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Sophie Jones, Cancer Research UK www.charitycomms.org.uk/events
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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
22 March, 2012
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
