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Apollo Creations- Brief

Age group that swears the most is 15 to 24 years old (targeted public)

Swearing occurs most in shops, pubs, and streets

Racial, directive and minority abuse is considered the most offensive

Parents, school staff, employers and others find that swearing gives a bad reputation

Most of the public does not think about the effects of swearing, but most would change their

behaviour if made aware

Swearing might deter mental support from others and influence relationships

There is a proven link between aggressive behaviour and profanity

Swearing can create a hostile environment

Swearing can create exclusion and hate feelings

Swearing is a compulsive habit and heightens stress levels

Action based goal: To decrease or stop the use of profane language Objectives:

To get 25 % of the residents in Sunderland involved with the campaign over a period of 6

months

To get 60 % of the student body involved with the campaign

Make 15-24 years old aware off the effects and consequences of swearing by 80% in 6

months

Get sponsor Bridges, shops, pubs and charity on board before official launch of campaign

To effect noticeable change in the behaviour of Sunderland citizens

To project and reinforce the perception that Sunderland City Council and the mayor care

about all local residents and community life

Strategies: Make them aware that swearing is a compulsive habit that is triggered in certain

circumstances which shows a lack of verbal knowledge

Make them aware of the influence swearing has on others by getting Sunderland residents

involved and Make them aware of how swearing gives them a bad reputation and might

influence their health, their relationships and their futures

Get them to use change their swearing behaviour

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Tactics Anti-swearing bracelets with discounts in pubs, shops ... in The Bridges

Charity donation

Meet n greet

Highs school and Universities competition

Non swearing areas

Final event with performance local band, showing of winners, money for charity and speech

mayor

Press releases

Radio interview

Media coverage

Evaluation: Number of press coverage/ clippings and Amount of airtime on radio

Examination of awareness to campaign, associated advertising and changed behaviour

trough interviews

Number of attendances to event

Number of people on mailing list/ bracelets sold

Number of visits on website, Number of fans, likes and slogans on facebook page

Number of reactions on youtube

Sources:

Office for national statistics ONS + Local data company LDC

Sunderland City website sunderland.gov.uk

http://www.landsecuritiesretail.com/portfolio/The-Bridges+http://www.thebridges-shopping.com/

Sunderland, MA Demographics Summary - CLRSearch

The guardian + Sunderland Echo

http://www.wristbandsonline.co.uk/Printed_embossed_wristband_price_list.htm

Allposters.com

Wikipedia online sources

http://www.landsecuritiesretail.com/portfolio/The-Bridgeshttp://www.landsecuritiesretail.com/portfolio/The-Bridgeshttp://www.thebridges-shopping.com/http://www.thebridges-shopping.com/http://www.thebridges-shopping.com/http://www.google.be/url?sa=t&rct=j&q=&esrc=s&frm=1&source=web&cd=2&sqi=2&ved=0CDIQFjAB&url=http%3A%2F%2Fwww.clrsearch.com%2FSunderland_Demographics%2FMA%2F&ei=yodoT53TIsjS8gOF7OjmCA&usg=AFQjCNH7W-0LoR9mrt1FisdQ06WCiSnjNwhttp://www.google.be/url?sa=t&rct=j&q=&esrc=s&frm=1&source=web&cd=2&sqi=2&ved=0CDIQFjAB&url=http%3A%2F%2Fwww.clrsearch.com%2FSunderland_Demographics%2FMA%2F&ei=yodoT53TIsjS8gOF7OjmCA&usg=AFQjCNH7W-0LoR9mrt1FisdQ06WCiSnjNwhttp://www.google.be/url?sa=t&rct=j&q=&esrc=s&frm=1&source=web&cd=2&sqi=2&ved=0CDIQFjAB&url=http%3A%2F%2Fwww.clrsearch.com%2FSunderland_Demographics%2FMA%2F&ei=yodoT53TIsjS8gOF7OjmCA&usg=AFQjCNH7W-0LoR9mrt1FisdQ06WCiSnjNwhttp://www.google.be/url?sa=t&rct=j&q=&esrc=s&frm=1&source=web&cd=2&sqi=2&ved=0CDIQFjAB&url=http%3A%2F%2Fwww.clrsearch.com%2FSunderland_Demographics%2FMA%2F&ei=yodoT53TIsjS8gOF7OjmCA&usg=AFQjCNH7W-0LoR9mrt1FisdQ06WCiSnjNwhttp://www.google.be/url?sa=t&rct=j&q=&esrc=s&frm=1&source=web&cd=2&sqi=2&ved=0CDIQFjAB&url=http%3A%2F%2Fwww.clrsearch.com%2FSunderland_Demographics%2FMA%2F&ei=yodoT53TIsjS8gOF7OjmCA&usg=AFQjCNH7W-0LoR9mrt1FisdQ06WCiSnjNwhttp://www.google.be/url?sa=t&rct=j&q=&esrc=s&frm=1&source=web&cd=2&sqi=2&ved=0CDIQFjAB&url=http%3A%2F%2Fwww.clrsearch.com%2FSunderland_Demographics%2FMA%2F&ei=yodoT53TIsjS8gOF7OjmCA&usg=AFQjCNH7W-0LoR9mrt1FisdQ06WCiSnjNwhttp://www.thebridges-shopping.com/http://www.landsecuritiesretail.com/portfolio/The-Bridges