Industry Insights Hibernian FC - Julie Roberts

JULIE ROBERTS STAKEHOLDER ENGAGEMENT MANAGER, SEAFISH

@juliecroberts

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MARKETING SOCIETY SCOTLAND INDUSTRY INSIGHTS

LIFE WITH HIBS – JULIE’S STORY JULIE ROBERTS 25 FEBRUARY 2017

HIBERNIAN FC LIFE WITH HIBS

JULIE ROBERTS - 16 years in Communications - Worked both Client & Agency side across FMCG brands, finance and blue chip companies - Previously Account Director at The Lane Agency - Newly appointed Stakeholder Engagement Manager within the Corporate Affairs team at Seafish - Part of the MSS project team that delivered the ‘Mind the Gap’ initiative - Born and bred Hibernian FC supporter and proud Leither!

If you are tweeting today: #MesotheliomaMatters @juliecroberts

GAME PLAN - What is mesothelioma?

- Life with Hibs: My Story - The Game Changing Campaign - Learnings - Questions

Can football help influence social change?

WHAT IS MESOTHELIOMA?

“

Mesothelioma is perhaps the most terrible cancer known, in which the decline is most spectacular, the most cruel.

�

Jock McCulloch & Geffrey Tweeddale, Defending the Indefensible: The Global Asbestos Industry and its Fight for Survival

WHAT IS MESOTHELIOMA? -

Invasive and deadly form of cancer caused by exposure to asbestos

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Effects the chest in >90% patients (pleural mesothelioma)

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There is currently no cure and most patients die within a year of diagnosis

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It is not a form of lung cancer and therefore requires a different approach to diagnosis and treatment

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Steady increase of the disease with numbers due to peak in the next few years

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Asbestos is made up of tiny fibres and was used mainly in the building trade because it is fire and heat resistant

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Groups most at risk: joiners, electricians, plumbers, pipe fitters, metal plate workers, painters & decorators, vehicle body builders & repairers, railway engineers, anyone doing DIY in a home built before the year 2000

MESOTHELIOMA: CURRENT LANDSCAPE - The UK has the highest rate of the disease in the world - Most concentrated rates are in the West of Scotland - Around 2600 people a year in the UK are diagnosed with it - 1 in 5 work related deaths are caused by mesothelioma - 20 trades people die every week from it – 8 joiners, 6 electricians, 4 plumbers - Scotland has only 1 specialist mesothelioma nurse funded 50:50 Macmillan / Mesothelioma UK - There are no specialist treatment centres for mesothelioma in Scotland Source: British Lung Foundation 2016

MESOTHELIOMA: CURRENT FUNDING ISSUES SCOTLAND

ENGLAND & WALES

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NHS Scotland provides no mesothelioma specific services

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Mesothelioma is subject to CWT Targets

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It is excluded from Cancer Waiting Time Targets

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Therefore there is no motivation for Scottish NHS Boards to develop mesothelioma services

Patient outcomes and service provisions are regularly audited and reported

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2013 UK Government identified mesothelioma as a priority area for Dept of Health following a House of Lords debate.

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2016 UK Government committed ÂŁ5m of central funding to mesothelioma research. This was awarded without peer review to Imperial College, London

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Few, if any, Scottish patients will benefit from this award

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Patient services and outcomes are not audited in Scotland The Scottish Government has committed no central funding to mesothelioma research

LIFE WITH HIBS – MY STORY

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Football provides a unique opportunity to reach out to people and communities in a way nothing else can.

�

Leeann Dempster, Chief Executive, Hibernian FC

LIFE WITH HIBS: JULIE’S STORY

https://www.youtube.com/watch?v=Fx8dFjVWnrw

ENGAGEMENT Politician

Local Media Personality

ENGAGEMENT Chief Executive

National Charity

Sporting Industry

Local Charity

PERFORMANCE

FACEBOOK: TOP PERFORMING POSTS Launch

Julie’s Story

19,000 views 53,277 reach 319 shares

55,000 views 152,989 reach 632 shares

You were with us

Paul Hanlon video

306,000 views 1,031,662 reach 5,500 shares

36,447 views 36,000 reach 30 shares

OVERALL SOCIAL MEDIA PERFORMANCE

THE GAME CHANGING CAMPAIGN

ACTION PLAN Roundtable Discussion at Holyrood

Motion & Parliamentary Debate

TACKLING MESOTHELIOMA IN SCOTLAND

Lobbying

OUTREACH

THE CAMPAIGN Tackling Mesothelioma in Scotland Roundtable Discussion | November 2016 | Scottish Parliament Led by Kezia Dugdale, the Leader of the Scottish Labour Party, I brought together 23 key influential stakeholders including doctors, clinicians, politicians, trade unions, charities, lobby groups, lawyers and victims of the disease to discuss the key challenges and issues faced.

THE CAMPAIGN Motion S5M-02554: Tackling Mesothelioma in Scotland Parliamentary Debate | 20 December 2016 | Scottish Parliament

Minister for Public Health, Aileen Campbell, MSP, was called on to respond during the debate

MEDIA Radio Clyde

Edinburgh Evening News

Edinburgh Evening News Radio Clyde

Scotsman

Daily Record

Iain Gray MSP Website

“ONE VOICE CAN CHANGE A COUNTRY” - Ben Macpherson, SNP MSP, Tackling Mesothelioma in Scotland debate

THE DEBATE

https://www.facebook.com/plugins/video.php?href=http s%3A%2F%2Fwww.facebook.com%2Fiaingrayeastlothia n%2Fvideos%2F1214125841985855%2F&show_text=0 &width=560

Can football help influence social change?

YES

2017 - WE GO AGAIN Lobbying: - Inclusion of mesothelioma in the Cancer Strategy - Increase number of mesothelioma specialist nurses from 1 to 3 - Maintain Cross Party support Projects: - Mesothelioma Matters Pledge Page - Continued Outreach

PERSEVERE To not give up To go the distance To stop at nothing

LEARNINGS -

Put ‘hearts & minds’ front & centre

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Find a compelling platform that will make sense to your target audience – hit the bloodstream!

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Allow for elements of ‘Real Time Marketing’ – be flexible in your planning so as you can response to events and circumstances as they happen

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Told correctly, a good human story will always connect

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Create trusted advocates & work with them

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Help your brand grow a ‘social conscious’ then educate your customers

THANK YOU & ENJOY THE GAME Any questions?

@juliecroberts #MesotheliomaMatters