ACT F.A.S.T. Campaign toolkit February 2023

ACT F.A.S.T.

Campaign toolkit

February 2023

Content

Page

1. Campaign overview

2. Key messages

3. Facts and stats

4. Social media

5. Media activity

6. Copy to use in materials

7. Multicultural activity

8. Accessibility

9. Q&A

1. CAMPAIGN OVERVIEW

On 13 February 2023, NHS England, in association with the Stroke Association, will

relaunch the Act F.A.S.T. stroke campaign, which highlights that a stroke is a

medical emergency and urges the public to call 999 immediately if they notice any

single one of the signs of a stroke in themselves or others.

The primary audience for the campaign is people aged 50+, as this age group are

more likely to experience a stroke. The campaign is also relevant to a wider all adult

audience of ‘stroke savers’ who may witness somebody showing one of the stroke

signs, be it a loved one or a friend.

The aim of the campaign is to reduce the amount of time between someone having a

stroke and arriving at hospital (and therefore receiving appropriate care including

thrombolysis or thrombectomy, if appropriate) by:

1) Increasing knowledge of the signs of a stroke

2) Increasing knowledge of stroke as a medical emergency; and

3) Increasing intention to act quickly on the signs of a stroke by calling 999

The campaign has run for more than ten years and the F.A.S.T. (Face, Arms,

Speech, Time) acronym is effective in driving calls to 999 for stroke, saving lives and

reducing disability.

It also provides a simple test to help people identify the most

common signs of a stroke:

Think and Act F.A.S.T. if you see any single one of these signs of a stroke:

• Face – has their face fallen on one side? Can they smile?

• Arms – can they raise both arms and keep them there?

• Speech – is their speech slurred?

• Time – even if you’re not sure, call 999.

When Stroke Strikes Act F.A.S.T. Call 999

Kantar Public, 2018: Pre and Post Campaign Tracking and Jel Thinking 2019 econometric modelling of the impact of the

campaign.

The campaign runs from 13 February until 31 March and includes TV, video on

demand, radio, social media, partnerships and multi-cultural activity. PR activity

supporting the campaign will begin in March following the launch of advertising in

February.

The web page for the campaign is www.nhs.uk/ActFAST

2. KEY MESSAGES

Below are the key campaign messages which help raise awareness of the main

signs of stroke and encourage people who notice any one of the signs to call 999,

thus highlighting the importance of seeking medical assistance as a matter of

urgency.

PRIMARY MESSAGES

• Call 999 when you notice any single one of the signs of stroke.

• Stroke is a medical emergency.

Think and Act F.A.S.T. if you see any single one of these signs of a stroke:

• Face – has their face fallen on one side? Can they smile?

• Arms – can they raise both arms and keep them there?

• Speech – is their speech slurred?

• Time – even if you’re not sure, call 999.

When Stroke Strikes Act F.A.S.T. Call 999

SECONDARY MESSAGES

Some other signs that may be due to a stroke or mini stroke include:

• Sudden loss of vision or blurred vision in one or both eyes

• Sudden weakness or numbness on one side of your body (including in your

leg)

• Sudden memory loss or confusion

• Sudden dizziness, unsteadiness or a sudden fall, especially with any of the

other signs

• Call 999 immediately if you notice any single one of the signs of stroke.

FOR MORE INFORMATION

Visit www.nhs.uk/ActFAST for more information.

3. FACTS AND STATS

• Stroke is the fourth single leading cause of death in the UK and the single

largest cause of complex disability.

• The estimated aggregate societal cost of stroke is £26 billion per year,

including £8.6 billion for NHS and social care.

• Around 100,000 people have strokes each year in the UK. This is around one

stroke every five minutes.

• Stroke also disproportionately affects some groups, with black people being

twice as likely to have a stroke than white people.

On average, people of

Black African, Black Caribbean and South Asian descent in the UK have

strokes when they are younger.

• Prompt recognition of symptoms ensures that people having a stroke can get

emergency treatment earlier giving them the best chance of survival and

recovery.

NHS 2019: The NHS Long Term Plan https://www.longtermplan.nhs.uk/wp-content/uploads/2019/08/nhs-long-term-plan-

version-1.2.pdf

Estimated societal costs of stroke in the UK based on a discrete event simulation | Age and Ageing | Oxford Academic

(oup.com)

Stroke statistics | Stroke Association

Sewell et al (2021)Commission on Race and Ethnic Disparities: The Report

https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/974507/20210331_-

_CRED_Report_-_FINAL_-_Web_Accessible.pdf

Sproston, K.a.M.J., Health Survey for England 2004: The Health of Minority Ethnic Groups 2006 (footnote 56) Ethnic

disparities in the major causes of mortality and their risk factors – a rapid review - GOV.UK (www.gov.uk)

Effect of treatment delay, age, and stroke severity on the effects of intravenous thrombolysis with alteplase for acute

ischaemic stroke: a meta-analysis of individual patient data from randomised trials - The Lancet

4. SOCIAL MEDIA

Please help us get the message out there by using your social media channels from

13 February to support the campaign.

Social media assets and messaging are on the Campaign Resource Centre from 13

February.

5. MEDIA ACTIVITY

The PR activity in support of the campaign is set to launch on 9 March. This will be

case study led featuring stroke survivors alongside the people who saved them

(stroke savers) by recognising the Act F.A.S.T. signs and calling 999.

Assets including the press release, photography, case study comments and

messaging for websites, e-bulletins and newsletters will be made available by the

end of February.

6. COPY TO USE IN MATERIALS

Please find below some examples of copy that you could use when communicating

with your audiences about this year’s Act F.A.S.T stroke campaign. This can be used

across a range of channels, for example websites, e-bulletins, and newsletters.

If you wish to support the campaign as a partner please visit the Campaign

Resource Centre for assets that can help you or if you have any further questions

please contact: eng[email protected]

Long-form copy

Act F.A.S.T. Call 999 if you see any single one of the signs of a stroke.

There are around 100,000 strokes in England, Scotland and Wales every year,

with

around 33,000 stroke related deaths each year,

as well as being a leading cause of

disability

The F.A.S.T. (Face, Arms, Speech, Time) acronym provides a memorable way of

identifying the most common signs of a stroke and emphasises the importance of

acting quickly by calling 999.

Think and Act F.A.S.T. if you see any single one of these signs of a stroke:

• Face – has their face fallen on one side? Can they smile?

• Arms – can they raise both arms and keep them there?

• Speech – is their speech slurred?

• Time – even if you’re not sure, call 999.

When Stroke Strikes Act F.A.S.T. Call 999

A stroke is known as a ‘brain attack’. It is a medical emergency that requires

immediate attention as every minute is vital. That is why calling 999 is so crucial.

Early recognition of symptoms can give stroke patients those extra precious minutes,

enabling faster access to specialist treatment.

Whether it is a friend, loved one or even a stranger, dialing 999 quickly and acting

F.A.S.T saves lives and gives stroke patients their best chance to access emergency

procedures and to have recovery which could reduce the long-term effects such as a

disability.

Short copy

Sentinel Stroke National Audit Programme (SSNAP) CCG Outcomes Indicator Set (OIS) England and Wales April-March

2020/21 SSNAP - Home (strokeaudit.org) and Cerebrovascular Disease and Stroke Incidence Scotland 2021/22 Public Health

Scotland

ONS Sheet 10a: Leading causes of death by sex and age group, England and Wales, registered 2021 Home - Office for

National Statistics (ons.gov.uk) and National Records of Scotland (NRS) - Deaths and Population Cerebrovascular Disease

Table 2a: Trends in mortality 2021 Public Health Scotland

Is stroke the most common cause of disability? - Journal of Stroke and Cerebrovascular Diseases (strokejournal.org)

Act F.A.S.T. Call 999 if you see any single one of the signs of a stroke.

The Act F.A.S.T. (Face, Arms, Speech, Time) acronym provides a memorable way

of identifying the most common signs of a stroke and emphasises the importance of

acting quickly by calling 999.

Think and Act F.A.S.T. if you see any single one of these signs of a stroke:

• Face – has their face fallen on one side? Can they smile?

• Arms – can they raise both arms and keep them there?

• Speech – is their speech slurred?

• Time – even if you’re not sure, call 999.

When Stroke Strikes Act F.A.S.T. Call 999

A stroke is known as a ‘brain attack’. It is a medical emergency that requires

immediate attention as every minute is vital. That is why calling 999 is so crucial.

Early recognition of symptoms can give stroke patients those extra precious minutes,

enabling faster access to specialist treatment and increasing the chances of a

recovery which could reduce the long-term effects, such as a disability.

Multicultural copy

Act F.A.S.T. Call 999 if you see any single one of the signs of a stroke.

The ‘Act F.A.S.T.’ (Face, Arms, Speech, Time) acronym highlights the key signs of

stroke and emphasises the importance of acting quickly by calling 999.

Think and Act F.A.S.T. if you see any single one of these signs of a stroke:

• Face – has their face fallen on one side? Can they smile?

• Arms – can they raise both arms and keep them there?

• Speech – is their speech slurred?

• Time – even if you’re not sure, call 999.

When Stroke Strikes Act F.A.S.T. Call 999

There are around 100,000 strokes in England, Scotland and Wales every year

, with

around 33,000 stroke related deaths each year,

as well as being a leading cause of

disability

. Black people are twice as likely to have a stroke than white people, on

average, people of black African, black Caribbean and South Asian descent in the

UK have strokes at a younger age.

It is a medical emergency that requires

immediate attention as every minute is vital. That is why calling 999 is so crucial.

Early recognition of symptoms can give stroke patients those extra precious minutes,

enabling faster access to specialist treatment and increasing the chances of a

recovery which could reduce the long-term effects, such as a disability.

7. MULTICULTURAL ACTIVITY

Black people are almost twice as likely to have a stroke than white people

, and on

average, people of black African, black Caribbean and South Asian descent in the

UK have strokes earlier on in their lives.

High blood pressure, diabetes and sickle cell are significant risk factors that can

contribute to increasing the likelihood of having a stroke, and there is a high

prevalence of these diseases in Black and South Asian communities. In addition to

this, there are often cultural, religious and language barriers preventing these groups

from seeking medical advice early.

During the campaign there will be targeted PR activity for these audiences that will

include films featuring actors Chizzy Akudolu and Bhasker Patel talking through the

F.A.S.T acronym and highlighting the importance of acting FAST. Alongside this

there are posters featuring ethnic minority stroke survivors Charles Bosah and

Sentinel Stroke National Audit Programme (SSNAP) CCG Outcomes Indicator Set (OIS) England and Wales April-March

2020/21 SSNAP - Home (strokeaudit.org) and Cerebrovascular Disease and Stroke Incidence Scotland 2021/22 Public Health

Scotland

ONS Sheet 10a: Leading causes of death by sex and age group, England and Wales, registered 2021 Home - Office for

National Statistics (ons.gov.uk) and National Records of Scotland (NRS) - Deaths and Population Cerebrovascular Disease

Table 2a: Trends in mortality 2021 Public Health Scotland

Is stroke the most common cause of disability? - Journal of Stroke and Cerebrovascular Diseases (strokejournal.org)

Sproston, K.a.M.J., Health Survey for England 2004: The Health of Minority Ethnic Groups 2006 (footnote 56) Ethnic

disparities in the major causes of mortality and their risk factors – a rapid review - GOV.UK (www.gov.uk)

Sewell et al (2021)Commission on Race and Ethnic Disparities: The Report

https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/974507/20210331_-

_CRED_Report_-_FINAL_-_Web_Accessible.pdf

Sproston, K.a.M.J., Health Survey for England 2004: The Health of Minority Ethnic Groups 2006 (footnote 56) Ethnic

disparities in the major causes of mortality and their risk factors – a rapid review - GOV.UK (www.gov.uk)

Jaswant Naker, highlighting the key signs of stroke. These will be available on the

Campaign Resource Centre.

Tailored PR films and radio ads will be played out across key national Black and

Asian TV channels and radio stations. This will be supported by targeted PR activity

involving Black and Asian spokespeople including healthcare professionals, talent

and stroke survivors, who will participate in media interviews/discussions to raise

awareness of the importance of calling 999 immediately if you notice any one of the

signs of a stroke in yourself or others.

8. ACCESSIBILITY ACTIVITY

Disabled people, particularly those with a visual, hearing or learning disability, make

up a proportion of the target audience of the Act FAST campaign. Therefore, tailored

accessible campaign communications are available in alternative formats, such as

audio, large print, BSL and easy read. These will be available on the Campaign

Resource Centre. A campaign leaflet will also available in Braille and can be ordered

for delivery via the Campaign Resource Centre.

In order to talk directly to people at risk of stroke and raise awareness of the signs to

look out for we engage and partner with a number of organisations and media.

These focus on disabled and older people and those with long-term health conditions

such as diabetes and their carers.

9. Q&A

I. What are the aims of the campaign?

• The aim of the campaign is to reduce the amount of time between

someone having a stroke and arriving at hospital (and therefore receiving

appropriate care including thrombolysis or thrombectomy, if appropriate)

by:

• Raising awareness of the signs and symptoms of a stroke

• Raising awareness of stroke as a medical emergency

• Raising awareness that you should call 999 even if you are not sure that

someone is having a stroke

• Increasing stroke patients presenting rapidly at A&E

II. What are the main signs of stroke?

The F.A.S.T. (Face, Arms, Speech, Time) acronym has featured in the

advertising for a number of years and is a simple test to help people identify

the most common signs of a stroke:

Think and Act F.A.S.T. if you see any single one of these signs of a stroke:

• Face - has their face fallen on one side? Can they smile?

• Arms – can they raise both arms and keep them there?

• Speech – is their speech slurred?

• Time – even if you’re not sure, call 999.

When Stroke Strikes Act F.A.S.T. Call 999

III. Are there any other signs to be aware of?

There are some other signs that people should be aware of as these may

occasionally be due to stroke. These include:

• Sudden loss of vision or blurred vision in one or both eyes

• Sudden weakness or numbness on one side of the body

• Sudden memory loss or confusion

• Sudden dizziness, unsteadiness or a sudden fall, especially with any of the

other signs

IV. Why are we running the Act FAST campaign now?

The Act FAST campaign has run for over 10 years and is one of the most

successful health awareness campaigns. Increased awareness of the FAST

acronym has been shown to lead to patients seeking prompt help for stroke

symptoms, enabling more to be eligible for lifesaving treatments and reducing

disability following their stroke.

• Awareness of the mnemonic has dropped by 12ppt since the end of the last

campaign, and knowledge that you should call immediately when

experiencing any one of the signs has dropped by 10ppt. It’s important to

maintain public awareness of the importance of acting FAST.

V. Who are the target audiences?

• At-risk groups: 50+ C2DE, Black African, Black Caribbean, South Asian

- need to equip audience with knowledge to call 999 if they experience

any 1 of the 3 key signs

- addressing health inequalities

• Stroke savers: the people making the 999 call. ESCORTT data shows that the

caller is more likely to be female (68%), the callers age can range from 24-83

and that 82% were a relative/friend of the victim.

- need to know what to look out for in order to take the appropriate action

VI. Why are people from ethnic minority groups a specific target audience

for the campaign?

Stroke is an inequalities issue, with black people twice as likely to have a

stroke than white people. On average, people of Black African, Black

Caribbean and South Asian descent in the UK have strokes at a younger age

than white people.

stroke-service-model-may-2021.pdf (england.nhs.uk)

Emergency Stroke Calls: Obtaining Rapid Telephone Triage (ESCORTT) – a programme of research to facilitate recognition

of stroke by emergency medical dispatchers - NCBI Bookshelf (nih.gov)