Olivia Mitchell
Question:50 Ms O. Mitchell asked the Minister for Health and Children the cost of developing the Coolchoices website; and the findings of the market research on the site. [19388/01]
Written Answers. - Coolchoices Website.
The cost of developing the Coolchoices website was in the region of £40,000. The market research conducted on the site revealed a number of conclusions. The most significant of these was that: the site performs strongly in terms of information, most of which proves appealing to this audience; while many of the myths, quiz questions and story boards echo some of the avowed barriers to drinking, letting parents down, getting caught, horror stories etc., expressed by the audience surveyed, 14-16 year olds, they do require expansion in terms of scientific content, graphic representation, realism and first person narrative accounts relative to teens; the "Fun Stuff" section seemed impressive from an Internet user point of view but does not actually follow through in terms of generating alternative behaviours to drinking; much of the anecdotal material in "Natural Highs" would benefit from a more even spread of boys and girls as well as narrative accounts of personal experiences; the site will require an overhaul in several areas of design, notably, appearance, tone of voice and language including the name, interaction and graphic elements and a more adult-seeming addressee profile with serious informational content and links.
The findings of the market research are being used to inform redevelopment of the site and it is hoped to have it back on line in the near future.