Communication plan SHE network 2013 A. Nethe G. Buijs This SHE Communication plan arises from the project Operating Grant CBO FY2013 which has received funding from the European Union, in the framework of the Health Programme.
Colophon Title Communication plan SHE network 2013 Author(s) A. Nethe G. Buijs Publisher Dutch Institute for Healthcare Improvement CBO P.O. Box 20064 3502 LB Utrecht The Netherlands E-mail: info@cbo.nl Publication date June 2013 @ CBO, 2013. No part of this publication may be reproduced, either in folio of digital form, without written permission. Requests concerning the reproduction of images or text should be addressed to: CBO P.O. Box 20064 3502 LB Utrecht The Netherlands 2
Content 1. Introduction... 4 2. Structure SHE network... 5 2.1 Organisational structure... 5 2.2 Meetings... 7 3. Audience and stakeholders... 8 4. Communication goals... 10 5. Communication strategy... 13 5.1 Name of the programme... 13 5.2 SHE mission statement... 13 5.3 SHE core message... 13 5.4 Communication strategy... 13 6. Communication tools and mechanisms... 15 7. Protocol and procedure... 17 7.1 Process... 17 7.2 Authorship... 17 7.3 Promoting Partnerships... 17 7.4 SHE, CBO and WHO logo... 17 7.5 Dissemination & distribution... 17 3
1. Introduction The SHE secretariat located at CBO uses a communication strategy for the Schools for Health in Europe (SHE) network. The communication plan outlines the communication objectives for the SHE secretariat and the network for 2013 within the context of the SHE strategic plan for 2013-2016. The plan provides the framework for enhancing and improving the general communication and engagement within the SHE network, its relevant structures and stakeholders. The main purpose of the SHE network is to support organisations and professionals to further develop and sustain school health promotion and/or health promoting schools 1 in each country by providing the European platform for school health promotion. 1 In this document the terms health promoting schools and school health promotion are used synonymously. 4
2. Structure SHE network This chapter describes the key structures and stakeholders for the communication in the SHE network. 2.1 Organisational structure CBO From 2012 the SHE network is coordinated by the Dutch Institute for Healthcare Improvement CBO in Utrecht, the Netherlands. CBO is not-for-profit research organization which focuses on improving quality of health care and the development and implementation of health promotion. CBO operates on a national and on a European level. CBO is in the process of being acknowledged as a WHO Collaborating Centre for School Health Promotion. The management and coordination of SHE network is one of the European responsibilities of CBO. As such it received an operating grant from the EU for this work in 2013. Also co-funding is received from WHO/Europe, ECDC and other sources. CBO is involved in a number of European health promotion programmes and projects related to health and children and young people, co-funded by the EC and is a member of EuroHealthNet. SHE secretariat CBO is managing the SHE secretariat. The SHE secretariat is responsible for planning and coordinating the activities of the network. Also it organises and chairs the SHE assembly, the SHE advisory board and the SHE planning committee (outlined below). The SHE secretariat advocates for the network and its members at national, European and international level. It is also the central point of contact between the members of the SHE network and maintains an active link with other related organisations and projects. The secretariat has a helpdesk function and maintains the SHE website, www.schoolsforhealth.eu. SHE advisory board The SHE advisory board informs and advises the SHE secretariat on relevant international developments in Europe. The advisory board meets at least once a year, and draws together representatives of the Council of Europe, the European Commission, the World Health Organization Regional Office for Europe, CBO (management and members of the SHE secretariat) and the international coordinator of the Health Behaviour in School-aged Children Study (HBSC) and Eurohealthnet. SHE national coordinators The national coordinators of the SHE network are the official representatives of the member states in the European region, and compose the main body of the network. They are formally recognized by their respective Ministry of Education and/or the Ministry of Health. The national coordinator is expected to play a central role in the SHE network. They are key individuals in establishing and developing health promoting schools in her/his country and have strong links with their own national network as well as the SHE network. They are advocates for school health promotion and for the SHE network in their country and regions. The national coordinators meet once a year for the SHE assembly. 5
SHE planning committee The SHE planning committee supports the SHE secretariat, overseeing the functioning and progress of the SHE network. The planning committee consists of the SHE secretariat, representatives of the national coordinators and members of the SHE Research group. The planning committee meets twice a year to consider issues such as the annual SHE network work plan, financial and administrational issues, communication and research issues and the future development of the SHE network. SHE research group The SHE research group draws on the expertise of researchers and research institutions from currently 25 countries in Europe. Unlike the SHE network, membership is not confined to a National Coordinator from each member state. The research group is primarily concerned with theoretical and empirical research on school health promotion, and how the evidence is used to inform and shape practice. The position paper of the SHE research group can be downloaded from the SHE website. The SHE research group is a special interest group on school health promotion of the European Education Research Association (EERA). The group is chaired by a member from the Danish School of Education, Aarhus University, Denmark, coordinated by the SHE secretariat and core group of the SHE research group (outlined below). It is represented in the planning committee and a meeting of this group runs in parallel with the SHE assembly. Core group of SHE research group The core group of the SHE research group helps coordinate the work for the SHE research group. Tasks include - supporting the strategic development of the SHE research group; preparing meetings of the SHE research group; representing the SHE research group in the SHE planning committee and the SHE assembly; promoting the SHE research group in various forums; exploring funding possibilities for research projects; initiating research projects, and supporting the on-going research projects. Structure SHE network The SHE network aims to have a transparent organisational structure, which needs to be able to change according to the developing needs and interests of those involved in the network. 6
Figure 1. Structure SHE network 2.2 Meetings SHE assembly Each year the SHE national coordinators gather during the SHE assembly meeting. The SHE assembly meeting is organized by CBO with support from the SHE planning committee. The SHE assembly deals with all scientific, policy related and organisational general business regarding the SHE networks role in school health promotion in Europe. It decides on the strategic plan of the SHE network. SHE planning committee The SHE planning committee meets twice a year. CBO is responsible for organising the meetings of the SHE planning committee. SHE advisory board The SHE advisory board meets once a year. CBO is responsible for organising these meetings. SHE research group and its core group The work for the SHE research group is coordinated by its core group, which also meets during the SHE assembly. The intention is to have an annual meeting for the members of the SHE research group. The meeting is organized by DPU and CBO. 7
3. Audience and stakeholders Communication between the SHE network structures and groups can be complex and it is acknowledged that there are a wide range of potential stakeholders who are not represented in the above structure. For this reason it seems appropriate to make a distinction between primary and secondary stakeholders. Primary stakeholders are defined as those individual and organizations for who this communication plan is targeted. Secondary stakeholders are those who may be interested in and influenced by the work of those in the above structure, but not the direct focus of this plan. Primary stakeholders SHE network structures: Others: SHE national coordinators; SHE research group; SHE Research Planning Group; SHE secretariat; SHE planning committee; SHE advisory board. HEPCOM associated and collaborating partners; funding organisations; national Ministries of Health, Ministries of Education, all other relevant ministries; policy makers (European, national, regional, local); related European and international networks (including European Youth Forum, European Parent Organisation, European Education Research Association, European School Headmasters Association, International School Health network); national networks of school health promotion; researchers in the area of school health promotion; professionals working in the area of school health promotion; non-governmental organisations (World Bank, UNICEF, UNESCO, UNAIDS, Partnership for Child Development, ECDC). Secondary stakeholders Secondary stakeholders are: regional networks of school health promotion; school aged children and young people; school managers and health promotion coordinators; school coordinators; school staff; school boards; local community; other interested partners. 8
9
4. Communication goals The activities in the SHE network are supported by the SHE strategic plan 2013-2016. In the strategic plan the following objectives are described: a) Contribute to help realize the WHO Health 2020 and the Europe 2020 policy b) Share good practices, expertise and skills on school health promotion. c) Identify areas for research and lobby for the development and implementation of research (evaluation/ evidence) on school health promotion. d) Maintain and further expand the SHE network to a leading international network and community for school health promotion. e) Provide ongoing technical support in member states, with an emphasis on the member countries in Eastern Europe and the Central Asian countries (EECA countries). f) Create and maintain active collaboration between the health sector and the education sector and other relevant sectors (youth care, youth welfare sector, social care, environment and sustainable development) on a European and global level. Communication plan The overall goal of the SHE communication plan is to ensure effective communication at all levels informing, updating and maximising the potential of the SHE network. The main target group are the SHE national coordinators, the members of the SHE research group and its primary stakeholders. The SHE communication goals 2013 are: 1. To update and expand the SHE website. a. To build an open, active participatory community. This will be enhanced by making better use of the potential of Internet. This will create more ownership of what SHE can offer to all members. b. To position the SHE website as the central information point for school health in Europe, with links to national and regional websites. c. To create easy access to SHE information via the SHE website (fact sheets, electronic newsletter, country profiles, database with case studies, the evidence, evaluation). 2. To provide technical support to SHE national coordinators 3. To maintain the SHE helpdesk 4. To provide the standard SHE power point presentation for members of the SHE network. 5. To provide up-to-date information on school health promotion via the electronic SHE newsletter. 6. To stimulate peer support among members of the SHE network. 7. To promote the SHE network at national and international conferences with brochures, posters, banners and a stand. 8. To communicate the SHE network as a CBO initiative. Specific communication goals 2013 CBO has received an EU co-funded operating grant for SHE 2013. The communication objectives for 2013, activities, timeframe and measurable and achievable indicators are described below. 1a. To update the SHE website. Activity: The SHE website will be updated regulary. When: Ongoing Indicator: The SHE website is regularly updated. 10
1b. To position the SHE website as the central information point for school health in Europe, with links to nation and regional websites. Activity: The SHE website will be promoted during international and national events. The number of visitors is expected to be 10.000 by December 2013. The SHE website has links with national and regional networks and websites on school health promotion. When: December 2013. Indicator: The SHE website has 10.000 visitors by December 2013. There are direct links with national and regional networks. 1c. To have easy access to SHE information via the SHE website (fact sheets, electronic newsletter, country profiles, database with case studies, evidence, evaluation). Activity: All relevant information about the SHE network (fact sheets, electronic newsletter, country profiles, databases with case studies and reports on the evidence of school health promotion, literature review, SHE summer school) is included on the SHE website as pdf. When: ongoing. Indicator: All relevant SHE information is available on the SHE website. 2. To provide technical support to national coordinators. Activity: The SHE secretariat helps SHE national coordinators with information, questions, country visits, consultancy and training. It informs SHE national coordinators regularly about recent and relevant developments through the electronic newsletter and regular e-mail postings. When: Ongoing. Indicator: In December 2010 the SHE secretariat has sent 10 postings by e-mail. 3. To maintain the SHE helpdesk. Activity: The SHE secretariat through its SHE helpdesk answers specific questions concerning school health promotion. When: Ongoing. Indicator: In 2013, 85 questions have been answered by email and telephone via the SHE secretariat. 4. To provide up-to-date information on school health promotion via the SHE newsletter. Activity: The SHE secretariat develops 4 electronic newsletters about recent developments in school health promotion on national, European and worldwide level. Each newsletter contains contributions from at least 10% by SHE national coordinators. The electronic newsletters will be sent to all members of the SHE network and those with subscriptions to the SHE electronic newsletter. When: March, June, September, December 2013. Indicator: Four electronic SHE newsletters are available on the SHE website. 5. To promote SHE at national and international conferences with a brochure, posters, banners and a stand. Activity: In 2013 the SHE network is represented during the 8 th Global Health Promotion Conference in Helsinki (10-14 June 2013), the 30 years anniversary HBSC in St Andrews (20 June 2013), the international school health symposium (23-24 August 2013) in Pattaya, the IUHPE world conference (25-11
When: Indicator: 29 August 2013) in Pattaya and the 4 th European HPS conference (7-9 October 2013) in Odense ongoing The SHE network communication tools are available. 6. To develop a leaflet for schools about the online school manual. Activity: In 2013 the online school manual on how to become a health promoting school will be developed and pilot tested in 3 countries. The SHE secretariat will develop a leaflet for schools about the online school manual (in English and 2 other EU languages). When: December 2013 Indicator: The availability of the leaflet about the SHE online school manual, in English and 2 other EU languages. 12
5. Communication strategy 5.1 Name of the programme The name of the programme is SHE network, which is the acronym of: Schools for Health in Europe network. 5.2 SHE mission statement The mission statement of the SHE network is: Schools for Health in Europe: acting for better schools, leading to better lives. 5.3 SHE core message The core message to be used in communication tools of the SHE network: We all care about our children, they are the future of Europe. Every child in Europe has the right to education, health and security and should have the opportunity to be educated in a health promoting school. SHE network contributes to make schools in Europe a better place for learning, health and living. SHE network uses the health promoting school approach as an evidence-based and comprehensive way for developing school health policy. 5.4 Communication strategy The SHE network intends to act as the European platform for health promoting schools in Europe. Therefore the network is aiming to share knowledge, good practice, expertise and skills, among the members of the SHE network and with its primary stakeholders. The SHE secretariat at CBO facilitates easy access to information, exchange of knowledge, good practice, expertise and skills for the members of the SHE network. The secretariat uses the SHE website, is organising training events, such as the SHE Summer School and the EECA workshops and facilitates peer-support among its members. On a national level the SHE national coordinators and the SHE research group play an important role in advocating and lobbying for school health promotion and branding of school health promotion. They act as advocates for the SHE network and are encouraged to include a link to the SHE website on their national websites and to use the SHE network logo. The SHE assembly supports the exchange of knowledge, good practice, expertise and skills, and also helps creating collaboration, cohesion and ownership of the SHE network. The SHE secretariat at CBO and members of the SHE network advocate and lobby for school health promotion and the SHE network at international, national and regional level. This is done by meetings with policy makers, by attending and presenting at meetings and conferences, etc. The SHE secretariat at CBO supports the advocacy by the development of promotion material for the SHE network such as folders, banners, a standard presentation, buttons. This helps to promote the SHE network and to create a consistent communication message about school health promotion and the SHE network to primary stakeholders. 13
The SHE network website, electronic newsletter and helpdesk also contribute to the exchange of knowledge, good practice, expertise and skills and are accessible for all with an interest in school health promotion. 14
6. Communication tools and mechanisms Important means of communication for the SHE network include the SHE network website, the electronic SHE newsletter, SHE Annual Assemblies, conferences, e-mail, telephone calls, teleconferences, social media and internet calls (Skype or Webex). Where appropriate communication tools should have an attractive design and recognisable style that appeals both primary and secondary stakeholders. 6.1 SHE website The SHE website www.schoolsforhealth.eu provides information, knowledge and exchanges of good practice between SHE members and stakeholders. The updated website acts as an interactive platform where visitors can share their experiences. SHE national coordinators are encouraged to include a link to the SHE website on their national websites and to use the SHE logo. They are also encouraged to use the format of the SHE website to develop or renew their national website on school health promotion. CBO will support this process. It will promote a more consistent and coherent presentation of school health promotion and a more visible link with the European and national networks. 6.2 SHE helpdesk The SHE secretariat is responsible for both operating and maintaining the SHE helpdesk. 6.3 SHE newsletter Annually four electronic SHE newsletters (in March, June, September and December) are developed and sent to all who have a subscription to the SHE electronic newsletter. The newsletter is also published on the SHE website www.schoolsforhealth.eu. Each newsletter contains news about the SHE network, developments in the area of school health promotion, and contributions from SHE members. 6.4 Social media The SHE network facilitates interaction among its public on several social network platforms. On these platforms events, meetings and other activities will be shared and insightful information will be published in order to give the users of the platform an idea of what t he SHE network does in real life. The following platforms will be maintained by the SHE secretariat and the SHE coordinators: - Facebook: Schools for Health in Europe SHE network - Twitter: https://twitter.com/she_network_eu - LinkedIn: Schools for Health in Europe (SHE) network 6.5 Events and launches To promote and to further increase the profile of the SHE network amongst a wide range of stakeholders promotional materials will be developed or updated. Banners, a 2013 brochure and posters will be produced and will be used by the SHE secretariat and are made available to SHE national coordinators and other network members at appropriate and relevant meetings, events and seminars. 15
6.6 Technical support Technical support is provided to SHE national coordinators in order to support them in their work. This will be done by organizing consultancy visits by the SHE secretariat at CBO. These visits can be used to inform and motivate the SHE coordinators or other primary stakeholders. 6.7 Meetings and reports The SHE secretariat plans and co-ordinates the SHE assembly, meetings of the SHE planning committee and advisory board, SHE research group, EECA workshops and the SHE summer school (in collaboration with the Danish School of Education. The SHE secretariat produce minutes and reports of such meetings and event. 6.8 Informal communication CBO maintains contact with SHE national coordinators and members of the SHE research group by telephone and email. CBO organises teleconferences for the SHE planning committee, advisory board, research group and temporary working groups. 16
7. Protocol and procedure 7.1 Process A draft of all relevant publications will be sent to the SHE planning committee for comments. Draft publications will be e-mailed to the planning committee for action, with a ten working day turn around. Final editing and proof reading will be undertaken by the SHE secretariat. Only when this is complete will the publication be approved for sign off, and a final copy sent to the printers and the SHE planning committee for information only. 7.2 Authorship All writers will be named as (co-)author. Those who have commented on draft versions will be mentioned in the acknowledgements. The order of authorship will normally be decided by the main/lead author and be based on the actual contribution of authors. Where this if felt to be even it will follow alphabetical order. In the event of a dispute about authorship, CBO will decide. 7.3 Promoting Partnerships Funder s recognition on publications of the SHE network. To recognise funders the following standard phrase will be included in all publications. Specifically in relation to the Operating Grant received for the SHE network in 2013 it will read: this [name publication, meeting etc] arises from the project Operating Grant CBO FY2013 which has received funding from the European Union, in the framework of the Health Programme. 7.4 SHE, CBO and WHO logo i. The SHE logo will be accompanied by the CBO logo on all relevant and appropriate forms of communication e.g. publications, presentations, reports, posters, brochures, website, banners etc. ii. The EU logo and the Council of Europe logo will be used on publications and presentations of EC and CoE co-funded projects. iii. The WHO logo will be used on publications, presentations and letters in line with the criteria set out in the WHO Collaborating Centre agreement. 7.5 Dissemination & distribution Members responsibility for dissemination Publications produced by the SHE secretariat on behalf of the SHE network will be disseminated to the SHE network members, national coordinators and other relevant stakeholders, who will be encouraged to disseminate the publications to relevant stakeholders within their own country. Name and contact data of SHE national coordinators are available on the SHE website under "Member networks". In all publications it will be made visible that the SHE network is coordinated by CBO, as a WHO Collaborating Centre for School Health Promotion. 17