Audience & Mediums Ideation
Ideation
http://www.stats.govt.nz/browse_for_stats/Maps_and_geography/Geographic-areas/urban-rural-profile/defining-urban-rural-nz.aspx
https://thenextweb.com/facebook/2016/11/29/facebooks-instant-games-lets-play-news-feed/#.tnw_rWWJKNVe
Audience
Broader Target:
NZ Motorists
More Direct Target:
Motorists from Semi-Rural Communities
Semi-Rural = Towns and settlements without significant dependance on main urban cities that are surrounded by rural areas
More Immediate Target:
Mediums
The Road:
Billboards
The Street:
Posters
The Car:
Keychains
Bumper Stickers
Social Media:
Facebook
Twitter
Instagram
(Animated gif comic strips, illustrations, hashtag, game, online community)
Education:
Website
Booklet (Addition to Road Code)
Prizes for incentive to be part of the campaign?? Every Like/Follow/Share etc donates money to a cause??
What are my objectives?
http://www.stats.govt.nz/browse_for_stats/Maps_and_geography/Geographic-areas/urban-rural-profile/defining-urban-rural-nz.aspx
https://thenextweb.com/facebook/2016/11/29/facebooks-instant-games-lets-play-news-feed/#.tnw_rWWJKNVe
Audience
Broader Target:
NZ Motorists
More Direct Target:
Motorists from Semi-Rural Communities
Semi-Rural = Towns and settlements without significant dependance on main urban cities that are surrounded by rural areas
More Immediate Target:
Young motorists - 16-26 years old
Thinks horses on the road are an obstacle/nuisance and/or that they are not legitimate road users/have no right to be on the road - NEEDS EMPATHY
Likely to have little to no knowledge of how to deal with a horse (stock sense) as not rural, no idea of how fast a horse can move - NEEDS EDUCATION
Unsure about how to safely act around horses on the road, might not see an encounter with a horse as particularly risky as they believe the human has a high degree of control over the animal - NEEDS CLARIFICATION
Thinks horses on the road are an obstacle/nuisance and/or that they are not legitimate road users/have no right to be on the road - NEEDS EMPATHY
Likely to have little to no knowledge of how to deal with a horse (stock sense) as not rural, no idea of how fast a horse can move - NEEDS EDUCATION
Unsure about how to safely act around horses on the road, might not see an encounter with a horse as particularly risky as they believe the human has a high degree of control over the animal - NEEDS CLARIFICATION
Mediums
The Road:
Billboards
The Street:
Posters
The Car:
Keychains
Bumper Stickers
Social Media:
(Animated gif comic strips, illustrations, hashtag, game, online community)
Education:
Website
Booklet (Addition to Road Code)
Prizes for incentive to be part of the campaign?? Every Like/Follow/Share etc donates money to a cause??
What are my objectives?
Educating motorists to: slow down to 20km/h, pass on the opposite side of the road, not sound the horn, rev the engine, throw things at the horse, flick up gravel, obey rider signals, stop if the horse appears spooked/out of control.