Plethora Productions

Research Folder

Cycling Campaign

Think! Bike

ProducerMax Brown

DirectorMarko Sulic-Woodgate

CONTENTS

Page 1: Outline of Production Research Outline

Page 2: Pre-exsisting material

Page 3-5: Statistics

Page 6: Distribution

Page 7: Research Overview

Page 1

Outline of Production

Key Message

Not abiding road safety while cycling, will lead to death.

Key Aim

Audience to share our video.

Audience

Age Demographic: 24 – 40

Geo-Demographic: London

Psycographics/Characteristics: Regular cyclists to and fro work. Cycle to work for economical reasons

Research

Research Outline

To be able to narrow down on which specific market of individuals we are attempting to engage with our product and then how to create a product that would engage with these people.

Main Subjects:

Pre-exsisting media from Think!General Age and work demographicsFigures within cyclingCycling deaths statistics

Page 2

Pre Existing Material

https://www.youtube.com/watch?v=LKFg5XptHvYRSA - Cyclist Safety - Rules of The Road

Notes

The problem with this type of video is that its too informative. It blatantly tells the audience to 'stop at a red light' when everyone knows that. It doesn’t land an impact emotionally for an audience of people who need to have a strong, impact message for people who feel casually about breaking these rules – an enticement to to stop themselves.

https://www.youtube.com/watch?v=pqCxBzHBgiYA Perfect Day -- Think! Road Safety Campaign

Notes

An effective video that portrays an interesting tone and unique concept, again slightly tapping into the emotion of fear.

https://www.youtube.com/watch?v=SXI8-_9FrB4Think Bike advert

Notes

This in an old Think bike television spot. However this particular film is p[resented from the drivers point of view. The way this interacts with its audience is by placing there audience, of drivers, in a familiar location and startling them, being a shrewd reminder of how painful that situation can be emotionally. I want to garnmder this effect but from the cyclists point of view.

https://www.youtube.com/watch?v=3ojHWOiA4XkThink Bike – Old advert

NotesSimilar the the above example, playing on the same type of emotion using specific editing techniques.

https://www.youtube.com/watch?v=YSGQgNnfXYEThink Bike – for cyclists

NotesThis is a Think Bike bike safety campaign. Again it is more informative than straight to the point and this is again haing a negative effect on engaging the audience of people who willinigly break these rules.

Page 3

Statistics

Age Demographic of cyclists

http://www.peopleforbikes.org/statistics/category/participation-statistics

http://www.ons.gov.uk/ons/rel/census/2011-census-analysis/cycling-to-work/2011-census-analysis---cycling-to-work.html

“2011, 741,000 working residents aged 16 to 74 cycled to work in England and Wales. This was an increase of 90,000 compared with 2001. As a proportion of working residents, the share cycling to work was unchanged at 2.8%.”

“Between 2001 and 2011 the number of people living in London that cycled to work more than doubled from 77,000 in 2001 to 155,000 in 2011.”

http://www.ons.gov.uk/ons/rel/mro/news-release/travel-to-work/census-reveals-details-of-how-we-travel-to-work-in-england-and-wales.html

“Cycling on the road in the UK has increased by 12% in the last 10 years, with London seeing a big cycling boom with over 110% increase since 2000.”

“British Cycling Membership. British Cycling has reported that its membership has grown to over 50,000 in 2012, a 100% increase since 2008. It’s the highest level of membership since the organisation formed in 1959.”Notes

Through the information I have attained here I have managed to find and narrow down some of my audience. The above graphs are statistics for age in which people cycle to work. This helping me to work out which age demographic I am going to target. As well as this we can justify the location being London because London has seen the most dramatic increase in cycling.

Page 4

This data also verifies our campaign and derogative. There are a lot of people who cycle to get to work – 155,000 only in London.

http://www.ons.gov.uk/ons/rel/census/2011-census-analysis/cycling-to-work/2011-census-analysis---cycling-to-work.html#tab-Industry--occupation-and-hours-worked

This data determines which workers cycle to work the most often. This is key to consider because I'm not trying to sell to people who ride bikes for pleasure but simply use bikes an economically efficient method of travel and use it for work. We see here that Manufacturing has the most amount of cyclist riding for it. However there seems to be a general balance amongst the different types of jobs. The type of workers I would go for would be those who work a typical shift pattern, say 9-5.

Cycle rates within different cities across the UK. As we can see Cambridge has the highest proportion. However London has seen an increase of 110%, which is a dramatic increase in the proportions.

Page 5

A survey by Transport for London at 5 junctions in London, found that 17% of cyclists went through a red light

http://www.cyclehelmets.org/1186.html

Benefits of a Cycle Boom

1. Safety According to Peter Jacobsen, if the amount of cycling doubles in a city, the risk per cyclist falls by 34 percent. However, if cycling halves, the risk per cyclist increases by 52 percent. Source: Safety in numbers, Australian bicycle helmet research foundation

2. Quickest Way to Get to Work. A 2004 survey by the Chartered Management Institute found that the most reliable way of getting to work is by bicycle.

The above extracts sight the advantages of cycling. The first source states that when

cycling increases, death rates drop. A city with high proportion of cyclists will have less

fatality. This is true for cities like Cambridge that are built for cycling and have many of

them. But in London the proportion of cars and other motor vehicles still is seriously

disproportionate with the amount of cyclists.

http://www.bbc.co.uk/news/uk-england-london-31531120

This news report is from one of the most recent cases and repents one of the more common ways in which cyclist die. When a car turns into a junction if the cyclist wasn’t paying attention and is next to the vehicle there is a good chance that they may collide. This is usually because the cyclist is not keeping a safe enough distance behind the lorry.

This graph on the right is about the amount of injuries/deaths that have occurred between bikes and cars. There has been a dramatic drop in car casualties yet an increase in bicycle related deaths. This shows that because cycling is becoming more prominent, there is an increase in incidences.

Page 6

Distribution

http://think.direct.gov.uk/

https://www.gov.uk/government/publications/think-cyclist

dftpublicity@dft.gsi.gov.uk

ThinkUK – Youtube

Page 7

Research Overview

I have culminates this research to work out exactly who I am targeting and how to to to reach these people. From looking at the data I have gathered the age demographic would be from 24-40. These people would work typical shift based jobs. The3y would ride to work because it is more economical. Its important to keep this consideration, the amount of people who now ride to work is continually rising, but these people generally will see these means as a cheaper convenience and it is simply there method of getting to work, like those who dive or use public transport. At an ever increasing rate there are many cyclists now in London and there has been a stark increase in the amount of fatalities, in some cases because of the incompetence of the cyclist. However these deaths may be happening because they have become more casual, are not really thinking about the consequences of say jumping a red light, which is why we are seeing an increase of deaths and injuries happening not only in London but throughout the whole of the UK.

I am making sure to target those who have a routine of using bikes. Someone who bikes for pleasure wouldn’t really cycle in city streets, they are the type of people who would cycle through hillsides for pleasure.

Because I am aiming at those who have made cycling a routine, work related, activity they may be more inclined to slack on road safety, like a regular driver for example. They know the rules but will occasionally break them. This audience needs a very obvious and clear message told to them because if they are aware of breaking these little rules. When looking at films created about this kind of thing, those that had an impact through surprise and starling the audience had a better effect then an informative video about cycling safety. My audience don’t wannabe to be lectured over and over but they can be engaged by taping into the fear margin.