SOCIAL MARKETING CAMPAIGN: Plasticine Characters
Page 1 of 14 Contents
Page 2 of 14 1. Summary – campaign overview
1.1 Introduction
Lots of research that has been conducted over the last couple of years across the North East which shows that there is ever greater demands being places on the healthcare system and that there is confusion from patients and the public about which services they should access. Through research, there is evidence that we need to inform and educate people about urgent care and the services that are available and to use information to change people’s perception about the services they should use.
The behavioural insight research findings have helped inform a series of approaches to support the North East Urgent and Emergency Care Vanguard’s work.
It should be noted that this campaign is a small part of the insights gathered and has been developed in response to the locally defined need for winter 2016/17.
It incorporates some of the findings, as an innovative model of responsive marketing and communication around Urgent and Emergency Care
The aim is to ease seasonal pressure on NHS urgent and emergency services.
1.2 Campaign objectives To provide clear information to the public around the best use of local NHS services this winter – specifically for self-care and community pharmacy. To ensure that people who are most at-risk of preventable emergency admission to hospital are aware of, and wherever possible are motivated to take those actions that may avoid admission this winter To support surge management for the local NHS in winter planning
Page 3 of 14 2. The campaign
The campaign starts on 14 November 2016 to coincide with the national self-care week, a regional activity timetable can be found in appendix one.
The campaign targets:
Patient segment Typical attitude to health Socio-economic profile and MOSAIC classification Preventers “It’s better to be safe than Typically women from higher socio- sorry” economic group (SEG) and MOSAIC lifestyle groups C to H. Fixers “I haven’t got time to be ill” Typically men from higher SEG and MOSAIC lifestyle groups C to H Independents “I like to deal with things Typically women from MOSAIC lifestyle myself if I can” groups A, B and I to L Stoics “I will only ask if things get Typically men from MOSAIC lifestyle serious” groups A, B and I to L Disengaged “I need help and don’t Typically men and women from low SEG always know the right place and MOSAIC lifestyle group N to turn” Reluctants “Something’s wrong but I Typically men and women from low SEG don’t want to cause too and MOSAIC lifestyle group M and O much bother” Novices “I need someone to tell me Typically young people aged 14-21 eg, what to do” first-time mums and students
2.1 Key campaign weeks
Throughout the campaign, there are specific weeks that we will be focusing on, these include: w/c 14 November – launch of the social marketing campaign w/c 21 November – Focusing on NHS Child Health App w/c 28 November – Stay Well and ask your pharmacist – Self Care, what they can help with w/c 5 December – NHS Child Health App w/c 19 December – get repeat prescriptions and have a well-stocked medicine cabinet. Promoting that GP/pharmacies are open w/c 26 December – Stay Well and call 111 this Christmas. Promoting that GP/pharmacies are open
Page 4 of 14 2.2 Key messages
It’s a real worry when children become ill. Understandably, we don’t want to take any risks. However, you can help them immediately by going to the pharmacist (or GP) for help. Your local pharmacist can help – they are experts in the use of medicines and are able to diagnose and offer treatment for a range of minor illnesses and ailments immediately, without the need to make an appointment. If you or your child gets a cold or flu – make sure they get plenty of rest, take some painkillers, and drink plenty of fluids. ‘Looking after your child’s health.’ is an important NHS guide for parents and carers of children aged 0-5 years. Download the free NHS app today! Just search for ‘NHS child health’ on Google Play or Apple’s App Store. Developed by hospital specialists, doctors, health visitors and pharmacists across the North East to help with the stresses and uncertainties of children’s health. Avoid unnecessary journeys to A&E by stocking up on key medicines and your first aid kit. This is what you need and why.
Medicine or first aid What it’s used for Paracetamol and ibuprofen Effective at relieving most minor aches and pains such as headaches and reducing temperatures. Oral rehydration salts (such as Dioralyte®) Fever, diarrhoea and vomiting make us lose water and essential minerals, and can lead to dehydration. If you have these symptoms and can't continue your normal diet, oral rehydration salts can help to restore your body’s natural balance of minerals and fluid and relieve discomfort and tiredness. First aid kit: These are some of the main items that should be in Bandages your first aid kit. Plasters Thermometer If you have small children – you should keep a Antiseptic thermometer and children’s paracetamol handy, and Eyewash solution take with you if you take trips or breaks away. Sterile dressings Medical tape Tweezers
2.3 Campaign site www.urgentoremergency.co.uk
Page 5 of 14 3. Please support this year’s campaign
NHS North of England Commissioning Support communications and engagement team will be leading this campaign, on behalf of the region’s clinical commissioning group and will be promoting this campaign across the whole of the north east region.
There are a number of opportunities that you could help support the campaign including: Promote the campaign by using the resources that are supplied within this toolkit Use the syndicated copy to help you draft articles about the campaign for newsletters, websites, on your social media networks, and within your internal communication mechanisms Use your social media networks to provide regular updates, follow the local clinical commissioning groups social media pages and retweet messages Promote the children under 5 ‘NHS child health’ app (see appendix) Get in touch with your local networks and share this toolkit to help support this regional NHS campaign
PLEASE NOTE THAT THIS CAMPAIGN IS EMBARGOED UNTIL 00.01 HOURS 14 NOVEMBER 2016. THIS EMBARGO INCLUDES ALL MATERIALS WITHIN THIS TOOLKIT.
4. Campaign materials
Campaign resources can be accessed here.
5. Campaign PR and digital launch
The campaign launch will coincide with a generic press release embargoed until 00.01am on 14 November, about the plasticine people and the campaign themes in general (see below).
Additional releases will follow at one to two weekly intervals through the winter, including:
Highlighting the child health app Interview with a pharmacist Get repeat prescriptions/stock your medicine cabinet (possibly with a Santa theme) Holiday pharmacy, urgent care centre and GP opening times
These will be supported by winter supplements in local papers across the region which will also feature elements of the campaign.
Page 6 of 14 Additional template releases will be prepared to facilitate speedier media work when surges are reported during winter.
All of the CCGs will promote the campaign prominently on their websites as well as retweeting key messages from the @staywellNE Twitter account.
6. Additional resources
6.1 Press release – launch
Embargo: 00.01am, 14 November 2016
NHS unveils family of ‘plasticine people’ for winter advert campaign
Meet Carol and Eric, part of a new family of ‘plasticine people’ who will be introduced to the North East public for the first time this week through a new NHS advertising campaign.
The characters are the first of nine friendly faces who will help the region’s NHS through the challenges of winter, by helping people to make the best use of stretched NHS services – as well as taking better care of themselves and their health.
The charming clay friends, who will be gradually unveiled over the coming weeks, will appear in web and social media advertising sharing a series of helpful messages around NHS services and how to take control of your health needs.
“We know that people value the NHS, but they often find it confusing and hard to navigate,” said Dr Stewart Findlay, joint chair of the North East Urgent Care Network and Chief Clinical Officer of NHS Durham Dales, Easington and Sedgefield Clinical CCG.
“Over the past year we have carried out detailed research into the way people use services, how they decide which to use, and what has the most impact in influencing those choices. We all have a role to play in safeguarding the NHS by using the right service for our needs, and the plasticine people provide a friendly way to get that important message across.
“We wanted to create a campaign that people could relate to, and these characters have an instant appeal and warmth about them. The characters make it possible to address difficult issues in a direct way, and we hope people enjoy getting to know them over the coming months.”
Carol and Eric make their first appearances through Facebook and targeted web adverts from Monday 14 November, to coincide with National Self-Care Week, with
Page 7 of 14 further plasticine pals making a bow during the winter, the NHS’s busiest time of year.
People in the region will be able to follow the plasticine people on Twitter at @staywellNE, as well as helping to name the new characters as they are unveiled.
The plasticine people will help to highlight good self-care, raise awareness of the expert advice available free at every pharmacy in the region, and promote the new NHS Child Health app, which helps parents of under-fives look after their children’s health.
The campaign has been developed by the North East Urgent and Emergency Care Network, with funding from the NHS New Models of Care programme and the region’s Clinical Commissioning Groups (CCGs).
The network, which is supported by NHS bodies across the region, is working to improve urgent and emergency care services in the North East.
Its initiatives so far include improving the NHS 111 service through extra clinical support, new ‘flight deck’ technology for more sophisticated management of emergency care capacity across the region, and the new child health smartphone app. To download the app, search for ‘NHS child health’ in Google Play or the App Store.
Ends
6.2 Web text and content
General health advice
Generally we feel unwell during winter time as we spend more time indoors and coughs and colds are passed around our family, friends and colleagues at work.
If you are normally healthy there are many winter ailments and illnesses that can be easily treated at home with the aid of some common sense advice and a range of medicines you can buy from a shop or local pharmacy.
To help you during the winter months, visit NHS Choices to find out how you can treat some of those common winter illnesses or we have a handy guide below.
Page 8 of 14 If you need advice your local pharmacist can help
Pharmacists are experts in the use of medicines and are able to diagnose and offer treatment for a range of minor illnesses and ailments immediately, without the need to make an appointment. They are open long hours, at weekends and evenings and there are many pharmacies on the local high street and in supermarkets.
They can give advice, or where appropriate, medicines that can help to clear up the problem and offer a range of branded or non-branded medicines. If you have any questions about the differences between these products they would be happy to talk to you.
Instead of booking an appointment with your GP, you can see your local pharmacist any time by just walking in.
Make sure you have repeat prescriptions
If you or someone you care for requires medicines regularly, make sure you order and collect repeat prescriptions in good time to ensure you or your family have enough medicine to last over the festive period. Many of the calls to out of hours health services are for emergency repeat prescriptions when people have run out of their medication – a situation that could be avoided with some forethought and planning. By thinking ahead for your regular medication you are helping our busy out of hours doctors and nurses.
Know when your GP surgery will be open
Your local GP practice will be closed over the festive period and may also offer limited appointments around Christmas and New Year. If you need to see a GP when the practice is closed, contact the NHS 111 service.
NHS child health
Page 9 of 14 It’s a real worry when children become ill. Understandably, we don’t want to take any risks.
Parents and carers can now find NHS advice at their fingertips to help you look after their children’s health. ‘Looking after your child’s health.’ is an important NHS guide for parents and carers of children aged 0-5 years. Download the free NHS app today! Just search for ‘NHS child health’ on Google Play or Apple’s App Store.
Find out more at www.urgentoremergency.co.uk
6.3 Social media
Below are some of the tweets we’ll be using to support the campaign.
General winter messages
Be prepared for winter! http://urgentoremergency.co.uk/health_advice.html How long does a cough or cold last? http://urgentoremergency.co.uk/health_advice.html Are you ready for winter? http://urgentoremergency.co.uk/health_advice.html Bairns feeling under the weather? http://urgentoremergency.co.uk/child_health.html Cough or cold? http://urgentoremergency.co.uk/health_advice.html Find your nearest NHS service - http://urgentoremergency.co.uk/child_health.html What do you need in your first aid kit? http://urgentoremergency.co.uk/first_aid.html
GP practice and pharmacy opening times
GP practices and pharmacies are open this festive season http://urgentoremergency.co.uk/gp-opening-times Pharmacy opening times this festive season http://urgentoremergency.co.uk/gp- opening-times What’s open this festive season? http://urgentoremergency.co.uk/gp-opening-times Find out which local pharmacies and GP practices are open over the Christmas and New Year period http://urgentoremergency.co.uk/gp-opening-times or call 111
Antibiotic messages
Antibiotics aren’t always the answer they don’t work for winter viruses and your body can usually fight these off on its own http://urgentoremergency.co.uk/antibiotics.html Antibiotics are losing their effectiveness at an increasing rate http://urgentoremergency.co.uk/antibiotics.html
Page 10 of 14 Antibiotics should be taken as prescribed, never saved for later or shared with others. You also need to make sure that you complete the full course. http://urgentoremergency.co.uk/antibiotics.html Common operations like hip replacements come with a risk of infection so if antibiotics don’t work, then this could lead to deaths from bacterial infections http://urgentoremergency.co.uk/antibiotics.html Many antibiotics are prescribed and used for mild infections when they don’t need to be. Most colds and most coughs, sinusitis, otitis media (earache) and sore throats get better without antibiotics http://urgentoremergency.co.uk/antibiotics.html Your local pharmacist can help – they are experts in the use of medicines and are able to diagnose and offer treatment for a range of minor illnesses and ailments immediately, without the need to make an appointment with a GP http://urgentoremergency.co.uk/antibiotics.html If you are given antibiotics when you don’t need them, then you run the risk of carrying antibiotic resistant bacteria in your gut. This means that antibiotics might not work when you really need them http://urgentoremergency.co.uk/antibiotics.html
6.4 GP and pharmacy opening times
Page 11 of 14 GP and pharmacy opening times are available at http://urgentoremergency.co.uk/gp- opening-times Appendices 6.5 Appendix one: detailed campaign plan Please find below detailed campaign which includes detailed media plan.
1.1 Appendix two: toolkit for NHS Child Health App Communications toolkit for partner organisations: booklet and app for parents and carers of under five years old
September 2016
Introduction
We are asking our partners to help us in promoting the work that has been done as part of the North East Urgent and Emergency Care Network, where information has been developed for parents and carers of children under five.
Research shows that parents are becoming increasingly less confident about what to do over a range of common childhood illnesses and intelligence suggests that parents are seeking more medical intervention earlier and attending Emergency Departments and Walk in Centres.
As a result, we have developed educational tools with the aim of giving parents and carers more confidence in looking after children aged five and under.
Materials that have been developed
114-page booklet App that is available in Google Play and the App store (search for NHS child health) Credit card sized promotion tool
How you can help Due to budgets, we have only been able to print a small number of booklets and these are being delivered to Children centres, Emergency Departments, GP practices and Walk in Centres / Urgent Care Centres.
They will be distributed w/c 10 October so please look out for them and only give them to people who are looking after children under five.
The aim of this project is to:
Reduce visits to GP and urgent care centres
Reduce calls to 111
Page 12 of 14 Reduce calls to 999 and ambulance despatch
Reduce visits to Emergency Departments
Can partners help us with the following:
We would appreciate your help to promote the following: Add the interactive pdf to your website – available here Print out credit card sized promotional tools – available here or call 0191 217 2670 for a print quote Video - https://www.youtube.com/watch?v=udlbHWuboY4 Share content on your website and via social media
Content for website Medical advice at your fingertips for parents of under 5s
Parents and carers can now find NHS advice at their fingertips to help them look after your children’s health.
The app gives easy to understand guidance on childhood illnesses, recognising when your child is unwell, and advice on when and where to seek further treatment.
The app, which is also available as a 115-page booklet, has been created by healthcare professionals across the region as part of the North East Urgent and Emergency Care Network.
The booklet and app contains everything from oral health, upset tummies and diarrhoea to advice on bumps and bruises.
Download the app now, available on Google Play and the App Store by searching for NHS child health or view the booklet online at http://www.necsu.nhs.uk/wp- content/uploads/2016/09/NHS-LAYCH-ONLINE.compressed-1.pdf
Content for social media
Medical advice at your fingertips for parents. Search NHS Child Health in your app store The NHS has developed a new app to give you advice about your child Search NHS Child Health in your app store Seen the new free app giving you lots of health advice? Download it now Search NHS Child Health in your app store Parents and carers can now find NHS advice at your fingertips to look after your child’s health Search NHS Child Health
Page 13 of 14 An NHS guide for parents and carers of children aged 0-5 years Search NHS Child Health in your app store Handy NHS tips for looking after your child’s health Search NHS Child Health in your app store Download the free NHS app for parents and carers of children under five Search NHS Child Health in your app store
Parents and carers can now find NHS advice at your fingertips to help you look after your child’s health. It contains everything from oral health, upset tummies and diarrhoea to advice on bumps and bruises. Download the app now, available on Google Play and the App Store by searching for NHS child health
A free app for parents and carers of children under five years old. Developed by the NHS across the North East Search NHS Child Health in your app store Download the free NHS app for parents and carers of children under five. Search NHS Child Health in your app store
Page 14 of 14