An amplifier, not a mouthpiece
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Chris Cox, Mind PR in the digital age conference www.charitycomms.org.uk/events
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An amplifier, not a mouthpiece
- 1. An amplifier, not a mouthpiece How charities can unlock the power of the crowd Chris Cox Digital Communications manager Mind mind.org.uk
- 2. We won't give up until everyone experiencing a mental health problem gets support and respect
- 4. Managing risk • Source: Sky News online
- 9. • • • • • • Approx. 20k negative tweets about Asda #mentalpatient used 7k times in period £25k donation from Asda Mind got 1,629 pieces of coverage 9 media volunteers shared their stories Celebrity supporters!
- 10. The spread… • All those tweets http://bit.ly/asdatweets • The first one http://bit.ly/firstmptweet
- 11. The next day… • we can help educate your audience (email Rethink received from a digital agency) • …charity took to Twitter to encourage users to post pictures (HuffPo) • …charities have taken their own action against the costumes - on Twitter (Mirror) • …giving a voice (Various)
- 16. The power of story • Blogs as a way of helping someone accept a life event
- 20. Video clip
- 21. The choir • Not giving a voice - making them all bigger and bolder • Collective strength • Support, respect and nurture
- 22. Thank you
Editor's Notes
- The outcomes…
- Strangely, the Asda #mentalpatient events were very quickly followed by another similar issueWhen someone pointed out that Thorpe Park had an attractionCalled the AsylumStill running Rethink’s social media at the time,I wanted to take a quick poll of whether people thoughtThorpe Park were out of line so used these hashtags#AsylumOK and #AsylumNO…
- And this hashtag ended up being used by a campaigner called KatieIn a case of metaphorically ‘taking over the Asylum’And getting 6,000 people to sign a petitionAnd some media coverage.I cannot take credit for inspiring this As I had not the slightest intent of sparking something like this off!Here’s another more recent example of brands who underestimate their audiences…