Privacy Policy

Background

Amos into Action is a national initiative led by NHS England to turn the recommendations of Baroness Amos' national investigation into meaningful action across maternity and neonatal services in England.

This privacy policy explains how personal data is collected, stored and used when you register your interest in Amos into Action at AmosIntoAction.org and when you participate in the big conversation.

Who is responsible for your data?

NHS England is the data controller for Amos into Action. As data controller, NHS England determines the purpose and means of processing your personal data and is registered with the Information Commissioner's Office (ICO).

Clever Together Lab Limited acts as data processor on behalf of NHS England, providing the technology platforms and analytical services that power the Amos into Action registration and conversation.

Clever Together will not use your data for any purpose other than the delivery of this initiative and will act only on instructions from NHS England.

What data do we collect?

When you register your interest via this website, we collect the following information:

• Your organisation — the NHS Trust or body you currently work for
• Your role type — whether your role is primarily clinical or primarily administrative, clinical support or management/leadership
• Your job title
• Your region — the NHS England region in which you work
• Your responses to four baseline statements rated on a 0–5 scale, relating to:
  • Agency — your sense of ability to influence positive change in maternity services
  • Trust — your confidence that people like you will be listened to
  • Hope — your belief that maternity services can improve significantly
  • Pride — your sense of pride in being part of maternity and neonatal services
• Your email address
• Your consent to receive updates about Amos into Action
• When first entering the conversation, we will also ask you some demographic questions about your ethnicity, gender, disability status. We use this data to understand how representative the conversation is, and to ensure that the unique views of minority groups are noticed and represented.

We do not collect medical records, financial information, or any data unrelated to your participation in this initiative.

How do we use your data?

Your data is used for the following purposes:

1. Communication. To send you updates about Amos into Action, invitations to participate in the national open conversation, and information about how the process will work.
2. Analysis. To understand the baseline conditions for change across the maternity and neonatal workforce — including how experiences of agency, trust, hope and pride vary across roles, organisations and regions — before and after the national conversation takes place.
3. Authentication. To ensure that participation in the national online conversation is limited to registered participants.
4. Support. To assist you with any difficulties in accessing or participating in the conversation.

Aggregated, anonymised findings from the baseline questions will be published as part of the Amos into Action reporting. No individual responses will ever be attributed to a named person.

As part of Amos into Action, no automated decisions will be taken about any individual based on data we hold or process.

What is the lawful basis for processing your data?

NHS England processes your data under the following lawful bases as set out in the UK General Data Protection Regulation (UK GDPR):

• Public task (Article 6(1)(e)) — the processing is necessary for the performance of a task carried out in the public interest, specifically the national effort to implement the recommendations of Baroness Amos' national investigation and improve maternity and neonatal services across England.
• Consent (Article 6(1)(a)) — your explicit consent is obtained before you are added to the Amos into Action mailing list. You may withdraw this consent at any time.

To withdraw your consent or unsubscribe from communications at any time, simply email privacy@clevertogether.com with the subject line AMOS UNSUBSCRIBE or click on the unsubscribe link in any of the emails you receive.

How is your data stored and protected?

Your data is securely stored using industry standard security measures and policies. These include technical measures like encryption and organisational policies such as role based data access. Clever Together's application servers are hosted in Ireland on Amazon Web Services infrastructure, which operates in compliance with UK GDPR requirements.

All systems are regularly updated to ensure they meet and exceed industry standards for data security. Access to personal data is strictly limited to authorised personnel involved in delivering the Amos into Action initiative.

How long do we keep your data?

Your personal data will be retained for the duration of the Amos into Action initiative and for no longer than 3 months after the conclusion of the national conversation. Your data will then be securely and permanently deleted.

Anonymised, aggregated data — which cannot identify you individually — may be retained beyond this period for research, reporting and improvement purposes.

Who do we share your data with?

Your data is shared only with Clever Together Lab Limited, acting as data processor on behalf of NHS England. Clever Together process your data solely to deliver the Amos into Action initiative and do not share it with any other third parties for commercial or other purposes.

Your data will not be sold, rented or disclosed to any other organisation, except where required by law.

When reporting data to NHS England and to provider Trusts, Clever Together follows the same rules as those applied to the National Staff Survey. Specifically, it will not share any data point with the identifying details of the individual who submitted it, nor for any group of people smaller than 11 people. Exceptions to this rule are made for contributions that clearly break the law, threaten violence or suggest intentions for imminent self-harm.

Cookies

The Amos into Action website uses only essential functional cookies required for basic site operation — for example, to maintain your session. We do not use tracking cookies, advertising cookies, or any cookies that monitor your behaviour on other websites.

You can set your browser to refuse cookies, though this may affect the functionality of some parts of the site. For more information about cookies, visit allaboutcookies.org.

Your rights as a data subject

While NHS England holds or processes your personal data, you have the following rights under UK GDPR:

• Right of access — you may request a copy of the personal data we hold about you.
• Right of rectification — you may request that inaccurate or incomplete data is corrected.
• Right to erasure — in certain circumstances you may request that your personal data is deleted from our records.
• Right to restriction of processing — you may request that we limit how your data is used.
• Right to data portability — you may request that your data is transferred to another organisation.
• Right to object — you may object to certain types of processing, including direct marketing.
• Right to object to automated processing — you have the right not to be subject to decisions based solely on automated processing that significantly affect you.

To exercise any of these rights, please contact Clever Together or NHS England using the details below. All requests will be acknowledged within three working days.

Changes to this policy

This privacy policy will be reviewed and updated as the Amos into Action initiative develops. The date of the most recent update is shown at the top of this page. Any significant changes to this policy will be notified via email to people who have registered in the process.

How to make a complaint

If you feel that your personal data has not been handled appropriately, or you wish to make a formal complaint, you have the right to contact the UK's Information Commissioner's Office (ICO):

• Website: ico.org.uk
• Telephone: 0303 123 1113