Excellence in Communications – Payers/Policymakers

Summary of work

In February 2015, a Government-commissioned expert group published detailed recommendations on what was needed to improve quality and choice for people approaching the very end of their lives. The report, known as the Choice Review, provided a critical opportunity for improving the quality of care for individuals and support for their families. Despite repeated promises from Government to publish a response, deadlines were missed and the political turmoil following the EU referendum campaign risked burying it entirely.

To keep the issue high on the political agenda, the End of Life Care Coalition had to remain dogged in its demand for publication and look for opportunities to maintain profile of the Choice Review while not alienating the minister and officials. Their diversified strategy, which included media coverage, parliamentary engagement and ongoing dialogue with the minister, ultimately proved successful.

In July 2016, the Department of Health published its long-awaited response, Our commitment to you for end of life care. The new strategy included a pledge to ‘end variation in care’ and created a new programme board in NHS England, chaired by Medical Director Sir Bruce Keogh. Members of the Coalition now sit on the board, enabling ongoing scrutiny of the strategy’s implementation.

Judges' comments

We thought this was a well-executed, thoughtful partership that clearly demonstrated impact on patients. Hardly surprising then that it had such good feedback from the review board. A great campaign  with strong application that was  resilient through government changes.