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sponsored by Amaryllis
Recognising the local authority that has demonstrated all round excellence and outstanding communications skills to engage with its citizens and its workforce.
2011 Winner: Stockport Council
At Stockport, research has become a priority for every area of activity. All campaigns are aligned to the strategic objectives of the council, with the impact carefully monitored to evaluate success. The Stockport team committed to delivering no-nonsense campaigns that cut through the jargon. The Stockport Boost campaign looked at ways to tackle the recession, providing businesses and residents with advice and support on how to cope during the year ahead. It surpassed all of its objectives, generating over 100 weeks of coverage in the Stockport Times and £20 million in benefits for Stockport residents.
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sponsored by Daryl Willcox Publishing
This award will recognise successful mixed media information campaigns, where print, television, radio and internet media have combined to achieve the campaigns objectives successfully and cost-effectively. Evidence of the campaigns execution and success should be included in your entry statement.
2011 Winner: The Christie NHS Foundation Trust - Treatment Centre Campaign
In November 2010, The Christie opened a £35 million patient treatment centre. The opening campaign, at a cost of £12,000, maximised publicity and was split into different sections. These covered pre-publicity, a preview tour week, media activity and post-publicity, and included the use of TV, radio and print, social media, leaflets, newsletters, films, celebrity and VIP visits and preview tours. Media coverage achieved had an advertising value of £750,000 - all positive.
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sponsored by ProtoCall One
Recognising a specific campaign which has successfully connected with its target audience at a local or national level. Evidence of the campaigns aims & objectives, target audience, execution and success measurement should be included in your entry statement. Open to Local Authorities and Central Government departments.
2011 Winner: Durham County Council - Safeguarding Adults Campaign
The ‘See it, Report it’ campaign was developed to create a greater public understanding of vulnerable people who are neglected, abused or taken advantage of. The two-week campaign featured stories based on real-life experiences, directing people to a newly-created regional website (www.safeguardingadultsne.com) and designated 0844 number to report abuse. Funded externally by the Regional Improvement and Efficiency Partnership (RIEP), the campaign highlights the benefits of partnership working.
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Recognising successful internal communications practices that assist in building a culture to support strategy execution and effective communication with other core functions within the authority.
2011 Winner: Department for Work and Pensions - Personal data campaign
Following high profile data losses across Government, DWP developed a character driven campaign to build staff awareness and an understanding of the consequences of non-compliance. The campaign was based on detailed insight that whilst staff recognised the importance of data security, they reported personal compliance and assumed any risks lay with others. The approach tackled this perception head on with a visually engaging ‘I’ graphic character, personifying individual responsibility with its ‘I will do my bit’ tagline. A series of 90 second videos illustrated real-life scenarios, with volunteers selected through a ‘have you got the i-factor?’ competition. Staff inclusion ensured the films remained credible, and significantly reduced costs. The multi channel approach delivered high levels of awareness.
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