This campaign was designed to raise awareness of greater patient choice within the NHS, for example, which hospital patients can choose to attend for treatment.We created a simple, strong and consistent message:'Choice is for you and it's easy!' We combined this message with a consistent approach to all collateral to be rolled out across NHS organisations locally.Our team developed and implemented local PR and advertising campaigns, online materials and creative executions and supported local NHS organisations in the roll out of the campaign. The campaign achieved significant coverage reaching an audience of around 30 million in under a month via advertising and editorial coverage.Overall the campaign delivered on its objective of increasing awareness of choice, which rose by 5% nationally during the campaign period. Since the campaign the overall increase in awareness totals 9%.The campaign also delivered on its objective of encouraging extensive participation among local Primary Care Trusts.

• We brought together a bespoke team – including PR, stakeholder communications and advertising.• We worked intensively with a selection of 16 PCTs on local PR campaigns to act as a driver to encourage other PCTs to follow with their own campaigns.• To help them with this we designed a PR & media toolkit for working with local press and radio.• We devised and ran an advertising campaign for regional print and radio which was designed with ongoing engagement with local groups to test our approach.• We created a visually impactful, creative but simple, flexible suite of executions.• We ran a radio campaign with a well known TV psychologist and a senior Department of Health official designed to highlight the psychology behind choice and to illustrate what considerations are at the heart of decisions made by patients.• All campaign materials were shared online with all relevant parties.

• Radio campaign reached 14.5 million people through 52 stations.• 172 community radio downloads reached targeted local audiences• Extensive regional coverage (print, broadcast and digital)– on message and positive • Extensive PCT participation– more than 50 took part in first two weeks and feedback was positive• Toolkit available to all PCTs- well used and well received with individual PCTs adapting it to create their own local advertising and PR campaigns with great success. For example Haringey PCT, a suburb of Greater London, used the visual toolkit and saw a 9% rise in Choice awareness.• Advertising campaign reached 13.5 million people.• Awareness of Choice increased by 5% nationally in one month • The success of the campaign was mentioned at a Cabinet meeting in Downing Street• We have been reappointed to coordinate a further phase of the Choice campaign with a further £1m+ in fees