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

1. Making Macmillan’s
patient information
more inclusive
Abi Delderfield
Quality and Evaluation Lead
Macmillan Cancer Support

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. CID team produces patient information

4. Macmillan’s vision
is to reach and
improve the lives of
EVERYONE
affected by cancer

5. Quality and Evaluation Lead
A role focusing on:
• Accessibility
• Evaluation
• Personalisation

6. Lowering the reading age

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. Reading age: where we were

9. Reading age: where we’re headed

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. Our average
reading age is
now 12 to 13

12. Developing our
accessible
formats

13. Developing our accessible formats
Increased our range of:
• Translations
• Easy read
• Audiobooks
• BSL videos
• Videos
• Animations
• eBooks
• PDFs
• Large print
• Braille

14. Better signposting
o Published hosting page online
o Signposting across all formats
o Messaging to professionals

15. More evaluation
• Established feedback channels
• Focus groups
• Surveys
• Community groups

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. 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. Any questions?
Get in touch with me
ADelderfield@macmillan.org.uk

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. South West Networking Group
10 November 2017
Bristol
#ccsouthwest
Inclusive
communications