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Eraso, Yolanda, Hills, Stephen and Jack, Odette (2022) NHS North Central London clinical commissioning group winter resilience communications and engagement campaign 2021/2022. Evaluation report. Project Report. Centre for Primary Health and Social Care, London.
This evaluation study was commissioned by the Communications and Engagement team at the NHS North Central London Clinical Commissioning Group to assess the performance of the Winter Resilience Communications and Engagement campaign during the months of December 2021 and March 2022.
The campaign aimed to deliver ‘an integrated system-wide communications and engagement programme to support residents, patients and health and care workers prepare for, and stay well this winter, reminding them that services are open and ready to provide care when needed and to access care in the right place at the right time’ (NCL CCG, 2021).
The evaluation was conducted following the Evaluation Framework 2.0, with metrics for the 3 components of the Winter resilience campaign which sought to raise awareness, change behaviour intentions, and effect behaviour change. A mixed-methods complementarity study was used, combining quantitative and qualitative methods of data collection and analysis. We envision a three-stage process: 1) A baseline survey used as the control; 2) a modify repeat survey (post-campaign); 3) one-to-one interviews with staff involved in the delivery and with respondents to the final survey. Contextual data from NHS digital and GOV.UK were used to strengthen the evidence for the evaluation analysis.
The evaluation makes recommendations directly relevant to the Communications and Engagement team as they prepare for the next Winter campaign. Recommendations focus on two main areas, campaign preparation and content, the latter is mapped against a diagnosis of behavioural components using the COM-B theoretical model and interventions informed by the Behaviour Change Wheel.
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