Okay, so how to deliver comms messages over a range of channels? By singing. As well as a press release. And other things in an imaginative innovative campaign.
by Emily Turner
NHS Kent and Medway was looking for a new way to get across its flu campaign messages this winter when it discovered ThingLink – a free service that allows you to create interactive images with links to web pages, music, video, text and images.
The communications team wanted to support a traditional campaign of press releases, emails to stakeholders, posters and leaflets by using its social media channels to reach more people.
Flu awareness needs a steady flow of information about symptoms, causes, treatment and prevention. People need to understand if they are eligible for a free flu vaccination, where to get it, what complications to look out for and how to stop spreading the virus.
There is another underlying message of helping people understand where to go for urgent help and to save A&E for emergencies, serious illness and injury only.
A ThingLink interactive image needs digital content, but there was little time or budget for a video production. Audio seemed a good alternative and the lyrics to the 12 days of Christmas were rewritten with flu symptoms.
After a quick round-up of non-frontline staff and two run throughs, the NHS flu carol was recorded and audio uploaded to Audioboo within 30 minutes.
The song was embedded on ThingLink in an NHS Christmas stethoscope tree image complete with six flu virus baubles.
Each one has links to NHS Choices’ flu section, press releases about vaccination and a PDF download of local pharmacy, Minor Injury Unit and Walk-in Centre contact details and opening times. There's also information about who is eligible for the free flu vaccination and why we need to save A&E for emergencies, serious illness and injuries only.
You can sing-a-long and tell us what you think using the hashtag #nhsflucarol. To listen, visit our channel on ThingLink.
Emily Turner is communications and media manager NHS Kent and Medway
