Spreading the Message Wednesday 19 March 2008 Presenters: Andrew Cooper & Sue Gullo Spreading the Message

Introductions Sue Gullo Andrew Cooper Director, Institute for Healthcare Improvement, US Andrew Cooper Communications Officer, 1000 Lives Campaign Personal introductions: Who we are? Where we’re from? What we do? Spreading the Message

Purpose of session Maintaining a consistent message Keeping the focus on the positive Facing the communication challenges Getting the message out there During our time together, we’re going to take a look at four keys areas of Communication for the Campaign. However, this is much more of an inter-active session, where we’d appreciate your comments and feedback as we continue to build our comms activity. We’re very interested in understanding what your issues and concerns are – so that we can address them in the run up to the launch on 21 April. Spreading the Message

Maintaining a consistent message Over two years, the 1000 Lives Campaign is aiming to prevent 1,000 unnecessary deaths and 50,000 causes of harm in the NHS in Wales More than one in ten people admitted to hospital are harmed unintentionally by its care There is a one in 300 chance of accidental death through errors in care The first message your staff will hear about the Campaign from you – or other sources – has a strong chance of affecting how they think and feel about the Campaign for the rest of its duration. That’s also true on a broader perspective too – and that’s why it’s so important that it’s positioned correctly, first time. [ Example of middle manager – who always carried the news of new developments and projects within the organisation with such a negative perspective that they were doomed with staff before the project had started. ] The key messages of the campaign walk a tight rope between affirming the outstanding work of NHS staff – but also the reality that lives are lost and patients are harmed by errors in our healthcare system. That’s the challenge we all carry when we communicate the aims and ethos of the Campaign. And there is a very real danger that if we ever focus one side over the other, that it will jeopardise all that the Campaign is seeking to achieve. [ Go through key messages on ppt ] Spreading the Message

Maintaining a consistent message NHS staff save lives everyday. That’s what we do. The 1000 Lives Campaign will save more. We will save lives by building on existing initiatives, evidence and best practice. Many of us know people who have not had the healthcare they need. The Campaign is about being honest about this and changing what we do so people get better care and treatment. Ref : other initiatives – refer to Safer Patients Initiative and others taking place. One of the key aspects of the Campaign is that we are NOT seeking to claim the success of other initiatives for the Campaign – but we do believe a major national effort will focus energy on delivering on all initiatives currently being run. Spreading the Message

Maintaining a consistent message The Campaign was developed in Wales by clinical staff working together to develop the life-saving interventions. The Campaign will make the work of healthcare staff easier. Spreading the Message

The Positive Factor It has been developed by clinicians in Wales It is about developing a culture of openness and honesty It is admitting to – and addressing – a problem It is working together with other patient safety initiatives It is not about targets It has not been imposed It is not a lot of extra work for NHS staff Don’t forget the positive factors – always good to have these ready for negative responses or questions to the Campaign. In all media activity, The Positive Factor should be the anti-dote response to negativity – and there is a lot to focus on: Developed by clinicians – through The Faculty for Healthcare Improvement, the content areas have been designed and created by Welsh NHS staff. The Campaign is seeking to change a culture – which will need to come through an honest assessment not only the good that is being achieved – but also the bad. This is addressing a problem – not side-stepping it – or sweeping it under the carpet. Any by the level of the sign-up, organisations throughout Wales are drawing their staff into this Campaign. The Campaign is acknowledging the work of other patient safety initiatives – and the good that can be achieved by bringing them together and providing a number and deadline for making an impact. This is not about targets It has not been imposed by Govt – all organisations enrolled voluntarily This isn’t about a lot of extra work for staff – but rather straight-forward interventions that have the potential to make life easier. Spreading the Message

Ready for the challenges? Doesn’t this mean the NHS is already killing a 1000 lives? Surely these figures are just targets – and if they aren’t what’s the point of them? How can you measure the success of the Campaign – isn’t it just spin really? We also need to be ready for the negative kickback that the Campaign may generate. And our concern is that all those involved in the NHS know how to answer these questions – because if we can’t we’ll be found wanting. How would you answer some of these questions? Answers Campaign affirms all the work that those in the NHS do – but you only need to pick up a newspaper, or flick on the TV and you see cases where patients have come to harm through the system. This Campaign isn’t about targets – it’s about healthcare improvement – whereby every organisation (Trust or LHB) in Wales has enrolled apply content areas to improve the treatment for patients in their care. We are aiming to save a 1000 lives – but the real success will be to see interventions implemented in our healthcare provision that will continue saving lives beyond the two year duration of this Campaign. We are employing recognised and endorsed methods of measurement which will report on the impact the Campaign is having across Wales. Whilst there won’t be figures for individual organisations – we will be able see the impact of the Campaign across the nation. Spreading the Message

Discussion What are the communication issues you have concerns about related to the Campaign? Spreading the Message

Three audiences Internal – spreading the news among your staff and patients Local community – getting the message out beyond your organisation Local press and media – developing good profile for your organisation with the local press We are anticipating a lot of national interest in the Campaign, which will also create local interest. This is a perfect opportunity to use the Campaign as a vehicle for raising the profile of your organisation – as it connects with this national initiative. Speak to Local Communication Action Plan Spreading the Message

Discussion What further ideas could you add to the Campaign’s Local Communication Action Plan? Spreading the Message

Communication Resources Campaign e-Bulletin Intranet Local Communication Action Plan Briefing and FAQ papers Template Press Releases, articles and features Powerpoint presentations Logo Good, effective communication is at the heart of this Campaign. [ Brother with three sisters story ] Campaign e-Bulletin – published every month with the latest news. When you receive would forward it to everyone in your organisation of post a link on your website? Intranet has the all the up-to-date information about the Campaign – with a dedicated Communications section, carrying all the material you need. The Action Plan you’ve received this morning – the one thing I’d ask is that you take that to the person who will implement this for you. Do make sure you’ve read the Briefing and FAQ in your delegate’s pack – it as the background to the Campaign. Other material you’ll find on the Inatrent, includes …. Do use the logo on your material – badge your newsletters and material to clearly communicate your organisation is taking part. Spreading the Message

Communication Resources at nww.1000livescampaign.nhs.wales.uk Campaign website from 21 April Communications Officer at Andrew.Cooper@wch.wales.nhs.uk Here to help – please let me know if we can assist in any way. Spreading the Message