1.
Mobilising thousands with MS Society’s
biggest ever campaign: #ScrapPIP20m
Katherine Dickinson, Campaign Manager, and
Babs Guthrie, Senior Editor, MS Society
Thursday 12 September 2019

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Katherine Dickinson - Campaigns Manager @katd100
Babs Guthrie - Senior Editor @Babalynne
MS Society @mssocietyuk
Mobilising thousands to #ScrapPIP20m

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MS:Enough
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What’s the PIP 20 metre rule?
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Our evidence
“We’ve had to cut back on everything –
food, heating, general maintenance... To
move 20 metres is no distance at all.
And it’s such an arbitrary figure. All I
know is that the bus stop is further than
that and I can’t walk there.”
“You were observed to walk aided for 20
metres as a slow pace. That’s the key
thing, that’s why I did not get it.”
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Our call to action
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Showing people how awful the PIP 20m rule is
We worked with RAW to explain something quite
complicated in a simple way
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Working with our community
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● Campaign co-production group
● Campaigns Advisory Group
● We cast people from our MS
Community in the film itself
● Message testing

9.
https://youtu.be/9zYUdja4DL8
Watch the video
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Channel takeovers
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Pics of info graphics

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Launching the campaign together
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We asked people to share what 20 metres means for them
● walk 25 - 30 steps from your house or work
● upload a picture or video of where you get to twitter or instagram
● use #ScrapPIP20m
User generated content
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PIcs of posts
Making a splash online
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Best video of 2018
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Email engagement and journeys
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Growing our community
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Cumulative petition signatures
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Bringing it back to Westminster, together
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Thank you for listening! Any questions?
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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.
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