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AM2: Using humour to make your campaign hit home

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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.

Published in: Government & Nonprofit
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AM2: Using humour to make your campaign hit home

  1. 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
  2. 2. End the Awkward Bring The Funny Daniel Pattison – Digital Content Manager
  3. 3. End the Awkward… so far
  4. 4. End the Awkward 2015 https://www.youtube.com/watch?list=PLEJWI99Hx3tFnI0CSFuALp-dXiVqJVYoW&v=jGXBcRtLe6o
  5. 5. What are we setting out to achieve?
  6. 6. Why awkward?
  7. 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. 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. 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
  10. 10. Knowing our audience
  11. 11. This year’s advert
  12. 12. This year’s advert
  13. 13. This year’s advert
  14. 14. And what does it look like?
  15. 15. TOP SECRET
  16. 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. 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
  18. 18. Thank you
  19. 19. NCVO CAMPAIGNING CONFENCE: USING HUMOUR TO MAKE YOUR CAMPAIGN HIT HOME SEPTEMBER 2016
  20. 20. THE ISSUE
  21. 21. 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.
  22. 22. THE CREATIVE SPARK
  23. 23. 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
  24. 24. THE RESPONSE: DAN! STOP THE FINES
  25. 25. THE VIDEO
  26. 26. TWEETS ROLL IN….
  27. 27. THE REACTION AND IMAPCT
  28. 28. 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.
  29. 29. 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
  30. 30. THE RISKS AND CONCLUSIONS
  31. 31. 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
  32. 32. HITTING HOME IN OTHER WAYS
  33. 33. AMP SHOES
  34. 34. DANNY BEALES CAMPAIGNS & PUBLIC AFFAIRS MANAGER Danny.Beales@diabetes.org.uk GET IN TOUCH
  35. 35. Using humour to get the message across Ignoring prostate cancer won’t beat it Gareth Ellis-Thomas Head of Digital
  36. 36. 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*
  37. 37. 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.
  38. 38. We’ve got previous
  39. 39. 2016 campaign brief 11,832,242 men in the UK aged 45-75 330,000 men living with prostate cancer
  40. 40. 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.
  41. 41. Ignoring prostate cancer won’t beat it
  42. 42. Ignoring prostate cancer won’t beat it
  43. 43. 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…)
  44. 44. 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
  45. 45. Prostate Cancer UK is a registered charity in England and Wales (1005541) and in Scotland (SC039332). Registered company number 02653887. Thank you!

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