6. R UV Ugly? â how Unity delivered
life-changing results for Cancer
Research UK
Speakers:
Ella Dorley-Brown, Associate
Director & Nik Done,
Co-Founder
Unity
@Hello_Unity
Facilitator:
Alastair McCapra
CEO of CIPR
10. The problemâŚ
Despite an under-18 ban, many were still using
sun beds in an effort to achieve âthat glowâ
11. The problemâŚ
Often encouraged and âvouched forâ by older
friends and relatives
Average first use at 14 years old; usage
increased steadily between 14 and 17
Young women up to 3x more likely to
use sunbeds than men
They knew the risks. They just didnât care
12. Why?
â˘
â˘
â˘
â˘
â˘
âGoing out tanâ
âPre-holiday base tanâ
âClears spots and blemishesâ
Perceptions of what boys find attractive
Pampering / treating / social experience
Clear evidence of
pressure / facilitation
from peers and
influencers
13. Why?
â˘
â˘
â˘
â˘
â˘
âGoing out tanâ
âPre-holiday base tanâ
âClears spots and blemishesâ
Perceptions of what boys find attractive
Pampering / treating / social experience
Clear evidence of
pressure / facilitation
from peers and
influencers
14. Spurred on by celebrity obsession, the nationâs love affair with tanning showed
no sign of easing
15. But...
Research worryingly showed that using a sunbed
for the first time before the age of 35 increased
the risk of malignant melanoma â the most
serious form of skin cancer - by 75 percent
18. SpecificallyâŚ
⢠Actively engage young females (16 â 24 year olds) and a
secondary audience of older âinfluencersâ who allow or
encourage sunbedâŚ
⢠âŚAnd, bring about measurable attitudinal and behavioural
change
19. A word on
tanning
41% of UK women now use
self-tanning products (St. Tropez)
UK market now worth ÂŁ35m, not
including spray salons (Mintel)
Post royal wedding âMiddletan
effectâ
24. The influencersâŚ
⢠Older female friends, relatives and immediate family members
(mums, aunts, sisters)
⢠C2DE, 25-44
⢠Major cities and conurbations, with a Northern bias
⢠Influence younger friends and relatives by:
â˘
â˘
â˘
â˘
Passively allowing sunbed usage
Actively encouraging sunbed usage
Suggesting itâs a âsocial pamperingâ occasion
Actually accompanying / paying for / vouching if underage
25. âŚand the target
⢠Daughters, nieces, younger sisters / younger friends
of Influencers
⢠Highly sociable, highly mobile (in both senses)
⢠May share many experiences with their influencersâŚ
shopping, holidays, parties⌠and sometimes
sunbeds
⢠âStart getting ready for Saturday night on Monday
morningâ
29. Challenges
⢠Scare tactics donât work
⢠âNannyingâ (sunbeds / tans are naff / uncool) doesnât
work
-
and who are we to patronise?
⢠Our young, user audience is highly sociable and
therefore highly susceptible to peer pressure
⢠As a group, this makes them strong-willedâŚ
⢠⌠and also resistant to âpreachingâ
31. Interest barometer
Target
Influencer
Friday night
Family
Looking good
Money
Mates/boys
Soaps/celebs/r
THEY canât lecture
eality TV
- or becomes adult to child voice,
Celebs/reality TV
Shopping /
and target switches off
Shopping
looking good
Mates
Health
Health
32. Interest barometer
Target
Influencer
Friday night
Family
Looking good
Money
Mates/boys
Soaps/celebs/r
We need to give them something
eality TV
that they can use to successfully
Celebs/reality TV
Shopping /
convert those they love
Shopping
looking good
Mates
Health
Health
35. Strategy must-haves
⢠Leverage sweet spots of shared interests
⢠Where they "hang-out" (online or offline) is the best place to create
awareness, interest and knowledge
⢠Important to personalise issue i.e. real-life stories, celebrity context
⢠Participation increases their ability to take control of their health
⢠Capitalise on combined sociability and shared experience
⢠Offer a solution / an alternative
⢠Speaks in THEIR language, not ours
⢠Society and the people that matter to them to be positively reenforcing the message in a non preachy way
⢠Start conversations around an area of interest for both
38. Key insight
â
Visual interventions that highlight the unnatural,
damaging effects of sunbed use are more likely to
appeal to an audience strongly motivated by
appearance-based beliefs
â
39. Key insight
â
Visual interventions that highlight the unnatural,
damaging effects of sunbed use are more likely to
appeal to an audience strongly motivated by
appearance-based beliefs
â
40. Vanity
⢠Target audience is
obsessed with their
appearanceâŚ
⢠âŚand with the mirror
⢠Constantly looking for
flaws, seeking out that
very first wrinkle
⢠They use magnifying
mirrors and would go
further if they couldâŚ
42. The UV Scanner
They graphically show
what lurks beneath
Women canât get enough
of them!
Barriers to use?
- Lack of awareness
- cost
- Access
We placed the skin scan
at the heart of our
campaign
47. KPIs
REACH
4 pieces of national coverage
ENGAGE
800 pre questionnaires completed
300 post questionnaires completed
CHANGE
Questionnaire analysis to prove attitudinal and
behavioural changes which lead to a drop in
sunbed usage amongst 16 -18 year old girls
49. Focus Group
⢠Conducted three focus groups
-
Separate for both influencers and influenced
⢠Skin scans given the thumbs up by all
-
Liked real life before and after images
⢠R UV UGLY? deemed to have
relevance and meaning
⢠Our experiential idea scored highly
-
More to comeâŚ
⢠Metro established as being key
51. Sk:n Partnership
By teaming up with the UKâs No.1 skin clinic, sk:n, to offer free skin
assessments, we were able to remove the cost barrier (usually ÂŁ25),
personalise the risk through individual consultations and also, with 37
clinics nationwide, make them accessible to the masses
53. Sk:n Partnership
A pre and post questionnaire was also created for completion in-clinic,
enabling us to gather vital data on attitudes towards sunbeds
54. Sk:n partnership
⢠Arranged briefings for regional and clinic managers to provide
detailed knowledge to consumers
⢠Sk:n staff managed bookings and gave expert advice to
customers
⢠Staff participated in regional open days in 10 UK clinics and
staffed experiential tour
⢠Supported through social media and database e-shots
⢠Provided media spokesperson and hosted press briefings
55. Vita Liberata
â˘
â˘
Teamed up with celebrity favourite fake tan brand Vita Liberata (secured for
free), we also offered all participants safer alternatives to sunbeds
Provided over 1,000 product samples for media, experiential, clinic open
days and wider campaign
56. Brand Assets
Actress, model and a cast member of Made in Chelsea, Gemma Gregory was secured
(for free) to be the face of R UV UGLY?
57. Facebook App
⢠To take the campaign, digitally, to where
the audience hung out, we created a
bespoke Facebook tab as a campaign hub
⢠Living within Cancer Research UK page it
provided campaign information and case
studies
⢠Importantly it housed a text/email voucher
mechanic for our audience to claim their
âtwo for noneâ scans
58. Binky Felstead
â˘
â˘
â˘
â˘
â˘
â˘
Unity secured Binky to become an R UV UGLY?
ambassador
Personally endorsed Fake Tanning Tips guide
Starred alongside Mummy Felstead in Fake
Tanning Tips video, hosted on campaign
channels
Secured exclusive front page hosting on Daily
Motion which saw 1,680 views in UK in a week
Secured exclusive coverage for Binky video on
Heatworld
Binky tweeted to her 128,000 Twitter followers
59. Express & Star
⢠Secured free online adverts with
Express & Star group
⢠R UV UGLY? banners were
included on OK!, New, Star,
Channel 5 & Express Newspapers
websites to coincide with launch
⢠Key titles for target demographic
⢠300,000 OTS banners of various
sizes across sites
63. Launch
⢠R UV UGLY? was launched with a Metro
exclusive
⢠The story was supplemented by maximising
our celebrities stories
⢠A story on TOWIE stars Maria Fowler, Sam
and Billie Faiers support for campaign was
released shortly after
⢠An exclusive PA interview with Sam and Billie
then ensured mass regional coverage, key for
the campaignâs success
65. Friends & Family
â˘
â˘
â˘
A survey was used to highlight the fact that
friends and family members were encouraging
loved ones to go on sunbeds and inadvertently
putting lives at risk
â26% of sunbed users were encouraged by a
family member or partner to use a sunbed for the
first timeâ
Coverage included a ten minute spot on the
Daybreak sofa with Dr. Hilary Jones and Camilla
Dallerup whose mother, a former sunbed addict,
had suffered with skin cancer
69. Clinic Open Days
⢠To help drive skin scans sk:n organised a
series of R UV UGLY? walk-in open days
⢠10 key towns and cities were identified due
to their large numbers of sunbed outlets
and high rates of malignant melanoma
cases
⢠The idea was to create a quick and easy
walk in atmosphere for assessments
⢠Bespoke regional PR stories built around
each open day with local stats and figures
Charity hopes âR UV UGLY?â campaign will shine light on the
danger of sunbed use in Nottingham
Young people in Nottingham are being urged to face the invisible
damage inflicted on their skin in pursuit of a tan, as part of Cancer
Research UKâs new R UV UGLY? campaign.
The campaign aims to raise awareness about the skin damage,
premature ageing and health dangers of using sunbeds.
Nottingham is being targeted due to its high concentration of
sunbed outlets. With over 25 outlets, the city is within the top half
of all local authorities in England. Thatâs around 10 sunbed outlets
per 100,000 people.*
In response, the R UV UGLY? campaign will be taking over sk:n
Nottingham (Address) on Sunday 26 February for a special open
day, offering the public free skin scans that normally cost ÂŁ25 each.
Using specialist skin-scanning technology, the consultation will
highlight the hidden damage lurking beneath the skinâs surface that
is caused by overexposure to UV, both from sunbeds and the sun.
Not only do sunbeds make you look old and wrinkly before your
time, but figures show using one for the first time before the age of
35 increases the risk of malignant melanoma â the most serious
form of skin cancer - by 75 per cent.
Malignant melanoma rates have more than doubled amongst 15-34
year olds in the East Midlands since the mid 1980s and someone in
this age group is now diagnosed with the disease each week.**
Chris Lunn, SunSmart campaign manager at Cancer Research UK,
commented:
âWe are worried that people in Nottingham might be putting their
health at risk by visiting tanning salons to achieve a tan. Often the
consequences arenât seen for years so we want to help give people
a sneak preview of what their future face looks like and if they must
have a tan, encourage them to switch to a safer alternative by
using fake tan.
âWe want people in Nottingham to come and have a skin scan and
see for themselves the effects that using sunbeds can have on your
skin.â
71. Experiential
â˘
â˘
â˘
â˘
â˘
At the heart of R UV UGLY? was bringing the experience to a captive
audience where sunbed use was prevalent
Unity created a bespoke skin scan photo booth
Encouraged public participation by making the activity fun and engaging
whilst relaying CRUK messaging at all times
Regional print and broadcast media was secured pre and during activity
to encourage visits to the photobooth
Consumers were given a take home image of their scan and further
information on the campaign as well as ability to share image on social
media platforms
72. Experiential
Manchester
The Arndale Centre
Estimated footfall: 615K per week
Sunbed outlets per 100K
of the total population: 12.4
Newcastle
The Metro Centre
Estimated footfall: 500K per week
Sunbed outlets per 100K
of the total population: 20.8
73. 5. Further Queries Additional sk:n
technician on hand to
answer any further
queries on
participantâs scan
4. Analysis Participant exits
scanner. Sk:n
technician talks
participant through
their scan whilst
they wait for their
photo print out
1. Approach - R UV UGLY?
brand ambassador engages
consumer by explaining free
skin scan and benefits
2. Questionnaire - R UV UGLY? brand
ambassador fills out questionnaire with
participant whilst they wait for the scanner to
become available
3. Scan - Participant
enters scanner.
Technician asks for
their details and
explains the process
6. Takeaway - R UV
UGLY? hands
participant goody bag
with further
information on
sunbeds. Self tan
sample given if
requested.
Additional skin
scanner to manage
flow of traffic in busy
periods.
Questionnaire and
scan process remains
77. Model Story
⢠We persuaded the country's leading model
agencies to commit to a âno sunbedâ policyâ
on the opening day of London Fashion
Week
⢠Leveraged influence of fashion community
and tapped into power of London Fashion
Week
⢠Comment and support secured from the
owners and head bookers of D1, Elite, First,
FM, IMG, Leniâs, Models1, Nevs, Oxygen,
Premier, Storm and Union
82. 1648 skin
scans in
total
Results
27 national print
553 online pieces
1190 scans on
experiential tour
300,000 free adverts
on Express and Star
newspaper
75 broadcast
13 celebrity supporters
131 regional print
Over 2 million #RUVUGLY
impressions
458 scans in sk:n clinics
Over 200 tweets from
users with over 1,000
followers
Over 3,000 SunSmart
page views
Almost 33 million
impressions with
Facebook ads
84. KPIs â vs results
REACH
4 pieces of national coverage
27 National Pieces
ENGAGEMEN
T
800 pre questionnaires completed
300 post questionnaires completed
1648 Pre
Post to follow
CHANGE
Questionnaire analysis to prove attitudinal and
behavioural changes which lead to a drop in
sunbed usage amongst 16 -18 year old girls
â
85. Behavior change
⢠Overall 75% of sunbed users who, before the scan, said they
expected to use sunbeds more or the same in the future,
changed their minds immediately after their scan and said they
expected to use them less or not at all
⢠Immediately after the scan, half of the sunbed users aged under
25 said they would not use sunbeds in the future compared to
22% who had said this before the scan
⢠Via a follow-up survey conducted eight weeks after the
campaign closed, we were able to measure sustained behaviour
change, demonstrated by 46% of respondents reporting theyâd
stopped using sunbeds or used sunbeds less than they did
before
87. Legacy
⢠We hit and massively exceeded all client KPIs at below their
target cost of ÂŁ1.50 per engagement and delivered
independently verified changes in consumer behaviour
⢠Due to its overwhelming success, Unity ran further campaigns
with R UV UGLY? revived for the Scottish market and then
returning to the UK in 2013
⢠Australian Fashion Week saw model agencies follow Londonâs
lead and put a ban on sunbeds
⢠Liverpool Fashion Week this year also committed to a similar no
sunbed policy for all models
93. Complex and highly regulated: The
challenges in healthcare PR
Speakers:
Charles Lewington MCIPR, Managing Director,
Hanover Communications - @c_lewington
Sarah Pinch MCIPR, Founder, Pinch Point
Communications - @ms_organised
Harry Brady, Communications and Policy Director,
MSD UK
Facilitator:
Jean-Pierre Moser MCIPR, Director, JPPR
95. The healthcare
news agenda
⢠Highly political
⢠Emotive and personal
⢠Scientific and Clinical progress
ChallengesâŚ
⢠Aging population
⢠Rising costs
⢠Affordability - major source of
social debate for decades to
come.
97. UK - a world
leader in
healthcare comms
⢠Technical policy comms
-NHS: the worldâs largest
single healthcare provider
⢠Complex science - UK
science traditionally
punched above weight
⢠Health economics - UK
the first to independently
assess cost-effectiveness
⢠UK as a global price
reference
99. Partnership is
the key
⢠Only wide coalitions of clinical and
patient voices will drive change â
true for government and industry
⢠Finding shared objectives and
communicating from common
ground is crucial for success
⢠In many respects, healthcare
communications is text book
PR
100. Complex and highly regulated:
The challenges in healthcare PR
The NHS perspective
Sarah Pinch FCIPR MIoD
26/11/13
101. Toughest jobs in Public Relations?
â˘
â˘
â˘
â˘
â˘
â˘
â˘
11 years at the BBC
13 years in corporate communications
Tricky sectors:
International development
Public transport
Health
Passion for behavioural change in
organisations
⢠Experience of placing communications
as important as finance/HR
⢠Professional standards & compliance
⢠New teams in every role since 2000
102. The National Health Service
July 5 1948, it was based on three core principles:
⢠that it meet the needs of everyone
⢠that it be free at the point of delivery
⢠that it be based on clinical need, not ability to pay
March 2011, the Department of Health published the NHS Constitution
1. comprehensive service available to all
2. based on clinical need, not an individualâs ability to pay
3. aspires to the highest standards of excellence and professionalism
4. aspires to put patients at the heart of everything it does
5. works across organisational boundaries and in partnershipâŚin the interest of
patients, local communities and the wider population.
6. committed to providing best value for taxpayersâ money and the most effective,
fair and sustainable use of finite resources
7. accountable to the public, communities and patients that it serves
103. An Honourable Profession?
NHS Communicators
Each NHS organisation has a
communications lead to ensure that the
organisation communicates effectively.
Larger organisations are likely to have a team
of communications professionals.
With several hundred organisations in
England, there are over 1,000 communicators
in the NHS.
A proportion of these will hold a post with a
managerial responsibility.
105. Prepare, plan, evaluate: repeat
Develop a reason to
believe
⢠Know and listen to âenemiesâ and
friends.
⢠Remember the pain of experiences.
⢠Try to know as much as you can â
but remember youâre not the clinical
expert.
⢠Be prepared and be kind.
⢠The planning process itself is helpful.
⢠Ask for help.
⢠Learn from others - industry, clients,
colleagues.
⢠Donât reinvent the wheel.
107. Case Study
Mass âNHS cover upâ v
Parentsâ reality
â˘
â˘
â˘
â˘
â˘
â˘
â˘
â˘
Perception and experience:
emotionally charged
The parentsâ grief
The tabloid shorthand
The operational issues and the
reputational issues
The emotional drain, on everyone
The political and Political landscape
The âright thing to doâ
The recovery plan
108. What to do?
Keep Calm
â˘
â˘
â˘
â˘
â˘
Establish all the answers
Understand the broader context, for the
organisation, the parents, staff,
stakeholders
Establish the FACTS
Restoration, not promotion
Remain calm and reasonable
âAlthough all catastrophes have an initial
negative impact on value, paradoxically they
offer an opportunity for management to
demonstrate their talent in dealing with
difficult circumstances.â
Sedgewick/Oxford
University report
109. Remember this
Professional communications is an
honourable profession
There is help, support, training and
advice
Donât expect it to be easy
Donât forget the staff
You are not a clinician
Do the right thing and be seen to
do the right thing
Four hostile newspapers are more feared than a
thousand bayonets Napoleon Bonaparte
110. Going forward
âSociety, in general, and leaders and opinion formers, in particular,
(including national and local media, national and local politicians of
all parties, and commentators) have a crucial role to play in shaping
a positive culture that, building on these strengths, can realise the
full potential of the NHS.â
Professor Don Berwick
113. In the Next Ten Minutes
⢠Diversification of healthcare communications
⢠Reputation of the pharmaceutical industry
⢠Changing models of working
115. Pharma Reputation - the
Historical (and not so Historical)
Headlines . . .
Miracle Cure!!
Doctors bribed at industry
bash
Killer Drug!!
Pharma hiding negative trial
results, misleading doctors
Drug companies accused of
putting patientsâ lives at risk
Drugs firms âscaring people
for profitâ
Regulators âapprove useless
drugsâ
125. Successful creative campaigning on
a low budget
Speaker:
Louise Robertshaw MCIPR, Head of
Communications and Campaigns,
Guide Dogs
Facilitator:
Elspeth Graham FCIPR, Commercial
Director, CIPR
@elspethCIPR
128. Dog attacks
2012
Media coverage reach of 21 million.
155 MPs attended Parliamentary reception.
79% recall of campaign amongst MPs
Government announced compulsory micro
chipping of all dogs by 2016.
Recently also announced increase in
sentences available for attacks on assistance
dogs.
Cost ÂŁ5,300
129. Be Positive
Itâs important to highlight the solution as well
as the problem.
Be clear about the action you want your
supporters, influencers and decision makers to
take as a result of your campaign.
130. Emotional response to Guide Dogs
73%
81%
81%
6%
10%
7%
5%
6%
4%
4%
6%
4%
3%
2%
2%
Nov 12
Nov 11
2%
3%
2%
0%
Nov 10
20%
40%
60%
80%
100%
âWhich of the following faces best represents how you feel about â Guide Dogsâ
Base: All those aware of Guide Dogs (1167) among 2,007 adults 18+, Britain
Source: nfpSynergy, Brand Attributes Monitor, Nov 12
130
133. Take every
opportunity
Set up alerts and monitor conversations on
social media.
We positioned ourselves as voice of authority
on dog attacks and took every opportunity.
Ride the news agenda as well as set it.
135. Be well targeted
and well
planned
Plan tactics meticulously to hit key decision
making/action time.
Report released outlining shocking statistics
about number of attacks.
Timed to stimulate interest in Parliamentary
reception.
Research and be clear on your target decision
makers and target journalists.
141. Building public trust: Sustainability
at the heart of business strategy
Speakers:
Tobias Webb, Founder and Chairman, Ethical
Corporation
@webb_tobias
Graham McWilliam, Group Director of Corporate
Affairs, Sky
@grahammcwilliam /@skybiggerpic
Facilitator:
Samantha Wilding MCIPR, Director of
Sustainable Business, Corporate Culture
@CCLtd
149. Four conclusions
1. Engagement doesn't work without dialogue
and authenticity
2. Dialogue and authenticity don't last long
without real action
3. Collaborative action with the right partners
can pay off, move markets, and create value
for all
4. And that's what corporate responsibility is all
aboutâŚ
154. Royal Mail: Gold medal stamps and
gold postboxes
Speaker:
Tim Cowen,
Director of Consumer and Business Media
Relations
Royal Mail
@royalmailnews
Facilitator:
Maud Davis FCIPR
Maud Davis PR
@maudiemo
155. Royal Mailâs Gold Medal
Stamps and Gold Post Boxes
Tim Cowen
Director of
Consumer and
Business Media
Relations
⯠PRSHOW
156. The Challenge
Producing stamps with
winnersâ images in 24 hours
instead of 24 months
Producing PR plans with a
short selling in window
Gaining share of voice for
Royal Mail â a licensee not a
sponsor
157. The ideas
Organise photo shoots with
winning athletes and their
stamps
Provide enlargements to TV
companies within two hours
of a win
Paint a post box gold in every
winnerâs hometown
158. The logistics
Six printers on 24 hour
standby
24 hour press office
Courier firms on standby for
PR collateral
Maintenance teams on
standby by across the UK for
post box painting
Photographer embedded at
Team GB House
159. The results
Audience reach of 700 million
Stamps sales surpassed
target by more than 50%
Permanent legacy for Gold
Post Boxes
RM seen as an intrinsic part of
London 2012
160. The quotes
Prime Minister David Cameron:
"Royal Mail have had an excellent Olympic Games. They've
produced these stamps, they are painting the pill boxes. I don't
know who is doing the thinking for them but I think they've been
really on the ball."
Rower Kat Copeland crossing the finishing line:
âWeâve won the Olympics, weâre going to be on a stamp.â
164. How public relations raised $2m in
10 days for a tech start-up
Speakers:
Peter Bowles,
Creative MD of Dynamo PR
@bowlesy
Facilitator:
Phil Morgan MCIPR
Policy & Communications Director
CIPR
@PhilM_CIPR
168. The problem of
measurement
AVEs (Advertising Value
Equivalents) existed in PR
for a long time.
But in reality they are like a
gameshow total â doubled
and trebled to suit an
agencies needs.
They donât reflect reality
169. Social MediaâŚ
just as bad?
Social media
âexpertsâ also take a
figure and multiple
is by ânumber of
followersâ