Excellence in Public Health Communications

Summary of work

Brief

Pharmacy Voice, which speaks for community pharmacy in its entirety - from high street multiples to rural independents - commissioned the consultancy to identify and develop a long-term strategy to help unify a key but fragmented healthcare sector, and raise public awareness of its potential to support public health and ease the increasing demands on general practice and A & E.

Strategy and methods deployed

The campaign theme had to resonate at both national and local levels, and work as well for a small independent community pharmacy as for large multiples like Boots and Lloyds, and equally for Government, policymakers and the general public. Extensive qualitative research among key stakeholders suggested there was huge untapped potential in community pharmacy in relation to public health. The proposed strategic theme, Dispensing Health, tested exceptionally well with all stakeholders, capturing the strong heritage of pharmacy as a dispenser of medicines and its modern face as advisors on health.

Outcome

Dispensing Health has contributed to a significant uplift in public awareness of the services available through community pharmacy. Quarterly YouGov surveys of more than 2,000 respondents have demonstrated a tangible uplift on each occasion.

Judges' comments

This is a strong awareness campaign, with a very clear message and sound platform with the flex to sustain a long conversation and the appeal to unify disparate, eclectic groups. It shows how a safe, but effective approach can deliver impressive media relations and outcomes.