Freshwater was appointed, on recommendation from NHS England, to support a collaboration of eight Clinical Commissioning Groups in North West London (NWL) in communicating major transformations to healthcare services for two million residents. Two members of the Freshwater team were appointed to seconded roles within the NHS team, including one as acting communications manager for a year.
During the project, Freshwater managed the communications activity around changes to maternity and paediatric services under the ‘Shaping a Healthier Future’ (SaHF) programme. This involved producing FAQ and Q&A documents, media training for key staff, media relations, managing a community and stakeholder engagement programme and developing a number of communications materials to help announce the changes, including drafting a NWL-wide maternity booklet described by the client as “one of the best things we (the NHS collaborative in NWL) have done”. Additionally, Freshwater supported the launch of a new Healthier NWL website, drafting the copy and overseeing its design.
We also developed a 12-month PR plan for each one of the collaborative’s strategy and transformation programmes including primary care, mental health, seven-day services, workforce, whole systems and hospital reconfiguration, and a narrative for each that could be used for dissemination across all internal and external communications activity.
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