Effective messages and media for employee health campaigns

Abstract

This study describes how the use of internal communication messages and channels contributed to engagement and improvements in health of NHS Wales employees who took part in a 6-month programme to improve their personal health. A mixed methods research approach was taken that incorporated a post programme evaluation survey and 13 semi-structured interviews conducted 9–12 months after the communication programme. Frequency analysis shows that email briefings, information on a website and text messages were the three most useful methods of communication for employees in this study. Information on the website, email briefings and regular recordings on the website were positively and statistically significantly correlated with a general health outcome. Three themes emerged from interviews: different communication channels appeal to people at a variety of levels; local support activity can enhance computer-mediated communication and social media; examples of real success stories are highly motivational. This study indicates that internal communication programmes that are based primarily on electronic and social media channels can be effective in behavioural change. However, this approach may not be appropriate for all employees as participants reported that they would like more control over the timing and frequency of communication, based on personal preferences and access and/or familiarity with a specific medium. A recommendation for practice is to provide employees with the ability to personalize channels and content.