You've had your say on adopting the new campaign, Stamma. Here are the results.
620 members took part in the vote on the 'Stamma' campaign, which we believe is the biggest vote in BSA history. Most people who voted also fed back on it, so we have some invaluable feedback on the campaign which we’re sharing with the branding agency.
2,807 members received voting instructions, by post and online. Members received instructions from Election Runner on how to vote, and we also emailed members informing them of the vote. Those who didn’t open that email received a second mailing. All members who hadn’t voted also received a reminder from Election Runner. We estimate that around 1,741 members saw that the vote was happening.
77% of those who voted were happy for the BSA to proceed with the Stamma campaign; 4% held no strong feeling, and over 18% voted against.
22% of the BSA membership voted. Previous history indicates participation has been as low as 13% in the past with a high of 21% in 2012 and 17% taking part in last year’s Trustee elections.
Here's a selection of the many comments we received:
“Great way to educate public and create more understanding in awareness with patience.”
“I like the adverts that say ‘staaammmer’ etc, but I do not like the name ‘stamma’ as this is spelled incorrectly. Can we not be called ‘stammer’?”
“Very good graphics - they make you pause to work out what's going on. I hope you'll be able to get pro-bono poster sites.”
“Eye-catching, clever and effective.”
“It's time to be open and engaging about stammering - I love the campaign.”
“A very silly idea.”
Trustee Naheem Bashir crunched through all the feedback (see the table below). The biggest issue is with the name ‘Stamma’ - 11% of all of those that voted told us they do not like the name; concerned that we’ll be seen as trying too hard to be cool, that it indicates we can’t spell properly or that it's just offensive. Other feedback included concerns about how ‘Stamma’ has been handled, the readability of the adverts themselves, whether the logo in black is too harsh and whether any change is needed at all. In context, 68% of the feedback was positive, with many welcoming what they see as a fresh and bold campaign, necessary to attract new members and raise awareness with the public.
Now that we have the endorsement of the BSA members to launch Stamma, we will do just that and hope to launch the campaign in March.
Before we can, we need to have the new website in place, at stamma.org. We want to direct people to a Stamma-branded location where they can find information on stammering, the charity and the services and support we offer. As all campaign materials will point to stamma.org it is important that we have a website that complements the campaign and is robust enough to handle the visits we hope to receive. Our social channels will keep the same names but will be formatted to the Stamma campaign colours and imagery. Once the website is finalised we will look at a launch date, which we hope will be March.
How will we know if Stamma has been a success?
We will measure the success of Stamma on a variety of criteria including, but not limited to: the rate of growth of membership, visits to the the website, enquiries answered, social engagement, changes in public perceptions of and knowledge about stammering and increase in attendance to self-help groups across the UK.
We are meeting with the branding agency to look at some of the concerns raised, and to plan the launch of ‘Stamma’. This is a big change for all of us and we understand that for some, the face of the BSA will look very different. We hope that when Stamma is launched and the name is seen within the context of the advertisements and new website, Stamma will become more acceptable to members.
Read more about our proposal here: https://www.stammering.org/speaking-out/article/stamma-campaign-results-...