Exhibitors:

Sponsor:

CHANGING BEHAVIOUR: TURNING YOUR CAMPAIGN INTO REALITY

CHAIR:VICKY BROWNINGDIRECTOR, CHARITY COMMS

SPEAKERS:ESMÉE RUSSELLHEAD OF POLICY AND INFLUENCING, STROKE ASSOCIATION

MICHAEL SANDERSCHIEF SCIENTIST AND HEAD OF RESEARCH AND EVALUATION, THE BEHAVIOURAL INSIGHTS TEAM

TANYA JOSEPHDIRECTOR OF BUSINESS PARTNERSHIPS, SPORTS ENGLAND

Stroke Helpline 0303 3033 100

stroke.org.uk

THE ACT FAST CAMPAIGNEsmée Russell

Head of Policy

@EsmeeRussell #NCVOCC

WHAT IS THE FAST CAMPAIGN?

Stroke Helpline 0303 3033 100

stroke.org.uk

WHY THE FAST TEST?

A NEW APPROACH

Stroke Helpline 0303 3033 100

stroke.org.uk

IMPACT

RISKS

Raise awareness but people don’t act

There are still barriers which prevent action

People wait for all three signs

Don’t realise it’s serious – person is breathing, nearly always cautious and often not in pain

Ignoring strokes which never display the FAST symptoms

Asking people to call 999 in an environment where people feel the NHS is already overwhelmed

Doesn’t recognise strokes can occur in younger people and children

Stroke Helpline 0303 3033 100

stroke.org.uk

Tanya Joseph

Campaign Director

• Non-departmental public body

• Increasing the number of people doing regular exercise

• Public funding of £300m per annum

Being sweaty Not being fit enough

Family should be more important

Having a red face

Not being good enough

Studying should take priority Not looking ‘made up’

Looking silly

Bringing the wrong equipment

Time with friends should be more important

Changing in front of others

Not being competitive enough

Being the only new person

Exercise isn’t cool

Wearing tight clothing

Not knowing the rules Showing their body

Holding back the group

Wearing sports clothing

Being ‘too’ good

Not appearing feminine

Body parts wobbling when exercising

Wearing the wrong clothing/kit

Developing too many muscles

Being seen as too competitive

FEAR OF JUDGEMENT

THREE AREAS OF JUDGMENT

PrioritiesAppearance

8/10

50%

girls aged 11-21 believe there is

too much discussion about

women’s weight in the media

of the same group say they would

like to look more like the pictures

of girls and women they see in the

media

Ability

BUTCH

RUBBISH

FAMILY

EXERCISE

Get women aged 14-40 exercising

Ground-breaking – fresh, surprising, disruptive

Reshape the language around

women and exercise

Ability to be owned by

women & partners long-term

Think ‘campaigning’, not a campaign

BEHAVIOUR CHANGE BRIEF

Our Manifesto

Women come in all shapes and sizes and all levels of ability.

It doesn’t matter if you’re rubbish or an expert.

The point is you’re a woman and you’re doing something.

To liberate women

from the judgements

that hold them back

ROLE FOR COMMUNICATIONS

A SASSY CELEBRATION OF ACTIVE WOMEN EVERYWHERE• Street cast

• Breadth of activities

• Variety of shapes, sizes & skill levels

• ALL with a ‘don’t give a damn’ attitude

THREE PHASES OF THE CAMPAIGN

REALISATION

INSPIRATION

SELF-

IDENTIFICATION

1000+ comments

REALISATION

REALISATION

REALISATION

LISTENING, CREATING & CURATING CONVERSATION

REALISATION

Inspiration

Self-identification

Self-identification

SELF-IDENTIFICATION

Stroke Helpline 0303 3033 100

stroke.org.uk

WE HAVE 8,400 DELIVERY PARTNERS

We’ve partnered with M&S and Sport Relief

40

This Girl Can has been talked about on

social media every day since launch on 12

Jan 2015

Stroke Helpline 0303 3033 100

stroke.org.uk

SIX LESSONS LEARNED (SO FAR…)

1. Plan, test, learn

2. Real insight is your foundation

3. Understand who your role models really are

4. Language and tone of voice is crucial

5. Engage – create & curate conversations that charm

6. Be bold, be brave