how eric ran a successful awareness campaign on less than £500

Communications on a

Shoestring

Conference

27 June, 2012, London

#shoestringcomms

Banish the Wee Horror

Natasha Collins-Daniel

ERIC

ERIC Provides…

• Helpline

• Website

• Online Shop

• Leaflets

• Training

1 in 12 children and young people suffer with continence problems

A wee problem or a huge

opportunity?

• Pre campaign – no ongoing media work / strategy / dedicated person

• View that childhood continence problems = taboo / ‘unsexy’

An awareness campaign is born…Why bedwetting?• Helpline calls / trends • Largest group of sufferers

Objectives

• Raise awareness of bedwetting

• Encourage families to contact ERIC

• Increase awareness of ERIC’s services, resources and products

• Position ERIC as the only UK charity providing support

• Increase ERIC’s media coverage

Target audience

Only one in three come forward for help…

• Parents and families• Professionals working with children• Health professionals

Integration

• At first - Opinions divided…

•Lead by ERIC director and media manager

•Whole team involvement – brainstorming, communicating to specific audiences, distributing leaflets

Key messages

• Bedwetting is more common than most people realise

• Help is available from ERIC

Year 2 - Sleepover theme

Creativity

• Wee Horror mascot

• Sleepover theme

• Giant sleepover

• Case studies

Sponsors

Celebrities

Credibility supporters

Campaign tactics

• Relationships developed with key journalists

• Regular issuing of news releases

• Case studies and larger features

• Social media takeover

• Links with other organisations developed

• Leaflets and posters distributed

Viral email

Don’t let the Wee Horror stop at your house!

Campaign tactics

Following year...• Giveaways • Regional statistics • Dr Sarah Brewer as spokesperson • Website takeover• Recruited new celebrities • Asking ERIC supporters to distribute

campaign materials

Viral email

Budget

• Printing of leaflets / posters

• Freelance PR support

First two years - campaign total cost – under £500

Gift in Kind • Campaign visuals – Tangible - pro bono• Leaflet distribution

Rebranding

Campaign tactics

2011• Research to create newsworthy stats

• Mum bloggers

• Cybermummy sponsorship

• Radio 4 Appeal

Results

Results

2009• Helpline calls increased by 25%

• 35 pieces of coverage, 3 radio interviews total reach of over 5 million

• Successfully raised ERIC’s media profile – national coverage received

• 5,000 leaflets and 3,000 posters sent out

• Positive feedback

Results

2010 Helpline contacts increased by 31%

Web hits increased by 17%

The Wee Horror webpage received 2,500 unique hits

Giant Sleepover reached 20,000 people

Campaign recognised by Anne Milton – Health Minister

Brolly Sheets competition – 2,000 entries

37 pieces of coverage, 3 radio interviews and total reach of over 10 million

Achievements

Results

201111% increase in Helpline contacts29% increase in web hits 67 pieces of coverage and 2 radio interviews with a total reach over almost 5 million Social media – increase in Facebook likes andretweets

33% of coverage used the research findings

Radio 4 Appeal reached 1.9 million listeners and raised over £12,000

Lessons learned

• Bold campaign - unique• Made the subject easy to talk about• Creative character • Integrated

Questions?