Submitted by: Taneha Doldan 25/06/2015
From keeping teenagers productive and occupied, to affording family activities and summer holidays, time outside of school can be a worry for parents who may be unsure of how their teenagers are spending their days. The challenge was to create awareness and drive consideration of NCS amongst the parents of 15-17 year olds. NCS (National Citizen Service) is a way for 15 to 17 year olds living in England and Northern Ireland to make extraordinary friendships, learn the skills they don’t teach you in class and create unforgettable memories.
NCS partnered with The Sun to create a campaign showing parents that they have the power, thanks to NCS, to change their teenagers’ lives for the better. The Sun showcased a series of advertorials and display targeting parents, as well as a bespoke interactive shutter site.
Over half of Sun readers recall seeing NCS advertising in newspapers, higher than any other media. 29% of Sun readers recall seeing the advertising, 38% higher than the News UK benchmark. 81% of exposed readers say the advertising tells them more about NCS. The campaign has educated readers with key messages and positive brand statements coming through; 74% of exposed Sun readers agree that NCS is “a youth programme for 15-17 year olds that improves the lives of young people and communities”. The increase in knowledge further supported by 28% of exposed readers saying they know a lot about NCS, over 10 times more than non-readers at 2%. Consideration increased by 300% from non-readers to those who recall with 60% of exposed readers saying they would consider NCS. Recommendation also outperformed; with 59% of exposed Sun readers saying they would recommend NCS, an increase of 181% from 21% of non-readers. 62% of exposed Sun readers took action directly as a result of seeing the advertising with 19% saying they talked to someone about the NCS.
News UK (formerly News International) is the UK’s largest newspaper publisher with key titles being The Times, The Sunday Times and The Sun, delivered to readers across print, tablet, web and smartphone.