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Be healthwise

In November 2008 we launched a new campaign titled ‘Be healthwise’. The campaign is aimed at raising awareness of the HPC amongst older people and those who care for them.

The campaign came about after we commissioned Ipsos MORI Social Research Institute to undertake research amongst older people aged 70 . The research revealed awareness of the HPC amongst older people and those who care for them is very low . This is despite having used the services of HPC-regulated professionals.

Conferences
The ‘Be healthwise’ campaign was launched at the National Care Forum conference in Bristol on 3 November 2008. The HPC were also in attendance at the English Community Care Association (network of independent care homes) annual conference and had a presence at the national Care Show in March 2009. The HPC will be exhibiting at other conferences aimed at older people care providers across the UK in the coming months.

Direct marketing
During the months of February and March 2009 the HPC conducted its direct marketing element of the ‘Be healthwise’ campaign to 22,000 care and nursing homes across the UK. This consisted of an introduction letter, HPC checklist, poster, and leaflet pack with a novality gift item for care home managers that featured HPC's details.

Regional media campaigns
Following on from the direct marketing the HPC have also been focussing on its regional media awareness element of this campaign based on local case studies. The case studies featured were with registrants and the older people they care for and commenced in Wales in March 2009. This was followed by targeting publications aimed at older people and their carers as well as regional and national press and affinity group publications.

Seminar
On 25 November 2008 the HPC hosted an event titled ‘seminar on regulation and older people: what more can be done?’ The event was the third in the series of seminars organised by the joint UK regulators’ PPI group and was chaired by the HPC President.

The seminar was attended by 32 participants in London and six participants via video link in Cardiff. Participants included a mixture of older people from in and around the London area, Community Health Council representatives from Wales, representatives from voluntary sector bodies such as Counsel and Care, Helped the Aged, Justice for Health Network, and representatives from nine of the health and social regulatory bodies.

The question for the seminar was ‘what more can be done?” and the HPC came away with a number of key messages regarding communication such as making better use of publications aimed at older people.

The event was successful and has influenced our strategy for our older people campaign.