Over the New Year period, we carried out a communications campaign around the launch of a new leaflet, “Have you heard about the Dorset Care Record?”
The leaflet, which went to every household in Dorset, announced that the DCR has moved away from asking for “consent” to a softer approach of an “information sharing discussion”, based on the General Data Protection Regulation (GDPR) “processing for public task principle.”
The changes followed detailed discussions across the Partnership, the pan-Dorset Information Governance group and the Information Commissioner’s Office.
The leaflet was complemented by a radio campaign on three of Dorset’s leading commercial radio stations – Wessex, Breeze and Heart South Coast, driving people to our website, along with banner advertising on the Wessex FM website.
We carried out brand recognition testing in five Dorset towns, interviewing several hundred residents in Bridport, Dorchester, Wimborne, Blandford and Kinson before and after the communications campaign.
Our results showed:
- There has been a leap of recognition about the Dorset Care Record of 25% in the past month from 20% to 45%
- There has been a rise of around 10% in the number of people happy to share their records from 70-80%
- Overwhelmingly, the recognition rise was due to the household leaflet drop
- More than 65% of respondents understood their records were shared with GPs and 55% with hospitals, while a quarter said their records were shared with social care
- Some believed the DCR involved NHS dentists, opticians and hospices, which at present it doesn’t.