NHS Scotland Anchor Institution – Graphics and Messaging Toolkit

What is this?

The toolkit with graphics, alternative text and key messages aims to support all NHS boards across Scotland to deliver enhanced messaging on their role as an anchor institution and to underpin communication of their unique approach to community wealth building. This resource has been developed in partnership with Public Health Scotland and the Scottish Government.

What are Anchor institutions?

Anchors institutions are large organisations that have a major presence and impact in their local area and on communities. They are key ‘agents’ in delivering on the NHS’s community wealth-building agenda. More information on anchor institutions and resources from PHS can be found here.

The newly developed toolkit graphics aim to:

• Raise awareness and foster understanding of the anchor institutions strategy
• Inspire and encourage action around our role and approach for the NHS as an anchor institution
• Develop a shared language
• Ensure the anchors concept is relevant and relatable to our NHS workforce

The graphics and animation are intended to inform, enlighten and inspire NHS staff to feel more knowledgeable and confident about the role of NHS boards as anchor institutions. The graphics represent our diverse NHS Scotland estate.  The individual images and icons highlight a broad range of our NHS settings, locations and buildings, all with the potential to help deliver anchors approaches in support their NHS board as the overarching ‘anchor institution’.

How can NHS boards use these graphics?

The digital ‘Once For Scotland’ materials are intended for local application and should intersect with existing and planned communications at individual NHS board level.

How can Communication colleagues help with this agenda?

We are encouraging all communications colleagues in NHS Boards to connect with their own NHS Board colleagues working in direct support of anchor institution approaches. These colleagues include 'anchor institution’ NHS board representatives and/or those supporting the wider strategic remit for the anchors approach. 

We hope you can help to facilitate access to the toolkit and initiate discussion for integrating messages from the ‘anchor institutions messaging and graphics toolkit’ in local communication plans and outputs.

To note, we plan to prompt our PHS anchor institutions peer network contacts (colleagues working across Human Resources & Recruitment, Procurement & Finance, Planning, Estates & Facilities or Business Services) to connect with you to gain access to the toolkit and progress planning for application of the new graphics and messages at Board level.

For further information about this toolkit and graphics, or if you have any questions, suggestions or feedback please contact phs.anchors@phs.scot