Fiona Callister, head of global media, WaterAid 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. Tailoring your tone
or
Are you talking to me?

2. Making sure that your content
doesn’t stay in a bunker of its
own cleverness

5. Back to basics
• Content must help your
organisational aims
• Never forget:
• Objective – define the change you want to
happen
• Strategy – how that change will happen
• Tactics – the content

6. • Clear
• As specific as possible
• Shared and agreed with internal
stakeholders
• Write it down
Objective

7. • Who has the power to make the change you
are seeking?
• What will make them make that change?
• What is stopping them?
• What are their motivations?
• What are their values?
• Where will you find them?
Strategy

8. • Audience segmentation
• Which is the tribe most likely to help you
achieve your objective?
• Helps us to check whether:
• content is likely to resonate
• whether our proposed target outlets will
reach our intended audience
Knowing your audience

11. • Don’t do things just because they are
fun/new/different
• Do fun/new/different things because they will
work
• Always check against your objective and
strategy – if it doesn’t fit then just ditch it.
• Audience segmentation – you may not love it
but will your target audience?
Tactics: coming up with the ideas

12. • #ifmenhadperiods influencing campaign
• Deliver Life fundraising campaign
• Two different types of process but
fundamentally to the same principles
Two examples

13. Objective:
• encourage sign up for a petition to UK govt
• raise awareness that 1/3 of world’s
population doesn’t have a safe toilet
• Do a little bit towards breaking the taboo
around periods and so making it easier to
discuss the issues whether a teenage girl or
govt decision maker
#ifmenhadperiods

14. • Use humour to get people to engage with
the issues/share on social
• To widen the audience for sharing the
content, give it a news peg
• Target audiences:
• Digital Natives,
• Global Citizens
Also sector colleagues
Strategy

15. • Don’t kill ideas with process - JFDI
• Avoiding the cliché
• How to persuade internally
Coming up with the content

16. A Venn diagram of people
Decision
makers
Normal
people

17. An alternative view
Normal people
Decision
makers

18. • Three films viewed a total of 2.2million times.
• Most of the views came through media hits
• Over 100 media hits
• #ifmenhadperiods hit 3.5million Twitter
accounts
• Tweeted by a number of “decision makers”
• Resulted in op-eds discussing the taboo
• AND 115,000 signatures for the UK petition
Did it work?

19. Objective: raise £5m to help bring access to
water, sanitation and hygiene to mother and
babies in healthcare facilities and communities
Strategy: target audiences were Healthy Image
and Global Citizen.
Within those audiences namely people with
children.
Deliver Life

20. • Internal cross departmental brainstorms
• Ideas that would resonate with target
audiences
• Ideas that could work across different
channels
• Making sure the content lasted the
length of the appeal
Creating the content

21. • Centred around one hospital in Tanzania and
its midwives
• Overall theme of Parallel Lives
• One Born Every Minute
• One Day Young
• Maternity Bags
• #firstbabyselfie
Content

22. One Day Young

26. Maternity bags

32. Hugh Bonneville

34. #firstbabyselfie
#FirstBabySelfie
celeb
endorsement &
sharing

35. One Born Every Minute

36. • We raised nearly £5million – the largest appeal that
WaterAid has ever done
• Largest ever number of new donors ever recruited in a
month
• The media reached a total of 95 million
• Facebook impressions 50 million – reaching 30 million
• The content has since been used by our Campaigns
team to engage health professionals in the Healthy Start
campaign
• The audience segmentation worked well – paid social
results show that the Healthy Image Segment responded
most to the Hugh Bonneville work and Global Citizens to
the One Day Young work
Did it work?

37. Any questions?

38. 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

39. Conference
28 April 2016
London
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