Recall Matters – Communication Strategy with the public

Draft 1 – 30 January 2018

Introduction

This paper describes the communication work that is planned as part of the “Recall Matters” project. It sets out the aims of communication work, key principles, the target audiences, core messages, the planned activities, budget and evaluation. It also includes draft briefings providing two versions of the wider background for the project and a draft press release. This paper provides more detail in support of the communication interventions set out in the Recall Matters Project Initiation Document, October 2017. This strategy and the draft briefings and press release are subject to the approval of the Project Board.

Aim

To deliver a co-ordinated set of communication activities to a range of target audiences to support the delivery of the Recall Matters project. The overall purpose of the project is to work with dental practices and the public to ensure dental recall intervals between routine dental check-ups fit with the guidance for the National Institute for Health and Care Excellence and to explore whether additional capacity can be released in NHS general dental services in West Yorkshire.

Communication principles

All communications and engagement activity carried out by and on behalf of the dental recall project group partners will be:

Accessible and inclusive – to all our audiences Clear and concise – allowing messages to be easily understood by all Consistent and accountable – in line with our vision and purpose set out in the PID Flexible – ensuring communications and engagement activity follows a variety of formats,

tailored to and appropriate for each audience Open, honest and transparent – we will be clear from the start of the conversations what

aim is, the reasons why and ultimately, how decisions will be made Targeted – making sure we get messages to the right people and in the right way Timely – making sure people are kept updated on a regular basis Two-way – we will listen and respond accordingly, letting people know the outcome of the

project. Target audiences

The targets for different communication requirements are:

Patients of general dental services Patient and carer groups The wider public, stratified and using appropriate communications channels

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The dental profession, including individual practitioners, the Local Dental Committee and the Local Dental Network

Other dental staff, for example dental nurses, hygienists, reception staff, practice managers Community and voluntary sector organisations (as a conduit to their memberships or

communities) Healthwatch organisations in West Yorkshire (as a channel to target specific patient groups) MPs and Councillors Overview and Scrutiny Committees with health responsibilities Health and Wellbeing Boards Local Authority leadership, including Public Health departments CCG member practices CCGs public engagement and communication teams

Messages

Underpinning all of the communications and engagement will be the following overarching messages:

National guidance (NICE) says we don’t necessarily need to attend the dentist every 6 months for a check-up, the recall interval should be based on the dentist’s assessment of each individual’s oral health and risk of developing disease;

Patients should be involved in and understand the clinical reasons for the recall interval; Guidance states that the recall period can be up to 24 months for adults with healthy teeth; Research by the General Dental Council has indicated that 90% of patients would welcome a

longer recall interval of 9 months; The messages in the Healthwatch video encourage people to ask for a longer interval period Emphasise the time and money saved, a “reward” for patients for looking after their teeth

and taking care with their diet and health choices; Reassurance that patients are not going to be removed from dental patient lists if they visit

the dentist every 9-12 months; Increasing the dental recall intervals for people at low risk of developing oral disease would

give dentists more capacity and increase the availability of dental services.

Communication channels

Stakeholder group

Requirements and communication products

Channels of communication

Responsibility

Patients of general dental services

Patient leaflet on Recall Matters, using same branding as animated film, produced in January 2018. (Product 1 in list below)

Delivered to dental practices by NHS England

Healthwatch Kirklees produced, NHSE distributed Jan.18

Patient and carers groups

Patient leaflet on Recall Matters, distributed electronically with short version briefing (product 2) on the

Email to patient groups and organisations in

Distributed by Local Healthwatch

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project as a whole West Yorkshire organisations

Members of the public

Social media posts (products 3) the Healthwatch animated film

(product 4) to raise the issue of asking for a longer recall intervals

News reports in conventional media, via media briefing pack (product 5), radio interviews, TV interviews

Facebook Twitter Paid

advertising News websites Local papers Local radio Local TV National

media (potentially)

Healthwatch Kirklees, working with other Healthwatch organisations

Dental practitioners

Introductory letter (product 6) explaining the project, sent November ’17

Checklist of modifying factors (product 7, sent Nov. ‘17)

Short written updates accompanying monthly distribution of data (at discretion of NHSE)

Verbal briefings and updates Written update to all practices

(project mid-point) Final report and evaluation

(January 2019)

Emails to all practices in West Yorkshire from the NHSE Dental Commissioning Team

NHSE staff attending meetings of the Local Dental Network and the Local Dental Committee

NHS England staff, (with the support of PHE, Healthwatch, CDO)

Other dental staff

Recall Matters leaflet for members of the public (pdf)

Short version briefing giving wider context of project (pdf)

Emails to practice staff including receptionists

NHSE with the support of Healthwatch Kirklees

Community and voluntary sector organisations

Recall Matters leaflet for members of the public (pdf)

Short version briefing giving wider context of project (pdf)

Distribution through VCSOs’ newsletters, mail shots, websites

Healthwatch Kirklees

Healthwatch Recall Matters leaflet for members of the public (pdf)

Short version briefing giving wider context of project (pdf)

Text for newsletters, mail shots and websites

Copy of media briefing pack for media

Healthwatch mailing lists and newsletters

Healthwatch websites

Health

MPs and Targeted letter Written briefings Healthwatch

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Councillors More detailed information sheet

giving wider context of project (product 8)

Face-to-face meeting at their request

Kirklees and STP

Overview and Scrutiny Committees for health

Targeted letter

More detailed information sheet giving wider context of project (pdf)

Written briefings Attendance at

meetings at their request

Health and Wellbeing Boards, The West Yorkshire and Harrogate Health and Care Partnership (formerly the STP)

Targeted letter More detailed information sheet

giving wider context of project (pdf) Updates as required

Email distribution of material

Attendance at local Council Health and Wellbeing Board where appropriate

Regional network planning meetings

Presentations at board meetings

Healthwatch Kirklees Healthwatch and the STP

LA council leadership, Public Health

Targeted letter More detailed information sheet

giving wider context of project (pdf) Updates as required

Email distribution of material

Presentation and meetings if required

RD, RW through WY STP & KC

CCG member practices

Targeted letter More detailed information sheet

giving wider context of project (pdf) Updates as required

Through communications leads in each CCG

Comms. leads

CCGs in West Yorkshire, engagement and communication teams

Targeted letter accompanied by short version briefing, patient leaflet and link to film for distribution by CCGs

Public engagement video and adverts to be sent to local communication and engagement contacts

Healthwatch Kirklees

Summary list of communication resources that will need to be produced:

1. Social media communications plan and toolkit West Yorkshire Healthwatch 2. Patient leaflet on Recall Matters, (produced January 2018)

https://healthwatchkirklees.co.uk/patient-leaflet/3. Shorter (more accessible) version briefing (aimed at VCSOs and their communities, dental

practice staff, receptionists)

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4. Healthwatch animated film on recall (produced and updated 2017) https://www.youtube.com/watch?v=_RKOXfQ2ZlQ

5. Social media posts6. Media briefing pack containing press release, background information, link to film7. Introductory letter about the project accompanying first data set sent to all dental

practitioners (sent November 2017 by NHSE)8. Checklist of modifying factors, (sent to dentists by NHSE November 2017)9. More detailed and technical information sheet giving wider context of project (aimed at

CCGs, STP, Public Health and Local Authority leaders) 10. West Yorkshire media contacts11. Paid advertising potential reach

Some materials listed in the table above are not categorised as “communication products” as they will be produced by the PHE, NHSE, Project Manager or the SRO. These include the written update to all practices (project mid-point) and the final report and evaluation.

Timeline

The timeline for these communication activities is embedded in the main project GANNT chart. The timing for the main activity on public communication, social media, press releases etc will be in May to July 2018. The social media marketing campaign is due to run for 3 months.

Budget

Healthwatch Kirklees will assign a budget of up to £1,000 for social media marketing and the production of leaflets. Other costs will be carried by individual partner agencies or absorbed within existing budgets.

Evaluation

There is an evaluation plan for the project as a whole. Specific evaluation will be carried out on our communications activity, evidencing whether the projects has achieved communication objectives by engaging successfully with target audiences. Communications activity will be constantly monitored. Through social media monitoring we will assess daily reach, posts, likes and through evaluation we will gain valuable insight into public behaviour, enabling us to tailor our communication methods as appropriate.

Andrew Jones

Project Manager, Health and Social Care

30 January 2018

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Appendices – Social media plan, sample briefings and press-release

Product 1: West Yorkshire and Harrogate social media communications plan

Background

The purpose of the Recall Matters project is to work with dental practices and the public to ensure dental recall intervals between routine dental check-ups fit with the guidance for the National Institute for Health and Care Excellence (NICE) and to explore whether additional capacity could be released in NHS general dental services in West Yorkshire.

The project is supported by the Chief Dental Officer for England, NHS England, Public Health England, the General Dental Council and Healthwatch organisations in West Yorkshire.

Throughout September 2017 to March 2018 the senior project team shared benchmark information on recall and re-attendance intervals (band 1 to band 1) with practices on a monthly basis so that they could see their own data along with their peers.

From May 2018 until July 2018 the dental recall project will concentrate on informing the public of the campaign and try to increase the recall intervals from a patient perspective.

Aim

The aim of this social media plan is to create and share key messages, which inform and educate the public in West Yorkshire and Harrogate around increasing the length of time between their dental appointments.

Communication Objectives

- To create and develop a tool kit so that Healthwatch in West Yorkshire and Harrogate have resources to share via their local social media channels

- To share clear information to patients informing and educating them of increasing their dental recall rates in line with NICE guidance.

-Audiences

Stakeholder Requirements Channels of communication ResponsibilityWest Yorkshire Healthwatch

- Social media toolkit

- Email- Face to Face

SA

Public - Dental recall video

- Dental recall leaflet

- Social media images and posts

- Social media- Paid advertising- Face to

face/Outreach- Website- Usual channels for

local HW

SA & Local HW

Staff & Volunteers - Information sharing including patient video

- Face to face- email- Team meeting- Website

Local HW

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and leaflet - Social media channels

Local Authorities and Councils

- Information sharing including patient video and leaflet

- Email contact- Social media- Face to face

meeting if requested

Local HW

Voluntary sector organisations& local support groups

- Information sharing including patient video and leaflet

- Email contact- Social media posts

Local HW

MPs & Councillors - Information sharing including patient video and leaflet

- Email contact- Social media posts

Local HW

Local News Media – newspaper/radio/TV contacts

- The media will play a key role in helping us communicate with the wider public, which are not targeted via social media. Early briefing of key media will ensure they understand the dental recall project and ultimately lead to more accurate reporting of stories.

- Press release provided

- Email contact- Face to face

meeting with contacts locally

Local HW Directors/ comms person

Key messages

- Guidance states that the recall period can be up to 24 months for adults with healthy teeth; (video and leaflet information)

- National guidance (NICE) says we don’t necessarily need to attend the dentist every 6 months for a check-up (video and leaflet information)

- Reassurance that patients are not going to be removed from dental patient lists if they visit the dentist every 9-12 months; (social media images and posts)

- Increasing the dental recall intervals for people at low risk of developing oral disease would give dentists more capacity and increase the availability of dental services. (social media image and posts)

Resources

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Resources provided to local HW for the social media campaign

- Media pack and press release for media - Email copy - Website copy- Social media post examples- Social media images- Patient video- Patient leaflet

Timeline

Budget

Healthwatch Kirklees will assign a budget of up to £1,000 for blanket social media marketing throughout West Yorkshire and Harrogate. No additional resources other than staff time are required from local Healthwatch.

Evaluation

- Overall blanket advertising results including reach and engagement - Feedback of all social media posts by local HW (reach and engagement numbers and what

worked well for each area)- Shift in actual re-attendance rates - Patient feedback

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PRODUCT 3: Shorter (and more accessible) version of briefing (for VCSO partners, patient groups, carers groups, Healthwatch members, dental reception staff etc)

“Recall Matters” – appropriate dental recall intervals for people with healthy teeth

We have high quality dental services in many parts of West Yorkshire but people will know how difficult it is to find an NHS dentist in some areas. In parts of Bradford and Kirklees for example, people have found it impossible to find a dental practice nearby taking on new NHS patients. Being unable to get the support of a dentist is having a serious impact on people’s health. This has been a longstanding issue in some places despite the best efforts of dentists and NHS England who plan and pay for NHS services. Healthwatch organisations in West Yorkshire, who represent patients and hear about public experiences, have been campaigning for more dental services, along with local voluntary organisations, MPs, Councillors and local media.

An innovative project in West Yorkshire is working to try and free up some appointments for people without a dentist. “Recall Matters” is a partnership project that is working with dental practices and the public to ensure that the interval between routine dental check-ups meets best national guidance in every practice across West Yorkshire. The aim is to try and release more capacity in NHS general dental services in West Yorkshire and ultimately improve access for patients. The project is supported by the Chief Dental Officer for England, NHS England, Public Health England, the General Dental Council and Healthwatch organisations in West Yorkshire.

Attending the dentist every six months has been a widely disseminated health message for many years. But if your dentist says your teeth and mouth are healthy, you look after your teeth and have a healthy lifestyle, national guidelines states that dentists could be recommending longer intervals between routine check-ups, up to a maximum of 24 months for adults. If recall intervals were increased in line with NICE guidelines, dentist could potentially be freed up to treat more patients in need of appointments and currently struggling to find one.

In West Yorkshire as a whole, recall intervals are slightly below the England average, but there are significant differences between practices. If all practices could drive up the interval between seeing people with healthy teeth, (as appropriate and based on an individual assessment,) potentially many more thousands of appointments could be made available.

A survey by the General Dental Council has shown that, when given the facts, a majority of patients would welcome an increase in recall intervals up to 12 months. This increase would save patients time and money.

Since September 2017 we have been sharing information on recall and re-attendance of patients needing a routine check-up with every dental practice in West Yorkshire. This has enabled dentists to see how individual practices are performing compared to their peers.

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We are also looking at more detailed information to understand the differences – this is vital because practices may be working in very different areas and with very different communities – we need to be careful not to draw quick comparisons without understanding the wider picture. We are currently doing some telephone interviews with dentists and practice staff to understand their perspectives on recall, what are the opportunities, what are the obstacles, what actions could support them?

We have already produced a leaflet for patients called “How often do I need to see my dentist” giving patients information so that they can discuss with their dentist what is right for them. These have been sent to dental practices. We are now spreading the message with a public information campaign so that everyone understands if and when it is possible to increase the check-up interval. We have produced leaflets, a short animated film and are getting the word out through local organisations, mailings, websites and social media. The message to the public is, if you have a healthy mouth and teeth, clean your teeth well with fluoride toothpaste and have a healthy lifestyle you may not need to have a check-up every 6 months. We want people to talk to their dentist about this – it could save them time and money and free up appointments for others.”

We hope that you can help share this message through your networks and organisation. By working together we aim to improve access to dental services for everyone in West Yorkshire.

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PRODUCT 6 - Draft Press Release for media briefing pack (to be accompanied by one of the briefing papers)

Headline not included

An innovative project in West Yorkshire is exploring if more dental appointments can be made available by increasing the interval between check-ups for people whose dentists judge have healthy teeth and a healthy lifestyle. Current guidelines say that time between check-ups should depend on the state of a patient’s teeth, with intervals of up to two years for those in good oral health.

Attending the dentist every 6 months has long been a health message but NICE guidelines say that this may not be necessary for everyone. The project is working with dentists and the public to extend the interval between check-ups, freeing up more space for people who need an appointment or more complex work. Rory Deighton from Healthwatch Kirklees, one of the partners in the project says, “Some people with healthy teeth are visiting when they don’t need to; it may be possible to increase the check up to 9, 12, 18 or even 24 months, the maximum for an adult. If we can change the system we could transfer thousands of appointments from checking people with healthy teeth to treating patients in pain”.

Sara Hurley, Chief Dental Officer for England said, “The progress of the Healthwatch initiative to tackle the perception and attitudes that surround the outdated model of a one-size-fits-all 6 month dental check-up continues apace. In exploring public attitude and supporting professional adherence to the NICE Guidance on dental recall the prospect of targeting access to those most in need and improving oral health is readily achievable”.

With the support of the Chief Dental Officer for England, Healthwatch organisations in West Yorkshire are working with local dentists, the NHS England dental commissioning team in Leeds, and Public Health England. Emma Wilson, NHS England’s Head of Co-Commissioning (Yorkshire & Humber) says, “Since September 2017 we have been talking with local dentists about best practice in recall and sending out monthly information on their practice’s performance. There are many reasons for difference in recall intervals such as the area in which the practice works and the community they serve, but this project is exploring if we can release capacity in general dental services by implementing NICE guidance across the board.”

Rory Deighton from Healthwatch says, “We are starting a public information campaign so that everyone understands if and when it is possible to increase the check-up interval. We have produced leaflets, a short animated film and are getting the word out through local organisations, mailings, websites and social media. The message is, if you have a healthy mouth and teeth, clean your teeth well with fluoride toothpaste and have a healthy lifestyle you may not need to have a check-up every 6 months. We want people to talk to their dentist about this – it could save them time and money and free up appointments for others.”

ENDS

Notes for Editors

a) Attached briefing note gives more detailed background information

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b) Link to short animated film aimed at the public https://www.youtube.com/watch?v=_RKOXfQ2ZlQ

c) Sara Hurley’s comments on NHS dental recall rates reported in the Daily Telegraph in September 2016 http://www.telegraph.co.uk/news/2016/09/07/going-to-the-dentist-every-six-months-is-unnecessary-says-uks-to/

d) The National Institute for Health and Care Excellence guideline referred to is: https://www.nice.org.uk/guidance/cg19

e) For more information and interviews if required please contact Rory Deighton, Healthwatch Kirklees on 01924 450379 or 07950631690 email rory.deighton@healthwatchkirklees.co.uk

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PRODUCT 9 - Briefing (more detailed and technical version) for NHS partners, CCGs, STP, Public Health, Local Authority leaders

“Recall Matters” – appropriate dental recall intervals for people with good oral health

The purpose of the project is to work with dental practices and the public to ensure dental recall intervals between routine dental check-ups fit with the guidance for the National Institute for Health and Care Excellence (NICE) and to explore whether additional capacity can be released in NHS general dental services in West Yorkshire. The project is supported by the Chief Dental Officer for England, NHS England, Public Health England, the General Dental Council and Healthwatch organisations in West Yorkshire.

Background

Attending the dentist every six months has been a widely disseminated health message for many years. However the evidence base behind this message has long been questioned, (Sheiham, 1977). NICE has published evidence based guidelines for dental recall intervals (NICE, 2004, and reviewed in February 2014). In essence this says that the recommended interval between oral health reviews should be determined specifically for each patient and tailored to meet his or her needs, on the basis of an assessment of disease levels and risk of or from dental disease. Adults should be seen for dental recall at intervals from 3 months to 24 months and children should be seen for a dental recall at an interval from 3 months to 12 months depending on their level of risk of oral diseases. Patients should understand the clinical decision making to decide their dental recall interval and feel engaged in this discussion with their dentist. Dental record keeping should support this process.

Nationally, in 2015/16, the average re-attendance intervals across England between band 1 treatment was 8.1 months. In West Yorkshire the interval averaged 7.8 months but with significant differences between practices across the region. At the same time, equity of access to general dental services in parts of West Yorkshire has been raised as an issue by a number of stakeholders including Public Health England. Extending dental recall intervals for people at low risk of oral disease in line with NICE guidance has the potential to increase capacity and improve access to general dental services.

Local anecdotal information suggests that some patients expect a dental recall interval of 6 months regardless of risk. A research study conducted by the General Dental Council found that, when patients are given information about how their dentist decides when their next check-up should be, four fifths of respondents felt comfortable in asking for a recall interval of between 9-12 months. Extending dental recall interval for people at low risk of oral diseases based on the clinical judgement of the dentist in line with the NICE guidance would increase the availability of dental services.

The Project

We are exploring the implementation of the NICE dental recall guidance, examining practice level data across West Yorkshire and sharing this with dental practitioners, seeking to understand the main influences on recall intervals for adults with good oral health, and exploring a range of interventions that might be expected to influence re-attendance intervals. Amongst these is the production of a range of publicity materials communicating information about appropriate dental

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recall to patients and public, including leaflets, social media animations and use of conventional media. We will be assessing if capacity can be made available within existing resources to enable more people to access NHS general dental services.

Since September 2017 NHS England having been talking to West Yorkshire dentists about best practice in recall. The project has been sharing benchmark information on recall and re-attendance intervals (band 1 to band 1) with practices on a monthly basis so that they can see their own data along with their peers. This will be piloted until March 2018 with opportunities for dentists to feedback and say how the presentation of these data could be improved. We are also looking at a more detailed set of contextual data to understand the differences between practices, the areas they work in, the health and level of oral health of the communities they serve.

We are currently doing some semi-structured telephone interviews with dentists and practice staff to understand their perspectives on recall, what are the opportunities, what are the obstacles, what actions could support them. Their views on the issues around recall are vital to understand if we are going to help change practice.

We have already produced a leaflet for patients called “How often do I need to see my dentist” giving patients information so that they can discuss with their dentist what is right for them. This lists the factors a dentist will take into account for each individual and gives patients information about the possibility of increasing recall from a standard 6 months if the clinical assessment indicates this is appropriate. These leaflets have been sent to dental practices. We are now spreading the message with a public information campaign, including distribution of these leaflets more widely, press releases, social media and briefings for key partners.

The project is planned to run until December 2018 and will be fully evaluated. The Chief Dental Officer for England is monitoring progress monthly through the CDO Programme Oversight Group, to evaluate progress and impact and assess if the project could be rolled out nationally.

We would be grateful if you could share information about this project through your organisation and help disseminate the messages about appropriate dental recall to patients and the public through your networks, websites and public forums.

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Product 10: West Yorkshire Media contacts

1. Local Media Opportunities:Bradford:

- Bradford News- Bradford Telegraph and Argus- Keighley News

- Craven Herald & Pioneer- Wharfedale & Airedale Observer- Bradford Asian Radio- Branch FM- Drystone FM- Asian Sunday Newspaper –

info@ansiansunday.co.uk- - Sunrise Radio –

news@sunriseradio.fm- - BCB (Bradford Community Radio) –

hello@bcbradio.co.uk

Calderdale:

- Halifax Courier - Hebden Bridge Times- Todmorden News- Brighouse Echo- Radio Calderdale- Phoenix FM,

Kirklees:

- Huddersfield Examiner- Dewsbury Reporter- Mirfield Reporter

- Spenborough Guardian- Kirklees Local TV- Branch FM- Radio Sangam

Leeds:

- Wetherby News- Morley Observer- 96.3 Radio Aire- Fever FM

North Yorkshire:

- Harrogate Advertiser

Wakefield

- Wakefield Express- Pontefract & Castleford Express- Ridings FM

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2. Regional Media Opportunities:- Yorkshire Post- Yorkshire Evening Post- Look North- Calendar- BBC radio Leeds- Pulse Radio- Radio Yorkshire

3. National media:- Daily Express- Daily Mail- Daily Mirror- Daily Star- Daily Star Sunday- Daily Telegraph- Financial Times- The Guardian- The Independent - Mail on Sunday- Metro- The Observer- The Sun- Sun on Sunday- Sunday Express- Sunday Mirror- Sunday People- Sunday Telegraph- Sunday Times- The Times- Look North- Calendar

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Product 11: Paid advertising potential reach

1. Recall matters paid advertisingHealthwatch Kirklees will be proving paid advertising for the recall matters project from May to July 2018, on behalf of all Healthwatch in West Yorkshire. This is so the paid advertising can cover West Yorkshire and Harrogate from one social media account and is easier to manage.

Images/aminations

The main paid for post will be the video animation which can be seen here https://youtu.be/_RKOXfQ2ZlQ

The call to action will be to follow a link to the Healthwatch Kirklees website to a holding page. The holding page will contain the links to local Healthwatch websites and the recall matters copy (mock holding page can be seen below.

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Channels

The paid advertising will be completed via Facebook including third party websites and Instagram, which are owned by Facebook. The reason for this is that previous projects and campaigns such as Change The Conversation have shown that video media is best consumed by the public on the Facebook medium.

Potential

The project will go live on all Healthwatch websites/social media 1st May 2018 for three months. The paid advertising will also run throughout this period with a total budget of £1000.00.

The potential reach for the animation video post is 1,300 – 5,200 people per day which could possibly equate to a reach of over 450,000 people within the three month period. This does not include any results created by individual Healthwatch and their organic social media campaigns.

2. Previous Work A similar piece of work was completed by Healthwatch in West Yorkshire in July 2016. The Urgent and Emergency Care Vanguard tested new ideas for ambulance services and paramedics called Hear, See and Treat. The same social media approach as that planned for recall matters was undertaken however, an incentive was also offered and the hashtag #HealthyFutures. The posts, budgets and results can be seen below.

The Hear, See and Treat video can be found here: https://youtu.be/KBUlPn2Eop4

The online social media campaign and adverts were seen by 306,616 people across West Yorkshire with a total running cost of £1,898.90.

137,437 people viewed the information video for more than three seconds and 54,464 people viewed for more than 10 seconds. 3,363 people clicked the incentive Fitbit link to complete the

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survey. From social media channels alone 1019 surveys were completed.

The results above do not include the organic reach and engagement from local Healthwatch accounts across West Yorkshire who also ran local campaigns. The use of the hashtag enabled the campaign to be tracked and shared by everyone involved in the vanguard.

Below are a summary of the demographics related to the two adverts.

Video:

Image:

The age bracket of 13-17 does not have any results due to the adverts only being available to people over 18 years old due to the incentive offered.

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