Working with partners to amplify your message: launching #IAMWHOLE | Behind the headlines: getting...

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Working with partners to amplify your message Martha Robinson NHS Brighton and Hove CCG Andrew Mortimer YMCA England

Transcript of Working with partners to amplify your message: launching #IAMWHOLE | Behind the headlines: getting...

Working with partners to amplify your message

Martha Robinson NHS Brighton and Hove CCGAndrew Mortimer YMCA England

A CAMPAIGN FIRST

• 222 pieces of earned UK media coverage with audience reach of just over 120m

• 1m earned views of campaign videos

• #IAMWHOLE trended all day on World Mental Health Day 2016

• Global social media engagement• 2nd recommended phrase on

Google search when you type ‘#ia…’

• Praised in Parliamentary debate on mental health

• Voted ‘Favourite Campaign’ in PR Week readers poll against Sky, Easyjet, NSPCC and Nicorette

• Supported by Govtministers including Secretary of State for Health Jeremy Hunt

First time NHS and YMCA have worked together on an

awareness project

BACKGROUND - YMCAYMCA England is a National Council, working in our Federation are 133 fully independent YMCA

• We’ve been steadily building our PR presence over the past 18 months• As a National Council, our most effective way into the media is through

our Research work that all stems from local YMCA residents• Our research into legal highs use in May 2016 – The Big Ban Theory –

was our most successful to date: 27 national media mentions 71 local media mentions 25% of YMCAs doing social media and press 500,000 Twitter impressions

• We had hit a glass ceiling of media coverage and local YMCA involvement

WE NEEDED SOMETHING DIFFERENT…

BACKGROUND - NHS & SPIRIT MEDIA

• Young people & parents said: hard to know where to go to

access advice and support schools could help more

• High rate of under-18 hospital admissions for self-harm

• Higher number of ‘suicide risk’ teenage groups

• 13% of population is 20-25 compared to England (8%)

• BORN IN BRIGHTON CAMPAIGN IDENTITY but with a wider, national reach

• CONNECT WITH YOUNG PEOPLE VIA MUSIC

• CREATE A CONCEPT AUDIENCE CAN INTERACT WITH

OUR STRATEGY…IN BRIGHTON & HOVE…

• Support behaviour change – young people seeking help earlier

• Raise awareness of www.findgetgive.com • Engage with schools and colleges• Create national campaign through NHS and YMCA

networks• Connect with young people online• Generate earned media coverage – national as

well as regional• Promote YMCA research expertise

CAMPAIGN AIMS

THE BIG IDEA

• NHS’s FIRST MUSIC VIDEO featuring a pop star and campaign

• WHOLE is a song about mental health struggles and ‘going round in circles’

• MUSIC VIDEO FEATURES CASE STUDIES from Brighton & Hove

• CIRCULAR THEME IN SONG inspired the campaign symbol

• SYMBOL REPRESENTS… being a whole person, irrespective of mental health difficulties, and of how joining together is the key to beating stigma

• CAMPAIGN CALL TO ACTION- Draw a circle on your hand - Post a selfie online - Challenge stigma and join the #IAMWHOLE community

‘Whole’ - Jordan Stephens (Wildhood)https://youtu.be/ZLLGD-7fTL4

HOW RESEARCH COULD HELP

YMCA ‘I AM WHOLE’ stigma research 2,072 interviews with young people aged 11-24 in England and Wales

44-page report Sent to media and Government on World Mental Health Day

Over 100 case study interviewsIncluded personal stories of young people, told in their own words

MEDIA APPROACH

NHS and Spirit• NHS first – music video featuring a pop star • Interviews with Jordan and case studies in videos• Celebrity supporters

YMCA • Nationwide research• www.findgetgive.com

Spokespeople• Jordan Stephens• Brighton & Hove GPs• YMCA Right Here volunteers and staff• NHS Clinical Director for Mental Health Tim Kendall • YMCA England Chief Executive Denise Hatton

BEYOND THE MEDIA

Schools and colleges• Challenge video and worksheet• Launch event for 100+ students

Social media • Thunderclap campaign• Celebrity endorsement

YMCA network• 133 groups across England & Wales• Regional press activity• Social media support

THE BIG SELLCelebrity / Case study / Clinician package for national TV, tabloids and Sussex media

Research-led story with case studies for newswires, broadsheets, radio and YMCA regions

THE BIG DAY

• GNS radio, Good Morning Britain and BBC Breakfast

• Extracts from 100 case study interviews published

• Other celebrities picked up the story and joined in

• Channel 5 News – Jordan and YMCA CEO live in the studio

MEDIA IMPACT

SOCIAL MEDIA

• Jordan and #IAMWHOLE trending throughout World Mental Health Day 2016

• 14.6k Tweets with a reach of 58.3 million impressions

• 6,405 posts on Instagram using #IAMWHOLE

• 1 million views of campaign and music videos

• 87,000 people on Facebook talking about #IAMWHOLE when Channel 5 news aired

RESPONSES FROM YOUNG PEOPLE

SHARING EXPERIENCES

SCHOOLS & COLLEGES

STAKEHOLDER SUPPORT

EVALUATION

TOTAL INVESTMENTCampaign budget (excluding cost of in-house teams’ time):

= £42,500

TOTAL RETURNMedia coverage and video views with an equivalent paid-for value of:

= £594,180

CPM (cost per 1000 people reached)

= 35p

Compared to UK PR industry CPM target of between £2.00 - £6.00 per 1000 for a national campaign

WHAT WE LEARNED

• 2 brands are better than 1

• Partnerships can help amplify your message

• Social media can generate behaviour change

• There will be bumps along the way

• Think big even if your budget isn’t!

OUR FAVOURITE MOMENTS• Giving young people the chance to have their voice

heard and combat stigma themselves:

LOUIS – in the BBC newsroom with us on World Mental Health Day

CONNIE – sharing her story through BBC online. “This is why we did this” said YMCA England’s CEO when she read it in the green room at Channel 5

• Seeing schools, celebrities and politicians we hadn’t approached posting #IAMWHOLE selfies online

• Reading the personal messages sent to Jordan by young people who had sought professional help after seeing the campaign

“Thank you for being so strong and speaking publicly about your mental health. I already feel a huge weight off my shoulders.”

OUR CONTACT DETAILS

Martha Robinson NHS BRIGHTON & HOVE

Twitter @MarthaKRobinsonTel 07786 905 499

Andrew MortimerYMCA

Twitter @andymort85Tel 07972 669 623

Visit the CharityComms website to

view slides from past events, see what

events we have coming up and to

check out what else we do:

www.charitycomms.org.uk

8 December 2016

London

#charityPR

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