Making policy work for unengaged audiences

  • Converting policy into animated films means reaching “65% of the population who are visual learners who absorb and recall information best by seeing”.

A great example being NHS England’s national Continuing Healthcare (CHC) film, the framework is complex and  a sensitive area of the NHS, CHC is sometimes known as end of life care. NHS England found that time poor clinicians struggled to impart complexities to patients (who themselves being very unwell) so commissioned Enabled City to create an animated film, these films were viewed  over 10,000 times within 12 months.

Healthwatch Gateshead took the initiative to test effectiveness of the animated films and kindly shared the below results.

Healthwatch Gateshead became aware of national information on CHC commissioned by NHS England in the form of short films to help explain the national policy framework better to people and families.

We held a workshop with 8 Healthwatch Champions to try to gauge the quality of the information and asked them to rate their knowledge of CHC from 1 to 5. The combined points before watching the film were 16 out of a possible 40. After the film we repeated the question and those numbers rose to 31 out of 40 which was a significant rise.

Feedback from Healthwatch Champions

  • “Simple language. Difficult subject but made much easier to understand. The repetitive language gives a consistent message.”
  • “Would probably like to see the video again to increase knowledge of CHC even more”
  • “Film really helpful in understanding CHC”
  • “Some aspects of CHC would need to have more than a second look to understand more fully”
  • “ I think the video needs to be advertised and localised . This would be really useful for the community”
  • “Most of the BAME community access information online as we can use translation services, the video maybe able to be translated “

We shared the findings of the Healthwatch champion sessions and worked with NGCCG to have this information included on their website which now also includes a link to further information about CHC on the NHS choices website.

Great work Healthwatch Gateshead and Newcastle Gateshead CCG!

Inclusive by design

Information should inclusive by default and fun to access – creating better services for those with communication support needs and you’ll also be including the needs of time poor professionals too.

It all starts by creating a great script and followed principles learnt from working with people with learning disabilities when creating HERO docs (Healthcare Easy Read Online) content and Word-Bank definitions.
Graphics have big part to play but they need to be used meaningfully to support each concept (and be within brand), we added subtitles and voice over then gave viewers choice by publishing a full length version of the whole framework and another version with chapters.

Don’t hide great content

If you create great content such as a script for a film then publish it alongside the film to be inclusive of those using screen readers or preferring to read, and publishing the script as a normal webpage (as opposed to PDF or Word doc attachment) it will be easier for people using screen readers to find, it will reformat to fit mobile screens and web based access and translation tools such Word-Bank can be automatically added to jargon bust industry specific language.

The films were then made available for other CCGs to personalise with their own intro’s and outros which they could fund locally (the core animated element of the film is not changeable with NHS England’s approval).
Learn how to localise and embed the national CHC film or see Greenwich CCGs version with films script.

Learn about accessible policy formats