Presented on Tuesday 6 September at NCVO Campaigning Conference 2016.
Daniel Pattison, Digital Content Manager, Scope
Danny Beales, Campaigns Manager, Diabetes UK
Gareth Ellis-Thomas, Head of Digital, Prostate Cancer
Chloe Stables, External Relations Manager, NCVO (chair)
If you would like to find out more about our training and events, visit our website at https://www.ncvo.org.uk/training-and-events.
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AM2: Using humour to make your campaign hit home
1. Exhibitors:
Sponsor:
USING HUMOUR TO MAKE YOUR
CAMPAIGN HIT HOME
CHAIR:
CHLOE STABLES
EXTERNAL RELATIONS MANAGER, NCVO
SPEAKERS:
DANIEL PATTISON
DIGITAL CONTENT MANAGER, SCOPE
DANNY BEALES
CAMPAIGNS MANAGER, DIABETES UK
GARETH ELLIS-THOMAS
HEAD OF DIGITAL, PROSTATE CANCER
7. Why funny?
Our campaigns weren't getting
cut through
Humour is memorable
Humour gets you in the door
(and in their feed)
You can follow up with more
serious supportive content
Using a vocabulary and format
our audience knows
Not ostensibly a ‘charity video’
It can reach a mass,
mainstream audience
8. With a little help from our
friends
Stories told by disabled people
Focus groups
Kickstarters
Disabled talent
Co-created content
Other charities
Media partners
Qual and quant research
The target audience!
9. Preparing for 2016
We knew we needed to do something special for 2016 to top the huge success
we’ve enjoyed so far
We have appointed new media and creative partners
We also set ourselves some key principles…
Co-creation
Be brave
Don’t preach to the choir
Go big or go home
16. Let me tell you a story…
The stories of disabled
people have always been at
the heart of End the
Awkward. And this year will
be no different.
Throughout the six weeks
of the campaign we’ll be
highlighting hilarious
awkward stories and
anecdotes.
We’ll also have a series of
‘What not to do’ videos
featuring some tips from our
friends
17. What we’ve learnt
Some people will hate it
But most people will love it
Be brave – don’t just listen to the loudest
voices
Testing your content with ALL of your
stakeholders
Let your stakeholders tell their story
Work with people who do funny for a
living
22. UNFAIR PRESCRIPTION FINES
• People with diabetes and other long-term health conditions are
entitled to free prescriptions, but technically need a medical
exemption certificate.
• In practice, the rules were never enforced.
• September 2014: the NHS suddenly began strictly enforcing the
rules in late 2014.
• Thousands of people with diabetes started being fined up to £100
for having claimed free prescriptions without having an up-to-date
certificate.
• January 2015: Diabetes UK met with the NHS to make the case
that these fines were unfair.
24. THE POWER OF PARTRIDGE
• Agreed objectives of campaign:
1. to raise awareness of need for medical exception forms
2. to secure a pause on fines
3. get fines refunded.
• Clear target for action: Dr. Dan Poulter MP
29. THE POWER OF PARTRIDGE
• Third week of March: Dr Poulter says people will be given a chance to
get exemption forms.
• Fourth week of March: Dr Poulter refunds all penalty charges.
30. RECOGNITION
PR Week Awards 2015
• Gold Award: Campaign of the Year – winner
• Campaign of the Year: Public Affairs – winner
• Campaign of the Year: Not-for-Profit – winner
The Drum – Social Buzz Awards 2015
• Best Socially Responsible Initiative – nominated
32. LESSONS LEARNT
• Don’t over think
• Short and sweet
• Senior buy-in often essential
• Get the right people round the table
• Move quickly
• The behind the scenes still matters
• Humour is only one tool
• Money isn’t everything
36. Using humour to get the
message across
Ignoring prostate cancer won’t beat it
Gareth Ellis-Thomas
Head of Digital
37. About prostate cancer
• Prostate cancer is the most common cancer in men
in the UK
• 1 in 8 men will get prostate cancer
• Over 10,000 men die from prostate cancer every
year
• By 2030, it will be the most common of all cancers
• 53% men aware of prostate cancer compared with
80% women aware of breast cancer*
38.
39.
40.
41. When we’re talking to men
on their own turf we try to
be sensitive about forcing
key messages on them.
Most men don’t expect to
be told they’re going to die
when they watch football.
44. 2016 campaign brief
• Create a buzz that
multiplies the impact
• Maximising organic reach
• Consider humour, creative
juxtapositions of message
and medium, breaking
rules and taboos.
47. Did it work?
• More than 45% increase in
traffic to the website during
campaign time
• Highest level of unprompted
awareness in brand tracking
• Some social media backlash
(mainly from young men…)
48. Things to watch out for…
• Got to get the organisation
on board - buy in is crucial
• Test it with the target
audience
• Comedy is about timing - we
had to lose a lot in the 30
second advert
49. Prostate Cancer UK is a registered charity in England and Wales (1005541) and in Scotland (SC039332).
Registered company number 02653887.
Thank you!