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Finalists in the NHS Communicate Award for diversity and inclusion

Frimley Local Maternity and Neonatal System (LMNS) and South Central and West (SCW) are celebrating being finalists in the brand new NHS Communicate Awards. The 'Promoting Diversity and Inclusion in Communication' award recognises a partnership that is demonstrably championing diversity, inclusivity, and equality. 

The SCW Communications Team has been proud to support the Frimley LMNS with tailored communications support raising awareness of maternity services and understanding the specific needs of Black, Asian and Minority Ethnic (BAME) women accessing maternity services in Frimley.

n autumn 2020 a blended communications campaign reached over 32000 women to reassure them that maternity services were available to them throughout the pandemic.

As part of this campaign, the local Maternity Voices Partnership interviewed new mums from Black Asian and Minority Ethnic backgrounds to get their feedback on maternity services.  This led to further communications designed to improve the cultural competency of staff by increasing their understanding of the issues around culture and respecting and appreciating the cultural contexts of women’s lives.  

The cultural competency communications campaign was designed with frontline staff and included online video training; a poster awareness campaign supported with a brief for team discussions around the importance of language with women from minority ethnic backgrounds.  Senior leaders within maternity services also directly heard the first-hand experiences of a new mum, as part of the new cultural competency training package.

Julia Stackhouse, Senior Communications and Engagement Manager at South Central and West, said: "In developing the communications it was important to get a balance between challenging thinking within the NHS and putting patient’s first, it is important to recognise the great work that NHS colleagues do every day. 

"Communications is an area that is often unseen in the NHS, so being able to celebrate this award with colleagues across South Central and West and Frimley LMNS is fantastic and a testament to our hard work, through what has been a challenging year for communications professionals."

Jane Lynch, Maternity and Starting Well Lead at Frimley ICS, said: "This exciting work in Frimley has enabled us to reach women from ethnic minorities and understand the challenges they experience.

Hearing powerful stories from women has shaped our cultural learning, the information we provide and how we can address nationally recognised inequalities."

The awareness campaign has since been adopted across the Frimley Health NHS Foundation Trust in all clinical specialities.

Find out more

South Central and West (SCW) Case Study of the work delivered: https://www.scwcsu.nhs.uk/case-studies/addressing-cultural-health-inequalities-through-targeted-communications

Frimley Maternity Website: https://www.frimleyhealthandcare.org.uk/maternity/

Accessibility campaign materials: https://www.frimleyhealthandcare.org.uk/maternity/resources/information-for-women-that-identify-as-black-asian-or-another-minority-ethnicity-bame/

Maternity Voices Partnership: https://www.frimleyhealthandcare.org.uk/maternity/resources/maternity-voices-partnership/

Frimley Health and Care