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One Day of Action PR Campaign

At the end of last year, we appointed PR agency Definition to develop a national profile-raising campaign for ACO and our Member Organisations to share the work you all do for people across the country.

The team there developed the idea of ‘One Day of Action’; gathering information from as many member organisations as possible about what goes into one day of supporting benefactors to show the breadth of work carried out by our members.

The campaign will target national media and digital channels to raise awareness amongst key front-line advice charities and key influencers (including elected representatives). It will also support all you ACO Member Organisations in promoting your charitable work to key stakeholders if needed.

Definition has years of experience working within the charity and third sector, including working with many of our Member Organisations, such as the Royal Alfred Seafarers’ Society and the Shipwrecked Mariners’ Society. The team understand the time restraints many of you have and are keen to help support you all in helping to promote the wider work of benevolence and other funds, whilst making it as easy as possible to get involved and share your stories.

The Definition team presented their ideas for feedback at March’s PR project meeting where we discussed KPIs, key messages and what members need to do to get involved. It’s a lot of information to capture but we’re confident you will all want to help us show just how much work you do every day in supporting those who need it most.

The campaign

Definition is asking for your help in contributing to The One Day of Action, which is currently earmarked as 16 October 2019 and will be confirmed in further campaign communications in June.

The day will highlight all the work member charities do on just one day of the year - whether financial aid, practical assistance, employment support or health and wellbeing, and Definition needs your help to get the ball rolling.

We’re asking you all to start thinking about how to capture the support you give those who come to you in need and how you record it so it can be shared with Definition ahead of the campaign launch.

The Definition team will develop a full toolkit for all members to be able to take part if they so wish. This will include a full brief of what they need from members who are getting involved, which will be circulated well in advance to ensure as many organisations as possible are able to submit examples of their support. We know we can’t predict what support may be needed on any one day, so Definition will suggest capturing all support given on one day in June, so they can collate in good time for the launch in October.

All this information will feed into the wider press releases, thought leadership pieces and social media posts across the campaign and will illustrate the breadth of support given by you all.

The toolkit will also include a template press release for use with local and vertical press (based on Definition’s national press release, which will be distributed to national newspapers and charity trade publications) and an internal email for all staff to explain activity, especially those on the front-line who may be able to provide strong case studies to illustrate the stories for the media.

Definition will provide recommendations on which journalists and publications they will be speaking to in order to avoid any conflict, as well as how they will be capturing any coverage secured.

The team will produce social media graphics that can be adapted in line with individual charity brand guidelines and used across social media on the day of action, as well as a guide and timeline to activity being carried out on a national level by Definition and the relevant hashtags and accounts involved.

Timescales

It seems a long way away now but it’s important to start thinking about how you’ll capture all the support you give benefactors and if you have any case studies Definition could use to illustrate the campaign when speaking to the media.

The team will start contacting you all shortly to ask you to get involved and the specific things you need capture, including statistics, case studies and pictures, in June. In July, Definition will produce the press releases, social media content and toolkit, and be in touch for approvals of any case studies/quotes included.

October will be the month of activity and we’d ask all of you to get involved by sharing, liking and retweeting activity, as well as promoting through your own channels. We hope this year will be a huge success and share with the country the importance of grant-giving organisations like yourselves, so we would ask as many of you as possible to get involved and give us your support and we can continue the campaign into 2020 and beyond.

The team is here to support all of you so please do let us know if you have any questions.

To get involved, please email Hannah Page at ACO or Rebecca Jackson at Definition to register your interest, at: hannah@aco.uk.net  or Rebecca.jackson@definitionagency.com

Further information will be shared at future PR group meetings, as well as through email and newsletter communications.