Vacancy: Campaigns & Media Officer

Posted by Amanda on 23/02/18 in

Job Description – Campaigns & Media Officer (P/T, 20 hrs/week)

Reports to: Chief Executive Officer

Direct reports: No line management responsibilities

Salary and Benefits:

  • From £12 per hour, depending on skills and experience 
  • 6% contribution to group personal pension plan
  • Pro rata equivalent of 38 days holiday per year
  • Supportive and positive working environment
  • Pleasant office space in grade A, 3-storey period property in leafy Fallowfield, Manchester
  • Flexible working hours

Overall Purpose: VfL is the leading authority on diet and healthy living advice for older vegans and vegetarians. We are at an exciting stage in our development, with 2018 marking the charity’s 10th anniversary.

As we continue to expand our work, we have an opportunity to create the charity’s first dedicated campaigns and media relations role. We hope to be joined by someone who can shape the role and significantly raise the profile of our work for 2018 and beyond.

Working with a range of external contacts in the food and hospitality sector – from food software manufacturers through to wholesalers supplying the care industry – you will help ensure that UK care establishments find it convenient, cost-effective, and standard good practice to cater well and ethically for vegetarian and vegan clients.

Ideal for a confident, motivated and ambitious individual with a proven track record for delivering effective campaigns, ideally within the vegetarian/vegan sphere. You will have proven experience of using policy, research, lobbying, public campaigning and media to influence the public, government and industry.

Duties and Responsibilities: The principal duties and responsibilities are listed below. This is not an exhaustive list, and other duties and projects may be added when appropriate.

Key Responsibilities:

External communication (50%):

  • Actively represent VfL and specific campaign projects to external public, political and business audiences and events, including media where necessary, in accordance with VfL policies
  • Attend relevant events to present and/or discuss policy and campaigning with older vegetarians, vegans, those working in the food and hospitality sector, and other professionals
  • Develop and maintain relationships with relevant stakeholders, partners and allies
  • Draft letters and other documents in order to support VfL’s campaigns
  • Implement systems and processes to ensure that older vegetarians and vegans are involved with VfL’s campaigning and lobbying activities
  • Work with older vegetarians and vegans, those who cater for them, and other professionals to develop content for campaigns material
  • Maintain and develop a library of beneficiary case studies, including written stories, photography, film and audio files
  • Keep abreast of Data Protection law and ensure that relevant permissions are sought and kept up to date
  • Produce an annual impact report evaluating the effectiveness of VfL’s campaigns activity and improved outcomes for older vegetarians and vegans

Campaign management (20%):

  • Research and disseminate campaigning best practice
  • Identify potential working relationships and partnerships for VfL to advance its policy and campaigning goals
  • Research such campaign targets and develop innovative and creative project plans and strategies to change mindsets
  • Ensure that campaigns are built around highly effective storytelling, political, corporate, community and/or business campaigning as appropriate
  • Provide transparent and effective reporting of campaign strategy, approach, plans and progress
  • Analyse the success of campaign efforts and adjust strategy and approach accordingly
  • As required, facilitate quality control checks on the scientific and factual accuracy of campaign materials and assertions
  • Ensure that your personal or campaign activities will not bring VfL into disrepute (in case of doubt you will be expected to discuss the issues with the Chief Executive)

Media liaison (15%):

  • Ensure a pipeline of stories is prepared and edited for a variety of purposes, including social media, blog, supporter newsletters and magazines
  • Cultivate relationships with journalists and members of the media
  • Respond to media enquiries and prepare media statements
  • Work with the Chief Executive to secure media coverage in support of campaign objectives – pushing campaigns into the media spotlight and the public consciousness
  • Arrange photocalls and media support for events
  • Represent VfL to television outlets, radio stations, newspapers and magazines
  • Stay informed about, and keep the team informed about, local and national news stories and track stories relevant to the campaigns
  • Develop new pitch ideas and strategy to increase media coverage for the charity
  • Solicit free placement for print and online advertisements
  • Track and analyse results of media pitch activity
  • Maintain contacts database, press clippings and other relevant files
  • Work with VfL colleagues to ensure consistent and complementary approach to media and messaging

Support, engage and inspire campaigners at a local level (10%):

  • Support, engage and inspire local volunteers (‘Friends’) who are actively campaigning and proactively engage them in campaigning
  • Mobilise members of the public to take action to support VfL, e.g. lobby of parliament
  • Work with colleagues to ensure that the volunteer network continues to grow in strength
  • Respond to enquiries from volunteers, providing excellent customer service
  • Liaise with the Office Administrator to ensure that the VfL volunteers database is maintained and that processes are efficient

General (5%):

  • Provide materials to the VfL Company Secretary for board reports and attend team meetings as directed
  • Input into accounts/budgets as necessary
  • Participate in training and development and take advantage of learning opportunities to develop personal skills and service delivery
  • Undertake special ad hoc projects such as researching material for parliamentary briefings and meetings
  • The postholder will be working in a developing environment and he/she will therefore be expected to undertake other appropriate duties as required for the effective operation of VfL
  • Adhere to VfL policies and procedures and promote the interests of the charity at all times

In order to apply you should have the following skills and experience:


  • Professional appearance and adherence to a healthy vegetarian or vegan lifestyle within the definition on VfL’s website
  • Personal commitment to vegetarianism and veganism and promoting the interests and welfare of older vegetarians and vegans, including a broad knowledge and understanding of vegetarian and vegan issues
  • A genuine interest in older people
  • A high degree of integrity, energy and credibility
  • Experience in campaigning, lobbying and project managing, with a proven successful track record
  • Demonstrable ability to work effectively with the media
  • Experience of writing for a range of audiences and using different mediums to produce convincing, clear and succinct content, e.g. blogs, e-actions, web and print
  • Exceptional relationship building skills, in particular building constructive and long-term relationships with both internal and external parties
  • Excellent communication and interpersonal skills, able to comfortably liaise with a wide range of people from supporters, journalists to government officials in a professional and personable manner
  • Sound presentation skills
  • Ability to negotiate advantageous terms of trade
  • Demonstrable tact and diplomacy
  • Ability to plan, organise and monitor projects and work under pressure
  • Excellent organizational skills and attention to detail
  • A methodical worker with good record keeping skills
  • Experience in researching and writing evidence-based reports
  • Proven ability to take initiative and follow through
  • Ability to work autonomously with minimal direct oversight, and meet deadlines
  • Collaborative approach
  • Hard working, motivated and with a can-do attitude
  • Ability to draw out the most salient features of complex issues and debates
  • Happy to travel within the UK, for example to visit care homes, attend conferences, or represent the charity at events. This may occasionally require overnight stays, though with advance notice. The postholder may also be required to undertake occasional evening and weekend work when, for example, we hold events or a key media appearance is scheduled
  • Computer literate: Word, Excel, email and internet usage
  • A good standard of general education
  • Commitment to the objectives of the charity


  • A driver with a vehicle available for work related travel
  • Experience of volunteering or working alongside volunteers
  • Experience of engaging with diverse groups within a campaigning context
  • An understanding of the care sector and regulatory framework and the role of local authorities and central government in relation to this
  • Fundraising experience
  • Experience of using social media
  • Understanding of the implications of charitable status
  • Membership of or links with other vegetarian or vegan organisations
  • Filming/video production skills
  • Graphic design

To apply, please email your CV and covering letter to, stating how you meet the person specification for this role. The closing date for applications is 5pm on Wednesday 28 March.

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Posted by Amanda


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