Agenda item

A communications and engagement strategy has been developed to support the Surrey Local Outbreak Control Plan. The Communications Plan has evolved as more has been learnt about our public health response to the virus and this report provides the latest update on communications activity.

Witnesses:

Abi Pope - Senior Communications Manager, COVID-19 Communications Lead (SCC)

Key points raised in the discussion:

1.    The Senior Communications Manager, COVID-19 Communications Lead (SCC) noted:

·         the surge testing operation in Reigate and Banstead, the press release was scheduled for 3pm:

-       due to begin on Friday due to the high rates in two areas:

-       Area one - Banstead, Walton-on-the-hill and Tattenham corner

-       Area two - Reigate town centre

-       the communications cascade with the Board informed first.

-       the experience gained from previous surge testing operations in Surrey.

-       it was important for residents that they had a good understanding of whether or not they lived, worked or went to school within the boundaries of the surge testing area - an interactive map had been produced.

-       the web content and Frequently Asked Questions (FAQs) document had been prepared and was sent to GPs, before being published online across the Surrey County Council and Reigate and Banstead Borough Council websites.

-       the Communications team (SCC) was well experienced in doing highly targeted social media, alongside the press release geo-targeted communications would go out via Facebook, Instagram, Snapchat and Nextdoor - the Snapchat posts could be targeted to the younger age groups.

-       the Department of Health and Social Care (DHSC) would be issuing their press release, as well as offering support for business and community stakeholder engagement in the area.

-       two digital ad vans would be diverted to the Reigate and Banstead surge testing areas from Friday.

-       the assets and infographics being used reverted to alert messaging through chevrons and the bright colours.

·         the continued close working between the Public Health team (SCC) and Communications team (SCC), noting the data meetings which occurred three times a week and the awareness of rising rates in Surrey and Variants of Concern (VOC):

-     digital ad vans from Monday would drive around the areas with the highest rates in Surrey, focusing the assets on the testing and vaccinations.

-     an extraordinary Multi-Agency Information Group (MIG) was held last Thursday so that partners in Surrey could be alerted to the rising rates, with a toolkit with new graphics provided.

-     vinyl banners were being developed to go into popular spots particularly congregated by young people.

-     a leaflet on testing and vaccinations had been developed.

-     information was included in the GP bulletins last week to inform them of rising cases.

-     the RingGo parkingapp was being investigated to include push notifications and a text to anyone who was registered with the app in Surrey.

-     the focus on younger age groups as the rates were higher, ensuring targeted messaging.

·         Youth engagement:

-     through a company called Livity who ran focus groups to gain insights into how young people in Surrey were feeling about the lockdowns and what would motivate them to follow the rules.

-     findings from the focus groups included the feeling of being scapegoated by the media and underrepresented in the Covid-19 communications; and therefore further work was done on peer-to-peer conversations.

-     in partnership with Livity a new Instagram magazine channel - SoonSurrey - was launched in April, engaging six different young influencers monthly covering themes such as the Covid-19 roadmap, vaccine confidence, mental health and wellbeing.

-     multiple links to services and Public Health information was included via Linktree and could be used for alerts such as surge testing.

-     influencers would upload vaccination posts following the news that from Friday everyone over the age of 18 could get vaccinated. 

-     Snapchat had been effective noting the metrics to the end of May for the two posts including 2.4 million impressions, benefits included that posts could be geo-targeted and organic content did not need to be created.

-     the ‘Fear of Missing Out’ (FOMO) campaign on Snapchat was based on insights from young people in Surrey - to explain the social contract aspect of getting tested and vaccinated to protect communities. 

-     further metrics up to the end of May included: 14.9 million Facebook and Instagram impressions reaching 1.2 million people in Surrey, 1.5 million Google Display impressions such as via online banking, SoonSurrey reached 211,000 accounts in the last month, the vaccine reel was watched over 4,000 times by young people in the last month, just under 190,000 Surrey residents were subscribed to Nextdoor and posts in local community groups had around a 30% impression rate, geo-targeted radio adverts on testing had been heard 1.2 million times by 150,000 people over a six week period, the Surrey County Council Coronavirus webpage was visited 960,000 times, over seventy broadcast interviews including the Leader of Surrey County Council and Director of Public Health (SCC) and ongoing media relations, adverts were widespread such as at petrol pumps and train stations as well as the use of digital ad vans.

-     regarding targeting communications to young people, noted the latest figures for Ofcom media consumption by age in which Instagram in the 16-24 year old age group had an uptake of 78%, Snapchat had 72% with TikTok only on 54%.

2.    The Chairman commended the informative presentation and the communications work undertaken in Surrey to keep residents informed on the situation around Covid-19.

RESOLVED:

The Board noted the activity outlined in the report.

Actions/further information to be provided:

None.