Final Life's A Pitch Presentation

Presentation Script

Research

• Colour Hyde Park was a project to create a sense of pride and unity in the Hyde Park Area by having beautiful murals painted. 
• This project was successful because they worked closely with the local community in workshops. 
• This is why we chose to work close to the target audience through questionnaires to identify the issues we need to focus on.
• Hyde Park Unity Day is a one day event that aims to bring students and locals together in response to the 90’s riots. 
• Based on research, we found that the community thinks it’s a good idea but doesn’t work long term as it’s only one day. 
• That’s why we will progress into a campaign.
• (90’s riots were a reaction by the local community to the feeling of divide and the heavy police presence in the area due to crime from younger demographics.)

Questionnaire

• We posted two questionnaires in facebook groups, one targeted at local residents and one targeted at students so our event can directly respond to what the residents of Hyde Park want  
• 25% of students asked said they don’t respect LS6 as their home, and when asked if they think they should respect the locals in the area gave responses such as “Not really, if it was a nicer area than maybe, but we live in the ghetto so who cares”
• 90% of local respondents gave us details of a negative experience they’d had with students, these were mostly to do with noise, rubbish, drugs and bad parking 
• “I have suffered at the hand of student anti social behaviour for over 10 years , i can also include student harassment and revenge attacks against my family when we have asked students to behave and turn their music down or stop there parties etc etc , i have had criminal damage against my property by students to get back at me , wing mirrors kicked off my car , aerialand windscreen wipers ripped off to get back at me , not only me its happened to other neighbours over the years , that’s why long term residents have left the area over years due to student anti social behaviour”
• one response explained how they have been woken up at 4am from noise even when sleeping with earplugs in and as a  full time social worker who leaves at 7am it can be frustrating not to sleep well.
• “I do find it frustrating that our street is trashed with litter. It feels like there's so little respect for the area. People never bring their bins in and seem to care very little for recycling. There's usually litter on the street and big items that have been there for ages like broken chairs.”
• “Being told to “fuck off, you decided to live here” by students when I ask them to turn music down
• Students also shared the same frustration over litter and noise, as well as concerns about burglaries and overall safety in the area, with many responses saying how they don’t feel safe walking around the area at night
• The LS6 Project will create a campaign to combat these issues to make the area better for everyone. 
• Locals are the minority in the area now and for 100% of our respondents to be interested is the main reasoning to push the idea forward

The Fair

• SUNDAY 10AM - 4PM 
• FREE
• Time chosen to optimise children & families & students being available (kids out of school, parents out of work, students not in uni
• Screenprinting w/ 2 or 3 screens and pre-designs to teach skills - based on questionnaire results 
• Students helping the kids learn how to print and to participate
• Families getting creative together 
• Relief printing w pre-designed stamps
• Creating posters to use for a poster campaign around the area to raise awareness 

Campaign Map

• The campaign created from the print fair would be displayed at relevant locations keeping in consideration our two main target audiences - Students and Regular residents of Leeds
• The Main location is Hyde Park, which would have the highest concentration of the posters
• The other locations are chosen based on the target audiences:
• Student Unions and Accommodations :  Which would allow to reach out to most of the students in the area
• Community Centres : Some community centres (that are in the LS6 area)
• General cafes and pubs in the area :  Both communities could be at cafes and pubs

Location

• Within LS6- Located within LS6 so makes sense to hold the event there and is accessible to the locals.
• Cardigan Centre is a local community centre which people and locals use to hold events. Easily accessible by public transport.
• They can also promote the event through their social media, website and advertise it in the reception which will get the word out about our event and more families may get involved. 
• There’s enough room to hold upto 120 people giving us enough room to have the screen printing and space for families to come together. The space will allow the event to also not feel crowded. 
• It’s a local centre so helps the local community- involving local resources. A community centre hence using local resources and benefitting the locals.

Demographics

• 1991 - 21% students 
• 2001 - 61% students
• Total population estimates - 14,055 
• The average age of people in Hyde Park and Woodhouse is 27, while the median age is lower at 22 
• In 2005, 60% homes owned by absentee landlords
• Most tenants are absent for ⅓ of the year which affects for local businesses

Costs

• Read table out 
• PLAN OF ACTION
• RESEARCH - FAIR - CAMPAIGN. We would want this to be long term so the results of the research and fair would create a brand to campaign. Social media, posters, more events, etc.`