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Highly Commended

A Creative Approach to Communicating How the NHS in England Works

by The King’s Fund


Summary of work

The NHS is complex, formed of many organisations with different roles and responsibilities. Making sense of how it works can be challenging, even to those who work within it – let alone to patients and the public.

The King’s Fund set out to create the clearest explanation yet for a broad audience of policymakers, health professionals and patients of how the NHS in England works. The Fund decided to create an engaging animated video that would make people smile and that they would want to share. The creative concept for the video centred around a ‘crazy wall of clues’ as seen on TV detective programmes and included in-jokes for health experts while providing a clear explanation for a more general audience.

The resulting animation, ‘How does the NHS in England work? An alternative guide’ exceeded all its targets. It received more than 50,000 views in its first four weeks, with outstanding feedback from patients, professionals and political audiences. It was also used as a springboard for developing further free and paid-for products explaining the NHS, including a paid-for one-day conference attended by several hundred people.

Judges' comments

The King’s Fund produced an exceptionally well-crafted and well-scripted video which managed to simplify the very complicated – the structure of the NHS in England today. It is such an authoritative piece of work that the Department of Health itself now uses it for new staff inductions!


Winner

Ask for Clear - by Havas Lynx for Novartis



Finalists

My Journey: Flight HIV101 - by 90TEN for Gilead

Ouchie - by Havas Lynx for Chugai/Roche

The Healthy Eating Song - by M&F Health Communications for The Early Years Nutrition Group

Flo. - by Virgo Health for Bayer


Sponsors

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.