2019 Winners

BEST USE OF CRISIS COMMUNICATIONS

GP Practice Dissolution
NHS Lanarkshire

Situation

• Full GP Partner resignation from their 10,000 patient Practice
• Police investigation
• Widespread political anxiety
• Fears of patients overwhelming other busy practices.

Communications Activity

• Utilisation of OASIS methodology to develop comprehensive communication plans that delivered targeted key messaging.

Results

• Providing frontline staff with timely key messaging delivered highly effective patient engagement
• Proactive engagement with local politicians and media established early trust and buy-in
• Majority of patients remained within the Practice, thus averting overwhelming other busy Practices.

 

BEST USE OF DIGITAL

Talking 24
NHS24

Situation

• Support access to health information across Scotland with a digital first approach through the creation of a series of professional podcasts
• Give the public a better understanding of NHS 24 and the services it delivers
• Collaborate with colleagues, partners, the public and the third sector to humanise health and social care issues to effect behavioural change.

Communications Activity

• Created a  'Talking 24' identity including an intro jingle
• Researched most effective method of podcast distribution
• Planned a series of podcast topics which would appeal to the public.

Results

• Since July 2018, 6 episodes have been produced and distributed across 13 channels, including Spotify, iTunes , Google Podcasts, and RadioPublic
• In 7 months, Talking 24 achieved over 1000 direct downloads (Anchor FM) and over 700 listens (YouTube & Soundcloud) with a high click-through rate of 49%
• Talking 24 has received a 4/5 approval rating on Apple Podcasts.
  
  

BEST IN-HOUSE CAMPAIGN

Incredible Flu
NHS Lothian

Situation
With staff Flu vaccination uptake at 51.1%, the communications team were tasked with developing and delivering a campaign to boost uptake among staff.

Communications Activity

• With a nod to the recently released Incredibles 2 movie, this campaign focused on asking staff to "Be Incredible" and fight flu through vaccination
• Through the creation of cartoon characters to represent the people most at risk from flu, staff were encouraged to become “Incredible” by getting their jab
• The campaign was brought to life through a range of methodologies including limited-edition T-shirts featuring “Incredible” characters and encouraging staff to share 'selfies' posing in costumes and bespoke selfie frames on social media.

Results

• The flu jab uptake rate for staff increased to its highest ever level exceeding the 5% increase target, bringing in a recorded increase of 8.8 per cent, taking the total to 59.9 per cent – making NHS Lothian the third top mainland NHS Board for seasonal flu uptake.
  

BEST IN-HOUSE GRAPHIC DESIGN

Your Pelvic Health
NHS Highland

Situation
Large numbers of teenage girls have issues with continence and very little awareness of pelvic floor health. The comms team were asked to find an engaging and effective method to normalise discussions on continence and pelvic floor health with teenagers.

Communications Activity

• With no experience of designing and producing an animation, the comms officer self-taught skills with an animation software package and additional Photoshop skills to create bespoke images for the animation
• Working with the Physio team, ensured a fully developed storyboard and script was in place before going on to produce the in-house animation.

Results

• A highly informative and engaging animation that currently has over 3700 YouTube views
• The NHSH physio team report 'overwhelming' feedback from schools including .... “Informative-I could have a conversation about this now” “I don’t know why I shouldn’t give it a go if it’s going to help me” “It could happen to a friend and instead of those cringe products I could show them the video”.
  

BEST INTERNAL COMMUNICATIONS

Reward & Recognition
NHS24

Situation
To develop a reward and recognition programme that celebrates, values and empowers the workforce. Overall objective was to:

• Recognise more staff, extending the staff awards scheme into everyday culture
• Embed a culture of appreciation and recognition
• Build on the rollout of the NHSScotland values
• Support the continued growth of a motivated, healthy and happy workforce.

Communications Activity

• Created a new reward and recognition scheme that involved staff in the early planning, asking how they would like to be recognised for personal and work-related achievements on an on-going basis. 

Results

• Record number of staff involvement in refreshed staff awards scheme with positive comments from staff and trade unions
• Huge take-up and usage of Recognition Cards - aligned to NHSScotland values and developed in a range of designs Thank You, Well Done, Congratulations, Welcome
• Welcome cards for new-starts from CEO
• Thank-You praise section on intranet
• 'More Than Work' staff magazine section focused on staff personal achievements.

BEST PARTNERSHIP CAMPAIGN

Celebrating 70 Years
Corporate Communications NHSScotland

Situation

• On 5 July 2018, the NHS celebrated its 70th Anniversary. The campaign aimed to provide the opportunity to look back and celebrate 70 years of achievement in Scotland and the difference the NHS has made to people’s lives.

Communications Activity

• The plan involved developing a year-long programme involving:
• Phase 1 - mark the start of the anniversary year;
• Phase 2 - ramp up activity for a six-week campaign culminating in the anniversary; and
• Phase 3 - low level activity until the end of the year.

Results

• A special NHSScotland 70th Anniversary logo (including NHS Board, partner and LGBT variants)
• A toolkit featuring key messages, historical milestones, activity ideas, quotes etc
• Engagement with a wide range of stakeholders to encourage activity – captured on a national activity planner
• National activity including a national civic celebration (800 guests and attendance by HRH The Duke of Cambridge), a children’s reception delivered by NHS Greater Glasgow and Clyde, and two royal events
• In addition the NHSScotland conference had key content and special features delivered directly by the team. The team liaised to deliver UK-wide initiatives: lighting buildings blue on the Anniversary; NHS Voices chart single attempt; the Big NHS Singalong (ITV); and Parkrun. Activity for young people included Speakers for Schools and ‘Letters to the NHS’
• The team also supported a number of broadcast initiatives including The Great British Menu NHS 70th Anniversary special.

TEAM OF THE YEAR

NHS Lothian

"This team does not like to turn down a request. They are resourceful, energetic and imaginative and always rise to a challenge. They pull together in a crisis, offering to help without having to be asked. They respect each other’s talents and are not afraid to ask for and receive guidance from one another. They have been well and truly pushed out of their comfort zone this past year and instead of complaining they have relished the chance to learn new skills, stoke their creativity and function as a team , rather than as a collection of separate individuals".

 

Click here to read about the finalists in each category.