1. Tweeting vs Emailing 20 JUNE 2019
CANNABIS AND MS

2. The context MS AND CANNABIS FOR MEDICINAL USE
Pain and muscle spasms can be exhausting and difficult to manage
Evidence shows cannabis for medicinal use can help relieve these symptoms
We consulted with people with MS, spoke to medical professionals and reviewed the evidence
CANNABIS AND MS

3. What did we do? A BOLD, NEW IDEA – DRIVEN BY OUR COMMUNITY
Published a new policy in July 2017 – the first national charity to say that cannabis for medicinal use should be legal
In January 2018 an opportunity came up in Parliament
Based on the positive response to our policy from our community, we wanted to take action
Reactive campaign (we needed approval quickly)
CANNABIS AND MS

4. Reacting REACTIVE MESSAGING No guarantees in Parliament
The ask was to write to ‘the Government’
KEEP IT GENERAL
As circumstances changed, general messaging remained relevant
CANNABIS AND MS

5. Choosing Tweet Your MP BOLD IDEA, BOLD ACTION
This was a new and exciting campaign area so we wanted a new campaign action
Twitter users were the right demographic for this action
We wanted to raise public awareness
CANNABIS AND MS

6. The journey
Leveraging our channels
CANNABIS AND MS

7. Mobilising our Community
This was a simple two step journey (initial launch
and reminder), offering the option to both
and tweet your MP
We offered supporters the choice to or tweet.
Cannabis action
Subject line
Open rate
Click through to open %
Unsubscribe
Cannabis and MS: the law should change
28.86%
20.29%
0.00%
Cannabis and MS: take action
31.15%
25.76%
1 (0.09%)
29.45%
22.90%
6 (0.03%)
CANNABIS AND MS

8. Social media tactics
The tweet announcing our new policy position had been our most re-tweeted tweet in 2017 (250 RT, 290 Likes)
On Facebook we reached 130,000 people, had more than 120 comments, over 4,400 likes and 1,100 shares – overwhelmingly positive
CANNABIS AND MS

9. Supporter testimonials
Our community were generally pleased with the change in policy, and the launch of the action.
“Bravo for taking a stand on behalf of the thousands of us that derive real benefits form this medicine”
“Good luck with it. My mum died as a result of MS when I was 9. My dad bought cannabis illegally 31 years ago to help. THAT shouldn't have happened then and it damn sure shouldn't happen now. The MS Society was a great help to us”
CANNABIS AND MS

10. The action CANNABIS AND MS
- Option to personalise tweet dependent on MP
CANNABIS AND MS

11. The results
CANNABIS AND MS

12. What did we learn? DON’T BE AFRAID TO TRY NEW THINGS…
For a new type of action on a new issue, it performed well
Over 700 tweets were sent to MPs
BUT BE PREPARED TO MEET YOUR COMMUNITY WHERE THEY ARE
Offering an option was still important – when we led with promoting the tweet action, 50% of people were ing their MP
We optimised action take-up in our reminder by promoting tweet and options side-by-side – when we did so, 90% of participants chose to
Overall, of those who took action, just under 75% of people ed their MP
CANNABIS AND MS

13. Plans for future use BEST SUITED TO: QUICK, REACTIVE ACTIVITY
It’s likely to reach MPs quicker than , so works well for fast-moving, time-sensitive actions – we since used it to invite MPs to a Parliamentary event
ACTIONS WHICH BENEFIT FROM A PUBLIC ELEMENT
By contacting MPs publicly, it served a dual purpose – adding pressure by asking MPs to make a public commitment, and building our profile on the issue
This was especially beneficial given that it was a relatively new campaign area for us as an organisation
CANNABIS AND MS

14. What happened next? WE KEPT UP THE PRESSURE…
We met with MPs, got individual stories in the spotlight and when the UK Government announced a review of cannabis for medicinal use, we worked with neurologists, MPs and celebrities to send an open letter to the Home Secretary to ensure MS was in the review.
AND REACHED A LANDMARK MOMENT
On 1 November 2018 cannabis-derived products for medicinal use were rescheduled, making it legal for specialists to prescribe cannabis-based treatments.
BUT THE CAMPAIGN CONTINUES…
Rescheduling is just a small part of creating a system that will mean people are able to access cannabis for medicinal use – and people with MS are still struggling to access it.
CANNABIS AND MS

15. Thank You! Any Questions?
MATIJA.TOMANOVIC - STEVE FROST – ELLEN BUCKERFIELD -
CANNABIS AND MS