Download brief-a-lead-community-partner-peer-education

Camden cancer campaign
– Saving lives in your community
Brief A – Lead community partner peer education service spec
Issue Date: 3 January 2014
____________________________________________
This is the lead community partner service
specification for the peer education component of
the social marketing campaign to improve early
diagnosis of cancer in Camden and, thereby, cancer
survival in the borough
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1.
2.
3.
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5.
6.
7.
Contents
Invitation to submit proposals
Introduction
Background
Service specifications – lead community partner
General principles
Overall objectives
12 month deliverables
Co-creation process
Eligible organisations
Selection criteria
Funding
Overview of brief grass-roots community partners
Target communities
Key principles
Plurality of providers
Payment model that rewards results
Selection criteria
Appointment process and timeline
Appendix A - Lead community partners proposal template, including detailed
service specification
Page
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5-6
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9-13
For more, please contact
Hannah Burleton, Project
Manager
London Cancer, 170 Tottenham Court Road, London, W1T 7HA
[email protected]
Date of Issue
3 January 2014
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Improving cancer survival in Camden
- Peer education service specification – lead community partners
1. Invitation to submit proposals
Organisations with excellent project management and community engagement credentials are invited
to submit proposals to lead peer education interventions in the London Borough of Camden, designed
to promote the early diagnosis of cancer.
The initial 12 month contracts – the first phase of a concerted three year programme to reduce
avoidable deaths from cancer –will commence at the beginning of April 2014. Prospective partners
are encouraged to attend a workshop on the morning of Wednesday 29 Jan 2014 at the London
Cancer offices (Boardroom, 3rd Floor, 170 Tottenham Court Road, W1T7HA).
Please note: Submissions must follow the template provided in Appendix A. The deadline for full
submissions is Friday 14 February 2014 at 12pm (see page 8 for full schedule).
The total investment in the initial 12 month peer education contracts will be £73,000 (see page 7).
Social marketing materials and channels will be provided at no additional cost.
2. Introduction
The NHS in Camden (Camden Clinical Commissioning Group) has commissioned London Cancer1 (part
of UCLPartners) to undertake a concerted three year programme to reduce avoidable deaths resulting
from the late diagnosis of cancer in the borough.
Community engagement/peer education via small groups and one-to-one conversations will be a
crucial part of the overall programme. The peer education service specification and payment model
in this document are designed to incentivise the participation of grass-roots community groups within
a strong management and governance framework.
The intervention will initially focus resources on achieving minimum 12 month deliverables within two
sub segments of the broader target groups. These interventions will be subject to separate contracts.
While the early warning signs of cancer will be promoted consistently throughout the programme,
specific cancers will be prioritised on an annual basis.
Target populations and cancers in the FY 2014/15
 The Bangladeshi community – targeting all 7,700 adults to reflect the potential influence of
younger family members on their older relatives. The initial focus will be common cancers,
including bowel and lung cancer.
 Residents aged 50+ in the most deprived communities – targeting 10,482 people aged 50+ in the
four most deprived wards – those with the highest proportion of residents in the two most
deprived quintiles - St Pancras and Somers Town Ward (89%), Kilburn Ward (85%), Cantelowes
Ward (83%) and Haverstock Ward (77%). The initial focus will be bowel cancer.
1
London Cancer (part of UCLPartners) has been commissioned by the CCG to deliver the three year programme, in close partnership
with the CCG cancer lead, Lucia Grun and the LA public health team. London Cancer was launched in 2012 as one of two Integrated
Cancer Systems serving the capital. It represents a new way of organising cancer care in north central and north east London, and
west Essex, bringing together the region's primary, secondary and tertiary care providers in a formal governance structure, which also
harnesses the expertise of leading cancer academics, patient representatives and charities.
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Targeting the Bangladeshi
adult population
Targeting residents aged 50+
in the most deprived
communities
These two priority groups are considered to be at greater risk of cancer and/or later diagnosis of the
disease. Almost nine out of ten cancers occur in people aged 50 and over, and deprived and BME
communities (of which the Bangladeshi community is the largest in Camden) are less likely to be
aware of the signs and symptoms of cancer.
How the peer education interventions will be managed – overview
‘Grass-roots community partners’ will be ‘licensed’ and coordinated by a ‘lead community partner’
contracted to London Cancer to coordinate the intervention within one or both of the 2014/15
priority communities. Reflecting this, a fixed fee management contract will be awarded, alongside
multiple local peer education ‘licenses’. Lead community partners will receive support from London
Cancer to recruit grass-roots community groups.
Licensed grass-roots community partners will be eligible for funding designed to reward achievement
of minimum 12-month deliverables, agreed with the lead community partner. Success will be
measured using awareness of the campaign and its key messages, and a reduction in perceived
barriers to seeking help from a GP, within 20% of the target populations. Residents engaged directly
will be encouraged to share potentially life-saving information with friends and loved ones, thereby
extending the reach of the campaign within these target communities.
The combined local knowledge of the lead partners and grass-roots community groups will enable
highly tailored community engagement, which is likely to vary significantly from one intervention to
another. Prospective partners will be encouraged to submit proposals that detail the activities they
feel will engage with and influence the target community most effectively.
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3. Background
Cancer survival in the UK continues to lag comparable countries
With the exception of breast cancer, improvements in UK cancer survival are not closing the gap with
comparable countries. Today, most early stage cancers are survivable, but too many people still
present when the cancer has reached an advanced stage, when it is difficult, if not impossible, to
cure. If British cancer survival rates equaled those of Sweden, the best in Europe, up to 11,5002
cancer deaths would be avoided each year, primarily through earlier diagnosis3.
Cancer accounts for 35% of premature deaths in Camden and the toll is disproportionately high
among women and deprived communities
775 new cases of cancer are diagnosed in Camden every year (2008-2010). 341 residents die from
the disease (2009-2011), and it causes 35% of deaths in residents under the age of 75: 25% of male
mortality and 45% female mortality. The toll of the disease is also disproportionately high among
deprived communities.
Treatment at an earlier stage of the disease would save many of these lives
The three most common cancers – which account for over half of all cases – demonstrate how early
diagnosis is so often the difference between life and death.
Cancer
Breast
Late stage
5 year relative survival
13%
Early stage
5 year relative survival
92%
Lung – non-small cell
2-13%
58-73% (stage 1A)
Bowel
6.6%
93.2%
Programme context
The peer education interventions are part of a wider social marketing campaign to promote early
diagnosis of cancer. This is integrated with an education programme of professional development to
improve GP referral of patients for investigation of symptoms.
4. Service specification – lead community partners
a. General principles
i. Overall objectives
The overall objectives of the peer education programme are to:



Increase early presentation to primary care with symptoms suggestive of cancer
by raising awareness of cancer symptoms and reducing perceived barriers to
seeking help from GPs
Increase the uptake of national screening programmes in Camden
Raise awareness of any service changes designed to promote early diagnosis
ii. Minimum 12-month deliverables – FY 2014/15
 Direct peer education of at least 20% of the target populations (5% by month 6
and 20% by month 12):
o Bangladeshi adults (total population 7,700)
2
M P Coleman et al, The Lancet, 377: 9760; 127-138, 8-14 January 2011: if cancer survival rates in Great Britain matched the European average, then
6,000–7,000 deaths could be avoided each year. And if they matched the best, around 11,500 deaths could be avoided.
3 Richards M. The size of the prize for earlier diagnosis of cancer in England British Journal of Cancer 3 December 2009
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o



Target number: 1,540 (year-end), including 385 by month six
Or
Residents aged 50+ in four most deprived wards (10,482 )
Target number: 2,096 (year-end), including 524 by month six
A total of 499 (aged 50+ in four boroughs)/361 (Bangladeshi adults) paper surveys
will be undertaken during the course of the 12 months, including 232 (aged 50+ in
four boroughs)/168 (Bangladeshi adults) at the beginning of the interventions –
to set the baseline
Average 30% improvement in symptom awareness and 10% reduction in
perceived barriers among a sample of 35 (aged 50+ in four boroughs)/25
(Bangladeshi adults) surveyed immediately after a face-to-face peer education
intervention over the course of the 12 months
Average 5% improvement in symptom awareness and 5% reduction in perceived
barriers among a sample of 232 (aged 50+ in four boroughs)/168 (Bangladeshi
adults) residents in each target population surveyed 9-12 months after the start
of the intervention (sample to reflect a 50:50 ratio of participants and nonparticipants in face-to-face peer education intervention) to assess the impact the
intervention has had on the priority communities
Minimum 12 month deliverables –
summary table
Peer education
Population to receive direct peer
education by month 6
Population to receive direct peer
education by end of month 12
Paper-based surveys
Start of intervention
Months 9-12
During intervention immediately
before and after peer education
Bangladeshi
population
Residents
aged 50+ in
four most
deprived
wards
385
524
1540
2096
168
168
25
232
232
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iii. Co-creation workshop – Wednesday 29 January 2014, 10:00am
Prospective community partners – responding to briefs A and B – will participate in a
co-creation workshop informing the development of their full proposals and the
campaign materials they will use. Regular meetings and participation in social media
discussions and events will then promote the sharing of learning and best practice.
iv. Eligible organisations
Proposals are invited from any organisation – public, private or third sector – which is
able to demonstrate that it fulfills the contract criteria. Organisations can bid for
more than one of the lead community contracts.
NB: Funding will not be available for individuals or to subsidise the general costs of
groups and organisations.
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b. Service specification breakdown
Lead community partners will be directly accountable to London Cancer for operations and
performance – both directly, and on behalf of grass-roots community partners – in the
domains set out in detail in Appendix A.
c. Selection criteria
Successful lead community partners will demonstrate:
 Experience and success relevant to each domain of the service specification
 Strong project management skills and demonstrable track record
 Empathy with grass-roots community groups
 A reputation as a trusted and effective manager of peer education interventions,
including the testimonial of at least three previous clients
 Track record of success as an agent of change in influencing the target community,
including working through existing community networks
 Track record of successful direct peer education
 Legitimacy and viability:
o Registration with the Charities Commission/Companies House or other relevant
registration body
o Constitution or Terms of Reference
o Financial statement for the previous year or audited accounts and a copy of the
organisation’s financial protocols. Recently established organisations may provide
a recent bank or building society statement and financial protocols.
d. 12 month funding
 Fixed fees of £20.5k (Bangladeshi)/£28k (older people in most deprived wards) will be
payable over the initial 12 month contract (50% payable on commencement and 50% at
the end of the 12 months, on achieving the 12 month minimum deliverables)
 In addition, a total fund of £10.3k (Bangladeshi)/£14k (people aged 50+ in the four most
deprived wards) will be available to the grass-roots community partners, at the end of
year one, on achieving their agreed minimum 12-month deliverables. These funds will be
paid to grass-roots community groups by London Cancer
5. Overview of brief for grass-roots community partners (see Brief B for full details)
a. Target communities
Grass-roots community organisations and groups in the London Borough of Camden will be
invited to submit proposals to plan and implement a programme of community engagement
targeting one or both of the Y1 priority groups. They will be accountable to the lead
community partner.
b. Key principles

Plurality of providers
The closer the organisation to the target community, the more insight and knowledge
they will have, and the more effective they are likely to be in reaching and influencing the
residents most vulnerable to late presentation.
This is the great strength of peer education/community engagement, and it is why the
number of peer education partners for each intervention is unrestricted. As long as a
local group can demonstrate that it meets the agreed criteria, it will be eligible to
participate in the programme.
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All grass-roots community partners commissioned to undertake the intervention will be
‘licensed’ by the lead community partner as part of an approved provider framework,
setting out obligations, including engaging/surveying agreed numbers of the target
populations, recruitment of volunteers, training of staff/volunteers, use of approved
materials, adherence to approved messages and messengers, governance and support for
the lead community partner to fulfill the terms of their contract.

Payment model that rewards outcomes
Grass-roots community partners will agree minimum 12-month deliverables with the lead
community partner and, on meeting these targets, will receive an agreed share of a fund
set aside for grass-roots community partners. Payments will be made directly by London
Cancer.
6. Appointment process and timeline
All prospective lead community partners are asked to note the following dates, and be available
for:
 Co-creation workshop on Wednesday 29 January 2014 at 10 am
 Interviews on Wednesday 19 February 2014 (morning)
 If successful in the interview, to participate in the evaluation of submissions from grassroots community partners on Wednesday 26 February 2014 (morning).
All meetings will be held at London Cancer, 170 Tottenham Court Road, W1T 7HA. The deadline for
the submission of full proposals is noon on Friday 14 February at 12pm.
Stage in process
Potential lead and grass-roots community partners invited to submit
proposals
Workshop for all prospective partners to inform the development of full
proposals. This will be an opportunity to ask questions, make connections
and hear what has and hasn’t worked in previous early diagnosis peer
education interventions
Final deadline for the submission of full proposals by prospective lead
community partners, and grass-roots community partners
Evaluation of prospective lead community partner submissions by London
Cancer and the London Boroughs of Camden and Islington public health
team. Organisations informed of outcome
Formal interviews of shortlisted lead community partner organisations
Organisations informed of outcome
Evaluation of prospective grass-roots community partner proposals (with
selected lead community partners)
Grass-roots community partners notified of outcome
Licensing of grass-roots community partners by lead community partner(s)
begins
First training session for staff and volunteers
Submission of full, consolidated engagement plans to London Cancer
Community engagement commences
Deadline
3 Jan 2014
29 Jan 2014 (10.00
12.30)
14 Feb 2014 (noon)
18 Feb 2014
19 Feb 2014 (am)
20 Feb 2014
26 Feb 2014 (am)
27 Feb 2014
28 Feb 2014
TBC Mar 2014
31 Mar 2014
1 Apr2014
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Appendix A
Lead community partner proposal template, including detailed service specification
Please note:
Deadline for submitting full proposal: Friday 14 February 2014, 12pm to [email protected]
Maximum word count: 2000-2500 words
Introducing your organisation
Insert name and full contact details
Insert purpose, mission, organisational objectives and how a contract to reduce avoidable deaths from
cancer in Camden aligns with these priorities
Insert which contract this proposal applies to (please submit separate proposals if you are applying to be
the lead community partner for both contracts)
How you plan to achieve the 12-month objectives (see summary table on page 6):
 Direct peer education of at least 20% of the target populations (5% by month 6 and 20% by month 12):
o Bangladeshi adults (total population 7,700)
Target number: 1,540 (year-end), including 385 by month six
Or
o Residents aged 50+ in four most deprived wards (10,482 )
Target number: 2,096 (year-end), including 524 by month six
 A total of 499 (aged 50+ in four boroughs)/361 (Bangladeshi adults) paper surveys will be undertaken
during the course of the 12 months, including 232 (aged 50+ in four boroughs)/168 (Bangladeshi
adults) at the beginning of the interventions – to set the baseline
 Average 30% improvement in symptom awareness and 10% reduction in perceived barriers among a
sample of 35 (aged 50+ in four boroughs)/25 (Bangladeshi adults) surveyed immediately after a faceto-face peer education intervention over the course of the 12 months
 Average 5% improvement in symptom awareness and 5% reduction in perceived barriers among a
sample of 232 (aged 50+ in four boroughs)/168 (Bangladeshi adults) residents in each target
population surveyed 9-12 months after the start of the intervention (sample to be based on a 50:50
ratio of participants and non-participants in face-to-face peer education intervention) to assess the
impact the intervention has had on the priority communities
Insert details of the staff you plan to commit to the contract, their capacity and capability to undertake it,
and how they will be supported and managed by the organisation.
Insert details of how you plan to manage and support the grass root community partners. Also indicate the
grass root community groups and organisations you believe are best-placed to deliver peer education with
the target communities.
Strengths, weaknesses, opportunities and threats
Insert how you perceive these in relation to your ability to undertake the contract.
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Domain A – Appointing and ‘licensing’ grass-roots community partners

Participating in the evaluation of peer education proposals from prospective grass-roots community
partners
 Appointing grass-roots community partners in partnership with London Cancer and the LB Camden and
Islington public health team
 Agreeing the contribution each grass-roots community partner will make to achieving the overall
targets – as the basis for payment
 Ensuring that they meet agreed standards and have appropriate skills to communicate effectively with
residents in the target groups, including:
o Cancer awareness/key messages
o Communication skills (including dealing with sensitive subjects and managing anxiety)
o The importance of collecting evaluation data and how to do it
 Working with grass-roots community partners to recruit and maintain an agreed cohort of trained
peer education volunteers
 Booking all staff/volunteers who are going to undertake peer education onto approved training
courses – in the pre launch phase and on an on-going basis – by agreed dates
 Ensuring that the required number of staff/volunteers attend each course
 Updating a London Cancer database of trained staff/volunteers
 Organising regular progress meetings and engagement events for peer education staff/volunteers
Insert how you would manage this part of the contract and relevant experience.
Domain B – Undertaking direct face-to-face peer education

As well as supporting and managing the activities of grass-roots community partners, the lead
community partner is likely to undertake direct face-to-face peer education, as set out in the grassroots community partner brief, Brief B.
Insert how, where and how often you will undertake peer education directly, and how many residents you
will engage face-to-face in this way over the 12 month contract.
Insert relevant experience and track record in this domain.
Domain C – Benchmarking and monitoring population awareness
All payments will be contingent on the satisfactory and timely presentation of required monitoring
information.
 Recording engagement with the target populations, including numbers, approximate age, gender and
materials received
 Benchmarking awareness and barriers to help-seeking behavior, using supplied paper-based Cancer
Awareness Measure (CAM)-style survey surveying 232 (aged 50+ in four boroughs)/168 (Bangladeshi
adults) residents at the beginning of the interventions – to set the baseline
 Ensuring that surveys are undertaken by participants to agreed standards
 Inputting baseline survey results to the London Cancer Awareness Tracker Database
 Monitoring the quality of the intervention by surveying a sample of 35 (aged 50+ in four boroughs)/25
(Bangladeshi adults) immediately after a face-to-face peer education intervention over the course of
the 12 months
 Monitoring the impact of the intervention on the target population at the end of the first 12 months
by surveying a sample of 232 (aged 50+ in four boroughs)/168 (Bangladeshi adults) residents 9-12
months after the start of the intervention (sample to have a 50:50 ratio of participants and nonparticipants in face-to-face peer education intervention)
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Insert relevant experience and track record in this domain, and indicate the support you can give to the
grass-roots community partners to undertake the surveys.
Domain D – Developing and implementing robust governance
Developing and implementing systems and processes to assure agreed professional standards and controls
 Keeping records that demonstrate compliance
 Setting out the basis for allocating ring-fenced funds to grass-roots organisations on achievement of
their agreed 12 month deliverables
 Taking up references and Disclosure and Barring Service (DBS)4 checks on all staff and volunteers, and
providing them with appropriate training and continuous support
 Ensuring that any staff and volunteers who start without an Enhanced DBS check receive on-going
supervision of an Enhanced DBS checked member of staff and do not have unsupervised contact with
older and vulnerable adults
NB Unannounced visits may be made to monitor standards. Following an unannounced monitoring
visit, London Cancer will write to the lead community partner detailing any areas of concern and any
further action required
 Agreeing in advance and funding incidental expenditure from lead community partner funding by peer
education partners on engagement events, eg beverages and stall hire
 Organising regular (at least bimonthly) update/governance meetings with London Cancer
Insert relevant experience and track record in this domain
Domain E – Developing, maintaining and reporting a 12-month engagement programme


Developing a stand-alone engagement proposal for submission by the 14 February deadline
Consolidating this and the full proposals of successful grass-roots community partners into a single
community engagement programme using the template provided by London Cancer. The full
engagement plan will be held and updated on the London Cancer IT system
 Submitting monthly electronic activity reports to London Cancer by agreed deadlines using the
template provided to track progress against the full proposal
 Submitting a full year-end report to London Cancer
 Sharing best practice and feeding back to London Cancer any issues with the campaign materials and
key messages
Insert relevant experience and track record in this domain
Domain F – Project and performance management



Ensuring that grass-roots community partners undertake direct peer education with the target number
of participants to agreed standards and in line with their engagement programmes
Ensuring that grass-roots community partners undertake the agreed number of benchmarking, quality
and impact surveys to agreed standards
Ensuring that grass-roots community partners fulfill the terms of their ‘licenses’, including recruitment
of volunteers, training of staff and volunteers, use of approved materials, adherence to approved
messages and messengers, governance and support for the community lead partner to fulfill the terms
of the contract
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Staff employed by the lead partner and grass-roots partners in connection with the provision of the service may be working with
vulnerable people. The lead partner must ensure, throughout the contract period, that all staff have been subject to Extended
Disclosure and Barring Service checks and that adequate disciplinary procedures are in place to protect older adults against any form
of improper conduct by staff.
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Insert relevant experience that speaks to strong project and performance management skills and track
record
Insert three references from past clients that demonstrate a reputation as a trusted and effective manager
of peer education interventions
Domain G – Working with community partners and targeting influential individuals
Working with grass-roots partners to access the target groups through local authority and primary care
organisations, and other local third parties
 Ensuring that the engagement programme is coherent across participating grass-roots peer education
partners and within target localities – avoiding duplication
 Accessing the target populations through LB Camden teams such as housing, social care and health, and
other community organisations such as residential and nursing homes
 Ensuring that local GP practices and pharmacists are aware of, and full partners in, the engagement of
the target groups. This is likely to include speaking at practice and pharmacy team meetings
 Disseminating campaign materials through GP practices and pharmacies (following their agreement)
 Accessing and disseminating materials to the target populations through other local third parties such as
mosques and other faith organisations, community centres, supermarkets, pubs, coffee mornings and
bingo, sports, hobby and lunch clubs
Working with grass-roots community partners to identify and target influential members of the target
communities
 Specifically targeting individuals who are influential within the target community
 ‘Co-opting’ residents to engage with friends and relatives in the target groups who are unlikely to engage
with the campaign directly, particularly ‘unconfident fatalists’ and ‘live for todays’, as defined by the
Healthy Foundations life-stage segmentation model toolkit:
http://www.cancerresearchuk.org/prod_consump/groups/cr_common/@nre/@hea/documents/genera
lcontent/cr_045215.pdf
Insert relevant experience in this domain, including track record of success as an agent of change in
influencing the target community/working through existing community networks/targeting influential
individuals
Domain H – Disseminating information through communications channels, and supporting the central
stakeholder engagement programme
Disseminating approved information through the communications channels of grass-roots community
groups
 Ensuring grass-roots community partners disseminate targeted, up-to-date and accurate information
through their printed and digital communication channels, such as newsletters, social media forums,
and websites
 Reporting coverage in the monthly management report
Supporting the central media campaign
 Liaising with grass-roots community partners to identify opportunities for media coverage as part of
the centrally coordinated campaign
 Reporting local media coverage in monthly management reports
Supporting the central stakeholder engagement programme
 Organising and attending briefing meetings with key community stakeholders to secure their
endorsement and access to their events and communication channels to promote the campaign and
its key messages
Promoting participation of grass-roots community partners and volunteers in a social media forum
 Orchestrating and participating in conversations among volunteers to support their engagement
activities and to share learning
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Ordering, holding and distributing campaign materials
 Managing support materials and ensuring that grass roots community groups and volunteers are
supplied with what they need, when they need it
Insert relevant experience and track record in this domain
Additional informatiom
Please provide the following details:
 Registration with the Charities Commission/Companies House or other relevant registration body
 Constitution or Terms of Reference
 Financial statement for the previous year or audited accounts and a copy of the organisation’s financial
protocols. Recently established organisations may provide a recent bank or building society statement
and financial protocols.
Insert additional information in this domain
Submit proposals and any
queries to Hannah
Burleton, Project Manager
London Cancer, 170 Tottenham Court Road, London, W1T 7HA
[email protected]
Date of Issue
3 January 2014
13