INSIGHT & RESEARCH
HOURS WORTH OF INSIGHT
What was the problem?
Barnardo’s is the UK’s largest children’s charity with a long history of helping vulnerable children to change their
life. As part of their 10 year strategy to help more vulnerable children reach
better outcomes across the UK, they needed to diversify the audience who already connect with the charity.
With a number of services directly focusing on supporting Muslim communities already established, Barnardo's wanted to understand the habits of young British Muslims from different regions across the UK; what their existing touch-points are with local and international charities and why they donate to chosen charities.
Without a direct link to young British Muslims, Barnardo's sought our help in understanding the above points which we did via focus group sessions, allowing for a safe space to share this important insight.
How Did We Curb The Problem?
We devised three, 2 and a half hour long insight sessions in London, Birmingham and Manchester. We sourced a total of 30, 16-35 year old British Muslim men and women from our community outreach. The focus group sessions were supplemented with a further 50 digital survey responses from across the country.
The aims of the focus group sessions were to understand the following:
The general experiences of a British Muslim.
The channels they utilise mostly for communications.
What existing charities they donate to.
How they came into contact with the charities that are known to them.
Their understanding of Barnardo's.
The key creative themes they believe would work to attract Muslim communities to Barnardo's.
What Did Barnardo's Say?
"Word on the Curb are a vibrant, nimble, get-up-and-go agency who really helped us get to know one of our target audiences better. They listened to our brief and worked hard to understand our marketing challenge. They are well placed to work in an agile way because they have a network of young people at the ready to engage in user research. We also found their creative thinking useful and were inspired by their broadcast channel. Our challenge was to better understand how we can engage BAME audiences with the work we do and WOTC really delivered – the insights were fascinating and put us in a good position to better plan our future campaigns. I wouldn’t hesitate to recommend Word on the Curb, they are great to work with, are able to flex to your brief and will really deliver." - Esme Jones, Head of Marketing at Barnardo's