Communications toolkit
November to December 2014
Page 1 of 18
Contents
1.
2.
Summary – campaign overview ..................................................................................... 3
1.1
Introduction ............................................................................................................. 3
1.2
Campaign objectives............................................................................................... 3
The campaign ................................................................................................................ 3
2.1
Key campaign weeks .............................................................................................. 3
2.2
Key messages ........................................................................................................ 4
3.
Please support this year’s campaign .............................................................................. 4
4.
Campaign materials ....................................................................................................... 4
5.
Campaign PR and digital launch .................................................................................... 5
Working with Metro Radio/TFM ...................................................................................... 5
Thunderclap ................................................................................................................... 5
5.1
6.
7.
How you can help – Thunderclap ............................. Error! Bookmark not defined.
Additional resources ...................................................................................................... 6
6.1
Press release – launch ........................................................................................... 6
6.2
Web text and content .............................................................................................. 7
6.3
Internal article – for use in newsletters and bulletins ............................................. 10
6.4
YouTube videos .................................................................................................... 10
6.5
Social media ......................................................................................................... 11
Appendices .................................................................................................................. 16
7.1
Appendix one: regional activity.............................................................................. 16
7.2
Appendix two: updating email signature ................................................................ 17
7.3
Appendix three: how to use Thunderclap .............................................................. 18
Page 2 of 18
1.
Summary – campaign overview
1.1 Introduction
There has be a wealth of research that has been conducted over the last couple of years
across the North East that shows that there is ever greater demands being places on the
healthcare system and the confusion that exists in patients trying to navigate the system
appropriately. Through research, there is evidence that we need to inform and educate
people about urgent care and the services that are available and to use information to
change people’s perception about the services they should use.
To try and address these issues, Clinical Commissioning Groups (CCGs) across
Northumberland, Tyne and Wear, Durham, Darlington and Teesside are working together on
a winter campaign called ‘keep calm’.
‘Keep calm’ focuses on self-care and the main winter respiratory illnesses that can be looked
after at home or with advice from a pharmacist, with the main message focusing on ‘keep
calm and look after yourself’.
1.2 Campaign objectives

To provide clear information to the public around the best use of local NHS services
this winter – specifically for self-care, community pharmacy and antibiotics use

To support surge management for the local NHS in winter planning
2.
The campaign
The campaign starts on 17 November 2014 coinciding with the national self-care week and
European Antibiotics Awareness Day (which takes place on 18 November) and regional
activity timetable can be found in appendix one.
The campaign targets normally healthy people with an emphasis on parents of young
children, older people and people who get free prescriptions.
2.1 Key campaign weeks
Throughout the campaign, there are specific weeks that we will be focusing on, these
include:

w/c 17 November – launch of keep calm

w/c 24 November – keep calm and ask your pharmacist

w/c 1 December – keep calm and antibiotics aren’t always the answer

w/c 8 December – get repeat prescriptions

w/c 15 December – get repeat prescriptions and have a well-stocked medicine cabinet

w/c 22 December – keep calm and call 111 this Christmas
Page 3 of 18
2.2 Key messages
Primary
Secondary
Call to action
3.
Keep calm and look after yourself
Keep calm and call 111
Keep calm and ask a pharmacist
Keep calm and antibiotics aren’t always the answer
Make sure that you order your prescriptions for Christmas
The medicines you need to keep in your cabinet
www.keepcalmthiswinter.org.uk
@keepcalmne
Please support this year’s campaign
NHS North of England Commissioning Support communications and engagement team will
be leading this campaign, on behalf of the region’s clinical commissioning group and will be
promoting this campaign across the whole of the north east region.
There are a number of opportunities that you could help support the campaign including:

Promote the campaign by using the resources that are supplied within this toolkit

Use the syndicated copy to help you draft articles about the campaign for newsletters,
websites, on your social media networks, and within your internal communication
mechanisms

Include the use of e-booklet on your website which will give you information about how
you can look after yourself against common winter illnesses such as coughs, flu

Use your social media networks to provide regular updates, follow the campaign’s
twitter handle @keepcalmne and retweet messages

Get in touch with your local networks and share this toolkit to help support this regional
NHS campaign
PLEASE NOTE THAT THIS CAMPAIGN IS EMBARGOED UNTIL 00.01 HOURS 17
NOVEMBER 2014. THIS EMBARGO INCLUDES ALL MATERIALS WITHIN THIS
TOOLKIT.
4.
Campaign materials
All campaign materials are available at
https://www.dropbox.com/sh/2ut2m3ydws2im3k/AACg165Tr1Z6Bh3oREa_14v1a?dl=0
Campaign materials are available for you to download and use. These include:

Keep calm booklet – there are different versions depending on your area

Posters

Copy – contained within this toolkit

A6 postcard

Web banners
Page 4 of 18

PowerPoint slides for TV screens

Email signatures (note advice for updating your email signature, can be found in
appendix two)
If you require any additional material or any resizing, please email NECSU.comms@nhs.net
with your request.
5.
Campaign PR and digital launch
Working with Metro Radio/TFM
Metro Radio/TFM have been approached as a partner to help launch the winter campaign.
Steve and Karen, breakfast presenters for Metro Radio, will introduce a short video asking
people on the street a series of questions about how to look after yourself during winter.
Synchronised tweet/Thunderclap
The campaign will launch on 17 November at 10am. We will circulate a link and ask that all
partners who have Twitter accounts follow the simple instructions to synchronise the launch
Tweet and enable us to reach the maximum amount of people. See section 5.1 about how
you can get involved and help.
5.1 How you can help – Launch tweet
The campaign will launch on 17 November at 10am, partners with Twitter accounts
encouraged to join in with a synchronised tweet.
An online tool we are using requires 50 partners to sign up, it will then automatically post
from their Twitter accounts at 10am on launch day.
Thunderclap
We will send out information about how to join separately.
Page 5 of 18
6.
Additional resources
6.1 Press release – launch
Winter campaign launches with clear message from the region’s
NHS – ‘Keep calm and look after yourself’ to combat those common
winter illnesses
The NHS in the region is joining forces once again this year and urging North Easterners to
‘Keep calm and look after yourself’ to combat the usual winter coughs, colds, aches and
illnesses that are common in usually healthy people at this time of the year.
Clinical Commissioning Groups (CCGs) across the North East launch their annual winter
campaign on Monday 17 November and are reminding people that many of the common
winter ailments and illnesses people come down with at this time of year are easily treated at
home or with advice from a pharmacist – with no need to see a doctor or nurse and keeping
valuable appointments open for those who really need them.
Backed by partner NHS organisations in the region, the campaign will run throughout the
Christmas holiday period, traditionally the busiest time of the year for the NHS and targets
people who are usually in good health and perhaps wake up one morning feeling under the
weather and don’t know what to do.
INSERT SPOKESPERSON said that during the winter months, the demand for NHS
services increases significantly, so it’s crucial that services are available for those most in
need and those who can, self-care or visit their local pharmacist.
INSERT SPOKESPERSON said: “Winter weather means more slips and trips – and
generally more of us feeling unwell as we spend more time indoors and coughs, colds and
other viruses are passed around our family, friends and colleagues at work.
“This all adds up to more of us having an accident or becoming unwell with a winter bug,
meaning more people want to see their GP, attend accident and emergency or call 999.
INSERT SPOKESPERSON continued: “However, there is no need to panic as most
normally healthy people with a winter illness do not need to see their GP, attend A&E and
absolutely do not need to call 999 – so our message this winter is ‘keep calm’.
“Colds, sore throats, head-aches, hangovers, upset stomachs, coughs, aches, pains, and
winter vomiting should all be treated at home or with the advice of your local pharmacist,
with pain killers, rest and plenty of fluids.
“By doing this not only are you helping to reduce the spread of winter viruses to other
vulnerable patients in NHS waiting rooms – you are also keeping appointments available for
people who have serious health conditions that must see a doctor or nurse.”
Page 6 of 18
The Keep Calm campaign launched today to tie in with National Self Care Week and
European Antibiotics Awareness Day, and includes a dedicated website with information on
common winter illnesses, what the symptoms are, how to treat them, how long they will last.
It includes advice on what to keep in your winter medicines cabinet so you can be ready to
treat illnesses as they start. Visit keepcalmthiswinter.org.uk for further information. You can
also follow the campaign on Twitter @keepcalmne
The campaign will be seen on regional TV adverts, buses, social media and printed
materials in GP practices, pharmacies and other venues across the region.
The campaign message of ‘Keep Calm and look after yourself’ runs across three threads
including:

Keep Calm and ask a pharmacist

Keep Calm and call 111

Keep Calm and antibiotics aren’t always the answer.
ENDS
6.2 Web text and content
Keep calm and be ready for winter
During the winter months, the demand for NHS services increases significantly as cold
weather means there are more slips, trips and injuries. Generally more of us feel unwell
during the winter as we spend more time indoors and coughs and colds are passed around
our family, friends and colleagues at work.
This all adds up to more of us having an accident or becoming unwell with a winter bug,
meaning more people want to see their GP, attend accident and emergency or call 999.
‘Keep calm and look after yourself’ is the strong message from INSERT LOCAL AREA NHS
this winter, to remind people that many of the common winter ailments and illnesses are
easily treated at home, or with advice from a pharmacist – with no need to see a doctor or
nurse.
The ‘Keep Calm’ campaign which gives advice on how to treat a range of common winter
conditions by keeping a well-stocked medicine cabinet at home or speaking to your local
pharmacist.
INSERT SPOKESPERSON said there is no need to panic when feeling under the weather.
“Most normally healthy people with a winter illness do not need to see their GP, attend A&E
and absolutely do not need to call 999 – so our message this winter is ‘keep calm’.
“Colds, sore throats, head-aches, hangovers, upset stomachs, coughs, aches, pains, and
winter vomiting should all be treated at home or with the advice of your local pharmacist,
with pain killers, rest and plenty of fluids.
Page 7 of 18
By doing this not only are you helping to reduce the spread of winter viruses to other
vulnerable patients in NHS waiting rooms – you are also keeping appointments available for
people who have serious health conditions that must see a doctor or nurse.”
The campaign message of ‘keep calm and look after yourself’ runs across themes including:

Keep calm and ask a pharmacist

Keep calm and call 111

Keep calm and antibiotics aren’t always the answer
For more information, please visit keepcalmthiswinter.org.uk or follow @keepcalmne
What should I keep in my medicine cabinet at
home?
Medicine or first aid
Paracetamol and ibuprofen
Oral rehydration salts (such as Dioralyte®)
Antacids (comes in chewable tablets, or
tablets that dissolve in water, or in liquid
form)
First aid kit:
Bandages
Plasters
Thermometer
Antiseptic
Eyewash solution
Sterile dressings
Medical tape
Tweezers
What it’s used for
Effective at relieving most minor aches and
pains such as headaches period pain,
inflammation in arthritis and sprains.
Fever, diarrhoea and vomiting make us lose
water and essential minerals, and can lead
to dehydration. If you have these symptoms
and can't continue your normal diet, oral
rehydration salts can help to restore your
body’s natural balance of minerals and fluid
and relieve discomfort and tiredness. They
don’t fight the underlying cause of your
illness, such as a virus or bacteria.
We normally over indulge during the festive
period and this can bring stomach ache,
heartburn or trapped wind. A simple antacid
will reduce stomach acidity and bring relief.
These are some of the main items that
should be in your first aid kit.
If you have small children – you should keep
a thermometer and children’s paracetamol
handy, and take with you if you take trips or
breaks away.
Make sure you have repeat prescriptions
If you or someone you care for requires medicines regularly, make sure you order and
collect repeat prescriptions in good time to ensure you or your family have enough medicine
to last over the festive period. Many of the calls to out of hour’s health services are for
emergency repeat prescriptions when people have run out of their medication – a situation
that could be avoided with some forethought and planning. By thinking ahead for your
regular medication you are helping our busy out of hour’s doctors and nurses.
Page 8 of 18
Information on your local NHS services
If you are injured or unwell there are a number of different NHS services that you can
access. If you are unsure if a service can treat your condition, just call ahead and
ask.
Pharmacist
Your local pharmacy provides expert advice on common health problems and many
pharmacies have early and late opening hours.
GP practices and out of hours GP services
Your GP practice treats the majority of your healthcare needs and is usually the first point of
contact for most medical issues.
Everyone should be registered with a GP practice - if you are not registered, you can find
information about local GP practices at www.nhs.uk.
GP practices are usually open Monday to Friday (excluding bank holidays).
Many now open extended hours – sometimes earlier in the morning, later in the evening and
some are open on a Saturday.
During the Christmas holidays GP practices will be closed on Christmas Day, Boxing Day
and New Year’s Day, so please make sure you order any repeat medication in advance.
Please check with your practice for opening details.
If you need to see a GP when your own practice is closed, contact the 111 service who can
help.
Urgent dental treatment and out of hours access
You can contact the out of hours dental service through the 111 service.
A&E or 999 – for health emergencies
Please ONLY use the 999 service for serious health emergencies which include: a major
accident, broken bones, breathing problems, severe chest pains, unconsciousness,
suspected stroke and severe blood loss.
Page 9 of 18
6.3 Internal article – for use in newsletters and bulletins
Winter campaign launches with clear message from the region’s
NHS – ‘Keep calm and look after yourself’ to combat those common
winter illnesses
The NHS in the region is joining forces once again this year and urging North Easterners to
‘Keep calm and look after yourself’ to combat the usual winter coughs, colds, aches and
illnesses that are common in usually healthy people at this time of the year.
Clinical Commissioning Groups (CCGs) across the North East launch their annual winter
campaign on Monday 17 November and are reminding people that many of the common
winter ailments and illnesses people come down with at this time of year are easily treated at
home or with advice from a pharmacist – with no need to see a doctor or nurse and keeping
valuable appointments open for those who really need them.
Backed by partner NHS organisations in the region, the campaign will run throughout the
Christmas holiday period, traditionally the busiest time of the year for the NHS and targets
people who are usually in good health and perhaps wake up one morning feeling under the
weather and don’t know what to do.
For more information, visit keepcalmthiswinter.org.uk or follow @keepcalmne
6.4 YouTube videos
You can link to the YouTube videos that have been produced. The Steve and Karen video
about the keep calm will be circulated during the launch week and again this can be used on
social media networks and websites as relevant.

Keep calm and look after yourself - https://www.youtube.com/watch?v=SmkZJzW3Ycg

Keep calm and antibiotics aren’t always the answer https://www.youtube.com/watch?v=prwomfLtC90

Keep calm and ask a pharmacist - https://www.youtube.com/watch?v=8eALO5X2_4I
Page 10 of 18
6.5 Social media
Below is some of the tweets we’ll be using to support the keep calm campaign. Please follow @keepcalmne, use #keepcalmne and you can
use the tweets below to help to support the campaign.
DAY
DATE & TIME
TWEET COPY
WEEK ONE - LAUNCH
MONDAY - -#northeasthour 8-9pm #Darlobizhour 7:30-8:30pm
17/11/2014 08:00
17/11/2014 08:05
17/11/2014 10:00
17/11/2014 20:12
Winter health campaign #keepcalmne launches today with self-care info http://www.keepcalmthiswinter.org.uk/ pls RT
Your local pharmacist can be the starting point for your self-care http://www.nhs.uk/livewell/pharmacy/pages/commonconditions.aspx
#keepcalmne
Today is the regional launch of #keepcalmne, for more info visit www.keepcalmthiswinter.co.uk
Winter health campaign #keepcalmne launches today with self-care info http://www.keepcalmthiswinter.org.uk/ pls RT
TUESDAY - #northeasthour 2-3pm
18/11/2014 08:00
18/11/2014 14:00
18/11/2014 14:48
Each of the region’s Clinical Commissioning Groups has published a #keepcalmne booklet with health advice for the winter
www.keepcalmthiswinter.co.uk
Today is Antibiotics Awareness Day. Antibiotics don’t lower fever or symptoms like sneezing http://www.nhs.uk/video/pages/take-care-notantibiotics-hedgehog.aspx #keepcalmne #northeasthour
Health advice for the North East winter from the region's 12 GP led organisations www.keepcalmnthiswinter.nhs.uk #keepcalmne
#northeasthour
WEDNESDAY - #CoDurhamHour 2-3pm
19/11/2014 14:23
19/11/2014 14:03
19/11/2014 14:05
This week is Self Care Week - be healthy this winter http://www.nhs.uk/Planners/Yourhealth/Pages/self-care-week-2014.aspx
#CoDurhamHour #keepcalmne
What’s self care? Staying fit & healthy, take appropriate medicine, treat minor ailments & seek help when you need it #keepcalmne
Your local pharmacist can be the starting point for your self-care http://www.nhs.uk/livewell/pharmacy/pages/commonconditions.aspx
#keepcalmne
THURSDAY - #sunderlandhour 8-9pm
20/11/2014 20:10
"Self care for life – be healthy this winter" http://www.nhs.uk/Planners/Yourhealth/Pages/self-care-week-2014.aspx #keepcalmne
#sunderlandhour
FRIDAY
21/11/2014 18:00
21/11/2014 20:00
What’s in your medicine cabinet? You don’t have one? Either way get the info, check out this link
http://www.nhs.uk/Livewell/Pharmacy/Pages/Yourmedicinecabinet.aspx #keepcalmne
Suspect you have the flu? Check your symptoms and get some good self-care advice
Page 11 of 18
http://www.nhs.uk/Conditions/Flu/Pages/Symptoms.aspx #keepcalmne
SATURDAY
22/11/2014 15:00
22/11/2014 20:00
For self-care advice on illnesses like coughs colds or upset stomach, go to www.keepcalmthiswinter.co.uk or call 111 #keepcalmne
Saturday night, Casualty on the TV - there are other options. Feel unwell but not an emergency? Call 111 for advice! #keepcalmne
SUNDAY - #CoDurhamHour 8-9pm #englandhour 9-10pm
23/11/2014 20:20
23/11/2014 21:13
For self-care advice on illnesses like coughs colds or upset stomach, go to http://bit.ly/nhsnwQR or call 111 #keepcalmne #codurhamhour
The hashtag battle is on #hangover has the edge over #keepcalmne at the moment :-( #englandhour
WEEK TWO - PHARMACIST
MONDAY - -#northeasthour 8-9pm #Darlobizhour 7:30-8:30pm
24/11/2014 08:00
24/11/2014 20:00
Streaming nose? Your local pharmacy has expert advice & treatment. Find your nearest pharmacy
http://www.nhs.uk/livewell/pharmacy/pages/commonconditions.aspx #keepcalmne
If you need to see a GP when the practice is closed, contact the NHS 111 service, open 24/7 http://bit.ly/rrkpUX #keepcalmne
#northeasthour
TUESDAY - #northeasthour 2-3pm #NorthEastWomensHour - Tuesday 3-4pm
25/11/2014 09:00
25/11/2014 14:28
Annoying cough? Your local pharmacy is the best choice for advice/treatment. Find nearest pharmacy
http://www.nhs.uk/livewell/pharmacy/pages/commonconditions.aspx #keepcalmne
Antibiotics only fight infections caused by bacteria http://www.nhs.uk/video/pages/take-care-not-antibiotics-hedgehog.aspx #keepcalmne
#northeasthour
WEDNESDAY - #CoDurhamHour #BoroHour 2-3pm #TeesideHour – Wednesday 2-3pm #TynemouthHour – Wednesday 2-3pm
26/11/2014 14:23
Dodgy tummy? Your local pharmacy really is the best choice for advice/treatment. Find nearest pharmacy
http://www.nhs.uk/livewell/pharmacy/pages/commonconditions.aspx #keepcalmne
THURSDAY - #sunderlandhour #gatesheadhour 8-9pm #TeesTime - Thursday 2-3pm
Think you might have the flu? Check your symptoms and get some good self-care advice
http://www.nhs.uk/Conditions/Flu/Pages/Symptoms.aspx #keepcalmne
27/11/2014 16:30 Tips for good respiratory hand hygiene & reduce the spread of winter bugs & viruses: http://bit.ly/VDneg7 #keepcalmne #sunderlandhour
FRIDAY #tweetnorthumberland 11-12 #ClevelandHour - Friday 10-11am #ShieldsHour – Wednesday 2-3pm + Friday 11am-noon #TeesideHour – 11am-noon,
#TynemouthHour – Friday 11am-noon
28/11/2014 08:00 Follow basic tips for good respiratory hand hygiene & reduce the spread of winter bugs & viruses: http://bit.ly/VDneg7 #keepcalmne
Sore throat? Your local pharmacy really is the best choice for advice/treatment. Find nearest pharmacy
28/11/2014 18:00
http://www.nhs.uk/livewell/pharmacy/pages/commonconditions.aspx #keepcalmne
27/11/2014 08:00
SATURDAY
29/11/2014 13:30
Need regular medication? Order a repeat prescription #keepcalmne
SUNDAY 3-4pm #northumberlandhour 8-9pm #tweetnorthumberland
30/11/2014 13:30
#keepcalmne Treat aches, pains, coughs & colds at home with basic medicine cabinet essentials
Page 12 of 18
http://www.nhs.uk/Livewell/Pharmacy/Pages/Yourmedicinecabinet.aspx
WEEK 3 - ANTIBIOTICS AWARENESS
MONDAY - -#northeasthour 8-9pm #Darlobizhour 7:30-8:30pm
01/12/2014 08:00
01/12/2014 20:00
Antibiotics aren't always the answer. Take rest and paracetamol and drink plenty of fluids instead http://www.nhs.uk/video/pages/take-carenot-antibiotics-hedgehog.aspx #keepcalmne
Sprain, cut, wound, burn? Visit a minor injury unit or walk-in centre. No appointment needed #keepcalmne http://ow.ly/eHeVP
TUESDAY - #northeasthour 2-3pm
02/12/2014 08:00
02/12/2014 18:00
Not an emergency but you still need medical advice? #keepcalmne and call 111 http://bit.ly/rrkpUX
How can we reduce the spread of winter viruses? Wash our hands! http://www.wash-hands.com/ #keepcalmne
WEDNESDAY - #CoDurhamHour 2-3pm #northumberlandhour 7-8pm
03/12/2014 08:00
03/12/2014 18:00
Antibiotics aren't always the answer. Take rest and paracetamol and drink plenty of fluids instead http://www.nhs.uk/video/pages/take-carenot-antibiotics-hedgehog.aspx #keepcalmne
#keepcalmne A visit to your pharmacy for health advice and medicine could save you waiting for a GP appointment
http://www.nhs.uk/nhsengland/aboutnhsservices/pharmacists/pages/pharmacistsandchemists.aspx
THURSDAY - #sunderlandhour 8-9pm
04/12/2014 08:00
04/12/2014 16:30
Resistance to antibiotics is a growing problem due to inappropriate use, they don’t cure everything http://www.nhs.uk/video/pages/take-carenot-antibiotics-hedgehog.aspx #keepcalmne
Wash your hands & your children’s hands - after sneezing or coughing, before touching things or people http://www.wash-hands.com/
#keepcalmne
FRIDAY
05/12/2014 08:00
The more you use antibiotics, the more resistant bacteria become http://www.nhs.uk/video/pages/take-care-not-antibiotics-hedgehog.aspx
#keepcalmne
06/12/2014 08:00
Treat your cold and flu symptoms quickly with medicine from your pharmacy #keepcalmne
http://www.nhs.uk/livewell/pharmacy/pages/commonconditions.aspx
07/12/2014 13:30
How can we reduce the spread of winter viruses? Wash our hands! http://www.wash-hands.com/ #keepcalmne
SATURDAY
SUNDAY
WEEK FOUR – REPEAT PRESCRIPTIONS
MONDAY - -#northeasthour 8-9pm #Darlobizhour 7:30-8:30pm
08/12/2014 08:00
08/12/2014 20:39
08/12/2014 20:42
Collect repeat prescriptions – make sure you or your family have enough medicine to last over the festive period #keepcalmne
Order and collect you repeat prescription soon so you have enough medicine to last over the festive period #keepcalmne #northeasthour
Order and collect you repeat prescription soon so you have enough medicine to last over the festive period #keepcalmne #darlobizhour
TUESDAY - #northeasthour 2-3pm
Page 13 of 18
09/12/2014 14:37
GP practice closed over the festive period? Call 111 http://bit.ly/rrkpUX #keepcalmne #northeasthour
WEDNESDAY - #CoDurhamHour 2-3pm
10/12/2014 14:30
Colds, sore throats and flu are caused by viruses which won’t respond to antibiotics http://www.nhs.uk/video/pages/take-care-not-antibioticshedgehog.aspx #keepcalmne #CoDurhamHour
THURSDAY - #sunderlandhour 8-9pm
11/12/2014 08:00
Norovirus - wash your hands regularly and stay at home until you are clear of symptoms for 48 hours http://www.wash-hands.com/
#sunderlandhour
12/12/2014 08:00
Need help or advice for a medical issue that is not life-threatening? Call 111 http://bit.ly/rrkpUX #keepcalmne
13/12/2014 08:00
Keep the NHS free for life-threatening emergencies this winter. Advice on winter illnesses: http://bit.ly/nhsnwQR #keepcalmne
14/12/2014 08:00
#keepcalmne but also keep organised. Make sure you’ve ordered your repeat prescription and arrange to collect before it’s too late
FRIDAY
SATURDAY
SUNDAY
WEEK FIVE – REPEAT PRESCRIPTIONS AND WELL STOCKED MEDICINE CABINET
MONDAY - -#northeasthour 8-9pm #Darlobizhour 7:30-8:30pm
15/12/2014 20:11
Pharmacies are open evenings and weekends , click for opening hours linkhere #keepcalmne #northeasthour
TUESDAY - #northeasthour 2-3pm
16/12/2014 08:00
Get your pharmacy’s opening hours over the festive period – linkhere #keepcalmne
WEDNESDAY - #CoDurhamHour 2-3pm
17/12/2014 14:22
Many GP practices will be closed or have reduced opening over the festive period. Need medical advice? Call 111 #keepcalmne
#CoDurhamHour
THURSDAY - #sunderlandhour 8-9pm
18/12/2014 08:00
18/12/2014 20:20
Sprain, cut, wound, burn? Visit a minor injury unit or walk-in centre. No appointment needed #keepcalmne http://ow.ly/eHeVP
Be prepared for Christmas, get your medicine cabinet sorted http://bit.ly/fITySf #keepcalmne
19/12/2014 08:00
19/12/2014 18:00
Get your Pharmacy’s opening hours over the festive period – linkhere #keepcalmne
Order and collect your repeat prescriptions before it’s too late for Christmas #keepcalmne
20/12/2014 20:00
Call 111 free when you need medical help but it’s not an emergency. Open 24/7, 365 days a year #keepcalmne
21/12/2014 13:30
Pharmacists can diagnose and treat your winter illnesses with no appointment needed
http://www.nhs.uk/livewell/pharmacy/pages/commonconditions.aspx #keepcalmne
FRIDAY
SATURDAY
SUNDAY
WEEK SIX – CHRISTMAS AND NHS 111
Page 14 of 18
MONDAY - -#northeasthour 8-9pm #Darlobizhour 7:30-8:30pm
22/12/2014 08:00
22/12/2014 07:50
22/12/2014 20:00
Have you collected your repeat prescription? #keepcalmne
Call 111 free when you need medical help but it’s not an emergency. Open 24/7, 365 days a year #keepcalmne
For non-emergencies, call 111 free. It’s open 24/7, even Christmas Day! #keepcalmne #northeasthour
TUESDAY - #northeasthour 2-3pm
23/12/2014 08:00
23/12/2014 10:00
Get your Pharmacy’s opening hours over the festive period – linkhere #keepcalmne
Many GP practices are closed over the festive period or have reduced opening hours. If you need medical advice? Call 111 #keepcalmne
WEDNESDAY - #CoDurhamHour 2-3pm
24/12/2014 08:00
24/12/2014 16:30
Merry Christmas and good health to you all! If you have a non-urgent health enquiry call 111 #keepcalmne
For non-emergencies, call 111 free. It’s open 24/7, even over the holidays! #keepcalmne
THURSDAY - #sunderlandhour 8-9pm
25/12/2014 08:00
25/12/2014 20:30
25/12/2014 18:00
Many GP practices will be closed or have reduced opening over the festive period. Need medical advice? Call 111 #keepcalmne
Get your pharmacy’s opening hours over the festive period – linkhere #keepcalmne #sunderlandhour
Treat your cold and flu symptoms quickly with medicine from your pharmacy #keepcalmne
http://www.nhs.uk/livewell/pharmacy/pages/commonconditions.aspx
FRIDAY
26/12/2014 08:00
26/12/2014 18:00
Pharmacies are open evenings and weekends , click for opening hours linkhere #keepcalmne
Call 111 free when you need medical help but it’s not an emergency. Open 24/7, 365 days a year #keepcalmne
27/12/2014 08:00
Need help or advice for a medical issue that is not life-threatening? Call 111 http://bit.ly/rrkpUX #keepcalmne
#keepcalmne A visit to your pharmacy for health advice and medicine could save you waiting for a GP appointment
http://www.nhs.uk/livewell/pharmacy/pages/commonconditions.aspx
SATURDAY
27/12/2014 13:30
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7.
Appendices
7.1 Appendix one: regional activity
2014
November
MEDIA
Description
3
TV
Tyne Tees - 20" commercial
Sky Adsmart
Made in Tyne & Wear
Est TVRs 177 (11.5 peak, 27 off peak). Est 1+ coverage 62.5%
165,000 impressions targeting households in the NE with children, with a
frequency of 4
100 x 20" spots - 40 at peak time
RADIO
Metro Radio & TFM
Smooth Radio
DIGITAL
Chronicle live, journal.co.uk & gazette
live
Behavioural Targeting
2 weeks airtime on both stations, promotional video (with Steve & Karen), social
media, website & email marketing
186 x 20" commercials reaching 335,907 adults on average 7.8 times after 2
weeks
19 Homepage takeovers on various dates across all 3 sites
Mobile banner and MPU campaign delivering 250,000 page impressions across 3
sites
1 million page impressions using standard formats
OUTDOOR
Tyne & Wear Metro
800 window vinyls
MAGAZINE
Primary Times (Christmas holiday
issue)
CINEMA
Half page in Teesside, Newcastle, Sunderland & Durham issues with quarter page
editorial
22 x North East Cinemas
Audience Guaranteed Package of 303,333 admissions based on families.
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1
0
1
7
2015
December
2
4
1
8
1
5
2
2
January
2
9
3
1
0
1
7
2
4
7.2 Appendix two: updating email signature
In Outlook 2010 Inbox window, click "New E-mail" icon under "Home" tab.
The new message window pops up, under the "Message" tab, in the "Include"
group, click the "Signature" icon, and then select "Signatures..." from the drop
down menu.
Click on your existing signature and copy and paste the below Keep Calm
image at the bottom of the signature:
Then click ok to save.
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7.3 Appendix three: how to synchronise Tweets
Information on how to synchronise tweets through the online tool will be circulated in
an email the week before the launch.
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