Gencia aims to combat youth misbehaviour with Dignity

Gencia, a vocal exponent of the power of Bluetooth marketing, has turned to the medium again this week to launch its Dignity campaign in Pembrokeshire.

The Manchester-based agency has joined forces with police, health, education and youth services to craft a new initiative that aims to encourage 13 to 18 year olds to consider their behaviour relating to drinking, personal safety, sexual health and bullying.

Gencia's first push focuses on the problem of under-age drinking and uses Bluetooth to relay video messages of young people compromising their safety, and their dignity, in public following excessive alcohol consumption.

It is the first time the medium has been utilised in the county to open up communication channels between young people and the authorities.

In a pilot test of the activity around 60% of the target audience with compatible phones within range downloaded the content that was offered to them.

The firm says that it is now in talks with 20 local authorities about bringing Dignity and Bluetooth into schools around the country.

MD Tony Braide commented: “Local authorities and schools are increasingly exploring Bluetooth as a more cost effective and environmental alternative to distributing leaflets and sending out letters.
 
“We are using Bluetooth differently to turn it into a pull technology, in other words inviting recipients to request content without the pressure or obligation often associated with traditional marketing techniques.
 
"Where the content is particularly engaging or humorous, as elements of Dignity are, content is often shared with friends spreading the message even wider.”

www.gencia.co.uk

Something to add? Then leave a comment below or email us now.