Jack Lundie, head of communications, Oxfam GB Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. INTEGRATING COMPLEXITY
THE LATEST INSTALMENT OF OUR JOURNEY TOWARDS
MORE INTEGRATED & IMPACTFUL COMMUNICATIONS

2. INTEGRATED COMMUNICATIONS
All methods of marketing –
fundraising, campaigning, trading,
advertising, public relations, media,
social, events, awareness-raising
and direct marketing – work in
unison rather than in isolation
through integration at every level of
management.
Different departments or functions
work together towards unified
objectives and outcomes, through
audience-focused communications
that deliver a range of aims
simultaneously – resulting in
stronger impact and greater
outcomes.

3. THE 5 PILLARS
There are 5 pillars to this approach to integrating
our marketing communications. They each feature
an “S” for ease of recall:
1. One organisational story uniting teams with
continuity and a single-minded purpose to
underpin engagement
2. Clearly defined business strategy and requisite
investment that will best help us achieve our
mission
3. Shared accountability with clear mandates, and
focus on what unites us
4. shared planning & delivery built on a culture
of collaboration with trust, openness and
respect
5. Constantly applying the science of insight on
our audiences by thinking of them as we plan
and during real-time delivery

4. ENGAGEMENT METHODOLOGY
AUDIENCE
THE POWER OF
PEOPLE AGAINST
POVERTY
SINGLE POWERFUL STORYCLEAR & RECOGNISED IDENTITY
INTEGRATED COMMUNICATIONS
PUBLIC ENGAGEMENT
SHARED OBJECTIVES SHARED PLANNINGONE STORY APPROACHORGANISATIONAL STRATEGY AUDIENCE SCIENCE

5. THE CALENDAR

6. DAVOS 2016

7. Objectives & targets
• Raise concern about economic inequality in the UK and across the
world
• Secure signatories to a petition calling for “end to era of tax havens”
• Recruit supporters
• Increase intention to support amongst mainstream audiences
• Activity-specific targets in parallel, concurrent channels: eg trading,
fundraising

8. INTEGRATED PLANS
• Media
• Social & web
• Opinion-formers – influencing networks
• Retail - >700 shops
• Mainstream consumer (TV)
• Supporter channels: general & campaigners

12. RESULTS

13. HEADLINES
•Every Oxfam (that’s 20 different organisations)
pushed the story on media and social media, 24
countries took part. “End to the era of tax havens”
action in 16 affiliates (+ inequality action in Mexico)
•Over 106,000 people signed up to “end the era of
tax havens”
•We doubled the global media hits for our report
from last year to over 5000
•#inequality and #richest 62 trending Monday 18
Jan
•Over 30,000 people took an action on twitter with
Oxfam

14. IMPACT

15. WHAT PEOPLE HEARD

16. INTENTION DURING 1st AD BURST
Visible impact of TV advertising with little coverage of UNGA, and limited Oxfam media pick-up.
Nepal Brand campaign
Otherlines:competingNGOs

17. INTENTION DURING DAVOS 2015
No discernible impact of media pick-up around Davos on awareness and engagement
Otherlines:competingNGOs

18. INTENTION DURING DAVOS 2016
Brand activity boosts results of media moment on Davos and drives awareness and engagement
Otherlines:competingNGOs

19. RESULTS
Baseline
(based on
Jul 2015)
Jan
Actual
Primary
Metric
Intention to Support 17.9 pts 18.7pts
Secondary
Metrics
Spontaneous Awareness
(top 3 charities)
27% 36%
Spontaneous association
with global poverty
28% 28%
Increase in agreement
“I know what Oxfam are working on”
17% 22%
Increase in agreement
“I feel I can make a difference”
28% 34%

20. INSIGHT
• Integration can work
• Planning has to be more than “calendar Tetris”
• You can’t do everything at all times
• Primacy of objectives is key
• Content doesn’t have to be matching luggage – that’s what brand is
for
• “Media first” needs emotional fuel to convert into hard output
• Simple stats and share-graphics is as deep as it needs to be for
reach – maybe that’s how to start the journey

21. THANK YOU
Any questions?

22. Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk

23. Conference
25 February 2016
London
#integratedcomms
Integrated campaigns:
planning, delivering and
evaluating
Sponsored by
@goodagencyldn