NHS Change Day is a grassroots social movement built on social media. This presentation was made to the Association of Healthcare Communications and Marketing Annual Meeting in November 2014 by Jackie Lynton - Head of Transformation NHS Horizons Group NHS IQ - and Joe McCrea - Social Media Lead for NHS Change Day -

1. AHCM
Healthcare
Communica2ons
Forum
Jackie
Lynton
Head
of
Transforma2on
NHS
Horizons
Group
NHS
IQ
Joe
Mccrea
Social
Media
Lead
-­‐
NHS
Change
Day

2. Overview
• What
is
change
day?
• The
role
social
media
played
• How
you
can
get
staff
involved

3. What
is
C
hange
Day?
The
largest
simultaneous
ini2a2ve
in
the
history
of
the
NHS
Change
day
is
a
grassroots
social
movement
that’s
about
harnessing
the
collec2ve
energy,
crea2vity
and
ideas
of
thousands
of
people
to
improve
the
care
and
wellbeing
of
people
who
use
services,
their
families
and
staff.

4. Where
it
all
started
• It
started
with
a
single
tweet
between
emerging
clinical
leaders
and
improvement
leaders
who
started
to
talk
about
how
they
could
improve
healthcare
in
the
NHS
• It
resulted
in
NHS
Change
Day
13th
March
2013
with
189,000
pledges
• Our
goal
for
March
3rd
2014
is
to
inspire
and
mobilise
people
everywhere
to
take
acJon
through
making
500,000
pledges
and
commiMng
to
make
a
posi2ve
difference
• Every
pledge
counts.
Big,
small,
serious
or
fun
-­‐
from
redesigning
services
to
making
people
smile.
They
add
up
to
an
enormous
difference.

5. Who
can
get
involved?
Change
Day
is
open
to
everyone
who
cares
about
improving
healthcare
and
wellbeing
and
doing
things
beTer
together
“I
got
involved
in
Change
Day
because
it
was
my
way
of
standing
together
in
the
NHS
and
not
asking
for
permission
or
wai?ng
for
top
down
reforms
to
make
a
change
that
I
know
will
make
a
difference.
If
anyone
has
an
idea
or
sees
something
that
needs
improving,
just
do
it!”
Front
line
staff
lympics
2012

6. Change
Day
2014
3rd
March
2014
has
begun!
Click
here
to
view
film

7. Make
it
simple…
and
Do
it!
Make
a
pledge
and
join
the
movement;
like
or
join
another
pledge
Share
to
make
a
difference
and
spread
the
word
with
everyone
you
know
(social
media)
Let
us
know
when
you’ve
done
it;
saying
it
doesn’t
change
things,
taking
acJon
does
Inspire
others
with
your
story
about
the
impact
it
made

8. Forgiveness
is
easier
to
get
than
permission
NHS
Senior
Leader
You
don’t
need
permission
to
get
on
and
do
what
you
know
needs
to
be
done
to
improve
care
for
people
who
use
services,
their
families
and
staff.

9. Maker
Change
starts
with me..
...I want
to make a
difference
Change
Starter
Anyone
can
pledge
–
It’s
personal
to
you!

10.
Pledge
what
is
important
to
you

11. People
who
use
services
and
carers
can
pledge
too…………
Margery
did!

12. Survey
Feedback
Our
paJent
saJsfacJon
has
gone
through
the
roof.
It
has
been
so
successful
that
we
have
come
from
daily
complaints
to
being
nominated
to
the
‘Outstanding
and
Compassionate
care
Award’
in
less
than
6
months.
Heart
of
England
FoundaJon
Trust

13. Kickstarter
Pledges
A
kick
starter
is
a
significant
pledge
that
is
inspired
by
asking
supporters
to
get
..if
behind
your
pledge
and
join
you
in
doing
something
too!
I
will…
you
will..
Watch
the
Kick
Starter
film
in
the
website
“I
pledge
to
read
to
ten
children
a
story
at
their
bedside,
if
100
staff
will
join
me.”
Sarah
Jane
Marsh,
CEO,
Birmingham
Children’s
Hospital
“I
pledge
to
work
one
day
a
month
on
our
wards
in
a
volunteering
role.
And
if
100
people
from
the
Trust
join
me
I
will
do
2
days.”
John
Adler,
CEO,
University
Hospital
of
Leicester

14. School
for
Healthcare
Radicals
• A
virtual
learning
programme
to
help
you
change
the
world
of
healthcare
• Organised
by
radicals
for
radicals
• Rocking
the
boat
but
managing
to
stay
in
it
• Working
with
others
to
create
success:
We
are
not
destrucJve
trouble
makers
www.chnageday.nhs.uk/healthcareradicals

15. Join
us!
Change
Day
has
grown
from
a
simple
idea
-­‐
a
single
day
of
acJon
with
individual
pledges
-­‐
to
a
mass
movement
of
people;
op2mis2c
in
the
face
of
current
challenges,
taking
responsibility
and
working
together
to
make
a
posiJve
difference;
making
it
everyday
prac2ce.
We
could
not
have
asked
for
a
beber
outcome
than
the
commitment
and
inspiraJon
that
has
ignited
an
explosion
of
Change
leaders
everywhere.
So
join
us
in
changing
the
world
of
healthcare!

16. InspiraJon
is
all
around….
The smallest link
in the chain can
make all the
difference

17. How
did
you
first
hear
about
Change
Day
2013?
From the
From the
Change Day
Change Day
From an
From an
external
external
From social
From social
media
media

18. “Fix it!…”
We don’t do laurels-sitting….
2013
2014
•
4 main channels used
•
Up to 17 channels to be used
•
‘How to go viral for Change
Day’ video
•
•
All outputs reinforced
‘Pledge’ via website, but
55% didn’t pledge online
‘How to maximise your social
media’ video, guides and
resources
•
Mainly Broadcaster
approach
‘Pledge, Share, Do, Inspire’
integrated across intuitive web
and social media
•
Moving to Communitarian
approach
•

19. Broadcaster
Vs
Communitarian
Broadcasters
•
See social media as simply
another Comms channel to
continue traditional habit of
announcing things or
speaking at people
Communitarians
•
See role as engaging, listening,
responding, supporting and
participating in communities of
individuals and organisations

20.
It’s
really
rather
simple…
Hints and tips for social media success
Stories, stories, stories
Tell us all, tell us small,
tell us often
Share the stories that
inspire you most
A picture or film tells a
thousand words
Take the plunge into
something new
It’s all about listening
and responding
Even 20 seconds is
powerful
Try at least 3 new
social media channels
Tweet with a purpose
Give us 10 films or
pics and that’s worth a
third of Hamlet
If you need help simply shout
Link your social media
channels - post once,
get multiple hits

21. MY
personal
pledge
"To champion the innovative use of social
media across the NHS for the benefit of staff,
patients and their families and to make NHS
Change Day the best example of healthcare
social media in the world"
Join it!
http://changeday.nhs.uk/pledge/627

22. A
couple
of
inspiraJons
“Our greatest danger is not
that our aim is too high and
we miss it, but that our aim
is too low and we reach it”
“Should we fail? We fail! But
screw your courage to the sticking
place and we’ll not fail”

23. Regional
Hubs
• There
are
12
regional
leads
who
are
able
to
advise
and
help
you
make
the
most
of
your
pledge
• They
can
connect
you
with
other
pledges
in
the
area
• Help
you
reach
out
to
local
media
• Provide
pracJcal
help
and
assistance
•
There
is
a
full
list
of
hub
leaders
and
their
contact
details
on
the
useful
resources
tab
of
the
website

24. Five
simple
things
you
can
do
1. Make,
like
or
join
a
pledge
on
the
website
2. Tell
5
people
about
Change
Day
-­‐
each
one
will
tell
5
more
and
so
we
will
grow
3. Share
on
your
social
media
plaforms
4. Add
it
to
your
meeJng
agenda
–
you
only
need
5-­‐10
minutes
to
share
Change
Day.
Or
make
a
pledge
as
a
team
5. Make
a
kickstarter
as
an
organisaJon,
it
only
takes
one
person

25. Useful
Resources
•
•
•
•
•
•
•
•
Make
Change
Day
local
Posters
Logos
Toolkit
to
get
started
Photos
Videos
Desk
Jdy
Reports
…and
more
All
downloadable
from
the
website
www.changeday.nhs.uk

26. Social
Media
Channels
changeday.nhs.uk
facebook.com/NHSChangeDay
youtube.com/NHSChangeDay
twiTer.com/NHSChangeday
nhschangeday.podbean.com
vimeo.com/nhschangeday