The shortlisted entries for this award have shown their creativity and innovation in the use of digital and social media to promote their staff flu vaccination campaign. Over the last few years online communities such as #WeNurses have paved the way for using digital and social media platforms to engage with frontline NHS staff and the trusts below have followed their lead to build momentum and buzz around their local flu fighter campaigns.
Barnet and Chase Farm Hospitals NHS Trust
Barnet and Chase Farm Hospitals produced a cover version of Mariah Carey’s Christmas classic ‘All I Want For Christmas Is You’ to generate publicity for their annual staff flu vaccination campaign. The video amassed over 20,000 YouTube hits with almost half of these coming from overseas.
Some 80-100 staff members, patients and visitors took part in the filming. This helped generate interest in the video and had a positive impact on staff morale throughout the trust, as so many people knew a colleague on the screen. Facebook, Twitter and both local and national media played a huge part in the film’s success: it saw coverage in the Metro, the Guardian and the Nursing Standard. Twitter use was still in its infancy at their trust but the number of followers rose by almost 60 per cent in the weeks that the video went viral.
Manchester Clinical Commissioning Groups
Manchester North, Central and South Manchester Clinical Commissioning Groups team has used social media to not only support national campaign again but engage and promote awareness amongst NHS staff, patients, carers and the public across the country using the digital platforms of Twitter, Facebook, YouTube and Pinterest.
The communications and engagement team registered #McrFluSafe13 with Symplur Healthcare Hashtags so analytical data would be available for the Manchester Flu Safe campaign. The data from the campaign showed that #McrFluSafe13 was used in 947 tweets by 353 participants which made 5,548,748 impressions. This team has used social media to combat the challenge of limited resources, and have shown that this can be a cost effective way to engage with staff, patients and the public.
Oxford University Hospitals NHS Trust
This year Oxford University Hospitals NHS Trust have, for the first time, used digital media to promote the programme to staff, patients, stakeholders and the wider health community. Their external digital communications have stimulated media coverage of the campaign during the pre-Christmas period due to their ‘Wrap-Up-For-Christmas’ twitter and Facebook campaign.
For this trust, the use of digital media resulted in messaging extending to hard-to-reach staff groups and a non-traditional audience which helped motivate uptake and continued to stimulate press interest.
The use of twitter and Facebook also provided Oxford University Hospitals NHS Trust with a daily snapshot of the progress of the national programme and their contribution and place in it.
University College London Hospitals NHS Foundation Trust
This flu team launched an innovative Instagram campaign as part of a broader, multi-channel communications strategy to encourage their 7,000 staff to get vaccinated. Staff were invited to upload 15-second video clips explaining why they had their flu jab and to motivate colleagues to do the same. 40 videos were uploaded and featured over 60 participants.
There have been 3,651 views of the video webpage from 2,660 unique visitors. The internal news stories have helped to drive traffic, with peaks of 288 and 388 views on the days of the first two video features. By the beginning of January 2014, more staff than ever had received their jabs: 3,196 staff have been vaccinated, 94 per cent of whom have direct contact with patients. This compares to 3,150 staff vaccinated at the same time last year.
West Midlands Ambulance Service NHS Foundation Trust
This trust used a combination of YouTube, Facebook, Twitter, staff briefings and a poster campaign to improve the visibility of the staff flu vaccination campaign. The flu team decided that to gain maximum exposure multiple platforms must be used, especially as a large proportion of their workforce can not access a computer during a standard shift.
West Midlands Ambulance Service NHS Foundation Trust produced a case study video in which a Staff Governor recalls his experience of having influenza, and encourages staff to get their flu jab to avoid a similar situation.