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Public awareness campaign. 17 September 2014. Presenter: Chris Lines, Chair, Communications Group. Presentation. Communications planning Communications model Audiences Messages Communication channels National Eye Health Week Conclusions. Communications planning.
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Public awareness campaign 17 September 2014 Insert name of presentation on Master Slide Presenter: Chris Lines, Chair, Communications Group
Presentation • Communications planning • Communications model • Audiences • Messages • Communication channels • National Eye Health Week • Conclusions Public awareness campaign – Chris Lines
Communications planning • 20-30 professionals from across sectors • Generating ideas and information to develop and integrated communications strategy for eye health Public awareness campaign – Chris Lines
Simple or complicated? • Opticians, Optometrists, Ophthalmologists, Orthoptists... • WECS , LVSW, FOO, ODTCs, PHW, DRSSW, CSSIW, EHEW, PROMs, PREMs, NWIS, WOPEC, HES, NICE, ECLOs, LHBs, HBs, UHBs... Public awareness campaign – Chris Lines
Simple or complicated? • Opticians, optometrists, ophthalmologists, orthoptists, screeners, teachers, school nurses, health visitors, pharmacists, practice nurses, GPs, home case workers, librarians, Communities First, third sector... Public awareness campaign – Chris Lines
Simple or complicated? • Brands • Leaflets, flyers, direct mail, posters • Websites and apps • Social media • Traditional media • Word of mouth • One to one contact Public awareness campaign – Chris Lines
Communications model Outcomes Intermediary outcomes Out-takes Outputs Inputs Public awareness campaign – Chris Lines
Eye health communications strategy Improved eye health More people have regular eye health tests Awareness and motivation Opportunities to engage with message Communications action Public awareness campaign – Chris Lines
Audience segmentation • Eye health professionals • Health workforce • Wider public health workforce • Public – by age, health status, ethnicity, residence, socio-economic status Public awareness campaign – Chris Lines
Messages and narrative (1) • More than half of all sight loss is preventable • 50,000 people are living in Wales today with sight loss which could have been prevented Public awareness campaign – Chris Lines
Messages and narrative (2) • Eye health professionals • Health professionals • Wider public health workforce • Public • We are supporting you • Prevent the preventable • We can all help with our health • An eye test could stop you going blind Public awareness campaign – Chris Lines
Communication channels • Eye health professionals • Health professionals • Wider public health workforce • Public • Networks, web, newsletters • Networks, NHS channels • Networks, own channels • All channels Public awareness campaign – Chris Lines
National Eye Health Week • 22-28 September • 40 partners on advisory group • Leaflets, web content • Children’s stories in libraries • GP practices giving eye information • Press release • Social media Public awareness campaign – Chris Lines
Next steps • Feedback welcome • chris.lines@wales.nhs.uk • 02920 348755 • Twitter on @lineschris • Completion and sign-off of communications plan • Delivery Public awareness campaign – Chris Lines
Conclusions • It’s all about behaviour change • We all have to work together • We have to improve our measurement and evaluation of communications • Keep it simple Public awareness campaign - Chris Lines
