Campaign Evaluation: March - June 2019 Search #OurNeighbours for more activity and stories Visit OurNeighbours.org.uk 1 CONTENTS Methodology 03 Findings summary 04 Engagement and reach 05 Online engagement 12 ‘Looking out for our neighbours’ is a social marketing campaign that aims to prevent loneliness Social media 13 and its associated health issues by encouraging communities to look after vulnerable people. PR: online, print and 16 The campaign aimed to inspire communities to engage in simple activities and micro-wellbeing broadcast media interventions that could positively impact on their neighbours. Effectiveness 20 Public survey 21 Inspiring action 27 Supporter feedback 29 interviews COMMISSIONED BY CAMPAIGN ACTIVITY West Yorkshire and Harrogate Health and 15 March – 28 June 2019 Impact stories 39 Care Partnership Performance review and 48 recommendations CAMPAIGN BUDGET AREA COVERAGE £60,000 inc. VAT West Yorkshire and Harrogate CAMPAIGN EVALUATION CONTRIBUTORS Evaluation data analysis Dr. Bridgette Bewick Faculty of Health Sciences, University of Leeds Engagement analytics The evaluation methodology and independent analysis Magpie was completed by a University of Leeds Professor specialising in health sciences and behaviour change 2 content ! ! "##$%&'!#()!*#+!#(+!&,%'-.#(+/! 0()1%&,!#*!,231(3)%#&!4,)-#5/! ! Evaluation Method! !"# $%"&"'%()$*+,"(-./"&0$ $ 67 8,),+4%&,!-#9!,**,:)%2,! )-,!:34;3%'&!-3/!.,,& !%&!%&/;%+%&'!&,%'-.#(%+&1<),!+2,&)%#&! / Key research objectives: =7 >//,//!)-,!5%**,+,&:,!)-,!:34;3%'&!-3/!435,!)#!;,#;1,?/!9,11.,%&' !! ! $ Method Objective Sample Timescale 1. Determine how effective 1. Analytical data • Determine how effective the N/A 28.06.19 – review campaign has been at engaging 10.07.19 the campaign has been target audiences across the area 2. Qualitative • Determine how effective the 30 17.06.19 – in inspiring neighbourly telephone campaign has been in inspiring interviews 03.07.19 interviews: neighbourly interventions across all interventions • Assess the difference the areas Supporters campaign has made to people’s (diverse wellbeing Feedback on campaign supporter • Lessons learnt categories) 2. Assess the difference 3. Quantitative • Determine how effective the 130 18.06.19 – survey: campaign has been in inspiring members of 09.07.19 the campaign has made to neighbourly interventions the public Promoted • Assess the difference the from across people’s wellbeing through social, campaign has made to people’s the 6 areas email and wellbeing through • Feedback on pack and contents community networks 4. Social media • Determine how effective the N/A 24.06.19 – content review campaign has been in inspiring Review of 05.07.19 neighbourly interventions approx. 150 • Assess the difference the posts campaign has made to people’s wellbeing • Mapping of activity geographically • Hero posts ! ! @%&31!+,;#+)!)#!:#2,+!)-,!*#11#9%&'!3+,! 3/A ! ! 1'23'.45$"54'4"2"5-$ $ 3 • B,3:-C!,&'3',4,&)!3&5!3&31<)%:/ ! • D3)),+&/!3&5!1,3+&%&! '/ • B,)(+&!#&!%&2,/)4,&)! $ 1'23'.45$"66"(-./"5"&&$ • E#9!,**,:)%2,!)-,!:34;3%'&!-3/!.,,&!%&!%&/;%+%&'!&,%'-.#(+1<!%&),+2,&)%!#&/ • F,<!1,3+&%&'$/ Summary of Findings: March - June 2019 (4 Months) (nationally) 4 Engagement and Reach Where and who did the campaign reach? How did people engage with the campaign? This section includes: • A review of the network of support organisations • Launch campaign visibility and reach • Distribution of printed neighbour packs • Online engagement analytics • Review of published media 5 353 supporters Building A Strong Support Network With a relatively low campaign budget for Through this strategic decision the campaign 89% such a large target population, a key part received support from a number of high- organisations of the communications strategy involved profile supporters including organisations getting as many supporters behind the such as: Jo Cox Loneliness Foundation, campaign as possible to support the the #hellomynameis initiative; the promotion of campaign messages. Police; West Yorkshire Fire and Rescue Service; sport foundations; celebrities One month (pre-launch) was dedicated to (Leeds Rhinos, Wakefield Trinity Rugby, building a network of supporters made up Yorkshire Cricket Club, Harrogate Football of support organisations and community Club); local and national charities; 300 champions. groups and organisations; NHS services 11% from across the area; Local Authorities; individual Housing Associations and Healthwatch champions organisations pledged support. 6 Supporter Categories Community Community The campaign greatly Care Home Charity Clinical succeeded in gaining and Benefit Society Commissioning Group benefiting from relevant /Co-op and diverse supporters. This allowed us access to their communities and helped us reach the individuals that we wanted to help. Education Emergency Health Care Local Non-profit Services Authority Here are the categories of supporters (based on those who provided organisation details). Private Professional Social Social Sport company Membership Enterprise Housing Body 7 8 Airedale, Wharfedale Regional and Craven 17% 3% Harrogate National 11% 3% Concentration of Supporters There was an even spread of supporters Leeds across West Yorkshire and Harrogate. This Bradford ensured great coverage on behalf of the 19% Partnership and the campaign. 10% The majority of the campaign delivery relied Calderdale heavily on this support and the success of the campaign reach is, in big part, due to all 3% of those that supported the messages and promotion. Wakefield It’s important to note that this is not a 12% numbers game. It’s the quality of the Kirklees community interactions that count. These figures don’t take into account the activity 19% generated by each supporter and/or the size and reach of the organisation that supported. 9 Airedale, Wharfedale Area Regional and Craven % Social Activity 17% 3% Harrogate 32% 3% 11% National 2% 3% 6% Supporter Areas vs Social Media Activity Bradford Leeds The concentration of social media activity is 10% 19% mostly relative to the number of supporters 15% 13% in each area. On the whole, online support has been successful with supporters engaging with campaign packs and using this Calderdale content (and/or producing their own content) 3% at key times. 8% Exceptions include: Wakefield • Harrogate - which had a lower level of 12% social media activity compared to the Kirklees number of supporters. 7% • Regional - which had a far greater social 19% media reach however, this would be expected because of the engagement of 14% regional organisations. 10 #OurNeighbours Campaign Launch Click video for all campaign launch stats On 15 March 2019, over 150 organisations and community champions got behind the campaign using the ‘Looking out for our neighbours’ photo prop. This created a real buzz on social media and a united message for West Yorkshire and Harrogate. From HashtagAnalytics 2019: #OurNeighbours March 19, 2019 at 02:21PM: 100 tweets reached 154,068 people with 326,126 impressions In comparison: #ComicRelief2019 March 19, 2019 at 02:16PM: 100 tweets reached 153,337 people with 177,410 impressions 11 content Online Engagement Analytics 6,815 1,304 741 campaign resource Overall the campaign performed web visits helpful neighbour really well online, especially when packs viewed, printed packs downloaded considering the strategy for the or downloaded campaign was not ‘digital first’ and just 9% of the campaign’s budget contributed to digital marketing in this first year of branding, design and traction. It’s important to note that visiting 1,625 the website or downloading a social posts using neighbour pack aren’t the only #OurNeighbours forms of communication that promote being neighbourly. The campaign’s social media content also promoted small things the public could do to be neighbourly, and therefore also inspired neighbourly action. 16.7k 3,126 328 likes on shares across comments to social media social media hashtag posts on social media 12 content A selection of the most engaging posts (highest interactions) throughout the campaign: Social Media Content Review Looking out for our neighbours gained a lot of attention through social media, there were a lot of posts through different channels, however, Twitter was the most used social media platform for this campaign. All together we reviewed 150 posts at random to gain insight. Findings revealed: 63% of posts came from from organisations 37% of posts came from individuals 38% evidenced neighbourly action taking place 30% evidenced the campaign had made a positive difference to people’s lives 13 content A selection of the most engaging posts (highest interactions) throughout the campaign: 14 content A selection of the most engaging posts (highest interactions) throughout the campaign: 15 content Online, Printed and Broadcast 112 Media Reach items of published and Local, regional, broadcast media and national There was strong media presence coverage for each stage of the campaign. in 4 months Coverage included: • The Daily Express • BBC Look North • Yorkshire Evening Post • Yorkshire Post • Heart FM • BBC Radio Yorkshire 69% 17% 14% • Radio Aire online news broadcast media printed news • Pulse Radio (radio and television) • StrayFM • The List • Dewsbury Reporter • Huddersfield Examiner • Telegraph and Argus • Keighley News • Dewsbury Press 1.1m 437k Halifax Courier • print circulation • RidingsFM online news views (extending beyond West • Phoenix Radio Yorkshire and Harrogate) • Pontefract and Castleford Express Heart