Share for Better Care: our new campaign
What's in this guidance?
- About the campaign
- How will this be done?
- When will this take place?
- Who are we trying to reach, and when?
- Key messages
- How can you get involved?
- How will Healthwatch England and CQC help my Healthwatch?
- The campaign has been designed so you can use it to
- Assets, templates and resources.
What will we achieve with this new campaign?
Share for Better Care, a joint-campaign with the Care Quality Commission (CQC), focuses on engaging with communities who are underrepresented in our national feedback and encourages them to share their experiences of NHS and adult social care.
This campaign focuses on the insight, from our research and focus groups, that people are more likely to give feedback when they can see it has made an impact.
We want people to know that their feedback, no matter how small, has the power to transform health and social care across the country.
The campaign is focused on collecting experiences of people from minority ethnic backgrounds and people from lower-income groups.
In addition to our priority groups, the CQC are also focusing on feedback from autistic people, people with learning disabilities and disabled people with sensory/physical impairments.
How will this be done?
On a national level, Share for Better Care is designed to be rolled out primarily via social media and PR channels (such as national news stories).
But the campaign is adaptable and you can shape it to take advantage of opportunities in your community (such as linking up with organisations already working with the local community and/or offline activities like distributing flyers, speaking to people at local events/festivals and engaging with your local media).
When will this take place?
The campaign will launch in February. At the moment we’re aiming for a launch on or around February 12, but will keep you posted if this changes.
The campaign will run until April 2025 and will be made up of four distinct phases:
- Phase 1: National launch: Broad brand awareness communicating the primary campaign messages across a range of channels. This will take place from February 2024-April 2024.
- Phase 2: Health inequalities and deprivation: This allows us to focus on communities who are more likely to experience poorer care and inequalities, reaching audiences using a variety of tactics. This will take place from April 2024-August 2024.
- Phase 3: Care the way you need it: This is a combination of broad awareness and targeting specific audiences, using innovative approaches. This will take place from August 2024-December 2024.
- Phase 4: The Staff Perspective: The final phase is taken from the view of health and social care professionals, using innovative approaches, like partnering with media doctors and healthcare influencers, to communicate the campaign messages amongst our target audiences. This will take place from December 2024-March 2025.
Who are we trying to reach and when?
Healthwatch’s campaign actions will focus on gathering feedback five specific ethnic minority groups; people from Black African, Black Caribbean, Indian, Pakistani and Bangladeshi communities.
We will target each of these communities at different stages of the campaign.
More information to follow!
What are the key messages of the campaign?
Call to action: We use feedback to help improve health and care services. Share your feedback for better care.
Primary messages:
- We are Healthwatch. We act on your feedback to help improve care where you live.
- Whether it’s good or bad, big or small, we welcome your feedback. We are here to listen and act on your feedback.
- Together we can improve health and care, but we can only make a difference if we know about your experience.
- The simple act of sharing feedback is already helping to improve care for the people who use it.
How can you get involved?
You can support the campaign in the following ways:
- Sharing our ambassadors' stories. You could also share your own
- Sharing campaign messaging and assets on social media
- Sharing content from Healthwatch England, CQC and other partners' social media channels
- Contributing case study stories
- Supporting the campaign on your website (for example campaign landing page or blogs)
- Use campaign materials to develop your own content and to collect feedback about care for your organisation
How will Healthwatch England and CQC help my Healthwatch?
We are working with PR agency Grayling to put the final touches on some tools and resources to support campaign activities in your community.
These will include visual assets (like social media graphics and posters), templates and written copy (such as social media messages and email templates).
We will share these products closer to the launch date – look out for more from mid-February!
The campaign has been designed so you can use it to:
- Promote feedback as a positive and caring thing that anyone can do
- Encourage people to share views about the local issues your community faces
We also want you to encourage your local partners, NHS and social care services to adopt the campaign, so together we can increase awareness and feedback to help improve services.