Campaign communications pack: Trans and non-binary people's experiences of GP services
Navigate the toolkit
- Campaign overview
- Objectives
- Target audiences
- Key messages
- FAQs
- Social media messaging
- Social media assets
- Email marketing
About this campaign
Trans and non-binary people (sometimes referred to as trans+) are more likely to face challenges when accessing gender-affirming or general healthcare. But there is a lack of research into their health experiences.
Without a clear understanding of the challenges they face, care leaders and service providers can't improve access to services or the quality of care.
This project seeks to understand the healthcare landscape that trans+ people are navigating. It focuses on GP care, as GPs serve as the gateway to accessing other care.
Exploring the experiences of trans+ people at this initial stage can guide our work to create more inclusive care.
How can you get involved?
You can support this project by using the resources provided in your marketing activities to encourage trans+ people in your local area to share their experiences.
Campaign objectives
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Raise awareness of trans+ healthcare experiences: While some research does exist, it's not enough to fully understand the healthcare experiences of the trans+ community. Increasing visibility of the healthcare challenges trans and non-binary people face will help us build an accurate picture of the healthcare landscape they are currently navigating.
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Amplify trans+ voices to drive change: This project will build on existing research and work by Healthwatch Lewisham to amplify the voices of trans+ people to identify areas for improvement in GP services.
It will give the Department of Health and Social Care (DHSC), NHS England (NHSE), the Equality and Human Rights Commission (EHRC) and other influential stakeholders evidence on people’s experiences, helping to:
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Influence the NHS Constitution refresh
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Understand progress on and status of the LGBT Action Plan
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Influence new NHS England equalities objectives
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Who are we targeting?
Public audiences:
- Trans and non-binary people aged 18+. The project will also welcome feedback from people with other gender-diverse identities, such as agender, genderfluid, etc.
Professional audiences:
- NHS England, including LGBT (lesbian, gay, bisexual, trans) and EDI (equality, diversity and inclusion) staff networks
- Integrated Care Boards/Systems
- Local governments
- Trans+ advocacy and rights groups
- Healthcare professionals supporting gender-diverse individuals
- Relevant charities and non-government organisations
Key messages
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There is a lack of research on the healthcare experiences of trans and non-binary people. We want to know what barriers gender-diverse people face when trying to access care, whether general or gender-affirming.
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GPs are often the first stop on any healthcare journey. But for trans and non-binary people, accessing GP services can be a challenge. We want to find out how GP services canbe more inclusive.
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Shaping the future of healthcare for trans+ communities must be led by their voices and lived experiences. This project aims to identify the gaps in GP services and create a healthcare system that treats every person with the respect and dignity they deserve.
FAQS
We've provided FAQs as part of the communications toolkit to help you answer any questions or concerns that participants, stakeholders or members of the public may have about this survey or, the project as a whole.
We're hoping this guide will help you navigate any potential issues, build trust, encourage participation, and provide transparency.
Social media messaging
We believe the risks of posting or promoting this survey on X (formerly Twitter) or Facebook far outweigh the benefits. We would advise against using either X or Facebook in any marketing activity for this project.
If you do decide to promote the survey on X or Facebook, please monitor engagement closely to avoid harm to the survey's audience or reputational damage.
Using social media resources
The copy provided for Instagram, along with the visual assets, gives you options for posting to your Instagram grids. You don't have to use all of the copy options.
For the Instagram reels/story post assets provided, there is space to include a link sticker directing audiences to the survey when posting.
For Instagram grid posts, you will need to add the survey link (bit.ly/HealthwatchTransGPSurvey). You can do this either through “Link in bio” and put the survey link in your bio, or if you have a tool like Sprout you can add a link when scheduling.
Social media assets
Here are some additional resources that you can use to promote the campaign.
Instagram standalone story card
Don't have Canva?
You can download all the social media visuals for this campaign from Brandstencil. You must be logged in to access the assets.
Email marketing
We've provided the following copy for you to use when contacting your professional networks and stakeholders. This email template has been designed to help you communicate and promote the trans+ healthcare project survey.
Any questions?
If you have any questions, queries or concerns, please email hub@healthwatch.co.uk