NHS communications team clinches prestigious UK award

We are delighted to announce that NHS Shropshire, Telford and Wrekin (NHS STW) communications team has received a prestigious national award for the ‘Think Which Service’ campaign with judges describing their entry as “a standout submission delivering brilliant cost savings to the NHS.”

The NHS Communicate Awards were hosted by NHS Confederation and NHS Providers in association with the Centre for Health Communications Research (CHCR) and were held virtually on Thursday 7 March 2024. The awards recognise the achievements of communicators across the NHS and celebrate innovation in the sector, as well as teams and individuals who have delivered highly effective communications.

NHS STW’s communications team won the Best Behaviour Change or Public Health Campaign Award, which recognises campaigns that have demonstrated a clear behaviour change or positive impact on public health. Judges described the campaign as “going to the heart of how the NHS handles winter pressures, helping people get the right help, at the right time.”

The winning ‘Think Which Service’ campaign, was successful in growing awareness of the wider range of NHS services available and changing behaviour by increasing the use of Minor Injury Units (MIUs), NHS 111 online and pharmacies and helping to keep A&E’s and GP surgeries free for those people who need them most. The post-campaign evaluation showed the ‘Think Which Service’ campaign had a positive impact, it changed behaviour and reduced ambulance handover delays.

Edna Boampong, Director of Communications and Engagement at NHS STW who accepted the accolade on behalf of the team, said: “I am very proud of the communications team who worked exceptionally hard to deliver this campaign. This award highlights our team's ability to take a targeted, insight-led approach to effectively communicate important messages and engage with our audience while making the most of limited resources.”

“I also want to address the recently published report from NHS Confederation, NHS Providers and the Centre for Health Communications Research, The state of NHS communications. This report highlights that less than 5% of the most senior NHS Communicators are from an ethnic minority background. I am really proud to be an ethnic minority senior communicator in the NHS who designs and leads award-winning programmes of work.

“I hope I am inspiring other communicators from diverse backgrounds to keep their heads up, believe in themselves and put their best foot forward.”

Gareth Robinson, Executive Director of Delivery and Transformation at NHS Shropshire, Telford and Wrekin, said: “I am delighted that the ‘Think Which Service’ campaign has been recognised nationally. The powerful campaign evaluation clearly demonstrates how a strategic communications campaign can make a positive impact, relieve pressure on urgent and emergency services across our health system, and allow our services to operate more effectively for our patients.

“Well done to everyone involved!”