26 NOVEMBER
LONDON

♯ PRSHOW13
Sponsored by Vuelio
Stream two:
Government, communities and
society
♯ PRSHOW13
Thank you to our
Sponsors and Partners
♯ PRSHOW13
Stream two:
Government, communities and
society
♯ PRSHOW13
R UV Ugly? – how Unity delivered
life-changing results for Cancer
Research UK
Speakers:
Ella Dorley-Brown, Associate
Direc...
Unity & Cancer
Research UK
R UV UGLY?
♯ PRSHOW13
Today…
•
•
•
•
•
•

The Brief
Our strategy
Objectives/KPIs
What we did
Summary
Legacy
The brief
unity
The problem…

Despite an under-18 ban, many were still using
sun beds in an effort to achieve “that glow”
The problem…
Often encouraged and ‘vouched for’ by older
friends and relatives

Average first use at 14 years old; usage
i...
Why?

•
•
•
•
•

‘Going out tan’
‘Pre-holiday base tan’
‘Clears spots and blemishes’
Perceptions of what boys find attract...
Why?

•
•
•
•
•

‘Going out tan’
‘Pre-holiday base tan’
‘Clears spots and blemishes’
Perceptions of what boys find attract...
Spurred on by celebrity obsession, the nation’s love affair with tanning showed
no sign of easing
But...

Research worryingly showed that using a sunbed
for the first time before the age of 35 increased
the risk of malig...
What did
we want to
achieve?
Reduce
youth
sunbed
use
Specifically…
• Actively engage young females (16 – 24 year olds) and a
secondary audience of older ‘influencers’ who allo...
A word on
tanning
41% of UK women now use
self-tanning products (St. Tropez)
UK market now worth £35m, not
including spray...
The battle
has been
lost. Lets
win the
war
The battle
has been
lost. Lets
win the
war!
Enemy: sunbed
NOT the tan
The audience
unity
The influencers…
• Older female friends, relatives and immediate family members
(mums, aunts, sisters)
• C2DE, 25-44
• Maj...
…and the target
• Daughters, nieces, younger sisters / younger friends
of Influencers
• Highly sociable, highly mobile (in...
Interest barometer
Target

Influencer

Saturday night

Family

Looking good

Soaps/celebs/r
eality TV

Mates/boys
Celebs/r...
Interest barometer
Target

Influencer

Saturday night

Family

Looking good

Soaps/celebs/r
eality TV

Mates/boys
Celebs/r...
Interest barometer
Target
Saturday night

Influencer
Family

Looking good

Soaps/celebs/r
Threat to
eality TV
appearance, ...
Challenges
• Scare tactics don’t work
• ‘Nannying’ (sunbeds / tans are naff / uncool) doesn’t
work
-

and who are we to pa...
Never forget…

Peer trumps
influencer
Interest barometer
Target

Influencer

Friday night

Family

Looking good

Money

Mates/boys

Soaps/celebs/r
THEY can’t le...
Interest barometer
Target

Influencer

Friday night

Family

Looking good

Money

Mates/boys

Soaps/celebs/r
We need to gi...
Interest barometer
Target

Influencer

Friday night

Family

Looking good

Money

Mates/boys

Soaps/celebs/r
and eality TV...
Interest barometer
Target

Influencer

Friday night

Family

Looking good

Money

Mates/boys

We need to
make it easy for
...
Strategy must-haves
• Leverage sweet spots of shared interests
• Where they "hang-out" (online or offline) is the best pla...
Reason to believe
Not threat of cancer
Threat of wrinkles
Towards a strategy
unity
Key insight

“

Visual interventions that highlight the unnatural,
damaging effects of sunbed use are more likely to
appea...
Key insight

“

Visual interventions that highlight the unnatural,
damaging effects of sunbed use are more likely to
appea...
Vanity
• Target audience is
obsessed with their
appearance…
• …and with the mirror
• Constantly looking for
flaws, seeking...
What’s
beyond the
magnifying
mirror?
The UV Scanner
They graphically show
what lurks beneath

Women can’t get enough
of them!

Barriers to use?
- Lack of aware...
But how do
we drive
people?
Through a
creative
wrapper…
The Creative Wrapper
Objectives & KPIs
unity
KPIs
REACH

4 pieces of national coverage

ENGAGE

800 pre questionnaires completed
300 post questionnaires completed

CHA...
What we did
unity
Focus Group
• Conducted three focus groups
-

Separate for both influencers and influenced

• Skin scans given the thumbs ...
Time to get the
building
blocks in place
Sk:n Partnership

By teaming up with the UK’s No.1 skin clinic, sk:n, to offer free skin
assessments, we were able to remo...
Sk:n Partnership

‘Two-for-none’ vouchers - meaning they could share the experience
with a friend, or family member/friend
Sk:n Partnership

A pre and post questionnaire was also created for completion in-clinic,
enabling us to gather vital data...
Sk:n partnership
• Arranged briefings for regional and clinic managers to provide
detailed knowledge to consumers
• Sk:n s...
Vita Liberata
•
•

Teamed up with celebrity favourite fake tan brand Vita Liberata (secured for
free), we also offered all...
Brand Assets

Actress, model and a cast member of Made in Chelsea, Gemma Gregory was secured
(for free) to be the face of ...
Facebook App
• To take the campaign, digitally, to where
the audience hung out, we created a
bespoke Facebook tab as a cam...
Binky Felstead
•

•
•

•
•
•

Unity secured Binky to become an R UV UGLY?
ambassador
Personally endorsed Fake Tanning Tips...
Express & Star
• Secured free online adverts with
Express & Star group
• R UV UGLY? banners were
included on OK!, New, Sta...
Celebrity
Celebrity

Camilla Dallerup

Kym Marsh

Maria Fowler

Billie Faiers

Paloma Faith

Kate Lawler

Gemma Merna

Jeff Leach

M...
Media relations
Launch
• R UV UGLY? was launched with a Metro
exclusive
• The story was supplemented by maximising
our celebrities stories...
Coverage
Friends & Family
•

•

•

A survey was used to highlight the fact that
friends and family members were encouraging
loved o...
Coverage
Case Studies
First-Person Features
Clinic Open Days
• To help drive skin scans sk:n organised a
series of R UV UGLY? walk-in open days
• 10 key towns and cit...
Coverage
Experiential
•
•
•
•
•

At the heart of R UV UGLY? was bringing the experience to a captive
audience where sunbed use was ...
Experiential
Manchester
The Arndale Centre
Estimated footfall: 615K per week
Sunbed outlets per 100K
of the total populati...
5. Further Queries Additional sk:n
technician on hand to
answer any further
queries on
participant’s scan

4. Analysis Par...
Experiential
Take home collateral gave information on
campaign and allowed for share-ability
Coverage
Results
Newcastle
Skin consultations: 496
Sunbed users: 68%

Manchester
Skin consultations: 694
Sunbed users: 61%

1190 sk...
Model Story
• We persuaded the country's leading model
agencies to commit to a ‘no sunbed’ policy’
on the opening day of L...
Coverage
Coverage
Coverage
Results
unity
1648 skin
scans in
total

Results
27 national print

553 online pieces

1190 scans on
experiential tour

300,000 free adve...
Summary
unity
KPIs – vs results
REACH

4 pieces of national coverage

27 National Pieces

ENGAGEMEN
T

800 pre questionnaires completed
...
Behavior change
• Overall 75% of sunbed users who, before the scan, said they
expected to use sunbeds more or the same in ...
Legacy
unity
Legacy
• We hit and massively exceeded all client KPIs at below their
target cost of £1.50 per engagement and delivered
in...
Thanks
Any Questions?
Thank you

unity
26 NOVEMBER
LONDON

♯ PRSHOW13
Sponsored by Vuelio
Stream two:
Government, communities and
society
♯ PRSHOW13
Complex and highly regulated: The
challenges in healthcare PR
Speakers:
Charles Lewington MCIPR, Managing Director,
Hanove...
Complex and
highly regulated
The challenges in
healthcare PR
♯ PRSHOW13
@HANOVER_HEALTH
The healthcare
news agenda
• Highly political
• Emotive and personal
• Scientific and Clinical progress

Challenges…
• Agi...
Constrained
finances v
increased need
Government

• Building trust
in reform

Industry

Patients/
public

• Innovation
tha...
UK - a world
leader in
healthcare comms
• Technical policy comms
-NHS: the world’s largest
single healthcare provider
• Co...
A heavily
regulated sector
• Regulated services – CQC,
monitor
• Regulated professionals –
GMC, NMC
• Regulated industry –...
Partnership is
the key
• Only wide coalitions of clinical and
patient voices will drive change –
true for government and i...
Complex and highly regulated:
The challenges in healthcare PR
The NHS perspective
Sarah Pinch FCIPR MIoD
26/11/13
Toughest jobs in Public Relations?
•
•
•
•
•
•
•

11 years at the BBC
13 years in corporate communications
Tricky sectors:...
The National Health Service
July 5 1948, it was based on three core principles:
• that it meet the needs of everyone
• tha...
An Honourable Profession?
NHS Communicators
Each NHS organisation has a
communications lead to ensure that the
organisatio...
Current experiences…….
The media, patients and God
Prepare, plan, evaluate: repeat
Develop a reason to
believe
• Know and listen to ‘enemies’ and
friends.
• Remember the pai...
The system

NHS England/
National
Commissioning

FT members

Monitor

Foundation
Trusts

CCGs

Care Quality
Commission
Case Study
Mass ‘NHS cover up’ v
Parents’ reality
•
•
•
•
•
•
•
•

Perception and experience:
emotionally charged
The pare...
What to do?
Keep Calm
•
•
•
•
•

Establish all the answers
Understand the broader context, for the
organisation, the paren...
Remember this
Professional communications is an
honourable profession
There is help, support, training and
advice
Don’t ex...
Going forward
“Society, in general, and leaders and opinion formers, in particular,
(including national and local media, n...
Questions?
sarah@pinchpointcommunications.co.uk
@ms_organised
Healthcare
Communications:
A Pharma
Perspective
sub heading to go here
Harry Brady, Communications and
Policy Director, MS...
In the Next Ten Minutes
• Diversification of healthcare communications
• Reputation of the pharmaceutical industry
• Chang...
The HCA – www.hca-uk.org
Pharma Reputation - the
Historical (and not so Historical)
Headlines . . .
Miracle Cure!!

Doctors bribed at industry
bash...
Pharma Engages with its Critics
Communicating in a Highly
Regulated Industry

UK Law – Medicines Act
plus

plus
Individual Company Codes and SOPS
All Audiences at the Centre of a
Multi-Channel Life
Achieving Joint Objectives FOR
PATIENTS

Academia

Royal
Colleges

NGOs
Pharma
HCPs

Payors

Patient
Groups
Making it Happen in Practice –
Nationally and Locally
Being Proud of What we Do!!
Thank you
Questions?
26 NOVEMBER
LONDON

♯ PRSHOW13
Sponsored by Vuelio
Stream two:
Government, communities and
society
♯ PRSHOW13
Successful creative campaigning on
a low budget
Speaker:
Louise Robertshaw MCIPR, Head of
Communications and Campaigns,
Gu...
Low budget
campaigning
Louise
Robertshaw
HEAD OF
COMMUNICATIONS AND
CAMPAIGNS

GUIDE DOGS
Campaigning
the Guide Dogs
way…
Link
Dog attacks
2012
Media coverage reach of 21 million.
155 MPs attended Parliamentary reception.
79% recall of campaign amon...
Be Positive

It’s important to highlight the solution as well
as the problem.
Be clear about the action you want your
supp...
Emotional response to Guide Dogs
73%

81%
81%

6%
10%
7%
5%
6%
4%
4%
6%
4%
3%
2%
2%

Nov 12
Nov 11

2%
3%
2%
0%

Nov 10
20...
Be Creative

Party
conferences 2012
Remember
human stories
Tell the human stories behind the statistics
Take every
opportunity
Set up alerts and monitor conversations on
social media.
We positioned ourselves as voice of author...
Mobilise
supporters
Keep it simple and make it easy.
Don’t forget staff and their networks, your
customers. Volunteers and...
Be well targeted
and well
planned
Plan tactics meticulously to hit key decision
making/action time.
Report released outlin...
Understand
what’s in it for
them
Pics of MPs and shell press releases.
In summary…

Know who you are
Get the basics right
Make sure it is enjoyable
Thank you
Questions?
26 NOVEMBER
LONDON

♯ PRSHOW13
Sponsored by Vuelio
Stream two:
Government, communities and
society
♯ PRSHOW13
Building public trust: Sustainability
at the heart of business strategy
Speakers:
Tobias Webb, Founder and Chairman, Ethic...
Corporate Responsibility
What’s it all about?
http://www.huffingtonpost.com/2013/11/13/as
kjpm-twitter-qa-turnsi_n_4269795.html?ncid=edlinkusaolp00000003
Four conclusions
1. Engagement doesn't work without dialogue
and authenticity
2. Dialogue and authenticity don't last long...
Tobiaswebb.blogspot.com
Thank you
Questions?
26 NOVEMBER
LONDON

♯ PRSHOW13
Sponsored by Vuelio
Stream two:
Government, communities and
society
♯ PRSHOW13
Royal Mail: Gold medal stamps and
gold postboxes
Speaker:
Tim Cowen,
Director of Consumer and Business Media
Relations
Roy...
Royal Mail’s Gold Medal
Stamps and Gold Post Boxes
Tim Cowen
Director of
Consumer and
Business Media
Relations

♯ PRSHOW
The Challenge

Producing stamps with
winners’ images in 24 hours
instead of 24 months
Producing PR plans with a
short sell...
The ideas

Organise photo shoots with
winning athletes and their
stamps
Provide enlargements to TV
companies within two ho...
The logistics

Six printers on 24 hour
standby
24 hour press office
Courier firms on standby for
PR collateral
Maintenance...
The results

Audience reach of 700 million
Stamps sales surpassed
target by more than 50%
Permanent legacy for Gold
Post B...
The quotes
Prime Minister David Cameron:
"Royal Mail have had an excellent Olympic Games. They've
produced these stamps, t...
Thank you
Questions?
26 NOVEMBER
LONDON

♯ PRSHOW13
Sponsored by Vuelio
Stream two:
Government, communities and
society
♯ PRSHOW13
How public relations raised $2m in
10 days for a tech start-up
Speakers:
Peter Bowles,
Creative MD of Dynamo PR
@bowlesy
F...
26 NOVEMBER
LONDON

♯ PRSHOW13
Sponsored by Vuelio
How PR raised
$2 million in 10
days
Peter Bowles
@bowlesy
@dynamopr
♯ PRSHOW13
The importance
of momentum
The problem of
measurement
AVEs (Advertising Value
Equivalents) existed in PR
for a long time.
But in reality they are lik...
Social Media…
just as bad?
Social media
‘experts’ also take a
figure and multiple
is by “number of
followers”
It’s about real
world results
Kickstarter
Transparency
New technology
is making this
easier
3Doodler

Approached to work on
invention – aiming to hit
$30,000
What if
EVERYONE can
see your PR
campaign in
real time?
REAL transparency
PR is about
what you
choose to
communicate
(And what you don’t!)
PR is not a huge
strategy
document
The right idea can be on
an email
1/ The right
targets
2/ Reaching out
to journalists in
original ways
3/ Getting
involved in the
community
Etsy Artists
4/ Preparing for
success
Press…
everywhere!
Creating
Momentum
Real world
results
That change the
agency too
Peter Bowles
@bowlesy on
Twitter
Interested in what we can
do for you?
hello@dynamopr.com

Dynamopr.com
Thank you
Questions?
The Public Relations Show - Stream Two - Government, communities and society
The Public Relations Show - Stream Two - Government, communities and society
The Public Relations Show - Stream Two - Government, communities and society
The Public Relations Show - Stream Two - Government, communities and society
The Public Relations Show - Stream Two - Government, communities and society
The Public Relations Show - Stream Two - Government, communities and society
The Public Relations Show - Stream Two - Government, communities and society
The Public Relations Show - Stream Two - Government, communities and society
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The Public Relations Show - Stream Two - Government, communities and society

  1. 1. 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
  2. 2. Stream two: Government, communities and society ♯ PRSHOW13
  3. 3. Thank you to our Sponsors and Partners ♯ PRSHOW13
  4. 4. Stream two: Government, communities and society ♯ PRSHOW13
  5. 5. R UV Ugly? – how Unity delivered life-changing results for Cancer Research UK Speakers: Ella Dorley-Brown, Associate Director & Nik Done, Co-Founder Unity @Hello_Unity Facilitator: Alastair McCapra CEO of CIPR
  6. 6. Unity & Cancer Research UK R UV UGLY? ♯ PRSHOW13
  7. 7. Today… • • • • • • The Brief Our strategy Objectives/KPIs What we did Summary Legacy
  8. 8. The brief unity
  9. 9. The problem… Despite an under-18 ban, many were still using sun beds in an effort to achieve “that glow”
  10. 10. The problem… Often encouraged and ‘vouched for’ by older friends and relatives Average first use at 14 years old; usage increased steadily between 14 and 17 Young women up to 3x more likely to use sunbeds than men They knew the risks. They just didn’t care
  11. 11. Why? • • • • • ‘Going out tan’ ‘Pre-holiday base tan’ ‘Clears spots and blemishes’ Perceptions of what boys find attractive Pampering / treating / social experience Clear evidence of pressure / facilitation from peers and influencers
  12. 12. Why? • • • • • ‘Going out tan’ ‘Pre-holiday base tan’ ‘Clears spots and blemishes’ Perceptions of what boys find attractive Pampering / treating / social experience Clear evidence of pressure / facilitation from peers and influencers
  13. 13. Spurred on by celebrity obsession, the nation’s love affair with tanning showed no sign of easing
  14. 14. But... Research worryingly showed that using a sunbed for the first time before the age of 35 increased the risk of malignant melanoma – the most serious form of skin cancer - by 75 percent
  15. 15. What did we want to achieve?
  16. 16. Reduce youth sunbed use
  17. 17. Specifically… • Actively engage young females (16 – 24 year olds) and a secondary audience of older ‘influencers’ who allow or encourage sunbed… • …And, bring about measurable attitudinal and behavioural change
  18. 18. A word on tanning 41% of UK women now use self-tanning products (St. Tropez) UK market now worth £35m, not including spray salons (Mintel) Post royal wedding “Middletan effect”
  19. 19. The battle has been lost. Lets win the war
  20. 20. The battle has been lost. Lets win the war!
  21. 21. Enemy: sunbed NOT the tan
  22. 22. The audience unity
  23. 23. The influencers… • Older female friends, relatives and immediate family members (mums, aunts, sisters) • C2DE, 25-44 • Major cities and conurbations, with a Northern bias • Influence younger friends and relatives by: • • • • Passively allowing sunbed usage Actively encouraging sunbed usage Suggesting it’s a ‘social pampering’ occasion Actually accompanying / paying for / vouching if underage
  24. 24. …and the target • Daughters, nieces, younger sisters / younger friends of Influencers • Highly sociable, highly mobile (in both senses) • May share many experiences with their influencers… shopping, holidays, parties… and sometimes sunbeds • ‘Start getting ready for Saturday night on Monday morning’
  25. 25. Interest barometer Target Influencer Saturday night Family Looking good Soaps/celebs/r eality TV Mates/boys Celebs/reality TV Shopping / looking good Shopping Mates Health Health
  26. 26. Interest barometer Target Influencer Saturday night Family Looking good Soaps/celebs/r eality TV Mates/boys Celebs/reality TV Shopping / looking good Shopping Mates Health Health
  27. 27. Interest barometer Target Saturday night Influencer Family Looking good Soaps/celebs/r Threat to eality TV appearance, more Mates/boys powerful than threat Shopping / Celebs/reality TV of cancer looking good Shopping Mates Health Health
  28. 28. Challenges • Scare tactics don’t work • ‘Nannying’ (sunbeds / tans are naff / uncool) doesn’t work - and who are we to patronise? • Our young, user audience is highly sociable and therefore highly susceptible to peer pressure • As a group, this makes them strong-willed… • … and also resistant to ‘preaching’
  29. 29. Never forget… Peer trumps influencer
  30. 30. Interest barometer Target Influencer Friday night Family Looking good Money Mates/boys Soaps/celebs/r THEY can’t lecture eality TV - or becomes adult to child voice, Celebs/reality TV Shopping / and target switches off Shopping looking good Mates Health Health
  31. 31. Interest barometer Target Influencer Friday night Family Looking good Money Mates/boys Soaps/celebs/r We need to give them something eality TV that they can use to successfully Celebs/reality TV Shopping / convert those they love Shopping looking good Mates Health Health
  32. 32. Interest barometer Target Influencer Friday night Family Looking good Money Mates/boys Soaps/celebs/r and eality TV Reveal the threat to their Celebs/reality TV their loved ones’ - appearance… Shopping Shopping / looking good Mates Health Health
  33. 33. Interest barometer Target Influencer Friday night Family Looking good Money Mates/boys We need to make it easy for them! Soaps/celebs/r eality TV Celebs/reality TV Shopping Shopping / looking good Mates Health Health
  34. 34. Strategy must-haves • Leverage sweet spots of shared interests • Where they "hang-out" (online or offline) is the best place to create awareness, interest and knowledge • Important to personalise issue i.e. real-life stories, celebrity context • Participation increases their ability to take control of their health • Capitalise on combined sociability and shared experience • Offer a solution / an alternative • Speaks in THEIR language, not ours • Society and the people that matter to them to be positively reenforcing the message in a non preachy way • Start conversations around an area of interest for both
  35. 35. Reason to believe Not threat of cancer Threat of wrinkles
  36. 36. Towards a strategy unity
  37. 37. Key insight “ Visual interventions that highlight the unnatural, damaging effects of sunbed use are more likely to appeal to an audience strongly motivated by appearance-based beliefs ”
  38. 38. Key insight “ Visual interventions that highlight the unnatural, damaging effects of sunbed use are more likely to appeal to an audience strongly motivated by appearance-based beliefs ”
  39. 39. Vanity • Target audience is obsessed with their appearance… • …and with the mirror • Constantly looking for flaws, seeking out that very first wrinkle • They use magnifying mirrors and would go further if they could…
  40. 40. What’s beyond the magnifying mirror?
  41. 41. The UV Scanner They graphically show what lurks beneath Women can’t get enough of them! Barriers to use? - Lack of awareness - cost - Access We placed the skin scan at the heart of our campaign
  42. 42. But how do we drive people?
  43. 43. Through a creative wrapper…
  44. 44. The Creative Wrapper
  45. 45. Objectives & KPIs unity
  46. 46. KPIs REACH 4 pieces of national coverage ENGAGE 800 pre questionnaires completed 300 post questionnaires completed CHANGE Questionnaire analysis to prove attitudinal and behavioural changes which lead to a drop in sunbed usage amongst 16 -18 year old girls
  47. 47. What we did unity
  48. 48. Focus Group • Conducted three focus groups - Separate for both influencers and influenced • Skin scans given the thumbs up by all - Liked real life before and after images • R UV UGLY? deemed to have relevance and meaning • Our experiential idea scored highly - More to come… • Metro established as being key
  49. 49. Time to get the building blocks in place
  50. 50. Sk:n Partnership By teaming up with the UK’s No.1 skin clinic, sk:n, to offer free skin assessments, we were able to remove the cost barrier (usually £25), personalise the risk through individual consultations and also, with 37 clinics nationwide, make them accessible to the masses
  51. 51. Sk:n Partnership ‘Two-for-none’ vouchers - meaning they could share the experience with a friend, or family member/friend
  52. 52. Sk:n Partnership A pre and post questionnaire was also created for completion in-clinic, enabling us to gather vital data on attitudes towards sunbeds
  53. 53. Sk:n partnership • Arranged briefings for regional and clinic managers to provide detailed knowledge to consumers • Sk:n staff managed bookings and gave expert advice to customers • Staff participated in regional open days in 10 UK clinics and staffed experiential tour • Supported through social media and database e-shots • Provided media spokesperson and hosted press briefings
  54. 54. Vita Liberata • • Teamed up with celebrity favourite fake tan brand Vita Liberata (secured for free), we also offered all participants safer alternatives to sunbeds Provided over 1,000 product samples for media, experiential, clinic open days and wider campaign
  55. 55. Brand Assets Actress, model and a cast member of Made in Chelsea, Gemma Gregory was secured (for free) to be the face of R UV UGLY?
  56. 56. Facebook App • To take the campaign, digitally, to where the audience hung out, we created a bespoke Facebook tab as a campaign hub • Living within Cancer Research UK page it provided campaign information and case studies • Importantly it housed a text/email voucher mechanic for our audience to claim their ‘two for none’ scans
  57. 57. Binky Felstead • • • • • • Unity secured Binky to become an R UV UGLY? ambassador Personally endorsed Fake Tanning Tips guide Starred alongside Mummy Felstead in Fake Tanning Tips video, hosted on campaign channels Secured exclusive front page hosting on Daily Motion which saw 1,680 views in UK in a week Secured exclusive coverage for Binky video on Heatworld Binky tweeted to her 128,000 Twitter followers
  58. 58. Express & Star • Secured free online adverts with Express & Star group • R UV UGLY? banners were included on OK!, New, Star, Channel 5 & Express Newspapers websites to coincide with launch • Key titles for target demographic • 300,000 OTS banners of various sizes across sites
  59. 59. Celebrity
  60. 60. Celebrity Camilla Dallerup Kym Marsh Maria Fowler Billie Faiers Paloma Faith Kate Lawler Gemma Merna Jeff Leach Matt Hollbrook Sam Faiers
  61. 61. Media relations
  62. 62. Launch • R UV UGLY? was launched with a Metro exclusive • The story was supplemented by maximising our celebrities stories • A story on TOWIE stars Maria Fowler, Sam and Billie Faiers support for campaign was released shortly after • An exclusive PA interview with Sam and Billie then ensured mass regional coverage, key for the campaign’s success
  63. 63. Coverage
  64. 64. Friends & Family • • • A survey was used to highlight the fact that friends and family members were encouraging loved ones to go on sunbeds and inadvertently putting lives at risk “26% of sunbed users were encouraged by a family member or partner to use a sunbed for the first time” Coverage included a ten minute spot on the Daybreak sofa with Dr. Hilary Jones and Camilla Dallerup whose mother, a former sunbed addict, had suffered with skin cancer
  65. 65. Coverage
  66. 66. Case Studies
  67. 67. First-Person Features
  68. 68. Clinic Open Days • To help drive skin scans sk:n organised a series of R UV UGLY? walk-in open days • 10 key towns and cities were identified due to their large numbers of sunbed outlets and high rates of malignant melanoma cases • The idea was to create a quick and easy walk in atmosphere for assessments • Bespoke regional PR stories built around each open day with local stats and figures Charity hopes “R UV UGLY?” campaign will shine light on the danger of sunbed use in Nottingham Young people in Nottingham are being urged to face the invisible damage inflicted on their skin in pursuit of a tan, as part of Cancer Research UK’s new R UV UGLY? campaign. The campaign aims to raise awareness about the skin damage, premature ageing and health dangers of using sunbeds. Nottingham is being targeted due to its high concentration of sunbed outlets. With over 25 outlets, the city is within the top half of all local authorities in England. That’s around 10 sunbed outlets per 100,000 people.* In response, the R UV UGLY? campaign will be taking over sk:n Nottingham (Address) on Sunday 26 February for a special open day, offering the public free skin scans that normally cost £25 each. Using specialist skin-scanning technology, the consultation will highlight the hidden damage lurking beneath the skin’s surface that is caused by overexposure to UV, both from sunbeds and the sun. Not only do sunbeds make you look old and wrinkly before your time, but figures show using one for the first time before the age of 35 increases the risk of malignant melanoma – the most serious form of skin cancer - by 75 per cent. Malignant melanoma rates have more than doubled amongst 15-34 year olds in the East Midlands since the mid 1980s and someone in this age group is now diagnosed with the disease each week.** Chris Lunn, SunSmart campaign manager at Cancer Research UK, commented: “We are worried that people in Nottingham might be putting their health at risk by visiting tanning salons to achieve a tan. Often the consequences aren’t seen for years so we want to help give people a sneak preview of what their future face looks like and if they must have a tan, encourage them to switch to a safer alternative by using fake tan. “We want people in Nottingham to come and have a skin scan and see for themselves the effects that using sunbeds can have on your skin.”
  69. 69. Coverage
  70. 70. Experiential • • • • • At the heart of R UV UGLY? was bringing the experience to a captive audience where sunbed use was prevalent Unity created a bespoke skin scan photo booth Encouraged public participation by making the activity fun and engaging whilst relaying CRUK messaging at all times Regional print and broadcast media was secured pre and during activity to encourage visits to the photobooth Consumers were given a take home image of their scan and further information on the campaign as well as ability to share image on social media platforms
  71. 71. Experiential Manchester The Arndale Centre Estimated footfall: 615K per week Sunbed outlets per 100K of the total population: 12.4 Newcastle The Metro Centre Estimated footfall: 500K per week Sunbed outlets per 100K of the total population: 20.8
  72. 72. 5. Further Queries Additional sk:n technician on hand to answer any further queries on participant’s scan 4. Analysis Participant exits scanner. Sk:n technician talks participant through their scan whilst they wait for their photo print out 1. Approach - R UV UGLY? brand ambassador engages consumer by explaining free skin scan and benefits 2. Questionnaire - R UV UGLY? brand ambassador fills out questionnaire with participant whilst they wait for the scanner to become available 3. Scan - Participant enters scanner. Technician asks for their details and explains the process 6. Takeaway - R UV UGLY? hands participant goody bag with further information on sunbeds. Self tan sample given if requested. Additional skin scanner to manage flow of traffic in busy periods. Questionnaire and scan process remains
  73. 73. Experiential Take home collateral gave information on campaign and allowed for share-ability
  74. 74. Coverage
  75. 75. Results Newcastle Skin consultations: 496 Sunbed users: 68% Manchester Skin consultations: 694 Sunbed users: 61% 1190 skin scans
  76. 76. Model Story • We persuaded the country's leading model agencies to commit to a ‘no sunbed’ policy’ on the opening day of London Fashion Week • Leveraged influence of fashion community and tapped into power of London Fashion Week • Comment and support secured from the owners and head bookers of D1, Elite, First, FM, IMG, Leni’s, Models1, Nevs, Oxygen, Premier, Storm and Union
  77. 77. Coverage
  78. 78. Coverage
  79. 79. Coverage
  80. 80. Results unity
  81. 81. 1648 skin scans in total Results 27 national print 553 online pieces 1190 scans on experiential tour 300,000 free adverts on Express and Star newspaper 75 broadcast 13 celebrity supporters 131 regional print Over 2 million #RUVUGLY impressions 458 scans in sk:n clinics Over 200 tweets from users with over 1,000 followers Over 3,000 SunSmart page views Almost 33 million impressions with Facebook ads
  82. 82. Summary unity
  83. 83. KPIs – vs results REACH 4 pieces of national coverage 27 National Pieces ENGAGEMEN T 800 pre questionnaires completed 300 post questionnaires completed 1648 Pre Post to follow CHANGE Questionnaire analysis to prove attitudinal and behavioural changes which lead to a drop in sunbed usage amongst 16 -18 year old girls ✔
  84. 84. Behavior change • Overall 75% of sunbed users who, before the scan, said they expected to use sunbeds more or the same in the future, changed their minds immediately after their scan and said they expected to use them less or not at all • Immediately after the scan, half of the sunbed users aged under 25 said they would not use sunbeds in the future compared to 22% who had said this before the scan • Via a follow-up survey conducted eight weeks after the campaign closed, we were able to measure sustained behaviour change, demonstrated by 46% of respondents reporting they’d stopped using sunbeds or used sunbeds less than they did before
  85. 85. Legacy unity
  86. 86. Legacy • We hit and massively exceeded all client KPIs at below their target cost of £1.50 per engagement and delivered independently verified changes in consumer behaviour • Due to its overwhelming success, Unity ran further campaigns with R UV UGLY? revived for the Scottish market and then returning to the UK in 2013 • Australian Fashion Week saw model agencies follow London’s lead and put a ban on sunbeds • Liverpool Fashion Week this year also committed to a similar no sunbed policy for all models
  87. 87. Thanks
  88. 88. Any Questions?
  89. 89. Thank you unity
  90. 90. 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
  91. 91. Stream two: Government, communities and society ♯ PRSHOW13
  92. 92. Complex and highly regulated: The challenges in healthcare PR Speakers: Charles Lewington MCIPR, Managing Director, Hanover Communications - @c_lewington Sarah Pinch MCIPR, Founder, Pinch Point Communications - @ms_organised Harry Brady, Communications and Policy Director, MSD UK Facilitator: Jean-Pierre Moser MCIPR, Director, JPPR
  93. 93. Complex and highly regulated The challenges in healthcare PR ♯ PRSHOW13 @HANOVER_HEALTH
  94. 94. The healthcare news agenda • Highly political • Emotive and personal • Scientific and Clinical progress Challenges… • Aging population • Rising costs • Affordability - major source of social debate for decades to come.
  95. 95. Constrained finances v increased need Government • Building trust in reform Industry Patients/ public • Innovation that reduces costs • Understand and demand new healthcare
  96. 96. UK - a world leader in healthcare comms • Technical policy comms -NHS: the world’s largest single healthcare provider • Complex science - UK science traditionally punched above weight • Health economics - UK the first to independently assess cost-effectiveness • UK as a global price reference
  97. 97. A heavily regulated sector • Regulated services – CQC, monitor • Regulated professionals – GMC, NMC • Regulated industry – MHRA, NICE (HTA) • Regulated Communication – PMCPA, Medicines Act 1968
  98. 98. Partnership is the key • Only wide coalitions of clinical and patient voices will drive change – true for government and industry • Finding shared objectives and communicating from common ground is crucial for success • In many respects, healthcare communications is text book PR
  99. 99. Complex and highly regulated: The challenges in healthcare PR The NHS perspective Sarah Pinch FCIPR MIoD 26/11/13
  100. 100. Toughest jobs in Public Relations? • • • • • • • 11 years at the BBC 13 years in corporate communications Tricky sectors: International development Public transport Health Passion for behavioural change in organisations • Experience of placing communications as important as finance/HR • Professional standards & compliance • New teams in every role since 2000
  101. 101. The National Health Service July 5 1948, it was based on three core principles: • that it meet the needs of everyone • that it be free at the point of delivery • that it be based on clinical need, not ability to pay March 2011, the Department of Health published the NHS Constitution 1. comprehensive service available to all 2. based on clinical need, not an individual’s ability to pay 3. aspires to the highest standards of excellence and professionalism 4. aspires to put patients at the heart of everything it does 5. works across organisational boundaries and in partnership…in the interest of patients, local communities and the wider population. 6. committed to providing best value for taxpayers’ money and the most effective, fair and sustainable use of finite resources 7. accountable to the public, communities and patients that it serves
  102. 102. An Honourable Profession? NHS Communicators Each NHS organisation has a communications lead to ensure that the organisation communicates effectively. Larger organisations are likely to have a team of communications professionals. With several hundred organisations in England, there are over 1,000 communicators in the NHS. A proportion of these will hold a post with a managerial responsibility.
  103. 103. Current experiences……. The media, patients and God
  104. 104. Prepare, plan, evaluate: repeat Develop a reason to believe • Know and listen to ‘enemies’ and friends. • Remember the pain of experiences. • Try to know as much as you can – but remember you’re not the clinical expert. • Be prepared and be kind. • The planning process itself is helpful. • Ask for help. • Learn from others - industry, clients, colleagues. • Don’t reinvent the wheel.
  105. 105. The system NHS England/ National Commissioning FT members Monitor Foundation Trusts CCGs Care Quality Commission
  106. 106. Case Study Mass ‘NHS cover up’ v Parents’ reality • • • • • • • • Perception and experience: emotionally charged The parents’ grief The tabloid shorthand The operational issues and the reputational issues The emotional drain, on everyone The political and Political landscape The ‘right thing to do’ The recovery plan
  107. 107. What to do? Keep Calm • • • • • Establish all the answers Understand the broader context, for the organisation, the parents, staff, stakeholders Establish the FACTS Restoration, not promotion Remain calm and reasonable “Although all catastrophes have an initial negative impact on value, paradoxically they offer an opportunity for management to demonstrate their talent in dealing with difficult circumstances.” Sedgewick/Oxford University report
  108. 108. Remember this Professional communications is an honourable profession There is help, support, training and advice Don’t expect it to be easy Don’t forget the staff You are not a clinician Do the right thing and be seen to do the right thing Four hostile newspapers are more feared than a thousand bayonets Napoleon Bonaparte
  109. 109. Going forward “Society, in general, and leaders and opinion formers, in particular, (including national and local media, national and local politicians of all parties, and commentators) have a crucial role to play in shaping a positive culture that, building on these strengths, can realise the full potential of the NHS.” Professor Don Berwick
  110. 110. Questions? sarah@pinchpointcommunications.co.uk @ms_organised
  111. 111. Healthcare Communications: A Pharma Perspective sub heading to go here Harry Brady, Communications and Policy Director, MSD UK
  112. 112. In the Next Ten Minutes • Diversification of healthcare communications • Reputation of the pharmaceutical industry • Changing models of working
  113. 113. The HCA – www.hca-uk.org
  114. 114. Pharma Reputation - the Historical (and not so Historical) Headlines . . . Miracle Cure!! Doctors bribed at industry bash Killer Drug!! Pharma hiding negative trial results, misleading doctors Drug companies accused of putting patients’ lives at risk Drugs firms ‘scaring people for profit’ Regulators ‘approve useless drugs’
  115. 115. Pharma Engages with its Critics
  116. 116. Communicating in a Highly Regulated Industry UK Law – Medicines Act plus plus Individual Company Codes and SOPS
  117. 117. All Audiences at the Centre of a Multi-Channel Life
  118. 118. Achieving Joint Objectives FOR PATIENTS Academia Royal Colleges NGOs Pharma HCPs Payors Patient Groups
  119. 119. Making it Happen in Practice – Nationally and Locally
  120. 120. Being Proud of What we Do!!
  121. 121. Thank you Questions?
  122. 122. 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
  123. 123. Stream two: Government, communities and society ♯ PRSHOW13
  124. 124. Successful creative campaigning on a low budget Speaker: Louise Robertshaw MCIPR, Head of Communications and Campaigns, Guide Dogs Facilitator: Elspeth Graham FCIPR, Commercial Director, CIPR @elspethCIPR
  125. 125. Low budget campaigning Louise Robertshaw HEAD OF COMMUNICATIONS AND CAMPAIGNS GUIDE DOGS
  126. 126. Campaigning the Guide Dogs way… Link
  127. 127. Dog attacks 2012 Media coverage reach of 21 million. 155 MPs attended Parliamentary reception. 79% recall of campaign amongst MPs Government announced compulsory micro chipping of all dogs by 2016. Recently also announced increase in sentences available for attacks on assistance dogs. Cost £5,300
  128. 128. Be Positive It’s important to highlight the solution as well as the problem. Be clear about the action you want your supporters, influencers and decision makers to take as a result of your campaign.
  129. 129. Emotional response to Guide Dogs 73% 81% 81% 6% 10% 7% 5% 6% 4% 4% 6% 4% 3% 2% 2% Nov 12 Nov 11 2% 3% 2% 0% Nov 10 20% 40% 60% 80% 100% “Which of the following faces best represents how you feel about – Guide Dogs” Base: All those aware of Guide Dogs (1167) among 2,007 adults 18+, Britain Source: nfpSynergy, Brand Attributes Monitor, Nov 12 130
  130. 130. Be Creative Party conferences 2012
  131. 131. Remember human stories Tell the human stories behind the statistics
  132. 132. Take every opportunity Set up alerts and monitor conversations on social media. We positioned ourselves as voice of authority on dog attacks and took every opportunity. Ride the news agenda as well as set it.
  133. 133. Mobilise supporters Keep it simple and make it easy. Don’t forget staff and their networks, your customers. Volunteers and donors.
  134. 134. Be well targeted and well planned Plan tactics meticulously to hit key decision making/action time. Report released outlining shocking statistics about number of attacks. Timed to stimulate interest in Parliamentary reception. Research and be clear on your target decision makers and target journalists.
  135. 135. Understand what’s in it for them Pics of MPs and shell press releases.
  136. 136. In summary… Know who you are Get the basics right Make sure it is enjoyable
  137. 137. Thank you Questions?
  138. 138. 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
  139. 139. Stream two: Government, communities and society ♯ PRSHOW13
  140. 140. Building public trust: Sustainability at the heart of business strategy Speakers: Tobias Webb, Founder and Chairman, Ethical Corporation @webb_tobias Graham McWilliam, Group Director of Corporate Affairs, Sky @grahammcwilliam /@skybiggerpic Facilitator: Samantha Wilding MCIPR, Director of Sustainable Business, Corporate Culture @CCLtd
  141. 141. Corporate Responsibility What’s it all about?
  142. 142. http://www.huffingtonpost.com/2013/11/13/as kjpm-twitter-qa-turnsi_n_4269795.html?ncid=edlinkusaolp00000003
  143. 143. Four conclusions 1. Engagement doesn't work without dialogue and authenticity 2. Dialogue and authenticity don't last long without real action 3. Collaborative action with the right partners can pay off, move markets, and create value for all 4. And that's what corporate responsibility is all about…
  144. 144. Tobiaswebb.blogspot.com
  145. 145. Thank you Questions?
  146. 146. 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
  147. 147. Stream two: Government, communities and society ♯ PRSHOW13
  148. 148. Royal Mail: Gold medal stamps and gold postboxes Speaker: Tim Cowen, Director of Consumer and Business Media Relations Royal Mail @royalmailnews Facilitator: Maud Davis FCIPR Maud Davis PR @maudiemo
  149. 149. Royal Mail’s Gold Medal Stamps and Gold Post Boxes Tim Cowen Director of Consumer and Business Media Relations ♯ PRSHOW
  150. 150. The Challenge Producing stamps with winners’ images in 24 hours instead of 24 months Producing PR plans with a short selling in window Gaining share of voice for Royal Mail – a licensee not a sponsor
  151. 151. The ideas Organise photo shoots with winning athletes and their stamps Provide enlargements to TV companies within two hours of a win Paint a post box gold in every winner’s hometown
  152. 152. The logistics Six printers on 24 hour standby 24 hour press office Courier firms on standby for PR collateral Maintenance teams on standby by across the UK for post box painting Photographer embedded at Team GB House
  153. 153. The results Audience reach of 700 million Stamps sales surpassed target by more than 50% Permanent legacy for Gold Post Boxes RM seen as an intrinsic part of London 2012
  154. 154. The quotes Prime Minister David Cameron: "Royal Mail have had an excellent Olympic Games. They've produced these stamps, they are painting the pill boxes. I don't know who is doing the thinking for them but I think they've been really on the ball." Rower Kat Copeland crossing the finishing line: “We’ve won the Olympics, we’re going to be on a stamp.”
  155. 155. Thank you Questions?
  156. 156. 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
  157. 157. Stream two: Government, communities and society ♯ PRSHOW13
  158. 158. How public relations raised $2m in 10 days for a tech start-up Speakers: Peter Bowles, Creative MD of Dynamo PR @bowlesy Facilitator: Phil Morgan MCIPR Policy & Communications Director CIPR @PhilM_CIPR
  159. 159. 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
  160. 160. How PR raised $2 million in 10 days Peter Bowles @bowlesy @dynamopr ♯ PRSHOW13
  161. 161. The importance of momentum
  162. 162. The problem of measurement AVEs (Advertising Value Equivalents) existed in PR for a long time. But in reality they are like a gameshow total – doubled and trebled to suit an agencies needs. They don’t reflect reality
  163. 163. Social Media… just as bad? Social media ‘experts’ also take a figure and multiple is by “number of followers”
  164. 164. It’s about real world results
  165. 165. Kickstarter Transparency New technology is making this easier
  166. 166. 3Doodler Approached to work on invention – aiming to hit $30,000
  167. 167. What if EVERYONE can see your PR campaign in real time? REAL transparency
  168. 168. PR is about what you choose to communicate (And what you don’t!)
  169. 169. PR is not a huge strategy document The right idea can be on an email
  170. 170. 1/ The right targets
  171. 171. 2/ Reaching out to journalists in original ways
  172. 172. 3/ Getting involved in the community Etsy Artists
  173. 173. 4/ Preparing for success
  174. 174. Press… everywhere!
  175. 175. Creating Momentum
  176. 176. Real world results
  177. 177. That change the agency too
  178. 178. Peter Bowles @bowlesy on Twitter Interested in what we can do for you? hello@dynamopr.com Dynamopr.com
  179. 179. Thank you Questions?

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