Starting with an image of a ‘comms unicorn’ that – like the creature itself - has to be seen to be believed, Helen Reynolds, conference chair and director of Social for the People, kick-started this year’s communications conference with a promise that the day would bring a wealth of insights and engaging content.
Helen reinforced that the day was about sharing learning and, following a quick poll that revealed the majority of the 100+ strong audience had 10 or more years as comms professionals, there was enough experience in the room for people to both learn from and share with each other.
"Insight, insight, insight"
The first speaker of the day, Kate Dale, delivered an inspiring overview of the #ThisGirlCan campaign, which set out to create a grassroots movement that empowered women to become more engaged with physical activity. As strategic lead, Kate revealed the campaign’s success was down to “insight, insight insight,” to understand the barriers that were preventing women from being more physically active.
This led Kate and her team to realise that the airbrushed, stylised sports photos were not resonating with the women they wanted to reach, and ‘I jiggle, therefore I am’ was born. As Kate said: "Exercise isn’t about shuttle runs, it’s about sweat and red faces – no photoshopping, no filters.” And that’s what led it to be one of the most successful behaviour campaigns of recent times, with 3.9million women taking action as a direct result.