As this term draws to a close, it won’t be long before the bells at Grange Hill and more will soon be ringing for the 26/27 school year. We hate to get Inbetween you and the publication dates for your student focused ads, but our top tips will stop you being called in to see the Demon Headmaster.
We all know that starring Derry Girls in alcohol and gambling ads is a fine example of a Bad Education, but what about ads showing students crossing Waterloo Road without checking both ways? That won’t be water under the Ackley Bridge. Even for experienced marketers, there are Fresh Meat-y tips to chew on that won’t get under your Skins.
So, avoid the Misfits and Glee-fully grab yourself a desk at the front. Our expert tips on marketing to students will avoid you praying to be Saved by the Bell.
Oy! When's your birthday? 22nd of February. What year? Every year. Get out!
Are you a marketer in the alcohol and gambling sectors? Does your ad feature anyone born less than 25 years ago? What about people who look like they were born less than 25 years ago?
If you answered yes to either of these questions, we have some bad news for you.
People under the age of 25 (or seeming to be under the age of 25) appearing in ads for gambling or alcohol are almost always a problem. If someone of that age is shown playing a prominent role, drinking or gambling, then we’ll be knocking on your front door. In the UK, the vast majority of students will be under 25. Depicting or featuring students in alcohol and gambling ads are unlikely to get you an “A” grade on your homework. Marketers targeting student culture must also be careful to avoid your ads from being refused entry at the nightclub.
I want to be just like you when I grow up
When this writer was in high school, his idol was Fernando Torres. Footballers (that don’t transfer over to sworn rivals mid-season) are heroes to many young people across the UK and marketers naturally incorporate them into their ads.
But there are sectors where this is a problem. Footballers and other celebrities with a considerable following among under-18s on social media are likely to have a strong appeal to under-18s. And, not to harp on about it but u25 footballers should be nowhere near certain sectors. People don’t stop idolising footballers once they hit 18 either, which is why the “Torres” shirt taped to my student halls window was swiftly removed one particular winter.
We’ve published an Enforcement Notice on this with ongoing enforcement work in this sector. Marketers will get “see me” notes on their homework if they aren’t careful with who stars in their ads.
Emulation. A type of paint…wait no that’s emulsion
Emulation meaning imitation of course. Ask any parent and they’ll tell you that their kids copy things they saw on TV, in a film, from video games or what their friends were doing at school. Aside from being extremely annoying (six-seven anyone?), it’s largely harmless.
Marketers need to be cautious though. Take care to ensure that ads do not condone, encourage or unreasonably feature behaviour that could be harmful to children if emulated. You might not intend your ad to be taken literally but how we perceive an ad changes based on our age and experience. Realistic settings carry extra risk, but fantastical settings can still be an issue.
The risk of harm may be low, but it never hurts to be careful. It’s not just young children either. Universities across the UK deal with the end result of dumb escapades. Don’t let your ad be the inspiration for a meeting with the Chancellor.
There’s so much room for activities!
University. A place for learning, growth, education and self-discovery. Oh and also a place for some of the stupidest most juvenile extra-extracurricular activities. And when we mix this with alcohol, things can get a bit out of hand. Ads showing, implying or condoning excessive drinking are definitely a problem.
Alcohol doesn’t need to be a factor though. Ads encouraging juvenile or irresponsible behaviour are likely to end up in our inbox. Ads showing e-scooters on public roads is one example. Showing anti-social behaviour or even encouraging criminal activity are especially risky.
Back in my day, we didn’t need AI to help us cheat
Yes Georgie, I’m still bitter you copied my spoken presentation word for word. Old grudges aside, homework can be hard. A 10000-word dissertation can be downright evil.. Ads promoting pre-written essays (essay-mills) risk both students and marketers getting expelled. As technology evolves, we’re certain new and ingenious ways of cheating will emerge. We’re long past the days of sneaking a look at someone else’s work in person.
Crack open the bubbly with our Copy Advice Team on graduation day!
Stuck trying to word your conclusion? Bring our Copy Advice team into the classroom. Our team of experts have the experience and know-how to help ensure your student focused ads finish top of the class. Frisbee anyone?
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