Social Media is a fantastic way for charities to reach supporters and spread their message more wisely, and if recent years have taught us anything about Social Media, there are few things more easy to share than a selfie. This formed the basis for Asthma UK‘s fantastic #Scarfie campaign.
What is it?
Did you know that cold air can trigger asthma attacks in as many as three-quarters of people with asthma? However, by wrapping a scarf loosely over your nose and mouth you will warm up the air before you breathe it in, reducing the risk of an attack. There are 5.4 million people with asthma in the UK – which works out as one in 11 of the UK population – who could potentially benefit from this information.
With the temperatures hitting low points frequently throughout 2016 so far, Asthma UK decided to run a reactive social media campaign to increase engagement with existing supporters and followers on social media as well as reaching a new audience, asking people to take and share a #Scarfie (a selfie with a scarf) on social media to spread this message and increase awareness.
Asthma UK’s idea
Although December 2015 was the warmest on record for the UK, Lindsay Gormley – director of marketing at Asthma UK – said that the charity had prepared for this campaign.
“We had content ready to go and support lined up to respond quickly as soon as the temperature dipped, which allowed us to test and learn different ways of engaging with new audiences by linking with outdoor events. When a cold snap suddenly hits it can be a real challenge for people with asthma. We knew we’d need to get advice out quickly to help people with asthma cope.”
How successful has it been
Within seven days of this campaign beginning, the charity had reached more than a million people – an increase of 740 per cent in the number of new Facebook followers compared with a normal week and a 220 per cent increase on Twitter – even Dame Barbara Windsor joined in!
“We’ve seen more than six times the level of engagement we usually see and #Scarfie has had more than 10 million impressions so far,” Gormley said. “But most importantly, people with asthma have told us this simple tip has meant they haven’t had to stop doing the things they love because the weather is cold.”