Be Winter Wise! Campaign Beat flu before it beats you Keep Warm, Keep Well, Keep Safe Make Sure You Choose Well so that you get the right care at the right time Be Winter Wise! Campaign

Sharon Harford Internal Communications Manager Lisa Harries Communications Officer

Existing campaigns Identified several campaigns that we would be supporting alongside general advice about keeping healthy in winter: Choose Well Flu Immunisation Keep Well This Winter Winter Wellness Pharmacy Check Add To Your Life – health checks for over 50s Integrated campaign – under one umbrella

How we got there Thought shower Be Winter Wise – campaign name Needed mascot – chose owl Owls – not specific to one season Very trendy and in fashion And, of course, they are wise Naming the owl – this took the longest! Unisex name Will the Winter Wise Owl

Be Winter Wise! Be Winter Wise brought the 5 campaigns together to ensure that: a consistent approach was developed all messages were heard and complemented each other important health messages were understood by the public we would keep people healthy, and reduce pressures on NHS services

Communications local celebrity support Consistent campaign brand Launch 18th November 2013 – enlisting local celebrity support Consistent campaign brand Patient information screens Engaging local and hyperlocal media with health and wellbeing features Web pages, social media, QR code Pop up ad on South Wales Argus website Campaign screen saver/email signature for staff Christmas and New Year messages

A&E is Such a Special Place Producing a video presented by 6 year old ‘Dr Olivia’ – ‘A&E is Such a Special Place’

Evaluation/Feedback   Over 2,000 views on YouTube Over 30,000 views on Facebook, 800 shares, 223 likes, 56 supportive comments and a reach of 74,464 More importantly: Olivia – “an effective campaign spokesperson” (Facebook) “real tonic” and “ticks the right boxes in the test for an effective communications tool.” (South Wales Argus) Olivia interview – broadcast on ITV Wales

Evaluation/Feedback “Not only are your tweets working, but your web pages are fab. I’ve just clicked on your Be winter wise tweet and found your Keep Warm, Keep Well, Keep Safe page. This is brilliant. Would you mind if I copied some of the info which we don’t have? I promise I won’t kidnap your Winter Wise Owl even though he is very cute!” (Member of another Health Board Comms Team) Evidence - members of the public more likely to ask if they have come to the right place to receive treatment Positive staff feedback - campaign has helped get key messages out Welsh Government contacted us to develop Be Winter Wise! nationally

Budget and Cost Effectiveness Be Winter Wise! - delivered in-house by the Communications Team, with support from a freelance PR consultant already contracted to work on another Health Board project Direct costs of the campaign – around £700 for promotional literature, bannerstands and badges Video filmed and edited by a staff member ‘Dr Olivia’ is the daughter of a staff member. Her mum took her to McDonald’s as a thank you for her starring role. The Communications Team is proud to say their much-admired video “only cost a Happy Meal.”

What happened next? Following the resounding success of Be Winter Wise! - June - developed ‘Be Summer Savvy’ with summer health messages November – Relaunch of Be Winter Wise New campaign materials Developed a new video for 2014 Launch of Be Winter Wise 2014 and video at local GP surgery – 27th November

Dr Olivia’s Guide to A&E: Is it Really an Emergency? Our new video Dr Olivia’s Guide to A&E: Is it Really an Emergency?

Evaluation – one week on! ... 42,544 views on Facebook (30,000) 390 Likes (223) 48 comments (56) 1,021 shares (800) Reach of 157,000 (74,464) Over 1,200 impressions of the first Twitter post 2,139 views on Youtube (2,071) http://youtu.be/iyrJUmfXyTQ Blog by a former CEO of a large Boston Hospital “The ... (video) might be the most adorable video in the health care world. The purpose is to help people understand that a visit to ... A&E ... might not be the best path for treatment of certain ailments”

Facebook comments “Let's see it on the Welsh and National News and run it prime time... Made me smile - so cute but such an important message - if you value your NHS services look after them...” “What a fantastic video and it certainly gets the message across. This video should be on the news to get the message across to the whole of the UK!” “Please put this on TV to educate a wider audience. It is essential that people choose well to provide the emergency care for those who really need 'emergency care' and not stubbed toes!! Perhaps if all LHB's got together they could share the cost of advertising.”

Conclusion Evolving campaign Already planning on taking Olivia to Pharmacy GP OOH Minor Injuries Watch this space ...

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