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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