CharityComms seminar: effective campaigning and brand repositioning

Posted by EmmaWickenden

When	Sep 23, 2009 from 02:30 pm to 04:30 pm
Where	St Albans Centre, 18 Brooke Street, London, EC1N 7RD
About	general
Type	general

by EmmaWickenden — last modified Feb 12, 2010 10:04 AM

This is a half-day seminar featuring the following speakers:

Joe Barrell, Director of Communications, Save the Children

Save the Children has a long history of using powerful photography to mobilise supporters. In January 2009 they launched the Enough is Enough campaign which used press advertising featuring an emotive image of a distressed boy who'd just learned his uncle had been killed in the strikes in Gaza, being comforted by his mother. The image featured a text petition for people to call for a ceasefire, and a Facebook site, which together resulted in more than 200,000 responses within the first few days. This led to the delivery of a petition to Downing Street, with a large number of petitioners converting to committed supporters.

Focusing on the strategy behind the campaign Joe will tell us about how Save the Children is embracing new and integrated campaigning techniques and how your charity can too.

Max du Bois, Executive Director, Spencer du Bois

Breast Cancer Care want every person affected by breast cancer to get the best treatment, information and support. However, a crowded and confusing environment meant people were potentially missing out on support when they needed it most. Realising the need to clearly articulate what they do and claim their territory, the charity decided to review its positioning and identity.

Sonya Roberts, former Senior Media and Communications Consultant, Parkinson's Disease Society, and Paul Thomas, Senior Consultant, Trimedia UK

The successful Brain Donor Appeal launched Parkinson's Awareness Week in April 2009. It was a call for people with and without Parkinson's to register to donate their brains with the Parkinson’s Disease Society (PDS) Brain Bank. One of the aims of the campaign was to double the number of people on the register to 2000, by the end of 2009.

After the first appearance, on BBC Breakfast, by the PDS President Jane Asher, there were 700 email enquiries and within two months the registration target was met. Every national newspaper covered the story – some covered it twice. The story appeared in over 60 regional newspapers and it generated dozens of interviews for national and regional broadcast media.

Find out about the strategy behind the successful Brain Donor Appeal campaign, plus hear about its aims, successes, failures and overall impact.

Find out about the strategy behind the rebrand, the practicalities of research and consultation to identify a differentiating positioning, and how this then informed the visual identity and support for raising awareness and fundraising.