The Go Home Healthy Campaign – preventing work-related ill health

Blog post by Jill Inglis

Thursday 20 December 2018

The Health and Safety Executive's Go Home Healthy campaign won a silver award at the Public Service Communications Awards. Jill Inglis, Senior Communications Manager at the HSE, explains how the campaign helps to prevent work-related ill health.

Go Home Healthy poster

Everyone has the right to go home healthy from work, yet 1.4 million people are suffering from work-related ill health. This not only impacts on the person who is made unwell, but also on their families, their employer and society as a whole. Work-related ill health costs the economy over £9 billion every year.

Using insight

Behavioural insight showed employers don’t give health risks the same priority as safety risks, because they’re often invisible and not immediate.

Our campaign objective was to overcome these barriers by increasing employers’ capability and motivation to better manage risks.

We did this by:

  • Using emotive and tailored content to illustrate the scale and cost of harm;
  • directing employers and workers to simple advice, accessible tools and guidance to build their capability to identify and manage health risks;
  • using case studies and peer networks to share best practice and increase motivation to act.

To devise our campaign brand and strategy, we held creative workshops across the business and engaged with stakeholders including NHS England, DWP and PHE.

We chose ‘Go Home Healthy’ as previous campaigns told us emotive messages around how people’s lives outside work are impacted has the greatest effect on behaviour. Our campaign hashtag #WorkRight encourages ‘working right’ in the legal sense, the ‘correct’ sense, and in the moral sense.

Audiences, strategy, partners

We have created a multi-level, multi-channel campaign entirely in house. The primary audience is employers and workers.

We’re targeting sectors and industries where are our ongoing insight programme tells us problems are greatest and we’re using the findings to inform future behaviour change interventions.

Audiences can find simple steps and advice on our dedicated campaign microsite which provides the destination point for all activity. From there, they’re given options to continue their user journey to tailored guidance, building their capability to identify and learn how to manage health risks better.

We used key influencers to put ill health in the spotlight and worked with partners campaigning in the same space, for example Mind and the British Lung Foundation. Most recently DfE, Oftsed and other education stakeholders have helped us shape the content for our preventing stress ‘talking toolkit’ aimed at secondary schools and they have shared the resource with their own audiences.

Results

  • 4.8 million people reached on social;
  • 175,000 visits to our microsite;
  • 62% of users returned to the site;
  • 6,300 campaign pack downloads;
  • 60 third party contributions – e.g. blogs, case studies, talking heads

Our small spend on digital marketing using lead generation tactics established on-going communication with nearly 4000 new employers/workers. We’re using this information to segment audiences by topic and sector to develop tailored, user-led customer journeys.

A recent panel survey of 7,500 employers and workers shows our activity is creating behaviour change, 46% of employers were aware of the campaign, with two thirds of those claiming they had done something differently as a result.

Lessons Learned

  • Developing the brand, concepts and approach with colleagues across HSE, not just in comms, brought the business with us from the beginning.
  • Building relationships with stakeholders and partners means we’re using the right channels to reach our target audiences, we’re consistent in our messages and we can further our reach.
  • New digital skills built within the team enabled us to use analytics to match and create ‘look-alike’ audiences, enabling better targeting.
  • Developing content in house saved on agency fees. It also allowed us to be agile and achieve more value for money as we could test and adapt the content while the campaigns were live.

Our campaign is raising the profile of work-related ill health and the understanding of the impact on people’s lives, business and society. By promoting the message that health in the workplace matters, we’re changing attitudes and motivating employers and workers to take action now.

Visit the Go Home Healthy website.

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