Public Sector: Campaign breakdown - Target students

Agency: Trimedia
Client: Information Commissioner's Office (ICO)
Timescale: September-December
Budget: £20k-£30k

- The lowdown

Trimedia has recruited 15 ICO 'student brand ambassadors' at universities across the UK to spread the message that personal information must be properly protected.

- Why are they doing this now?

Trimedia researched 14- to- 21-year-olds and found that as many as four-and-a-half million young people (71 per cent) would not want a college, university or potential employer to conduct an internet search on them unless they could first remove content from social networking sites. But almost six in ten have never considered that what they put online now might be permanent and could be accessed in the future.

- Who is being targeted?

Students - an important consumer group for the ICO because they are at the forefront of technology.

- The tactics

The student brand ambassadors place editorial coverage in university newspapers, websites and radio stations and ensure the ICO's messages are visible through posters, leaflets and distribution of the ICO's Personal Information Toolkit.

- What else is the agency doing?

Trimedia manages a social networking group on Facebook - now with 900 members, engaging with individuals interested in the issues around personal information.

- Any potential pitfalls?

Students are already bombarded with information, but using brand ambassadors will help the message stand out. The information commissioner Richard Thomas was personally involved in briefing the ambassadors.

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