the bee cause - friends of the earth. great comms campaigns i wish i'd done seminar, 18 june...
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Presentation title Slide 1 15/04/2023 10:13 AM
Me
Leonard Cheshire Disability
- Work for a world where everyone is equally valued
- Provide care and enabling services, eg employment
- Campaign
in the UK and in 54 other countries
But today I’m talking about…
Insight
Knew- People weren’t connecting with nature- FoE not always differentiated from
Greenpeace (even though v different)- Genuine problem for bees- Needed language that people could
understand- ‘The Bee Minister’
What is it?
Genuinely integrated policy, activism, communications and fundraising campaign
Targets on:- Media coverage – national, regional, lifestyle - Petition & campaign action numbers - Local group activities & events - MPs signing statement- Other allies- Income raised
What was good about it? • Achievements:
– Reach– 100 000 actions– Income – Plan
• Genuinely integrated message & tangible– Impact on range of audiences
• Repositioned Friends of the Earth• Focus on 1 thing across all activity • Long-term and short-term • Honesty
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