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#ImmuniseYourSelfie Campaign Summary Throughout the 2014/15 Winter period, Liverpool Community Health NHS Trust (LCH) successfully delivered a digitally-led internal communications campaign to encourage staff to have the flu vaccination to protect themselves, colleagues, patients and their families. The campaign, #ImmuniseYourSelfie, highlighted the reasons why people should take responsibility for staying healthy during the winter by having the flu jab. LCH’s campaign involved clinical and non-clinical staff members from across its trust, who posted selfies to highlight why they were getting the flu jab. Campaign Delivery The Trusts Communications Team devised a communications and social media strategy prior to the launch of its campaign. The strategy included a structure for daily topic updates, including flu facts to address common myths, and refreshed public health themed posts to coincide with seasonal events such as, Halloween, Christmas and winter wellness messages. All of the key messages were promoted via LCH’s Facebook and Twitter accounts to support the campaign. A mass vaccination day marked the launch of the flu campaign. As part of the launch day, staff were invited to pose behind a large #ImmuniseYourSelfie frame and encouraged to share their images on the Trust’s social media accounts. The Director of Nursing supported the campaign, and was a visible advocate for the vaccine throughout. As one of the first members of staff to be photographed receiving her flu jab, and an authoritative face on the Trust’s posters, the support from senior management really helped to lead and model good practice throughout the campaign, as well as encouraging staff to be immunised. To address a key campaign aim, ensuring engagement with its large and disparate workforce, a #ImmuniseYourSelfie competition was set up. Staff were asked to post a team or individual post-flu-jab selfie along with their reasons for getting the jab, and the winner would receive £100 of local shopping vouchers. The Trust were successfully able to identify key reasons why staff received their flu jabs. Sharing these publicly generated conversations and in turn encouraged other staff members to have their vaccinations. One member of staff wanted to reduce the risk of infection to a family member, who was recovering from cancer, which helped to raise the awareness that anybody could be a carrier, and pass on the flu virus – in a clinical, corporate or personal capacity. A strong digital presence was maintained during the campaign drive. Digital banner adverts were regularly updated, blogs were posted on the intranet as well as staff immunisation events taking place, which were publicised online and via the weekly e-bulletin. To reach out to staff members without IT access, a range of print materials were used to promote the campaign. Posters were visible in over 80 staff locations across the trust, postcards advertising both the competition and the campaign were attached to all staff payslips and pull-banners were displayed across a range of key locations. The campaign made use of both social media and print media to promote vaccination clinics. A team of immunisers delivered convenient drop-in sessions and offered on-the-spot vaccinations for NHS staff in their different health settings and work places to ensure the vaccination was accessible for all. Campaign Outcomes The Trust achieved almost 70% uptake of the flu vaccination among their frontline healthcare workers, and won the innovative flu fighter campaign award for 2014-15. The campaign achieved: over than 100 flu jab selfies, over 400 staff mentions of #ImmuniseYourSelfie on Twitter, over 500 Twitter retweets, and over 300 Facebook posts. The Trust put the campaign success down to a comprehensive communications and social media strategy. The campaign brand #ImmuniseYourSelfie was easy for staff to get involved with, and tied into current trends. It also provided a talking point among staff, helping to improve awareness of the importance of protecting patients from infection by getting vaccinated. Awareness of the flu campaign organically grew as submissions were posted on social media by staff members, helping to boost the campaign’s messages. Staff from other trusts also began to adopt the #ImmuniseYourSelfie hashtag and the campaign was mentioned in both the Nursing Times and the Nursing Standard. Immunise YourSelfie Campaign.pdf