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Charitable Campaign of the Year *NEW FOR 2020*

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Sponsored by:

Judging criteria:

The judges will be focusing on the following areas when scoring your entry. Write your entries accordingly.

  • Evidence of association’s stand-alone campaign achievements (10)
  • Evidence of success in implementing welltargeted, integrated and innovative stand-alone campaign between July 2018 and December 2019 (10)
  • Proven tangible benefits for the association and for patients (15)
  • Demonstration of innovative and cost-effective use of both internal and external resources (10)
  • Demonstration of overcoming issues faced (10)
  • Transparency – for example corporate partnership working, innovation, patient/beneficiary testimony (as evidence) (10)
  • Effectiveness (20)

Remember: entries in this category do not have to be anonymised.

This category is open to any charity, patient or professional association, support group or voluntary/civil society organisation with an interest in the health and well-being of different groups of patients, based in the UK. Entries will be accepted either directly by the association or via a third party (eg, pharma companies or support agencies).

Judges will be looking for evidence of an innovative stand-alone PR or marketing communications campaign that has had significant impact during the qualifying period and its related impact in helping grow the organisation’s reach. This could include increased membership, fundraising, political impact, engagement, media coverage, awareness and overall reputational improvement that is the direct result of a PR and communications campaign.

Entries should include numbers of staff employed in the PR/marketing function of the association, as the level of resource allocated to projects and effective use of budgets will be a consideration when selecting the winner. Where appropriate, include evidence that work carried out during 2019 built upon previous years’ campaigns.

Note: Stand-alone campaigns should be entered into this campaign award category only, whereas a sustained programme of integrated marketing communications activities should be entered into the Charity of the Year category.

Work conducted between July 2018 and December 2019 will be eligible.

Entry Format

Executive Summary (max 200 words)
Must be supplied separately from the two-page A4 submission.
If your submission is nominated for an award, only extracts from executive summaries will be published, allowing you to ensure it contains no confidential information. No other part of your entry will be reproduced. Please note that the judges will not see the executive summary and it does not need to be anonymised.


THE REMAINDER OF YOUR ENTRY SHOULD NOT
EXCEED TWO A4 PAGES AND MUST BE ANONYMISED

(unless otherwise indicated in the category description).

1. Situation/Market Analysis


A description of the situation/environment before you undertook the work. For example:

  • What information, research, analysis etc that led you to identify the problem, issue or opportunity
  • What insights that helped you work towards a plan or solution
  • Provide as much benchmark data as possible* (if available) for the judges to identify what the metrics/trends were before the programme began. Changes from baseline metrics brought about by your programme or initiative should be clear to see
  • What challenge(s) had to be overcome.

2. Objectives


Provide clearly defined SMART objectives


The judges recommend no more than five.

  • Make sure you clearly identify key audiences and define benefits to them and to stakeholders and the organisation

3. Strategy


Describe your strategy

  • What was the plan/approach adopted to meet your objectives?
  • Who was involved in the delivery team (both internal and external)?
  • What was the rationale for any collaboration with external stakeholders?
  • Was there a part of the strategy that was truly innovative/groundbreaking?

4. Tactics


    How was the strategy implemented in line with yourobjectives?

  • What channels/tactics did you employ to implement the strategy? Highlight your rationale for selecting these channels.

5. Effectiveness: Outcomes vs Objectives


Demonstrate how outcomes were delivered/achieved against your stated objectives. Show clear evaluation of:

  • Outtakes (knowledge, attitudes, opinions, levels of confidence, number of people who heard about the campaign etc.)
  • Outputs (volume of coverage, number of leaflets, hits to websites etc.)
  • Outcomes (quantifiable changes in behaviour or action taken as a result of the campaign).
    What did success look like for the campaign? Show the real benefit that the work delivered for stakeholders, patients and the organisation.


*This is where you should refer to the benchmarks you identified earlier.

6. Stakeholder Testimonials and Client Verdicts


You must provide a minimum of one (maximum three) independent, third-party stakeholder testimonials. These will be scored by the judges in terms of their quality and relevance and can significantly influence your overall score.
You will also need to provide a minimum of one (maximum three) client testimonials.

  • Approved quotes may be submitted as a letter, fax or email supporting the overall effectiveness of the programme or activity, but the quotes themselves must be included in the two-page submission.
  • Include contact details for the stakeholder(s) (email address and telephone number) for verification purposes (does not need to be included in the two-page submission)
  • If the stakeholder(s) references are confidential, please highlight this on the entry form.

7. Lessons Learned


What lessons did you learn that would help with future work?

8. Supporting Materials (not included in submission length limit)


  • Only send the key information/documents that helps the judges to see how you researched, developed, implemented and measured the programme. The judges do not need every piece of material created as part of the campaign. Also, please include a visual representation of the project/work/campaign
  • ESSENTIAL: A summary sheet must be supplied with supporting materials, detailing each of the supporting materials and clearly referencing where evidence can be found to support claims made in the entry about outcomes, such as shifts in awareness, attitude and reported behaviour, eg info on sample size, method of data collection etc.
    Entries will not be accepted without this document.
  • Where possible, provide a copy of the original brief from the client
  • If you have submitted the same campaign/work previously, provide a copy of the previous submission(s).
  • Supporting Materials do not need to be submitted until Friday 27 March 2020.

Category Sponsors

Key dates

Entry deadline 5 March 2020
Extended entry deadline 12 March 2020
Judging day 1 7 May 2020
Judging day 2 21 May 2020
Awards Ceremony 2 July 2020

Contact information:

For sponsorship opportunities:
Sales Team
sales@pmlive.com
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
dtuesley@pmlive.com
Tel: +44 (0)1372 414243

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