Bursting the bubble – reaching beyond established audiences | The future of engagement conference | 25 April 2018

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Michael Laffan, digital and marketing manager and George Gurr marketing executive, British Lung Foundation Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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  • 1. blf.org.uk Listen to your lungs Michael Laffan George Gurr
  • 2. blf.org.ukblf.org.uk Why campaign on breathlessness?
  • 3. blf.org.uk Awareness that breathlessness could be a sign of a lung condition, and should not be ignored Secondary objectives - Increased awareness among health care professionals of the implications of breathlessness for their patients - Increased awareness among parliamentarians and policy makers that breathlessness could be a sign of a lung condition Campaign objectives
  • 4. blf.org.uk 60,000 people to complete the test Campaign target
  • 5. blf.org.uk The breath test
  • 6. blf.org.uk
  • 7. blf.org.uk
  • 8. blf.org.uk
  • 9. blf.org.uk
  • 10. blf.org.uk
  • 11. blf.org.uk A word about advertising…
  • 12. blf.org.uk
  • 13. blf.org.uk
  • 14. blf.org.uk The campaign
  • 15. blf.org.uk Campaign was launched in parliament
  • 16. blf.org.uk We used demographic data to display ads to people likely to have a lung condition Targeted Facebook ads
  • 17. blf.org.uk Targeted Facebook ads
  • 18. blf.org.uk Outdoor advertising
  • 19. blf.org.uk Outdoor advertising - results Before During
  • 20. blf.org.ukblf.org.uk Breath test result – MRC scale
  • 21. blf.org.ukblf.org.uk Results 8% 28% 42% 22% Age – during targeting Under 40 40-49 50-59 60-69 35% 48% 8% 7% 2% MRC score – without targeting 1 2 3 4 5 24% 52% 10% 10% 4% MRC score – during targeting 1 2 3 4 5 33% 14%17% 23% 13% Age – without targeting Under 40 40-49 50-59 60-69 70 +
  • 22. blf.org.uk We published a series of blogs on our website over the course of the campaign Blogs
  • 23. blf.org.uk We placed over 100 pieces of media coverage – a mix of national, regional, health care, consumer and international. The Sun Daily Mail Mail Online Huffington Post BBC Radio London The Lancet Pulse Online PR Woman & Home Saga magazine The Express Yours Magazine Nursing Times BBC Newcastle Glasgow Live
  • 24. blf.org.uk Results
  • 25. blf.org.uk A campaign poster featured on the set of Casualty On the set of Casualty
  • 26. blf.org.uk The follow on → → ↓ Before After ↓
  • 27. blf.org.uk Target: 60,000 completed breath tests Result: 360,000 completed Results
  • 28. blf.org.uk ▪ 67% said they have taken action as a result ▪ 89% said the breath test has helped them ▪ 30% saw their GPs – up to 75,000 individuals ▪ 8% said they have been diagnosed – up to 20,000 individuals ▪ +30,000 new subscribers on email Results
  • 29. blf.org.uk “It was thanks to your test that I finally went to my GP, hopefully it may have saved my life. Thank you.”
  • 30. blf.org.uk “I'm glad I saw it because it's made me take action to sort myself out, I'm going to ring my GP for an appointment tomorrow!”
  • 31. blf.org.uk “If I hadn’t spotted the breath test that day, I’d still be struggling on. Now I have hope.”
  • 32. blf.org.uk What we’ve learned along the way…
  • 33. blf.org.uk Keep it simple…use the data to inform creative
  • 34. blf.org.uk Data-driven targeting works
  • 35. blf.org.uk Integrated campaigning needs everyone to get on board
  • 36. blf.org.uk Thanks for listening Online breath test: blf.org.uk/breathtest Michael Laffan - @mjl40 George Gurr
  • 37. The future of engagement: developing audience-centred strategies Sponsored by 25 April 2018 London #CCaudience WiFi: etcvenues Password: wifi5048
  • 38. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
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