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Creative internal comms campaigns

Internal Communications Group

18 January 2018

At this meeting of the Internal Comms Group, we explored how we can get creative with our internal comms campaigns.

We kicked off with a case study from the British Heart Foundation’s internal communications content manager, Joe Turrent, on how they creatively launched their new intranet. Then we heard from Macmillan Cancer Support’s internal communications and engagement officer, Terri Eaton and internal communications channels officer, Jennifer Green on the innovative content and comms they’ve produced to raise awareness and knowledge around compliance and data in the run-up to GDPR in May. They told us what they did, how it was different to usual practice, the impact it had, the challenges and successes, and what they’d do differently next time.


Anyone for cheese? How DIY movie trailers helped us sell our new intranet
Joe Turrent, internal communications content manager, British Heart Foundation

Dull to dazzling compliance comms
Terri Eaton, internal communications and engagement officer and Jennifer Green, internal communications channels officer, Macmillan Cancer Support

Group activity

After the presentations, each group worked through a real-life campaign idea (put forward by delegates) and came up with loads of creative ideas to make it happen. Here’s how the group activity ran: 

  • Establish – 20 minutes:
    • The purpose of this campaign
      • What is the challenge you have?
      • What should the ideal outcome be?
      • What change would you hope to see?
    • Who the campaign is primarily for and what their call to action is
    • What channels are available to use
    • What access to creative resources you have e.g. visual design capability, video editing etc…
    • The timing e.g. other things going on; deadlines for change/impact, along with the timeframe for the campaign
    • If there are any risks associated with the campaign e.g. people engagement or reputational
    • If there are any challenges associated with the campaign e.g. hard to reach groups, cynics, complexity and/or sensitivity of messaging
    • The level of senior buy in you have for it/it’s purpose
    • How you can measure the impact
  • Brainstorm – 30 minutes – Come up with as many ideas as you can that would address the challenge and could be used in a creative campaign. “We need to have more bad ideas to find good ones”
    • Rapid ideation – 5 minutes – Individually, delegates scribble down every idea that pops into their heads
    • Group discussion – 10 minutes – As a group, delegates discuss the ideas they’ve come up with.
    • Rapid ideation – 5 minutes
    • Group discussion – 10 minutes
  • Analyse – 25 minutes
    • Which ideas could work? And how could they work together?
    • Pull out quick wins v longer-term activity, to help with planning and sequencing
    • Who do you need to involve to make them happen?
    • What impact would the best ideas have?
    • How can you justify the cost?
    • How would you measure the impact?

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About the Internal Comms Group

This networking group is for CharityComms members working as internal communications leads in UK charities and not-for-profits.

Members will be given the opportunity to meet their peers, compare notes on workplace practices and share successes, ideas, challenges and inspiration. The group is designed to encourage networking and peer-to-peer support, sharing issues in a ‘safe’ and relaxed environment.

Please note: 

  • These events are for heads of internal comms only as we will be discussing strategic issues.
  • There is a maximum of one place per corporate partner (and a max of four places available for corporate partners in total)

If you’d like to be one of the first to hear about these events, please email Sarah Cutress to be added to the mailing list.

If you’re interested in presenting at a future event or joining the steering group, please contact Vanessa Weddell.

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