Danielle Wootton, head of marketing, Scope
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
Supporting people with lived experience to tell their own stories | The power...CharityComms
Jude Habib, founder, sounddelivery and Darren Murinas, chief executive , Expert Citizens CIC
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
Bringing your brand to life: helping people to tell their stories honestly | ...CharityComms
Shree Rajani, head of communications, Versus Arthritis
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
Co-creating content with the real people in your stories | The power of human...CharityComms
Jemma Sullivan, senior brand manager and Emma Hetherington, head of content and news, Diabetes UK
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
Reaching new audiences with storytelling on Instagram and IGTV | The power of...CharityComms
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
The people behind your pictures - telling complete stories | The power of hum...CharityComms
Tamsin Maunder, head of brand and creative and Jess Crombie, humanitarian communications consultant
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
Who cares anyway? Developing shareable content | The power of human stories c...CharityComms
Ellie Moore, head of engagement and Joe Wade, CEO, Don't Panic
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
Defining our brand purpose and personality | Brand strategy and story | Brand...CharityComms
Kellie Stewart, head of communications and public affairs, Brain Research Trust
Sally Shire, trustee, Brain Research Trust and former global brand director, Aviva
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
Segmenting by demographic and attitude - influencing young professionals. Aud...CharityComms
Mark Atkinson, director of external affairs, Scope
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Supporting people with lived experience to tell their own stories | The power...CharityComms
Jude Habib, founder, sounddelivery and Darren Murinas, chief executive , Expert Citizens CIC
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
Bringing your brand to life: helping people to tell their stories honestly | ...CharityComms
Shree Rajani, head of communications, Versus Arthritis
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
Co-creating content with the real people in your stories | The power of human...CharityComms
Jemma Sullivan, senior brand manager and Emma Hetherington, head of content and news, Diabetes UK
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
Reaching new audiences with storytelling on Instagram and IGTV | The power of...CharityComms
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
The people behind your pictures - telling complete stories | The power of hum...CharityComms
Tamsin Maunder, head of brand and creative and Jess Crombie, humanitarian communications consultant
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
Who cares anyway? Developing shareable content | The power of human stories c...CharityComms
Ellie Moore, head of engagement and Joe Wade, CEO, Don't Panic
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
Defining our brand purpose and personality | Brand strategy and story | Brand...CharityComms
Kellie Stewart, head of communications and public affairs, Brain Research Trust
Sally Shire, trustee, Brain Research Trust and former global brand director, Aviva
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
Segmenting by demographic and attitude - influencing young professionals. Aud...CharityComms
Mark Atkinson, director of external affairs, Scope
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
How MSF used audience insight to develop digital channels. Audience first con...CharityComms
Ben Holt, digital manager, Médecins Sans Frontières
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Targeting niche audiences to support brand positioning. Audience first confer...CharityComms
Imogen Wilson, head of communications, Plan UK
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Good principles for building customer relationships that stand the test of ti...CharityComms
Dan Dufour, head of brand and engagement, The Good Agency; Natasha Dickinson, head of marketing and communications, RNIB
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Better listening. Audience strategy conference, 26 May 2016CharityComms
Viki Cooke, founding director, BritainThinks
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
How Save the Children is using segmentation to drive value and learning. Audi...CharityComms
Annie Moreton, deputy director individual giving and legacies, Save the Children
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Segmentation in practice. Audience strategy conference, 26 May 2016CharityComms
Ciara Smyth, director of insight, planning and strategy, Stroke Association
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
Sometimes it can be difficult to identify when you're facing an ethical dilemma in your work with volunteers. Using volunteer management scenarios and a conversational format, this webinar will cover some of the dilemmas you face when you engage and manage volunteers and provide ideas on how to resolve these situations effectively and ethically.
How to identify or develop a values framework and apply it to your audiencesCharityComms
Cian Murphy, research director, nfpSynergy
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
How The Milk of Human Kindness went viral | Behind the headlines: getting you...CharityComms
Henry Hitchcox, creative agency founder, Jungle Creations
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
A model for defining and prioritising your audiences for growth. Audience fir...CharityComms
Anton Ivankiv, business planning and forecasting manager, RSPB; Andrew Manly, researcher - supporter insight, RSPB
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Marketing for libraries and other nonprofits cannot be relegated to a marketing department. It can be accomplished everyday by frontline staff through their relationships with the public.
14 million disabled people, one brand | Bringing your brand to life through c...CharityComms
Danielle Wootton, head of brand and marketing at Scope
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
How MSF used audience insight to develop digital channels. Audience first con...CharityComms
Ben Holt, digital manager, Médecins Sans Frontières
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Targeting niche audiences to support brand positioning. Audience first confer...CharityComms
Imogen Wilson, head of communications, Plan UK
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Good principles for building customer relationships that stand the test of ti...CharityComms
Dan Dufour, head of brand and engagement, The Good Agency; Natasha Dickinson, head of marketing and communications, RNIB
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Better listening. Audience strategy conference, 26 May 2016CharityComms
Viki Cooke, founding director, BritainThinks
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
How Save the Children is using segmentation to drive value and learning. Audi...CharityComms
Annie Moreton, deputy director individual giving and legacies, Save the Children
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Segmentation in practice. Audience strategy conference, 26 May 2016CharityComms
Ciara Smyth, director of insight, planning and strategy, Stroke Association
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
Sometimes it can be difficult to identify when you're facing an ethical dilemma in your work with volunteers. Using volunteer management scenarios and a conversational format, this webinar will cover some of the dilemmas you face when you engage and manage volunteers and provide ideas on how to resolve these situations effectively and ethically.
How to identify or develop a values framework and apply it to your audiencesCharityComms
Cian Murphy, research director, nfpSynergy
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
How The Milk of Human Kindness went viral | Behind the headlines: getting you...CharityComms
Henry Hitchcox, creative agency founder, Jungle Creations
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
A model for defining and prioritising your audiences for growth. Audience fir...CharityComms
Anton Ivankiv, business planning and forecasting manager, RSPB; Andrew Manly, researcher - supporter insight, RSPB
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Marketing for libraries and other nonprofits cannot be relegated to a marketing department. It can be accomplished everyday by frontline staff through their relationships with the public.
14 million disabled people, one brand | Bringing your brand to life through c...CharityComms
Danielle Wootton, head of brand and marketing at Scope
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
a slide show accompanying a presentation about change. How did people and places bring about change - what are the key factors needed for change and what would we do differently!
How we can bring our stories to life - a guide for charities sounddelivery
Booklet written for sounddelivery's Social Media Exchange event on 27th January 2014, featuring tips and ideas on how charities can use their stories to make an impact.
Stu the Cockatoo is New at the Zoo: Life is Not a Program! Kingstone & Wellar...LiveWorkPlay
After steadily accumulating site-based infrastructure and resources for more than ten years, this charitable organization based in Ottawa, Canada, made a radical shift in thinking and actions. Starting in 2008 and over a period of three years, the agency completed a full transition away from day programs and other sheltered activities, finding new energy and synergies through partnership with hundreds of individuals and partners in the community.
For individuals with intellectual disabilities and their families, in addition to the enjoyment of concrete results that range from employment to the development of new friendships, they report dramatic new feelings of hope and possibility, finding new energy through escape from ongoing dialogues about systems limitations and scarcity.
Informed by collaboration with other agencies and thought leaders that have embraced person-centred and social capital concepts and models, LiveWorkPlay now seeks to encourage and support other agencies and jurisdictions to pursue similar transitions.
On January 30th, 2014, Rainforest Alliance hosted a group of innovative specialists in consumer behavior to brainstorm a new global narrative that taps into the consumer shift towards a broader and more meaningful set of values around mindful living and sustainability.
Compelling information on consumer trends were presented by experts including Tom LaForge of Coca-Cola, Chris Coulter of GlobeScan, Chip Walker of BAV Consulting, Amy du Pon of Havas, Carol Fitzgerald of BuzzBack Market Research, KoAnn Skrzyniarz of Sustainable Brands, Jonah Sachs of Free Range Studios, and Thatcher Young of ignition. Raphael Bemporad of BBMG then led a creative ideation session that inspired the findings in this report.
Working with I Impact India Partners is a journey which you need to understand to change the world.We have provided all the knowledge you require to grow your organisation.
Content Creation: The Ultimate “How To” Guide4Good.org
All of your online content should be created from the perspective of “Are you communicating your information in the most compelling and impactful way for your constituents?” We will review the strategy for content and messaging to be used in all marketing initiatives (website, blogging, social media, Search Engine Optimization, email, e-newsletters, brochures, etc.). At the end of this workshop, you’ll know how to create effective content from your homepage to your blog to your brochures!
This Brand Strategy Workbook is designed to help you establish a highly-converting and professional brand that is tailored to success.
It’s perfect for people who want to start a business, entrepreneurs, brand managers, designers and marketers who want the get the most out of their brand.
✅ The well-known, but poorly understood way to make sure your branding is well-received with your potential customers
✅ The little-known workbook that makes a huge difference when creating an effective branding strategy
✅ The framework that completely changes everything
Download the full version 100% for free:
https://royselbach.com/resources/brand-strategy-workbook/
Learn what online fundraising is and how can it help your nonprofit raise more money, how to build an online fundraising strategy that is SMART and how to best use important tools in your fundraising efforts.
This is a presentation I gave to the Holy Land Christian Ecumenical Foundation to help them understand how to better communicate for advocacy thru social media.
Similar to Creating and activating Scope’s brand story | The power of human stories conference | 28 February 2019 (20)
The science behind fake news and misinformation: lessons for effective charit...CharityComms
Dr Andreas Kappes, lecturer, City, University of London
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
How to find the heart of your story and truly connect with your audienceCharityComms
Stephen Follows, creative director, Catsnake
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
Testing stories in the real world: a case study breakdown with Unicef and Cat...CharityComms
Stephen Follows, creative director, Catsnake and Madhu Parthasarathi, digital campaigns manager, Unicef
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
Shifting public perceptions of childhood obesity as part of a long-term appro...CharityComms
Rosa Vaquero, head of communications and Rachel Pidgeon, communications manager, Guy's and St. Thomas' Charity
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
Golden rules for changing hearts and minds in divided timesCharityComms
Nicky Hawkins, director of impact, FrameWorks Institute
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
How framing is changing the rules of charity commsCharityComms
Luke Henrion, strategic communications manager and Paul Brook, chief copywriter, Joseph Rowntree Foundation
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
Applying behavioural insights to commsCharityComms
Clare Delargy, senior advisor, The Behavioural Insights Team
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
Alexandra Chesterfield, behavioural scientist, Depolarization Project and Laura Osborne, associate, Depolarization Project and campaigns director, London First
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
What if we thought right outside the box?CharityComms
Antonio Cappelletti, director of engagement and communications, The Brain Tumour Charity
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
Michele Madden, managing director, nfpSynergy
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
What defines us? The importance of authentic communicators and the misconcept...CharityComms
Gary Mazin, stories library manager, RNIB
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
What has our brand got to do with our gossip culture?CharityComms
Kelly Smith, partner, NEO and Karin Tenelius, founder, Tuff Leadership Training
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
Embedding social research insights into your communications and culture CharityComms
Kate Nightingale, head of marketing and communications and Francesca Albanese, head of research and evaluation, Crisis
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
20 Voices for 2020: Using supporter-generated content to share personal storiesCharityComms
Roisin Treacy, media and communications officer, Fight for Sight
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
Crisis at Christmas: Sharing real-life stories at the point of supportCharityComms
Grace Stokes, senior media officer and George Olney, stories manager, Crisis
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
How Bowel Cancer UK maximise case studies during Bowel Cancer Awareness MonthCharityComms
Francesca Corbett, press manager, Bowel Cancer UK
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
Crisis communications isn't always about the negativeCharityComms
Nicola Swanborough, acting head of external affairs, Epilepsy Society
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
ZGB - The Role of Generative AI in Government transformation.pdfSaeed Al Dhaheri
This keynote was presented during the the 7th edition of the UAE Hackathon 2024. It highlights the role of AI and Generative AI in addressing government transformation to achieve zero government bureaucracy
Jennifer Schaus and Associates hosts a complimentary webinar series on The FAR in 2024. Join the webinars on Wednesdays and Fridays at noon, eastern.
Recordings are on YouTube and the company website.
https://www.youtube.com/@jenniferschaus/videos
Many ways to support street children.pptxSERUDS INDIA
By raising awareness, providing support, advocating for change, and offering assistance to children in need, individuals can play a crucial role in improving the lives of street children and helping them realize their full potential
Donate Us
https://serudsindia.org/how-individuals-can-support-street-children-in-india/
#donatefororphan, #donateforhomelesschildren, #childeducation, #ngochildeducation, #donateforeducation, #donationforchildeducation, #sponsorforpoorchild, #sponsororphanage #sponsororphanchild, #donation, #education, #charity, #educationforchild, #seruds, #kurnool, #joyhome
Russian anarchist and anti-war movement in the third year of full-scale warAntti Rautiainen
Anarchist group ANA Regensburg hosted my online-presentation on 16th of May 2024, in which I discussed tactics of anti-war activism in Russia, and reasons why the anti-war movement has not been able to make an impact to change the course of events yet. Cases of anarchists repressed for anti-war activities are presented, as well as strategies of support for political prisoners, and modest successes in supporting their struggles.
Thumbnail picture is by MediaZona, you may read their report on anti-war arson attacks in Russia here: https://en.zona.media/article/2022/10/13/burn-map
Links:
Autonomous Action
http://Avtonom.org
Anarchist Black Cross Moscow
http://Avtonom.org/abc
Solidarity Zone
https://t.me/solidarity_zone
Memorial
https://memopzk.org/, https://t.me/pzk_memorial
OVD-Info
https://en.ovdinfo.org/antiwar-ovd-info-guide
RosUznik
https://rosuznik.org/
Uznik Online
http://uznikonline.tilda.ws/
Russian Reader
https://therussianreader.com/
ABC Irkutsk
https://abc38.noblogs.org/
Send mail to prisoners from abroad:
http://Prisonmail.online
YouTube: https://youtu.be/c5nSOdU48O8
Spotify: https://podcasters.spotify.com/pod/show/libertarianlifecoach/episodes/Russian-anarchist-and-anti-war-movement-in-the-third-year-of-full-scale-war-e2k8ai4
A process server is a authorized person for delivering legal documents, such as summons, complaints, subpoenas, and other court papers, to peoples involved in legal proceedings.
This session provides a comprehensive overview of the latest updates to the Uniform Administrative Requirements, Cost Principles, and Audit Requirements for Federal Awards (commonly known as the Uniform Guidance) outlined in the 2 CFR 200.
With a focus on the 2024 revisions issued by the Office of Management and Budget (OMB), participants will gain insight into the key changes affecting federal grant recipients. The session will delve into critical regulatory updates, providing attendees with the knowledge and tools necessary to navigate and comply with the evolving landscape of federal grant management.
Learning Objectives:
- Understand the rationale behind the 2024 updates to the Uniform Guidance outlined in 2 CFR 200, and their implications for federal grant recipients.
- Identify the key changes and revisions introduced by the Office of Management and Budget (OMB) in the 2024 edition of 2 CFR 200.
- Gain proficiency in applying the updated regulations to ensure compliance with federal grant requirements and avoid potential audit findings.
- Develop strategies for effectively implementing the new guidelines within the grant management processes of their respective organizations, fostering efficiency and accountability in federal grant administration.
Jennifer Schaus and Associates hosts a complimentary webinar series on The FAR in 2024. Join the webinars on Wednesdays and Fridays at noon, eastern.
Recordings are on YouTube and the company website.
https://www.youtube.com/@jenniferschaus/videos
What is the point of small housing associations.pptxPaul Smith
Given the small scale of housing associations and their relative high cost per home what is the point of them and how do we justify their continued existance
Understanding the Challenges of Street ChildrenSERUDS INDIA
By raising awareness, providing support, advocating for change, and offering assistance to children in need, individuals can play a crucial role in improving the lives of street children and helping them realize their full potential
Donate Us
https://serudsindia.org/how-individuals-can-support-street-children-in-india/
#donatefororphan, #donateforhomelesschildren, #childeducation, #ngochildeducation, #donateforeducation, #donationforchildeducation, #sponsorforpoorchild, #sponsororphanage #sponsororphanchild, #donation, #education, #charity, #educationforchild, #seruds, #kurnool, #joyhome
2. What we’ll cover today
• Why we rebranded
• How we developed and brought our story to life through the four stages of brand
redevelopment;
• Discover
- brand archetypes
• Define
- brand strategy and story
• Design
- visual identity and tone of voice
• Deliver
- campaign and content
3.
4.
5. Inclusive brand development process
Discover Define Design Deliver
Brand DNA workshop
Brand steering group
Project briefing
Primary research
Secondary research
Market analysis
Stakeholder interviews
Discovery debrief
Brand hypotheses
Vision, mission, values
Brand story
Name and strapline
Mood boards
Audience research
Refinement of strategy
Brand architecture
Accessibility workshops
Collaborative design
sprint
Visual identity
Tone of voice
Creative presentation.
Brand guidelines
Training
Brand activation
- Inside and out.
15. The People’s Champion
The People’s Champion makes a very specific
claim: that it is standing up for the consumer,
who has been exploited by the players in the
category so far.
The characters that are revered and honoured
as a People’s Champion can’t simply claim this
status for themselves, they have to earn it.
As with all Challenger strategy and
positioning, it is action, not image that
counts.
16. The Game Changer
The Challenger Brand that sets out to become
a Game Changer isn’t simply setting out to
challenge category convention (like the
Enlightened Zagger or the Irreverent
Maverick) but to go further.
They present us with products or services that
not only change how we think about the
category, but go as far as to change the way
we live our lives altogether.
19. Both brand stories delivered excellent
impressions at a top down level
There were marginally higher scores for Gamechanger
QA/B9. Please now think about this story, and how it makes you feel about the charity involved, how strongly did
the story convey each of the following statements?
93% 91%
84% 84% 84% 83% 83% 81%
74%
91% 90%
81% 81% 84% 81%
85% 84%
73%
This charity makes
you realise that
disabled people
face unequal
challenges
This charity is there
to empower every
disabled person in
Britain
This charity is
changing the
attitudes of society
This charity makes
you feel like doing
whatever you can to
build a fairer society
This charity makes
you feel like doing
whatever you can to
end disability
inequality
This charity is able
to bring about
change
This charity makes
you feel positive
about the future
This charity makes
you feel confident
that you could turn
to them for help if
needed
This charity makes
you feel eager to
get involved
Route A: The Game Changer Route B: The People's Champion
20. Gamechanger performed strongly
amongst potential customers
Gamechanger lagged on making supporters feel that disabled people
face unequal challenges
QA/B9. Please now think about this story, and how it makes you feel about the charity involved, how strongly did the story convey each of the following statements?
67%
56%
42%
50% 49%
46%
40%
49%
39%
64%
49%
34%
39%
36% 36% 36% 38%
28%
44%
48%
35% 35% 33% 32%
38%
41%
24%
This charity makes
you realise that
disabled people
face unequal
challenges
This charity is there
to empower every
disabled person in
Britain
This charity is
changing the
attitudes of society
This charity makes
you feel like doing
whatever you can to
build a fairer society
This charity makes
you feel like doing
whatever you can to
end disability
inequality
This charity is able
to bring about
change
This charity makes
you feel positive
about the future
This charity makes
you feel confident
that you could turn
to them for help if
needed
This charity makes
you feel eager to
get involved
Customers Connected Supporters
21. The People’s Champion had much flatter impressions
profile across audiences, suggesting broader appeal
However it lagged slightly on making customers feel that it was able to
bring about change
52%
49%
35%
46% 45%
31%
42%
45%
32%
52%
48%
34% 35% 37% 35%
41% 40%
30%
52% 50%
35% 35% 36% 38% 36%
43%
27%
This charity makes
you realise that
disabled people
face unequal
challenges
This charity is there
to empower every
disabled person in
Britain
This charity is
changing the
attitudes of society
This charity makes
you feel like doing
whatever you can to
build a fairer society
This charity makes
you feel like doing
whatever you can to
end disability
inequality
This charity is able
to bring about
change
This charity makes
you feel positive
about the future
This charity makes
you feel confident
that you could turn
to them for help if
needed
This charity makes
you feel eager to
get involved
Customers Connected Supporters
22. We tested mood boards reflective
of the brand stories
Game Changer Mood Board People’s Champion Mood Board
17%
83%
Not WellWell 16%
84%
Not WellWell
QA/B10. How well do you think this mood board reflects the brand story you have just seen?
23. Testing results
Bringing it all together
• “Both routes are generating strong emotional response, are challenging people, are inspirational,
bold, and could be taken forward successfully.
• The comparisons enable us to see the tonal nuance from one to the other. The more front-foot,
POV, People’s Champion elicits a stronger emotional response, but can creep into being
unrealistic, where there’s a more honest solidity to Game Changer.
• There’s a question of comfort zone, and as a charity, I think there’s strength to challenging,
questioning, shocking (at times, and in appropriate ways), not just in ATL but in gaining
incremental PR.
• The tonality of Game Changer may sit better as brand fundamentals, and communication with
customers, where People’s Champion could be more external, impactful, ATL communications.”
24. Scope’s vision
(why we exist)
We won’t stop until we
achieve a society where all
disabled people enjoy equality and
fairness.
Scope’s Mission
(what we’ll do to achieve our vision)
We’re a strong community, of disabled and
non-disabled people, with a shared vision of
equality for disabled people.
We provide practical advice and emotional
support whenever people need it most.
We use our collective power to change
attitudes and end injustice. And campaign
relentlessly to create a fairer society.
25. Personality
We are Disability Gamechangers,
driven by the injustice and inequality
facing disabled
people every day. So we’ll all come
together, to overcome life’s
challenges, and use our collective
power to achieve equality for disabled
people.
Proposition
Let’s end disability inequality.
26. Scope’s values
Pioneering Connected Open Fair
We are ambitious and
determined to drive
change. We focus on the
impact we have. We
innovate and strive for
better, pushing ourselves
and our boundaries.
We connect and
collaborate internally and
externally, to create a
fairer society. We’ll listen
and share, tapping into
the expertise of others.
We are transparent about what
we do and how we do things.
Creating supportive, accessible
environments
– building trust with each other
and our customers
to achieve more.
We make sure everyone
has a fair chance. We value
and respect each other’s
expertise and
diversity. We take
responsibility for what we
do and support each other
to succeed.
Courageous
We are single minded in
our desire to achieve
equality. We are bold,
challenging the status
quo, ourselves and each
other. Not afraid to fail
fast and learn quickly.
27. There are over 13 million disabled people in the UK.
That’s one in five of us.
Life is harder when you’re disabled.
Twice as likely to be unemployed.
Getting care is a struggle.
The cost of living is higher.
It’s wrong.
So we’re coming together to create a fairer society.
And we won’t stop until we have everyday equality.
At home. At school. At work. In our communities.
We’ll provide support and advice at times of need.
To get the best start in life, to work, to be financially secure,
and to be independent.
Together we’ll challenge stigma and end the injustice.
Come join us to make it happen.
Let’s end disability in equality.
Today.
Scope’s brand story
33. Brand campaign objectives
What were we trying to achieve
• Successfully launch Scope’s new brand and positioning of achieving
equality for disabled people.
• Demonstrate the need to work towards equality for disabled people
and align Scope with that vision.
• Redefine and reframe the narrative around the issues faced by
disabled people.
• Clearly establish Scope as a force for change in tackling these issues.
34. Aligning brand story and content
• Hero content
Purpose - build awareness with new audiences and land key brand messages e.g. ‘1 in 5’. Tone
was bold and impactful to achieve cut-through.
• Campaign content
Purpose – show the evidence base for the need to change things and establish Scope brand
relevance in 2018. Tone informative and educational.
• Storyteller content
Purpose - showcase the breadth of disabled people and their experiences but also the
commonality of issues they face and the need for action. Tone authentic and emotive to motivate
into action.
• Community-led content.
Purpose – demonstrate the variety of ways that disability equality can be achieved through what
the community (broad term!) is doing. Tone inclusive and empowering.
36. Going forward
Things we’re working on right now
• Strategy, brand, audience – the holy triangle
• Internal brand and tone of voice guidance and training
• Belts and braces – boiler plates, email signatures etc..
And most importantly;
• Ensuring the brand story stays ‘live’
37. Practical things you could do
• Invest in a discover phase; understand your future direction from
senior leadership, listen to the front line, assess the market, look into
brand theory.
• Do a brand audit – if you have a brand story assess how well you’re
performing against it with a review of comms across departments?
• Ask the audience – commission some research, or delve into your
database to find out if your brand story is well understood.
Depending on where you are right now…
39. The power of human stories:
how to be an authentic storyteller
28 February 2019
London
#CharityStories
40. 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