Insert name of presentation on Master Slide 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 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 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 – –Twitter 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