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Accessible language and formats | Inclusive communications | South West Networking Group | 10 November 2017

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Abi Delderfield, quality and evaluation lead, Macmillan Cancer Support

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Accessible language and formats | Inclusive communications | South West Networking Group | 10 November 2017

  1. 1. Making Macmillan’s patient information more inclusive Abi Delderfield Quality and Evaluation Lead Macmillan Cancer Support
  2. 2. What I’ll cover today… o My team and role at Macmillan o How we lowered the reading age of our information o How we developed our accessible formats o Some top tips
  3. 3. CID team produces patient information
  4. 4. Macmillan’s vision is to reach and improve the lives of EVERYONE affected by cancer
  5. 5. Quality and Evaluation Lead A role focusing on: • Accessibility • Evaluation • Personalisation
  6. 6. Lowering the reading age
  7. 7. Lowering the reading age o Poorer health outcomes for people with lower literacy o Benchmarking showed us that: • Our average reading age was 14 • National reading age between 9 and 11 • Set goal to reach a reading age of 11
  8. 8. Reading age: where we were
  9. 9. Reading age: where we’re headed
  10. 10. What we did… o Wrote new guidelines o Produced flyer o Offered training o Quarterly spot checks o Regular communications o Ad-hoc support to team
  11. 11. Our average reading age is now 12 to 13
  12. 12. Developing our accessible formats
  13. 13. Developing our accessible formats Increased our range of: • Translations • Easy read • Audiobooks • BSL videos • Videos • Animations • eBooks • PDFs • Large print • Braille
  14. 14. Better signposting o Published hosting page online o Signposting across all formats o Messaging to professionals
  15. 15. More evaluation • Established feedback channels • Focus groups • Surveys • Community groups
  16. 16. Targeted promotion • Free promotion via established channels • Key contacts with community groups • Targeting audience and professionals • Events, awareness dates • Have budget now – mainly PPC
  17. 17. Some top tips o Small changes to copy can have a big impact o Explore different formats o Log all your contacts o Research your audience needs, and ask them! o Provide simple feedback channels and opportunities for engagement o Remember you can never reach everyone and you will never meet everyone’s needs
  18. 18. Any questions? Get in touch with me ADelderfield@macmillan.org.uk
  19. 19. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
  20. 20. South West Networking Group 10 November 2017 Bristol #ccsouthwest Inclusive communications

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