It’s hard to miss the Stand Up to Cancer campaign at the moment. TV ads, tie-ins with Channel 4, celebrity endorsements, emails, social media, T-shirts (of which I have one)… it’s the whole nine yards. Not many of our organisations are likely to be able to mount such a huge assault on all media channels, however, so this latest instalment of Case Study Week asks what can we learn from this integrated campaign.
The SU2C YouTube channel is slick, branded and full of first-hand testimonies of life with cancer. There are also plenty of celebrity voices to be heard, telling their stories or showing support.
But you can do this too – ok, perhaps not all the celebrity endorsements, but you may be able to find people amongst your supporters, service-users, volunteers or staff who could be interviewed on camera for a few minutes.
Using the account @StandUp2C and the hashtag #StandUptoCancer, the campaign’s Twitter presence is going strong. As of this morning it had over 6000 followers, and was busy retweeting comments of support from celebrities, other organisations and the likes of you and me.
Again, this is something that is in the grasp of most of our charities. Giving people a simple hashtag to remember, responding to their tweets by replying and/ or retweeting, and tweeting updates on other fundraising and campaigning events is an approach that we can all adopt.
@glosdeaf is the Twitter account of the Gloucestershire Deaf Association. They’re doing all the things that SU2C are doing, in terms of retweeting, responding and sharing their good news. They’ve used their new Twitter timeline picture to good effect, as well!
The SU2C UK FB page has already attracted a staggering 200,000 Likes, and presents a very visual mixture of photos, links and videos relating to other aspects of the campaign. What’s really striking about the page, though, is not just the number of likes but the number of comments from other FB users… this really shows that people are not just passively reading all this content, but taking the trouble to show what it means to them. The Stand Up to Cancer team are answering some (if not all) comments, relaying further information and thanks people for their contributions.
A very similar approach can be found on many charity Facebook pages, but why not check out the page of the Childrens Hospice Association Scotland to see how a mixture of posts from the charity and its supporters create a vibrant and engaging page.
What this all says to me is that we all have the knowledge and the tools to create our own intergrated campaigns. OK, they may not have the scale or the national media attention of the Stand Up to Cancer campaign, but if they help us support our causes and do good in our communities, then we are doing what we should be doing!
Can you share examples of integrated campaigns you’ve been running?