Scottish Government

Ready for Winter? 2015Partner Toolkit

Ready for Winter? toolkit

Contents

1. Introduction: What is the ‘Ready for Winter?’ campaign?

2. What is this toolkit for and how can you use it?

3. Campaign key messages, facts and statistics

4. Template media release

5. Website / newsletters / e-zine

6. Campaign creative

7. Social media and content calendar

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Introduction: What is the ‘Ready for Winter?’ campaign?

The Scottish Government's Ready for Winter campaign is underway to encourage

individuals, businesses and communities to take a range of simple steps to be ready for any

severe weather that arrives this winter.

Research has shown that the majority of Scots are still unprepared for severe weather. The

vast majority of car owners think they are doing enough to prepare for poor driving

conditions with just an ice-scraper and a de-icer.

The 2015 Ready for Winter campaign will:

Remind individuals and families of the risks and consequences of being

underprepared.

Offer information and advice on the simple steps that people, businesses and

communities can take to reduce those risks.

Highlight the range of information, support and resources available across all sectors

and all regions of Scotland..

Particular focus is being given to advise individuals on:

1. How to stay informed about imminent weather conditions.

2. What actions to take to prepare.

3. Thinking about relatives or individuals in their community who might be more

vulnerable to the effects of severe weather.

The campaign will run with 3-strands:

1. Launch Activity: campaign advertising on radio and online from 9 November to 13

November.

2. Ongoing: During November to February there will be on-going social media,

partnership and PR activity to promote campaign messages.

3. Reactive: Further radio and online advertising will be issued upon release of an

appropriate amber weather warning. The messages in the advertising will relate to

the nature of the weather threat.

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Who is this toolkit for and how can you use it?

Scotland-wide involvement from individuals, businesses, local authorities, community groups

and other organisations is vital to ensure Scottish people are fully informed about the

campaign and encouraged to take some time to prepare before winter comes. We want

people across Scotland to remember that:

Recent winters have shown us Scottish weather is unpredictable. This

unpredictability means we cannot simply hope that we will miss the worst of it. We

can’t stop the weather causing disruption, but we can be prepared to cope with it.

Extreme weather can occur at any time of year, but is most likely during the winter

months. It can cause a range of problems – but you can be ready for them.

Don’t wait until it happens – doing a few small things now could save you a lot of

trouble later, and it only takes a few simple steps. By ‘thinking ahead’ we can all help

Scotland be better prepared

You can play an important role in spreading this message, and we want to make it easy for

you to do so. This toolkit can be used to communicate with your staff, stakeholders,

suppliers, customers and the general public. Please feel free to tailor your messaging

according to your local audiences and communication channels.

Thank you for your support.

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Key Messages

There is extensive key messaging for the campaign, both generally, and under core strands of:

Stay informed

Be prepared

Think about others

General

People across Scotland are being reminded to act now and prepare for winter and

severe weather so they can deal with extreme weather and events.

Severe weather covers heavy rain, flooding, high winds, snow and ice.

Whether it’s at home, on the move, in the workplace, or in your community, we all

need to consider the risk of severe weather

Severe weather can occur at any time of year, but is most likely during the winter

months. It can cause a range of problems – but you can be ready for them.

Are you ready for severe weather? Could you deal with its consequences?

Don’t wait until it happens – doing a few small things now could save you a lot of

trouble later, and it only takes a few simple steps

By ‘thinking ahead’ we can all help Scotland be better prepared

If you live in an area at risk of flooding, register with Floodline 0345 988 1188 for free

alerts

Download the Ready Scotland app to your smartphone

More info on www.readyscotland.org

On the move

In severe weather conditions, your journey could take longer than expected

Before travelling in bad weather, you should:

Check the weather forecast and road conditions

Consider whether you need to travel right now or if you can wait until the weather improves

Consider alternative routes

Consider alternative modes of transport

Allow extra time for your journey

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Make sure your car is ready for a journey in poor weather

Make sure your mobile phone is fully charged

Set your car radio to auto travel bulletins

Tell someone your destination and when you expect to arrive

Consider fitting winter tyres to your vehicle

Be prepared for severe weather by packing a few essential items to take with you,

such as warm clothes, food and drink, and means of contacting your family or

friends. More information is available at www.readyscotland.org

In the home

Being prepared for severe weather is something we all need to do – it takes only a

few simple steps and could save you a lot of trouble later

Be prepared for severe weather by making your home more energy efficient, keeping

it dry (protecting pipes and knowing how to turn off the water supply if you need to)

and staying connected (keep a battery operated radio and a list of emergency

contact numbers to hand)

Know how to turn off your electricity

If you live in an area at risk of flooding, plan how to make it harder for floodwater to

get into the property

Make sure you have access to a shovel and salt or grit, for clearing snow and ice

from paths and drives.

Get prepared at home by creating an emergency kit that contains what you need.

Here are some things to include in your emergency kit:

Your household plan, including emergency contact numbers

A battery operated torch and spare batteries (or a wind up torch)

A battery operated radio and spare batteries (or a wind up radio)

Any essential medication, some toiletries and a first aid kit

Three days’ supply of bottled water and ready to eat food (that won’t go off)

Food supplies

Formula/baby food

- Pet supplies

Copies of important documents like insurance policies and birth certificates

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Pencil, paper, a penknife and a whistle

Spare keys to your home and car

Spare glasses or contact lenses

In the community

In previous years severe weather left some people vulnerable. Helping each other a

little can make a big difference, and planning now can save a lot of trouble later

Identify family or neighbours who may need an extra helping hand in severe weather

Have their phone numbers to hand

Offer to help with grocery shopping or other essential tasks

Clear ice or snow from pathways

There are many great opportunities to help others by volunteering with an existing

organisation. Contact www.volunteerscotland.org.uk

If you are part of a community group, think about what your group can do to help

others during bad weather.

Communities across Scotland have already made plans to cope when severe

weather strikes. See how other communities have worked together to get ready for

severe weather and other emergencies at www.readyscotland.org

If you want to play a part in making your community more prepared, more info on

help and support available is at www.readyscotland.org

In the workplace

Whether you’re self-employed, manage a small team or run a large business,

checking now that you and your employees are ready for all kinds of severe weather

can save a lot of trouble when it arrives

Severe weather affects us all in different ways – take time to think about how it might

affect your business and get ready in ways that are cost effective and suit your

circumstances

Be prepared for severe weather by ensuring that you have appropriate insurance

cover for all aspects of your business

Encourage your staff to talk about how severe weather may affect your business and

share ideas on how best to avoid disruption

Some staff may be unable to get to work – make sure you know how you would

operate in their absence and consider remote flexible working

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Plan ahead and talk to your staff about what ‘essential travel’ means for them and

your business

Being prepared for all kinds of severe weather; and looking after your staff and

customers will help maintain cash-flow and help build a reputation for reliability

Think ahead and plan how you would operate if you couldn’t access or use part of

your premises, or how you would evacuate staff or stock

Put contingency plans in place for how you would manage if there was a power,

phone or other utility failure

Getting ready for severe weather is a good opportunity to check that you are not

taking unnecessary risks elsewhere in your business, such as equipment or IT failure

Put plans in place and make the most of social media and other communication

channels during periods of severe weather to maintain regular contact with

customers, suppliers and staff to help overcome problems

Do you have alternative arrangements in case your suppliers suffer a disruption to

their business?

Plan for the impact severe weather might have on meeting obligations to your

customers

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Template media release

If you’re planning to contact your local newspaper or radio station about the Ready for

Winter campaign, you may find the template media release below useful. Please remember

to tailor it accordingly before distribution.

NEWS RELEASE

For immediate release

It’s time to get ready for winter Scottish people are being urged to take time now to prepare for winter rather than wait until severe weather strikes, says [your organisation].

[Your organisation] is supporting the Scottish Government’s ‘Ready for Winter?’ campaign, aimed at ensuring people are ready in their homes, workplaces, communities and when they travel for whatever weather we experience this winter.

Research commissioned by the Scottish Government has identified that two thirds of Scottish households believe they could do more to prepare for winter or have not done anything. Taking a few simple actions in advance can save a lot of time and trouble later.

[Your organisation spokesperson] said:

“If there is anything recent winters have shown us it is that Scottish weather is unpredictable.

“In recent years, most parts of Scotland have been affected by severe weather ranging from snow and freezing temperatures to high winds and flooding. While extreme weather can happen at any time of year, winter remains the time of greatest risk.

“The unpredictability of weather patterns means we cannot simply hope that we will miss the worst of it. While we can’t stop the weather causing disruption, we can be well prepared to cope with it.

“We are delighted to support the Scottish Government in this important campaign.”

Background

The Scottish Government’s ‘Ready for Winter?’ campaign provides information and advice on how to prepare and cope with severe weather including snow, ice, flooding and high winds.

The research published today looks at emergency preparedness in Scotland in 2015. The research was carried out by YouGov Plc during 30 October – 03 November 2015 and a total of 1,026 interviews were carried out. The survey was carried out online. The figures have been weighted and are representative of all adults in Scotland (aged 18+).

For more information please see www.readyscotland.org

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Website/newsletters/e-zine

If you plan to include information on the ‘Ready for Winter?’ campaign in your newsletters, e-

zines or online, you may want to use some or all of the following text:

Are you ready for winter?

For many it has been a good few years since daily life has been disrupted by waking up to

find a few feet of snow has been dumped at their front door by Mother Nature or plans have

had to change thanks to the impact of strong winds and rain.

Research undertaken by the British Red Cross and the Scottish Government found that the

longer the time period since an individual has had to deal with the effects of severe weather

the less likely they are to take steps to prepare. As the memories of the severe weather

experienced in 2010 and 2011 fade so does the intention to be ready.

Unfortunately, severe weather doesn’t stick to a rota. Past performance by the weather is not

necessarily an indicator of what to expect this winter.

Scottish Government Cabinet Secretary for Infrastructure, Investment & Cities Keith Brown

said: “If there is anything recent winters have shown us it is that Scottish weather is

unpredictable. The unpredictability of weather patterns means we cannot simply hope that

we will miss the worst of it. While we can’t stop the weather causing disruption, we can be

well prepared to cope with it.”

There are 3 elements to think about when it comes to being ready for winter.

Firstly, there is staying informed. Whether through local news, radio, social media or by

signing up to the Met Office alert service, it is important that you stay in the know about

imminent weather conditions.

The second element is about being prepared. Whether in the home, at work or travelling out

and about there are a simple actions that will ensure you are better prepared in the event

they have to deal with severe weather.

It is also important to consider whether you are prepared enough. For example, having an

ice scraper and de-icer might be fine if you are only driving a mile from your home. However,

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for longer journeys you will want to make sure you have a blanket and a hot drink in the car

in case you and your car become stranded.

Thirdly, think about others. Are there individuals in your local community who might not be

as able as you to deal with the effects of severe weather? Consider what you can do to help

them be ready.

David Miller, Director of the British Red Cross in Scotland, said:

“Making sure you are prepared now for winter can make a huge difference when extreme

weather hits. At the Red Cross we know that severe weather, including snow and floods, can

have serious consequences. However, with a few simple steps you can make yourself and

others ready for the disruption it can bring.”

For more information on how to get ready for winter visit www.readyscotland.org.

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Creative content

A file of creative material is available for your use and information at

www.readyscotland.org/partnership/. Here are some examples of the creative content.

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Social media and content calendar

We’d be grateful if you could also provide support via your social media channels. You can

like us on Facebook and follow us on Twitter:

Our Facebook page is here – facebook.com/ReadyScotland

Our YouTube channel is here – youtube.com/scottishgovernment

Our Twitter handle is @ReadyScotland

Here are a few examples of tweets you can use to let people know about the ‘Ready for

Winter?’ campaign, using #ReadyWinter15. We recommend embedding the Westie graphic

and other images in your tweets and Facebook posts for the maximum impact, and we

would appreciate it if you could direct followers to the Ready Scotland website

www.readyscotland.org:

Winter is coming – take an hour now and get ready #ReadyWinter15 [embed URL]

Are you ready for winter? Check out how to prepare your home at [URL]

#ReadyWinter15

If you’re travelling this winter, learn how to prepare for the worst [embed URL]

#ReadyWinter15

Is your business ready for whatever winter throws at us this year? See [embed URL]

#ReadyWinter15

Here are some examples of Facebook posts you may want to use:

It doesn’t take long to get ready for winter and it’s better to do it now than when

extreme weather hits. For tips and advice, check out www.readyscotland.org

For simple, quick and practical advice on how to prepare your home for whatever

weather we get this winter, check out the tips and checklists at

www.readyscotland.org

We don’t know what weather winter will serve up this year. But whatever is coming,

we can all take a few simple steps to get ready now. See www.readyscotland.org for

advice and tips

How weather-proof is your business? For advice and tips on how to prepare for

winter, see www.readyscotland.org

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Calendar

During the run of the campaign we will be focussing on the following themes each week.

Please note these are subject to change based on weather conditions or other events which

mean a particular topic is more relevant.

Week Commencing Topic

9 November Launch activity

YouGov poll

Importance of being ready

3 themes (be informed, be ready & be a good

neighbour)

16 November Be informed: highlighting the different options that are open

for staying informed about imminent weather conditions

23 November Be ready: focussing on actions based on severe weather

Monday: Snow

Tuesday: Wind

Wednesday: Ice

Thursday: Rain

Friday: Flooding

Each day will link to the relevant section on readyscotland.org

30 November Be a good neighbour: covering suggestions on what to do to

help those who might be more vulnerable to severe weather.

7 December Be ready at home: focus on the actions you can do in the

home to prepare for severe weather

14 December Be ready on the move: focus on the actions you can do when

heading out and about

21 December History week: looking back on how severe weather has

impacted Scotland in the past.

4 January Be ready at work: with people returning to work after the

Christmas break, the focus is on the actions

businesses/organisations can take to prepare

11 January Resilience champions: looking at individuals, community

groups and public sector bodies in terms of what they are

doing to make Scotland a more resilient country.

18 January Severe weather is not just for winter. Messages to build on

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campaign activity to remind that resilience is a year round

activity

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