Vicky Browning: why Scope's #endtheawkward campaign caught my eye

The director of CharityComms is also impressed by Macmillan Cancer Support and the RNIB

Vicky Browning

- Mixing comedy and disability is brave It can end up anywhere from preachy to cheesy to offensive. But Scope's #endtheawkward campaign is warm, funny and effective, because Scope focused on one of the fundamentals of good comms – understanding your audience. Scope worked hard on reaching 25 to 30-year-old professional urbanites, who are hard to cut through to – and succeeded.

- I'm impressed by Macmillan Cancer Support's Team Up, an online service connecting people with spare time with local people affected by cancer. I'm particularly interested in its genesis: the charity spotted something in the zeitgeist – the "sharing economy", where people lend and rent stuff instead of owning it. It treated the project like a start-up, with its own team and office space, not as a side-project. It's a great example of how to innovate – giving a project room to succeed, while controlling risk. It could add a revolutionary new aspect to Macmillan's contact with beneficiaries and volunteers.

- Hats off to the RNIB for its first integrated comms campaign, I Am Here. Integrating your communications across channel and function means you can rise above the tribal mentality of comms or fundraising, services or policy, to enable your brand story to engage supporters of whatever persuasion. More of this, please.

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