Telecare Plans for next promotional phase October 2013

Public awareness campaign Following proposals to Telecare Mainstreaming Board in August and subsequent communications sub-group meetings, plans have been finalised Menu of options were made, immediate requirements now being progressed Focusing on November/December public awareness promotion

Public awareness campaign Targeting adults of all ages and abilities, and carers who would benefit from sensors. Reaching carers is critical – 84% of telecare service users had unpaid live-in care Promoting wider range of sensors – six core products Using individual stories to illustrate benefits Developed new information to highlight free 12 week trial and range of sensors Tactics: Combination of guaranteed ‘paid for’ publicity and proactive communications

New information 12 week trial offer flyer 75,000 being produced for borough and district councils, ASC teams, hubs, wellbeing centres, hospitals, GPs, older people day centres, libraries etc. Small numbers for information purposes to churches, parish councils, garden centres, pharmacies and Dementia Friendly Surrey Champions. Inserts in newsletters (Surrey Coalition (1,000), Surrey Care Association (800), SDR (8,000), Libraries Direct being explored

Flyer promoting trial and range of sensors

New information A3 Equipment Poster To assist staff and partners to highlight core sensors and their benefits 2,000 posters to be issued to GPs, social care teams, hubs, wellbeing centres, Shopmobility,Help shops and other partner agencies

For staff and other potential referrers

Radio advertising Two different ads on three commercial radio stations: Ads will be featured for two weeks from 4 November

Radio ad script – version one “Surrey Telecare is a 24-hour service that ensures help is there when you need it most. Margaret: I was scared of falling at home, but the Telecare sensors can detect if I fall, and alert the emergency services if I don’t respond to a call from the monitoring centre. Knowing I’m not alone makes me feel more confident at home and gives my family peace of mind… There is a number of different sensors available. To find out more about the Telecare 12 week free trial call or visit surreytelecare.com”

Radio ad script – version 2 “Surrey Telecare is a 24-hour service that ensures help is there when you need it most… John: Because of my disability, I used to worry if there was a fire at night. But now if my Telecare smoke sensors are activated, the monitoring centre will respond immediately. Independence for me, peace of mind for my family. There is a number of different sensors available. To find out more about the Telecare 12 week free trial call or visit surreytelecare.comsurreytelecare.com”

Advertorials Series of page ‘ads’ in magazine that read like editorial but allow opportunity to include more messages Used three stories of individuals based on real people but anonymised Promoting pill dispenser, falls detector and smoke alarm Placed in The Challenger, About Thames Ditton, Round and About, 50 Plus, Elmbridge, Kingston, Guildford, Woking, Farnham and Surrey Downs Magazines

Advertorials

Fire safety messages We are featuring linked smoke alarms promotion as part of our campaign with one radio ad and advertorial focus A new poster has also been produced - 2,500 copies, for wide distribution

Editorial Editorial messages will be issued via ASC channels, borough and district council magazines, Hubs newsletters, Diocese of Guildford, Surrey Minority Ethnic Forum, Action for Carers, SILC, SAVI, Firstpoint, Transition team, Clinical Commissioning Groups, Libraries, parish magazines Themed messages to include:  Worried about leaving relatives on their own this Christmas?’ Peace of mind for families, independence for your loved one  What would happen if your mum or dad had a fall at home and no one knew?  Home after a hospital stay? Sometimes you need a little help/some extra support to get back on your feet?  Caring for someone but working too? Peace of mind for you, independence for your loved one

Online promotion Placement of adverts on the Surrey County Council webpage (similar to Dementia Friendly Surrey ads that are currently running) Prominent telecare banner on the Surrey County Council main page Social media messaging from the Surrey Matters facebook and twitter accounts throughout November, focusing on the 12 week free trial, various sensors and linking to the Surrey Matters article and case studies.

Support from borough and district councils Asking B&D colleagues for help by:  featuring banner advertising on their websites, promoting the free 12 week trial  using their social media accounts to promote and We will provide approved social media messages for consistency purposes  publishing advertorials in publications or newsletter/s  ensuring our new information is well distributed through all borough and district channels: day centres, meals on wheels, transport etc.

Ongoing ‘internal’ promotion Telecare offer/prompt built into the new front end of assessment Telecare guide is being designed currently. Will be available as key reference point for staff and other referrers (Mark Baker leading) Ongoing promotion at events/conferences Staff could focus on telecare promotion using locality information stands in the community – invite installers to help man stands?

How we evaluate the campaign Clear measures agreed Visits to Surrey Telecare website Telephone/text enquiries Views of DVD on websites and YouTube Hold focus groups for awareness and understanding of advertising Overall increase in referrals Extended take up of sensors Extended sources of referrals Impact will be reviewed in February before considering another promotional phase