Meet the team
Safety Lead for Sussex Local Maternity System
West Sussex CCG
- England - Kent Surrey Sussex
- Laura Donaldson - Communication Manager
- Didi Craze - Midwife
- Kelly Parker - Community Midwifery Matron
- Caro Townsend - MVP Chair
What is the positive change that has emerged through new collaborations or partnerships during Covid-19 that your project is going to embed?
During Covid restrictions, maternity had to limit face to face contact with parents antenatally and postnatally, cancelling antenatal classes with minimal notice.
Staff relations became limited as training moved on line, staff began working from home and in different areas. It quickly became apparent that service users were in need of high quality, expert information and guidance, during the whole maternity pathway. They were overwhelmed and confused by the vast array of courses and information available. A recent study showed pregnant people spend an average of £400 on antenatal resources that aren’t always midwife led. Being experts, this led to an opportunity to draw on the midwifery team in creating content that met the service user needs.
Working with the communications team, the social media account is kept relevant. Users and staff are more informed. Using gender neutral, LGBTQ+ and BAME language and images throughout has created a safe, inclusive environment.
What does your project aim to achieve?
The project aim is to innovate so much further with what has already been achieved in just 3 months with the aid of having a midwife dedicated solely to social media.
The aims are:
- Increase the reach of our pages – marketing, promotional materials and advertising locally, eg, on buses, pharmacists, doctors, schools, council websites
- Create social media protocol ensuring governance
- Creating online service user education packages
- Responsive and measurable approach by posting themes from complaints/incidents/national alerts
- Link with user groups – MVP’s/PAL’s to tailor posts
- Work with specialist midwives to reach a wider audience with crucial messaging
- Have videos/resources translated/subtitles in top 5 languages ensuring inclusivity of vulnerable groups, reducing health inequalities. Feedback form a deaf father: ‘subtitles really useful but I wish they were on every video’
- Increase unity and collaborative team working within the 2 sites, ensuring service-users across the 500 square mile radius have access to the same standard of information
How will the project be delivered?
This project commenced at the beginning of the pandemic due to service need. A new midwifery role was innovated ”Communications and Media Midwife”. This midwife curated the maternity-related social media content ensuring it was reputable, current and appropriate.
It was co-created with service-users who have actively sought the views of those from less represented groups. The PDSA cycles have demonstrated where the need is as well as highlighting the benefits of being inclusive within a maternity setting.
Using modern technology that our service-users are familiar with, in an approach that they can feel comfortable with, we are meeting the requirements of Better Births in that we adapt our ways of working in a way that is compatible with our service-users lives.
Impact will be measured using service-user and staff feedback.
How is your project going to share learning?
The potential learning across Q and the wider health system is in how investing in a health care professional to lead on the social media strategy, can improve outcomes, both in terms of service-user and staff.
These strategies are usually led by communication experts. This project will be unique in that it will be the first time that this role is solely in a midwife’s portfolio. The learning will include whether this different lens is successful.
By creating a visible midwifery presence within local circles on social media, information integrity will be increased within the local population. The potential to reduce isolation during these challenging times should not be under estimated.
Feedback from the communications team is that this is leading the way with the innovative approach to engaging with service-users.
An evaluation report will be commissioned towards the end of the first year and shared both internally and externally.
How you can contribute
- Whether anything similar exists
- making the bid more robust
|1 Sep 2020||Formating project team|
|8 Sep 2020||Finalising total cost|
|9 Sep 2020||Staff feedback of what already exists|
|16 Sep 2020||Service user feedback|