These characters will be easily recognisable and feature in our advertising. We will also have cartoon versions that will be used online in social networking and interactively in the hope that young people will be able to engage with and relate to at least one of them. In research, we asked respondents why they talk on the phone/listen to music as they walk. With reference to these results, we created the characters and their reasons for being distracted:
The style queen can't bear the thought of walking alone and needs to be gossiping constantly on her Blackberry, the jock needs to feel a beat as he walks and likes listening to Dizzee Rascal on his way to college, and the girl in love can't not speak to her boyfriend every spare moment she gets; you hang up, no you hang up, love you, love you more...ok we get it.I want to know what you think about using characters to engage with audiences aged between 16 and 24. We would be stereotyping in using these characters. Do you think it will work or does it run the risk of being patronising? Does it depend on how we do it? Would you be engaged with the personality most similar to yours?