1. The Infi-Knit Project SMW Presentation, 08 February 2011 Christopher Hall

3. One of the biggest challenges facing cancer patients is keeping warm during the winter months.

4. Those diagnosed often spend long periods at home.

5. Treatment often means they are more likely to feel the affects of the cold.

7. WHD will provide a £135 rebate to help key groups at risk of fuel poverty with their energy bills.

8. In November 2010 the government launched a consultation to ask the public who should be eligible for the scheme.

9. We are calling for: People who are terminally ill should automatically get the rebate and;

11. Awareness of the proposed Warm Home Discount scheme is extremely low.

12. The campaign has been running since 2008 and with the announcement of the WHD scheme, needed to be refreshed.

14. Arguably the most universal image of keeping warm, what could be a more suitable symbol for our campaign against fuel poverty than the humble scarf?

15. We aim to create the World’s longest scarf created through online collaboration.

17. Novelty value of the offline/online integration to create the World’s first virtually-knitted scarf petition.

18. Campaign facts displayed whilst you wait for your knit.

20. The Knitting Machine

21. Functionality

22. The site – www.infi-knit.org.uk

23. The site – www.infi-knit.org.uk

24. The site – www.infi-knit.org.uk

25. The site – www.infi-knit.org.uk

26. The site – www.infi-knit.org.uk

27. The site – www.infi-knit.org.uk

28. The site – www.infi-knit.org.uk

29. The site – www.infi-knit.org.uk

30. The site – www.infi-knit.org.uk

31. Campaign Architecture: Entry Points Email to current supporters Macmillan Facebook pages Macmillan Twitter feed Blog ambassadors Partner sites

33. Links to campaign site

35. Explains campaign

36. Links to campaign site

37. Audience segment: existing followers but not necessarily engaged with Campaigns

39. Bit.ly link to campaign site and tracking

40. Hashtag adds branding element and awareness

42. Leverage social influence amongst highly interested and relevant audience

43. Links to campaign site via editorial and widget

44. Bloggers may amplify campaign via Twitter and Facebook.

46. Links from partner intranet sites to campaign site with editorial

47. Addition of widgets and banners to promote clickthrough

48. Partners support campaign through email, Facebook, Twitter etc.

50. Facebook and Twitter Chat

51. Facebook and Twitter Chat

52. Press

54. Over 1,400 people wrote to the consultation team to echo our calls

55. The campaign has already recruited over 2,000 new e-campaigners (target 500)

56. 20k unique visitors, 40k pageviews, 1.41 mins av. time on site

58. We will be following up with a program of celebrity and additional actions throughout the year…