NHS Change Day is a quite extraordinary social movement for change and innovation across the NHS. And given the size and complexity of the organisation compared with others across the globe, it is one of the largest single social movements for organisational and change and improvement in the world.
Being a social movement, it’s no surprise that social media is at the heart of NHS Change Day. And were at the heart of its social media strategy, as its Social Media Lead. We worked as a central part of the PR, Comms and engagement strategy, working with the Change Day central team, the fabulous NHS hub volunteer ‘Hubbies’, PR agency The Social Kinetic and web designers dogfi.sh Our combined efforts won the prestigious PR Week award for Public Sector Campaign of the Year 2014 as well as the PRCA Award for Internal Communications 2014.
In 2013, Change Day used just 4 mainstream social media channels , Twitter, Facebook, Youtube and Podbean. For 2014, we expanded massively the number and range of social media platforms and channels deployed to engage the frontline and support the social movement. And we moved from the traditional core to encompass a range of extended social media tools and channels, including Pinterest, Blipfoto, Instagram, Flickr, whatsApp, Vimeo,
As Change Day 2014 reached its culmination at Expo 2014 in Manchester, we went one stage further in our social media exploitation by linking from the Conference Centre live to the frontline and shared with the world via Google Hangouts, including the first pledge delivered live online.
The results were startling. To take just 3 metrics, our main Twitter account gained over 86 millon Twitter impressions, at its height getting over 1.3 million Twitter impressions a day. We had over 32,000 video views for our films carried across YouTube, Vimeo , Podbean and ITunes. Our Facebook Page footprint increased tenfold with a 95,000 daily reach.
The magnificent pictures, videos and human stories created and shared each day via social media drove the heart and soul of NHS Change Day 2014. And they also built up a remarkable tableau of determination, imagination, creativity and commitment lived and breathed by hundreds of thousands of staff, carers, patients and their families on the NHS frontline at the early stages of the 21st Century.
Jackie Lynton, Head of Transformation at NHSIQ Horizons Group, said of our work:
“You make what appears to be difficult easy and accessible. Your ‘can do’ attitude is infectious. You have excellent technical knowledge and skills, work fast and pick up and translate visions into practical and workable ideas. You deliver way beyond our expectations and are excellent value for money”