Winner Newham University Hospitals NHS Trust
A unanimous winner in the opinion of the judges, the Newham communications project was applauded for its involvement and inspiration of staff at all levels, its measurable impact on the local community’s perception of the hospital and most importantly its contribution to tangible service improvements – all at very little cost.
The project began as a response to the trusts historically poor showing in the National Patient Survey and research by MORI showing how these findings were adversely influenced by demographic factors such as high levels of diversity and deprivation.
Using integrated and consistent brand images and messages Patients First sought to rebuild Newham hospitals reputation in line with its actual good performance.
The campaign was launched in 2005 with an emphasis on the trust as a listening organisation that used patient feedback to further develop its already improving services. Promotion across the borough through local events and resources such as branded posters and comment cards in nine community languages was matched by internal newsletters, bulletins and protocols for incorporating feedback into service reviews. About 600 of the trusts staff have attended specially focussed customer care skills training.
The local authority magazine has also carried key messages from the campaign and stories of patient participation and influences on change. This has increased the reach of the project beyond patient forums, public opinion has been widely influenced and a broader range of community members have involved themselves.
Limited financial resources -£5,000 in year one, then£1,600 each following year – have been supplemented through board support, partnership with the local authority and a staff ambassadors’ scheme.
Encouraging greater amounts of more specific feedback throughout a consistent communications campaign has enabled the trust to identify key areas for improvement. The most recent National Patient Survey shows a 17 per cent increase in the resident’s perception of health services.
Contact - Kate Shurety, Head of Communications, Kate.Shurety@newhamhealth.nhs.uk
HIghly Commended LiverpoolPrimary Care Trust/CitySafe
Pssst! Be Alcohol Aware
The judges commended the high degree of creativity of the Liverpool-wide social marketing campaign and its innovative approach to delivering a new alcohol awareness health promotion brand. The adaptability of the campaign’s resources and formats for raising alcohol issues with different audiences was also singled out for praise.
Bringing all the agencies previously involved in alcohol awareness campaigns under a unified approach was seen as the best way to combat a rising prevalence in problems related to excessive alcohol consumption.
A playful, engaging and credible brand was adopted that worked on a carefully balanced mix of information and irreverence. The resulting tongue-in-cheek tone was portrayed through text on items such as beer mats and postcards along with the more unconventional media of talking posters and moisture sensitive urinal mats.
A supporting website was launched and a local DJ kept an alcohol moderation blog running over 6 weeks. Market research reported 80 per cent of interviewees agreeing the initiative was needed with 61 per cent saying they had seen or hear press adverts.
Preliminary results also suggest that alcohol related visits as a proportion of all patients seen in A&E, which had been running at aUKhigh of 35 per cent inLiverpool, have significantly reduced during the lifetime of the campaign. More specifically targeted interventions with stringent measurements are now to be tested with the city’s the student community.
Contact - Jane Thomas, Head of Social Marketing,LiverpoolPrimary Care Trust, Jane.Thomas@liverpoolpct.nhs.uk
Highly Commended WalsallTeaching Primary Care Trust
Txt 64446 Health Football Stadium Project
The developing relationship between a teaching PCT and a local community minded football club has seen the growth of a new approach to promoting health awareness – aimed especially at men aged 18 to 45, an acknowledged ‘hard to reach’ group – and was highly commended by the judges.
The PCT’s sponsorship of the main stand atWalsall’s Banks’s Stadium is the first of its kind and gives the trust the opportunity to reach not just football crowds but also people attending the weekly car-boot sale in the car park. Given the cost of the sponsorship -£20,000 - and the anticipated total audience of over 1 million throughout 2006/07, this meant the trust was buying advertising at a cost of 2p per opportunity to see (OTS). This compares favourably with a maximum 3p/OTS for bus and billboard campaigns.
The entire length of the stand carries SMS style targeted messages on binge drinking, sexual health, smoking and healthy eating. The number of a broadcast SMS text service, commissioned specifically by the trust, sits between these advertising boards. People who sign up to the service – 450 by the end of the first season - receive free monthly health promotion texts.
The actual audience achieved for these and other health related interventions originating fromWalsall’s stadium has been estimated at 1.5 million.
Martin Turner, Head of Communications,WalsalltPCT, email@example.com
ChaMPS Public Health Network/ Dr Foster Intelligence
'Catch Your Breath' COPD Awareness Campaign
To reduce the incidence of COPD inCheshireand Merseyside ChaMPs Public Health Network worked with Dr Foster Intelligence to create a social marketing campaign called Catch Your Breath.
Research highlighted where the target audience of 4,000 people at greatest risk of COPD lived, and how best to reach them. A three-phase telemarketing campaign guaranteed personal contact and used information from The British Lung Foundation.
Of those contacted 65 per cent requested an information pack. Many smokers asked to be referred to stop-smoking services.
Contact - Tony Ellis, Communications Manager, ChaMPs Public Health Network firstname.lastname@example.org
Valuing Older People (VOP),ManchesterJoint Health Unit
Positive Images of Ageing campaign
Public sector, community and voluntary organisations inManchesterlaunched Valuing Older People in 2003 to improve the quality of life of its older residents.
In 2004 the Positive Images team of older residents and officers developed a programme promoting a positive and healthy approach to growing older and challenging attitudes towards ageing. The 2007 “Older and Bolder” calendar,
coupled with a citywide billboard campaign, shows images of older Mancuncians doing ‘unexpected’ things and invites people of their generation to try something new.
Contact - Paul McGarry, Principal Programme Manager, Valuing Older People email@example.com