Communicating bereavement messages sensitively
(via NHS Business Services Authority)
Designing compassionate communications for bereaved NHS families during the COVID-19 pandemic.
Communicating bereavement messages sensitively
During the COVID-19 pandemic, the government introduced the Coronavirus Life Assurance Scheme (CLAS) to recognise the risks faced by frontline health and social care staff.
The Department of Health and Social Care and the NHS Business Services Authority needed to communicate the scheme to bereaved families and employers, explaining how the process worked and what evidence was required. The communications needed to be clear, practical and compassionate while addressing the difficult subject of death.
Clear and empathetic communications
Lumera applied behavioural science and evidence-based communications techniques to design a clear and empathetic communications journey.
Our work included:
- Creating a suite of sensitive, easy-to-understand letters for employers and claimants.
- Designing communications that help readers understand what to do and when.
- Using behavioural insights to prompt employers and claimants to provide evidence at the right time.
- Developing web content explaining how the scheme works and how claims are assessed.
- Advising on how to apply written empathy consistently across bereavement communications.
“The work of behaviour insights specialists provided us with invaluable advice and support when drafting new, streamlined material for stakeholders. This meant that we were able to improve a key tool for engaging with stakeholders, they turned products round swiftly and efficiently which allowed us to meet
tight deadlines. The team were brilliant and always readily available to help.”
Head of ACCIA Secretariat, Department of Health and Social Care
The communications ensured bereaved families and employers received clear and compassionate guidance during an extremely difficult time.
Behavioural design within the communications encouraged employers and claimants to provide the right information at the right stages of the process, helping claims move forward smoothly and reducing uncertainty for families. As a result, queries and complaints to NHSBSA remained low while the scheme was delivered.
- Sensitive communications supporting the Coronavirus Life Assurance Scheme.
- Clear guidance for bereaved families and NHS employers.
- Behavioural design helping claimants provide information at the right time.
- Low levels of queries and complaints during scheme delivery.
The results
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