Working collaboratively and using a digital approach, we were successful in reaching 20,000 people in the Polish and Urdu communities, providing direction to local services and promoting GP registration

Background

The analytics team at North Staffordshire and Stoke-on-Trent CCGs identified an increase in A&E attendances from those whose first language was not English. There was a need to promote service options across the locality to encourage use. ​

Our team was commissioned to: ​

• understand which languages other than English were being spoken most prevalently ​
• work with a limited budget to produce a campaign and reusable assets that resonate  ​
• effectively raise awareness of alternative services to as many members of the target audience in the build up to a busy bank holiday week

Action

With a restricted budget, primary research with the target audience was not a viable option, so our teams took a collaborative approach. We worked closely with local public sector organisations and those who work directly with the target audience to obtain insights to steer the messaging and approach.  ​

We sourced insights from desk-based research, including Census data, but also from local trusts’ interpreting services and the Citizens Advice Bureau to build a better picture of the languages spoken in the area to ensure efficient targeting. Our findings identified Polish and Urdu as the two most commonly spoken languages after English. It was agreed with the CCGs that efforts would concentrate on these communities.  ​

Interpreters working actively with the Polish and Urdu communities as part of our Bespoke Interpreting, Language and Communication Service (BILCS) provided feedback on two possible design concepts and shared audience insights in relation to the core campaign message (the comprehension of the message shown in each concept once translated), the design, and the suitability of the chosen channels. Based on these findings, the ‘More Than You Think’ design was prepared for roll out. ​

The creative message suggested to the audience that there’s more to know and understand about their local health care system; that more is possible and happening. Ultimately, it aimed to encourage the audience to learn about and use different services and to fully understand their healthcare options. The message was prepared for roll out to provide direction to local services and promote GP registration (not being registered with a GP was deemed as a trigger to these communities accessing care from A&E).  ​

Working with local interpreters and the budget, it was agreed that a digital approach could ensure effective targeting and secure reach with the two identified communities. Our insights also recommended that our adverts were translated to the two relevant languages by our BILCS service. ​

We used Facebook advertising, targeting those who had Polish and Urdu listed as languages spoken, and an online guide to available services hosted on the CCGs’ websites. Facebook adverts promoted GP registration and the online guide diverted the audience to relevant pages.  ​

Impact

The use of digital elements allowed us to track engagement and reach. ​

Top line results indicated this first phase performed well, with a combined reach of 20,000 amongst the Polish and Urdu communities.

There was a higher level of click-through rates with the GP registration advert compared to the online guide advert, indicating interest in this message and demonstrating possible intent to ‘act’ on the information.   ​

As a result, another phase of the campaign was rolled out, and was strategically implemented to amplify national Stay Well This Winter messaging to each community and ensure campaign sustainability. The GP registration message was also promoted further given the strong interest from the audience.​

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