Message, content,
activation:
Winning campaigns in the new
communications landscape
21 May 2014
Picture by Flickr user Ada...
“Charity campaigns are
no longer just dreamed
up in meeting rooms and
pushed out to the waiting
general public.
“They can ...
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign ‘model’
Message Content
Activation
New campaign ‘model’
Message Content
Activation
Brand Public
7
Picture by Flickr user Peter Zoon
8
 
It’s become hard to see
where things begin and
where they end.
Picture by Flickr user Peter Zoon
Two powerful examples of
what’s starting to happen in
this new landscape.
Picture by Flickr user Aaron Wilson
#nomakeupselfie
11
#nomakeupselfie
-€10 million raised for Cancer
Research UK during a few days in
March 2014
-Activity stretched across t...
12
14
#nomakeupselfie
15
#nomakeupselfie
From metro blog
16
#nomakeupselfie
Oscars
gossip Backlash
Oscars
gossip Backlash
Adopted for
cancer
awareness
Viral
charity
campaign
CRUK get
involved
Donati...
18
#nomakeupselfie
Potted history
- hashtag first used as early as September 2012
- the activity appears to have been spar...
#mentalpatient
20
#mentalpatient
-User-generated backlash against
stigmatising branding of Halloween
outfits
-Forced major UK retailers i...
21
#mentalpatient
 
22
#mentalpatient
 
23
#mentalpatient
 
24
#mentalpatient
 
25
#mentalpatient
 
Retail
blunder
Twitter
backlash
#mentalpatient
selfies
#mentalpatient
Viral
campaign
Mental health
charities
involved
27
#mentalpatient
 
Potted history
- Autumn 2013 - UK supermarket ASDA stocks
scary outfits for Halloween, marketed as men...
What can we learn?
29
People want to be
part of the story
Picture by Flickr user John Ragai
30
People may want
their own story to be
part of the bigger
story
Picture by Flickr user John Ragai
31
‘The genius is in the crowd’
Picture by Flickr user Scott S
32
“What we at Rethink Mental Illness are doing on
social media is holding a conversation.
“We’re chatting with some of th...
The moment of truth may not be
in office hours
Picture by Flickr user Sune Askjaer
The moment of truth may not be
in office hours
“Late on Tuesday evening, momentum was growing
and people were starting to ...
35
Adventurousness
required
Picture by Flickr user Erik Charlton
36
Adventurousness
required
“From a charity point of
view, you have to act fast
to take advantage of a
campaign like this....
37
Adventurousness
required
The role of organisations:
Text
Picture by Flickr user Chad Cooper
38
Adventurousness
required
The role of organisations:
1) Responsive
Picture by Flickr user Chad Cooper
39
Adventurousness
required
The role of organisations:
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
40
Adventurousness
required
The role of organisations:
1) Responsive
2) Trusted
3) A partner, not an owner
Picture by Flic...
The real social media?
42
Pinterest - Ami Musa’s story - UNICEF
43
YouTube - Most Shocking Second A Day
Video - Save The Children UK
Still the conventional campaign model
Message Content Activation
Brand Public
Collaborating creates a different kind of
connection
Will this be as relevant to
development agencies?
“The future is already
here - it’s just not
very evenly
distributed.”
- William Gibson
Picture by Flickr user
khovatrond
48
A spirit of adventure.
Picture by Flickr user
Michael Fleshman
49
A spirit of adventure.
Let’s talk
+44 (0)1273 600 500
talk@weareneo.com
Neo
8 Beaconsfield Studios
25 Ditchling Rise
Brighton BN1 4QL
United King...
Picture credits
Creative commons licensed:
Derelict billboards picture by Flickr user AdamWilson reproduced under Attribut...
Message, content, activation
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Message, content, activation

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Selected slides from a presentation by Neo to an audience of aid and humanitarian agencies in Copenhagen on 21 May 2014. They illustrate how, in addition to the conventional campaign process, hugely successful campaigns are coming up from grassroots to go viral and changing the way we think about the role of organisations in supporting change.
For full slides, including case studies of Neo's work, see http://www.slideshare.net/weareneo/message-content-activation-pdf

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Message, content, activation

  1. 1. Message, content, activation: Winning campaigns in the new communications landscape 21 May 2014 Picture by Flickr user Adam Wilson
  2. 2. “Charity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public. “They can just happen, brought into existence by the audiences themselves in an amazingly exciting way.” - Chris Cox, Mind UK Picture by Flickr user Adam Wilson
  3. 3. Conventional campaign model Message Content Activation
  4. 4. Conventional campaign model Message Content Activation Brand Public
  5. 5. New campaign ‘model’ Message Content Activation
  6. 6. New campaign ‘model’ Message Content Activation Brand Public
  7. 7. 7 Picture by Flickr user Peter Zoon
  8. 8. 8   It’s become hard to see where things begin and where they end. Picture by Flickr user Peter Zoon
  9. 9. Two powerful examples of what’s starting to happen in this new landscape. Picture by Flickr user Aaron Wilson
  10. 10. #nomakeupselfie
  11. 11. 11 #nomakeupselfie -€10 million raised for Cancer Research UK during a few days in March 2014 -Activity stretched across the world -More than 200 charities benefited from donations -But was not started by any of them
  12. 12. 12
  13. 13. 14 #nomakeupselfie
  14. 14. 15 #nomakeupselfie From metro blog
  15. 15. 16 #nomakeupselfie
  16. 16. Oscars gossip Backlash Oscars gossip Backlash Adopted for cancer awareness Viral charity campaign CRUK get involved Donation ask added #nomakeupselfie
  17. 17. 18 #nomakeupselfie Potted history - hashtag first used as early as September 2012 - the activity appears to have been sparked in the US with crime writer Laura Lipmann, responding with a selfie in support of 81-year- old Kim Novak, who attracted criticism for her appearance at the Oscars. #itssokimnovak - this was picked up by others writers and spread in solidarity with Kim Novak - #nomakeupselfie adopted - cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham - notions of tagging friends and daring them to do the same, and donation ask was added by early-adopters - Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up. - over £8million raised for Cancer Research UK - but over 200 charities benefited to some degree - trend reached as far as Australia where tens of thousands of dollars were raised. - the explosive phase of the ‘campaign’ lasted just a couple of weeks [asides] - around £18K was pledged to UNICEF after a mix-up with text giving - WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR.
  18. 18. #mentalpatient
  19. 19. 20 #mentalpatient -User-generated backlash against stigmatising branding of Halloween outfits -Forced major UK retailers into embarrassing apologies and withdrawal from sale -Generated powerful chain reaction of ‘coming out’ stories on Twitter which may have lasting impact on stigma in UK
  20. 20. 21 #mentalpatient  
  21. 21. 22 #mentalpatient  
  22. 22. 23 #mentalpatient  
  23. 23. 24 #mentalpatient  
  24. 24. 25 #mentalpatient  
  25. 25. Retail blunder Twitter backlash #mentalpatient selfies #mentalpatient Viral campaign Mental health charities involved
  26. 26. 27 #mentalpatient   Potted history - Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween, marketed as mental patient costumes - Outrage starts, surfacing on social media - Rethink Mental Illness & Mind are asked questions - start talking to supermarkets - #mentalpatient selfie meme is started by a member of the public, mental health charities get involved and amplify message, thousands get involved, it trends on Twitter - Supermarkets withdraw costumes, apologise and donate - Feeling that a ‘tipping point’ may have been reached in public discourse of mental health issues
  27. 27. What can we learn?
  28. 28. 29 People want to be part of the story Picture by Flickr user John Ragai
  29. 29. 30 People may want their own story to be part of the bigger story Picture by Flickr user John Ragai
  30. 30. 31 ‘The genius is in the crowd’ Picture by Flickr user Scott S
  31. 31. 32 “What we at Rethink Mental Illness are doing on social media is holding a conversation. “We’re chatting with some of the most highly- qualified people in the whole of the mental health world – our ‘experts by experience’.” - Chris Cox, Digital Manager, Rethink Mental Illness (now at Mind UK) ‘The genius is in the crowd’ Picture by Flickr user Scott S
  32. 32. The moment of truth may not be in office hours Picture by Flickr user Sune Askjaer
  33. 33. The moment of truth may not be in office hours “Late on Tuesday evening, momentum was growing and people were starting to ask whether the campaign was ours. We tweeted to explain that it wasn’t, but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website.   “If we didn’t have an out of hours system in place, we wouldn’t have been able to see this coming and respond as quickly as we did.” - Aaron Eccles, Senior Social Media Manager, Cancer Picture by Flickr user Sune Askjaer
  34. 34. 35 Adventurousness required Picture by Flickr user Erik Charlton
  35. 35. 36 Adventurousness required “From a charity point of view, you have to act fast to take advantage of a campaign like this. “[It] requires a culture of experimentation and adventure, where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management... “Everything hinges on an adventurous culture” - Matt Collins, Charity Chap. Picture by Flickr user Erik Charlton
  36. 36. 37 Adventurousness required The role of organisations: Text Picture by Flickr user Chad Cooper
  37. 37. 38 Adventurousness required The role of organisations: 1) Responsive Picture by Flickr user Chad Cooper
  38. 38. 39 Adventurousness required The role of organisations: 1) Responsive 2) Trusted Picture by Flickr user Chad Cooper
  39. 39. 40 Adventurousness required The role of organisations: 1) Responsive 2) Trusted 3) A partner, not an owner Picture by Flickr user Chad Cooper
  40. 40. The real social media?
  41. 41. 42 Pinterest - Ami Musa’s story - UNICEF
  42. 42. 43 YouTube - Most Shocking Second A Day Video - Save The Children UK
  43. 43. Still the conventional campaign model Message Content Activation Brand Public
  44. 44. Collaborating creates a different kind of connection
  45. 45. Will this be as relevant to development agencies?
  46. 46. “The future is already here - it’s just not very evenly distributed.” - William Gibson Picture by Flickr user khovatrond
  47. 47. 48 A spirit of adventure. Picture by Flickr user Michael Fleshman
  48. 48. 49 A spirit of adventure.
  49. 49. Let’s talk +44 (0)1273 600 500 talk@weareneo.com Neo 8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QL United Kingdom +44 (0)1273 600 500 talk@weareneo.com weareneo.com
  50. 50. Picture credits Creative commons licensed: Derelict billboards picture by Flickr user AdamWilson reproduced under Attribution-NonCommercial- NoDerivs 2.0 Generic (CC BY-NC-ND 2.0) Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 2.0 Generic (CC BY 2.0) Selfie contraption picture by Flickr user John Ragai reproduced Attribution 2.0 Generic (CC BY 2.0) Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 2.0 Generic (CC BY 2.0) Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 2.0 Generic (CC BY 2.0) Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 2.0 Generic (CC BY 2.0) WilliamGobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 2.0 Generic (CC BY-NC 2.0) #BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution- NonCommercial 2.0 Generic (CC BY-NC 2.0) Thank you!

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