1. OASIS planning for communications campaigns
David Watson
Head of Marketing, Public Health England

2. “Storytelling with a purpose”
16/03/16
“Storytelling with a purpose”

3. Most of our comms efforts sustain knowledge:
Time ->
Campaigns can increase and create action:
Time ->

4. How do we do implement them? OASIS
Objectives
Policy outcome
SMART comms objectives
Use audience insight to check whether objectives are realistic and feasible
Audience Insight
Audience segmentation
Think, feel, do?
Review and refresh the approach after each phase of the campaign
Strategy/Ideas
Proposition, messaging, narrative
Channels, partners, influencers
Focused outcomes, strong narrative and mastery of all channels to reach our target audiences – the GCS summarises this approach as OASIS
Implementation
Timeline and resources
Low cost approaches PR, partnerships
Use real time feedback to optimise implementation
Continuous – not an add on. Key learnings for future
Scoring/ Evaluation 4

6. DECC & OFGEM: Power to Switch campaign (phase 1)
OBJECTIVE
To get more people to switch energy supplier or tariff, capitalising on improvements made to the switching process
AUDIENCE
Those who had not switched but are capable of doing so (represent 67% of households)
STRATEGY
Develop a major campaign to provide a short-term kick to the market, led by paid-for activity
IMPLEMENTATION
TV/Video on Demand, Radio, Digital display and Biddable, Out of Home (OOH) and Print
OUTCOMES
Public awareness (55%) much higher than previous DECC campaigns (15%)
350k OFGEM website visits over the campaign period (ten-fold increase on peak level pre-campaign)
+80% households switched supplier
Total consumer savings: £25 million
ROI: £5 in consumer savings/£1 invested
DECC & OFGEM: Power to Switch campaign (phase 1)

7. 16/03/16
How we did it
Objective: To drive 1.5million applications to register to vote
Audiences: Under-registered groups - Younger People, BAME communities, overseas and home-movers/renters
Strategy: Develop central resources which could be used/adapted by others. Use of social media, civil society groups, local authorities and departments and influencers as key messengers
Implementation: All hands on deck! each department supporting, biggest outreach project around a single message
Outcome: 3m applications to register to vote