Research and development folder (part 2) by Georgina Atkinson

APP & LOGO DESIGN FOUR AI allows the App to read the userâ&#x20AC;&#x2122;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. 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.

*Key Takeaway: The App is unique to each user, the more the user uses the App, the more their lifestyle and wellbeing will improve - reducing the amount of individuals who reach a critical depressive stage.

‘Tap IN’ FAST Logo Development

‘TAP IN’

Development

‘TAP IN’ Tap In & be part of the

F.A.S.T

FAST

‘ TA P IN ’

‘TAP IN’

Fight Against Suicidal Thoughts

F.A.S.T

Movement

F.A.S.T

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

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

Fight Against Suicidal Thoughts

Fight Against Suicidal Thoughts The concept behind and name for ‘Tap IN’ was inspired by the Oyster Card experiment at the London Science Exhibition - this idea involves users ‘Tapping IN’ to different ‘Tap IN’ spots, inspired by Dojo’s Categories. These would be locations and activities the App used as suggestions for users to do.

IN ’

‘ TA P

‘ TAP IN ’

After experimenting with trying to create an Acronym to represent the brand. F.A.S.T was created, standing for ‘Fighting Against Suicidal Thoughts’

‘Tap IN’ FAST Logo Development

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“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)

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Development

App Design Fourth Screens

PROFILE PAGE Each individual will have a personal profile page. The users ‘FAST Route’ is visable, which include a range of their favourite ‘Tap IN’ locations and their suggested route.

Fourth App

TAP INSIDE Tap InSide monitors a variety of different aspects of the user’s life. They have access to personal progress charts so they are able to track their well-being improvements. Users can select which data their want the App to record.

JOURNAL Users are able to make daily entries about places they’ve been. Posts that are made private aren’t visible to other others but the App still recognises them and uses this data to better understand how the user is feeling and make suggestions accordingly.

FEED The feed consists of posts from other users an individual is following. As well as suggested posts made by the App which are unique to each user. Depending on the data collected by the App about the user, the suggestions will bemore targeted with aim to push the use towards a better cycle of life.

App Design Fourth Screens

FAST ROUTE FAST Routes enable multiple users to participate in a group activity via the App. The individuals won’t know their next location until they have reached the first suggested location.

Fourth App

BROWSE The Browse pages lets individuals discover places and activities in their local area. From the local pubs to a new activity suggestion, users are pushed to try new things and stay active.

CALENDAR The calendar allows the user to keep track of their days and upcoming events. When a user accepts an invite from another user, or send out an invite themselves, the activity and location is automatically added to the calendar.

SHARE Users are able to share content they are viewing via the ‘Tap IN’ App. This raises awareness of both the ‘Tap IN’ spot and the App.

‘Tap IN’ Cycle

‘Tap IN’ App

‘TAP IN’ CYCLE DEPRESSIVE CYCLE Have Goals Positive thinking habits / Looking towards the future / Motivational thoughts / More determination

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

Feeling Good

Stressful Situations

Make Effort

Emotions Discouragement / Sadness / Numbness / Frustration

Health Conditions / Loss / Isolation / Conﬂict

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

‘TAP IN’ AIMS

F.A.S.T CHALLENGING STIGMAS

MAKE MOTIVATIONAL CHANGES

PUSH POSITIVE COMMUNICATION

UNITE MALES

FIGHT AGAINST SUICIDAL THOUGHTS

REDUCE THE NUMBER OF MALE SUICIDES

App Design Fourth Prototype Analysis

APP DESIGN THREE PROTOTYPE ANALYSIS - VIDEO FOUR ON CD WATCH FULL VIDEO: https://www.youtube.com/ watch?v=W35mIZhCea0&t=18s

Consumers

FOCUS GROUP This Focus Group initiated the idea of creating a brand before launching ‘Tap IN’, This will create a hype around ‘The F.A.S.T Movement’ before the App is launched. Making sure on the initial release there will already be a large following of people who will download the App straight away.

*Key Takeaway: Create a brand before releasing ‘Tap IN’ - creating a following before leaunching the App.

Focus Group

28/03/17

PARTICIPANTS: Tom Killen Age: 30 Married for 2 years with one child aged 1 and expecting another child Lewis Hough Age: 29 Engaged and expecting a child Job: Builds and Develops Apps Nick Wells Age: 30 Married Job: Manager of Marketing Agency

“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)

SUMMARY Interview took place at Tom Killens house in Sale, Manchester. The individuals were shown several different Apps that have influenced the design of Tap In. Analysing if the Apps are easy to use, their strengths and weaknesses, the design and if the individual would use the App. Key Takeaway* Don’t do ‘Tap IN’ pop up places, just use a space (rented in different cities & areas) when F.A.S.T Routes are organised these are the main locations. Create a brand before launching the App, this will create a hype around it before it is launch.

“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)

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)

Focus Group - Analysing Apps: Movember

28/03/17

Locate events that are happening during Movember . Create a movie of your Mo growth over the month and share it with the world.

Personalised progress page to track your stats in different areas.

Track your donations and your progress towards your fundraising target.

Log how many steps you did on your walk. Upload any comments or images relating to your move.

Post comments and pictures to your Mo Space page, other people’s pages and your team’s page. Share the link to your Mo Space page quickly and easily via social media and messaging apps.

Personalise your Mo Space fundraising page: add photos, share your Movember motivation and set yourself a fundraising target.

STRENGTHS:

WEAKNESSES:

BEST FEATURES:

WORST FEATURES:

“The branding is really strong and because of that tho logo is not something that’s become intanatially known.” - Lewis Hough

“It only lasts a month then people don’t take as much interest in it” - Lewis Hough

“Being able to add your own images to your profile page is a really good feature, it enables you to make it personal and acts as a group of memories” - Lewis Hough

“I think the fact they push you to donate so much and that it’s on your profile page, I think this would put people off as they might feel pressured to donate whenever they go on their profile.” -- Lewis Hough

“The App seems simple to use, I like how you can journal any walks you’ve done.” - Nick Wells

“It’s too commercialised, I think it’s been made into a thing hipsters tdo and that makes me not want to do it anymore” - Tom Killen

EASY TO USE?

OVERALL DESIGN:

COLOURS:

WOULD YOU USE THIS APP:

“The App seems simple to use, I like how you can journal any walks you’ve done.” - Nick Wells

The design of it seems a bit dated to me, the text is far too small and I don’t like the big white boxes” - Lewis Hough

The colours are very plain, but I don’t think that’s a bad thing, it just looks like it needs updating slightly.” - Nick

“I have previously used it but I don’t anymore” - Lewis Hough

It seems like it would be easy to use, I like how you can add different teams” - Tom Killen

It looks a bit old fashioned, the would be an issue for me if I used it.” - Nick Wells

“I have used it once before but I deleted it not long after.” - Tom Killen “No.” - Nick Wells

Focus Group - Analysing Apps: Dojo

The ‘The Week’ feed shows a range of popular places to go, refreshing each week.

Catogories takes the user to a range of different options to browse through different suggestions.

28/03/17

Catogories range from ‘Theatre & performance’ to ‘Late Night Drinking’ places

You are able to add different places to a saved ‘Collection’ you can create you own and have multiple groups.

You can share places on other social channels. A short description and a rating is visable for each place.

Information on opening times and how to get to the destination is provided.

STRENGTHS:

WEAKNESSES:

BEST FEATURES:

WORST FEATURES:

“The images are really strong, very good quality and all really bright. Your attention is drawn to the images as soon as you open the App.” - Lewis Hough

“It’s only avalible in London” - Lewis Hough

“I find the ‘around me’ bit really useful, I have used this before when I am in London, and because it’s such a big city, knowing what’s around you really helps, instead of seeing something that you’re interested in but then realising it’s really far away.” - Nick Wells

“I can’t really see any faults in the features.” - Lewis Hough

EASY TO USE?

OVERALL DESIGN:

COLOURS:

WOULD YOU USE THIS APP:

“It seems like a really simple App, the buttons are big enough to navigate through and the catogories are easy to read.” - Lewis Hough

“Really nice, It’s so clear which makes you want to flick through the different pages.” - Tom Killen

“Really like the colous, bright, vibrant and they really make the images stand out.” - Lewis Hough

“Yes, I haven’t actually seen this App before but I will be using it when I next go to London.” - Lewis Hough

Some of the catogories are ones that woulnd’t appeal to me, I’d want to filter the ones I’m not going to look at so they don’t pop up.” - Tom Killen

“I wouldnt use the ‘Collections’ feature, I would only use the App if I was looking for somewhere there and then.” - Tom Killen

“Yes, it a shame it’s only avalible in London, something like this would be really useful when going to a new place.” - Tom Killen

Focus Group - Analysing Apps: MoodTrack

‘Everyone’ reveals a Feed of everyone using the App. This is a live feed constiantly refreshin

You are able to comment on other users posts, clicking on the post reveals more of the message

A Graph shows each users emotional progress throughout their use of the App. Users can search selected dates

28/03/17

You can click on certain words to reveal the message underneath and the data the users posted the emotion

Private Inbox if someone replies to a comment or tags you in a message

A feed of all the posts from the users you are following

STRENGTHS:

WEAKNESSES:

BEST FEATURES:

WORST FEATURES:

“The comments and replies seem to be very positive, uplifting messages. Hopefully this means individuals who use the App to ask for help and are looking for someone to speak to who feels the same way, are left feeling positive.” - Nick Wells

“I think this App would be very open to trolling. With it being an App hat seems to be a cry for help I think this is a really negative part of it.” - Tom Killen

“The fact users post anonymously is really good, I think this allows people to be more open about what they write, which will massively help the individual if they need to let something out.” Lewis Hough

“Not having to put your age in is worrying thing, not knowing who you’re speaking to online is a worrying thing.” - Tom Killen

EASY TO USE?

OVERALL DESIGN:

COLOURS:

WOULD YOU USE THIS APP:

“It seems really simple to use, I like that you can follow people and then only their feed comes up.” - Lewis Hough

“The font is a bit dated, and the the overall design is very basic. The font is quite small, if there was a feature where you could change the font size this would help.” - Lewis Hough

“The colours help distingush different moods from one another, think mkes tracking your personal moods easier - patterns are easily visable and I think this must really help people who use the App.” - Nick Wells

“I personally wouldn’t I don’t think it’s a very string App.” - Tom Killen “I wouldn’t use the App no.” - Lewis Hough

Focus Group - Analysing Apps: ‘Tap IN’

28/03/17

TAP INSIDE

PROFILE

JOURNAL

BROWSE

FEED

The App can monitor a variety of different aspects of the users life. Their progress and patterns are visable.

Personal Prpfile for each user. Their F.A.S.T Routes, connections and unlocked journal entries will be visable.

Each user will have a Jouranl, allowing them to make daily entries about their locations, images, and emotions. Posts can be made private.

Allows users to search for locations & activites in a selected areas, then add this to their routine

A feed of Journal entries, ‘Tap IN’ locations and suggested routines depending on who the user follows and the data the App has access to.

F.A.S.T ROUTE Unique Routes for users to enjoy on their own or in groups. Each user can create their own personalised route

STRENGTHS:

WEAKNESSES:

BEST FEATURES:

WORST FEATURES:

“Making the App unique to each user is something that will make it different from other Apps, this will make more people talk about it and the different things that come up on their suggestions.” - Lewis Hough

“I don’t know how I would feel initially downloaing the App if I thought it was targetted at someone with depression, but if more of my mates started getting it I would probably then download it to see what it was like.” - Tom Killen

“Tap INside is something I would be really interested in using. Keeping track of my money at the same time as my calories or sleep, and being able to see all the data in one place is really helpful.” - Nick Wells

“The only feature I might not use is the FAST Route, but this might be a feature I begin to use what I start using the App.” - Lewis Hough

EASY TO USE?

OVERALL DESIGN:

COLOURS:

WOULD YOU USE THIS APP:

“It looks like it would be really easy to use. Some of the buttons which the images behind could be brighter, maybe bringing the opacity up a bit more.” - Nick Wells

“Really nice, I think the font is slightly too small for me, again if you could have a feature on it that allows you to change the font size that would be really helpful.” - Lewis Hough

“The colours are really nice, the different shades of blue look really nice together.” - Lewis Hough

“I would use 100% use this App, being able to use it in any location will be really useful for when I go to new places.” - Nick Wells

“I really like the colours too, makes it look more masculine as well, which would appeal to more men.” - Nick Wells

“I wou’d use the App yes.” - Lewis Hough

Focus Group

28/03/17

Rewards: When a user has ‘Tapped IN’ to the same place a certain amount of times, or whilst they are on a F.A.S.T Route, Rewards can be spent in the location or at the ‘Tap IN’ Hubs.

Users are able to follow one another, including celebrities profiles. You can search other users ‘F.A.S.T Routes’ and places their have been, as well as their ‘Journals’ if it has been made visible.

BEST IDEA: “ I think the beer mats would work well, seeing something like that at a pub would make a group of men talk about it.” - Lewis Hough “Having ‘tap IN’ spots in so many different places would make more people use the App. Especially if they are in places you wouldn’t usually think of going to.” - Nick Wells

GOOD TAP IN PLACES: “I like the idea of having them at more independently ran places these are often some of the nicer places to go. It would make people try new things as well, especially if you can see how many people have Tapped IN there and see a rating.” - Louis Hough

THOUGHTS ON REWARDS & FEED: “Depending on what rewards they were I think these could work really well, it would push people to go back to places and use the App more.” - Nick Wells “I wouldn’t be interested in following celebrities on it.” - Tom Killen

THOUGHTS ON F.A.S.T ROUTES? “I don’t know if I would use it, but if a group of me and my mates were together and it popped up suggesting it we might do it.” - Nick Wells “I think it would be quite fun to do depending on where it took you, it would be annoying to end up somewhere non of us enjoyed.” - Tom Killen

THOUGHTS ON RADIO & PODCAST: “Podcasts would be a really good idea. I listen to a lot of Podcasts at the moment and if they were about something interesting that would make males tell their mates to listen to it.” - Nick Wells “Podcasts would work well, I love Podcasts and I’m always looking out for new ones - Tom Killen

THOUGHTS ON TAP IN HUB: “I don’t think you need to do a ‘Tap IN’ hub, you could just rent out a space in that location and then use that.” - Nick Wells “I don’t think the hub would be that popular, it would cost a lot to do in different cities.” - Tom Killen

CUSTOMER AND MARKET ANALYSIS Analysis of the Focus Groups and research findings so far highlight the Gap in the Market. The App will initially be aimed at millennial males. The features within the App will appeal to this consumers group the most, with the interactive elements and new technologies included. This will prevent depression among young millennials, and reduce the number of males who reach a suicidal point.

*Key Takeaway: There is a gap in the market to target individuals before they reach a depressive point, as well as targeting individuals who currently suffer with depression.

Where to Advertise - Target Consumers

Customer Analysis

TARGET CUSTOMER ANALYSIS 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.

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

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

14.

Social Media Snapchat Instagram Twitter Facebook

3/4 begin by age

34.

Youtube Pinterest

Health care Competitors

Wellbeing Competitors

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

Where to Advertise - Target Consumers

Primary Customer

WRITTEN CUSTOMER PROFILE John Williams Demographic Information: Male Aged 23 Single for 2 years Working for a recruitment agency in Birmingham Dealing with issues of stress from work, really wants to quit but doesn’t know what he wants to do. Lack of energy to try and meet new people and start dating again Income £17,249 per year Still living with parents Psychographic Information: Concerned with not being able to find another job Wants to go out more but a lot of his friends have moved away Enjoys going to the cinema and plays golf at the weekends Prefers to buy things from independent brands rather than labels Finds fulfilment when he has finished a book Values time with his family Enjoys speaking to friends online . Daily Routine ‘Day In The Life’ 8:30am Wake up at the last possible minute feeling horrible 8:31am Wish I was still asleep 8:40am Consider quitting my job so I can go back to bed 8:45am Road rage on the drive to work 9:00am Get annoyed with everyone at work 9:30am Have a coffee break at my desk 12:00pm Get a sandwich from the canteen; look on my phone whilst eating 1:00pm Drink coffee or fizzy drink to try and keep me awake 2:00pm Try and get as little amount of work done that I need to before finishing 5:00pm Leave work feeling exhausted and down 5:15pm Road rage on the drive home 6:00pm Sit on the couch and watch reality shows 7:00pm Microwave meal for dinner 9:00pm Go out drinking 1:00am Decide I should probably go home and sleep 3:00am Finally go to sleep 8:30am Wake up at the last possible minute feeling horrible

JWILLIAMS

£1,206

35748899 | 34-29-67 Current Account

16 April 2017 RENT

All Payments

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

Places to advertise: At work (In the canteen / on toilet cubicle doors / coffee cups) | Billboards (guerrilla marketing on work route) | On Tv | At the pub (beer mats / Pint glasses) | Social Media Channels

RECRUITMENT JOB

Where to Advertise - Target Consumers

Secondary Customer

WRITTEN CUSTOMER PROFILE Rory Scott Demographic Information: Male Aged 29 In a relationship for 1 year Has a dog who is 4 years old Works as a freelance Website Developer in Manchester Dealing with issues of work, he has lost his passion He feels as though his relationship has already lost the spark Income £20,000-£30,000 per year depending on how how work he does Lives in a flat, potentially moving in with his girlfriend Psychographic Information: Concerned with breaking up with partner and not moving to a new flat Wants to get more work with new clients but he doesn’t feel confident enough Enjoys going to photography and art exhibitions Prefers to buy things from local shops Finds fulfilment in taking photographs of his friends who are bloggers Values time with his friends Enjoys meeting up with his friends for coffee or lunch when they all have time Daily Routine ‘Day In The Life’ 8:30am Wake up and look on my phone 8:40am Still be looking on my phone; I’m more awake now 8:45am Go downstairs to make a coffee 9:00am Say goodbye to my partner Louise 9:30am Go back upstairs and sit in bed looking at my iPad whilst drinking coffee 10:30am Get in the shower then make breakfast 12:00pm Start working on current projects 1:00pm Have a coffee break 2:00pm Walk the Dog and go for a coffee 5:00pm Do a bit more work, write a To Do list 5:15pm Tidy up the kitchen and my room before Louise gets back 6:00pm Make Louise a cup of tea and chat about her day 7:00pm Wait for Louise to cook dinner or order a takeaway 9:00pm Sit on the couch and watch whichever series we are watching 1:00am Get into bed and look on my phone before falling asleep 8:30am Wake up and look at my phone

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 ADOBE

All Payments

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

Where to Advertise - Target Consumers

Tertiary Customer

WRITTEN CUSTOMER PROFILE Harry Watson Demographic Information: Male Aged 25 In a relationship for 5 years Restaurant Assistant Manager at Egos in Sheffield Dealing with issues of tiredness from work, being unsociable because he doesn’t enjoy joining in with conversations about life goals and marriage, lack of energy and passion for work Conscious about weight gain due to eating at the wrong times and always eating at the restaurant Income £19,809 per year Lives with girlfriend in a rented flat Psychographic Information: Concerned with losing his partner if he doesn’t change his attitude Wants to enjoy his job, but doesn’t have the motivation to change his ways Wants to live a healthy lifestyle but it doesn’t fit in with his current routine Enjoys going for a pint after work, but often does this alone Tends to favour cheap things over quality Finds fulfilment in going on wal his days off with his girlfriend Values time with a small group of friends when they are doing something fun Daily Routine ‘Day In The Life’ 8:30am Wake up having only had 3 hours sleep when I’m on the late shift 8:31am Falls back asleep 8:40am Wake up in a panic and jump in the shower 8:45am Make a cup of coffee and grab a breakfast bar 8:49am Just make the train, has to stand up 9:35am 5 minutes late to work so rushes upstairs to the office 9:45am Start going through paperwork in the office 12:00pm Force a smile on my face for the customers 1:00pm Have an hour for lunch,go and grab a meal deal from Sainsbury’s 2:00pm Get back to work and feel tired, wish I wasn’t here now 5:15pm Make myself a coffee and sit in the office on my phone 6:00pm Come down from the office and wonder around the restaurant 9:00pm Go for a pint at the pub near mine 10:00pm Decide to just have another pint at the pub rather than meet my mates 11:00pm Have one more pint before walking home 1:00am Pick up a takeaway 2:00am Scroll through social media on my phone 3:00am Finally go to sleep 8:30am Wake up forgetting I was on the morning shift again

HWATSON

£930

79837273 | 34-74-19 Current Account

16 April 2017 JUST EAT

All Payments

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

Future Consumers - Brands & Businessess

Future Customer

FAST - BRAND DEVELOPMENT FAST and â&#x20AC;&#x2DC;Tap INâ&#x20AC;&#x2122; will have the same Logo. This will show the App is connected to FAST and makes FAST followers more likely to download the App. Experimenting with different logos and font concluded the logo design needs to stay simple, the font can be a strong focal point in the branding.

*Key Takeaway: Simplicity is key. The logo needs to be instantly recognisable.

FAST - Logo Development

‘ TAP IN’ Powered by the

F.A.S.T Movement

FONTS Experimenting with different fonts. The ‘SPEED+’ font represents the Movement - it’s happening fast. The ﬁrst text was recently used by Lucozade so this wouldn't work for the brand.

THE

F . A . S. T MOVEMENT

THE

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

Development

THE F.A.S.T MOVEMENT

F . A . S. T MOVE ME NT

THE

F .A.S.T M OVEM ENT

‘ T AP I N ’

‘ TAP IN ’ Powered by the

F.A.S.T

F.A.S.T Movement

Movement

F . A . S. T

M O VEM EN T

THE

F.A .S.T MOVEMENT

THE

F.A.S.T MOV E ME NT

THE

F.A.S.T MOVE ME NT

THE

F.A.S.T MOV E ME NT

CYCLE ICON Experimenting with the ‘Tap IN’ cycle idea. The outcomes work well with the contrasting colours, but there is too much going on. Your attention is taken off the Brands name.

FINAL â&#x20AC;&#x2DC;TAP INâ&#x20AC;&#x2122; APP DESIGN Refinding the previous App, by including imagery from different male Bloggers Instagram accounts. Using this imagery will attract young millennials who are influenced by the images they see online and aesthetically pleasing imagery. This has made the overall App more consistent.

*Key Takeaway: Bloggers were reached to get permission to use their imagery within the App.

FAST - Using @OliverHooson Imagery

TheF.A.S.T F.A.S.TMovement Movement- -App AppVisuals Visuals The

Visuals For App Design

FAST - Content Send to Blogger Matthew Pike

Visuals For App Design

Bloggers and Motivational Speakers:

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

FEATURED POSTS - FAST WESBITE Bloggers will be invited to have FAST Follow them around for the day, finding out their ideal ‘FAST Route’ In their selected area. This will promote different areas in the UK and give the FAST website fresh, engaging content that engages with male consumers online.

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

- Example Bloggers from Final Board FAST ICON (ROYAL BLUE & WHITE)

Tap IN

TAG LOCATION & FRIENDS

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. Bloggers will be invited to the Press Event with the hope they they want to become a part of the Movement and help it grow by endorsing FAST online with #Hashtags, Social Filters and coverage whilst at a FAST event.

The F.A.S.T Movement - Promotional Visuals

#FASTMovement

#F.A.S.T

#FASTMovement

F.A.S.T

#FASTMovement

F.A.S.T Follow F.A.S.T Follow #FASTMovement

#TAPINTOTHEMOVEMENT

PROMOTIONAL HASHTAGS

SOCIAL MEDIA FILTERS The ‘Tap IN’ Takeover Filters allow 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 - Emails with Matthew Pike and Oliver Hooson

Visuals For App Design

FAST - Final App Screens Tap IN Features

HOME

TAP INSIDE

Fourth App Design

BROWSE

JOURNAL

CONNECTIONS

FEED

CALENDAR

FAST ROUTE

CAMPAIGN IDEAS AND DEVELOPMENT The initial focus will be on building FAST website and social content, this will include FAST Podcasts, the brands aims, and allow consumers to follow the Movement and become a part of the journey.

*Key Takeaway: The main aim behind the B-B campaign is to attain â&#x20AC;&#x2DC;Tap INâ&#x20AC;&#x2122; spots. The main aim behind the B-C campaign is to push casual communication around mental health.

B-B INTERACTION FAST will launch their social channels before any interaction with brands and individuals. This was if any searchers are made to find FAST online it will show the viewer the stage of the Movement. Brands will want to be involved in a start up business which aims to help males with depression.

*Key Takeaway: The aim of the B-B interaction is to attain sponcers, endorsments, ambassodors, Podcast creators and â&#x20AC;&#x2DC;Tap INâ&#x20AC;&#x2122; spots.

The F.A.S.T Movement

FAST - Social Content Stage One (Before first B-B Interaction)

INFOR M

Do you keep your employees engaged ? Try sending newsletters or interactive session to keep everyone up-to-date.

LISTEN

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

INSPIRATION - B-B CONTENT (WHY)

I NFOR M Do you keep your employees engaged? Try sending newsletters or interactive session to keep everyone up-to-date. Be honest, approachable and show you care. Make sure everyone is on board .

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.

INSPIRATION - B-B CONTENT (HOW)

FAST - B-B Interaction (Press Pack)

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 itâ&#x20AC;&#x2122;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 F.A.S.T Movement

FAST - B-B Interaction (Press Release)

The F.A.S.T Movement

FAST - Press Release

PRESS EXAMPLES - TO SEND PRESS RELEASE

The F.A.S.T Movement

@FASTMovement

@FASTMovement l

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.

1 In 4

adults experience mental illness every year.

1 In 17

lives with a serious mental illness.

21.3

23.9

13.6

14.4

problems took their own life in the UK. This compares to

10-29 Years

30-44 Years

45-59 Years

60-74 Years

75+ Years

in suicide rates. Of these 75% were male. Men are slow to take

3.2

6.1

7.3

4.6

9.9

â&#x20AC;&#x153;The secret of your future is hidden in your daily routineâ&#x20AC;?

Between 2003 and 2013, 18,220 people with mental health 6,188 UK recorded suicides in 2014 showing the rapid increase action and when they do, itâ&#x20AC;&#x2122;s often too late

, 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,

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

with the concern it would be shameful to ask for help. This needs to change.

The F.A.S.T Movement (FAST) is to launch online in May 2018. Followed by 12 FAST events to attain â&#x20AC;&#x2DC;Tap INâ&#x20AC;&#x2122; spots and FAST sponcer, speakers and ambassadors. 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.

Depressive Cycle:

@FASTMovement

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

Depression is a common mental disorder that causes people to experience depressed mood, loss of interest or pleasure, feelings of guilt

Press Releases will be sent out to various different Brands and Mental Health organisations which can prompt both FAST and â&#x20AC;&#x2DC;Tap INâ&#x20AC;&#x2122;. A new Press Release will be sent out regarding â&#x20AC;&#x2DC;Tap INâ&#x20AC;&#x2122; explaining the features in more detail, and how Brands involved can benefit from being part of the Movement.

or low self-worth, disturbed sleep or appetite, low energy, and poor concentration. Suicide

Emotions

is a serious issues which can stem from a

Discouragement / Sadness / Numbness / Frustration

depressive cycle individuals feel they can no ORQJHU Â´JKW

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

Tap IN Cycle: Have Goals Positive thinking habits / Looking towards the future / Motivational thoughts / More determination

Tap IN Lifestyle and Wellbeing App Launch Date: May 2019

The launch of â&#x20AC;&#x2DC;Tap INâ&#x20AC;&#x2122; - a Lifestyle and Wellbeing App that guides the user WRZDUGV D KDSSLHU PRUH IXOÂ´OOHG ZD\

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

Make Effort

of living by changing their daily life

Energy / Staying active / Socialising / Motivation

cycle, has the ultimate aim to reduce the number of males who commit suicide by connecting the user to those around

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

activity level / Healthy Lifestyle

The F.A.S.T Movement

him and allowing them to monitor their wellbeing.

TheThe F.A.S.T Movement F.A.S.T Movement

ST - Invitations and Name Bagdes FAST - B-B Interaction (Event Invitations & Name Badges)

The F.A.S.T Movement

FAST - Invitations and Name Bagdes

FOR GUEST GUEST ATFOR EVENTS

The F.A.S.T Movement

AT EVENTS

The F.A.S.T Movement

Event Invitation to: Jim Chapman

Event Invitation to: Date: 20th May 2018

Jim Chapman

Date: 20th May 2018

MOVEMENT

Locati o n: Manchester

Time: 6:00pm - 10:00pm

Time: 6:00pm - 10:00pm Location: Great John St Location: Great John St Castleﬁeld Castleﬁeld Greater Manchester Greater Manchester M3 4FD M3 4FD

Itinerary:

THE F.A.S.T THE MOVEMENT F.A.S.T

Date: 20th May 2018 20th May 2018 Locati o n: Date: Manchester

Date: 20th May 2018 Date: 20th May 2018 Locati o n: Manchester Locati o n: Manchester

GUEST: GUEST: JACOB WILLIAMS

JOB TITLE: JOB TITLE: MALE BLOGGER

JACOB WILLIAMS

THE F.A.S.T THE MOVEMENT F.A.S.T MOVEMENT

JACOB WILLIAMS

MALE BLOGGER

Itinerary: THE THE F.A.S.T F.A.S.T MOVEMENT MOVEMENT

GUEST: GUEST: JACOB WILLIAMS JACOB WILLIAMS JOB TITLE: JOB TITLE: MALE BLOGGER MALE BLOGGER

Meet and Greet 6:00pm

Meet and Greet FAST Talk 6:00pm

6:30pm

FAST Talk

Coffee Break 6:30pm 7:15pm

Coffee Break 7:15pm

THE F .A.S.T MO VEMEN T

THE F.A.S.T MOVEMENT

Challenging stigmas Challenging stigmas by changing the communication and by changing the staying connected.

‘Tap IN’ Prototype review 7:30pm

8:00pm

Food & Drink 8:00pm

Networking 9:00pm

Networking 9:00pm Don’t forget to tag

Don’t forget to tag #FASTManchester

GUEST: GUEST: JACOB WILLIAMS JACOB WILLIAMS JOB TITLE:

JOB TITLE: MALE BLOGGER MALE BLOGGER

Date: 20th May 2018

Date: 20th May 2018 Locati o n: Manchester Locati o n: Manchester

communication and staying connected.

‘Tap IN’ Prototype review Food & Drink 7:30pm

THE F.A.S.T MOVEMENT THE F.A.S.T MOVEMENT

Date: 20th May 2018

Locati o n: Manchester

BADGE PROTOTYPE

#FASTManchester

@FASTMovement

B-B events invitations will be sent out two weeks prior to the event. Individuals will have already accepted the invitation via email. Each invitation will have a personalised icon created by the App to make the invitations more personalised.

FINAL NAME BADGES

FINAL NAME BADGES GUEST: JACOB WILLIAMS JOB TITLE: MALE BLOGGER

GUEST: JACOB WILLIAMS JOB TITLE: MALE BLOGGER

THE F. A. S. T MOV E ME NT

THE F. A . S. T M OVE M E N T

D at e : 2 0 t h Ma y 2 0 1 8 L o c at i o n : Ma n c h e st e r

THE F. A. S. T MOVE ME NT

GUEST: JACOB WILLIAMS

T H E F .A.S.T MO V EMEN T

JOB TITLE: MALE BLOGGER

GUEST: JACOB WILLIAMS Dat e : 20t h Ma y 2018 JOB TITLE:

L o c at i o n : M a n c h e st e r

MALE BLOGGER Date: 20th M ay 201 8 Lo c ati o n: M anc h ester

Date: 20th M ay 2018

L o c at i o n : M a n c h e st e r

The F.A.S.T Movement

FAST - B-B Interaction (Press Event)

The F.A.S.T Movement

FAST - Event

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

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.

EDINBURGH

GLASGLOW

NEWCASTLE

MIDDLESBOUGH

BLACKPOOL

LEEDS

SHEFFIELD

LIVERPOOL

MANCHESTER

CARDIFF

BRISTOL

LONDON

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 and it has been reported 12% of all men living in London suffer with depression. 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.

SEATING AREA FOR FOOD & DRINKS

‘TAP IN’ STAND WITH APP PROTOTYPES

TALKS & PRESENTATION ROOM WITH SEATING

ENTRANCE & SIGN-IN

KITCHEN & COOKING AREA

FLOOR PLAN (FIRST B-B EVENT)

The F.A.S.T Movement

FAST - B-B Interaction (Press Events Coverage and Promotion)

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 aim to promote FAST and it’s aims. Individuals who use the involvement in the Movement.

The F.A.S.T Movement The F.A.S.T Movement

FAST - Staff (Uniform & Badges)

FAST - B-B Interaction (Staff)

JACOB WILLIAMS

Staff Member:

Jacob Williams

STAFF AIM TO:

F .A.S.T am b assado r

F.A.S.T

F.A. S. T

T he F . A . S. T M o v ement

F.A. S. T

The F.A . S. T Mo v e me n t

Staff Member:

Jacob Williams

Staff Member:

STAFF POLO

Jacob Williams

F . A . S. T

F.A.S.T

F . A . S. T

GET TO KNOWN PEOPLE AT EVENTS

PUSH POSITIVE COMMUNICATION

REFLECT A POSITIVE ATTITUDE

BE DEVOTED TO THE BRAND

BE CARING INDIVIDUALS

BE THERE FOR ASSISTANCE

F.A.S.T

HELLO my name is JACOB WILLIAMS it’s my job to tell you all about, SO say hello

Staff Member:

Jacob Williams

F . A . S. T

F.A.S.T

ambassado r

F. A. S. T

The F.A . S. T Mo v e me n t

HELLO my name is

JACOB WILLIAMS , it’s my job to tell you all about FAST, and tell you how you can get involved. Say hello and I’ll answer any of your questions.

JACOB WILLIAMS

F . A. S. T amb assador

F .A.S.T

The F.A.S.T M ovement

HELLO my name is

JACOB WILLIAMS , I am a FAST AMBASSADOR

F. A. S. T

Amb assador :

Ambassado r:

F. A. S. T

The F.A . S. T Mo v e me n t

F .A.S.T

HELLO my name is

JACOB WILLIAMS

F. A. S. T

F .A.S.T

The F.A . S. T Mo v e me n t

B-C INTERACTION The relationship consumers have with the brand aims to make them feel they are part of the Movement when they start following it. They will see the brand as it grows and as ‘Tap IN’ spots are put into place they will begin to gain real life experiences from following FAST.

*Key Takeaway: The B-B campaign will be primarily online before the launch of ‘Tap IN’. Consumers will have an offline relationships with FAST through ‘Tap IN’ spots and B-C events.

The F.A.S.T Movement

FAST - Social Content Stage One (FAST WEBSITE)

INSPIRATION Pizza Express have included a messenger scan on some of their menus. This initiated the idea to use the messenger scan in any POS FAST or ‘Tap IN’ promotion. The user will then follow the chatbots CTA messages.

CUSTOMER JOURNEY This shows the Customers Journey when scanning the promotion. The chatbot gives the individual options, the chatbots reply depends on the users responce. FAST and ‘Tap IN CTA will be to go to the website, follow fast, or download ’Tap IN’.

THE

F . A . S. T M O VE M E N T

SCAN CODE These are the ﬁnal design for FAST and ‘Tap IN’ messenger scans. For the mock up POS material, the messenger scan will lead individual to my personal Facebook page, so if anyone viewing the content scans the code, they can send me a personal message.

The F.A.S.T Movement

FAST - B-C Online Interation (Live Twitter Polls)

SCREEN SHOTS FROM TWITTER

Tweet THE

F . A. S. T MOV EMENT

The F.A.S.T Movement

@FASTMovement

Alright guys, we want to know what Podcasts you’re all enjoying the most so far?

THE

F . A . S. T MOVEMENT

The F.A.S.T Movement

42%

Motivational Mondays

@FASTMovement

Alright guys, we want to know what

Take-Over Tuesdays

36%

Late night Laughs

11%

Saturday Stories

11%

153 votes

Final Results

Podcasts you’re all enjoying the most so far?

29/04/2017, 116:32 29 RETWEETS 14 LIKES

Motivational Mondays

42%

Take-Over Tuesdays

36%Liam Jones @LJones92

Late night Laughs

11%

Wish there was a Motivational Monday every day! Always tuned in to FAST at 8:30am on a Monday

Jack Williams @JackWILLS90

11%

Saturday Stories 153 votes

Reply to @FASTMovement

Final Results

Home

Explore

Notifications

29/04/2017, 116:32 29 RETWEETS 14 LIKES

Liam Jones @LJones92

Wish there was a Motivational Monday every day! Always tuned in to FAST at 8:30am on a Monday

Jack Williams @JackWILLS90

Reply to @FASTMovement

Home

Explore

Notifications

Messages

FAST TWITTER POLL EXAMPLE

Messages

The F.A.S.T Movement

FAST - B-B Events Coverage and Social Filters

BLOGGERS INSTAGRAM STORIES SCREENSHOTS

#TAP

INTOTH

2.5K

EMOVE

MENT

#F.A.S.T MANCHESTER

Liam Jones

Such a positive mind set - great talk

Jack Williams

What a brave guy getting up there and speaking about something so personal

Rory Harris

I’ve got too much love for this guy!

Ryan Devlin

Been following FAST since the beginning these talks never fail to make my day

Liam Jones

Such a positive mind set - great talk

Jack Williams

#TAP

INTOTH

EMOV

EMEN

What a brave guy getting up there and speaking about something so personal

Rory Harris

I’ve got too much love for this guy!

FAST ICON (ROYAL BLUE & WHITE)

#F.A.S.T MANCHESTER

Ryan Devlin

Been following FAST since the beginning these talks never fail to make my day

TAG LOCATION & FRIENDS

FACEBOOK LIVE EXAMPLE

#F.A.S.T #TAPINTOTHEMOVEMENT

PROMOTIONAL HASHTAGS

FAST - Social Content Stage One (FAST WEBSITE)

The F.A.S.T Movement

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.

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: FAS T

TAP IN SPOTS Prototype design development. ‘Tap IN’ spot prototypes were made from perspex and 3D printed to experiment with different ways they could be created.

*Key Takeaway: ‘Tap IN’ spots will be distributed to all locations that have signed up to join the Movement. ‘Tap IN’ spot locations will be advertised on the App.

The F.A.S.T Movement

FAST - ‘Tap IN’ Spot - Prototype Design

To design the ‘Tap IN’ prototype, The design was created in illustrator. All lines that are needed to be cut out must be 0.25 thickness and black. To cut the text out it needs to be selected and by ‘creating outlines’ the document will then be readable by the laser cutting machine.

‘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.

Each disk will be a seperate layer, all attached together.

F.A.S.T Movement

Side View (1cm high each layer)

The F.A.S.T Movement

FAST - ‘Tap IN’ Spot - Prototype Design

TURQUOISE PERSPEX SHEET

NAVY BLUE PERSPEX SHEET

FINAL PROTOTYPE The Final ‘Tap IN’ spot prototype was successful. The sensor would be incorporated within the which ‘Tap IN’ section of the spot. The colours work really well together, consumers would soon recognise these spots and know they were ‘Tap IN’ locations.

The F.A.S.T Movement

FAST - ‘Tap IN’ Spot - Final Prototypes

‘TAP IN’ SPOT PROTOTYPE

The F.A.S.T Movement

FAST - ‘Tap IN’ Spot 3D Printed Prototype Test

3D PRINTED PROTOTYPE

A 3D prototype of a ‘Tap IN’ spot to experiment with different ways the spot could be created. The shape came out really well, however the sensor would have to be incorporated within the spots after the spot have been printed. This might not be doable.

The F.A.S.T Movement

FAST - ‘Tap IN’ POS Material Tests

‘TAP IN’ BEER MATS (COSTERS)

‘TAP IN’ POS FLYERS & CARDS

FAST PODCASTS B-B and B-C interaction with FAST Podcasts. Including which platforms they will be promoted on and why, and where the forms of promotional will be distributed to.

*Key Takeaway: The different Podcasts will attract a wide variety of male consumers. Through the rollout of the Podcasts, depression will be a topic that FAST aims to normalise, prompting casual communication about the illness until it becomes an topic FAST followers speak openly about.

The The F.A.S.T F.A.S.T Movement Movement

FAST - Podcast FAST - ‘Tap IN’Ideas Spot - Final Prototypes

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

“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 how to start your Monday the right way and motivate listenes to do the same.”

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

“Tune in to listen to stories of individuals who have suffered with depression. coping mechanisms, how, when EXAMPLE PODAST: ‘Peter Sagal Opens Up’ - The Hilarious World Of Depression The Hilarious World Of Depression

and how their experience can help you. Each story is different, and each story will inspire FAST listeners.”

“It’s time for you to take over. 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!”

The F.A.S.T Movement

st Ads

who have sion. Hear s coping ey realised and when out.

The F.A.S.T Movement Movement The F.A.S.T

FAST Podcast FAST- Online - Podcast Online Ads Ads

Motivational Monday

Take-Over Tuesdays

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.

It's time for you to take over. We ﬁnd out what some of your favourite feel good songs are, as well as introducing you to new music from local areas.

LISTEN NOW

Wednesday

Tap IN

Motivational Late-night Monday

Laughs

A Monday morning podcast to start your Different comedies daycome the right andway. put a weekly Embracing podcast the on aimed at beginningmales of thewho weekﬁnd by starting it with a difﬁculty in sleeping. positive attitude. With The podcast will be live guest speakers, every Wednesday at including inspiration 10pm for 2 hours and motivations speakers, celebrities and Tap IN ambassadors.

We ﬁnd out what new

LISTEN NOW

THE

F.A.S.T

MOVEMENT

Man VS Depression Man VS

Depression

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

mechanisms, when they realised they had depression, and when they ﬁrst spoke out.

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Stuff Sundays suffered with depression. Hear

ﬁrst hand individuals coping mechanisms, when they realised they had depression, and when they ﬁrst spoke out.

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LISTEN NOW

THE Listen now to F.A.S.T some of MOVEMENT peoples favourite feel good songs .

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THE

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THE

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MOVEMENT

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F.A.S.T

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Join us whilst we sit round the table and discuss the latest news about the sports Storiesworld. of individuals who have

Tune in and listen to inspirational stories from men all over the UK.

From golf to goals, join us whilst we sit round the table and discuss the latest news about the sports world. Got an interesting story or have a love for an out of the ordinary sport, get in touch and join the conversation!

Ha Ha

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FAST - Online Podcast Size FAST - Podcast Online Ads: Ads: Where to Advertise

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The F.A.S.T Movement

FAST - Podcast B-B Promotional Podcast Pillow Packs

PODCAST PILLOW PACKS PROTOTYPES

The F.A.S.T Movement

FAST - Podcast Points

FAST - Podcast Points Sensor Spots

The F.A.S.T Movement

FAST - Podcast Points Sensor Spots

TRAINS Scanning SEATS the podcats UNDERGROUND points will reveal different messages depending on the point scanned. Consumers TOILET be directed will CUBICALS then PUBLIC BUSSES to a selected Podcast.

Motivational Monday

Take-Over Tuesdays

Release date: May 2018

Release date: July 2019

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Wednesday Take-Over Late-night Tuesdays Laughs

Release date: July 2019 Release date:September 2019

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The F.A.S.T Movement

FAST - Podcast Points Prototypes

FAST - Podcast Points Sensor Spots Prototype Test

Using perspex and the same technique used to create the ‘Tap IN’ spots Podcast point prototypes were created. Some designs were too thin and snapped off, these shapes would have to be re-designed so they didn’t break.

The F.A.S.T Movement

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FAST - Podcast Promotional POS Material FAST - Online Podcast Ads

Online pop-up Ads will be visable on selected websites.

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FAST - Podcast Promotional Stickers Development

FAST PODCAST STICKERS - Test print. The barcode has now developed so users donâ&#x20AC;&#x2122;t have to have a separate App to scan the barcode. They are now able to scan the code via the messenger feature on Facebook.

FAST PODCAST STICKERS - TEST PRINT

WEBSITE VISUALS Website Visuals throughout the B-B and B-C Campaign. Whhat forms of promotion will push traffic to the wesbite before and after â&#x20AC;&#x2DC;Tap INâ&#x20AC;&#x2122; is launched.

*Key Takeaway: The website aims to educate consumers on depression through different forms or communication, with the aim to challenge the stigma around Mental Health illnesses and reduce the number of males who suffer in silence.

The F.A.S.T Movement

FAST - Social Content Stage One (FAST WEBSITE)

THE F .A.S.T MOVEMENT

About F.A.S.T

Tap IN

Podcasts

More..

Join F.A.S.T

Get ready to ‘Tap IN’ to the F.A.S.T Movement LAUNCH DATE:

329

Days

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Minutes

Research into the newest technologies, and how we can incorporate these within ‘Tap IN’ to provide males with the best experience is being done. #TapIN

THOUGHTS?

SUGGESTIONS?

LEARN MORE

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.

The F.A.S.T Movement

FAST - Website Homepage

F.A.S.T MOVEMENT

About F.A.S.T

Tap IN

Podcasts

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Join The Movement

FAST WEBSITE 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.

FAST Talks

FAST Journey

Follow FAST

Guest speakers and friendly faces. We get to hear first hand how individuals have overcome depression and how we can join together.

Take a look at the Jounrey so far, see whose joined us along the way and find out where we’re heading next

@FAST keeps you updated about the Movement. Watch BTS footage at our events and follow the Movement as it grows.

‘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’

The F.A.S.T Movement

FAST - Social Content Stage One (FAST WEBSITE)

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 in-app purchases offering features like full-text search and playlists. Sign IN

THE F.A.S.T MOVEMENT Motivational Monday

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Follow The F.A.S.T Movement TO DATE:

51,032

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No. of ‘Tap IN’ users

No. users who now lead a happier Lifestyle

No. of ‘Tap IN’ Spots

The more males that download the App, the bigger the Movement becomes, not already joined? What are you waiting for, there's no better time than the present.

GET 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.

From your local park and coffee shops to the barbers down the road. FAST have attained several ‘Tap IN’ spots across the UK to unit men and raise awareness of the Movement.

BECOME A ‘Tap IN’ SPOT

FAST TIMELINE The FAST Campaign Plan runs from January 2018 - July 2020.

*Key Takeaway: The B-B relationship will be the focus for 12 months prior to the launch of ‘Tap IN’. B-C will then become the target consumers for all promotional material.

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

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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

STRENGTHS:

WEAKNESSES:

- Each user will get a unique experience from the App

- The App could be criticised for only being available for men, this could be

- The App will suggest things based of the data stored and access the user

seen as a sexist feature.

provides it with, allowing it to give personalised suggestions.

- The App has to learn about the individual and have access to certain

- The App is targeted at men only, giving men who feel they can’t speak

features to be able to give the user unique suggestions.

openly about mental health issues and their emotions a voice.

- The Apps design could be reciprocated.

- Allows users to understand more about themselves; ‘Tap InSide’.

- Millennials like staying up to trend with new technology, the App will

- The App will give the user more directed, more effective suggestions the

have to make sure they are continuously researching into new Apps and

more the user uses the App.

technologies.

- 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 grow as more and more

- Other Apps and brands who target individuals who suffer with depression

businesses want to get involved; raising awareness of the both the brand

- Individuals who don’t have a mobile device won’t be able to use the App

themselves and ‘Tap IN’s ethos.

- The ‘Tap IN’ posts will have to be checked and updated if they become

- The data saved from the App can be used to benefit brands, and allow

damaged in any way.

them to understand 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)

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 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

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

Geearte.format.com

@Geearte