Lightning talk: the campaign I wish I'd run - The Marmite Gene Project | Making the news conference | 30 November 2017

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Andrew Webster, head of media, British Heart 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

Government & Nonprofit

A campaign I wish I had run….
Andrew Webster
Heart of Media
British Heart Foundation

‘Study finds that loving
or hating marmite is in
your genes’

Integrated campaign
£3m
Social media / Digital advertising / #marmitegene
Supporting content
TV
Microsite
PR

“Start with ideas that ‘will get you fired”
1) Come up with ideas that challenge your
charity to do newsworthy things
Do you think we could scientifically prove why
you either love or hate marmite?

3) You don’t need to do everything at once
When are you telling me to buy marmite?
Clearly define
what your PR is
trying to do

4) Offer something of value that starts a
relationship with a new supporter
“Start a dialogue
rather than make
an immediate ask”

At the heart of this integrated campaign is a great (although
questionable) news story
PR is no longer about media coverage alone. It’s about
using all of an organisation’s communications channels in
an integrated way to maximise impact
5) Think about how it works across ‘multiple
channels’ – they call it ‘integrated’
PR lead
Campaign
lead

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

Making the news:
generating positive PR
for your charity
Supported by
30 November 2017
London
#charityPR

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