Going national to recruit for Guide Dogs Australia
Who wouldn’t jump at the chance to cuddle an adorable Guide Dog puppy? What if you were given the option to keep one for a little while? Our social change PR team recently rolled out a recruitment campaign for Guide Dogs Victoria to spread the word about the growing need for puppy raisers across Australia, securing an interview with ABC News Breakfast to help recruit for the envious role.
With two small puppies trailing behind her, Charlie Spendlove of Guide Dogs Victoria joined Ali and PK on the ABC News Breakfast couch to chat about what is involved in being a puppy raiser.
Can you help house a Guide Dog puppy? PK and Ali meet Charlie Spendlove from Guide Dogs Victoria and two of her special friends pic.twitter.com/sfBvAGkyqi
The interview was broadcast nationally across ABC and ABC News 24 a total of five times, with a potential audience of 1,237,000 viewers.
It was also published on ABC News Breakfast’s Facebook and Twitter, receiving over 14,000 views online and a 93 on the Keep Left Impact Score. Most importantly, this piece of earned media resulted in a jump of 233 hits to the puppy raising page and a 450% increase in puppy raiser inquiries that day.
Keep Left have been working with Guide Dogs Victoria for the past four years to deliver a comprehensive PR strategy for the work it does in helping individuals and families of those who are blind or have low vision.
“The world has seemingly never had so many problems. On the other hand, there’s also never been so many causes designed to solve them with technology that enables people to contribute with just the tap of a finger. It’s an amazing time to be in the business of creating change-yet these developments have bred new challenges. It’s never been so difficult to break through and have your cause noticed.”
It was this preamble to my last session at SXSW yesterday that had many in the audience (myself included) arrive half an hour early, eagerly waiting to hear what the panelists had to say. All of us wanted to know: in today’s increasingly connected world, what does it take for a cause to get noticed in a way that actually influences behaviour and ultimately, drives action?
I loved the way this session started, with Droga5 showing us a campaign they had just launched for the Y (YMCA of the USA). Check it out:
The campaign was also amplified through earned media (PR) and engaging influencers to help spread the word online.
A photo posted by Alyssa Milano (@milano_alyssa) on
There were four main points discussed about what makes a social campaign successful:
·Put a face to the cause: Every cause needs someone that people can connect to. Clearly Zoe was someone that was extremely relatable. Let’s face it – who doesn’t love a cute baby?
·Activate your true believers: While Zoe certainly caught people’s attention, and the idea was clever in the way it hooked into an extremely topical issue, the element that made this campaign a huge success was the involvement of all of the Y’s stakeholders – the local Y’s. Through engaging the entire network in the creative process (sometimes there would be more than 800 people tuning into a conference call!), it inspired all of them to participate and amplify the message. The night the first commercial aired, every single local Y owner tuned in and immediately shared it on their social media channels.
·Make sure people understand what the cause is about: Zoe represented very real issues that the Y is trying to solve – the trick was doing it in a unique and fun way that would actually make people sit up and pay attention. The TV campaign was supported by a campaign website that delved into the issues in more depth, along with the ability to donate to Zoe’s campaign and buy Zoe merchandise.
·Make it easy to get involved: Last but not least, don’t make it hard for consumers to get involved. Droga5 actually restructured the Y website before they launched the campaign; before, it took 11 steps to donate.
It’s still early days, but it will certainly be interesting to see how the campaign pans out and whether it delivers any meaningful results for the Y.
What do you think? Will Zoe actually inspire action, or is this just another clever social change campaign that’s creating noise online?