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Reversible poems campaign | PR moments: using cultural trends and seasonal events to make the news | PR Network | 12 March 2019

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Lisa King, director of communications and external relations, Refuge

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

Published in: Government & Nonprofit
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Reversible poems campaign | PR moments: using cultural trends and seasonal events to make the news | PR Network | 12 March 2019

  1. 1. © Copyright Refuge 2015. Registered charity number 277424. A company limited by guarantee 1412276 Reversible Poems Campaign Lisa King – director of communications and external affairs
  2. 2. © Copyright Refuge 2015. Registered charity number 277424. A company limited by guarantee 1412276 All Refuge campaigns aim to: • Reach women who need our life-saving services • Raise awareness of the hidden, insidious nature of domestic violence • Create buzz and conversation to educate the public on domestic abuse and spotting the signs • Reach influencers and industry tastemakers to stand with Refuge • High profile to attract funding – Government, corporates, individuals Campaign objectives
  3. 3. © Copyright Refuge 2015. Registered charity number 277424. A company limited by guarantee 1412276 Campaign inception September: approached by acclaimed ad agency McCann Bristol with the innovative idea of reversible poems November: start of an intensive period of work building the campaign for maximum impact – launch planned for the following month – Christmas 2018!
  4. 4. © Copyright Refuge 2015. Registered charity number 277424. A company limited by guarantee 1412276 Campaign inception December: recognised the huge PR opportunity and successfully reached out to PR agency Fleishman Hillard for pro bono support Commenced the roll out of the most successful pro bono advertising campaign we have ever run
  5. 5. © Copyright Refuge 2015. Registered charity number 277424. A company limited by guarantee 1412276 Campaign assets A suite of three poems created to maximise tactical Christmas moments; a period of additional family pressures and challenges. • Mistletoe; ran from early to mid December • Christmas Eve; ran mid December to Christmas Day • Auld Lang Syne; ran end of December to start of Jan
  6. 6. © Copyright Refuge 2015. Registered charity number 277424. A company limited by guarantee 1412276 Campaign assets • Print friendly designs • Interactive mobile versions; when a device is flipped 180 degrees the poems reverse to reveal the chilling message • Advertising posters; displayed in high profile sites such as Oxford Circus tube station as well as in print (Woman’s Own, Marie Claire and Bella)
  7. 7. © Copyright Refuge 2015. Registered charity number 277424. A company limited by guarantee 1412276 Campaign assets Secured Refuge ambassador and actor Maxine Peake to record a radio advert – at a week’s notice!
  8. 8. © Copyright Refuge 2015. Registered charity number 277424. A company limited by guarantee 1412276 Campaign assets And, thanks to McCann Bristol’s sister agency, McCann London adding their pro bono weight to the campaign…. Secured award-winning director Steve Reeves of Another Film Company to create two powerful 60-second adverts shot on one continuous rolling film for TV and cinema, end line read by Maxine Peake……
  9. 9. © Copyright Refuge 2015. Registered charity number 277424. A company limited by guarantee 1412276 Campaign assets Mistletoe; one of two powerful 60 sec clips, shot in one continuous rolling film
  10. 10. © Copyright Refuge 2015. Registered charity number 277424. A company limited by guarantee 1412276 Campaign assets Auld Lang Syne; screened at the Leicester Square Odeon and Haymarket Empire, and premiered on Sky One
  11. 11. © Copyright Refuge 2015. Registered charity number 277424. A company limited by guarantee 1412276 • Issued press releases for each of the three poems • Developed expansive media list (national news desks and features, lifestyles, trade, influencers, freelancers, broadcast producers), and a comprehensive work-back plan • Crafted several pitches, tailored to media outlet and type • Created social copy and messaging for poems to leverage across three channels – Facebook, Twitter and Instagram • Ongoing collaborative effort and communication with the key parties: Refuge, McCann Bristol and Fleishman Hillard PR tactical support
  12. 12. © Copyright Refuge 2015. Registered charity number 277424. A company limited by guarantee 1412276 ‘If your partner turns on you; turn to us’ strapline reinforced the Jekyll and Hyde behaviours portrayed by abusers who frequently appear charming, and successfully conveyed that: • domestic violence is not a private matter, it is everyone’s responsibility and should not be ignored • it is a social, not an individual problem During the campaign, our national helpline received more than 27,000 calls from victims and their family and friends seeking for help and support. Results: challenging public attitudes
  13. 13. © Copyright Refuge 2015. Registered charity number 277424. A company limited by guarantee 1412276 Leveraged relationships with influencers and talent agencies, resulting in social media support from: • Singer-songwriter Paloma Faith (589.3k followers) • Girls Aloud Superstar Nicola Roberts (262k followers) • Mayor of London Sadiq Khan (977k followers) • Actor David Morrissey (364k followers) • Spice Girls superstar Mel Brown (1.07m followers) and many others. Results: influencer engagement
  14. 14. © Copyright Refuge 2015. Registered charity number 277424. A company limited by guarantee 1412276 Results: influencer engagement
  15. 15. © Copyright Refuge 2015. Registered charity number 277424. A company limited by guarantee 1412276 Headline stats: • Refuge’s top tweet of 2018 was related to the campaign and made more than 358,000 impressions • In just three weeks, we achieved 6.7m engagement through Twitter alone • Incorporating fundraising call to action led to one of our most successful Christmas appeal to date, raising over £150k with 96% of income generated coming through digital channels Results: influencer engagement
  16. 16. © Copyright Refuge 2015. Registered charity number 277424. A company limited by guarantee 1412276 • A collaborative team effort achieved 19 pieces of coverage, including stories in national news, lifestyle and trade publications • Highlights include pieces from Cosmopolitan, Refinery29, The Sun, Metro, The Independent and Third Sector • Secured interviews with Refuge spokesperson affected by domestic violence for double page spread in Daily Star Results: press office
  17. 17. © Copyright Refuge 2015. Registered charity number 277424. A company limited by guarantee 1412276 Results: press office
  18. 18. © Copyright Refuge 2015. Registered charity number 277424. A company limited by guarantee 1412276 Results: press office Headline stats: • Total circulation for coverage achieved: 566,800,387 • 52% in nationals or top tier lifestyle • 52% of articles included a call to action • 63% of articles included a link to our website • Over 1.25 billion media impressions • Earned media equivalent to £200k
  19. 19. © Copyright Refuge 2015. Registered charity number 277424. A company limited by guarantee 1412276 To prove the campaign was not just a Christmas miracle, we unveiled our next poem on Valentine’s Day • Coverage in Metro, The Sun, Her and others, reaching 47,827,704 • Influencers such as Food Fitness Flora (81.8k followers) sharing the poem • Just one post on Twitter and Facebook achieved impressions of 48k Further success
  20. 20. © Copyright Refuge 2015. Registered charity number 277424. A company limited by guarantee 1412276 Further success
  21. 21. © Copyright Refuge 2015. Registered charity number 277424. A company limited by guarantee 1412276 For more information contact: Lisa_King@refuge.org.uk @RefugeCharity www.refuge.org.uk Thank you
  22. 22. PR moments: using cultural trends and seasonal events to make the news PR Network 12 March 2019 London #charityPR
  23. 23. 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

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