Athena Lamnisos, CEO, The Eve Appeal 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

1. Creating impact on a tight budget
GCAM 2016

2. Background
The only charity in the UK funding research into and raising
awareness of gynaecological cancers
These cancers have a set of poor outcomes and are under-
funded and under-profiled
Why? Lack of knowledge, fear, embarrassment and stigma all
play a part
We lead Gynaecological Cancer Awareness Month each
September

3. Gynae cancers and the female anatomy
There are 5 gynae cancers
– can you name them?
Do you know any signs any
symptoms of gyane
cancers?
Fallopian tubes Womb
Ovaries Vagina
Cervix Vulva

4. Objectives
Raise awareness of all five gynaecological cancers and their signs
/ symptoms
Encourage a culture of openness around these cancers
Position gynaecological cancers in the front of people’s minds as
a cause to support
Build an active community of supporters who will help amplify
the messages
• In particular seeking to engage with younger women
Build a platform for partnerships, fundraising and awareness
raising activity to sit under

5. What we achieved
Widespread media coverage that was sustained throughout the month
Issues covered:
• Myths and truths about gynae cancers
• Lack of knowledge around the female anatomy
• 10 things your doctor wants you to know about your cervix / labia
• Mothers & daughters / where girls source their information
• Sex and Relationship Education (SRE)
Traction on social media
Successfully launched a new fundraising initiative, Bubbles & Bush
Recruited new Eve Ambassadors, including Cherry Healey and Caroline
Hirons

6. Online highlights

7. Broadcast highlights

8. Print highlights

9. Print highlights

10. Highlights: Bubbles & Bush

11. Highlights: socialgrowth & attention
1
1
Both the hashtags#GynaeMonthand #KnowYourBody had
good take-up
By 2pm on the first day alone #GynaeMonth had 232,325
impressions on twitter
87,075 unique people/accounts saw tweets containing the
#GynaeMonth
Without promptingothers used our hashtagse.g. Macmillan
Cancer Support, Jo’s Trust, Volunteers’ Week, Stop Cancer
Now, Ovacome, Relate and a number of television
doctors, researchers, MPs and corporate supporters
Nearly 750 separate tweets were sent using the hashtag
from a range of accounts

12. Highlights: socialgrowth & attention

13. Highlights: web traffic
1
3
During the first two days of GCAMweb traffic increasedby
400%
Comparing traffic during September to like-for-like traffic the
previous month:
• 10,178 page views from organic discovery, a 16% increase on
the average
• +44.14% more page views
• +58.32% - the increase in new people coming to the site for
the first time
• +54.19% - increase in web sessions (visitor events)

14. Lessons
1
4
You don’t need a big budget to create a successfulawareness
month!
• We are a commsteam of x1 FT member of staff and x1 PT
member of staff and only had budget for a survey and some
design time
Planning
• Gettingfeedbackfrom journalistson story anglesbefore
the campaignhelped shape our plan and approach
• Having key peaks of activityhelped stay on trackfor
generatingsustainedcoverage
 As did having storieswhich felt very distinctfrom one
another
• Testing Bubbles & Bush with key stakeholdersand
supportershelped ensure that when it launched there were
people ready to embraceit

15. Lessons
1
5
Using audienceinsight to generate a campaign platform with
widespreadappeal
• Know Your Body helped us to talk about five cancers together
meaningfullyand consistently
• It revolvesarounda simple call-to-actionfor women, based on
what we know is a key barrierto women spotting gynae cancers
early
• Allowed us to communicate with key audiences and a wide age
range of women
Creatingvisualcontent helped create a strong identity for the
campaign,and increasedour socialmedia reachand engagement
• Journalistsalsoused our infographicsto supporttheir articles
Havingsimple and easy ways that supporterscould show their
supportfor the campaign increasedour reach

16. GCAM 2017
1
6
We will continue to use and build on the theme of Know Your
Body in comingyears rather than re-inventing the wheel to
ensure consistency
There is more that can be leveragedfrom the initialresearch
we conductedinto women’sattitudesand behavioursaround
gynaecologicalhealth issues and cancers
• And more that we can pursue building on this year’s
campaigncoverage i.e. educationstory angle
Collaborationwill continue to be important,for example
• Speakingto influencersahead of Septemberto help them
understandthe rationale behind the campaignand our
approach
• Talking and listeningto our supporters

17. GCAM 2017
1
7
Earlierplanningto allow us to:
• Bring more ‘influencers’on boardi.e. celebrities, media, mum
bloggers
• Secure fundingfor the month to supportthe month
• We have alreadydeveloped a menu of optionsfor items that
a corporatepartnercould fund
Considerdevelopinganotherpiece of creative content that can be
used acrossplatforms and channelsthat are and aren’towned by us
• i.e. the anatomy quiz was crated in-houseand deemed effective
Use the socialmedia analytics fromthis year as a baselinefrom
which to measure next year’sactivity
• As well as consider wider tools that we can use to measure
changes in levels of awareness

18. Thank you

19. 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

20. 8 December 2016
London
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