Please login to the form below

Not currently logged in

Excellence in Engagement Through Digital Channels

Sponsored by

Back to results



by Portland for Royal College of Paediatric and Child Health (RCPCH)

Summary of work

Recruitment into, and retention within, the NHS workforce is a significant and pressing challenge facing the UK health system. Medical students choosing to specialise in paediatrics fell by nearly 10% between 2016 and 2018. In 2017, The Royal College of Paediatrics and Child Health (RCPCH) was forced to run a second recruitment round for paediatric training, marking a first time for the College.

The RCPCH challenged Portland to devise a communications campaign that both encouraged medical students to apply to, and experienced paediatricians to continue in, the profession.

Portland developed a digital, national campaign showcasing an authentic insight into the life of a paediatrician. Alongside this, dedicated content was produced aimed at experienced paediatricians, recognising their fundamental role in inspiring the next generation of doctors.

Based on this research Portland developed a series of emotive videos which flipped the interview approach: paediatricians were interviewed by children. Audience targeting ensured the digital launch succeeded in reaching critical audiences.

A month into the campaign, videos had been viewed more than 500,000 times with impressions of more than 1.7 million, with practising paediatricians saying the campaign achieved “…a hugely innovative spotlight to shine on an enormously important issue in the UK”.

Judges' comments

#ChoosePaediatrics focused on highlighting the rewards of working in paediatrics, and set out to deliver clear objectives, with a creative campaign aimed at a well targeted audience, which is one we rarely see in a Communiqué entry. The results were impressive and well measured.


Putting AstraZeneca R&D on the Data Science and AI Map - by AstraZeneca with support from The Difference Collective and Boardwalk PR

BREATHLESS: The Story of Life with Severe Asthma - by Edelman and ENGINE MHP for AstraZeneca

#ChoosePaediatrics - by Portland for Royal College of Paediatric and Child Health (RCPCH)

Magic Numbers Pilot - by WE Communications for Amgen UK

Category Sponsors

Annabelle Sandeman, Huntsworth Group – Co-chair Communiqué Awards

Key dates

Entry deadline 11 March 2022
Extended entry deadline 18 March 2022
(additional fee applies)
Judging days May 2022
Awards Ceremony 7th July 2022

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

Entry and dinner booking enquiries:
Saoirse Meenaghan
Tel: 01372 414253