Sharing is caring - #LollipopTop10 engaging with our industry

Wednesday 13 December 2023 -

Back in 2021, Jo Shaer of Lollipop Local’s LinkedIn newsfeed was scarce, having disconnected from all the marketers and found the industry disengaged.  Thus, the Lollipop Top 10 was created.

In 2021, I launched #LollipopTop10 - where I would publish a list of my top 10 favourite uplifting or thought provoking posts from people in the industry that week on a Sunday evening.

I did it every week and people seemed to enjoy it. But I had no idea how much until two years later…

Everyone who visited the Lollipop stand at The Security Event seemed to say...“we love #LollipopTop10!” And they told us how they would do their best to try to get mentioned each week.

I went back and looked at the stats more closely. We regularly averaged 2,000-3,000 impressions from a very tight niche of viewers in the industry. As a marketer, obviously I was thinking about how it could be monetised. But I didn't want it to become a thing that people just viewed as Lollipop trying to make money.

In a LinkedIn conversation, fellow BSIA member, Carl Meason from Fenix Monitoring suggested sponsorship through donations to charity… and that Fenix would be happy to be our first sponsor!

A  C H A R I T Y  O F  M I N D S

I was very keen that it should be charities that are specific to the security industry. So, obviously I asked for suggestions on LinkedIn. The two that came back were: Security Minds Matter an initiative from the private security industry and supported by the Security Industry Authority (SIA). Chair of the project, Mike Hurst from the IFPO, said the aim is to: share best practice on mental health and wellbeing, signpost individuals and employers to additional support, provide resources such as toolkits and guidance and stimulate conversation and debate on this important issue. The second, Pick Guardian is an initiative from Rebecca Pick to fund monitored panic alarms to help victims of domestic abuse.

Both incredibly worthy causes - and crucial in the current climate.


Because I wasn’t just seeing fabulous views and smiles in my LinkedIn news feed, I was also starting to see industry professionals publish posts talking about stillborn babies, losing partners to cancer, suffering strokes and other debilitating longterm illness.

And others who openly admitted to struggling with mental health issues. Clearly, charities that support improving mental health arevital.

With our two charities in place, it was time to seek out some sponsors!

We asked companies that might want to increase their visibility within the industry in a non-sales way… and have a feelgood factor!

Our first week with Fenix Monitoring was at the beginning of October. Then sponsor #2 came on board; Matthew Hearn and OPTEX - another BSIA member!

They particularly liked the idea of donating to an industry-related charity and specifically one related to mental health and agreed tosponsor one week per month to the end of 2023 and on into 2024 with donations going to Security Minds Matter.

Here’s what Matthew said: “After getting to know Jo over the past 12 months, it was an easy decision when OPTEX wasapproached to lend support to Lollipop and contribute to fundraising for security industry charities. This opportunity allowed us to express our gratitude to the industry that has been our home for nearly 45 years. The overwhelming response that Jo and Lollipop have garnered is a true testament to Jo's dedication and the relentless effort she invests in our field.”

Sponsor #3 was our very own BSIA. Chief Executive Mike Reddington put me in touch with Head of Communications Andrew Cooper and that’s how I found out about their chosen charity, Mates in Mind - a leading UK charity raising awareness and addressing the stigma of poor mental health, focusing on construction, as well as related sectors including transport, logistics,manufacturing, and others.

The BSIA kindly agreed to be sponsors with a donation to Mates in Mind for a week in both October and November.

Would you like to get the feelgood factor of being a sponsor for #LollipopTop10?

Let's cut to the chase. You've seen how the #LollipopTop10 turns a regular Sunday scroll into a spotlight for the Fire & Security industry's finest. It's way more than just a list; it's a weekly dive into our community, a round of applause for those who keep pushing through adversity, and a reminder that we're all in this together.

By sponsoring #LollipopTop10, your company name is attached to this uplifting and thought-provoking positivity. It's an opportunity to step up, not just to boost your LinkedIn visibility but to bolster a cause close to all our hearts: mental health.

Ready to show tangible support for those within our ranks facing tough times? It's simple. Email me today!

And let's talk about getting your company on board. Your future self - and your community - will thank you.

So, what's it going to be? Are you in?