This is a summary of a session from Raw London's Relay event, 'How charity campaigns are more integrated then ever', which took place on Thursday 12 September 2019.

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

3. MS:Enough
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4. What’s the PIP 20 metre rule?
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5. 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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6. Our call to action
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7. 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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8. 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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10. Channel takeovers
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Pics of info graphics

11. Launching the campaign together
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12. 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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13. PIcs of posts
Making a splash online
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14. Best video of 2018
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15. Email engagement and journeys
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16. Growing our community
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17. Cumulative petition signatures
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18. Bringing it back to Westminster, together
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19. Thank you for listening! Any questions?
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20. 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.
raw.london