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 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
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
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
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