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

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

Context The functions of the Wales Centre for Health (as defined in the Health 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

Approaches • • • Media Websites/Networks/Newsletters Publications Events/ Conferences Specific Projects- e. g. Community Approaches • • • Media Websites/Networks/Newsletters Publications Events/ Conferences Specific Projects- e. g. Community Health Information Project • “Hot Topics”

What are “Hot Topics”? • • Free format to be reactive to current issues 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 WCf. H • Positive health messages

Food and Fitness for Children and Young People • Objectives – to raise awareness 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

Food and Fitness (2) • Methodology – Leaflet distributed to all parents of children 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

Website • • • daily web articles were featured on our website which covered 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.

Booze up: The Low Down • Objectives —To improve awareness of personal safety before, 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

Booze up: The Low Down (2) • Methodology –Poster –Info cards –Media attention –Website Booze up: The Low Down (2) • Methodology –Poster –Info cards –Media attention –Website

Healthy Me/ Iechyd i Mi • Objectives —To encourage the public to contact WCf. Healthy Me/ Iechyd i Mi • Objectives —To encourage the public to contact WCf. H —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

Healthy Me/ Iechyd i Mi (2) • Methodology – Month long competition via new Healthy Me/ Iechyd i Mi (2) • Methodology – Month long competition via new technologies (text, freephone, email) and old ones (radio interviews, press releases, bilingual adverts in local press) for top health tips – Jo Blog online web diary

Green Spaces – A Pathway to Health • Objectives – To explore what actions 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

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

Key Lessons Learned • Good cooperation and buy-in with Welsh Assembly Government at all 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

Key Lessons Learned • New audiences reached • Connectivity and creation of a persona 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

Taking these lessons into a Unified Public Health System • • Communicating with the 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”

sue. mably@wch. wales. nhs. uk www. wch. wales. nhs. uk sue. mably@wch. wales. nhs. uk www. wch. wales. nhs. uk