ClientBreast Cancer Now SectorHealth What we didDigital AuditDigital Strategy “I’ve been talking to teams about our new social strategy—It’s been super exciting to get it out there, show people how we can really create that holistic messaging view for the charity, and harness platforms’ unique roles in the channel mix. We have had lots of great feedback already and we’re really excited to start seeing its effectiveness. Just wanted to say a big thank you to the team again for your help with getting us here – it’s been a real highlight.” – Dan Papworth-Smyth, Head of Digital Engagement, Breast Cancer Now About Breast Cancer Now Breast Cancer Now are here to change the lives of people affected by breast cancer by combining the power of research and support. Their world-class researchers work in labs across the UK and Ireland to create a world where the words “breast cancer” aren’t met with fear. Because over 600,000 people are living with or beyond the disease, their helpline, health information, and support services make them the place to turn for anything and everything to do with breast cancer. The Brief Breast Cancer Now’s vision is that by 2050, everyone diagnosed with breast cancer will live, and be supported to live well. Empower was briefed to conduct an Audit and Strategy to leverage their presence across digital channels to effectively communicate this vision, and ensure they reach the audiences who are most in need of their content and resources. The Challenge The digital strategy needed to be accessible to all teams across Breast Cancer Now, beyond the Digital Engagement Team. It was important that everyone at Breast Cancer Now felt empowered by the strategy, so it needed to clearly communicate; the organisational communication priorities, how each department could support and be supported by digital comms, and crucially, how to this contributed to the vision. The Approach Empower’s approach was based on 3 steps: Digital trends analysis and audit, which allowed us to learn more about how audience groups engaged with information and how to improve digital tactics, to ensure the most important information was reaching audiences who needed it. The strategy acted as an educational tool to help the wider organisation gain an understanding of digital best practice to convey their messages. Collaboratively, we also revamped workflows that enabled every member of staff to feel empowered to share content with the digital teams based on best-practice.Finally, Empower delivered the strategy to Breast Cancer Now’s Digital Engagement team and Creative teams to instil them with the confidence to be effective digital advocates on behalf of the charity. The Results A best practice and trends-informed strategy which fully integrated the organisation’s mission, vision and purpose A Digital Engagement Team fully equipped to implement and roll-out the strategy Confidence instilled in the wider Breast Cancer Now team to become advocates across digital platforms Tangible workflows and processes to enable content decision-making in line with Breast Cancer Now’s vision.
