MECC Communications Toolkit

Transcription

1 Communications Toolkit

2 CONTENTS 1 Welcome 2 Key stats 4 Myth busting 5 Planning your campaign 6 Choosing your channels 7 Know your audience 8 Social media 10 Key messages 11 Bringing to life 12 Achieving behavioural change 13 Resources 16 Evaluation 17 CelebratING success

3 Welcome to your Making Every Contact Count communications toolkit Every 36 hours, there are millions of interactions between NHS, local authority, voluntary staff and the public. Making Every Contact Count () is about using these interactions to prompt behavioural change by educating people about their lifestyle choices and signposting them towards better health decisions. Through conversations as brief as thirty seconds, creates an opportunity for NHS, local authority and voluntary staff to deliver consistent, simple messages to the public to improve their health and wellbeing. About this toolkit This free toolkit has been designed to help you make visible across your organisation. The information, tools and templates will help you to deliver your campaign message and make the best use of the communication channels and resources that are available to you. is about using the vast human resources across the NHS, local authorities, voluntary and community sectors to give Londoners consistent, simple messages and signposting them to services that help improve their health and wellbeing WELCOME 01

4 Key stats: facts and figures Key statistics are an effective way of grabbing people s attention and using localised data makes your message relevant to your audience. Use the following stats throughout your communications campaign to help your staff better understand the importance of the programme. You can also use local stats to help your staff engage with the campaign. Download our infographic to showcase these stats 17.9 BILLION EACH YEAR SPENT BY THE NHS ON ILLNESSES CAUSED BY SMOKING, WEIGHT AND ALCOHOL 64% ONLY OF ADULTS UNDERTAKE THE RECOMMENDED 150 MINUTES OF EXERCISE PER WEEK IN LONDON +2 MILLION OVER 50% LONDONERS EXPERIENCE POOR MENTAL HEALTH YEAR 15% OF LONDONERS SMOKE OF ADULTS & 38% OF CHILDREN IN YEAR 6 ARE OVERWEIGHT OR OBESE OVER 20% OF ADULTS IN LONDON REGULARLY DRINK MORE THAN THE RECOMMENDED GUIDELINES EACH WEEK KEY STATS 02

5 Key stats: facts and figures is a behaviour change approach that encourages positive health and wellbeing choices. These national stats are useful to emphasise why interventions are so important. For further facts and figures, Visit our website EARLY EVALUATION SHOWS THAT 65% OF STAFF TRAINED IN HAVE IMPROVED THEIR OWN HEALTH BEHAVIOURS AND 50% PRACTISED THEIR SKILL WITH FAMILY AND FRIENDS BRIEF ADVICE ON SMOKING SIGNIFICANTLY INCREASED THE QUIT RATE OF SMOKERS WITH CHRONIC OBSTRUCTIVE PULMONARY DISEASE BY 66% BRIEF ADVICE ON ALCOHOL HAS BEEN SHOWN TO REDUCE ALCOHOL CONSUMPTION FOR 1IN8 PEOPLE BRIEF ADVICE ON PHYSICAL ACTIVITY HAS BEEN SHOWN TO MODERATELY INCREASE PHYSICAL ACTIVITY IN ADULTS. ECONOMIC MODELLING SHOWS THAT WITH A BRIEF INTERVENTION: 12,000 HOSPITAL ADMISSIONS &270 DEATHS COULD BE PREVENTED A YEAR KEY STATS 03

6 myth busting There are lots of myths around, these facts will help your campaign. WILL ADD TO MY WORKLOAD IS ABOUT UTILISING EXISTING INTERACTIONS RATHER THAN LENGTHENING THEM. TRAINING TEACHES STAFF HOW TO IDENTIFY APPROPRIATE OPPORTUNITIES FOR A INTERVENTION. IS ABOUT LECTURING PEOPLE IS ABOUT BECOMING A COUNSELLOR AND PROVIDING ONGOING SUPPORT IS DEFINED AS BRIEF OR VERY BRIEF ADVICE AND IS DESIGNED TO LAST ONLY 30 SECONDS. THE FOCUS IS ON PROVIDING SIGNPOSTING TO APPROPRIATE SERVICES RATHER THAN GIVING ADVICE OR HELP DIRECTLY. IS ABOUT STAFF BECOMING SPECIALIST AND LIFESTYLE EXPERTS IS NOT ABOUT TELLING SOMEBODY WHAT TO DO AND HOW TO LIVE THEIR LIFE BUT RATHER ABOUT RECOGNISING OPPORTUNITIES TO SIGNPOST WHEN PEOPLE ARE OPEN TO HEALTHY LIFESTYLE ADVICE. DELIVERING REQUIRES VERY BASIC KNOWLEDGE ABOUT HEALTHY LIFESTYLES. INVOLVES GIVING VERY BRIEF ADVICE, AND THEN SIGNPOSTING ON TO SERVICES THAT CAN GIVE DETAILED HELP AND ADVICE. MYTH BUSTING 04

7 Planning your campaign Planning your campaign is important. If your staff are prepared and have the correct information available, they can deliver your campaign with consistent messages and practice. DELIVERING YOUR 04 CAMPAIGN Get going! Raise awareness of across your organisation and reinforce key messages by using multiple channels. 01 AIMS AND OBJECTIVES Set out clear aims and objectives for your campaign and think about what you want your organisation to achieve through the campaign. SELECT YOUR 03 CHANNELS Assess your communication channels and select which best suits your audience. Decide how frequently you will send out communications. 05 EVALUATION Track your campaign s progress against the objectives you originally set. See where there is room for improvement and think about how you could do things differently. 02 SUPPORT AND RESOURCES Think about which teams and departments could offer assistance in delivering the campaign message, is most effective when led and supported by senior leaders. Take a look at existing resources which could be helpful in implementation. PLANNING YOUR CAMPAIGN 05

8 NEWSLETTERS PROMOTIONAL MATERIALS EXHIBITIONS AND EVENTS Choosing your channels It is important to keep staff informed and SOCIAL MEDIA PLASMA SCREENS up to date as your campaign progresses. To do this you can use existing channels. GOOD PRACTICE Cambridge University Hospitals increased promotion and embedded it into the hospitals culture through staff newsletters, hospital radio and staff lanyards. N OTICE B OARDS EXAMPLES OF PLATFORMS YOU CAN USE INCLUDE STAFF MEETINGS SIGNATURES INTRANET HOSPITAL RADIO..ZZZ SCREENSAVERS TEAM MEETINGS CHOOSING YOUR CHANNELS 06

9 Know your audience When choosing your channel it s essential to consider who your audience is and how they like to receive messages. Communicating through your staff s preferred channels will help to increase awareness of and improve engagement with your campaign. GOOD PRACTICE At Lancashire Care NHS Foundation Trust, e-learning courses allowed 56 per cent of staff, who worked remotely or were otherwise busy, to partake in essential training. LOCATION Where are your staff based? Consider whether they work remotely and whether this impacts the channels they use to receive messages. WORKING PATTERNS Consider staff shift work and when they are most likely to receive their information. Maybe staff who work night shifts miss staff briefings during the day, so make sure they receive the same messaging through a different channel. AGE There are four different generations in the workplace, each with their own preferred communication channels. You may find this age infographic useful. KNOW YOUR AUDIENCE 07

10 Social media Over 39 million people in the UK have a social media account and organisations are increasingly harnessing the potential of its large audience to communicate. Social media often presents a more costeffective way of communicating your message. Check out our top tips to get the best from using social media. CONSIDER WHICH PLATFORMS BEST SUIT YOUR MESSAGE AND YOUR INTENDED AUDIENCE. PLAN AHEAD PLAN YOUR SOCIAL MEDIA CALENDAR THIS HELPS AVOID CLASHES WITH OTHER ORGANISATIONAL PRIORITIES. THIS CAN ALSO HELP MAKE MAINTAINING AN ACTIVE SOCIAL MEDIA PRESENCE LESS TIME INTENSIVE. FOLLOW YOUR ORGANISATION S SOCIAL MEDIA POLICY YOU MAY NEED TO CONTACT YOUR HR DEPARTMENT FOR MORE INFORMATION. REPLY, LIKE, MENTION AND FOLLOW OTHERS TO BUILD AN ENGAGED ONLINE COMMUNITY. USE YOUR LOCAL NETWORKS FRIENDS, FAMILY ETC. TO HELP FURTHER SPREAD THE MESSAGE. GET CREATIVE INCORPORATE IMAGES AND VIDEOS INTO YOUR CAMPAIGN TO MAKE YOUR MESSAGES STAND OUT AND GRAB ATTENTION BE RESPONSIVE MAKE SURE PEOPLE ARE ABLE TO RESPOND TO AND SHARE YOUR MESSAGES. THIS WILL HELP FOSTER HIGHER LEVELS OF ENGAGEMENT IN YOUR AUDIENCE. USE HASHTAGS WHICH ARE MEMORABLE AND RELEVANT TO YOUR CAMPAIGN LIKE #CONTACT # SOCIAL MEDIA 08

11 # #MakeEveryContactCount Social media platforms Choosing a social media platform can be confusing, we have rounded up some facts that might be useful when selecting your channel. Twitter INSTAGRAM FACEBOOK YOUTUBE 14.3 million UK users. A more fast-paced, conversational style of communication. Emphasis on sharing and re-tweeting content potentially creates the opportunity for a limitless audience. Hash-tags allow you to become a part of a bigger conversation. Visually based so could be useful in spreading the visual identity of the campaign. Helps connect with a younger demographic (35 per cent of young people aged in the UK use Instagram) so may be a good method of attracting attention from younger or less senior members of your workforce million UK users. Allows you to create more detailed posts, as there s no character limit. Allows you to create and invite followers to curated events and closed discussion groups. Recent figures suggest an uptake in older Facebook users (over- 55s now its second largest demographic). Embeddable across most other social media platforms and websites. Encourages workforce to think more creatively about promoting your campaign message. SOCIAL MEDIA 09

12 Key messages Key messages help bring focus to your campaign and ensure staff don t lose sight of your initial objectives and are clear what is being asked of them. GOOD PRACTICE Health Education Wessex delivered presentations to board members and a train the trainer course to implement which was modified for each site. 2 IS ABOUT PREVENTION 1 IS A BEHAVIOUR CHANGE APPROACH THAT ENCOURAGES POSITIVE HEALTH AND WELLBEING CHOICES THROUGH EXISTING PATIENT CONTACTS. MAXIMISES EXISTING OPPORTUNITIES 3 CAPITALISES ON EXISTING PATIENT CONTACTS, ENHANCING THE GREAT WORK THAT IS ALREADY HAPPENING. PREVENTION SHOULD BE PART OF ONE'S ROLE IS BRIEF THROUGH CONVERSATIONS AS BRIEF AS 30 SECONDS, CREATES AN OPPORTUNITY FOR STAFF TO DELIVER CONSISTENT, SIMPLE MESSAGES TO THE PUBLIC TO IMPROVE THEIR HEALTH AND WELLBEING. 4ONE WHO HAS INTERACTION WITH THE PUBLIC COULD BE HELPING LONDONERS TO MAKE HEALTHIER CHOICES KEY MESSAGES 10

13 LETS GET LONDON HEALTHIER, USING THE LONDON STRAPLINE IN YOUR COMMUNICATIONS WILL INCREASE YOUR AUDIENCES FAMILIARITY WITH YOUR CAMPAIGN. Bringing to life Relatable and personal content will help staff to engage in your campaign. Here are some suggestions for bringing to life. PERSONAL STORIES USING STORIES, POSITIVE QUOTES AND TESTIMONIALS CAN HELP YOUR STAFF RELATE BETTER AND TO PUT INTO PRACTICE. SHARING GOOD PRACTICE PROVIDES PRACTICAL SOLUTIONS AND IDEAS FOR IMPLEMENTING YOUR OWN CAMPAIGN. A WIDE RANGE OF THESE CASE STUDIES ARE AVAILABLE ON THE HLP RESOURCE HUB. STATISTICS USING STATISTICS IS A GOOD WAY OF CAPTURING YOUR AUDIENCES ATTENTION. IF YOU WANT TO TARGET SPECIFIC STAFF GROUPS, SHARE STATISTICS THAT RELATE TO THEM. OUR INFOGRAPHIC INCLUDES USEFUL STATS FOR YOU TO USE. THE LONDON PLEDGE SIGNING UP TO THE LONDON PLEDGE IS THE FIRST STEP TO DEMONSTRATING YOUR COMMITMENT TO IMPLEMENT. THERE ARE THREE LEVELS TO THE PLEDGE, BRONZE, SILVER AND GOLD. THE PLEDGE SYSTEM RECOGNISES AND AWARDS PROGRESS, AS WELL AS DRIVING FRIENDLY COMPETITION BETWEEN ORGANISATIONS. BRINGING TO LIFE 11

14 Achieving behavioural change Implementing requires behavioural change. The EAST framework was developed to help organisations plan and implement communications for maximum impact. E A S T EASY ATTRACTIVE SOCIAL TIMELY When planning your communications, keep your messages and routes to staff involvement simple. Make your communications attractive by highlighting the benefits of an action and using rewards to attract people. Make your campaign social to maximise internal influence amongst staff. Consider the power of your network, demonstrating desired behaviour and getting key influencers on board for the campaign. Timing is an important factor to consider in your approach. Consider when people are most receptive and tie into wider national events. ACHIEVING BEHAVIOURAL CHANGE 12

15 RESOURCES We have created a range of tools and resources including free downloadable artwork to help you implement in your organisation. Use the resources and artwork to build a strong identity that your staff will recognise. Making the case for Use this presentation to highlight the benefits of to your board members and senior colleagues, and to secure their commitment to implement. banner Add this banner to staff signatures to promote. CONTACT LET S GET LONDON HEALTHIER, THE CASE FOR March 2018 CONTACT LET S GET LONDON HEALTHIER, Web banner Use this banner on your Intranet to reach your staff. CONTACT LET S GET LONDON HEALTHIER, RESOURCES 13

16 CONTACT LET S GET LONDON HEALTHIER, CONTACT LET S GET LONDON HEALTHIER, E RE CONTACT W Find out how you can get involved: CONTACT LET S GET LONDON HEALTHIER, LET S GET LONDON HEALTHIER, ONE CONVERSATION AT A TIME Sign up to training to help us make every conversation count: CONTACT WHAT IS? aims to help people make healthier choices. It supports frontline staff to engage in positive conversations about health and wellbeing with the people they meet every day. WHY? OVER 1 MILLION PATIENTS ARE SEEN 36 HOURS (1) IN THE NHS creating a potential opportunity for a conversation NEXT STEPS 30 SECS is all it can take to have a conversation 17.9 BILLION EACH YEAR spent by the NHS on is a core part of the illnesses caused by Five Year Forward smoking, weight View to support (8) (7) and alcohol NHS sustainability Sign up to our pledge and demonstrate your commitment for your programme to be considered for a award. 9 LET S GET LONDON HEALTHIER, IT S INCLUDED IN NICE Behaviour change (2) guidance FOCUS ON PREVENTION Join the London Communities of Practice group to share best practice. FOCUSES MAINLY ON FIVE ASPECTS OF HEALTH AND WELLBEING STOPPING DRINKING ALCOHOL WITHIN RECOMMENDED SMOKING LIMITS BEING PHYSICALLY ACTIVE 15% OF LONDONERS SMOKE OVER 20% IMPROVING MENTAL HEALTH AND WELLBEING HEALTHY EATING ONE CONVERSATION CAN ADDRESS 64% ONLY OF ADULTS UNDERTAKE THE RECOMMENDED 150 MINUTES OF EXERCISE PER WEEK OF ADULTS IN LONDON REGULARLY DRINK MORE THAN THE RECOMMENDED GUIDELINES (6) EACH WEEK (3) +2 MILLION LONDONERS EXPERIENCE POOR MENTAL (4) HEALTH YEAR IN LONDON OVER 50% OF ADULTS & 38% OF CHILDREN IN YEAR 6 ARE (5) OVERWEIGHT OR OBESE For free London resources: # #makingeverycontactcount OVER 1 MILLION NHS PATIENTS ARE SEEN 36 HOURS # CONTACT LET S GET LONDON HEALTHIER, #CONTACT CONTACT LET S GET LONDON HEALTHIER, OVER 1 MILLION NHS PATIENTS ARE SEEN 36 HOURS SOURCES: (1. Department of Health, Chief Executive's report to the NHS: December 2005) (2. (3. (4. (5. Child stat: National Child Measurement Programme, England, Adult stat: House of comms briefing paper : Number 3336, 20 January 2017) (6. (7. (8. The Health and Social Care Information Centre (2012) Statistics on alcohol: England and Statistics on smoking: England;Government Office for Science (2012) Tackling obesities: future choices.) # #CONTACT posters Promote across your organisation by displaying the poster. You can also add your organisation s logo and details. Download the resources and artwork at Infographic Download our infographic for key facts and figures to support your campaign. Twimage Use these Twitter images on social media to engage your CONTACT audience. LET S GET LONDON HEALTHIER, RESOURCES 14

17 Developing your own resources From giving a personal perspective by writing a blog, to providing insights in a case study, there are lots of engaging ways to promote your campaign. Intranet article Blog Case studies Staff are your main audience so make sure you write something for your Intranet site. The Intranet provides staff with information and a contact point. Download our draft Intranet article and adapt for your organisation. Blogs are an opportunity to get your message across in a more informal style, adding a personal element to your campaign. You can ask staff from your organisation to write blogs about their experience of, which can be published on the Intranet and included in updates or newsletters. If you have a great example of good practice, sharing the learning with others is a great way to communicate the benefits of your campaign. A case study allows you to share statistics, challenges, top tips and outcomes. RESOURCES 15

18 EVALUATION Evaluation of your campaign is essential. A key part of being able to evaluate the success of your campaign is to set SMART aims and objectives from the very beginning, against which progress can be measured. Examples from organisations that have implemented are available on our wesbite. SOCIAL MEDIA ANALYTICS ALLOWS FOR INSIGHT INTO WHICH OF YOUR CHANNELS ARE MORE EFFECTIVE THAN OTHERS AS WELL AS WHICH CONTENT TYPES GENERATE THE MOST INTEREST. GOOGLE ANALYTICS HELPS MEASURE WEB TRAFFIC AND PINPOINT WHERE IT IS COMING FROM. A range of case studies showing how has been evaluated in other organisations are available, as well as tools designed to support you in planning and carrying out your evaluation. SURVEYS CAN PROVIDE USEFUL INSIGHT INTO BOTH STAFF OR PUBLIC SATISFACTION WITH YOUR CAMPAIGN AS WELL AS HONING IN ON FREQUENTLY HIGHLIGHTED AREAS OF IMPROVEMENT. EVALUATION 16

19 CELEBRATING SUCCESS Celebrating the success of your campaign can increase awareness, and is an opportunity to show appreciation for the staff who have committed to implementing in your organisation. CELEBRATING IN YOUR ORGANISATION SHARING YOUR SUCCESS STORIES THROUGH INTERNAL CHANNELS WILL SPREAD THE MESSAGE AMONG STAFF WHO ARE NOT YET AWARE OF THE CAMPAIGN. SHOWCASING YOUR PLEDGE STANDARD HIGHLIGHTS YOUR ORGANISATION S COMMITMENT TO IMPLEMENTING, AND RAISES AWARENESS OF THE CAMPAIGN. DISPLAY YOUR PLEDGE AWARD ON YOUR INTRANET AND AROUND YOUR ORGANISATION. SILVER CELEBRATING EXTERNALLY SHARING YOUR SUCCESS WITH OTHER ORGANISATIONS AND CONTACTS WILL SPREAD GOOD PRACTICE. AS YOU REACH EACH PLEDGE STANDARD, SHARE THE NEWS ON INTERNAL CHANNELS, TELL YOUR BOARD AND PUT IT ON SOCIAL MEDIA. SHARE YOUR SUCCESS AT EVENTS - USE OUR POSTERS AND SOCIAL MEDIA ASSETS TO HELP. CELEBRATING SUCCESS 17

20 We re here to support you throughout your journey, if you need any help or have any questions please contact us at: