engaging people with medical research at parkinson’s uk | transforming dry facts into materials...
TRANSCRIPT
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Engaging people with
medical researchClaire Bale
Head of research communications and engagement
Parkinson’s UK
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Parkinson’s UK
Who we are and what we do…
Better treatments
and a cureEmpowerment
to take control
Quality services
as standard
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My talk today
Communicating our research strategy
Better treatments and a cure
Our 2015-2019 strategy marked a
step change in our approach to
research.
We needed a communications
approach to match.
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Challenges
• Science is complex
and abstract
• ‘Strategies’ are dull
• Needs to work for
multiple audiences
• Needs to have
longevity
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“Drugs to minimise symptoms
are good - in so far as it goes.
“My late husband was
diagnosed in 1975 at the age of
33 and was told there would be
a cure in 5 years time!!! What
happened then!!!”
Where we started
“What we need is
something to halt
progression or ideally cure
the disease altogether
reversing the damage
already done... c'mon - a
real breakthrough is long
overdue!”
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How we worked
Research
Digital
transformation
and
communications
Fundraising
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A communications framework
Proud of our achievements
UrgentInspirational
Transformational
Cutting edge
Focused
Strategic
Bold
Authoritative
Credible
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Creating the core elements
GRAPHICS
To depict the research
journey, from an initial
scientific discovery to a
new treatment and what
we’re doing to speed things
up.
DESCRIPTORS
We created short and long
descriptors to explain each
stage in more detail and
depth.
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Better treatments, faster
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Bringing the strategy to lifeFundraising
On our websiteMagazines…
And we’re continuing to
develop the story…
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What have we learnt?
• Working in a truly collaborative and integrated
way is hard… but it pays off
• Creating a ‘back story’ to our work is helping
us communicate about research more
coherently and consistently
• Research strategies don’t have to be dull!
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We’re the Parkinson’s support and
research charity. We’re committed to
finding a cure and improving life for
everyone affected by Parkinson’s.
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Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk
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Creatives Group
18 January 2017
London
#charitycreative
Transforming dry facts
into materials that
engage and inspire