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LIncolnshire Pandemic Flu Communications Workshop 10 February 2009 PANDEMIC FLU LIncolnshire Pandemic Flu Communications Workshop 10 February 2009 PANDEMIC FLU

Stuart Notholt NHS Implementation Communications Manager Department of Health PANDEMIC FLU Stuart Notholt NHS Implementation Communications Manager Department of Health PANDEMIC FLU

Research provides us with several insights… § There is very little, if any, awareness Research provides us with several insights… § There is very little, if any, awareness or understanding of pandemic flu § There is a lack of confidence in Government messaging § Friends, family or trusted members of their community likely to be initial source of advice § Many people will act in their own self-interest § A significant proportion of the population is likely to panic PANDEMIC FLU

The overall challenge for measured engagement’ communications § ‘Measured Engagement’ – – Timely Information The overall challenge for measured engagement’ communications § ‘Measured Engagement’ – – Timely Information appropriate to the level of risk Relevant but not panic-inducing Responsive PANDEMIC FLU

The WHO phases provide a framework for communications: WHO 3 Rare human cases, no The WHO phases provide a framework for communications: WHO 3 Rare human cases, no human: human transfer PANDEMIC FLU WHO 4 Small outbreaks limited human: human transfer WHO 5 WHO 6 Larger outbreaks human: human transfer established Pandemic confirmed

Research has identified that each stage is associated with a different mood: ‘Vague worry’ Research has identified that each stage is associated with a different mood: ‘Vague worry’ WHO 3 ‘Alarm bells’ WHO 4 ‘Air raid siren’ ‘Panic stations’ WHO 5 WHO 6 Many will remain unconcerned Little knowledge but if flu outbreak in Asia Hunger for information much confusion re Active info-seeking Suspicion of Govt types of flu from concerned panickers approach Vocal ‘experts’ inform Exaggeration and Threat becomes real for opinion misrepresentation of threat many Remote concern and how to control it PANDEMIC FLU Proper fear sets in Panic-driven behaviour changes, especially when threat is local Rumours and scaremongering ‘ruthless’ creativity to 6 circumvent system

Respiratory and Hygiene 2007 Media Activity: Bus panels, Tube and train card panels, Supermarket Respiratory and Hygiene 2007 Media Activity: Bus panels, Tube and train card panels, Supermarket 6 sheets Screensavers in Offices PANDEMIC FLU 7 15 March 2018

Dirty Bertie PANDEMIC FLU Dirty Bertie PANDEMIC FLU

Managing public (and internal) messages PANDEMIC FLU Managing public (and internal) messages PANDEMIC FLU

Manage the Pandemic PANDEMIC FLU Manage the Pandemic PANDEMIC FLU

Comms Strategy by phase: WHO 3 Building good RHH behaviours WHO 4 Making the Comms Strategy by phase: WHO 3 Building good RHH behaviours WHO 4 Making the link with Pan Flu Stakeholder & media engagement RHH Advertising RHH PR Door Drop 1 Automated information line & digital strategy WHO 5 WHO 6 Getting the nation ready Managing the Pan Flu crisis Pan Flu education, advice & measures Advice reminders Pan Flu updates Door Drop 2 Automated information line & digital strategy National broadcast paid & unpaid channels National & local media briefings NHS Number Awareness & recruitment – PCT pilot PANDEMIC FLU NHS Number Awareness & recruitment – PCT rollout Govt News Coordination Centre 11 15 March 2018

NHS Communications § SHAs and local NHS Trusts are responsible for managing the local NHS Communications § SHAs and local NHS Trusts are responsible for managing the local communications response to Pandemic Influenza-related healthcare issues. – Provide local support and reinforcement to overall strategic initiatives, eg: • • • RHH Door Drops Pandemic Flu Information Line National Pandemic Flu Line Service Collection points – Internal communications: provide advice, support and information to staff, primary care contractors and other partners – Collect, collate and disseminate information on the local health situation PANDEMIC FLU

Communications assets § A number of comms assets exist or in development – – Communications assets § A number of comms assets exist or in development – – Flu. News Flu. Forum Regular DH flu bulletin to SHA flu leads NHS Comms flu pages PANDEMIC FLU

The communications planning structure § National (DH and contingency) plans § London Health Community The communications planning structure § National (DH and contingency) plans § London Health Community Pandemic Flu Communications Framework § All local Trusts need to update/write the Pan Flu communications plans PANDEMIC FLU

NHS staff are people too § Public concerns coming out of research § Same NHS staff are people too § Public concerns coming out of research § Same concerns as being expressed by NHS professionals – Eg National Pandemic Flu Line Service – Contradictory messages – ‘Internal’ comms the most difficult part of the comms mix § Follows that if we can put in place comms measures that reassure the public, we’re also building confidence among our own people – PANDEMIC and FLU vice-versa

What works for the region? § How might Lincolnshire comms look different to those What works for the region? § How might Lincolnshire comms look different to those in, say, Cornwall or Bristol? § How does the picture differ across the county? § We all know each locality is different – OK, how? PANDEMIC FLU

Flu Line patient pathway Pre Pandemic Social Care Pandemic Approach Standard Individual Process NHS Flu Line patient pathway Pre Pandemic Social Care Pandemic Approach Standard Individual Process NHS Implementation Pre Pandemic Approach Symptomat ic Individual 1. ENGAGES: Individual (or representative) contacts Flu. Line 5. PICK, PACK & SHIP: Stock is selected, packed and transported Flu. Line Flu. Friend presents URN to collection point on behalf of Individual 3 rd Party Supplier 4. RECEIVE ORDER: Orders are received and 3 rd Party Supplier consolidate d PANDEMIC FLU 2. VALIDATE ID: Individual provides health number 3. CONDUCT 4. AUTHORISE ASSESSMENT: Individual’s COUNTERMEASURE: eligibility to receive Individual is given URN and Antivirals for treatment is collection information Flu. Line assessed Nurse supports Contact Centre Agents with queries Individual receives URN 6 b. DELIVER TO INDIVIDUAL: Flu. Friend Flu. Frie delivers nd Antivirals to Individual Standard Supply Process Communications Pre Pandemic Approach During Pandemic 5. ISSUE: Antivirals are issued to Flu. Friend on behalf of Individual Collection Point 6. CONFIRM RECEIPT & PUT-AWAY: Stock is received, reconciled with order and stored Collection Point 3. VERIFY ORDER: Order is accepted, rejected or adjusted nationally National Coordination Centre SURVEILLANCE & MONITORING MONITOR IMPACT: Predicts future cases and their geographic spread. Assesses clinical severity and informs policy on managing complications Real-life HPA modeller MANAGE STRATEGIC SUPPLY: Monitors efficacy of clinical countermeasures involved in Response. Monitors depletion and recommends changes to Real-life distribution protocol modeller HPA 6 a. UPDATE STOCK POSITION: Stock levels are updated Collection Point 1. PLACE ORDER: Order is placed based on minimum stock threshold and volumes issued Collection Point 2. CHECK ORDER: Order is accepted, rejected or adjusted locally PCT Coordination Centre UK Operating Services MHR A MONITOR HEALTH AND SOCIAL CARE PRESSURES INTERNATIONAL LIAISON: Provides/receives international status information and maintains WHO phase specific algorithm HPA COMMUNICATION Stock Tracking Capability HPU s, ONS WHO DECISION-MAKING = External Interface

eg: challenges for mental health patients anxiety § High level of § Reliance on eg: challenges for mental health patients anxiety § High level of § Reliance on consistency – Eg regular counsellor, therapist – How communicate that regular carer may be ill? – How communicate in actuality of carer being ill? § Poor uptake of medication – Will they take antivirals? – Poor ability to self-care § Effects of Pandemic Flu – – – Threat Actuality Enhanced anxiety/depression/self harm Longer-term depression and other health consequences? General rise in mental health vulnerability? PANDEMIC FLU

Can we use stakeholders to support Pandemic Flu communications? people to become ‘Flu § Can we use stakeholders to support Pandemic Flu communications? people to become ‘Flu § Pro-actively encourage Friends’ to vulnerable patients? § Issues around advocates and advocacy? § Piggyback on the specialist communications channels used by service providers? – – eg MIND MHF Shelter Learning and behavioural disabilities charities PANDEMIC FLU

Audiences outside the ‘mainstream’ § Mainstream national communications channels including – – – § Audiences outside the ‘mainstream’ § Mainstream national communications channels including – – – § Advertising Digital strategy Pandemic Flu Information Line National Pandemic Flu Line Service Door Drop leaflets How do we ensure needs of vulnerable or inaccessible patients, their families and carers are met? – – Messages Channels – building on existing communications routes PANDEMIC FLU

The communications planning structure § National (DH and contingency) plans § London Health Community The communications planning structure § National (DH and contingency) plans § London Health Community Pandemic Flu Communications Framework § All local Trusts need to update/write the Pan Flu communications plans PANDEMIC FLU

Some pitfalls… § Plans that simply change the date on 2005/6 planning will fail Some pitfalls… § Plans that simply change the date on 2005/6 planning will fail § Make sure that updated plans read through for consistency § All plans must include response to ‘green matrix’ checklist of requirements… § …otherwise will fail communications part of Self Assessment exercise PANDEMIC FLU

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