In December 2007, NHS East Midlands launched the first
region-wide campaign in England to build public
confidence and showcase how the local NHS is tackling
infections, how extra investment is being spent and how
patients themselves can help reduce infections by taking
simple hand hygiene steps. Shaped by locally-led research,
tailored by staff, patients and the public and designed to
compliment local health acquired infection (HAI) initiatives,
the campaign has shown how SHA leadership can have a
positive impact on reputation management region-wide.
Five key things were crucial to the success of the campaign:
leadership at Board level; clinical buy-in at regional and
local level; credible research; regular stakeholder
engagement in shaping the campaign, and measurable
outcomes to demonstrate progress. East Midlands’ health
organisations led a variety of activities across the region to
launch the campaign in shopping centres, food preparation
areas, markets and health centres, demonstrating infection
reducing techniques from steam cleaning to hand washing.
In addition buses and bus stops on the main arterial routes
in each county carried posters.
Staff have, and continue to take a lead role in promoting
the campaign and the scale of team work across the region
and within individual organisations has been superb. Staff
are also looking at innovative ways to take the campaign
further and life size cardboard cut-outs of nurses asking the
public and patients if they have washed their hands have
been commissioned to be in hospitals across the region.
Monthly media analysis has shown a marked increase in
the volume of HAI coverage during the campaign and the
number of positive stores has increased significantly.
National research suggests there has been a major impact
on public confidence and reputation of the NHS. The
superb team work across the region demonstrates that by
working together you can achieve a bigger impact.
For more information on this project, please contact:
Jo.baggott@eastmidlnds.nhs.uk
