Enhanced Covid-19 testing Communications campaign review - Local Government Association
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Enhanced Covid-19 testing
Communications campaign review
101949 (5.21)
1
Introduction
We were put on standby at the end of play on a Friday 9 religious, language, ethnic and socio- Approach
economic backgrounds. It is a young A multi-channel approach based
April that entire borough surge testing would be announced
borough with high levels of political on previous experience, taking
by the Department of Health & Social Care on Monday engagement, media consumption communications opportunities as
12 April afternoon. All existing lateral fow testing would be and an over representation of people they presented themselves and
switched to PCR testing alongside a huge expansion of working in newspapers, TV and spending money strategically where
capacity. Enhanced testing of this scope and nature had other outlets. There are also hard- we could add value.
to-reach audiences that throughout
never been done before in England. This meant rapidly the pandemic we have worked hard We ran a bespoke local
gathering with the surge testing operations team and to build the infrastructure needed to communications campaign while
starting to develop the key communications assets. We ensure inclusion of messaging. These engaging with communications teams
had previously run communications and engagement for facts presented both opportunities from the Department of Health and
and challenges in our communications Social Care, Public Health England,
two surge testing operations in the borough, but in small
campaign to support surge testing. NHS Test & Trace, Cabinet Offce,
sections of Lambeth in specifc postcodes. This operation London Councils and Wandsworth
would be much wider and target all audiences. Following launch, our communications Council.
and engagement diversifed as we
worked closely with the operations A communications plan was put in
team to support the project as it place to schedule tasks, allocate
progressed over the allotted two- team responsibility and keep track of
The crucial frst steps were organising
week sprint. The communications delivery dates. This communications
website pages which would go on
“
and engagement team would rely on plan was shared with all London
to underpin all our surge testing
local demographic profles, media boroughs via London Councils in
communications, alongside
consumption research, local networks anticipation of surge testing being
public relations work for the initial
built through the Covid-19 crisis, expanded to other areas.
announcement and readying for It is vital that all Lambeth residents take
elected offcials, council colleagues
message amplifcation across all
and public sector partners to update an asymptomatic PCR test so that we
council communications platforms.
and encourage all residents to join can identify all cases in order to stop the
This meant working through the
the surge testing operation and play
”
weekend to get these crucial initial spread of this variant of concern.
their part.
assets together. Ruth Hutt, Director of Public Health
Lambeth itself is a complex borough
with people from a wide range of
2 3
Outputs and channels
Website Traffc to the website peaked at three times average levels, with 172,431 page views on 13 April, the second day
The website was a crucial tool in of testing.
underpinning all communications
throughout the fortnight of surge
testing. Web traffc was driven
to a dedicated 5-page section on
enhanced testing using a short
URL on all comms:
lambeth.gov.uk/enhancedtesting
We made the call to get tested The web pages included a table of pick up a home test or return a Over half of web traffc to the
clear on the website with a home the fuctuating number of around 18 home test. The table became the enhanced testing landing page
page takeover. testing centres, with their addresses, defnitive information point that came directly, but other key
opening times and how you could people checked and relied on sources of referral were Google,
The information residents needed access a test there. This information before going out to get or return a our emails sent by GovDelivery
in order to get tested was quickly was complex and constantly test, and we worked hard to ensure and Twitter. See chart to the right
accessible via any page on the changing, for example there were it was constantly updated to refect for more sources.
Lambeth website by way of a some sites where you could get the changes on the ground.
distinctive banner (see below): tested in person, but you could not
4 5
Media engagement 4
News | Coronavirus
Continued from Page 1
jab, as well as tested, and to keep follow- Don’t be put off by queues
WEDNESDAY 14 APRIL 2021 EVENING STANDARD
Government said rapid spread of coro-
navirus variants could necessitate the
reimposition of lockdown measures.
Lambeth will see additional testing after
44 confrmed and 30 probable cases
were identifed
Downing Street said there were “strong
measures in place to fnd and isolate
any new cases” of the variant
at hotspot testing centres,
ing lockdown rules. Professor Peter Openshaw, a member
Health Secretary Matt Hancock said: of the Covid-19 clinical information
“Driving down variant cases is essential network, told the BBC: “If we get rapid
to beating this virus. Thank you to spread of the South African or other
public health chief urges
everyone in Lambeth, Wandsworth and more resistant variants, it may well be
parts of Southwark for their support for that we are going to have to put the
surge testing in their local area. reductions of lockdown into reverse.”
“Londoners have shown incredible The SA variant outbreak may initially
resolve time and again throughout this have been triggered by a person who
The Guardian – Covid: surge testing BBC London TV new – Queuing up to
pandemic. Please do get a test and when travelled from an African country, not
you get the call, get the jab.” urged people not to be put off from idents in a Lambeth care home con- of the 10 residents infected had received South Africa, to the UK in February. The
Launch media was crucial to
Lambeth’s director of public health getting tested by queues at sites yester- tracted the South African variant which one dose of the AstraZeneca vaccine, individual is believed to have self-iso-
Ruth Hutt said: “It’s in all our best inter- day, as “we have got better queue man- was picked up by routine testing. according to a document obtained by lated at home after showing symptoms
ests for people to get tested to protect agement and more capacity.” “It’s possible that the reason we only the BBC. One of the 13 infected staff had but the disease may have spread to
Lambeth and London so we can con- She added: “If we do find lots of cases saw mild or asymptomatic infection in a Pfizer dose two or more weeks before other household members, and then
tinue with the progress that we have I will be very concerned but I’m not the original cases is that some of them their positive test, a fact which is likely the care home, and a primary school
deployed in south London as South be swabbed – Thousands are tested
made in combating Covid-19.” She expecting to.” Thirteen staff and 10 res- had been vaccinated,” said Ms Hutt. Six to raise fresh questions over how many In other developments:
care workers are getting vaccinated. ⬤ Covid-19 cases have halved in eight
Some 44 confirmed cases of the SA boroughs in a week, according to official
engage the widest spectrum
variant have been found in Lambeth figures.
and Wandsworth, with a further 30 ⬤ A top scientific adviser, Professor
probable cases identified, the Depart- Anthony Harnden, said he was “con-
African variant cases rise – About 44 after an outbreak of the South African
ment of Health and Social Care said. cerned” by scenes of London revellers
A further case was detected in the enjoying the easing of lockdown as
Rotherhithe ward in Southwark. crowds could push up infection rates.
Trials of Novavax, Janssen and the ⬤ The pilots union boss attacked gov-
Oxford/AstraZeneca vaccines in South ernment plans for summer holidays
Africa, where the B.1.351 SAvariant was abroad as “a bitter disappointment”.
of residents.
prevalent, suggest it could escape some Brian Strutton said it was not detailed
cases have been confrmed, mostly variant of the coronavirus in south
immunity and may not stop infections, enough and would not save jobs.
with one study estimating the AZ jab According to government figures,
only had 10 per cent efficacy against it. there have been 533 genomically con-
However, experts believe the vaccines firmed cases of the SA variant in the UK
WEST END FINAL still offer significant protection against
severe and life-threatening coronavirus
disease. A leading scientist advising the
and another 11 probable cases.
Editorial Comment Page 12
Roll-out: Harini
Jayaram, 19,
receives the
Moderna vaccine
at the Islington
in Wandsworth and Lambeth, while a London. The Department of Health
From our previous media consumption further 30 probable cases have been says it’s the largest mass testing event
Design Centre
today
JEREMY SELWYN
FREE LONDON WEDNESDAY 14 APRIL 2021 24/7 ONLINE NEWS STANDARD.CO.UK
survey work we’d identifed BBC ‘Mix-and-match’ jab trial for capital
identifed to date. Ruth Hutt interviewed
BRIAN ROSE
Our new star columnist • COMMENT
Ross Lydall Health Editor ing “alternating” doses of Pfizer and
Oxford/AstraZeneca jabs, but was today
LONDONERS were today offered the expanded to include the Moderna jab
London TV and the Evening Standard BREAKDANCING PAGE 12
chance to be part of a trial checking that started to be administered in the
whether “mixing” different vaccines UK this week, and the Novavax jab that
can improve protection from Covid-19. is due to be approved shortly.
Tom Newton Dunn on Boris
Three of the capital’s NHS trusts — St Study participants will be randomly
EX-BANKER
George’s, Guy’s and St Thomas and allocated to receive either the same
University College London hospitals vaccine for their second dose, or a dose
as the most widely read/viewed outlets
— are inviting people over 50 who have of Moderna or Novavax. Researchers
TRYING TO BE South London Press – Health chiefs ITV London news – Covid: Surge
already received one jab to volunteer to will check for adverse reactions and
receive a different vaccine as their sec- whether the immune response is
the ultimate chameleon
ond dose. stronger or weaker in comparison to
OUR MAYOR
The Com-Cov trial was already offer- two doses of the same vaccine.
London’s weather
in the borough. Local outlets with far • PAGES 6 & 7
urge Lambeth and Wandsworth testing hits south London affecting
smaller local consumption rates remain residents to get tested after outbreak more than 650,000 people – It added
TONIGHT TOMORROW FRIDAY SATURDAY SUNDAY
Dry overnight Sunny spells but Sunny spells and Dry and bright Dry with sunny
with lengthy cloudy with variable amounts with lengthy spells and patchy
clear spells showers later of cloud sunny spells cloud
Queen carries
MAX 5C MAX 11C MAX 13C MAX 14C MAX 16C
MIN -2C MIN -1C MIN -1C MIN 1C MIN 4C
signifcant for other key audiences of South African variant – Everyone that for those who do test positive a
LIGHTS Sunset & lighting-up: 7.56pm, rises 6.04am; Moon AIR Today: 3; Tomorrow: 3
rise: 7.15am, sets 10.36pm High water: London Bridge 4.04am Air Quality Index: 1 (low) 10 (very high)
out first royal
(7.1m), 4.20pm (6.8m). Dover 1.19am (6.5m), 1.34pm (6.4m). uk-air.defra.gov.uk
OUR STANDARDS We take seriously our responsibility to maintain high editorial standards.
Under deadline pressure, errors can occasionally occur. If you spot a mistake or wish to complain about
the Standard’s editorial please use the complaints form at standard.co.uk/codeofconduct, or write to:
duty since
Managing Editor, Evening Standard, Northcliffe House, 2 Derry Street, London W8 5EE
including infuencers and different over the age of 11 who lives or works “comprehensive” self-isolation support
Philip’s death
demographic profle. For example, the Robert Jobson Royal Editor in Lambeth is being asked to take a service is available which includes
South London Press, the only borough THE Queen has demonstrated her
remarkable stoicism by conducting
her first personal royal duty since
All press releases produced were PCR Covid-19 test after new cases of payments of up to £500 for residents
newspaper although a much reduced shared with relevant Government the variant frst identifed in South Africa on low incomes. Ruth Hutt interviewed
the death of the Duke of Edinburgh.
Her Majesty hosted a ceremony in
which the 3rd Earl Peel formally
stood down as Lord Chamberlain
force in the face of media diversifcation — whose palace office organises
royal ceremonies including funerals departments prior to issue having been were found in the borough
— days after Prince Philip’s death
remains a respected title on the Protect the city: Londoners
queue across Clapham
on Friday.
The monarch’s sense of duty once
again shows her determination and
cleared internally with our operations Channel 4 news – Surge testing for
borough’s housing estates and among team, Director of Public Health and London SE1 – All Lambeth South Africa Covid-variant carried out
Common for surge testing commitment at a time of national
amid an outbreak of the mourning. She will officially return
South African variant to work on April 22, one day after
BATTLE TO CONTROL
council Cabinet leads for health and
her 95th birthday.
some minority ethnic communities. During the private event with Earl
Peel at Windsor Castle, the Queen
accepted the wand and office insig-
residents asked to take COVID-19 in two London boroughs – The lines
nia of the former courtier, who is a
great-great-grandson of two-time
prime minister Sir Robert Peel.
Social Care. All releases were posted test – Lambeth Council says that the in Brixton south London today as
VARIANTINLONDON
Having an agreed spokesperson with
The Duke of Edinburgh’s funeral
will take place at St George’s Chapel
in the castle grounds on Saturday.
to the council’s Love Lambeth blog to additional testing will help quickly people arrive for Covid-19 testing. This
previous media experience was agreed allow social media amplifcation and
The royal family is observing two
weeks of mourning. However, a
royal official confirmed that family identify any further cases and help limit is surge testing across Lambeth and
members would undertake engage-
at the outset with our Director of Public ments that were “appropriate to the
circumstances”.
Earl Peel, who was educated at
key media outlets were engaged to any potential spread. Eight additional Wandsworth. Ruth Hutt interviewed
DZ GET TESTED AND JABBED, HANCOCK URGES THOSE IN OUTBREAK AREAS seek coverage.
Health delivering key and consistent Nicholas Cecil, Joe Murphy and Ross Lydall wark are being urged to get a test after a case of the Oxford/AstraZeneca, Pfizer/BioNTech and Moderna
Ampleforth, announced last year
that he would retire as Lord Cham-
berlain. His successor, Baron Parker,
testing sites have opened across
messages in local, regional and Lambeth from Monday Daily Mail – Residents of Wandsworth
mutation was detected there. Additional testing sites, inoculations which have been approved in the UK, a former MI5 chief, started in the
LONDONERS were today urged to get tested for some of them mobile, are also being rolled out in are thought to still offer significant protection against role just over a week before the
Covid-19 to protect the city from the South African Wandsworth and Lambeth where dozens of cases of severe disease. So ministers and health chiefs are death of the Duke of Edinburgh.
variant as surge testing was extended to a third the SA variant virus have been identified. urging Londoners to get vaccinated, when offered the Yesterday’s official engagement
national press throughout the surge borough.
Residents in a “targeted area” within SE16 in South-
Health chiefs believe the SA mutation may be more
resistant to vaccines but the jabs, including the Continued on Page 4 Continued on Page 5 Launch media coverage: and Lambeth say surge testing has
testing operation. The timing of the BBC London online – Covid: Surge Operations surge testing ruined their plans to celebrate easing of
surge coincided with the pre-election testing in Wandsworth and Lambeth coverage: lockdown – Just hours after boisterous
period which placed restrictions on the after South African variant cluster BBC London online – Covid: Surge celebrations following the partial
approach we would usually take when found – A “signifcant” cluster of the test areas ‘can still enjoy lockdown reopening of pubs and restaurants,
putting people forward for interview South African Covid-19 variant has easing’ – Ruth Hutt, director of public hundreds of people queued patiently
and issuing comments. However we been found in two areas of south health for Lambeth Council, said on Tuesday morning at special surge
were able to overcome this challenge London where surge testing has people could enjoy restrictions being testing centres in the London boroughs
in a fexible and pre-agreed way. been implemented. Wandsworth and lifted but should “do that safely”. of Lambeth and Wandsworth
6 7
Wandsworth Guardian – Ministers BBC London TV news – Half a BBC London TV news – School Wandsworth Guardian – Lambeth
southlondonpress
under pressure over variant cluster million people in London are being staff and pupils are to be issues with publishes results of Covid-19 surge FRIDAY APRIL 23 2021 www.londonnewsonline.co.uk 50p where sold
in south London – Director of public urged to get a Covid test to stop the PCR test kits in two boroughs where testing – More than 70,000 PCR tests
health for Lambeth, Ruth Hutt, said: “It spread of the South African variant – the South African variant has been were completed in Lambeth during
is vital that all Lambeth residents take Ruth Hutt, director of Public Health discovered (10mins, 24secs) – Beverley surge testing for the Covid-19 variant
an asymptomatic PCR test so that we at Lambeth said at the moment there Stanislaus, a headteacher from Tulse frst found in South Africa, with 0.2 per South London’s oldest newspaper serving the community for more than 150 years
londonweeklynews
can identify all cases in order to stop are no plans to change the current Hill and Ruth Hutt interviewed cent turning out positive & Mercury
the spread of this variant of concern easing of restrictions, however if we
were to fnd more cases, clusters or Closing media coverage: Brixton Blog – Tests show ‘no
Evening Standard – Battle to control outbreaks that would be reviewed Brixton Blog – 50,000 enhanced spread’ of Covid variant in Lambeth –
South African Covid-19 variant in Covid tests in Lambeth – three days Preliminary fndings from local “surge”
London – Londoners were today urged Evening Standard – Get tested still to go – Enhanced testing using testing for a Covid variant indicate no
to get tested for Covid-19 to protect without delay, health chiefs urge the PCR (polymerase chain reaction) spread of it locally, Lambeth council
the city from the South African variant Londoners in areas hit by Covid test that can identify variants of the said today (28 April). More than 70,000
as surge testing was extended to a South African variant – The capital’s Covid virus will continue in Lambeth Covid tests were registered by people
third borough. Residents in a “targeted public health chief Professor Kevin until the end of Monday over 11 years old in Lambeth between
area” within SE16 in Southwark are Fenton issued the plea as more testing 12 April and yesterday when surge
being urged to get a test after a case sites were being opened in south London SE1 news – Lambeth: fnal testing ended
of the mutation was detected there. London. More than half a million adults call for residents and workers to have Everyone who lives or works in
Ruth Hutt interviewed have been offered tests, including COVID test – The council said on Love Lambeth council news blog Lambeth should get a PCR test due
264,000 in Lambeth, 265,000 in Saturday that those who have not over the surge testing fortnight
to new ases of a Covid-19 variant.
South London Press – Lambeth Wandsworth, and 14,800 in SE16 area been able to participate so far are • Covid-19: All Lambeth residents
Council leader urges all residents of Southwark asked to take a PCR Covid-19 test by should now get tested People with no Internet access
to get tested for Covid – The advice the end of Monday. More than 50,000 can call 119 from 7am to 11pm.
• Covid-19: Borough wide PCR
follows the announcement of “the Evening Standard – South African people in Lambeth have taken a PCR
testing underway
largest surge testing operation to date” variant: Londoners keep calm and test over the last 12 days
after 44 confrmed and 30 probable carry on queuing to get tested – Long • Lambeth: Covid-19 PCR test kits If you test positive a £500 payment and practical help
to self-isolate is available. Call 0800 0541 215.
cases of the Covid variant frst queues snaked across Clapham South London Press – Lambeth distributed to secondary schools
identifed in South Africa were found in Common and Brockwell Park as Council ‘grateful for incredible • Get your Covid-19 vaccination now
Lambeth and Wandsworth testing for the mutant strain, which response’ to enhanced Covid-19 – no appointment necessary
lambeth.gov.uk/enhan edtesting
may be more resistant to vaccines, testing – Lambeth Council has • Lambeth: Please join last weekend
Wandsworth Guardian – Everyone began at pop up sites in Wandsworth said it is ‘grateful for the incredible of enhanced PCR testing 101937 (4.21)
get tested for Covid-19, Lambeth and Lambeth. Wandsworth council response’ to the enhanced Covid-19 • Lambeth delivers on enhanced
leader says – Lambeth Council leader, has described the testing operation as PCR testing that has now been Covid-19 PCR testing
Cllr Jack Hopkins, wrote to residents a “mammoth task” completed. A large numbers of
on Tuesday (April 13) to urge all residents, businesses, schools and
residents over 11 years of age to take a faith groups took part
PCR Covid-19 test in the next week
8 9
Social media Email and SMS
We used both organic and paid social media to promote We used a variety of email and SMS lists to spread the
the enhanced testing operation and to engage with word about testing. Our key audiences were:
residents and businesses who used social media to • Public mailing lists (46,000 unique contacts)
share their experiences, ask questions and share issues
with us. • SMS to Lambeth housing residents living close to test
sites (4,000 contacts)
• SMS to Lambeth Public Health emergency contact list
(90,000 contacts)
We generated approximately 1.9million Interestingly, our proactive replies to We also used local social network,
impressions, just over half of these resident questions made up a large Nextdoor. Our announcement post, • Businesses and community groups (10,700 unique contacts)
coming through paid social marketing. proportion of our total impressions. which targeted the whole borough,
Most of our organic impressions were Of our total impressions, 58% came received hundreds of comments Email campaign results
on Twitter. through replies to inbound responses. and reached up to 36% of users of
Nextdoor in the borough. Audience Total Unique Unique Click Unique
Recipients Email Email Rate Bulletin
Total impressions 1,899,451 Total impressions 863,684
Opens Opens Rate Link Clicks
Paid impressions 972960 Reply impressions 497,536 Following this, we used more local Total 111092 47577 43% 19% 9104
Organic impressions 926491 Replies as percentage 58% targeting to inform users in specifc
Public mailing 100344 42205 42% 20% 8624
of impressions parts of the borough as we opened
Engagement rate 4.2% lists
Clicks (Paid social, 9003
Engagements 27073 new testing sites close to them. Business and 10748 5372 50% 9% 480
Twitter, Linkedin) Engagement rate 4% stakeholders
Retweets 994 We worked with DHSC colleagues
As is common for us during major Replies 274 to run paid ads via Facebook and
incidents, Twitter was our busiest Instagram. This delivered a signifcant
Likes 706
organic social channel, both in terms boost to our reach and impressions.
url clicks 5821
of reach and inbound responses
received. Paid social Totals
Our best performing Tweet was our Reach 451,842
announcement, which was embedded
Impressions 972,960
in various news stories about the
Frequency 2
operation. Beyond that, our other well
Link clicks 2596
performing posts featured a clip from
BBC News and images of one of our CTR 2.7%
testing sites. Spend £7,009.78
10 11
Print matters
Lambeth’s quarterly resident Our tactics
survey, completed in February and
March 2021 shows that: • We used door-to-door
9% of residents have no access to a distribution for letters and
computer, laptop or tablet within their
household, and 8% share a device
leafets to the entire borough,
9% of residents have no or insuffcient
as the quickest way to get the
access to the internet at home message delivered
5% of residents are not confdent
using a search engine to fnd • We followed up with letter distribution to the
information or help online fve areas around the testing centres inviting the residents
10% of residents are not confdent to come and get tested
accessing and using public services
online. • We repeated the distribution of a letter to all residents
The data also highlight that all of these on the second week
challenges are greater for people with
a disability, and that there is a greater • We knew that the areas we were covering were
challenge of access to devices and overlapping, still we decided to push our communications
Internet for people from a black, Asian
and minority ethnic background.
to make sure everyone gets a letter
70K • For the Mobile Testing sites we used laminated posters
that could be easily sanitised
60K
50K • We increased visibility of the message by hiring a
40K digital screen van to display the message in 12
Number of households
languages. The van was instructed to drive around the
30K
borough and stop outside popular places, tube stations,
20K park gates and high streets for six days.
10K
high medium low
0K
Chance of digital exclusion
12 13
Breaking the language barrier
• We translated the information into the most spoken
languages after English. Based on intelligence from a Pulse ኮቪድ-19 Covid-19
ሓድሽ ዝዓይነቱ ኣብ ከባቢኹም፡ New variant in your area
residents survey held in 2020 and on our experience from መርመራ ግበሩ – እተመሓየሸ
መመርመሪ ሕጂ ድልው ኣሎ
Get tested – Enhanced
testing available now
the pandemic we translated surge testing information into:
Amharic, Arabic, Spanish, Portuguese, French, Italian,
Help stop the spread of a new variant in Lambeth.
Somali, Polish, Tigrinya, Chinese, Tamil and Hindi.
ምልባዕ እዚ ሓድሽ ዝዓይነቱ ኣብ ላምበዝ ደው ንምባል ሓግዙ።
Due to new local cases of the variant first detected in
ብሰንኪ'ዞም ኣብ ደቡብ ኣፍሪቃ መጀመርያ ዝተኸሰቱ ውሽጣውያን ኩነት፡
South Africa, everyone in Lambeth should take a free
ኩሉ ሰብ ኣብ ላምበዝ ብናጻ ናይ ኮቪድ-19 PCR መርመራ ክገብር ኣለዎ
Covid-19 PCR test even if they have no symptoms.
ዋላ’ውን ምልክታት ኣይሃልዎም።
Find out where your nearest testing site is on the
• We designed all translated leafets to look like the እቲ ንዓኹም ዝቐረበ መመርመሪ ቦታ ኣበይ ምዃኑ ኣብዚ መርበብ ሓበሬታ
Lambeth.gov.uk/enhancedtesting ብምእታው ፍለጡ።
Lambeth.gov.uk/enhancedtesting website.
If you have been offered your Covid-19 vaccine we
original English version to make the message more
ናይ ኮቪድ-19 ክታበት ክትወስዱ እንተደኣ ዕድል ቀሪቡልኩም፡ ኣብ encourage you to have it as soon as possible.
ዝሓጸረ ግዜ ክትወስድዎ ነተባብዓኩም።
Two doses of the vaccine are required for maximum
effective.
ንዝለዓለ ሓለዋ ክልተ ዶዝ ናይቲ ክታበት የድሊ፡ ስለዚ ንኽልቲኡ ክትወስድዎ protection so it is important to have both.
ኣገዳሲ እዩ።
You should still come for a Covid-19 test even if you
ዋላ’ኳ ክታበት እንተተኸተብኩም ናይ ኮቪድ-19 መርመራ ክትገብር have been vaccinated.
ክትመጹ ኣለኩም።
People with no Internet access can call 119 from 7am to 11pm
• We shared the translations with a network of community
ኣገልግሎት ኢንተርነት ዘይብሎም ሰባት ካብ 7ቅ.ቀ ክሳብ 11ድ.ቀ ናብ 119 ክድውሉ ይኽእሉ።
organisations, faith groups, partners and stakeholders.
101925 (4.21) 101925 (4.21)
• We distributed the translations via our service areas i.e.
101925 E3 all Lambeth flyer.indd 1 14/04/2021 11:31
Schools, Children’s Services, Housing, Streetscene.
• We delivered printed copies of translated leafets via
our food parcel service in the languages as requested by
the users.
14 15
Focusing on housing Diary of a crisis Surge maths
On the second week of the surge testing Mobile Testing Units
were set up on housing estates.
APRIL 365,000
letters and leafets
12 Monday Operation Eagle 3 is launched for the entire borough
of Lambeth were delivered in three
Our communications have focused on these key housing distributions over
13 Tuesday Leafet for surge testing sent to all residents and two weeks
estates: Vauxhall Gardens, Loughborough Estate, Cotton businesses (130,000 addresses)
Gardens Estate, Myatt’s Field North.
14 Wednesday Special signage is delivered to all testing sites. Letter
The digital screen van was instructed to drive and park in each sent to residents living around the fve testing sites
estate to increase visibility as the testing was taking place.
(104,000 addresses)
104,000
15 Thursday 1,000 extra leafets are delivered to Age UK letters invited residents
Councillors and housing offcers were door knocking to invite in the fve areas around
more residents to test. 16 Friday Translations in 12 languages are distributed via email to the testing centres
all partners to take part
17-18 Saturday Digital screen van displaying message in 12 languages
and Sunday is driving around the borough
20 Tuesday Digital screen van displaying message in 12 languages
is driving around the borough 12
languages are the most
21 Wednesday Lambeth testing leafets printed for street engagement commonly spoken
offcers, Foodbanks, Age UK in Lambeth
after English
22 Thursday New letter to all residents and businesses is distributed
door to door (130,000 addresses) Stickers with easy
instructions on return of testing kits are distributed to all
testing sites. Digital screen van displaying message in
24-25 Saturday
12 languages is driving around the borough.
Focus on four key housing estates with MTUs set to
1
digital screen van
and Sunday test residents. Digital screen van displaying message in was driving around
12 languages is driving through the estates. Cllrs and Lambeth for
housing offcers are door knocking. 4-page wrap advert six days
is published in South London Press.
16 17
On street Community engagement
Providing non-digital 2 southlondonpress, londonweeklynews & Mercury FRIDAY APRIL 23 2021 www.londonnewsonline.co.uk www.londonnewsonline.co.uk FRIDAY APRIL 23 2021 southlondonpress, londonweeklynews & Mercury 3 Throughout the testing we shared Throughout the roll out of the Covid-19
communications throughout communications materials and vaccines the council’s communications
this enhanced testing was a Please take a Are you having
to self-isolate due messages with our elected councillors, team has been working closely with
key consideration in reaching PCR test to Covid-19? MPs, GPs, hospitals, voluntary sector the NHS South East London Clinical
Ruth Hutt, Director of Public Health
Lambeth Council can help
diverse audiences. and community groups so they can Commissioning Group (CCG) which is
Dear Lambeth Residents,
Everyone over the age of 11 who lives or works in Lambeth should now take a PCR Covid-19
inform and reassure their constituents, a clinically led organisation responsible
This was supported by vans with networks, clients and patients about for planning, paying for and monitoring
test after new cases of the variant first identified in South Africa were found in the borough.
This enhanced testing started on April 13 and will continue into next week. If you are a Lambeth resident and
For full details visit lambeth.gov.uk/enhancedtesting you have to self-isolate for 10 days
We thank the many residents, schools, businesses, places of worship and others who have
to help stop the spread of Covid, or
digital hoardings in their sides this surge testing. A meeting was held most of the health services provision in
already taken part by getting tested over the last week. We now ask that everyone who
hasn’t yet been tested joins this important borough-wide initiative. because you are caring for someone
There are now free testing sites across Lambeth where you can walk in and have a PCR
test straight away or collect home testing kits for you and up to three people you live with. self-isolating, then Lambeth Council
displaying the key locally developed with our borough’s seven business Lambeth and neighbouring boroughs.
Home PCR tests for people with no symptoms can also be ordered via gov.uk
All testing kits must be returned to a Lambeth site by 4pm on Monday. They are at:
will help you, 7 days a week.
l Brixton – Lambeth Town Hall, 1 Brixton Hill, SW2 1RW
testing message in 12 different improvement districts to help engage
l Waterloo – St John’s Church, 73 Waterloo Road, SE1 8TY
l Streatham – Tate Streatham Library, 63 Streatham High Road, SW16 1PN Call for free on 0800 054 1215 to
l Brockwell Park – Mobile testing unit near Brockwell Park Café, SE24 9BJ get a rapid support package put
community languages in targeted together for you by our partner Age UK
businesses. We worked with the CCG on clear
If you have been vaccinated, you should still get tested. But if you have tested positive for
Covid-19 using a PCR test in the last 90 days, you do not need to get tested.
If you have questions about the enhanced testing, you can call 020 7926 5559 for more Lambeth, who can do shopping trips,
information. The line is open from 10am to 4pm every day.
collect your medicine, deliver hot
locations across the borough. Alongside taking a PCR test we are asking everyone who lives and work in the borough
to continue following the guidance in place to stop the spread of Covid-19. That includes
limiting your contacts with other people, washing your hands regularly and thoroughly,
meals, walk your dog, offer emotional enhanced testing messaging for all
keeping your distance and covering your face. support, and anything else you need
If you test positive for Covid-19 via a PCR test or rapid lateral flow test it is crucial that you
self-isolate so you don’t pass on the virus, and support is available to help you do that.
Lambeth’s comprehensive Covid-19 self-isolation support service for those who need it
to stay home safely. Our voluntary and community sector NHS employees in the borough which
includes payments of up to £500 for residents on low incomes. To find out more call
The vans were deployed across both 0800 054 1215, 9am to 5pm, seven days a week or visit
www.lambeth.gov.uk/self-isolate-help
were updated three times during the includes three major hospitals and
weekends of the enhanced testing For the latest site locations please visit - lambeth.gov.uk/enhancedtesting.
The site locations are being updated daily.
To request this information translated in any language please contact
enhanced testing with key messages network of GP surgeries.
around parks and supermarkets to and asks via our pre-established
communications@lambeth.gov.uk
101937 (4.21) 101937 (4.21)
correspond with periods of highest network. Our secondary schools and Ahead of the last weekend of
footfall. colleges were important avenues enhanced testing we booked a four
for reaching sections of the target page wrap for the South London
In partnership with the Department audience of anyone over 11-years-old. Press, the most widely distributed
of Health and Social Care and the PCR Covid local newspaper in the borough that
NHS there are road side billboards Surge Testing The communications team helped is traditionally read by older people in
went up across Lambeth encouraging
people to take a PCR test. The same
home kit No appointment produce a letter for parents and a letter
to headteachers that was clear and
Lambeth as well as people living on
housing estates.
messages were carried on the BT
supported InLinkUK digital screens.
collection needed effective, to ensure best participation
rates. Similarly the communications As the testing progressed beyond the
team were involved in supporting a initially intensive media engagement
testing kit pick up initiative launched to we looked for local solutions to ensure
ensure Faith Groups and businesses we reached different audiences in
in the borough were best able to different ways.
participate in the enhanced testing.
101928 (4.21) 101928 (4.21)
18 19Find us on social media Email: communications@lambeth.gov.uk 20
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