dlkmblkdmf

Exhibitors:Sponsor:

USING HUMOUR TO MAKE YOUR CAMPAIGN HIT HOMECHAIR:CHLOE STABLESEXTERNAL RELATIONS MANAGER, NCVO

SPEAKERS:DANIEL PATTISONDIGITAL CONTENT MANAGER, SCOPE

DANNY BEALESCAMPAIGNS MANAGER, DIABETES UK

GARETH ELLIS-THOMASHEAD OF DIGITAL, PROSTATE CANCER

End the Awkward

Bring The Funny

Daniel Pattison Digital Content Manager

End the Awkward so far

3

End the Awkward 2015

https://www.youtube.com/watch?list=PLEJWI99Hx3tFnI0CSFuALp-dXiVqJVYoW&v=jGXBcRtLe6o

What are we setting out to achieve?

5

Why awkward?

6

Why funny?

Our campaigns weren't getting cut through

Humour is memorable

Humour gets you in the door (and in their feed)

You can follow up with more serious supportive content

Using a vocabulary and format our audience knows

Not ostensibly a charity video

It can reach a mass, mainstream audience

7

With a little help from our friends

Stories told by disabled peopleFocus groupsKickstartersDisabled talentCo-created contentOther charitiesMedia partnersQual and quant researchThe target audience!

Preparing for 2016We knew we needed to do something special for 2016 to top the huge success weve enjoyed so farWe have appointed new media and creative partnersWe also set ourselves some key principles

Co-creationBe brave Dont preach to the choirGo big or go home

9

Knowing our audience

10

This years advert

11

This years advert

12

This years advert

13

And what does it look like?

14

TOP SECRET

15

Let me tell you a story

The stories of disabled people have always been at the heart of End the Awkward. And this year will be no different.

Throughout the six weeks of the campaign well be highlighting hilarious awkward stories and anecdotes.

Well also have a series of What not to do videos featuring some tips from our friends

16

What weve learnt

Some people will hate it

But most people will love it

Be brave dont just listen to the loudest voices

Testing your content with ALL of your stakeholders

Let your stakeholders tell their story

Work with people who do funny for a living

17

Thank you

18

NCVO CAMPAIGNING CONFENCE:USING HUMOUR TO MAKE YOUR CAMPAIGN HIT HOME SEPTEMBER 2016

19

THE ISSUE

UNFAIR PRESCRIPTION FINES

People with diabetes and other long-term health conditions are entitled to free prescriptions, but technically need a medical exemption certificate. In practice, the rules were never enforced.September 2014: the NHS suddenly began strictly enforcing the rules in late 2014. Thousands of people with diabetes started being fined up to 100 for having claimed free prescriptions without having an up-to-date certificate.January 2015: Diabetes UK met with the NHS to make the case that these fines were unfair.

22

THE CREATIVE SPARK

THE POWER OF PARTRIDGE

Agreed objectives of campaign: to raise awareness of need for medical exception forms to secure a pause on fines get fines refunded.

Clear target for action: Dr. Dan Poulter MP

24

THE RESPONSE:DAN! STOP THE FINES

THE VIDEO

26

TWEETS ROLL IN.

27

THE REACTION AND IMAPCT

THE POWER OF PARTRIDGE

Third week of March: Dr Poulter says people will be given a chance to get exemption forms. Fourth week of March: Dr Poulter refunds all penalty charges.

29

RECOGNITION

PR Week Awards 2015Gold Award: Campaign of the Year winnerCampaign of the Year: Public Affairs winnerCampaign of the Year: Not-for-Profit winner

The Drum Social Buzz Awards 2015Best Socially Responsible Initiative nominated

30

THE RISKS AND CONCLUSIONS

LESSONS LEARNT

Dont over thinkShort and sweet Senior buy-in often essential Get the right people round the table Move quickly The behind the scenes still matters Humour is only one tool Money isnt everything

32

HITTING HOME IN OTHER WAYS

AMP SHOES

34

DANNY BEALESCAMPAIGNS & PUBLIC AFFAIRS MANAGER Danny.Beales@diabetes.org.uk

GET IN TOUCH

Using humour to get the message acrossIgnoring prostate cancer wont beat it

Gareth Ellis-ThomasHead of Digital

About prostate cancerProstate cancer is the most common cancer in men in the UK1 in 8 men will get prostate cancerOver 10,000 men die from prostate cancer every yearBy 2030, it will be the most common of all cancers 53% men aware of prostate cancer compared with 80% women aware of breast cancer*

*Prostate Cancer UK Public Awareness Study 201637

Its all about the man. We put the man at the centre of everything we do and thats embodied in the brand and all our communications.

We go to men where they are to get the message across

We do lots of work in sport

When were talking to men on their own turf we try to be sensitive about forcing key messages on them.

Most men dont expect to be told theyre going to die when they watch football.

Weve got previous

Spoof betting ads from 2013 shown during ad breaks of football matches42

2016 campaign brief11,832,242men in the UK aged 45-75

330,000 men living with prostate cancer

2016 campaign briefCreate a buzz that multiplies the impactMaximising organic reachConsider humour, creative juxtapositions of message and medium, breaking rules and taboos.

Ignoring prostate cancer wont beat it

Long version of the ad45

Ignoring prostate cancer wont beat it

Humour carried through on the website46

Did it work?

More than 45% increase in traffic to the website during campaign timeHighest level of unprompted awareness in brand trackingSome social media backlash (mainly from young men)

Website traffic about half of the increase came through our campaign microsite which contains most of our key messages about prostate cancer awareness (and humour), the other half was to our health information via search

Things to watch out forGot to get the organisation on board - buy in is crucialTest it with the target audienceComedy is about timing - we had to lose a lot in the 30 second advert

Thank you!

Prostate Cancer UK is a registered charity in England and Wales (1005541) and in Scotland (SC039332). Registered company number 02653887.