Excellence in Public Health Communications

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Judging criteria:

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

• Evidence that work was built on stakeholder insight, particularly in relation to an identified population(10)
• How well the programme identified and benchmarked the specific educational needs of the audience(10)
• Evidence of clearly defined objectives and a strategy to deliver outcomes against these(15)
• Creativity or innovation in content, presentation or delivery(15)
• Effectiveness - evidence to support successful delivery of outcomes (not outputs) against objectives such as prevention of the onset of disease, early detection and diagnosis of disease, reduced health inequalities and/or other societal goals relevant to health(20)
• Independent third-party stakeholder/customer feedback. (please exclude feedback from stakeholders involved in the initiative – e.g. clients)(10)

Remember:  anonymise your entry. Please only send the key information 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.

Don't forget:

- provide a copy of any previous
submission for this work
- be open! Were there any other
contributors to the programme?

This category recognises excellence in programmes designed to increase public awareness of and sense of responsibility for maintaining or safeguarding public health and well-being. These will typically include communication programmes for the ‘greater good’.

Public health refers to all organised measures (whether public or private) to prevent disease, promote health and prolong life among the population as a whole. Its activities aim to provide conditions in which people can minimise the risk of illness, can be healthy and focuses on entire populations. These populations can be as small as a local neighbourhood, or as big as an entire country or region of the world, but not individual patients. Thus, public health is concerned with the total system and not only the eradication of a specific disease.

Entries should provide information/advice designed to bring about changes of perceptions and/or behaviour that will result in:

• Improvements in public health
• Benefits to delivery of care to patients or service users
• Raised awareness and maintenance of healthy lifestyles
• Prevention of the onset of disease
• Early detection and diagnosis of disease
• Reduced health inequalities and/or other societal goals relevant to health.

Please note that the judges will be looking for real evaluation focused on outcomes in the areas above as opposed to surrogate markers of programme success such as outputs, outtakes, OTS, coverage etc.

Entries are invited from any individual, team or service that has made an impact on public health. Judges will be looking for evidence of real patient outcomes, behavioural change and sustained response.

It is essential that you specify which (if any) coverage was paid for and the budget allocated for the campaign or project by band.

IT IS ESSENTIAL TO PROVIDE BUDGET BAND INFORMATION, failure to do so will incur a penalty from the judges. If your client has declined to allow this, you must state this within your submission.

Band A under £10,000
Band B £10,001-£25,000
Band C £25,001-£50,000
Band D £50,001-£100,000
Band E £100,001-£200,000
Band F over £200,001.

Work conducted during the two year period between January 2018 and December 2019 will be eligible to allow for the demonstration of real change brought about over time. Where submissions have been entered previously a copy of the previous submission(s) should also be included within the supporting materials. The current entry must provide benchmarks to clearly demonstrate how the programme was evaluated and how it has developed over time.

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

• 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.