The truth is, our audiences are rarely thinking of us. They have passions, hobbies, jobs, lives, a TV show to get home to and (probably) a song stuck in their head. Not to mention a constant stream of communications and advertising. So how can charities engage them with their message?

The answer lies in what they ARE thinking about.

This session will explore how charities can harness the power of pop culture to craft campaigns that resonate, inspire action, and drive real change. Learn how entertainment, celebs and cultural trends can help you meet audiences where they are and shift from traditional third sector messaging to storytelling that captivates and compels.

Key lessons from this session:

• Meeting audiences where they are: Understand the importance of getting inside the heads of your audience, and learn how (and where) to communicate with them in a way that fuels genuine behaviour and attitude change.
• Leverage pop culture for emotional storytelling: Discover how aligning campaigns with entertainment formats can make complex social issues feel more personal and accessible to disengaged audiences.
• Maximise celebrity influence beyond advocacy: Learn to activate celebrity ambassadors as powerful storytellers for your organisation, using their talent to emotionally connect audiences with your cause.
• Borrow from the world of entertainment on a budget: Understand how creative thinking can make charity campaigns look and feel like cultural phenomena, even with limited resources.