Block A, Centre House
Full Fact is the UK’s independent factchecking charity. They check the claims made by politicians, the media, pressure groups, and other voices in public debate, and push for corrections where necessary. Founded in 2010, Full Fact works to improve transparency in public debate, and to equip the public with the best information possible to form their opinions.
Despite operating with a team of just ten people, Full Fact researches and writes hundreds of ‘factchecks’ every year. However with limited resources the team has little time to spend on raising their profile. With so many digital and social communications channels available it is a challenge keeping on top of them all.
So when Will Moy, Director of Full Fact, spotted a call out from Media Trust offering charities the opportunity to spend the day with Facebook, tapping into the collective skills and talents of their employees, he knew it was an opportunity too good to miss.
Full Fact was one of 12 charities selected, from more than 85 that applied, by Media Trust to work with Facebook as part of their Global Causes Day. A day when Facebook employees give their time to support the causes they care about.
In advance of the event Media Trust worked with the team at Full Fact and the other charities selected to help them refine their communications challenge and develop the brief that they would present to Facebook staff.
Full Fact’s brief was for help to better understand their audience. They wanted to use Facebook to increase public understanding of the issues that people care about, promote their own brand, and drive up video views.
On the day the charities were invited to Facebook's London offices and paired up with a team of Facebook employees for an afternoon of creative brainstorming sessions, exploring the communications challenges they had identified.
Amy Hawkins, EA to the Director at Full Fact said: “Throughout the EU referendum campaign we heard a consistent message; all voters wanted was 'the facts'.
“The Media Trust's Charity Challenge day helped us take the plunge and use Facebook as a communications channel to reach beyond people who already knew Full Fact, and present relevant facts to a new audience in a new format.
“The team at Facebook were so generous with their knowledge. Together we came up with a strategy and a plan for reaching one million people during the run up to the vote. This even included a donation of free ad credits.”
How did Full Fact get on?
Four months on, Phoebe Arnold, Senior Communications Officer shares the impact of their campaign: “In the end we almost doubled our target, reaching 1.9 million people through videos alone. We are over the moon. As a result of our campaign the people we reached were able to go to the polls armed with more facts and confident in their decisions.
“We can’t thank Media Trust enough for arranging the Charity Challenge Day and our Facebook team for their invaluable insight and support. We couldn’t have dreamed of achieving this level of success without them.
“We would love to participate in something like that again. We're about to start planning how to significantly grow our reach with one eye on the 2020 election. Channels such as Facebook, along with video content, will definitely form a major part in our plans.”
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