Communications update: Vicky Browning on Shelter's Lonely Brick campaign

Plus: comms professionals moving to the top, and how to integrate communications better

Charities of varying sizes and causes are looking at how to integrate their communications better across their organisations. When you integrate your comms, all your methods of marketing – advertising, direct mail, PR and digital engagement – work in unison across all aspects of your organisation's activities, rather than in isolation. It means more people will understand what you do, and your messages will be more focused and consistent, resulting in stronger impact and greater outcomes. CharityComms has produced One Voice, a free best-practice guide on the subject. It's free to download here.

Shelter has a reputation for hard-hitting campaigns, so it's interesting to see the more humorous tone it's taken with its Lonely Brick approach. By using channels such as the dating app Tinder, Shelter is taking its affordable housing campaign to a younger demographic. But, as you'd expect from Shelter, the campaign is backed by robust evidence and urges supporters to lobby politicians to tackle the housing shortage as the election nears.

With the recent appointment of Lynda Thomas, one time head of media at Macmillan Cancer Support, to the helm at the charity, and the Scout Association's former director of marketing and communications, Gail Scott-Spicer, becoming chief executive of the Carers Trust, it's great to see more experienced and dynamic communications professionals taking top jobs in the sector.

Vicky Browning is director of CharityComms

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