Winner: #Don’tMissYourVaccine – NHS South East London CCG

The judges found this to be an impressive multi-channel campaign based on audience insight and data. They loved the video, and found the impact metrics to be very strong - both from the stats on vaccine take up, but also the direct impact measures around reach and scale up.

The video was aimed at engaging young people (18-39 years old) to support south east London COVID-19 vaccination targets due in July 2021, and with the support of behavioural science communications experts Lynn, this integrated data-driven campaign was successful in driving behaviour change.

The campaign got some truly impressive results and employed a huge variety of approaches and channels, reaching significant numbers.

Several NHS teams across England have since used the campaign video in their local campaigns and we heard from practitioners who felt the creatives and content enabled a meaningful conversation on vaccination with young people.

Highly Commended:

• Keep Stoke Smiling – University of North Midlands NHS Trust  
• A change of heart – The Newcastle upon Tyne Hospitals NHS Foundation Trust 
• The No Excuses campaign - Oxford University Hospitals NHS Foundation Trust

Sponsor: Behaviour Change Marketing Bootcamp

Winner: Stop, Challenge, Change by Birmingham Women’s and Children’s NHS Foundation Trust

The judges said this was a worthy winner with a bold strategy of zero tolerance, backing this up with excellent use of many comms channels - not just digital - to get the messages out there and most importantly, engage with the audience to create action. 

Highly Commended:

• Raising cancer awareness in Liverpool by Cheshire and Merseyside Cancer Alliance
• Root out racism campaign by West Yorkshire Health and Care Partnership

Sponsor: The NHS Race and Health Observatory

Winner: The 'Outrun an Ambulance' campaign 

This was a really strong campaign which had a sound plan for a worthy cause with comms materials to help all those who wanted to get involved. It is clear who the partners are and it also showed examples of execution with clear outcomes where people took part in activity, with money raised.

The judges felt the campaign had a strong merging of partners and evidence of this in the campaign, and the materials and supporting information were also thorough, as was the evaluation. 

It was lovely to hear specific name checks for individuals, such as Sharon Witts and Zoe Larter, within the nomination, who’d helped push forward an enormously collaborative effort. 

We look forward to 2023, which is already being planned!

Highly Commended: 

• Our Dorset – Integrated Care Partnership
• COVID's Still Here - Greater Manchester Combined Authority

Sponsor: Tandem Comms

Winner: Increasing pharmacy use through a targeted foot-fall tracking campaign - South West London Health and Care Partnership

The judges said this was a strong submission, that puts a human face on the issue using cutting edge technology. Insight says people want to see people with clinical expertise who look like them. 

The purpose of the campaign was to reduce the pressure on A&E by encouraging people with minor health concerns to attend local pharmacy services. The Trust served digital adverts to people living and working within a mile radius to those pharmacies.  They gained insight from footfall tracking of user's mobile devices and found that those who saw a mobile advert were 4.5 times more likely to go to a pharmacy, and had a 25% reduction in devices around A&E. 

Highly Commended:

• #Don'tMissYourVaccine - NHS South East London CCG
• Brilliant People Video Series - King's College Hospital NHS Foundation Trust  
• We Are Health & Justice recruitment campaign - Greater Manchester Mental Health NHS Foundation Trust  
• Moving to digital working in the light of the pandemic - Great Western Hospitals NHS Foundation Trust  

Sponsor: NHS Providers

Winner: A Change of Heart - Newcastle upon Tyne Hospitals NHS Foundation Trust

The judges found this to be a really comprehensive, impressive and fully integrated campaign from start to finish, based on data to identify problem and audience, thorough insight development and innovative methodologies (e.g. use of Indeemo app-like approach to insight development plus real-time probing of views via researchers).

They said the Trust's insights clearly informed creative and message development specific to target audience (age and geography) to ensure it resonated and was authentic, and testing of those with target audience before launch.

It was really good to see SMART objectives set at the outset and the evaluation against those demonstrating significant impact of the campaign in both outputs and outcomes (particularly against changing national context). 

Highly Commended: #DontMissYourVaccine - NHS South East London CCG. 

Sponsor: The Centre for Health Communications Research (CHCR)

Winner: Salisbury NHS Foundation Trust for ‘Reflections on a Pandemic’

The judges felt this  was a bold and imaginative campaign that expertly and carefully tackled an important and sensitive subject. They said the team produced great results that were clearly aligned to their objectives, and were able to achieve significant emotional engagement with the trust’s staff. The impressive impact measures, including high levels of staff engagement, media coverage and social media engagement, demonstrates how inspirational the campaign has been. 

Highly Commended:

• North Tees and Hartlepool NHS Trust for ‘100 Leaders’
• Sheffield Children’s NHS Trust for ‘Appraisal Season 2021’

Sponsor: NHS Employers

Winner: Queen Elizabeth Hospital King's Lynn NHS Foundation Trust

There was a very strong link between communications and engagement activities and the business requirements. Clear evidence of depth of activity and impact on the business outputs. Activities showed clear evidence of innovation.

Excellent campaign back by funding and evaluation activities.

They'd hit the bottom with CQC and staff survey results, providing a strong basis for evaluation. The changes in the culture of the organisation are clear, embracing of new values and living them.

The support from the communications team is clear with impressive impact. well done.

Highly Commended:

• Health & Wellbeing Magazine - North Tees and Hartlepool NHS Foundation Trust   
• Sheffield Children's NHS Foundation Trust  

Sponsor: Stand

Winner: Wrightington, Wigan and Leigh Teaching Hospitals NHS Foundation Trust

The trust's comms team really prioritised and embedded from the top down and at every level (from chief executive to divisional directors and staff engagement associates).  The judges liked that  executives had comms as part of their objective setting and appraisals and also liked that evidence to back up their claims, in the form of the good staff morale survey results and the Manchester best places to work award.

Highly Commended: Derbyshire Healthcare NHS Foundation Trust 

Sponsor: Grayling

Winner: Anna Shaw, Derbyshire Healthcare NHS Foundation Trust

The judges thought this was a very compelling entry and Anna has obviously done really inspiring work at her Trust over a sustained period, and especially during the pandemic.

She’s worked in NHS communications for the best part of 20 years and has been Deputy Director of Communications and Engagement for nearly nine years. This entry highlights a demonstrable impact and longevity of work as befits the outstanding
contribution award. It is clear that Anna has made a significant contribution to her
organisation and championed the role of effective communications. It was clear how this development and improvement – particularly in internal communications and culture change has positively impacted her trust and benefitted colleagues.

Shortlisted:

• Ranjeet Kaile, South London and Maudsley NHS Foundation Trust
• Adam Brimelow & Daniel Reynolds, NHS Providers & NHS Confederation 

Sponsor: Touch Design

Winners:

Sam Puleston - Senior Corporate Communications Manager at North East London NHS Foundation Trust

Sophie DiMauro - Communications and Engagement Lead on the Bradford District and Craven Reducing Inequalities in Communities programme

Danniella Houston - Marketing and Communications Manager at South West Yorkshire partnership Foundation Trust

Megan Crank - Communications Officer at Wrightington, Wigan and Leigh NHS Foundation Trust

Brad Grant - Communications Officer at Southport and Ormskirk Hospitals.

Sponsor: Taylor Bennett Foundation

Winner: The Buy Addenbrooke’s a Robot campaign

‘Buy Addenbrooke’s a Robot’ was a very well planned and executed campaign with a clear strategy and objectives, to raise £1.5 million for a surgical robot to help patients get home within days rather than weeks after major surgery. Judges felt the campaign used a creative approach, with a strong proposition and emotive stories from staff and patients to help engage support. The campaign had a striking design and consistent look and feel, which was successfully applied across radio, digital, direct mail, and national advertising. It also effectively used different fundraising products to engage segmented audiences. The results speak for themselves, with the campaign achieving against target despite the challenging external fundraising environment.

Highly commended: 

• Breaking Point - Royal Free Charity
• University Hospitals Dorset NHS Charity's Walkerbot appeal

Sponsor: NHS Charities Together