The document discusses a project aimed at addressing emotional responses such as pity, discomfort, and disgust related to a charity campaign. It highlights the importance of authenticity, cultural references, and effective data capture, noting that the custom-built tool cost around £15,000 and was not editable. The campaign resulted in increased awareness of Mencap by 3%, with 20% public visibility and over 2.8 million online engagements through the hashtag #hereiam.

1. Here I Am
and the chatbot

2. Some background…

3. What was the problem we were
trying to solve?

4. What emotions did people
display?
• Pity
• Discomfort
• Disgust

7. Visit: https://www.mencap.org.uk/understandme/

8. How created the content:
some lessons learned
• Authentic (copywriters not welcome
here)
• Build in cultural references
• Escape routes throughout
• Easy and smooth data capture
• Mix of content we want to get across…

9. …and answers we know people
are interested in!

10. Disclaimer:
I am not a developer…
• Custom built tool
• Not editable
• Cost around £15k including hosting

11. How it went…
…and what we learned
• Lower numbers, higher engagement
• But it’s a slow burner that’s building
• Put time into planning before build
• The content provided a PR hook

12. Overall campaign results
• Prompted awareness of Mencap grew
by 3%
• 20% of the public saw the campaign
• Over 2.8m engaged actions online
• #HereIAm got great engagement online

13. Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk

14. 23 March 2017
Seminar
London
#charitydigital
Digital trends: how
charities are adapting to
shifts in the digital
landscape
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