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  1. #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
  2. Introduction This is the first year that NHS Trusts and Councils across the city region have agreed to come together to pool resources and budgets to collaborate on a region-wide internal communications campaign for the flu season. The campaign will be used by a large number of NHS Trusts across the region, including acute hospital trusts, community health trusts, and specialist hospital trusts. The aim is to deliver a coordinated consistent campaign for all health care workers (approximately 50,000) across a large geographical area and for organisations to share resources and learning. The other aim is to help keep delivery costs low. The #JabDone campaign takes a light-hearted, almost sarcastic tone, with simple bold colours and messages. The campaign materials we tested on over 250 staff to provide feedback and development options. It is due to launch in October 2016. Background The NHS has good levels of take up for flu vaccinations amongst patients, but encouraging staff to be immunised in order to protect their patients can be more challenging. The flu vaccine is currently recommended, but non-mandatory for all NHS staff, but this year each NHS Trust is targeted with achieving 75% immunisation of all frontline, clinical staff this year by 31 December 2016. The aim To develop a joint creative, effective, but low cost, internal staff flu campaign that will help encourage NHS staff to have the flu jab, in order to protect themselves, their patients and their colleagues from infection during autumn/winter 2016/17. Campaign objectives To increase staff awareness of the importance of being immunised to protect themselves, their colleagues and their patients from the flu. To communicate this message in a positive way that will engage a large and diverse workforce – reaching everyone from doctors and nurses to hospital porters and cleaners. To support frontline staff take-up of the offer of the free flu jab and help each Trust achieve the 75% target. To provide a degree of flexibility so that each Trust can tailor messages for their workforce as required. Audience Health care workers in a wide range of frontline roles - particularly frontline staff in clinical healthcare roles with direct patient contact who directly impact upon each Trust achieving its 75% target Staff in a variety of different healthcare environments - including hospital settings, community clinics, GP practices, care homes, or in patients own homes. Staff in back office/corporate functions & support services - will also be invited to be immunised since this can positively impact on patient/staff health. However, they are a lower priority than frontline clinical staff as they do not count towards the 75% target for NHS Trusts. Behavioural Insights Previous insight into out target audience groups has highlighted that: NHS staff do not want to feel guilt-tripped or coerced into having the flu vaccination and don’t respond well to a top down, didactic approach. The campaign will therefore need to encourage and support staff with staff in a more positive way. Personal motives/reasons for having the vaccination are a big driver for many staff to have the vaccination eg. pregnancy, ill children/relatives, or duty of care for their vulnerable patients. Some staff still believe common myths & misconceptions about the flu vaccination which can make them resistant to having it, such as it being ineffective, that they’ve never had flu before so don’t need it, or that the vaccination can make you ill. Some NHS staff feel a strong sense of ‘change fatigue’ at the moment and resisting the flu vaccination could be seen as a way of exercising personal control for some staff members. Some NHS staff aren’t opposed to getting it, but are ‘harder to reach’ eg. night shift staff, community based teams often miss out on vaccination sessions taking place so making access easy is critical. Highlighting that people can be carriers of the flu virus and pass it onto their patients without actually having the symptoms themselves has also had some impact as many staff still aren’t aware of this factor. Herd mentality/peer influence has also been found to have a significant impact amongst NHS staff. Key Channels and tactics The main channels used to communicate with staff across the organisation include: A4/A3/A2 posters – for use across a number of NHS trust staff sites Digital image/screensaver for use on staff computers and mobile devices Postcard/flyer which will be attached to all staff payslips Digital banner adverts Social media campaign concepts Budget Approximately £500 per Trust (plus additional print costs depending on each organisations requirements). Staff Flu Campaign 2016.pdf
  3. In June 2016 we presented to the Annual Influenza Meeting on the successful Health Worker Vaccination campaigns that we had delivered. Brief: Liverpool Community Health NHS Trust (LCH) traditionally had relatively low vaccination take-up for flu. In 2012 only around 40% of staff received their vaccinations - a figure significantly below national NHS targets. In response, we developed an effective internal staff engagement and communications campaign that would help convey key messages about the importance of having the vaccination to staff in order to protect themselves, their patients and their colleagues from infection, and would also support increased staff take up for the vaccination. Key Objectives: Increase staff awareness of the importance of being immunised to protect themselves, their colleagues and their patients from the flu, as part of ongoing Trust-wide care quality improvements Positively engage with a ‘change-weary’ workforce to promote a positive attitude towards having the vaccination Dispel common myths amongst staff about the vaccinations being painful or ‘unsafe’ Support an increase in staff take-up and achieve the Trust’s ambitious target of 70% staff immunisation for Winter 2012/13. Strategy: The strategy for our campaigns was closely informed by findings from previous years, which highlighted two major challenges to overcome in effectively communicating with staff: Engaging a large, geographically dispersed workforce LCH’s 3,500 workforce is dispersed across 100+ locations in Merseyside, with many staff working in frontline healthcare roles based in the community, being non-desk-based and working shifts. The strategy was therefore focused around making the campaign as flexible, mobile, and multi-channelled as possible - ensuring all staff had opportunity to see, hear and respond to the campaign message. Encouraging busy healthcare staff to undergo a non-mandatory vaccination The strategy for supporting behaviour change amongst staff was to create a comic campaign that would look/feel light-hearted, rather than ‘lecturing’ staff, and which used real staff members which resonated more and created a genuine talking point amongst employees. Methods/tactics deployed: The resulting campaign featured real staff and Board members based in 1950’s style scenarios, accompanied by comic captions, gently poking fun at the common reasons why staff members avoid having the flu jab. The key tactics deployed were as follows: Campaign launch – All members of the Trust Board leading by example and being photographed having their flu jabs during a Board Meeting to kick start the campaign Print – The eye-catching campaign creatives were displayed on posters were displayed throughout all of the Trust’s buildings, and postcards were attached to all staff payslips, helping to ensure that everyone received the message at least once. Digital screen savers – The various creative executions were also rotated on all Trust screensavers, provoking discussion and amusement between staff members as they began to spot their colleagues ‘starring’ in the campaign Staff Intranet - Regular campaign updates were posted via the staff intranet, staff blog, and weekly e-bulletin to help maintain campaign momentum. Flu Champions & Toolkit - A team of ‘flu champions’ were trained to promote the campaign’s key messages in targeted services across the Trust, armed with a ‘flu fighter toolkit’ of resources ‘Flu Coordinator’ - This dedicated role was introduced for the first time to help the Trust monitor progress, identify any teams/locations where take up was particularly low, and respond by focusing extra resources Drop in Sessions - a flexible timetable of immunisation sessions were offered in different staff buildings so that staff could plan to receive their flu vaccination at a time/location of convenience to them Team Immunisations - The campaign integrated with day-to-day ‘business’ wherever possible, and immunisations sessions were planned to coincide with existing team meetings and briefings, with many nursing teams agreeing to immunise one another. Viral film - A hilarious, short viral film was also released internally which mimicked an old-fashioned Government public health broadcast featuring the Trust’s Chief Executive and Director of Finance urging staff to be immunised PR & social media - The campaign was publicised through local media and the Trust’s Twitter feed as additional ways to reach-out to staff working in community settings. Outcome: Success was measured based on staff take up rates. Data on staff immunisations was captured and inputted into a central system daily, with progress being reported to the Executive team on a weekly basis and to local commissioners on a monthly basis. The campaign successfully achieved a 71.6% take up rate. This figure vastly exceeded the Trust’s flu immunisation targets from commissioners (55%), as well as its own internal target of 70% (set in line with national DH targets). It has also closely supported LCH’s target to reduce staff sickness absence rates, in enabling staff to more effectively protect their vulnerable patients from flu, and helped bring together a dispersed workforce fostering a greater sense of community. Budget/cost-effectiveness: Total spend: £3,500 (Including design agency fees, print costs, and photography) WHO & ECDC Flu Presentation Budapest 16.ppt LCH Flu Postcards Final.pdf
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