Help Me Quit Communications Toolkit Appendices

Transcription

1 Help Me Quit Communications Toolkit Appendices Authors: Lesley Morison, Public Health Practitioner,, James Field, Campaigns Manager,, Christian Heathcote- Elliott, Principal Public Health Practitioner,, Emily Gallagher, Project Manager, Ubiquity Group. Date: 12/04/17 Version: 2.0 Publication/ Distribution: NHS Wales Communications Teams Welsh Government Communications Team Local Authority Communications Teams Other stakeholder Communications Teams Purpose and Summary of Document: For use by communications specialists to promote the Help Me Quit campaign. Date: 12/04/17 Version: 2.0 Page: 1 of 18

2 Contacts: Ubiquity Group: Emily Gallagher, Project Manager Communications: James Field, Communications Campaigns Manager Dan Owens, Communications Officer Date: 12/04/17 Version: 2.0 Page: 2 of 18

3 1 Appendix One: Social media messaging Website links should be displayed to correspond with the language preference of the message. All messages should include a call to action for the smoker to contact the Help Me Quit Contact Centre Team via the following methods: Online Request a call back Text HMQ to Freephone Facebook allows you to post more freely without a character restriction but with Twitter there is a 140-word limit. The example tweets below fall within the word limit. Wherever possible we encourage you to use the brand assets that include digital posters and messaging templates, this will free up your character allowance and also ensure messaging is consistent. NB: Although the below posts have been translated we recommend that you check the grammar of sentences before posting to ensure any amendments are accounted for. Please see the Help Me Quit brand guidelines and asset pack. Facebook Posts English Quit on your own or with free NHS help? Not all choices are easy to make. Especially how to best quit smoking. To find the right choice for you visit Optional: Insert digital image from asset pack Free NHS products or buy an e- cigarette? Not all choices are easy to make. Especially how to best quit smoking. To find the right choice for you Optional: Insert digital image from Facebook Posts Welsh Stopio ar eich pen eich hun neu gyda help rhad ac am ddim y GIG? Nid yw pob dewis yn hawdd. Yn enwedig y ffordd orau i stopio smygu. I ddod o hyd i r dewis cywir i chi, ewch i Dewisol: Rhowch ddelwedd ddigidol o r pecyn asedau Cynhyrchion rhad ac am ddim y GIG neu prynu e-sigarét? Nid yw pob dewis yn hawdd. Yn enwedig y ffordd orau i stopio smygu. I ddod o hyd i r dewis cywir i chi, ewch i Date: 12/04/17 Version: 2.0 Page: 3 of 18

4 asset pack Patches? Gum? What will work for you? Everybody is different and so are the services that can help you quit smoking. To find the right choice that works for you Optional: Insert digital image from asset pack Telephone help, group support or a visit to your local pharmacy? Looking for the best choice you can make to help you quit smoking? Help is available in lots of places Optional: Insert digital image from asset pack Dewisol: Rhowch ddelwedd ddigidol o r pecyn asedau Patsys? Gwm? Beth fydd yn gweithio i chi? Mae pawb yn wahanol, fel y mae r gwasanaethau a all eich helpu chi i stopio smygu. I ddod o hyd i r dewis cywir sy n gweithio i chi, ewch i Dewisol: Rhowch ddelwedd ddigidol o r pecyn asedau Help dros y ffôn, cymorth grŵp neu ymweld â ch fferyllfa leol? Chwilio am y dewis gorau i ch helpu stopio smygu? Mae help ar gael mewn llawer o leoedd Dewisol: Rhowch ddelwedd ddigidol o r pecyn asedau Twitter Posts English Quit smoking on your own or with FREE NHS help? Not all choices are easy. Contact: XXX Insert: Call to action options Phone/ text/ website Quit smoking on your own or with FREE NHS help? Not all choices are easy. Insert: Messaging template that includes contact details on brand colours Quit smoking on your own or with FREE NHS help? Insert: Messaging template that Twitter Post Welsh Stopio smygu ar eich pen eich hun neu gyda help rhad ac am ddim y GIG? Nid yw pob dewis yn hawdd. Cysylltwch: XXX Rhowch: Dewisiadau galw i weithredu - ffôn/testun/gwefan Stopio smygu ar eich pen eich hun neu gyda help rhad ac am ddim y GIG? Nid yw pob dewis yn hawdd. Rhowch: Templed neges sy n cynnwys manylion cyswllt ar liwiau brand Stopio smygu ar eich pen eich hun neu gyda help rhad ac am ddim y GIG? Date: 12/04/17 Version: 2.0 Page: 4 of 18

5 includes contact details on brand colours Free NHS products or buy an e- cigarette? Not all choices are easy. Contact: XXX Insert: Call to action options Phone/ text/ website Free NHS products or buy an e- cigarette? Not all choices are easy. Insert: Messaging template that includes contact details on brand colours Free NHS products or buy an e- cigarette? Insert: Messaging template that includes contact details on brand colours Patches? Gum? What will work for you? Everybody is different. Contact: XXX Insert: Call to action options Phone/ text/ website Patches? Gum? What will work for you? Everybody is different. Insert: Messaging template that includes contact details on brand colours Rhowch: Templed neges sy n cynnwys manylion cyswllt ar liwiau brand Cynhyrchion rhad ac am ddim y GIG neu prynu e-sigarét? Nid yw pob dewis yn hawdd. Cyswllt: XXX Rhowch: Dewisiadau galw i weithredu - ffôn/testun/gwefan Cynhyrchion rhad ac am ddim y GIG neu prynu e-sigarét? Nid yw pob dewis yn hawdd. Rhowch: Templed neges sy n cynnwys manylion cyswllt ar liwiau brand Cynhyrchion rhad ac am ddim y GIG neu brynu e-sigarét? Rhowch: Templed neges sy n cynnwys manylion cyswllt ar liwiau brand Patsys? Gwm? Beth fydd yn gweithio i chi? Mae pawb yn wahanol. Cyswllt: XXX Rhowch: Dewisiadau galw i weithredu - ffôn/testun/gwefan Patsys? Gwm? Beth fydd yn gweithio i chi? Mae pawb yn wahanol. Rhowch: Templed neges sy n cynnwys manylion cyswllt ar liwiau brand Date: 12/04/17 Version: 2.0 Page: 5 of 18

6 Patches? Gum? What will work for you? Insert: Messaging template that includes contact details on brand colours Telephone help, group support or a visit to your local pharmacy? What choice will you make to quit smoking? Contact: XXX Insert: Call to action options Phone/ text/ website Telephone help, group support or a visit to your local pharmacy? What choice will you make to quit smoking? Insert: Messaging template that includes contact details on brand colours Telephone help, group support or a visit to your local pharmacy? Insert: Messaging template that includes contact details on brand colours Patsys? Gwm? Beth fydd yn gweithio i chi? Rhowch: Templed neges sy n cynnwys manylion cyswllt ar liwiau brand Help dros y ffôn, cymorth grŵp neu ymweld â ch fferyllfa leol? Beth fydd eich dewis chi i stopio smygu? Cyswllt: XXX Rhowch: Dewisiadau galw i weithredu - ffôn/testun/gwefan Help dros y ffôn, cymorth grŵp neu ymweld â ch fferyllfa leol? Beth fydd eich dewis chi i stopio smygu? Rhowch: Templed neges sy n cynnwys manylion cyswllt ar liwiau brand Help dros y ffôn, cymorth grŵp neu ymweld â ch fferyllfa leol? Rhowch: Templed neges sy n cynnwys manylion cyswllt ar liwiau brand Date: 12/04/17 Version: 2.0 Page: 6 of 18

7 2 Appendix Two: Information to localise your stories The following Health Board and Local Authority information is based on Welsh Health Survey 2014/15 and ONS mid-year 2015 population estimates 1. The number of smokers wanting to quit smoking and who have tried to quit in the last year is based on national estimates. 2.1 Health Boards Aneurin Bevan University Health Board o 21% of adults smoke, this equates to 98,000 people o 67,000 smokers want to give up smoking o 40,000 have tried to quit in the last year Abertawe Bro Morgannwg University Health Board o 19% of adults smoke, this equates to 81,000 people o 55,000 smokers want to give up smoking o 33,000 have tried to quit in the last year Betsi Cadwaladr University Health Board o 21% of adults smoke, this equates to 122,000 people o 83,000 smokers want to give up smoking o 50,000 have tried to quit in the last year Cardiff and Vale University Health Board o 19% of adults smoke, this equates to 75,000 people o 51,000 smokers want to give up smoking o 31,000 have tried to quit in the last year Cwm Taf University Health Board o 23% of adults smoke, this equates to 56,000 people o 38,000 smoker want to give up smoking o 23,000 have tried to quit in the last year Hywel Dda University Health Board o 17% of adults smoke, this equates to 54,000 people o 37,000 smoker want to give up smoking o 22,000 have tried to quit in the last year Powys teaching Health Board o 19% of adults smoke, this equates to 21,000 people 1 Figures are based on Welsh Health Survey observed smoking prevalence estimates (aged 16 and over). Figures are rounded to the nearest 500. Date: 12/04/17 Version: 2.0 Page: 7 of 18

8 o 14,000 smoker want to give up smoking o 9,000 have tried to quit in the last year 2.2 Local Authorities Isle of Anglesey o 24% of adults smoke, this equates to 14,000 people o 10,000 smokers want to give up smoking o 6,000 have tried to quit in the last year Gwynedd o 20% of adults smoke, this equates to 20,000 people o 14,000 smokers want to give up smoking o 8,000 smokers have tried to quit in the last year Conwy o 21% of adults smoke, this equates to 20,000 people o 14,000 smokers want to give up smoking o 8,000 smokers have tried to quit in the last year Denbighshire o 23% of adults smoke, this equates to 18,000 people o 12,000 smokers want to give up smoking o 7,000 smokers have tried to quit in the last year Flintshire o 20% of adults smoke, this equates to 25,000 people o 17,000 smokers want to give up smoking o 10,000 smokers have tried to quit in the last year Wrexham o 22% of adults smoke, this equates to 24,000 people o 16,000 smokers want to give up smoking o 10,000 smokers have tried to quit in the last year Powys o 19% of adults smoke, this equates to 21,000 people o 14,000 smokers want to give up smoking o 9,000 smokers have tried to quit in the last year Ceredigion o 15% of adults smoke, this equates to 10,000 people o 7,000 smokers want to give up smoking o 4,000 smokers have tried to quit in the last year Pembrokeshire o 16% of adults smoke, this equates to 16,000 people o 11,000 smokers want to give up smoking o 6,000 smokers have tried to quit in the last year Carmarthenshire o 19% of adults smoke, this equates to 29,000 people o 20,000 smokers want to give up smoking o 12,000 smokers have tried to quit in the last year Swansea o 18% of adults smoke, this equates to 36,000 people Date: 12/04/17 Version: 2.0 Page: 8 of 18

9 o 24,000 smokers want to give up smoking o 15,000 smokers have tried to quit in the last year Neath Port Talbot o 21% of adults smoke, this equates to 24,000 people o 16,000 smokers want to give up smoking o 10,000 smokers have tried to quit in the last year Bridgend o 18% of adults smoke, this equates to 21,000 people o 14,000 smokers want to give up smoking o 9,000 smokers have tried to quit in the last year The Vale of Glamorgan o 18% of adults smoke, this equates to 19,000 people o 13,000 smokers want to give up smoking o 8,000 smokers have tried to quit in the last year Cardiff o 19% of adults smoke, this equates to 57,000 people o 39,000 smokers want to give up smoking o 23,000 smokers have tried to quit in the last year Rhondda Cynon Taf o 23% of adults smoke, this equates to 44,000 people o 30,000 smokers want to give up smoking o 18,000 smokers have tried to quit in the last year Merthyr Tydfil o 25% of adults smoke, this equates to 12,000 people o 8,000 smokers want to give up smoking o 5,000 smokers have tried to quit in the last year Caerphilly o 21% of adults smoke, this equates to 31,000 people o 21,000 smokers want to give up smoking o 13,000 smokers have tried to quit in the last year Blaenau Gwent o 26% of adults smoke, this equates to 15,000 people o 10,000 smokers want to give up smoking o 6,000 smokers have tried to quit in the last year Torfaen o 19% of adults smoke, this equates to 14,000 people o 10,000 smokers want to give up smoking o 6,000 smokers have tried to quit in the last year Monmouthshire o 17% of adults smoke, this equates to 13,000 people o 9,000 smokers want to give up smoking o 5,000 smokers have tried to quit in the last year Newport o 20% of adults smoke, this equates to 24,000 people o 16,000 smokers want to give up smoking o 10,000 smokers have tried to quit in the last year Date: 12/04/17 Version: 2.0 Page: 9 of 18

10 The Observatory s report into Tobacco and Health can be accessed here Page 12, 13, 19, 23, 29, 37, 38, 46 and 47 contain information on smoking broken down by geographic area which should help to add local insight to any work you do with local media or stakeholders. Date: 12/04/17 Version: 2.0 Page: 10 of 18

11 3 Appendix Three: Outdoor media poster sites The information below details the locations of the outdoor media sites (48 6 sheets and Ad-Vans). Details of the Street Talk locations can be sent on request. If you wish to commission further outdoor media for your Health Board or Local Authority area please contact Emily Gallagher at Ubiquity Group (emily@ubiquitygroup.co.uk) Aneurin Bevan University Health Board 48-sheets Corporation Rd/Cromwell Rd, Liswerry NP19 0GG 08/05/ /05/2017 Wharf Rd C/O Corporation Rd, NP19 0EB 22/05/ /06/2017 Newport (H&S) Chepstow Rd Adj Fina Petrol NP19 8AP 22/05/ /06/2017 Stn Chepstow Rd,Cnr Aberthaw Rd NP19 9BJ 08/05/ /05/2017 Tredegar S Old Market Hall, Risca NP11 6DG 22/05/ /06/2017 Blaen-Afon Road C/Olake Rd NP23 4PS 08/05/ /06/2017 Roundabout Blaen-Afon Road C/Olake Rd NP23 4PS 08/05/ /06/2017 Roundabout Blaen-Afon Road C/Olake Rd NP23 4PS 08/05/ /06/2017 Roundabout Pengam Road Cnr Fairview, NP12 3QY 08/05/ /06/2017 Blackwood High Street 55, Blackwood NP12 1BA 22/05/ /06/ sheets 21 West View Terrace; Tyllwyn; NP23 6AF 8/5/17 21/5/17 B4486 Asda Blackwood High Street Blackwood NP12 0NT 8/5/17 21/5/ Abertawe Bro Morgannwg University Health Board 48-sheets 139 High St, Swansea SA1 1LZ 05/06/ /06/2017 Date: 12/04/17 Version: 2.0 Page: 11 of 18

12 Common No 3 Fcg Morriston, SA6 8HN 05/06/ /06/2017 Plasmarl, Swansea 3 Nantyffin Rd C/O Samlet Rd/Peniel SA7 9AW 22/05/ /06/2017 Green Rd Llansamlet, Swansea (H&S) Railway Embankment Jersey SA7 9RU 22/05/ /06/2017 Road, Swansea Adj No5 Bevans Row, Swansea SA1 8PB 22/05/ /06/ sheets 8/5/17 21/5/17 (Murco/Premier) Gelli Rd; Bryn; Llawglli; B4297 SA14 9AP (Murco) Celtic One Stop; Sandy SA15 4DT 8/5/17 21/5/17 Road;A484 Gorslas Village Store; (The Square) SA14 7HP 8/5/17 21/5/17 A476 Mkt St Sde; Wyndhm Hse; Wyndhm CF31 1AB 8/5/17 21/5/17 St; A4061 (Bp/Spar) Bridgend By Pass; A48 CF31 3ND 8/5/17 21/5/17 (Co-Op) Lias Road - Wall Outside CF36 3AH 8/5/17 21/5/17 Entrance (Odeon) Bridgend Multiplex, Mcarthur Glen Designer Outlet Village (Screens) CF32 9ST 8/5/17 21/5/ Betsi Cadwaladr University Health Board 48-sheets (H&S) Gwersyllt A541 Btw Stn & Obge LL11 4ND 22/05/ /06/2017 5/7 Kinmel Street Bus Station, Rhyl LL18 1AE 05/06/ /06/ sheets (Texaco) London Road; A5 LL65 3FA 8/5/17 21/5/17 Morrisons Caernarfon, North Road, Opp Str Ent, Rt Pillar LL55 1BE 8/5/17 21/5/17 Ad-Van Location Start date End date Blaenau Ffestiniog 08/05/17 12/05/17 Date: 12/04/17 Version: 2.0 Page: 12 of 18

13 3.1.4 Cardiff and Vale University Health Board 48-sheets Cowbridge Rd East Cnr Western Ave, Cardiff CF5 1BP 08/05/ /05/2017 Bute St Cnr Herbert St CF10 5PB 08/05/ /05/2017 Cathay's Terrace C/O Maindy Street CF24 4HS 08/05/ /05/2017 (H&S) Leckwith Road/Ninian Park Road (H&S) Leckwith Road/Ninian Park Road CF11 8HH 08/05/ /05/2017 CF11 8HH 05/06/ /06/ Cwm Taf University Health Board 48-sheets Plymouth Street 73, Merthyr Tydfil CF47 0UB 22/05/ /06/ Lawn Terrace, Merthyr Tydfil CF47 8LG 22/05/ /06/ sheets Asda Tonypandy Colliers Way CF40 2YQ 8/5/17 21/5/17 Tonypandy Hywel Dda University Health Board 6-sheets (Co-Op) High Street, Fishguard SA65 9AR 08/05/ /05/2017 (Texaco/Costcutter),Llanryhstud (A487) (Spar) Bow Street (A487) SY23 5BT 08/05/ /05/2017 SY24 5AX 08/05/ /05/2017 Date: 12/04/17 Version: 2.0 Page: 13 of 18

14 (Morrisons), Parc Y Llyn, Aberystwyth SY23 3TL 08/05/ /05/2017 (Texaco/Costcutter Express) Whitbush Retail Park; A487 Morrisons Haverfordwest, Bridge Meadow Ln Havenbridge Garage, Neyland, Milford Haven, A477 SA61 2QA 08/05/ /05/2017 SA61 2EX 08/05/ /05/2017 SA73 1QZ 08/05/ /05/ Powys teaching Health Board Ad-Vans Location Start date End date Newtown 13/05/ /05/2017 Ystradgynlais 18/05/ /05/2017 Date: 12/04/17 Version: 2.0 Page: 14 of 18

15 4 Appendix Four: Campaign metrics Ubiquity Group will be monitoring smokers engagement with the Help Me Quit website and Help Me Quit associated website. This is the full list of metrics that Ubiquity and propose to use to evaluate the overall success of the campaign. We can t collect all of these data ourselves, so would be very grateful for any assistance you can give as our Health Board, Welsh Government and Local Government communications team colleagues. You will also see that some of these data can only be collected and assessed during, or shortly after the campaign closes. Scoring/Evaluation: Media Inputs Journalists engaged (No.) Media releases drafted(no.) Pre-record interviews made (No.) Case studies prepared (No.) Outputs Journalists from Welsh regional and local media engaged (No.) Key penetration of at least 1 key message in 80% of Wales national media, 90% in local media Targeted broadcast interview delivered on X number of outlets / slots at launch Reach (No.) Out-takes Positive sentiment achieved in 70% of Wales national coverage; 80% in local media coverage Retweets / shares by majority of key stakeholders Awareness of Help Me Quit brand among target audience (%) Visits to the Help Me Quit homepage to find out more (No.) Outcomes Smokers that are motivated to quit and are positive about using NHS stop smoking services (%) Help Me Quit contacts (No and % change compared to the same period in the previous year) Impact On track to reach 5% Health Board treated smoker target Scoring/Evaluation: Digital Inputs Key spokesperson video produced Infographics, photos and text produced for HelpMeQuit.Wales and social media Owned social media channels selected Facebook, YouTube and Twitter Outputs Date: 12/04/17 Version: 2.0 Page: 15 of 18

16 Facebook posts (No.) Impressions for social media (No.) Actual reach Visits to HelpMeQuit.Wales (No.) Out-takes Facebook engagements (no. likes, no. shares). Positive comments and engagement rate (%) Twitter engagements (retweets achieved and engagement rate) HelpMeQuit.Wales repeat visits, average dwell time on site, average pages per visit, bounce rate Request a call back forms completed on HelpMeQuit.Wales (No.) Outcomes Hashtag #hmqwales used by Health Boards, local government, third sector and Welsh Government Help Me Quit contacts (No and % change compared to the same period in the previous year) Impact On track to reach 5% Health Board treated smoker target Scoring/Evaluation: Marketing Inputs Comms plan and media buying for paid search, outdoor and TV advertising Planned reach of TV and paid-for activity (% target audience) Content development Costs including internal staff time, Ubiquity and media costs ( s) Outputs Planned reach achieved through paid-for activity (target 440 GRPs) Reach through paid-for search (No.) Out-takes Awareness of Help Me Quit among target audience (%) Awareness of TV adverts among target audience (%) Awareness of Help Me Quit among staff in partner organisations Visits to the Help Me Quit landing page (No.) Calls to Help Me Quit contact centre (No.) HMQ texts (No.) Outcomes Agreement with the statement support (group, 1:1 or telephone) from the NHS AND a stop smoking medication is the most effective way to quit smoking (%) Agreement with the statement support (group, 1:1 or telephone) from the NHS AND a stop smoking medication is the best way for you personally to quit smoking (%) Agreement with the statement I need NHS support to stop smoking (%) Change in National Promoter Score (%) Help Me Quit contacts (No and % change compared to the same period in the previous year) Impact On track to reach 5% Health Board treated smoker target Scoring/Evaluation: stakeholder engagement Date: 12/04/17 Version: 2.0 Page: 16 of 18

17 Inputs Stakeholder mapping completed, 240+ named key stakeholders identified Content development correspondence with stakeholders 1 stakeholder event organised Outputs Stakeholder event delivered (% of invitees attending) Communications toolkits delivered to stakeholders (No.) Key communications partnerships established with Health Boards and Local Authorities, agreeing to deliver materials through their internal, ambient and online channels (No.) Out-takes Awareness of Help Me Quit at among key stakeholders (%) Stakeholders positively engaged with Help Me Quit and aligned with their local delivery work (%) Outcomes Stakeholders delivered material on their website, intranet, social media and displayed ambient material within their buildings/estate (No.) Stakeholders reused the #HMQwales hashtag (No.) Impact On track to reach 5% Health Board treated smoker target Scoring/Evaluation: internal communication Inputs Messages and content drafted in line with organisational values Corporate stakeholders identified staff events organised Outputs Content delivered via intranet, ebulletin and event(s) Related articles/content delivered on intranet and ebulletin Page views (No.) Events held (No.), attendees (No.) and turnout (%) Out-takes Awareness of Help Me Quit among PHW employees (%) Majority feedback positive /neutural on campaign and associated pages Increase in internal traffic to Stop Smoking Wales/smoking cessation intranet pages (%) Positive score at staff event (%) Visits to HelpMeQuit.Wales (No.) Outcomes Positive that Help Me Quit is worthwhile (%) Agree that PHW supports Help Me Quit (%) Increase in PHW staff that smoke and are motivated to quit using Help Me Quit (%) Impact On track to reach 5% Health Board treated smoker target Date: 12/04/17 Version: 2.0 Page: 17 of 18

18 Date: 12/04/17 Version: 2.0 Page: 18 of 18