campaigning and social media

Social Media Conference

21 March 2012

www.charitycomms.org.uk

#CCsocmed

Social media and campaigning

Sophie JonesCampaigning Manager, Cancer Research UK

22 March, 2012

Agenda

• Campaigning at Cancer Research UK• Rules of engagement• Our radiotherapy campaign• Our tobacco campaign• Some challenges• Making it happen

We influence public policy at all levels to create the right

environment to beat cancer

Policy

1.Analysis

2.Policy development

3.Public facing policy docs &

commentary

4.Partnership

Public Affairs

1.Develop relationships

2.Briefings

3.Events

4.UK and EU

5.Local links and no

Government funding

Campaigning

1.Supporters, staff &

scientists support

2.Public support

3.Constituency voice

4.Face-to-face, online

Campaigning at Cancer Research UK

22 March, 2012

Rules of engagement

22 March, 2012

Rules of engagement

You

Key influencers

You

Campaigners

22 March, 2012

A Voice for Radiotherapy

22 March, 2012

Social communications

22 March, 2012

Who’s doing the asking?

‘Our radiotherapy campaign could save lives. 36,000 people are

missing out on the best treatment each year. Sign our petition.’

Cancer Research UK

‘Radiotherapy saved my life last year. I received radiotherapy to help treat my breast cancer. Please help me get this treatment to other people – help me get

to 10,000 signatures.’Elizabeth, survivor

‘Radiotherapy saved my life last year. I received radiotherapy to help treat my breast cancer. Please help me get this treatment to other people – help me get

to 10,000 signatures.’Elizabeth, survivor

‘Please sign this petition to help more people have access to radiotherapy treatments. As you know it’s been so

important to my family’Sally, your best friend

‘Please sign this petition to help more people have access to radiotherapy treatments. As you know it’s been so

important to my family’Sally, your best friend

Go where the audience is

22 March, 2012

http://thisisabuggslife.wordpress.com/

Ambassadors – building communities

22 March, 2012

Over 100 sign-ups at Real Ale event

College staff and students

Local choir, GPs, NCRN Consumer Liaison Event

Rotary club, local talks

Great North Run

Half page press coverage in the Blackpool Gazette

Charity quiz night

Exercise classes and bard dance event

Building communities

22 March, 2012

Key successes

• Over 36,000 people signed the petition- Ambassadors collected around 6,000 signatures- Around 50% of all signatories were brand new- Vast majority from social media

• Campaigning as a step between SM and other support

22 March, 2012

The answer is plain

22 March, 2012

An ear to the grapevine

22 March, 2012

Prepare your campaigners

• Toolkits• Direct debate from your supporters• Positive comments and ‘likes’

22 March, 2012

Integrated strategy

1. Supporters/ General public

2. Stakeholders

3. Media4. MPs and Lords

5. Senior government

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A message from our cousins down-under

22 March 2012

22 March, 2012

Some challenges

• Time & resource• Integrating that support offline• Debate on all sides• Giving up control• ‘Slacktivism’• Tunnel vision

22 March, 2012

Making it happen

• Create content people want to share• Be interested in conversations• Advocates engaging directly with key targets• It DOES take time and dedication to do well• Be authentic• Transparency – staff policies• Where possible, keep people ‘in the room’• Monitor conversations