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*Updated 29 May 2014 with new links + image credits* Our head of digital Charlie and MD Nicole presented these slides to an audience of aid and humanitarian agencies in Copenhagen on 21 May 2014. They illustrate how, in addition to the conventional campaign process, hugely successful campaigns are coming up from grassroots to go viral and change the way we think about the role of organisations in supporting change.
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Message, content, activation: Winning campaigns in the new communications landscape 21 May 2014 Picture by Flickr user Adam Wilson
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Page 1: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

Message content activation Winning campaigns in the new communications landscape21 May 2014

Picture by Flickr user Adam Wilson

1 A little about what we do

2 The new communications lsquomodelrsquo

3 User-generated viral campaigns two examples

4 Implications for campaigning organisations

Neo is a communications agency that takes care of the brands that are taking care of the world

We are a diverse team of strategists writers designers and digital thinkers who want to use our skills to make good things happen

The company we keep

How do you put hunger in the spotlight

Case Study Action Against Hunger ndash Annual Publication

By striking a balance

THE STORY

bull International humanitarian aid agency ACFAction Against Hunger have been working to reduce acute malnutrition for more than 30 years

bullBriefed to conceive design and edit an annual publication that told the story of undernutrition globally and raised the profile of ACFrsquos work to tackle it

bullCopy ndash worked closely with ACFrsquos small in-house communications team to name the publication (Hunger Matters) create a content plan develop a new tone of voice collate in-depth intelligent content from various sources including journalists and field workers before editing and where needed writing copy

bullDesign ndash combined impactful images with imaginative use of type and layout to create a heavyweight yet readable publication that has some of the gloss of a Vanity Fair type magazine but never glosses over the seriousness of its subject matter

Case Study Action Against Hunger ndash Annual Publication 6

THE SOLUTION

7Case Study Action Against Hunger ndash Annual Publication

8Case Study Action Against Hunger ndash Annual Publication

9Case Study Action Against Hunger ndash Annual Publication

Can a supermarket shopper save the planet

Case Study WWF-UK ndash Cerrado Campaign

bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil

bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast

bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it

Case Study WWF-UK ndash Cerrado Campaign

Hopefully

11

bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy

bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on

bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands

Case Study WWF-UK ndash Cerrado Campaign 12

Case Study WWF-UK ndash Cerrado Campaign 13

What else didwe do

bull Online social media strategy

bull Editorial and blogger outreach plan with new content pieces(including the making of video)

bull Strategic support for the WWF community manager

THE IMPACT

Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy

Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start

Watch film

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign 14

Case Study WWF-UK ndash Cerrado Campaign 15

ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo

Liz CallegariFood Campaign Manager WWF-UK

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign

DONrsquoT JUST TAKE OUR WORD FOR IT

16

How do you get 24525 students to say no to a beer

Case Study ActionAid ndash Schtop

bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out

bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public

bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials

bullSABMillerrsquos share prices dropped immediately after the launch

bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging

bullStudents at Edinburgh University voted to ban SABMiller products within all university bars

Case Study ActionAid ndash Schtop

Send them a message on a bottle

18

Case Study ActionAid ndash Schtop

THE SOLUTION

Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20

How do you tell a different story of Africa

Adeso ndash Before amp After

bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand

bullHad a dated brand and difficulty articulating their point of difference

bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience

bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa

bullNew name Adeso a word derived from the name African Development Solutions

bullBright hopeful images and stories of African ingenuity and strength

bullCopy ndash more emotion less jargon

bullRolled out on website impact report and event materials

21

By taking a closer look

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 2: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

1 A little about what we do

2 The new communications lsquomodelrsquo

3 User-generated viral campaigns two examples

4 Implications for campaigning organisations

Neo is a communications agency that takes care of the brands that are taking care of the world

We are a diverse team of strategists writers designers and digital thinkers who want to use our skills to make good things happen

The company we keep

How do you put hunger in the spotlight

Case Study Action Against Hunger ndash Annual Publication

By striking a balance

THE STORY

bull International humanitarian aid agency ACFAction Against Hunger have been working to reduce acute malnutrition for more than 30 years

bullBriefed to conceive design and edit an annual publication that told the story of undernutrition globally and raised the profile of ACFrsquos work to tackle it

bullCopy ndash worked closely with ACFrsquos small in-house communications team to name the publication (Hunger Matters) create a content plan develop a new tone of voice collate in-depth intelligent content from various sources including journalists and field workers before editing and where needed writing copy

bullDesign ndash combined impactful images with imaginative use of type and layout to create a heavyweight yet readable publication that has some of the gloss of a Vanity Fair type magazine but never glosses over the seriousness of its subject matter

Case Study Action Against Hunger ndash Annual Publication 6

THE SOLUTION

7Case Study Action Against Hunger ndash Annual Publication

8Case Study Action Against Hunger ndash Annual Publication

9Case Study Action Against Hunger ndash Annual Publication

Can a supermarket shopper save the planet

Case Study WWF-UK ndash Cerrado Campaign

bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil

bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast

bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it

Case Study WWF-UK ndash Cerrado Campaign

Hopefully

11

bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy

bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on

bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands

Case Study WWF-UK ndash Cerrado Campaign 12

Case Study WWF-UK ndash Cerrado Campaign 13

What else didwe do

bull Online social media strategy

bull Editorial and blogger outreach plan with new content pieces(including the making of video)

bull Strategic support for the WWF community manager

THE IMPACT

Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy

Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start

Watch film

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign 14

Case Study WWF-UK ndash Cerrado Campaign 15

ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo

Liz CallegariFood Campaign Manager WWF-UK

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign

DONrsquoT JUST TAKE OUR WORD FOR IT

16

How do you get 24525 students to say no to a beer

Case Study ActionAid ndash Schtop

bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out

bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public

bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials

bullSABMillerrsquos share prices dropped immediately after the launch

bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging

bullStudents at Edinburgh University voted to ban SABMiller products within all university bars

Case Study ActionAid ndash Schtop

Send them a message on a bottle

18

Case Study ActionAid ndash Schtop

THE SOLUTION

Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20

How do you tell a different story of Africa

Adeso ndash Before amp After

bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand

bullHad a dated brand and difficulty articulating their point of difference

bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience

bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa

bullNew name Adeso a word derived from the name African Development Solutions

bullBright hopeful images and stories of African ingenuity and strength

bullCopy ndash more emotion less jargon

bullRolled out on website impact report and event materials

21

By taking a closer look

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 3: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

Neo is a communications agency that takes care of the brands that are taking care of the world

We are a diverse team of strategists writers designers and digital thinkers who want to use our skills to make good things happen

The company we keep

How do you put hunger in the spotlight

Case Study Action Against Hunger ndash Annual Publication

By striking a balance

THE STORY

bull International humanitarian aid agency ACFAction Against Hunger have been working to reduce acute malnutrition for more than 30 years

bullBriefed to conceive design and edit an annual publication that told the story of undernutrition globally and raised the profile of ACFrsquos work to tackle it

bullCopy ndash worked closely with ACFrsquos small in-house communications team to name the publication (Hunger Matters) create a content plan develop a new tone of voice collate in-depth intelligent content from various sources including journalists and field workers before editing and where needed writing copy

bullDesign ndash combined impactful images with imaginative use of type and layout to create a heavyweight yet readable publication that has some of the gloss of a Vanity Fair type magazine but never glosses over the seriousness of its subject matter

Case Study Action Against Hunger ndash Annual Publication 6

THE SOLUTION

7Case Study Action Against Hunger ndash Annual Publication

8Case Study Action Against Hunger ndash Annual Publication

9Case Study Action Against Hunger ndash Annual Publication

Can a supermarket shopper save the planet

Case Study WWF-UK ndash Cerrado Campaign

bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil

bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast

bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it

Case Study WWF-UK ndash Cerrado Campaign

Hopefully

11

bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy

bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on

bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands

Case Study WWF-UK ndash Cerrado Campaign 12

Case Study WWF-UK ndash Cerrado Campaign 13

What else didwe do

bull Online social media strategy

bull Editorial and blogger outreach plan with new content pieces(including the making of video)

bull Strategic support for the WWF community manager

THE IMPACT

Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy

Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start

Watch film

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign 14

Case Study WWF-UK ndash Cerrado Campaign 15

ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo

Liz CallegariFood Campaign Manager WWF-UK

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign

DONrsquoT JUST TAKE OUR WORD FOR IT

16

How do you get 24525 students to say no to a beer

Case Study ActionAid ndash Schtop

bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out

bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public

bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials

bullSABMillerrsquos share prices dropped immediately after the launch

bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging

bullStudents at Edinburgh University voted to ban SABMiller products within all university bars

Case Study ActionAid ndash Schtop

Send them a message on a bottle

18

Case Study ActionAid ndash Schtop

THE SOLUTION

Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20

How do you tell a different story of Africa

Adeso ndash Before amp After

bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand

bullHad a dated brand and difficulty articulating their point of difference

bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience

bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa

bullNew name Adeso a word derived from the name African Development Solutions

bullBright hopeful images and stories of African ingenuity and strength

bullCopy ndash more emotion less jargon

bullRolled out on website impact report and event materials

21

By taking a closer look

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 4: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

The company we keep

How do you put hunger in the spotlight

Case Study Action Against Hunger ndash Annual Publication

By striking a balance

THE STORY

bull International humanitarian aid agency ACFAction Against Hunger have been working to reduce acute malnutrition for more than 30 years

bullBriefed to conceive design and edit an annual publication that told the story of undernutrition globally and raised the profile of ACFrsquos work to tackle it

bullCopy ndash worked closely with ACFrsquos small in-house communications team to name the publication (Hunger Matters) create a content plan develop a new tone of voice collate in-depth intelligent content from various sources including journalists and field workers before editing and where needed writing copy

bullDesign ndash combined impactful images with imaginative use of type and layout to create a heavyweight yet readable publication that has some of the gloss of a Vanity Fair type magazine but never glosses over the seriousness of its subject matter

Case Study Action Against Hunger ndash Annual Publication 6

THE SOLUTION

7Case Study Action Against Hunger ndash Annual Publication

8Case Study Action Against Hunger ndash Annual Publication

9Case Study Action Against Hunger ndash Annual Publication

Can a supermarket shopper save the planet

Case Study WWF-UK ndash Cerrado Campaign

bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil

bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast

bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it

Case Study WWF-UK ndash Cerrado Campaign

Hopefully

11

bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy

bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on

bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands

Case Study WWF-UK ndash Cerrado Campaign 12

Case Study WWF-UK ndash Cerrado Campaign 13

What else didwe do

bull Online social media strategy

bull Editorial and blogger outreach plan with new content pieces(including the making of video)

bull Strategic support for the WWF community manager

THE IMPACT

Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy

Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start

Watch film

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign 14

Case Study WWF-UK ndash Cerrado Campaign 15

ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo

Liz CallegariFood Campaign Manager WWF-UK

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign

DONrsquoT JUST TAKE OUR WORD FOR IT

16

How do you get 24525 students to say no to a beer

Case Study ActionAid ndash Schtop

bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out

bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public

bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials

bullSABMillerrsquos share prices dropped immediately after the launch

bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging

bullStudents at Edinburgh University voted to ban SABMiller products within all university bars

Case Study ActionAid ndash Schtop

Send them a message on a bottle

18

Case Study ActionAid ndash Schtop

THE SOLUTION

Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20

How do you tell a different story of Africa

Adeso ndash Before amp After

bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand

bullHad a dated brand and difficulty articulating their point of difference

bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience

bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa

bullNew name Adeso a word derived from the name African Development Solutions

bullBright hopeful images and stories of African ingenuity and strength

bullCopy ndash more emotion less jargon

bullRolled out on website impact report and event materials

21

By taking a closer look

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 5: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

How do you put hunger in the spotlight

Case Study Action Against Hunger ndash Annual Publication

By striking a balance

THE STORY

bull International humanitarian aid agency ACFAction Against Hunger have been working to reduce acute malnutrition for more than 30 years

bullBriefed to conceive design and edit an annual publication that told the story of undernutrition globally and raised the profile of ACFrsquos work to tackle it

bullCopy ndash worked closely with ACFrsquos small in-house communications team to name the publication (Hunger Matters) create a content plan develop a new tone of voice collate in-depth intelligent content from various sources including journalists and field workers before editing and where needed writing copy

bullDesign ndash combined impactful images with imaginative use of type and layout to create a heavyweight yet readable publication that has some of the gloss of a Vanity Fair type magazine but never glosses over the seriousness of its subject matter

Case Study Action Against Hunger ndash Annual Publication 6

THE SOLUTION

7Case Study Action Against Hunger ndash Annual Publication

8Case Study Action Against Hunger ndash Annual Publication

9Case Study Action Against Hunger ndash Annual Publication

Can a supermarket shopper save the planet

Case Study WWF-UK ndash Cerrado Campaign

bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil

bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast

bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it

Case Study WWF-UK ndash Cerrado Campaign

Hopefully

11

bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy

bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on

bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands

Case Study WWF-UK ndash Cerrado Campaign 12

Case Study WWF-UK ndash Cerrado Campaign 13

What else didwe do

bull Online social media strategy

bull Editorial and blogger outreach plan with new content pieces(including the making of video)

bull Strategic support for the WWF community manager

THE IMPACT

Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy

Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start

Watch film

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign 14

Case Study WWF-UK ndash Cerrado Campaign 15

ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo

Liz CallegariFood Campaign Manager WWF-UK

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign

DONrsquoT JUST TAKE OUR WORD FOR IT

16

How do you get 24525 students to say no to a beer

Case Study ActionAid ndash Schtop

bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out

bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public

bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials

bullSABMillerrsquos share prices dropped immediately after the launch

bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging

bullStudents at Edinburgh University voted to ban SABMiller products within all university bars

Case Study ActionAid ndash Schtop

Send them a message on a bottle

18

Case Study ActionAid ndash Schtop

THE SOLUTION

Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20

How do you tell a different story of Africa

Adeso ndash Before amp After

bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand

bullHad a dated brand and difficulty articulating their point of difference

bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience

bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa

bullNew name Adeso a word derived from the name African Development Solutions

bullBright hopeful images and stories of African ingenuity and strength

bullCopy ndash more emotion less jargon

bullRolled out on website impact report and event materials

21

By taking a closer look

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 6: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

By striking a balance

THE STORY

bull International humanitarian aid agency ACFAction Against Hunger have been working to reduce acute malnutrition for more than 30 years

bullBriefed to conceive design and edit an annual publication that told the story of undernutrition globally and raised the profile of ACFrsquos work to tackle it

bullCopy ndash worked closely with ACFrsquos small in-house communications team to name the publication (Hunger Matters) create a content plan develop a new tone of voice collate in-depth intelligent content from various sources including journalists and field workers before editing and where needed writing copy

bullDesign ndash combined impactful images with imaginative use of type and layout to create a heavyweight yet readable publication that has some of the gloss of a Vanity Fair type magazine but never glosses over the seriousness of its subject matter

Case Study Action Against Hunger ndash Annual Publication 6

THE SOLUTION

7Case Study Action Against Hunger ndash Annual Publication

8Case Study Action Against Hunger ndash Annual Publication

9Case Study Action Against Hunger ndash Annual Publication

Can a supermarket shopper save the planet

Case Study WWF-UK ndash Cerrado Campaign

bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil

bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast

bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it

Case Study WWF-UK ndash Cerrado Campaign

Hopefully

11

bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy

bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on

bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands

Case Study WWF-UK ndash Cerrado Campaign 12

Case Study WWF-UK ndash Cerrado Campaign 13

What else didwe do

bull Online social media strategy

bull Editorial and blogger outreach plan with new content pieces(including the making of video)

bull Strategic support for the WWF community manager

THE IMPACT

Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy

Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start

Watch film

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign 14

Case Study WWF-UK ndash Cerrado Campaign 15

ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo

Liz CallegariFood Campaign Manager WWF-UK

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign

DONrsquoT JUST TAKE OUR WORD FOR IT

16

How do you get 24525 students to say no to a beer

Case Study ActionAid ndash Schtop

bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out

bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public

bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials

bullSABMillerrsquos share prices dropped immediately after the launch

bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging

bullStudents at Edinburgh University voted to ban SABMiller products within all university bars

Case Study ActionAid ndash Schtop

Send them a message on a bottle

18

Case Study ActionAid ndash Schtop

THE SOLUTION

Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20

How do you tell a different story of Africa

Adeso ndash Before amp After

bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand

bullHad a dated brand and difficulty articulating their point of difference

bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience

bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa

bullNew name Adeso a word derived from the name African Development Solutions

bullBright hopeful images and stories of African ingenuity and strength

bullCopy ndash more emotion less jargon

bullRolled out on website impact report and event materials

21

By taking a closer look

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 7: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

THE SOLUTION

7Case Study Action Against Hunger ndash Annual Publication

8Case Study Action Against Hunger ndash Annual Publication

9Case Study Action Against Hunger ndash Annual Publication

Can a supermarket shopper save the planet

Case Study WWF-UK ndash Cerrado Campaign

bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil

bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast

bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it

Case Study WWF-UK ndash Cerrado Campaign

Hopefully

11

bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy

bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on

bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands

Case Study WWF-UK ndash Cerrado Campaign 12

Case Study WWF-UK ndash Cerrado Campaign 13

What else didwe do

bull Online social media strategy

bull Editorial and blogger outreach plan with new content pieces(including the making of video)

bull Strategic support for the WWF community manager

THE IMPACT

Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy

Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start

Watch film

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign 14

Case Study WWF-UK ndash Cerrado Campaign 15

ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo

Liz CallegariFood Campaign Manager WWF-UK

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign

DONrsquoT JUST TAKE OUR WORD FOR IT

16

How do you get 24525 students to say no to a beer

Case Study ActionAid ndash Schtop

bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out

bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public

bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials

bullSABMillerrsquos share prices dropped immediately after the launch

bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging

bullStudents at Edinburgh University voted to ban SABMiller products within all university bars

Case Study ActionAid ndash Schtop

Send them a message on a bottle

18

Case Study ActionAid ndash Schtop

THE SOLUTION

Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20

How do you tell a different story of Africa

Adeso ndash Before amp After

bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand

bullHad a dated brand and difficulty articulating their point of difference

bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience

bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa

bullNew name Adeso a word derived from the name African Development Solutions

bullBright hopeful images and stories of African ingenuity and strength

bullCopy ndash more emotion less jargon

bullRolled out on website impact report and event materials

21

By taking a closer look

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 8: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

8Case Study Action Against Hunger ndash Annual Publication

9Case Study Action Against Hunger ndash Annual Publication

Can a supermarket shopper save the planet

Case Study WWF-UK ndash Cerrado Campaign

bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil

bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast

bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it

Case Study WWF-UK ndash Cerrado Campaign

Hopefully

11

bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy

bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on

bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands

Case Study WWF-UK ndash Cerrado Campaign 12

Case Study WWF-UK ndash Cerrado Campaign 13

What else didwe do

bull Online social media strategy

bull Editorial and blogger outreach plan with new content pieces(including the making of video)

bull Strategic support for the WWF community manager

THE IMPACT

Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy

Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start

Watch film

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign 14

Case Study WWF-UK ndash Cerrado Campaign 15

ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo

Liz CallegariFood Campaign Manager WWF-UK

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign

DONrsquoT JUST TAKE OUR WORD FOR IT

16

How do you get 24525 students to say no to a beer

Case Study ActionAid ndash Schtop

bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out

bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public

bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials

bullSABMillerrsquos share prices dropped immediately after the launch

bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging

bullStudents at Edinburgh University voted to ban SABMiller products within all university bars

Case Study ActionAid ndash Schtop

Send them a message on a bottle

18

Case Study ActionAid ndash Schtop

THE SOLUTION

Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20

How do you tell a different story of Africa

Adeso ndash Before amp After

bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand

bullHad a dated brand and difficulty articulating their point of difference

bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience

bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa

bullNew name Adeso a word derived from the name African Development Solutions

bullBright hopeful images and stories of African ingenuity and strength

bullCopy ndash more emotion less jargon

bullRolled out on website impact report and event materials

21

By taking a closer look

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 9: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

9Case Study Action Against Hunger ndash Annual Publication

Can a supermarket shopper save the planet

Case Study WWF-UK ndash Cerrado Campaign

bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil

bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast

bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it

Case Study WWF-UK ndash Cerrado Campaign

Hopefully

11

bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy

bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on

bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands

Case Study WWF-UK ndash Cerrado Campaign 12

Case Study WWF-UK ndash Cerrado Campaign 13

What else didwe do

bull Online social media strategy

bull Editorial and blogger outreach plan with new content pieces(including the making of video)

bull Strategic support for the WWF community manager

THE IMPACT

Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy

Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start

Watch film

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign 14

Case Study WWF-UK ndash Cerrado Campaign 15

ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo

Liz CallegariFood Campaign Manager WWF-UK

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign

DONrsquoT JUST TAKE OUR WORD FOR IT

16

How do you get 24525 students to say no to a beer

Case Study ActionAid ndash Schtop

bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out

bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public

bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials

bullSABMillerrsquos share prices dropped immediately after the launch

bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging

bullStudents at Edinburgh University voted to ban SABMiller products within all university bars

Case Study ActionAid ndash Schtop

Send them a message on a bottle

18

Case Study ActionAid ndash Schtop

THE SOLUTION

Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20

How do you tell a different story of Africa

Adeso ndash Before amp After

bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand

bullHad a dated brand and difficulty articulating their point of difference

bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience

bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa

bullNew name Adeso a word derived from the name African Development Solutions

bullBright hopeful images and stories of African ingenuity and strength

bullCopy ndash more emotion less jargon

bullRolled out on website impact report and event materials

21

By taking a closer look

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 10: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

Can a supermarket shopper save the planet

Case Study WWF-UK ndash Cerrado Campaign

bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil

bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast

bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it

Case Study WWF-UK ndash Cerrado Campaign

Hopefully

11

bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy

bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on

bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands

Case Study WWF-UK ndash Cerrado Campaign 12

Case Study WWF-UK ndash Cerrado Campaign 13

What else didwe do

bull Online social media strategy

bull Editorial and blogger outreach plan with new content pieces(including the making of video)

bull Strategic support for the WWF community manager

THE IMPACT

Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy

Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start

Watch film

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign 14

Case Study WWF-UK ndash Cerrado Campaign 15

ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo

Liz CallegariFood Campaign Manager WWF-UK

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign

DONrsquoT JUST TAKE OUR WORD FOR IT

16

How do you get 24525 students to say no to a beer

Case Study ActionAid ndash Schtop

bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out

bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public

bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials

bullSABMillerrsquos share prices dropped immediately after the launch

bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging

bullStudents at Edinburgh University voted to ban SABMiller products within all university bars

Case Study ActionAid ndash Schtop

Send them a message on a bottle

18

Case Study ActionAid ndash Schtop

THE SOLUTION

Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20

How do you tell a different story of Africa

Adeso ndash Before amp After

bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand

bullHad a dated brand and difficulty articulating their point of difference

bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience

bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa

bullNew name Adeso a word derived from the name African Development Solutions

bullBright hopeful images and stories of African ingenuity and strength

bullCopy ndash more emotion less jargon

bullRolled out on website impact report and event materials

21

By taking a closer look

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 11: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

bullA big part of WWFrsquos work is protecting the worldrsquos most important natural resources one of which is the Cerrado in Brazil

bullThe Cerrado covers one fifth of Brazil and is home to 5 of all life on earth ndash but farming of soy for animal feed is making it disappear fast

bullWWF have been working with soy producers in Brazil to find a more sustainable way of farming The result is Round Table on Responsible Soy (RTRS) They had the solution They just needed to convince UK supermarkets to start stocking it

Case Study WWF-UK ndash Cerrado Campaign

Hopefully

11

bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy

bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on

bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands

Case Study WWF-UK ndash Cerrado Campaign 12

Case Study WWF-UK ndash Cerrado Campaign 13

What else didwe do

bull Online social media strategy

bull Editorial and blogger outreach plan with new content pieces(including the making of video)

bull Strategic support for the WWF community manager

THE IMPACT

Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy

Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start

Watch film

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign 14

Case Study WWF-UK ndash Cerrado Campaign 15

ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo

Liz CallegariFood Campaign Manager WWF-UK

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign

DONrsquoT JUST TAKE OUR WORD FOR IT

16

How do you get 24525 students to say no to a beer

Case Study ActionAid ndash Schtop

bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out

bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public

bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials

bullSABMillerrsquos share prices dropped immediately after the launch

bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging

bullStudents at Edinburgh University voted to ban SABMiller products within all university bars

Case Study ActionAid ndash Schtop

Send them a message on a bottle

18

Case Study ActionAid ndash Schtop

THE SOLUTION

Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20

How do you tell a different story of Africa

Adeso ndash Before amp After

bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand

bullHad a dated brand and difficulty articulating their point of difference

bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience

bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa

bullNew name Adeso a word derived from the name African Development Solutions

bullBright hopeful images and stories of African ingenuity and strength

bullCopy ndash more emotion less jargon

bullRolled out on website impact report and event materials

21

By taking a closer look

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 12: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

bullSupermarkets will listen to their customers so the task was to find a way of making UK shoppers care about a place 6000 miles away from them And care enough that they would email their supermarket asking them to source a more responsible soy

bullWe decided that a good way to do this was to create a short film that would tell the story ndash and the solution ndash quickly and that would be easy for people to pass on

bullTherersquos a temptation when making lsquoviralsrsquo to make them either shocking or silly But the WWF brand is neither of those things Instead we created a simple film that recreated the Cerrado landscape and its animals using just one manrsquos hands ndash the idea being that the Cerrado and its future is in our hands

Case Study WWF-UK ndash Cerrado Campaign 12

Case Study WWF-UK ndash Cerrado Campaign 13

What else didwe do

bull Online social media strategy

bull Editorial and blogger outreach plan with new content pieces(including the making of video)

bull Strategic support for the WWF community manager

THE IMPACT

Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy

Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start

Watch film

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign 14

Case Study WWF-UK ndash Cerrado Campaign 15

ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo

Liz CallegariFood Campaign Manager WWF-UK

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign

DONrsquoT JUST TAKE OUR WORD FOR IT

16

How do you get 24525 students to say no to a beer

Case Study ActionAid ndash Schtop

bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out

bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public

bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials

bullSABMillerrsquos share prices dropped immediately after the launch

bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging

bullStudents at Edinburgh University voted to ban SABMiller products within all university bars

Case Study ActionAid ndash Schtop

Send them a message on a bottle

18

Case Study ActionAid ndash Schtop

THE SOLUTION

Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20

How do you tell a different story of Africa

Adeso ndash Before amp After

bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand

bullHad a dated brand and difficulty articulating their point of difference

bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience

bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa

bullNew name Adeso a word derived from the name African Development Solutions

bullBright hopeful images and stories of African ingenuity and strength

bullCopy ndash more emotion less jargon

bullRolled out on website impact report and event materials

21

By taking a closer look

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 13: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

Case Study WWF-UK ndash Cerrado Campaign 13

What else didwe do

bull Online social media strategy

bull Editorial and blogger outreach plan with new content pieces(including the making of video)

bull Strategic support for the WWF community manager

THE IMPACT

Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy

Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start

Watch film

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign 14

Case Study WWF-UK ndash Cerrado Campaign 15

ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo

Liz CallegariFood Campaign Manager WWF-UK

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign

DONrsquoT JUST TAKE OUR WORD FOR IT

16

How do you get 24525 students to say no to a beer

Case Study ActionAid ndash Schtop

bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out

bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public

bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials

bullSABMillerrsquos share prices dropped immediately after the launch

bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging

bullStudents at Edinburgh University voted to ban SABMiller products within all university bars

Case Study ActionAid ndash Schtop

Send them a message on a bottle

18

Case Study ActionAid ndash Schtop

THE SOLUTION

Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20

How do you tell a different story of Africa

Adeso ndash Before amp After

bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand

bullHad a dated brand and difficulty articulating their point of difference

bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience

bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa

bullNew name Adeso a word derived from the name African Development Solutions

bullBright hopeful images and stories of African ingenuity and strength

bullCopy ndash more emotion less jargon

bullRolled out on website impact report and event materials

21

By taking a closer look

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 14: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

THE IMPACT

Our film has received over 193000 views worldwide prompted over 5000 emails to the big six supermarkets (Tesco Sainsburyrsquos Morrisons Waitrose Marks amp Spencerrsquos and Asda) and helped convince Waitrose to stock only RTRS soy

Itrsquos not yet enough to stop the Cerrado disappearing But itrsquos a great start

Watch film

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign 14

Case Study WWF-UK ndash Cerrado Campaign 15

ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo

Liz CallegariFood Campaign Manager WWF-UK

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign

DONrsquoT JUST TAKE OUR WORD FOR IT

16

How do you get 24525 students to say no to a beer

Case Study ActionAid ndash Schtop

bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out

bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public

bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials

bullSABMillerrsquos share prices dropped immediately after the launch

bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging

bullStudents at Edinburgh University voted to ban SABMiller products within all university bars

Case Study ActionAid ndash Schtop

Send them a message on a bottle

18

Case Study ActionAid ndash Schtop

THE SOLUTION

Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20

How do you tell a different story of Africa

Adeso ndash Before amp After

bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand

bullHad a dated brand and difficulty articulating their point of difference

bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience

bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa

bullNew name Adeso a word derived from the name African Development Solutions

bullBright hopeful images and stories of African ingenuity and strength

bullCopy ndash more emotion less jargon

bullRolled out on website impact report and event materials

21

By taking a closer look

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 15: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

Case Study WWF-UK ndash Cerrado Campaign 15

ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo

Liz CallegariFood Campaign Manager WWF-UK

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign

DONrsquoT JUST TAKE OUR WORD FOR IT

16

How do you get 24525 students to say no to a beer

Case Study ActionAid ndash Schtop

bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out

bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public

bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials

bullSABMillerrsquos share prices dropped immediately after the launch

bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging

bullStudents at Edinburgh University voted to ban SABMiller products within all university bars

Case Study ActionAid ndash Schtop

Send them a message on a bottle

18

Case Study ActionAid ndash Schtop

THE SOLUTION

Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20

How do you tell a different story of Africa

Adeso ndash Before amp After

bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand

bullHad a dated brand and difficulty articulating their point of difference

bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience

bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa

bullNew name Adeso a word derived from the name African Development Solutions

bullBright hopeful images and stories of African ingenuity and strength

bullCopy ndash more emotion less jargon

bullRolled out on website impact report and event materials

21

By taking a closer look

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 16: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

ldquoThe campaign was excellently led and conducted by Neo and delivered to a high quality within tight resources and timelinesrdquo

Liz CallegariFood Campaign Manager WWF-UK

193000 views and counting

Case Study WWF-UK ndash Cerrado Campaign

DONrsquoT JUST TAKE OUR WORD FOR IT

16

How do you get 24525 students to say no to a beer

Case Study ActionAid ndash Schtop

bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out

bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public

bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials

bullSABMillerrsquos share prices dropped immediately after the launch

bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging

bullStudents at Edinburgh University voted to ban SABMiller products within all university bars

Case Study ActionAid ndash Schtop

Send them a message on a bottle

18

Case Study ActionAid ndash Schtop

THE SOLUTION

Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20

How do you tell a different story of Africa

Adeso ndash Before amp After

bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand

bullHad a dated brand and difficulty articulating their point of difference

bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience

bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa

bullNew name Adeso a word derived from the name African Development Solutions

bullBright hopeful images and stories of African ingenuity and strength

bullCopy ndash more emotion less jargon

bullRolled out on website impact report and event materials

21

By taking a closer look

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 17: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

How do you get 24525 students to say no to a beer

Case Study ActionAid ndash Schtop

bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out

bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public

bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials

bullSABMillerrsquos share prices dropped immediately after the launch

bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging

bullStudents at Edinburgh University voted to ban SABMiller products within all university bars

Case Study ActionAid ndash Schtop

Send them a message on a bottle

18

Case Study ActionAid ndash Schtop

THE SOLUTION

Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20

How do you tell a different story of Africa

Adeso ndash Before amp After

bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand

bullHad a dated brand and difficulty articulating their point of difference

bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience

bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa

bullNew name Adeso a word derived from the name African Development Solutions

bullBright hopeful images and stories of African ingenuity and strength

bullCopy ndash more emotion less jargon

bullRolled out on website impact report and event materials

21

By taking a closer look

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 18: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

bullSABMiller ndash owner of Grolsch ndash siphons all its taxes in Africa to offshore accounts meaning schools hospitals and other social structures miss out

bullActionAid wanted to expose the beer giantrsquos unsavoury practices to the UK public

bullWe developed Schtop Tax Dodging ndash an integrated campaign lampooning Grolschrsquos famous Schtopcommercials

bullSABMillerrsquos share prices dropped immediately after the launch

bullThousands galvanised into emailing the beer giant telling it to stop its tax dodging

bullStudents at Edinburgh University voted to ban SABMiller products within all university bars

Case Study ActionAid ndash Schtop

Send them a message on a bottle

18

Case Study ActionAid ndash Schtop

THE SOLUTION

Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20

How do you tell a different story of Africa

Adeso ndash Before amp After

bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand

bullHad a dated brand and difficulty articulating their point of difference

bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience

bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa

bullNew name Adeso a word derived from the name African Development Solutions

bullBright hopeful images and stories of African ingenuity and strength

bullCopy ndash more emotion less jargon

bullRolled out on website impact report and event materials

21

By taking a closer look

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 19: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

Case Study ActionAid ndash Schtop

THE SOLUTION

Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20

How do you tell a different story of Africa

Adeso ndash Before amp After

bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand

bullHad a dated brand and difficulty articulating their point of difference

bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience

bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa

bullNew name Adeso a word derived from the name African Development Solutions

bullBright hopeful images and stories of African ingenuity and strength

bullCopy ndash more emotion less jargon

bullRolled out on website impact report and event materials

21

By taking a closer look

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 20: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

Adeso ndash Before amp AfterCase Study Adeso - Strategy and Rebrand 20

How do you tell a different story of Africa

Adeso ndash Before amp After

bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand

bullHad a dated brand and difficulty articulating their point of difference

bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience

bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa

bullNew name Adeso a word derived from the name African Development Solutions

bullBright hopeful images and stories of African ingenuity and strength

bullCopy ndash more emotion less jargon

bullRolled out on website impact report and event materials

21

By taking a closer look

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 21: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

Adeso ndash Before amp After

bullA development and humanitarian organisation originally called Horn Relief working in East Africa but with plans to expand

bullHad a dated brand and difficulty articulating their point of difference

bullName (Horn Relief) that locked them to their past as a relief agency working in the Horn of Africa and had potential to confuse Western audience

bullNeeded a new way of telling their story that would appeal to a brand savvy Western audience without losing the authenticity that makes Adeso such a potent force for good in Africa

bullNew name Adeso a word derived from the name African Development Solutions

bullBright hopeful images and stories of African ingenuity and strength

bullCopy ndash more emotion less jargon

bullRolled out on website impact report and event materials

21

By taking a closer look

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 22: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

Case Study Adeso ndash Strategy and Rebrand

THE STORY

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 23: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

Adeso ndash Before amp After 23

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 24: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

Adeso ndash Before amp After 24

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 25: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

What we can see happening in campaigning

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 26: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

ldquoCharity campaigns are no longer just dreamed up in meeting rooms and pushed out to the waiting general public ldquoThey can just happen brought into existence by the audiences themselves in an amazingly exciting wayrdquo- Chris Cox Mind UK

Picture by Flickr user Adam Wilson

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 27: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

Conventional campaign model

Message Content Activation

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 28: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

Conventional campaign model

Message Content Activation

Brand Public

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 29: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

New campaign lsquomodelrsquo

Message Content

Activation

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 30: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

New campaign lsquomodelrsquo

Message Content

Activation

Brand Public

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 31: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

31

Picture by Flickr user Peter Zoon

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 32: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

32

Itrsquos become hard to see where things begin and where they end

Picture by Flickr user Peter Zoon

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 33: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

Two powerful examples of whatrsquos starting to happen in this new landscape

Picture by Flickr user Aaron Wilson

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 34: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

nomakeupselfie

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 35: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

35

nomakeupselfie

-euro10 million raised for Cancer Research UK during a few days in March 2014

-Activity stretched across the world

-More than 200 charities benefited from donations

-But was not started by any of them

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 36: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

36

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 37: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

38

nomakeupselfie

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 38: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

39

nomakeupselfie

From metro blog

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 39: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

40

nomakeupselfie

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 40: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

Oscars gossip Backlash Oscars gossip Backlash

Adopted for cancer

awareness

Viral charity

campaign

CRUK get involved

Donation ask added

nomakeupselfie

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 41: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

42

nomakeupselfie

Potted history

- hashtag first used as early as September 2012

- the activity appears to have been sparked in the US with crime writer Laura Lipmann responding with a selfie in support of 81-year-old Kim Novak who attracted criticism for her appearance at the Oscars itssokimnovak

- this was picked up by others writers and spread in solidarity with Kim Novak - nomakeupselfie adopted

- cancer awareness connection seems to have been sparked by in the UK by 18-year-old student and mother Fiona Cunningham

- notions of tagging friends and daring them to do the same and donation ask was added by early-adopters

- Cancer Research UK picked up the trend - and added their text-to-donate call to action just as it was really picking up

- over pound8million raised for Cancer Research UK

- but over 200 charities benefited to some degree

- trend reached as far as Australia where tens of thousands of dollars were raised

- the explosive phase of the lsquocampaignrsquo lasted just a couple of weeks

[asides]

- around pound18K was pledged to UNICEF after a mix-up with text giving

- WWF also received polar bear adoptions when phones autocorrected BEAT to BEAR

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 42: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

mentalpatient

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 43: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

44

mentalpatient

-User-generated backlash against stigmatising branding of Halloween outfits

-Forced major UK retailers into embarrassing apologies and withdrawal from sale

-Generated powerful chain reaction of lsquocoming outrsquo stories on Twitter which may have lasting impact on stigma in UK

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 44: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

45

mentalpatient

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 45: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

46

mentalpatient

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 46: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

47

mentalpatient

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 47: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

48

mentalpatient

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 48: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

49

mentalpatient

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 49: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

Retail blunder

Twitter backlash

mentalpatient selfies

mentalpatient

Viral campaign

Mental health charities involved

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 50: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

51

mentalpatient

Potted history

- Autumn 2013 - UK supermarket ASDA stocks scary outfits for Halloween marketed as mental patient costumes

- Outrage starts surfacing on social media

- Rethink Mental Illness amp Mind are asked questions - start talking to supermarkets

- mentalpatient selfie meme is started by a member of the public mental health charities get involved and amplify message thousands get involved it trends on Twitter

- Supermarkets withdraw costumes apologise and donate

- Feeling that a lsquotipping pointrsquo may have been reached in public discourse of mental health issues

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 51: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

What can we learn

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 52: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

53

People want to be part of the story

Picture by Flickr user John Ragai

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 53: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

54

People may want their own story to be part of the bigger story

Picture by Flickr user John Ragai

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 54: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

55

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 55: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

56

ldquoWhat we at Rethink Mental Illness are doing on social media is holding a conversation

ldquoWersquore chatting with some of the most highly-qualified people in the whole of the mental health world ndash our lsquoexperts by experiencersquordquo - Chris Cox Digital Manager Rethink Mental Illness (now at Mind UK)

lsquoThe genius is in the crowdrsquo

Picture by Flickr user Scott S

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 56: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

The moment of truth may not be in office hours

Picture by Flickr user Sune Askjaer

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 57: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

The moment of truth may not be in office hours

ldquoLate on Tuesday evening momentum was growing and people were starting to ask whether the campaign was ours We tweeted to explain that it wasnrsquot but that we loved the sentiment and that people could get involved in our work to beat cancer sooner by visiting our website ldquoIf we didnrsquot have an out of hours system in place we wouldnrsquot have been able to see this coming and respond as quickly as we didrdquo

- Aaron Eccles Senior Social Media Manager Cancer

Picture by Flickr user Sune Askjaer

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 58: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

59

Adventurousness required

Picture by Flickr user Erik Charlton

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 59: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

60

Adventurousness required

ldquoFrom a charity point of view you have to act fast to take advantage of a campaign like this ldquo[It] requires a culture of experimentation and adventure where permission to try things out (like quickly lending your name to a campaign like this) is already given from senior management

ldquoEverything hinges on an adventurous culturerdquo

- Matt Collins Charity Chap

Picture by Flickr user Erik Charlton

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 60: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

61

Adventurousness required The role of organisations

Text

Picture by Flickr user Chad Cooper

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 61: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

62

Adventurousness required The role of organisations

1) Responsive

Picture by Flickr user Chad Cooper

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 62: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

63

Adventurousness required The role of organisations

1) Responsive

2) Trusted

Picture by Flickr user Chad Cooper

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 63: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

64

Adventurousness required The role of organisations

1) Responsive

2) Trusted

3) A partner not an owner

Picture by Flickr user Chad Cooper

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 64: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

The real social media

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 65: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

66

Pinterest - Ami Musarsquos story - UNICEF

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 66: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

67

YouTube - Most Shocking Second A Day Video - Save The Children UK

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 67: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

Still the conventional campaign model

Message Content Activation

Brand Public

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 68: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

Collaborating creates a different kind of connection

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 69: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

Will this be as relevant to development agencies

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 70: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

ldquoThe future is already here - itrsquos just not very evenly distributedrdquo - William Gibson

Picture by Flickr user khovatrond

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 71: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

72

A spirit of adventure

Picture by Flickr user Michael Fleshman

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 72: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

73

A spirit of adventure

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

Thank you

Page 73: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

Letrsquos talk

+44 (0)1273 600 500talkweareneocom

Neo8 Beaconsfield Studios 25 Ditchling Rise Brighton BN1 4QLUnited Kingdom

+44 (0)1273 600 500 talkweareneocomweareneocom

Picture credits Creative commons licensed

Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

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Page 74: Message content activation: Winning campaigns in the new communications landscape [with Neo case studies]

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Derelict billboards picture by Flickr user Adam Wilson reproduced under Attribution-NonCommercial-NoDerivs 20 Generic (CC BY-NC-ND 20)

Tangled wires picture by Flickr user Peter Zoon reproduced under Attribution 20 Generic (CC BY 20)

Selfie contraption picture by Flickr user John Ragai reproduced Attribution 20 Generic (CC BY 20)

Street Crowd picture by Flickr user Scott Cresswell reproduced under Attribution 20 Generic (CC BY 20)

Ice climbing picture by Flickr use Erik Charlton reproduced under Attribution 20 Generic (CC BY 20)

Festival crowd picture by Flickr user Chad Cooper reproduced under Attribution 20 Generic (CC BY 20)

William Gobson portrait by Flickr user khovatrond reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

BringBackOurGirls picture by Flickr user Michael Fleshman reproduced under Attribution-NonCommercial 20 Generic (CC BY-NC 20)

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