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HELPING PEOPLE IN CAMDEN & ISLINGTON

GET LIVER SMART

COMMUNICATIONS TOOLKIT

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27 ARTWORK FOR PRINT PRODUCTION28 Pledge pack29 Pull up banners30 Stickers

31 MONITORING & EVALUATION

32 QUERIES & FURTHER INFORMATION

CONTENTS 1 FOREWORD2 A campaign built upon behavioural theory3 Key messages4 Key themes

8 AUDIENCES9 Health sector and key stakeholders10 People at high risk in specialist services11 Other population groups at risk of viral hepatitis12 General public

13 BRAND GUIDELINES14 Identity15 Logo16 Logo positioning17 Logo dont’s18 Typography

19 Get LIVER SMART TEMPLATES20 Letterhead21 Community engagement template22 Powerpoint template

23 PRINTABLE MATERIALS24 Superhero25 Can you tell26 Look after your liver

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Get LIVER SMART is a programme to raise awareness of the signs, symptoms and treatment of chronic liver disease among residents of Camden and Islington to encourage more people to seek treatment and lead healthier lifestyles.

FOREWORD

The need for the programme was identified in the chronic liver disease profiles published on Camden Data (see more) and the Islington Evidence Hub (see more) in September 2014. The programme itself was developed using input from local residents and evidence based social marketing techniques.

Chronic liver disease can be difficult to identify and diagnose as people often don’t show signs of the disease until 10-30 years after its first onset.

• People are unaware of the multiple functions of the liver and that its ability to regenerate is limited

• The importance of the liver is overlooked in favour of other vital organs

• Public and stakeholder awareness of liver function and liver disease is low, particularly compared to other conditions such as cancer, COPD and coronary heart disease, which have much higher public profiles.

Chronic liver disease is the only major disease category where premature mortality is rising in the uk and at an earlier age. Islington has the highest rate of mortality from the disease and camden the fourth highest rate compared with other london boroughs.

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The creative resources in this toolkit have been developed using behavioural theories to ensure that they resonate strongly with all of our target audiences and to encourage them to engage with the campaign and take action.

A CAMPAIGN BUILT UPON BEHAVIOURAL THEORY

HYPERBOLIC DISCOUNTING

People tend to offset long-term benefits for short-term gains, particularly socio-economically disadvantaged groups who often have higher discount rates. The messaging and emphasis on short-term impacts and rewards is most likely to resonate with these target groups - the more immediate the impact or reward, the more likely they are to respond.

NUDGE THEORY

People are more likely to make healthy lifestyle choices and cut down on alcohol, obesity, and reduce their risk of hepatitis if the tips (e.g. having drinks with lower alcoholic content) are fun, easy, rewarding, popular and social. Many people engage in unhealthy behaviours such as drinking, takeaways and smoking due to a fear of missing out on socialising and wanting to be part of their peer group. Therefore, it is important to ensure that any tips to cut down remain sociable.

LOSS AVERSION

People prefer to avoid losses rather than acquire gains. The messaging and emphasis on what people can lose by continuing to engage in unhealthy behaviours is more likely to resonate and have an impact, rather than the gains to be made by changing behaviour.

Included within the toolkit is a commitment device, the ‘Look after your liver’ pledge pack. By asking people to physically sign a ‘guarantee’ or pledge, agreeing to make healthy lifestyle choices to look after their liver, they are more likely to keep to that commitment in order to maintain a consistent and positive self-image and avoid cognitive dissonance (behaviour that contradicts their aspirations and desires). At the same time, they are making a visible commitment and setting a goal to strive towards - thus increasing their motivation to achieve that goal.

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KEY MESSAGES The key messages contained in this communication toolkit’s resources are built around the following communications hierarchy:

& CAN BREAK WITHOUT WARNING

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The Get LIVER SMART identity consists of three key themes, each of which highlights the three risk factors that can cause liver disease and gives a clear call to action. The themes are used across a suite of resources that you can use in your individual communication and engagement campaigns. These include printable materials such as posters, a letterhead and PowerPoint template and artwork for the production of banners and other materials.

KEY THEMES

RISK FACTORS OF LIVER DISEASE

• Eating unhealthy foods• Hepatitis infections• Excessive drinking of alcohol.

CALL TO ACTION

“Talk to your GP in confidence about your liver check.”

SUPERHERO – ‘THE HERO INSIDE YOU’

‘CAN YOU TELL WHO HAS LIVER DISEASE?’

‘LOOK AFTER YOUR LIVER’

THE THREE Get LIVER SMART THEMES ARE:

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KEY THEMES

This was the most popular theme during live testing with our target audiences.

KEY MESSAGE

The liver is incredible, but like Superman and Kryptonite, it has its vulnerabilities and is not invincible.

AIMS

• To raise the profile and importance of the liver• To address the misconception that the liver

can regenerate• To show that the personal choices you make

can help protect your liver from damage.

WHEN TO USE

Works best in poster format (see Printable Materials). Good for creative projects, such as film or animation competitions.

KEY THEMES | SUPERHERO

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KEY THEMES

The crowd of people shown in this theme reminds the viewer that they are not alone.

KEY MESSAGES

• There are no outward signs or symptoms of liver disease

• No specific types of person are more affected by liver disease than others

• Liver disease is easily treated if caught early.

WHEN TO USE

Use to highlight any one of the three main risk factors (see page 4), or as a combined message.

KEY THEMES | ‘CAN YOU TELL WHO HAS LIVER DISEASE?’

7KEY THEMES | ‘LOOK AFTER YOUR LIVER’

KEY THEMES

This theme uses positive wording and plain imagery and can be used flexibly to support the campaign. There are risk factor specific versions of this poster.

KEY MESSAGE

Look after your liver and your liver will look after you.

AIMS

• To raise the profile of the liver as an important part of the body

• To encourage people to take personal responsibility for reducing damage to their liver.

WHEN TO USE

Use to highlight any one of the three main risk factors (see page 4), or as a combined message.

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AUDIENCES

THERE ARE FOUR KEY TARGET AUDIENCES:

• Health sector and key stakeholders

• People at high risk of liver disease in specialist services

• People at high risk from niche groups (people who work with blood, the prison population, people who travel to countries with endemic viral hepatitis)

• The general public.

THERE ARE SHARED PERCEPTIONS ACROSS THE FOUR AUDIENCE TYPES:

• There is poor awareness of liver function and other causes of chronic liver disease beyond its link to alcohol, such as excess weight and viral hepatitis. The link between unhealthy levels of alcohol and liver disease is associated with extreme alcohol misuse rather than an understanding of recommended levels of consumption (units)

• The liver is perceived as indestructible or a ‘problem for another day’

• Individuals have to self-identify their level of potential risk before they are able to raise concerns with their doctors, and why they are concerned. Stigma and concerns about repercussions are barriers to being honest with health professionals.

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There are a range of health professionals, from General Practitioners to health care assistants, behaviour change specialists, and pharmacists, all of whom are well placed to discuss concerns about liver health with their clients.

DESIRED OUTCOMES

HEALTH SECTOR AND KEY STAKEHOLDERS

• Better awareness of the three main risk factors for chronic liver disease • Brand awareness of Get LIVER SMART• Improved confidence in having conversations about liver disease • Increased referrals to General Practice, hepatitis C testing, and acute liver specialists.

COMMUNICATION ROUTES

• Scheduled GP communication emails and newsletters through relevant CCG • News items on CCG websites / GP specific web pages• GP events organised through the CCG • Health service provider events organised by commissioners (local authority or CCG).

AUDIENCES | HEALTH SECTOR AND KEY STAKEHOLDERS 9

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This refers to people who are currently in specialist services for substance misuse, sexual health and weight management. There will be different levels of exposure to liver disease awareness depending on service, so communications should be tailored appropriately.

PEOPLE AT HIGH RISK IN SPECIALIST SERVICES

AUDIENCES | PEOPLE AT HIGH RISK IN SPECIALIST SERVICES

DESIRED OUTCOMES

• Improved awareness of liver disease and its risk factors

• Improved ability to make informed decisions about behaviours that might lead to liver disease

• Increased participation in testing and treatment.

BARRIERS

• Stigma relating to lifestyle choices as well as liver disease

• Trust in the system and fear of repercussions in other parts of their lives.

MAIN MESSAGES

• The liver is important and resilient but not indestructible

• Liver damage is not a problem for another day; action taken now can reverse and prevent liver damage

• People can talk to their doctors in confidence• They are not alone.

COMMUNICATION ROUTES

• Face to face communication through treatment providers, using elements from this toolkit as prompts or props

• Dissemination of messages through voluntary sector

• Visibility of campaign in service delivery areas.

SUPPORT

• Providers of messages should encourage the setting of goals that are relevant and achievable

• Signpost where possible to risk assessment tools available on NHS Choices or through other applications where they can assess their risk and take action.

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Health care workers and other workers who might be exposed to blood - through needle stick injuries for example - are screened and vaccinated where applicable for viral hepatitis through occupational health. This campaign has not been designed specifically for this group but may be adapted if there is a need.

People who travel to countries where viral hepatitis is endemic are at greater risk than the general public, particularly if that travel involves non-tourist activities: work, visiting friends and relatives, medical or dental treatment. People who have moved to the area from countries where viral hepatitis is endemic are also at higher risk. Communications for this group should be targeted to their demographics, need, and areas where they are most likely to see the messages.

There are some population groups that are at higher risk of viral hepatitis compared to the general population due to their collective circumstances.

OTHER POPULATION GROUPS AT RISK OF VIRAL HEPATITIS

AUDIENCES | OTHER POPULATION GROUPS AT RISK OF VIRAL HEPATITIS

HEALTH CARE WORKERS TRAVEL

DESIRED OUTCOMES

• Better participation in testing and treatment • Better awareness of viral hepatitis and how

transmission can be avoided.

MAIN MESSAGES

• Viral hepatitis is not restricted to certain types of people - anyone can be at risk

• Viral hepatitis can damage the liver, but treatment can improve liver health.

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The purpose of the general public campaign is to raise awareness of the liver’s importance and to engage people who might participate in activities that put their liver at risk, but are not in specialist services.

DESIRED OUTCOMES

HEALTH SECTOR AND KEY STAKEHOLDERS

• The importance of the liver and how it might be damaged is better understood • Individuals are enabled to identify what is a risk to the liver in their own lives, and change their behaviour to

reduce that risk • Individuals are more confident about discussing the liver with their doctor and among themselves

(reduce stigma).

MAIN MESSAGES

• The liver is incredible, but not invincible• Unhealthy eating and viral hepatitis can also damage the liver - it’s not just caused by alcohol • Damage to the liver can be prevented or reversed by taking action • Only you can look after your liver.

SUPPORT

• Where possible, signpost people to places where they can get more information, such as NHS Choices• Encourage people to use tools and apps to help them make choices to protect their liver.

AUDIENCES | HEALTH SECTOR AND KEY STAKEHOLDERS 12

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For communications to be most effective, consistency is everything. That’s why we have created a clear, easily recognisable visual identity for Get LIVER SMART.

The following guidelines explain how you can use and apply the Get LIVER SMART brand identity. It is important to follow these guidelines to ensure we project a strong and consistent image across all our campaign media and communications.

Overall, the Get LIVER SMART brand identity is striking and uses a stark boldness and high contrast of colour to draw the viewer straight into the key message.

BRAND

GUIDELINES

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14BRAND GUIDELINES | IDENTITY

IDENTITY

COLOUR PALETTE

The Get LIVER SMART campaign resources and materials available through this toolkit use three core colours: black, yellow and white. These colours have been selected because of their high contrast which creates impact through a striking and stark boldness.

C100 M94 Y50 K73R0 G0 B0

C7 M0 Y83 K0R244 G236 B75

C0 M0 Y0 K0R255 G255 B255

When creating your own materials from scratch using the Get LIVER SMART identity, please use these three core colours whenever possible. Always follow the rules in these guidelines over the specified use of colour for the Get LIVER SMART logo.

LAYOUTS

When creating your own materials from scratch, be sure to keep layouts clean and simple. Avoid combining too many sizes of text and use simple grids. There are no set rules but please always refer to the pre-designed templates and resources in this toolkit to maintain consistency.

• Do not use other fonts with the Get LIVER SMART fonts• Do not clutter the layout with too many elements• Do not use long, wide columns of text.

The identity communicates the Get LIVER SMART campaign messages and calls to action using clear language and powerful imagery and text. It is focused on educating and supporting people to make better decisions regarding the health of their liver.

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LOGO

PRIMARY Get LIVER SMART LOGO

BRAND GUIDELINES | LOGO

The logo is the mark that indicates our ownership of the Get LIVER SMART campaign. It is essential to use it consistently and correctly. The following pages explain more about using the logo. Please take the time to read them and understand how the logo should be used.

The logo must always be reproduced from the master artwork. Different versions (JPEG, PNG and EPS) have been created for you to use in different applications. Contact communications@islington.gov.uk for the logo. Hyperlinks to the right side should be available for the communications team and designers to use.

The logo can be used in a choice of two solid colours - white out or black. The preferred version is white out on a black background.

SECONDARY VERSIONS

The logo must always be one colour only. This must be 100% colour and not a tint or shade.When it is not possible to use the logo as white out on the black background, you may use the black version against a yellow or white background.

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LOGOTYPE

Minimum size - the logotype should never be too small to read. The minimum size is 25 mm.

25 mm

EXCLUSION ZONE

The defined exclusion zone prevents other graphic elements interfering with the Get LIVER SMART logo.

USING THE LOGO WITH YOUR ORGANISATION’S AND/OR PARTNER LOGOS

When using the Get LIVER SMART logo with your own organisation’s logo, your logo should be positioned in the bottom left corner. Your logo can be equal in size to the Get LIVER SMART logo or smaller. It should never be larger than the Get LIVER SMART logo.

If multiple partners are part of your campaign, each partner’s logo should be the same size and spaced equally: horizontally across the bottom, from left to right. No one partner’s logo should appear larger than another partner’s logo.

When the London Borough of Camden and London Borough of Islington logos are used together, they must be the same size and positioned side by side (you can see an example of the correct use of partner logos at the bottom of this page.)

BRAND GUIDELINES | LOGO POSITIONING

The Get LIVER SMART logo should usually be positioned in the bottom right hand corner. Always follow the exclusion zone rule when positioning the logo around the edges of a page or when combining it with other graphic elements.

It might not always be possible to position the logo on the bottom right in every instance. In this case, you may position the logo in the top right corner (as shown on the letterhead). Top right is the preferred location when using the Get LIVER SMART logo with partner organisations logos.

On the ‘Superhero’ themed materials, the Get LIVER SMART logo is positioned where the liver is located within the human body. This is the only permissible exception to the bottom right or top right positioning rules and should not be adapted or recreated from the original artwork.

LOGO POSITIONING

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Do not add colour Do not outline Do not place in a frame

Do not distort Do not add a shadow

BRAND GUIDELINES | LOGO DON’TS

LOGO DONT’S

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ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890&£?!

LOGO DONT’S

Typography is a crucial element of the Get LIVER SMART visual identity. Consistent use of our brand typefaces makes our campaign communications instantly recognisable and more distinctive.

The audacious typographic style of the Get LIVER SMART campaign is influenced by warning and danger signs and is crisp, clear and to the point.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890&£?!

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890&£?!

DIN 1451 ENGSCHRIFT

ARIAL NARROW BOLD

ARIAL NARROW

HEADINGS & SUBHEADINGSPT 37 & PT 16

CALL OUTSPT 14

MAIN BODYPT 12

BRAND GUIDELINES | LOGO DON’TS

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This section contains templates which you can download, edit and customise according to the audience you are targeting.

THEY INCLUDE:

• Letterhead• Community engagement template• PowerPoint presentation template.

Remember also, when emailing staff within your organisation about the programme, to use ‘Get LIVER SMART in Camden & Islington’ within the subject bar to help increase raise awareness of the programme.

TEMPLATESGet LIVER SMART

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LETTERHEAD

Get LIVER SMART TEMPLATES | LETTERHEAD

Logos

Mr/s Firstname Surname 2 Faraway Road Thereborough Goneshire AB12 3CD

Dear Firstname surname

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Kind regards

Your name

A ready-branded letterhead to use when writing to your various target audiences about Get LIVER SMART. Using the letterhead reinforces the impact of your Get LIVER SMART communications. You can customise it by adding your logo, and those of your campaign partner organisations, across the bottom.

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A quick-reference guide to help you give a 10 minute verbal presentation to a range of stakeholders.

COMMUNITY ENGAGEMENT TEMPLATE

Get LIVER SMART TEMPLATES | COMMUNITY ENGAGEMENT TEMPLATE

Pictures say a thousand words but, in many situations, using visual elements alone is not suitable or practical. Sometimes it’s just better to talk in order to get your message across.

This template provides the facts and figures, key messages and calls to action of the Get LIVER SMART campaign in an easy, at-a-glance format to make sure you get all of the essential points across.

Community engagement template: using the spoken word to get the messages across

Pictures say a thousand words but sometimes it’s just better to talk. There are many situations where using visual elements alone is not suitable or practical. The following guide has been developed to help you give a 10 minute verbal presentation to a range of stakeholders.

Campaign title Message 1 Message 2 Message 3 Message 4

The Hero Inside You

The liver is incredible … It performs over 1,000 functions to protect you, including: • Fighting infections and illness • Removing toxins (poisons), such

as alcohol, from the body • Controlling cholesterol levels • Helping blood to clot (thicken) • Releasing bile, a liquid that breaks

down fats and aids digestion. …but it’s not invincible: • Eating unhealthy foods like fatty

foods • Drinking too much alcohol; & • Viral hepatitis

all increase your risk of liver problems.

In Islington: the three main causes of liver disease are: • Obesity • Alcohol • Viral hepatitis. In September 2012, 1% of the Islington population was recorded with a diagnosis of liver disease. 54% of those cases were obesity related - 21% to alcohol, and the remainder to hepatitis and other causes. Between 2010 and 2012, Islington had the highest rate in London of death due to liver disease. In Camden: the three main causes of liver disease are:

There are no signs or symptoms of the disease until it’s in advanced stages, but even then treatment will help.

Don’t gamble with your silent hero Get LIVER SMART • Talk to your doctor (GP)

in confidence

• Use apps and websites that help you monitor your food and alcohol intake

• Avoid situations where you might be exposed to viral hepatitis: o Don’t share needles

or toothbrushes

o Don’t delay getting tested.

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The PowerPoint template is ready-designed with the Get LIVER SMART logo, colour themes, fonts and header/sub-header styles.

POWERPOINT TEMPLATE

Get LIVER SMART TEMPLATES | POWERPOINT TEMPLATE

Use it to create your own PowerPoint presentation to share the key messages of the Get LIVER SMART campaign. You can add in your own information, facts and figures and signposting to local support servicesto make it relevant to your target audience.

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This section contains ready-designed materials which you can download and print to use as part of your Get LIVER SMART communications campaign.

THEY INCLUDE:

• Posters (available in A3 and A4 formats)• Postcards (A6 format).

There is a wide selection of posters and postcards based around the three campaign themes (Superhero, Can you Tell, and Look after your Liver). These include variations around the individual risk factors and, in the case of the posters, an option covering the combined risk factors.

PRINTABLE MATERIALS

CAMPAIGN POSTERS

There is a choice of nine poster designs (some with black or yellow options) and each is available in A3 and A4 format. Display the posters to raise awareness of the liver’s functions, what people can and need to do to look after their liver and to encourage them to get their liver checked with their GP.

POSTCARDS

There are five campaign postcards, as follows:

• Superhero• Can you tell x 3 options (hepatitis, obesity

& alchohol)• Look after your liver (alcohol)

Distribute the postcards to raise awareness of the liver’s functions, what people can and need to do to look after their liver and to encourage them to get their liver checked with their GP.

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SUPERHERO THEME

PRINTABLE MATERIALS | SUPERHERO THEME

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CAN YOU TELL THEME

PRINTABLE MATERIALS | CAN YOU TELL THEME

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LOOK AFTER THEME

PRINTABLE MATERIALS | LOOK AFTER THEME

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This section contains print-ready artwork which you can download and provide to printers and other production companies.

THERE IS ARTWORK FOR:

• Pledge pack • Pull up banners• Stickers

PRINT PRODUCTIONARTWORK FOR

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PLEDGE PACK

The pledge pack acts as a ‘liver guarantee’ and includes an area where a person can physically sign a ‘guarantee’. Use it to encourage people to make a commitment to make healthy lifestyle choices (alcohol, obesity or hepatitis) in order to to look after their liver.

This is a proven, effective behaviour change technique based on evidence that people are more likely to keep to a commitment when they have taken an action to make commitment.

Best used in face to face settings, ideally within relevant services.

ARTWORK FOR PRINT PRODUCTION | PLEDGE PACK

YOUR LIVER*

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There are five choices of pull up banner: one design for each of the three campaign themes (Superhero, Can you Tell, Look after your liver) and two colour options (yellow or black) for the Can you Tell and Look after your Liver banners.

Display the banners at events and in surgeries, consultation rooms, etc. to raise awareness of the key messages.

PULL UP BANNERS

SUPERHERO – ‘THE HERO INSIDE YOU’

‘CAN YOU TELL WHO HAS LIVER DISEASE’ ‘LOOK AFTER YOUR LIVER’

ARTWORK FOR PRINT PRODUCTION | PULL UP BANNERS

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STICKERSThese are stickers of the Get LIVER SMART logo and are available in a choice of black or yellow. Hand them out to individuals at events, meetings and consultations. They can be worn and/or stuck on materials or in places as a reminder to people to look after their liver.

ARTWORK FOR PRINT PRODUCTION | STICKERS

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Monitoring and evaluation are essential elements to successful communications. A simple monitoring system will support this.

THE AIMS ARE:

1. To measure the number of times toolkit resources have been used and how many people have been reached

2. To measure responses to the Get LIVER SMART messages.

A simple online response form has been developed to capture these measures.

FEEDBACK CAN BE CAPTURED IN TWO WAYS:

1. Individuals can follow the link and complete in their own time

2. Event organisers can collect responses using the Get LIVER SMART feedback form and enter the forms online, post-event.

PRINT, BLOGS AND OTHER MEDIA

Communication leads who are distributing messages through published media should also use the online monitoring facility to enter dates, publication types and distribution levels. Published media include websites, posters and leaflets. Use of the feedback facilities should be arranged as part of your campaign planning.

REPORTS

Contact the Public Health team for monitoring reports, stating the timeframe that you are interested in. EVALUATION

The monitoring data will support the overall evaluation of the project. Evaluation will assess the impact of the communications and will incorporate data from other sources, including clinical metrics.

MONITORING31

& EVALUATION

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If you have any queries about the Get LIVER SMART programme, brand identity and toolkit resources, please contact: Rebeka.Pope@islington.gov.uk.

INFORMATIONQUERIES & FURTHER

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