designing a successful viral challenge campaign | behind the headlines: getting your charity’s...

combatstress.org.uk

Combat Stress and #22PushupChallenge

Combat Stress

• Combat Stress is the UK’s leading mental health charity for veterans

• We provide free specialist clinical treatment and support to ex-servicemen and women across the UK with mental health problems

• We treat conditions including Post-Traumatic Stress Disorder (PTSD), depression and anxiety

#22PushupChallenge

• Building a successful viral campaign

• Limited resources and budget

• Tips for success

Tip 1: Preparation

• Quick (ish) response

• Research and anticipating the difficult questions

• Getting buy in and taking a risk?

Tip 2: “Done is better than perfect”Ben Barry, designer (worked at Facebook)

Tip 3: Take an integrated approach

Tip 4: Remember the PR basics

• Press releases to announce, set targets and updates

• Supporter, employee and veteran video generated content – case studies

• Timings and hooks

Social and online coverage

National media coverage

Regional media coverage

Broadcast coverage

Tip 5: Learn from the experience

• Quicker response

• Building in house digital and video capability

• More confidence, less cautious

#22PushupChallenge: Achievements

500% in social media reach

300+ pieces of media coverage

65% increase in visits to our website

£250,000+ donated (our target is £1 million)

19,000 people have donated

Increase in calls to our helpline

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

Behind the headlines:getting your charity’s

story into the news