1. Engaging with and Informing the Public in Wales
Susan Mably
Director of Health and Environment
17th October 2007

2. Overview
The role of the Wales Centre for Health in respect of communication with the Public
Approaches and reflections
Building for the Future

3. Context The functions of the Wales Centre for Health (as
defined in the Health (Wales) Act 2003) can be
Summarised as:
to develop and maintain arrangements for making information about matters related to the protection and improvement of health available to the public in Wales
to undertake and commission research into such matters
- to contribute to the development and provision of training
Established by statute, the WCfH is an Assembly Government Sponsored Body.
WCfH has its own Board to whom it is accountable. Number of staff fluctuates between 25 and 30 staff.
Established as a separate body to the integrated public health system, it is fair to say that the Centre has had some challenges in stamping its identity and role to the public and professional consciousness. Some of the work that I am going to highlight has been met with scepticism. At various times this may have been in respect of the context into which the work sits, its timing and intended audience. Nevertheless, the WCfH has provided the opportunity for new approaches to be tested and it is some of these that I will reflect on in this presentation.
We have entered a period of much closer working with colleagues in the NPHS and this presents real opportunities for us in accessing specialist support to hep us meet all aspects of our statutory remit. As such a small organisation, it is vital that we have access to specialist advice or know who to refer others to, when we are asked for comment/ opinion that is outside of the expertise that we hold in the Centre.
With NPHS input, we are soon to take a deeper exploration of our role in public engagement, but today I will just outline to you where we have reached so far……

4. Approaches Media Websites/Networks/Newsletters Publications
Events/ Conferences
Specific Projects- e.g. Community Health Information Project
“Hot Topics”
Proactively approached and built a relationship with the media in Wales. I have examples of some of the placed articles that we have provided to the Welsh press.
Co-ordinate a number of Networks from the Centre (LIST), one role of which has been to communicate information. Each of these networks has (or is developing) a website presence, and whilst aimed at professionals and those working on community based projects (profs and volunteers) the public can and do access these sites.
This is in addition to the WCfH’s main website.
Whole range of publications, across our remit, which include …………
WCfH has organised and provided a large number of conferences and events since its inception. Including…………………………..
CHIP- 6 month pilot project in one of the most deprived areas of Wales (NPT) working with Communities First to investigate how members of the community access information on HWB. 343 individual semi-structured interviews (individuals and organisations). Alongside this a mapping exercise of information provision was undertaken within the locality and 64 info. Providers were interviewed.

5. What are “Hot Topics”? Free format to be reactive to current issues
Flexible approach
Use of a variety of media
Basic social marketing approach (segmentation and targeting)
Inclusive process across sectors and WCfH
Positive health messages

6. Food and Fitness for Children and Young People
Objectives
to raise awareness of childhood obesity amongst parents of key stage 2 children (7-11 year olds)
to provide information on Welsh Assembly Government food and fitness initiatives
to provide information on the data and evidence base regarding the issue of childhood obesity.
Target audience
parents of key stage 2 children
June 2006

7. Food and Fitness (2) Methodology
Leaflet distributed to all parents of children at Key Stage 2
Workshop at launch of Food and Fitness Implementation Plan
Media
Website
June 2006
7-11 years old
Many other Welsh websites linked to ours in respect of this topic. Launched on Radio Wales, 2 articles in Welsh press.

8. Website
daily web articles were featured on our website which covered the following issues:
Childhood obesity
Healthy eating
Exercise for energy
Food and fitness for free
Food and fitness for a fussy child.

9. Booze up: The Low Down Objectives
To improve awareness of personal safety before, during and after drinking alcohol
To provide information around units of alcohol and recommended guidelines
Target audience
Private sector staff attending Christmas parties
Staff at all 13 NHS Trusts, 22 LHBs and local authorities in Wales
2,900 English and Welsh (3:1 ratio) posters and 130,000 bilingual infocards disseminated between 100 businesses, 22 LHBs, 22 local authorities and 13 NHS trusts.

10. Booze up: The Low Down (2)
Methodology
Poster
Info cards
Media attention
Website
Harm reduction approach- about how to look after yourself and your friends if you are going out for the night. Includes steps to avoid drinks being tampered with, safely getting home and safe sex.
Discussion re the number of units of alcohol in typical measures of drinks and official guidance on limits.

11. Mixed feedback regarding this resource, with some querying the clarity of the message. In future, should this type of promotion be planned we will need to build in more time for piloting the content and format.

12. Healthy Me/ Iechyd i Mi Objectives
To encourage the public to contact WCfH
To test the use of new technologies in reaching out to the public
To provide a human interest angle to health messages
Target audience
General public, building on New Year’s resolutions

13. Healthy Me/ Iechyd i Mi (2)
Methodology
Month long competition via new technologies (text, freephone, ) and old ones (radio interviews, press releases, bilingual adverts in local press) for top health tips
Jo Blog online web diary
·  Many other websites and newsletters featured links to the campaign such as WAHIMS, Welsh Assembly Government, HCW Pembrokeshire, Carmarthenshire County Council and HCW Anglesey
The five quarter page bi-lingual advertisements in Daily Post (North Wales), South Wales Evening Post (Swansea/NPT/Carmarthen area), South Wales Echo and Wales on Sunday (Cardiff area) and the Western Mail (South Wales) generated a lot of extra entries from the public.

14. Green Spaces – A Pathway to Health
Objectives
To explore what actions have, and need to be taken, to encourage more usage of local green spaces
To launch the “Physical Activity Network for Wales”
To launch the “Rural Health Profile”
Target audience
Individuals with an interest in health, the environment and communities
March

15. Green Spaces – A Pathway to Health (2)
Methodology
Conference
Website
Press
Personal pledges

16. Key Lessons Learned
Good cooperation and buy-in with Welsh Assembly Government at all levels is required
Realistic logistical and operational framework is necessary
Whole organisational approach key
Timely and appropriate targeting, building on external factors is essential

17. Key Lessons Learned New audiences reached
Connectivity and creation of a persona was important
Text and freephone services had minimal uptake
May require relatively little financial input, but staff time intensive

18. Taking these lessons into a Unified Public Health System
Communicating with the public will be a cross-cutting requirement for the whole of the proposed Unified Public Health System.
A strategic approach is required- integral and resourced part of agreed Public Health programmes
Robust evaluation is required
Build on social marketing theory-clear target audiences
Consider the evidence but be willing to try new approaches- e.g. “Jo Blog”