Data Security Campaign

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Client: Sussex Health Informatics
Project: Data Security Campaign

This award winning campaign was aimed to raise security awareness amongst all levels of NHS staff.

The Brief

Design for Health were asked to look at designing a campaign to raise Data Security awareness within Sussex trusts. The objectives were:

• Making staff think about data security when doing their job: THINK
• Help lead/create a cultural change in behaviour: CHANGE
• Highlight to staff where to go for information: SIGNPOSTING
• Reduce the risk of security breaches: OUTCOME

Summary

As an information technology service provider for the NHS trusts their role is integral to providing advice on information governance. Their overarching responsibility is for the bigger picture in terms of IT and they take a leadership role on Data Security awareness and procedure.

The Campaign - Overview
The campaign was to be a general message of awareness, not procedural as these are too varied across the vast roles within the NHS. The campaign’s intention was to start the process of changing behaviour, to portray data security as visceral - in the same way recycling has become visceral to people’s conscience. The campaign needed to become a reminder, a signposting device. The campaign was unbranded to allow them to be personalised for each trust at a later stage.

The main concerns in Data Security:
• Leaving things around / unlocked
• Casual use of data
• Sharing passwords
• Taking more information than needed
• Sharing more than necessary
• How it is shared/used

The Methodology - Our Concept
Our concept focused on taking data security ‘personally’. It is a personal responsibility for all staff. We took a light hearted approach that was engaging, memorable and eye catching in a busy information environment. Personal items were used to show the sensitivity of patient/staff information and how it should be treated. The strapline Take Care with What You Share was created to support the visual.

The Campaign Toolkit
It is often difficult reaching doctors, nurses and office staff as well as clinical department based staff so we needed to be flexible and appropriate in our choice of mediums to maximise the message/subject.

• Posters
• Briefing Pack/PR Release
• Screen Savers
• Emails • Microsite
• Postcards
• Mousemats/Post-It Notes

Distribution and Evaluation
Before brief and deployment we consulted with Information Governance and Communication leads in the trusts. The campaign was distributed via the communication leads to circulate within each trusts to use as engagement and signposting to their own staff. The campaign has had very positive feedback and was well received. It is planned to repeat a similar targeted campaign in September 09. This is the first time that the Sussex HIS have undertaken an awareness campaign and have learnt a lot from the process and as a result would engage with more distribution leads next time to smooth the implementation process and distribution.

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