Excellence in Media Relations – Healthcare

Summary of work

Members of the Advisory Group on Contraception (AGC) had growing anecdotal evidence of the impact of public health cuts to contraceptive care and services, but little hard data on what was happening across England. With pressures throughout the NHS system, public debate in the media was focused on hospitals and ‘sickness’ rather than life-impacting, preventative interventions such as contraception. The AGC recognised that new, robust data was essential to allow them to bring cuts to contraceptive access to the attention of policymakers and that a hard-hitting media campaign was the most effective approach.

A major impact report was created utilising responses from 11 Freedom of Information requests to councils. The findings were used to build a strong evidence base and compelling messages around cuts to contraceptive services. These generated coverage across a variety of media outlets targeted at key national and local stakeholders, including the Guardian, The Times, the Daily Mailand i news. The BBC Victoria Derbyshire programme covered the story in depth and pushed the story out across numerous BBC platforms. This has resulted in a higher profile for the AGC and its priority messages and created a strong platform for further advocacy work.

Judges' comments

We all agreed that in getting the cuts in access to contraception onto the agenda, with an exclusive tailored approach, they did very well on a relatively small budget. They emonstrated a strong focus and strong media relations.