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Cannabis and MS Campaign Journey: From Policy Change to Landmark Moment

Explore how a bold policy change led to legalizing cannabis for medicinal use for MS patients, utilizing social media and direct actions to engage the community effectively.

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Cannabis and MS Campaign Journey: From Policy Change to Landmark Moment

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  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 email journey (initial launch • and reminder), offering the option to both email • and tweet your MP • We offered supporters the choice to email or tweet. 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

  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 email option was still important – when we led with promoting the tweet action, 50% of people were emailing their MP • We optimised action take-up in our reminder email by promoting tweet and email options side-by-side – when we did so, 90% of participants chose to email • Overall, of those who took action, just under 75% of people emailed their MP CANNABIS AND MS

  13. Plans for future use • BEST SUITED TO: • QUICK, REACTIVE ACTIVITY • It’s likely to reach MPs quicker than email, 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 - MATIJA.TOMANOVIC@MSSOCIETY.ORG.UKSTEVE FROST – STEVEN.FROST@MSSOCIETY.ORG.UKELLEN BUCKERFIELD - ELLEN.BUCKERFIELD@MSSOCIETY.ORG.UK • CANNABIS AND MS

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