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The role of brand in campaigning | Brand strategy and story | Brand Breakfast | 28 February 2017
The document discusses a multi-tactical campaign addressing the child refugee crisis in Europe, particularly focusing on the Dubs Amendment, which aimed to resettle 3,000 unaccompanied children in the UK. It details the challenges faced, including hostile media and a shifting public narrative, while also sharing key lessons learned about branding and adaptability in campaigning. The campaign utilized various strategies, such as email actions, social media, and collaboration with diverse organizations to effectively advocate for children's rights.
The role of brand in campaigning | Brand strategy and story | Brand Breakfast | 28 February 2017
- 2. CharityComs: Brand Breakfast2 Child Refugee Crisis Campaign February 2017
- 3. Refugee Campaigning February 20173CharityComms: Brand Breakfast
- 4. The Dubs Amendment 1.The Crisis • By August 2015 approx 26,000 unaccompanied children had arrived in Europe • Services in Italy and Greece were stretched to the limit • Increasing number of children were disappearing 2. The solution • Relocation plan that helped to share the burden across Europe • In the UK this represented resettling 3,000 children 4CharityComms: Brand Breakfast February 2017
- 5. The Dubs Amendment 5CharityComms:Brand Breakfast February 2017 Multi-tactical Campaign including: • Email actions • Share actions • Social Media assets • Media engagement (particularly centre-right outlets) • Constituency level events • Phone banking • Private lobbying Critically as well we worked with a growing and diverse movement of organisations who brought their own tactics and perspectives.
- 6. Role of Brand 6CharityComms:Brand Breakfast February 2017
- 7. Challenges 7 • Hostile media(at times) • Counter to the public narrative • Changing external environment • Our own capacity CharityComms: Brand Breakfast February 2017
- 8. What we learned 1.Create a brand within which your campaigns can be flexible 2. Use your insight and adapt to changing conditions 3. Repeat your message (and counter challenges to it) 8CharityComms: Brand Breakfast February 2017
- 9. Visit the CharityCommswebsite 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
- 10. #brandfast Brand Breakfast 28.02.2017 Brand strategy andstory Sponsored by