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Winner

UK Malnutrition Awareness Week

by M&F Health for BAPEN & The Malnutrition Task Force


Summary of work

UK Malnutrition Awareness Week

One in ten people aged over 65 in the UK is malnourished or at risk of malnutrition. Malnutrition in older people is associated with significant health and quality of life impacts as well as being a burden on our health and social care system.

M&F Health, working for the charity BAPEN and the Malnutrition Task Force, created the first ever UK Malnutrition Awareness Week in October 2018, to raise public awareness of this problem. The goals were to help people understand the risk, spot the warning signs, and to understand where to get help and information.

The campaign was designed to tackle the misbalance in media reporting of obesity versus malnutrition, by exposing dangerous myths and misconceptions that persist about weight loss in later life. A bold call to action to ‘let them eat cake’ commanded the media agenda and ensured that important health information was seen by millions of potentially vulnerable older people.

The campaign had proven results with more people than expected visiting BAPEN’s self-screening tool, discovering their risk status and receiving the appropriate advice.

Judges' comments

The UK Malnutrition Awareness Week campaign won because it really demonstrated a very strong public health outcome. The messaging was very bold and really stood out and if scaled up it hints at the way that healthcare communications could play a really significant role in the sustainability of adult social care.


Highly commended

GLAD I took part – Reducing Mental Health Stigma - by Four Health for King’s College London


Highly commended

You vs. Train - by Pegasus for Network Rail, British Transport Police & the Wider Rail Industry


Finalists


Category Sponsors

Key dates

Entry deadline 11 March 2021
Extended entry deadline 18 March 2021
(additional fee applies)
Judging days May 2021
Awards Ceremony 1st July 2021

Contact information:

For sponsorship opportunities:
Sales Team
sales@pmlive.com
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
dtuesley@pmlive.com
Tel: +44 (0)1372 414243