a better u - Communications Strategy

Published November 2023An accessible strategy document from southtyneside.gov.uk

Introduction

The purpose of this strategy is to develop a planned and effective approach to marketing 'a better u' (abu). This includes communications with staff, partners, members, media, and residents within South Tyneside.

This strategy sets out:

what we aim to achieve through our communications
the way we plan to develop communications in South Tyneside
our target audience
how we will engage with residents.

Marketing vision

The marketing team will work with partners to provide a campaign webpage that will signpost residents to health and wellbeing information and support in South Tyneside. Providing residents with everything they need to:

feel happier and healthier
look after their physical and mental wellbeing
take the best care of themselves and others.

Our Approach

South Tyneside Council and partners will engage with residents by communicating effectively with them. We will listen to their views, concerns and ideas and provide clear, up to date information from trusted sources, which links to Our Council Values and Behaviours Framework approach.

Communications will be aimed at all residents and also broken down into these targeted audiences:

Communities (Green)
Health/Clinical (Blue)
Children and Young People (Orange)
Adults (Purple)
Older Adults (Pink)
Families (Yellow)

This strategy includes a variety of communications activity aimed at large external audiences, as well as internal communications with staff and Council members.

The aim of 'a better u' is to be personalized, pro-active and fair. Working with external partners we are building easy ways to help all our residents maintain their independence and wellbeing using their strengths and community resources. This will help to reduce health inequalities and help people to live longer, healthier, happier lives.

This strategy will be regularly reviewed.

Partners

Key partners:

Community health providers
The NHS Foundation Trust
Joint Commissioning (South Tyneside Council and Integrated Care Board)
South Tyneside Council
- #LoveSouthTyneside
- Best Start Alliance
- Living Better Lives
South Tyneside Pledge
Mental Health Providers
Voluntary Sector Organisations

Branding

The branding is a simple logo using an overarching brand colour (teal) and also individual colours for the audiences listed above.

The logo can be used alongside all partner logos.

'a better u' is the overarching branding for health and wellbeing in South Tyneside. The brand will be shared across the system relevant so all partner and council communications will link to 'a better u'.

Aims over the next two years

Increase understanding and awareness of what 'a better u' is
Increase partnership working across the system
Build recognition of 'a better u' as a trusted self-care brand
Identify target audiences and appropriate channels of communication
Support people to lead healthy and fulfilling lives in their own communities
Encourage positive behaviour change for health and wellbeing
Help to reduce health inequalities in the borough
Improve communication with residents
Link abu messages Council’s vision for health
Provide accurate, up to date and trusted information
Promote available services
Embrace the principles of health literacy

Communication approach

'a better u' campaign page that will signpost residents to health and wellbeing information and support in South Tyneside.
'a better u' Facebook and twitter page and link with partners
Communications will follow the principles of health literacy to ensure messages are understood by as many residents as possible (the average reading age in South Tyneside is 9-11 years)
Messages will be consistent
Evidence based - case studies, statistics and storytelling will be used to illustrate messages wherever possible and made relatable to the audiences.
Demonstrate the success of our work by promoting achievements.

Key issues

'a better u' was launched in conjunction with Self-Care Week in November 2022, following the completion of the website.

The website needs to be updated regularly to ensure information is accurate and telephone numbers/web links checked to ensure that services are up to date, relevant and still available.

Communicating key messages

Promote health messages to encourage positive behaviour change
Promote becoming 'a better u' champion
Promote Key contacts for relevant services/groups
Promote www.southtyneside.gov.uk/abetteru

Campaigns

Promote health and wellbeing campaigns and messages on all aspects of health, wellbeing and self-care. This will include:

Sharing national health campaign messages to residents, telling people what local services are available and where to find them
Social isolation, mental health information and suicide awareness and preventions
Managing long term conditions
All community health and wellbeing activities available to improve health
All Alliance health and support groups
Ageing Well
Help at home
End of life care
Support for additional needs
Mental health
Pathways from education to employment

A large part of the communications will take place at local community venues. It will also include promotion of the abu Champions and how people/groups can sign up and get involved. These venues will be used for consultation work related to health and wellbeing topics, for example local surveys.

The national campaign calendar will be used to inform the timing of some of the communications. These promotional materials will be used alongside more localised messaging using the abu branding.

Target audience

Internal

Staff
Members

External

MPs – Emma Lewell Buck and Kate Osborne
All residents – whole life course approach
Media (print and broadcast) – Local and Regional
Alliance partners
Contractors/providers of health and social care
Health and Wellbeing services
Voluntary and Community organisations
Businesses – Encourage engagement with abu champions, Better Health at Work Award and The Pledge
Carers and Carer groups
Education
Faith Organisations
Youth Services
Sport and Leisure Facilities

Digital marketing

The amount of time people spend on their electronic devices increases every day. In order to make residents aware our key messages will be promoted heavily online.

This includes:

Social media
Viva Engage (South Tyneside Council and Homes Staff)

Social media

Follow trends, hashtags, engage in conversation and pay attention to what people are talking about on social media. Monitor shares and likes, RT etc. Answer any queries, direct people to website pages and listen to what resident is saying.

This will link to content marketing. The content can live anywhere online including Tweets, YouTube video, blogs etc. Content Marketing works because it melds together exceptional content with other types of digital marketing like SEO and Social Media Marketing. Content marketing is an ongoing practice. It’s about engaging and educating your consumer to build brand recognition, trust, and equity.

Influencer marketing

Influencer marketing uses people with an enormous online reach considered experts by our target market to drive traffic and sales. Influencer marketing is popular on social media channels like Instagram and Snapchat.

Case studies

Case studies are the best form of communication for awareness. They can make your project or campaign stand out and provide a level of trust. They are a credible way of showing the difference you can make, using examples the people can relate to and understand.

Case studies can be used online, website, social media, blogs, success stories and as evidence. They underpin the brand by illustrating what it stands for. Research shows that emotions play a major part in delivering engagement and influencing choices.

Case studies provide a message, a call to action or an emotive response. Case studies with real people and a link or information for more information, advice or support has proven to be more effective than other forms of marketing.

Action Plan

The following action plan has been developed to support the communications strategy.

Background: Don't assume that your audience are familiar with all the ins and outs of the topic. Create content that is relevant to the audience and break down each step. This will help the audience understand the issues being discussed.

Number	Action	Owner	Timescale
1	Set up website with links to partner websites and pages. Identify national campaigns and link from web page	Public health Web team Marketing	2019 Campaign Page complete November 2022 - links to Health and Wellbeing pages.
2	Create a toolkit which clearly sets out what the logo can be used for, when it can be linked to adult and children services etc. How businesses can use it etc.	Public Health Marketing Design	2019 Brand guidelines complete October 2022
3	Internal communication with staff. This will be ongoing and will include all staff emails, Intranet, posters etc. These will focus on 'a better u', how staff can get involved - encourage staff to tell their stories of stopping smoking, losing weight, managing diabetes, parents with strokes etc.	Public Health Marketing	2019 Started November 2022
4	Communication with members Members comms, emails and leaflets	Public Health- Tom Hall?	TBC
5	Identify key ambassadors linked to health, teams within the Council and Public Health as well as external community groups and businesses linked to health across all ages e.g. Harriers	Public Health Marketing	2019 Started in 2022 – Promotion of Public Health (inc. abu) at Staff inductions. Promotion by abu champion’s network Began recruitment of community champions Links with The Pledge
6	Promote health and wellbeing in South Tyneside using the website as one point of information	ASC Marketing Public Health	2019 Started November 2022
7	Communication with partners, residents, carers and wider community through various channels of marketing including social media, resident newsletter, e-newsletter, website, hard copy leaflets etc. (see comms plan)	Public Health Marketing Press Web	2019 Started November 2022 - Ongoing
8	Ongoing communications linked to campaigns both nationally, regionally and locally	Public Health Marketing	2019 Started November 2022 – Ongoing Use of national and localised messages to support campaigns

Forward plan

National campaigns will be supported when they have relevance to South Tyneside. For example, Dry January, Stoptober, Better Health, Every Mind Matters and Seasonal Health. Information of South Tyneside groups/services/stories etc. will be used to localise the campaign messages.

Additional campaigns will be supported on an ad hoc basis if they’re relevant to the health and wellbeing concerns of the borough and could help to reduce health inequalities. Examples could include prevention messages such as screening promotion or campaigns relevant to poor outcomes in the borough such as smoking in pregnancy.

Budget

The below schedule is based on a no/low-cost basis.

Targeted paid for advertising is a potential for 2023/24 if funds can be allocated before the end of the financial year due to remaining funds in the Covid Champions budget code.

This could be used for:

Transport Ads (Bus Stops, metro stations, plasma screens, bus backs/sides, metro panels)
Cinema Advertising
TV/Radio Advertising
Social Media Advertising
Newspaper Advertising
Dedicated website

This budget is time limited and finite.

Communications Plan

Communications should be agreed as soon as possible.

This plan is based on communications starting late in 2022.

General awareness (internal)

Date	Activity	Target audience	Cost	Responsible	Notes
Intranet
	A section on the staff Intranet with a link to the new website set up alongside the toolkit (corporate guidelines) of when the logo can be used. Examples will be provided.	Staff	FOC	Web team Public Health	Brand Guidelines complete and shared with design team – Nov 2022 Campaign Website completed November 2022 Intranet section – Early 2023
Electronic
	All staff email to staff – announcing brand, principles and link to Intranet and external website *These will be ongoing and will engage staff by asking them to become champions and tell their story – stop smoking, losing weight etc. Positive findings and outcomes will be communicated	Staff	FOC	Public health	Inclusion in Staff Briefing Email – November 2022 Viva Engage Posts – November 2022 and ongoing Sway emails – early 2023 and ongoing
	Plasma screens – brand with link to the website *These will be updated on a regular basis asking for staff stories, changing key messages, supporting national campaigns, promoting local groups etc.	Staff and members	FOC	Public Health Design	Sent to comms and ICB contact November 2022 Ongoing
	XA3 Posters Posters for back of toilets and in key areas across Council and Homes including leisure and libraries	Staff		Public Health Design	Posters Printed November 2022 Distribution to council Buildings – early 2023
	XA5 Leaflets Leaflets promoting the new website as a one place for everyone to find health info and groups	Staff Members Residents		Public Health Design	To do Champions Flyers printed 2022
	Staff drop-in workshop in Town Hall or canteen for staff to find out what 'a better u' is and how they can get involved, where health info can be found etc.	Staff	FOC	Public Health	To do Incorporation to PH staff induction materials
	Case studies – videos of staff talking about their story, their job, working together through the alliance etc. These will be uploaded on YouTube and shared on website	Staff	FOC	Public Health Marketing	To do
	Staff briefing – key campaigns, stories, and campaigns etc.	Staff	FOC	Public Health	November 2022 Ongoing
	Payslip – promote key messages *These are not guaranteed	Staff	FOC	Public Health HR	To do – Jan 2023
	Members comms
	An email to members will be sent so any members who cannot make the members comms session will be aware of what is happening and how they can support the campaign.	Members	FOC	Public Health – Tom Hall	Lead member briefings ongoing Early 2023?
Ambassadors
	Staff asked to be 'a better u' health and wellbeing champions and help to promote health messages in the Borough. Champions will receive fortnightly email update bulletins and meet monthly to discuss stories and share information. Each service should volunteer a champion.	Staff	FOC	Whole Council and Homes	To do Link to BHAWA and Health Advocates

General Awareness (external)

Background: Not many residents are aware of what 'a better u' is. The aim is to build awareness of, and trust in, the brand as the 'go to' place for health, wellbeing and self-care information and support in South Tyneside.

Date	Activity	Target audience	Cost	Responsible	Notes
Website
	Web team to set up a campaign website page for 'a better u' – this will stand alone from the council website. Links to the Council website and vice versa will still exist but this will be the main point of call for health. A campaign can be updated, support group info changed and key campaigns can be linked to easily including local, regional and national. Strong links to ICB, NHS information and regional/national health and wellbeing campaigns. Positive stories/Case Studies on specific campaigns. Real people including staff and residents telling their stories. Promote self-care messages. Link with community groups. These will be linked to seasonal and national campaigns.	All	FOC	Web team Public Health	Campaign Website completed – November 2022
Comms start early 2023	Editorial
	Two pages in the June resident newsletter. Double page promoting 'a better u' with a link to self-care. Focus on recruiting health and wellbeing champions. This will be part of the 4 health pages.	All	FOC	Tori Hunt	Dates Needed
	BECG – Spread the Word. This is South Tyneside.We are investing in innovative ways to improve the health and wellbeing of residents. Health & Wellbeing stories will be sent to Nat Johnson for BECG consideration to gain national coverage, articles in specialist publications All of the case studies around 'a better u' will be sent across for consideration.	Trade press National press Central Government Conferences	TBC	Public Health Partners Press Marketing	Ongoing. All potential stories and case studies with stats to be sent across. Stories and case studies used when appropriate and fit into other articles to make them stronger.
	Press
	Ongoing press releases– sent to local and regional media Health, wellbeing and self-care press releases will be linked to 'a better u'. Stories as/when needed. Campaigns and health statistics to be part of wider comms.	All residents, visitors, members and staff	N/A	Katrina Wilkinson Diane Walker Tori Hunt	Press team to lead and support and provide statements and opportunities where possible
	Filming
	Ongoing films Film all positive case studies, interview staff, stories of difference, promote key achievements of partners and link into national campaigns. Real stories and real people are key to positive links with residents' behaviour change		FOC	Public health Marketing	Animation video being produced by Wriggle – for completion December 2022 Introduction video from Tom – December 2022
	Electronic
	Email to key partners and community groups Promote 'a better u' with link to website, toolkit		FOC	Web team to set up a campaign email	Information shared with 'a better u' Champions Network (formerly Change4Life) Fortnightly email update to 'a better u' health and wellbeing champions
	E-newsletter to 25,000+ subscribers Two articles to 25,000+ subscribers. Promote 'a better u' – including recruitment of champions, case studies			Web team Diane Walker Tori Hunt	Ongoing – Upcoming Dates needed
	Summer Festival screen – promote 'a better u' at the summer concerts – estimate 10,000 people with link to new website			Tori Hunt Marketing
	A194 and King Street digital screens A forward plan of messages in place to promote 'a better u' and key messages. King Street can display moving videos and can have text as it’s the view people will see rather than driving past.		May be slight charge for moving display	Public Health	Artwork sent to comms December 2022 Ongoing – change every 3 months – next due March 2023
	Plasma Screens – 'a better u' plasma to promote what 'a better u' is and link to website. These will be updated every few months with key messages, case studies, statistics, support groups etc. *These will be displayed throughout South Tyneside		FOC	Tori Hunt	In council buildings, leisure, libraries, Community centres, GPs, hospital and schools where possible. Artwork sent to comms/ICB – December 2022
	Drive-in movie screen 'a better u' screen at all drive-in movie events- promote two different screens. One for children with best start focus and one dedicated for adults with living better lives focus. Both will be 'a better u' linked with specific health messages.		£100	TBC
	Email to all schoolswith an electronic version of leaflet/pack explaining how they can be part of 'a better u', overall aim of improving children’s health and to promote the website to parents		FOC	Education/ School Governors	Speak to members who are on school governors and ask them to promote the website and encourage school involvement.
	Healthier Times – electronic newsletter to subscribers promoting health. Ongoing messages linked to a forward plan agreed by project group		FOC	Diane Walker / Tori Hunt	Article in December 2022 edition Ongoing promotion in future editions
	Social media: Create a new Facebook, twitter, Instagram, and snap chat page. Facebook/Twitter- awareness on Council and Homes to promote and share stories Forward plan of messages. Partners will be encouraged to like/share/comment on posts. Promote national campaigns but tailor them to make them South Tyneside specific – local stats with information for where they can go for advice and support Case studies – videos, interviews and even simple ‘Meet the team’, who we are and what we do. Promote self-care and prevention messages to promote positive behaviour change. Share blogs from trusted sources about health and wellbeing.	All		Public Health	Facebook and Twitter accounts changed from Change4Life – November 2022
	Events and drop–in events shared on Council’s What’s On Guide on website as well as promoted on social media and through plasma screens. Key groups identified and will be sent a leaflet with key dates (A5, double sided) Press releases Mayor/members endorsement	FOC		To update info on what’s on	Ensure maximum coverage 'a better u' champions network launch on 14^th November (Self-Care Week) Christmas drop in on 19^th December Bi monthly health and wellbeing drop ins
	Printed materials
	An information pack the pack will be provided in a branded paper carrier bag and will include a poster, 'a better u' information leaflets, promotional items (e.g., pens etc) current health campaign information and support groups available, local groups in South Tyneside and how to sign up as a champion to get involved with the campaign, upcoming events etc. Inclusion of promotional materials such as pens/pencils etc	Attendees of events/drop-ins		Public Health Action Advertising	Ongoing – available in early 2023
	Printed materials: A3 Posters x 250A4 Posters x 500 A5 leaflet x5000 – Info on becoming 'a better u' champion and sign-up form Pop-up Banners x 6 – For abu Drop-ins, Cleadon Park Library, Town Hall reception and Simonside climbing Wall	Various audiences including family	5000 A5 double sided flyer £120 6 pop-ups £540 500 A4 posters £65 250 A3 posters £53 1000 Christmas Booklets £399	Print and Design Tori Hunt	A3 & A4 Posters, A5 Flyers and 6x Pop Up banners printed November 2022 Christmas booklet (rebranded from C4L) printed December 2022 Ongoing
	Letter A letter to all school Head teachers about 'a better u' and how they can support health for young people in South Tyneside	Schools	FOC	Public Health Education
	Banner on foreshore during summer – heavy footfall during the summer months. Key placement opposite fair railings, park gates or Bents Park railing to promote the website promoting 'a better u' website	All	£75 each. 1mx3m standard	Public Health	One to go along the seafront/ near the promenade.
	Selfie frames x2 different selfie frames to be used at events, in public, at drop-in, in schools and all shared through social media, e-newsletter and magazines etc. Team promotion required	All	£100 - TBC	Print and design Tori Hunt
	Summer Festival Programme Part of the Summer programme an advert form within the A5 leaflet with key dates on (part of the 20,000 distributed) Leaflet: Own leaflet with promotion ready to distribute on day with key health information. Possible competition to engage children. Possible free promotional materials	Residents / Children / Families	Costs TBC	Events Marketing Public Health Print and design
	Great North Run – Central Motorway A good luck runners with 'a better u' logo and weblink	Regional	Est: £500
	Banners: X1 in prominent position to promote 'a better u' – seasonal message. immunisations, lose weight, diabetes etc.	Residents / Visitors	£75 each 1mx3m standard
	Fireworks promotional leaflet: A small advert promoting 'a better u' in the fireworks leaflet		£100	The Dunes and Ocean Beach Pleasure Park Marketing
MISC
	Photographer – take promo pics Attend events throughout borough throughout the year – promo activity	Different audiences	£85 per hour	Public Health	Photography produced as part of contract with Wriggle (Oct 2022) Photography completed by Craig Leng (Sept/Oct/Nov 2022) Ongoing – Engage with local community groups – emphasis on real people, places and services.
Adverts
	Half page - Primary Times Newcastle, Durham, Sunderland, Gateshead	Families	£1,375	Marketing	115,000 copies to parents/children in local and regional area
	X20 bus sideliners- Newcastle, Sunderland, Durham, Shields and North Tyneside	All	*EST: £4,000	Marketing	TBC Artwork to be briefed.
	Transport Ads (Bus Stops, metro stations, plasma screens, bus backs/sides, metro panels) Cinema Advertising TV/Radio Advertising Social Media Advertising Newspaper Advertising Dedicated website
Events
	Summer Festival Events Banners/Pop-ups/Leaflets/Give aways
	Fun Days A number of fun days take place across the summer and while these are not part of the summer festival the majority of these are supported by Council or Homes. Banners/Pop-ups/Leaflets/Give aways
	Great North Run Finish Line Banners/Pop-ups/Leaflets/Give aways
	Christmas Fair at Haven Point Banners/Pop-ups/Leaflets/Give aways Speak to Groundwork to find out if there is an opportunity to be at the Christmas fair promoting seasonal messages such as immunisations, use Pharmacy, when to call 999 and go to hospital etc. Info on local community groups in the Borough	Residents and visitors

A detailed communications plan will be produced each year depending on budget available, national campaigns, regional inequalities and event schedules.

Key dates

Elder Abuse Day
Carers Week
Great North Run and Junior Great North Run
World Mental Health Day
Oral Health Day
Aids awareness
Breast Cancer
Young Carers (Jan 30)
No Smoking Day
Stoptober
International Day of Women’s Health
Child Abuse Prevention
Autism Day
Alcohol awareness week
Dry January
National Stress Day
National Volunteer Week
Asthma – May
Better sleep month – May
Foster fortnight
Adoption week
Men’s Health Month
Dementia Action week
Domestic Violence day (white ribbon day)
International Older Persons’ Day – October
World Mental Health Day
World Aids Day
Blue Monday
Mental Health Awareness Week
Children’s Mental Health Awareness Week
Maternal Mental Health Awareness Week
Breastfeeding Awareness Month
Winter Health
Summer Health

Evaluation

Evaluation is an essential part of this communications plan and should be carried out throughout the campaign so we can continue with successful methods. These include monitoring web page hits and responses from residents.

Evaluation which we can monitor:

using google analytics to monitor web page hits, find out if people stayed on a page or bounced
cookies to find out where they went next or where they came from
Facebook and Twitter followers
YouTube video hits
event attendance
competition entries.