Marianne Hewitt, head of brand, Age 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

1. Opportunity Knocks
Planning, delivering and
measuring Age UK’s winter
campaign
Marianne Hewitt
Head of brand
Age UK

2. Charity/ fundraising environment
- Olive Cooke
- Call Centre tactics and list sharing
- % donations spent on good works
- Kids Co.
Safeguarding older people takes precedence
Cautious

3. Age UK brand challenges
• Balance of charity and commercial, challenge of a single
brand platform
• Apathy towards ageing as a cause
• Viewed as a service brand, hard to get our issues noticed
• Struggled to create a mass appeal fundraising
proposition in line with services strategy
• Inconsistent brand media spend
• … never won a COTY staff vote before

4. The objective behind the recent campaign:
• A single minded proposition
• A compelling and urgent need – a strong stat
• That builds trust
• That raises money
• In line and budget with services strategy
• Strong PR and media potential
• A platform for our network of 170 brand partners

5. Launched ‘No one’ January 2015 – emotional
engagement not fundraising campaign
• 3 in 4 adults who recalled the
campaign agreed it ‘made them
want to help older people who are
alone’
• Campaign shared on social media
• Strong response to tube campaign
• Emails from influencers
• Staff and network support
…Something to build on/ sharpen

6. We could only afford one brand campaign 15/16 -
decision to compete at Christmas - planning began
in May and involved many departments
• Brand
• Corporate fundraising
• Individual Giving
• Influencing
• Our brand partner network
• Call centre
• Finance!
• … ‘Cabinet’ meeting set up for buy-in

7. Media agency recommended a brave strategy,
not a conservative approach
Principles of plan
• Invest in and harness the power of the brand
• Cut through the November fundraising clutter via
creativity, and innovation
• An interesting campaign will not only stand out, it will be
memorable and therefore work harder for longer
• Demonstrate loneliness in relevant environments which
draw you in and elicit further action
• Partner with trusted voices

8. DR Radio
Outdoor
Print – DD/DM/Inserts
Consideration
Harvest
Digital
Strategic
Partnership
TV Partnership; PR
Uplift
Buzz
DRTV
Roles Funnel Proposed Media Channels
BRAND
BRAND
RESPONSE
DR

9. Highly visible, consistent outdoor campaign
to build stature and awareness

10. An Integrated Direct Fundraising campaign

11. Influencing campaign

12. Editable templates for our 170 local partners –
include their own services

13. Digital display campaign re-targeting
people who had visited the website

14. 2nd Nov PR launch on
South Bank
Sylvia Syms, Diana Moran,
Lionel Blair, Brian Murphy

17. John Lewis
Show
someone
they’re
loved this
Christmas
Age UK
No one
should
have no
one at
Christmas
Uplifting and
heart-
warming
Heart-
breaking but
solvable

28. Overall campaign phasing
November December
BRAND
G G
Outdoor posters, train and
tube panels
DIRECT RESPONSE
ACTIVITY
Roadside
posters
DRTV, Digital , Radio, Cold and warm DM, Door drop
G
LONELINESS
INFLUENCING CAMPAIGN Retail shops, partners, digital, own channels
Retail and Partner shops, website, Life magazine,
The Wireless, Amscreen
AGE UK CHANNELS
Local partner Christmas lunch
G
John Lewis Christmas partnership: PR, online appeal
launch, retail campaign, TV 21 – 25 Dec
GOGGLEBOX
JOHN LEWIS

29. THE AUDIENCE
Measuring – 3 lenses

30. Base: 1,000 adults aged 16+ in Britain per wave. Source: Charity Awareness Monitor, Oct 2015, nfpSynergy
65%
70%
79%79%
80%
83% 82% 83%
85% 85% 86%
88%
84% 85%
88%
May'11 Sep'11 Jan'12 Sep'12 Jan'13 Sep'13 Jan'14 Apr'14 Jul'14 Oct'14 Jan'15 Apr'15 July'15 Oct'15 Jan'16
Jan’14:
First
slight
drop to
82%
Jul-Dec’14:
Increase re-
established.
Maintained
post-Love
later life
Jan-
Apr’15:
Increase
after
LLL /
No One
Jul’15:
Dip to
pre
No One
levels
Total brand awareness has peaked again
following the winter campaign activity
99%
ABC1
55+ now
aware of
Age UK
Jan’16:
Peaks
again
after JL
/ GB /
No One
1. Quarterly Brand Tracking

31. ‘No one should have no one at Christmas’ has
achieved strong recognition as an Age UK campaign
“Listed below are the names of a number of campaigns by charities: some are done through advertising, some are on TV or in the
newspaper. Please indicate whether you have heard of each of the following”
Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor ,Jan 2016, nfpSynergy
20% 21% 20% 19% 18% 18% 15% 14% 14%
20%
21%
34%
19% 18%
13%
13% 15% 12%
32%
21%
0%
10%
20%
30%
40%
50%
60%
Age UK's
Spread the
Warmth (Jan
14)
Age UK's Care
in Crisis
(Apr'14)
Age UK's Big
Knit (Jan 14)
Age UK's Big
Knit (Jan 15)
Age UK's Big
Knit (Jan 16)
No one
should have
no one - Age
UK (Jan 15)
No one
should have
no one - Age
UK (Apr 15)
No one
should have
no one - Age
UK (Jul 15)
No one
should have
no one - Age
UK (Oct 15)
No one
should have
no one at
Christmas -
Age UK (Jan
16)Probably heard of Definitely heard of
No one should
have no one
Big Knit
Spread
the
Warmth
No one should have
no one at ChristmasCare
in
Crisis
2. Quarterly Brand Tracking

32. Age UK TV ad raised awareness of loneliness as
an issue, promoted strong emotional engagement
and increased consideration
Q. Whether recall seeing the TV ad. Q. Which organisation was the ad for? Face to face in-home omnibus - conducted
with a nationally representative sample of 3,073 GB adults aged 16+ between 6th – 17th January 2016.
Unbranded TV ad shown to
respondents without end-frame
• TV ad made a strong emotional connection
• 61% recalled TV ad – main message seen as raising
awareness of loneliness among older people
• Ad seen as Emotional and Thought-provoking –
but Age UK still seen as Caring, Supportive,
Helpful & Compassionate
• 80% agreed it made them realise loneliness is
a real problem
• 76% agreed it made them want to help older people
who are alone.
• Consideration levels are up compared to previous
campaigns
2. Post TV campaign omnibus

33. Some very positive movement in some
of Age UK’s brand measures
• Advertising Awareness, Attention and Part of £25 have
all seen significant rises since the latest media activity
aired.
• And there has been a positive impact among the younger
audience
33
3. Charity Brand Index

34. Ingredients for success
 Early planning
 Strong creative
 Consistent messaging
 Trust in media agency
 Power of good content on social media (can deliver
donations)
 Partnerships
 Involving stakeholders throughout

35. 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

36. Conference
25 February 2016
London
#integratedcomms
Integrated campaigns:
planning, delivering and
evaluating
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