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Siân
Your Agency ProfileTime-poor, civically engaged, disengages from preachy asks.
28–34 · Cardiff · Education · Updated 2026-07-10
Overview
Age31
GenderFemale
OccupationPrimary school teacher
HouseholdMarried, one toddler
EducationPGCE
Income£30–35k
SectorEducation
Campaign typePublic information
Trust levelmedium
Biography
Siân teaches Year 3 in Cardiff and is a first-time parent. Public-service campaigns land or bounce depending on whether they respect her time. She is influential in her local WhatsApp parent group.
Goals
- Protect her family's future.
- Reduce daily stress.
- Set a good example for her class and her child.
Frustrations
- Busy lifestyle; no time for extra effort.· 1 evidence link
- Public-service ads that assume she isn't already trying.
Behaviours
Media habitsInstagram in short bursts, BBC News app on lunch.
PlatformsInstagram, WhatsApp
News sourcesBBC News, local WhatsApp groups.
ShoppingWeekly shop + top-up. Value + ethical mix.
VotingConsistent voter.
Daily routineSchool 8–4, family evenings, tired by 9pm.
Values
- community80
- health75
- environment65
- cost60
- convenience75
- freedom45
- security80
- family95
Trust
- government55
- brands45
- scientists75
- local Community80
- news Media60
- social Media40
COM-B
- capability70
- opportunity60
- motivation70
- behaviour65
Supporting evidence
No evidence linked to this profile yet.
Notes · Core Welsh public-service audience. Highly influential among peer parents but disengages from preachy asks.
Version history
- 2026-04-01 — Created from teacher panel interviews.
- 2026-07-10 — Added effort-perception evidence.