BHF tasks Avenue A/Razorfish with targeting 'tweens'

by Hayley Pinkerfield, Revolution UK 16-Jan-08, 09:20

LONDON - Digital agency Avenue A/Razorfish has been tasked with targeting 11- to 13-year-olds for the British Heart Foundation's first online-only campaign.

Food4Thought was created by the BHF to raise awareness of the health risks posed by junk food. The campaign is aimed at the notoriously difficult to reach ‘tweens' - 11- to 13-year-old children.

In order to identify and target this age group and lead them to central campaign site http://www.junkmonkeys.tv/ , Avenue A | Razorfish has conducted in-depth research and analysis of children's online behaviour.

The agency has used intelligent targeting to strategically place bespoke rich media content on Microsoft Live, in particular, as well as sites such as Piczo, Bebo and YouTube.

Having noted that 11- to 13-year-olds tend to be aspirational, looking up to their older peers, the agency has created a media strategy allowing for overlap, so the campaign should appeal to 14 and 15-year-olds.

Targeting by time of day is key to ensure that the audience sees the campaign message, so it concentrates on periods of high internet usage after school.

The research also showed that the main online pastimes for 11- to 13-year-olds are entertainment and chat.