Message content activation: Winning campaigns in the new communications landscape [with Neo case...
description
Transcript of Message content activation: Winning campaigns in the new communications landscape [with Neo case...
Message content activation Winning campaigns in the new communications landscape21 May 2014
Picture by Flickr user Adam Wilson
1 A little about what we do
2 The new communications lsquomodelrsquo
3 User-generated viral campaigns two examples
4 Implications for campaigning organisations
Neo is a communications agency that takes care of the brands that are taking care of the world
We are a diverse team of strategists writers designers and digital thinkers who want to use our skills to make good things happen
The company we keep
How do you put hunger in the spotlight
Case Study Action Against Hunger ndash Annual Publication
By striking a balance
THE STORY
bull International humanitarian aid agency ACFAction Against Hunger have been working to reduce acute malnutrition for more than 30 years
bullBriefed to conceive design and edit an annual publication that told the story of undernutrition globally and raised the profile of ACFrsquos work to tackle it
bullCopy ndash worked closely with ACFrsquos small in-house communications team to name the publication (Hunger Matters) create a content plan develop a new tone of voice collate in-depth intelligent content from various sources including journalists and field workers before editing and where needed writing copy
bullDesign ndash combined impactful images with imaginative use of type and layout to create a heavyweight yet readable publication that has some of the gloss of a Vanity Fair type magazine but never glosses over the seriousness of its subject matter
Case Study Action Against Hunger ndash Annual Publication 6
THE SOLUTION
7Case Study Action Against Hunger ndash Annual Publication
8Case Study Action Against Hunger ndash Annual Publication
9Case Study Action Against Hunger ndash Annual Publication
Can a supermarket shopper save the planet
Case Study WWF-UK ndash Cerrado Campaign
bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil
bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast
bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it
Case Study WWF-UK ndash Cerrado Campaign
Hopefully
11
bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy
bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on
bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands
Case Study WWF-UK ndash Cerrado Campaign 12
Case Study WWF-UK ndash Cerrado Campaign 13
What else didwe do
bull Online social media strategy
bull Editorial and blogger outreach plan with new content pieces(including the making of video)
bull Strategic support for the WWF community manager
THE IMPACT
Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy
Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start
Watch film
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign 14
Case Study WWF-UK ndash Cerrado Campaign 15
ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo
Liz CallegariFood Campaign Manager WWF-UK
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign
DONrsquoT JUST TAKE OUR WORD FOR IT
16
How do you get 24525 students to say no to a beer
Case Study ActionAid ndash Schtop
bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out
bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public
bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials
bullSABMillerrsquos share prices dropped immediately after the launch
bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging
bullStudents at Edinburgh University voted to ban SABMiller products within all university bars
Case Study ActionAid ndash Schtop
Send them a message on a bottle
18
Case Study ActionAid ndash Schtop
THE SOLUTION
Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20
How do you tell a different story of Africa
Adeso ndash Before amp After
bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand
bullHad a dated brand and difficulty articulating their point of difference
bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience
bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa
bullNew name Adeso a word derived from the name African Development Solutions
bullBright hopeful images and stories of African ingenuity and strength
bullCopy ndash more emotion less jargon
bullRolled out on website impact report and event materials
21
By taking a closer look
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
1 A little about what we do
2 The new communications lsquomodelrsquo
3 User-generated viral campaigns two examples
4 Implications for campaigning organisations
Neo is a communications agency that takes care of the brands that are taking care of the world
We are a diverse team of strategists writers designers and digital thinkers who want to use our skills to make good things happen
The company we keep
How do you put hunger in the spotlight
Case Study Action Against Hunger ndash Annual Publication
By striking a balance
THE STORY
bull International humanitarian aid agency ACFAction Against Hunger have been working to reduce acute malnutrition for more than 30 years
bullBriefed to conceive design and edit an annual publication that told the story of undernutrition globally and raised the profile of ACFrsquos work to tackle it
bullCopy ndash worked closely with ACFrsquos small in-house communications team to name the publication (Hunger Matters) create a content plan develop a new tone of voice collate in-depth intelligent content from various sources including journalists and field workers before editing and where needed writing copy
bullDesign ndash combined impactful images with imaginative use of type and layout to create a heavyweight yet readable publication that has some of the gloss of a Vanity Fair type magazine but never glosses over the seriousness of its subject matter
Case Study Action Against Hunger ndash Annual Publication 6
THE SOLUTION
7Case Study Action Against Hunger ndash Annual Publication
8Case Study Action Against Hunger ndash Annual Publication
9Case Study Action Against Hunger ndash Annual Publication
Can a supermarket shopper save the planet
Case Study WWF-UK ndash Cerrado Campaign
bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil
bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast
bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it
Case Study WWF-UK ndash Cerrado Campaign
Hopefully
11
bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy
bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on
bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands
Case Study WWF-UK ndash Cerrado Campaign 12
Case Study WWF-UK ndash Cerrado Campaign 13
What else didwe do
bull Online social media strategy
bull Editorial and blogger outreach plan with new content pieces(including the making of video)
bull Strategic support for the WWF community manager
THE IMPACT
Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy
Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start
Watch film
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign 14
Case Study WWF-UK ndash Cerrado Campaign 15
ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo
Liz CallegariFood Campaign Manager WWF-UK
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign
DONrsquoT JUST TAKE OUR WORD FOR IT
16
How do you get 24525 students to say no to a beer
Case Study ActionAid ndash Schtop
bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out
bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public
bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials
bullSABMillerrsquos share prices dropped immediately after the launch
bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging
bullStudents at Edinburgh University voted to ban SABMiller products within all university bars
Case Study ActionAid ndash Schtop
Send them a message on a bottle
18
Case Study ActionAid ndash Schtop
THE SOLUTION
Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20
How do you tell a different story of Africa
Adeso ndash Before amp After
bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand
bullHad a dated brand and difficulty articulating their point of difference
bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience
bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa
bullNew name Adeso a word derived from the name African Development Solutions
bullBright hopeful images and stories of African ingenuity and strength
bullCopy ndash more emotion less jargon
bullRolled out on website impact report and event materials
21
By taking a closer look
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Neo is a communications agency that takes care of the brands that are taking care of the world
We are a diverse team of strategists writers designers and digital thinkers who want to use our skills to make good things happen
The company we keep
How do you put hunger in the spotlight
Case Study Action Against Hunger ndash Annual Publication
By striking a balance
THE STORY
bull International humanitarian aid agency ACFAction Against Hunger have been working to reduce acute malnutrition for more than 30 years
bullBriefed to conceive design and edit an annual publication that told the story of undernutrition globally and raised the profile of ACFrsquos work to tackle it
bullCopy ndash worked closely with ACFrsquos small in-house communications team to name the publication (Hunger Matters) create a content plan develop a new tone of voice collate in-depth intelligent content from various sources including journalists and field workers before editing and where needed writing copy
bullDesign ndash combined impactful images with imaginative use of type and layout to create a heavyweight yet readable publication that has some of the gloss of a Vanity Fair type magazine but never glosses over the seriousness of its subject matter
Case Study Action Against Hunger ndash Annual Publication 6
THE SOLUTION
7Case Study Action Against Hunger ndash Annual Publication
8Case Study Action Against Hunger ndash Annual Publication
9Case Study Action Against Hunger ndash Annual Publication
Can a supermarket shopper save the planet
Case Study WWF-UK ndash Cerrado Campaign
bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil
bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast
bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it
Case Study WWF-UK ndash Cerrado Campaign
Hopefully
11
bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy
bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on
bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands
Case Study WWF-UK ndash Cerrado Campaign 12
Case Study WWF-UK ndash Cerrado Campaign 13
What else didwe do
bull Online social media strategy
bull Editorial and blogger outreach plan with new content pieces(including the making of video)
bull Strategic support for the WWF community manager
THE IMPACT
Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy
Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start
Watch film
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign 14
Case Study WWF-UK ndash Cerrado Campaign 15
ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo
Liz CallegariFood Campaign Manager WWF-UK
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign
DONrsquoT JUST TAKE OUR WORD FOR IT
16
How do you get 24525 students to say no to a beer
Case Study ActionAid ndash Schtop
bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out
bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public
bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials
bullSABMillerrsquos share prices dropped immediately after the launch
bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging
bullStudents at Edinburgh University voted to ban SABMiller products within all university bars
Case Study ActionAid ndash Schtop
Send them a message on a bottle
18
Case Study ActionAid ndash Schtop
THE SOLUTION
Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20
How do you tell a different story of Africa
Adeso ndash Before amp After
bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand
bullHad a dated brand and difficulty articulating their point of difference
bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience
bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa
bullNew name Adeso a word derived from the name African Development Solutions
bullBright hopeful images and stories of African ingenuity and strength
bullCopy ndash more emotion less jargon
bullRolled out on website impact report and event materials
21
By taking a closer look
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
The company we keep
How do you put hunger in the spotlight
Case Study Action Against Hunger ndash Annual Publication
By striking a balance
THE STORY
bull International humanitarian aid agency ACFAction Against Hunger have been working to reduce acute malnutrition for more than 30 years
bullBriefed to conceive design and edit an annual publication that told the story of undernutrition globally and raised the profile of ACFrsquos work to tackle it
bullCopy ndash worked closely with ACFrsquos small in-house communications team to name the publication (Hunger Matters) create a content plan develop a new tone of voice collate in-depth intelligent content from various sources including journalists and field workers before editing and where needed writing copy
bullDesign ndash combined impactful images with imaginative use of type and layout to create a heavyweight yet readable publication that has some of the gloss of a Vanity Fair type magazine but never glosses over the seriousness of its subject matter
Case Study Action Against Hunger ndash Annual Publication 6
THE SOLUTION
7Case Study Action Against Hunger ndash Annual Publication
8Case Study Action Against Hunger ndash Annual Publication
9Case Study Action Against Hunger ndash Annual Publication
Can a supermarket shopper save the planet
Case Study WWF-UK ndash Cerrado Campaign
bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil
bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast
bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it
Case Study WWF-UK ndash Cerrado Campaign
Hopefully
11
bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy
bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on
bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands
Case Study WWF-UK ndash Cerrado Campaign 12
Case Study WWF-UK ndash Cerrado Campaign 13
What else didwe do
bull Online social media strategy
bull Editorial and blogger outreach plan with new content pieces(including the making of video)
bull Strategic support for the WWF community manager
THE IMPACT
Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy
Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start
Watch film
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign 14
Case Study WWF-UK ndash Cerrado Campaign 15
ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo
Liz CallegariFood Campaign Manager WWF-UK
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign
DONrsquoT JUST TAKE OUR WORD FOR IT
16
How do you get 24525 students to say no to a beer
Case Study ActionAid ndash Schtop
bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out
bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public
bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials
bullSABMillerrsquos share prices dropped immediately after the launch
bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging
bullStudents at Edinburgh University voted to ban SABMiller products within all university bars
Case Study ActionAid ndash Schtop
Send them a message on a bottle
18
Case Study ActionAid ndash Schtop
THE SOLUTION
Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20
How do you tell a different story of Africa
Adeso ndash Before amp After
bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand
bullHad a dated brand and difficulty articulating their point of difference
bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience
bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa
bullNew name Adeso a word derived from the name African Development Solutions
bullBright hopeful images and stories of African ingenuity and strength
bullCopy ndash more emotion less jargon
bullRolled out on website impact report and event materials
21
By taking a closer look
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
How do you put hunger in the spotlight
Case Study Action Against Hunger ndash Annual Publication
By striking a balance
THE STORY
bull International humanitarian aid agency ACFAction Against Hunger have been working to reduce acute malnutrition for more than 30 years
bullBriefed to conceive design and edit an annual publication that told the story of undernutrition globally and raised the profile of ACFrsquos work to tackle it
bullCopy ndash worked closely with ACFrsquos small in-house communications team to name the publication (Hunger Matters) create a content plan develop a new tone of voice collate in-depth intelligent content from various sources including journalists and field workers before editing and where needed writing copy
bullDesign ndash combined impactful images with imaginative use of type and layout to create a heavyweight yet readable publication that has some of the gloss of a Vanity Fair type magazine but never glosses over the seriousness of its subject matter
Case Study Action Against Hunger ndash Annual Publication 6
THE SOLUTION
7Case Study Action Against Hunger ndash Annual Publication
8Case Study Action Against Hunger ndash Annual Publication
9Case Study Action Against Hunger ndash Annual Publication
Can a supermarket shopper save the planet
Case Study WWF-UK ndash Cerrado Campaign
bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil
bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast
bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it
Case Study WWF-UK ndash Cerrado Campaign
Hopefully
11
bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy
bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on
bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands
Case Study WWF-UK ndash Cerrado Campaign 12
Case Study WWF-UK ndash Cerrado Campaign 13
What else didwe do
bull Online social media strategy
bull Editorial and blogger outreach plan with new content pieces(including the making of video)
bull Strategic support for the WWF community manager
THE IMPACT
Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy
Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start
Watch film
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign 14
Case Study WWF-UK ndash Cerrado Campaign 15
ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo
Liz CallegariFood Campaign Manager WWF-UK
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign
DONrsquoT JUST TAKE OUR WORD FOR IT
16
How do you get 24525 students to say no to a beer
Case Study ActionAid ndash Schtop
bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out
bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public
bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials
bullSABMillerrsquos share prices dropped immediately after the launch
bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging
bullStudents at Edinburgh University voted to ban SABMiller products within all university bars
Case Study ActionAid ndash Schtop
Send them a message on a bottle
18
Case Study ActionAid ndash Schtop
THE SOLUTION
Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20
How do you tell a different story of Africa
Adeso ndash Before amp After
bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand
bullHad a dated brand and difficulty articulating their point of difference
bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience
bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa
bullNew name Adeso a word derived from the name African Development Solutions
bullBright hopeful images and stories of African ingenuity and strength
bullCopy ndash more emotion less jargon
bullRolled out on website impact report and event materials
21
By taking a closer look
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
By striking a balance
THE STORY
bull International humanitarian aid agency ACFAction Against Hunger have been working to reduce acute malnutrition for more than 30 years
bullBriefed to conceive design and edit an annual publication that told the story of undernutrition globally and raised the profile of ACFrsquos work to tackle it
bullCopy ndash worked closely with ACFrsquos small in-house communications team to name the publication (Hunger Matters) create a content plan develop a new tone of voice collate in-depth intelligent content from various sources including journalists and field workers before editing and where needed writing copy
bullDesign ndash combined impactful images with imaginative use of type and layout to create a heavyweight yet readable publication that has some of the gloss of a Vanity Fair type magazine but never glosses over the seriousness of its subject matter
Case Study Action Against Hunger ndash Annual Publication 6
THE SOLUTION
7Case Study Action Against Hunger ndash Annual Publication
8Case Study Action Against Hunger ndash Annual Publication
9Case Study Action Against Hunger ndash Annual Publication
Can a supermarket shopper save the planet
Case Study WWF-UK ndash Cerrado Campaign
bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil
bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast
bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it
Case Study WWF-UK ndash Cerrado Campaign
Hopefully
11
bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy
bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on
bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands
Case Study WWF-UK ndash Cerrado Campaign 12
Case Study WWF-UK ndash Cerrado Campaign 13
What else didwe do
bull Online social media strategy
bull Editorial and blogger outreach plan with new content pieces(including the making of video)
bull Strategic support for the WWF community manager
THE IMPACT
Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy
Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start
Watch film
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign 14
Case Study WWF-UK ndash Cerrado Campaign 15
ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo
Liz CallegariFood Campaign Manager WWF-UK
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign
DONrsquoT JUST TAKE OUR WORD FOR IT
16
How do you get 24525 students to say no to a beer
Case Study ActionAid ndash Schtop
bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out
bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public
bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials
bullSABMillerrsquos share prices dropped immediately after the launch
bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging
bullStudents at Edinburgh University voted to ban SABMiller products within all university bars
Case Study ActionAid ndash Schtop
Send them a message on a bottle
18
Case Study ActionAid ndash Schtop
THE SOLUTION
Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20
How do you tell a different story of Africa
Adeso ndash Before amp After
bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand
bullHad a dated brand and difficulty articulating their point of difference
bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience
bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa
bullNew name Adeso a word derived from the name African Development Solutions
bullBright hopeful images and stories of African ingenuity and strength
bullCopy ndash more emotion less jargon
bullRolled out on website impact report and event materials
21
By taking a closer look
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
THE SOLUTION
7Case Study Action Against Hunger ndash Annual Publication
8Case Study Action Against Hunger ndash Annual Publication
9Case Study Action Against Hunger ndash Annual Publication
Can a supermarket shopper save the planet
Case Study WWF-UK ndash Cerrado Campaign
bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil
bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast
bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it
Case Study WWF-UK ndash Cerrado Campaign
Hopefully
11
bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy
bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on
bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands
Case Study WWF-UK ndash Cerrado Campaign 12
Case Study WWF-UK ndash Cerrado Campaign 13
What else didwe do
bull Online social media strategy
bull Editorial and blogger outreach plan with new content pieces(including the making of video)
bull Strategic support for the WWF community manager
THE IMPACT
Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy
Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start
Watch film
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign 14
Case Study WWF-UK ndash Cerrado Campaign 15
ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo
Liz CallegariFood Campaign Manager WWF-UK
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign
DONrsquoT JUST TAKE OUR WORD FOR IT
16
How do you get 24525 students to say no to a beer
Case Study ActionAid ndash Schtop
bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out
bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public
bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials
bullSABMillerrsquos share prices dropped immediately after the launch
bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging
bullStudents at Edinburgh University voted to ban SABMiller products within all university bars
Case Study ActionAid ndash Schtop
Send them a message on a bottle
18
Case Study ActionAid ndash Schtop
THE SOLUTION
Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20
How do you tell a different story of Africa
Adeso ndash Before amp After
bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand
bullHad a dated brand and difficulty articulating their point of difference
bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience
bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa
bullNew name Adeso a word derived from the name African Development Solutions
bullBright hopeful images and stories of African ingenuity and strength
bullCopy ndash more emotion less jargon
bullRolled out on website impact report and event materials
21
By taking a closer look
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
8Case Study Action Against Hunger ndash Annual Publication
9Case Study Action Against Hunger ndash Annual Publication
Can a supermarket shopper save the planet
Case Study WWF-UK ndash Cerrado Campaign
bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil
bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast
bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it
Case Study WWF-UK ndash Cerrado Campaign
Hopefully
11
bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy
bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on
bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands
Case Study WWF-UK ndash Cerrado Campaign 12
Case Study WWF-UK ndash Cerrado Campaign 13
What else didwe do
bull Online social media strategy
bull Editorial and blogger outreach plan with new content pieces(including the making of video)
bull Strategic support for the WWF community manager
THE IMPACT
Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy
Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start
Watch film
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign 14
Case Study WWF-UK ndash Cerrado Campaign 15
ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo
Liz CallegariFood Campaign Manager WWF-UK
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign
DONrsquoT JUST TAKE OUR WORD FOR IT
16
How do you get 24525 students to say no to a beer
Case Study ActionAid ndash Schtop
bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out
bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public
bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials
bullSABMillerrsquos share prices dropped immediately after the launch
bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging
bullStudents at Edinburgh University voted to ban SABMiller products within all university bars
Case Study ActionAid ndash Schtop
Send them a message on a bottle
18
Case Study ActionAid ndash Schtop
THE SOLUTION
Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20
How do you tell a different story of Africa
Adeso ndash Before amp After
bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand
bullHad a dated brand and difficulty articulating their point of difference
bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience
bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa
bullNew name Adeso a word derived from the name African Development Solutions
bullBright hopeful images and stories of African ingenuity and strength
bullCopy ndash more emotion less jargon
bullRolled out on website impact report and event materials
21
By taking a closer look
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
9Case Study Action Against Hunger ndash Annual Publication
Can a supermarket shopper save the planet
Case Study WWF-UK ndash Cerrado Campaign
bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil
bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast
bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it
Case Study WWF-UK ndash Cerrado Campaign
Hopefully
11
bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy
bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on
bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands
Case Study WWF-UK ndash Cerrado Campaign 12
Case Study WWF-UK ndash Cerrado Campaign 13
What else didwe do
bull Online social media strategy
bull Editorial and blogger outreach plan with new content pieces(including the making of video)
bull Strategic support for the WWF community manager
THE IMPACT
Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy
Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start
Watch film
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign 14
Case Study WWF-UK ndash Cerrado Campaign 15
ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo
Liz CallegariFood Campaign Manager WWF-UK
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign
DONrsquoT JUST TAKE OUR WORD FOR IT
16
How do you get 24525 students to say no to a beer
Case Study ActionAid ndash Schtop
bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out
bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public
bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials
bullSABMillerrsquos share prices dropped immediately after the launch
bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging
bullStudents at Edinburgh University voted to ban SABMiller products within all university bars
Case Study ActionAid ndash Schtop
Send them a message on a bottle
18
Case Study ActionAid ndash Schtop
THE SOLUTION
Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20
How do you tell a different story of Africa
Adeso ndash Before amp After
bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand
bullHad a dated brand and difficulty articulating their point of difference
bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience
bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa
bullNew name Adeso a word derived from the name African Development Solutions
bullBright hopeful images and stories of African ingenuity and strength
bullCopy ndash more emotion less jargon
bullRolled out on website impact report and event materials
21
By taking a closer look
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Can a supermarket shopper save the planet
Case Study WWF-UK ndash Cerrado Campaign
bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil
bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast
bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it
Case Study WWF-UK ndash Cerrado Campaign
Hopefully
11
bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy
bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on
bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands
Case Study WWF-UK ndash Cerrado Campaign 12
Case Study WWF-UK ndash Cerrado Campaign 13
What else didwe do
bull Online social media strategy
bull Editorial and blogger outreach plan with new content pieces(including the making of video)
bull Strategic support for the WWF community manager
THE IMPACT
Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy
Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start
Watch film
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign 14
Case Study WWF-UK ndash Cerrado Campaign 15
ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo
Liz CallegariFood Campaign Manager WWF-UK
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign
DONrsquoT JUST TAKE OUR WORD FOR IT
16
How do you get 24525 students to say no to a beer
Case Study ActionAid ndash Schtop
bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out
bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public
bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials
bullSABMillerrsquos share prices dropped immediately after the launch
bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging
bullStudents at Edinburgh University voted to ban SABMiller products within all university bars
Case Study ActionAid ndash Schtop
Send them a message on a bottle
18
Case Study ActionAid ndash Schtop
THE SOLUTION
Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20
How do you tell a different story of Africa
Adeso ndash Before amp After
bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand
bullHad a dated brand and difficulty articulating their point of difference
bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience
bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa
bullNew name Adeso a word derived from the name African Development Solutions
bullBright hopeful images and stories of African ingenuity and strength
bullCopy ndash more emotion less jargon
bullRolled out on website impact report and event materials
21
By taking a closer look
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil
bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast
bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it
Case Study WWF-UK ndash Cerrado Campaign
Hopefully
11
bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy
bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on
bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands
Case Study WWF-UK ndash Cerrado Campaign 12
Case Study WWF-UK ndash Cerrado Campaign 13
What else didwe do
bull Online social media strategy
bull Editorial and blogger outreach plan with new content pieces(including the making of video)
bull Strategic support for the WWF community manager
THE IMPACT
Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy
Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start
Watch film
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign 14
Case Study WWF-UK ndash Cerrado Campaign 15
ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo
Liz CallegariFood Campaign Manager WWF-UK
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign
DONrsquoT JUST TAKE OUR WORD FOR IT
16
How do you get 24525 students to say no to a beer
Case Study ActionAid ndash Schtop
bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out
bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public
bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials
bullSABMillerrsquos share prices dropped immediately after the launch
bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging
bullStudents at Edinburgh University voted to ban SABMiller products within all university bars
Case Study ActionAid ndash Schtop
Send them a message on a bottle
18
Case Study ActionAid ndash Schtop
THE SOLUTION
Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20
How do you tell a different story of Africa
Adeso ndash Before amp After
bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand
bullHad a dated brand and difficulty articulating their point of difference
bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience
bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa
bullNew name Adeso a word derived from the name African Development Solutions
bullBright hopeful images and stories of African ingenuity and strength
bullCopy ndash more emotion less jargon
bullRolled out on website impact report and event materials
21
By taking a closer look
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy
bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on
bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands
Case Study WWF-UK ndash Cerrado Campaign 12
Case Study WWF-UK ndash Cerrado Campaign 13
What else didwe do
bull Online social media strategy
bull Editorial and blogger outreach plan with new content pieces(including the making of video)
bull Strategic support for the WWF community manager
THE IMPACT
Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy
Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start
Watch film
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign 14
Case Study WWF-UK ndash Cerrado Campaign 15
ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo
Liz CallegariFood Campaign Manager WWF-UK
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign
DONrsquoT JUST TAKE OUR WORD FOR IT
16
How do you get 24525 students to say no to a beer
Case Study ActionAid ndash Schtop
bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out
bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public
bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials
bullSABMillerrsquos share prices dropped immediately after the launch
bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging
bullStudents at Edinburgh University voted to ban SABMiller products within all university bars
Case Study ActionAid ndash Schtop
Send them a message on a bottle
18
Case Study ActionAid ndash Schtop
THE SOLUTION
Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20
How do you tell a different story of Africa
Adeso ndash Before amp After
bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand
bullHad a dated brand and difficulty articulating their point of difference
bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience
bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa
bullNew name Adeso a word derived from the name African Development Solutions
bullBright hopeful images and stories of African ingenuity and strength
bullCopy ndash more emotion less jargon
bullRolled out on website impact report and event materials
21
By taking a closer look
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Case Study WWF-UK ndash Cerrado Campaign 13
What else didwe do
bull Online social media strategy
bull Editorial and blogger outreach plan with new content pieces(including the making of video)
bull Strategic support for the WWF community manager
THE IMPACT
Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy
Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start
Watch film
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign 14
Case Study WWF-UK ndash Cerrado Campaign 15
ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo
Liz CallegariFood Campaign Manager WWF-UK
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign
DONrsquoT JUST TAKE OUR WORD FOR IT
16
How do you get 24525 students to say no to a beer
Case Study ActionAid ndash Schtop
bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out
bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public
bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials
bullSABMillerrsquos share prices dropped immediately after the launch
bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging
bullStudents at Edinburgh University voted to ban SABMiller products within all university bars
Case Study ActionAid ndash Schtop
Send them a message on a bottle
18
Case Study ActionAid ndash Schtop
THE SOLUTION
Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20
How do you tell a different story of Africa
Adeso ndash Before amp After
bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand
bullHad a dated brand and difficulty articulating their point of difference
bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience
bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa
bullNew name Adeso a word derived from the name African Development Solutions
bullBright hopeful images and stories of African ingenuity and strength
bullCopy ndash more emotion less jargon
bullRolled out on website impact report and event materials
21
By taking a closer look
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
THE IMPACT
Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy
Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start
Watch film
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign 14
Case Study WWF-UK ndash Cerrado Campaign 15
ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo
Liz CallegariFood Campaign Manager WWF-UK
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign
DONrsquoT JUST TAKE OUR WORD FOR IT
16
How do you get 24525 students to say no to a beer
Case Study ActionAid ndash Schtop
bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out
bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public
bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials
bullSABMillerrsquos share prices dropped immediately after the launch
bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging
bullStudents at Edinburgh University voted to ban SABMiller products within all university bars
Case Study ActionAid ndash Schtop
Send them a message on a bottle
18
Case Study ActionAid ndash Schtop
THE SOLUTION
Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20
How do you tell a different story of Africa
Adeso ndash Before amp After
bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand
bullHad a dated brand and difficulty articulating their point of difference
bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience
bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa
bullNew name Adeso a word derived from the name African Development Solutions
bullBright hopeful images and stories of African ingenuity and strength
bullCopy ndash more emotion less jargon
bullRolled out on website impact report and event materials
21
By taking a closer look
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Case Study WWF-UK ndash Cerrado Campaign 15
ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo
Liz CallegariFood Campaign Manager WWF-UK
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign
DONrsquoT JUST TAKE OUR WORD FOR IT
16
How do you get 24525 students to say no to a beer
Case Study ActionAid ndash Schtop
bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out
bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public
bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials
bullSABMillerrsquos share prices dropped immediately after the launch
bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging
bullStudents at Edinburgh University voted to ban SABMiller products within all university bars
Case Study ActionAid ndash Schtop
Send them a message on a bottle
18
Case Study ActionAid ndash Schtop
THE SOLUTION
Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20
How do you tell a different story of Africa
Adeso ndash Before amp After
bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand
bullHad a dated brand and difficulty articulating their point of difference
bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience
bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa
bullNew name Adeso a word derived from the name African Development Solutions
bullBright hopeful images and stories of African ingenuity and strength
bullCopy ndash more emotion less jargon
bullRolled out on website impact report and event materials
21
By taking a closer look
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo
Liz CallegariFood Campaign Manager WWF-UK
193000 views and counting
Case Study WWF-UK ndash Cerrado Campaign
DONrsquoT JUST TAKE OUR WORD FOR IT
16
How do you get 24525 students to say no to a beer
Case Study ActionAid ndash Schtop
bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out
bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public
bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials
bullSABMillerrsquos share prices dropped immediately after the launch
bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging
bullStudents at Edinburgh University voted to ban SABMiller products within all university bars
Case Study ActionAid ndash Schtop
Send them a message on a bottle
18
Case Study ActionAid ndash Schtop
THE SOLUTION
Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20
How do you tell a different story of Africa
Adeso ndash Before amp After
bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand
bullHad a dated brand and difficulty articulating their point of difference
bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience
bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa
bullNew name Adeso a word derived from the name African Development Solutions
bullBright hopeful images and stories of African ingenuity and strength
bullCopy ndash more emotion less jargon
bullRolled out on website impact report and event materials
21
By taking a closer look
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
How do you get 24525 students to say no to a beer
Case Study ActionAid ndash Schtop
bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out
bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public
bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials
bullSABMillerrsquos share prices dropped immediately after the launch
bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging
bullStudents at Edinburgh University voted to ban SABMiller products within all university bars
Case Study ActionAid ndash Schtop
Send them a message on a bottle
18
Case Study ActionAid ndash Schtop
THE SOLUTION
Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20
How do you tell a different story of Africa
Adeso ndash Before amp After
bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand
bullHad a dated brand and difficulty articulating their point of difference
bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience
bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa
bullNew name Adeso a word derived from the name African Development Solutions
bullBright hopeful images and stories of African ingenuity and strength
bullCopy ndash more emotion less jargon
bullRolled out on website impact report and event materials
21
By taking a closer look
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out
bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public
bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials
bullSABMillerrsquos share prices dropped immediately after the launch
bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging
bullStudents at Edinburgh University voted to ban SABMiller products within all university bars
Case Study ActionAid ndash Schtop
Send them a message on a bottle
18
Case Study ActionAid ndash Schtop
THE SOLUTION
Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20
How do you tell a different story of Africa
Adeso ndash Before amp After
bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand
bullHad a dated brand and difficulty articulating their point of difference
bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience
bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa
bullNew name Adeso a word derived from the name African Development Solutions
bullBright hopeful images and stories of African ingenuity and strength
bullCopy ndash more emotion less jargon
bullRolled out on website impact report and event materials
21
By taking a closer look
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Case Study ActionAid ndash Schtop
THE SOLUTION
Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20
How do you tell a different story of Africa
Adeso ndash Before amp After
bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand
bullHad a dated brand and difficulty articulating their point of difference
bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience
bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa
bullNew name Adeso a word derived from the name African Development Solutions
bullBright hopeful images and stories of African ingenuity and strength
bullCopy ndash more emotion less jargon
bullRolled out on website impact report and event materials
21
By taking a closer look
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20
How do you tell a different story of Africa
Adeso ndash Before amp After
bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand
bullHad a dated brand and difficulty articulating their point of difference
bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience
bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa
bullNew name Adeso a word derived from the name African Development Solutions
bullBright hopeful images and stories of African ingenuity and strength
bullCopy ndash more emotion less jargon
bullRolled out on website impact report and event materials
21
By taking a closer look
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Adeso ndash Before amp After
bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand
bullHad a dated brand and difficulty articulating their point of difference
bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience
bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa
bullNew name Adeso a word derived from the name African Development Solutions
bullBright hopeful images and stories of African ingenuity and strength
bullCopy ndash more emotion less jargon
bullRolled out on website impact report and event materials
21
By taking a closer look
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Case Study Adeso ndash Strategy and Rebrand
THE STORY
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Adeso ndash Before amp After 23
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Adeso ndash Before amp After 24
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
What we can see happening in campaigning
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK
Picture by Flickr user Adam Wilson
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Conventional campaign model
Message Content Activation
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Conventional campaign model
Message Content Activation
Brand Public
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
New campaign lsquomodelrsquo
Message Content
Activation
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
New campaign lsquomodelrsquo
Message Content
Activation
Brand Public
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
31
Picture by Flickr user Peter Zoon
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
32
Itrsquos become hard to see where things begin and where they end
Picture by Flickr user Peter Zoon
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Two powerful examples of whatrsquos starting to happen in this new landscape
Picture by Flickr user Aaron Wilson
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
nomakeupselfie
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
35
nomakeupselfie
-euro10 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
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
36
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
38
nomakeupselfie
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
39
nomakeupselfie
From metro blog
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
40
nomakeupselfie
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Oscars gossip Backlash Oscars gossip Backlash
Adopted for cancer
awareness
Viral charity
campaign
CRUK get involved
Donation ask added
nomakeupselfie
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
42
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 pound8million 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 lsquocampaignrsquo lasted just a couple of weeks
[asides]
- around pound18K was pledged to UNICEF after a mix-up with text giving
- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
mentalpatient
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
44
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 lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
45
mentalpatient
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
46
mentalpatient
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
47
mentalpatient
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
48
mentalpatient
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
49
mentalpatient
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Retail blunder
Twitter backlash
mentalpatient selfies
mentalpatient
Viral campaign
Mental health charities involved
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
51
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 amp 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 lsquotipping pointrsquo may have been reached in public discourse of mental health issues
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
What can we learn
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
53
People want to be part of the story
Picture by Flickr user John Ragai
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
54
People may want their own story to be part of the bigger story
Picture by Flickr user John Ragai
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
55
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
56
ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation
ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)
lsquoThe genius is in the crowdrsquo
Picture by Flickr user Scott S
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
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
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
The moment of truth may not be in office hours
ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo
- Aaron Eccles Senior Social Media Manager Cancer
Picture by Flickr user Sune Askjaer
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
59
Adventurousness required
Picture by Flickr user Erik Charlton
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
60
Adventurousness required
ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[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
ldquoEverything hinges on an adventurous culturerdquo
- Matt Collins Charity Chap
Picture by Flickr user Erik Charlton
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
61
Adventurousness required The role of organisations
Text
Picture by Flickr user Chad Cooper
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
62
Adventurousness required The role of organisations
1) Responsive
Picture by Flickr user Chad Cooper
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
63
Adventurousness required The role of organisations
1) Responsive
2) Trusted
Picture by Flickr user Chad Cooper
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
64
Adventurousness required The role of organisations
1) Responsive
2) Trusted
3) A partner not an owner
Picture by Flickr user Chad Cooper
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
The real social media
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
66
Pinterest - Ami Musarsquos story - UNICEF
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
67
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
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
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Collaborating creates a different kind of connection
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Will this be as relevant to development agencies
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson
Picture by Flickr user khovatrond
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
72
A spirit of adventure
Picture by Flickr user Michael Fleshman
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
73
A spirit of adventure
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Letrsquos talk
+44 (0)1273 600 500talkweareneocom
Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom
+44 (0)1273 600 500 talkweareneocomweareneocom
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you
Picture credits Creative commons licensed
Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)
Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)
Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)
Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)
Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)
Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)
William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)
Thank you