Opportunity KnocksPlanning, delivering and

measuring Age UK’s winter

campaign

Marianne Hewitt

Head of brand

Age UK

Charity/ fundraising environment

- Olive Cooke

- Call Centre tactics and list sharing

- % donations spent on good works

- Kids Co.

Safeguarding older people takes precedence

Cautious

Age UK brand challenges

• Balance of charity and commercial, challenge of a single

brand platform

• Apathy towards ageing as a cause

• Viewed as a service brand, hard to get our issues noticed

• Struggled to create a mass appeal fundraising

proposition in line with services strategy

• Inconsistent brand media spend

• … never won a COTY staff vote before

The objective behind the recent campaign:

• A single minded proposition

• A compelling and urgent need – a strong stat

• That builds trust

• That raises money

• In line and budget with services strategy

• Strong PR and media potential

• A platform for our network of 170 brand partners

Launched ‘No one’ January 2015 – emotional

engagement not fundraising campaign

• 3 in 4 adults who recalled the

campaign agreed it ‘made them

want to help older people who are

alone’

• Campaign shared on social media

• Strong response to tube campaign

• Emails from influencers

• Staff and network support

…Something to build on/ sharpen

We could only afford one brand campaign 15/16 -

decision to compete at Christmas - planning began

in May and involved many departments

• Brand

• Corporate fundraising

• Individual Giving

• Influencing

• Our brand partner network

• Call centre

• Finance!

• … ‘Cabinet’ meeting set up for buy-in

Media agency recommended a brave strategy,

not a conservative approach

Principles of plan

• Invest in and harness the power of the brand

• Cut through the November fundraising clutter via

creativity, and innovation

• An interesting campaign will not only stand out, it will be

memorable and therefore work harder for longer

• Demonstrate loneliness in relevant environments which

draw you in and elicit further action

• Partner with trusted voices

DR Radio

Outdoor

Print – DD/DM/Inserts

Consideration

Harvest Digital

StrategicPartnership

TV Partnership; PR

Uplift

Buzz

DRTV

Roles Funnel Proposed Media Channels

BRAND

BRANDRESPONSE

DR

Highly visible, consistent outdoor campaign

to build stature and awareness

An Integrated Direct Fundraising campaign

Influencing campaign

Editable templates for our 170 local partners –

include their own services

Digital display campaign re-targeting

people who had visited the website

2nd Nov PR launch on

South Bank

Sylvia Syms, Diana Moran,

Lionel Blair, Brian Murphy

John Lewis

Show

someone

they’re

loved this

Christmas

Age UK

No one

should

have no

one at

Christmas

Uplifting and

heart-

warming

Heart-

breaking but

solvable

Overall campaign phasing

November December

BRAND

G G

Outdoor posters, train and

tube panels

DIRECT RESPONSE

ACTIVITY

Roadside

posters

DRTV, Digital , Radio, Cold and warm DM, Door drop

G

LONELINESS

INFLUENCING CAMPAIGN Retail shops, partners, digital, own channels

Retail and Partner shops, website, Life magazine,

The Wireless, AmscreenAGE UK CHANNELS

Local partner Christmas lunch

G

John Lewis Christmas partnership: PR, online appeal

launch, retail campaign, TV 21 – 25 Dec

GOGGLEBOX

JOHN LEWIS

THE AUDIENCE

Measuring – 3 lenses

Base: 1,000 adults aged 16+ in Britain per wave. Source: Charity Awareness Monitor, Oct 2015, nfpSynergy

65%

70%

79% 79%80%

83% 82%83%

85% 85%86%

88%

84%85%

88%

May'11 Sep'11 Jan'12 Sep'12 Jan'13 Sep'13 Jan'14 Apr'14 Jul'14 Oct'14 Jan'15 Apr'15 July'15 Oct'15 Jan'16

Jan’14:

First

slight

drop to

82%

Jul-Dec’14:

Increase re-

established.

Maintained

post-Love

later life

Jan-

Apr’15:

Increase

after

LLL /

No One

Jul’15:

Dip to

pre

No One

levels

Total brand awareness has peaked again

following the winter campaign activity

99%

ABC1

55+ now

aware of

Age UK

Jan’16:

Peaks

again

after JL

/ GB /

No One

1. Quarterly Brand Tracking

‘No one should have no one at Christmas’ has

achieved strong recognition as an Age UK campaign

“Listed below are the names of a number of campaigns by charities: some are done through advertising, some are on TV or in the

newspaper. Please indicate whether you have heard of each of the following”

Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor ,Jan 2016, nfpSynergy

20% 21% 20% 19% 18% 18% 15% 14% 14%20%

21%

34%

19% 18%13%

13% 15% 12%

32%21%

0%

10%

20%

30%

40%

50%

60%

Age UK's

Spread the

Warmth (Jan

14)

Age UK's Care

in Crisis

(Apr'14)

Age UK's Big

Knit (Jan 14)

Age UK's Big

Knit (Jan 15)

Age UK's Big

Knit (Jan 16)

No one

should have

no one - Age

UK (Jan 15)

No one

should have

no one - Age

UK (Apr 15)

No one

should have

no one - Age

UK (Jul 15)

No one

should have

no one - Age

UK (Oct 15)

No one

should have

no one at

Christmas -

Age UK (Jan

16) Probably heard of Definitely heard of

No one should

have no one

Big KnitSpread

the

Warmth

No one should have

no one at ChristmasCare

in

Crisis

2. Quarterly Brand Tracking

Age UK TV ad raised awareness of loneliness as

an issue, promoted strong emotional engagement

and increased consideration

Q. Whether recall seeing the TV ad. Q. Which organisation was the ad for? Face to face in-home omnibus - conducted

with a nationally representative sample of 3,073 GB adults aged 16+ between 6th – 17th January 2016.

Unbranded TV ad shown to

respondents without end-frame

• TV ad made a strong emotional connection

• 61% recalled TV ad – main message seen as raising

awareness of loneliness among older people

• Ad seen as Emotional and Thought-provoking –

but Age UK still seen as Caring, Supportive,

Helpful & Compassionate

• 80% agreed it made them realise loneliness is

a real problem

• 76% agreed it made them want to help older people

who are alone.

• Consideration levels are up compared to previous

campaigns

2. Post TV campaign omnibus

Some very positive movement in some

of Age UK’s brand measures

• Advertising Awareness, Attention and Part of £25 have

all seen significant rises since the latest media activity

aired.

• And there has been a positive impact among the younger

audience

33

3. Charity Brand Index

Ingredients for success

Early planning

Strong creative

Consistent messaging

Trust in media agency

Power of good content on social media (can deliver

donations)

Partnerships

Involving stakeholders throughout

Visit the CharityComms website to

view slides from past events, see

what events we have coming up

and to check out what else we do:

www.charitycomms.org.uk

Conference

25 February 2016

London

#integratedcomms

Integrated campaigns:

planning, delivering and

evaluating

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