Campaign Evaluation: March - June 2019

Search #OurNeighbours for more activity and stories Visit OurNeighbours.org.uk

1 CONTENTS

Methodology 03 Findings summary 04 Engagement and reach 05 Online engagement 12 ‘Looking out for our neighbours’ is a social marketing campaign that aims to prevent loneliness Social media 13 and its associated health issues by encouraging communities to look after vulnerable people. PR: online, print and 16 The campaign aimed to inspire communities to engage in simple activities and micro-wellbeing broadcast media interventions that could positively impact on their neighbours. Effectiveness 20 Public survey 21 Inspiring action 27 Supporter feedback 29 interviews COMMISSIONED BY CAMPAIGN ACTIVITY and Harrogate Health and 15 March – 28 June 2019 Impact stories 39 Care Partnership Performance review and 48 recommendations CAMPAIGN BUDGET AREA COVERAGE £60,000 inc. VAT West Yorkshire and Harrogate

CAMPAIGN EVALUATION CONTRIBUTORS

Evaluation data analysis Dr. Bridgette Bewick Faculty of Health Sciences, University of

Engagement analytics The evaluation methodology and independent analysis Magpie was completed by a University of Leeds Professor specialising in health sciences and behaviour change

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2. Assess the difference 3. Quantitative • Determine how effective the 130 18.06.19 – survey: campaign has been in inspiring members of 09.07.19 the campaign has made to neighbourly interventions the public Promoted • Assess the difference the from across people’s wellbeing through social, campaign has made to people’s the 6 areas email and wellbeing through • Feedback on pack and contents community networks

4. Social media • Determine how effective the N/A 24.06.19 – content review campaign has been in inspiring Review of 05.07.19 neighbourly interventions approx. 150 • Assess the difference the posts campaign has made to people’s wellbeing • Mapping of activity geographically • Hero posts ! ! @%&31!+,;#+)!)#!:#2,+!)-,!*#11#9%&'!3+,! 3/A ! ! 1'23'.45$"54'4"2"5-$ $ 3 • B,3:-C!,&'3',4,&)!3&5!3&31<)%:/ ! • D3)),+&/!3&5!1,3+&%&! '/ • B,)(+&!#&!%&2,/)4,&)! $ 1'23'.45$"66"(-./"5"&&$ • E#9!,**,:)%2,!)-,!:34;3%'&!-3/!.,,&!%&!%&/;%+%&'!&,%'-.#(+1

(nationally)

4 Engagement and Reach

Where and who did the campaign reach? How did people engage with the campaign?

This section includes: • A review of the network of support organisations • Launch campaign visibility and reach • Distribution of printed neighbour packs • Online engagement analytics • Review of published media

5 353 supporters

Building A Strong Support Network With a relatively low campaign budget for Through this strategic decision the campaign 89% such a large target population, a key part received support from a number of high- organisations of the communications strategy involved profile supporters including organisations getting as many supporters behind the such as: Jo Cox Loneliness Foundation, campaign as possible to support the the #hellomynameis initiative; the promotion of campaign messages. Police; West Yorkshire Fire and Rescue Service; sport foundations; celebrities One month (pre-launch) was dedicated to (Leeds Rhinos, Trinity Rugby, building a network of supporters made up Yorkshire Cricket Club, Harrogate Football of support organisations and community Club); local and national charities; 300 champions. groups and organisations; NHS services 11% from across the area; Local Authorities; individual Housing Associations and Healthwatch champions organisations pledged support.

6 Supporter Categories Community Community The campaign greatly Care Home Charity Clinical succeeded in gaining and Benefit Society Commissioning Group benefiting from relevant /Co-op and diverse supporters. This allowed us access to their communities and helped us reach the individuals that we wanted to help. Education Emergency Health Care Local Non-profit Services Authority Here are the categories of supporters (based on those who provided organisation details).

Private Professional Social Social Sport company Membership Enterprise Housing Body

7 8 Airedale, Regional and 17% 3% Harrogate National 11% 3%

Concentration of Supporters

There was an even spread of supporters Leeds across West Yorkshire and Harrogate. This ensured great coverage on behalf of the 19% Partnership and the campaign. 10%

The majority of the campaign delivery relied heavily on this support and the success of the campaign reach is, in big part, due to all 3% of those that supported the messages and promotion. Wakefield It’s important to note that this is not a 12% numbers game. It’s the quality of the community interactions that count. These figures don’t take into account the activity 19% generated by each supporter and/or the size and reach of the organisation that supported.

9 Airedale, Wharfedale Area Regional and Craven % Social Activity 17% 3% Harrogate 32% 3% 11% National 2% 3% 6%

Supporter Areas vs Social Media Activity Bradford Leeds

The concentration of social media activity is 10% 19% mostly relative to the number of supporters 15% 13% in each area. On the whole, online support has been successful with supporters engaging with campaign packs and using this Calderdale content (and/or producing their own content) 3% at key times. 8% Exceptions include: Wakefield • Harrogate - which had a lower level of 12% social media activity compared to the Kirklees number of supporters. 7% • Regional - which had a far greater social 19% media reach however, this would be expected because of the engagement of 14% regional organisations.

10 #OurNeighbours Campaign Launch

Click video for all campaign launch stats

On 15 March 2019, over 150 organisations and community champions got behind the campaign using the ‘Looking out for our neighbours’ photo prop.

This created a real buzz on social media and a united message for West Yorkshire and Harrogate.

From HashtagAnalytics 2019:

#OurNeighbours March 19, 2019 at 02:21PM: 100 tweets reached 154,068 people with 326,126 impressions

In comparison: #ComicRelief2019 March 19, 2019 at 02:16PM: 100 tweets reached 153,337 people with 177,410 impressions

11 content

Online Engagement Analytics 6,815 1,304 741 campaign resource Overall the campaign performed web visits helpful neighbour really well online, especially when packs viewed, printed packs downloaded considering the strategy for the or downloaded campaign was not ‘digital first’ and just 9% of the campaign’s budget contributed to digital marketing in this first year of branding, design and traction. It’s important to note that visiting 1,625 the website or downloading a social posts using neighbour pack aren’t the only #OurNeighbours forms of communication that promote being neighbourly. The campaign’s social media content also promoted small things the public could do to be neighbourly, and therefore also inspired neighbourly action. 16.7k 3,126 328 likes on shares across comments to social media social media hashtag posts on social media

12 content

A selection of the most engaging posts (highest interactions) throughout the campaign: Social Media Content Review

Looking out for our neighbours gained a lot of attention through social media, there were a lot of posts through different channels, however, Twitter was the most used social media platform for this campaign. All together we reviewed 150 posts at random to gain insight. Findings revealed: 63% of posts came from from organisations 37% of posts came from individuals 38% evidenced neighbourly action taking place 30% evidenced the campaign had made a positive difference to people’s lives

13 content

A selection of the most engaging posts (highest interactions) throughout the campaign:

14 content

A selection of the most engaging posts (highest interactions) throughout the campaign:

15 content

Online, Printed and Broadcast 112 Media Reach items of published and Local, regional, broadcast media and national There was strong media presence coverage for each stage of the campaign. in 4 months Coverage included: • The Daily Express • BBC Look North • Yorkshire Evening Post • Yorkshire Post • FM • BBC Radio Yorkshire 69% 17% 14% • online news broadcast media printed news • Pulse Radio (radio and television) • StrayFM • The List • Dewsbury Reporter • Examiner • Telegraph and Argus • News • Dewsbury Press 1.1m 437k Halifax Courier • print circulation • RidingsFM online news views (extending beyond West • Phoenix Radio Yorkshire and Harrogate) • Pontefract and Express Heart FM were our media supporters, broadcasting and backing the campaign (no cost) • Wakefield Express • Harrogate Advertiser Appendix: Media Review Broadcast media data information sources: Ofcom, BBC Performance Report - Ofcom 2017/18, media.info/radio/stations/pulse-1/listening-figures, forums.digitalspy.com, Wikipedia (local • Made in Leeds TV A separate document reviewing broadcast stats), media.info/radio/stations/heart-yorkshire/listening-figures, strayfm.com, the 112 media items reviewed is Printed media data information sources: Regional ABCs print - pressgazette.co.uk - 2018, Statista, • NHS (national) news Wikipedia (local publication stats), cravenherald.co.uk/contactus/mediapack, Halifax Courier.co.uk available on request. Online news ‘visitor’ analytics information source: SEMrush.com 16 content

Example coverage:

“The first in the country to promote being a good neighbour as a way to improve health.” BBC Look North

17

145 Name: WYH Partnership Location: West Yorkshire Individual/Company/Organisation: Organisation Difference to Lives: Yes Inspired Neighbourly Action: Yes Hero Post:

content

How did you a neighbour printed neighbour packs hear about the local charity, group or organisation campaign? social media content

online news

The most engaging forms of word-of-mouth (family/friend) media for the campaign have newspaper been an equal combination of social media content and the broadcast news printed neighbour packs. These engaged a significantly higher local events proportion of an audience than other other communications and prove 0% 100% successful as key tactics adopted for the campaign strategy. 34% 34% 15% 7% printed neighbour social media other - including word-of-mouth - packs content Google search, The family or friend Great Get Together or company news

Public Survey Results (15 June - 14 July 2019) 6% 3% 1% n=130 respondents from all through a local through through a areas of West Yorkshire and charity, group or online news local event Harrogate. organisation

18 35,000 helpful neighbour packs were distributed across the area Support organisations and champions were given the opportunity to distribute neighbour packs.

Packs were distributed as follows:

Area Packs Airedale 200 packs Bately and Spen 600 packs Bradford and District 1,300 packs Calderdale 2,300 packs Craven 1,800 packs Dewsbury 100 packs Harrogate 3,200 packs Huddersfield 100 packs Kirklees 3,900 packs Leeds 14,400 packs Wakefield 4,900 packs Wharfedale 500 packs 150 packs of Calling Cards were also Generic distribution 1,700 packs distributed through NHS Leeds CCG

Challenges were faced during the planning of pack distribution with sign ups starting slow and information gathering taking around three weeks. Print production also took three weeks which delayed deliveries by one to two weeks for some supporters.

19 Effectiveness

Did the campaign motivate people to look out for their neighbours? Did the campaign inspire individual neighbourly action? What did people do?

This section includes: • Public survey findings • Support organisation interviews

20 Campaign Effectiveness: Public Survey Results

SURVEY MONITORING INFORMATION Ethnicity

130 peopled responded to the public survey which was promoted online, on social media and via email to those who viewed or downloaded a neighbour pack.

All areas were represented: Bradford (13%), Wakefield (11%), Leeds (38%), Kirklees (12%), Calderdale (10%), Airedale, Wharfdale and Craven (10%), Harrogate (6%)

The following breakdown shows who took part in this evaluation survey:

31%

Disability

69%

21 Campaign Effectiveness: Public Survey Results

SURVEY MONITORING INFORMATION

Age of respondents Employment status Age range: 19 - 85 years 2% 19 years 7% 24% 20 - 29 years 18% 30 - 39 years 21% 40 - 49 years 18% 24% 50 - 59 years 7% 60 - 69 years 2% 70 - 79 years 2% 80 - 85 years

Number of people in your household

30% 54% 41% 21% 11% 8% Happy for WY&H HCP to contact you about future projects 10% 34% Yes 46% No

22 Campaign Effectiveness: Public Survey Results

IMPRESSIONS OF THE CAMPAIGN EFFECTIVENESS EFFECTIVENESS

On a scale of 1-10 how effective do you Dislikike itit think the campaign has been in getting ItIt's's ook people to look out for neighbours? (1 = ineffective and 10 = very effective)

1 10 Love iitt

Like iitt 7 out of 10 for effectiveness ‘Loved’ or ‘liked’ 88% the campaign Average score: 7 out of 10 72% of people believe the Lowest score: 4 out of 10 campaign has made a positive thought it was difference to the wellbeing of ‘ok’ 11% Highest score: 10 out of 10 their neighbours. 1% disliked it

23 Campaign Effectiveness: Public Survey Results

NEIGHBOUR PACK CONTENT CONTENT EFFECTIVENESS SCORES Four items of pack contents reviewed by respondents scored an average of 7 out of 10 for effectiveness with ‘calling cards’ being perceived as having the highest 3% content value along with ’signs when a neighbour may need help’. 13% AVG Score: AVG Score: 7/10 7/10

Inspiration/tips Calling cards

AVG Score: AVG Score: 38% 46% 7/10 7/10

Signs a neighbour may need help Weekly planner

FUTURE DEVELOPMENT of respondents thought the The three most popular responses to increase the pack’s overall content neighbour pack content effectiveness were 1) include local vouchers, 2) link to or include local events was ‘very useful’ or ‘useful’ and activities and 3) include evidence (quotes/stories and photos) from real local people.

24 Campaign Effectiveness: Public Survey Results

“Really eye-catching and “It is a good idea, helpful appealing.” conversational starter for people.” “Reminded me how important it is to look out for “It’s very useful, I really those around us.” enjoyed it!”

“I really liked the cards and “It’s very well designed and the conversation starters.” I love how the language is directed at Yorkshire people “I liked the design and it is it seems so personal and clear to read.” friendly.”

“Liked the colours.” “Very well thought out and

WHAT WERE YOUR IMPRESSIONS presentable.” OF THE HELPFUL NEIGHBOUR PACK “I like it. It’s a great idea. YOU RECEIVED, VIEWED AND/OR Something nice to open.” “Fantastic idea. It raises DOWNLOADED? the awareness of thinking “Excellent! Works and is easy of others, especially people The neighbour packs triggered positive to understand.” that are unable to go out.” thinking on the whole and made the majority of respondents think of their neighbours or think of doing something for “Good, idea people should “Good size, easy to read, their neighbours. Responses included: be more invested.” good colour.”

25 Campaign Effectiveness: Public Survey Results

INSPIRING NEIGHBOURLY ACTION

considered themselves to look out for neighbours but were motivated by pack content to do extra things 52% for the wellbeing of their neighbours

were inspired to look out for a 23% neighbour for the first time

did nothing to look out for their neighbours 3 out of 4 of people engaged in new activity to look out for 15% their neighbours as a result thought about it or set the intention to look out for neighbours but of the campaign content and didn’t take action neighbour packs 10%

MOST MENTIONED ACTIVITY

Started up new Built new/upon Checked/called in Helped with small Offered to get conversations relationships on them more chores (inc. bins) shopping

Offered transport Offered a regular Volunteered Put on an event for Checked on more to places cuppa or meal locally their neighbours lonely/vulnerable

26 Campaign Effectiveness: Public Survey Results

CAMPAIGN AWARENESS ENGAGEMENT IN COMMUNITY EVENTS

of respondents couldn’t recall When asked about community events, 34% said other campaigns that are they were aware of The Great Get Together, The 85% inspiring neighbourly action 34% Big Lunch or other community events in their area

The 34% breaks down as: of respondents could recall other campaigns that are attended local attended a Great inspiring neighbourly action 17% community events 6% Get Together event attended a Big attended a Those who had heard of other campaigns gave Lunch event ‘Looking out for our examples such as: AgeUK, The Great Get Together, 7% 4% neighbours’ event MacMillan and PG Tips.

The disparity between the percentages for these two answers could mean that there is either A) a lack of understanding of the definition of a ‘campaign’, or B) a lack of understanding of the greater campaign events contribute to.

27 The Campaign was Effective in Inspiring Action 45,962+ Based on the public survey findings people across West Yorkshire and Harrogate took action and it is estimated the minimum uptake on neighbourly action is 45,962 looked out for their neighbours because of their engagement people. with neighbour packs and online content

ROI: £1.42 for every person that took action. On this basis, a campaign budget of £3.69m would be needed to inspire action amongst all 2.6 million people across the target area. 3,305 1,625 21k 353 35k web visitors (minus social posts interacted with supporters physical packs those who accessed created using social media engaged distributed the site through #OurNeighbours content social media first)

Formula based on survey findings concluding that 75% of those who engaged with the campaign’s physical neighbour packs and online content took some form of neighbourly action. Excluding news and broadcast media.

28 Supporter Feedback: Qualitative Interviews

A total of 30 interviews contributed to while two interviewees specifically “The focus on individual the current insight summary for support referred to the excellent planning and/or organisations and champions. All professionalism of the campaign. small acts and local areas were represented: Bradford n=5, community has been Wakefield n=6, Leeds n=5, Kirklees n=6, positive and meant that we Calderdale n=2, Airedale, Wharfdale and “Really well I think that it Craven n=3, Harrogate n=3 has been well advertised have been able to focus on and shared within the impact of small acts There was representation from the communities.” by individuals that make a following categories of organisations: difference. This translates charity n=7, social housing n=1, sports n=2, healthcare n=5, social enterprise “We have enjoyed being a to quality improvement n=1, community organisation n=2, local part of this campaign and in services - it’s down to authority n=2, clinical commissioners individual behaviour.” n=4, individual n=1, community benefit have enjoyed reading all n=1, private company n=2, education n=1 about what has been going individual champion n=1. on locally to promote the “I think it has gone far project …I think it has had beyond what anyone could IMPRESSIONS OF THE CAMPAIGN a positive impact” have possibly hoped for. Such a simple concept that Of the 30 interviewees, 27 (90%) agreed has caught the hearts and that the campaign had a positive impact. “Brilliant, really coherent well-planned campaign… minds across the region, Many individuals mentioned the very effective.” tapping into core values campaign had been well advertised, and community spirit”

29 Supporter Feedback: Qualitative Interviews

There were examples given of where the “… it has really shifted often feel they’ve fallen campaign had made a positive impact and/or where individual components how I think about and into a ‘black hole’ when of campaign activity were seen as describe the … impact treatment stops.” particularly effective. These included the and potential to do things following: differently. Loneliness and “Loads of positive stories isolation play such a big shared on twitter” “The campaign has part of mental ill health been a great tool for our and promoting cohesion “The street sign is really workplace engagement in communities has been effective - it brought which now includes a wall fab.” everyone together.” of sunshine where we can tell people how we have “Been a great vehicle helped someone … local for uniting the priority practices and people are programmes of the talking about the activities partnership in common they are doing - like aim to reduce isolation bringing people’s washing and loneliness. Great in, stopping for a chat, opportunity to get across offers of help with small that message with regard chores …” to cancer patients who

30 Supporter Feedback: Qualitative Interviews

INSPIRING ACTION “I did a community ‘tip run’ on their own. We also

There were many examples of on behalf of the cul-de-sac. began running a meal out neighbourly action that support Open boot policy!” for people who wanted organisations and champions company as a result.” contributed, not just as organisations but as neighbours themselves: “We used the packs for talks at networking events “It has gone really well. I “We took Percy the Pit in the community as it have had over 100 emails Pony out with one of the fits the brief well there. and messages on how (Featherstone Rovers) Normally we are directing people are potentially players to deliver the services to people who helping out there information packs and chat really need help.” neighbours in the to the local community and community.” start the conversation” “I tackled social isolation by involving people who “A personal contact in “I moved to a new house attend a free mindfulness Kirkburton, Huddersfield, in January. This campaign walk with my organisation got involved and allowed prompted me to go to spread out to approach us to share a video of how and introduce myself to people either suffering she and her rescue dog are some more of my new with loneliness due to (tackling social isolation) in neighbours.” social anxiety or living their local community.”

31 Supporter Feedback: Qualitative Interviews

“I was chatting to this do, this has been a great “It’s going really well, group of men in the local tool for them. By using the people are asking lots of pub, is there anything campaign it has attracted different questions, we’re you’d need or are more volunteers and using it as a figure project struggling with? They said support for the group.” … as part of a bigger ‘you know what I’ve never project, we’re saying if cooked in my life, I’m not INSPIRING COLLABORATIONS there’s an older lady down doing well with it’ same AND NEW CONVERSATIONS the road help her out, with another man. We’ve There was a sense that the campaign contact the scheme and said you can come in for a had created a space for new discussion we can go and help out.” cooking session in the and given a focus to activity. The campaign created actions at an local pub, the manager of individual level. It was also a vehicle for “We deliver inter- the Co-op is running the building networks and collaborations. generational projects … session and brings the and this project has tied ingredients.” The campaign encouraged the sharing in well as it has helped us of messages and brought communities together. It was seen to support to encourage friendships “The memory café in our interviewees in their work. Interviewees between the different local area have really got took materials and messages to events. generations and we have behind the campaign and The campaign has been used by some to inform new initiatives/activities. seen younger people ask used it as a strap line to after the older and check if reinforce the work they they need anything.”

32 Supporter Feedback: Qualitative Interviews

“Not only have we got “The campaign has been Social media and other communication channels were seen as central to the community behind fantastic in supporting our the success of the campaign. They it, we’ve been identifying work.” enabled individuals to get involved and local businesses that are contribute to the campaign: PROMOTION AND REACH seeing people often, like “It has been fantastic the banks who now see the The reach of the campaign, including its elderly often, to look out ability to raise awareness, was seen as a to be able to share strength of the work: and let us know. One said local stories about local they hadn’t seen someone people, using our various “Very strongly promoted communications channels.” in a few weeks so they with great coverage and contacted us and we went awareness” to visit and he hadn’t been “have seen it [the campaign] used in Twitter well and we took him to “Excellent reach. I have the doctors.” and Facebook and we have found the campaign really supported it there too.” visible both in my personal “It’s made a buzz across and professional life/social the district - people are “I shared on twitter” media” talking about it in a wide variety of meetings that “Contributing via social “… in terms of raising I’ve been at.” media and newsletters.” awareness I felt it engaged people”

33 Supporter Feedback: Qualitative Interviews

Three individuals doubted the see themselves as suffering “Felt like we got off to effectiveness of the campaign. Doubt was attributed to a perception that print with social anxiety has hit a great start and then media was not effective for the size of new heights” tapered off a bit. We the problem being tackled, and a lack of continued to share awareness of the campaign. There was one individual who gave no comment on “I have very little messages … but it lost a the likely effectiveness of the campaign. awareness of it. Other bit of momentum... but than the couple of emails on the other hand I think “Unsure [about how the received after I registered that people were out there campaign has gone]… I interest fairly recently doing more about it in the think the leaflet campaign I’ve not otherwise seen community partnerships.” is ineffective and a anything about it… I have waste of paper. I believe no idea I’m afraid [of how “We did have other Social Media is far more effective the campaign campaigns going on at effective.” was]” the same time, so couldn’t get further involved … we “This was just an eye MOMENTUM CHALLENGES got involved in a modest opener for people there is way, where we didn’t so much more that needs Four individuals spoke of their limited exactly get personal involvement with the campaign and/or doing … I think a lot more challenges in keeping activity going: stories or involvement. We work needs to be done as thought it was an excellent the amount of people who campaign.”

34 Supporter Feedback: Qualitative Interviews

“As a lay member I have “I think if there was to respond to social media supported the campaign anything to change, it content and videos than a from the side-lines” would be to notified earlier physical pack.” so we can put this into our “… My role … I didn’t have marketing strategy” “I think the leaflet any power to promote it campaign was ineffective Two interviewees questioned whether but I shared the relevant the packs were necessary, suggesting and a waste of paper. I information. Love the social media might be more effective. believe Social Media is far branding very modern, I more effective.” Two interviewees questioned the shared on twitter…. Most environmental cost of printing material. of our contacts are in halls One interviewee found the cost of “No leaflets to save paper” so it is was difficult to get printing coloured copies a barrier to them to engage” engagement. “… The campaign seems to rely on people “I think there were things FUTURE DEVELOPMENTS downloading, printing out that weren’t needed such and distributing various Interviewees were specifically asked as the calling cards. I think materials, some containing what they would change about the formalising aspects such significant areas of solid campaign. Seven people said they would as this took away from the change nothing. One suggestion was to colour which are too costly provide a longer lead in time to enable message and made it a for our small organisation organisations to plan for involvement. bit of a tick box exercise. I to produce” think people are more likely

35 Supporter Feedback: Qualitative Interviews

Others saw value in the packs but events held the potential to encourage comfort zones and make a suggested changes or extensions to the collaboration and networking, for others content, for example: they would provide an opportunity to difference” have a physical presence. For these “The pack itself could interviewees, having representation in “I think if it was to run physical, and not just virtual, space was have been simplified with important. again as well as resources call cards or postcards there should be meet ups for people to use - the “I would like to see arranged through the packs looked like they an event or a way of campaign.” would contain a lot more organisations involved For some, a successful future for the than they do - the cost of having a chance to meet campaign would require involving more producing something like and collaborate on projects people/organisations: this could have reduced or to seek advice, support to create something more and ideas on using the “Identifying high-profile usable.” resources.” people in each area would help. Not just “An ideas and events pack “Have an actual physical organisational leaders, to help organise events or launch of the campaign” but celebrities.” groups.” “Events through the next “more engagement with Some expressed an interest in the one, to reach out to people my primary care home? creation of physical events. For some the to come out of their More use of CICs?”

36 Supporter Feedback: Qualitative Interviews

“Public Engagement in “Provide stats and facts to Interviewees saw value in collecting success stories. There was a suggestion shopping centres” be used on social media.” that resource might be required to make this a reality. For one interviewee future success could There was recognition that individual be achieved by raising the profile at a stories could be powerful. In future “I would suggest using this regional/national level, they perceived campaigns interviewees suggested this would reduce the regional/local focussing more on the stories of the initial campaign to source burden: individual: more case studies about people who have benefited “Higher profile - less “More stories of people as a direct result of this, reliant on organisational doing things on a small especially if that benefit distribution and scale as well as the has continued after the promotion.” ‘corporate tweets’. end of the campaign.”

There was an appetite for more material Individual acts.” to be shared on social media. “Encourage key partners “More social media to research and record any “More social media content, success stories, activities, perhaps offer involvement” how it has made a short-term small grant to difference for lonely and assist this.” “Less packs and more isolated people.” social content to share.”

37 Supporter Feedback: Qualitative Interviews

Interviewees saw value in continuing the “This campaign needs to For others the continuation of the work. They saw the campaign as just the campaign was seen as important simply start with more to be done. They placed be revitalised in the late because they perceived the activity as value on continuing. It was suggested autumn ready for winter worthwhile and effective with lots of that the activity be extended to different when so many people are comments like, or similar to: target groups. The timing of future shut behind doors” activity was seen as important. “Keep it going! It’s There were some specific examples working!” “I think it should continue given of what future activity might focus and build upon throughout on: the year” “I think the next stage is “I think we should build on to build a volunteer base it, in the run up to winter called looking out for our and Christmas especially.” neighbours, where people can register with skills and “It would be really good to help or even an offer of a have a rolling programme chat.” for the campaign - to tie in with winter health “Sustain and perhaps messaging, for example.” extend it, different target, younger volunteers.”

38 Impact

What difference has the campaign made to people’s wellbeing?

This section includes: • Stories and case studies from across the areas that highlight the difference the campaign has made to communities

39 “The campaign is making a difference to our residents here... It generated interest and increased the residents’ sense of their own place within our community.”

ROBYN, SERVICE DELIVERY OFFICER STONEWATER HOUSING, HALIFAX

“We’ve got residents who are really looking out for each other, really engaging with the pack and doing little things for each other during the week, whether that’s going shopping with each other or taking the recycling down for one another. Some of our more elderly, vulnerable residents are definitely benefiting from that.”

Stonewater housing have used the campaign to start conversations, form relationships (internally and with the wider community) and for those doing the helping, the campaign has made a great positive impact on their wellbeing by providing purpose.

There have been “smiles all round”. The campaign and event Stonewater put on, helped them get the message out to the local community through - it generated interest and increased the residents’ sense of their own place within our community.

40 “Looking out for our neighbours is “We encourage parents that making a difference because it is a attend, to make connections with very simple message.” the elderly and vulnerable.”

CHRIS, SECRETARY AT MEMORY LANE CAFÉ, DEANNA, SPECTRUM PEOPLE, WAKEFIELD HALIFAX The ‘Looking out for our neighbours’ campaign has “What I think is really good about the campaign is the supported the Spectrum People project and Deanna way it shows people that you don’t need to do big things and Tina encourage parents that attend to make to make big changes. It’s the small things, it’s talking to connections with the elderly and vulnerable at both people and enquiring if they’re alright, offering to do a their locations. Many parents ask after regular resident little bit of shopping. It’s that kind of thing, and that’s the attendees and have even planned and put on Easter kind of ethos we offer at Memory Lane Café.” parties for all to attend.

Memory Lane Cafe have used the campaign to engage the community in conversations around being neighbourly, especially in relation to their cause.

41 One business said they hadn’t seen someone in a few weeks “This campaign is so they contacted Bradford Live at Home Scheme and they went to visit this person. It turns out he was not well and excellent it just gives the they took him to the doctors. “I was chatting to this group of men in the local pub, is there community a focus.” anything you’d need or are struggling with and they said you BRADFORD LIVE AT HOME SCHEME know what I’ve never cooked in my life, my wife just passed and she’d always cooked for me, I’m not doing well with it. Bradford Live at Home Scheme has been using the campaign And it was the same with another man so what we’ve said as part of a bigger project. They have been saying to people is you can come in for a cooking session in the local pub “if there’s an older lady down the road help her out, contact with the local co op manager and the manger of the co op the scheme and we can go and visit and help out”. is running the session for the Man’s Club and brings the ingredients”

We have been using our information “The campaign is excellent, it’s a great idea, everyone’s got on board with it, the feedback has been great from people, and building on it, this particular some are really active but are just lonely so we have matched area said their community spirit people such as dog walkers.” has been lost, and the campaign allowed for people to notice.

Not only did Bradford Live at Home Scheme use the campaign to get the community involved, they identified local business that are seeing people often, like the bank who sees elderly often. They encouraged local businesses to look out and let them know if anything is amiss.

42 “When my neighbours first moved in next “I’m looking out for my neighbours. I’m door I was busy (as many of us are) and always keeping an eye and calling in on didn’t spend a lot of time at home. Then it elderly people near where I live.” felt awkward to break the ice… luckily we did say that first hello and now it’s just the norm. STUART, NEIGHBOUR, LEEDS It really makes a difference to how I feel at home and is a true enhancement to my life.” Stuart is an advocate of the campaign and, although he already considers himself a good neighbour, he has done extra things with the campaign. EMMA, NEIGHBOUR, BRADFORD He promotes having conversations and believes getting younger people involved is important, as he says:

“Striking up a conversation with someone is important, even a seven or eight year old can be a lifeline”.

43 My mum asked me to help her with this because she isn’t “I explained all about the ‘Looking confident with her writing, so I explained all about the out for our Neighbours’ campaign ‘Looking out for our Neighbours’ campaign to encourage her to open up about how she felt about her neighbour and how to encourage her to open up it helped her remain independent and feeling safe and happy. about how she felt about her She explained this and what her neighbour meant to her and I put it into a letter for her to pass on. neighbour and how it helped her Weeks and then months passed, then one day there was a remain independent and feeling loud knock on my mum’s door. My mum couldn’t think who it safe and happy.” would be but as she opened the door her neighbour said he had someone who wanted to see her. He stepped aside to reveal his wife, returned from Africa with a beautiful carved My mum is 79 and lives in a block of four flats. She has a truly wooden giraffe as a present for my mum, who burst into wonderful group of neighbours who all look out for each tears and hugged her neighbour / friend. other. Although some are newer residents, all five check up on each other, send birthday cards, take in parcels, and the The letter had helped. ‘Looking out for our Neighbours’ younger ones take the bins down the path and clear snow helped. From the little things to big things, doing good really and ice in the winter. They are a real mix of individuals, men does do you good. and women, younger and older, Christian and Muslim, White, Black, and Asian, English and African, single and married.

Just before Christmas she asked her downstairs neighbour about his wife because she hadn’t seen her for a little while and was horrified to find she had been deported. When I say horrified, she was heartbroken. It brought home to her how she valued her neighbours and the difference they make to her life and wellbeing. Following this she asked if there was anything she could do to help and offered to write a letter of support for the husband to use in their legal fight to try and secure her return.

44 “I like the Looking out for our neighbours “The ‘Looking out for our Neighbours’ calling cards as they have encouraged campaign is making a difference because it residents to use them and leave their is highlighting the important part neighbours number for support. The campaign has play in people’s wellbeing, especially the also encouraged one of our service users to elderly who often live alone and have arrange a tea party which has brought the medical conditions. community together.” For our team of Community Nurses in SANDRA, Airedale, it particularly helps to highlight the NIDDERDALE PLUS COMMUNITY CENTRE, HARROGATE voluntary services that support our patients with simple everyday things like taking them shopping, moving furniture or even just having a conversation with a cuppa.”

LAURA, COLLABORATIVE CARE TEAM,

45 “‘Small things, that make a big difference’,as even having a chat with someone or making them smile can make someone’s day. Looking out for our neighbours is all about humanity, compassion and showing how we can all contribute towards that.”

SALMAN, NEIGHBOUR, BATLEY, KIRKLEES

Salman is a 19 year old student who has really got behind the campaign and urged others to step up and be more neighbourly to tackle isolation. He is the epitome of setting a fine example for young people by encouraging them to have some consideration for the elderly.

Supporting the West Yorkshire and Harrogate Health and Care Partnership’s ‘Looking out for our neighbours’ campaign, Salman even got an article in the Asian Express newspaper as he is passionate about encouraging other young people to keep an eye out for their elderly neighbours.

“Small things, make a big difference. Often our elderly neighbours are alone with very little support - I find that just friendly impromptu chat or a cup of tea with them can really go a long way for them,” says Salman.

Quotes courtesy of ASIAN EXPRESS 46 Watch the Campaign Video Stories

Watch Emma’s story from Bradford

Press play to see how people from the area have engaged with the campaign.

Watch Laura’s story from Airedale

Watch Stuart’s story from Leeds Watch Julia’s story from Huddersfield

Watch Tina’s story from Wakefield Watch Robyn’s story from Halifax Watch Sandra’s story from Harrogate

47 Performance Review and Recommendations

Has the campaign been value for money? What are the recommendations for the future?

This section includes: • Budget breakdown and performance • Recommendations for the campaign based on the report findings

48 content

Performance Review Good - Excellent ROI Questionable ROI Poor ROI

Task £ Performance BUDGET AND PERFORMANCE £60K (INC. VAT) Insight and 15% The insight fuelled the campaign strategy, content and decision making co-creation all of which contributed to a successful campaign. The proportion of The size of budget wasn’t relative to the insight budget was essential to reach and include all areas of West size of issue and target population but, Yorkshire and Harrogate. overall, was well spent and contributed Strategy 4% The strategy was built on insight and signed off as successful in one draft. The strategy had several phases in order to introduce new towards successful outcomes as messages and keep momentum (avoiding the use of one campaign highlighted throughout this report. message for 3-4 months). Design (Inc. 17% Content and effectiveness of design were rated highly with 88% of 10% 15% content and Evaluation people loving the campaign, 84% finding the content ‘useful or really Insight and testing) co-creation useful’ and many positive comments about design in interviews. 30% Campaign 5% For a relatively low budget, the campaign site functioned and Print site (design performed well. A decision to capture data for the first 2 campaign 4% and build) months possibly created a barrier to neighbour pack views/downloads Strategy potentially losing captive audiences for those months. This decision supported the evaluation but held back initial performance. Content 9% The return on investment was high considering a small investment in 15% marketing content/digital marketing. £0.25 per interaction for 21,000 interactions Design (social with social media content. The organic strategy performed well, with and content the release of content packs that were used across all areas. Paid media) advertising didn’t perform as well as it could’ve done due to a lack of rich content (photography and film) at the start of the campaign - this is 2% an area for improvement. Design Project 10% Contact times where high to intense throughout the duration of testing 5% Management the campaign but serviced well. Deadline lead-in times and pace of Campaign planning times could be improved. 10% 9% site Project Print 30% The printed packs outweighed all other campaign costs. Survey Content marketing results concluded 52% who received a pack did something to look (social media) out for a neighbour, in comparison digital packs inspired 58% to look out for a neighbour. Print engaged just over a third of people with the NOTE: An additional 10% was provided as time in kind to campaign and so did digital therefore was equally as important. Printed ensure the campaign received the project management it packs serve a purpose for physical reach but the current spec did not needed for such an expansive geographical area. This was represent value for money. a decision made by Magpie as their contribution towards neighbourly action and ‘Looking out for our neighbours’. Evaluation 10% Comprehensive and delivered within a month of the campaign ending.

49 Future Recommendations

Campaign area Feedback/findings Recommendations Continuation • The overall feedback is to continue the campaign • Keep the campaign or campaign brand alive beyond this and to use the brand/message as part of ongoing pilot loneliness and isolation work Support • A key strength of the campaign with a captive • There is a captive community here who would like to network audience, successfully helping to boost reach see the campaign continue. For a relatively low budget, • The majority were positive about the campaign monthly content marketing campaign packs could be and have an appetite for it to continue created and sent to supporters to keep the message • The campaign supported a lot of positive work alive until the next big campaign push (winter?) and enabled new conversations • Smaller scale, it is recommended to send regular email • Some feel there is an opportunity to go beyond updates until the next big push to keep the community supporters and for the campaign to develop a alive (if the project continues beyond this point) network of volunteers • Plan in future comms as early as possible and send • Forward planning would be appreciated so supporters key dates so they can incorporate into supporters can include this in their yearly comms comms calendars plans Brand and • Overall the brand and content were effective but • Evolve the branded materials and website to include content would benefit from the inclusion of real people photos and stories captured during the campaign - this development and evidence of the impact looking out for our will improve the effectiveness of the campaign materials neighbours can have • Opportunity to make the brand more open source • There is an appetite to localise the brand and (logos, fonts and templates) so it can be adopted and content so it can include local events and used across the area (any localisation to be approved by activities a core project team) • Because this campaign needed to have universal • To create seasonal versions of the brand assets so they appeal (age range 19-85), it is natural for the can be adopted locally all year round content to have mixed opinions and not achieve • If there is a need for a more targeted campaign (young 10 out of 10 for effectiveness as everyone is people for example) the brand design and positioning looking for something different from this may need to evolve

50 Future Recommendations

Print media • There were mixed feelings about printed media • Create and produce a more cost-effective version of the for sustainability and environmental reasons neighbour pack and make available to those who need a • ‘Packs’ were created (rather than flyers) so they physical solution (perhaps an order form and print costs for didn’t feel like ‘throw away’ media organisations who want to invest in these) • A third of campaign engagement was through • Use a loneliness priority map (Age UK for example) to people receiving a printed pack and this was equal identify where future print should be concentrated to the number of people who engaged through • To bring on board housing associations and social media accommodation schemes and see if they will invest • Packs are good for targeting priority areas and/ in future packs for their communities as there is good or those who don’t engage with social and online examples of this working for those organisations media • Calling cards can be adopted as a standalone piece of • Based on insight, packs were produced with the media but would need updating to include campaign idea that whole neighbourhoods would receive context - either through signposting to people to the them and feel more comfortable communicating website or a sentence about the campaign on them knowing each person in the neighbourhood had • Future content to include ideas for events and/or been delivered the same message - this didn’t templates for running and promoting events through the become a reality across the entire area campaign brand • Calling cards were liked by many • The packs have been adopted well within housing associations, accommodation schemes • There is an appetite for events and/or vouchers to be included in packs

51 Future Recommendations

Website and • There was a good proportion (37%) of individuals • With the learnings and rich content captured this year, Digital posting on social media (not just organisations) it is recommended to produce a digital strategy for the marketing • Web visits and views of neighbour packs online campaign moving forward (something that hasn’t been were low compared to the target population a key focus given so much needed to fit into the year • Appetite for more social content one budget), however it’s important to remember the • Organic posting from the content marketing campaign isn’t about driving people online, it is about packs and the support network achieved positive driving them offline and into the community so everything reach and engagement has to inspire individual action in the physical world • Over 50% of web traffic came from social media • Given more investment, the campaign site would be content developed to be more interactive and dynamic, including real people and stories as well as ways for the public to interact and say or show what they are doing to look out for their neighbours (capturing this valuable data) • With an appetite from supporters for more social content monthly content marketing campaign packs could be created (for a relatively low budget) and sent to supporters to keep the campaign and messages alive PR • The media were really interested in this cause • Share more positive stories from the region with • In the public survey, there was only recall for spotlight on those individuals and groups the campaign online news has impacted on with a call-to-action to look out for • News was geared more towards organisations neighbours supporting the campaign and not so much the neighbours who were benefiting from it Seasonality • The campaign was geared towards spring and • Winter is a time when there’s a need for tailored content to summer reflect the differing support needs vulnerable neighbours have Budget • The size of budget did not reflect the size of the • More impact could be achieved with a greater budget issue and/or the size of the target population

52 For more information on the ‘Looking out for our neighbours’ campaign, visit: www.wyhpartnership.co.uk/get-involved/looking-out-for-our-neighbours

Or contact Karen Coleman: [email protected]

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