Directors of communications from 15 Swedish county councils visited London to learn more about the health and care system in England.This presentation is from this visit. NHS Improving Quality planned and hosted the study tour as a result of close links with Jönköping, one of the councils represented in the delegation. Our guests learned about the important role of communications specialists in transforming healthcare in England, and the leading role NHS Improving Quality has taken in engaging and mobilising staff at scale and pace. During the study tour it became obvious that many of the challenges and opportunities we face in our health and care system mirror those in Sweden, in particular issues such as emergency care, obesity and smoking, patient safety and working with the media. This was a fantastic opportunity for NHS Improving Quality to strengthen alliances at an international level and share ideas and approaches, and we hope to build on this in the future

1. GovernmentCommunicationService
AnthonySimon
HeadofDigitalCommunications,10DowningStreetandCabinetOffice
June2014

2. Whatdoes GCSdo?
1. We base our government campaigns on research and evidence and use this to
inform our campaigns and segment audiences
2. We are clear about the story our government agency is trying to tell, and can
express it in a way that makes sense to citizens
3. We have the confidence of our political and/or organisational leaders
4. All our major communication activities that they have a defined strategy and
outcomes (approach, messages, audience, milestones)
5. We run campaigns on government and public service priorities that have
milestones and use multiple but integrated media channels including social media
6. We routinely evaluate and measure our work and can identify the change in
awareness, understanding and behaviour that has resulted from our work
7. Government departments and agencies works together to achieve these goals

3. Membership
 Each government communicator automatically becomes a member of the
Government Communication Service
 Core – Any professional civil servant communicator
 Associate – A non-professional civil servant communicator in
a communications role
 Affiliate member – All public service communicators not
working in central government

4. DecreasingtrustintheEU,nationalgovernment,
andpoliticalparties
4
Source: Eurobarometer

5. Decreasing trustinmedia,includingtheinternet
0%
10%
20%
30%
40%
50%
60%
70%
Sep-06
Nov-06
Jan-07
Mar-07
May-07
Jul-07
Sep-07
Nov-07
Jan-08
Mar-08
May-08
Jul-08
Sep-08
Nov-08
Jan-09
Mar-09
May-09
Jul-09
Sep-09
Nov-09
Jan-10
Mar-10
May-10
Jul-10
Sep-10
Nov-10
Jan-11
Mar-11
May-11
Jul-11
Sep-11
Nov-11
Jan-12
Mar-12
May-12
Jul-12
Sep-12
Nov-12
The internet
TV
Radio
The press
I would like to ask you a question about how much trust you have in certain institutions. For each of the
following institutions, please tell me if you tend to trust it or tend not to trust it?
EU % of ‘tend to trust’
Trust in…
Source: Eurobarometer

6. Trustinonlinecommentishigh–especiallytrustinfriends’comments
Source: TNS digital life
58
47
55 55
43
50
56
51
46
45
40
41
33
41
35
36
0
10
20
30
40
50
60
70
Poland Italy Spain UK Germany France Netherlands Romania
Friends
Strangers
% internet users who trust comments people write about brands

7. ABCofcommunications
1. It’s about the Audience not the organisation
2. Brevity and impact in the moments that matter are
necessary to be heard in the conversation
3. It’s a conversation where Content is king. It is no
longer good enough to broadcast material.
Presentation title - edit in Header and Footer

8. Greatcampaigns
Presentation title - edit in Header and Footer
EVALUATION: Breast Cancer:
saves 70 lives pa. Identified
need, creative
implementation and robust
evaluation
OBJECTIVE: Blood Donors:
Generates many thousands of
blood donors, at a campaign
cost of £4.60 per donor
IMPLEMENTATION: Pub Loo
Shocker. Drink Drive campaign.
Video because target audience
watch YouTube, 11 million views
INSIGHT: Potential recruits search from their
mobile so we know where they are. We learn
that most recruits come from areas with a naval
history or know someone in the services
STRATEGY: Brilliant, bold images
to sell GREAT Britain

9. Setting objectives
Behaviour
Change
Creating
Understanding
Building Awareness
9 Presentation title - edit in Header and Footer
Campaigns should move
audiences from awareness
of an issue through
understanding that it
matters to them to
changing their behaviour
to address the objective of
the campaign

10. TheGovernmentCommunicationsPlanfor2014/15:
what’sdifferent?
For the first time this year’s plan takes a pan-Government view of
communications
130 priorities across
17 Depts
3 cross-
government
campaigns

11. Togetherbuildingastrongeconomy,afairsocietyandasecure
country
Economic
Confidence
Fairness and
aspiration
Britain in
the World
Threecross-government campaigns

12. Economy
Themed weeks
• Infrastructure – “We’re
#BuildingBritain”
• Employment –
#GetBritainWorking
• Plus, events like Budget
Economy dashboard
• top themes discussed by
peaks and volume
• compare to previous activity
– Budget 2013
• pre-defined list of
influencers to check if our
messages featured
• most read and shared owned
content and assets – looking
for our content to appear in
top 10

13. #BuildingBritain
• A week-long campaign from No10 highlight infrastructure projects
up and down the country.
Those involved in infrastructure projects were invited to tweet/send
pictures from on site with the slogan ‘We’re #BuildingBritain’
• Influential contributors from construction companies such as
Skanska, BalfourBeatty, Kier and industry professional bodies, like
RICS and the Institute of Civil Engineers
• 3,900 tweets from 2,260 contributors
• Tumblr blog featuring photos from the activity

14. The photos

15. The results
Numerous construction firms, major projects, and industry bodies joined the
conversation, including:

16. Analytics and evaluation
Follows: 44,500
Unfollows: 12,100
Mentions: 13,400
Total 2,546,549 +31,542
New likes: 1,359
Unlikes: 300
Follows: 204,003+1,059

17. Case study - economy core narrative
Determine the extent of use and pick-up of the government’s core narrative on the
economy
Search core phrases across
• Government – are depts
using the narrative on web
and social?
What’s the pick-up?
• Local media
• Economists
• Financial journalists
• Lobby Journalists

18. Dementia campaign
Identify advocates
Life sciences

19. Actionable insight
39,000
35,000 36,000 36,500 34,000
41,000
46,700
10 Downing Street Facebook
page
People reached
Average post reach
Facebook
Reach
• Status posts reach double
number of people than a photo or
a link post
• On average, posts on Sunday
reach 27% more people than on a
weekday – schedule more posts at
weekends
• Engagement also higher at
weekend – more time to click,
read and comment?
• Shorter messages
= increased engagement.

20. Actionable insight
Website - SEO
Make it easier for people to find your
content
Change page name and URL for main page on
economy from ‘Economic growth’ to ‘UK
economy’ to reflect higher volumes of search
traffic.
Result: search traffic to page up 50% since
change made
Used data from:
• Google Adwords – search volumes
• Google Trends – interest over time
• Hitwise – UK specific search data