2. Social media and
campaigning
Sophie Jones
Campaigning Manager, Cancer Research UK
3. Agenda
โข Campaigning at Cancer Research UK
โข Rules of engagement
โข Our radiotherapy campaign
โข Our tobacco campaign
โข Some challenges
โข Making it happen
22 March, 2012
4. Campaigning at Cancer Research UK
We influence public policy at all levels to create the right
environment to beat cancer
Policy Public Affairs Campaigning
1.Analysis 1.Develop relationships 1.Supporters, staff &
2.Policy development 2.Briefings scientists support
3.Public facing policy docs & 3.Events 2.Public support
commentary 4.UK and EU 3.Constituency voice
4.Partnership 5.Local links and no 4.Face-to-face, online
Government funding
10. Whoโs doing the asking?
โOur radiotherapy campaign could
save lives. 36,000 people are
missing out on the best treatment
each year. Sign our petition.โ
Cancer Research UK
โRadiotherapy saved my life last year. I
received radiotherapy to help treat my
breast cancer. Please help me get this
treatment to other people โ help me get
to 10,000 signatures.โ
Elizabeth, survivor
โPlease sign this petition to help more
people have access to radiotherapy
treatments. As you know itโs been so
important to my familyโ
Sally, your best friend
22 March, 2012
11. Go where the audience is
http://thisisabuggslife.wordpress.com/
22 March, 2012
13. Building communities
Local choir, GPs, NCRN
Consumer Liaison Event
Great North Run
Half page press coverage in
the Blackpool Gazette Over 100 sign-ups at Real Ale event
Rotary club,
local talks
College staff and students Charity quiz night
Exercise classes and bard dance event
14. Key successes
โข Over 36,000 people signed the petition
- Ambassadors collected around 6,000 signatures
- Around 50% of all signatories were brand new
- Vast majority from social media
โข Campaigning as a step between SM and other support
22 March, 2012
21. Some challenges
โข Time & resource
โข Integrating that support offline
โข Debate on all sides
โข Giving up control
โข โSlacktivismโ
โข Tunnel vision
22 March, 2012
22. Making it happen
โข Create content people want to share
โข Be interested in conversations
โข Advocates engaging directly with key targets
โข It DOES take time and dedication to do well
โข Be authentic
โข Transparency โ staff policies
โข Where possible, keep people โin the roomโ
โข Monitor conversations
22 March, 2012