Permission to Smile Campaign – Plan Of Action

x

Client PackClient Contacts: Martin Graham

office@permissiontosmile.org,martin@permissiontosmile.org

( 0121 440 8600 / 07931 282716)

1

Our Understanding of you

The Client ProfilePermission to Smile is a charitable organisation set up Martin Graham, the founder and director of Street Associations, established back in 2010, which since then, has been bringing communities together.

Martin and his wife Gina now want to develop a new initiative around community support, where community members are inspired and supported to created their own social groups and events.

Permission to Smile is an initiative that will launch in the spring of 2018 and will encourage people to ask themselves, “what can we do to help and support one another?”. The initiative plans to give them connection and resources needed resources in to order to take action and create their own social communities.

The campaign will launch in the Spring of 2018, initially in and for Birmingham, but with the potential to reinvigorate community action across the nation. This will be executed through our proposed digital and PR campaign.

The aimThe client wants to launch and establish Permission to Smile as a Birmingham based initiative, but not limited to Birmingham, offering a idea that can serve as a template/platform to be replicated throughout the Midlands, and then regionally.

The objective from our client, is to stimulate and facilitate the restoration of true community, and communal values. This will be executed through our proposed digital and PR campaign.

Time-frameOur client is looking to launch Permission to Smile in April 2018, which gives us six months from our initial meeting to work on creating a digital and PR campaign. Our client has also specified that he would like the campaign to run from 6 months to a year after the launch.

At present, Permission to Smile has already established a strong support system from the City Council, the Birmingham Mail, the Birmingham Civic

2

Society, Birmingham Chambers of Commerce, BVSC and a number of major of corporate and voluntary sector organisations.

The briefThe client requires a campaign that will offer the initiative high-visibility, reach and engagement with its target market, and that in the long run, the message of ‘Permission to Smile’ itself will produce a shift in the way that people behave and spawn joint activity to meet local needs.

The client is looking for a sustained campaign that encompasses a range of media, social and digital activity.

All in all, the client is looking for a clear and defined strategy that will establish Permission to Smile’s key objectives and messages to a wider audience. Martin has expressed how the following resources are needed:

Website, Logo, Banners and leaflets PR communication plan, Social media strategy, Digital activity packs, Case studies, Regional coverage, Launch event, Build brand awareness.

We Did Our…

ResearchThere are almost 7 million people in the UK and 13% say

they are lonely

3

45% of UK adults have felt lonely some of the time, and 18% feel lonely often/all the time

11% of people aged 65 claimed they feel lonely all the time

Loneliness is on the rise with more than one in eight adults saying they do not have a close friend - an increase on previous

years, according to research.(Relate, 2017) & (Express,2017)

Impact of LonelinessLoneliness increases the likelihood of mortality by 26%,

Research shows that lacking social connections is as damaging to health as smoking 15 cigarettes a day.

(Campaign to End Loneliness, 2017)

Do Britons know their neighbours?One in eight people surveyed say they know none of

the names of their closest neighbours, equating to more than 6 million UK adults in this position,

Only 6% say community spirit is strong in their area 51% wouldn’t ask neighbour for help

(Aviva, 2017) & (Cooper, 2014)Street Associations Survey Results

Based on 1,683 doorstep interviews, in 42 streets, in deprived areas of the West Midlands:

On average only 6 neighbours know each other by name (per street),

11% know no neighbour by their name, 43% have no friends on the street,

4

33% don't have any neighbours who they would expect to give them practical help (e.g., shopping, cooking, a lift) if ill,

14% admit to experiencing loneliness or isolation, In Birmingham, 67% said there was no community spirit,

compared with 58% in both Walsall and Solihull. 88% would welcome an increase in community spirit.

As a comparison, a doorstep survey of 100 people from 20 streets in 'leafy' Harborne found that:

On average 8 neighbours are known by name (compared to 6), Only 2% (compared to 11%) know no-one by name 27% (compared to 43%) had no friends on the street 23% (compared to 33%) had no neighbours they would expect to

give them practical support 31% (compared to 57%) felt there was no community spirit and  98% (compared to 88%) would welcome an increase in

community spirit. However, 17% (compared with 14%) admitted to experiencing

loneliness or isolation.(Appendix 1)

Our Proposed

Target MarketAccording to the mid-2016 population estimates 1,124,600 people

live in Birmingham.

22.8% of the Birmingham population are children (256,000),64.2% of the Birmingham population are of working age (722,300),

13.0% of the Birmingham population are pensioners (145,700).

(B’Ham, 2017)

5

Birmingham suffers from high levels of deprivation, with 40% of the population living in Super Output Areas in the 10% most deprived in

England,

Within Birmingham the 10 wards with the largest proportion of their population living in the 10% most deprived SOAs in England are:

Washwood HeathSparkbrook

Lozells & East HandsworthBordesley Green

AstonShard EndNechells

KingstandingSoho

Tyburn

The above finding need to be considered when establishing a target market/establishing a strategy for this campaign.

(BeBirmingham, 2017)Situational AnalysisSWOT

6

Strengths- Reputable organisation,- Give under privileged areas in

Birmingham a sense of community,- Encouraging conversation and

breaking down isolation,- Growing contacts (i.e.: Chamber of

Commerce, Birmingham City Council etc.)

Weaknesses- People feel reluctant to get

involved in projects- like this, (idea of stranger danger/

too busy),- New initiative (small following),- Limited Funds/Funding,

Opportunities - The possibility of expanding the

initiative throughout the West Midlands, then the whole Midlands region (and so on),

- Brand identity and image,- Can produce a new and exciting

campaign, - Connections with religious groups to

collaborate,- May be eligible for a grant

Threats- Non-profits are very vulnerable to

economic crises,- UK economy and Brexit (financial

uncertainty),- Competition,- Time Limitations,- Required support from all

stakeholders.

PEST(LE)

Political – Public services are providing less funding to charity initiatives than event before, Current times of austerity (Brexit), decline confidence in the government

Economical – Relies on donations (low interest rates will affect this), Non-profits are very vulnerable to economic crises,

Social – Earth day is in April 2018, this could be linked in with the launch of our Permission to Smile /social warming campaign. Social mobility,

Technological – Using the internet as a main form of promotion and advertisement for the initiative,

Legal – Impact of fundraising legislations and regulations,

Environmental - ?

7

Stakeholder Mapping

Note:- Low Power & Low Interest = Fewer Problems- Low Power & High Interest = Unpredictable but manageable

Stakeholders in the above groups are the easiest to manage

- High Power & Low Interest = Powerful but predictableStakeholders in the above group are important because of their power, but

expectations are manageable- High Power & High Interest = Greatest danger/opportunities

Stakeholders in the above group needs the most management as a result of their power and unpredictable reactions

We Started Off With a…

Brainstorm

5C’s

Collaborations – Similar fundraising groups, charities, businesses, institutions, local businesses (SME’s) and individuals alike.

Competitors – Love Your Neighbour (direct competition).

Consumers – Donators, sponsorships, partners, charity supporters, local communities.

Company – Not-for-profit entities that raise/donate money for charitable causes (work on transformational projects for local communities),

Climate – Economic and political growth (Brexit and interests rates will inevitably impact this).

8

Low Interest

Low Power- Competitors- Regulators

High Power- The Media- Government

High Interest

- Charity partners- Sponsorship- Donators- Local community- Local Schools

- Founder- Charity Board- Administrative Office

Our initial brainstorm focusing in different avenues we can explore in this project.

9

Campaign OverviewAll media ‘handles’ for Permission to Smile already in place.

Currently ongoing: Birmingham City University (BCU) School of Media students

proposing and refining campaign ideas and preparing materials:o Videos, website, school packs, social media strategies, press

support etc.

January to April 2018 – initial social media campaign, to begin to establish #PermissionToSmile as a ‘hashtag’ and to anticipate the launch of campaign on 14th April 2018. Those Googleing Permission to smile to link to very simple website prior to launch, explaining purpose and anticipating launch – and inviting supportive people to sign up to receive launch info and support the campaign.

Digital ambassador packs made available (for download) from February 2018:

Downloadable packs that includes: what we do, what your role is, why we’ve launched the scheme, how to set up your local permission to smile community, how you will benefit from the scheme, do’s and don’ts, how to contact us.

o Could be promoted as a volunteering role.

Also, develop Birmingham influencers list and contact celebrities etc. who have a large following, seeking their support for the campaign.

Birmingham City University (BCU) School of Media students will compile a list of influencers and contact information

March – schools pack to be sent out (see below). Through partner organisations, networks warmed up to what is to happen and what they are asked to do to help.

The Launch Stunt/Strategy - Social Warming (@PermissionToSmile)

10

Launch Day April 14 th – a 2 metre x 2 metre x 0.5 metre block of ice display (with permission) near New Street/High Street junction (by the Bull Ring). Logo, on a black background with, frozen into ice, stating:

Social Warming

@

#PermissionToSmile

Ice block will be essential – acts as a newsworthy stunt and will be key factor of the launch to create a media buzz – will attract TV and newspaper publications and create regional and potentially national profile for the launch.- Contact media outlets several weeks before the launch to accumulate

a press team for the launch date.- Press releases will be send out post-launch accompanied with a

promotion video of the launch – possibility for more coverage

Launch to coincide with major feature on campaign in Birmingham Mail (in-principle partnership established).

Alongside the Launch Strategy:- Permission To Smile Promotion

The launch event/stunt will stand alongside the launch of Permission to Smile’s website. At the event, there will be:

Team of 44 BCU School of Media students, with yellow T-shirts with same logo, to stand near ice block engaging with passers bye and:

11

- Encouraging the public to send a picture of themselves standing by ice-block (selfie or team helps them) to share to their network via Snapchat, Instagram etc., with logo prominent (driving wide networks of people to Google it and find the website).

- Giving out thousands of leaflets, which contain a brief explanation, request for help in spreading the word, and double as a window/car sticker

- Giving out innovative hairpins with Permission to Smile logo, which will also generate amusement and attention,

- A Snapchat filter developed for the occasion.

Over, and around the 14th April period, 500 banners (2 meters x half meter) to be put up by Birmingham City Council, faith groups and others in sites around the city – city council agreement already gained. Banners to be yellow, with above text.

Chamber of Commerce, Birmingham Civic Society, BCU School of Media, faith groups and others) to send communications and social networking communications to their networks, with link to website, around same weekend. Businesses and voluntary organisations, in particular, asked to send on to their employees and contacts.

o Campaign starts in Birmingham (with Google Maps App initially restricted to Birmingham), but other towns and cities invited to participate, a financial contribution (of £2-5,000, depending on size) enabling the App to cover their city, giving them access to the campaign materials, schools pack etc., and helping to fund the continuation of the campaign with an increasingly national audience.

Post-Launch Strategy:- Primary School Educational Packs

For w/c 16th April (start of school term), previously-delivered schools pack to encourage and facilitate primary and secondary schools to participate in campaign, with two prepared assemblies and two ‘citizenship’ lesson plans, adapted for different age groups.

One presentation on Permission to Smile concept (cultural reluctance to smile, the difference smiling can make especially to lonely people, the

12

benefits of a friendlier environment, potential dangers to navigate), the other on what being a good neighbour means, with the challenge to help us create a ‘Good Neighbours Charter’ (in conjunction with a Birmingham Mail consultation).

Primary schools in particular to be invited to position themselves as an important resource to help build local community spirit. Process to be as follows:

Pupils in Art class to hand-paint invitations to three neighbours to attend event,

Pupils to visit (with parent) three neighbours they don’t know with apologetic “It’s part of my homework to ask three neighbours some questions”.

List of questions provided for the child to ask the neighbour and to note the answers (generating a survey!)

As they part (now having made friendly personal contact – parents as well as children!), child gives neighbour hand-painted invitation to ‘get to know each other’ event at the school. Hopefully, neighbour is charmed enough to want to come!

At event, ice-breaker is a ‘human scavenger hunt’, where each participant has to go around others to find someone who lives on their own street, is over 70 years old, has a cat, speaks French and so on.

Main activity (at same event) ‘speed friending’ (based on speed-dating idea). Local residents at the event, paired with another local resident, have four minutes (two each) ask a prepared set of questions – then, after four minutes, all participants move on to the next person at the same moment.

o This to be modelled (and captured on video), so that the concept can be widely communicated with clear organizational instructions.

Event to generate real contact and friendliness between people who live in the same locality. Next time they pass on the street, they are much more likely to stop and say hello – and smile!

13

Other Post-Launch Strategy/Events: Periodic campaign newsletters to all who have signed up.

A partner school to be encouraged to have young children visiting a home for the elderly,

o Filmed and released as further publicity for Permission to Smile, displayed on the official website and sent out with press releases. say hello – and smile!

Thereafter, regular coverage in Birmingham Mail of the campaign, what people are doing, a ‘makes you smile’ section (with reader contributions), continued social media coverage, the Good Neighbours Charter consultation, release of survey results (including Street Associations doorstep survey of 1,700 people in deprived areas of the West Midlands), etc. Post event case studies, good news stories, etc.

14

o Birmingham Mail has suggested dual-badging with Permission to Smile their ‘Brummies Awards’, which conclude with a major event in October.

Continued social networking, calling attention to surveys, Good Neighbours Charter, good news stories, awards, photos of events etc.

WebsiteFull website to launch same day (coupled with emailed ‘Ambassador packs’ to all contacts who signed up in January-April period and to all who sign up thereafter).

Website to explain Permission to Smile concept and the pressing need to re-engage socially (including with a two-minute video – and the need for people to do things with and for each other. Will have downloadable templates on how to start a youth group, a young mums’ group, a street association, Neighbourhood Watch group, a book club, an English conversation group, a craft group, a street party, etc, plus introduce the concept of ‘speed-friending’ (see below).

Website also to include a new App, based on Google Maps, which allows one to sign up as ‘ready to co-operate with others locally’, putting a pin on the map, approximately where one lives. Facility to see what other pins have been placed in nearby streets and to click on each, sending a group message, with group chat enabled, allowing the group to interact and then meet and discuss what might be done together.

All registrations on map also to be included in growing campaign emailing list.

15

All partner organizations (including Birmingham Mail, BVSC, Birmingham Chamber of Commerce, Birmingham Civic Society, BCU School of Media, faith groups and others) to send communications and social networking communications to their networks, with link to website, around same weekend. Businesses and voluntary organisations, in particular, asked to send on to their employees and contacts.

o Campaign starts in Birmingham (with Google Maps App initially restricted to Birmingham), but other towns and cities invited to participate, a financial contribution (of £2-5,000, depending on size) enabling the App to cover their city, giving them access to the campaign materials, schools pack etc., and helping to fund the continuation of the campaign with an increasingly national audience

Approximate Costs£7,500 500 Banners£5,500 Mapping App development£5,000 Sustained 6-month journalistic support

(Birmingham Mail)£1,000 3,000 100 x 100mm self-cling window stickers £1,500 5,000 100 x 100mm stickers£600 10,000 two-sided leaflets£1,500 Ice sculpture and stage£300 50 T-shirts£500 2,000 Hair pins£1,000 Schools packsFree Website development (SOM - donated)Free Strategic ‘agency’ support (SOM - donated)Free Social media Strategy (SOM - donated)Free Videos (School of Media donated)Free Team of 44 for launch event (SOM - donated)Free Council and other banner positions (PO – donated)Free Core group support (PO – donated)Free Distribution of materials to networks (PO –

donated)Free Campaign development to date (SA - donated)

16

Free Office costs (SA - donated)£4,000 Other + contingency

Total £28,900Key:

SOM - (BCU School of Media)SA - Street Associations PO - Partner Organisations

Bibliography & Appendices - B'Ham Council (2017). Population in Birmingham | Population in Birmingham | Birmingham City Council. [online] Birmingham.gov.uk. Available at: https://www.birmingham.gov.uk/info/50065/population_and_census/1003/population_in_birmingham [Accessed 16 Nov. 2017].

- BeBirmingham (2017). Deprivation - Birmingham Stats & Info Wiki. [online] Wiki.bebirmingham.org.uk. Available at: http://wiki.bebirmingham.org.uk/index.php?title=Deprivation [Accessed 16 Nov. 2017].

- Campaign to End Loneliness (2017). Cite a Website - Cite This For Me. [online] Campaigntoendloneliness.org. Available at: https://www.campaigntoendloneliness.org/threat-to-health/ [Accessed 31 Oct. 2017].

- Cooper, R. (2014). Love thy neighbour no more: Disappearance of community spirit as 70% admit they don't know who lives next door. [online] Mail Online. Available at: http://www.dailymail.co.uk/news/article-2067048/Community-spirit-disappeared-70-admitting-dont-know-neighbours-name.html [Accessed 31 Oct. 2017].

- Express (2017). Loneliness on the RISE: One in eight people have no close friends to turn to. [online] Express.co.uk. Available at: http://www.express.co.uk/news/uk/773002/One-in-eight-people-faced-with-loneliness [Accessed 31 Oct. 2017].

- Relate (2017). You’re not alone: the quality of the UK’s social relationships | Relate. [online] Relate.org.uk. Available at:

17

https://www.relate.org.uk/policy-campaigns/publications/youre-not-alone-quality-uks-social-relationships [Accessed 31 Oct. 2017].

Appendix 1

18

A

19