This is a summary of a session from Raw London's Relay event, 'How charity campaigns are more integrated then ever', which took place on Thursday 12 September 2019.
Mobilising thousands with MS Society’s biggest ever campaign: #ScrapPIP20m
1. Mobilising thousands with MS Society’s
biggest ever campaign: #ScrapPIP20m
Katherine Dickinson, Campaign Manager, and
Babs Guthrie, Senior Editor, MS Society
Thursday 12 September 2019
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Katherine Dickinson - Campaigns Manager @katd100
Babs Guthrie - Senior Editor @Babalynne
MS Society @mssocietyuk
Mobilising thousands to #ScrapPIP20m
5. Our evidence
“We’ve had to cut back on everything –
food, heating, general maintenance... To
move 20 metres is no distance at all.
And it’s such an arbitrary figure. All I
know is that the bus stop is further than
that and I can’t walk there.”
“You were observed to walk aided for 20
metres as a slow pace. That’s the key
thing, that’s why I did not get it.”
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7. Showing people how awful the PIP 20m rule is
We worked with RAW to explain something quite
complicated in a simple way
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8. Working with our community
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● Campaign co-production group
● Campaigns Advisory Group
● We cast people from our MS
Community in the film itself
● Message testing
12. We asked people to share what 20 metres means for them
● walk 25 - 30 steps from your house or work
● upload a picture or video of where you get to twitter or instagram
● use #ScrapPIP20m
User generated content
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20. We’re on a mission to transform
the way charities and brands
communicate. By joining up our
thinking, we can help shape the
campaigns of tomorrow.
Get involved.
raw.london