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Excellence in Communications - Payers/Policy Makers

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Finalist

Saving lives, averting costs

by Incisive Health for Cancer Research UK


Summary of work

Earlier diagnosis of cancer saves lives but the assumption of NHS decision-makers has always been that it also costs money. In order to challenge this perception, this programme developed new evidence and communicated it in a compelling way, reinvigorating policy on earlier diagnosis. Complex economic modelling was translated into an engaging multichannel programme that spoke the language of decision-makers and mobilised a range of stakeholders who would influence them.

The programme provides a great example of how the intelligent use of social media can shift perceptions and ultimately change policy. The results are clear. A new consensus about how earlier diagnosis can avert costs, persuasive evidence for commissioners about the scale of potential savings and clear changes to policy. The outcome is a renewed focus on earlier diagnosis that should save lives and avert costs for reinvestment in other parts of cancer services.

Judges comments

Here we saw the really good use of data to gain attention in political circles and strong endorsement from the National Clinical Director for Cancer. The wide range of organisations, partnered with the use of strong infographics and political support, achieved effects that are unlikely to be seen again for years.


Winner

Standardised packaging of tobacco products - by Cancer Research UK and Action on Smoking & Health


Highly commended

Beat It Now! - by Just:: Health Communications for Meningitis Now


Finalists

HEART UK - by Hanover Communications for HEART UK

Saving lives, averting costs - by Incisive Health for Cancer Research UK

Breaking the taboo: putting incontinence on the NHS quality agenda for the first time - by MHP Communications for The expert group on LUTS, supported by Astellas


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Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.