Episode 25 - Spotlight on Signs and Symptoms - How we created a campaign

In this episode we talk to Ali Lopez, the charity's Campaigns and Communications Manager about how the charity created the new Signs And Symptoms campaign that the charity recently launched to raise awareness of the signs and symptoms of brain tumours.  Ali talks through the process of creating a campaign like this and how involvement from the community played a key part.

The aim of this campaign is to help people recognise symptoms of a brain tumour and get diagnosed earlier.  This campaign builds on the hugely successful HeadSmart campaign the charity created to raise awareness of childhood brain tumours to bring together both adult and childhood brain tumours.

You can find out more about the campaign here, if you would like to discuss the campaign with Ali or any of her team you can email the team at info@headsmart.org.uk or call them on 01252749990

If you would like to speak to a member of our Support team you can call 0808 800 0004 or email support@thebraintumourcharity.org

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Transcript

Sarah: 0:38

Welcome to Let's Talk about brain tumours the podcast where we'll be talking to people who have been affected by brain tumour diagnosis, either their own diagnosis or the diagnosis of a loved one. We'll also be sharing news and updates in the brain tumour charity about what we're doing to have the harm and double survival.

Ali: 0:56

Hi, everyone, and welcome back to the brain tumour charity Podcast. I'm Chandy and today I'll be joined by Anna, my co host. And we'll be speaking to Ali, the campaigns and communications manager for the brain tumour charity, we'll be talking about the launch of the new signs and symptoms campaign, how you can get involved, and what is support it might offer for helping challenge the stigma and raise awareness of brain tumours and how they might affect people.

Anna: 1:20

So, Ali, we'd love it, if you could just tell us a little bit about yourself and what your role as campaigns and communications manager at the brain tumour charity kind of involves.

Ali: 1:30

Yes, of course, thank you so much for having me. So I'm Ali, I'm the campaign and Communication Manager for the brain tumour charity, I joined in October, say time is flying by, so my role at a charity is really to lead manage and launch marketing campaigns, very much like the job title says. And really, what that is, is that I manage the marketing campaigns and any sort of ad hoc projects that come through. And what that entails is normally managing the like creating the planning, first of all, then managing the creative process, putting plans together, checking those with all the stakeholders, and then reworking accordingly. Which means that I get to work with pretty much everybody in the charity, which is the thing I probably love the most about my role that not only is it super varied, I get to talk to everyone. And I love to chat. So that works in my favour. And because it's a varied, it means like the day to day really changes. So I can sit down normally and I make a to do list and I will have all these things that I need to do. And then one thing will come in, and it, I just have to jump on that. But it means that I go, like I have all these different things that I do. So I can one minute be reviewing like all this creative and making sure that it's the right format and just get a bit of more of a creative role. But then on the other hand, I can be checking like budgets. And then I get to do like really fun things as well. So it's it's just a really, really nice varied role, which is what I enjoy. So really why, yeah, one

Anna: 3:15

Can you give us an example of some of those fun things that you just read.

Ali: 3:21

Well, we love a workshop at the charity, I always say we should really have some sort of relationship with the people who produced that post it notes because we just love a post it. That's always really nice. So I think one of the things that is really good is that we collaborate so much. And I know that it's something that we talk about a lot as a charity, but not only do we do that externally, but internally. So say for example, we're looking at building an email journey, whether that could be for Brian, for example, or for the signs and symptoms campaign. You know, we'll get everybody in a room. And we'll have post its for everyone. And really kind of work together and say, Well, you know, if I was approaching this, what would I do? And it's just really nice to get all these different points of view in one room and kind of come up with an idea together. And the most amazing thing about the charity is that we make it happen. So I've been in workshops before, where one of the things that we were doing is looking at how we could talk about research on my social channels. And one of the things that came up and it was a passing comment was it'd be really fun if we could get children to explain what they think research is and, and things like that. And that tiny idea just evolved into this series that we launched around, I believe, in April time around Easter, called Tiny voices for change. And what we did is that we had a day and we had all these pairs of children and we're asking them questions, and it was just really just yeah, just such a good example of how someone can. It's really nice place that you can just kind of put an idea out there and somebody will go yeah, we can make that happen. And we did so that was really fun. That was one of the little projects that I had, that I was working on at the same time signs and symptoms, which was which was great.

Anna: 5:20

Wow, that sounds amazing. Tiny voices for change. I love that.

Ali: 5:26

It was so good. And we launched it on our social media channels, and kind of did like little episodes of them, and they had themes, and yeah, it was just brilliant. We need to think about how we can develop that and do that, again, because it was such a good day.

Anna: 5:42

Sounds it

Ali: 5:44

At the beginning of July, the charity launched its new signs and symptoms campaign. What has that the launch of the new campaign involved? So, that is such a good question. It has been an you know, this is something that everybody you know, in the charity is aware of, but it's something that's been in the pipeline for years, it's something that we know, we've had to do, that our community has been asking for, which means that, you know, it's obviously it's hugely important for our community, but also for the general public. So, because it is so important, and it's such a complex message to kind of get across, and we really had to be really mindful of what we wanted to communicate to who we wanted to communicate how we were going to do that. So it's, it's, we kind of took all the learnings from Headsmart and decided, you know, what we need is a multi channel, multi year campaign, that is for the general public. And what's really important is that we bring our community with us, but that we are grabbing the attention of the people who don't know about us, for people who aren't aware of all the signs and other symptoms, to be really impactful, you know, we live in in their world. And you know, we know that we are constantly seeing advertising campaigns, so much content is created now, that what we need to do, we need to have something that cuts through that cuts through the noise and grabs people's attention. So the way that we kind of went about it was, first of all, lots of conversations of learning about Headsmart, because I was obviously new to the charity. And some of the people involved were as well, I had been there a little bit longer than I had, but still didn't get all the information, like an information download from everyone. And then taking all of that and all our learnings putting together a creative brief. So our plan was that we approached three agencies to pitch for the work. Now, that was really important, because when we wrote this extensive brief, I actually my background is marketing agencies. So I've always been on the other side. So I knew what they needed which was good. And then we had a series of we have three pitches, and it was a two phased pitch. So the way that we did it was, we gave them all the information, don't give them the plans that we had. But what we wanted to see is how they would approach it because it's such a complex message, really, I knew that for the people familiar, it's, you know, like, oh, yeah, we know about it, but to kind of get that crossed in a very short space of time, and it's very difficult. So we wanted them to one understand what we were trying to achieve. It was really important that they understand how important this is not just to us, but to our community. And therefore they really got us as a charity. Because this is like a it's a partnership. It's something that we're going to be working on together. So they need to get us really, then one of the things that we also wanted them to do is present media plans. So one of the what we wanted was to make sure that we reach as many people as possible. And that's why, even in the creative brief, they said, you know, who's your audience? And I said, everyone, everyone's my audience. And they were like, Oh, okay. Yeah, simple answer. We need everyone to see it. But they did understand what I meant. And we have focused that little bit more thinking about the platform's thinking about the channels that we're using. So they all presented creative, but also media plans, and then a bit of a process of how they would manage the campaign and our relationship. And so that took a couple I think that took probably about a couple of months really in total. And then once we selected an agency and selected one of the concepts that we presented and a media plan with a media agency, what we did is kind of refine, refine it slightly, now that we had that relationship with them. And then something was hugely important was to test it. We needed to test it with a cold audience, a warm one and what we called a super warm one. So that's, you know, people who were really involved in, in Headsmart, were real ambassadors for it and really helped spread the word. So we need to make sure that our community Unity was on board and that they understood what we were doing. And they were they that they liked it really. But also bearing in mind that we needed to make sure that it landed with a cold audience. So we did that with a series of digital testing. And it then was white, like online focus groups, but everybody can kind of input on there. And I had some questions that people would be separately and others that they would do as a group. And we made sure that we had all ages, backgrounds, location in the UK for the moment, which, you know, once we started getting the results back, we knew that we, we've got it, we've managed to create something that resonated that landed that people understood. So once we had all the testing, which didn't take, you know, it takes time to do all of these things. We, you know, we we signed the concept off. And then from there, it was all about creating, and rolling it out, thinking about the website, had thinking about those user journeys, how do we bring people on board, not only because of the campaign, but also introducing them to the charity, which is one of the things that we worked on quite hard. This is our opportunity to not only educate, and empower people to know what they need to do if if they spot signs and symptoms and their selves or our loved ones. But it's also making sure that if people need us because they spot sign or symptoms they've gone to their GP, that they know where we are, who we are, so we're able to support them. So that's why it looks so different, because it looks like the brain tumour charity, which is really important.

Anna: 12:18

I think my question from what you just said was how you said, it looks different. Could you elaborate a little bit on that if people haven't really seen it yet, or they don't really know what it is,

Ali: 12:28

during the last couple of years, really, Headstart has been something that has been available to people, but there hasn't really been a huge push to get it out in the public domain. So what this was a really a good opportunity for us to refresh it and change slightly, the positioning because what we were doing is really a marketing campaign to it's an advertising campaign. So the messaging, the creative, everything needed to evolve. So it's relevant to today. And to like I said earlier, you know, to really cut through that noise. And when we were looking at different ways that we could do that we realise one of the things that was really important is that it looks like that also, it's a very, it's very flexible, it needs to be something that has longevity, because it we want this to last us for years and years, just like Headsmart did. So creating something that we can, you know, we can change the imagery, we can change the signs and symptoms, we can start, you know, once we really established the campaign and and we can start mixing up the colours. So there's things it has that flexibility, it's a a simple execution. But that allows us to be flexible, diverse, so we can make sure that we can create a different format. So for example, when you when we look at our media campaign, we have things like washroom, posters, we have backs of buses, but we also have those really tiny formats that you get on mobile and display. So having something that is flexible enough to to still look exactly the same throughout all of those channels. And what the main aim of the campaign, one of the things, you know, what, what is what do we want is really the question not you sit down and say, Okay, we need this campaign. But what do we want from it is we want to create awareness of the signs and symptoms in children and adults, not giving importance to one or the other, really making sure that this is for everybody, which means that through the imagery and the way that we've designed it, so the signs and symptoms can change, we can make sure that we're representing the right audience with with the right signs and symptoms. Because there's such a variety of them, it's very difficult to create something that shows all of the signs and symptoms. So that was a good way of being like okay, well, even on like Instagram stories, we have a version that is slightly longer, which means that we can show six symptoms rather than three. So there is that that flexibility and there's some really good creative coming and we're gonna be testing over the next few months which I'm so excited to share once it's ready. And the other really important thing is okay, we want to raise awareness, but we also want people to know what to do. We want to give them that knowledge and that empower meant for them to go to their GP and say, I'm worried about this, can we rule it out, it's about, you know, spotting the signs and symptoms making the connection between them and then pushing for what you need it earlier, you spoke a lot about the the involvement from people who were really engaged with the head Smart Campaign. And kind of like, the focus groups that you talked about are really important in the development, how has it been received, since you actually launched the new new campaign, we've had so much support and such a positive reaction from our community, that it's just brilliant we sent out, obviously, when we launched, we put it out on social media, but we also sent an email and one of the things that we asked were, you know, get in touch if you want a digital pack, or if you want a print pack when they're ready. Or if you want to do you know, just keep up to date with campaign? And it was just amazing how many messages and how people you know, come forward and say, Yep, definitely keep me in the loop, can you send me this, and, you know, we can't, we can't do it. Without our community, we know, we are the people that can have the passion to spread the word and really understand what we're trying to achieve. So even though you know, we do want to, we're doing this media plan. So we will make sure that we reach as many people as possible, our community is just driving that they are the people that help us the most. So it's just been, yeah, brilliant. And at the moment, we're kind of going through the first three months of real test and llearn. So we're touching upon all the channels and building materials as we go. So I just can't wait to give another update and be like, now we have this who wants it?

Anna: 17:16

Yeah, no that sounds really exciting. And we'll have to get you back on. And you will have to tell us update us in a few months time and see how it's going, that would be really exciting to do maybe a follow up?

Ali: 17:28

Definitely.

Anna: 17:29

So you mentioned obviously, the people from the community and who were really involved with head smart, have been really receptive to it. And it's been great. So I'm kinda going to split this question of into two. So what would you say to people who are listening who are already part of that community? What can they continue to do following the launch of the campaign?

Ali: 17:49

Well, if you haven't been in touch, definitely get in touch with us. And let us know, let us know that you're there. And you may request request the new materials, we've got, you know, new branded cards, we have posters, we're going to be producing more materials and more print materials, but at the moment is quite digitally led just because we do want to test it. And then once everybody is happy, and we've had enough feedback, you know, if we need to make any changes, were able to, and then we can go with that print, run. But get in touch not only if you want to help us spread the word, but if you have any ideas, if you know anyone that has, you know, a connection somewhere that we're able to get in touch with them, please, we're so open to any ideas, any contact anything, just get in touch, let us know. And like I said, I will try and make it happen. There's no idea that will say no to you know, we will consider it. And if we're able to do it, we absolutely will.

Anna: 18:51

Right. And then for the people who are maybe relatively new to the brain tumour charity community, and just figuring out what all these campaigns and things mean, and what would you

Ali: 19:02

So, first thing again, get in touch, ask us any questions say to them? that you might have. Also, if there's things that you think, oh, you know, I know about the campaign, and I, you know, I understand that, you know, you want us to help us spread the word. But if there are, if you want to have a conversation about you know, could I go to schools? Or could I go to a GP, or can I do this, what we're going to do is we're going to start preparing these packs, that means that they're quite tailored to the audience. So say, for example, have a school pack or a GP pack, a corporate pack. And what that will include is a letter a bit of a cover letter that will explain the campaign will help you so if want to get in touch with anyone and have some example copy of what you know how you can approach them. And with the key messages and, and that sort of thing. So it's a little bit of a guide of here's the letter, here's everything that you can you can take it might be you know, be posters card, if you have any merchandise will later date we'll try and include that as well. But just the first point would be get in touch with us and we're more than happy to help you figure out you know, what you need or what we can give you to help us help us spread the word because I've talked a lot about print, but it could be digital as well. You know, we have a fantastic social video that we'd love for people to share on their channels. It could just be as quick as that as just repost it on my LinkedIn or my Twitter or whatever. So, yeah, we have a variety. And we'll keep building on that. So

Anna: 20:33

if people after listening to this are keen to get in touch, where should they go? How can they do that?

Ali: 20:39

So there's two ways they can do it, they can either go on the Headstart website, which has headsmart.org.uk. And they can find the email address within that homepage, or just email us directly on info@headsmart.org.uk.

Chandos: 20:54

Thank you, Ali for your time, and for coming along to speak to both me and Anna because I think it's really informative, both of us because I remember when Headsmart was just launched, first time around, I feel really old saying that now like, being around, but um, ya know, it's really powerful to see how it's changed, how the works been done, what works going on behind the scenes to make it bigger and reach more people.

Ali: 21:18

Yeah thank you so much for having me. It's an absolute pleasure. Honestly, when it was mentioned that this might be something that I can do to get it was buzzing. I can't wait. I love talking about it. I feel like I've been talking about it for the last Gosh, at least nine months. Yeah. Anyone else? I'm very pleased. I'm more than happy to chat

Anna: 21:41

Well, thank you so much. Like Chardy said, that was so informative. And it's just so clear how passionate you are about it. And I think that's exactly what the charity needs is just people who are really passionate and really wanting to make that change. So it's been incredible speaking to you, and we really appreciate it.

Chandos: 21:56

Thanks again for listening to this episode of the brain tumour charity podcast. I hope you found it helpful. Whether you've been diagnosed with a brain tumour or a family member or friend has the charity are there to help call. 0 808 800 Triple 04 0808 800 Triple 04 for more information. You can also visit thebraintumourcharity.org To find out more about the new signs and symptoms campaign.

Sarah: 22:23

We hope you enjoyed today's episode. Don't forget to subscribe to the podcast so you never miss an episode. If you'd like more information, you can visit our website at brain tumour charity.org or email our support team at support at the brain tumour charity.org And finally, before you go if you enjoyed this podcast, please can leave us a review on iTunes wherever you get your podcasts so we can reach more people and raise more awareness