1. Diversity and Inclusion Kelly Chal Paramedic Workforce Planning Manager Maria Watson Workforce Manager

2. Health Education England At HEE, we believe that the most important resource the NHS has is its people. More than 160,000 students are at this moment studying to be part of our future workforce. That includes doctors, nurses, midwives, paramedics, physiotherapists and many more roles In fact there are over 300 different types of jobs performed by more than one million people in the NHS. Our vision is to provide the right workforce, with the right skills and values, in the right place at the right time to better meet the needs and wants of patients – now and in the future.

3. What we do and how

4. National Priorities

5. Have a workforce that reflects the communities we serve “Higher Education Statistics Agency (HESA) suggests that of all learners studying on Paramedic programmes at Higher Education Institutes (HEIs), 3.4% are from a Black or Minority Ethnicity (BME) background” “7.4% of BME Paramedics were employed nationally” “Office for National Statistic highlights that the BME population are growing nationally and as of 2011 the percentage of UK population identified as BME is 14%” “THIS IS NOT NEW NEWS” What the evidence suggest?

6. Nationally: Harminder Bains Pre-Paramedic Pilot – E and D activity Midlands and East: Harminder Bains Ambulance Trust aligned E and D activity Locally: HEI Engagement, East Midlands – Harminder Bains Marketing Campaign, London – Kelly Chal What are we doing?

8. Written into specifications - “The strategy for engaging underrepresented groups including positive action where appropriate” “golden thread within, national, regional and local work allowing a joined up approach National example: Paramedic Pre- Degree Experience Pilot

9. Over 60 stakeholders attended Discussed current activity in Ambulance Trust and research being conducted Workshops on WRES, Ambulance Trust and HEI’s approach to E &D Summary paper produced Midlands and East example: “promoting ethnic diversity amongst the paramedic Education and profession ” Ignition Event

10. Outcome What next? Action plan, accountability Model of best practice – adoption and spread Midlands and East “Ignition” Event

11. London Activity – Marketing Campaign 12 th August / 13 th September 2015 Metro and Evening Standard – Advertorial which included case studies and advert for training Tube – two weeks Side of bus – two weeks Back of bus – four weeks Radio Adverts – four weeks Facebook – four weeks

12. Paramedic

13. @NHS_HealthEdEng #paramedics Campaign on the Tube

14. Recent campaign on the Buses

15. Back of the Bus advert @NHS_HealthEdEng #paramedics

16. Web page and Facebook statistics during campaign Web page: Between 10/08 to 06/09, we received a total of 4,254 unique page views on the paramedic landing page. In three weeks, the NWL website experienced an overall 85% increase in traffic. Facebook: 76,378 people saw the post on their Facebook news feed/timeline between 31/08 and 06/09. This resulted in 896 likes, 51 comments and 42 shares over the week.

17. Results so far One university reported their BME students increased from 7% to 13% Another university reported – wider range of people enquiring first time ever Interest this year has come from a wider range of people and increased numbers at open days to 140 and taster days to 40-50 No other results available at this stage

18. BME numbers doubled by 3 universities 17% 12% 13% No data available for the other university

19. New Placement Model Working across: Community Hospitals Mental Health Maternity Rest Homes and Hospices (many other areas)

20. West Midlands Ambulance Service Positive Action Recruitment Identifying BME organisations Demography of the West Midlands Targeting areas with high BME population Arranging key locations to deliver leaflets and be high profile i.e. Birmingham New Street, Asda, Mosque, Gurdwara, Hindu Temple Positive imagery on all marketing materials Radio interview BBC TV Student Paramedic Programme Diversity Tour for the Board and Governors meeting our communities. Community engagement /Recruitment Fairs Access Course

21. Access Course BME Positive Action Assessments based on the in house training programme route. Potential candidates have to apply and fail stage 1 assessment One Day course covering the elements of the assessments held on a Saturday All BME applicants are monitored at recruitment First course 6 out of 9 progressed to be Student Paramedics. Second course included the opportunity for our own staff who wished to progress to be Paramedics

22. Partnership Working HEEM WMAS, EMAS, East of England Ambulance Services Community DVD The Role of the Paramedic DVD “Eight Minutes and Counting” Interactive on line Access Course Working with Universities and in House Courses Marketing literature positive imagery Buddy Scheme Community Leader training

23. Contact details Kelly Chal kelly.chal@nwl.hee.nhs.uk Harminder Bains harminder.bains@nhs.net Maria Watson maria.watson@wmas.nhs.uk