AM4: Changing behaviour: Turning your campaign into reality
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Presented on Tuesday 6 September at NCVO Campaigning Conference 2016. Esmée Russell, Head of Policy and Influencing, Stroke Association Michael Sanders, Chief Scientist and Head of Research and Evaluation, The Behavioural Insights Team Tanya Joseph, Director of Business Partnerships, Sports England Vicky Browning, Director, Charity Comms (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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AM4: Changing behaviour: Turning your campaign into reality
- 1. Exhibitors: Sponsor: CHANGING BEHAVIOUR: TURNING YOUR CAMPAIGN INTO REALITY CHAIR: VICKY BROWNING DIRECTOR, CHARITY COMMS SPEAKERS: ESMÉE RUSSELL HEAD OF POLICY AND INFLUENCING, STROKE ASSOCIATION MICHAEL SANDERS CHIEF SCIENTIST AND HEAD OF RESEARCH AND EVALUATION, THE BEHAVIOURAL INSIGHTSTEAM TANYA JOSEPH DIRECTOR OF BUSINESS PARTNERSHIPS, SPORTS ENGLAND
- 2. Stroke Helpline 0303 3033 100 stroke.org.uk THE ACT FAST CAMPAIGN Esmée Russell Head of Policy @EsmeeRussell #NCVOCC
- 3. WHAT IS THE FAST CAMPAIGN?
- 4. Stroke Helpline 0303 3033 100 stroke.org.uk
- 5. WHY THE FAST TEST?
- 8. Stroke Helpline 0303 3033 100 stroke.org.uk IMPACT
- 9. RISKS Raise awareness but people don’t act There are still barriers which prevent action People wait for all three signs Don’t realise it’s serious – person is breathing, nearly always cautious and often not in pain Ignoring strokes which never display the FAST symptoms Asking people to call 999 in an environment where people feel the NHS is already overwhelmed Doesn’t recognise strokes can occur in younger people and children
- 10. Stroke Helpline 0303 3033 100 stroke.org.uk Tanya Joseph Campaign Director
- 11. • Non-departmental public body • Increasing the number of people doing regular exercise • Public funding of £300m per annum
- 13. Being sweaty Not being fit enough Family should be more important Having a red face Not being good enough Studying should take priority Not looking ‘made up’ Looking silly Bringing the wrong equipment Time with friends should be more important Changing in front of others Not being competitive enough Being the only new person Exercise isn’t cool Wearing tight clothing Not knowing the rules Showing their body Holding back the group Wearing sports clothing Being ‘too’ good Not appearing feminine Body parts wobbling when exercising Wearing the wrong clothing/kit Developing too many muscles Being seen as too competitive FEAR OF JUDGEMENT
- 14. THREE AREAS OF JUDGMENT PrioritiesAppearance 8/10 50% girls aged 11-21 believe there is too much discussion about women’s weight in the media of the same group say they would like to look more like the pictures of girls and women they see in the media Ability BUTCH RUBBISH FAMILY EXERCISE
- 15. Get women aged 14-40 exercising Ground-breaking – fresh, surprising, disruptive Reshape the language around women and exercise Ability to be owned by women & partners long-term Think ‘campaigning’, not a campaign BEHAVIOUR CHANGE BRIEF
- 17. Our Manifesto Women come in all shapes and sizes and all levels of ability. It doesn’t matter if you’re rubbish or an expert. The point is you’re a woman and you’re doing something.
- 18. To liberate women from the judgements that hold them back ROLE FOR COMMUNICATIONS
- 19. A SASSY CELEBRATION OF ACTIVE WOMEN EVERYWHERE • Street cast • Breadth of activities • Variety of shapes, sizes & skill levels • ALL with a ‘don’t give a damn’ attitude
- 20. THREE PHASES OF THE CAMPAIGN REALISATION INSPIRATION SELF- IDENTIFICATION
- 22. REALISATION
- 23. REALISATION
- 24. LISTENING, CREATING & CURATING CONVERSATION REALISATION
- 25. Inspiration
- 36. Stroke Helpline 0303 3033 100 stroke.org.uk
- 38. WE HAVE 8,400 DELIVERY PARTNERS
- 39. We’ve partnered with M&S and Sport Relief
- 40. 40 This Girl Can has been talked about on social media every day since launch on 12 Jan 2015
- 42. Stroke Helpline 0303 3033 100 stroke.org.uk
- 45. SIX LESSONS LEARNED (SO FAR…)
- 46. 1. Plan, test, learn
- 47. 2. Real insight is your foundation 3. Understand who your role models really are 4. Language and tone of voice is crucial 5. Engage – create & curate conversations that charm
- 48. 6. Be bold, be brave
Editor's Notes
- Big Title text – 100pt Smaller text – 60pt
- I’m going to start with a few questions to you all Who has heard of the FAST campaign? What does FAST stand for? What is it?
- The FAST test is a really simple test for recognising the signs of stroke and encouraging action. These signs, facial drooping, inability to lift arms or sudden paralysis and slurring, confusing or an inability to understand what’s being said, or to reply, are a clear indicator that people may be having a stroke And it’s really important that a stroke is recognised quickly because time is critical for the treatment of stroke. There are some treatments which need to be given within 4.5 hours of the onset of systems of a stroke to improve outcomes. And considering that that 4.5 window involves getting someone to hospital, assessment, brain scans as well as then the delivery of the treatment – you begin to see early diagnosis is so vital
- To answer that we need to go back over 10 years – when stroke was not considered a medical emergency. Often is was felt that nothing could be done to help people when they had a stroke. With the development of new treatments this changed, but peoples attitudes remained the same, which meant people were not being diagnosed and getting to hospital quick enough to have life saving treatments Initially, we decided that we needed to do something to change the attitude of paramedics. We chose this focus because it was within our budget and because we felt it would lead to better and quicker diagnosis which would save more lives. So we funded research which showed that using the FAST test paramedics could identify a stroke just as accurately as specially trained doctors. Over 85 per cent of the suspected stroke patients brought to the accident and emergency department had actually had a stroke and were able to receive more rapid medical treatment as a result of their early diagnosis This led to this test being adopted and rolled out nationally to all paramedics to identify whether a patient may be having a stroke and whether or not they need to go on to have a brain scan to diagnose their stroke. The test is now commonly used by paramedics and on initial hospital triage identify whether a patient may be having a stroke and whether or not they need to go on to have a brain scan to diagnose their stroke – which has sped up the process from diagnosis to treatment which is saving lives and improving outcomes post stroke.
- Does anyone recognise these pictures? Given budget and resources, the SA decided to focus our efforts on the paramedics, which worked in improving response times, but it threw up a new challenge – the public were not aware of (a) what a stroke is (b) the signs of stroke and (c) did not understand the need to get medical treatment immediately - because of this were not calling the ambulance service – leading to vital delays in getting life saving treatment In 2009 we lobbied the DH to take this campaign on and make it a public campaign – which they did and we supported the development of it. This involved running TV ads for a month aimed at stroke savers and a secondary audience of those at risk of stroke themselves. It’s important to state the SA would never have done this on our own – resources, expertise, time. DH was the right organisation to lead this The campaign proved successful and has been run every year – it is now led by PHE (we still support it) and budget is around £800,000 per year (this is one of the factors as to why the SA didn’t focus on the public!) The ads have stayed very much the same over this time period but two creatives have been used – this is 2009 – 2013
- This is 2014-2015 Both have proved successful – and there’s very little difference between the two. Only difference is we’ve lost the ‘call 999’ message from the latest campaign, which may have had consequences. We continue to support PHE with this through PR, casestudies normally done by us but in partnership with PHE’s ad agency. It’s a good partnership as we both need each other. They can’t get PR year on year for same ad, so we work together to find media angles and place case studies in regional and national media
- This information is from PHE and shows some of their key impact measures. The critical ones in here for me are that: There was a 69% uplift in stroke related calls to 999 Over 38,000 people got to hospital quicker – meaning they received timely treatment Resulting in 4,337 fewer people became disabled as a result of a stroke Which has saved the NHS over 332 million (factoring in care costs) Really positive to show the full range of impact of this campaign and the impact across a 5 year time span It is seen as the most successful behaviour change campaign the DH run
- While FAST campaign has done wonders we know that there are risks to the approach we have taken and we are having discussions with PHE about these
- Name of girl: Sam
- Name of girl: Ashley
- Name of girl: Grace
- Name of girl: Lara
- Name of girl: Sharon
- The above is a snapshot of the best coverage from October to date