Uptake Communications Strategy and A

Phase April to march delivery and campaign cycles

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April to march delivery and campaign cycles

March11 to Sep 11

Sept 11 to Feb 12

March 12 to April 2013

April 2013 to March 2014

April 2014 to March 2015
The timeline for delivery of the strategy encompasses 5 Phases from 2011 to 2015

Responsibility for evaluating the UCSAP at the end of 3 years using the Social Marketing Benchmarking indicators will be undertaken by the RFH AAA programme and existing commissioners through its programme board overview and scrutiny arrangements – i.e. quarterly and annual assessment of impacts on uptake.

The action plan will be subject to annual output monitoring against short term performance indicators. For example advertising response and tracking surveys will be used to measure and assess the effectiveness of the Action Plan and to demonstrate the effectiveness of each media used for example levels of:

  • awareness

  • brand recognition (for example the NSC/NAAASP/NCL programme logo, posters, leaflets)

  • interpretation of key messages

  • increased access to services

Sub group analysis (ethnicity, location, IMD etc ) will also be undertaken to ensure target audiences have been reached. Operationally, integral to each campaign will be tracking in order that the above outputs can be measured.



To Be completed

In terms of content it is heavily reliant on materials from national screening resources and in particular the following:

 Reference materials

Criteria for appraising the viability, effectiveness and appropriateness of a screening programme. (2003). London: National Screening Committee, UK

Second Report of the UK National Screening Committee. (2000). London: National Screening Committee, UK

Screening. (Accessed 4 June 2008) http://healthintelligence.bmj.com/hi/do/public-health/topics/content/screening/index.html

Quality Management For Screening. Report to the National Screening Committee (2000) http://www.nsc.nhs.uk/pdfs/Quality-Management-for-Screening.pdf

Delivering a data reconciliation and contact strategy to improve uptake and coverage for breast screening in Camden, NHS Camden Luck M et al 2011

National Social Marketing Centre French, Blair-Stevens (2006) based on and adapted from original benchmark criteria developed by Andreasen (2002)

Appendix A
Action Plan
Summary: following from discussions with commissioners and analysis of significant DNA rates for the national programme and NCL delivery we have embarked on an enhanced communications and uptake delivery phase.
Following the principles of the National Social Marketing Centre in best practice in Public Health promotion and NAAASP communications requirements we have developed a robust uptake and communications strategy with the following aims

1 Raise awareness of the programme with patients and community representatives and increase uptake of the screening offer

3 Raise awareness of the programme Health and social care professionals (Primary care, local authority HASC etc)

4 Prepare, finesse and strengthen local delivery capacity and capability in advance of the national rollout 2013

5 Capitalise on existing resources and channels for delivery of both screening and messages pertaining to AAA and related or aligned public health programmes

6 Address barriers to participation

General Strategic Themes
To promote uptake and awareness of the AAA screening offer for men and the communities in which they live and establish a significant upswing in uptake and awareness for the programme and coterminous agendas and health offers.


1.     1 To co-ordinate the dissemination and further develop a range of materials to promote AAA screening services to service users in NCL localities and develop in line with the 2013 national roll out.

Develop a partnership to better coordinate screening promotion programmes.

Ensure all cohort service users are (if and when appropriate) regularly offered information and access to AAA screening services in their locality areas.

Ensure all relevant patient facing National and London AAA programme information is collated and available to address issues of “out of borough” and cross border service access prior to 2013.

Establish a segmented, time specific and realistic action plan to promote uptake and communications

To prepare relevant health and social care partners for their roles is supporting the programme roll out

develop a model that the NAAASP can utilise adapt or adopt for deployment outside of NCL

address the large numbers of DNAs and low take up of the programme in advance of the main national roll out in 2013 and beyond.

2.    2 To provide access to screening programmes for service users in line with screening rounds

Identify and support the role of primary care contractors and voluntary sector agencies in service provision and or signposting for service users alongside existing networks of provision
Deliver a high quality, assured and patient focussed value for money AAA screening programme for NCL
increase the programme uptake rate from 54% to 70% in the run up to realisation of the national programme 2013

33.  3 To promote the importance of AAA screening as part of the overall Public Health and Primary Care offer

Promote awareness and collaboration with the local and national programme with a wide array of professional, statutory and non statutory stakeholders (Primary care, Local Authorities, third sector, allied health professionals etc)

Proactively promote the importance of a screening for service users and key clinical and other professional groups.

Raise the profile of the importance of screening in relationship to maintaining a healthy lifestyle.

Recruit and deploy a clinical and or professional screening champion (outside the programme clinical team) with experience of leading/influencing Primary Care practitioners to deliver screening both in and outside of London.

Ensure AAA and related screening offers are represented within system operational, reporting, scrutiny and commissioning arrangements – CSP, Health and Wellbeing Boards QUOF, QIPP et al

deliver target and promotional sessions supporting the programme in all localities of NCL before April 2013 to ensure stakeholder preparedness and drive uptake increase

4.   4 To provide access to a range of screening opportunities and materials to support access to programmes for diverse communities

Raise the profile of the importance of AAA screening for specific targeted communities

Make available differentiated access resources and establish language and access support for the NCL programme

Adopt and use existing cohort methodologies such as Mosaic ( SEE APPENDIX C)
to segment the target cohorts and develop appropriate uptake responses to fit with multiple sub groups (Silver Surfers, Wetherspoons Generation etc)
Map community assets and develop suitable outreach capability to engage and recruit them.

Ensure internal programme communications ( within the screening session – reulsts and treatment options) are suitably developed and nuanced to improve user experience assist choice in a non coercive manner and allow for service users to balance risk and benefit for procedures post screen –ensure deployment of NAAASP risk communication tool when available.

augment the reach of coterminous agendas and services seeking to expand the take up of screening and related health service offers in NCL.
provide sustainable and future proofed uptake engagement and communications capacity across all NCL localities that adequately balances and addresses unique local circumstances whilst delivering the local and national programme aims

5.   5 Increase awareness and understanding of the health benefits of screening uptake, in order to create a culture of change.

Run a rolling programme of training for staff groups working with service users on the benefits of screening programmes and referral/self referaal options

6.   6 Develop an integrated care pathway and clinical guidelines for referrals into screening services for clinicians and community assets.

Develop an integrated NCL/London/National facing care pathway for increasing self referrals into screening

Disseminate national policy and guidance NICE, VSGBI, etc in support of AAA screening

8.   7 Empower local communities to make choices regarding screening uptake address the barriers to access and address service user experiences.

Develop a partnership to promote an environment in which is it easier to access /normalised to access screening services

Develop a plan to produce and communicate consistent messages about screening to the public and to staff groups

Scope local /national media ( print/web/broadcast) in line with NAAASP steer to work up channels and messages prior to 2013.

9.    8 Address need by identifying and acknowledging cultural, religious and gender issues affecting those individuals who would benefit most from accessing screening services offers

Develop an intelligence lead plan to produce and communicate consistent messages about screening to the public and to staff groups

Develop low cost high spread promotional resources ( web 2.0 etc) to ensure scaleable promotion is delivered in synergy with community development and stakeholder enagement.
Capitalise on core demographic cultural assets and positive actions to support the programme – ie Use the Silver Surfers”
Capture and develop case studies portfolio and advocates to deliver AAA to any community sub group or wider network

10.  9 Promote an environment and culture where screening is de stigmatised  and screening interventions are the norm.

Ensure that the wider community in involved in the future implementation of the strategy, to ensure ownership participation and maximise community advocacy

Run a rolling programme of training/awareness for staff groups working with services users on the overall principles and purposes of screening

Ensure that staff in primary care are trained, resourced and supported to manage refer and support service users in the first instance in the primary setting, making use of the range of community based interventions available

Develop a plan to educate and develop the skills of the whole population to enable the population to influence and access coordinated screening promotion programmes.

11. 10  Ensure that all actions are based on reliable evidence and that evaluation is an integral part of all work.

Identify an evidence-based service delivery model for the delivery of screening in the Consortia

Work with primary care to encourage referrals, opportunistic discussion of screening offers in line with screening rounds and early identification of patients who would benefit from referrals.

Develop an integrated care pathway across primary, secondary, tertiary and community care services

Analyse and through system development reduce session DNA rates from 50% to 30%

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