Client Name NAS The OrganisationAutism affects c 500,000 people in the UK, that’s 1 in 110 people. But whilst awareness of autism is high (84%) understanding is low. The National Autistic Society is the leading charity for people with autism and their families, helping around 100,000 people each year. The ChallengeTheir brief was to recruit 7,500 committed donors within an integrated campaign that would strengthen the NAS brand. A conventional DM approach had been unsuccessful in 2004, largely because supporters tend to be adults who have been touched by autism, or who know someone who has been. No lists existed to isolate such a group. The InsightOur insight focused on two key pieces of thinking:-
- Firstly, that we needed to generate response from as many people who were touched by autism as possible.
- Secondly, with a limited budget (less than £250,000) we had to focus our efforts rather than dissipate our limited resources
Our Solution
- We lowered the barriers to response by launching the first ever national survey into autism
- We created a single day’s activity under the concept “Make Autism Count” by taking over commercial radio for a day, something that had never been done before. Working with the network initiatives group at the RAB, we offered to book airtime on all commercial radio stations in the UK if the radio industry as a body would support the day.
- These were co-ordinated with editorial coverage
- Radioworks worked with National Autistic Society’s PR team to create press packs, generate stories and recruit spokespeople for each station group. They then worked with the stations to create PR opportunities. The CRCA sent an electronic press pack to all stations. IRN recorded news items for all its stations.
- Response was generated across phone, web and text
- Every station gave the campaign a link from its web site to a dedicated micro site. www.autismcounts.org.uk
The Results The campaign effectively ‘owned’ commercial radio for the entirety of Monday 26th September.
- 306 stations each played 30 commercials across the day - giving 45% cover of all UK adults
- PR support amounted to more than 150 in-depth interviews and over 200 news items – giving two days of solid coverage, across approx 240 stations with over 40 spokespeople and case studies from every corner of the UK.
- On the day itself around 36,000 responses were received
- By Tuesday 4th October this had built to 54,551 uniques to web site, calls or texts and 33,794 completed or requested surveys. (completed on-line, requested by text and phone) had been received.
Client View“Awareness of autism has never been higher and we fully intend to use this opportunity to continue to increase understanding and appreciation of what is still a marginalised and vulnerable section of our society.”
Vernon Beauchamp
CEO
NAS
