1. Be Winter Wise! Campaign
Beat flu before it beats you
Keep Warm, Keep Well, Keep Safe
Make Sure You Choose Well so that you get the right care at the right time
Be Winter Wise! Campaign

2. Sharon Harford Internal Communications Manager Lisa Harries Communications Officer

3. Existing campaigns
Identified several campaigns that we would be supporting alongside general advice about keeping healthy in winter:
Choose Well
Flu Immunisation
Keep Well This Winter
Winter Wellness Pharmacy Check
Add To Your Life –
health checks for over 50s
Integrated campaign – under one umbrella

4. How we got there Thought shower Be Winter Wise – campaign name
Needed mascot – chose owl
Owls – not specific to one season
Very trendy and in fashion
And, of course, they are wise
Naming the owl – this took the longest!
Unisex name
Will the Winter Wise Owl

5. Be Winter Wise! Be Winter Wise brought the 5 campaigns
together to ensure that:
a consistent approach was developed
all messages were heard and complemented each other
important health messages were understood by the public
we would keep people healthy, and reduce pressures on NHS services

6. Communications local celebrity support Consistent campaign brand
Launch 18th November 2013 – enlisting
local celebrity support
Consistent campaign brand
Patient information screens
Engaging local and hyperlocal media with
health and wellbeing features
Web pages, social media, QR code
Pop up ad on South Wales Argus website
Campaign screen saver/ signature for staff
Christmas and New Year messages

7. A&E is Such a Special Place
Producing a video presented by 6 year old ‘Dr Olivia’
– ‘A&E is Such a Special Place’

8. Evaluation/Feedback
  Over 2,000 views on YouTube
Over 30,000 views on Facebook, 800 shares, 223 likes, 56 supportive
comments and a reach of 74,464
More importantly:
Olivia – “an effective campaign spokesperson”
(Facebook)
“real tonic” and “ticks the right boxes in the test
for an effective communications tool.”
(South Wales Argus)
Olivia interview – broadcast on ITV Wales

9. Evaluation/Feedback
“Not only are your tweets working, but your web pages are fab. I’ve
just clicked on your Be winter wise tweet and found your Keep Warm,
Keep Well, Keep Safe page. This is brilliant. Would you mind if I
copied some of the info which we don’t have? I promise I won’t
kidnap your Winter Wise Owl even though he is very cute!” (Member
of another Health Board Comms Team)
Evidence - members of the public more likely to ask if they have
come to the right place to receive treatment
Positive staff feedback - campaign has helped get key messages out
Welsh Government contacted us to develop Be Winter Wise! nationally

10. Budget and Cost Effectiveness
Be Winter Wise! - delivered in-house by the Communications
Team, with support from a freelance PR consultant already
contracted to work on another Health Board project
Direct costs of the campaign – around £700 for promotional
literature, bannerstands and badges
Video filmed and edited by a staff member
‘Dr Olivia’ is the daughter of a staff
member. Her mum took her to
McDonald’s as a thank you for her
starring role.
The Communications Team is proud
to say their much-admired video
“only cost a Happy Meal.”

11. What happened next?
Following the resounding success of Be Winter Wise! -
June - developed ‘Be Summer Savvy’
with summer health messages
November – Relaunch of Be Winter Wise
New campaign materials
Developed a new video for 2014
Launch of Be Winter Wise 2014 and
video at local GP surgery –
27th November

12. Dr Olivia’s Guide to A&E: Is it Really an Emergency?
Our new video
Dr Olivia’s Guide to A&E:
Is it Really an Emergency?

13. Evaluation – one week on! ...
42,544 views on Facebook (30,000)
390 Likes (223)
48 comments (56)
1,021 shares (800)
Reach of 157,000 (74,464)
Over 1,200 impressions of the first Twitter post
2,139 views on Youtube (2,071)
Blog by a former CEO of a large Boston Hospital
“The ... (video) might be the most adorable video in the health care world. The purpose is to help people understand that a visit to ... A&E ... might not be the best path for treatment of certain ailments”

14. Facebook comments
“Let's see it on the Welsh and National News and run it prime time... Made me smile - so cute but such an important message - if you value your NHS services look after them...”
“What a fantastic video and it certainly gets the message across. This video should be on the news to get the message across to the whole of the UK!”
“Please put this on TV to educate a wider audience. It is essential that people choose well to provide the emergency care for those who really need 'emergency care' and not stubbed toes!! Perhaps if all LHB's got together they could share the cost of advertising.”

15. Conclusion Evolving campaign Already planning on taking Olivia to
Pharmacy
GP OOH
Minor Injuries
Watch this space ...

16. Questions