#ShoutOutForShades – developing an awareness & behaviour change campaign
Resources available are:
- Campaign artwork that is free to use – slogan and visuals
- Poster template
- Sticker template
- ‘Assets’ & ideas to use on social media
- Artwork for #ShoutOutForShades branded sunglasses, logo bugs and silicone wrist bands
- Template direct mail letter for local schools.
Most of us working in the Sight Loss sector know that the Sun’s UV rays cause long-term sight damage. And we also know that most of the UV damage happens before we are 18 – partly because they have larger pupils and clearer lenses but also because younger people tend to be outdoors more.
The startling fact that 50% of all sight loss is avoidable means that encouraging behaviour change is a logical choice for local sight support charities as part of their campaigning work. But in today’s era of information overload and social media – and when budgets are as tight as they ever have been – how do you develop a campaign that can stand out from the crowd without spending a fortune? And is there a way to raise vital money at the same time?
Your six step plan to use the #ShoutOutForShades campaign
The key to developing any effective campaign is being very clear on the objective. Without a clear objective it is impossible to evaluate if you have been successful – another essential element of effective campaign management.
The #ShoutOutForShades campaign has three broad objectives:
- To increase the number of people wearing sunglasses to protect their eyes from the Suns harmful UV Ray’s.
- To raise money
- To increase NAB’s brand awareness
More specifically, the way NAB has chosen to execute the campaign addresses these more specific objectives:
- To increase the number of under 18’s wearing sunglasses to protect their eyes.
- To increase engagement with local Primary Schools to reach the primary target audience and as a means of fundraising.
- To increase NAB’s brand awareness following a brand refresh.
2 Key audiences
Always be very clear on your key audiences – a campaign will always hopefully reach a proportion of the ‘general public’ but this is a very broad category on its own. Ask yourself which specific groups of people do you need to influence most to bring about the required behaviour change.
With this campaign, we knew that under 18s were crucial. But this audience provides a big challenge as ‘generation z’ are one of the hardest audiences to engage. A4 word ‘clip art’ posters will not work and poorly developed and executed campaigns simply won’t work. Involve the target audience in your campaign development to make sure it will work. I got my 9-year old daughter and her friends on board.
NAB delivers free ‘iEducation’ talks in Primary Schools for year 5 and 6 that are linked to the Primary Science National Curriculum about eye health, living with sight loss and preventing sight loss. So it was logical for us to focus the #ShoutOutForShade campaign on the following audiences:
- Primary School children
- Local Optometrists
We also added a fundraising element with Primary Schools – many of whom have benefitted from a free iEducation talk(s). We asked them to hold a #ShoutOutForShades mufti day where pupils wear their sunglasses and bright clothes and raise money for NAB.
In addition, we’ve produced branded sunglasses, logo bugs and silicone wrist bands for schools to be able to sell to raise extra money for NAB. It is important that the merchandise you chose to produce will have enough profit to make it worthwhile.
3 Calls to action
Another key tip to developing a campaign that packs a punch is to have a very clear, but simple, call to action:
Primary call to action = wear sunglasses (CE 400 UV)
The secondary call to action with Primary Schools was “please raise money for your local sight support charity – all money raised stays local.”
Who can you get on board with the campaign to help you spread the message further?
We asked local Optometrists if they would support the campaign with a small financial contribution to help pay for the posters and stickers were giving to primary schools free of charge. We got three Optometrists on board and their logo is on our posters.
Other organisations we’ve asked to help spread the word free of charge are:
- local NHS (Clinical commissioning groups)
- local County Council public health team
- local Rugby and Football team
- local University and Colleges
- local Theatres
- local free community magazines
5 Campaign delivery – choosing relevant communication channels
Try and be very realistic about delivery – with a minimal budget you’re never going to be able to produce an advert for the middle of Coronation Street. But also, as a local charity, your local audience is the focus so don’t spend time and money of communication channels that deliver outside your area.
We have focused on:
- Direct mail to the 250 Primary Schools across Northamptonshire – this was an A4 letter from our CEO with an A4 flyer to illustrate the campaign.
- Social media, namely Instagram, Facebook and Twitter using hashtag #ShoutOutForShades
- Local radio and newspaper
- Asking partners (as outlined above) to share campaign materials via their communication channels.
- Getting support from some selected local ‘Influencers’ – so far a Premiership Rugby Player from Northamptonshire Saints.
6 How do you know if your campaign has been successful?
What criteria will you use to determine if it is working? The nature of the #ShoutOutForShades campaign has he inherent difficultly in that it is extremely difficult to measure whether more people are wearing sunglasses as a direct result of the campaign. So we will use other measures as a proxy measure of success against the primary objective:
- The number of Primary Schools responding to the Direct mail – enquiries received, booking made.
- The number of Primary Schools holding a fundraising event/day.
- The amount of money raised.
- The number of partners agreeing to support the campaign and share the message.