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Excellence in Collaboration and Partnership

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Simple Steps

by Thornton & Ross with support from Pegasus

Summary of work

Simple Steps is a disease awareness campaign launched by Flexitol in 2018, in partnership with, to help support people with diabetes follow a simple, daily routine to manage the condition of their feet and prevent foot health complications that can arise as a result of diabetes.

We surveyed 1,000 people with diabetes to gather insights, which revealed that many were unaware of the need to follow a simple, daily routine. One in three respondents were unaware of the risks of developing diabetes-related foot complications, and only one in five confirmed they check their foot condition daily. We therefore identified ’education’ and ’persuasion’ as key behaviour interventions required to resonate with our audience.

Simple Steps provides a range of resources, which help people with diabetes take control of their foot health, including:

  • A simple, daily foot care routine
  • Information on when and how often to visit a healthcare professional
  • An educational foot care article authored by specialist, Donna Welch, Principal Podiatrist
  • A downloadable leaflet with information about caring for feet
  • A video highlighting diabetic foot health risks.

Judges' comments

The entry from Thornton & Ross and Pegasus was a good collaboration and partnership. It had reach and a strong message, backed-up by a very powerful video. The best outcome was that patients are getting treatment earlier as a result of this campaign.


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Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022