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Public awareness campaign
17 September 2014
Presenter: Chris Lines, Chair, Communications Group
Public awareness campaign – Chris Lines
Presentation
• Communications planning• Communications model• Audiences• Messages• Communication channels• National Eye Health Week• Conclusions
Communications planning
• 20-30 professionals from across sectors
• Generating ideas and information to develop and integrated communications strategy for eye health
Public awareness campaign – Chris Lines
Simple or complicated?
• Opticians, Optometrists, Ophthalmologists, Orthoptists...
• WECS , LVSW, FOO, ODTCs, PHW, DRSSW, CSSIW, EHEW, PROMs, PREMs, NWIS, WOPEC, HES, NICE, ECLOs, LHBs, HBs, UHBs...
Public awareness campaign – Chris Lines
Simple or complicated?
• Opticians, optometrists, ophthalmologists, orthoptists, screeners, teachers, school nurses, health visitors, pharmacists, practice nurses, GPs, home case workers, librarians, Communities First, third sector...
Public awareness campaign – Chris Lines
Simple or complicated?
• Brands• Leaflets, flyers, direct mail, posters• Websites and apps• Social media• Traditional media• Word of mouth• One to one contact
Public awareness campaign – Chris Lines
Communications model
Outcomes
Intermediary outcomes
Out-takes
Outputs
Inputs
Public awareness campaign – Chris Lines
Eye health communications strategy
Improved eye health
More people have regular eye health tests
Awareness and motivation
Opportunities to engage with message
Communications action
Public awareness campaign – Chris Lines
Audience segmentation
• Eye health professionals• Health workforce• Wider public health workforce• Public – by age, health status,
ethnicity, residence, socio-economic status
Public awareness campaign – Chris Lines
Messages and narrative (1)
• More than half of all sight loss is preventable
• 50,000 people are living in Wales today with sight loss which could have been prevented
Public awareness campaign – Chris Lines
Messages and narrative (2)
• Eye health professionals
• Health professionals
• Wider public health workforce
• Public
We are supporting you
Prevent the preventable
We can all help with our health
An eye test could stop you going blind
Public awareness campaign – Chris Lines
Communication channels
• Eye health professionals
• Health professionals
• Wider public health workforce
• Public
Networks, web, newsletters
Networks, NHS channels
Networks, own channels
All channels
Public awareness campaign – Chris Lines
National Eye Health Week
• 22-28 September• 40 partners on advisory group• Leaflets, web content• Children’s stories in libraries• GP practices giving eye information• Press release • Social media
Public awareness campaign – Chris Lines
Next steps
• Feedback welcome– [email protected]– 02920 348755 – Twitter on @lineschris
• Completion and sign-off of communications plan
• Delivery
Public awareness campaign – Chris Lines
Conclusions
• It’s all about behaviour change• We all have to work together • We have to improve our
measurement and evaluation of communications
• Keep it simple
Public awareness campaign - Chris Lines
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