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combatstress.org.uk
Combat Stress and #22PushupChallenge
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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
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#22PushupChallenge
• Building a successful viral campaign
• Limited resources and budget
• Tips for success
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Tip 1: Preparation
• Quick (ish) response
• Research and anticipating the difficult questions
• Getting buy in and taking a risk?
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Tip 2: “Done is better than perfect”Ben Barry, designer (worked at Facebook)
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Tip 3: Take an integrated approach
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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
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Social and online coverage
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National media coverage
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Regional media coverage
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Broadcast coverage
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Tip 5: Learn from the experience
• Quicker response
• Building in house digital and video capability
• More confidence, less cautious
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#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
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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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8 December 2016
London#charityPR
Behind the headlines:getting your charity’s
story into the news