www.pancreaticcanceraction.org
Shock tactics - a reputation
minefield or a risk worth
taking?
Pancreatic Cancer Action adv...
www.pancreaticcanceraction.org
About Pancreatic Cancer Action
 Set up in 2010 by a rare survivor
 Key aim is to get more...
www.pancreaticcanceraction.org
Big problem
 No method of early detection
 Chronically underfunded
◦ Receives just 1% of ...
www.pancreaticcanceraction.org
The Strategy
 Stand out and provoke thought
 Generate interest so people read on
 Get th...
www.pancreaticcanceraction.org
I wish I had… campaign
www.pancreaticcanceraction.org
Why the campaign was necessary
There has been a huge improvement in
survival rates of many ...
www.pancreaticcanceraction.org
Objectives of the campaign
 Tackle low awareness
◦ Of the disease in general
◦ Of diagnosi...
www.pancreaticcanceraction.org
The advert featuring real
patients…
www.pancreaticcanceraction.org
We did our research…
Neuroscience
 Measured how 115 people responded to the adverts.
 Out...
www.pancreaticcanceraction.org
Low cost – maximum impact
 The adverts appeared only 9 times
over 4 days in regional newsp...
www.pancreaticcanceraction.org
The symptoms advert…
www.pancreaticcanceraction.org
What happened
 Social media went bonkers
 Inundated with media calls in one day
 Spokesp...
www.pancreaticcanceraction.org
How we managed it
 Adaptability
 Respond to media enquiries quickly
 Released regular st...
www.pancreaticcanceraction.org
Extensive media coverage
The campaign reached well over 20 million people just in the UK an...
www.pancreaticcanceraction.org
The good…
www.pancreaticcanceraction.org
The bad…
www.pancreaticcanceraction.org
The ugly…
www.pancreaticcanceraction.org
What the comms team could
have done differently
 More resource
 Complaints procedure
 Us...
www.pancreaticcanceraction.org
Impact of the campaign
 Months after the campaign it is still being
discussed.
 43% of pe...
www.pancreaticcanceraction.org
Impact of the campaign
 Surge in petition signatures
 Drug approved by Cancer Drugs Fund
...
www.pancreaticcanceraction.org
The challenges for a small team
• Lack of resource
• Managing damage limitation -
building ...
www.pancreaticcanceraction.org
Was the campaign worth it?
As Philip Schofield said to the late Kerry
Harvey on This Mornin...
www.pancreaticcanceraction.org
Summary
Means to an end
 Set out to shock in order to get attention and then use that atte...
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Shock tactics - a reputation minefield or a risk worth taking?

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Ali Stunt, CEO, and Natasha North, marketing and communications manager, Pancreatic Cancer Action

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  • Shock tactics - a reputation minefield or a risk worth taking?

    1. 1. www.pancreaticcanceraction.org Shock tactics - a reputation minefield or a risk worth taking? Pancreatic Cancer Action advertising campaign Limited resources – maximum impact! Ali Stunt, CEO and Founder Natasha North, Marketing and Communications Manager
    2. 2. www.pancreaticcanceraction.org About Pancreatic Cancer Action  Set up in 2010 by a rare survivor  Key aim is to get more people diagnosed in time for surgery – only cure!  Focused on raising awareness of disease and symptoms  Small charity with 2.5 full-time equivalent staff
    3. 3. www.pancreaticcanceraction.org Big problem  No method of early detection  Chronically underfunded ◦ Receives just 1% of cancer research funding  Chronic lack of awareness ◦ 70% of UK population do not know where their pancreas is or what it does ◦ 50% patients never heard of disease before their own diagnosis
    4. 4. www.pancreaticcanceraction.org The Strategy  Stand out and provoke thought  Generate interest so people read on  Get the most out of limited budget and resources
    5. 5. www.pancreaticcanceraction.org I wish I had… campaign
    6. 6. www.pancreaticcanceraction.org Why the campaign was necessary There has been a huge improvement in survival rates of many cancers in 40 years
    7. 7. www.pancreaticcanceraction.org Objectives of the campaign  Tackle low awareness ◦ Of the disease in general ◦ Of diagnosis, survival rates and lack of research funding ◦ Of symptoms  Drive earlier diagnosis ◦ Get more people to ask their doctor ◦ Encourage doctors to be less ‘shy’ about referrals
    8. 8. www.pancreaticcanceraction.org The advert featuring real patients…
    9. 9. www.pancreaticcanceraction.org We did our research… Neuroscience  Measured how 115 people responded to the adverts.  Outcome: risk of offence was low once people had read the advert. Online survey (2000 respondents)  Outcome: only 6% were angry and over 50% were made more aware and wanted to do more. In-depth interviews with people affected by different cancers  Outcome: once the message was understood, they were supportive of the advert.
    10. 10. www.pancreaticcanceraction.org Low cost – maximum impact  The adverts appeared only 9 times over 4 days in regional newspapers in London and Manchester.  Total spend for the initial hard-hitting campaign was £15,000  Followed up with symptoms campaign on London Underground featuring same three patients….
    11. 11. www.pancreaticcanceraction.org The symptoms advert…
    12. 12. www.pancreaticcanceraction.org What happened  Social media went bonkers  Inundated with media calls in one day  Spokesperson in high demand
    13. 13. www.pancreaticcanceraction.org How we managed it  Adaptability  Respond to media enquiries quickly  Released regular statements online and on social media  Prioritise complainants
    14. 14. www.pancreaticcanceraction.org Extensive media coverage The campaign reached well over 20 million people just in the UK and more globally (backed up by research). Over 150 pieces of press coverage relating to the advertising in the UK alone:  TV including Newsnight, Daybreak and Sky News  Online and printed national including The Times, Daily Mail and BBC News  Extensive radio coverage including most BBC stations, 5 Live and LBC  At least 100 regional pieces of coverage. Also:  International coverage including US Doctors TV, CBS Canada, BBC World Service and Melbourne 10  Social media – Twitter mentions of pancreatic cancer up 69% on previous month of campaign and over 100% increase in followers on Facebook. Over £1m of highest quality earned media
    15. 15. www.pancreaticcanceraction.org The good…
    16. 16. www.pancreaticcanceraction.org The bad…
    17. 17. www.pancreaticcanceraction.org The ugly…
    18. 18. www.pancreaticcanceraction.org What the comms team could have done differently  More resource  Complaints procedure  Used a monitoring tool  Received more third party input
    19. 19. www.pancreaticcanceraction.org Impact of the campaign  Months after the campaign it is still being discussed.  43% of people who recognised campaign more aware of the symptoms.  Traffic on explanatory page of website up 963%.  Donations up 60% on same period last year.  Modelled increase in pancreatic cancer diagnosis 14% up.  Modelled number of lives saved = 36.
    20. 20. www.pancreaticcanceraction.org Impact of the campaign  Surge in petition signatures  Drug approved by Cancer Drugs Fund  Meeting with Jeremy Hunt and Lord Saatchi  Offered speaking opportunities  Pancreatic cancer has higher profile
    21. 21. www.pancreaticcanceraction.org The challenges for a small team • Lack of resource • Managing damage limitation - building bridges while fighting fires • Supporting stakeholders • Emotional impact
    22. 22. www.pancreaticcanceraction.org Was the campaign worth it? As Philip Schofield said to the late Kerry Harvey on This Morning:
    23. 23. www.pancreaticcanceraction.org Summary Means to an end  Set out to shock in order to get attention and then use that attention to deliver an important message. Do your homework  Use research to assess the risk. Be brave  Don’t be put off by the impossible – be prepared to take a calculated risk. Ride the momentum  use it to drive change
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