The document summarizes a stroke awareness campaign conducted by the Stroke Association in the United Kingdom. The campaign's goals were to raise awareness of stroke, encourage people affected by stroke to contact the Association, and grow the stroke community. Key activities included social media outreach, a mini-stroke prevention campaign, and promoting the Association's support services. The campaign was successful in increasing social media mentions, website visits, helpline calls and new members. It demonstrated the value of public relations in raising awareness and engagement around an important health issue.

2. Stroke Helpline 0303 3033 100
stroke.org.uk
Demonstrating your
PR value
Anil Ranchod
Stroke Awareness
Month

3. Stroke Helpline 0303 3033 100
stroke.org.uk
Background
• Isolated pockets
• Mixed messages
• Create focus
• Proposal

4. Stroke Helpline 0303 3033 100
stroke.org.uk
Aims
• To raise awareness of stroke, the impact it
has on survivors and families and the
challenges they face
• To reach out to more stroke survivors and
families and encourage them to get in touch
with the Stroke Association
• To grow the stroke community by
encouraging people to show their support by
getting involved

5. Stroke Helpline 0303 3033 100
stroke.org.uk
How we did it
Our model
• Planning
• Participation
• Policy-led campaign
• Statistics and research
• Themes
• Events and activities

6. Stroke Helpline 0303 3033 100
stroke.org.uk
Prevent strokes and achieve life after stroke through providing services, campaigning, education and research
Overall purpose and vision:
Strategic objectives for the Month:
Awareness Recruitment
Social media
engagement
Website visits Helpline calls
1. Raise awareness of stroke and the role of Stroke Association
2. Grow and engage with stroke community
3. Encourage people to contact Stroke Association
Communication objectives:
Key message delivery
Reach to target
audiences
Calls to action Proactive vs reactive Spokespeople
1. Launch mini-stroke campaign, focussing on prevention messages and build awareness
2. Promote Stroke Association’s range of support services to stroke survivors
3. Build engagement with new and previous TIA survivors
Communications Cascade

7. Stroke Helpline 0303 3033 100
stroke.org.uk
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01-Apr 07-Apr 13-Apr 19-Apr 25-Apr 01-May 07-May 13-May 19-May 25-May 31-May 06-Jun 12-Jun 18-Jun 24-Jun 30-Jun
Socialmediavolume/websitehits
Mainstreamvolume
Mainstream volumes Website hits (unique visitors) Social volumes
Mainstream to web hits correlation 0.56 (Strong)
Social to web hits correlation 0.68 (Strong)
Mainstream to social content correlation 0.92 (Very strong)
Campaign stats
Social media mentions (% increase on 2013) 96%
Total website hits (May) 145,195
Helpline calls 1,742
New Campaigners Network members 188
Stroke Association sign ups 1,162
Coverage for mainstream and social media peaked on May
1 following the campaign launch.
Mainstream media volumes experienced a further
peak between 7-9 May.
Social Media Channels
Average number of new
followers/likes per month*
Number of new
followers/likes May 2014
Twitter 1,918 2,276
Facebook 1,280 2,887
Outputs and outcomes

8. Stroke Helpline 0303 3033 100
stroke.org.uk
Impact
• Fundraising and Volunteering
• Services
• Research and info
• Awareness and Engagement
• Corporate strategy

9. Stroke Helpline 0303 3033 100
stroke.org.uk
Learning & Recommendations
• Barcelona Principles
• What does it mean?
• Holistic evaluation - Impact
• Election 2015
• Consultation on surveys

10. Stroke Helpline 0303 3033 100
stroke.org.uk
This is why we do it...
“On Saturday morning I suddenly found that I couldn't use
my right arm. I was a bit alarmed, but the feeling went away
and we got on with our day. On Sunday I read about your
campaign and realised that what had happened might be
serious, so I asked for an appointment to see my GP. Within
a couple of hours she'd confirmed that she thought I'd had a
mini-stroke and referred me. I'm a bit shaken but so glad that
I saw your campaign and took action.”
Sue Williams (contacted the Stroke Association via its website).

11. Stroke Helpline 0303 3033 100
stroke.org.uk
Conclusion
• Integration is king
• Planning is imperative
• Success is all about IMPACT.

12. Stroke Helpline 0303 3033 100
stroke.org.uk
Task
Choose a recent campaign or activity you've
worked on:
• How did you measure impact?
• What other measures could you put in
place?
• What would be the challenges?
• Who do you need to involve in your
planning?

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. PR Network
5 July 2016
London
#charityPR
Demonstrating the
value of PR beyond the
volume of coverage