This is how we made an award winning campaign
Give It Back. Three simple words that demand a return - in this case of £573m of funding that is missing from Government budgets when it comes to social care for disabled children.
Social care can be many things - a wheelchair child needs for example, or respite care or holiday clubs that a disabled child can safely and meaningfully take part in.
But the money allocated to pay for this has got less and less, and children’s lives have got more and more difficult as a result.
At Cause Communications, we’ve been working with our client the Disabled Children’s Partnership on our Give It Back campaign since 2019. We partnered with The Sun to share families’ stories of how their children and their lives have been impacted by this lack of money, and to highlight the urgency of this issue to those in Government.
The coverage we’ve achieved since then has been excellent. We’ve taken parents and young people to Downing Street, we’ve received an apology to families from a Government minister, we’ve told the stories of hundreds of children and we’ve secured millions extra in funding.
In fact, this campaign has had such a massive impact that it’s won, and been shortlisted for, multiple awards. Not just any awards - some of the most high profile awards in British journalism. Here's a rundown:
July 2023: Winner, Headline Money Awards, Campaign of the Year
December 2022: Shortlisted, British Journalism Awards, Campaign of the Year
November 2022: Winner, News Media Association Journalism Matters, Making a Difference award
September 2019: Winner, Media of the Year, Sense awards
Why has this campaign done so well? Here are five key reasons:
It matters. Disabled children are some of the most vulnerable members of our society. It should be fundamental that their needs are prioritised and met.
It’s relatable. Almost everyone will know a disabled child either as a family member or through a friend, colleague or neighbour. Even if you don't, being a parent allows you to empathise with families doing their best for their children
It's got storytelling. Parents who have stepped forward and shared their stories have helped this campaign make news and stay in the news. If you want an audience to care then data and stats are important, but empathy and human connections are essential.
It has drive and commitment. Without this a lot of campaigns peter out. But both Cause and the Disabled Children’s Partnership are deeply committed to Give It Back and to achieving our campaign goals.
We collaborate. The Disabled Children's Partnership is made up of more than 100 children's charities and campaigns. There are also three members of staff who manage the partnership, and me and Sam at Cause who look after the PR. We’re all working towards the same objectives, we’re passionate about achieving them and we’re good at talking to each other.
At Cause Communications we love to work on campaigns we believe in, and we get excellent results. Want to know more? We love to chat all things campaigns, so get in touch.
