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South West Regional Group Seminar: Producing Creative
Campaigns
02 March 2012
www.charitycomms.org.uk
Banish the Wee Horror
Natasha Collins-Daniel
ERIC
ERIC Provides…
• Helpline
• Website
• Online Shop
• Leaflets
• Training
1 in 12 children and young people suffer with continence problems
A wee problem or a huge
opportunity?
• Pre campaign – no ongoing media work / strategy / dedicated person
• Childhood continence problems = taboo / ‘unsexy’
Goal – make ERIC a household name
An awareness campaign is born…Why bedwetting?• Helpline calls / trends • Largest group of suffers
Objectives
• Raise awareness of bedwetting
• Encourage families to contact ERIC
• Increase awareness of ERIC’s services, resources and products
• Position ERIC as the only UK charity providing support
• Increase ERIC’s media coverage
Target audience
Only one in three come forward for help…
• Parents and families• Professionals working with children• Health professionals
Key messages
• Bedwetting is more common than most people realise
• Help is available from ERIC
Sleepover theme
Internal buy in
• At first - Opinions divided…
•Lead by ERIC director and media manager
•Whole team involvement – brainstorming, communicating to specific audiences, distributing leaflets
Budget
• Staff time
• Printing of leaflets / posters
• Freelance PR support
Campaign visuals – pro bono
2009 and 2010 campaign total cost – under £500
Sponsors
Creativity
• Wee Horror mascot
• Sleepover theme
• Giant sleepover
• Case studies
Celebrities
Credibility supporters
Campaign tactics
2009• Relationships developed with key journalists
• Regular issuing of news releases
• Case studies and larger features
• Social media takeover
• Links with other organisations developed
• Leaflets and posters distributed
Viral email
Don’t let the Wee Horror stop at your house!
Campaign tactics
2010• Giveaways • Regional statistics • Dr Sarah Brewer as spokesperson • Website takeover• Recruited new celebrities • Asking ERIC supporters to distribute
campaign materials
Viral email
2011 rebranding
Campaign tactics
2011• Research to create newsworthy stats
• Mum bloggers
• Cybermummy sponsorship
• Radio 4 Appeal
Results
Results
2009• Helpline calls increased by 25%
• 35 pieces of coverage, 3 radio interviews total reach of over 5 million
• Successfully raised ERIC’s media profile – national coverage received
• 5,000 leaflets and 3,000 posters sent out
• Positive feedback
Results
2010 Helpline contacts increased by 31%
Web hits increased by 17%
The Wee Horror webpage received 2,500 unique hits
Giant Sleepover reached 20,000 people
Campaign recognised by Anne Milton MP
Brolly Sheets competition – 2,000 entries
37 pieces of coverage, 3 radio interviews and total reach of over 10 million
Results
201111% increase in Helpline contacts29% increase in web hits 67 pieces of coverage and 2 radio interviews with a total reach over almost 5 million Social media – increase in Facebook likes andretweets
33% of coverage used the research findings
Radio 4 Appeal reached 1.9 million listeners and raised over £12,000
Achievements
Lessons learned
• Regional stats / case studies • Celebrities • Radio 4 Appeal • Linking with other initiatives • Engaging with mum bloggers• Rebranding • Viral email / Cybermummy sponsorship
hard to measure