This afternoon I did a presentation to a group of volunteer fundraisers about ‘Don’t wait until you’re certain,’ the campaign I helped to manage to promote the organisation’s adult helpline service. The first burst of the campaign was handed to me to manage by my outgoing manager three months after I joined the charity, in March last year. To say it was a stressful experience to devise and execute a PR plan for a national media campaign in under a month would be an understatement, but when the launch turned out to be a huge success and contacts to the charity about serious cases of child abuse increased by 16% I was delighted that the blood, sweat and tears had paid off.
Fast forward ten months to January this year and it was time to do it all over again. With a bigger budget to play with we were able to pay for TV advertising as well as digital, which gave a much bigger reach. As before my role was to manage the PR for the campaign, which included the development of a content plan across the charity’s website and social media channels to drive engagement with the campaign messaging. I even wrote my first film script – for a message of support recorded by the rather lovely actor, Dominic West (though sadly I didn’t get to meet him in person).
This time around, with the benefit of TV advertising and a sponsored trend on Twitter, we’ve seen a 46% increase in referrals to the helpline – an uplift that has stayed constant for the duration of the campaign. Social media engagement has also been through the roof as a result of the campaign, which has been exciting to see.
In truth it choked me up delivering a presentation on something that I’ve been so close to for the past year but which I will soon have to walk away from. Yet despite my impending redundancy, this campaign is something I will always feel enormously proud to have been involved with. I know that wherever I go next I will always feel a glow of satisfaction that its success was in no small part down to my contribution.