engages consumers with the brand and those around them. For example Movember who aim to raise awareness of men’s health issues, with a campaign that involves males growing their mustache.This influenced the idea for the 12 month B-B campaign followed by the 12 month B-C campaign. FAST will host 24 events in two years.

2.4.2

APP RESEARCH Online researching into AI and new technology via resources such as Ted Talks & Kickstarter helped to cement the Apps features, how the App would work, and

how ‘Tap IN’ would benefit the user. Research into competitors highlighted the current services that are already offered to consumers, eliminating services that have been unsuccessful and developing ideas from the features that are.

2.4.3

BLOGGERS & BRANDS Analysing popular male Bloggers concluded the forms of promotion, both online and off that would effectively help FAST grow and promote ‘Tap IN’. For example

event activities and promotional online filters. Consumers are more influenced by Bloggers, because their lifestyle seems more attainable, meaning having Bloggers endorsing FAST will be more effective than traditional advertising models such as celebrity endorsements. Getting Bloggers with a large following on social media to endorse the brand will raise awareness of the brand and it’s message which will allow it to grow fastest and target more consumers online.

3. INTRODUCTION 3.1 One in four people suffer with a Mental health problem; an issue that society still to this day try to avoid and keep hidden. ‘If you break your arm, people will come up and talk to you about it. If you have a mental health problem people are more likely to try to avoid you.’ - Theresa May (Letters, 2017). Despite continuous promises to make mental health services more effective, the number of people who have failed to receive beneficial and efficient help is rapidly increasing. These difficulties have escalated in the past six years and with the increased culture of competition that leads to more anxiety and less security, more and more people are suffering with a mental health problem. With cuts in mental care services, less staff are available to help, and therefore patients aren’t receiving the treatment they need, with fewer than half of those affected by the leading mental health illness, depression, receiving effective treatments (World Health Organization’s, 2017). Depression is a common mental disorder that causes people to experience depressed mood, loss of interest or pleasure, feelings of guilt or low self-worth, disturbed sleep or appetite, low energy, and poor concentration. Suicide is a serious issues which can stem from a depressive cycle individuals feel

Every year more than

they can no longer fight.

800,000 People die from suicide. That’s 1 death every 40 seconds.

Depressive Thoughts Negavive thinging habits | Harsh self-criticisum | Unrealistic & unfair thoughts

00:40

Emotions Discouragement | Sadness | Numbness | Frustration

Actions Withdrawal from others | Reduced activity level | Poor self-care

3.2 RATIONAL

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. (Mental health statistics: Suicide, 2017) Men are slow to take action and when they do, it’s often too late

IN 2010

41.3% of adults with a serious mental illness did not receive treatment.

Whilst 25% of males stated they had suffered with depression at some point, and 41% stating they have days where they feel very depressed, only 13% have someone they can confide in (18-45, 2017, Appx. 1). Stigma and traditional notions of masculinity often categorise depression in males as a weakness, this stigma makes males feel they are unable to speak openly about their depression, with the concern it would be shameful to ask for help. FAST challenges these stigmas and aims to reduce the number of males who suffer in silence. By initially creating a respected brand via online content which motivates individuals to live a happier life, and makes males aware of how many individuals are suffering or have suffered with depression, through podcasts, talks and visually communicating the growing community, males consumers will see the movement as it grows and want to be a part of it. This will build up a following for the release of the ‘Tap IN’ App, which aims to improve the user’s lifestyle by monitoring their well-being and making suggestions accordingly.

ONLY

25% of adults with mental health symptoms believe that others are caring and sympathetic to persons with mental illnesses

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

21.3

23.9

13.6

14.4

10-29 Years

30-44 Years

45-59 Years

60-74 Years

75+ Years

3.2

6.1

7.3

4.6

9.9

3.3 PROPOSED SOLUTION

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 (Mental health statistics: Suicide, 2017). Providing males with a platform which encourages them to organise social activities with those around them, and to speak openly about their interests and emotions aims to guide the user towards having a positive outlook on life, and leave them feeling more fulfilled. Having â&#x20AC;&#x2DC;Tap INâ&#x20AC;&#x2122; powered by FAST cements its aims and shows consumers they have recognised their needs as individuals suffering with depression and provided them with a platform which meets them. Prompting users to connect with others suffering with similar illnesses will give them determination to fight the illness together, and not alone and ultimately reducing the number of males who commit suicide.

Have Goals Positive thinging habits | Looking towards the future | Movivational thoughts | More determination

Depressive Thoughts Negavive thinging habits | Harsh self-criticisum | Unrealistic & unfair thoughts

Emotions Discouragement | Sadness | Numbness | Frustration

Feeling Good

Make Effort

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

Energy | Staying active | Socialising | Motivation

Actions

Get Results

Withdrawal from others | Reduced activity level | Poor self-care

See the positive effect | Increased activity level | Healthy Lifestyle

4. SMART OBJECTIVES

4.1 F.A.S.T MOVEMENT

4.1.1

OBJECTIVE Linking males together, through encouraging men to socialise more and get involved with group events. To measure this the number of males who attend ‘Tap IN’ Events will be recorded.

4.1.2 4.1.3

OBJECTIVE Challenge the stigma behind ‘masculinity’ and mental health illnesses. This will be achieved by asking males questions online and off, regarding existing preconceptions around mental illness and acting according to the responses.

OBJECTIVE Put on 12 FAST events in the first year of the App being released. This will be done monthly and in different locations across the UK.

4.1.4

OBJECTIVE Create and encourage men to actively use FAST podcasts with a target of having 20,000 podcast downloads by ‘Tap IN’ users 12 months after it’s release.

4.1.5

OBJECTIVE Reduce suicide rates amongst men, by targeting the vulnerable consumers to stop individuals reaching a suicidal point. To measure this objective a ‘F.A.S.T Movement’ annual report will be sent out yearly, to FAST followers. With an overall summary of the brands journey and ‘Tap IN’ user’s progress in relation to depression.

4.2 ‘TAP IN’

4.2.1

OBJECTIVE Have 500 ‘Tap IN’ Spots in the first year. Brands & locations who join FAST will be added to the Apps system and become a ‘Tap IN’ spots for users. Brand recognition will be measured by the number of times users have Tapped into their locations. To make sure this objective is met press packs will be sent out, encouraging businesses to get involved and join FAST, with information about the Movement and how they will benefit from joining.

4.2.2

OBJECTIVE Have 50,000 males sign up to the App in the first year, and 70 percent of all users still active, which will be measured by App statistics. To meet this objective, an email and letter will be sent to all individuals who have signed up to receive updates about the launch of the App via FASTwebsite and POS material, as well as continuous online and offline promotion.

4.2.3

OBJECTIVE Have monthly business focus groups in 12 different locations during the first year of FAST to receive feedback on proposed ‘Tap IN’ features, identifying improvements that can be made, and incorporating

Business feedback.

5. 5 IT’S 5.1 SEE IT Individuals will see pop up ads on various websites where they can automatically play podcasts. When ‘Tap IN’ spots are put into place, the spots will be visible in each location.

5.2 DO IT To make users download the App. When the barcode on ‘Tap IN’ POS material are scanned users are directed to the App signup page, and online promotion will encourage trials.

5.3 GET IT The Talks, videos, podcasts and all other features available on the website will allow individuals to understand more about the brands ethos and message behind it. This will allow them to understand the aims of the App and promotional events and encourage males to follow the Movement.

5.4 FEEL IT Consumers will naturally begin to feel happier, more fulfilled and more positive whilst using the App and from the online content. If the user isn’t progressing the App will reconsider its suggestions to make sure the user is not left unsatisfied with the experience.

5.5 SHARE IT Users can share their ‘Tap IN’ location on other social platforms. This helps promote both the brands involved in the movement and the App itself.

6. MARKET SEGMENTATION

6.1 The mobile app economy maintained strong momentum in 2016 as publishers continued to create apps that transform how we interact with the world and each other. (App Annie Content, 2017). The forward march of apps during the year is apparent by their significant worldwide growth across three key dimensions: usage, downloads and revenue. Given the ubiquity of mobile devices, the continued maturity and growth of the mobile app market, and as technology and business models continue to evolve, apps will play an even greater role in consumers everyday life.

6.2 There are several Apps already out there aiming to help people who are suffering with a mental illness. Searching ‘depression’ into the App Store reveals a list of over one hundred services already available. Apps that diagnose depression (Babylon Health), online counselling and therapy (BetterHelp) (7 Cups), mood tracking (MoodTrack). guided meditation and mindfulness (HeadSpace), Apps that engage individuals and their doctors during their recovery (Buddy), and several more. But there is no App currently targeting individuals who suffer with depression as well as individuals who aren’t, in the aim to prevent depression as well as fighting it. David Cameron talked about focusing “on prevention as well as treatment.” (The Guardian, 2017) which reflects the concept of creating an App for males before they reach a critial depressive state. There is a gap in the market for Apps which aim to do this, which could massively decrease the number of males who unfortunately commit suicide. Competitors Apps encourage users to focus on one aspect of the users life and alter that, rather than aiming to get the user to really understand what it is that makes them happy and make sure they keep doing that.

1/2 of all chronic mental illnesses begin by the age of

14.

3/4 begin by age

34.

10.

6.3 APP MARKET SEGMENT TABLE Apps ‘Tap IN’

BetterHelp

Babylon

Price

Free

Plans from £20 per week

£5 a month

One off payment

N/A

Monthly Subscription

N/A

Headspace Free for 10 sessions Purchase in App: £5.99 - £109.99 per item

Unlock Features Clinical Tone of Voice Book Appointment Health Monitoring Health App CBT Questions Informal Tone of Voice Book Appointment AI Features 24/7 Capabilities Ask a question Personalised

Promotional Methods Website Online Advertisments Magazines Radio Adshells Celebrity Sponsors

Social Media Snapchat Instagram Twitter Facebook Youtube Pinterest

Health care Competitors

Wellbeing Competitors

11.

7 Cups Free to download Purchase in App: £6.49 £300.00 per item

6.4 ANALYSIS OF APPS

STRENGTHS:

- 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

7 Cups Anxiety, Stress & Depression Chat & Therapy

STRENGTHS:

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.

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

STRENGTHS:

STRENGTHS: - 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.

Headspace: Guided Meditation and Mindfulness

Babylon Health – Doctor & Symptom Checker

- 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: - 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.)

- 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

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.

6.5 TARGET MARKET In 2018 consumers will be pushing the reset button to redefine 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 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).

12.

6.6 PRIMARY

JWILLIAMS

£1,206

35748899 | 34-29-67 Current Account

16 April 2017

All Payments

RENT

Balance

-£600.00

£1,206

-£16.00

£1,806

15 April 2017 CHICKEN STOP 13 April 2017 NANDOS

-£30.00

£1,822

SKY BET

-£40.00

£1,852

CORNER SHOP

-£12.00

£1,892

SHELL GARAGE

-£30.00

£1,904

£1,243

£1,934

12 April 2017 RECRUITMENT JOB

13.

6.7 SECONDARY

Rory Scott is a 25 year old male. Rory has been in a relationship for 1 year, has a dog who is 4 years old and works as a freelance Website Developer in Manchester. Income £20,000-£30,000 per year Falling in the Financially Stretched Acorn group (Group L Type 38; Semi-skilled workers in traditional neighbourhoods) depending on how how work he does. Rory suffers with depression fevery 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. He feels pressured to constantly be creating original work.

JSCOTT

£1,707

74920834 | 20-64-28-48 Current Account

16 April 2017

All Payments

ADOBE

Balance

-£48

£1,707

-£59

£1,755

15 April 2017 FOOD SHOP 13 April 2017 RENT

-£350

£1,814

TV LISENCE

-£147

£2,164

CLIENT

£240

£2,311

EBAY

-£63

£2,071

- £80

£2,134

12 April 2017 BIKE REPAIR

14.

6.8 TERTIARY

HWATSON

£930

79837273 | 34-74-19 Current Account

16 April 2017

All Payments

JUST EAT

Balance

-£32

£930

-£400

£962

15 April 2017 RENT 13 April 2017 -£350

£1,362

WORK SHOES

-£58

£1,712

LOCAL PUB

- £28

£1,770

-£7.00

£1,798

£295

£1,805

RENT

BUS FAIR 12 April 2017 EGOS SHEFFIELD

15.

6.9 FUTURE CONSUMERS

6.10 It’s believed at least one in three suicides could and should be prevented, and it is unforgivable that society allows people to be sent to a lonely and preventable death (Marjorie Wallace, SANE, 2016) In order to prevent suicides the approach and communication around the issues needs to be changed. Many individuals have stated the NHS are hard to reach, with one mother; Kate Ferrin, whose son committed suicide after ‘begging for help’ at A&E and another bereaved mother who stated: “My son wasn’t hard to reach, it was the services that were hard to reach.” (Failed by the NHS Documentary, 2017) this indicates individuals are reaching out for help and willing to take it, but the services provided aren’t sufficient. ‘Tap IN’ provides consumers with the help they need without physically approaching a doctor.

16.

7. PRODUCT

7.1 FAST challenges the stigma behind ‘masculinity’ and mental illnesses, ‘Fighting Against Suicidal Thoughts’ by bringing men together with organised social activities and prompting communication about depression with pre-planned exercises and talks at events, with the ultimate aim to reduce the number of males who don’t speak up and suffer in silence. Through connecting individuals to their community via ‘Tap IN’ spots, communication about mental health illnesses will be embraced and the wall individuals suffering with depression face, will begin to break down. 7.2 Powered by FAST the ‘Tap IN’ App will be released one year later, following the 12 month B-B campaign. Allowing the Movement chance to attain ‘Tap IN’ stops and get more people involved. ‘Tap IN’ aims to make users deeply understand what it is that makes them happy, and allows them to manage their time efficiently with things they enjoy.

7.3 Incorporating Artificial Intelligence (AI) within the App will allow it to implement daily suggestions based on data collected by the user and their GPS Location. AI allows the App to read the user’s data streams, to predict their failures and act in advance, as well as becoming a service that sets goals, carries out plans against those goals and learns along the way. (Booch, 2017) The option to connect the App with other social platforms allows the App to learn more about the user, and easily allows the App to connect the user with those around him. Treating each day as a new start, the App guides the user to a more positive cycle of life. In a recent survey 27% of millennial males stated they would be interested in an App that recommended groups if it related to their interests. (18-45, 2017, Appx. 2)

WOULD YOU USE AN APP THAT GUIDED YOU TO CHANGE / IMPROVE YOUR LIFESTYLE?

24%

41%

Depending on features

Maybe

27% Yes

17.

“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.” (Cordwell, 2017)

“Simplicity is key, the user has to know what they’re going to get out of the App other wise they won’t want to use it.” (Cordwell, 2017)

“Writing things down and being able to refer back to it massively helped me when I was in a depressive stage on of 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.” (Killen, 2017)

“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.” (Hough, 2017)

PROFILE

TAP INSIDE

JOURNAL

FEED

A Personal Journal and guide for each user. Keep track of where you’ve been and how it made you feel.

Monitor a variety of different aspects of your life with ‘Tap INSide’. View your personal progress and well-being improvement.

A digital Journal allows you to make daily entries about places you’ve been, who you were with and what you did there. Posts can be made private.

A feed of your followers Journal entries, local ‘Tap IN’ spots and personalised suggestions. Each feed is unique to the user.

BROWSE Browse through the best spots around you, Search for locations & activities, and why not trying something new? Easily make plans and invite other users.

7.4 Providing the user with a personalised experience is the USP. Its features and suggestions are unique to each individual, which will increase the likelihood the individual will continue to use the App. Machine learning such as 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 received. 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 (Howard, 2017), meaning the App will become more beneficial, more accurate and more rewarding for the user the more they use it. The more data you give ‘Tap IN’ and the more computation time you give to it, the better it gets, resulting in a more refined experience bespoke to each user. The App can recognise if the user is depressed or suffering with a mental health problem by recognising their routines and moods, the user will then be fed more targeted and constructive recommendations to help their mental health.

18.

7.5 Sence technology can monitor an individual’s emotional wellbeing (Kickstarter, 2017) incorporating this within the App will allow it to track the user’s emotions depending on the time, location and activities undertaken, giving the app access to data that can inform the individual about when they are most happiest or feeling most depressed.

SENCE CAN TRACK PRECISELY WHEN AND WHERE USERS EXPERIENCE:

PHYSICAL EXERTION AND RECOVERY

CAN SENCE 64 EMOTIONAL STATES

STRESS

VITALITY

BY APPLYING THIS DATA, SENCE CAN HELP USERS:

BE MORE PRODUCTIVE AND SUCCESSFUL AT WORK

STOP NEGATIVE EMOTIONS IN THEIR TRACKS

EMPHASIZE THE HAPPINESS IN YOUR LIFE

MAKE YOUR LOVED ONES HAPPIER

Positive routine changes can alter an individual’s lifestyle so much that they begin to have a completely different outlook on life. “Routine is more important than medication” (Melbourne, 2017) 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”. In a recent study, an individual who suffered with depression wrote to cure depression, you must set yourself realistic goals and think of the future (Darras, 2017). Guiding users towards managing their time more efficiently with things they enjoy will enable them to live a more fulfilled, happier lifestyle, and embrace the art of ‘slow living’ - ‘structuring your life around meaning and fulfilment. It emphasises a less-is-more approach, focusing on the quality of your life.’ (Storm, 2017)

The Apps features will continue to change based on research into new technologies and feedback from consumers, allowing the lifespan of the App to become timeless depending on the changes implemented and the demand for new features. Changeable colour themes, font size and personal icons will be available, allowing the user to create a more personal look to the App.

8. PRICE

8.1 FAST will be set up as a not-for-profit organisation. Putting any profit made back into research regarding healthcare and technology, events and App development. Applying for grant funding will secure finance for the beginning stages of the Movement. Attaining sponsors whose products will be used at events will also contribute to running costs, and reduce the amount spent on events.

Relevant companies and ‘Tap IN’ spots will be able to advertise their products, locations and services within the App, sponsors will eligible for a discount on the standard fee.

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

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

This App will be free for all users to download and use, encouraging males to download the App initially to trial without being put off with payment. Some competitors give users a free trial for a period of time, and get them to purchase the App once this time is up. Other Apps limit the number of features users are able to access unless users pay for a premium version. While the ‘Tap IN’ app will be free to download and use the podcast and talks will be chargeable.

8.2 Podcast, talks and video content will be accessible on FAST website. All podcasts will be broadcasted for free at the time they are aired, and then become free to download, apart from a selection of talks that will have to be purchased, depending on the speciality and content of the talk or podcast. This pushes individuals to listen to the podcasts when they are aired and stay up-to-date with FAST, as well as raising awareness of the exclusivity of the talks and videos which aren’t initially free to download.

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

DOWNLOAD NOW

Available to download in 2 WEEKS

ios ios

Androi d

‘Tap IN’ events such as organised runs will be sponsored by companies like Adidas or Nike to help fund the events.

21.

9. PLACE

The App will be available on Apple and Android mobile decives, in the UK. The App can be used by users at anytime, however to receive refreshed content and the Live Feed the user will have to be connected to the Internet. The ‘Tap IN’ locations will range from local coffee shops, cafes, public walk areas, bars and restaurants, to charity collection point, sports centers, public libraries and exhibitions. By measuring economic success alongside how residents rate their well-being, areas in the North West such as Blackpool and South Manchester were stated the most depressing places to live (Walk, 2017) and it has been reported 12% of all men living in London suffer with depression. (The Huffington Post, 2017). The more places targeted, the more males reached, resulting in more revenue to the App. 12 locations will be selected in the UK and these areas will be first to target to attain ‘Tap IN’ spots and get individuals involved. This will happen over a 12 month period, until the App is launched and the ‘Tap IN’ spots are put in place. These locations will be visible on the website, allowing FAST followers to stay engaged and follow the journey. As the brand continues to grow, so will the number of ‘Tap IN’ locations.

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.

22.

10. PROMOTION

23.

10.1 CAMPAIGN PLAN THE F.A.S.T MOVEMENT

F.A.S.T Movement First Event Mental Health Week: The 14th 20th of May 2018

Jan 18

Feb 18

March 18

April 18

May 18

June 18

July 18

Aug 18

Sept 18

Oct 18

Nov 18

Month 1

Month 2

Month 3

Month 4

Month 5

Month 6

Month 7

Month 8

Month 9

Month 7

Month 8

Market Research Competitors Analysis Logo Design App Development Plan Social Media content Plan Press Packs Plan Press Release Record Podcasts Launch Social platforms Release Podcast (Soundcloud) Launch Website Send out Press Release (To MHAW organisers) Send out Press Pack to first group of brands (with invite to Press Event)

Plan Campaign Video Shoot Camapign Video Organise Space for Press Event Organise Photo/Videographer for Press Event

Finalise plans for Press Event Press Event Send out Press Event Invites Release Camapign Video Update Website Send out podcast teaser with F.A.S.T Movement headphones (to brands involved)

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

Launch Snapchat FB Live Stream Events Stream Talks on Twitter Send ‘Thank You for Attending’ Send ‘Goodie bag’ to current Brands involved

Podcasts Online Ads Instagram Takeover Consumer Analysis

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

‘Tap IN’ First Event Mental Health Week: The 13th 19th of May 2018

THE F.A.S.T MOVEMENT

Dec 18

Jan 19

Feb 19

March 19

April 19

May 19

June 19

July 19

Aug 19

Set 19

Oct 19

Month 1

Month 2

Month 3

Month 4

Month 5

Month 6

Month 7

Month 8

Month 9

Month 7

Month 8

Consumer Analysis Record Podcasts Release Podcast (Soundcloud) Organise Space for Press Event Organise Photo/Videographer for Press Event

Finalise plans for Press Event Press Event Send out Press Event Invites Send ‘Thank You for Attending’

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

Send Brand ‘Tap IN’ Packs Subscribe Email Teaser (F.A.S.T Info) Tap IN App teaser (Online Platforms)

Instagram Takeover

FB Live Stream Events Stream Talks on Twitter Send out Invites to first ‘Tap IN’ F.A.S.T Route Event

Finalised Plans for Event ‘Tap IN’ F.A.S.T Route Event Sign up for ‘Tap IN’ F.A.S.T Route event Send out tangible items to Brands

Podcasts Online Ads Consumers Call In Podcasts Early Download (letter & email)

Early Download (email)

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

10.1 CAMPAIGN PLAN (CONTINUED) Final ‘Tap IN’ Event Location: London

THE F.A.S.T MOVEMENT

Nov 19

Dec 19

Jan 20

Feb 20

March 20

April 20

May 20

June 20

July 20

Month 1

Month 2

Month 3

Month 4

Month 5

Month 6

Month 7

Month 8

Month 9

B-B

34 B-C

Record Podcasts Release Podcast (Soundcloud)

Update Website

Research Subscribe Email POS (F.A.S.T Info) Tap IN App Sign up (online POS)

Planning

Instagram Story Takeover

FB Live Stream Events Stream Talks on Twitter

Development

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

Finalised Plans for Event ‘Tap IN’ F.A.S.T Route Event

Press

Podcasts Online Ads

Online Content

Consumers Call In Podcasts Event in London Send Thank You Email

On-going

Snapchat Takeover Get videographer for event YouTube Videos (online)

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

10.2 MEDIA PLAN WITH BUDGET COST

COST FOR 12 MONTHS

TOTAL COST

Space hire

Press Pack:

Envelop Pens Calendar Letter Booklet (8 page) Stickers Business Cards

COST FOR 12 MONTHS

Approx. £500

Approx. £6000

£957 for 2000

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

£7.50 ph (£30 pp per event)

£4,320

£142.20 for 2000

£150 - £400 each

Approx. £3000

£7.90 for 100

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

£652 for 2000

Food

From 14p each

£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

250 for £14

£112 for 2000

From £2.09 each

£1.39

£2,784 for 2000

From 5p each

£88.36 for 2000

£264 for 1000 £44 for 800 £14 for 250

Notebooks Pens Photo/Videographer

£528 for 2000

Local Press

£198 for 3600

Business Cards

£112 for 2000

Approx. 150 guests Per Event £2.73

Per Pack:

£5461.56

Approx. 1,800-2000 over 12 months

COST

COST FOR 12 MONTHS

Set up and manage Instagram

£50 - £500 pm

£600 - £6000

Set up and manage Twitter

£50 - £500 pm

£600 - £6000

Set up and manage Facebook

£50 - £500 pm

£600 - £6000

£7.99 pm

£95.88

£2000 - £5000 pm

N/A

Paid Advertising (Twitter // FB // Insta)

£200 - £5000 pm

£2,400 - £60,000

£26,219

Approx. 1,800 guests over 12 months:

TOTAL COST COST

COST FOR 12 MONTHS

£34,000 - £51,000

N/A

£1,000 - £8,000

N/A

TOTAL COST

DIGITAL: App Design Design Website Website Domain (FASTMovement.co.uk) Podcast Recording

£1,895 - £18,095 Snapchat Filter

£1,933

(AFTER Cost of Phones)

DIGITAL:

Hootsuite Suite Account

TOTAL COST

EVENTS:

TANGIBLE ITEAMS

Notebook (A5)

COST

Website Ads

£3 per year

£3

£150 - £300pm

£1,800 - £3,600

£100 - £5000

£1,200 - £20,000 £28,003 - £82,603

£4,400 - £65,000

25.

10.3 CAMPAIGN SUMMARY

The initial focus will be on building FAST website, this incluse podcasts, FAST information, and shows a map of the 12 locations selected for FAST events. This aims to get brands to sign up and become a ‘Tap IN’ sponsored spot and for individuals to follow the Movement. The B-B campaign will run for 12 months before the App is launched, the B-C relationship throughout these twelve month will be primarily online until the App is launched.

Online Content will exist for any searches made for FAST. The content will reflect the stage of the Movement, with graphics indicating where the Movement is and current levels of interest.

10.4 BEFORE LAUNCH B-B

10.4.1 OFFLINE CONTENT

Press Packs will be sent out to several brands, public and inspirational speakers, and individuals who will endorse FAST. Inviting them to attend a FAST Event and telling them about the brand and it’s aims and how they can help by being involved.

CONTENTS FAST Notebook to be used for notes and journaling A calendar with FAST events dates FAST pen Letter to sign to join FAST Envelope FAST Stickers Business cards

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.

CTA CTA #FASTMovement #FASTManchester A promotional hashtag will be used by those who attend the event to promote the different areas FAST has travelled to and push consumers to follow FAST.

- Prototypes of ‘Tap IN’ Individuals who attend the event have the chance to leave comments about the App. The screens will guide them through the App and then present a set of questions regarding how they found it and the features on it. This data will be used to develop the App.

27.

10.4.2 ONLINE CONTENT

10.5 BEFORE LAUNCH B-C

‘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 - 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.

28.

PODCASTS

Podcasts have seen a resurgence over the last few years as publishers and the platforms that distribute them have found ways to effectively monetise that content, from pre-roll video ads to website ad pop-ups. (Themediabriefing.com, 2017) The highest percentage of podcast listeners are millennials aged 18-34 (34%) (Podcast Motor. (2017) The podcasts created will be based on the analysis of a recent survey, which concludes the main areas of interest for males.

100%

80%

Technology 43%

News 54%

Music 57%

Food & Drink 57%

20%

Sports 62%

40%

â&#x20AC;&#x2DC;Funny Stufâ&#x20AC;&#x2122; 68%

60%

Motivational Monday

Release date: May 2018

Man VS Depression

Release date:November 2019

Take-Over Tuesdays

Release date: July 2019

Saturday Stories

Release date: January 2019

Wednesday Late-night Laughs

Release date:September 2019

Sports Stuff Sundays

Release date: March 2019

29.

The DO Lectures create motivational Do podcasts for their listeners, extracting some of the most influential podcasts such as ‘Finding Your Story, Your Purpose & Your compass’ by Ian Sanders, which tells a story of a male who suffered with depression despite his management role in his dream job, and how he dealt with it (The DO Lectures, 2017). A selection of FAST podcasts will be written in a similar style. Others will be influenced by popular podcasts such as ‘The Football Ramble’ which is written in a very conversational style, as describe by a 24 male interviewee as “It’s like you’re sat round the table with them, they really involve you in the conversation.” (Caddick, 2017) A recent case where an individual committed suicide resulted in the mother actively funding google pop up adverts encouraging individuals to reach out for help if suicidal tendencies had been noted (BBC News, 2017). Podcasts will be promoted online via website advertisements on platforms targeted at male consumers, such as Samaritans, Job Seekers websites, NHS, MIND, sane, and other mental health related charities reached. The advertisements will also pop up depending on what google searches an individual’s makes.

DESKTOP

TABLET PORTRAIT

MOBILE

LEADERBOARD

BILLBOARD

BANNER

TABLET BILLBOARD

LEFT SKIN

RIGHT SKIN

HPU

MPU

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

Man VS Depression

Sports Stuff Sundays

THE

F.A.S.T

LISTEN NOW

Take-Over Tuesdays

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.

MOVEMENT

Motivational Monday

LISTEN NOW

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, including inspiration and motivations speakers, celebrities and Tap IN ambassadors.

LISTEN NOW

THE

F.A.S.T

MOVEMENT

THE

F.A.S.T

MOVEMENT

THE

F.A.S.T

MOVEMENT

CTA Clicking on the ‘Play’ icon begins the Podcast, staying on the current webpage. These will be the most current Podcasts or selected ones which have been used for advertisements.

To keep brands and individuals who sign up to join and endorse FAST and become ‘Tap IN’ spots engaged, podcasts packages including information on the new podcast, FAST earphones and a USB containing the podcasts will be sent out to brands and endorsers. Other promotional items will include branded beer, and FAST posters to be sent to brands and businesses.

ement

ov .S.T M

The F.A

ement

ov .S.T M

The F.A

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Wednesday Late-night Laughs

Saturday Stories

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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.

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THE

F.A.S.T

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MOVEMENT

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‘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 They visible.

‘Tap IN’ Spots Release Date: May 2019

F.A.S.T Movement

31.

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PRE-LAUNCH POS MATERIAL

‘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.

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10.6 ‘TAP IN’ LAUNCH

Consumers who have signed up to receive information on ‘Tap IN’ will receive a E-mail telling them it has been released and to download the App. The first ‘Tap IN’ event for users powered by FAST will then take place in May 2019 - again during Mental Health Awareness week. These ‘Tap IN’ events will take place over a 12 month period in the same areas as FAST press events took place the previous year. Different locations will be taken over and events will reflect the environment of the ‘Tap IN’ spot. Example locations to be taken over include a barbers, coffee shops, male fashion brands, pubs and bars.

FAST Movement @FASTMovement

Get the App ios

Androi d

The App will be available on Android and Apple. This will make it accessible to more consumers.

EDINBURGH

GLASGLOW

NEWCASTLE

MIDDLESBOUGH

BLACKPOOL

LEEDS

SHEFFIELD

LIVERPOOL

MANCHESTER

CARDIFF

BRISTOL

LONDON

10.7 AFTER LAUNCH B-C 10.7.1 ONLINE CONTENT

TH E

F.A. S. T MOVEMENT

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 Download on th e

App Stor e

When the ‘Tap IN’ App is

GET IT ON

launched, a pop up message will allow individuals to send

Google Play

themselves a unique code to their mobile devices to download the

Text the app download to link your phone :

App. This date recorded will show how many downloads have

ex. (+44) 7764490223

been made using a click through link.

Text me the link

Join the Movement: FAS T

FAST ICON (ROYAL BLUE & WHITE)

TAG LOCATION & FRIENDS

#F.A.S.T #TAPINTOTHEMOVEMENT

PROMOTIONAL HASHTAGS

To promote the Apps features and technology behind it, ‘Tap IN’ will also be promoted on platforms which target consumers interested in the technical side, such as NOW this nd Tech insider, broadening the audience reached and raising awareness of the technology and time spent to create the App.

10.8.1 OFFLINE CONTENT

Tangible Items will be sent out to selected brands involved. The type of location will determining the form of promotion used. Promotional Leaflets and booklets will be placed in hospital, doctors and walk in clinics waiting rooms, ‘this App is something that I wouldn’t just recommend to my patients, but something I myself would be interested in using based on the features incorporated within it’ (Dr. Mullin, 2017)

Podcast Points Using the same sensor technology that will be incorporated within 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 roll out for the Podcast points will coincide with when each Podcast is released.

TOILET CUBICALS

Take-Over Tuesdays

Man VS Depression

Release date: May 2018

Release date: July 2019

Release date:November 2019

PUBLIC BUSSES

TRAINS SEATS

UNDERGROUND

Motivational Monday

Wednesday Late-night Laughs

Saturday Stories

Sports Stuff Sundays

Release date:September 2019

Release date: January 2019

Release date: March 2019

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34.

10.8 CONTINUOUS PROMOTION

Annual Reports will be sent out yearly to brands involved, as well as being visable on the website. Presenting data results from the App, showing the number of users, their progression as a whole and how many lives the App has benefited. Making FAST and ‘Tap IN’ translucent allows consumers to trust the brand and contine to follow it and keep using the App.

CTA - GET THE APP Directs individuals 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.

The CTA for ‘Tap IN’ spots is to get more males to download the App. Users scan any ‘Tap IN’ POS material to reveal a signup page on the ‘Tap IN’ App. If they are already a user they are automatically Tapped IN when present at the location. They are they able to share this on the App itself or on their other social networks.

Share this Share this page with your family and friends.

@ E-mail Share

35.

Pin It

Post

11. PEOPLE

11.1 The B-B relationship has to be established before the B-C becomes the focus. This is reflected in the approach taken in the campaign roll out. Brands who become a ‘Tap IN’ spot will become members of the F.A.S.T Movement. They will be visible and advertised on the App which will increase footfall to their locations. The Brands who are ‘Tap IN’ spots can also sign up to receive information on how to best approach customers and the benefits of pushing positivity through their customer service. Movembers creation of a collaborative barbershop, Movember & Co; specialising in cuts, coffee and conversations aimed to once again establish the barbershop as a safe house for men to gather and enjoy a conversation that matters, a hub of the community, a place where men hung out and had real conversations about real issues (Movember.co, 2017). If this approach was reciprocated to provide consumers with a more beneficial, engaging service, this could massively improve the way consumers feel when in these public places.

11.2 FAST Brand Ambassadors will include front end selling spokesmen, involved in FAST events over the two year campaign roll out. They will give talks regarding the brands aims, ‘Tap IN’ features and future plans of the Movement. Behind the scenes office staff will manage the online platforms, podcast recordings and POS material. All staff will be passionate about the brands ethos, they will have desire to be involved in the Movement and be wanting to help. ‘Tap IN’ events that take place are a chance for males to come together and individuals who don’t know many people in their area, or have lost contact with those around him to meet new people with similar interests. It will be the brand ambassadors rolls to prompt casual communication amongst the males regarding mental illnesses and how each person can benefit from opening up. Uniform at the events will consist of branded

Movem en .S.T .A

p IN to the Ta F s.

Movem .S.T en .A

ht Agains tS Fig t.

idal Though t uic

p IN to the Ta F

36.

al Though cid ts ui

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lanyards, name tags and FAST t-shirts.

12. PERSUASION

12.1 To persuade consumers to download the App, promotional online content on FAST platform will show how many males are accepting of the illness, and want to be involved in the Movement by changing the image society has of depression. Prompting casual communication about the illness and providing consumers with talks from several individuals who have suffered with depression themselves aims to make millennials aware of how many people suffer with depression, and that individuals who aren’t currently suffering with depression could end up being affected by the illness in the future. This persuades individuals who aren’t currently suffering with depression, or don’t see themselves as being depressed but follow FAST to download the App when it’s launched with the desirability of the happier, more connected and more self aware lifestyle the App promises to provide.

12.2 When the App is launched the ‘Tap IN’ podcast will be released, which will consist of a range of podcasts regarding how the App has had a positive effect on users and what features different individuals use and why. Promoting the wide range of features targets males who will all be interested in different aspects of the App.

Tap IN Thursdays

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.

Release date: May 2019

THE

F.A.S.T

MOVEMENT

37.

12.3 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. When individuals suffering with depression get stuck in the depressive cycle, going out; socialising and communicating with those around them become tasks they find very difficult - “I will do anything to not go out with my friends, I won’t even want to speak to my kids, I just want to sit there and do nothing until the feeling goes away, but it doesn’t” (Thorpe, D. (2017). Having the App suggest a simple activity in the local area aims to destruct this depressive cycle by keeping the user active.

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.

To keep users engaged online there will be special guests hosting a selection of the talks, podcasts and videos available to on the F.A.S.T Movement website.

38.

13. CONCLUSION

13.1 An incredible journey of coevolution with machines allows the creation of these products to become reality. 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 can begin to attend. (Booch, 2017) These technologies allows us to improve healthcare, the way we communicate and the way we live. 13.2 Using the technology behind the App, future developments will include incorporating the features into new products with the aim to benefit individuals who suffer with mental health illnesses. Prison suicides rates in 2016 saw a rise torecord level in England and Wales (BBC News 2017) sense technology can be used in prisoners tags to detect if they are reaching a suicidal point and act in advance, this can be monitored on an altered version of the ‘Tap IN’ App. EI is predicted to be present in all mobile devices in five years time (Kaliouby, 2017) having this technology incorporated within the App will allow it to use emotional data to collect a more in-depth analysis of the user, making the personalised suggestions even more direct. Bluetooth and wireless headsets are becoming increasingly more popular, with 50% of all online headphone sales currently being wireless (Potuck and Potuck, 2017) having a feature which connects the user’s wireless headsets to the App will provide users with an augmented reality experience using sound and location tracking, even without the App being present. Incorporating the technology and concept into Apps aimed at children and women.

SCREENS IN PRISIONS

CONNECTED BLUETOOTH EARPHONES

EI IN MOBILE DEVICES

APP FOR WOMEN

39.

APP FOR CHILDREN

13.3 S.W.O.T ANALYSIS

STRENGTHS:

WEAKNESSES:

- Each user will get a unique experience from the

- The App could be criticised for only being

App

available for men, this could be seen as a sexist

- The App will suggest things based of the data

feature.

stored and access the user provides it with, allowing

- The App has to learn about the individual and

it to give personalised suggestions.

have access to certain features to be able to give

- The App is targeted at men only, giving men who

the user unique suggestions.

feel they can’t speak openly about mental health

- The Apps design could be reciprocated.

issues and their emotions a voice.

- Millennials like staying up to trend with new

- Allows users to understand more about

technology, the App will have to make sure they

themselves; ‘Tap InSide’.

are continuously researching into new Apps and

- The App will give the user more directed, more

technologies.

effective suggestions the more the user uses the App. - 76% reported they wouldn’t download apps that were not free to download. Tap IN’ will be free to use for all users. (2014)

OPPORTUNITIES:

THREATS:

- The number of ‘Tap IN’ stops will continue to

- Other Apps and brands who target individuals

grow as more and more businesses want to get

who suffer with depression

involved; raising awareness of the both the brand

- Individuals who don’t have a mobile device won’t

themselves and ‘Tap IN’s ethos.

be able to use the App

- The data saved from the App can be used to

- The ‘Tap IN’ posts will have to be checked and

benefit brands, and allow them to understand

updated if they become damaged in any way.

more about their consumers and their routines. - The App will reduce the number of people who turn suicidal, making people who are already at a suicidal point get the help they need to receive faster. - The technology incorporated within the App can turn into digital screens and be placed in areas where individuals would rather speak to the screen than a real person. (e.g prisons)

13.4 CONCLUSION

Mental Health care funding and resources are constantly being evaluated and evolved (Failed by the NHS Documentary, 2017) Supplementing existing services by ‘Tap IN’ is one way to help make best use of what services do exist, allowing prioritisation of those in more critical need of health care services. ‘Tap IN’ also aims to help people self manage their conditions by encouraging engagement in group activities and developing new friendships. ‘Tap IN’ events can become annual, pushing UGC out at different points of the year, in several different locations to keep the hype around FAST fresh and consistent. Reminding existing ‘Tap IN’ users about FAST and obtaining new consumers from ‘generation X’ who have been successfully reached. The Movement can continue to grow, until it becomes an international brand that connects people from overseas and benefits males worldwide. Unfortunately the stigma behind mental health will always linger amongst us, but to challenge them, and change the way future generations consider them, the stigmas will need to break down. Casual communication and raising awareness of the acceptance people have of depression prompted by this campaign will encourage more males to attend local events, meet up and speak openly about their emotions. The sooner FAST is formed and begins to grow, fewer people will suffer in silence and the more lives will be saved.

THE

F.A. S. T MOVEMENT

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14. BIBLIOGRAPHY Anon, (2017). Mental health statistics: Depression. [online] Available at: https://goo.gl/CS8FIv [Accessed 6 Mar. 2017]. Anon, (2017). Mental health statistics: Suicide. [online] Available at: https://goo.gl/9ebss7 [Accessed 6 Mar. 2017]. Anon, (n.d.). Suicide causes. Suicide.org. Suicide causes. Suicide.org. Suicide causes. Suicide.org. [online] Available at: http://www.suicide.org/ suicide-causes.html [Accessed 6 Mar. 2017]. App Annie Content. (2017). App Annie 2016 Retrospective — Mobile’s Continued Momentum. [online] Available at: https://www.appannie.com/ en/insights/market-data/app-annie-2016-retrospective/ [Accessed 1 Apr. 2017]. app?* (2017). Young people: Barriers to app downloading UK 2014 | Statistic. [online] Statista. Available at: https://www.statista.com/ statistics/317680/young-people-barriers-to-app-downloading-uk/ [Accessed 25 Mar. 2017]. BBC News. (2017). Mother hopes pop-up ads mean suicide-support a click away - BBC News. [online] Available at: http://www.bbc.co.uk/ news/uk-scotland-north-east-orkney-shetland-38093324 [Accessed 14 Apr. 2017]. BBC News. (2017). Prison suicides rise to record level in England and Wales - BBC News. [online] Available at: http://www.bbc.co.uk/news/uk38756409 [Accessed 17 Apr. 2017]. Booch, G. (2017). Don’t fear superintelligent AI. [online] Ted.com. Available at: https://www.ted.com/talks/grady_booch_don_t_fear_ superintelligence [Accessed 15 Apr. 2017]. Caddick, S. (2017). Podcast & Promotional Discussion. Choices, N. (2016). Suicide - causes. [online] Available at: http://www. nhs.uk/Conditions/Suicide/Pages/Causes.aspx [Accessed 6 Mar. 2017]. Cordwell, D. (2017). App Discussion. Darras, M. (2017). How I Cured My Depression: Creating A Routine. [online] Malan. Available at: https://www.malandarras.com/depression-2 [Accessed 15 Apr. 2017]. Failed by the NHS Documentary. (2017). [video] United Kingdom: BBC.

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Hough, L. (2017). App and promotional material discussion. Howard, J. (2017). The wonderful and terrifying implications of computers that can learn. [online] Ted.com. Available at: https://www.ted. com/talks/jeremy_howard_the_wonderful_and_terrifying_implications_ of_computers_that_can_learn [Accessed 15 Apr. 2017]. Kaliouby, R. (2017). This app knows how you feel -- from the look on your face. [online] Ted.com. Available at: https://www.ted.com/talks/ rana_el_kaliouby_this_app_knows_how_you_feel_from_the_look_on_ your_face [Accessed 31 Mar. 2017]. Kickstarter. (2017). Sence: The Evolution of Mindfulness and Productivity. [online] Available at: https://www.kickstarter.com/projects/455414429/ sence-the-evolution-of-mindfulness-and-productivit/description [Accessed 15 Apr. 2017]. Killen, T. (2017). App and promotional material discussion. Letters (2017). Words are not enough to tackle the crisis in mental health | letters. The Guardian. [online] Available at: https://goo.gl/MsVe85 [Accessed 6 Mar. 2017]. Melbourne, H. (2017). Mental Health Care Worker. Mental Health Foundation. (2017). Mental Health Awareness Week | Mental Health Foundation. [online] Available at: https://www. mentalhealth.org.uk/campaigns/mental-health-awareness-week [Accessed 8 Apr. 2017]. Movember.co. (2017). Movember & Co.. [online] Available at: http:// movember.co/ [Accessed 8 Apr. 2017]. Mullen, D. (2017). DR. Mike Mulle, App discussion. Podcast Motor. (2017). 4 Ways Millennials Are Changing the Way We Consume Audio - Podcast Motor. [online] Available at: https://www. podcastmotor.com/4-ways-millennials-are-changing-the-way-weconsume-audio/ [Accessed 23 Apr. 2017]. Potuck, M. and Potuck, M. (2017). Rep ort: Appleâ&#x20AC;&#x2122;s AirPods and wireless Beats take 40% of all recent Bluetooth headphone sales. [online] 9to5Mac. Available at: https://9to5mac. com/2017/01/11/apples-airpods-and-wireless-beats-take-40-of-all-recentbluetooth-headphone-sales/ [Accessed 31 Mar. 2017]. Storm, E. (2017). Slow Living - Learning to Savor and Fully Engage with Life. [online] Create The Good Life. Available at: http://www.create-thegood-life.com/slow_living.html [Accessed 15 Apr. 2017].

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The DO Lectures. (2017). DO Podcast. [online] Available at: http://www. thedolectures.com/do-podcast/ [Accessed 14 Apr. 2017]. The Guardian. (2017). Words are not enough to tackle the crisis in mental health | Letters. [online] Available at: https://goo.gl/MsVe85 [Accessed 1 Apr. 2017]. The Huffington Post. (2017). Londonâ&#x20AC;&#x2122;s Hurting: Depression in the Capital. [online] Available at: http://www.huffingtonpost.co.uk/dr-rafael-euba/ london-depression_b_7478174.html [Accessed 29 Mar. 2017]. Themediabriefing.com. (2017). How to: Publish your podcast on a variety of platforms. [online] Available at: https://www.themediabriefing.com/ article/how-to-publish-your-podcast-on-a-variety-of-platforms [Accessed 15 Apr. 2017]. Thorpe, D. (2017). App Discussion with Mental Health Sufferer. Warc.com. (2017). Search Results | WARC | WARC. [online] Available at: https://www.warc.com/ Search?Sort=(Default)&q=instagram&RecordsPerPage=25 [Accessed 17 Apr. 2017]. Watt, A. (2017). The Unhappiest Towns In England Have Been Revealed. [online] UNILAD. Available at: http://www.unilad.co.uk/news/theunhappiest-towns-in-england-have-been-revealed/ [Accessed 29 Mar. 2017]. WGSN (2017). Menâ&#x20AC;&#x2122;s branding on pinterest. Social media trends. World Health Organisation. (2017). Depression. [online] Available at: http://www.who.int/mediacentre/factsheets/fs369/en/ [Accessed 1 Apr. 2017]. World Health Organisation. (2017). Depression. [online] Available at: http://www.who.int/mediacentre/factsheets/fs369/en/ [Accessed 2 Apr. 2017].

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15. APPENDIX

APPENDIX 1

APPENDIX 2

APPENDIX 3 - FULL QUESTIONNAIRE

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46.

APPENDIX 4 - FOCUS GROUPS & INTERVIEWS

Mullen, D. (2017). DR. Mike Mulle, App discussion - FULL NOTES

Mike is part of a local Tennis club, where he meets up with seven other men each week to play tennis. I went down to the club to speak to Mike individually as well as all the men there to ask them about my App. I met with Mike to discuss my ideas for the App, the objectives behind it and ask his opinion on how to market the product. As a GP Mike offered me constructive ideas to make sure my App would be beneficial for people who were suffering with depression. Below is a summary of the discussion and what I took away from it.

Two questions he always asks his patients and all doctors are advised to ask if someone is showing signs of depression or in a suicidal state is “In the last two weeks have you felt helpless?” “In the last two weeks have you felt hopeless?” If patients answer yes to either of these, they could be depressed. Mike told me to look on nice guidelines (https://www.nice.org.uk/ guidance?unlid=) We spoke about the neurovegetative signs of depressions: There are eight neurovegetative signs of depression. * Appetite Disturbance. ... * Difficulty Concentrating. ... * Fatigue. ... * Guilt. ... * Loss of Interest or Pleasure. ... * Psychomotor Retardation or Agitation. ... * Sleep Disturbance. ... * Suicidality. As well as lose of libido (no interests in sex at all) The App: - Mike really liked the idea and believed it could be something really beneficial to people who suffered with depression - Think about changing the ‘Not very’ & ‘Extremely’ guidelines on the answers to the initial questions to numbers so it’s clearer for users to rank how they’re feeling - To include video on the feed - For users to have the option to have ‘Motivational Interviews’ with a Chatbot. The concept behind these is to from and make individuals explain why they feel a certain way, and why they haven’t done anything about it. Aiming to turn negative thoughts into positive ones. (For example, why a patient feels depressed and what stops them from hurting themselves and working with that information to prevent the individual from hurting themselves in the future.) Mike thought about making it an option to share content from the App to other people, as an awareness to other people that they are depressed, and suffer with depression but are doing something about it. A statement that makes other people aware of the problem and aims to send a message out that it is okay to speak openly about depression and something that should be spoken about online as well as off.

Alcohol is a massive issues which leads to depression as well as being something people who suffer with depression turn to. If the App could monitor how much the individual was drinking / help the individual reduce the amount they were drinking and reward them for it, this would massively help people who suffer with alcohol problems. How the App would reward the individual is something I need to think about. Music needs to be an option, which I explained to Mike it already was but this needs to be clearer and an option the individual can add as a main feature to the App. Music uplifts, inspires and motivates individuals and can play a massive part in helping people who suffer with depression. Images / a photo album should also be a feature on the App. I explained to Mike about my initial idea of having selected images save to the App and pop up if the user was showing signs of feeling more depressed than usual. The more personal the App the better it will be and the more successful it will be to help the user. I had an idea. When the App connects to the users camera roll or their social platforms, it will recognise any images of people smiling, using face recognition and linking this will messenger on social platforms the App will be able to feed the user images which they know will make them happy and remind them of a time they were enjoying. Mike mentioned on google photos it automatically puts together a collage of images which summarise a trip or month, this is something he enjoys looking at as it brings back memories. After explaining more about what Facebook does with the photographs, editing images together for an individual to celebrate friendships and anniversaries. To get an individual to overcome depression and help then live a happier life, they need to exercise and spend time outside. The App needs to make sure they are pushing the individual to do both of these things. The main comment I’ve taken away is when Mike was speaking about making sure the App was personal to the individual. Mike suggested if the individual wrote in different websites or resources (images // songs etc.) which cheered them up when they first start using the App, then the App knows what content will be most beneficial to the user if they become more depressed or if they are having a day when they don’t feel their usual self.

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Thorpe, D. (2017). App Discussion with Mental Health Sufferer - FULL NOTES

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.

TOOK PLACE: 15.03/17

FULL NOTES: David suffer 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 Too many notifications from an App makes David lose interest and has often deleted Apps which over notify him. 2 or 3 notifications a day from an App is enough. My App will notify the user more than this depending on what the routine consists of but this is something I can look into. David used his Apple Watch on a daily basis. He used it to pay for things as his wallet App on his iPhone is connected to the watch. He also uses it to to monitor his steps and calories. The watch alerts him when he has burnt a certain number of calories and this is something that David likes. David thought the idea to post about achieving your goal on other social platforms was a good idea but it must be something that the user decides if it is going to be posted, as having this as an automatic thing could often certain users and be seen as invading their privacy. This needs to be thought about; how the App will post it to social media channels and what the

message is saying.

David to notice them.

I told David about my idea to maybe include a reward scheme; the more goals the individual receives the told me about an App called Bounts which is an App that rewards the user with Amazon vouchers (originally it was Starbucks / food & drink vouchers but more people began to join the App and the rewards has to be reduced)

David thinks I should get rid of the messenger feature altogether, as otherwise people will be confused to what the App actually does. David only uses Facebook for people he knows, if there was an option to connect to people via the App, having the choice to do it via Facebook, Twitter or even WhatsApp would work well.

When asked about what brings on his depression didn’t want to speak about that (another thing that

David thought it would be a good idea to have Samaritans number and close friends and family number stored in the App as emergency contacts incase the App feels like individual is suicidal and will put them in contact with someone that can help.

I asked David about places to advertise and he said he uses Public transport and that he often reads signs and posters he sees on his journeys. David also looks at the App store and sees which Apps are ranked highest. He will then read about the Apps and see if it is something he is interested in using. I asked David what sports, if any, he is interested in. He enjoyed Snooker and Cricket. I will think about how i can promote in areas where these sports are shown. I asked David what TV programmes he watches and he said Pointless, Game of thrones and Netflix’s. He often watches thee things online after its been on TV. I would have to advertise on these websites or in Ad breaks on demand programmes for individuals like

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Two Apps David mentioned for me too look at were ‘Pillow’; which is an App that monitors your sleep. He said using this App allows him to understand if he sleeping patterns become worse before he goes into a really depressive stage. This is something he finds really beneficial to monitor. The other App he mentioned was ‘MoodTrack’ which tracks your moods and acts as a digital journal. It allows you to see what others are going through and optionally chat anonymously. Form instant friendships and support networks, it allows people to get support when they need it, and give support when they feel like it.

Killen, T. (2017). App and promotional material discussion. Hough, L. (2017). App and promotional material discussion.

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

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

Cordwell, D. (2017). App Discussion. - SUMMARY

DIGITAL AGENCY FOUNDER Visions Design is a digital agency, creating online content for a range of different brands. The founder Daniel Cordwell is a 32 year old male, who specialises in creating bespoke Apps for clients. and therefore I wanted to ask his opinion on my App ideas so far and the campaign roll out.

KEY TAKEWAYS - Put statistics in the marketing content (Instagram) - Make the App more appropriate for older men; make the features appeal to a higher age group CHANGES TO MAKE - Focus on a selected amount of features, donâ&#x20AC;&#x2122;t include the pages I am trying to incorporate at the moment, as this will make the user confused as to what theyâ&#x20AC;&#x2122;re going to get from the App.

Date Of Interview: 27/01/17 SUMMARY Suffering in silence - The biggest problem is that people are unaware that individuals are suffering with suicidal thoughts. It can then be too late for them to turn their loves around.

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16. GLOSSARY AI - Artificial Intelligence B-B - Brand - Brand B-C - Brand - Consumer CTA - Call To Action EI - Emotional Intelligence FAST - Fight against suicidal thoughts HPU - Half Page Unit MPU - Mid Page Unit POS - Point Of Sale UGC - User Generated Content USP - Unique Selling Point

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The F.A.S.T Movement

Words: 5897 ‘Tap IN’ & Join the Movement

@FAST