An insight-driven audience strategy in just 4 months Defining, understanding and unlocking our greatest audience opportunity
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Audience insight project snapshot - how we defined and unlocked a unique audience opportunity for the Refugee Council METHODOLOGY OUR RESEARCH SAMPLE BUSINESS OBJECTIVES Improve fundraising to Stakeholder interviews A low-hanging fruit strategy of those deliver ambitious growth and knowledge review close/near the refugee cause: Bring diversity and Semiotics stage to sustainability understand the narratives in popular culture Ensure fundraising activity is developed from an audience 2 week qualitative online perspective which engages community (N=30) and inspires supporters to act 18 x qualitative in-home Overall, define who our immersion interviews greatest audience (N=18) opportunity is
Our insight driven pathway - defining, understanding and unlocking the greatest audience opportunity MAY 2019 MA BROAD CULTURAL NARRATIVES JA JANUARY 2019 A discriminating and unifying insight for the Refugee Council CAUSE INSIGHTS Set of discrete and unique audience profiles A UNIFYING INSIGHT Significant gaps of knowledge about why One clear insight-driven supporters might be audience priority that have AUDIENCE PROFILES inspired to take action become the basis for for the Refugee innovation planning, comms, Council and who they AUDIENCE value exchange design and a REALLY are…. OPPORTUNITY cultural organizational shift in being audience-conceived
How the media shapes public understanding and discussion around the issues of refugees – a set of dominant narratives in popular culture Narrative 1. We worked with Dr Nick Gadsby to deliver this part of the project, the founder of The Glob obal Cr Crisis Answer, a leading strategic semiotics agency: Enormous numbers of people (refuges/immigrants leaving worse places to find better places Frames the debate around refugees as presented through the media: ‘Refugee/Migrant Crisis’ an alarmist term that creates a sense of unease amongst the public Generate positivity Generate negativity Narrative 2. Narrative 3. Narrative 4. Narrative 5. Narrative 6. Sc Scarce ce Un Uncertain Government Go Humanitarian/ Hu UK’ UK’s D Duty a and Resources Re Refugee Motives Re In Incompeten ence ce Su Suffering Responsibility Re Concern that there’s Questions around Raises concerns about Seeks to humanise Evokes the belief that not enough to go why refugees come ability of state refugees through it is the UK’s duty to around and that to the UK, can shade organisations to deal stories and images of take in refugees, people in the UK into concerns around with refugees - from suffering and sometimes justified should be the priority ‘economic migrants’ policy, to helping hardship through emphasising and occasionally refugees get to their the role of UK in terrorists destination, to causing these processing to problems in first place settlement
WHY SEMIOTICS WAS CRUCIAL: 01 In a topic and subject as ‘loaded’ as refugees we understood the complete cultural context 02 We realised the cultural narratives that our audience have been exposed to, that would inevitably shape their connection to the cause 03 Highlighted distinct opportunities to the Refugee Council to counteract these dominant narratives 04 Created specific comms spring boards and ideas that would appeal to our discreet audience profiles
We uncovered a set of insight spaces that underpin why people uniquely connect to the refugee cause 1 2 3 4 Universally c Un considered a a Th The r refugee c cause i is Refugees are seen as Re We are living in We cause that happens ca domina do minated d by statis istic ics, be being ing vic ictims ims of uncertain unc ain and and div divis isiv ive ov overseas – wi with sweeping statements sw circu ci cumstances ces which ch is ti times – wh where isolation connotations of fleeing co and sens and nsatio ionalis nalist ne news co completely out of their co conflict, perilous – re removing any sense and indiv and individualis idualism ar are co control on on the rise jo journeys and human of of emot otion on or or human Th They h y have n no c choice su sufferi ring se sentiment 6 7 5 8 Pain caused by refu fugee See refugees as people Se Su Succe ccessful stories of fa families being ripped and no and not a a num numbe ber refugees ove re verc rcoming Awareness of the Awa apart is apar is unim unimag aginable inable humaniz humanizes the he caus ause th the odds to live a re refugee cause is high, yet incredibly activat ye ating wh which inspires empathy, fulfi fu filling life are heart- yet Lo ye Low awareness or – as as is is seeing ing bring br ings the he caus ause clo loser warming and proof of wa unde understanding anding of an any unac unaccompanie mpanied d to to us and crystalizes th their determinati tion and re refugee charities refugee childre re ren ho how luc lucky we ar are contribution co
We then uncovered the most powerful unifying insight themes REFUGEES ARE FORCED TO LEAVE THEIR HOME THROUGH NO FAULT OF THEIR OWN – THEY ARE GIVEN NO CHOICE REFUGEES RISK EVERYTHING AND EVERYONE THEY LOVE TO LEAVE WHAT THEY LOVE THE PAIN AND FAMILY SEPARATION THEY EXPERIENCE IS UNIMAGINABLE, YET IT INSTINCTIVELY BINDS US REFUGEES ARE HUMANS TOO – THEY’RE JUST LIKE US
Which all ladder up to a universal insight of the crucial question: What place can the Refugee Council have in supporters’ hearts? THE TENSION WHO IS THE THEIR KEY THIS IS WE CAN TARGET WANT IMPORTANT SOLVE (BUT) AUDIENCE OR NEED BECAUSE… Because refugees are But the refugee cause People who want a Want to stop needless innocent victims of is so radically different kinder, more suffering that refugees situations totally out and distant from my tolerant and fairer experience so that of their control and own life and the only world, and who are they can have a life, a need someone to give way I experience it is open to supporting family and a future… them a helping hand… through remote and the refugee cause… impersonal news items so it’s too easy to forget and do nothing
‘Family orientated people who value kindness to people and causes. They tend to have more traditional values and see their world closer to home’ TR TRADITI TIONAL LIFE VALUES KINDNESS KI SS ⁃ Value politeness, kindness and compassion ⁃ Grounded in ‘conservative Christian values’ ⁃ Family-centric world, lifestyle and priorities ⁃ ‘their world’ is smaller and in close proximity PROFILE TENSION PROFILE INSIGHT I believe you should treat others as you wish to be treated and that more kindness in the But you can only do so much and when it’s about world would be a good thing. When I see something so different from your own life, it’s easy people suffering, particularly children I find it to forget it exists or turn away, even though that so unbearably upsetting. It makes me sad and doesn’t sit right with how I want to live my life I wish I could take away the pain Gen Gender er: Female CAUSE CONNECTION Ag Age: 40-55 DESCRIBE A REFUGEE ⁃ Removing pain and suffering – particularly for children ⁃ Desperate and hopeless SEG: C1/2 SE ⁃ Feeling lucky it is not us and associated guilt is a trigger ⁃ Victim of circumstance Educat Ed ation: Mix ⁃ Expression of my kindness and compassion ⁃ Poor, low skilled, low status ⁃ Is instinctively the right thing – duty ⁃ Vulnerable
RA RATI TIONAL AL & & ‘In touch with news, events and politics and base decisions on evidence and value causes where they can see the most personal impact’ IN INFORMED MY MY ‘Giving back to where you live, feeling a sense of belonging and being proud of what your community represents is what it is all about’ COMMUNITY CO AC ACTIVE ‘Life is about standing up for what you believe in, showing you care and being part of the change you want to see in the world’ CI CITIZENS NS CONCERNED CO ‘Interested in current affairs and concerned about the intolerance of the LI LIBE BERAL world - feel guilty that they fail to make time to actively contribute’
This insight has helped define and unlock the greatest audience opportunity What business success has it led to?
1. Message testing on reactive social media post WH WHAT WE WE DID & WH WHY: In reaction to tragic events in the news, we created a Facebook post as a first test of the messaging identified in the research. HO HOW THE HE INS INSIG IGHT HT HE HELP LPED: Gave us a clear, unifying message to connect to their • audiences It gave us the courage to try an angry and bold tone, • something they had never done like this before. RE RESULTS: Organic reach of +890% more people than our average that • month Resulted in +1700% more engaged users • 3500% more shares • Gave us confidence that this type of messaging was effective •
New messaging styl yle Ol Old mes messaging style e (u (used ed on Twit itter er): ): (tested on Facebook) k):
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