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Dying Matters
Using digital communications to help achieve a good death
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Talking about Dying - the challenges
Talking• We don’t talk about dying and death - impacting on our end of life choices
• Only 29% of people talked about their wishes in 2009 - less than in 2006 (34%)
Planning• 500,000 people die each year in England – 58 % in hospitals, yet 70% of
people would like to die at home
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• Dying Matters Coalition - set up by NCPC• No quick fixes – medium to long time frame• Rationale – social marketing - shifting social norms requires a
broad range of organisations using their combined influence• Enables reach and support of wide range of groups - 14,000+
members across a range of sectors
• Our Mission:“Support changing knowledge, attitudes and behaviours towards
death, dying and bereavement, and through this to make ‘living and dying well’ the norm.”
Method - Coalition
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Why we don’t talk about dying
19% of men16% of
women
Death is a long way off
I am too young to
think about it
47% of men 43% of women
20% of 75+
3% of 75+
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Dying Matters activities
• Materials to encourage conversations
• Toolkits to support awareness raising activities
• Film ‘A Party for Kath’• Lesson plan for schools• Website with information on
dying, death & bereavement
• Held an Awareness Week 2010 & plan another 16 – 22 May 2011
• GPs – improving end of life conversations with patients
• Community Programme – local awareness raising
• Involving people –• BME, disabled • homeless• traveller groups • Schools
We have Produced We have also...
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A website as main point of contact
• People want help• But – Dying Matters is a ‘virtual’ organisation
• A website would be our primary point of contact for both coalition members and the public
• Linking and signposting
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Reaching our target audience
•Dying Matters target two main target audience groups are aged 55 to 65 and 65 to 75
•An easy-to-use site with resources to match•Keeping it simple•Writing for the web
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Phase 1 - delivered
• New site online February 2010
• Core content of information and downloadable resources
• PDF versions of Dying Matters leaflets, posters etc
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Phase 2 - in progress
•Assessing the impact and effect of the existing website
•What worked and what didn’t?•What did people think?•How could we develop the site?
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Creating a Dying Matters community
Our slogan is ‘Let’s talk about it’ - so let’s talk about it!
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What is social media?
Social media is an ‘umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio.” *
•It is fast moving and innovative.
•It allows the creation & exchange of UGC.
•It can reach large or small audiences.
•It is accessible.
•It is easy to use.
•It is immediate.
* www.wikipedia.org
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Why is social media at the heart of our online strategy?
• To fulfil expectations.
• To reach out to and engage with supporters.
• To increase search rankings.
• To counter downward trend in traditional media.
• Because it’s not going away.
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How Dying Matters users currently engage with us
Facebook Key Stats - February 2011
• 574 ‘Likes’ (up 10% month on month)• 525 monthly active users (up 23%)• 32, 440 post views (up 88%) • 224 post feedbacks (up 111%)
GENDER
74% women 22% male
AGE
45-54 28%
35-44 24%
25-34 21%
55+ 10%
18-24 8%
13-17 2%
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Twitter and YouTube
Followers: 368 (up 27% month on month) Uploads: 5Channel views: 519Total upload views: 777
YouTubeTwitter
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DM online community area, 1st iteration
ForumsBlogs
Widgets
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What next?
Define community by geographical location Define community by circumstance
Offer an increasingly bespoke service
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Individual user profiles Additional online tools and applications
Also…
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● Name three key things that would make you use the DM community. ● What tools would make using the DM community area easier? ● What would encourage you to return to the DM community? ● How important is moderation to a community such as DM?
Thank you
Some questions for you
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● What would encourage people in your community to visit the Dying Matters site?● How do people engage with your own organisation’s website?● What would you change about it to increase engagement and participation
Some more questions...
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Join in Dying Matters Awareness Week 16 to 22 May 2011
Hilary Fisher – Dying Matters Coalition DirectorMatt Lloyd – Dying Matters Support Manager
Sarah Stone – Dying Matters Online Community Manager
08000 21 44 66