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In-house and integrated: delivering Diabetes UK's mental health campaign (on a budget)


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This is a summary of a session from Raw London's Relay event, 'How charity campaigns are more integrated than ever', which took place on Thursday 12 September 2019.

Speaker: Hannah Reddy, Senior Content Manager, Diabetes UK

Published in: Marketing
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In-house and integrated: delivering Diabetes UK's mental health campaign (on a budget)

  1. 1. In-house and integrated: delivering Diabetes UK's mental health campaign (on a budget) Hannah Reddy, Senior Content Manager, Diabetes UK Thursday 12 September 2019
  2. 2. What’s missing? • Over 4.7 million people in the UK are living with diabetes today • We’ve spoken with thousands of them • Diabetes is tough and relentless.   • 7 in 10 people feel overwhelmed by the demands of living with diabetes • When diabetes gets tough people need the right support to deal with it • But for three quarters of people, that support is missing.
  3. 3. Our big challenge • Tiny budgets and very little agency support – this was going to be an in-house job • We didn't have any information • Not really our ‘thing’ • Lots of different audiences • Safeguarding • Campaign had do to a lot!
  4. 4. What we did It’s Missing campaign team Campaigning team Clinical team Helpline Professional team Creative concept and user testing HHH content strategy Hero video Information prescription and HCP resources Marketing and campaign plan Policy report and campaign materials Case studies Information content Audience segmentation and journey mapping
  5. 5. Super Sue!
  6. 6. How we got on. • We launched the campaign in the Houses of Parliament in May • So far the campaign has reached over 1 million people • 23,632 signed our petition calling for better mental health and emotional support • Around 70% of those were new to Diabetes UK • Over 33,000 people have visited our new information about diabetes and emotions • Calls to our helpline have increased by 900% • Average CPA £0.80 • Hundreds of people have shared their stories
  7. 7. The power of organic. • We only paid for 5000 of these signatures • Many of these were from shares • We went where our supporters were already active • There is value in engagement • Whatsapp and Instagram • Regular organic social posts are seeing an average of 400 engagements. • Sue’s video - the cherry on top
  8. 8. What we’ve learnt • People want us to talk openly and sensitively about mental health and diabetes • Good content speaks for itself • You don’t always need video, our images and good quotes worked just as well • Keep on testing • Working in an integrated way has challenges • Don’t underestimate the power of owned channels and audiences to do the job for you.
  9. 9. Thank you. Any questions? Senior Content Manager
  10. 10. We’re on a mission to transform the way charities and brands communicate. By joining up our thinking, we can help shape the campaigns of tomorrow. Get involved.