Final SWOT analysis

Final SWOT analysis

Strengths

The primary research was extremely helpful, due to the fact that we received a second opinion on our initial plans and ideas. This helped us identify whether or not our ideas were good and what we could of included to make it better, so that we present a stronger message to our viewers. The majority of people that took the survey said they would enjoy watching a campaign about racism in football and that it was a strong idea. The secondary research was also extremely helpful because we were able to get ideas from it, which we could potentially use in our own campaign. Additionally we were able to get more of an understanding of the whole subject by looking at stories of racism in football and how they all occurred. We were also able to find footballers opinions on the subject and what steps they’re willing to take to stop racism in football.

Weaknesses

When reviewing the results from our survey we came across a couple responses that did not quite make sense. This is due to some people misunderstanding the questions which affected the results we received. Due to racism in football not being a topic that people frequently come across a few people was not sure on how to answer some of the questions. This also affected our results, as we received a few blank spaces on some surveys. Everyone that completed the survey was 16 years old. This could come across as biased, because all the results are from people of the same age. From the secondary research, we found that some of the articles we looked at about racism in football were not completely accurate.

Opportunities

From creating and distributing our survey, we create awareness of the racism in football. This will create an opportunity for people to see how big of a problem racism in football is, which will lead to them trying to stop the problem themselves and encouraging others to as well.

Threats

Certain people could take the whole subject the wrong way , which could potentially cause conflict if people do not like what is being said. Furthermore people may be offended, which will lead to them disliking the campaign.

BCAP - Legal and Moral

BCAP Code of conduct – Legal and Moral

Misleading Advertising

The ASA may take the Consumer Protection Unfair Trading Regulations 2008 into account when it rules on complaints about marketing communications that are alleged to be misleading.

To ensure that my advert campaign is not misleading I will not include any false information of stories where racism has occurred, when in fact they are not true. In my campaign film I will make sure that the advert is as straight-forward as possible to ensure that our target audience can easily understand the advert and can easily recognise the message that I am trying to promote.

Privacy

Individuals should be protected from unwarranted infringements of privacy.

In the film campaign there will be actors so there will be no need for the conflict due to invasion of privacy. However there may be other people in the background creating a crowd (fans) which may not have known that they were being recorded, but to prevent any verbal or physical conflict they will be notified that they may be in the short campaign film.

Harm and offence

Marketers should take account of the prevailing standards in society and the context in which a marketing communication is likely to appear to minimise the risk of causing harm or serious or widespread offence.

In the campaign film I had planned to include to a racist term and a physical act of racism towards a black person whilst playing football. Initially the racist term that was going to be used was ‘N***a’, but this would have offended certain people and caused them to dislike our campaign. To prevent this from happening I decided to change the word to ‘Monkey’. Even though this is still a racist term it will not provide the same response from viewers as the word we were initially going to use. Furthermore the second word is more acceptable than the first and will not create a large amount of offence.

                                                                             

Promotion

Charity-linked Promotion      -      http://www.kickitout.org/             

The ‘KICK IT OUT’ charity will benefit from our campaign because it will raise awareness of Racism in football and how big of a problem it is. This will eventually lead to people looking into the whole topic further, which may cause them to come across the ‘KICK IT OUT’ charity.  Additionally, the ‘KICK IT OUT’ charity have an opportunity to make money from people that decide to check out their website, as there is an option to donate money to the charity from the Website. Also I am contemplating whether or not I should include a number at the end of our advert, which people are able to call if they want to donate. If this did occur the profit that is made will be donated to the ‘KICK IT OUT’ charity.


Copyright
At the moment I do not intend to include any music in my campaigning film which means that copyright is not much of an issue. However, if I decide in the future that I want to include music I will have to ask for permission to be able to include the music in my own campaign.

Moodboard

Moodboard from romaine wedderburn

Primary research Analysis - Survey

Survey Analysis

On question 1, people thought that it was bad to do a campaigning film on football in racism but some did say that the idea is good.

On question 2, everyone that did the survey was aged around 16-21; this is a disadvantage because I only gave my questionnaire to people my age which could make my results biased.

On question 3, it was more females (55%) that done the survey than males (45%) which could make my results hard to understand because most females don't know or watch anything about football.

On question 4, the majority of the people that done the survey said that the negatives of making the video will be that people will be getting offended.

On question 5, people had a range of answers from what people can gain from the video. But most people said to gain respect and to stop it completely.

On question 6, 81.82% of the people that done the survey hasn't experienced racism in football whereas the remaining 18.18% has. This means that only a small limited number can tell us their story and that how it actually happened to help us more with our secondary research.

On question 7, most people were saying that they would try and stop it happening if they say witnessed it and some also said that they would tell someone.

On question 8, there was a range of people's ethnicity but the biggest was Black with 36.36% and the lowest being Hispanic with 0%.

On question 9, the majority of the people said that racism in football is very serious with 63.64% saying that.

Secondary Research Analysis - Racism

Analysis for Secondary Research

Based on my secondary research, I was able to realise that I can you one of the researches that I have as a storyboard as I am basically do the same thing or a similar thing to what they have done. From the secondary research, I have gained new information that I didn't know before, so as well as finding stories, I also learned some new facts. I also learned all the things that footballers are willing to do to stop football in racism; they will do what it takes to try and stop it happening in the sport.

Secondary Research - Racism

Secondary Research

Suarez vs Evra

https://www.youtube.com/watch?v=UUr4ONB1-qM

What happened in the Suarez vs Evra incident is that Suarez was saying racist things towards Evra in a premier league match. Suarez called Evra a “Blackie” 3 times after Evra threatened to punch him. He also said to Evra that “I don't speak to blacks”. Suarez said this because he felt that the referee wasn't being fair when Evra kicked Suarez. This secondary research will help us with our campaigning film because we are going to use what happened here kind of like a storyboard as we are basing our campaigning film on this.

Evra Dancing In a Panda Costume

http://www.mirror.co.uk/sport/row-zed/watch-patrice-evra-dance-around-9140847

What happened here is that these are the types of things that footballers are willing to do to stop football in racism. Patrice Evra, a victim of racism in football dressed up in a panda costume and started dancing. The idea of this is that the coming together of black people and white people as a panda is black and white, it connotes that we should be together and not enemies. This secondary research is useful to us because it is helping us get a full understanding of what people are willing to do when they have been a victim of racism in football.

Facts and Statistics

https://www.google.co.uk/amp/s/amp.theguardian.com/football/2015/mar/02/kick-it-out-racism-football-fa-david-conn-lord-ouseley?client=safari

1.   184 incidents reported to Kick It Out this season by 28 December.

2.   118 (64%) involved alleged racist abuse.

3.   There is a 35% increase on the same period last season.

4.   Mark Ives, the FA’s head of judicial services, told the Guardian he estimates the governing body has received 70% more reports of racist abuse and other discrimination this season in grass roots amateur football.

5.   The head of the FA judicial services expects by May the total will exceed 800 cases nationwide.

Campaigning film Proposal

Campaigning Film

Target Audience:

Our campaigning film is primarily targeted at males that are aged between 12-30, and have an interest in football or just enjoy watching football. Our secondary audiences are both young children and females who like to watch and play football, because football is a game for all ages and all genders. Young children are a secondary audience, due to the fact that they might not understand the advert and misinterpret it because of their young age. Females are also a secondary audience, because racism in women's football is not as common as men's.

Purpose:

The purpose of our campaigning video is that we want to inform everyone that racism is not good and that is should not be used anywhere especially in football. It is also to educate and influence young kids who watch and play football to stop them being racist if they decide to pursue a career in football.

Platforms:

Our campaigning film will be shown on Facebook, YouTube and on the television because they are the one of the easiest platforms to be viewed on and the most popular platform because most people is either viewing on television, YouTube or Facebook  

Brief/Summary:

What will happen is that people are playing football and a black person will do a bad tackle on a white person and then the white person reacts with a racist comment and gives the black person the banana OR the crowds and spectators don't like the way the black person tackled the white person and starts throwing bananas at the black person.

Length:

We are aiming for our campaigning film to be approximately 1-2 minutes. This is because we want to get straight to the point of the campaigning video and also to show examples of what is actually going on in the game of football.

Images:

In our campaigning film, there will be no images needed because of the type of film we are doing, we will be making up the examples and will be filming them so there will be no need for there to be images.

Logistics:

The logistics that will be in the video is football uniform (e.g. tracksuit bottoms, shorts, football tops), there will be a football, a banana and we will be filming outside on the football pitch/astro turf.

Resources:

The resources that we will be using are a video camera, tripod, sports equipment (e.g. football), bananas.

Brainstorm for Campaign

Primary Research - Survey

Survey from romaine wedderburn

Swot Analysis

Strengths:

·       Gives off a strong message

·       Educational

Weaknesses:

·      People may feel offended

·      People (young) might not understand

·      The moral of the film might not be understood

Opportunities:

·       It creates awareness

·       Can be shown on any media platform in the long term

Threats:

·       People may take it the wrong way

Video feedback and commentary