Andrew Mortimer, communications manager, YMCA and Martha Robinson, head of communications and engagement, NHS Brighton and Hove Clinical Commissioning Group 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. Working with partners to amplify your message
Martha Robinson NHS Brighton and Hove CCG
Andrew Mortimer YMCA England

2. A CAMPAIGN FIRST
• 222 pieces of earned UK media
coverage with audience reach of
just over 120m
• 1m earned views of campaign
videos
• #IAMWHOLE trended all day on
World Mental Health Day 2016
• Global social media engagement
• 2nd recommended phrase on
Google search when you type
‘#ia…’
• Praised in Parliamentary
debate on mental health
• Voted ‘Favourite Campaign’
in PR Week readers poll
against Sky, Easyjet, NSPCC
and Nicorette
• Supported by Govt
ministers including
Secretary of State for
Health Jeremy Hunt
First time NHS and YMCA have worked together on an
awareness project

3. BACKGROUND - YMCA
YMCA England is a National Council, working in our Federation are 133 fully
independent YMCA
• We’ve been steadily building our PR presence over the past 18 months
• As a National Council, our most effective way into the media is through
our Research work that all stems from local YMCA residents
• Our research into legal highs use in May 2016 – The Big Ban Theory –
was our most successful to date:
 27 national media mentions
 71 local media mentions
 25% of YMCAs doing social media and press
 500,000 Twitter impressions
• We had hit a glass ceiling of media coverage and local YMCA
involvement
WE NEEDED SOMETHING DIFFERENT…

4. BACKGROUND - NHS & SPIRIT MEDIA
• Young people & parents said:
 hard to know where to go to
access advice and support
 schools could help more
• High rate of under-18 hospital
admissions for self-harm
• Higher number of ‘suicide risk’
teenage groups
• 13% of population is 20-25
compared to England (8%)
• BORN IN BRIGHTON
CAMPAIGN IDENTITY
but with a wider, national
reach
• CONNECT WITH YOUNG
PEOPLE VIA MUSIC
• CREATE A CONCEPT AUDIENCE
CAN INTERACT WITH
OUR STRATEGY…IN BRIGHTON & HOVE…

5. • Support behaviour change – young people
seeking help earlier
• Raise awareness of www.findgetgive.com
• Engage with schools and colleges
• Create national campaign through NHS and YMCA
networks
• Connect with young people online
• Generate earned media coverage – national as
well as regional
• Promote YMCA research expertise
CAMPAIGN AIMS

6. THE BIG IDEA
• NHS’s FIRST MUSIC VIDEO featuring a pop star and campaign
• WHOLE is a song about mental health struggles and ‘going round in
circles’
• MUSIC VIDEO FEATURES CASE STUDIES from Brighton & Hove
• CIRCULAR THEME IN SONG inspired the campaign symbol
• SYMBOL REPRESENTS… being a whole person, irrespective of
mental health difficulties, and of how joining together is the key to
beating stigma
• CAMPAIGN CALL TO ACTION
- Draw a circle on your hand
- Post a selfie online
- Challenge stigma and join the #IAMWHOLE community
‘Whole’ - Jordan Stephens (Wildhood)
https://youtu.be/ZLLGD-7fTL4

7. HOW RESEARCH COULD HELP
YMCA ‘I AM WHOLE’ stigma research
2,072 interviews with young people aged 11-24 in England and Wales
44-page report
Sent to media and Government on World Mental Health Day
Over 100 case study interviews
Included personal stories of young people, told in their own words

8. MEDIA APPROACH
NHS and Spirit
• NHS first – music video featuring a pop star
• Interviews with Jordan and case studies in videos
• Celebrity supporters
YMCA
• Nationwide research
• www.findgetgive.com
Spokespeople
• Jordan Stephens
• Brighton & Hove GPs
• YMCA Right Here volunteers and staff
• NHS Clinical Director for Mental Health Tim Kendall
• YMCA England Chief Executive Denise Hatton

9. BEYOND THE MEDIA
Schools and colleges
• Challenge video and worksheet
• Launch event for 100+ students
Social media
• Thunderclap campaign
• Celebrity endorsement
YMCA network
• 133 groups across England & Wales
• Regional press activity
• Social media support

10. THE BIG SELL
Celebrity / Case study / Clinician package
for national TV, tabloids and Sussex media
Research-led story with case studies
for newswires, broadsheets, radio and YMCA regions

11. THE BIG DAY
• GNS radio, Good Morning Britain and BBC Breakfast
• Extracts from 100 case study interviews published
• Other celebrities picked up the story and joined in
• Channel 5 News – Jordan and YMCA CEO live in the studio

12. MEDIA IMPACT

13. SOCIAL MEDIA
• Jordan and #IAMWHOLE trending throughout
World Mental Health Day 2016
• 14.6k Tweets with a reach of 58.3 million impressions
• 6,405 posts on Instagram using #IAMWHOLE
• 1 million views of campaign and music videos
• 87,000 people on Facebook talking about
#IAMWHOLE when Channel 5 news aired

14. RESPONSES FROM YOUNG PEOPLE

15. SHARING EXPERIENCES

16. SCHOOLS & COLLEGES

17. STAKEHOLDER SUPPORT

18. EVALUATION
TOTAL INVESTMENT
Campaign budget
(excluding cost of in-house teams’ time):
= £42,500
TOTAL RETURN
Media coverage and video views
with an equivalent paid-for value of:
= £594,180
CPM
(cost per 1000 people reached)
= 35p
Compared to UK PR industry CPM
target of between £2.00 - £6.00
per 1000 for a national campaign

19. WHAT WE LEARNED
• 2 brands are better than 1
• Partnerships can help amplify your message
• Social media can generate behaviour change
• There will be bumps along the way
• Think big even if your budget isn’t!

20. OUR FAVOURITE MOMENTS
• Giving young people the chance to have their voice
heard and combat stigma themselves:
 LOUIS – in the BBC newsroom with us on World
Mental Health Day
 CONNIE – sharing her story through BBC online.
“This is why we did this” said YMCA England’s CEO
when she read it in the green room at Channel 5
• Seeing schools, celebrities and politicians we hadn’t
approached posting #IAMWHOLE selfies online
• Reading the personal messages sent to Jordan by
young people who had sought professional help
after seeing the campaign
“Thank you for being
so strong and
speaking publicly
about your mental
health. I already feel a
huge weight off my
shoulders.”

21. OUR CONTACT DETAILS
Martha Robinson
NHS BRIGHTON & HOVE
Twitter @MarthaKRobinson
Tel 07786 905 499
Andrew Mortimer
YMCA
Twitter @andymort85
Tel 07972 669 623

22. 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

23. 8 December 2016
London
#charityPR
Behind the headlines:
getting your charity’s story
into the news