Scottish Government
Ready for Winter? 2015
Partner Toolkit


Ready for Winter? toolkit

Contents

  1. Introduction: What is the ‘Ready for Winter?’ campaign?
  2. What is this toolkit for and how can you use it?
  3. Campaign key messages, facts and statistics
  4. Template media release
  5. Website / newsletters / e-zine
  6. Campaign creative
  7. Social media and content calendar

Introduction: What is the ‘Ready for Winter?’ campaign?

The Scottish Government's Ready for Winter campaign is underway to encourage individuals, businesses and communities to take a range of simple steps to be ready for any severe weather that arrives this winter.

Research has shown that the majority of Scots are still unprepared for severe weather. The vast majority of car owners think they are doing enough to prepare for poor driving conditions with just an ice-scraper and a de-icer.

The 2015 Ready for Winter campaign will:

  • Remind individuals and families of the risks and consequences of being underprepared.
  • Offer information and advice on the simple steps that people, businesses and communities can take to reduce those risks.
  • Highlight the range of information, support and resources available across all sectors and all regions of Scotland..

Particular focus is being given to advise individuals on:

  1. How to stay informed about imminent weather conditions.
  2. What actions to take to prepare.
  3. Thinking about relatives or individuals in their community who might be more vulnerable to the effects of severe weather.

The campaign will run with 3-strands:

  1. Launch Activity: campaign advertising on radio and online from 9 November to 13 November.
  2. Ongoing: During November to February there will be on-going social media, partnership and PR activity to promote campaign messages.
  3. Reactive: Further radio and online advertising will be issued upon release of an appropriate amber weather warning. The messages in the advertising will relate to the nature of the weather threat.

Who is this toolkit for and how can you use it?

Scotland-wide involvement from individuals, businesses, local authorities, community groups and other organisations is vital to ensure Scottish people are fully informed about the campaign and encouraged to take some time to prepare before winter comes. We want people across Scotland to remember that:

  • Recent winters have shown us Scottish weather is unpredictable. This unpredictability means we cannot simply hope that we will miss the worst of it. We can’t stop the weather causing disruption, but we can be prepared to cope with it.
  • Extreme weather can occur at any time of year, but is most likely during the winter months. It can cause a range of problems – but you can be ready for them.
  • Don’t wait until it happens – doing a few small things now could save you a lot of trouble later, and it only takes a few simple steps. By ‘thinking ahead’ we can all help Scotland be better prepared

You can play an important role in spreading this message, and we want to make it easy for you to do so. This toolkit can be used to communicate with your staff, stakeholders, suppliers, customers and the general public. Please feel free to tailor your messaging according to your local audiences and communication channels.

Thank you for your support.

Key Messages

There is extensive key messaging for the campaign, both generally, and under core strands of:

  • Stay informed
  • Be prepared
  • Think about others

General

  • People across Scotland are being reminded to act now and prepare for winter and severe weather so they can deal with extreme weather and events.
  • Severe weather covers heavy rain, flooding, high winds, snow and ice.
  • Whether it’s at home, on the move, in the workplace, or in your community, we all need to consider the risk of severe weather
  • Severe weather can occur at any time of year, but is most likely during the winter months. It can cause a range of problems – but you can be ready for them.
  • Are you ready for severe weather? Could you deal with its consequences?
  • Don’t wait until it happens – doing a few small things now could save you a lot of trouble later, and it only takes a few simple steps
  • By ‘thinking ahead’ we can all help Scotland be better prepared
  • If you live in an area at risk of flooding, register with Floodline 0345 988 1188 for free alerts
  • Download the Ready Scotland app to your smartphone
  • More info on

On the move

  • In severe weather conditions, your journey could take longer than expected
  • Before travelling in bad weather, you should:

­Check the weather forecast and road conditions

­Consider whether you need to travel right now or if you can wait until the weather improves

­Consider alternative routes

­Consider alternative modes of transport

­Allow extra time for your journey

­Make sure your car is ready for a journey in poor weather

­Make sure your mobile phone is fully charged

­ Set your car radio to auto travel bulletins

­Tell someone your destination and when you expect to arrive

­Consider fitting winter tyres to your vehicle

  • Be prepared for severe weather by packing a few essential items to take with you, such as warm clothes, food and drink, and means of contacting your family or friends. More information is available at

In the home

  • Being prepared for severe weather is something we all need to do – it takes only a few simple steps and could save you a lot of trouble later
  • Be prepared for severe weather by making your home more energy efficient, keeping it dry (protecting pipes and knowing how to turn off the water supply if you need to) and staying connected (keep a battery operated radio and a list of emergency contact numbers to hand)
  • Know how to turn off your electricity
  • If you live in an area at risk of flooding, plan how to make it harder for floodwater to get into the property
  • Make sure you have access to a shovel and salt or grit, for clearing snow and ice from paths and drives.
  • Get prepared at home by creating an emergency kit that contains what you need. Here are some things to include in your emergency kit:

­Your household plan, including emergency contact numbers

­A battery operated torch and spare batteries (or a wind up torch)

­A battery operated radio and spare batteries (or a wind up radio)

­Any essential medication, some toiletries and a first aid kit

­Three days’ supply of bottled water and ready to eat food (that won’t go off)

­Food supplies

­Formula/baby food

- Pet supplies

­Copies of important documents like insurance policies and birth certificates

­Pencil, paper, a penknife and a whistle

­Spare keys to your home and car

­Spare glasses or contact lenses

In the community

  • In previous years severe weather left some people vulnerable. Helping each other a little can make a big difference, and planning now can save a lot of trouble later
  • Identify family or neighbours who may need an extra helping hand in severe weather
  • Have their phone numbers to hand
  • Offer to help with grocery shopping or other essential tasks
  • Clear ice or snow from pathways
  • There are many great opportunities to help others by volunteering with an existing organisation. Contact
  • If you are part of a community group, think about what your group can do to help others during bad weather.
  • Communities across Scotland have already made plans to cope when severe weather strikes. See how other communities have worked together to get ready for severe weather and other emergencies at
  • If you want to play a part in making your community more prepared, more info on help and support available is at

In the workplace

  • Whether you’re self-employed, manage a small team or run a large business, checking now that you and your employees are ready for all kinds of severe weather can save a lot of trouble when it arrives
  • Severe weather affects us all in different ways – take time to think about how it might affect your business and get ready in ways that are cost effective and suit your circumstances
  • Be prepared for severe weather by ensuring that you have appropriate insurance cover for all aspects of your business
  • Encourage your staff to talk about how severe weather may affect your business and share ideas on how best to avoid disruption
  • Some staff may be unable to get to work – make sure you know how you would operate in their absence and consider remote flexible working
  • Plan ahead and talk to your staff about what ‘essential travel’ means for them and your business
  • Being prepared for all kinds of severe weather; and looking after your staff and customers will help maintain cash-flow and help build a reputation for reliability
  • Think ahead and plan how you would operate if you couldn’t access or use part of your premises, or how you would evacuate staff or stock
  • Put contingency plans in place for how you would manage if there was a power, phone or other utility failure
  • Getting ready for severe weather is a good opportunity to check that you are not taking unnecessary risks elsewhere in your business, such as equipment or IT failure
  • Put plans in place and make the most of social media and other communication channels during periods of severe weather to maintain regular contact with customers, suppliers and staff to help overcome problems
  • Do you have alternative arrangements in case your suppliers suffer a disruption to their business?
  • Plan for the impact severe weather might have on meeting obligations to your customers

Template media release

If you’re planning to contact your local newspaper or radio station about the Ready for Wintercampaign, you may find the template media release below useful. Please remember to tailor it accordingly before distribution.

NEWS RELEASE

For immediate release

It’s time to get ready for winter

Scottish people are being urged to take time now to prepare for winter rather than wait until severe weather strikes, says [your organisation].

[Your organisation] is supporting the Scottish Government’s ‘Ready for Winter?’campaign, aimed at ensuring people are ready in their homes, workplaces, communities and when they travel for whatever weather we experience this winter.

Research commissioned by the Scottish Government has identified that two thirds of Scottish households believe they could do more to prepare for winter or have not done anything. Taking a few simple actions in advance can save a lot of time and trouble later.

[Your organisation spokesperson] said:

“If there is anything recent winters have shown us it is that Scottish weather is unpredictable.

“In recent years, most parts of Scotland have been affected by severe weather ranging from snow and freezing temperatures to high winds and flooding. While extreme weather can happen at any time of year, winter remains the time of greatest risk.

“The unpredictability of weather patterns means we cannot simply hope that we will miss the worst of it. While we can’t stop the weather causing disruption, we can be well prepared to cope with it.

“We are delighted to support the Scottish Government in this important campaign.”

Background

The Scottish Government’s ‘Ready for Winter?’ campaign provides information and advice on how to prepare and cope with severe weather including snow, ice, flooding and high winds.

The research published today looks at emergency preparedness in Scotland in 2015. The research was carried out by YouGovPlc during 30 October – 03 November 2015 and a total of 1,026 interviews were carried out. The survey was carried out online. The figures have been weighted and are representative of all adults in Scotland (aged 18+).

For more information please see

Website/newsletters/e-zine

If you plan to include information on the ‘Ready for Winter?’ campaignin your newsletters, e-zines or online, you may want to use some or all of the following text:

Are you ready for winter?

For many it has been a good few years since daily life has been disrupted by waking up to find a few feet of snow has been dumped at their front door by Mother Nature or plans have had to change thanks to the impact of strong winds and rain.

Research undertaken by the British Red Cross and the Scottish Government found that the longer the time period since an individual has had to deal with the effects of severe weather the less likely they are to take steps to prepare. As the memories of the severe weather experienced in 2010 and 2011 fade so does the intention to be ready.

Unfortunately, severe weather doesn’t stick to a rota. Past performance by the weather is not necessarily an indicator of what to expect this winter.

Scottish Government Cabinet Secretary for Infrastructure, Investment & Cities Keith Brown said:“If there is anything recent winters have shown us it is that Scottish weather is unpredictable. The unpredictability of weather patterns means we cannot simply hope that we will miss the worst of it. While we can’t stop the weather causing disruption, we can be well prepared to cope with it.”

There are 3 elements to think about when it comes to being ready for winter.

Firstly, there is staying informed. Whether through local news, radio, social media or by signing up to the Met Office alert service, it is important that you stay in the know about imminent weather conditions.

The second element is about being prepared. Whether in the home, at work or travelling out and about there are a simple actions that will ensure you are better prepared in the event they have to deal with severe weather.

It is also important to consider whether you are prepared enough. For example, having an ice scraper and de-icer might be fine if you are only driving a mile from your home. However, for longer journeys you will want to make sure you have a blanket and a hot drink in the car in case you and your car become stranded.

Thirdly, think about others. Are there individuals in your local community who might not be as able as you to deal with the effects of severe weather? Consider what you can do to help them be ready.

David Miller, Director of the British Red Cross in Scotland, said:

“Making sure you are prepared now for winter can make a huge difference when extreme weather hits. At the Red Cross we know that severe weather, including snow and floods, can have serious consequences. However, with a few simple steps you can make yourself and others ready for the disruption it can bring.”

For more information on how to get ready for winter visit
Creative content

A file of creative material is available for your use and information at Here are some examples of the creative content.

Social media and content calendar

We’d be grateful if you could also provide support via your social media channels. You can like us on Facebook and follow us on Twitter:

  • Our Facebook page is here – facebook.com/ReadyScotland
  • Our YouTube channel is here – youtube.com/scottishgovernment
  • Our Twitter handle is @ReadyScotland

Here are a few examples of tweets you can use to let people know about the ‘Ready for Winter?’campaign, using #ReadyWinter15. We recommend embedding the Westie graphic and other images in your tweets and Facebook posts for the maximum impact, and we would appreciate it if you could direct followers to the Ready Scotland website

  • Winter is coming – take an hour now and get ready #ReadyWinter15 [embed URL]
  • Are you ready for winter? Check out how to prepare your home at [URL] #ReadyWinter15
  • If you’re travelling this winter, learn how to prepare for the worst [embed URL] #ReadyWinter15
  • Is your business ready for whatever winter throws at us this year? See [embed URL] #ReadyWinter15

Here are some examples of Facebook posts you may want to use:

  • It doesn’t take long to get ready for winter and it’s better to do it now than when extreme weather hits. For tips and advice, check out
  • For simple, quick and practical advice on how to prepare your home for whatever weather we get this winter, check out the tips and checklists at
  • We don’t know what weather winter will serve up this year. But whatever is coming, we can all take a few simple steps to get ready now. See for advice and tips
  • How weather-proof is your business? For advice and tips on how to prepare for winter, see

Calendar

During the run of the campaign we will be focussing on the following themes each week. Please note these are subject to change based on weather conditions or other events which mean a particular topic is more relevant.

Week Commencing / Topic
9 November / Launch activity
  • YouGov poll
  • Importance of being ready
  • 3 themes (be informed, be ready & be a good neighbour)

16 November / Be informed: highlighting the different options that are open for staying informed about imminent weather conditions
23 November / Be ready: focussing on actions based on severe weather
  • Monday: Snow
  • Tuesday: Wind
  • Wednesday: Ice
  • Thursday: Rain
  • Friday: Flooding
Each day will link to the relevant section on readyscotland.org
30 November / Be a good neighbour: covering suggestions on what to do to help those who might be more vulnerable to severe weather.
7 December / Be ready at home: focus on the actions you can do in the home to prepare for severe weather
14 December / Be ready on the move: focus on the actions you can do when heading out and about
21 December / History week: looking back on how severe weather has impacted Scotland in the past.
4 January / Be ready at work: with people returning to work after the Christmas break, the focus is on the actions businesses/organisations can take to prepare
11 January / Resilience champions: looking at individuals, community groups and public sector bodies in terms of what they are doing to make Scotland a more resilient country.
18 January / Severe weather is not just for winter. Messages to build on campaign activity to remind that resilience is a year round activity

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