Stroke Association Campaign: Driving Change for Stroke Awareness
The Stroke Association's campaign aimed to raise awareness and lobby the government for a new stroke strategy. Through strategic communication efforts, including petitions, media engagement, and famous landmarks turning purple, the campaign successfully reached key audiences, gained petition signatures, and influenced government action, showcasing significant outcomes and impact.
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AMEC International Communication Effectiveness Awards 2017 Stroke Association New Era for Stroke
Appendix 1 Stroke Association Integrated Evaluation Framework PLAN, SET TARGETS & OTHERINPUTS ALIGN OBJECTIVES ORGANIZATIONAL OBJECTIVES COMMUNICATIONS OBJECTIVES TARGETAUDIENCE STRATEGY PREPARATION General public Charity supporters Business leaders Black and minority ethnic groups Lobby Government to continue the national Stroke strategy Raise awareness that Stroke is the UK s third biggest killer Awareness of the impact of stroke is low among the general public leading to a lack of pressure on the Government to maintain a stroke strategy Address unacceptable variations in stroke care and treatment on different areas of England Direct people to sign a petition calling on the Government for a New Era Stroke strategy Engage the public to raise awareness and to lobby the Government by signing the New Era petition for new stroke strategy. IMPLEMENT MEASURE ACTIVITY ORGANISATION & STAKEHOLDER EFFECTS AUDIENCE RESPONSE &EFFECTS ACTIVITY OUTPUTS OUT-TAKES OUTCOMES IMPACT 2 phased approach Make May Purple and World Stroke Day Over 600 proactive mainstream articles Petition link shared more than 4,000 times More than 50,000 petition signatures Government responded by safeguarding the existing strategy and agreed to debate Campaign met objective of gaining a Parliamentary debate Mainstream media engagement 51% of all adults reached with key audiences successfully targeted Awareness of campaign messages increased from 2% to 37% Learnings from the campaign used to start lobbying for the debate Famous landmarks become purple 88% of New Era articles delivered key message Web visits and click-throughs strongly correlated with media coverage People significantly more aware of the scale and challenges of stroke survivors Launch of petition Social media activity Sign petition call to action increased from 14% to 28% over the campaign MEASUREMENT & INSIGHTS Support from celebrities and health bodies IMPLEMENTATION 11 million #NewEra impressions
