NHS Publicity Campaign Award

sponsored by Spacebuilder
Awarded to the advertising campaign judged to have recorded a demonstrable success in achieving its objectives. The winning campaign can be either internal or external and can combine media including press, radio, television and outdoor advertising.

2011 Winner

NHS Northamptonshire - Another Night Wasted Campaign
NHS Northamptonshire’s hard hitting binge drinking TV advert ‘Another Night Wasted’ is aimed at encouraging young people to reduce their alcohol consumption. Part of the wider Northamptonshire alcohol strategy, it was produced in partnership with Northamptonshire Police, Northamptonshire County Council, and Northamptonshire Drug and Alcohol Action Team. The advert features graphic images of two drunken youths - one male, one female - sprawled on the floor and vomiting from having ingested too much alcohol. Their friends are trying to get in touch. ‘Another Night Wasted’ combines shocking images with bold typography in order to get its message across. NHS Northamptonshire and design agency Atticus Finch have already won numerous awards for its production.

Click here to view the winning campaign

Commended

NHS Birmingham East & North - Smoking: GBH to your insides
NHS Birmingham East & North’s stop smoking campaign, launched in 2009, featured shocking images of beaten up men along with taglines such as ‘Smoking. GBH to your insides’, ‘When you smoke, it’s your insides that get beaten up’ and ‘Cigarettes attack you. But in ways you don’t always see’. Television adverts were backed up by billboard posters and leaflets. The campaign successfully encouraged more men in Birmingham to stop smoking year on year; the rate of people quitting smoking in east and north Birmingham increased by 67 per cent. Despite the numbers of successful quitters falling nationally year on year, NHS Birmingham East and North is determined to build on its success to date in hitting targets and achieve the lowest smoking prevalence of any core city in the UK by 2018.

Manchester Mental Health & Social Care Trust: STI prevention brochure
One challenge public health teams face is the growing number of cases of STIs and therefore the constant battle to promote safer sex.  Produced by the Sexual Health and Harm Reduction Team, A.Mann’s Guide to Sexually Transmitted Infections (STI’s) was initially piloted to inmates of HMP Manchester. After a number of focus groups the team decided that using humour was the best way to connect with their target audience and the advertising agency came up with a simplistic and slightly rebellious design to grab the attention of readers. Aimed at encouraging men to wear a condom, the character Andy Mann tells his story to help others avoid the ‘clap’, ‘getting a dose’ or ‘the itch’...the moral of it all...’Wear a condom like A. Mann!’ - a humorous way to engage a hard to reach group.

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2010 Winner

Coventry PCT - 'Shaken and Slurred'

Coventry has big problem with alcohol and it was clear that effective communication was needed to raise awareness of alcohol abuse.  NHS Coventry created a cinema advertisement entitled 'Shaken and Slurred' in the style of a James Bond spoof.  It shows James Bond getting a bit too drunk and ejecting his Russian girlfriend out of his Austin Martin. The local cinema has estimated admissions of 12,000 per week with a mix of demographics and the Trust got a deal to have the advert on every screen over a week period at a special rate. The film ends with the title: 'Excessive Drinking Affects Others, Drink responsibly'

Click here to watch the winning film

Commended:
NHS Kensington & Chelsea
In 2009, NHS Kensington and Chelsea had the lowest proportion of adult and children accessing NHS dental care in England. The 'Bigger Smiles' campaign used a mix of outdoor advertising, community outreach events, features in local media covering themes around valuing oral health, and information on how to find a dentist to suit their needs (near home, open early/late, child friendly etc). The campaign exceedd the NHS London trajectory of 43,560 new patients seen by April 2010 and achieved 8 times the average number of registrations per week in it’s first 3 months.

5 Boroughs Partnership NHS Foundation Trust
A ‘Big Brother’ style booth was used to capture local people talking about their views on mental ill health and learning disabilities. Words like ‘psycho’ and ‘nutter’ were commonplace, inspiring the Trust to launch a hard-hitting campaign against this kind of Stigma. 'Sticks and Stones may break my bones but words will also hurt me' has already inspired more than 50,000 people to make a personal pledge. The trust set out to secure Twitter fan Stephen Fry’s support for the campaign. More than 50 positive news stories about the campaign have been featured in the local press with a total PR value or equivalent advertising cost of nearly £25,000.

Central Manchester University Hospitals NHS Foundation Trust
The ‘Born in Manchester’ campaign was primarily designed to inform local people that the Children’s Accident & Emergency Department was closing at Booth Hall and new ones opening at two different hospitals. Extensive media coverage included posters shown in several episodes of Coronation Street and a 16-page supplement in the Manchester Evening News. BBC North West Tonight was broadcast live from the Children’s Hospital. Media coverage led to the commissioning of a 12 part series for ITV -  ‘Children’s Hospital’.