This communications guide and resource pack has been designed and produced to support staff and partners to help support the ‘DoYourBit’ movement. It aims to provide a single voice to inform and signpost local people to information on how they can protect themselves and others from needing to call on local NHS services.
The guide includes practical advice on how to get involved. Partners, particularly in local alliances may wish to develop more wide-ranging marketing activities for their area or consider focusing on particular options, such as co-designed communications, based on the needs of the local population. There are also details on how partners can localise these the available assets. Further details on these options are included later in this guide. We welcome comments or suggestions to contribute to future versions of the guide. Please contact firstname.lastname@example.org.
In anticipation of a tough winter, the NHS and wider partners in Essex has agreed to deliver a system campaign to ask people to take personal responsibility; to ‘Do Your Bit’.
This campaign brings lots of different priorities this winter in one creative approach focussing on key aspects where the health and care system need public support the most
- encouraging people to get their winter vaccinations
- making sure health and care services are able to support those in greatest need by tacking action to prevent situations (falls/ asthma attacks) escalating into something more serious and seeking the help at the right time in the right place
- stepping forward to volunteer their time to help others
- being kind to staff working in health and social care
The campaign’s objectives are to:
- Create a bit of a #DoYourBit movement. Delivering a highly visible campaign to encourage people to take action to stay well this winter – demonstrating reach, engagement and impact
- Raise awareness of alternative services (e.g. pharmacists) that can be a source of advice and support this winter and beyond
- Primary outcome: To equip people to take action to protect and improve their health and wellbeing this winter by driving them to Do Your Bit resources found at: EssexDoYourBit.nhs.uk, thereby aiming to prevent health problems escalating into something more serious.
Work with partners across the system to help create a movement asking people to take personal responsibility; to ‘Do Your Bit’ to drive action to protect health of self, others and the NHS
Drive targeted awareness of what and how people can prevent ill-health and promote community services like pharmacy
• Increase uptake of winter vaccinations
• Increase knowledge around self-care and sources of support in the community in general and to a key target audience to support reduction in avoidable use of A&E/general practice
• To increase intention to speak to a pharmacist
Service users and residents, partners, staff – across the system. Targeted audience: adults in Southend, Rochford Canvey Island, Grays, Tilbury and Chadwell, East/West Basildon,Great Baddow, Chelmer Village, Springfield, West Chelmsford, Writtle and Braintree areas.
Themed phases that will be used across:
- NHS Channels: Winter hub EssexDoYourBit.nhs.uk
- Partnerships: campaign toolkits, working with partner to leverage assets via internal and external channels and networks. A system digital steering has been set up email email@example.com for more information. Work with local health and care alliances to amplify accordingly in their communities
- E-marketing: Winter email alerts
- PR: generating media coverage re. how people can ‘DoYourBit’ – system experts/ ambassadors
- ‘Paid for’ channels: Integrated advertising campaign, exploring ITV Hub, Buses, leaflets, outdoor advertising and digital
Each of the phases of this campaign will have specific key messages with some suggested copy to be used on social media posts that we will share in separate toolkits. The following are examples of key messages for the general campaign that can be used and/or adapted for use in local areas.
- NHS teams across Essex are calling on everyone to help ‘Do Your Bit’ this winter as hospitals, GPs and paramedics prepare for demand for services to rise. There are lots of ways you can protect yourself, others and the NHS. #DoYourBitEssex. Visit EssexDoYourBit.nhs.uk for more information.
- Between the start of April and the end of July 2022, local GP services in mid and south Essex provided over 1.9 million consultations, an increase of 31,000 on 21/22 and an increase of 84,000 consultations from the pre-pandemic year of 2019/20. Help protect yourself, others and the NHS this winter. #DoYourBitEssex. Visit EssexDoYourBit.nhs.uk for more information.
- While the NHS is here for local residents when they need it, there are lots of things people can do to stay well and help others in your community. From accepting invitations for important winter vaccinations to reduce the risk of serious illness, choosing the right NHS service or wearing sturdy slippers to help prevent falls, NHS teams are calling on everyone to do their bit. #DoYourBitEssex. Visit EssexDoYourBit.nhs.uk for more information.
Printed Materials, Assets and Advertising including toolkits
There are a range of templates and assets available for use on social media, to print and display in office spaces, community settings, GP practices and/or around the local area which can be used to encourage members of the public to ‘Do Your Bit’.
Printed materials are a useful way to present key information but consideration should be given to how and where to display them to achieve the greatest impact. A local print or design company will be able to help produce these promotional items. A series of downloadable assets for your use have been developed.
Assets for download include:
The below links will take you to a Google drive with social media assets you can use to help support the campaign. If you are unable to access the assets for any reason, please contact: firstname.lastname@example.org
Note: Where possible we have provided all design assets in a ZIP file, so that you are free to adapt the graphics – add your logo or area, as necessary. We have already localised some assets i.e. ‘Do Your Bit Southend’, ‘Do Your Bit Thurrock’. If you cannot find an asset you are looking for please email us.
Please ensure you include alt text to support those who use screen readers.
To ensure we reach as many people as possible, particularly those who are not on social media – we are exploring options to secure ‘paid-for’ advertising in mid and south Essex. This is likely to include video on demand services such as ITV Hub, on buses and travel screens aimed at reaching the audiences previously mentioned.
Press and Media
Regional or local press, TV and/or radio may be interested in information about this campaign to help combat systemic pressures on local health and care services.
If, as partners, you or someone you know would like to support this campaign and act as a spokesperson to help demonstrate the positive ways that the public can do their bit, please can you contact email@example.com
We are also interested in case studies to help promote positive action.
Details of some of the themes are looking to promote as part of our winter campaign are below.
- Boosting your immunity linked to winter vaccinations.
- Support for people struggling with the cost of living.
- Help in your community – linked to choosing the right service when you are unwell.
- Use your pharmacist / keeping a well stocked medicine cupboard.
- Looking out for others linked to volunteer opportunities and ensuring homes are safe.
- Low mood and combatting loneliness.
- Keeping active during winter months linked to Active Essex.
- Improving strength and balance linked to falls prevention.
- Christmas ‘Do Your Bit’ videos with key messages across all topics.
Working with Local Partners In Our Alliances
We are thankful to have the support of colleagues working as part of the Essex Communications Group. However, to increase the reach of messages about this campaign, local alliances should consider working with relevant partners in their area, including local authorities, voluntary and community sector organisations or other groups that support the public, to communicate these messages through their channels, for example:
- Partner social media channels and networks.
- Provide content and graphics to partners to post via their social media accounts.
- Provide information to partners to publish on their public facing websites.
- Consider outreach, events or meetings where further information could be shared.
- Explore opportunities to co-design further assets and materials
The communications and engagement team will be looking to evaluate all communications activity to gain a better understanding of what are the most effective ways to reach and communicate with their local patients and the public.
This will also demonstrate the value for money that their communications activity has achieved. Evaluation of our ‘paid-for’ activity will be broken down across the whole system and in the four alliance areas in mid and south Essex.
Understanding which communications activities work best when signposting patients and the public to improved access services will enable commissioners and providers to plan and use their communications budget and other resources as effectively as possible in the future.
We ask the you ensure that all copy always signposts back to www.EssexDoYourBit.nhs.uk in your communications and use the hashtags provided in the associated toolkits.
Further resources: See ‘Guide to campaign planning’ in the resources section for more information.
The following resources may be useful when developing and delivering any local communications:
Accessible Information Standard: Information on meeting the Accessible Information Standard to ensure people who have a disability, impairment or sensory loss are provided with information that they can easily read or understand
NHS Identity Guidelines Produced by NHS England, offers guidelines explaining who can use the NHS Identity and NHS logo and how it should be applied.